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All Journal Jurnal Ilmiah Ekonomi dan Manajemen JURNAL RUMPUN MANAJEMEN DAN EKONOMI
Isan Handiyana
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Chemistry Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Mathematics Social Sciences Other

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Kepemimpinan Pendidikan Abdul Farhan; Danang Nugroho; Mochamad Izet Syahputra; Anggi Sri Mulyani; Isan Handiyana
JURNAL RUMPUN MANAJEMEN DAN EKONOMI Vol. 1 No. 2 (2024): Mei
Publisher : CV. KAMPUS AKADEMIK PUBLISHING

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61722/jrme.v1i2.1217

Abstract

To a large extent success or failure of the organization influenced by the quality of an individual in leading the chosen or assigned as the leader of a modern organization or society. Leaders in a given organization must possess the necessary qualities and abilities. Leadership takes place within an organization, a structure.Everything depends on the leader all planning will be realized if the leader can organize and direct his employees well.The author wrote this article by using references from books, journals, and articles. To achieve the research resultsThis journal was created using the literature study method only uses library sources as material.Leaders must be able to influence, organize, and encourage others involved in implementation and development of education to achieve educational or school goals effectively and efficiently is known as educational leadership. All leaders have unique ways and styles of leading. There are those that are agreeable to employees who are not. They are autocratic, laissez faire, participative, and democratic.
PENGARUH STRATEGI PEMASARAN DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA WARUNG BAKSO “IBU CICIH” DI DESA LANGENSARI KECAMATAN SOLOKANJERUK KABUPATEN BANDUNG Isan Handiyana; Ani Surtiani
JURNAL ILMIAH EKONOMI DAN MANAJEMEN Vol. 4 No. 2 (2026): Februari
Publisher : CV. KAMPUS AKADEMIK PUBLISING

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61722/jiem.v4i2.8565

Abstract

This study aims to analyze the effect of marketing strategy and product quality on consumer purchasing decisions at “Ibu Cicih” Bakso Stall located in Langensari Village, Solokanjeruk Subdistrict, Bandung Regency. The increasingly intense competition in the culinary business sector requires micro, small, and medium enterprises (MSMEs) to implement appropriate marketing strategies and maintain product quality in order to attract and retain consumers. The marketing strategy examined in this study includes the marketing mix, consisting of product, price, place, and promotion, while product quality is assessed based on taste, texture, hygiene, consistency, and the suitability of portion size with price. Consumer purchasing decisions are viewed as the result of a consumer consideration process in selecting and purchasing products. The research method used is a quantitative method with descriptive and verificative approaches. Data were collected through the distribution of questionnaires to consumers of “Ibu Cicih” Bakso Stall as research respondents. Data analysis techniques include descriptive analysis, correlation testing, coefficient of determination, and partial and simultaneous hypothesis testing to determine the relationships and effects among variables. The results of the study indicate that marketing strategy has a positive and significant effect on consumer purchasing decisions. Product quality is also proven to have a positive and significant effect on purchasing decisions. Simultaneously, marketing strategy and product quality have a significant effect on consumer purchasing decisions. This indicates that the implementation of effective marketing strategies and consistent improvement of product quality can enhance consumer purchasing decisions. This study is expected to provide practical contributions for MSME actors, particularly in the culinary sector, as a consideration in formulating more optimal marketing strategies and maintaining product quality to improve business competitiveness and sustainability.
Co-Authors Abdul Farhan Anggi Sri Mulyani ANI SURTIANI Danang Nugroho Mochamad Izet Syahputra