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All Journal MDP Student Conference
Pratama, Rizky Arya
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Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Electrical & Electronics Engineering

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Pengaruh Harga dan Promosi terhadap Keputusan Pembelian HokBen Cabang Kota Palembang Pratama, Rizky Arya; Megawati, Megawati
MDP Student Conference Vol 4 No 2 (2025): The 4th MDP Student Conference 2025
Publisher : Universitas Multi Data Palembang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35957/mdp-sc.v4i2.11034

Abstract

This study aims to analyze the effect of price and promotion on consumer purchase decisions at HokBen Palembang branch. In the increasingly competitive fast food industry, effective marketing strategies play a crucial role in attracting customers. Competitive pricing and appealing promotions can enhance purchase interest and influence consumer decision-making. This research employs a quantitative method with a survey approach, collecting data through questionnaires distributed to 400 respondents. Multiple linear regression analysis is used to examine the relationship between price, promotion, and purchase decisions. The results indicate that price and promotion have a positive and significant impact on purchase decisions, both partially and simultaneously. These findings highlight the importance of implementing appropriate pricing strategies and innovative promotions to enhance product appeal and foster consumer loyalty toward HokBen.
Adopsi Artificial Intelligence pada UMKM: Tinjauan Sistematis Pratama, Rizky Arya; Sudrajat, Antonius Wahyu
MDP Student Conference Vol 5 No 2 (2026): The 5th MDP Student Conference 2026
Publisher : Universitas Multi Data Palembang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35957/mdp-sc.v5i2.15392

Abstract

This study examines research trends, adoption determinants, and the impact of Artificial Intelligence (AI) on Micro, Small, and Medium Enterprises (MSMEs) through a Systematic Literature Review (SLR). The review was conducted using the Kitchenham and Charters methodology and the PRISMA 2020 protocol to ensure methodological rigor and transparency. A total of 30 peer-reviewed journal articles published between 2020 and 2025 were selected from reputable international and national databases. The results indicate that the Technology–Organization–Environment (TOE) framework is the most dominant theoretical model used to explain AI adoption in MSMEs. Technological characteristics, organizational readiness, and environmental pressure are consistently identified as key determinants influencing adoption decisions. Furthermore, empirical evidence shows that AI adoption positively affects marketing performance, operational efficiency, innovation capability, and financial performance of MSMEs. Despite these benefits, empirical studies focusing on Indonesian MSMEs at the local level remain limited. Therefore, this study proposes a conceptual TOE–AI Adoption–MSME Performance model as a foundation for future empirical research.
Co-Authors Antonius Wahyu Sudrajat Megawati -