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All Journal Sketsa Bisnis Prosiding Conference on Research and Community Services Aplikasi Administrasi: Media Analisa Masalah Administrasi Gudang Jurnal Multidisiplin Ilmu PROCEEDING OF INTERNATIONAL CONFERENCE ON BUSINESS MANAGEMENT AND ACCOUNTING Dinamika Publik: Jurnal Manajemen dan Administrasi Bisnis Sosial Simbiosis: Jurnal Integrasi Ilmu Sosial dan Politik Journal of Governance and Public Administration Jembatan Hukum: Kajian Ilmu Hukum, Sosial dan Administrasi Negara Presidensial: Jurnal Hukum, Administrasi Negara, Dan Kebijakan Publik An International Journal Tourism and Community Review Parlementer : Jurnal Studi Hukum Dan Administrasi Publik Konstitusi: Jurnal Hukum, Administrasi Publik, dan Ilmu Komunikasi Journal of Studies in Academic, Humanities, Research, and Innovation Harmony Management: International Journal of Management Science and Business Kajian Administrasi Publik dan ilmu Komunikasi Jurnal Ilmu Komunikasi, Administrasi Publik dan Kebijakan Negara Perspektif Administrasi Publik dan hukum Jurnal Hukum, Administrasi Publik dan Negara Studi Administrasi Publik dan ilmu Komunikasi
Ferriswara, Dian
Dr. Soetomo University Surabaya
Religion Aerospace Engineering Arts Humanities Chemistry Civil Engineering, Building, Construction & Architecture Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Earth & Planetary Sciences Economics, Econometrics & Finance Education Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Mathematics Public Health Social Sciences Other

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Journal : Dinamika Publik: Jurnal Manajemen dan Administrasi Bisnis

 1 
Pengaruh Bauran Komunikasi Pemasaran terhadap Keputusan Pembelian Batu Tela: pada UMKM Material Bangunan di Kabupaten Jayapura Supriyanto Supriyanto; Dian Ferriswara; Sarwani Sarwani; Galuh Ajeng Ayuningtiyas
Dinamika Publik: Jurnal Manajemen dan Administrasi Bisnis Vol. 3 No. 3 (2025): Jurnal Manajemen dan Administrasi Bisnis
Publisher : Politeknik Kampar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59061/dinamikapublik.v3i3.1158

Abstract

This study was conducted with the aim of identifying the extent to which the marketing communication mix influences the purchasing decisions of Batu Tela products in building material MSMEs operating in Jayapura Regency. The marketing communication mix examined in this study includes five main elements, namely advertising, sales promotion, publicity, personal selling, and direct marketing. These five elements are considered important factors that can influence how consumers recognize, evaluate, and ultimately make decisions to purchase the products offered. The research method used is a quantitative approach with a survey technique. The research respondents were 60 consumers selected with the criteria of having purchased Batu Tela products at least once in the last six months. The collected data were then analyzed using multiple linear regression methods to determine the relationship and influence of each marketing communication element on purchasing decisions. The results of the study indicate that all five marketing communication elements have been proven to have a significant influence on consumer purchasing decisions. This confirms that the marketing communication strategy designed and implemented by MSMEs plays an important role in building positive consumer perceptions and encouraging purchase transactions. Of all the variables studied, sales promotion emerged as the dominant factor that most strongly influenced consumer decisions. Incentives in the form of price cuts, discounts, and special offers are considered more effective in attracting consumer attention and interest than other elements. This finding provides practical implications: MSMEs need to design more integrated marketing communications strategies, emphasizing creative and sustainable sales promotion programs. Furthermore, this research opens up opportunities for further research by expanding the variables, particularly internal consumer factors that can influence decision-making.
Influence of Product Quality, Price, and Promotion on Gacoan Noodle Consumers’ Purchase Decisions (Ngagel Surabaya) Yuweldi Azhari; Dian Ferriswara; Sarwani Sarwani; Galuh Ajeng Ayuningtiyas
Dinamika Publik: Jurnal Manajemen dan Administrasi Bisnis Vol. 3 No. 3 (2025): Jurnal Manajemen dan Administrasi Bisnis
Publisher : Politeknik Kampar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59061/dinamikapublik.v3i3.1160

Abstract

This study investigates the impact of product quality, price, and promotion on consumer purchasing decisions at Mie Gacoan, Ngagel branch, Surabaya. A quantitative research design was adopted, utilizing a survey method with purposive sampling targeting consumers who had made at least one purchase within the previous three months. Following Hair et al.’s recommendation of using ten times the number of measurement indicators, a total of 150 respondents were selected. Data were collected using structured questionnaires encompassing variables related to product quality, price, promotion, and purchasing decisions, and were analyzed using multiple linear regression with SPSS software. The findings reveal that product quality, price, and promotion all exert significant individual and simultaneous effects on purchasing decisions, with a coefficient of determination (R²) of 0.911. Among these factors, promotion demonstrated the strongest influence, followed by product quality and price. These results underscore the critical role of innovative promotional strategies, particularly those leveraging digital and social media platforms, in shaping the purchasing behavior of young consumers, who represent the predominant customer segment. Additionally, maintaining consistent product quality and ensuring competitive pricing remain key to fostering consumer trust and encouraging repeat purchases. The study recommends that Mie Gacoan enhance promotional innovation, sustain product quality standards, and implement competitive pricing strategies to strengthen its market position. Future research should integrate customer satisfaction and loyalty as additional variables and adopt advanced analytical approaches, such as Structural Equation Modeling (SEM), to capture the complexity of consumer behavior dynamics in the fast-food industry more comprehensively.
Co-Authors Alfonsina Djitmau Ali Wafa Ambarwati Octaviani Ami Dwi Wijayanti Anace Kambu Andry Herawati Anita Asnawi Damajanti Sri Lestari Dian Pratama Eko Wijayanto Elsa Alvina Kambuayo Endah Nurvia Yunanto Eny Haryati Fawaz Nurul Widad Farahani Fedianty Augustinah Fedianty Augustinah fediantyaugustinah Galuh Ajeng Ayuningtiyas Hadi Pranoto Herwin Budianto Heydi Mayla Silvia Tumembow Ifit Novita Sari Ika Devy Pramudiana Indah Novia Alfianita Liling Listyawati Liosten Rianna Roosida Ully T Listin Anggraini Meithiana Indrasari Moh. Ali Imron Muhammad Khairul Anwar Mursid Pangalima Nomensen Yeheskel Singgir Nugroho Hadi Ichda Saputra Priyanto Priyanto Sanjaya Adi Sapto Pramono Sarwani Sarwani Sarwani Shelly Noer Anggraeni Sri Astutik Sri Kamariyah Supriyanto Supriyanto Susi Susanti Suwoto Suwoto Ulul Albab Vieta Imelda Cornelis Yougie Alhabsy Barnadi Yuweldi Azhari