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All Journal SEGMEN Jurnal Manajemen dan Bisnis JBIMA (Jurnal Bisnis dan Manajemen) Value: Jurnal Manajemen dan Akuntansi International Journal of Environmental, Sustainability, and Social Science Journal of Tourism Economics and Policy Majapahit Journal of Islamic Finance dan Management Journal Of Economic Sciences (Ekuisci) PENG: Jurnal Ekonomi dan Manajemen Jurnal Riset Multidisiplin Edukasi
Sahara
Universitas Muhammadiyah Cirebon
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Environmental Science Public Health Social Sciences Other

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PENGARUH KUALITAS PELAYANAN DAN CUSTOMER EXPERIENCE TERHADAP KEPUTUSAN PEMBELIAN (Studi Kasus Pada Cafe Ruang Teduh) Salsabila Putri Azahra; Sahara; Tedi Kustandi
Jurnal Riset Multidisiplin Edukasi Vol. 2 No. 8 (2025): Jurnal Riset Multidisiplin Edukasi (Edisi Agustus 2025)
Publisher : PT. Hasba Edukasi Mandiri

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.71282/jurmie.v2i8.831

Abstract

This study aims to determine the effect of Service Quality (X1) and Customer Experience (X2) on Purchasing Decisions (Y) case study at Ruang Teduh Coffee. The method used in this study is a quantitative method. The population in this study is the number of visitors to Ruang Teduh Coffee for the period November 2024 to April 2025 with a population of 3,774 visitors. Determination of the number of samples taken as respondents in this study using the Slovin formula, the results of the calculation of sample data using the Slovin formula are 100 respondents. Sampling uses a non-probability sampling technique. The data collection technique uses a questionnaire. The data analysis technique used is multiple linear regression assisted by using IBM SPSS 22. The results of this study indicate that Service Quality has a positive and significant effect on Purchasing Decisions, Customer Experience has a positive and significant effect on Purchasing Decisions, Service Quality and Customer Experience together have a positive and significant effect on Purchasing Decisions.
PENGARUH BRAND AWARENESS, PERCEIVED QUALITY, DAN BRAND IMAGE TERHADAP KEPUASAN PELANGGAN (Studi Kasus Pelanggan Nineties Coffee Cirebon) Salma Zakiatur Rohmah; Sahara; Desty Cristya Anisa
Jurnal Riset Multidisiplin Edukasi Vol. 2 No. 8 (2025): Jurnal Riset Multidisiplin Edukasi (Edisi Agustus 2025)
Publisher : PT. Hasba Edukasi Mandiri

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.71282/jurmie.v2i8.868

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh brand awareness, perceived quality, dan brand image terhadap kepuasan pelanggan pada Nineties Coffee di Kabupaten Cirebon. Seiring dengan perkembangan industri makanan dan minuman, terutama kedai kopi, perusahaan dihadapkan pada tantangan untuk mempertahankan kepuasan pelanggan. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei, di mana data dikumpulkan melalui kuesioner kepada 97 responden yang telah membeli produk Nineties Coffee. Hasil penelitian menunjukkan bahwa brand awareness memiliki pengaruh positif signifikan terhadap kepuasan pelanggan, meskipun pada kategori cukup baik, kesadaran merek perlu ditingkatkan melalui promosi yang lebih intensif. Perceived quality juga berpengaruh positif terhadap kepuasan pelanggan, di mana kualitas produk dan layanan yang baik berkontribusi pada peningkatan kepuasan. Namun, brand image memiliki pengaruh yang tidak signifikan, yang menunjukkan bahwa citra merek Nineties Coffee belum cukup membedakan dirinya dari kompetitor. Berdasarkan temuan ini, disarankan agar Nineties Coffee fokus pada penguatan brand awareness, peningkatan kualitas produk dan pelayanan, serta perbaikan citra merek untuk meningkatkan kepuasan pelanggan dan loyalitas mereka.
PENGARUH STORE IMAGE DAN SALES PROMOTION TERHADAP KEPUTUSAN PURCHASE INTENTION DI UMKM WP SMOOTHIES WILAYAH CIREBON D Slamet Riyadi; Sahara; Tedi Kustandi
Jurnal Riset Multidisiplin Edukasi Vol. 2 No. 8 (2025): Jurnal Riset Multidisiplin Edukasi (Edisi Agustus 2025)
Publisher : PT. Hasba Edukasi Mandiri

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.71282/jurmie.v2i8.876

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh store image dan sales promotion terhadap purchase intention pada UMKM WP Smoothies di Kota Cirebon. Latar belakang penelitian ini didasarkan pada fenomena meningkatnya tren minuman sehat, khususnya smoothies, yang diiringi dengan persaingan ketat antar pelaku usaha. Penelitian ini menggunakan metode kuantitatif dengan pendekatan deskriptif dan kausal. Sampel penelitian sebanyak 100 responden yang merupakan konsumen WP Smoothies, ditentukan menggunakan teknik purposive sampling dan rumus Slovin. Data dikumpulkan melalui kuesioner dengan skala Likert lima poin dan dianalisis menggunakan regresi linier berganda dengan bantuan SPSS versi 30. Hasil analisis menunjukkan bahwa variabel store image berpengaruh positif dan signifikan terhadap purchase intention dengan nilai signifikansi < 0,05. Variabel sales promotion juga memiliki pengaruh positif signifikan terhadap purchase intention. Secara simultan, kedua variabel berpengaruh signifikan terhadap niat beli, dengan nilai R² sebesar 0,670, yang berarti 67% variasi purchase intention dapat dijelaskan oleh store image dan sales promotion, sedangkan sisanya dipengaruhi oleh variabel lain. Temuan ini menunjukkan pentingnya citra toko yang baik dan strategi promosi yang efektif untuk meningkatkan niat beli konsumen pada sektor UMKM minuman sehat.
ANALISIS PENGARUH CITRA MEREK, KUALITAS MEREK TERHADAP MINAT BELI MIXUE PADA MASYARAKAT KOTA CIREBON Ade Ambarita; Sahara; Tedi Kustandi
Jurnal Riset Multidisiplin Edukasi Vol. 2 No. 8 (2025): Jurnal Riset Multidisiplin Edukasi (Edisi Agustus 2025)
Publisher : PT. Hasba Edukasi Mandiri

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.71282/jurmie.v2i8.890

Abstract

This study aims to analyze the influence of brand image and brand quality on the purchase interest of Mixue consumers in Cirebon City. In an increasingly competitive business world, understanding consumer behavior is crucial, especially in building purchase interest. Mixue, a Chinese brand of drinks and ice cream, has successfully attracted consumer attention in Indonesia, including in Cirebon City. This research uses a quantitative approach with a descriptive design, involving 98 respondents. The results show that Mixue's brand image has a significant impact on purchase interest, followed by brand quality, which also has a positive influence. Overall, the combination of a strong brand image and consistent product quality makes Mixue superior compared to its competitors in the ice cream and beverage market in Cirebon City.
Pengaruh Kualitas Layanan dan Digital Marketing Terhadap Minat Beli Studi Kasus pada Toko Af Family PPMT Yusril Abdul Ghani; Sahara; Tedi Kustandi
PENG: Jurnal Ekonomi dan Manajemen Vol. 3 No. 1 (2026): Januari: Inprogress
Publisher : Teewan Journal Solutions

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62710/tk5q9s76

Abstract

This study aims to analyze the influence of service quality and digital marketing on consumers’ purchase intention at Toko Af Family, Majalengka. The research was motivated by the decline in sales and low consumer interest, which were assumed to be influenced by suboptimal service and digital promotion. The study employed a quantitative approach with a causal associative design. The population consisted of all consumers of Toko Af Family, with a sample of 97 respondents determined using the Slovin formula. Data were collected through a five-point Likert scale questionnaire and analyzed using validity and reliability tests, classical assumption tests, and multiple linear regression with the help of SPSS 26. The findings indicate that service quality has a positive and significant effect on purchase intention, digital marketing also has a positive and significant effect, and both variables simultaneously explain 53.4% of the variance in purchase intention. These results highlight the importance of improving service quality and optimizing digital marketing strategies to strengthen the competitiveness of local retailers.  
The Influence of Location and Service Quality on Purchase Decision (Case Study at Rahman Collection Store) Suleman, Panji; Sahara, Sahara; Cristya, Desty
Majapahit Journal of Islamic Finance and Management Vol. 5 No. 3 (2025): Islamic Finance and Management
Publisher : Department of Sharia Economics Institut Pesantren KH. Abdul Chalim Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31538/mjifm.v5i3.558

Abstract

This study aims to analyze the influence of location and service quality on purchase decisions, using a case study at the Rahman Collection Store. A quantitative method was employed, with the research population comprising all railway passengers at Cirebon Station who have interacted with other passengers. The total number of visitors to Rahman Collection Store from July to December was recorded at 21,457. The Slovin formula was used to determine the sample size, resulting in 99.536, which was rounded up to 100 respondents. Data were collected using a Likert scale to measure respondents’ perceptions of the studied variables. The research findings indicate that both location and service quality have a significant influence on consumer purchase decisions. Furthermore, when analyzed jointly, location and service quality were found to simultaneously affect purchasing behavior at the Rahman Collection Store. These results highlight the importance of strategic location and high-quality service in attracting and retaining customers.
The Influence of Social Media Marketing, Product Quality and Price on Purchase Intention RAMDANI, Fadilah; SAHARA, Sahara; ANISA, Desty Cristya
Journal of Tourism Economics and Policy Vol. 5 No. 3 (2025): Journal of Tourism Economics and Policy (July - September 2025)
Publisher : PT Keberlanjutan Strategis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38142/jtep.v5i3.1495

Abstract

This study aims to examine the influence of social media marketing, product quality, and price on purchase intention among consumers of Elacof Apparel, a local fashion screen-printing brand based in Cirebon, Indonesia. The background of the study highlights a decline in Elacof’s sales, which may be associated with inconsistent digital promotion, mixed perceptions of product quality, and pricing mismatches. A quantitative approach was applied involving 91 respondents, selected through Slovin’s formula from a population of 1,026 consumers. Data were collected using structured questionnaires and interviews and analyzed through IBM SPSS 25 software. Findings indicate that social media marketing, product quality, and price have a positive and statistically significant influence on purchase intention—both individually and simultaneously. The regression model showed that these three variables jointly explained 39.2% of the variance in purchase intention. The study confirms that effective use of digital platforms, consistent product quality, and value-aligned pricing are key to enhancing consumer engagement and purchasing behavior. This research contributes to the literature on digital marketing and consumer behavior in the MSME fashion sector and provides practical insights for brand development. Future research is recommended to expand the model by including brand image, customer satisfaction, and perceived value.
The Influence of Location and Product Quality on Customer Loyalty at Toko Busana Ayu Cirebon JULIANA, Aef Firman; SAHARA, Sahara; ANISA, Desty Cristya
International Journal of Environmental, Sustainability, and Social Science Vol. 6 No. 5 (2025): International Journal of Environmental, Sustainability, and Social Science (Sep
Publisher : PT Keberlanjutan Strategis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38142/ijesss.v6i5.1564

Abstract

This study analyzes the influence of location and product quality on customer loyalty at Toko Busana Ayu Cirebon, a Muslim fashion MSME. In a competitive business landscape, understanding the factors driving customer loyalty is crucial. Using a quantitative method with a survey approach, 96 consumer respondents from Toko Busana Ayu in Cirebon were selected through purposive sampling. Primary data were collected via a Likert questionnaire, supported by secondary data. Data analysis involved validity, reliability, classical assumptions, multiple linear regression, coefficient of determination, and t- and F-tests. The results indicate that location and product quality, individually and simultaneously, have a positive and significant effect on customer loyalty. Partially, location (t=2.079; p=0.040) and product quality (t=9.528; p=0.000) significantly influenced loyalty. Simultaneously, both variables (F=78.080; p=0.000) were also significant. The coefficient of determination (R2) of 0.627 indicates that 62.7% of the variation in customer loyalty is explained by location and product quality. These findings emphasize the crucial role of strategic location and superior product quality in building customer loyalty among Muslim fashion MSMEs. This research contributes to the marketing and MSME literature, offering practical implications for business actors.
The Influence of Product Innovation and Price Promotion on Consumer Purchase Interest in Banana Rolls MSMEs in Cirebon City ADIANSYAH, Aji; SAHARA, Sahara; KUSTANDI, Tedi
International Journal of Environmental, Sustainability, and Social Science Vol. 6 No. 5 (2025): International Journal of Environmental, Sustainability, and Social Science (Sep
Publisher : PT Keberlanjutan Strategis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38142/ijesss.v6i5.1586

Abstract

This study aims to analyze the influence of product innovation and price promotions on consumer purchasing interest in Banana Rolls Micro, Small, and Medium Enterprises (MSMEs) in Cirebon City. This study uses a quantitative research type with a survey approach. The quantitative method was chosen because it allows researchers to test predetermined hypotheses through numerical data collection and statistical analysis. Data were collected from 93 Banana Rolls consumer respondents through a questionnaire. Data analysis was conducted using multiple linear regression after undergoing validity, reliability, and classical assumption tests (normality, linearity, multicollinearity, and autocorrelation). The results show that product innovation and price promotions, both partially and simultaneously, have a positive and significant effect on consumer purchasing interest. Product innovation contributes more to increasing purchasing interest than price promotions. These findings underscore the importance of an integrated marketing strategy that prioritizes creative product development and attractive price offers to increase competitiveness and consumer loyalty in the culinary MSME sector.
PENGARUH SOCIAL MEDIA MARKETING DAN CONTENT MARKETING TERHADAP PURCHASE INTENTION PADA GARUDASPORT DI KABUPATEN CIREBON Nurlaeti, Euis; Sahara, Sahara; Anisa, Desty Cristya
SEGMEN: Jurnal Manajemen dan Bisnis Vol 21, No 2 (2025): SEGMEN Jurnal Manajemen dan Bisnis
Publisher : FE Program Studi Manajemen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37729/sjmb.v21i2.9145

Abstract

Perkembangan digitalisasi telah mengubah perilaku konsumen dalam memilih dan membeli perlengkapan olahraga, khususnya melalui media sosial. Garudasport sebagai toko perlengkapan olahraga di Kabupaten Cirebon, Jawa Barat, memanfaatkan strategi pemasaran digital untuk mempengaruhi niat beli konsumen. Tujuan studi ini yakni guna menganalisis pengaruh social media marketing dan content marketing terhadap purchase intention konsumen Garudasport. Pada penelitian ini menggunakan purposive sampling untuk menentukan sampel. Studi ini menggunakan pendekatan kuantitatif dengan teknik survey kepada 100 responden yang merupakan konsumen aktif Garudasport. Pengujian ini menggunakan SPSS 25. Hasil mengemukakan variabel Social Media Marketing dan content marketing memiliki pengaruh pada purchase intention. Temuan studi ini menegaskan pentingnya pendekatan pemasaran digital berbasis media sosial dan konten yang relevan menjadi acuan penting untuk membentuk minat beli konsumen di era pemasaran modern. Kata Kunci : Social Media Marketing, content marketing, purchase intention, Garudasport
Co-Authors Ade Ambarita ADIANSYAH, Aji ANISA, Desty Cristya Asep Gunawan Cristya, Desty D Slamet Riyadi Desty Cristya Anisa Dheana Nurfazlya JULIANA, Aef Firman Kustandi, Tedi Nurlaeti, Euis RAMDANI, Fadilah Reza Pramana Salma Zakiatur Rohmah Salsabila Putri Azahra Suleman, Panji Tedi Kustandi Tedi Kustandi Trisadhony Rianto Putra Yusril Abdul Ghani