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Pengaruh Desain Kemasan dan Pengiriman Produk Pecah Belah terhadap Keputusan Pembelian Konsumen di Perusahaan Jeeahomeware Mario Ananda Viegas Simamora; Ronda Deli Sianturi; Dwi Pertiwi Anggraini
Social Science Academic Vol. 2 No. 2 (2024)
Publisher : Institut Agama Islam Sunan Giri Ponorogo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37680/ssa.9814

Abstract

This study aims to determine the influence of packaging design and delivery of glassware products on consumer purchase decisions at Jeeahomeware. The research method uses a quantitative approach with multiple linear regression analysis techniques. The research sample of 96 respondents was obtained through the purposive sampling method with the criteria of having bought Jeeahomeware glassware products at least twice in the last three months. The results of the partial test (t test) showed that the packaging design had a significant effect on the purchase decision with a t-value of 3.331 > t table 1.984 and a significance of 0.001 < 0.05. The delivery variable of glassware products also had a significant effect with t calculated 4.880 > t table 1.984 and significance 0.000 < 0.05. The results of the simultaneous test (F test) showed that F calculated 40.843 > F table 3.09 with a significance of 0.000 < 0.05, which means that the two variables together had a significant effect on the purchase decision. A determination coefficient value (R²) of 0.471 indicates that 47.1% of the variation in purchasing decisions can be explained by packaging design and product delivery, while 52.9% is influenced by other factors outside of this study. The conclusion of this study is that the packaging design and delivery of glassware products have a positive and significant effect, both partially and simultaneously, on consumer purchasing decisions at Jeeahomeware. Improving packaging quality and delivery reliability is expected to be able to encourage buying interest and consumer loyalty.
Pengaruh Strategi Pemasaran Dan Kreativitas Penjualan Umkm Basreng Umma Terhadap Minat Beli Konsumen Di Kota Pematang Siantar Sigit Dwi Prasetyo; Ronda Deli Sianturi
JURNAL ADMINISTRASI & MANAJEMEN Vol 16, No 2 (2026): Jurnal Administrasi dan Manajemen
Publisher : Universitas Respati Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52643/jam.v16i2.7569

Abstract

Penelitian ini bertujuan untuk mengetahui bagaimana pengaruh strategi pemasaran dan kreativitas penjualan UMKM Basreng Umma terhadap minat beli konsumen. Dengan menggunakan metode penelitian kuantitafif serta teknik pengumpulan data melalui observasi dan kuesioner yang diberikan kepada 23 responden. Analisis data ini menggunakan regresi linear berganda melalui SPSS versi 2020. Hasil yang didapat dari penelitian ini adalah strategi pemasaran berpengaruh positif dan signifikan terhadap minat beli konsumen. Kreativitas penjualan juga terbukti berpengaruh terhadap minat beli konsumen. Secara simultan, kedua variabel mempunyai pengaruh signifikan dengan nilai R2 sebesar 76,5% berarti bahwa strategi pemasaran dan kreativitas penjualan mampu menjelaskan minat beli sebesar 76,5% sedangkan sisanya dipengaruhi oleh 2 variabel lain diluar dari penelitian. Dengan demikian , hasil ini diharapkan mampu membantu basreng umma memperbaiki strategi pemasaran dan kreativitas penjualan menjdai faktor penting untuk meningkatkan minat beli konsumen serta usaha tetap berkembang yang tentu selalu mengedepankan produk yang berkualitas dan pelayanan guna meningkatkan kepuasan pada pelanggan. Kata kunci: strategi pemasaran, kreativitas penjualan, minat beli, UMKM, basreng umma.
Co-Authors Dwi Pertiwi Anggraini Mario Ananda Viegas Simamora Sigit Dwi Prasetyo