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All Journal Jurnal MEBIS (Manajemen dan Bisnis) Journal of Economics, Business, and Government Challenges Aplikasi Administrasi: Media Analisa Masalah Administrasi Journal of Accounting and Business (JIMBE) TEKNOBIS : Jurnal Teknologi, Bisnis dan Pendidikan RISK : Jurnal Riset Bisnis dan Ekonomi Neraca Manajemen, Akuntansi, dan Ekonomi Jurnal Ilmiah Nusantara Jihapenmas Tamilis Synex: Multidimensional Collaboration Journal of Accounting and Business
Nindya Kartika Kusmayati
Unknown Affiliation
Arts Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Mathematics Social Sciences

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Pengaruh Gila Marketing, Inovasi Produk, Dan Minat Beli Terhadap Omset Penjualan Lilin Aromaterapi Di Surabaya Priskila Evania Eraristy; Devita Diyan Putri Cahyaningtyas; Varrell Fernanda Maesa Ayu; Irnandhera Talitha Zadhah; Arman Raihan Shahruk Ardiansyah; Nindya Kartika Kusmayati
Aplikasi Administrasi: Media Analisa Masalah Administrasi Volume 28 Nomor 2
Publisher : Faculty of Social and Political Science

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30649/aamama.v28i2.337

Abstract

This study aims to examine the effect of Gila Marketing and product innovation on purchase intention and their impact on the sales turnover of aromatherapy candles in Surabaya. The research employed a quantitative approach with a survey method involving 93 respondents who had purchased aromatherapy candle products. Data were collected using structured questionnaires measured on a Likert scale. The collected data were analyzed using multiple linear regression with the assistance of SPSS to test both partial and simultaneous effects among variables. The results indicate that Gila Marketing has a positive and significant effect on sales turnover, while product innovation does not have a significant effect. Purchase intention also shows a positive and significant influence on sales turnover and is identified as the most dominant variable in the regression model. The regression equation obtained is Y = 0.271 + 0.368X1 + 0.144X2 + 0.462X3 + e, which demonstrates that an increase in purchase intention contributes more strongly to sales turnover compared to other variables. These findings confirm that creative and unconventional marketing strategies are effective in stimulating consumer purchase intention, which subsequently enhances sales performance. Conversely, product innovation does not directly influence sales turnover, indicating that consumers place greater emphasis on product functionality, scent quality, and usability rather than design innovation. Overall, the study highlights that the integration of effective marketing strategies and strengthened consumer purchase intention plays a critical role in improving sales turnover, while product innovation functions as a supporting factor for long-term competitiveness in the aromatherapy candle market.
Co-Authors , Dhiyan Septa Wihara Achmad Alfian D.S Aditya Risky Sahari Adrian Fahreza Sanjaya Agustin Isabellina Pretty Ika Permatasari Agym Mahendra Alamsyah Ahmad Syahbani Ahmad Zainal Makarim Ajesica Laura Dekafrio Akhmad Komaruddin Al Ghozaly Aldy Putra Prayoga Alfina Damayanti Ali Nur Rozaq Aliffian Safriansyah Almira Wardana Neva Nareswari Alyani Zahra Salsabela Amrina Yulfajar Anang Fanju Setyawan Anastasia Puteri Cininta Panjaitan Andri Radiany Arman Raihan Shahruk Ardiansyah Arsa Reynal Dimas Suyanto Arya Eka Pradana Ayu Puspita Putri Wicaksono Bagas Dharma Aditya Bayu Agus Permadi Bayu Permadi Citra Anis Safitri Delfida Syaharani Devita Diyan Putri Cahyaningtyas Dhinda Lintang Cahya Gumilang Dhyah Wulansari Dicky Fahreza Akbar Didieo valeri yulianto Eka cipta putri apsari rahmi gelbi surya pertiwi Eka Nanda Syahputra Eko Saputra Marweki Emiliana Ring Enrico Brilian Gandatama4 Erwin Dwi Kristanto Evi Indah Lestari Fajar Tenovita Sari Fiki Kurniawan Fikri, Kanzul Habibatul Aliyah Candraningtyas Hanggoro Purbo Kuncoro Heri Priyo Purwanto Hernita Narsi Elda Hilda Firliyani Ilham Prasetya Wibowo Ilma Awalya Intan Dewi Sasmitha Irnandhera Talitha Zadhah Iwang Suwangsih Kanzul Fikri Karina Eka Aulia Khrisna Arief Wicaksana Kunto Romadhon Pradika Latifatussafitri Laura Sitho Devi Lenka Kapiso M Firdaus Firmansyah M. Masruf Maliyatul Ulfah Marcelino Cristian Yuwono Maulinda Nurul Hidayat Mirza Al Khatami Moch. Burhan Nur Abdulloh Moch. Jabir Hayyan Mochammad Mamduch Barsa Mochammad Rizky Nur Ardiansyah Muhammad Arya Dwi Nanda Muhammad Faishol Akbar Muhammad Rosul Muhammad Tito Romadhon Muzabir Muhammad Natalia Dau Bere Nilam shelly heniati Noneng R. Sukatmadiredja Nova Rahma Dhani Novia Rachma Aulia Nurul Hidayah Priskila Evania Eraristy R.Nico Alviano Bagas Santoso Rachmad Aditya Mahendra Rachmat Aditya Mahendra Raden Nico Alviano Bagas Santoso Risqy Maudy Inayah Riza Krisdian Pratama Rizky Endah Setianingtias Robi Zulkarnain Sadam Khumaini Vindata Safa’at Sevia Imelda Yosa Shafa Anjelina S.D Sofiatun Stefanny Audrey Graciella Sutedjo Suwangsih, Iwang Syavira Natania Rahmadani Talabiah Susilowati Taufik Kurniawan Tito Tilawah Varrell Fernanda Maesa Ayu Vera Vebriyanti Vianta Reva Nata Kusuma Vina Anggih Dwi Safitri Yanfa’u Rizal Yourini Erawati Yuli Kurniawati Yuli Kurniwati Yulia Kurniawati Zahra Nur Annisa