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All Journal Jurnal Ilmu Administrasi Bisnis EKONOMIS : Journal of Economics and Business ARZUSIN: Jurnal Manajemen dan Pendidikan Dasar
Aditya Cahya Nugraha
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Religion Economics, Econometrics & Finance Education Social Sciences

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PENGARUH HARGA DAN PROMOSI PENJUALAN TERHADAP KEPUTUSAN PEMBELIAN MOBIL TOYOTA AGYA DI NASMOCO KALIGAWE SEMARANG Aditya Cahya Nugraha; Hari Susanta Nugraha
Jurnal Ilmu Administrasi Bisnis Vol 9, No 2 (2020)
Publisher : Universitas Diponegoro

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (209.69 KB) | DOI: 10.14710/jiab.2020.27189

Abstract

Nasmoco Kaligawe Semarang is one of Toyota's official dealers in Indonesia with a marketing area in the city of Semarang, which until now has been competing with other car dealers. Toyota Agya is one of the products with the type of LCGC (Low Cost Green Car) motorized vehicle marketed by Nasmoco Kaligawe in the city of Semarang which is in demand by many groups. But there are problems in the sale of Toyota Agya at Nasmoco Kaligawe Semarang in the period of 2017 to 2018, sales declined. This is due to the price and sales promotion of the company which is still less than the maximum compared to competitors. This study aims to determine how the influence of price and sales promotion on Toyota Agya car purchasing decisions at Nasmoco Kaligawe Semarang. The type of research used is explanatory research, where data collection techniques used are using questionnaire and sample as many as 100 people by using purposive sampling technique. Selected respondents were consumers who made a purchase decision for a Toyota Agya car at Nasmoco Kaligawe Semarang. The methodology used to analyze primary data in this study is the validity test, reliability test, correlation coefficient, determination coefficient, simple linear regression, multiple linear regression, and significance tests (t and f test) with SPSS version 22. The results showed that there was a significant effect between price on purchasing decisions of 19.2%. Sales promotion has a significant effect on purchasing decisions by 20.7%. Meanwhile, simultaneous price and sales promotion significantly influence purchasing decisions by 25.3% while the rest is influenced by other factors besides price and sales promotion. This means that the better the price and sales promotion, the higher the purchase decision of a Toyota Agya car in Nasmoco Kaligawe Semarang. In addition, sales promotions have an influence with the greatest regression coefficient value, 0.411. Based on the results of the study, researchers can provide suggestions for companies to increase sales promotions to increase public interest in products and provide prices in accordance with the value of the products offered by the company
Economic Growth in the Special Region of Yogyakarta from 2013 to 2020: The Impact of DAU, DAK, and PAD Aditya Cahya Nugraha; Eni Setyowati
Ekonomis: Journal of Economics and Business Vol 7, No 1 (2023): Maret
Publisher : Universitas Batanghari Jambi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33087/ekonomis.v7i1.756

Abstract

The aim of this research is to demonstrate how the Yogyakarta Special Region's DAU, DAK, and PAD will affect economic growth from 2013 to 2020. The quantitative technique of this study employed a multiple linear regression analysis to ascertain the association between the DAU, DAK, and PAD variables and economic growth in the Special Region of Yogyakarta. The population of the research was the City/Regency in the Special Region of Yogyakarta in the years 2013 to 2020. The results of this analysis show that DAU will negatively affect Yogyakarta's Special Region's economic growth between 2013 to 2020. Between 2013 to 2020, Yogyakarta's Special Region's economy grew favorably as a result of DAK and PAD.
Pengaruh Brand Image dan Brand Awareness terhadap Purchase Decision Produk iPhone melalui Word of Mouth Aditya Cahya Nugraha; Heru Sulistyo
ARZUSIN Vol 6 No 1 (2026): FEBRUARI
Publisher : Lembaga Yasin AlSys

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58578/arzusin.v6i1.8892

Abstract

The increasingly intense competition in the smartphone industry requires companies to strengthen brand-based marketing strategies to sustain consumer purchase interest, including among university students who use iPhone as a premium product segment. This study aimed to analyze the effect of brand image and brand awareness on purchase decisions for iPhone products, with word of mouth as an intervening variable. A quantitative approach was employed using the Partial Least Square–Structural Equation Modeling (PLS-SEM) method. Data were collected through questionnaires from 157 iPhone-using students at Universitas Islam Sultan Agung Semarang, selected using purposive sampling. The results show that brand image and brand awareness have a positive and significant effect on word of mouth. In addition, brand image and word of mouth have a positive and significant effect on purchase decisions, whereas brand awareness does not have a significant direct effect on purchase decisions but exerts an indirect effect through word of mouth. These findings highlight the important mediating role of word of mouth in strengthening the influence of brand image and brand awareness on purchase decisions. The implications suggest that companies need to reinforce strategies for building a positive brand image and encouraging conducive communication among consumers to enhance purchase decisions for iPhone products in the student segment.
Co-Authors ENI SETYOWATI Hari Susanta Nugraha Heru Sulistyo