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All Journal Score: Jurnal Lentera Manajemen Pemasaran Oikonomia : Journal of Management Economics and Accounting
Newton Newton
Universitas Syiah Kuala
Economics, Econometrics & Finance

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Determinants of Sales Volume in Es Teh Cup MSMEs: The Influence of Personal Selling and Distribution, Moderated by Packaging Newton Newton; Agustini Tanjung; Helen Parkhurst; Felina Co Young
Oikonomia : Journal of Management Economics and Accounting Vol. 2 No. 3 (2025): Oikonomia - May
Publisher : PT. Hafasy Dwi Nawasena

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61942/oikonomia.v2i3.361

Abstract

The packaged cup beverage business is a phenomenon that is currently booming in Indonesia due to its tropical climate.  Beverage packaging served in cup packaging is very suitable for today's practical culture. Tea is one type of drink that is served in cup packaging because it is very easy to make compared to other types of drinks. This study aims to determine the effect of personal selling and distribution costs on the sales volume of cup iced tea businesses, and to determine the role of packaging as a moderating variable that strengthens the relationship between the two variables on sales volume. This study uses a quantitative approach with 300 respondents of cup iced tea MSMEs in Bekasi City. Data were collected through questionnaires and analyzed using the Structural Equation Modeling (SEM) method with the help of SmartPLS version 3.0 software. The results showed that personal selling and distribution costs have a positive effect on sales volume. Packaging is proven to strengthen the effect of personal selling on sales volume, although the effect is not too strong. However, packaging does not strengthen the effect of distribution costs on sales volume. This finding shows the importance of a marketing strategy that does not only rely on promotion and distribution, but also pays attention to the design and function of packaging as part of the product's appeal.
Determinan Keputusan Pembelian Kendaraan Hybrid: Peran Kesadaran Lingkungan, Green Product, Personal Selling, dan Green Lifestyle Agustini Tanjung; Helen Parkhurst; Newton Newton; Tri Mulyani Kartini; Etty Zuliawati Zed
Score: Jurnal Lentera Manajemen Pemasaran Vol. 4 No. 01 (2026): Mei 2026
Publisher : Lentera Ilmu Nusantara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59422/lmp.v4i01.1238

Abstract

Peningkatan jumlah kendaraan bermotor berkontribusi terhadap meningkatnya emisi karbon yang berdampak pada pencemaran udara. Indonesia tercatat sebagai salah satu negara dengan kualitas udara terburuk di dunia, sehingga mendorong masyarakat untuk beralih ke kendaraan ramah lingkungan seperti hybrid electric vehicle (HEV). Penelitian ini bertujuan untuk menganalisis pengaruh kesadaran lingkungan, green product, dan personal selling terhadap keputusan pembelian All New Kijang Innova Zenix HEV di Kabupaten Bekasi dengan green lifestyle sebagai variabel moderasi. Dalam penelitian ini menggunakan pendekatan kuantitatif dengan teknik pengambilan sampel non-probability sampling melalui purposive sampling terhadap 300 responden. Data dianalisis menggunakan SmartPLS. Hasil penelitian menunjukkan bahwa kesadaran lingkungan berpengaruh positif terhadap keputusan pembelian, green product tidak berpengaruh signifikan terhadap keputusan pembelian, dan personal selling berpengaruh signifikan terhadap keputusan pembelian. Selain itu, green lifestyle tidak memoderasi hubungan antara kesadaran lingkungan dan keputusan pembelian, memperlemah hubungan antara green product dan keputusan pembelian, serta tidak memoderasi hubungan antara personal selling dan keputusan pembelian. Temuan ini memberikan implikasi bahwa strategi pemasaran berbasis pendekatan personal dan peningkatan kesadaran lingkungan lebih efektif dalam mendorong keputusan pembelian kendaraan ramah lingkungan.
Co-Authors Agustini Tanjung Agustini Tanjung Etty Zuliawati Zed Felina Co Young Helen Parkhurst Tri Mulyani Kartini