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All Journal Jurnal Ilmiah Edunomika (JIE) International Journal of Economic, Business, Accounting, Agriculture Management and Sharia Administration (IJEBAS) International Journal of Humanities Education and Social Sciences Economics and Business Journal Journal of Economics, Entrepreneurship, Management Business and Accounting
Parawansa, Dian Anggraece Sigit
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Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Social Sciences Other

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THE INFLUENCE OF CONSUMER BEHAVIOR ON PURCHASE DECISION OF INDOMIE INSTANT NOODLE PRODUCTS AT PT. INDOFOOD SUCCESS MAKMUR TBK : CASE STUDY ON STUDENTS OF THE FACULTY OF ECONOMICS, MAKSSAR STATE UNIVERSITY Zulfadli S; Parawansa, Dian Anggraece Sigit; Mustafa, Fahrina
International Journal of Economic, Business, Accounting, Agriculture Management and Sharia Administration (IJEBAS) Vol. 3 No. 2 (2023): April
Publisher : CV. Radja Publika

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54443/ijebas.v3i2.1071

Abstract

An understanding of consumer behavior is very much needed at this time, where the development of fast food is so rapid and fast that the intensity of competition is getting higher, this is important for marketers if they want to continue to be accepted by their consumers. This study aims to: 1) To find out whether cultural, social, personal, and psychological factors influence the buying decision of Indomie instant noodles. 2) To find out which variable has the dominant influence on purchasing decisions for Indomie product instant noodles. This study uses qualitative research. The population used in this study were 100 respondents, students of the Faculty of Economics, and data collection in the form of observations, interviews, and questionnaires. Using the SPSS 21 for windows program to test the validity, reliability and multiple linear regression analysis. From the results of the analysis it was found that cultural factor variables, had an insignificant (significant) influence on purchasing decisions of Indomie instant noodles while social, personal, and cultural factors had a significant effect on purchasing decisions of Indomie instant noodles and psychological variables had a dominant influence on purchasing decisions of Indomie instant noodles.
MARKETING STRATEGY ANALYSIS IN INCREASING PRODUCT SALES AT LAKITA CELL IN MAKASSAR CITY Syamril; Parawansa, Dian Anggraece Sigit; Mustafa, Fahrina
International Journal of Economic, Business, Accounting, Agriculture Management and Sharia Administration (IJEBAS) Vol. 3 No. 1 (2023): February
Publisher : CV. Radja Publika

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54443/ijebas.v3i1.1075

Abstract

Strategy is a tool to achieve objectives. Marketing is a process influenced by various social, cultural, political, economic, and managerial factors. There are three systematic marketing strategy steps, starting with market segmentation strategy, target market determination strategy, and market positioning strategy. The marketing mix also includes marketing strategies, comprising four crucial points: product, price, place, and promotion. The purpose of this research is to analyze marketing strategies in increasing product sales at Lakita Cell in the city of Makassar. This study adopts a qualitative research design. Primary and secondary data sources are utilized for data collection. Data collection techniques consist of observation, interviews, and documentation. Data analysis involves three stages: data collection, data analysis, and decision-making. The research findings indicate that segmentation influences sales levels due to varying network quality in each area, while targeting does not significantly affect profits as sales levels fluctuate. Positioning has a significant impact on sales, profits, and company growth as Lakita Cell not only focuses on internet voucher sales but also provides services like interbank ATM transfers, digital money top-ups, and various types of mobile phone and electronic device essentials.
Co-Authors Abadi, Rahmat Riwayat Aslam, Annisa Paramaswary Aslam, Annnisa Paramaswary Haris Maupa Muhammad Idrus Taba Muhammad Ismail Mustafa, Fahrina Pahlevi, Cepi Putra, Muh Al Fatah Arief Syamril Zulfadli S