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All Journal JRMSI - Jurnal Riset Manajemen Sains Indonesia Revitalisasi : Jurnal Ilmu Manajemen
Febriansah, Rizky
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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THE ANALYSIS OF SERVICES MARKETING MIX ON STUDENTS' DECISIONS IN CHOOSING UNIVERSITAS MUHAMMADIYAH SIDOARJO Febriansah, Rizky
JRMSI - Jurnal Riset Manajemen Sains Indonesia Vol. 15 No. 01 (2024): Jurnal Riset Manajemen Sains Indonesia
Publisher : Fakultas Ekonomi, Universitas Negeri Jakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21009/JRMSI.015.1.05

Abstract

In a highly competitive market, companies and service providers, especially those in higher education, may experience frequent shifts in consumer preference. The marketing mix strategy of the 7Ps, which consists of promotion, product, place, price, people, process, and physical evidence, can have a significant impact on a student's decision to choose a university. This study used a descriptive quantitative research method, utilizing a Likert scale survey distributed to 89 respondents. The survey measured variables such as promotion, product, location, price, people, process, and physical evidence. Multiple regression analysis was conducted, and the F-test and t-test were used with a 90% confidence level and a value of ὰ = 0.05. The regression coefficient of determination revealed that the independent variables explained 68.7% of the dependent variable (student decision). The variable of people had the highest value of 0.689 on the standardized coefficient, making it the most influential among the independent variables. The study concluded that the 7P marketing mix variables, particularly promotion, product, location, people, and physical evidence, positively and significantly impact a student's decision to choose Universitas Muhammadiyah Sidoarjo.
The Influence of Brand Image, Brand Trust, and Product Quality on Consumer Purchase Interest in Mentai Desaji Dimsum Products in Sidoarjo Febriansah, Rizky; Febriansah, Rizky Eka; Sari, Dewi Komala
REVITALISASI : Jurnal Ilmu Manajemen Vol 15 No 1 (2026): REVITALISASI : Jurnal Ilmu Manajemen
Publisher : Universitas Islam Kadiri

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32503/revitalisasi.v15i1.8617

Abstract

The development of the food and beverage industry in Indonesia has opened opportunities for culinary MSMEs such as Dimsum Mentai Desaji in Sidoarjo, which has experienced sales fluctuations despite continuous growth of competitors. This study examines the influence of brand image, brand trust, and product quality on consumer purchase intention for Dimsum Mentai Desaji products in Sidoarjo using a quantitative approach through purposive sampling of 100 respondents based on the Lemeshow formula. Primary data was collected through online questionnaires using a 5-point Likert scale, while secondary data was obtained from relevant literature, then analyzed using the PLS-SEM method with SmartPLS 3.0, which includes descriptive statistics, validity and reliability tests, as well as multiple linear regression. The research results prove that brand image, brand trust, and product quality have a positive and significant influence on consumer purchase intention with an R-Square value of 0.794, indicating a strong category, where product quality becomes the most dominant factor with the highest path coefficient value (0.460). This research aligns with SDG number 12 on sustainable consumption and production and is expected to serve as a reference for MSMEs in developing effective marketing strategies to enhance competitiveness in the competitive culinary market.
Co-Authors Dewi Komala Sari Rizky Eka Febriansah