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All Journal Jurnal Ekonika : Jurnal Ekonomi Universitas Kadiri Efektor JURNAL NUSANTARA APLIKASI MANAJEMEN BISNIS JAIM (Jurnal Abdi Masyarakat) Jurnal ABDINUS : Jurnal Pengabdian Nusantara Jurnal Abdimas Akademika Jurnal Ekonomi Bisnis, Manajemen dan Akuntansi (JEBMAK) KIC SENMEA Prosiding Simposium Nasional Manajemen dan Bisnis
Ema Nurzainul Hakimah, Ema Nurzainul
Universitas Nusantara PGRI Kediri
Arts Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Public Health Social Sciences Other

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The Effect Of Price, Product Variation, And Promotion On Purchase Decisions At Niky Cokelat Kediri Danaraja, Riestu; Damayanti, Susi; Hakimah, Ema Nurzainul
Proceeding Kilisuci International Conference on Economic & Business Vol. 3 (2025): Proceeding Kilisuci International Conference on Economic and Business
Publisher : Universitas Nusantara PGRI Kediri

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29407/fgqn4x82

Abstract

Research aim :This study examines the influence of price, product variation, and promotion on purchases of UMKM Niky Cokelat Kediri. Design/Method/Approach :This study uses causal quantitative descriptive research. Sampling was done purposively. This study involved 40 customers of UMKM Niky Cokelat Kediri. This study uses SPSS 25 to measure it. Research Findings :The t-test shows that price, product variety, and promotion partially affect purchasing decisions. The F-test shows that price, product variety, and promotion simultaneously affect purchasing decisions. Theoretical contribution/Originality :UMKM Niky Cokelat Kediri must use methods such as competitive prices, a variety of goods according to needs, and attractive promotions such as discounts or loyalty programs so that its appeal is greater. Practitionel/Policy implications :UMKM Niky Cokelat Kediri, is advised to continue to improve purchasing decisions on several factors such as price, by providing discounts and special offers. Product variation factors, by creating product variants and designs according to needs. And for the promotion factor by promoting through social media, such as using digital platforms. Research limitations:This study shows that additional characteristics influence purchasing decisions, which can be used to improve future studies.
The Impact of Tiktok Shop Closure on Generation Z's Buying Interest Yuningpra, Ghinareeshma Drana; Hakimah, Ema Nurzainul
Proceeding Kilisuci International Conference on Economic & Business Vol. 2 (2024): Proceeding Kilisuci International Conference on Economic and Business
Publisher : Universitas Nusantara PGRI Kediri

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29407/w3a72d66

Abstract

Research aim :  This research is motivated by the official government closure of the latest feature of TikTok or the so-called TikTok Shop feature, since November 4, 2023. The closure of this feature is due to a prohibition contained in the Revision of the Minister of Trade Regulation number 50 of 2020 concerning Provisions for Business Licensing, Advertising, Coaching and Supervision of Business Actors in Trading Through Electronic Systems. Design/Methode/Approach:  This study aims to show the impact of closing Tiktok Shop on Generation Z's buying interest. This research is a qualitative study, where the main data is obtained from Tiktok Shop users who point to Generation Z. This research uses phenomonological phenomena as a research method to reveal the impact and phenomena experienced by Generation Z when searching for and meeting their needs. Research Finding:  The results of initial observations and data obtained from interviews of sources and opinions of generation z in the comment column of the Tiktok platform are, they feel very disappointed with the closure of this Tiktok Shop feature because in their opinion this feature really helps them to save expenses and facilitate shopping without having to open and close other social media platforms. Theoretical contribution/Originality : Buying interest can broaden understanding of the tendencies and passions that strongly drive a person to buy a product. Measure the impact and buying preferences of Generation Z on the TikTok Shop Platform and dig deeper into how impactful these TikTok Shop closures are on Generation Z's buying interest. Practitionel/Policy implication : This research provides practical implications for the TikTok platform about how much influence generation Z's buying interest has on the online shopping system and what aspects can influence that buying interest. Research limitation : This study only discusses the buying interest of generation z, as well as the impact experienced on closing TikTok Shop    
The Influence of Brand Equity, Life Style, and Product Variety on Purchase Decisions for Aerostreet Shoes Rianto, Taufik; Hakimah, Ema Nurzainul
Proceeding Kilisuci International Conference on Economic & Business Vol. 2 (2024): Proceeding Kilisuci International Conference on Economic and Business
Publisher : Universitas Nusantara PGRI Kediri

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29407/pffdr337

Abstract

Research aim : Aims to determine the influence of brand equity, life style, product variations both partially and simultaneously on the decision to purchase Aerostreet shoes. Design/Methode/Approach : The purpose of this study was to examine the influence of product variations, lifestyle factors, and brand equity on decisions to buy Aerostreet shoes. This study is cause-and-effect in nature and employs a quantitative methodology. The population in this study refers to all Aerostreet product users, regardless of how many there are in the count. Using random sampling techniques, a sample of 40 respondents was selected for analysis. Multiple linear regression is used in this study to determine the degree to which the independent variable affects the dependent variable. Research Finding : This research shows that brand equity, life style, and product variety have a significant influence on the decision to purchase Aerosreet brand shoes in generation z.. Theoretical contribution/Originality : Brand equity is the identity of a product that can be trusted to influence consumer behavior and purchasing decisions. Measuring the impact and preferences of consumers on life style, and digging deeper into product variations from a consumer perspective influences purchases. Practitionel/Policy implication : This research provides practical implications for Aerostreet Shoes in improving purchasing decisions. Research limitation : This research only discusses brand equity, life style, and product variety as independent variables. There are still other variables that influence the dependent variable that need to be researched further.  
The Influence of Social Media Marketing and Brand Image on Buyer's Decision: (Survey on Followers of Mixue Nganjuk’s Instagram Account) Sumarsono, Anggoro Bekti; Hakimah, Ema Nurzainul
Proceeding Kilisuci International Conference on Economic & Business Vol. 2 (2024): Proceeding Kilisuci International Conference on Economic and Business
Publisher : Universitas Nusantara PGRI Kediri

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29407/zy57aj97

Abstract

Research aim: The purpose of this study is to determine and explain the significant influence between social media marketing and brand image, both partially and stimulantly on buyer decisions on followers of Mixue Nganjuk outlet Instagram account.   Design/Methode/Approach: This study was conducted to analyze the influence of social media marketing and brand image on buyer decisions on followers of Mixue Nganjuk outlet Instagram account. This study used a quantitative approach with the population in this study all followers  of the Instagram  account @mixue.nganjuk which is the official social media account owned by Mixue Nganjuk. The sample was determined as many as 116 respondents taken using non-probability sampling  techniques with purposive sampling. In this study using multiple linear regression to see how much influence the independent variable has on the dependent variable. Research Findings: The result of this study is that  social media marketing and brand image have a significant effect on purchasing decisions on followers of Mixue Nganjuk outlet Instagram account. Theoretical contribution/Originality:  Social media marketing  can broaden the understanding of how social media as a digital marketing platform, delves deeper into the consumer's perspective in the brand image of a product to influence consumers in making purchasing decisions. Practitionel/Policy implication:  This study provides practical implications for Mixue Nganjuk in improving brand image in the influence of purchasing decisions. Research limitation: This study discusses social media marketing and brand image as independent variables, and purchase decisions as dependent variables.  
Analysis of Product Quality, Price Suitability, Product Variation, and Brand Image on Purchase Satisfaction at the ASIKIE BAKERY Bread Factory, Ngronggot District, Nganjuk Regency. Tahammy, Nikken putri octapia; Hakimah, Ema Nurzainul
Proceeding Kilisuci International Conference on Economic & Business Vol. 2 (2024): Proceeding Kilisuci International Conference on Economic and Business
Publisher : Universitas Nusantara PGRI Kediri

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29407/yrxd3376

Abstract

Research aim: The aim of this research is to measure or analyze whether there is an influence of product quality, price suitability, product variety and Brand Image simultaneously and partially on purchase satisfaction at the ASIKIE BAKERY bread Design/Method/Approach : This research uses a quantitative approach and uses nonprobability sampling techniques. The population in this study are all buyers who have tasted bread from ASIKIE BAKERY and the sample used in this study is 100 respondents who have made purchases at the ASIKIE BAKERY bread factory which will be analyzed using the classic assumption test method, multiple linear regression method , coefficient of determination and test. hypothesis with a tool called SPSSv23. By using this application you will be able to calculate the data in this research. Research Findings : The results of this research are that product quality and brand image partially influence purchasing satisfaction at the ASIKIE BAKERY bakery , while price suitability and product variety do not partially influence purchasing satisfaction. However, simultaneously the variables of product quality, price suitability, product variety and brand image have a positive and significant effect on purchase satisfaction. Theoretical contribution/Originality: Product quality can increase sales of ASIKIE BAKERY bread in terms of marketing such as brand image seen from the attractive side or not in the bread packaging. Meanwhile, price suitability can be seen in the type of bread, usually standard prices and delicious and attractive bread sell better than bread that is expensive but the product is not good. More product variations are made so that buyers don't get bored with just the same form of bread. Practitionel/Policy implications : This research provides practical implications for the ASIKIE BAKERY bakery . Research limitations: This research only discusses product quality, price suitability, product variety and brand image as independent variables, while purchase satisfaction is the dependent variable.
The Influence Of Product Differentiation Strategies, Brand Image And Service Quality On Purchasing Decisions At Omah Pentol Café In Munjungan District Nurohman, Alfan; Hakimah, Ema Nurzainul
Proceeding Kilisuci International Conference on Economic & Business Vol. 2 (2024): Proceeding Kilisuci International Conference on Economic and Business
Publisher : Universitas Nusantara PGRI Kediri

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29407/tzeffd35

Abstract

Research aim: The aim of this research is to analyze whether there is a significant influence between the variables of product differentiation, brand image and service quality on purchasing decisions at the Omah Pentol café in Munjungan district. Design/Method/Approach : Nonprobability sampling approaches and a quantitative approach are employed in this study. The 40 respondents who had made purchases at Rumah Pentol Café served as the research's samples. They were subjected to analysis using the traditional assumption test, multiple linear regression analysis, coefficient of determination, and test. The population for this study consisted of all customers who had made purchases there. utilizing the SPSSv23 tools, hypotheses Research Findings : According to the research's findings, Pentol House Café customers' decisions to buy are somewhat influenced by service quality and product difference. In the meanwhile, decisions to buy are not partially influenced by brand image. Brand image, service quality, and product distinction all have a big impact at the same time. Theoretical contribution/Originality : Product differentiation can expand understanding of how to increase sales which can influence consumer behavior and purchasing decisions. Measuring the impact and preferences of consumers on service quality, and digging deeper into the concept of brand image from a consumer perspective influences purchases. Practitioner/Policy implications: This research provides practical implications for Pentol House Cafés in improving purchasing decisions Research limitations: Only the independent variables—brand image, product distinctiveness, and service quality—and the dependent variable—product quality—are included in this study. Further investigation is required to determine the additional variables that continue to affect the dependent variable.
The Effect of Promotion, Service and Estimated Value to Increase Customer Rate of Gold Pawn Products at PT. Pawnshop UPC Trenggalek Kusumaningsih, Luki Ayu; Hakimah, Ema Nurzainul
Proceeding Kilisuci International Conference on Economic & Business Vol. 2 (2024): Proceeding Kilisuci International Conference on Economic and Business
Publisher : Universitas Nusantara PGRI Kediri

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29407/x6dmed26

Abstract

Research aim: Baims to determine the influence of promotion, service and estimated value both partially and simultaneously on customer decisions in choosing gold pawn products on pawnshops Design/Methode/Approach: to answer the problems in this study, a quantitative approach with multiple linear regression analysis tools is used. The population in this study is customers who do gold pawn financing. The sample was determined as many as 80 respondents taken using accidental sampling techniques T test used to determine the variables of promotion, service, and partial estimates against customer decisions. While F test is used to see the effect together of all independent variables to the dependent variable. Research Finding: This study showsthat promotion, service, and value are estimated to have a significant influence on customer decisions in choosing mace products. Theoretical contribution/Originality : Practitionel/Policy implication : Research limitation : Keywords : Gold pawn, promotion, service, estimated value, and customer decision
Phenomenological Study in the Practice of Increasing Customer Saticfaction Based on the Dimensions of Service Quality at Enggal Laris Building Materials Store Ariansyah, Muhammad Azriel; Hakimah, Ema Nurzainul
Proceeding Kilisuci International Conference on Economic & Business Vol. 3 (2025): Proceeding Kilisuci International Conference on Economic and Business
Publisher : Universitas Nusantara PGRI Kediri

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29407/kilisuci.v3i.5949

Abstract

Research aim : The purpose of this study is to analyze five dimensions of service quality in increasing customer satisfaction and provide recommendations for improving service quality at Enggal Laris Building Store. Design/Method/Approach : This study uses a qualitative method with a phenomenological approach using thematic analysis techniques, sample collection using triangulation through interviews with three customers of Enggal Laris Building Store who have shopping experience and customer willingness to be interviewed. Research Finding : Enggal Laris Building Store focuses on customer convenience through extensive facilities and fast service. Well-trained employees provide support and product recommendations, fast response and friendly attitude increase satisfaction and pleasant interactions while shopping. Theoretical contribution/Originality : The contribution of this study lies in highlighting the significance of Parasuraman’s theory in understanding customer satisfaction, as it provides a comprehensive framework for evaluating service quality through five key dimensions—tangibles, reliability, responsiveness, assurance, and empathy—which directly influence customer perceptions and satisfaction. Practitionel/Policy implication : This study that Enggal Laris Building Store should apply the principles of Parasuraman's theory to improve service quality. Focus on employee training, product arrangement, and delivery service efficiency can increase customer satisfaction for continuous improvement and make the store the customer's first choice. Research limitation : The limitation of this study lies in the sampling that was only conducted at Enggal Laris Building Store, so the results obtained may not be generalizable to other building stores. In addition, this study also does not consider external factors that can affect customer satisfaction, such as market competition and developments in industry trends.
The Impact of Marketing Synergy: An Analysis of the Influence of Promotion Mix Strategy, Service Quality, on Purchase Decisions at Indomaret Gading, Prambon, Nganjuk Isyafak, Moh. Erga; Hakimah, Ema Nurzainul
Proceeding Kilisuci International Conference on Economic & Business Vol. 3 (2025): Proceeding Kilisuci International Conference on Economic and Business
Publisher : Universitas Nusantara PGRI Kediri

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29407/kilisuci.v3i.5957

Abstract

Research aim : The purpose of this article is to analyze the impact of synergy between promotional mix strategy and service quality on consumer purchasing decisions in Indomaret Gading, Prambon, Nganjuk. Design/Methode/Approach : In this study, a quantitative method was used with a survey method that used primary data (with a research questionnaire form containing several statements). This study took a sample of 30 respondents, and used an accidental sampling technique. The results of the questionnaire data were then analyzed by classical assumption test analysis, namely the multiple linear regression method. This questionnaire is filled with a Likert scale, which is categorized as follows: 1. Strongly Disagree (STS), 2. Disagree (TS), 3. Neutral (N), 4. Agree (S), and 5. Strongly Agree (SS). Research Finding : Based on the results of this study, through the distribution of questionnaires to Indomaret Gading, Prambon, consumers, it is proved that the promotional mix variable (X1) and the service quality variable (X2) have a significant simultaneous influence on the purchase decision at Indomaret Gading, Prambon, Nganjuk. Theoretical contribution/Originality : provide an understanding of the promotion mix and service quality in purchasing at Indomaret Gading, Prambon, Nganjuk. Practitionel/Policy implication : allocate resources proportionally to customer service to ensure the best possible shopping experience. Research limitation : Short time and respondents who are less responsive in time help fill out the research questionnaire.
Analysis Of The Influence Of Segmenting, Targeting, And Positioning On Purchasing Decisions At Pondok Salero Restaurant, Kediri Alwi, Muhammad; Hakimah, Ema Nurzainul
Proceeding Kilisuci International Conference on Economic & Business Vol. 3 (2025): Proceeding Kilisuci International Conference on Economic and Business
Publisher : Universitas Nusantara PGRI Kediri

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29407/kilisuci.v3i.5984

Abstract

Research aim :The purpose of this study was to determine the influence of segmenting, targeting, and positioning on purchasing decisions at the Pondok Salero Kediri restaurant. Design/Method/Approach :The method used in this research is quantitative.Sampling technique using technique accidental sampling. The sample taken in this study were consumers who bought Padang cuisine at Pondok Salero Restaurant, Kediri, totaling 40 people. The measurement used in this study was by using the SPSS version 25 analysis tool. Research Findings :The results of the t-test study indicate that the segmenting, targeting, and positioning variables partially have a significant effect on purchasing decisions. Based on the results of the F test, it is known that the segmenting, targeting, and positioning variables simultaneously have a significant effect on purchasing decisions. Theoretical contribution/Originality :segmenting, targeting, and positioning play a role as the basis for creating an effective and efficient marketing strategy. By dividing the market into relevant segments, selecting potential segments, and strategically positioning the menu, STP helps Pondok Salero Kediri restaurant significantly influence consumer purchasing decisions. Practitionel/Policy implications:Implementing the right STP strategy, Pondok Salero Kediri restaurant can better understand market needs, target the right segment, and create an attractive image. Efforts such as providing relevant menus, attractive promotions, and satisfying dining experiences can increase customer purchasing decisions while creating long-term loyalty. Research limitations:Because this study proves that there are still other variables that influence purchasing decisions, this can be used as material for conducting similar further research to obtain better results. Keywords :segmenting, targeting, positioning and purchasing decisions
Co-Authors Agel Prakoso, M. Fajar Ahmad Efendi Cahyo Setiono, AHMAD Aini, Silvi Nur Aliami, Sri Alif Okky Fadilah Ana, Yusiana Andini, Nandha Febriyana Anggraini, Anggella Ayu Annisa, Aulia Apriliani, Karisma Ariansyah, Muhammad Azriel Arum, Cahyaning Dina Aziziyah, Nanda Afifatul Bambang Agus Sumantri, Bambang Agus Basthoumi Muslih Bhakti, Vicky Eka Danaraja, Riestu Daniella, Viona Reza Binta Dewi, Ayu Indra Setya Diah, Pingit Sukmantianing Dian Kusumaningtyas, Dian Djoko, Edy Edy Santoso Effendi, Stefanus Dhani Farida Nurlaila Zunaidah Fatiha, Chandra Dwi Fatimah, Arma Dwi Fauji, Diah Ayu Septi Fauzi, Diah Ayu Septi Fidianingsih, Yola Ayu Fitriyasari, Devi GESTY ERNESTIVITA Hamida, Sakiya Salma Hayati, Fina Nur Indrasto, Adam Iqbal Mahendra, Mukamad Iskandana, Nevia Cahyaning Dewi ISMAYANTIKA DYAH PUSPASARI, ISMAYANTIKA DYAH Isyafak, Moh. Erga Itot Bian Raharjo Jovanna, Dea Millennia Khasanah, Atina Kholila, Nova Nor Kuherawati, Jelvi Tri Kurniawan, Rony Kusmaningrum, Anggraini Kusumaningsih, Luki Ayu Leksono, Poniran Yudho Lestari, Ayu Dwi Lina, Ade Maharani, Niken Trisma Widya Mahbubah, Choirul Mahendra, Piki Data Surya Marbella, Rosha Yunita Tri Margareta, Bella Muhammad Alwi Mustikasari, Linda Dwi Nabela, Oktavia T Ningsih, Liya Widia Novanzah, Tria Nurcholis, Muhamad Nurhuda, Mohamad Nuriadi, Erina Ayu Dwi Nurohman, Alfan Oktaviani, Yeni Aprilia Paramitha, Dyah Putra Panglipur, Yerikho Putri, Arti Melysiani Putri, Nabila Alfina Rahmad, Mahdun Rahmawati, Rika Putri RESTIN MEILINA Restyono, Teddy Rianto, Taufik Rino Sardanto Rizal, Mohammad Sulton Amirur Rizky Kurniawan Romadhon, Eko Jian Romadlon, Ahmad Dani Samari Samari Samari, Samari Santoso, Davis Chusaini Sapta Andaruisworo Saputri, Septia Indri Sari, Sheyla Intan Purnama Sasongko, M. Zuhdi SB, Sigit Wisnu Setyani, Adika Desi Shinta, Clara Permata Sigit Ratnanto Sofianzah, Handika Sri Aliami Stevany, Mahardika Putri Subagyo Subagyo Sugiantoro, Bagus Suhendro Suhendro Sumarsono, Anggoro Bekti Susi Damayanti, Susi Syaida, Tridia Ayun Tahammy, Nikken putri octapia Titin Andriani Wahyu Widodo Waradhika, Nanda Gorgeous Wulandari, Alfina Wulandari, Anggi Marta Yuliana Sari Yuningpra, Ghinareeshma Drana Zulistiani, Zulistiani Zulistiani, Zulistiani Zunaidah, Farida Nurlaila Zundana, Azuma