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All Journal Economic Reviews Journal ManBiz: Journal of Management and Business
Fasya, Diva Dinar
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Religion Economics, Econometrics & Finance Education Industrial & Manufacturing Engineering Social Sciences

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Analyzing the Influence of Promotion on Consumer Purchase Decisions Using a Binary Logistic Regression Model in Car Salon Services Ahtisya, Syauqi; Herdianto, Herdianto; Fasya, Diva Dinar; Heikal, Jerry
Economic Reviews Journal Vol. 4 No. 4 (2025): Economic Reviews Journal
Publisher : Masyarakat Ekonomi Syariah Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56709/mrj.v5i1.984

Abstract

This study aims to analyze the influence of promotion on consumer purchasing decisions for car salon services using the binary logistic regression model. Promotion plays a crucial role in marketing strategy, particularly in service industries, as it helps build awareness and stimulates consumer decisions. Data were collected from 150 respondents who had been exposed to promotional activities conducted by car salon businesses. The independent variables examined in this research include promotion, price, brand switching, and prior experience, while the dependent variable is the consumer’s purchase decision. The data were analyzed using the binary logistic regression method with IBM SPSS 25 software. The results show that promotion and customer experience have a positive and significant effect on purchasing decisions, whereas price and brand switching have a significant negative effect. The final model achieved a classification accuracy of 74,0%, indicating that the selected variables can effectively explain consumer decision-making behavior. These findings highlight that effective promotional strategies and positive customer experiences significantly increase the likelihood of purchase, while high price perceptions and brand-switching tendencies reduce it. This study provides managerial implications for car salon service providers to enhance promotional effectiveness and improve customer satisfaction to foster long-term loyalty.
Analisis Faktor Penyebab Kegagalan Minimarket Waralaba dalam 2–3 Tahun Pertama Operasional Herdianto, Herdianto; Fasya, Diva Dinar; Ahtisya, Syauqi; Rukmana, Ovalia
ManBiz: Journal of Management and Business Vol. 4 No. 3 (2025): ManBiz: Journal of Management and Business
Publisher : Institut Agama Islam Nasional Laa Roiba Bogor

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Abstract

The rapid growth of modern retail in Indonesia has accelerated the expansion of franchise minimarkets across urban and semi-urban areas. Despite their standardized operating systems and brand advantages, many franchise minimarket outlets fail and close within the second to third year of operation. This study aims to identify and explain the key factors contributing to early franchise minimarket failure through a qualitative approach that foregrounds owners’ lived experiences and interpretations of failure. Data were collected through in-depth interviews with former franchise minimarket owners whose outlets had ceased operations, and were strengthened through netnography and document analysis as triangulation to enhance credibility. All qualitative data were analyzed using NVivo 15 following a thematic analysis procedure involving data familiarization, open coding, categorization, and theme development to reveal dominant patterns underlying business closure. The findings indicate that franchise minimarket failure is a multifactor phenomenon shaped by the interaction of internal and external pressures. Key internal drivers include weak marketing management, limited capability to develop adaptive sales strategies, and escalating operational costs. External drivers include non-strategic locations, shifting customer traffic patterns, declining local purchasing power, and aggressive competition from large networked modern retailers. Outlets established without adequate market feasibility assessment were more vulnerable to recurring losses and cash-flow constraints, ultimately leading to closure. These findings underscore the importance of rigorous pre-entry planning, strengthened managerial capacity, and supportive zoning policies to improve the sustainability of franchise minimarkets.
Co-Authors Ahtisya, Syauqi Heikal, Jerry Herdianto Herdianto, Herdianto Rukmana, Ovalia