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All Journal Jurnal Akuntansi, Manajemen dan Bisnis Digital Jurnal Pusat Manajemen
Monique D, Eska Prima
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Analysis Of Business Feasibility Study On The Development Of Father Yulianto's Tofu And Tempe Msme Business Reviewed From The Production And Marketing Aspects Septi, Septi; Febliansa, Rahman; Monique D, Eska Prima
Jurnal Akuntansi, Manajemen dan Bisnis Digital Vol 3 No 2 (2024): Juli
Publisher : LPPJPHKI Universitas Dehasen Bengkulu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37676/jambd.v3i2.6262

Abstract

This research aims to evaluate the feasibility of Pak Yulianto's tofu and tempeh factory business in terms of marketing and production. This feasibility analysis uses market and competition analysis. The results show that Pak Yulianto's tofu and tempe business from the production aspect is declared feasible because the business location is strategic and easy to reach for consumers and the production process is easy. Meanwhile, the results of the research from the marketing aspect stated that it was worthy of a quality product because it used quality raw materials, and the price was affordable so that all groups could buy it and the promotion that the owner gave was enough to make consumers aware of the product he was selling.
The Effect Of Product Quality, Brand Image, And Price Perception On The Purchase Decision Of Pt. Indofood Products In The City Of Bengkulu Wulandari, Annisa; Monique D, Eska Prima; Abi , Yudi Irawan
Jurnal Pusat Manajemen Vol. 2 No. 2 (2025): Desember
Publisher : Universitas Dehasen Bengkulu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37676/jpm.v2i2.1042

Abstract

This study aims to analyze the influence of product quality, brand image, and price perception on consumer purchasing decisions for PT. Indofood products in Bengkulu City. Indofood, as one of Indonesia’s largest food manufacturers, faces intense market competition that requires a strong understanding of consumer behavior. Product quality, brand image, and price perception are key factors that shape consumer trust, preferences, and purchasing decisions. Using a quantitative approach with a survey method, questionnaires were distributed to 106 consumers who had purchased Indofood products in Bengkulu City. The collected data were analyzed using multiple linear regression through SPSS version 25.0 to examine the partial and simultaneous effects of the three variables on purchasing decisions. The results of the study show that product quality, brand image, and price perception each have a positive influence on consumer purchasing decisions. This indicates that when consumers perceive a product as high quality, view the brand as strong and trustworthy, and consider the price as fair relative to the benefits received, they are more likely to make a purchase. Overall, this study demonstrates that purchasing decisions are not determined by a single factor but rather by the combined influence of product quality, brand reputation, and perceived value of price. These findings suggest that PT. Indofood should consistently maintain the quality of its products, strengthen its brand image through effective communication strategies, and set prices that reflect both consumer value perceptions and market competitiveness to sustain its position as a leading brand in the food industry.
Co-Authors Abi , Yudi Irawan Febliansa, Rahman Septi Septi Wulandari, Annisa