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All Journal EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi dan Bisnis Jurnal Akuntansi dan Pajak International Journal of Artificial Intelligence Research Jurnal Noken: Ilmu-Ilmu Sosial Abdimas Dewantara Jurnal Ekonomi Efektif Abdimas: Papua Journal Of Community Service Jurnal Valuasi : Jurnal Ilmiah Ilmu Manajemen dan Kewirausahaan Jurnal Pengabdian Masyarakat (ABDIRA) juremi: jurnal riset ekonomi Jurnal Tadbir Peradaban Jurnal Pengabdian Teratai Jurnal Dehasen Untuk Negeri Jurnal Pengabdian Mandiri Lensa Ilmiah: Jurnal Manajemen dan Sumberdaya Transformasi: Journal of Economics and Business Management Kalianda Halok Gagas Jurnal PERKUSI: Pemasaran, Keuangan dan Sumber Daya Manusia Mount Hope Global Economic Journal Journal of Management and Innovation Entrepreneurship (JMIE) Jurnal Pengabdian Masyarakat dan Riset Pendidikan Jurnal Inovasi Bisnis Manajemen dan Akuntansi RESLAJ: Religion Education Social Laa Roiba Journal JUAN: Jurnal Pengabdian Nusantara JUTRIANCE
Wijiastuti, Retno Dewi
Fakultas Ekonomi, Universitas Muhammadiyah Sorong, Indonesia
Religion Aerospace Engineering Agriculture, Biological Sciences & Forestry Arts Humanities Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Energy Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mathematics Nursing Public Health Social Sciences Other

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Pengaruh Keunikan Produk dan Potongan Harga terhadap Keputusan Pembelian Coffee Sofia, Susetyowati; Pala’biran, Junaeta; Wijiastuti, Retno Dewi; Jamil, Ahmad
Lensa Ilmiah: Jurnal Manajemen dan Sumberdaya Vol. 3 No. 1 (2024): Lensa Ilmiah: Jurnal Manajemen dan Sumberdaya
Publisher : ELRISPESWIL - Lembaga Riset dan Pengembangan Sumberdaya Wilayah

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54371/jms.v3i1.300

Abstract

Penelitian ini memiliki dua variabel independen yaitu Keunikan Produk dan Potongan Harga sedangkan variabel dependennya yaitu Keputusan pembelian. Penelitian ini bertujuan untuk mengetahui pengaruh Keunikan Produk dan Potongan Harga terhadap Keputusan Pembelian Coffee Sienna di Cafe Teras Putih Kota Sorong. Metode yang digunakan dalam penelitian ini yaitu metode korelasi dengan pendekatan kuantitatif dan dengan menggunakan analisis data yaitu analisis regresi linear berganda. Populasi dalam penelitian ini yaitu konsumen yang pernah membeli Coffee Sienna di Cafe Teras Putih Kota Sorong. Teknik pengambilan sampel dalam penelitian ini yaitu menggunakan teknik sampling jenuh. Pengambilan data menggunakan kuisioner. Hasil penelitian dapat disimpulkan bahwa Keunikan Produk dan Potongan Harga secara parsial dan simultan berpengaruh terhadap Keputusan pembelian.
PENGARUH KEPUTUSAN KONSUMEN DALAM MEMBELI RUMAH DITINJAU DARI HARGA, LOKASI DAN PENDAPATAN Retno Dewi Wijiastuti; Yohanes Helfianus Mas Bria
Jurnal Trial Balance Vol. 1 No. 2 (2023)
Publisher : ICMA Nasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61754/jutriance.v1i2.74

Abstract

The high level of population density causes the need for residential houses to also increase. The aim of this research is to find out what factors influence consumers decisions in buying a house, in terms of price, location and income. This research uses primary data by distributing questionnaires to 90 people who have bought a house at KPR Putra Resident Malibela, Sorong City. This research uses multiple linear regression analysis with the SPSS version 20 application program. Meanwhile, the approach used in this research is quantitative and correlation methods. The results of the research show that price, location and income partially influence consumer decisions in buying a house. It is hoped that this research can become a basic reference or consideration for housing developers in determining the right marketing strategy or business strategy so that it can meet the needs, tastes and desires of consumers
The Influence of Brand Ambassador on Brand Image with Online Customer Review as Moderation Variable Nurhikmah; Retno Dewi Wijiastuti; Muhammad Hasan Lubis; Sriwanti Belani; Rini Hadiyati
Reslaj: Religion Education Social Laa Roiba Journal Vol. 7 No. 5 (2025): RESLAJ: Religion Education Social Laa Roiba Journal
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/reslaj.v7i5.8118

Abstract

This research is a quantitative study with an explanatory approach, namely an approach that relies on the four studies mentioned above as the main material to be studied so as to produce novelty and new hypotheses that are slightly different from previous studies. The data used in this study are primary data that researchers obtained from Hokben employees spread throughout Indonesia. The data obtained were analyzed using the smart PLS 4.0 analysis tool. The conclusion in this article show that all hypotheses used in this study, both the first and second, can be accepted and proven. The first hypothesis in this study is that the Brand Ambassador variable can have a positive relationship and a significant influence on Brand Image. This hypothesis can be accepted because the P-Values ​​are positive and below the significance level of 0.05, namely 0.007. These results indicate that the better the Brand Ambassador used by a company in marketing its products, the better the company's Brand Image will be. The second hypothesis used in this study is that the Online Customer Review variable can moderate the influence of the Brand Ambassador variable on the Brand Image variable. From the results of the third table above, it can be shown that the hypothesis can be accepted because the P-Values ​​are positive and are below the significance level of 0.05, namely 0.000, which is more significant than direct testing of 0.007. Thus, it can be concluded that the first and second hypotheses in this study can be accepted and proven
The Impact Of The "Marketing Mix 4P" Marketing Strategy On Purchasing Decisions For MSME Products In Sorong City Ridwan, Akmal; Wijiastuti, Retno Dewi; Kamaluddin, Kamaluddin; Sanjaya, Erfandi Mukti
EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi dan Bisnis Vol 14 No 2 (2026): April
Publisher : UNIVED Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37676/ekombis.v14i2.9724

Abstract

This study aims to analyze the understanding and implementation of the Marketing Mix 4P strategy by MSME actors and to examine its relationship with consumer purchase decisions as well as its impact on the welfare of both indigenous (OAP) and non-indigenous MSMEs in Sorong City. Using a mixed methods approach with a concurrent transformative design, data were collected through observation, in-depth interviews, questionnaires, and literature studies, employing multistage random sampling with 100 quantitative respondents and qualitative informants consisting of academics, MSME owners, marketing practitioners, government officials, and retailers. Data were analyzed using a convergent parallel mixed method, with SPSS 27 applied for regression, t-test, and F-test, and qualitative analysis conducted through Miles & Hubermans model using NVivo 14. The results reveal that, partially, product and place strategies have no significant effect on purchase decisions, while price and promotion strategies significantly influence consumer decisions, with promotion emerging as the most dominant factor. Simultaneous testing indicates that the four variables of the 4P marketing mix collectively exert a positive and significant influence on purchase decisions, contributing 65.7%. Qualitative findings further emphasize that consumers prioritize affordable pricing and attractive promotions over product quality and distribution location. These findings demonstrate that the application of the 4P marketing mix not only enhances purchase decisions but also positively impacts competitiveness, consumer loyalty, market expansion, and the welfare of MSME actors, both OAP and non-OAP, although challenges remain in improving product quality and distribution.
Co-Authors A. Asrijal Addiyat Nova Agilistya Rahayu Ahamd Jamil Ahmad Jamil Akmal Ridwan Andi Uslaifatul Azizah Andjar, Febri Jein Andjar, Febry Jein Arfandi Arfandi, Arfandi Asmirayanti Asmirayanti Ayu Nilam Sari Barahama, Theresia Bekti Wiji Lestari Candika Ramadhona Digor Mufti Eka Nur Fadhilah Febriyanti Evi Ardita Sari Evi Mufrihah Zain Fadia Frisayanti Hariyanto, Galuh Hesty Putriana I Gusti Ayu Arista Nada Dewi Inayah, Nahda Indriyani Hamzah Jamil, Ahmad Jasiyah, Rabiyatul Jondeway Andi Hasan Kamaluddin Kamaluddin Latifah Dian Iriani, Latifah Dian Lewenussa, Ramli Lindiani, Tunik M. Zein Asrori Taufik Mas Bria, Yohanes Helfianus Melisa Melisa MUHAMMAD ALI Muhammad Ali Muhammad Hasan Lubis Nahda Inayah Nidya Cantika Nova, Addiyat Nur Aeni Waly Nur Aeni Waly Nurhani Nurhani Nurhikmah Nurul Hidayah Pala’biran, Junaeta Prihandoko, Nugroho Dwi Prihandoko, Nurgroho Dwi Rawi, Rais Dera Pua Rieneke Ryke Kalalo Rimar, Dina Zahra Rini Hadiyati Sanjaya, Erfandi Mukti Sari, Evi Ardita Sari, Rosita Firda Siti Aisyah Sofia, Susetyowati Sriwanti Belani Syah, Muhammad Fikrian Syam, Yusrial Tunik Lindiani Wally, Sarmila Wangsi, Mitta Muthia Wardani, Elsya Aulia Wisang Candra Bintari Yohanes Helfianus Mas Bria Yusrial Syam