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All Journal Jurnal Informatika Ekonomi Bisnis
Zulfa Irawati
Fakultas Ekonomi dan Bisnis Universitas Muhammadiyah Surakarta
Economics, Econometrics & Finance

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Pengaruh Kualitas Produk, Citra Merek, Harga, dan Promosi terhadap Minat Beli Produk Second Brand A.ang Wahyu Saputro; Zulfa Irawati
Jurnal Informatika Ekonomi Bisnis Vol. 5, No. 3 (September 2023)
Publisher : SAFE-Network

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37034/infeb.v5i3.515

Abstract

This study aims to determine the effect of product quality, brand image, price and promotion on the purchase intention of Second Brand products among consumers in Surakarta. In recent years, many people have wanted to buy Second Brand products. This resulted in a change in sales volume for Second Brand products in Surakarta. This research is a quantitative research, involving 200 community respondents in Surakarta. The data in this study were collected by means of a questionnaire via a Google form using a Likert measurement scale. The data analysis technique of this study used multiple linear regression with the SPSS version 21 program. The results of this study indicate that product quality has a significant effect on purchase intention, brand image has a significant effect on purchase intention, price has a significant effect on purchase intention and promotion has a significant effect on purchase intention. The results of the F test calculations show that Product Quality, Brand Image, Price, and Promotion have a simultaneous effect on the intention to buy Second Brand Products in Surakarta.
Pengaruh Strategi Pemasaran Digital, Harga dan Kualitas Produk terhadap Kepuasan Pelanggan Mie Gacoan Deni Setiawan; Zulfa Irawati
Jurnal Informatika Ekonomi Bisnis Vol. 5, No. 3 (September 2023)
Publisher : SAFE-Network

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37034/infeb.v5i3.517

Abstract

This study aims to determine the effect of digital marketing strategy, the price offered, product quality on customer satisfaction Mie Gacoan in Surakarta. In recent years, many students have been interested in buying Gacoan Noodles. This resulted in an increase in the sales volume of Gacoan Noodles in Surakarta, as well as the addition of new branches in various Surakarta areas. This research is a quantitative research, involving 200 student respondents in Surakarta. The data in this study were collected using a questionnaire via a Google form using a Likert measurement scale. The data analysis technique of this study used multiple linear regression with the SPSS version 21 program. The results showed that the Digital Marketing Strategy had a significant effect on customer satisfaction on Mie Gacoan in Surakarta, Price had a significant effect on customer satisfaction on Mie Gacoan in Surakarta, Product quality had a significant effect on customer satisfaction Gacoan noodles in Surakarta. The coefficient of determination with Adjusted R2 is 56.1%, this means that the independent variables in the model (digital marketing strategy, price, and product quality) explain the variation in customer satisfaction of Mie Gacoan in Surakarta by 55.1%.
Co-Authors A.ang Wahyu Saputro Deni Setiawan