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All Journal PENG: Jurnal Ekonomi dan Manajemen International Journal of Economics and Management Research
Desi Nurmala
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Analisis Inovasi Produk dalam Meningkatkan Kepuasan Pelanggan pada Usaha Bacil Wak Waw Desi Nurmala; Dedi Mulyadi; Sungkono
PENG: Jurnal Ekonomi dan Manajemen Vol. 1 No. 2 (2024): Juli: Accounting economics and other economic issues
Publisher : Teewan Journal Solutions

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62710/3g536297

Abstract

Penelitian ini bertujuan untuk menganalisis bagaimana inovasi produk di Bacil Wak Waw dapat meningkatkan kepuasan pelanggan. Bacil Wak Waw, sebuah usaha kuliner di Cilamaya, telah menunjukkan komitmen dalam mengembangkan produknya dengan memperluas variasi bumbu dan transformasi desain gerobak untuk menarik lebih banyak pelanggan. Tantangan utamanya adalah kurangnya sumber daya manusia terlatih dalam tim inovasi produk, yang mempengaruhi kedalaman dan variasi ide yang dapat dieksplorasi. Metode penelitian yang digunakan adalah pendekatan kualitatif, dengan mengumpulkan umpan balik langsung dari pelanggan dan menganalisis pola pembelian serta perilaku konsumen. Analisis ini diharapkan memberikan wawasan tentang efektivitas inovasi produk dalam meningkatkan kepuasan pelanggan dan memperkuat posisi pasar Bacil Wak Waw. Implikasi dari penelitian ini diharapkan dapat memberikan panduan strategis bagi Bacil Wak Waw dalam meningkatkan kualitas layanan mereka di pasar kuliner.
The Influence of Influencer Marketing and Price Discount on Online Purchasing Decisions in the Shopee Marketplace Desi Nurmala; Netti Nurlenawati; Dexi Triadinda
International Journal of Economics and Management Research Vol. 4 No. 1 (2025): April : International Journal of Economics and Management Research
Publisher : Pusat Riset dan Inovasi Nasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/ijemr.v4i1.329

Abstract

Influencer marketing and price discounts are two marketing strategies that are most often used to drive consumer purchasing decisions in the digital era, especially on marketplace platforms such as Shopee. Influencer marketing refers to promotional efforts made by influential individuals to influence their audience, while price discounts are price cut strategies that provide added value directly to consumers. This study aims to analyze the influence of influencer marketing and price discounts on online purchasing decisions in the Shopee marketplace. The research method used is quantitative descriptive with a verification approach. Data were collected by distributing online questionnaires to 105 respondents selected using purposive sampling techniques. The data analysis technique used multiple linear regression with the help of SPSS version 26 software. The results of the study showed that influencer marketing and price discounts have a positive and significant effect on purchasing decisions, both partially and simultaneously. This finding confirms that a marketing strategy that combines collaboration with credible influencers and providing attractive price discounts can be an effective combination in increasing consumer purchasing decisions. The implication of this study is the importance for business actors in the marketplace to design adaptive and integrated marketing strategies in order to compete optimally amidst increasingly tight digital competition.
Co-Authors Dexi Triadinda Netti Nurlenawati Nurwijayanti Sungkono