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All Journal EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi dan Bisnis Jurnal Dehasen Untuk Negeri
Arlina Arlina
Universitas Dehasen Bengkulu
Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Energy Public Health Other

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Implementasi Digital Marketing Dalam Optimasi Potensi Industri Rumah Tangga Warga RT.10 RW.04 Kelurahan Padang Jati Kecamatan Ratu Samban Kota Bengkulu Ahmad Soleh; Arlina Arlina; Suwarni Suwarni; Karona Cahya Susena; Deffri Anggara
Jurnal Dehasen Untuk Negeri Vol 1 No 2 (2022): Juli
Publisher : Universitas Dehasen Bengkulu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37676/jdun.v1i2.2838

Abstract

The development of information technology that is growing very rapidly has an effect on the community in supporting various business activities, both large and small so that they can be known globally. The most obvious impact is that apart from being known, it can also increase sales volume and profit. Digital Marketing is one of the marketing media through social media that has a very large influence. The residents of RT 10 RW 04 Padang Jati Bengkulu consist of 60 families, most of which are entrepreneurs, construction workers and housewives. Many housewives in RT 10 RW 04 Padang Jati have opened independent businesses at home, such as selling food, hijabs, clothes and drinks by promoting sales on social media. Initially, marketing activities on social media were only used as a free time filler, but now it has become the main activity as an addition to the economic cycle in the household. In the past, the sales activity of this industrial product was conventional or traditional, they made products only based on orders. However, after recognizing the existence of social media, some of the residents of RT 10 have begun to receive a lot of orders, so the sales volume is increasing rapidly compared to when selling in the old way. Digital marketing is seen as the best medium as the most effective and efficient means of promotion and is able to increase sales volume significantly.
The Effect of Product Diversity, Brand and Price on Consumer Purchasing Decisions at PT. Indomarco Adi Prima Bengkulu Arlina Arlina; Ermy Wijaya; Nurzam Nurzam
EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi dan Bisnis Vol 11 No 2 (2023)
Publisher : UNIVED Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37676/ekombis.v11i2.4293

Abstract

The method used in this study is a questionnaire method with research instruments namely validity test, reliability test, multiple linear regression test, coefficient of determination test, t test, and f test, with the sample in this study as many as 80 respondents, with accidental sampling technique. The results show that multiple linear regression Y = a + b1X1 + b2X2 + b3X3 + e or Y = -1.489 + 0.161 (X1) + 0.069(X2) + 0.809(X3) + 1.072, meaning that there is a positive or unidirectional relationship to consumer purchasing decisions (Y) at PT. Indomarco Adi Prima. Meanwhile, the results of the partial test of the product diversity variable (X1) show tcount 2.641 > ttable 1.991 and a significance of 0.010 <0.05, then the hypothesis Ha is accepted and Ho is rejected, meaning that product diversity (X1) has a positive and significant effect on consumer purchasing decisions (Y). The results of the Brand test (X2) show a tcount value of 1.763 < ttable 1.991 and a significance of 0.085> 0.05, then the Ha hypothesis is rejected and Ho is accepted, meaning that the brand (X2) has no effect on consumer purchasing decisions (Y). The results of the price test (X3) show tcount 16,420 > ttable 1,991 and a significance of 0.000 <0.05, then the results of the Ha hypothesis are accepted and Ho is rejected, meaning that the price (X3) has a positive and significant effect on consumer purchasing decisions (Y). Then the results of the simultaneous test, accept the hypothesis or accept Ha and reject Ho, meaning that there is an influence between product diversity (X1) brand (X2) and price (X3) on consumer purchasing decisions (Y) at PT. Indomarco Adi Prima Bengkulu amounted to 595,615. The results of multiple linear regression test that the regression coefficient between product diversity (X1), brand (X2) and price (X3) is positive, meaning that there is a positive or unidirectional relationship to consumer purchasing decisions (Y) at PT. Indomarco Adi Prima.
Co-Authors Ahmad Soleh Deffri Anggara Karona Cahya Susena, Karona Cahya Nurzam Suwarni Suwarni Wijaya, Ermy