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Hamzah Fansuri Yusuf
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Economics, Econometrics & Finance Education Engineering Languange, Linguistic, Communication & Media Other

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Pengaruh WOM, Pelayanan, Harga, Lokasi, dan Promosi Terhadap Keputusan Pembelian UD.Ovimart Jember Mahara Saputra; Hamzah Fansuri Yusuf; Ahmad Sauqi
Jurnal Ekonomi dan Bisnis Digital Vol. 3 No. 1 (2025): Juli - September
Publisher : CV. ITTC INDONESIA

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Abstract

Ovimart is a business operating in the staple goods trade sector, providing essential daily needs for the community, particularly in Jember Regency. This study was conducted to evaluate the influence of Word of Mouth, service quality, price, location, and promotion on consumer purchasing decisions at UD. Ovimart Jember. The research is motivated by the intense competition in the staple goods trade sector, which requires business actors to better understand the factors that influence consumer decisions.A quantitative approach was used in this study, with data collected through questionnaires distributed to consumers who have made at least two purchases. The data were analyzed using multiple linear regression methods. The findings show that Word of Mouth, Price, and Promotion do not have a partial effect on purchasing decisions. However, Service Quality and Location do have a significant effect. Furthermore, all five variables simultaneously influence purchasing decisions. These results provide valuable insights for staple retail businesses in determining appropriate and competitive marketing strategies.
Pengaruh Kualitas Produk, Citra Merek. Word Of Mouth, Persepsi Harga Dan Promosi Terhadap Minat Beli Produk Momoyo Di Jember Dimas Oktriawan Renaldi; Hamzah Fansuri Yusuf; Riza Bahtiar Sulistyan
Journal Educational Research and Development | E-ISSN : 3063-9158 Vol. 2 No. 1 (2025): Juli - September
Publisher : GLOBAL SCIENTS PUBLISHER

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Abstract

This study aims to determine the effect of product quality, brand image, word of mouth, price perception, and promotion on purchase interest in momoyo products in Jember Regency. The type of research used is quantitative research. The data used is primary data obtained by distributing questionnaires to momoyo consumers in Jember. The population in this study were all consumers who had purchased momoyo products from the Jember branch, with a sample size of 60 respondents determined using purposive sampling techniques based on certain criteria. The data collection technique used a questionnaire with a Likert scale. The data analysis methods used in this study include validity and reliability tests, classical assumption tests, multiple linear regression analysis, coefficient of determination (R²), and hypothesis testing with the help of IBM SPSS. The results of this study indicate that simultaneously the five independent variables have a significant effect on purchase interest, partially word of mouth and promotion have a significant effect on purchase interest, while product quality, brand image, and price perception do not have a significant effect partially on purchase interest. This finding indicates that word of mouth and promotion strategies have an important role in shaping purchase interest in products, and can be used as a basis for companies in developing targeted marketing strategies
Co-Authors Ahmad Sauqi Dimas Oktriawan Renaldi Mahara Saputra Riza Bahtiar Sulistyan