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All Journal Jurnal Manajemen Bisnis Kewirausahaan Jurnal Ekonomi, Manajemen Pariwisata dan Perhotelan
Syukron Arjuna
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Pengaruh Kualitas Produk, Kepuasan Konsumen, Promosi, dan Brand Image Terhadap Minat Beli Mahasiswa pada Air Minum Le Minerale Bella Risma; Fadzil Hanafi Asnora; Syukron Arjuna
JUMBIWIRA : Jurnal Manajemen Bisnis Kewirausahaan Vol. 4 No. 1 (2025): April : Jurnal Manajemen Bisnis Kewirausahaan
Publisher : BADAN PENERBIT STIEPARI PRESS

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56910/jumbiwira.v4i1.2044

Abstract

Drinking water is a basic human need that must be available to everyone because it is essential for survival. Due to the high demand for drinking water, many producers see an opportunity to run businesses in this field, as this product is always needed anywhere and anytime. This study aims to determine the influence of product quality, customer satisfaction, promotion, and brand image on the purchasing interest of students in Le Minerale bottled water (Case Study at Universitas Labuhanbatu). This research uses a descriptive quantitative method. The population of this study consists of all students at Universitas Labuhanbatu who have purchased and consumed Le Minerale at least three times, although the exact number of the population is unknown. The sample used consists of 91 respondents. Each student tends to Students choose bottled water because there are many brand and type options, it is easy to find, the prices vary, and it offers good benefits.
Pengaruh Promosi Gratis Ongkos Kirim, Iklan, dan Celebrity Endorsement Terhadap Keputusan Pembelian Ditinjau dari Platform Shopee dan Tiktok Hapnida Siregar; Yuniman Zebua; Syukron Arjuna
JUMBIWIRA : Jurnal Manajemen Bisnis Kewirausahaan Vol. 4 No. 1 (2025): April : Jurnal Manajemen Bisnis Kewirausahaan
Publisher : BADAN PENERBIT STIEPARI PRESS

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56910/jumbiwira.v4i1.2075

Abstract

This study aims to determine the effect of free shipping promotions, advertising and celebrity endorsements on purchasing decisions reviewed from the Shopee and TikTok platforms. This type of research is associative research. Data collection in this study was carried out through a survey approach with a quantitative descriptive research type by distributing questionnaires to 86 respondents. Data collection techniques were carried out using interviews, questionnaires and documentation studies. The data analysis tool used in this study used SPSS. The data analysis technique in this study is descriptive analysis. The results of the study indicate that free promotions, advertising and celebrity endorsements influence purchasing decisions both partially and simultaneously. It can be seen from the results of the determination coefficient of 0.623. This value means that purchasing decisions can be explained by free shipping promotions, advertising and celebrity endorsements by 62.3%. While the remaining 37.7% is influenced by other variables not examined in this study.
Analisis Marketing Mix dalam Meningkatkan Penjualan Produk UMKM Tempe di Kecamatan Marbau Shinta Wulan Sinar Hati; Zulkarnaen Nasution; Syukron Arjuna
Jurnal Ekonomi, Manajemen Pariwisata dan Perhotelan Vol. 4 No. 2 (2025): Jurnal Ekonomi, Manajemen Pariwisata Dan Perhotelan
Publisher : Lembaga Pengembangan Kinerja Dosen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/jempper.v4i2.4108

Abstract

This study aims to analyze the effect of marketing mix, consisting of product innovation, distribution channels, and product quality, on increasing sales of tempeh UMKM products in Marbau District. Tempeh UMKM in the area face challenges in increasing their competitiveness and sales volume. Therefore, this study uses a quantitative approach with a survey method to collect data from local tempeh UMKM actors. The variables analyzed include product innovation (additional variations and differentiation of tempeh), distribution channels (distribution media used to reach consumers), and product quality (product standards that affect customer satisfaction). the results of the study it can be concluded that product innovation has a positive and significant effect on increasing Sales, product quality has no effect and is not significant on increasing sales, distribution channels have a positive and significant effect on increasing sales and Product innovation, product quality and distribution channels have a positive and significant effect on increasing Sales.
Co-Authors Bella Risma Fadzil Hanafi Asnora Hapnida Siregar Shinta Wulan Sinar Hati Yuniman Zebua Zulkarnaen Nasution