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All Journal SEIKO : Journal of Management & Business Nusantara: Jurnal Pendidikan Indonesia Jurnal Ekonomi Jurnal Minfo Polgan (JMP) Industrial Research Workshop and National Seminar Jurnal Pengabdian Masyarakat Bhinneka Jurnal Mahasiswa Manajemen dan Akuntansi TOFEDU: The Future of Education Journal Horizon: Indonesian Journal of Multidisciplinary Jurnal Cendekia Ilmiah Jurnal Ekonomi, Manajemen, Akuntansi Edumaspul: Jurnal Pendidikan
Ismail Yusup
Universitas Pendidikan Indonesia
Agriculture, Biological Sciences & Forestry Humanities Chemical Engineering, Chemistry & Bioengineering Civil Engineering, Building, Construction & Architecture Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Library & Information Science Mathematics Mechanical Engineering Public Health Social Sciences Other

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The Moderating Effect of Content Quality on Promotion and Purchase Decisions at Guscio Fashion Brand Rizki Ramdani; Dede Kurnia; Ismail Yusup
EKOMA : Jurnal Ekonomi, Manajemen, Akuntansi Vol. 5 No. 6: September 2026
Publisher : CV. Ulil Albab Corp

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56799/ekoma.v5i6.20338

Abstract

Fluctuating sales revenue at the Guscio fashion brand during 2024–2025 indicates that consumer purchase decisions have not been consistently established. A preliminary survey found that although all respondents had seen Guscio's promotions, most had not purchased, considered the content unattractive or unconvincing, and felt that the promotions had not encouraged them to buy. This study describes promotion and purchase decisions, analyzes the effect of promotion on purchase decisions, and examines content quality as a moderator. A quantitative method was used, involving 176 Guscio customers selected by purposive criteria. Data were collected via a Likert scale questionnaire and analyzed using Hayes’ PROCESS Macro Model 1 with bootstrapping at a 95% confidence level. The results show that promotion has a positive and significant effect on purchase decisions, and that content quality significantly moderates this effect by acting as an enhancing moderator, meaning that higher content quality strengthens the influence of promotion on purchase decisions. These findings suggest that Guscio should pair its promotional activities with relevant, informative, and attractive content to improve consumer purchase decisions.
Strategi Pemasaran pada Brand Minuman Tekun Tasikmalaya Menggunakan Analisis SWOT dan Tows Matrix Basalamah, Salma Harun; Yusup, Ismail; Rachmani, Nizza Nadya
HORIZON: Indonesian Journal of Multidisciplinary Vol. 4 No. 3 (2026): HORIZON: Indonesian Journal of Multidisciplinary
Publisher : Lembaga Intelektual Muda (LIM) Maluku

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54373/hijm.v4i3.6413

Abstract

Penelitian ini bertujuan untuk menganalisis strategi pemasaran pada brand minuman TEKUN di Kota Tasikmalaya menggunakan pendekatan analisis SWOT. Penelitian ini dilatarbelakangi oleh meningkatnya konsumsi kopi dan berkembangnya industri minuman kekinian yang menyebabkan persaingan usaha semakin ketat. Kondisi tersebut menuntut TEKUN untuk menerapkan strategi pemasaran yang tepat guna mempertahankan dan meningkatkan daya saing usaha. Metode penelitian yang digunakan adalah deskriptif kualitatif dengan pendekatan studi kasus. Data diperoleh melalui observasi, wawancara, dokumentasi, dan studi literatur. Informan penelitian terdiri atas pihak manajemen TEKUN Tasikmalaya. Analisis data dilakukan melalui tahapan pengumpulan data, reduksi data, penyajian data, dan penarikan kesimpulan, sedangkan keabsahan data diuji menggunakan triangulasi sumber dan triangulasi teknik. Hasil penelitian menunjukkan bahwa kekuatan utama TEKUN terletak pada kualitas produk, harga yang terjangkau, variasi menu, dan lokasi yang strategis. Kelemahannya meliputi keterbatasan target pasar, promosi digital yang belum optimal, dan branding yang belum kuat. Peluang yang dimiliki berasal dari meningkatnya tren minuman kekinian dan perkembangan teknologi digital, sedangkan ancaman utama berasal dari tingginya tingkat persaingan dan perubahan selera konsumen. Berdasarkan analisis SWOT, TEKUN berada pada Kuadran II (Grow and Build Strategy) dengan nilai IFAS sebesar 2,92 dan EFAS sebesar 3,25. Strategi prioritas yang direkomendasikan adalah strategi WO (Weaknesses–Opportunities), yaitu memperluas segmentasi pasar, mengoptimalkan promosi digital, memperkuat branding, mengembangkan inovasi produk, memanfaatkan teknologi digital, dan meningkatkan hubungan dengan konsumen guna meningkatkan daya saing serta pertumbuhan usaha. Kata kunci: strategi pemasaran, SWOT, branding, pemasaran digital, TEKUN
Pengaruh Perilaku Penjualan Adaptif, Orientasi Pasar dan Inovasi Produk Terhadap Kinerja Penjualan Pelaku UMKM di Mall UKM Kota Cirebon Marpaung, Sanny Margaretha Br; Kurnia, Dede; Yusup, Ismail
HORIZON: Indonesian Journal of Multidisciplinary Vol. 4 No. 3 (2026): HORIZON: Indonesian Journal of Multidisciplinary
Publisher : Lembaga Intelektual Muda (LIM) Maluku

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54373/hijm.v4i3.6431

Abstract

This study aims to analyze the influence of adaptive selling behavior, market orientation, and product innovation on the sales performance of MSMEs in the UKM Mall in Cirebon City. The study used a quantitative approach with descriptive and verification methods. The study population consisted of 246 MSMEs, with the sample determined using a purposive sampling technique. Data were collected through questionnaires and analyzed using multiple linear regression. The results showed that adaptive selling behavior, market orientation, product innovation, and sales performance were in the high category. Partially, adaptive selling behavior had a positive but insignificant effect on sales performance. Conversely, market orientation and product innovation had a positive and significant effect on sales performance. These findings indicate that the ability to understand customer needs, respond to market changes, and develop innovative products are important factors in improving MSME sales performance. Meanwhile, adaptability in sales strategies has not had a significant effect. This study implies that strengthening market orientation and product innovation needs to be a priority in efforts to increase the competitiveness and sustainability of MSME businesses.
Co-Authors Aprillya Mutia Dewi Azizah Fauziyah Basalamah, Salma Harun Daffaputra, Idzhar Dede Kurnia Dede Kurnia Dede Kurnia, Dede Dewi, Repita Fauziah, Anesti Amelin Feri Ardiansyah Hengki Vieri Panogari Vincentius Simarmata Imam Permana Irma Suryaningsih Lili Latifah Lili Latipah Marpaung, Sanny Margaretha Br Melati Kusuma Dewi Muhamad Zaki Nindri Nandang Nandang Nandang Nandang Natadilaga, Arya Abdillah Nurfitriya, Mira Rachmani, Nizza Nadya Rani Rahmawati Rizki Ramdani Rosita Marta Valensya Manurung Salwa Salsabila Aulia Rahmani Silvia Fajari Rasyieda Siti Alifah Nur Jamil Siva Sri Marwatun Nurfalah Sujaya, Krisna Suryaningsih, Irma Yulia Sopiati Zulkarnaen, Tania Navisca