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Contact Name
Randika Fandiyanto
Contact Email
jementrepreneurship@gmail.com
Phone
+6285746814826
Journal Mail Official
jementrepreneurship@gmail.com
Editorial Address
Jl. Pb. Sudirman No.7, Karangasem, Patokan, Kec. Situbondo, Kabupaten Situbondo, Jawa Timur 68312
Location
Kab. situbondo,
Jawa timur
INDONESIA
Jurnal Mahasiswa Entrepreneur
ISSN : 29648750     EISSN : 2964898X     DOI : https://doi.org/10.36841/jme.v2i2
Jurnal Mahasiswa Entrepreneurship (JME) Fakultas Ekonomi dan Bisnis Universitas Abdurachman Saleh Situbondo adalah jurnal yang ditulis oleh mahasiswa FEB UNARS sebagai jembatan antara ilmu dan praktek manajemen. JME mempublikasikan artikel baik berupa telaah pustaka maupun hasil penelitian empiris. JME menerima naskah dari berbagai bidang atau disiplin ilmu, seperti Keuangan, Manajemen Strategi, Pemasaran , Operasional dan Kewirausahaan . Kriteria utama untuk dapat diterima di JME adalah kemampuan untuk memberikan sumbangsih bagi perkembangan ilmu ekonomi khususnya manajemen. JME menerima kiriman naskah/artikel dalam bahasa Indonesia atau Inggris dan harus dinyatakan bahwa naskah yang dikirim tersebut, tidak dikirim atau belum pernah dipublikasikan dalam jurnal lainnya. Keputusan tentang pemuatan artikel dalam JME diambil melalui proses blind review oleh Dewan Redaksi dengan mempertimbangkan antara lain : orisinilitas, aktualitas serta signifikansi kontribusi artikel terhadap pengembangan ilmu pengetahuan maupun praktik dalam dunia nyata. Dewan redaksi akan memberikan telaah konstrutif dan jika dipandang perlu, menyampaikan hasil evaluasi kepada penulis artikel untuk ditanggapi dan didiskusikan. Untuk revisi kecil (minor revision), naskah yang telah diperbaiki bisa langsung mendapat persetujuan untuk dimuat. Artikel yang tidak memenuhi kriteria yang ditetapkan akan dikembalikan.
Articles 782 Documents
PENGARUH HARGA, BRAND AWARENESS, CITRA MEREK DAN PROMOSI MEDIA SOSIAL TERHADAP KEPUTUSAN PEMBELIAN DENGAN MINAT BELI SEBAGAI VARIABEL INTERVENING PADA PRODUK RENGGINANG UD. YULI MAKMUR DESA SEMIRING SITUBONDO Iklimatul Jawahiro; Ida Subaida; Ardhya Yudistira Adi Nanggala
Jurnal Mahasiswa Entrepreneurship (JME) Vol 5 No 4 (2026): APRIL 2026
Publisher : Fakultas Ekonomi dan Bisnis

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36841/jme.v5i4.8866

Abstract

The increasingly intense competition in the traditional snack business encourages business owners to understand the factors that influence consumer purchase decisions. This study aims to analyze the influence of Price, Brand awareness, Brand image, and Social media promotion on Purchase decisions with Purchase intention as an intervening variable on Rengginang products of UD. Yuli Makmur, Semiring Village, Situbondo. This study is an explanatory research with a quantitative approach. The population of this study consisted of consumers who were aware of the product and had purchased Rengginang products of UD. Yuli Makmur. The sample consisted of 110 respondents selected using a purposive sampling technique. Data analysis was conducted using Partial Least Square (PLS-SEM). The results of the direct effect hypothesis testing using SmartPLS 3.0 showed that Brand awareness had a significant positive effect on Purchase intention. Brand image and Purchase intention had a significant positive effect on Purchase decisions. In addition, Brand awareness had a significant positive effect on Purchase decisions through Purchase intention. Meanwhile, Price and Social media promotion did not have a significant effect on either Purchase intention or Purchase decisions. These findings indicate that Brand awareness, Brand image, and Purchase intention are important factors in increasing Purchase decisions for Rengginang products of UD. Yuli Makmur.
PENGARUH PRODUCT QUALITY, PRODUCT DIVERSIFICATION, E-WORD OF MOUTH DAN EVENT MARKETING TERHADAP CUSTOMER LOYALTY MELALUI PURCHASE DECISION SEBAGAI VARIABLE INTERVENING PADA UD. CAROLINA IBU BAGAS DI DESA GELUNG KABUPATEN SITUBONDO Ahmad Bondan Baikuni; Mohammad Yahya Arief; Siti Soeliha
Jurnal Mahasiswa Entrepreneurship (JME) Vol 5 No 4 (2026): APRIL 2026
Publisher : Fakultas Ekonomi dan Bisnis

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36841/jme.v5i4.8868

Abstract

This study aims to empirically determine and analyze the effect of Product Quality, Product Diversification, E-WOM (Electronic Word of Mouth), and Event Marketing on Customer Loyalty through Purchase Decision as an intervening variable at UD. Carolina Ibu Bagas, located in Gelung Village, Situbondo Regency. This study used a quantitative approach with a non-probability sampling technique through a purposive sampling method, involving 120 respondents as the research sample. Data processing and analysis in this study were performed using the statistical tool SmartPLS version 3.0. The data analysis methods used included convergent validity, reliability, classical assumption testing, goodness of fit (GOF) testing, coefficient of determination testing, structural equation analysis (inner model), and research hypothesis testing. The results of the direct effect hypothesis test indicate that Product Quality and Event Marketing variables have a significant influence on Purchase Decision, while Product Diversification and E-WOM do not. Furthermore, Product Quality and Event Marketing also have a significant influence on Customer Loyalty, while Product Diversification, E-WOM, and Purchase Decision do not significantly influence Customer Loyalty. The results of the indirect effect hypothesis test indicate that Product Quality, Product Diversification, E-WOM, and Event Marketing do not significantly influence Customer Loyalty through Purchase Decision as an intervening variable in this study.

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