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All Journal International Journal of Educational Review, Law And Social Sciences (IJERLAS) Multidiciplinary Output Research for Actual and International Issue (Morfai Journal) International Journal of Social Science, Educational, Economics, Agriculture Research, and Technology (IJSET) International Review of Practical Innovation, Technology and Green Energy (IRPITAGE)
Rusydi Abubakar
Universitas Malikussaleh
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Chemical Engineering, Chemistry & Bioengineering Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Energy Engineering Environmental Science Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Materials Science & Nanotechnology Social Sciences Other

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THE INFLUENCE OF ADVERTISING, BRAND IMAGE, AND PRICE ON CONSUMER LOYALTY OF HM SAMPOERNA CIGARETTES IN THE PEOPLE OF LHOKSEUMAWE Muhammad Yani Fadhil; Halida Bahri; Rusydi Abubakar; Muchsin
International Journal of Social Science, Educational, Economics, Agriculture Research and Technology (IJSET) Vol. 4 No. 11 (2025): OCTOBER
Publisher : RADJA PUBLIKA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54443/ijset.v5i1.1333

Abstract

This research aims to determine the influence of advertising, brand image and price on consumer loyalty for HM Sampoerna cigarettes in the people of Lhokseumawe City. The research method used is a quantitative method with a survey approach. This research was conducted on all consumers who consumed HM Sampoerna cigarettes in the city of Lhokseumawe, totaling 100 consumers. The data used in this research is primary data obtained by distributing questionnaires directly to 100 respondents. The data analysis technique used is multiple linear regression analysis using the Statistical Program for Product and Service Solution (SPSS) software. Where all these variables will be used using a Likert scale. The research results show that advertising, brand image and price together have a positive and significant effect on consumer loyalty for HM Sampoerna cigarettes. With an advertising regression value of 0.728 and a significant value of 0.000. This shows that advertising has a positive and significant effect on consumer loyalty, so the more attractive and effective the advertising for HM Sampoerna cigarettes, the higher the consumer loyalty to the brand. Brand image has a regression value of 0.269 with a significance value of 0.041. This shows that brand image has a positive and significant effect on consumer loyalty, so a good brand image can increase consumer loyalty. Price has a regression value of 0.478 with a significance value of 0.000. This shows that price has a positive and significant effect on consumer loyalty, so the price given by HM Sampoerna is in accordance with the product quality that consumers receive, which can increase consumer loyalty.
ANALYSIS OF MUUN UMKM MARKETING STRATEGY IN INCREASING BUYING INTEREST AND CUSTOMER SATISFACTION Dwi Sagita; Nurul Alya Abdi; Muhammad Faris Al-Muzaki; Egi Utami Jailani; Rusydi Abubakar
International Journal of Social Science, Educational, Economics, Agriculture Research and Technology (IJSET) Vol. 4 No. 12 (2025): NOVEMBER
Publisher : RADJA PUBLIKA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54443/ijset.v4i12.1619

Abstract

Micro, Small, and Medium Enterprises (MSMEs) play a strategic role in Indonesia's economy, particularly in the culinary sector, which continues to grow rapidly. This study aims to analyze the marketing strategies implemented by MUUN Donuts in increasing purchase intention and customer satisfaction. The analysis focuses on the application of the marketing mix (4P: Product, Price, Place, Promotion), Segmenting, Targeting, and Positioning (STP) strategies, the role of customer relationship management through promotional programs, and the obstacles faced in implementing these strategies. This research employs a descriptive qualitative approach, with data collected through observation, interviews, and documentation. The results indicate that MUUN Donuts has implemented its marketing strategies effectively by emphasizing product quality, competitive pricing, strategic location, and digital promotion through social media. The STP strategy targeting young consumers, students, and families is considered effective in reaching the intended market segments. Furthermore, customer relationship strategies through promotions and digital interactions have a positive impact on purchase decisions and customer loyalty. However, MUUN Donuts faces several challenges, including fluctuations in raw material prices and declining sales during academic holiday periods. Therefore, adaptive and innovative marketing strategies are needed to maintain competitiveness and ensure business sustainability.
THE EFFECT OF PRICE, LOCATION, AND SERVICE QUALITY ON REPEAT PURCHASE DECISIONS IN MICRO, SMALL, AND MEDIUM ENTERPRISES (MSMEs) FESTALS ON SUNDAY ACTIVITIES IN LHOKSEUMAWE CITY Maryana Br Manik; Mohd. Heikal; Rusydi Abubakar; Ikramuddin
International Journal of Social Science, Educational, Economics, Agriculture Research and Technology (IJSET) Vol. 4 No. 9 (2025): AUGUST
Publisher : RADJA PUBLIKA

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

Abstract

This study aims to analyze the influence of price, location, and service quality on repurchase decisions among MSMEs at the Ahad Festival in Lhokseumawe City. The research method applied is quantitative with an associative approach. Data were collected through questionnaires distributed to 125 respondents who had previously made purchases at the Ahad Festival. Instrument testing was carried out using validity and reliability tests, while classical assumption tests included normality, multicollinearity, and heteroscedasticity tests. Data analysis was conducted using multiple linear regression with SPSS version 26. The results indicate that price, location, and service quality have a positive and significant effect on repurchase decisions, both partially and simultaneously. The coefficient of determination (R²) value of 0.376 shows that 37.6% of the variation in repurchase decisions can be explained by the independent variables, while the remaining portion is influenced by other factors outside this research model.
Co-Authors Adnan Adnan Amru Usman Anggita Prinanda Anwar Anwar Puteh Bahri, Halida Cut Ulandari Dwi Sagita Egi Utami Jailani EM Yusuf Iis Hamdiah Hamdiah Heriyana Heriyana Ikramuddin, Ikramuddin Keysha Alia Salsabila Pasaribu M Subhan M. Insan Pratama Maryana Br Manik Mohd. Heikal Muchsin Muchsin Muhammad Faris Al-Muzaki Muhammad Roni Muhammad Yani Fadhil Naufal Bachri, Naufal Nidea Rinzeni Nurul Alya Abdi Rico Nur Ilham Sapna Biby T. Edyansyah, T. Edyansyah Teuku Zulkarnaen Widyana Verawati Siregar