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Pengaruh Strategi Promosi dan Harga Terhadap Keputusan Pembelian Konsumen Melalui Brand Awareness Sebagai Variabel Intervening Pada Cv. Raksa Stone Abdillah, Rahman Karunia Sandi; Sumiati, Siti
RIGGS: Journal of Artificial Intelligence and Digital Business Vol. 5 No. 1 (2026): Februari - April
Publisher : Prodi Bisnis Digital Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/riggs.v5i1.5257

Abstract

This study investigates the effects of promotion strategy and price on consumer purchase decisions, with brand awareness as an intervening variable at CV Raksa Stone. An explanatory quantitative approach was employed. Data were collected through questionnaires distributed to 160 consumers who had purchased natural stone products between 2022 and 2024, using purposive sampling. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4.0.The results indicate that promotion strategy has a positive and significant effect on both brand awareness and purchase decisions. Price also shows a positive and significant effect on brand awareness and purchase decisions. Furthermore, brand awareness has a significant influence on consumer purchase decisions. Mediation analysis reveals that brand awareness successfully mediates the relationship between promotion strategy and purchase decisions, but does not mediate the relationship between price and purchase decisions.These findings suggest that promotion strategy plays a key role in enhancing brand awareness, which in turn drives consumer purchasing decisions. In contrast, price tends to influence purchase decisions directly rather than indirectly through brand awareness. This implies that while competitive pricing remains important, promotional efforts are more effective in building brand awareness and shaping long-term consumer decision-making.The study offers practical implications for management, highlighting the importance of optimizing promotional strategies to strengthen brand awareness while maintaining competitive pricing to support stable purchase decisions in the natural stone industry.
Pencegahan stunting sejak dini melalui penyuluhan gizi dengan media leaflet untuk ibu yang memiliki anak stunting di Desa Waru Urfaturrizqi, Salsabila; Nugroho, Kalisnada Namba Rohmad; Ibad, Irsyadul; Afiatillah, Nur Mukti; Auliatuzzahra, Adhisty; Agustiana, Rima; Sebriyana, Novi; Rusliawati, Siska Adhani; Abdillah, Rahman Karunia Sandi; Rahayu, Sefani; Suparmi, Suparmi
Community Empowerment Journal Vol. 4 No. 1 (2026)
Publisher : CV. Yudhistt Fateeh

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61251/cej.v4i1.398

Abstract

Stunting merupakan salah satu masalah gizi kronis yang berdampak pada kualitas hidup anak di masa depan. Kondisi ini ditandai dengan keterlambatan pertumbuhan fisik akibat kekurangan gizi, pola asuh yang tidak tepat, serta sanitasi lingkungan yang kurang baik. Dampak stunting tidak hanya memengaruhi tinggi badan, tetapi juga perkembangan otak, daya tahan tubuh, hingga produktivitas saat dewasa. Upaya pencegahan dan penanggulangan stunting perlu dilakukan sejak dini, khususnya pada keluarga yang anaknya telah teridentifikasi mengalami stunting. Sebagai bentuk kontribusi nyata, mahasiswa Kuliah Kerja Nyata (KKN) Kelompok 30 Universitas Islam Sultan Agung Semarang melaksanakan penyuluhan pencegahan stunting di Desa Waru. Sasaran utama kegiatan ini adalah ibu yang memiliki anak stunting. Penyuluhan dilakukan dengan media leaflet edukatif yang berisi informasi singkat mengenai gizi seimbang, ASI eksklusif, pemberian MP-ASI bergizi, serta perilaku hidup bersih. Hasil kegiatan menunjukkan adanya peningkatan pemahaman ibu terkait pentingnya pemenuhan gizi anak dan pola hidup sehat keluarga. Media leaflet terbukti efektif sebagai sarana edukasi karena mudah dipahami, praktis, dan dapat dijadikan rujukan kembali oleh peserta. Program ini diharapkan menjadi langkah berkelanjutan dalam mendukung upaya penurunan prevalensi stunting di tingkat desa. Stunting is a chronic nutritional problem that impacts a child's future quality of life. This condition is characterized by delayed physical growth due to malnutrition, inappropriate parenting, and poor environmental sanitation. The impact of stunting not only affects height but also brain development, endurance, and productivity in adulthood. Efforts to prevent and address stunting need to be implemented early, especially in families whose children have been identified as stunted. As a concrete contribution, Community Service Program (KKN) students from Group 30 of Sultan Agung Islamic University Semarang conducted stunting prevention outreach in Waru Village. The primary target group for this activity was mothers with stunted children. The outreach included educational leaflets containing concise information on balanced nutrition, exclusive breastfeeding, providing nutritious complementary foods, and practicing good hygiene. The results of the activity showed an increase in mothers' understanding of the importance of meeting children's nutritional needs and maintaining a healthy family lifestyle. The leaflets proved effective as an educational tool because they were easy to understand, practical, and could be used as a reference by participants. This program is expected to be a sustainable step in supporting efforts to reduce stunting prevalence at the village level.