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All Journal Jurnal STIE Semarang (Edisi Elektronik) JURNAL CAPITAL : Kebijakan Ekonomi, Manajemen dan Akuntansi
Adi Nugroho, Bayu Sapta
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Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education

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KEPUASAN KONSUMEN DITINJAU DARI HARGA, PROMOSI, DAN KUALITAS PRODUK Adi Nugroho, Bayu Sapta; Tamrin, Moh; Christiawan, Daniel Grace
JURNAL CAPITAL : Kebijakan Ekonomi, Manajemen dan Akuntansi Vol 7 No 1 (2025): jurnal capital
Publisher : Sekolah Tinggi Ilmu Ekonomi Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33747/capital.v7i1.267

Abstract

This study aims to identify internal and external factors including strengths and weaknesses, as well as opportunities and threats faced by Oemah Herborist Semarang Consumers. This study also aims to determine the marketing strategy used by Oemah Herborist Semarang in facing business competition around it, as well as to understand the strategies they use to attract consumer interest. The population in this study were visitors who purchased consumer products from Semarang herbalists. The sampling technique in this study is by using census sampling, which is a sampling technique from the entire population, the sample used is 90 people. The research methods used are quantitative method methods, quantitative methods consisting of classical assumption tests, normality tests, multicollinearity tests, heteroscedasticity tests, partial significance test (t-test) and determination coefficient (R²) tests. The results of this study prove that the price variable on consumer satisfaction is obtained with a value of t = 0.854 < t table of 1.988 with a significance of 0.095 (p > 0.05). The promotion variable on consumer satisfaction was obtained with a value of t = 3,776 > t table of 1,988 with a significance of 0.000 (p < 0.05). The variable of Product Quality on Consumer satisfaction was obtained a value of t = 2,565 > t table of 1,988 with a significance of 0.012 (p < 0.05). The value of the determination coefficient (Adjusted R Square) was obtained as 0.431 which means that 43% of purchase decisions can be explained by the variables of price, promotion, and product quality, while the rest is influenced by other variables outside this research mode. Suggestion from the results obtained by the researcher that the employees of the oemah herborist beauty factory already have qualified managerial skills. However, it is good if the managerial skills are sharpened. To increase consumer satisfaction at oemah herborist beauty factory from the price perspective, the advice given to oemah herborist beauty factory is the main price given to consumers related to products, promotions and good product quality for the progress of Oemah Herborist Semarang.
PELAYANAN BERKUALITAS DAN KEPERCAYAAN: KUNCI MEMBANGUN LOYALITAS NASABAH Tukinah, Ukie; Tamrin, Moh; Adi Nugroho, Bayu Sapta
JURNAL CAPITAL : Kebijakan Ekonomi, Manajemen dan Akuntansi Vol 7 No 2 (2025): jurnal capital
Publisher : Sekolah Tinggi Ilmu Ekonomi Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33747/capital.v7i2.323

Abstract

This research aims to determine the influence of service quality and customer trust on customer loyalty at BRI Bank Warungasem Unit, in Batang Regency.Loyalty is a customer's deep commitment to repeat subscriptions. The population in this research is Bank BRI Warungasem Unit customers with a total of 956 customers and a sample taken using the Slovin formula of 100 people. The independent variables of this research include service quality (X₁) customer trust (X2) while the dependent variable is customer loyalty (Y). Data was collected using a questionnaire that had been tested for validity and reliability. The data analysis technique used in this research is multiple regression with the help of calculations via the SPSS application. The test results obtained for the Service Quality variable obtained tcount = 2.016 more than t table 1.66023 with a significance level of 0.047 (less than 0.05). Thus, it can be concluded that Service Quality has an influence on Customer Loyalty at Bank BRI Warungasem Unit, and the test results obtained for the Customer Trust variable obtained tcount = 9.646 more than t table 1.66023 with a significance level of 0.000 (less than 0.05). Thus, it can be concluded that Customer Trust has an influence on Customer Loyalty at Bank BRI Warungasem Unit. The coefficient of determination value denoted in the Adjusted R Square number is 0.724, this means that the contribution of the influence of the Service Quality (X1) and Customer Trust (X2) variables to Customer Loyalty (Y) is influenced by 72.4%. Thus, 27.6% (100%-72.4%) is influenced by other variables that influence customer loyalty such as customer satisfaction, comfort, location and others. Suggestions for Bank BRI Warungasem Unit are that periodically, bank administrators or management need to prepare programs to improve bank services to customers with the aim of maintaining and increasing bank customer loyalty. For example, by giving rewards to customers who have joined and contributed to the bank for a long time, increasing the largest effective contribution that influences the Customer Loyalty variable is the Customer Trust variable, so the Bank should always maintain credibility and improve the quality of bank services so that Bank BRI Warungasem Unit customers always have the trust of their customers.
SAAT KUALITAS PRODUK DAN POTONGAN HARGA MENJADI JURUS AMPUH PIKAT PEMBELI Christiawan, Daniel Grace; Adi Nugroho, Bayu Sapta; Arma, Aulia
JURNAL STIE SEMARANG Vol 17 No 3 (2025): JURNAL STIE SEMARANG
Publisher : Sekolah Tinggi Ilmu Ekonomi Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33747/stiesmg.v17i3.823

Abstract

Keputusan pembelian adalah interaksi di mana pembeli memahami masalah, mencari data tentang item atau tanda tertentu dan menilai seberapa baik setiap opsi dapat menangani masalah, yang kemudian, pada saat itu, mendorong pilihan beli.Tujuan dari penelitian ini adalah untuk mengetahui pengaruh Pengaruh Promosi Penjualan, Potongan Harga dan Kualitas Produk Terhadap Keputusan Pembelian Semen Gresik pada UD. Makmur Tuban. Dalam penelitian ini, populasi yang digunakan adalah konsumen yang melakukan pembelian semen Gresik pada UD. Makmur Tuban. Teknik sampling yang digunakan adalah purposive sampling sebanyak 105 responden. Maka pada penelitian ini yang menjadi variabel terikat (dependen) adalah Keputusan Pembelian (Y) sedangkan yang menjadi variabel bebas (independen) adalah Promosi (X1), Potongan Harga (X2) dan Kualitas (X3). Berdasarkan hasil penelitian maka nilai t hitung promosi adalah (4,522) > t tabel (1,701). tingkat signifikansi sebesar 0,000. Hal ini menunjukkan bahwa variabel promosi berpengaruh signifikan terhadap keputusan pembelian, Nilai t hitung potongan harga adalah (4,710) > t tabel (1,701). tingkat signifikansi sebesar 0,000. Hal ini menunjukkan bahwa variabel potongan harga berpengaruh signifikan terhadap keputusan pembelian, Nilai t hitung kualitas produk adalah (3,454) > t tabel (1,701). tingkat signifikansi sebesar 0,001. Hal ini menunjukkan bahwa variabel kualitas produk berpengaruh signifikan terhadap keputusan pembelian. Pihak UD. Makmur Tuban di sarankan untuk membuat Strategi Potongan Harga yang Terarah pada Promosi yang dapat menarik perhatian konsumen, terutama bagi mereka yang sensitif terhadap harga. UD. Makmur Tuban perlu mengatur periode promosi dengan tepat, seperti saat perayaan atau hari-hari besar untuk meningkatkan urgensi pembelian. Hal ini dapat menciptakan dorongan untuk segera membeli, sehingga meningkatkan keputusan pembelian.
Co-Authors Arma, Aulia Christiawan, Daniel Grace Tamrin, Moh Ukie Tukinah, Ukie