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All Journal Studi Ilmu Manajemen dan Organisasi ProBisnis : Jurnal Manajemen
Putri, Afrenea Miranda
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Humanities Computer Science & IT Economics, Econometrics & Finance Industrial & Manufacturing Engineering Social Sciences

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Analisis Pengaruh Lokasi dan Kualitas Pelayanan terhadap Peningkatan Penjualan Kewirausahaan UMKM Kuliner (Studi Kasus pada “Ayam Geprek Mas Boy” Di Bandar Lampung) Daud, Syahril; Putri, Afrenea Miranda; Fitri, Elysa Amisa; Anlisyah, Inariva Misel
ProBisnis : Jurnal Manajemen Vol. 15 No. 6 (2024): December: Management Science
Publisher : Lembaga Riset, Publikasi dan Konsultasi JONHARIONO

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Abstract

This research aims to analyze the influence of location and service quality on increasing sales at Ayam Geprek Mas Boy. In the fast food culinary industry, strategic location and high quality service are crucial factors that can increase customer satisfaction and frequency of visits. The methodology used is a quantitative approach by collecting data from respondents through a Likert scale questionnaire. The analysis results show that strategic business locations contribute to increasing the number of customers, while service quality proves significant in increasing customer satisfaction and loyalty. The regression test shows that service quality has a greater influence than location on increasing sales. This research contributes to culinary entrepreneurs in understanding the importance of these two variables to achieve success in a competitive market.
The Influence of Online Customer Reviews, E-promotion, and Perceived Ease of Use on Purchase Intention Putri, Afrenea Miranda; Defrizal, Defrizal
Studi Ilmu Manajemen dan Organisasi Vol 7 No 1 (2026): April
Publisher : Penerbit Goodwood

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35912/simo.v7i1.5218

Abstract

Purpose: This study examines the effects of online customer reviews, E-promotion, and perceived ease of use on the purchase intention of cosmetic products on the Shopee Live platform. Research Methodology: This study uses a quantitative approach to test the relationship between variables and confirm hypotheses that have been formulated based on previous theories and findings. The study population was composed of all potential buyers of cosmetics during live shopping on Shopee, the exact number of which is still unknown. The sampling technique was carried out using a non-probability sampling technique, more precisely purposive sampling. The sample size was calculated using the Slovin formula so that the final number of respondents was 100. Results: The results of the study stated that online customer reviews, E-promotion, and perceived ease of use have a significant impact on purchase intention, both partially and simultaneously. Conclusions: This study concludes that businesses should manage customer reviews well, design effective promotions, and ensure ease of navigation and transactions to increase consumer buying intent. Limitations: Although the observations show a relationship between online customer reviews, E-promotion, and perceived ease of use on purchase intention, this study has limitations because it only focuses on correlational relationships and does not directly examine causality relationships or other factors that may influence customer purchase intention. Contributions: The present study contributes to cosmetic businesses by optimizing digital strategies through the live shopping feature to increase consumer interaction and purchase intention.
Co-Authors Anlisyah, Inariva Misel Defrizal Defrizal Fitri, Elysa Amisa Syahril Daud