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All Journal EKONOMIS : Journal of Economics and Business Kontigensi: Jurnal Ilmiah Manajemen
Nur Aini Parwitasari
Akademi Sekretari dan Manajemen Ariyanti
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Industrial & Manufacturing Engineering Social Sciences

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Inovasi Produk dan Digital Marketing dalam mempengaruhi Keputusan Pembelian pada Teras Soreang Kabupaten Bandung Ema Ambiapuri; Hedi Setiadi; Nur Aini Parwitasari
Ekonomis: Journal of Economics and Business Vol 7, No 1 (2023): Maret
Publisher : Universitas Batanghari Jambi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33087/ekonomis.v7i1.1071

Abstract

This research focuses and aims to test the influence of product innovation and marketing digital on purchasing decisions at UMKM Teras Soreang. The population in the study was a visitor to Teras Soreang Kab Bandung. Samples taken from this study as many as 160 with the methods used namely purposive sampling and snowball sampling. Data were analyzed using SEM methods with Smart PLS 3.0 software. The results of this study show that product innovation has a significant effect on purchasing decisions and digitization has a significant effect on purchasing decisions together and partially. To increase sales, more in-depth training and mentoring is needed to MSMEs Teras Soreang in order to survive in the period after covid 19. 
Influence Store Atmosphere and Word of Mouth on The Purchase Decision with Interest to Buy as Intervening Variable Nur Aini Parwitasari; Yana Sonjaya; Edi Tedi; Megie Ambarsari; Nur Ahmad Ruyani
Kontigensi : Jurnal Ilmiah Manajemen Vol 11 No 1 (2023): Kontigensi: Jurnal Ilmiah Manajemen
Publisher : Program Doktor Ilmu Manajemen, Universitas Pasundan, Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56457/jimk.v11i1.406

Abstract

This study aims to examine the effect of Store Atmosphere and Word of Mouth on purchasing decisions with purchase intention as an intervening variable. This study uses quantitative data types, namely data measured on a numerical scale. The population is the number of Daily Fresh visitors for the period November 2021 to November 2022 of 51,460 people. The data collection technique uses nonprobability sampling and the number of samples is 100 respondents. In addition, the data analysis technique uses path analysis using SPSS. The results of the study concluded that Store Atmosphere had a positive and significant effect on purchase intention, Word of Mouth had a positive and significant effect on purchase intention, Store Atmosphere and Word of Mouth simultaneously had a positive and significant effect on purchase intention, purchase intention had a positive and significant effect on purchasing decisions , Store Atmosphere has a positive and significant effect on purchasing decisions, Word of Mouth has a positive and significant effect on purchasing decisions, buying interest has a positive and significant effect mediating Store Atmosphere on purchasing decisions, and buying interest has a positive and significant effect mediating Word of Mouth on purchasing decisions on Daily Fresh consumers.
Co-Authors Edi Tedi Ema Ambiapuri Hedi Setiadi Megie Ambarsari Nur Ahmad Ruyani Yana Sonjaya