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All Journal Shar-E: Jurnal Kajian Ekonomi Hukum Syariah International Journal Of Economics Social And Technology
Silalahi, Ronaldo Gunawan
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Automotive Engineering Computer Science & IT Economics, Econometrics & Finance Law, Crime, Criminology & Criminal Justice Social Sciences

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Analysis of the Influence of Price, Promotion Media, and Quality of Product on Sales of MSMEs in Medan City Silalahi, Ronaldo Gunawan; Perangin Angin, Cindy Catrine; Loo, Dinda Salsabila; Saragih, Rintan; Saribu, Holfian Daulat Tambun
International Journal Of Economics Social And Technology Vol. 2 No. 3 (2023): September 2023
Publisher : Lembaga Riset Ilmiah

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59086/ijest.v2i3.319

Abstract

The development of MSMEs in the city of Medan is recorded as a significant development when compared to the surrounding infrastructure support areas such as Deli Serdang, Langkat, Binjai and others. In this study using a quantitative method, according to Sugiyono (2018), the quantitative research method is research based on the philosophy of positivism, used to examine certain populations and samples. This study used 100 samples from Medan Sunggal District, using the cluster sampling method. The results of this study indicate that the product price, promotional media, and product quality variables have a positive and significant effect with the coefficient of determination (Adjusted R Square) of 0.319. This means that the selection is influenced by product price, product promotion, and product quality variables of 31.9%. And in the t test, it is known that the Sig value for influencing product prices on product sales is 0.002 <0.05 and the Tcount value is 3,158 > Ttable 1,985. So it can be stated that product prices have a significant effect on product sales. On the media promotion variable, it is known that the Sig value for influencing media promotion on product sales is 0.035 <0.05 and the Tcount value is 2,140 > Ttable 1,985. So it can be stated that product promotion has a significant effect on product sales. And on product quality it is known that the Sig value for influencing product quality on product sales is 0.000 > 0.05 and the Tcount value is 4,890 > Ttable 1,985. So it can be stated that product quality has a significant effect on product sales.
Peran Green Marketing dan Environmental Attitude dalam Meningkatkan Green Purchase Intention: Green Brand Image sebagai Mediasi dan Consumer Involvement sebagai Moderasi pada UMKM di Kota Medan Silalahi, Ronaldo Gunawan; Rosita; Hendry; Edward, Yusuf Ronny
Shar-E : Jurnal Kajian Ekonomi Hukum Syariah Vol. 11 No. 2 (2025): Shar-E: Jurnal Kajian Ekonomi Hukum Syariah
Publisher : Institut Agama Islam Sultan Muhammad Syafiuddin Sambas

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37567/shar-e.v11i2.4243

Abstract

The purpose of this study was to analyze the effect of green marketing and environmental attitude on green purchase intention, both directly and through the mediation of green brand image and moderation of consumer involvement, in MSMEs in Medan City. This study used the partial least square method using 250 samples. The results showed that green price, green product, green place, green promotion, and environmental attitude had a positive and significant effect on green purchase intention, and each also had a significant effect on green brand image. Green brand image was proven to significantly increase green purchase intention, while consumer involvement also had a significant effect on green purchase intention. However, only the moderation of consumer involvement on the relationship between green product and green purchase intention was significant, while the moderation on the relationship between green price, green place, green promotion, and environmental attitude was not significant. In addition, all mediation relationships through green brand image between green marketing components and environmental attitude on green purchase intention were proven to be significant, confirming the important role of green brand image in shaping consumer purchase intention towards environmentally friendly products of MSMEs in Medan City. In conclusion, green marketing and environmental attitude have a significant effect on green purchase intention, both directly and through green brand image as a mediator, while consumer involvement only significantly moderates the relationship between green products and green purchase intention.
Co-Authors Edward, Yusuf Ronny Hendry . Loo, Dinda Salsabila Perangin Angin, Cindy Catrine Rintan Saragih, Rintan Rosita Saribu, Holfian Daulat Tambun