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All Journal Scientific Journal of Reflection : Economic, Accounting, Management and Business
Fajriyah, Darari
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Economics, Econometrics & Finance

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Analisis Pengaruh Variasi Produk, Desain Kemasan, Kebersihan, dan Lokasi terhadap Keputusan Pembelian Konsumen pada UMKM Tamaaman Cake Fajriyah, Darari; Vindiana, Afina Putri; P.O, Annuridya Rosyidta; Tampubolon, Edward S.
SCIENTIFIC JOURNAL OF REFLECTION : Economic, Accounting, Management and Business Vol. 8 No. 3 (2025): SCIENTIFIC JOURNAL OF REFLECTION: Economic, Accounting, Management, & Business
Publisher : Sekolah Menengah Kejuruan (SMK) Pustek

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37481/sjr.v8i3.1201

Abstract

The increasing competition among micro, small, and medium enterprises (MSMEs) in the culinary sector has created a demand for businesses to better understand consumer purchasing behavior. This study aims to analyze the influence of product variation, packaging design, cleanliness, and store location on consumer purchasing decisions, specifically in the context of Tamaaman Cake, a cake and custom bakery based in Tangerang, Indonesia. A literature review approach was employed by systematically reviewing relevant national and international research articles published between 2020 and 2025. A total of ten empirical studies were selected using purposive sampling criteria, focusing on key variables related to consumer behavior in culinary MSMEs. The results show that all four factors product variation, packaging design, cleanliness, and store location play a significant role in shaping consumer purchasing decisions. Product variation provides consumers with flexibility to choose based on their preferences, while attractive and informative packaging enhances perceived product value. Cleanliness influences consumers’ trust and safety perception, and a strategic location increases ease of access, encouraging purchase intention. The findings emphasize the importance of a holistic marketing strategy that considers both tangible and intangible factors influencing consumer behavior. This study offers strategic insights for MSME practitioners, especially those in the food industry, to remain competitive by aligning their business attributes with evolving consumer expectations.
Pengaruh Digital Marketing, Brand Awareness, dan Endorsement Influencer terhadap Penjualan Produk Generos di PT Quantum King Sulaiman Fajriyah, Darari; Vindiana, Afina Putri; Rosyidta P.O, Annuridya; Tampubolon, Edward S.
SCIENTIFIC JOURNAL OF REFLECTION : Economic, Accounting, Management and Business Vol. 8 No. 4 (2025): SCIENTIFIC JOURNAL OF REFLECTION: Economic, Accounting, Management, & Business
Publisher : Sekolah Menengah Kejuruan (SMK) Pustek

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37481/sjr.v8i4.1291

Abstract

The rapid growth of digital technology has transformed marketing practices, requiring companies to adopt innovative strategies to remain competitive. PT Quantum King Sulaiman, the producer of Generos herbal products, faces intense market competition and therefore needs to optimize digital marketing, strengthen brand awareness, and leverage influencer endorsement to increase sales. This study aims to analyze the influence of these three factors on Generos sales through a structured literature review of national and international journals published between 2020-2025. The findings show that digital marketing effectively expands consumer reach and engagement at relatively low cost, brand awareness enhances consumer trust and loyalty by creating a positive brand image, and influencer endorsement significantly shapes purchase decisions through credibility and emotional connection. The synthesis also highlights that the combined implementation of these strategies has a stronger impact than using them individually. This study contributes by emphasizing the relevance of integrated digital marketing strategies in the herbal product sector, which has received limited academic attention. However, as a literature-based study, the findings need to be validated through empirical research involving consumer data to capture real behavioral patterns.
Co-Authors P.O, Annuridya Rosyidta Rosyidta P.O, Annuridya Tampubolon, Edward S. Vindiana, Afina Putri