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Andri Budi Santosa
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Economics, Econometrics & Finance Other

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PENGARUH BAURAN PEMASARAN TERHADAP KEPUTUSAN PEMBELIAN KUE BASAH TRADISIONAL PADA USAHA MIKRO CI ALIH SUKAJADI KOTA BOGOR Benny Osta Nababan; Shofie Salsabila Kalmindah; Wawan Hari Subagyo; Dwi Oktiana Irawati; Andri Budi Santosa
Economicus Vol. 18 No. 1 (2024): JUNI
Publisher : Sekolah Tinggi Ilmu Ekonomi Dewantara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47860/economicus.v18i1.393

Abstract

This research aims to determine consumer purchasing decisions for traditional wet cakes at the Cialih Sukajadi micro-enterprise, Bogor City. Research data collection was carried out using a digital questionnaire technique, namely through a closed Google Form which was distributed to 100 respondents who were shown to consumers of Cialih Sukajadi and its surroundings. (1) The results of the F test research show that the independent variables (product, price, promotion and location) have a significant effect simultaneously on the dependent variable (purchasing decision), seen from the significant value below 0.1 and the calculated F value 13.788 > F table 2, 00. (2) As well as the results of the t-test calculation, where the location variable obtained a t-count of 3.491, so it can be said that the location variable is the variable that most influences the purchasing decision variable for traditional Cialih Sukajadi wet cakes, Bogor City. (3) The coefficient of determination (adjusted R) is 0.341, which means that the marketing mix can be explained by a model with independent variables (product, price, promotion and location) of 34.1% while the remaining 65.9% is explained by other factors outside the variables. researched.
ANALISIS BAURAN PEMASARAN TERHADAP KEPUTUSAN PEMBELIAN PRODUK SELULER XL PRABAYAR DI KABUPATEN BOGOR Andri Budi Santosa; Berlia Najla
Economicus Vol. 16 No. 1 (2022): JUNI
Publisher : Sekolah Tinggi Ilmu Ekonomi Dewantara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47860/economicus.v16i1.283

Abstract

The purpose of this study was to determine the effect of product (product), price (price), promotion (promotion), place (place) partially and simultaneously and to find out what variables had the most dominant influence on purchasing decisions for prepaid XL cellular products in Bogor Regency. The sample used in this study was determined by the Rao Purba formula with a margin of error of 10% because the population is unknown. From the results of the t-test, it is known that on XL prepaid cellular products in Bogor district, it is known that there are no products and prices have a significant influence on purchasing decisions, while in promotions and places there is no significant influence on consumer purchasing decisions. According to the results of simultaneous testing (F test) shows that there is a joint influence between product, price, promotion, and place on purchasing decisions and according to the results of regression tests, product variables are the variables that have the most dominant influence on purchasing decisions.
ANALISIS BAURAN PEMASARAN TERHADAP KEPUTUSAN PEMBELIAN PRODUK SELULER XL PRABAYAR DI KABUPATEN BOGOR Andri Budi Santosa; Berlia Najla
Economicus : Jurnal Ekonomi dan Manajemen Vol. 12 No. 2 (2022): Juni: Economicus : Jurnal Ekonomi dan Manajemen
Publisher : Institut Teknologi dan Bisnis Dewantara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47860/economicus.v12i2.51

Abstract

The purpose of this study was to determine the effect of product (product), price (price), promotion (promotion), place (place) partially and simultaneously and to find out what variables had the most dominant influence on purchasing decisions for prepaid XL cellular products in Bogor Regency. The sample used in this study was determined by the Rao Purba formula with a margin of error of 10% because the population is unknown. From the results of the t-test, it is known that on XL prepaid cellular products in Bogor district, it is known that there are no products and prices have a significant influence on purchasing decisions, while in promotions and places there is no significant influence on consumer purchasing decisions. According to the results of simultaneous testing (F test) shows that there is a joint influence between product, price, promotion, and place on purchasing decisions and according to the results of regression tests, product variables are the variables that have the most dominant influence on purchasing decisions.
PENGARUH SOCIAL MEDIA MARKETING TERHADAP KEPUTUSAN PEMBELIAN JASA GPHOTO Andri Budi Santosa; Yulies Rianto
Economicus : Jurnal Ekonomi dan Manajemen Vol. 11 No. 2 (2021): Juni: Economicus : Jurnal Ekonomi dan Manajemen
Publisher : Institut Teknologi dan Bisnis Dewantara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47860/economicus.v11i2.77

Abstract

Founded in 2009, at that time Gphoto was still called Arppegiano Photography, started as a hobby that needed financial support to keep going, finally choosing the wedding photography genre that was considered the most profitable in the short term. From 2009 to 2015, Arppegiano Photography still only relied on word of mouth sales, from acquaintances and partners of bridal makeup vendors, at that time sales were still small, and insignificant. The type of research used in this research is causal research. In this study, the purpose of the causal study is to provide an explanation of the influence of digital marketing on the decision to purchase Gphoto services. The partial test (t-test) shows that the Instagram digital marketing variable has a significant influence on the decision to purchase Gphoto services, because the t-count value is greater than t-table. The partial test (t-test) shows that Facebook's digital marketing variable does not have a significant influence on the decision to purchase Gphoto services. Because the value of t count is smaller than t table. The partial test (t-test) shows that the Whatsapp digital marketing variable has a significant influence on the decision to purchase Gphoto services, because the t-count value is greater than t-table. Simultaneously, Instagram digital marketing, Facebook digital marketing, Whatsapp digital marketing have a significant effect on service purchase decisions.
Co-Authors Benny Osta Nababan Berlia Najla Dwi Oktiana Irawati Shofie Salsabila Kalmindah Wawan Hari Subagyo Yulies Rianto