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All Journal Enrichment : Journal of Management Jurnal Ekonomi Bisnis, Manajemen dan Akuntansi (JEBMA)
Selfira Yap
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Economics, Econometrics & Finance Education Social Sciences Other

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An Effect of Product Quality, Price, and Word of Mouth on Buying Interest : A case of Tretes Porridge in Binjai Selfira Yap; M Umar Maya Putra; Syafrida Damanik
Enrichment : Journal of Management Vol. 12 No. 5 (2022): December: Management Science And Field
Publisher : Institute of Computer Science (IOCS)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35335/enrichment.v12i5.912

Abstract

Small and medium enterprises (SMEs) is one of the supporting economic growths of a region. Small and medium size business can be developed by increasing the buying interest of the people around. Buying interest is the desire that arises from consumers to a product as a result of the consumer's observation of a product. This research is quantitative research with a sample of 109 respondents. This study focuses on the effect of product quality, price, and word of mouth on interest buying : a case of Bubur Tretes Binjai. This research was conducted in Binjai . The population of this study is the customer of Bubur Tretes that is located in Binjai. The researcher concluded that taking a sample of 109 respondents. Primary data were gathered by using questionnaires. The data were analyzed by using structural equation modeling-partial least squares (SEM-PLS) with SmartPLS software. The result of this study indicated that the variable product quality (X1) partially had a significant effect on buying interest, the price variable (X2) partially had not significant effect on buying interest, and word of mouth variable (X3) partially had a significant effect on buying interest. Simultaneously, product quality, price , and word of mouth influence buying interest on the traditional product of Bubur Tretes in Binjai. From the results of data processing, it was found that the coefficient of determination was 69.2% which indicates that X1, X2, and X3 together were able to influence Y by 69.2% with a moderate category, the remaining 30.8% was influenced by other factors.
Strategi Pemasaran dan Kualitas Produk Terhadap Keputusan Pembelian Produk Pada PT. Cahaya Alam Sejati Mhd Naufal Syauqi; Putra; Sukarsih; Selfira
Jurnal Ekonomi Bisnis, Manajemen dan Akuntansi (JEBMA) Vol. 3 No. 2 (2023): Article Research Volume 3 Issue 2, July 2023
Publisher : ITScience (Information Technology and Science)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47709/jebma.v3i2.2639

Abstract

Tujuan penelitian ini untuk mengetahui pengaruh strategi pemasaran dan kualitas produk terhadap keputusan pembelian pada PT Cahaya Alam Sejati. Populasi yang digunakan sebagai bahan penelitian ini adalah costumer yang pernah membeli dan berjumlah 115 costumer, sampel penelitian diambil dengan menggunakan rumus slovin, berjumlah 53 sampel responden yang digunakan. Data yang digunakan adalah data primer, penelitian ini menganalisis hubungan antara strategi pemasaran dan kualitas produk terhadap keputusan pembelian. Metode statistik yang digunakan adalah regresi linier berganda (multiliniear regression analisys) dengan pendekatan kuantitatif menggunakan uji asumsi klasik terlebih dahulu. Hasil penelitian ini menunjukkan bahwa secara parsial variabel strategi pemasaran (X1) tidak berpengaruh dan tidak signifikan terhadap keputusan pembelian (Y), ditunjukkan dengan nilai thitung 1,315 < ttabel 2,008 dengan signifikansi 0,195 > 0,05. Secara parsial harga (X2) berpengaruh positif dan signifikan terhadap keputusan pembelian (Y), ditunjukkan dengan nilai thitung 4,469 > ttabel 2,008 dengan signifikansi 0,000 < 0,05. Sedangkan secara simultan baik strategi pemasaran (X1) dan kualitas produk (X2) berpengaruh positif dan signifikan terhadap penjualan dengan nilai Fhitung 17,016 > Ftabel 3,18 dengan signifikansi 0,000 < 0,05
Co-Authors Mhd Naufal Syauqi Muhammad Umar Maya Putra Putra Sukarsih Syafrida Damanik