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All Journal JREC (Journal of Electrical and Electronics) EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi dan Bisnis SENTRALISASI Bisma: Jurnal Bisnis dan Manajemen International Journal of Social Science and Business Iqtishoduna: Jurnal Ekonomi Islam JURNAL MANAJEMEN DAN BISNIS INDONESIA Majalah Ilmiah Warta Dharmawangsa Jurnal Sains Manajemen dan Bisnis Indonesia BUDGETING : Journal of Business, Management and Accounting Journal of Community Development Ilomata International Journal of Social Science Jurnal Ekonomi, Manajemen, Akuntansi dan Keuangan Dynamic Management Journal JIWAKERTA: Jurnal Ilmiah Wawasan Kuliah Kerja Nyata Jurnal Ekonomi dan Bisnis GROWTH (JEBG) Jurnal Comparative : Ekonomi Dan Bisnis Jurnal Mahasiswa Entrepreneur JRIIN :Jurnal Riset Informatika dan Inovasi Journal of Business and Halal Industry Journal Pemberdayaan Ekonomi dan Masyarakat Manajemen : Jurnal Ekonomi Ektasi : Jurnal Ekonomi, Akutansi dan Organisasi Jurnal Penelitian IPTEKS JURNAL MANAJEMEN DAN BISNIS INDONESIA Jurnal Ilmiah Manajemen Dan Kewirausahaan Proceeding of International Conference on Social Science and Humanity
Haris Hermawan, Haris
Unknown Affiliation
Religion Agriculture, Biological Sciences & Forestry Humanities Biochemistry, Genetics & Molecular Biology Computer Science & IT Decision Sciences, Operations Research & Management Earth & Planetary Sciences Economics, Econometrics & Finance Education Electrical & Electronics Engineering Energy Engineering Environmental Science Law, Crime, Criminology & Criminal Justice Library & Information Science Mathematics Mechanical Engineering Nursing Public Health Social Sciences Other

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Journal : Majalah Ilmiah Warta Dharmawangsa

 1 
PENGARUH BRAND IMAGE, HARGA DAN VARIASI PRODUK TERHADAP KEPUTUSAN PEMBELIAN DI BROWNIES AMANDA JALAN GAJAH MADA JEMBER Arifin, Amanda Novalia; Hermawan, Haris; Putri, Tatit Diansari Reski
Jurnal Warta Dharmawangsa Vol 19, No 3 (2025)
Publisher : Universitas Dharmawangsa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.46576/wdw.v19i3.6774

Abstract

Pada saat ini persaingan dalam suatu dunia bisnis semakin ketat. Hal ini menjadi suatu tuntutan bagi setiap perusahaan untuk dapat memaksimalkan kinerja perusahaannya agar mampu bersaing di pasar. Penelitian ini bertujuan untuk mengetahui pengaruh brand image, harga, dan variasi produk terhadap keputusan pembelian konsumen di Brownies Amanda. Metode yang digunakan dalam penelitian ini adalah metode kuantitatif dengan pendekatan survei. Data diperoleh melalui penyebaran kuesioner kepada 100 responden yang merupakan konsumen Brownies Amanda. Analisis data dilakukan dengan regresi linier berganda untuk mengetahui sejauh mana pengaruh masing-masing variabel independent terhadap variabel dependent. Hasil penelitian menunjukkan bahwa brand image, harga, dan variasi produk secara simultan berpengaruh signifikan terhadap keputusan pembelian. Secara parsial, brand image dan variasi produk memiliki pengaruh positif dan signifikan, sedangkan variabel harga juga berpengaruh namun dengan tingkat signifikansi yang lebih rendah. Temuan ini mengindikasikan bahwa citra merek yang kuat serta beragamnya pilihan produk menjadi faktor utama yang mendorong konsumen dalam mengambil keputusan pembelian di Brownies Amanda.
This study aims to analyze the influence of digital marketing, creativity, and innovation on the competitiveness of batik MSMEs in Jember City. Using a quantitative approach, data were collected from batik MSMEs through questionnaires and analyzed using multiple linear regression analysis. The results show that these three variables have a positive and significant influence on MSME competitiveness. Digital marketing has been shown to improve market access, interaction with consumers, and custome Fauziyah, Khirunissa Nur; Hermawan, Haris; Rusdiyanto, Rusdiyanto
Jurnal Warta Dharmawangsa Vol 19, No 4 (2025)
Publisher : Universitas Dharmawangsa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.46576/wdw.v19i4.7247

Abstract

This study aims to analyze the influence of digital marketing, creativity, and innovation on the competitiveness of batik MSMEs in Jember City. Using a quantitative approach, data were collected from batik MSMEs through questionnaires and analyzed using multiple linear regression analysis. The results show that these three variables have a positive and significant influence on MSME competitiveness. Digital marketing has been shown to improve market access, interaction with consumers, and customer loyalty. MSME creativity plays a crucial role in producing unique batik products that are in line with market trends, while innovation enables MSMEs to create new products and improve existing ones to meet dynamic consumer needs. This study recommends strengthening digital marketing strategies, increasing creativity, and continuously innovating products as keys to maintaining and improving the competitiveness of batik MSMEs amidst increasingly fierce market competition. Support from the government and relevant institutions is also essential to encourage optimal MSME development.
Co-Authors Abadi Sanosra Abdul Syukur Ahmad Izzuddin Ahmad Nur Mahfuda Alfaris, Afrizal Mubarok Amelia, Rodhiah Rizki Amiliya, Nafia Nanda Andini, Intan Nur Andrean, Mohammad Ongky Arifin, Amanda Novalia Azhad, Muhammad Naely Bangsa, Insani Abdi Cahyo, Bayu Dwi Diansari, Tatit Dwi Budi Santoso DWI CAHYONO Dwi Supriyanto, Hamid Fajar, Moh Farhatin, Dila Fauziyah, Khirunissa Nur Feti Fatimah Firmansyah, Achmad Faiz Hilman Firmansyah, Rama Hamdani, Bagas Yuda Hamidah M, Icha Nadhirotul Hasanah, Erina Mauidhatul Herlambang, Toni Immanuel Christianto, Mikael Islami, Riska Miftahul Izzudin, Ahmad Kristatiningsih, Dwi Maheni Ika Sari Majestika, Rr Aurel Nalini Marantika , Galih Muhammad Thamrin Mulya Rescahyana, Tri Sulton Nanda Khoirun Nisa Ningtyas, Darma Ayu Ningsih Nur, Safirah Wardatin Nuraini, Viky Nursaidah Nursaidah, Nursaidah Nurul Qomariah Oktaviani, Nadia Pratama, Ahmad Febrian Purwanto, Arik Putri, Elsa Catrika Putri, Tatit Diansari Reski Qomariah , Nurul Qomariyah , Nurul Rahayu, Jekti Rajasa, Ilham Surya Ramadhan, Fazril Reni Rahmadewi, Reni Rizki Rabbani, Aditya Rohimah, Merlin Rusdiyanto Rusdiyanto, Rusdiyanto Setianingsih , Wahyu Eko Setyawan, Rai Rake Siti Juariyah Sumowo, Seno Tatit Diansari Reskiputri, Tatit Diansari Tipalahi, Ramadan Trianto, Feren Ebrik Trias Setyowati, Trias Uliyah, Dian Alfiyatul Umamy, Septy Holisa Umany, Septy Holisa Verdiyanto, Verdiyanto Wahyu Eko Setianingsih Wibowo, Yohanes Gunawan Wijoyo, Agung Winahyu, Pawestri Yuliandany, Elvina Windy Zelarsianti, Asri Andira