Article Per Year (5 Year)
p-Index From 2021 - 2026
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This Author published in this journals
All Journal Journal of Innovative and Creativity International Journal of Economic and Tourism Research
Hendry Kurniawan
Universitas Pasir Pangaraian
Education Languange, Linguistic, Communication & Media Mathematics Social Sciences Other

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Strategi Pemasaran Marketing Mix 4P (Price, Product, Place, Promotion) Untuk Meningkatkan Volume Penjualan Pada D’House Cafe & Resto Pasir Pengaraian Junaidi Saputra Pardosi; Hendry Kurniawan; Ratna Dewi
Journal of Innovative and Creativity Vol. 5 No. 2 (2025)
Publisher : Fakultas Ilmu Pendidikan Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/joecy.v5i2.2624

Abstract

Penelitian ini bertujuan untuk mengidentifikasi strategi pemasaran Marketing Mix 4P (Price, Product, Place, Promotion) Untuk Meningkatkan Volume Penjualan Pada D’House Cafe & Resto Pasir Pengaraian. Jenis penelitian yang digunakan dalam penelitian ini adalah penelitian deskriptif eksploratif. Informan dalam penelitian ini terdiri dari 8 orang. Hasil penelitian menunjukkan bahwa D’House Cafe & Resto telah menerapkan strategi pemasaran marketing mix yang cukup baik dalam meningkatkan volume penjualan.
Exploring the Influence of Social Media Influencers on Impulse Buying Behavior of FMCG Products: A Qualitative Study Hendry Kurniawan; Indra Iryanto Nur Hidayat
International Journal of Economic and Tourism Research Vol. 1 No. 3 (2025): October 2025
Publisher : PT. Hidayat Muda Intelektual

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.0000/ECOTOUR.v1.i3.a34

Abstract

The increasing use of social media influencers in fast-moving consumer goods (FMCG) marketing has reshaped consumer purchasing behavior, particularly impulse buying. Unlike planned purchases, impulse buying is driven by spontaneous emotional responses and situational stimuli. This study aims to explore how social media influencers influence impulse buying behavior of FMCG products from a qualitative perspective. Using a qualitative research design, this study adopts a descriptive approach to understand consumers’ subjective experiences when exposed to influencer content. Data were collected through in-depth interviews with consumers who have purchased FMCG products impulsively after exposure to influencer recommendations on social media. The findings reveal that influencer credibility, emotional appeal, and persuasive storytelling play a significant role in triggering impulse buying. Influencers are perceived as trusted references whose recommendations reduce cognitive evaluation and encourage spontaneous purchasing decisions. This study contributes to consumer behavior and influencer marketing literature by providing contextual insights into the psychological and relational mechanisms underlying impulse buying in FMCG contexts. Practically, the findings offer guidance for marketers in designing ethical and effective influencer strategies that consider consumer emotional responses.
Co-Authors Indra Iryanto Nur Hidayat Junaidi Saputra Pardosi Ratna Dewi