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All Journal Jurnal Manajemen dan Bisnis International Journal of Economics and Management Research
Jeni Sukmal
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Pengaruh Kualitas Produk dan Strategi Promosi Online terhadap Minat Beli Konsumen pada UMKM Kue Bawang Buk Masnah di Desa Pekan Tolan Muhammad Hasbi Sir; Basyarul Ulya; Jeni Sukmal
MANABIS: Jurnal Manajemen dan Bisnis Vol. 4 No. 2 (2025): Juni 2025
Publisher : Yayasan Pendidikan Penelitian Pengabdian Algero

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54259/manabis.v4i2.4584

Abstract

The purpose of this study is to analyze the influence of product quality and online promotion strategies on consumer buying interest in Kue Bawang Buk Masnah MSMEs in Pekan Tolan Village. In the increasingly growing digital era, MSMEs face great challenges in maintaining competitiveness. Therefore, understanding the factors that influence consumer buying interest is very important. The research method used is quantitative and the approach is the associative approach. The data collection process was carried out by distributing questionnaires for 30 consumers of Buk Masnah Onion Cake. Meanwhile, the data analysis technique used is multiple linear regression to measure the extent to which product quality and online promotion strategies affect consumer buying interest. The results of the study show that product quality has a positive and significant effect on consumer buying interest. Factors such as taste, texture, durability, and product packaging prove to play an important role in purchasing decisions. In addition, effective online promotion strategies through social media, marketplaces, and digital advertising have been proven to increase product exposure and strengthen consumer engagement. Therefore, it is important to consistently improve product quality and optimize digital promotion strategies in order to achieve a wider market coverage while strengthening customer loyalty
The Influence of Grocery Branding and Excellent Service on the Success of UD Aulia Gunung Raya Grocery Store, Bilah Barat District, Labuhanbatu Regency Deswita Mayrani Pasaribu; Jeni Sukmal; Shopiah Anggraini Rambe
International Journal of Economics and Management Research Vol. 4 No. 1 (2025): April : International Journal of Economics and Management Research
Publisher : Pusat Riset dan Inovasi Nasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/ijemr.v4i1.298

Abstract

The aim of this research is to determine whether or not basic food branding and excellent service have a significant influence on the success of the UD Aulia Gunung Raya basic food shop, Barbar Barat subdistrict, Labuhanbatu regency. The research uses quantitative methods and an associative causality approach. The data collection technique used is through observation and interviews. The sample in this research was 88 respondents or consumers. The sampling technique is simple random sampling. The data analysis technique uses statistical techniques/SPSS by carrying out validity and reliability tests then for questionnaires and multiple linear regression analysis with T Test and F Test to prove the hypothesis. The research results show that there is a close and significant influence of basic food branding on store success, there is a close and significant influence of excellent service on store success. The influence of basic food branding and excellent service is 97.6% and the remaining 2.3% is influenced by other factors and variables.
The Influence of Fluctuations and Product Characteristics on Consumer Purchasing Decisions at the Rantauprapat Simple Gold Shop Muhammad Irham Nasution; Jeni Sukmal; Syafaruddin Munthe
International Journal of Economics and Management Research Vol. 4 No. 2 (2025): August: International Journal of Economics and Management Research
Publisher : Pusat Riset dan Inovasi Nasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/ijemr.v4i2.368

Abstract

The purpose of this research is to determine the influence of product fluctuations and characteristics on consumer purchasing decisions at a simple gold shop in Rantauprapat. This research uses quantitative methods and an associative causality approach. The data collection technique used is through observation and interviews. The sample in this research was 86 respondents or consumers. The sampling technique is simple random sampling. The data analysis technique uses statistical techniques/SPSS by carrying out validity and reliability tests then for questionnaires and multiple linear regression analysis with the T Test and F Test to prove the hypothesis. The research results show that there is an influence of fluctuations on purchasing decisions, there is an influence of product characteristics on consumer purchasing decisions. The influence of fluctuations and product characteristics is 16.80% and the remaining 83.20% is influenced by other factors and variables.
The Effect of Consumer Friendship and Completeness of Building Material Products on the Decision of Buying In-terest in the Prima Baja Aek Tapa Rantauprapat Building Materials Store Nur Awaliyah Suci; Jeni Sukmal; Erni Manja Hasibuan
International Journal of Economics and Management Research Vol. 4 No. 2 (2025): August: International Journal of Economics and Management Research
Publisher : Pusat Riset dan Inovasi Nasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/ijemr.v4i2.371

Abstract

The aim of this research is to determine whether or not there is a significant influence of consumer friendliness and the completeness of building material products on purchasing interest decisions at the Prima Baja building materials shop AEK Tapa Rantauprapat. The research uses quantitative methods and an associative causality approach. The data collection technique used is through observation and interviews. The sample in this research was 88 respondents or consumers. The sampling technique is simple random sampling with a significance of 1%. The data analysis technique uses statistical techniques/SPSS by carrying out validity and reliability tests then for questionnaires and multiple linear regression analysis with the T Test and F Test to prove the hypothesis. The research results show that there is a close and significant influence of consumer friendliness on purchasing interest decisions, there is no close and significant influence of product completeness on purchasing interest decisions. The influence of consumer friendliness and product completeness is 70.7% and the remaining 29.3% is influenced by other factors and variables.
Co-Authors Basyarul Ulya Deswita Mayrani Pasaribu Erni Manja Hasibuan Muhammad Hasbi Sir Muhammad Irham Nasution Nur Awaliyah Suci Shopiah Anggraini Rambe Syafaruddin Munthe