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All Journal Journal Industrial Servicess IKRA-ITH Humaniora : Jurnal Sosial dan Humaniora IKRA-ITH EKONOMIKA Almana : Jurnal Manajemen dan Bisnis Jurnal Ekonomi Manajemen Sistem Informasi Budapest International Research and Critics Institute-Journal (BIRCI-Journal): Humanities and Social Sciences Journal of Management - Small and Medium Enterprises (SME's) Journal La Bisecoman International Journal of Business, Economics, and Social Development International Journal of Social Service and Research Indonesian Journal of Business Analytics (IJBA) Journal Research of Social Science, Economics, and Management Indonesian Journal of Advanced Research (IJAR) IIJSE El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam Jurnal Pintar Pengabdian dan Pemberdayaan Masyarakat
Jefry Romdonny
Universitas Swadaya Gunung Jati
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Civil Engineering, Building, Construction & Architecture Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mechanical Engineering Social Sciences Transportation

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The Influence of Digital Marketing Strategy, Product Quality, and Price on Purchase Decisions for Imported Second-Hand Clothing Muhammad Rafli Firdaus; May Dadu; Jefry Romdonny
Almana : Jurnal Manajemen dan Bisnis Vol. 10 No. 1 (2026): April
Publisher : Bandung: Prodi Manajemen FE Universitas Langlangbuana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36555/almana.v10i1.3022

Abstract

The growing popularity of imported second-hand clothing (thrifting) has been driven by digitalization, shifting consumer lifestyles, and increasing awareness of affordable and sustainable fashion, leading to changes in consumer purchasing behavior. This study aims to examine the influence of digital marketing strategy, product quality, and price on consumers’ purchase decisions at OB Second Cirebon. A quantitative approach was employed using a survey method, with data collected through structured questionnaires distributed to consumers who had purchased products within the past year. The sample was determined using purposive sampling based on specific criteria relevant to the study. Data analysis was conducted using multiple linear regression supported by SPSS, preceded by validity, reliability, and classical assumption tests, as well as hypothesis testing using t-test and F-test. The results indicate that digital marketing strategy, product quality, and price have a positive and significant effect on purchase decisions, both individually and simultaneously. Among these variables, product quality emerges as the most influential factor in shaping consumer decisions. These findings suggest that optimizing digital marketing activities, maintaining consistent product quality, and setting appropriate pricing strategies are essential for enhancing consumer purchase decisions and supporting the growth of the thrift fashion industry.
Pengaruh Unique Selling Propostion, Kualitas Pelayanan, dan Citra Merek terhadap Kepuasan Pelanggan Kopi Kenangan Patmawati Patmawati; Ramlah Puji Astuti; Jefry Romdonny
Jurnal Ekonomi Manajemen Sistem Informasi Vol. 7 No. 6 (2026): Jurnal Ekonomi Manajemen Sistem Informasi (Juli - Agustus 2026)
Publisher : Dinasti Review

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/jemsi.v7i6.9092

Abstract

Industri kopi siap saji di Indonesia menunjukkan perkembangan yang pesat, tetapi Kopi Kenangan di Kota Cirebon mengalami hambatan operasional seperti antrean yang panjang, waktu menunggu yang berlebihan, ketidakkonsistenan rasa, serta lebih dari 45 pelanggan di Google Maps. Meskipun Kopi Kenangan telah mengadopsi strategi Unique Selling Proposition (USP) dan sistem digital, peran USP dalam membangun kepuasan pelanggan di sektor kopi siap saji belum banyak dieksplorasi secara mendalam. Penelitian ini bertujuan untuk memberikan dampak Unique Selling Proposition (USP), kualitas pelayanan, dan citra merek pada kepuasan pelanggan Kopi Kenangan di Kota Cirebon. Penelitian ini diharapkan mampu memberikan wawasan baru terkait peran strategi diferensiasi dan mutu layanan dalam membentuk kepuasan konsumen di industri kopi siap saji. Penelitian ini menerapkan metode asosiatif kuantitatif dengan sampel sebanyak 150 responden pelanggan Kopi Kenangan di Kota Cirebon yang dipilih menggunakan teknik purposive sampling insidental. Analisis data dilakukan dengan PLS-SEM (Partial Least Squares - Structural Equation Modeling) berdasarkan kerangka teoritis Service-Dominant Logic. Temuan penelitian mengindikasikan bahwa USP memiliki pengaruh positif dan signifikan terhadap kepuasan pelanggan (β=0,499; t=11,744; p=0,000), kualitas pelayanan juga berpengaruh positif dan signifikan (β=0,328; t=6,271; p=0,000), serta citra merek berpengaruh positif dan signifikan (β=0,178; t=3,552; p=0,000). Ketiga variabel independen secara bersamaan mampu menjelaskan 55,7% variasi kepuasan pelanggan (R²=0,557), dengan USP sebagai faktor yang memberikan kontribusi terbesar. Penelitian ini menegaskan bahwa USP, kualitas pelayanan, dan citra merek secara signifikan mempengaruhi kepuasan pelanggan, di mana USP menjadi elemen paling dominan. Hasil ini dapat dijadikan acuan bagi manajemen Kopi Kenangan untuk memperbaiki strategi USP, meningkatkan kualitas layanan, dan memperkuat citra merek demi peningkatan kepuasan pelanggan.
Co-Authors A Rahmat Hidayatulloh Aang Curatman Aang Curatman Aang Curatman Adinda Putri Indarjo Alfiansyah, Rifky Ardiansyah, Muhammad Nur Asyraf, Fadhil Bakhri, Saeful Barkah, Fajar Cancy Veronica Susanti Dandi Suhendra Deni Kurniawan, Deni Febry Ilham Pratama Fikri Muhamad Sidiq Ida Rosnidah Izza, Ahmad Mudrikul Khofifah Azzahra Maskarto Lucky Nara Rosmadi May Dadu May Dedu Montazeri, Muhammad Haidar Muhammad Farhan Maulana Muhammad Rafli Firdaus Muhammad Santoso Muhammad Yasin Abbas Otong Karyono Pamungkas, Rafly Abdi Patmawati Patmawati Ramlah Puji Astuti Rendi Supiandi Rifki, Muhamad Rifki Oktaviali Robby Wahyu Al Ayubi Rosmadi, Maskarto Lucky Nara rosmadi, maskarto lucky nara Sholihin Sholihin Yono Maulana Yono Maulana Maulana