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All Journal Enrichment : Journal of Management Journal of Innovative and Creativity
Muhammad Iqbal Fajri
Universitas Syiah Kuala
Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Mathematics Social Sciences Other

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Marketing Mixture Analysis On Product Sales Increase Ade Perdana Siregar; Teguh Setiawan Wibowo; Pandu Adi Cakranegara; Uli Wildan Nuryanto; Muhammad Iqbal Fajri
Enrichment : Journal of Management Vol. 12 No. 3 (2022): August: Social Science, Economics
Publisher : Institute of Computer Science (IOCS)

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (434.474 KB) | DOI: 10.35335/enrichment.v12i3.685

Abstract

This study aimed to analyze the effect of the marketing mix strategy consisting of product, price, place, and promotion on increasing sales volume of Reverse Osmosis Health Drinking Water. The research design used in this study used quantitative associative methods. Based on the results of data analysis that has been carried out on the first hypothesis (H1), which states that the product has a positive and significant effect on increasing sales, the value of t count > t table is 14,563 > 1,661, testing the second hypothesis (H2) which states that price has a positive effect and significantly to the increase in sales, the value of t count > t table is 12,293 > 1,661, testing the third hypothesis (H3) which states that place has a positive and significant effect on increasing sales, the value of t count > t table is 10,378 > 1,661 and on hypothesis testing fourth (H4) which states that promotion has a positive and significant effect on increasing sales, the value of t count > t table is 21,285 > 1,661 which means that product, price, place, and promotion have a positive and significant impact on increasing sales volume of Reverse Osmosis Health Drinking Water products, The R-square value obtained is 0.944, which states that the product, price, place, and promotion variables affect the sales volume of Reverse Osmosis Health Drinking Water products by 94.40%, and other variables influence the remaining 5.60%.
Analysis of the Influence of Perceived Value, E-WOM, and Digital Promotion on Purchase Intention of Electric Vehicles Ninda Rachmawati; Muhammad Iqbal Fajri; Rudy Max Damara Gugat; Riesna Apramilda; Syamsul Hadi; Meutia Nadia Karunia
Journal of Innovative and Creativity Vol. 5 No. 2 (2025)
Publisher : Fakultas Ilmu Pendidikan Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/joecy.v5i2.3092

Abstract

The purpose of this study is to investigate the impact of perceived value, electronic word of mouth (E-WoM), and digital promotion on Indonesian consumer purchase intention of electric vehicles. This study was initiated against the backdrop of retrieving the deteriorating environmental situation and conductive marketing strategies promoting purchase consideration of eco-friendly cars. This study is a quantitative research using purposive sampling with 210 participants as samples of consumers, which meet the following requirements: 18 years old and having been staying in Indonesia; have basic understanding of electric vehicle (or EV); and ever search any information or consider to buying it. This data was collected via a 5-point Likert scale questionnaire and analyzed with multiple linear regression. The analysis results indicate that all three independent variables have a positive and significant effect on purchase intention. Perceived value increases purchase intention through perceptions of functional, emotional, and social benefits that are considered greater than the costs incurred. E-WoM strengthens consumer trust through credible positive reviews, while digital promotion drives purchase intention through informative, interactive, and persuasive campaigns. These findings imply that electric vehicle marketing strategies in Indonesia should integrate efforts to enhance perceived value, manage positive E-WoM, and optimize digital promotion to accelerate market adoption.
Co-Authors Cakranegara, Pandu Adi Meutia Nadia Karunia Ninda Rachmawati Riesna Apramilda Rudy Max Damara Gugat Siregar, Ade Perdana Syamsul Hadi Teguh Setiawan Wibowo Uli Wildan Nuryanto