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Pengaruh Promosi, Harga, Dan Kualitas Produk Terhadap Keputusan Pembelian Produk Batik Di UMKM Gaya Batik Unggul Solo Baru Kecamatan Grogol Sukoharjo Natasia Tirsa Amanda; Sumaryanto Sumaryanto; Retno Susanti
Jurnal Ekonomi dan Bisnis Digital Vol. 2 No. 3 (2025): Januari - Maret
Publisher : CV. ITTC INDONESIA

Show Abstract | Download Original | Original Source | Check in Google Scholar

The purpose of this study is to determine the significance of the influence of promotion, price and product quality on the purchase decision of batik products in MSMEs Gaya Batik Unggul Solo Baru, Grogol District, Sukoharjo Regency. This study uses a survey method, the types of data used are qualitative data and quantitative data, the data sources used are primary data and secondary data. The number of samples studied was 69 people. The sample size was calculated using Leedy's formula. The sampling technique uses accidental sampling. Data collection methods used: questionnaires and documentation. The data analysis techniques used were validity test, reliability test, classical assumption test, multiple linear regression analysis. The results of the study concluded that promotion, price and product quality have a significant effect on the purchase decision of batik products in MSMEs Gaya Batik Unggul Solo Baru, Grogol District, Sukoharjo Regency. The results of the determination coefficient obtained the result that the contribution of the influence given by the variables of promotion, price and product quality on the decision to purchase batik products in MSMEs Gaya Batik Unggul Solo Baru, Grogol District, Sukoharjo Regency was 78.6% while the remaining 21.4% was influenced by other factors outside the variables studied, such as brand image, service quality, word of mouth and so on.

Pengaruh Kualitas Pelayanan dan Lokasi Terhadap Minat Beli Ulang dengan Kepuasan Konsumen Sebagai Variabel Mediasi pada Kopi Story UNS Surakarta Galih Sakti Wicaksono; Retno Susanti
PENG: Jurnal Ekonomi dan Manajemen Vol. 2 No. 3 (2025): Juli-September, Green Entrepreneurship and Sustainable Economic Empowerment in
Publisher : Teewan Journal Solutions

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62710/8hebfc54

Repurchase intention is an activity of purchasing more than once on a particular product where consumers do it because of satisfaction with previous purchases. Kopi Story UNS Surakarta is a place to eat that still has problems regarding consumer satisfaction which is suspected to be caused by factors of service quality and location so that it has a negative impact on consumer repurchase intention. This study aims to analyze the significance of the partial influence or mediation of service quality and location on repurchase intention with satisfaction as a mediator. The population of this study was consumers of Kopi Story UNS Surakarta with a sample size of 100 samples. The sampling technique used was purposive sampling with data collection techniques through questionnaires. The data analysis techniques used were validity test, reliability test, classical assumption test, multiple linear regression analysis with mediating variables, t test, F test, coefficient of determination test and Sobel test. The data instrument test showed that all questionnaire items were valid and reliable. The classical assumption test obtained the all research variables passed the classical assumption test. The results of the linear regression analysis obtained all variables have a positive effect on repurchase interest with the equation Y = 1.848 + 0.240X1 + 0.408X2 + 0.755Z + e. Hypothesis testing obtained partial service quality significantly influence consumer satisfaction and repurchase interest. Location partially has a significant effect on consumer satisfaction and repurchase interest. Consumer satisfaction has a significant effect on repurchase interest, and consumer satisfaction significantly mediates the effect of service quality and location on repurchase interest at Kopi Story UNS Surakarta. The F test of the model's accuracy obtained the research model used was appropriate. The determination coefficient test obtained the ability of service quality, location and consumer satisfaction in influencing repurchase interest of 82.8%.

Pengaruh Promosi Media Sosial, Kualitas Produk dan Store Atmosphere terhadap Keputusan Pembelian Produk Fashion : (Survei pada Konsumen Abvistore di Kecamatan Tanon Sragen) Ovitalia Afanda Riani; Retno Susanti
OPTIMAL Jurnal Ekonomi dan Manajemen Vol. 4 No. 3 (2024): September: Jurnal Ekonomi dan Manajemen
Publisher : Lembaga Pengembangan Kinerja Dosen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/optimal.v4i3.4105

This research was conducted with the purpose of analyzing the significance of the influence of social media promotions, product quality and store atmosphere on purchasing decisions for Abvistore fashion products in Tanon District, Sragen. The population of this research is consumers of the Abvistore Shop in Tanon District, Sragen. The sample in this study was 137 people with the sampling technique used was accidental sampling. The data collection method in this research used a questionnaire. The data analysis techniques used are validity tests, reliability tests, classical assumption tests, multiple linear regression analysis, t-test, F-test and R Square test. The result of the analysis stated that all questionnaire items as research instruments were valid and reliable, and the classical assumption test, both multicolinearity test, autocorrelation test, heteroscedasticity test, and normality test of variables were declared to passed the classical assumption test. Multiple linear regression showed that all regression coefficients were positive, which means that variable X1 (social media promotion), X2 (product quality) and X3 (store atmosphere) had a positive effect on the decision purchasing in fashion product at Abvistore. Hypothesis testing showed that social media promotion had no significant effect on purchasing decisions for Abvistore fashion products in Tanon, Sragen. Product quality has a significant influence on purchasing decisions for Abvistore fashion products in Tanon, Sragen. Store atmosphere has a significant influence on purchasing decisions for Abvistore fashion products in Tanon, Sragen. The F-test stated that the research model of he influence of independent variables on the dependent variable was correct. The coefficient of determination test shows that social media promotion, product quality and store atmosphere was able to explain purchasing decisions by 53.2%.

Pengaruh Word Of Mouth dan Product Quality terhadap Kepuasan Pelanggan dengan Harga sebagai Variabel Moderasi : (Survei pada Pelanggan Omah Wedangan di Mojosongo Surakarta) Khollilu Rohman; Sumaryanto Sumaryanto; Retno Susanti
Jurnal Manuhara : Pusat Penelitian Ilmu Manajemen dan Bisnis Vol. 2 No. 4 (2024): Oktober : 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.v2i4.1242

The purpose of this study was to determine the effect of the significance of word of mouth and product quality on customer satisfaction with price as a moderating variable on Omah Wedangan customers in Mojosongo Surakarta. Quantitative research type. The data sources used are primary data and secondary data. The sampling technique in this study used purposive sampling technique, which is a sampling determination technique with certain considerations. The number of samples used in this study was 100 respondents. The instrument testing technique used validity and reliability tests, classical assumption tests consisting of multicollinearity tests, autocorrelation tests, heteroscedasticity tests and normality tests. The data analysis technique used in this study was descriptive analysis, multiple linear regression analysis with moderating variables, t-test, F-test, and R2 test and moderation test. The results of this study indicate that the t-test obtained a ρ-value (significance) = 0.003 <0.05, meaning that word of mouth has a significant effect on Y (customer satisfaction). The ρ-value (significance) = 0.000 <0.05 means that product quality has a significant effect on Y (customer satisfaction. The ρ-value (significance) = 0.000 <0.05 means that price has a significant effect on Y (customer satisfaction). The F test shows an F count value of 207.158 with a significance value (p.value) of 0.000 <0.05, meaning that the model is right in predicting the effect of X1 (word of mouth), X2 (product quality) and Z (price) on Y (customer satisfaction). The results of the determination coefficient test (adjusted R Square) are 0.862, meaning that the amount of contribution of the influence of the independent variables X1 (word of mouth), X2 (product quality) and Z (price) is 86.2%. The rest (100% - 86.2%) = 13.8% is explained by other variables outside the model, such as location, service, comfort and cleanliness. Test results moderation 1 (b) is negative, meaning that price weakens the influence of word of mouth on customer satisfaction. The significance value (p-value) of the interaction X1Z (moderation 1) = 0.071 > 0.05 is obtained, meaning that price does not moderate the influence of word of mouth on customer satisfaction. Moderation 2 (b) is negative, meaning that price weakens the influence of product quality on customer satisfaction. The significance value (p-value) of the interaction X2Z (moderation 2) = 0.003 < 0.05 is obtained, accepted, meaning that price moderates the influence of product quality on customer satisfaction at Omah Wedangan in Mojosong Surakarta.

PENGARUH HARGA, KUALITAS PRODUK DAN WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN PADA ANGKRINGAN MBAH MO KABUPATEN SRAGEN Sinta Elsa Safitri; Retno Susanti
Jurnal Ekonomi Manajemen Dan Bisnis (JEMB) Vol. 4 No. 1 (2026): September
Publisher : Publikasi Inspirasi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62017/jemb.v4i1.9218

Penelitian ini bertujuan untuk menganalisis signifikansi pengaruh harga, kualitas produk dan word of mouth terhadap keputusan pembelian pada Angkringan Mbah Mo Kabupaten Sragen. Jenis data yang digunakan dalam penelitian ini adalah data kuantitatif dan data kualitatif. Sumber data yang digunakan terdiri atas data primer dan data sekunder. Populasi dalam penelitian ini adalah seluruh konsumen Angkringan Mbah Mo Kabupaten Sragen yang jumlahnya tidak diketahui secara pasti. Teknik pengambilan sampel menggunakan purposive sampling dengan kriteria tertentu. Berdasarkan perhitungan rumus Cochran diperoleh kebutuhan sampel minimal sebanyak 96,04 responden, namun pada saat pengumpulan data diperoleh sebanyak 110 responden yang memenuhi kriteria sehingga seluruhnya digunakan sebagai sampel penelitian. Teknik pengumpulan data dilakukan melalui kuesioner, observasi, dan studi pustaka. Uji instrumen penelitian menggunakan uji validitas dan uji reliabilitas. Uji asumsi klasik meliputi uji normalitas, heteroskedastisitas, autokorelasi, dan multikolinearitas. Teknik analisis data menggunakan analisis regresi linier berganda, uji t, uji F, dan koefisien determinasi (R²). Hasil uji validitas dan reliabilitas menunjukkan bahwa seluruh item pernyataan pada variabel harga, kualitas produk, word of mouth, dan keputusan pembelian dinyatakan valid karena memiliki nilai signifikansi kurang dari 0,05 serta reliabel karena nilai Cronbach's Alpha lebih besar dari 0,60. Hasil uji asumsi klasik menunjukkan bahwa model regresi telah memenuhi asumsi normalitas, tidak terjadi heteroskedastisitas, autokorelasi, maupun multikolinearitas. Hasil analisis regresi linier berganda diperoleh persamaan Y = 2,097 + 0,326X₁ + 0,230X₂ + 0,410X₃ + e. Hasil uji t menunjukkan bahwa harga (X₁), kualitas produk (X₂), dan word of mouth (X₃) masing-masing berpengaruh positif dan signifikan terhadap keputusan pembelian pada Angkringan Mbah Mo Kabupaten Sragen. Hasil uji F menunjukkan bahwa model regresi yang digunakan telah tepat untuk memprediksi keputusan pembelian. Hasil uji koefisien determinasi (Adjusted R²) menunjukkan bahwa variabel harga, kualitas produk, dan word of mouth mampu menjelaskan keputusan pembelian sebesar 61,3%, sedangkan sisanya 38,7% dipengaruhi oleh variabel lain di luar penelitian, seperti promosi, kualitas pelayanan, dan faktor lainnya.

PENGARUH CITA RASA, KUALITAS PELAYANAN DAN ELECTRONIC WORD OF MOUTH (E-WOM) TERHADAP KEPUTUSAN PEMBELIAN (SURVEI PADA KONSUMEN SEBLAK BANDUNG KEMBANG DESA DI BEGAJAH, SUKOHARJO) Yudha Tegar Prakoso; Retno Susanti
Jurnal Ekonomi Manajemen Dan Bisnis (JEMB) Vol. 4 No. 1 (2026): September
Publisher : Publikasi Inspirasi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62017/jemb.v4i1.9221

Penelitian ini bertujuan untuk menganalisis pengaruh cita rasa, kualitas pelayanan, dan electronic word of mouth (E-WOM) terhadap keputusan pembelian pada Seblak Bandung Kembang Desa di Begajah, Sukoharjo. Penelitian ini menggunakan pendekatan kuantitatif dengan jenis data primer yang diperoleh secara langsung dari responden. Teknik pengambilan sampel yang digunakan adalah purposive sampling dengan jumlah responden sebanyak 100 orang. Pengumpulan data dilakukan melalui penyebaran kuesioner. Uji instrumen penelitian menggunakan uji validitas dan reliabilitas. Uji asumsi klasik terdiri atas uji multikolinearitas, uji autokorelasi, uji heteroskedastisitas, dan uji normalitas. Teknik analisis data yang digunakan meliputi analisis regresi linier berganda, uji t, uji F, serta uji koefisien determinasi (R²). Hasil pengujian menunjukkan bahwa seluruh instrumen valid dan reliabel, serta memenuhi asumsi klasik. Persamaan regresi yang diperoleh adalah Y = 2,668 + 0,534X₁ + 0,211X₂ + 0,280X₃. Hasil uji t menunjukkan ketiga variable cita rasa (sig. 0,000), kualitas pelayanan (sig. 0,043), dan E-WOM (sig. 0,002) terbukti berpengaruh signifikan terhadap keputusan pembelian. Hasil uji F menunjukkan nilai F hitung = 68,237 dan mampu menjelaskan variasi keputusan pembelian sebesar 67,1%, sementara 32,9% sisanya dipengaruhi oleh faktor lain di luar model, seperti persepsi harga, variasi produk, citra merek, dan lokasi usaha.

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