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All Journal Almana : Jurnal Manajemen dan Bisnis Enrichment: Journal of Multidisciplinary Research and Development
Nurhandayani, Syifa
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Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Engineering Health Professions Social Sciences

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The Effect of Marketing Partnership and Sales Promotion on the Purchase Intention of the Sei Sapi Mancuy Brand on Grabfood Super Apps in Lengkong, Cicendo, Cibeunying Kaler, Sukasari, and Cinambo Districts Munir, Achmad Saepul; Eithan, Revan Gabe; Nurhandayani, Syifa
Enrichment: Journal of Multidisciplinary Research and Development Vol. 3 No. 7 (2025): Enrichment: Journal of Multidisciplinary Research and Development
Publisher : International Journal Labs

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55324/enrichment.v3i7.531

Abstract

The rapid growth of online food delivery services in Indonesia, particularly following the COVID-19 pandemic, has intensified competition among brands on super-app platforms such as GrabFood. In this dynamic digital marketplace, effective marketing strategies are essential for influencing consumer purchase decisions. This research aims to analyze the effect of marketing partnership and sales promotion on the purchase intention of the Sei Sapi Mancuy brand on the GrabFood super-app service in Bandung City. The background of this study is rooted in the rapid advancement of information and communication technology, which has driven the expansion of the online food delivery service industry, especially after the COVID-19 pandemic. This research employed a quantitative approach by distributing questionnaires to 100 respondents who had used GrabFood in five districts: Lengkong, Cicendo, Cibeunying Kaler, Sukasari, and Cinambo. Data were analyzed using multiple linear regression to assess the influence of the independent variables on purchase intention. The results indicate that marketing partnership and sales promotion jointly explain 71.7% of the variation in purchase intention, with partial contributions of 13.7% from marketing partnership and 58.0% from sales promotion. Hypothesis testing confirms that both variables have a significant effect, both partially and simultaneously, with a very strong correlation level (R = 0.847). The study concludes that while both variables significantly influence purchase intention, sales promotion exerts a more dominant impact. These findings offer managerial implications for strengthening collaborative marketing strategies and optimizing promotional programs to enhance consumer purchase intention on digital platforms.
Intrinsic Motivation, Competence and Affective Commitment have on Performance Nurhandayani, Syifa
Almana : Jurnal Manajemen dan Bisnis Vol 9 No 1 (2025): April
Publisher : Bandung: Prodi Manajemen FE Universitas Langlangbuana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36555/almana.v9i1.2793

Abstract

PT. Parkland World Indonesia is one of the companies that produces shoes and is competing to become a pioneer in the shoe market that can meet market needs amidst the need for improvements in terms of human resource performance in order to produce shoes with good results and in accordance with the standards set. This study aims to determine how much influence Intrinsic Motivation, Competence, and Affective Commitment have on Performance in the Development of PT. Parkland World Indonesia. The data sources in this study use primary and secondary sources and have 139 respondents from the Development of PT. Parkland World Indonesia. Data analysis is quantitative in nature with the aim of testing the established hypothesis and using multiple linear regression analysis calculations. In processing and analyzing data, the SPSS 25 application is used. From this study, it was concluded that Intrinsic Motivation, Competence, and Affective Commitment have a significant influence on the Development Performance of PT. Parkland World Indonesia. Judging from the calculations using multiple linear regression analysis, the results show that the Competence variable has the greatest influence on Performance, then the one with the greatest influence is Intrinsic Motivation, and the one with the smallest influence of the three independent variables is Affective Commitment to Performance.
Co-Authors Eithan, Revan Gabe Munir, Achmad Saepul