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All Journal Jurnal Orientasi Bisnis dan Entrepreneurship Management and Accounting Expose
Fatwa, Rahyu
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Economics, Econometrics & Finance Other

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PENGARUH INOVASI PRODUK DAN STRATEGI PEMASARAN TERHADAP MINAT BELI KONSUMEN PADA INDUSTRI JAMBU METE DI KABUPATEN MUNA Muhdir, Muhdir; Sanusi, Sanusi; Fatwa, Rahyu; Ridwan, Ridwan
Management & Accounting Expose Vol 6, No 2 (2023)
Publisher : Universitas Sahid

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36441/mae.v6i2.1763

Abstract

Tujuan dari penelitian ini adalah untuk memahami bagaimana inovasi produk dan strategi pemasaran dapat mempengaruhi minat konsumen pada industri jambu mete di Kabupaten Muna. Penelitian menggunakan metodologi kuantitatif melalui beberapa langkah, antara lain: persiapan penelitian, observasi, wawancara, dokumentasi, dan analisis data. Analisis data menggunakan teknik regresif linier berganda. Hasil penelitian yang dikumpulkan melalui kuesioner dari sebanyak 50 responeden dengan usia 35-50 tahun menunjukkan bahwa inovasi produk dan strategi pemasaran berdampak signifikan terhadap jumlah pembelian jambu mete yang dibeli konsumen di Kabupaten Muna.
The Influence of Price and Service Quality on Consumer Purchase Intention at Indomaret in Baubau City Muhdir, Muhdir; Sanusi, Sanusi; Sarlin, Sarlin; Fatwa, Rahyu
Jurnal Orientasi Bisnis dan Entrepreneurship (JOBS) Vol 7 No 1 (2026): JUNE 2026
Publisher : Lembaga Penelitian Universitas YARSI

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33476/jobs.v7i1.6209

Abstract

This study aims to determine the impact of pricing and service quality on consumer purchase intentions at Indomaret in Baubau City. A quantitative research framework was used, with survey techniques as the primary method for obtaining data from research participants. Data were obtained by distributing questionnaires to 96 consumer respondents selected using random sampling. The collected data were then analyzed using multiple linear regression using SPSS version 26 software. The results indicate that both price and service quality influence consumers’ purchase intention at Indomaret in Baubau City. Price was found to be a more dominant factor affecting purchase intention than service quality. These findings suggest that consumers tend to consider price affordability and price suitability when determining their purchase intention, while service quality remains an important factor in creating a positive shopping experience. Overall, competitive pricing and high-quality service can enhance consumers’ purchase intention. Therefore, Indomaret should maintain an appropriate pricing strategy and continuously improve its service quality to encourage greater consumer purchase intention.
Co-Authors Muhdir Muhdir Ridwan Ridwan Sanusi Sanusi Sarlin, Sarlin