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Jurnal Manajemen Ekonomi dan Bisnis
Published by Sekolah Tinggi Ilmu Ekonomi Graha Kirana
ISSN : -     EISSN : 30325382     DOI : -
Core Subject : Economy,
Economics, Econometrics & Finance
Jurnal Manajemen Ekonomi dan Bisnis (JMEB) adalah jurnal ilmiah yang diterbitkan oleh Program Studi Manajemen, Sekolah Tinggi Ilmu Ekonomi Graha Kirana, Medan, Indonesia. Jurnal ini terbit dua kali per tahun. Jurnal ini berisi artikel penelitian, pengembangan konseptual, tinjauan kritis yang berkaitan dengan bidang ekonomi, manajemen dan bisnis, seperti Manajemen Sumber Daya Manusia, Pemasaran, Manajemen Operasional dan Produksi, Manajemen Bisnis, Kewirausahaan, E-Commerce dan isu-isu ekonomi lainnya.
Arjuna Subject : Bisnis, Menejemen, dan Akutansi (semua kategori) - Bisnis, Menejemen, dan Akutansi (Lain-Lain)
Articles 32 Documents
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DAMPAK KEBERADAAN DOSEN TIDAK TETAP TERHADAP PERKEMBANGAN INSTITUSI PERGURUAN TINGGI: KAJIAN PADA ASPEK AKADEMIK DAN MANAJERIAL Arsania, Rara Fristi; Salabi, Agus Salim
Jurnal Manajemen Ekonomi dan Bisnis Vol 3, No 2 (2024)
Publisher : Sekolah Tinggi Ilmu Ekonomi Graha Kirana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61715/jmeb.v3i2.99

Abstract

This study aims to analyze the impact of part-time lecturers on the development of higher education institutions, focusing on academic and managerial aspects. The presence of part-time lecturers in universities has become increasingly common, especially in response to the challenges of flexible and efficient teaching needs. However, their contribution to the quality of education and institutional management remains a subject of debate. This research employs a qualitative approach with a case study conducted at several universities in Indonesia. Data was collected through interviews with academic administrators, full-time, and part-time lecturers, as well as analysis of human resource management policy documents. The findings indicate that part-time lecturers play a significant role in enhancing teaching flexibility, but challenges related to teaching consistency and integration within academic teams were identified. From a managerial perspective, part-time lecturers provide efficiency in budget management and meeting teaching staff requirements but may add complexity to performance management and evaluation processes. This study suggests the need for more structured and professional policies in managing part-time lecturers to ensure sustainable educational quality and more effective human resource management. Penelitian ini bertujuan untuk menganalisis dampak keberadaan dosen tidak tetap terhadap perkembangan institusi perguruan tinggi, dengan fokus pada aspek akademik dan manajerial. Keberadaan dosen tidak tetap di perguruan tinggi menjadi semakin umum, terutama dalam menghadapi tantangan kebutuhan pengajaran yang fleksibel dan efisien. Namun, kontribusi mereka terhadap kualitas pendidikan dan pengelolaan institusi masih menimbulkan berbagai perdebatan. Penelitian ini menggunakan pendekatan kualitatif dengan studi kasus pada beberapa perguruan tinggi di Indonesia. Data diperoleh melalui wawancara dengan pengelola akademik, dosen tetap, dan dosen tidak tetap, serta analisis dokumen kebijakan pengelolaan sumber daya manusia. Hasil penelitian menunjukkan bahwa dosen tidak tetap berperan penting dalam meningkatkan fleksibilitas pengajaran, namun terdapat kendala terkait konsistensi pengajaran dan integrasi mereka dalam tim akademik. Dalam aspek manajerial, dosen tidak tetap memberikan efisiensi dalam pengelolaan anggaran dan pemenuhan kebutuhan tenaga pengajar, namun dapat menambah kompleksitas dalam pengelolaan kinerja dan evaluasi. Penelitian ini menyarankan perlunya kebijakan pengelolaan dosen tidak tetap yang lebih terstruktur dan profesional, guna memastikan kualitas pendidikan yang berkelanjutan serta pengelolaan sumber daya manusia yang lebih efektif. 
ANALISIS PERSEPSI BUDAYA ORGANISASI DAN HUBUNGANNYA DENGAN KEPUASAN KERJA PADA KARYAWAN PRINCIPLE DAN DISTRIBUTOR Syafri, Muhammad; Saputra, Rizky
Jurnal Manajemen Ekonomi dan Bisnis Vol 3, No 2 (2024)
Publisher : Sekolah Tinggi Ilmu Ekonomi Graha Kirana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61715/jmeb.v3i2.100

Abstract

This study aims to analyze the perception of organizational culture and its relationship with job satisfaction among employees working at Principle and Distributor companies. Organizational culture refers to a set of values, norms, and practices that form the foundation of behavior within an organization, while job satisfaction reflects the level of happiness and contentment an individual has with their work. This research uses a quantitative approach with a survey method involving 50 respondents from both types of companies. Data were collected through questionnaires that measured perceptions of organizational culture dimensions such as innovation, results orientation, teamwork, and stability, as well as job satisfaction from both intrinsic and extrinsic aspects. The analysis results show a significant positive relationship between perceptions of organizational culture and employee job satisfaction, with the dimension of teamwork having the greatest influence. This study indicates the importance of strengthening organizational culture to enhance job satisfaction, which in turn can drive productivity and employee loyalty. Penelitian ini bertujuan untuk menganalisis persepsi budaya organisasi dan hubungannya dengan kepuasan kerja pada karyawan yang bekerja di perusahaan Principle dan Distributor. Budaya organisasi merupakan sekumpulan nilai, norma, dan praktik yang menjadi dasar perilaku dalam organisasi, sementara kepuasan kerja mencerminkan tingkat kebahagiaan dan kepuasan individu terhadap pekerjaannya. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei yang melibatkan 50 responden dari kedua jenis perusahaan. Data dikumpulkan melalui kuesioner yang mengukur persepsi terhadap dimensi budaya organisasi seperti inovasi, orientasi hasil, kerja tim, dan stabilitas, serta kepuasan kerja dari aspek intrinsik dan ekstrinsik. Hasil analisis menunjukkan adanya hubungan positif yang signifikan antara persepsi budaya organisasi dan kepuasan kerja karyawan, dengan dimensi kerja tim memiliki pengaruh paling besar. Studi ini mengindikasikan pentingnya penguatan budaya organisasi untuk meningkatkan kepuasan kerja, yang pada gilirannya dapat mendorong produktivitas dan loyalitas karyawan.
DINAMIKA EKONOMI MONETER INTERNASIONAL DALAM PERDAGANGAN GLOBAL Widiana, Ayu; Br. Sitepu, Fika Elisa; Natasya, Nadia; Nur'ain, Sellyn Jastin; Sakuntala, Dwinta
Jurnal Manajemen Ekonomi dan Bisnis Vol 3, No 2 (2024)
Publisher : Sekolah Tinggi Ilmu Ekonomi Graha Kirana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61715/jmeb.v3i2.98

Abstract

Abstract Changes in international monetary economics affect global trade, with dependence on the US dollar and the digitization of payment systems as key factors. Exchange rate fluctuations, US policies, as well as the emergence of cryptocurrency and CBDC (Central Bank Digital Currency) influence economic stability, particularly in developing countries. Countries need to manage their reliance on the dollar and prepare technology to address the challenges of digitalization in the financial system. This research uses a qualitative approach to analyze its impact and provide policy recommendations for developing countries. The reliance on the US dollar affects global economic stability. Despite efforts to diversify through technologies like cryptocurrency and CBDC, the dollar remains dominant. The digitization of payment systems facilitates transactions but creates challenges related to volatility, regulation, and security. Developing countries need to strengthen infrastructure and cooperate in managing capital flows to maintain global economic stability. AbstrakPerubahan dalam ekonomi moneter internasional mempengaruhi perdagangan global, dengan ketergantungan pada dolar AS dan digitalisasi sistem pembayaran sebagai faktor utama. Fluktuasi nilai tukar, kebijakan AS, serta munculnya cryptocurrency dan CBDC memengaruhi stabilitas ekonomi, terutama di negara berkembang. Negara-negara perlu mengelola ketergantungan pada dolar dan mempersiapkan teknologi untuk menghadapi tantangan digitalisasi dalam sistem keuangan. Penelitian ini menggunakan pendekatan kualitatif untuk menganalisis dampaknya dan memberikan rekomendasi kebijakan bagi negara berkembang. Ketergantungan pada dolar AS memengaruhi stabilitas ekonomi global. Walaupun ada upaya diversifikasi melalui teknologi seperti cryptocurrency dan CBDC, dolar tetap dominan. Digitalisasi sistem pembayaran memudahkan transaksi, tetapi menimbulkan tantangan terkait volatilitas, regulasi, dan keamanan. Negara berkembang perlu memperkuat infrastruktur dan bekerja sama dalam mengelola arus modal untuk menjaga stabilitas ekonomi global.
APLIKASI THEORY OF PLANNED BEHAVIOR UNTUK PENGAMBILAN KEPUTUSAN PEMBELIAN LAPTOP LENOVO Simanihuruk, Peran
Jurnal Manajemen Ekonomi dan Bisnis Vol 3, No 1 (2024)
Publisher : Sekolah Tinggi Ilmu Ekonomi Graha Kirana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61715/jmeb.v3i1.96

Abstract

The aim of this research is to investigate the application of the Theory of Planned Behavior in the decision-making process of purchasing Lenovo laptops among students. The population consisted of all students from the Faculty of Economics and Business at the Catholic University of Santo Thomas Medan for the Academic Year 2022/2023, with a sample size of 96 students. Data collection was conducted through questionnaires, and the analysis technique utilized descriptive analysis based on formulas within the Theory of Planned Behavior. The research findings show that students have a generally positive attitude towards Lenovo laptops, with beliefs about the laptop's attributes and consequences being moderately positive. The attitude score is also positive, with an average of 1.208. Normative beliefs and motivation to comply with referent groups are positive but have a lower influence on behavior, reflected in a subjective norm score of 0.087. Perceived behavioral control is positive, with a belief score of 0.415 and ease of control at 0.467. The behavioral intention equation reveals that students' purchase behavior of Lenovo laptops is mainly influenced by their attitude (44%), followed by perceived behavioral control (40%), and subjective norm (16%). Lenovo laptop manufacturers are advised to enhance attributes deemed important by students to improve competitiveness and increase the influence of subjective norms and perceived behavioral control by offering benefits and convenience to their customers.  The aim of this research is to investigate the application of the Theory of Planned Behavior in the decision-making process of purchasing Lenovo laptops among students. The population consisted of all students from the Faculty of Economics and Business at the Catholic University of Santo Thomas Medan for the Academic Year 2022/2023, with a sample size of 96 students. Data collection was conducted through questionnaires, and the analysis technique utilized descriptive analysis based on formulas within the Theory of Planned Behavior. The research findings show that students have a generally positive attitude towards Lenovo laptops, with beliefs about the laptop's attributes and consequences being moderately positive. The attitude score is also positive, with an average of 1.208. Normative beliefs and motivation to comply with referent groups are positive but have a lower influence on behavior, reflected in a subjective norm score of 0.087. Perceived behavioral control is positive, with a belief score of 0.415 and ease of control at 0.467. The behavioral intention equation reveals that students' purchase behavior of Lenovo laptops is mainly influenced by their attitude (44%), followed by perceived behavioral control (40%), and subjective norm (16%). Lenovo laptop manufacturers are advised to enhance attributes deemed important by students to improve competitiveness and increase the influence of subjective norms and perceived behavioral control by offering benefits and convenience to their customersKeywords:  Purchasing Decision Making, Subjective Norms, Perceived Behavioral
EVALUASI MANAJEMEN RISIKO KEAMANAN SIBER PADA INFRASTRUKTUR DIGITAL PEMERINTAH: STUDI KASUS PUSAT DATA NASIONAL (PDN) Tommy, Syarifa; Nasution, Muhammad Irwan Padli
Jurnal Manajemen Ekonomi dan Bisnis Vol 4, No 1 (2025)
Publisher : Sekolah Tinggi Ilmu Ekonomi Graha Kirana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61715/jmeb.v4i1.104

Abstract

AbstractThe data leak incident that hit the National Data Center (NDC) in June 2024 became one of the biggest cyber crises in the history of the Indonesian government's digital transformation. The attack, which used LockBit 3.0 ransomware, paralyzed hundreds of public services, showing the weakness of the national cybersecurity system and decreasing public trust in the government. This research aims to analyze the chronology, impact, and mitigation strategies that can be applied in overcoming the digital security crisis in the government sector. Using a case study-based qualitative-descriptive study approach, data was collected from documentation, official government reports, scientific journals, and media coverage. The results show that the main causes of data leakage lie in weak security management, absence of data backup, and poor implementation of digital system governance. The study recommends the need for national policy updates, human resource capacity building, and the adoption of cutting-edge security technologies to strengthen government cyber resilience.AbstrakNasional (PDN) pada Juni 2024 menjadi salah satu krisis siber terbesar dalam sejarah transformasi digital pemerintahan Indonesia. Serangan yang menggunakan ransomware LockBit 3.0 ini mengakibatkan lumpuhnya ratusan layanan publik, menunjukkan lemahnya sistem keamanan siber nasional dan menurunnya kepercayaan masyarakat terhadap pemerintah. Penelitian ini bertujuan untuk menganalisis kronologi, dampak, serta strategi mitigasi yang dapat diterapkan dalam menanggulangi krisis keamanan digital di sektor pemerintahan. Dengan pendekatan studi kualitatif-deskriptif berbasis studi kasus, data dikumpulkan dari dokumentasi, laporan resmi pemerintah, jurnal ilmiah, serta pemberitaan media. Hasil kajian menunjukkan bahwa penyebab utama kebocoran data terletak pada lemahnya manajemen keamanan, tidak adanya backup data, serta buruknya penerapan tata kelola sistem digital. Studi ini merekomendasikan perlunya pembaruan kebijakan nasional, peningkatan kapasitas SDM, dan adopsi teknologi pengamanan mutakhir untuk memperkuat ketahanan siber pemerintahan. 
HUBUNGAN ANTARA KERAGAMAN GENERASI DAN KONFLIK ANTARPRIBADI DI TEMPAT KERJA Syafri, Muhammad
Jurnal Manajemen Ekonomi dan Bisnis Vol 4, No 1 (2025)
Publisher : Sekolah Tinggi Ilmu Ekonomi Graha Kirana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61715/jmeb.v4i1.117

Abstract

Abstract In today’s increasingly diverse work environments, the coexistence of multiple generations presents both opportunities and challenges. This study explores the relationship between generational diversity and interpersonal conflict within organizational settings. Drawing on social identity theory and intergroup dynamics, the research examines how differences in values, communication styles, and work expectations among generational cohorts contribute to interpersonal tensions. A quantitative approach was employed, utilizing survey data from employees across various sectors. The findings reveal a statistically significant correlation between generational diversity and the frequency of interpersonal conflicts, particularly in teams lacking intergenerational cohesion strategies. However, the presence of inclusive leadership and structured communication practices mitigates the adverse effects. These results underscore the importance of generational awareness in human resource policies and leadership development. The study contributes to the ongoing discourse on workforce diversity by highlighting the nuanced impact of age-related differences on workplace harmony. AbstrakDalam lingkungan kerja yang semakin beragam dewasa ini, keberadaan berbagai generasi secara bersamaan menghadirkan peluang sekaligus tantangan. Studi ini mengeksplorasi hubungan antara keragaman generasi dan konflik antarpribadi dalam konteks organisasi. Dengan merujuk pada teori identitas sosial dan dinamika antar kelompok, penelitian ini menelaah bagaimana perbedaan nilai, gaya komunikasi, dan harapan kerja antar kelompok generasi berkontribusi terhadap ketegangan interpersonal. Pendekatan kuantitatif digunakan dengan memanfaatkan data survei dari karyawan di berbagai sektor. Temuan menunjukkan adanya korelasi yang signifikan secara statistik antara keragaman generasi dan frekuensi konflik antarpribadi, terutama pada tim yang tidak memiliki strategi kohesi antargenerasi. Namun, kepemimpinan yang inklusif dan praktik komunikasi yang terstruktur terbukti dapat mengurangi dampak negatif tersebut. Hasil ini menekankan pentingnya kesadaran terhadap perbedaan generasi dalam kebijakan sumber daya manusia dan pengembangan kepemimpinan. Studi ini memberikan kontribusi pada diskursus tentang keragaman tenaga kerja dengan menyoroti dampak perbedaan usia terhadap keharmonisan di tempat kerja.
PENGARUH KUALITAS PELAYANAN PUBLIK PEGAWAI TERHADAP KEPUASAN LAYANAN KEBERANGKATAN JAMAAH HAJI TAHUN 2024 PADA KANTOR UPT. ASRAMA HAJI MEDAN Muthmainnah, Muthmainnah; Saputra, Rizky
Jurnal Manajemen Ekonomi dan Bisnis Vol 4, No 1 (2025)
Publisher : Sekolah Tinggi Ilmu Ekonomi Graha Kirana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61715/jmeb.v4i1.122

Abstract

AbstractImproving the quality of public services is a strategic imperative in realizing responsive governance, particularly in religious services such as Hajj pilgrim departures. Hajj pilgrims have complex and sensitive needs, making high-quality service a critical factor in achieving satisfaction. This study aims to analyze the influence of employee service quality on the satisfaction of Hajj pilgrims during the 2024 departure services at the UPT Asrama Haji Medan Office. A quantitative approach was employed using a survey method with 100 respondents selected through Slovin’s formula. The research instrument was based on the five SERVQUAL dimensions: tangibles, reliability, responsiveness, assurance, and empathy. Regression analysis results show that service quality has a positive and significant effect on pilgrim satisfaction, with a regression coefficient of 0.613 and a significance value of 0.000. The determination value (R²) of 38.4% indicates that employee service quality explains a substantial portion of the variation in pilgrim satisfaction. These findings emphasize that improving empathy, responsiveness, and employee professionalism is essential in creating a satisfying service experience for Hajj pilgrims.AbstrakPeningkatan kualitas pelayanan publik merupakan tuntutan strategis dalam mewujudkan tata kelola pemerintahan yang responsif, terutama dalam pelayanan keagamaan seperti keberangkatan ibadah haji. Jamaah haji sebagai pengguna layanan memiliki kebutuhan yang kompleks dan sensitif, sehingga pelayanan yang berkualitas menjadi prasyarat utama untuk menciptakan kepuasan. Penelitian ini bertujuan untuk menganalisis pengaruh kualitas pelayanan pegawai terhadap kepuasan jamaah haji pada layanan keberangkatan tahun 2024 di Kantor UPT Asrama Haji Medan. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei terhadap 100 jamaah yang dipilih menggunakan rumus Slovin. Instrumen penelitian mengacu pada lima dimensi SERVQUAL: bukti fisik (tangibles), keandalan (reliability), daya tanggap (responsiveness), jaminan (assurance), dan empati (empathy). Hasil analisis regresi menunjukkan bahwa kualitas pelayanan berpengaruh positif dan signifikan terhadap kepuasan jamaah, dengan koefisien regresi sebesar 0,613 dan signifikansi 0,000. Nilai determinasi (R²) sebesar 38,4% mengindikasikan bahwa kualitas pelayanan pegawai menjelaskan sebagian besar variasi dalam tingkat kepuasan jamaah. Temuan ini menegaskan bahwa peningkatan dimensi empati, ketanggapan, dan profesionalitas pegawai merupakan kunci dalam menciptakan pengalaman layanan yang memuaskan bagi jamaah haji.
THE EFFECT OF AVERAGE AGE AND LEVEL OF EDUCATION ON PEOPLE'S PURCHASING POWER IN INDONESIA IN 2022 Simbolon, Zefanya Grace Enos; Sihombing, Pardomuan Robinson
Jurnal Manajemen Ekonomi dan Bisnis Vol 4, No 1 (2025)
Publisher : Sekolah Tinggi Ilmu Ekonomi Graha Kirana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61715/jmeb.v4i1.120

Abstract

Education and age are two demographic factors that are believed to have an influence on individuals' economic conditions, including their purchasing power. Understanding the relationship between these variables is important in designing effective economic policies. The purpose of this study is to see how age and education level impact people's purchasing power in Indonesia. Purchasing power, which can be affected by demographic factors such as age and educational background, is an important indicator of a person's economic well-being. This study employs quantitative techniques using multiple linear regression analysis using cross-sectional data from 34 provinces in Indonesia in 2021. Secondary data sources include the Central Bureau of Statistics (BPS) and other relevant sources. The results showed that, with a coefficient of 0.352, education level has a positive and significant influence on purchasing power. This shows that the higher a person's level of education, the greater their ability to purchase goods and services. On the other hand, the age variable does not have a significant influence on purchasing power, but the productive age group of 25 to 55 years old seems to have better wealth. This result can be used by the government to increase people's purchasing power by making economic policies and programmes to increase access to education.
STRATEGI PEMASARAN DAN KUALITAS PELAYANAN BERBASIS KEMASAN MENARIK TERHADAP MINAT BELI PRODUK PEDAGANG KAKI LIMA DI KELURAHAN TANJUNG SARI Hayat, Nahrun; Harahap, Arya Firza; Saragih, Christian John; Zai, Sil Agustinus; Hasibuan, Yonathan; Panjaitan, Joe Alexandro N
Jurnal Manajemen Ekonomi dan Bisnis Vol 4, No 1 (2025)
Publisher : Sekolah Tinggi Ilmu Ekonomi Graha Kirana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61715/jmeb.v4i1.135

Abstract

AbstractStreet vendors play a vital role in the local economy, yet they still face various limitations in terms of service and marketing. This study examines the influence of attractive packaging-based service and marketing strategies on purchasing intention of street vendors' products in Tanjung Sari Village, Medan Selayang District. Street vendors often use simple packaging and provide minimal service, resulting in low product appeal. This study aims to determine the extent to which attractive packaging and good service can influence consumer purchasing decisions. The method used is descriptive research with a qualitative approach through direct observation and interviews with vendors and consumers. The results indicate that the use of cleaner, more attractive, and more informative packaging can increase consumer attention, while friendly and prompt service encourages repeat purchases. This study concludes that service and marketing strategies through attractive packaging play a crucial role in increasing product sales and helping street vendors strengthen their business competitiveness. AbstrakPedagang kaki lima memiliki peran penting dalam perekonomian lokal, akan tetapi para pedagang masih menghadapi berbagai keterbatasan dalam aspek pelayanan dan pemasaran. Penelitian ini membahas pengaruh strategi pelayanan dan pemasaran berbasis kemasan menarik terhadap minat beli produk pedagang kaki lima di Kelurahan Tanjung Sari, Kecamatan Medan Selayang. Pedagang kaki lima masih sering menggunakan kemasan sederhana serta memberikan pelayanan seadanya, sehingga daya tarik produk menjadi rendah. Penelitian ini bertujuan untuk melihat sejauh mana kemasan yang menarik serta pelayanan yang baik dapat memengaruhi keputusan konsumen untuk membeli. Metode yang digunakan adalah penelitian deskriptif dengan pendekatan kualitatif melalui observasi dan wawancara langsung kepada pedagang dan konsumen. Hasil penelitian menunjukkan bahwa penggunaan kemasan yang lebih bersih, menarik, dan informatif mampu meningkatkan perhatian konsumen, sementara pelayanan yang ramah dan cepat mendorong konsumen untuk membeli ulang produk. Penelitian ini menyimpulkan bahwa strategi pelayanan dan pemasaran melalui kemasan menarik berperan penting untuk meningkatkan daya jual produk serta membantu pedagang kaki lima memperkuat daya saing usahanya.
PENGARUH PROMOSI DAN LOKASI TERHADAP KEPUTUSAN PEMBELIAN DI GOKLAT KISARAN Syera, Inda Arfa; Affiah, Hajar
Jurnal Manajemen Ekonomi dan Bisnis Vol 4, No 2 (2025)
Publisher : Sekolah Tinggi Ilmu Ekonomi Graha Kirana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61715/jmeb.v4i2.129

Abstract

AbstractGoklat Kisaran has not maximized its promotion on TikTok and faces limited space at the location, resulting in suboptimal revenue and limited consumer convenience. The question arises whether promotion and location influence purchasing decisions at Goklat Kisaran. This study uses a quantitative approach. The data used are primary data. The population consists of consumers who have purchased at Goklat Kisaran. The sampling method used was Simple Random Sampling. The sample used was 90 consumers from Goklat Kisaran. Data analysis involved classical assumption tests (normality, multicollinearity, and heteroscedasticity tests), multiple linear regression analysis, and hypothesis testing (F-test, t-test, and R2-test). Based on the simultaneous test, the Promotion and Location variables simultaneously have a significant influence on the Purchase Decision variable.AbstrakGoklat Kisaran belum maksimal melakukan promosi di Tiktok dan mengalami keterbatasan ruang di lokasi menyebabkan pendapatan tidak optimal dan membatasi kenyamanan konsumen. Muncul pertanyaan apakah promosi dan lokasi berpengaruh terhadap keputusan pembelian di Goklat Kisaran. Penelitian ini menggunakan pendekatan kuantitatif. Data yang dipakai adalah data primer. Populasi yaitu konsumen yang pernah melakukan pembelian di Goklat Kisaran. Metode pengambilan sampel yang diterapkan adalah Simple Random Sampling. Sampel yang digunakan berjumlah 90 konsumen dari Goklat Kisaran. Analisis data melibatkan uji asumsi klasik (uji normalitas, multikolinearitas, dan heteroskedastisitas) analisis regresi linier berganda, serta pengujian hipotesis (uji F, uji t, dan uji R2). Berdasarkan uji simultan, diperoleh hasil yaitu variabel Promosi dan Lokasi memiliki pengaruh signifikan secara simultan terhadap variabel Keputusan Pembelian.

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