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All Journal International Journal of Economic, Business, Accounting, Agriculture Management and Sharia Administration (IJEBAS) International Review of Practical Innovation, Technology and Green Energy (IRPITAGE) Global Research in Economics and Advanced Theory
Fandi Bachtiar
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Religion Humanities Economics, Econometrics & Finance Energy Social Sciences Other

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PURCHASE DECISIONS ACEH CAKE UMKM Tuwisna; Fandi Bachtiar; Sri Maisarah
International Journal of Economic, Business, Accounting, Agriculture Management and Sharia Administration (IJEBAS) Vol. 6 No. 2 (2026): April
Publisher : CV. Radja Publika

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.5281/zenodo.19583079

Abstract

This study aims to test and analyze the influence of promotion through TikTok and product innovation on purchasing decisions in micro, small, and medium enterprises of Acehnese Traditional Cakes. The determination of the research sample uses the Purba formula. The sample used in this study was 96 consumers in micro, small, and medium enterprises of Acehnese Traditional Cakes who were willing to be respondents. The analytical method applied was multiple linear regression analysis. The results of the study indicate that promotion through TikTok partially has a positive and significant effect on purchasing decisions in micro, small, and medium enterprises of Acehnese Traditional Cakes in Banda Aceh city. Product innovation partially has a positive and significant effect on purchasing decisions in micro, small, and medium enterprises of Acehnese Traditional Cakes in Banda Aceh city. Promotion through TikTok and product innovation simultaneously have a positive and significant effect on purchasing decisions in micro, small, and medium enterprises of Acehnese Traditional Cakes in Banda Aceh city.
STRATEGIC ROLE OF DIGITAL MARKETING AND SERVICE QUALITY IN SHAPING CONSUMER PURCHASE DECISIONS: EVIDENCE FROM MSMES IN BANDA ACEH Fandi Bachtiar
GLOBAL RESEARCH IN ECONOMICS AND ADVANCE THEORY (GREAT) Vol 3 No 2 (2026): GREAT Journal
Publisher : GREET

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.65788/greatjournal.v3i2.116

Abstract

This study aims to analyze the strategic role of digital marketing and service quality in shaping consumer purchase decisions among Micro, Small, and Medium Enterprises (MSMEs) in Banda Aceh. In the era of rapid technological advancement and increasing market competition, MSMEs are required to adopt effective marketing strategies and maintain excellent service quality to attract and retain customers. This research employs a quantitative approach using a survey method. Data were collected from 150 consumers who had purchased products from MSMEs in Banda Aceh through structured questionnaires. The collected data were analyzed using multiple linear regression with the assistance of SPSS software. The findings indicate that digital marketing has a positive and significant effect on consumer purchase decisions. Likewise, service quality also shows a positive and significant influence on purchase decisions. Simultaneously, both variables contribute substantially to explaining variations in consumer purchasing behavior. These results suggest that MSMEs should strengthen their digital presence through social media, online promotions, and interactive communication while continuously improving service responsiveness, reliability, and customer satisfaction. The study provides practical implications for MSME owners and policymakers in developing competitive business strategies to enhance local economic growth.
STRATEGY FOR SALES AND PROCESSING JACKFRUIT INTO INNOVATIVE CHIPS AS AN EFFORT TO IMPROVE THE ECONOMY OF THE COMMUNITY IN GAMPONG LAMBHUK, BANDA ACEH CITY Tuwisna; Fandi Bachtiar; Sri Maisarah; Rezky Vinte Nate
International Review of Practical Innovation, Technology and Green Energy (IRPITAGE) Vol. 6 No. 1 (2026): March-June 2026
Publisher : RADJA PUBLIKA

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

This product not only has a longer shelf life but can also be developed with various flavors and attractive packaging, thus offering potential for penetration into both local and national markets.The innovative strategy of processing jackfruit into chips is expected to provide economic benefits to the people of Gampong Lambhuk. By empowering small and medium enterprises (SMEs) and involving the community in production, marketing, and distribution, this product is expected to create job opportunities, increase income, and strengthen the local wisdom-based economic sector. According to Philip Kotler and Kevin Lane Keller in their 2019 book "Marketing Management," a sales strategy is an integral part of a marketing strategy that focuses on planning and implementing activities to promote and distribute products or services to target customers. This strategy includes determining target markets, developing effective sales approaches, selecting appropriate distribution channels, and implementing promotional techniques designed to achieve sales objectives.
Co-Authors Rezky Vinte Nate Sri Maisarah Tuwisna