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All Journal Jurnal Mahasiswa Entrepreneur Proceeding of International Conference on Social Science and Humanity
Zahruna, Ulfi
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Agriculture, Biological Sciences & Forestry Earth & Planetary Sciences Economics, Econometrics & Finance Education Electrical & Electronics Engineering Law, Crime, Criminology & Criminal Justice Library & Information Science Mathematics Mechanical Engineering Public Health Social Sciences Other

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KOLABORASI KUALITAS PRODUK DAN STORE ATMOSPHERE DALAM MENINGKATKAN KEPUTUSAN PEMBELIAN PADA KULINER MIE DI JEMBER Zahruna, Ulfi; Putri, Risma Nur Ariyana; Subawe, Imam; Hasani, Mohammad Rohib; Apriyansah, Noval Dias; Qomariyah, Nurul
Jurnal Mahasiswa Entrepreneurship (JME) Vol 4 No 1 (2025): JANUARI 2025
Publisher : Fakultas Ekonomi dan Bisnis

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36841/jme.v4i1.6037

Abstract

Currently, culinary development is experiencing a period where Indonesian people are busy looking for new culinary with new names and also appetizing tastes. Culinary names are made that can make consumers interested and curious about the culinary products. Noodles are a culinary that is currently still the choice for people to meet their food needs. One of the goals of culinary is to make the name and taste as attractive as possible to attract tourists both domestically and abroad. The culinary industry continues to grow and develop in several cities in Indonesia, including Jember Regency. This study aims to determine the effect of product quality and store atmosphere on purchasing decisions at Mie XYZ Jember. This study is a quantitative study with a research population of Mie XYZ Jember consumers. The sample in this study amounted to 30 people. The data collection method used in this study was by distributing questionnaires online. Data analysis uses descriptive statistics and inductive statistics. After being analyzed, this study resulted in the product quality of Mie XYZ Jember being able to increase purchasing decisions by consumers. The next result is that the situation of the dining place or store atmosphere at Mie XYZ Jember also has a positive impact on increasing purchasing decisions. The results of this study have implications for developments related to purchasing decisions that can increase due to product quality and the resulting good store atmosphere.
THE EFFECT OF EXPERIENTIAL MARKETING, PRODUCT QUALITY, STORE ATMOSPHERE, AND SERVICE QUALITY ON CUSTOMER LOYALTY Zahruna, Ulfi; Feti Fatimah; Yohanes Gunawan Wibowo
Proceeding of International Conference on Social Science and Humanity Vol. 2 No. 1 (2025): Proceeding of International Conference on Social Science and Humanity
Publisher : PT ANTIS INTERNATIONAL PUBLISHER

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61796/icossh.v2i1.179

Abstract

Objective: This research aims to analyze the influence of Experiential Marketing, Product Quality, Store Atmosphere, and Service Quality on customer loyalty at Kopixel Jember. The background to this research is the importance of maintaining customer loyalty in the increasingly competitive coffee shop industry. Method: This research uses a quantitative approach with a survey method through questionnaires distributed to 220 respondents who are Kopixel customers. Data were analyzed using multiple linear regression to test the influence of each independent variable on customer loyalty. Results: The research results show that the four variables have a positive and significant influence on customer loyalty. Experiential Marketing has a regression coefficient of 0.321, Product Quality of 0.284, Store Atmosphere of 0.295, and Service Quality of 0.312. The Product Quality variable has a dominant influence, showing the importance of product quality in creating customer satisfaction and loyalty. Novelty: This research provides practical contributions for Kopixel managers and can be a reference for similar research in the future. Kopixel is advised to focus on product innovation, facility improvements, and employee training to create a better customer experience.
Co-Authors Apriyansah, Noval Dias Feti Fatimah Hasani, Mohammad Rohib Nurul Qomariyah Putri, Risma Nur Ariyana Subawe, Imam Yohanes Gunawan Wibowo