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All Journal Mulia Pratama Jurnal Ekonomi dan Bisnis Journal of Entrepreneurship and Financial Technology
Yesi, Reni
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Computer Science & IT Economics, Econometrics & Finance Industrial & Manufacturing Engineering Mathematics Social Sciences

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Analisis Pengaruh Pemasaran Digital dan Kualitas Produk Terhadap Keputusan Pembelian Pada PT Zhisheng Pacific Trading Ummu Habibah, Resya; Rakhmat; Yesi, Reni
Mulia Pratama Vol 1 No 2 (2024): Mulia Pratama Jurnal Ekonomi dan Bisnis
Publisher : Sekolah Tinggi Ilmu Ekonomi Mulia Pratama

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Abstract

This study aims to determine whether digital marketing and product quality have an influence on purchasing decisions on Mixue ice cream products at the Bekasi branch. This study uses a data collection method, namely field research using statementor questionnaire data. By using the sample method, namely the slovin method, which amounted to 133 respondents at consumers of Mixue ice cream products at the Bekasi branch. Results of the multiple regression coefficient analysis Y = 8.3690 + 0.1721 (X1) + 0.6142 (X2). Based on the calculation of the coefficient of determination analysis R2 is 0.7157, which means that the contribution of digital marketing and product quality can explain purchasing decisions by 71.57%. Based on the partial test results of digital marketing, it is obtained t count > t table of 2.708 > 1.978. Based on the partial test results of product quality, it is obtained t count > t table of 11.556 > 1.978. Based on the f hypothesis test is 167.218 > 3.07, then Ho is rejected and Ha is accepted, meaning that there is a significant influence between digital marketing (X1) and product quality (X2) on the purchasing decision variable (Y) at PT Zhisheng Pacific Trading.
Analysis of the Effect of Product Quality and Promotion on Yarn Purchase Interest at PT. Hoja Indonesia Zafa, M. Rudi; Edison; Yesi, Reni
Mulia Pratama Vol 1 No 2 (2024): Mulia Pratama Jurnal Ekonomi dan Bisnis
Publisher : Sekolah Tinggi Ilmu Ekonomi Mulia Pratama

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Abstract

Product quality and promotion are important supporting factors to increase purchasing interest. This is because good product quality and promortion will be able to increase sales, so that the company makes a profit and experiences development. Apart from that, the development and progress of the company from customers who make purchase continuously. The aim of this research is to determine the effect of product quality and promotion on interest in buying yarn. This research was conducted at PT. Hoja Indonesia. This research time, in collecting data, was from November 2023 to February 2024. The research methods used were classical assumption test analysis, multiple linear regression analysis and goodness of fit teast, using Eviews. Based on the results of multiple linear regression analysis, it was obtained that Y = 4,1648 + 0,4635 X1 + 0,4412 X2 it explained that if product quality and promotion are not improved or the value is 0 (zero), then interest variabel will increase by 0,4635, assuming the order independent variables remain constant. If the promotion is increased by 1 unit, the purchase interest variable will increase by 0,4412 assuming the other independent variables remain constant. Based on the results of the coefficient of determination (R2) or square, it was obtained at 0,789 or 78,9%. This shows that the ability of product quality (X1) and promotion (X2) variables to purchase interest (Y) can be explained by 0,7895 or 78,9% while the remainder (100%-78%) = 21,1% is influenced by other variables not studied. Based on the t-test for hypotestis one, it shows that product quality (X1) has a positive and sig. effect on purchasing interest (Y), with a positive coefficient value obtained t-count > t-table or 2,7610>1,684 with significance level of less that 0,05 which is 0,0089. The results of the second hypothesis t-test show that promotion (X2) has a positive and significant effect on interest in buying yarn (Y) at PT. Hoja Indonesia, with a positive coefficient value of t-count>t-table or 2,777>1,684 with a significance level of less than 0,05, namely 0,0086. Based on the results of the f-test for the third hypothesis, it shows that product quality (X1) and promotion (X2) together have a positive and significant effect on interest in buying yarn (Y) at PT. Hoja Indonesia, with f-count>f-table or 74,1692>3,232 with significace level of less that 0,005, namely 0,000.
Analisis Pengaruh Strategi Promosi dan Brand Equity Terhadap Keputusan Pembelian Skincare Pada PT Kosmetika Cantik Indonesia Maulida, Melvi; Rakhmat; Yesi, Reni
Journal of Entrepreneurship and Financial Technology Vol. 3 No. 1 (2024): Journal of Entrepreneurship and Financial Technology
Publisher : Scientia Integritas Utama

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56282/jeft.v2i2.529

Abstract

This study aims to determine whether the variables of promotion strategy and brand equity have a significant effect on purchasing decisions on MS Glow skincare. This type of research uses quantitative methods, the sample in this study amounted to 171 respondents. From the results of the study, it shows that partially the promotion strategy and brand equity have a positive effect on purchasing decisions, it can be seen from the results of the multiple regression coefficient analysis Y = 3.549 + 0.7407 (X1) + 0.1828 (X2), which means that if the promotion strategy and brand equity (X1 and X2 = 0) then the purchase decision is 3.549 and if the promotion strategy and brand equity (X1 and X2 = 1) the purchase decision is 0.7407 for X1 and 0.1828 for X2. Based on the calculation of the coefficient of determination analysis R^2 of the eviews program is 0.8446, the correlation analysis of determination R^2 is obtained with a value of Kd = 0.8446, which means that the contribution of promotional strategies and brand equity can explain purchasing decisions by 84.46%. And the remaining 15.54% is influenced by other variables not examined in this study.
ANALISIS PENGARUH PENILAIAN PRESTASI KERJA DAN KOMPETENSI KARYAWAN TERHADAP PROMOSI JABATAN PADA PT. XYZ Nur Riani, Kisi; Rakhmat; Yesi, Reni
Mulia Pratama Vol 1 No 2 (2024): Mulia Pratama Jurnal Ekonomi dan Bisnis
Publisher : Sekolah Tinggi Ilmu Ekonomi Mulia Pratama

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Abstract

This research aims to determine the effect of partial work performance assessment on job promotion at PT. XYZ., to determine the partial influence of employee competency on job promotion at PT. XYZ, and to determine the effect of simultaneous assessment of work performance and employee competency on job promotion at PT. XYZ. The method used in this research is using probability techniques by random sampling from the population to be studied from employees at PT. XYZ. The data collection technique is carried out through primary data, namely by conducting a survey at PT. XYZ, and supported by related literature, journals and books as supporting data in conducting research. And the measurement tool used in data collection is the Likert scale. The results of analysis using multiple linear regression of the variables studied on the variable assessing employee work performance and competency regarding job promotion are Y=6.644 + 0.327 X1 + 0.471 X2. From this equation it can be seen that a: the constant number has a positive value, namely 6,644, this shows that if the job performance and competency assessment variables do not change or have a value of 0, then the value of job promotion is 6,644. b: The regression coefficient value of the work performance assessment variable is positive at 0.327, this shows that if the work performance assessment variable increases, then the position promotion variable will also increase by 0.327. c: The regression coefficient value for the employee competency variable is positive at 0.471, this shows that if the employee competency variable increases, then the position promotion variable will also increase by 0.471. Meanwhile, the coefficient of determination is 0.523, which means that the influence of the variable assessing work performance and employee competency simultaneously (together) has an influence of 52.3%, and the remainder is influenced by other variables or factors outside this research of 47.7%. . And the results of research testing also show that partial work performance assessment has an influence but is not significant on job promotion at PT. XYZ obtained from the t-test results with the t-static value on the work performance assessment variable is 0.932 with prob. of 0.356 (>0.05). Meanwhile, for the employee competency variable, there is a partial but not significant influence on job promotion at PT. XYZ obtained from the t-test results with the t-static value on the work performance assessment variable is 1.383 with prob. amounted to 0.174 (>0.05).
Co-Authors Edison Maulida, Melvi Nur Riani, Kisi Rakhmat Ummu Habibah, Resya Zafa, M. Rudi