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All Journal JURNAL VISIONIDA Jurnal Review Pendidikan dan Pengajaran (JRPP) Jurnal Simki Economic Innovative: Journal Of Social Science Research Socius: Social Sciences Research Journal
Fitriyasari, Anis
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PENGARUH PROMOSI DAN KEMASAN TERHADAP KEPUTUSAN PEMBELIAN ENJOYPARFUM DI SURABAYA Priyandarini, Joya Damara; Fadhillah, Is; Fitriyasari, Anis
Jurnal Review Pendidikan dan Pengajaran Vol. 7 No. 3 (2024): Vol. 7 No. 3 (2024): Volume 7 No 3 Tahun 2024 (Special Issue)
Publisher : LPPM Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/jrpp.v7i3.31683

Abstract

Penelitian ini bertujuan untuk mengidentifikasi dan menganalisis pengaruh promosi dan kemasan terhadap keputusan pembelian produk Enjoyparfum di Surabaya. Dalam era persaingan bisnis yang semakin ketat, strategi promosi dan desain kemasan yang efektif menjadi faktor penting dalam menarik minat konsumen dan meningkatkan penjualan. Metode penelitian yang digunakan adalah metode kuantitatif dengan pendekatan survei. Data diperoleh melalui kuesioner yang disebarkan kepada 150 responden yang merupakan konsumen Enjoyparfum di Surabaya. Analisis data dilakukan menggunakan regresi linier berganda untuk mengetahui pengaruh variabel independen (promosi dan kemasan) terhadap variabel dependen (keputusan pembelian). Hasil penelitian menunjukkan bahwa baik promosi maupun kemasan memiliki pengaruh positif dan signifikan terhadap keputusan pembelian. Promosi yang tepat sasaran dan inovatif mampu meningkatkan kesadaran merek dan daya tarik produk, sementara kemasan yang menarik dan fungsional memberikan nilai tambah yang signifikan bagi konsumen. Penelitian ini memberikan implikasi praktis bagi manajemen Enjoyparfum dalam menyusun strategi pemasaran yang lebih efektif dengan fokus pada peningkatan kualitas promosi dan desain kemasan. Dengan demikian, perusahaan dapat meningkatkan daya saing dan mempertahankan loyalitas konsumen di pasar yang kompetitif.
Peran Pelaku Usaha Mikro Kecil Menengah (UMKM) Opak Jepit dalam Pengembangan Usaha pada Era Digital di Desa Balongmojo, Gresik Fitriyasari, Anis; Adlhan, Dika Zaim; Machsun, Machsun; Oktavia, Riska Ayu
Jurnal Simki Economic Vol 8 No 1 (2025): Volume 8 Nomor 1 Tahun 2025
Publisher : Universitas Nusantara PGRI Kediri

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29407/jse.v8i1.1200

Abstract

Researchers want to know about the Role of Micro, Small and Medium Enterprises (MSMEs) of Opak Jepit in the Digital Era in Balongmojo Village, Gresik Regency. The main problem in this study is the development of sales and marketing of Opak Jepit in Balongmojo Village, Gresik Regency which is very lacking, the formulation of the problem in this study is how is the role of micro, small and medium enterprises (MSMEs) in the digital era in Balongmojo Village. The background of this study is the role and efforts of MSME Opak Jepit actors in developing or increasing sales of opak jepit amidst increasingly advanced digital developments. The purpose of this study is to determine the development of MSME Opak Jepit in the current digital era and what efforts have been made by opak jepit producers in competing to market their products amidst digital developments. This study uses a qualitative approach, with the subjects of opak jepit producers in Balongmojo Village, consumers, and village officials. There are 6 (six) informants used in this study. Data were obtained from interviews, observations, and documentation, which were then analyzed qualitatively descriptively. The results of this study show that the development of Opak Jepit in Balongmojo Village has followed digital developments that can make it easier for consumers to recognize and buy Opak Jepit products produced by Balongmojo Village.
Co-Authors Adlhan, Dika Zaim Alfarisi, Muhammad Khalid Annisa, April Arisanti, Qoidah Fadhilla, Alfidha Nur Fadhillah, Is Fadhilllah, Is Foni, Rostiana Hilmania, Hilmania I, Iswati Ilham, Raden Bagus Mohammad Rifki Febrika Iswati Iswati Iswati, Iswati M. Omba, Dewi Serlina Machsun Machsun, Machsun Oktavia, Riska Ayu Pranata, Emilia Priyandarini, Joya Damara Putro, Dimas Warsito Sarmila Tampang, Petrus Chanel