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All Journal Multidiciplinary Output Research for Actual and International Issue (Morfai Journal) Jurnal Bina Bangsa Ekonomika
Muhammad Chusnul Khitam
Universitas Islam Lamongan
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Chemical Engineering, Chemistry & Bioengineering Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Energy Engineering Environmental Science Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Materials Science & Nanotechnology Social Sciences Other

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ANALISIS HARGA, CITA RASA, LOKASI, KUALITAS PRODUK, DAN PROMOSI TERHADAP LOYALITAS PELANGGAN DIMEDIASI KEPUTUSAN PEMBELIAN PADA USAHA WAKHID PENTOL Moh. Arief Zadana Rosyidi; Abid Muhtarom; Muhammad Chusnul Khitam
Jurnal Bina Bangsa Ekonomika Vol. 16 No. 1 (2023): Jurnal Bina Bangsa Ekonomika (JBBE)
Publisher : LP2M Universitas Bina Bangsa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.46306/jbbe.v16i1.300

Abstract

The increasing development of UMKM in Indonesia from year to year has the effect of increasingly fierce competition between businesses. One of the businesses that is growing rapidly is the culinary field, because it is felt that the culinary business has more promising prospects. The purpose of this study is to determine the effect of price, taste, location, product quality and promotion on customer loyalty mediated by purchasing decisions. Using a quantitative approach with a sample of 315 respondents, with SEM analysis using the Smart PLS application version 3.0. by testing the outer model, inner model, mediation test and hypothesis testing. The results obtained in the validity test stated that the loading factor was ≥ 0.7 and the AVE value ≥ 0.5 so that it could be declared valid, in the composite reliability test and Cronbach's alpha ≥ 0.7 so it could be declared reliable. The results showed that price (X1) had a positive and significant effect on customer loyalty (Y), price (X1) had a positive and significant effect on purchasing decisions (Z), taste (X2) had a negative and significant effect on customer loyalty, taste taste (X2) has a positive and significant effect on purchasing decisions (Z), location (X3) has a positive and significant effect on customer loyalty (Y), location (X3) has a positive and insignificant effect on purchasing decisions (Z), product quality (X4) ) on customer loyalty (Y) has a negative and significant effect, product quality (X4) on purchasing decisions (Z) has a positive and significant effect, promotion (X5) has a positive and insignificant effect on customer loyalty (Y), promotion (X5) on decisions purchase (Z) has a negative and significant effect and purchase decision (Z) on customer loyalty (Y) has a positive and significant effect
INNOVATIVE MSME DEVELOPMENT AND CREATIVE ENTREPRENEURSHIP POLICIES: A NEW PATH FOR THE LAMONGAN PEOPLE'S ECONOMY TO RISE TO A HIGHER LEVEL Yuhronur Efendi; Muhammad Chusnul Khitam; Beni Aprilian Nirwansyah
Multidiciplinary Output Research For Actual and International Issue (MORFAI) Vol. 6 No. 2 (2026): Multidiciplinary Output Research For Actual and International Issue
Publisher : RADJA PUBLIKA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54443/morfai.v6i2.4881

Abstract

UMKM and creative entrepreneurs are the lifeblood of the Indonesian economy. However, the reality on the ground shows that the majority of UMKM remain micro-scale. Most tend to be subsistence, operate in the informal sector, are not connected to broader supply chains, have minimal access to formal financing, and are highly vulnerable to external shocks. Therefore, a method is needed to emphasize that regional economic independence is determined more by innovative local policies, strong social relationships, and cross-actor collaboration, rather than simply waiting for large investments. This research uses a qualitative descriptive approach. Research techniques included interviews, focus group discussions, documentation studies, and observations. The findings suggest that to create sustainable growth, innovation and productivity must be the primary focus. Without encouragement to innovate and building a strong supporting ecosystem, MSMEs risk stagnation. To achieve this, three essential foundations must be met: local institutions that support a conducive business climate, capacity and innovation to increase competitiveness and professionalism, and relationships between local actors that strengthen social networks and locally-based innovation capacity.
Co-Authors Beni Aprilian Nirwansyah Moh. Arief Zadana Rosyidi Muhtarom, Abid Yuhronur Efendi