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All Journal Jurnal Manajemen Bisnis Eka Prasetya Jurnal Penelitian Ekonomi Manajemen dan Bisnis
Enda Yunita Surbakti
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Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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Influence of Price and Promotion on the Purchasing Decision of Event Organizer Services PT Showbitz Mitra Utama Medan Theresia Uli Ritonga; Enda Yunita Surbakti
Jurnal Manajemen Bisnis Eka Prasetya Vol 10 No 1: Edisi Maret 2024
Publisher : LPPM STIE EKA PRASETYA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47663/jmbep.v10i1.333

Abstract

Every company has a goal to win the competition and maximize company profits by attracting consumers from the suitability of set prices and effective and efficient promotions. Both of these are factors that can convince consumers to make a purchase decision. This research aims to determine the effect of price and promotion on the purchase decision for event organizer services. This research is a quantitative descriptive research with data sources used, namely literature studies and distributing questionnaires. The sample in this research was 35 respondents with saturated sampling techniques. The data analysis method in this research used data quality test, classical assumption test, multiple linear regression analysis and hypothesis test using SPSS version 20 program. The results of t test in this research to show that the price (X1) partially has a positive and significant influence on the purchase decision for event organizer services with a calculated t value of 3,186. The results of t test in this research to show that the promotion (X2) partially has a positive and significant influence on the purchase decision for event organizer services with a calculated t value of 5,812. The results of the F test on price (X1) and promotion (X2) simultaneous has a positive and significant influence on the purchase decision for event organizer services with a calculated F count of 21,152. The results of the Adjusted R Square (R2) test to show that price (X1) and promotion (X2) are able to influence the purchase decision for event organizer services by 54,2% and the remaining 45,8% can be explained by factors not axamined in this research.
Pengaruh Motivasi Kerja dan Disiplin Kerja terhadap Kinerja Karyawan pada PT Perkebunan Nusantara IV Regional II Medan: Studi Kasus Bagian Sekretariat dan Hukum Atma Pratiwi Kartika; Jenny Sari Tarigan; Djames Siahaan; Enda Yunita Surbakti; Erwinsyah Simanungkalit
Jurnal Penelitian Ekonomi Manajemen dan Bisnis Vol. 4 No. 3 (2025): Jurnal Penelitian Ekonomi Manajemen dan Bisnis
Publisher : Pusat Riset dan Inovasi Nasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/jekombis.v4i3.5469

Abstract

Abdullah, R., Hamsina, H., & Rukman, R. (2023). Pengaruh disiplin kerja terhadap kinerja karyawan pada PT Harapan Gina Pratama Makassar. Paradoks: Jurnal Ilmu Ekonomi, 6(2), 89–97. https://doi.org/10.57178/paradoks.v6i2.632 Afandi, P. (2025). Manajemen sumber daya manusia: Teori, konsep dan indikator. Yogyakarta: Zanafa Publishing. Afriyani, R., Novianti, I., & Prabowo, A. (2023). Pengaruh disiplin kerja dan motivasi kerja terhadap kinerja karyawan. Jurnal Penelitian Teori dan Aplikasi Manajemen (JPTAM), 6(2), 382–391. https://doi.org/10.54371/jms.v2i3.292 Ajabar, A. (2020). Manajemen sumber daya manusia. Yogyakarta: Deepublish. Ariandi, A., Putri, A. R., & Tika, N. (2023). Pengaruh motivasi kerja terhadap kinerja karyawan pada perusahaan jasa. Jurnal Akuntansi dan Tata Kelola, 5(1), 39–48. https://doi.org/10.47776/mizania.v1i1.472 Heriyanto, R. (2023). Manajemen kinerja: Konsep dan aplikasi di tempat kerja. Bandung: Mitra Cendekia. Lestari, S., & Afifah, D. (2020). Pengaruh disiplin kerja dan lingkungan kerja terhadap kinerja pada Dinas Koperasi Usaha Kecil Menengah Perdagangan dan Perindustrian Kota Bogor. Jurnal Nuansa, 2(1), 357–371. https://doi.org/10.61132/nuansa.v2i1.689 Mudayat, T., Titiyanty, L., & Arisanti, D. (2022). Manajemen sumber daya manusia dalam organisasi modern. Sidoarjo: Surya Media. Permanna, A., Yulianto, A., & Irawan, R. (2023). Disiplin kerja dan kinerja karyawan pada Hotel Harris Riverview Kuta. Jurnal Bisnis dan Hospitaliti, 8(1), 71–80. PT Perkebunan Nusantara IV. (n.d.). PTPN IV - Menjadi perusahaan agribisnis terkemuka. Diakses 17 Juli 2025, dari https://www.ptpn4.co.id/ Rizky, A., & Lestari, M. (2021). Disiplin kerja sebagai variabel penentu efisiensi operasional. Jurnal Ilmu Manajemen Terapan, 7(4), 58–66. Subekti, A., & Suhartini, T. (2023). Pengaruh motivasi terhadap kinerja karyawan di variabel manufaktur. Jurnal Selma, 9(1), 60–70. https://doi.org/10.59422/lmsdm.v1i02.137 Syam, M. Y., & Irfan, M. (2023). Pengaruh kedisiplinan dan kompetensi terhadap kinerja guru madrasah ibtidaiyah. Jurnal Manuhara: Manajemen, Pendidikan dan Humaniora, 2(3), 100–110. Wahab, W. (2021). Faktor-faktor yang mempengaruhi disiplin kerja karyawan pada PT Indomas Rezeki Jaya Kabupaten Pelalawan. Eko dan Bisnis: Riau Economic and Business Review, 11(2), 20–30. Widayanto, A., & Nugroho, R. (2022). Faktor-faktor yang mempengaruhi kinerja karyawan. Jurnal Ilmiah Mea (Manajemen, Ekonomi, dan Akuntansi), 8(1), 1301–1315.
Pengaruh Citra Merek dan Kualitas Produk terhadap Keputusan Pembelian Minuman Bubble Tea Chatime : Studi Kasus pada Pengunjung Mall Suzuya Marelan Plaza Medan Natasha Jessica; Enda Yunita Surbakti; Erwinsyah Simanungkalit; Irwan Musriza Harahap; Suri Purnami
Jurnal Penelitian Ekonomi Manajemen dan Bisnis Vol. 4 No. 3 (2025): Jurnal Penelitian Ekonomi Manajemen dan Bisnis
Publisher : Pusat Riset dan Inovasi Nasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/jekombis.v4i3.5470

Abstract

This study aims to examine in greater depth the influence of brand image and product quality on the purchase decisions of Chatime bubble tea consumers, using a case study of visitors at Mall Suzuya Marelan Plaza Medan. Employing a quantitative research design, the study utilizes a survey method by distributing structured questionnaires to 96 respondents selected through random sampling. The independent variables of the study consist of brand image and product quality, while the dependent variable is purchase decision. Data were analyzed using multiple linear regression with the aid of SPSS version 26 to identify both partial and simultaneous effects. The findings reveal that, when tested partially, brand image shows a negative and non-significant effect on purchase decisions, suggesting that the image of the brand alone does not strongly determine consumer choices. In contrast, product quality demonstrates a positive and significant influence on purchase decisions, indicating that consumers prioritize the quality of the beverage when making purchasing choices. Furthermore, when analyzed simultaneously, both brand image and product quality together exert a significant impact on purchase decisions. The coefficient of determination (R²) of 82.1% signifies that the two independent variables explain a large proportion of the variance, while the remaining percentage is attributed to other factors such as price and promotion.
Co-Authors Atma Pratiwi Kartika Irwan Musriza Harahap Jenny Sari Tarigan Natasha Jessica Siahaan, Djames Simanungkalit, Erwinsyah Suri Purnami - Theresia Uli Ritonga