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All Journal JURNAL PENDIDIKAN TAMBUSAI Talent: Journal of Economics and Business
Zahidah, Faridah Khazimatun
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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Pengaruh Kualitas Pelayanan, Harga, dan Kualitas Produk terhadap Keputusan Pembelian Ulang Kopi Janji Jiwa (Studi Kasus Generasi Milenial & Generasi Z di Kabupaten Bekasi) Jatlan, Nasywa Ramadhanti; Zahidah, Faridah Khazimatun; Muhtadien, A Zeze; Purnamasari, Pupung
Jurnal Pendidikan Tambusai Vol. 9 No. 1 (2025)
Publisher : LPPM Universitas Pahlawan Tuanku Tambusai, Riau, Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/jptam.v9i1.24938

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh kualitas pelayanan, harga, dan kualitas produk terhadap keputusan pembelian ulang di Kopi Janji Jiwa, dengan fokus pada generasi milenial dan generasi Z di Kabupaten Bekasi. Metode penelitian yang digunakan adalah kuantitatif dengan pengambilan sampel sebanyak 105 responden melalui kuesioner yang disebarkan secara online. Hasil analisis regresi linear berganda menunjukkan bahwa masing-masing variabel independen memiliki pengaruh positif yang signifikan terhadap keputusan pembelian ulang. Kualitas pelayanan berkontribusi sebesar 17,8%, harga 14,5%, dan kualitas produk 19,3% terhadap keputusan pembelian ulang. Uji F menunjukkan bahwa secara simultan, ketiga variabel tersebut berpengaruh signifikan (F hitung = 64,964; p < 0,05) terhadap keputusan pembelian ulang. Penelitian ini menyimpulkan bahwa untuk meningkatkan keputusan pembelian ulang, Kopi Janji Jiwa harus terus meningkatkan kualitas pelayanan, menetapkan harga yang kompetitif, dan menjaga kualitas produk.
Enhancing Business Sustainability through Creativity: The Role of Product Innovation and Entrepreneurial Skills Jatlan, Nasywa Ramadhanti; Hidayah, Risma Ningsih Nur; Zahidah, Faridah Khazimatun; Adilah, Alya Aryanti; Kumalasari, Rafi'ah
Talent: Journal of Economics and Business Vol. 3 No. 03 (2025): September 2025
Publisher : Lentera Ilmu Nusantara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59422/jeb.v3i03.972

Abstract

This study aims to analyze the effect of product innovation on business sustainability, by considering creativity as a mediating variable and entrepreneurial skills as a moderating variable on fast food MSME actors in Bekasi Regency. The research method used is a quantitative research method. The data source used is primary data by distributing questionnaires online and direct interviews. The population in the study was all fast food MSME actors in Bekasi Regency whose number is unknown. The number of samples in this study was 105 respondents obtained using Purposive sampling and the Hair at,.al formula. The results showed that product innovation did not have a significant direct effect on business sustainability. The data analysis process was carried out by testing the outer model to ensure the validity and reliability of the indicators. Continued with the R Square test and path analysis to evaluate the relationship between constructs, including the mediation effect. The significance of the relationship is determined based on the probability value of the bootstrapping process. However, there is a significant indirect effect through creativity, which means that creativity mediates the relationship. Meanwhile, entrepreneurial skills do not play a significant role in moderating the relationship between product innovation and business sustainability. This research provides novelty by integrating creativity as a mediator and entrepreneurial skills as a moderator in the context of fast food MSMEs, which has been rarely examined in previous studies. The findings also carry practical implications by highlighting the importance for MSME actors to foster creativity in order to achieve business sustainability, even when product innovation alone does not guarantee success.
Co-Authors Adilah, Alya Aryanti Hidayah, Risma Ningsih Nur Jatlan, Nasywa Ramadhanti Kumalasari, Rafi'ah Muhtadien, A Zeze Pupung Purnamasari