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Hannisa Rahmaniar Hasnin
Universitas Ibn Khaldun Bogor, Indonesia
Education

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THE INFLUENCE OF ADVERTISING AND DISCOUNTS ON GOFOOD APPLICATIONS ON CONSUMER PURCHASES IN BOGOR CITY Hannisa Rahmaniar Hasnin; Dewi Megawati; Desmy Riany; Denia Maulani
Manager : Jurnal Ilmu Manajemen Vol. 6 No. 1 (2023): Manager : Jurnal Ilmu Manajemen
Publisher : Universitas Ibn Khaldun Bogor

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Abstract

Advertising and discounts are part of marketing techniques that are commonly used by companies to attract consumers and encourage them to make purchases. The purpose of this study was to measure how much influence advertising and discounts have on consumer purchasing decisions. The research is quantitative method, with data collection by distributing questionnaires online via Google forms in the Bogor area which collected 100 respondents. The research was analyzed through statistical techniques of correlation analysis, descriptive statistics and regression analysis using SPSS 27. Analysis using the t test and F test showed that the independent variables of Advertising and Discounts on the dependent variable of consumer purchases had a significant effect both partially and simultaneously in influencing decisions consumer purchases. The results of the multiple regression analysis are Y = 6.561 + 0.405X1 + 0.439X2. The R Square value shows that Advertising and Discounts have a contribution in increasing product purchasing decisions in the GoFood application by 43%. There are other factors that have not been studied at 57% which can support an increase in consumer purchases such as personal selling, publicity and direct marketing.
The Influence of Entrepreneurship Education and Digitalization on The Entrepreneurial Interest of Youth at SMK TI BAZMA Afta Bintang Kautsar Fath Rattu; Ecin Kuraesin; Hannisa Rahmaniar Hasnin
Manager : Jurnal Ilmu Manajemen Vol. 8 No. 1 (2025): Manager : Jurnal Ilmu Manajemen
Publisher : Universitas Ibn Khaldun Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32832/managerjurnalilmumanajemen.v8i1.1895

Abstract

This study aims to determine the influence of entrepreneurship education and digitalization on students’ entrepreneurial interest at SMK TI BAZMA, both partially and simultaneously. A quantitative approach was employed, with data collected through questionnaires distributed to all students as respondents. The collected data were analyzed using validity tests, reliability tests, multiple linear regression, coefficient of determination, and hypothesis testing with both t-tests and F-tests. The results indicate that entrepreneurship education has a significant partial effect on entrepreneurial interest. In contrast, digitalization does not show a significant influence when tested separately. However, when analyzed simultaneously, both independent variables significantly affect students’ entrepreneurial interest. These findings highlight the essential role of entrepreneurship education in fostering students’ motivation to pursue entrepreneurship. Although digitalization does not show a strong partial effect, it remains a crucial component in supporting entrepreneurial learning. This study is expected to contribute to the development of educational strategies that nurture a new generation of entrepreneurs who are both innovative and adaptive to technological advancements
Co-Authors Afta Bintang Kautsar Fath Rattu Denia Maulani Desmy Riany Dewi Megawati Ecin Kuraesin