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All Journal Neo Journal of economy and social humanities Jurnal Pelita Manajemen
Ardian, Rega
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Humanities Economics, Econometrics & Finance Social Sciences

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Pengaruh Harga dan Promosi terhadap Keputusan Pembelian Octaviane, Adinda Shabrina; Silviyana, Silviyana; Ardian, Rega; Sanjaya, Vicky F.
JURNAL PELITA MANAJEMEN Vol. 2 No. 02 (2023): November 2023
Publisher : DPPM Universitas Pelita Bangsa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37366/jpm.v2i02.3123

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh harga dan promosi terhadap keputusan pembelian konsumen pada toko buku Gramedia, Mal Boemi Kedaton, Bandar Lampung. Harga dan promosi merupakan dua faktor penting dalam pemasaran. Penelitian ini menggunakan metode penyebaran kuesioner kepada responden secara langsung yang merupakan konsumen dari toko buku Gramedia. Jenis penelitian ini adalah penelitian kuantitatif. Data yang diolah merupakan data primer yang diperoleh dari hasil penyebaran kuesioner dengan teknik simple random sampling. Dari 83 responden diperoleh sempel sebanyak 53 responden. Analisis data yang dilakukan dengan menggunakan program PLS (partial least square) 4. Hasil penelitian analisis, indikator-indikator pada penelitian ini bersifat valid. Variabel Harga berpengaruh positif dan signifikan terhadap keputusan pembelian. Variabel promosi berpengaruh negatif dan tidak signifikan terhadap keputusan pembelian. Informasi ini dapat membantu suatu toko dalam mengidentifikasi di mana mereka dapat meningkatkan harga ataupun promosi pada produk mereka. Hasil penelitian ini dapat digunakan untuk merancang strategi harga dan promosi yang tepat guna meningkatkan keputusan pembelian konsumen.
Impact of Thrifting Presence on Local Brands in Bandar Lampung According to Islamic Business Perspective Ardian, Rega; Sanjaya, Vicky F; Susanti, Yeni
Neo Journal of economy and social humanities Vol 5 No 1 (2026): Neo Journal of Economy and Social Humanities
Publisher : International Publisher (YAPENBI)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56403/nejesh.v5i1.392

Abstract

This study aims to analyze the impact of the presence of the thrifting phenomenon on the sustainability of local brands in Bandar Lampung, using the perspective of Islamic business as an analysis framework. The method used is a Combination of Field research and literature, employing a qualitative approach, involving interviews with local brand owners such as Otsky, Kaway, Market Donkey, and The Done House. The results showed that the accelerated thrift trend following COVID-2019 led to significant asymmetric competition, resulting in a decrease in sales and profit margins for local brands as consumers switched to thrift products that offered unique models at much lower prices. From an Islamic perspective, the practice of trafficking illegal imports is considered vulnerable to violations of the principles of Shiddiq and Ghirar in transactions, as well as violating the principles of Al-'Adl due to the unfair advantage of avoiding legal fees. Therefore, the policy of banning the import of used clothing is justified by the Shari'ah through the principle of Mashlahah Mursalah to protect Hifzh al-Mal and hifzh an-Nafs. It is recommended that local brands use ethical integrity as the main competitive differentiation by strengthening Shiddiq and Amanah, and adopting a slow Fashion narrative that is oriented towards Mashlahah.
Co-Authors Octaviane, Adinda Shabrina Silviyana, Silviyana Vicky F Sanjaya Yeni Susanti