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All Journal Jurnal Ekonomi dan Bisnis GROWTH (JEBG) Jurnal Mahasiswa Entrepreneur
Ciptasari, Ayu Dita Windra
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Economics, Econometrics & Finance Electrical & Electronics Engineering Social Sciences

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HUBUNGAN KULIATAS PRODUK, CITRA MEREK DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN PRODUK EIGER DENGAN KEPERCAYAAN SEBAGAI VARIABEL INTERVENING PADA MAHASISWA FAKULTAS EKONOMI DAN BISNIS UNIVERSITAS ABDURACHMAN SALEH SITUBONDO Susianto, Ifan; Soeliha, Siti; Ciptasari, Ayu Dita Windra
Jurnal Mahasiswa Entrepreneurship (JME) Vol 4 No 10 (2025): OKTOBER 2025
Publisher : Fakultas Ekonomi dan Bisnis

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36841/jme.v4i10.7190

Abstract

This study aims to examine the effects of product quality, brand image, and promotion on the purchase decisions of Eiger products, with trust serving as an intervening variable, among students of the Faculty of Economics and Business at Abdurrachman Saleh University, Situbondo. This research employed a quantitative approach, utilizing a survey with 88 respondents chosen through purposive sampling. Data were processed using SmartPLS 3.0 to test validity, reliability, and the relationships between variables through path analysis. The results show that product quality, brand image, and promotion have a positive and significant effect on trust. Product quality significantly influences purchase decisions, whereas brand image and promotion do not have a direct significant effect. Trust is found to be a significant mediating variable in the relationship between promotion and purchase decisions. However, it does not significantly mediate the relationships between product quality or brand image and purchase decisions. These findings highlight the importance of building consumer trust to enhance the effectiveness of Eiger’s marketing strategies.
KERAGAMAN PRODUK, PROMOSI DAN HARGA PRODUK TERHADAP LOYALITAS PELANGGAN DENGAN KEPUASAN PELANGGAN SEBAGAI VARIABEL INTERVENING PADA TOKO OFFICIAL KOPI KOPRAL DI SITUBONDO Warata, Samuel Umbu; Widaninggar, Nanda; Ciptasari, Ayu Dita Windra
Jurnal Mahasiswa Entrepreneurship (JME) Vol 4 No 10 (2025): OKTOBER 2025
Publisher : Fakultas Ekonomi dan Bisnis

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36841/jme.v4i10.7101

Abstract

In the increasingly competitive situation in Indonesia, it encourages increasing consumer expectations towards various aspects. Businesses that want to survive and grow must be able to meet these expectations by innovating and providing the best service to consumers. Competition in the retail sector today is not only focused on price but also involves various other variables related to the consumer shopping experience. The use of the internet opens up various business opportunities that can be run by the community. With this technology, the interaction between consumers and sellers becomes easier, because consumers can shop without having to meet the seller directly. On the other hand, sellers can also market their products or services more effectively through various digital platforms. Marketing is not just about promotion or sales, but also includes various strategies to create value for customers and build long-term profitable relationships, so there are variables that can influence it, namely: Product Diversity Promotion Price on Customer Loyalty and Consumer Satisfaction. Analysis and hypothesis testing in this study used the Partial Least Square Structure Model (PLS-SEM). The results of the direct influence hypothesis test using the Smart PLS 3.0 Application, Product Diversity has a significant positive effect on Customer Satisfaction. Promotion has a significant positive effect on Customer Satisfaction. Product Price has a negative but insignificant effect on Customer Satisfaction. Product Diversity has a significant positive effect on Customer Loyalty. Promotion has a negative but insignificant effect on Customer Loyalty Customer Price has a negative but insignificant effect on Customer Loyalty. Customer Satisfaction has a negative but insignificant effect on Customer Loyalty. Product Diversity has a negative but insignificant effect on Customer Loyalty through Customer Satisfaction. Promotion has a negative but insignificant effect on Customer Loyalty through Customer Satisfaction. Price has a negative but insignificant effect on Customer Loyalty through Customer Satisfaction.
Co-Authors Arinata, Selfi Ariyantiningsih, Febri Dwi Perwitasari Wiryaningtyas, Dwi Perwitasari Ediyanto Hidayanti, Nor Holidah, Syarifatul Ida Ayu Putu Sri Widnyani Nanda Widaninggar, Nanda Ningsih, Anisatul Fitria Nurhalizah, Syindi Pramesthi, Riska Ayu Putri, Ninis Selvia Soeliha, Siti Susianto, Ifan Utami, Nanda Siti Nur Warata, Samuel Umbu Wulandari, Wiji Yofiandi, Afrizal Yudha Praja, Yudha