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All Journal Jurnal Studia Akuntansi dan Bisnis (The Indonesian Journal of Management & Accounting) Prosiding Amal Insani Foundation Journal of Innovative and Creativity
Denies Susanto
Pamulang University
Religion Humanities Computer Science & IT Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mathematics Social Sciences Other

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The Influence of Marketing Mix (4P) on Purchase Intention Student Entrepreneurial Products at SMKS Al-Ma’arif Cikande–Serang Muhammad Iqbal Ismail; Juhaeri; Denies Susanto
Journal of Innovative and Creativity Vol. 5 No. 3 (2025)
Publisher : Fakultas Ilmu Pendidikan Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/joecy.v5i3.5042

Abstract

This study aims to analyze the influence of the marketing mix (4P) product, price, place, and promotion on purchase intention student entrepreneurial products at SMKS Al-Ma’arif Cikande–Serang. The research was motivated by the need to strengthen marketing strategies in school-based entrepreneurship programs, which often face similar challenges to Micro, Small, and Medium Enterprises (MSMEs), particularly in understanding consumer behavior and implementing effective marketing strategies. The marketing mix, serves as a framework to examine how these four elements interact in shaping consumer purchase intentions. The study employed a quantitative approach using a causal research design to determine the cause-and-effect relationship between the marketing mix variables and purchase intention. Data were collected from 32 respondents who had purchased or were familiar with the student entrepreneurship products. A saturated sampling technique was used, and data analysis was performed with SPSS version 27, including validity, reliability, classical assumption, and multiple linear regression tests. The findings reveal that product and price have a significant and positive effect on purchase intention, while place and promotion show a positive but not significant effect. The regression model indicates a strong relationship between the marketing mix and purchase intention, with an R² value of 0.844, meaning that 84.4% of purchase intention can be explained by the four variables. In conclusion, improving product innovation and pricing strategies is crucial to enhancing consumer purchase intention, while expanding distribution access and digital promotion can further strengthen market engagement. This study provides valuable insights for educational institutions to integrate practical marketing strategies into entrepreneurship programs, thereby increasing the competitiveness and sustainability of student-made products.
WEBSITE QUALITY, BRAND TRUST, AND PRICE PERCEPTION IN SHOPEE CUSTOMER LOYALTY: THE MEDIATING ROLE OF SATISFACTION Muhammad Iqbal Ismail; Denies Susanto; Indar Riyanto
Jurnal Studia Akuntansi dan Bisnis (The Indonesian Journal of Management & Accounting) Vol 14 No 1 (2026)
Publisher : Universitas La Tansa Mashiro

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55171/jsab.v14i1.1577

Abstract

This study aims to examine the influence of website quality, brand trust, and price perception on customer loyalty, with customer satisfaction as a mediating variable among Shopee e-commerce users in Indonesia. The research is motivated by the increasing competition in the e-commerce industry, which requires companies to strengthen customer loyalty through high-quality digital services, strong brand trust, and competitive pricing strategies. This study adopts a quantitative approach using a survey method involving 300 active Shopee users selected through purposive sampling. Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results indicate that website quality, brand trust, and price perception have positive and significant effects on both customer satisfaction and customer loyalty. Among the independent variables, price perception demonstrates the strongest direct influence on customer loyalty. Furthermore, customer satisfaction partially mediates the relationships between website quality, brand trust, price perception, and customer loyalty. These findings suggest that customer loyalty in e-commerce platforms is not solely driven by competitive pricing but also by reliable platform performance and strong brand credibility that collectively create a satisfying shopping experience. This study contributes to the literature on digital marketing and customer loyalty in the Indonesian e-commerce context and provides managerial insights for Shopee in designing sustainable strategies to enhance customer satisfaction and long-term loyalty.
THE COMPETENCY-BASED CURRICULUM DEVELOPMENT IN THE INDEPENDENT CURRICULUM AT INDONESIAN UNIVERSITIES Muhammad Iqbal Ismail; Latif; Denies Susanto
Prosiding Amal Insani Foundation Vol. 3 (2026): PROSIDING INTERNASIONAL
Publisher : Amal Insani Foundation

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Abstract

Competency-based curriculum development is a strategic approach to improving the quality of education in Indonesia, especially in addressing the challenges of the Fourth Industrial Revolution and globalization. The implementation of the Merdeka Curriculum, introduced by the Ministry of Education, Culture, Research, and Technology of Indonesia, aims to provide greater autonomy to educational institutions in designing flexible curricula that meet the needs of the workforce. This study employs a descriptive qualitative approach with a literature review technique to collect and analyze relevant data. Literature searches were conducted via Google Scholar using relevant keywords, restricting results to articles published between 2020 and 2023. Literature analysis indicates that the development of competency-based curricula aligned with the Indonesian National Qualifications Framework (KKNI) and the integration of technology in teaching, such as augmented reality and digital media, can enhance graduate competencies and learning effectiveness. Additionally, collaboration between higher education institutions and industries, as well as the development of entrepreneurship programs on campus, significantly contributes to students' job readiness. This research provides practical and strategic recommendations for more effective and relevant curriculum development, supporting the improvement of higher education quality in Indonesia and producing competent and innovative graduates.
Co-Authors Indar Riyanto Juhaeri Latif Muhammad Iqbal Ismail Muhammad Iqbal Ismail