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All Journal Jurnal Ekuivalensi Jurnal Bisnis Inovatif dan Digital
Krismi Budi Sienatra
Universitas Bina Nusantara
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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Marketing Mix Factors Influencing Consumer Purchase Decisions of Eco-Friendly Detergent Muhammad Rizqi Yudhistira; Krismi Budi Sienatra
JURNAL EKUIVALENSI Vol. 12 No. 1 (2026): JURNAL EKUIVALENSI
Publisher : LPPM dan Fakultas Ekonomi dan Bisnis Universitas Kahuripan Kediri

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.51158/3ahmcy58

Abstract

Currently, MSMEs have begun to expand into environmentally friendly products, for example, environmentally friendly detergents that emphasize green products. As a consumer product used daily, detergent purchasing decisions are influenced by various factors, such as price, promotion, and product quality. MSMEs must fulfill these three things to attract customer interest and thus influence their purchasing decisions. This study aims to determine the effect of price, promotion, and product quality on purchasing decisions of Ray Shop consumers. This study uses a quantitative research type. The data collection method used is a questionnaire. The number of samples used is 50 respondents. The data analysis technique used by researchers in this study is multiple linear regression analysis. The results of the study indicate that there is an influence of price, promotion, and product quality on purchasing decisions of eco-friendly detergents.
Efektivitas Penerapan Social Media Marketing Pada Brand Awareness Produk Crafting UMKM Kota Malang Krismi Budi Sienatra; Brigitta Maryellen Salecius; Sri Nathasya br Sitepu; Devi Rahnjen Wijayadne; Irantha Hendrika Kenang
Jurnal Bisnis Inovatif dan Digital Vol. 2 No. 2 (2025): April : Jurnal Bisnis Inovatif dan Digital
Publisher : Asosiasi Riset Ilmu Manajemen Kewirausahaan dan Bisnis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61132/jubid.v2i2.646

Abstract

This study is to find out how using Instagram for digital marketing affects the rise in brand recognition among small businesses that make things in Malang City. This study uses a quasi-experimental design with both a control group and an experimental group. It then analyzes the data using the Wilcoxon Signed-Rank Test. The study's results demonstrate that digital marketing methods led to a big rise in all measures of brand awareness, such as recall, recognition, purchase, and consumption. The p-value from the difference test shows that social media marketing works to make people more aware of your brand. This study argues that small and medium-sized businesses (SMEs) should make the most of Instagram to improve their marketing and engagement.
Co-Authors Brigitta Maryellen Salecius Devi Rahnjen Wijayadne Irantha Hendrika Kenang Muhammad Rizqi Yudhistira Nathasya, Sri