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All Journal Management Studies and Entrepreneurship Journal (MSEJ) Jurnal Ekonomi JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi)
Didit Hadayanti
Universitas Al Ghifari
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Analisis Peran Gaya Hidup Dan Kualitas Produk Terhadap Keputusan Pembelian Produk Automotif City Car Sutrisno Sutrisno; Hendy Tannady; Endang Sri Wahyuningsih; Dasep Supriatna; Didit Hadayanti
Management Studies and Entrepreneurship Journal (MSEJ) Vol. 3 No. 6 (2022): MSEJ : Management Studies and Entrepreneurship Journal
Publisher : Yayasan Pendidikan Riset dan Pengembangan Intelektual (YRPI)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37385/msej.v3i6.1304

Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh kualitas produk dan gaya hidup terhadap keputusan pembelian mobil Toyota Yaris secaraparsial dan simultan. Penelitian ini menggunakan pendekatan kuantitatif .Sampel yang diambil sebanyak 185  responden  dengan teknik purposivesampling. Pengukuran yang digunakan berupa kuesioner yang disebar melalui Google Form. .Analisis yang digunakan meliputi uji validitas, ujireliabilitas, uji asumsi klasik, dan uji hipotesis. Hasil penelitian menemukan bahwa: walaupun tidak memiliki pengaruh yang signifikan, secaraparsial gaya hidup tetap berpengaruh terhadap keputusan pembelian dengan Thitung (7,384) > Ttabel (0,255) , dan secara parsial gaya hidupberpengaruh terhadap keputusan pembelian dengan Thitung (0,799) > Ttabel (0,018), dan secara simultan dan bersama-sama iklan dan citra merekberpengaruh terhadap minat beli dengan Fhitung (13,314). Kata Kunci: Kualitas Produk, Gaya Hidup, Keputusan Pembelian
REBRANDING MSME PRODUCTS AS A VISUAL IDENTITY IN INCREASING BRAND AWARENESS THROUGH SWOT ANALYSIS Sutrisno Sutrisno; Supartono Supartono; Sufyati HS; Didit Hadayanti; Achirsyah Bahar
Jurnal Ekonomi Vol. 12 No. 01 (2023): Jurnal Ekonomi, 2023 Periode Januari - Maret
Publisher : SEAN Institute

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Abstract

Rebranding MSME items as a visual identity is important to boost brand awareness. Through rebranding, the visual identity of a product can be improved, making the product easier for consumers to remember and improving the positive image of the product. Rebranding is an essential technique for increasing brand awareness and the success of micro, small, and medium-sized enterprises. This study rebranded a product logo for one of the MSMEs in the cake business that relies solely on Whatsapp sales and uses product images as its business visual identity mark. The SWOT analysis approach is used to examine the rebranding needs of a product in order to accommodate the company's strengths, weaknesses, opportunities, and threats. Based on the results of the SWOT analysis, the research recommends redesigning the product, particularly in terms of the logo, by employing a simple and memorable logo concept that is easily recalled by consumers for the purpose of enhancing brand awareness. With this logo redesign, it is intended that it would enhance client interest to MSME enterprises.
Analysis The Influence of Price, Promotion, Distribution, Product Quality and Brand Image on Purchase Decision of Cereal Product Siti Patimah; Muhammad Hasyim; Saipul Al Sukri; Didit Hadayanti; Hendrajaya
JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi) Vol. 9 No. 1 (2023): Februari 2023
Publisher : Sekretariat Pusat Lembaga Komunitas Informasi Teknologi Aceh

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35870/jemsi.v9i1.928

Abstract

The purpose of this study is to analyze product quality partially affect the purchasing decision process, to analyze the price partially affect the purchasing decision process, to analyze promotions partially affect the purchasing decision process, to analyze distribution channels partially affect the purchasing decision process , to analyze brand image partially influence the cereal purchasing decision process and to analyze product quality, price, promotion, distribution channels and brand image simultaneously influence the purchasing decision process of Nestle Koko Krunch breakfast cereal. The conclusion of this study is that all exogenous variables have a positive effect on endogenous variables, both partially and simultaneously. Based on the results of the research conducted, it can be seen that product quality, price, promotion, distribution channels, and brand image simultaneously influence purchasing decisions. Thus, the higher the quality of the product offered, the price offered is competent and competitive, the better the promotion that is informed, the easier it is to obtain and the more evenly distributed the product distribution location itself and is complemented by a strong and positive brand image from potential customers, it will encourage consumers in making purchasing decisions for breakfast cereals.
Co-Authors Achirsyah Bahar Dasep Supriatna Endang Sri Wahyuningsih, Endang Sri Hendrajaya - Hendy Tannady I Ketut Suada Muhammad Hasyim Nasution, Annio Indah Lestari Saipul Al Sukri Siti Patimah Sufyati HS Supartono Supartono