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All Journal Sawala Cendekia: Jurnal Peneiltian Multidisiplin
Rizky Maulana
Universitas Linggabuana PGRI Sukabumi
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Industrial & Manufacturing Engineering Social Sciences Other

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BRAND EXPERIENCE DAN SOCIAL MEDIA MARKETING : KUNCI PEMBELIAN PRODUK KECANTIKAN SHOPEE Rizky Maulana; Eva Fathussya Adah; Noornissa Sarah Ginanjar
Sawala Cendikia : Jurnal Penelitian Multidisiplin Vol. 1 No. 1 (2025): Maret
Publisher : PT. ABIG RIZKY PUBLISHER

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This study aims to analyze the influence of Brand Experience and Social Media Marketing on purchasing decisions for beauty products among Shopee e-commerce users in Sukabumi. The research method used is quantitative with an associative approach. The sample consists of 96 respondents, determined using Cochran's formula. Data were collected through a questionnaire. Data analysis was conducted using multiple linear regression, t-test (partial), and F-test (simultaneous), with the assistance of SPSS. The results show that Brand Experience (X1) has a positive and significant partial effect on purchasing decisions (Y) for beauty products on Shopee in Sukabumi (t-value 5.386 > t-table 1.986; sig. 0.000 < 0.05). Social Media Marketing (X2) also has a positive and significant partial effect on purchasing decisions (t-value 5.234 > t-table 1.986; sig. 0.000 < 0.05). Simultaneously, Brand Experience and Social Media Marketing have a significant influence on purchasing decisions (F-value 604.194 > F-table 3.09; sig. 0.000 < 0.05). The Adjusted R Square value of 0.927 indicates that 92.7% of the variation in purchasing decisions can be explained by the two independent variables. In conclusion, Brand Experience and Social Media Marketing are significant key factors influencing purchasing decisions for beauty products on Shopee in Sukabumi.
ANALISIS HARGA POKOK PRODUKSI SEBAGAI DASAR PENETAPAN HARGA JUAL UMKM ABIG BERKAH Niken Safitri; Rizky Maulana; Sandi Setiadi; Fithri Suciati
Sawala Cendikia : Jurnal Penelitian Multidisiplin Vol. 1 No. 02 (2025): September
Publisher : PT. ABIG RIZKY PUBLISHER

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This study aims to analyze the calculation of the Cost of Production (COP) as a basis for determining the selling price at UMKM Kedai Abig Berkah in Sukabumi. Micro, Small, and Medium Enterprises (MSMEs) play a strategic role in supporting the national economy; however, they often face structural challenges in implementing accurate production cost recording systems. The main problem identified is the use of a very simple and unsystematic COP calculation practice, in which the owner only sums up the main raw material costs and direct labor costs, without including factory overhead costs such as depreciation of kitchen equipment and utility expenses in detail. This research employs a qualitative descriptive approach, with data analysis methods consisting of data reduction, data presentation, and conclusion drawing. The findings reveal a significant discrepancy between the MSME’s internal calculation of Rp18,290 per portion and the application of the full costing method, which results in a COP of Rp36,360 per portion. Using a cost-plus pricing approach with a target profit margin of 15%, the recommended selling price is Rp42,000 per portion, which is Rp16,841 higher than the current selling price of Rp25,000. In conclusion, inaccurate COP calculation leads to underpricing, which potentially undermines profit margin stability and business competitiveness. Therefore, the implementation of comprehensive cost accounting is essential as a foundation for sustainable business strategy
Co-Authors Eva Fathussya Adah Fithri Suciati Niken Safitri Noornissa Sarah Ginanjar Sandi Setiadi