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All Journal Jurnal Ekonomi Studium: Jurnal Pengabdian Kepada Masyarakat
Helen Parkhurst
Department Of Economics, Faculty Of Economics And Business, Universitas Jambi, Indonesia
Humanities Economics, Econometrics & Finance Social Sciences

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FACTORS INFLUENCING CONSUMER PURCHASING DECISIONS ON MUSLIM CLOTHING Joko Mulyono; Helen Parkhurst; Agustini Tanjung; Primaraga Sumantri Indra Wicaksana
Jurnal Ekonomi Vol. 12 No. 02 (2023): Jurnal Ekonomi, Perode April - Juni 2023
Publisher : SEAN Institute

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Abstract

The rapid growth in the Fashion industry, along with the emergence of various brand image brand products circulating throughout Indonesia has caused increasingly fierce competition among producers. This study aims to determine whether product quality, promotion and brand image influence purchasing decisions on consumers in Cikarang Clean Market Zoya, partially or simultaneously. In research using quantitative methods and samples used as many as 96 respondents with incidential sampling technique which is a sampling technique based on chance. T test results From the results of data processing it appears that the value of Sig. for the Product Quality variable is 0.026 <0.05, Sig. for the Promotion variable is 0,000 <0.05, and the Sig. for Brand Image variable is 0.003 <0.05. Thus H0 is rejected. In conclusion: There is a partially significant effect on product quality, promotion and brand image on purchasing decisions. While the results of the F Test test From the results of data processing shows that the probability value that is Sig is equal to 0,000 <0.05. Thus H0 is rejected. In conclusion: There is a significant simultaneous effect between Product Quality, Promotion and Brand Image on Purchasing Decisions. The output data shows the R-Squere score of 0.448, this means that 44.8% of the variation in the purchase decision value is determined by the role of the variation in the product quality, promotion and brand image values. And the rest that is 55.2% variation in the value of the Purchase Decision is determined by the role of the variation in the value of other independent variables.
Pembinaan Ekonomi Kreatif Desa Wisata Tanjung Lanjut Dengan Mempertahankan Kearifan Lokal Melalui Badan Usaha Milik Desa Zulgani; Faradina Zevaya; Etik Umiyati; Helen Parkhurst; Rahma Nurjanah
Studium: Jurnal Pengabdian Kepada Masyarakat Vol 3 No 1 (2023): Studium: Jurnal Pengabdian Kepada Masyarakat
Publisher : WIDA Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53867/jpm.v3i1.72

Abstract

The village of Tanjung Lanjut possesses abundant natural resources and scenic beauty that are yet to be fully explored by external visitors. These potential assets include Lake Tangkas, where hanging trees, putat leaves, and the local tradition of "makan merawang" are found. The cool natural ambiance and untouched environment make Lake Tangkas in Tanjung Lanjut a pleasant tourist destination. However, the community's empowerment in promoting the tourism potential of Lake Tangkas and harnessing the village's creative economy based on local wisdom has not been fully maximized. Although efforts by the Village-Owned Enterprises (Bumdes) have been made to enhance the local community's income, there remain untapped opportunities for creative economy initiatives rooted in local wisdom. This article aims to foster the development of Tanjung Lanjut's community in utilizing the village's creative economic potential while preserving its local wisdom, as well as supporting the growth of the Tanjung Lanjut Village-Owned Enterprise in expanding the existing businesses through creative economy approaches based on local wisdom.
Co-Authors Agustini Tanjung Dharma Gyta Sari Harahap Etik Umiyati Faradina Zevaya Hariani Fitrianti Joko Mulyono Minuk Riyana Nurjanah, Rahma Primaraga Sumantri Indra Wicaksana Siti Nurjanah Potabuga Tini Adiatma Zulgani Zulgani