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All Journal Jurnal Manuhara: Pusat Penelitian Ilmu Manajemen Dan Bisnis PENG: Jurnal Ekonomi dan Manajemen
Adinda Tria Monalisa
Universitas Buana Perjuangan Karawang
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Pengaruh Strategi Pemasaran dalam Meningkatkan Minat Beli Konsumen Pada Butik Equeen Shop Adinda Tria Monalisa; Uus Mohammad Darul Fadli
PENG: Jurnal Ekonomi dan Manajemen Vol. 1 No. 2 (2024): April-Juli, Economic Resilience, Innovation, and Sustainable Development Strate
Publisher : Teewan Journal Solutions

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62710/ja1q6240

Abstract

Tujuan dari penelitian ini adalah untuk mengetahui bagaimana berbagai strategi pemasaran berkontribusi pada peningkatan minat beli pelanggan pada butik Equeen Shop. Penelitian ini menggunakan dua pendekatan: pendekatan kuantitatif melalui survei kepada pelanggan dan pendekatan kualitatif melalui wawancara mendalam dengan manajemen dan pengamatan langsung toko. Hasil penelitian menunjukkan bahwa strategi pemasaran yang efektif, seperti promosi, penentuan harga yang kompetitif, kualitas produk yang tinggi, dan pelayanan pelanggan yang unggul, memiliki pengaruh yang signifikan terhadap peningkatan minat beli konsumen. Analisis statistik menunjukkan adanya korelasi positif antara penerapan strategi pemasaran dan peningkatan minat beli konsumen. Data kualitatif memberikan wawasan mendalam tentang bagaimana berbagai elemen pemasaran berkontribusi pada peningkatan minat beli konsumen. Hasilnya menunjukkan betapa pentingnya menggunakan strategi pemasaran yang terintegrasi dengan memperhatikan kebutuhan dan preferensi pelanggan untuk meningkatkan kinerja bisnis butik Equeen Shop”.
Pengaruh Kualitas Produk dan Promosi terhadap Keputusan Pembelian Kopi Fore di Karawang Adinda Tria Monalisa; N. Neni Triana; Shandikha Arya Yudha Rahman
Jurnal Manuhara : Pusat Penelitian Ilmu Manajemen dan Bisnis Vol. 4 No. 2 (2026): April : Jurnal Manuhara : Pusat Penelitian Ilmu Manajemen dan Bisnis
Publisher : Asosiasi Riset Ilmu Manajemen Kewirausahaan dan Bisnis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61132/manuhara.v4i2.2798

Abstract

This study aims to determine the effect of product quality and promotion on purchasing decisions at Kopi Fore Karawang. This research uses a quantitative approach with the goal of analyzing the relationship between the variables of product quality, promotion, and consumer purchasing decisions. The population in this study consists of all consumers who have made or will make purchases at Kopi Fore Karawang. The number of samples used was 96 respondents determined using the Lemeshow formula. Data collection was carried out through observation, distribution of questionnaires, and literature study as supporting data for the research. The data obtained were then analyzed to determine the influence of each variable both partially and simultaneously on the purchasing decision. The research results show that product quality has a positive and significant partial effect on purchasing decisions at Kopi Fore Karawang. Additionally, promotion also has a positive and significant partial effect on purchasing decisions. Simultaneously, product quality and promotion have been proven to have a positive and significant effect on consumer purchasing decisions at Kopi Fore Karawang. These findings indicate that improving product quality, supported by effective promotional strategies, can enhance consumer purchasing decisions.
Co-Authors N. Neni Triana Shandikha Arya Yudha Rahman Uus Mohammad Darul Fadli