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All Journal Jurnal Ilmiah Manajemen dan Akuntansi
Wulan Meliyawati
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Other

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PERAN HARGA DAN PROMOSI TERHADAP MINAT BELI BUKU "MENJADI MANUSIA BERKARAKTER" Helen Veranika; Neng Silvi Miladiah; Ati Yulyanti; Wulan Meliyawati; Ipan Ipan; Surya Alam
Jurnal Ilmiah Manajemen dan Akuntansi Vol. 2 No. 1 (2025): Januari : Jurnal Ilmiah Manajemen dan Akuntansi
Publisher : CV. Denasya Smart Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.69714/sw1rwd70

Abstract

This study investigates the role of price and promotion on the purchase intention of the book "Becoming a Characterful Human." The study employed a qualitative approach with a descriptive case study design. Fifteen potential buyers were interviewed using semi-structured interviews to gather data on their perceptions of the book's price, the effectiveness of the promotion strategies used, and the factors influencing their purchasing decisions. The results showed that while the promotion strategies were effective in raising awareness and generating interest, the relatively high price of the book posed a significant barrier to purchase. The study concluded that the publisher needs to consider adjusting the price, offering more attractive sales packages, or strengthening promotion strategies to highlight the book's value and reduce price barriers for consumers. By balancing effective promotion strategies with a more competitive price, the publisher can maximize the book's sales potential
STRATEGI E-COMMERCE DAN PEMASARAN DIGITAL DALAM PENGEMBANGAN USAHA CAMILAN PANGSIT COKELAT EAT MEE Berlian Nursyanti Mahardika; Neng Silvi Miladiah; Helen Veranika; Ati Yulyanti; Wulan Meliyawati; Ipan Ipan
Jurnal Ilmiah Manajemen dan Akuntansi Vol. 2 No. 4 (2025): Juli : Jurnal Ilmiah Manajemen dan Akuntansi
Publisher : CV. Denasya Smart Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.69714/mhfa1b40

Abstract

The rapid digital transformation has significantly impacted Micro, Small, and Medium Enterprises (MSMEs), shifting consumer behavior towards online product search. This presents both challenges and opportunities for the snack industry, which faces intense competition. This study addresses the limited empirical research on digital channel effectiveness in the fast-moving snack sector. The research aims to examine the e-commerce and digital marketing strategies of "Eat Mee" chocolate dumplings and evaluate their contribution to business development. Using a qualitative descriptive approach with a case study method, the research focused on "Eat Mee" in Serang, Banten, utilizing participatory observation and sales data from June 2025. Findings indicate that while e-commerce positively impacts sales, offline channels (Cash on Delivery) still dominate (Rp358,000 vs. Rp105,000 from Shopee), with no transactions via the personal website. This highlights the importance of consistent promotion and internal operational readiness alongside digital platforms. The study concludes that "Eat Mee" needs to optimize its digital marketing strategies for broader market reach while maintaining strong offline sales.
Co-Authors Ati Yulyanti Berlian Nursyanti Mahardika Helen Veranika Ipan Ipan Neng Silvi Miladiah Surya Alam