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Analisis Strategi Pemasaran Segmentation, Target, Positioning (STP), dan Brand Awareness Terhadap Keputusan Pembelian Konsumen Produk Jas Hujan Pramia Andriana Putri; Fizi Fauziya
JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi) Vol. 10 No. 4 (2024): Agustus 2024
Publisher : Sekretariat Pusat Lembaga Komunitas Informasi Teknologi Aceh

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35870/jemsi.v10i4.2588

Tujuan dalam penelitian ini adalah untuk mengetahui dan meganalisis Strategi Pemasaran Segmentasi, Targeting, Positioning, dan Kesadaran Merek Terhadap Keputusan Pembelian Konsumen Jas Hujan NFV di Jawa Barat. Metode penelitian yang digunakan adalah penelitian kuantitatif, dimana variabel diukur dengan menggunakan skala likert. Metode pengamatan (observation). Populasi dalam penelitian ini adalah seluruh pengguna motor di Jawa Barat yang berjumlah 13.341.328, dengan sample berjumlah 100 orang. Pengolahan data menggunakan perangkat lunak SPSS versi 27, dengan analisis deskriptif dan menggunakan hipotesis analisis regresi berganda. Hasil penelitian menunjukkan bahwa: (1) Segmentasi pasar tidak berpengaruh secara parsial terhadap keputusan pembelian konsumen jas hujan NFV. (2) Targteting tidak berpengaruh secara parsial terhadap keputusan pembelian konsumen jas hujan NFV. (3) Positioning berpengaruh secara parsial terhadap keputuan pembelian konsumen jas hujan NFV. (4) Kesadaran Merek berpengaruh parsial terhadap keputusan pembelian konsumen jas hujan NFV. (5) Secara simultan terdapat pengaruh yang positif dan signifikan antara variabel positioning dan kesadran merek terhadap keputusan pembelian konsumen jas hujan NFV.

Pengaruh Bauran Pemasaran 7P terhadap Keputusan Pembelian Konsumen Produk Tumbler Bambu PT Bintang Mitra Kencana Suhartini, Ii; Fizi Fauziya
JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi) Vol. 10 No. 4 (2024): Agustus 2024
Publisher : Sekretariat Pusat Lembaga Komunitas Informasi Teknologi Aceh

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35870/jemsi.v10i4.2590

Penelitian ini bertujuan untuk mengetahui pengaruh strategi pemasaran bauran pemasaran 7P terhadap Keputusan pembelian produk tumbler (studi kasus pada konsumen produk PT Bintang Mitra Kencana). Jenis penelitian yang digunakan adalah penelitian kuantitatif dengan teknik pengumpulan data menggunakan kuisioner skala likert dan sampel sebanyak 85 responden konsumen produk PT Bintang Mitra Kencana, teknik pengambilan sampel dengan menngunakan rumus slovin. Teknik pengujian data yang digunakan dalam penelitian ini meliputu uji validitas, uji reliabilitas, uji asumsi klasik, analisis regeresi linier berganda, koefisien determinasi, uji t serta uji f. Berdasarkan analisis data hasil penelitian menunjukkan bahwa indikator-indikator pada penelitian ini bersifat valid dan reliabel. Pada uji asumsi klasik data berdistribusi normal dan tidak terjadi heterokedasitas dan multikolinearitas. Pada uji hipotesis Product dengan nilai t hitung sebesar 0,614 dan People dengan nilai t hitung sebesar 0,698 dengan hasil kedua variabel tersebut memiliki pengaruh dan signifikan terhadap Keputusan pembelian. Kemujian pada uji hipotesis Price dengan nilai t hitung sebesar 0,147, Promotion dengan nilai t hitung sebesar 0,147, Place dengan t hitung sebesar 0,146, Proces dengan nilai t hitung sebesar 0,029, Physical Evidence dengan nilai t hitung sebesar 0,083 dengan hasil ke lima variabel tersebut tidak memiliki pengaruh yang signifikan terhadap keputusan pembelian. Keywords: Bauran Pemasaran, Produk (Product), Harga (Price), Promosi (Promotion), Lokasi (Place), Orang (People), Proses (Process), Bukti Fisik (Physical Evidence), Keputusan pembelian.

Pengaruh Gaya Kepemimpinan Terhadap Produktivitas Kerja (Studi Kasus Pada Pegawai Desa Cicangkang Girang Kecamatan Sindangkerta Kabupaten Bandung Barat) salsadilla nurfauziah, angely; Fizi Fauziya
JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi) Vol. 10 No. 4 (2024): Agustus 2024
Publisher : Sekretariat Pusat Lembaga Komunitas Informasi Teknologi Aceh

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35870/jemsi.v10i4.2593

Penelitian ini bertujuan untuk mengetahui pengaruh gaya kepemimpinan terhadap produktivitas kerja di Desa Cicangkang Girang. Penelitian menggunakan metode kuantitatif, dengan mengumpulkan data primer dan data sekunder. Jumlah populasi pegawai yang ada di Desa Cicangkang Girang adalah 40 orang. Pengambilan sampel menggunakan metode nonprobability sampling dengan kategori sampling jenuh didapat semua populasi dijadikan sampel. Instrumen penelitian selanjutnya diuji dengan uji validitas dan reliabilitas. Metode analisis yang digunakan mencakup uji korelasi parsial, uji regresi sederhana, koefisien determinasi, serta pengujian hipotesis dengan uji t (parsial) dan uji F (simultan). Berdasarkan Hasil perhitungan koefisien determinasi menunjukkan bahwa pengaruh dari variabel gaya kepemimpinan terhadap produktivitas kerja adalah sebesar 46.1%. Hal ini menunjukkan bahwa variabel gaya kepemimpinan berpengaruh signifikan terhadap produktivitas kerja di Desa Cicangkang Girang baik secara parsial maupun secara simultan.Keywords: Gaya Kepemimpinan, Produktivitas Kerja, Pegawai.

Analisis Tingkat Gaji pada Kinerja Guru di MIS Muslimin Cihurang Muhammad Deka Faathir; Fizi Fauziya
EKONOMIKA45 : Jurnal Ilmiah Manajemen, Ekonomi Bisnis, Kewirausahaan Vol. 12 No. 1 (2024): Desember : Jurnal Ilmiah Manajemen, Ekonomi Bisnis, Kewirausahaan
Publisher : Fakultas Ekonomi Universitas 45 Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30640/ekonomika45.v12i1.3626

Teacher performance has a very important role in determining the success of a school in achieving its goals. Teacher performance is influenced by various factors, both external and internal. One of the internal factors that is thought to have a close relationship with teacher performance is the level of salary earned. There are many teachers at MIS Muslimin Cihurang who have honorary teacher status and therefore have salary levels that do not match the workload they carry. The aim of this research is to determine the level of salary for teacher performance at MIS Muslimin Cihurang. This research uses a qualitative approach. Observation, interview and documentation methods were used to collect data, with data analysis techniques including data reduction, data presentation and drawing conclusions. Based on the research results, it shows that although the level of teacher salary at MIS Muslimin Cihurang is sufficient to meet living needs, it still has not reached the level expected to achieve teacher welfare. Nevertheless, there is still strong intrinsic motivation among teachers, namely they have quite high work motivation, especially because of a sense of responsibility to educate the nation's children. Teacher performance is also reflected in their ability to plan, implement and evaluate learning. Teachers continue to try to give their best and carry out structured evaluations even though there are obstacles in the learning process. Therefore, increasing teacher salaries at MIS Muslimin Cihurang can increase motivation and job satisfaction, which has an impact on improving the quality of learning and teacher performance.

Pengaruh Kualitas Kepemimpinan Terhadap Motivasi Kerja Pegawai (Studi Kasus di Desa Bongas Kecamatan Cililin) Fitra Ramandayani; Fizi Fauziya
EKONOMIKA45 : Jurnal Ilmiah Manajemen, Ekonomi Bisnis, Kewirausahaan Vol. 12 No. 1 (2024): Desember : Jurnal Ilmiah Manajemen, Ekonomi Bisnis, Kewirausahaan
Publisher : Fakultas Ekonomi Universitas 45 Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30640/ekonomika45.v12i1.3689

Employees are an essential part of an organization and the main driving force behind its operations. The success or failure of an organization will affect the achievement of its goals. One indicator of an organization's success is the work motivation of its employees. Every employee needs a quality leader who can foster high work motivation, allowing employees to work in a more focused manner and the organization's goals can be easily achieved. This study aims to determine the influence of leadership quality on employee work motivation in Bongas Village, Cililin District. The type of research used is descriptive research, with a quantitative approach. The sampling technique used is simple random sampling with a sample size of 36 employees in Bongas Village. Data was obtained by distributing questionnaires. This study uses simple linear regression analysis with the help of SPSS 27.0 software. The results of the study show that leadership quality has a positive and significant influence on employee work motivation in Bongas Village. This can be seen from the regression coefficient value of 0.919, the correlation coefficient of 0.889, and the coefficient of determination of 0.791, which shows that leadership quality influences work motivation by 79.1%, while the rest is influenced by other variables.

Analisis Cara Komunikasi Efektif Pemilik Usaha dalam Menghadapi Turn Over Karyawan: Studi Kasus pada UMKM Pabrik Tahu Gurilem Kintan Ayu Dalva; Fizi Fauziya
GEMILANG: Jurnal Manajemen dan Akuntansi Vol. 5 No. 4 (2025): Oktober :Jurnal Manajemen dan Akuntansi
Publisher : BADAN PENERBIT STIEPARI PRESS

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56910/gemilang.v5i4.2983

The phenomenon of high employee turnover in the Micro, Small, and Medium Enterprises (MSMEs) sector, including at the Gurilem Tofu Factory in West Bandung Regency, is the main focus of this study. The high rate of employee turnover is considered to have a negative impact on operational efficiency, internal stability, and overall business sustainability. High turnover creates uncertainty in production rhythms, increases training costs for new employees, and decreases productivity. Based on these conditions, this study was designed to answer three main research questions: what communication patterns are implemented by business owners, to what extent is the relationship between effective communication and employee turnover, and what strategic recommendations can be implemented to improve communication patterns in order to reduce turnover rates. The purpose of this study is to identify, analyze, and evaluate the communication strategies of business owners in building more stable, harmonious, and productive work relationships. This study is based on the theory of effective communication which includes five main indicators, namely: understanding, enjoyment, influence on attitudes, improving interpersonal relationships, and encouraging action. In addition, the theory of employee turnover is used as a foundation to understand the factors causing resignation intentions, such as job dissatisfaction, lack of recognition, and limited development opportunities. The approach used in this study was descriptive qualitative, with data collection methods including in-depth interviews, direct observation, and documentation with the owner and two employees. Triangulation techniques were applied to ensure the validity and reliability of the data. The results indicate that the communication patterns implemented by the business owner largely met the criteria for effective communication, such as delivering clear instructions and using polite language. However, obstacles remained, such as a lack of firmness regarding disciplinary violations and a lack of initiative in building team cohesion, which contributed to the high turnover rate.

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