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All Journal JRB-Jurnal Riset Bisnis ABM: International Journal of Administration, Business and Management
Sinrungtam, Wasana
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Economics, Econometrics & Finance Social Sciences

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The effect of product quality, brand image, promotion, and price on consumer purchase decisions in umkm on car-free day kab. Jember Permana, Angga Ade; Kusuma, Dedy Wijaya; Sinrungtam, Wasana; Putra, Ihrom Caesar Ananta; Wahid, Abdul
ABM: International Journal of Administration, Business and Management Vol 7 No 2 (2025): December 2024 - May 2025
Publisher : LPPM Institut Teknologi dan Sains Mandala

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Abstract

Previous research is the most important thing in a research or scientific article. Previous research is useful for strengthening theories and phenomena that affect variables. This article reviews the Influence of Product Quality, Brand Image, Promotion and Price on Consumer Purchasing Decisions at UMKM Car Free Day Kab. Jember. The purpose of writing this marketing management literature review article is to build a hypothesis that can be used in further research. The results of this study are: 1) Product Quality partially does not affect consumer Purchasing Decisions; 2) Brand Image partially does not affect consumer Purchasing Decisions; 3) Promotion partially affects consumer Purchasing Decisions; 4) Price partially does not affect Consumer Purchasing Decisions; 5) Product Quality, Brand Image, Promotion and Price simultaneously affect Consumer Purchasing Decisions at UMKM Car Free Day, Jember regency.
STRATEGI MANAJEMEN PEMASARAN DIGITAL UNTUK MENINGKATKAN DAYA SAING UMKM DI ERA EKONOMI DIGITAL Angga Ade, Permana; Wahid, Abdul; Wijaya Kusuma, Dedy; Sauqi, Ahmad; Mustofa; Sinrungtam, Wasana
Jurnal Riset Bisnis Vol. 9 No. 2 (2026): April
Publisher : Fakultas Ekonomi dan Bisnis Universitas Pancasila Jakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.65179/g6dh5464

Abstract

This research aims to examine effective digital marketing management strategies to enhance the competitiveness of Micro, Small, and Medium Enterprises (MSMEs) in the digital economy. Using a mixed-methods approach (qualitative and quantitative), it identifies best practices and obstacles MSMEs face in implementing digital marketing. The findings reveal that digital marketing, especially social media, significantly boosts MSME competitiveness. However, constraints like limited budgets, low digital literacy, and inadequate human resources hinder its optimization. Practical training, gradual budget allocation, and government support are needed to improve the effectiveness of MSMEs' digital marketing strategies.
Co-Authors Abdul Wahid Ade Permana, Angga Ahmad Sauqi Angga Ade, Permana Dedy Wijaya Kusuma Mustofa Mustofa Putra, Ihrom Caesar Ananta