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All Journal Sambulugana Electronic Journal of Education, Social Economics and Technology
Moh. Zeylo Auriza
Universitas Tadulako
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PRODUCT DIVERSITY: KEY TO PURCHASE DECISION AND SATISFACTION AT BINTANG COFFEE AND RESTAURANT, MOROWALI DISTRICT Riska Nining Lestari; Moh. Zeylo Auriza; Zakiyah Zahara
Electronic Journal of Education, Social Economics and Technology Vol 6, No 1 (2025)
Publisher : SAINTIS Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33122/ejeset.v6i1.884

Abstract

This study aims to determine the effect of product diversity on customer satisfaction through purchasing decisions at Bintang Coffee and Restaurant in Morowali Regency. This study uses a quantitative approach with Structural Equation Modeling (SEM) analysis techniques based on SmartPLS. The research sample consisted of 150 respondents. The results of the study indicate that product diversity has a significant effect on purchasing decisions and customer satisfaction, and purchasing decisions act as a mediator in the relationship. These findings reinforce the importance of managing product variety to improve customer satisfaction in the local restaurant sector.
Workshop Pemanfaatan Brand Dan Sosial Media Untuk Pemasaran Digital Desa Matansala Kabupaten Morowali Moh. Zeylo Auriza; Muh. Isra Iradat
Sambulu Gana : Jurnal Pengabdian Masyarakat Vol. 5 No. 1 (2026): Januari 2026
Publisher : Lembaga Penelitian dan Pengabdian Pada Masyarakat

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56338/sambulu_gana.v5i1.9443

Abstract

Intan Permata MSME, located in Matansala Village, Bungku Tengah District, Morowali Regency, is a micro-business engaged in ecoprint production with the aim of empowering the community, especially housewives and young people, through sustainable entrepreneurship activities. This MSME faces major obstacles in digital marketing, which has resulted in low competitiveness and limited market reach. The urgency of this problem lies in the importance of optimising the brand and social media as effective promotional tools to increase the reach of ecoprint products. This study aims to identify the digital marketing obstacles faced by Intan Permata MSME and to design a more effective social media-based marketing strategy. The methods used in this study include qualitative and quantitative approaches, with data collection techniques through observation, interviews, and analysis of SME social media. In addition, training and mentoring will be provided to business actors to improve their understanding and skills in digital marketing. The targeted outcomes of this research include improved digital marketing skills for MSME entrepreneurs, more effective social media-based marketing strategies, and increased engagement and sales of ecoprint products through digital platforms..
Co-Authors Muh. Isra Iradat Riska Nining Lestari Zakiyah Zahara