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All Journal Jurnal Multidisiplin Dehasen (MUDE) Strategic: Journal of Management Sciences Takuana: Jurnal Pendidikan, Sains, dan Humaniora QISTINA: Jurnal Multidisiplin Indonesia Neo Journal of economy and social humanities Jurnal Manajemen dan Bisnis Journal of Artificial Intelligence and Digital Business Digital Bisnis: Jurnal Publikasi Ilmu Manajemen Dan E-commerce JURNAL EKONOMI BISNIS DAN MANAJEMEN Jurnal Ekonomi Bisnis dan Manajemen Jurnal Pengabdian Masyarakat (Z-COVIS)
Isyana Rahayu
Universitas Cipasung
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Pengaruh Promosi dan Harga terhadap Keputusan Pembelian Produk Lazatto pada Konsumen Generasi Z di Kabupaten Tasikmalaya Rifa Fauziah; Isyana Rahayu
MANABIS: Jurnal Manajemen dan Bisnis Vol. 5 No. 3 (2026): September 2026
Publisher : Yayasan Pendidikan Penelitian Pengabdian Algero

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54259/manabis.v5i3.8153

Abstract

The increasing competition in the culinary industry encourages business actors to implement effective marketing strategies to attract consumer interest. Promotion and price are factors that are considered to influence purchasing decisions, especially among Generation Z, who tend to be responsive to digital promotions and consider prices before making purchases. This study aims to determine and analyze the effect of promotion and price on purchasing decisions of Lazatto products among Generation Z in Tasikmalaya Regency. This research employed a quantitative approach with descriptive and verificative research types. The sampling technique used purposive sampling with a total of 110 respondents. Data were collected through questionnaires using a Likert scale and analyzed using SPSS through validity testing, reliability testing, classical assumption testing, multiple linear regression analysis, partial testing (t-test), and coefficient of determination (R²). The results indicate that promotion and price have a positive and significant effect on purchasing decisions of Lazatto products, with price showing a more dominant influence than promotion. Therefore, attractive promotional strategies and appropriate pricing are important factors that should be considered to improve consumer purchasing decisions.
Pengaruh Inovasi Produk terhadap Minat Beli Konsumen melalui Citra Merek sebagai Mediasi pada Industri Kuliner Lokal Keripik Kaca Mah Enung: (Studi Kasus Desa Nanggerang Kecamatan Cigalontang Kabupaten Tasikmalaya) Yadi Yadi; Isyana Rahayu
Neo Journal of economy and social humanities Vol 5 No 2 (2026): Neo Journal of Economy and Social Humanities
Publisher : International Publisher (YAPENBI)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56403/nejesh.v5i2.489

Abstract

This study aims to analyze the effect of product innovation on consumer purchase intention, with brand image serving as a mediating variable, within the local culinary business "Keripik Kaca Mah Enung" in Nanggerang Village, Cigalontang District, Tasikmalaya Regency. An explanatory quantitative approach was employed. The study population comprised the entire community of Nanggerang Village, totaling 5,690 individuals. The sample size was determined using the Slovin formula with a 10% margin of error, resulting in 110 respondents selected via incidental sampling. Data collection was conducted using a questionnaire with a 1–5 Likert scale. Data analysis utilized the Partial Least Squares Structural Equation Modeling (PLS-SEM) method with SmartPLS software. The results indicate that product innovation has a positive and significant effect on brand image (β = 0.839; p = 0.000). Product innovation also has a positive and significant effect on consumer purchase intention (β = 0.520; p = 0.000). Furthermore, brand image has a positive and significant effect on consumer purchase intention (β = 0.343; p = 0.000). Mediation analysis confirms that brand image significantly and partially mediates the relationship between product innovation and consumer purchase intention (β = 0.288; p = 0.000). These findings indicate that product innovation—specifically regarding packaging and flavor variety—not only directly boosts purchase intention but also yields more optimal results when successfully translated into a strong brand image perception within the community.
Co-Authors Adi M. Nur Ihsan Ai Deti Nurajijah Aryani Nurmahmudah Della Apriani Devi Roatul Padilah Herdiyanti Laelatul Farida Moh Fahmie Noer Alam Mohamad Herdi Faizal Neng Aisah Ramdani Al Falah Rangga Purnama Rifa Fauziah Siti Maulah Tsabbit M Fadillah Ujang Eri Jaenudin Yadi Yadi Zannki Abdilah