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All Journal JAMU : Jurnal Abdi Masyarakat UMUS Jurnal Ilmiah Ekonomi dan Manajemen JURNAL RUMPUN MANAJEMEN DAN EKONOMI JURNAL ILMIAH EKONOMI, MANAJEMEN, BISNIS DAN AKUNTANSI
Mukhroji Mukhroji
Universitas Peradaban
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Pengenalan Strategi Pemasaran pada Produk UMKM Stick Pentol Arsya di Kelurahan Langkap Kabupaten Brebes Rahman Dani; Mualfin Fahrul Fanani Fanani; Mukhroji Mukhroji
JAMU : Jurnal Abdi Masyarakat UMUS Vol. 4 No. 01 (2023): Agustus
Publisher : LPPM Universitas Muhadi Setiabudi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.46772/jamu.v4i01.1204

Abstract

This dedication aims to analyze and identify marketing strategies that can be applied to introduce Stick Pentol Arsya, a micro, small, and medium enterprises (MSMEs) product, in Langkap Village, Brebes Regency. MSMEs play a significant role in the local economy but often face challenges in marketing their products. The methods used in this study include interviews with the owner of Stick Pentol Arsya MSME, direct observation of the marketing environment, and providing a good and effective understanding of marketing strategies utilizing social media. The research findings indicate that the marketing of Stick Pentol Arsya MSME products can be enhanced through several strategies. Firstly, a strong branding strategy by creating a unique and appealing brand identity to differentiate the product from competitors. Secondly, a promotional strategy through the use of social media and collaboration with local business partners to increase public interest in the product. Furthermore, distribution strategy is also crucial in expanding the product's reach. Stick Pentol Arsya MSME can collaborate with mobile vendors, small shops, and distributors in the Bumiayu sub-district, particularly in the South Brebes region. Additionally, improving product quality and customer service is a key factor in building customer loyalty and satisfaction. In facing market competition, Stick Pentol Arsya MSME needs to continually follow trends and explore new opportunities to develop their product. This dedication provides recommendations for Stick Pentol Arsya MSME to adopt comprehensive marketing strategies and utilize social media to enhance the success of their product marketing in Brebes Regency.
Pengaruh Brand Awareness dan Social Media Marketing terhadap Keputusan Pembelian Produk Lotion Vaseline Rizkia Putri Primadhita; Mukhroji Mukhroji
JURNAL ILMIAH EKONOMI, MANAJEMEN, BISNIS DAN AKUNTANSI Vol. 3 No. 4 (2026): JULI
Publisher : CV. KAMPUSA AKADEMIK PUBLISING

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61722/jemba.v3i4.2786

Abstract

This study was conducted to examine the influence of brand awareness and social media marketing on consumers' purchasing decisions regarding Vaseline body lotion products. A quantitative approach with a causal-associative research design was employed. Primary data were collected through an online questionnaire distributed to Indonesian consumers who had previously purchased or used Vaseline body lotion. The sample consisted of 99 respondents selected using purposive sampling. Data were analyzed using multiple linear regression with IBM SPSS Statistics version 26. The results indicate that brand awareness (B = 0.507; p < 0.001) and social media marketing (B = 0.299; p = 0.003) have positive and significant effects on purchasing decisions. Simultaneous analysis also shows that both variables significantly influence purchasing decisions (F = 62.734; p < 0.001), with brand awareness making the greater contribution. Therefore, strengthening brand awareness and implementing effective social media marketing strategies are important factors in encouraging consumers' purchasing decisions regarding Vaseline body lotion products.
Pengaruh Omnichannel Experience dan Kualitas Produk terhadap Keputusan Pembelian Produk Cimory Yogurt Dhea Pratiwi; Mukhroji Mukhroji
JURNAL ILMIAH EKONOMI, MANAJEMEN, BISNIS DAN AKUNTANSI Vol. 3 No. 4 (2026): JULI
Publisher : CV. KAMPUSA AKADEMIK PUBLISING

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61722/jemba.v3i4.2794

Abstract

Advances in digital technology have transformed the way consumers make purchase. This situation has prompted companies to focus on integrated shopping experiences across various channels (omnichannel experience) and on product quality as factors that can influence purchasing decisions. The purpose of this study is to evaluate how the omnichannel experience and product quality influence purchasing decisions regarding Cimory Yogurt. A quantitative methodology was employed, using purposive sampling technique to select a sample of 100 respondents who had previously purchased and consumed Cimory Yogurt. Research data were collected via a questionnaire and analyzed using multiple linear regression in SPSS software. The findings indicate that the omnichannel experience and product quality simultaneously have a significant influence on purchasing decisions. However, in the partial analysis, only product quality was found to have a significant effect, while the omnichannel experience did not show a statistically significant effect. These findings indicate that product quality is the most influential factor in encouraging consumers to choose Cimory Yogurt.
PENGARUH KREDIBILITAS ELECTRONIC WORD OF MOUTH (E-WOM), BRAND LOVE DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN PRODUK SUSU ULTRA MILK Isti Fatmah; Mukhroji Mukhroji
JURNAL RUMPUN MANAJEMEN DAN EKONOMI Vol. 3 No. 4 (2026): Juli
Publisher : CV. KAMPUS AKADEMIK PUBLISHING

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61722/jrme.v3i4.12077

Abstract

. Penelitian ini memakai pendekatan kuantitatif untuk melihat bagaimana kredibilitas Electronic Word of Mouth (E-WOM), brand love, dan kualitas produk berperan terhadap keputusan pembelian susu Ultra Milk. Sebanyak 100 konsumen Ultra Milk dipilih sebagai responden dengan teknik purposive sampling. Pengumpulan data dilakukan melalui penyebaran kuesioner, kemudian data dianalisis dengan regresi linier berganda menggunakan IBM SPSS Versi 24. Hasil analisis memperlihatkan bahwa ketiga variabel yang diuji secara serentak memberi pengaruh signifikan terhadap keputusan pembelian. Akan tetapi, ketika diuji secara parsial, hanya brand love dan kualitas produk yang terbukti berpengaruh positif dan signifikan, sedangkan kredibilitas E-WOM tidak menunjukkan pengaruh yang signifikan. Temuan tersebut mengindikasikan bahwa keputusan konsumen untuk membeli lebih dipengaruhi oleh kedekatan emosional terhadap merek dan persepsi atas kualitas produk dibandingkan informasi yang diperoleh dari ulasan digital. Hasil kajian ini diharapkan bisa menjadi masukan bagi perusahaan dalam menyusun strategi pemasaran yang berorientasi pada penguatan hubungan dengan konsumen sekaligus peningkatan kualitas produk.
PENGARUH CUSTOMER ENGAGEMENT DAN CITRA MEREK TERHADAP MINAT BELI PRODUK YAKULT Noviana Zein; Mukhroji Mukhroji
JURNAL RUMPUN MANAJEMEN DAN EKONOMI Vol. 3 No. 4 (2026): Juli
Publisher : CV. KAMPUS AKADEMIK PUBLISHING

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61722/jrme.v3i4.12105

Abstract

Persaingan di industri minuman probiotik mengharuskan perusahaan untuk memahami faktor-faktor yang dapat meningkatkan minat beli konsumen. Studi ini menganalisis pengaruh Customer Engagement dan citra merek terhadap minat beli produk Yakult. Studi kuantitatif ini melibatkan 99 konsumen Yakult yang dipilih melalui pengambilan sampel terarah. Data dikumpulkan menggunakan kuesioner dengan skala Likert empat poin. Semua instrumen penelitian memenuhi persyaratan validitas dan reliabilitas, dan pengujian asumsi klasik menghasilkan model regresi yang sesuai. Analisis data dilakukan menggunakan regresi linier berganda, didukung oleh uji parsial (uji-t) dan uji simultan (uji-F). Hasil menunjukkan bahwa Customer Engagement memiliki pengaruh positif dan signifikan terhadap minat beli. Citra merek juga terbukti positif dan signifikan, memberikan kontribusi lebih besar daripada Customer Engagement. Kedua variabel tersebut secara signifikan menjelaskan perubahan minat beli konsumen. Hasil ini menunjukkan bahwa keberhasilan perusahaan dalam membangun hubungan pelanggan yang aktif dan mempertahankan citra merek yang positif dapat meningkatkan niat beli konsumen terhadap produk Yakult. Studi ini dimaksudkan untuk menjadi tolak ukur bagi perusahaan yang mengembangkan strategi pemasaran yang berfokus pada penguatan Customer Engagement dan citra merek untuk meningkatkan daya saing mereka di pasar minuman probiotik.
Pengaruh Electronic Word of Mouth Credibility (e-WOM Credibility), Kepercayaan Konsumen, dan Gaya Hidup Terhadap Loyalitas Pelanggan pada Pembelian Produk Wardah Dwi Putri Utami; Mukhroji Mukhroji
JURNAL ILMIAH EKONOMI DAN MANAJEMEN Vol. 4 No. 7 (2026): Juli
Publisher : CV. KAMPUS AKADEMIK PUBLISING

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61722/jiem.v4i7.11768

Abstract

The present study aims to examine the effect of e-WOM credibility, consumer trust, and lifestyle on customer loyalty toward Wardah products. Data were obtained through questionnaires distributed to consumers who had purchased and used Wardah products, and subsequently analyzed using multiple linear regression analysis. The partial test results indicate that all three variables exert a positive yet not statistically significant effect on customer loyalty. Nevertheless, when tested simultaneously, the effect was found to be significant. The R² value of 21.9% indicates that the proposed model accounts for approximately one-fifth of the variation observed in customer loyalty. These findings suggest that customer loyalty is not shaped by a single determining factor, but rather emerges from the combined influence of multiple variables. The credibility of digital information, brand trust, and the alignment between the product and consumers' lifestyles collectively contribute to shaping repurchase behavior toward Wardah products. Keywords: e-WOM credibilit; consumer trust; lifestyle; consumer loyalty.
Pengaruh Promosi, Brand Image Dan Price Fairness Terhadap Keputusan Pembelian Momoyo Vita Pidia Astuti; Mukhroji Mukhroji
JURNAL ILMIAH EKONOMI DAN MANAJEMEN Vol. 4 No. 7 (2026): Juli
Publisher : CV. KAMPUS AKADEMIK PUBLISING

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61722/jiem.v4i7.12175

Abstract

Abstract. Rising rivalry within the food and beverage sector pushes firms to develop a sharper grasp of what drives consumers to buy. This study examines how promotion, brand image, and price fairness shape purchase decisions for Momoyo products in Bumiayu. A quantitative survey design was used, with questionnaires distributed to respondents who had previously bought Momoyo. Respondents were selected through purposive sampling, and the resulting data were processed using multiple linear regression in IBM SPSS Statistics. Findings show that promotion, taken on its own, does not significantly affect purchase decisions. Brand image, by contrast, exerts a positive and significant influence on purchase decisions and emerges as the strongest predictor among the three. Price fairness likewise contributes a positive and significant effect on purchase decisions.. Overall, the results suggest that reinforcing brand image and applying pricing that consumers perceive as fair are key levers for boosting purchase decisions, while current promotional efforts warrant further refinement to become more effective.Keywords: Promotion, Brand image, Price fairness, Purchasing Decision, Momoyo
Co-Authors Dhea Pratiwi Dwi Putri Utami Isti Fatmah Mualfin Fahrul Fanani Fanani Noviana Zein Rahman Dani Rizkia Putri Primadhita Vita Pidia Astuti