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All Journal Abdimas Umtas : Jurnal Pengabdian kepada Masyarakat JAIM (Jurnal Abdi Masyarakat) Jurnal Ilmiah Manajemen Kesatuan Jurnal Ilmiah Akuntansi Kesatuan ATRABIS: Jurnal Administrasi Bisnis (e-Journal) Jurnal Orientasi Bisnis dan Entrepreneurship Jurnal Ekonomi Perjuangan (JUMPER) eMBeJi : Manajemen dan Bisnis Jurnal Proceeding National Conference Business, Management, and Accounting (NCBMA) Journal of Artificial Intelligence and Digital Business Jurnal Pengabdian Kolaborasi dan Inovasi IPTEKS Jurnal Ilmu Manajemen Dan Kewirausahaan (JIMK) Jurnal Riset Rumpun Ilmu Ekonomi (JURRIE) Journal Economics Technology and Entrepreneur Jurnal Pengabdian Masyarakat dan Riset Pendidikan EKOBIMA Ekonomi Bisnis dan Manajemen JIMEK Jurnal Simki Economic
Alfin Nur Arifah Alfin
Universitas Cipasung Tasikmalaya
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Mathematics Public Health Social Sciences Other

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Pengaruh Harga dan Kualitas Produk terhadap Keputusan Pembelian pada UMKM Pisang Setia di Kecamatan Singaparna Muhammad Fahmi Dhiyaulhaq; Alfin Nur Arifah
RIGGS: Journal of Artificial Intelligence and Digital Business Vol. 5 No. 2 (2026): Mei-Juli
Publisher : Prodi Bisnis Digital Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/riggs.v5i2.13531

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh harga dan kualitas produk terhadap keputusan pembelian pada UMKM Pisang Setia di Kecamatan Singaparna. Penelitian menggunakan metode kuantitatif dengan pendekatan asosiatif. Populasi penelitian adalah seluruh konsumen yang pernah melakukan pembelian produk UMKM Pisang Setia, dengan jumlah populasi tercatat sebanyak 1.513 pelanggan periode 2020–2024. Sampel ditentukan menggunakan rumus Slovin dan diperoleh 94 responden. Data dikumpulkan melalui kuesioner dengan skala Likert dan dianalisis menggunakan regresi linear berganda dengan bantuan SPSS versi 26, setelah melalui uji validitas, reliabilitas, dan asumsi klasik. Hasil penelitian menunjukkan bahwa harga berpengaruh positif dan signifikan terhadap keputusan pembelian dengan koefisien regresi 0,421, t hitung 11,463, dan signifikansi 0,000. Kualitas produk juga berpengaruh positif dan signifikan dengan koefisien regresi 0,359, t hitung 13,316, dan signifikansi 0,000. Nilai Adjusted R Square sebesar 0,777 menunjukkan bahwa harga dan kualitas produk mampu menjelaskan 77,7% variasi keputusan pembelian, sedangkan 22,3% dipengaruhi faktor lain di luar model. Berdasarkan Standardized Coefficients Beta, kualitas produk merupakan variabel yang paling dominan.
Pengaruh Digital Marketing dan Promosi terhadap Keputusan Pembelian Jasa Drumband Cipasung : Studi Kasus di Kabupaten Tasikmalaya Alycia Noor Oktaviani Arief; Rina Madyasari; Alfin Nur Arifah; Yudi Setia Rachmanda
Jurnal Riset Rumpun Ilmu Ekonomi Vol. 5 No. 2 (2026): Agustus: Jurnal Riset Rumpun Ilmu Ekonomi
Publisher : Lembaga Pengembangan Kinerja Dosen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/jurrie.v5i2.9471

Abstract

The rapid development of digital technology has encouraged businesses to utilize digital marketing and promotional strategies to influence consumer purchasing decisions. However, the implementation of these strategies in service-based businesses, particularly drumband services, remains relatively underexplored. This study aims to analyze the influence of digital marketing and promotion on purchasing decisions for Drumband Cipasung services in Tasikmalaya Regency. The research employed a quantitative approach using a survey method involving 69 respondents selected through simple random sampling. Data were analyzed using multiple linear regression with IBM SPSS version 27. The findings indicate that digital marketing does not have a significant effect on purchasing decisions, while promotion has a positive and significant effect on purchasing decisions. The coefficient of determination (R²) of 0.822 demonstrates that digital marketing and promotion jointly explain 82.2% of the variation in purchasing decisions. These results imply that promotional activities play a more important role in encouraging consumers to purchase Drumband Cipasung services, whereas the current implementation of digital marketing has not yet been sufficiently effective. Therefore, improving content quality, audience engagement, and digital marketing strategies is recommended to enhance consumer purchasing decisions. Keywords: Digital Marketing, Promotion, Purchasing Decision
Pengaruh Kepuasan Pelanggan dan Kualitas Produk terhadap Loyalitas Pelanggan Produk Oleh-Oleh Handicraft Salawu di Kabupaten Tasikmalaya Fadilla Zanuba Arifah; Alfin Nur Arifah; Herdiyanti Herdiyanti; Rina Madyasari
Jurnal Ilmu Manajemen, Ekonomi dan Kewirausahaan Vol. 6 No. 2 (2026): Juli : Jurnal Ilmu Manajemen, Ekonomi dan Kewirausahaan (JIMEK)
Publisher : Lembaga Pengembangan Kinerja Dosen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/jimek.v6i2.11473

Abstract

This study aims to analyze the effect of customer satisfacation and product quality on customer loyalty toward handicraft salawu souvenir product from salawu, Tasikmalaya Regency. The research method used is a quantitative approach with descriptive and verificative types of research. The population consists of consumers who have purchased handicraft souvenir product, with the sampling technique using purposive sampling. Data were collected through questionnaires and analyzed using validity tests, reliability tests,multiple linear regression analysis, t-tests, and F-tests. The results show that partially, costumer satisfication has a posisitive and significant effect on customer loyalty. Similarly, product quality also has a positive and significant effect on customer loyalty. Customer satification and product quality significantly influence costumer loyalty. These findings indicate that higher levels of costumer satification and better product quality will lead to stronger costumer loyalty toward handicraft souvenir product. The implications of this study are expected to provide insights for small and medium enterprises (SMEs) in improving product quality and customer satisfacation to achieve sustainable customer loyalty.
Co-Authors Abdul Aziz Kelinsman Ace Abdul Kholik Adi Nugraha Adinda Kustiani Aditia Abdurachman Aghnia Ghaida Agustian, Aldy Aida Siti Nurmalia Aldy Agustian Aldy Agustiana Alif Irvansyah Alycia Noor Oktaviani Arief Anisa Putri Maharani Anne Zahratussa’adah Aprilia, Nabila Ardhiansyah Ardhiansyah Ardhiansyah Ardhiansyah Ardiansyah Ardiansyah ARDIANSYAH ARDIANSYAH Arif Amril Mubarok Ariswara, Resma Della Apriani Della Apriani Dheri Febiyani Lestari dheri, Dheri Febiyani Lestari Dyah Pekerti, Retno Fadilla Zanuba Arifah Fajar Septiana Febiyani, Dheri Ghaida Nur Azizah Ghina Nishfy Sya’bani Habib Haedar Herdiyanti Herdiyanti, Herdiyanti Ikbal Maulana Islamia Risalsya Syawali Isyana Rahayu Jaenudin, Ujang Eri M. Hutpi As Adi Madyasari, Rina Media Aditia Abdurachman1 Muhamad Amirul Rizki Muhamad Fauzan Abdul Aziz Muhamad Nur Ihsan, Adi Muhammad Azka Abdul Aziz Muhammad Fahmi Dhiyaulhaq Muhammad Khoerulrijjal Salsabila J Muhammad Riski Triana Muhyiddin, Tazkia Normatiena N. Nelis Febriani SM Nabila Luthfiyyah Nadia Angraeni Neng Hasna Nabilah Novita Dewi Gunawan Nurherawati Nurherawati Nurherawati Nurjanah, Sinta Oktapiyana, Elisha Pramesti Melyna Mustofa Pramesti Melyna Mustofa Ramdani Al Falah Ramdani Al Falah Resky Ichsan Taufik Rina madyasari Rina Madyasari Rina Madyasari Rina Madyasari Rizky Ridwan Salsabila Nurbaeti Sindy Kania Suryani Sinta Khoerunnisa Sopiyudin, Lutfi Sri Indri Oktavian Sudiarti, Sri Syifa Aenun Naja Syifaul Munawaroh Taupik Akbar Taupik Akbar Tazkia Normatiena Muhyiddin Vanesa Selyandra Yudi Setia Rachmanda