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All Journal YUME : Journal of Management Journal Of Management Science (JMAS)
Wiryanto, Ricky
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Health Professions Social Sciences

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Pengaruh Promosi, Kualitas Produk Dan Citra Merek Terhadap Keputusan Pembelian Pada Marketplace Tokopedia Dikota Batam Wiryanto, Ricky; Wangdra, Yvonne
YUME : Journal of Management Vol 8, No 1 (2025)
Publisher : Pascasarjana STIE Amkop Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37531/yum.v8i1.8545

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh promosi, kualitas produk, dan citra merek terhadap keputusan pembelian pada marketplace Tokopedia di kota batam. Seiring dengan meningkatnya popularitas e-commerce, pemahaman mengenai faktor-faktor yang mempengaruhi keputusan pembelian menjadi semakin penting bagi pelaku bisnis. Penelitian ini menggunakan metode kuantitatif dengan mengumpulkan data melalui kuesioner yang disebarkan kepada pengguna Tokopedia. Hasil penelitian menunjukkan bahwa persepsi harga, kualitas produk, dan citra merek memiliki pengaruh signifikan terhadap keputusan pembelian. Persepsi harga yang wajar dan sesuai dengan kualitas produk yang diterima serta citra merek yang positif dapat meningkatkan kepercayaan dan minat konsumen dalam melakukan pembelian di Tokopedia. Penelitian ini memberikan wawasan bagi pelaku bisnis untuk merancang strategi pemasaran yang lebih efektif dalam menarik dan mempertahankan konsumen di marketplace.Kata Kunci :Promosi, kualitas produk, citra merek, keputusan pembelian
Business feasibility analysis (UMKM) kripang products (kripik pangsit) with strategy e-commerce marketing among students Ng, Hana; Husein, Alice Erni; Wiryanto, Ricky
Junal Ilmu Manajemen Vol 7 No 3 (2024): July: Management Science and Field
Publisher : Institute of Computer Science (IOCS)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35335/jmas.v7i3.524

Abstract

This research aims to evaluate the feasibility of the kripang product business from market, financial, environmental & socio-cultural, operational, legal and technical aspects that are relevant for starting this business. The methodology used in this research includes descriptive analysis to identify the market potential for kripang products among students as well as SWOT analysis to assess strengths, weaknesses, opportunities and threats that may affect this business. The research results show that students are a promising market segment for kripang products, especially if supported by an effective e-commerce marketing strategy. Researched consumer preferences highlight the need for quality, innovative, and easily accessible chipping products online. Financial analysis shows attractive revenue prospects with acceptable profit margins for UMKM business players. The UMKM business for kripang products with an e-commerce marketing approach offers significant opportunities in the student market. Keys to success include a good understanding of market preferences, implementation of appropriate marketing strategies, and careful financial management.
Analysis of potential and direct sales strategies in the textile sector in the digital era Wiryanto, Ricky; Husein, Alice Erni; Ng, Hana
Junal Ilmu Manajemen Vol 7 No 3 (2024): July: Management Science and Field
Publisher : Institute of Computer Science (IOCS)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35335/jmas.v7i3.525

Abstract

In today's digital era, technology has drastically changed the way we interact, shop and conduct business. One increasingly popular phenomenon is live selling, where sellers showcase and sell their products directly via digital platforms with real-time interaction with buyers. This study aims to analyze the potential and direct sales strategies for textile products in the context of digital markets. Using qualitative research methods, data was collected through interviews with industry players, online observations, and relevant literature studies.
Co-Authors Husein, Alice Erni Ng, Hana Wangdra, Yvonne