Nur'arif, Muhammad Irfan
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The Influence of Digital Marketing on Gold Investment Product Purchase Decisions at PT Pegadaian Sumedang Branch Munawar, Anwar; Gumilang, Risa Ratna; Nur'arif, Muhammad Irfan
Journal of Bussines Management Basic Vol 7 No 2 (2025): Journal of bussines management
Publisher : Universitas Sebelas April, Fakultas Ekonomi dan Bisnis

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Abstract

Digital transformation and technological advancements have altered how businesses engage with their customers. Consumer behavior and purchasing patterns have changed as a result of the internet and mobile devices becoming an essential part of daily life. Digital marketing has become a crucial tactic for businesses looking to stay competitive in a market that is becoming more and more dynamic. The purpose of this study was to ascertain how digital marketing affected the choices made by PT Pegadaian Sumedang Branch customers about gold investment products. A quantitative descriptive method is used in this investigation. The research sample consisted of 80 individuals employing accidental sampling procedures, whereas the research population consisted of 100 PT Pegadaian Sumedang Branch customers. Questionnaires, interviews, and observation were the methods utilized to gather data. Validity and reliability tests were part of this study's correlation test. Simple linear regression analysis was the method of data analysis employed. The findings demonstrated that digital marketing had a favorable and noteworthy impact on PT Pegadaian Sumedang Branch customers' decisions to buy gold investment goods. It can be concluded that digital marketing has a significant impact on purchasing decisions because the determinant's coefficient value in this study was 0.653, or 65.3%. However, other factors not covered in this study have an impact on the remaining 34.7%.
The Influence of Work Motivation on Employee Performance at PT. Genta Trikarya Sumedang Nur'arif, Muhammad Irfan; Supriatna, Endang; Achirnawati, Putri
Journal of Bussines Management Basic Vol 6 No 1 (2024): Journal of bussines management
Publisher : Universitas Sebelas April, Fakultas Ekonomi dan Bisnis

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33481/jobm.v6i1.1346

Abstract

This study entitled the effect of work motivation on employee performance at PT. Genta Trikarya Sumedang. The problem of this research is the lack of optimal facilitation of improving employee performance. The purpose of the study was to determine work motivation, employee performance, the magnitude of the influence of work motivation on employee performance at PT. Genta Trikarya Sumedang. This study uses a descriptive research method approach with quantitative analysis techniques, conducted through a survey method. Data collection techniques were analyzed by means of observation and questionnaires. The population is the performance of employees at PT. Genta Trikarya Sumedang as many as 50 people and the research sample was 50 people. The research data uses simple regression analysis, correlation test, coefficient of determination and hypothesis testing. The results of this study indicate that work motivation is 1,915 (good enough) with an average of 63.73%, employee performance is 1,617 (good enough) with an average of 64.76%, then the magnitude of the relationship between work motivation and employee performance at PT. Genta Trikarya Sumedang of 0.820 (very strong relationship), and the magnitude of the influence of work motivation on employee performance at PT. Genta Trikarya Sumedang amounted to 67.2% and there are still 32.8% of other factors. The results of the calculation of the hypothesis test, it turns out that tcount (9.93) > ttable (1.67722), it can be said that there is a positive influence between Work Motivation on Employee Performance at PT. Genta Trikarya Sumedang is acceptable. To increase work motivation can be useful because it is human nature that requires some kind of inducement, encouragement or incentive to get better performance. Motivation acts as a technique to improve the performance of employees working at different levels.
The Effect of Price Mix on Purchasing Decisions At PT. Srikandi Diamond Motors Sumedang Alyusyak, Muhammad Rizki; Kurniawan, Ryan Feryana; Nur'arif, Muhammad Irfan
Journal of Bussines Management Basic Vol 6 No 2 (2024): Journal of bussines management
Publisher : Universitas Sebelas April, Fakultas Ekonomi dan Bisnis

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Abstract

The automotive industry in Indonesia is one of the main sectors that significantly contributes to the national economy. According to data from the Indonesian Automotive Industry Association (Gaikindo), in 2021, a total of 532,756 passenger vehicles were sold, indicating a 7.5% increase compared to the previous year. This study aims to determine the extent of the influence of price mix on purchasing decisions at PT. Srikandi Diamond Motors Sumedang. This research employs a quantitative approach with Simple Random Sampling technique, involving a sample size of 95 respondents. The research findings indicate that the independent variable (Price Mix) has a significant impact on the dependent variable (Purchase Decision). The t-test results reveal that the calculated t- value is -4.797, while the tabulated t-value is 1.66105. Therefore, the null hypothesis (Ho) is rejected, and the alternative hypothesis (Ha) is accepted. Meanwhile, the coefficient of determination (R square) is 20.1%, explaining that the influence of price on purchase decisions is 20.1%, while the remaining 79.9% is influenced by other variables not examined in this study. The research findings also demonstrate that the independent variable (Price Mix) significantly affects the dependent variable (Purchase Decision).