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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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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

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.

Determinants of Sales Volume in Es Teh Cup MSMEs: The Influence of Personal Selling and Distribution, Moderated by Packaging Newton Newton; Agustini Tanjung; Helen Parkhurst; Felina Co Young
Oikonomia : Journal of Management Economics and Accounting Vol. 2 No. 3 (2025): Oikonomia - May
Publisher : PT. Hafasy Dwi Nawasena

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61942/oikonomia.v2i3.361

The packaged cup beverage business is a phenomenon that is currently booming in Indonesia due to its tropical climate. Beverage packaging served in cup packaging is very suitable for today's practical culture. Tea is one type of drink that is served in cup packaging because it is very easy to make compared to other types of drinks. This study aims to determine the effect of personal selling and distribution costs on the sales volume of cup iced tea businesses, and to determine the role of packaging as a moderating variable that strengthens the relationship between the two variables on sales volume. This study uses a quantitative approach with 300 respondents of cup iced tea MSMEs in Bekasi City. Data were collected through questionnaires and analyzed using the Structural Equation Modeling (SEM) method with the help of SmartPLS version 3.0 software. The results showed that personal selling and distribution costs have a positive effect on sales volume. Packaging is proven to strengthen the effect of personal selling on sales volume, although the effect is not too strong. However, packaging does not strengthen the effect of distribution costs on sales volume. This finding shows the importance of a marketing strategy that does not only rely on promotion and distribution, but also pays attention to the design and function of packaging as part of the product's appeal.

Marketing Performance: Digital Marketing and Marketing Ability Moderated by Government Policies (The Owner of Snack UMKM in Bekasi Regency) Agustini Tanjung; Hermiyetti; Helen Parkhurst; Felina Co Young
Maneggio Vol. 1 No. 6 (2024): Maneggio-Dec
Publisher : PT. Anagata Sembagi Education

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62872/v1014v03

MSMEs in Indonesia contribute to national economic income progressing from year to year. This research aims to analyze the small snack business category of MSMEs activities in Bekasi Regency developing the businesses and determine the impact of Digital Marketing and Marketing Capabilities on Marketing Performance moderated by Government Policy. The research model is quantitative with non-probability sampling and primary and secondary data is used. Data analysis usage is descriptive statistical analysis, and inferential analysis through SmartPLS version 3. This research approached and processed 170 small snack business actors in Bekasi Regency as prime data. The research results show that digital marketing had a significant influence on marketing performance since the result of T value>T table (2,857>1,974) P value (0.004<0.05). Marketing capabilities had a significant influence on marketing performance since the result of T value>T tabel (2,870>1,974) P value (0.004<0.05). Government policy as a moderating variable on digital marketing influenced marketing performance affected but not significant since T value<T value (1,582<1,974). Government policy as a moderating variable on marketing ability influenced marketing performance affected but not significant since T value<T value (1,280<1,974). Meanwhile, the results of the termination test (R Square) explained both digital marketing and marketing capability influenced marketing performance 62.10%

Determinan Keputusan Pembelian Kendaraan Hybrid: Peran Kesadaran Lingkungan, Green Product, Personal Selling, dan Green Lifestyle Agustini Tanjung; Helen Parkhurst; Newton Newton; Tri Mulyani Kartini; Etty Zuliawati Zed
Score: Jurnal Lentera Manajemen Pemasaran Vol. 4 No. 01 (2026): Mei 2026
Publisher : Lentera Ilmu Nusantara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59422/lmp.v4i01.1238

Peningkatan jumlah kendaraan bermotor berkontribusi terhadap meningkatnya emisi karbon yang berdampak pada pencemaran udara. Indonesia tercatat sebagai salah satu negara dengan kualitas udara terburuk di dunia, sehingga mendorong masyarakat untuk beralih ke kendaraan ramah lingkungan seperti hybrid electric vehicle (HEV). Penelitian ini bertujuan untuk menganalisis pengaruh kesadaran lingkungan, green product, dan personal selling terhadap keputusan pembelian All New Kijang Innova Zenix HEV di Kabupaten Bekasi dengan green lifestyle sebagai variabel moderasi. Dalam penelitian ini menggunakan pendekatan kuantitatif dengan teknik pengambilan sampel non-probability sampling melalui purposive sampling terhadap 300 responden. Data dianalisis menggunakan SmartPLS. Hasil penelitian menunjukkan bahwa kesadaran lingkungan berpengaruh positif terhadap keputusan pembelian, green product tidak berpengaruh signifikan terhadap keputusan pembelian, dan personal selling berpengaruh signifikan terhadap keputusan pembelian. Selain itu, green lifestyle tidak memoderasi hubungan antara kesadaran lingkungan dan keputusan pembelian, memperlemah hubungan antara green product dan keputusan pembelian, serta tidak memoderasi hubungan antara personal selling dan keputusan pembelian. Temuan ini memberikan implikasi bahwa strategi pemasaran berbasis pendekatan personal dan peningkatan kesadaran lingkungan lebih efektif dalam mendorong keputusan pembelian kendaraan ramah lingkungan.

Pengaruh Faktor Ekonomi dan Sosial terhadap Penyerapan Tenaga Kerja pada Kabupaten/Kota di Provinsi Jambi Desi Nopiyanti; Zulfanetti Zulfanetti; Helen Parkhurst
JURNAL EKONOMI BISNIS DAN MANAJEMEN Vol. 4 No. 3 (2026): Juli : JURNAL EKONOMI BISNIS DAN MANAJEMEN
Publisher : CV. ALIM'SPUBLISHING

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59024/jise.v4i3.1884

One key measure of a region's economic growth is the employment rate, as it reflects the ability of the economy to absorb labor and improve community welfare. In Jambi Province, employment opportunities are influenced by several factors, including Gross Regional Domestic Product (GRDP), population growth, and the Human Development Index (HDI). This study aims to analyze the effects of GRDP, population growth, and HDI on employment growth rates across regencies and cities in Jambi Province. The research employs a quantitative approach using panel data regression analysis covering 11 regencies and cities during the period 2017–2023. The findings indicate that GRDP growth, population growth, and HDI simultaneously influence employment levels. Partially, population growth and HDI have significant effects on employment, indicating that improvements in human development and demographic dynamics contribute to labor absorption. Meanwhile, economic growth, as measured by GRDP, has a relatively small negative effect on employment. This suggests that economic expansion does not always generate proportional employment opportunities, possibly due to structural changes and technological developments. Therefore, policies aimed at improving human capital and labor market conditions are essential to support sustainable employment growth in Jambi Province.

Pengaruh Faktor Ekonomi dan Sosial terhadap Penyerapan Tenaga Kerja pada Kabupaten/Kota di Provinsi Jambi Desi Nopiyanti; Zulfanetti Zulfanetti; Helen Parkhurst
JURNAL EKONOMI BISNIS DAN MANAJEMEN Vol. 4 No. 3 (2026): Juli : JURNAL EKONOMI BISNIS DAN MANAJEMEN
Publisher : CV. ALIM'SPUBLISHING

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59024/jise.v4i3.1884

One key measure of a region's economic growth is the employment rate, as it reflects the ability of the economy to absorb labor and improve community welfare. In Jambi Province, employment opportunities are influenced by several factors, including Gross Regional Domestic Product (GRDP), population growth, and the Human Development Index (HDI). This study aims to analyze the effects of GRDP, population growth, and HDI on employment growth rates across regencies and cities in Jambi Province. The research employs a quantitative approach using panel data regression analysis covering 11 regencies and cities during the period 2017–2023. The findings indicate that GRDP growth, population growth, and HDI simultaneously influence employment levels. Partially, population growth and HDI have significant effects on employment, indicating that improvements in human development and demographic dynamics contribute to labor absorption. Meanwhile, economic growth, as measured by GRDP, has a relatively small negative effect on employment. This suggests that economic expansion does not always generate proportional employment opportunities, possibly due to structural changes and technological developments. Therefore, policies aimed at improving human capital and labor market conditions are essential to support sustainable employment growth in Jambi Province.

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