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All Journal Indonesian Journal Of Business And Entrepreneurship Research Fundamental and Applied Management Journal
Mahmudatus Sholihah
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Economics, Econometrics & Finance

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Do Marketing Strategy and Product Innovation Contribute to the Marketing Performance of Culinary Enterprises? Muh. Yahya; Nurul Mufida; Mahmudatus Sholihah
Indonesian Journal of Business and Entrepreneurship Research Vol. 2 No. 2 (2024): Vol. 2, No. 2, May 2024: Indonesian Journal of Business and Entrepreneurship Re
Publisher : Fakultas Ekonomi dan Bisnis Universitas Negeri Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62794/ijober.v2i2.2494

Abstract

This study aims to examine the impact of marketing strategy and product innovation on marketing performance at Rumah Roti store in Makassar. The population consists of buyers on Jalan Toddopuli 10, with a sample of 31 buyers. Data collection methods include literature review, documentation, and questionnaires. The analysis methods used are validity tests, reliability tests, classical assumption tests, linear regression analysis, t-tests, F-tests, and the coefficient of determination (R2). The t-test results show that both marketing strategy and product innovation have a significant impact on marketing performance. The F-test results indicate that these variables simultaneously influence marketing performance. The coefficient of determination reveals that 94.8% of the variance in marketing performance is explained by marketing strategy and product innovation, with the remaining 5.2% attributed to other factors not included in this study, such as product quality and entrepreneurial orientation. The study concludes that market orientation and service quality are critical factors influencing marketing performance at Rumah Roti store. The recommendation is that the store owner should focus more on innovation, market orientation, and service quality to enhance customer attraction to the store.
Young Generation’s Investment Motivation: Insights from a Self-Determination Theory Perspective Ilham Abu; Mahmudatus Sholihah; Wahyudin
Fundamental and Applied Management Journal Vol. 2 No. 1 (2024): FAMJ, June 2024
Publisher : PT. Lontara Digitech Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61220/famj.v2i1.2242

Abstract

This study aims to understand investment motivation among students in Makassar using the Self-Determination Theory (SDT) framework. Data were collected from students through an online questionnaire and analyzed using SPSS software. The findings indicate that students' investment motivation is influenced by several key factors, including autonomous motivation, competence, social relatedness, intrinsic motivation, and commitment. The results highlight that students have a strong desire to independently manage their investment activities, feel confident in their ability to understand and engage in investment, and benefit from the support of peers, family, and community. Intrinsic motivation plays a significant role, reflecting personal satisfaction and interest in investment, while high levels of commitment suggest a strong dedication to maintaining their investment activities. Overall, the study reveals that students in Makassar exhibit a high level of investment motivation, driven by the need for autonomy, competence, and social connections. The research underscores the importance of financial literacy and social support in shaping students' investment motivation. Educational institutions and financial organizations are encouraged to collaborate in enhancing financial literacy and providing educational programs that support students' investment motivation.
Co-Authors ilham abu Muh. Yahya Nurul Mufida Wahyudin