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All Journal Neraca Manajemen, Akuntansi, dan Ekonomi PESHUM
Chusnul Rahmawati
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Humanities Economics, Econometrics & Finance Education Environmental Science Social Sciences

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PENGARUH STRATEGI PROMOSI DAN PENENTUAN HARGA PRODUK EMINA TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN Quanita Elisya Arianto; Chusnul Rahmawati; Ayu Oktavia; Vira Septiani; Erika Nurhayani; Devi Virgiana Hermansyah; Kurniawati Mulyanti
Musytari : Neraca Manajemen, Akuntansi, dan Ekonomi Vol. 6 No. 10 (2024): Musytari : Neraca Manajemen, Akuntansi, dan Ekonomi
Publisher : Cahaya Ilmu Bangsa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.8734/musytari.v6i10.4658

Abstract

Tujuan dari penelitian ini adalah untuk mengevaluasi bagaimana harga dan strategi periklanan produk Emina mempengaruhi pilihan konsumen di pasar kosmetik Indonesia. Dalam penelitian ini menggunakan metode deskriptif kuantitatif dan melibatkan 100 responden yang pernah menggunakan produk Emina. Mayoritas konsumen, menurut hasil penelitian, berpikir bahwa harga produk harus sesuai dengan kualitasnya. Diskon dan iklan media sosial khususnya telah terbukti menjadi taktik promosi yang sukses dalam mempengaruhi keputusan konsumen. Dengan menjembatani kesenjangan pengetahuan tentang pengaruh harga dan teknik promosi terhadap preferensi konsumen dan juga membantu perusahaan kosmetik menciptakan kampanye pemasaran yang lebih kompetitif dan produk yang lebih baik. Kata kunci: Promosi, Kebijakan Harga, Keputusan Pembelian
The Absorptive Capacity and Knowledge Sharing Models on Seblak MSMEs Business Performance in Bekasi Syahyono; Chusnul Rahmawati; Devi Virgiana Hermansyah; Erika Nurhayani; Arianto, Quanita Elisya
PESHUM : Jurnal Pendidikan, Sosial dan Humaniora Vol. 4 No. 2: Februari 2025
Publisher : CV. Ulil Albab Corp

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56799/peshum.v4i2.7383

Abstract

This study analyzes the influence of absorptive capacity and knowledge sharing on the business performance of Seblak MSMEs in Bekasi City. In the increasingly competitive food industry, absorptive capacity, as an organization's ability to acquire, assimilate, and utilize external knowledge, becomes an important factor for innovation and market response. In addition, knowledge sharing also supports the exchange of information and expertise within and between organizations, thereby improving product quality and operational efficiency. Through a descriptive quantitative approach, data were collected from 100 MSMEs through purposive sampling techniques and analyzed using the SEM-PLS (Structural Equation Modeling Partial Least Squares) method. The results reveal that absorptive capacity and knowledge sharing have a significant and positive influence on business performance, both directly and through synergistic interactions. The findings emphasize the importance of structured knowledge management and a culture of collaboration to drive innovation and improve competitiveness. The practical implications of this study include recommendations for MSMEs to strengthen absorptive capacity and optimize knowledge sharing practices as a strategy to improve market position and business sustainability.
Co-Authors Arianto, Quanita Elisya Ayu Oktavia Devi Virgiana Hermansyah Erika Nurhayani Kurniawati Mulyanti Quanita Elisya Arianto Syahyono Vira Septiani