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All Journal International Journal of Accounting, Management, Economics and Social Sciences (IJAMESC) International Journal of Education, Vocational and Social Science International Journal of Economics, Business and Innovation Research
Trenggono Pujo Sakti
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Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Social Sciences Other

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PRICE AND PROMOTION INFLUENCE ON THE DECISION TO PURCHASE A MOTORCYCLE AT HONDA TUNAS DEALER DWIPA MATRA Jaka Adi Yantara; Irsandi; Trenggono Pujo Sakti; Suci Asfaranin
International Journal of Accounting, Management, Economics and Social Sciences (IJAMESC) Vol. 3 No. 1 (2025): February
Publisher : ZILLZELL MEDIA PRIMA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61990/ijamesc.v3i1.461

Abstract

This study investigates the impact of pricing and promotional strategies on motorcycle purchasing decisions at the Honda Tunas Dwipa Matra dealership. A quantitative research methodology was utilized for this analysis. Data were gathered through questionnaires distributed to customers who had made purchases at the dealership. The sample size was calculated using Slovin's formula, allowing for a 15% margin of error, resulting in a total of 45 respondents. Data analysis was performed using multiple linear regression with SPSS version 30. The findings reveal that the t-value for price is 2.465, which exceeds the critical t-value of 2.016, with a significance level of 0.018. Furthermore, the t-value for promotion is 2.264, also surpassing the critical t-value of 2.016, with a significance level of 0.029. These results indicate that both price (X1) and promotion (X2) have a significant effect on motorcycle purchasing decisions (Y) at the Honda Tunas Dwipa Matra dealership.
Esploration Of The Influence Of Marketing Mix Strategy On Repurchase Intention Of Motorcycle Products: A Consumer Perspective Made Agiyasa; Irsandi, Irsandi; Suci Asfarani; Trenggono Pujo Sakti
International Journal of Economics, Business and Innovation Research Vol. 4 No. 02 (2025): International Journal of Economics, Business and Innovation Research( IJEBIR)
Publisher : Cita konsultindo

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Abstract

The purpose of this study is to explore how marketing mix strategies influence repurchase intentions of motorcycle products from the consumer's perspective. The research approach used in this study is a qualitative approach. This approach aims to understand the phenomenon in depth through the perspective of the participants. Qualitative research allows for in-depth exploration of consumer experiences, views, and perceptions related to marketing mix strategies and their influence on motorcycle product repurchase intentions. Based on the results of the study, it can be concluded that the 7P marketing mix strategy involving elements of product, price, promotion, distribution, people, process, and physical evidence has a significant influence on motorcycle repurchase intentions from a consumer perspective. Each element of the 7Ps plays a role in creating a positive consumer experience, which ultimately increases loyalty and repurchase decisions. Keywords: Marketing, Marketing Mix, Repurchase Intention
The Influence Of Electronic Word Of Mouth and Perceived Value on Online Purchasing Decisions Purchasing Decisions on the Shopee Marketplace Bela Dania Putri; Irsandi, Irsandi; Trenggono Pujo Sakti
International Journal of Economics, Business and Innovation Research Vol. 4 No. 02 (2025): International Journal of Economics, Business and Innovation Research( IJEBIR)
Publisher : Cita konsultindo

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Abstract

This research aims to test and analyze the influence of Electronic Word of Mouth and Perceived Value on Online Purchasing Decisions. This research was conducted on the Shopee Marketplace, a case study of Bandar Lampung University students. The sample for this research consisted of 65 respondents using random sampling techniques. Data were analyzed using multiple linear regression analysis, classical assumption test, T test, and coefficient of determination using SPSS software. The research results prove that partially there is a significant influence of the Electronic Word of Mouth variable on Online Purchasing Decisions, the Perceived Value variable has a significant impact on Online Purchasing Decisions.
Exploring Local Wisdom-Based Marketing To Enhance Consumer Attraction At Bu Asih Restaurant In Bandar Lampung City Aditia Irlanga; Irsandi; Agus Purnomo; Trenggono Pujo Sakti
International Journal of Education, Vocational and Social Science Vol. 5 No. 01 (2026): International Journal of Education, Vocational and Social Science( IJVESS)
Publisher : Cita konsultindo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63922/ijevss.v5i01.2961

Abstract

Bu Asih Eatery is a local restaurant located at Jl. Bumi Manti 3 No. 3, Labuhan Ratu, Rajabasa, Bandar Lampung. Although the number of visitors increased from 12,450 in 2022 to 16,950 in 2024, the restaurant's revenue showed a declining trend, decreasing by 5% in 2023 and by 3% in 2024. This decline is partly influenced by reduced menu prices, increased operational costs, the provision of discounts, and rising raw material prices that have suppressed profit margins. This study aims to explore the role of local wisdom-based marketing in enhancing consumer attractiveness at Bu Asih Eatery in Bandar Lampung. This research adopts a qualitative approach, with data collected through interviews, observations, and documentation, and analyzed using qualitative analysis techniques. The results indicate that the implementation of local wisdom-based marketing strategies, through traditional menus, authentic flavors, and friendly service, has successfully built a unique identity and attracted consumers. Factors such as traditional recipes, the use of local ingredients, affordable prices, and a warm atmosphere enhance emotional closeness with customers. Consumers responded positively to the uniqueness of the menu and services. However, challenges include limited resources, conventional promotional methods, and competition from modern restaurants. With proper management, this strategy has the potential to increase customer satisfaction, loyalty, and attract new consumers.
Co-Authors Aditia Irlanga Agus Purnomo Bela Dania Putri Irsandi Irsandi, Irsandi Jaka Adi Yantara Made Agiyasa Suci Asfarani Suci Asfaranin