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All Journal Journal of Social And Economics Research Jurnal Akuntansi, Bisnis dan Ekonomi Indonesia (JABEI) journal of social and economic research
Dwi Fuji Wahyuni
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Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Law, Crime, Criminology & Criminal Justice Social Sciences

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Pemanfaatan Media Sosial, Kreativitas dan Modal Usaha Terhadap Keberlanjutan Usaha Ladu Arai Pinang Di Kampung Perak Kecamatan Pariaman Tengah syentia, likanopa; Anisa Putri Nabila; Dwi Fuji Wahyuni; Deza Perkasa, Ridho
Jurnal Akuntansi, Bisnis dan Ekonomi Indonesia (JABEI) Vol. 4 No. 1 (2025): JABEI
Publisher : Politeknik Negeri Padang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30630/jabei.v4i1.285

Abstract

The influence of social media, creativity and business capital is very important to effect the sustainability of Alai Pinang Ladu MSMEs in Central Pariaman District. The method of this research is quantitative descriptive. The sampling technique used is purposive sampling. The sample of this study was 55 respondents, the data collection method used the distribution of questionnaires or questionnaires. The data analysis techniques used are multiple linear regression, t-test, F-test, and determination coefficient. Based on the results of multiple linear regression is Y= 46.820 – 0.377X1 + 0.194X2 + 0.304X3 + e. From the results of the t-test, it was found that social media had a negative effect on business sustainability in Ladu Arai Pinang MSMEs in Central Pariaman District. Creativity has a positive and significant effect on business sustainability in Alai Pinang Ladu MSMEs in Central Pariaman District, business capital has a positive and significant effect on business sustainability in Alai Pinang Ladu MSMEs in Central Pariaman District. The results of the F test were obtained that social media, creativity, and business capital together have a positive and significant effect on business sustainability in Adu Arai Pinang MSMEs in Central Pariaman District. The result of the determination coefficient was 50.5%.
THE EFFECT OF MARKETING MIX AND CUSTOMER VALUE ON CUSTOMER SATISFACTION AT UMKM TERAS KELAPA IN PADANG CITY Dwi Fuji Wahyuni; Reci nurazira; Fanny Wulanda; Mega Putri Nolasary
Journal of Social and Economics Research Vol 7 No 2 (2025): JSER, December 2025
Publisher : Ikatan Dosen Menulis

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54783/jser.v7i2.1200

Abstract

This study aims to determine the effect of marketing mix and customer value on customer satisfaction at UMKM Teras Kelapa and Bakso Solo Raya in Padang City. This research uses a descriptive quantitative method with purposive sampling technique involving 96 respondents. Data was collected using questionnaires and analyzed using multiple linear regression, t-test, F-test, and coefficient of determination. The results showed that both marketing mix and customer value had significant effects on customer satisfaction, either partially or simultaneously. The resulting regression model is Y = 5.301 + 0.360X1 + 0.365X2 + e. The coefficient of determination was 39%, while the remaining 61% is influenced by other factors not included in the model. The study emphasizes the importance of effective marketing strategies and the creation of customer value in enhancing customer satisfaction.
THE EFFECT OF MARKETING MIX AND CUSTOMER VALUE ON CUSTOMER SATISFACTION AT UMKM TERAS KELAPA IN PADANG CITY Dwi Fuji Wahyuni; Reci nurazira; Fanny Wulanda; Mega Putri Nolasary
Journal of Social and Economics Research Vol 7 No 2 (2025): JSER, December 2025
Publisher : Ikatan Dosen Menulis

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54783/jser.v7i2.1200

Abstract

This study aims to determine the effect of marketing mix and customer value on customer satisfaction at UMKM Teras Kelapa and Bakso Solo Raya in Padang City. This research uses a descriptive quantitative method with purposive sampling technique involving 96 respondents. Data was collected using questionnaires and analyzed using multiple linear regression, t-test, F-test, and coefficient of determination. The results showed that both marketing mix and customer value had significant effects on customer satisfaction, either partially or simultaneously. The resulting regression model is Y = 5.301 + 0.360X1 + 0.365X2 + e. The coefficient of determination was 39%, while the remaining 61% is influenced by other factors not included in the model. The study emphasizes the importance of effective marketing strategies and the creation of customer value in enhancing customer satisfaction.
Co-Authors Anisa Putri Nabila Deza Perkasa, Ridho Fanny Wulanda Mega Putri Nolasary Reci nurazira Syentia, Likanopa