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All Journal ALEXANDRIA (Journal of Economics, Business, & Entrepreneurship)
Mulyadi Mulyadi
Fakultas Ekonomi, Universitas Mataram, Mataram
Humanities Economics, Econometrics & Finance Education Social Sciences

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Pengaruh Atribut Produk terhadap Pengambilan Keputusan Konsumen dalam Pembelian Produk Sabun Mandi Sarifa Amnah; Mulyadi Mulyadi; Mutawali Hasan
ALEXANDRIA (Journal of Economics, Business, & Entrepreneurship) Vol. 1 No. 1 (2020): September
Publisher : Postgraduate, University of Mataram

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (376.026 KB) | DOI: 10.29303/alexandria.v1i1.20

Abstract

The purpose of this study was to determine the effect of product attributes on consumer decision making in purchasing bath soap products. The data collection method used survey sample, the sampling used was simple random sampling with housewives as respondents. The number of respondents in this study were 100 people. Data analysis in this study was carried out with two approaches, namely qualitative analysis and quantitative analysis, qualitative analysis using the scoring method which refers to the Likert scale used to measure attitudes, opinions and perceptions of a person or group about social phenomena. Meanwhile, the quantitative analysis used non-parametric statistical analysis tools, namely the chi square (x2) analysis tool used to determine the presence or absence and strength of the effect of product attributes (quality, brand, packaging, label) on soap. The results showed that the attributes of quality, brand and packaging had a significant influence on consumer decisions in choosing a soap brand. For the quality attribute of the chi square the count is 31.96 with the chi table of 9.49.The chi square brand attribute is 21.29 with the chi square table 9.49 for the attribute of the chi square package the count is 9.88 with the chi table of 9.49 The tributary of the chi square label is 4.40 with the chi table of 9.49. Of the four variable product attributes, the one that has the strongest influence is the quality attribute, because the chi square count is the highest, the next influence is Brand, Packaging
Analisis Pengaruh Kebijakan Promotional Mix Terhadap Nilai Tabungan Nasabah Talung Wardana; Mulyadi Mulyadi; Santi Nururly
ALEXANDRIA (Journal of Economics, Business, & Entrepreneurship) Vol. 1 No. 1 (2020): September
Publisher : Postgraduate, University of Mataram

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (284.439 KB) | DOI: 10.29303/alexandria.v1i1.21

Abstract

The purpose of this study was to determine the level of significance of Promotional mix activities on the value of customer savings at PD. BPR. LKP Kotaraja (East Lombok) and to find out which promotional tools have a greater influence on the value of customer savings at PD. BPR. LKP Kotaraja (East Lombok). This type of research is descriptive research. The data collection method used is a case study. Data collection techniques by interview and documentation. The analysis tool used is multiple linear regression. From the results of data analysis, the regression equation Y = -1850682618 + 433.402X¬¬1 + 90.036X2 is obtained. Multiple linear correlation coefficient of 0.995. The coefficient of determination is 0.990, meaning that it is 99 percent of the value of customer savings in PD. BPR. LKP Kotaraja (East Lombok) can be explained by the cost of the promotion mix. Based on the analysis of the partial determination coefficient, it was obtained a value of 0.962 (96.2%) for personal selling and for sales promotion of 0.670 (67%). After the F test is carried out, it is obtained that the F count is 98.779 with an F table of 19.00. For the t test, respectively, the values were 7.192 for personal selling and 2.020 for sales promotion costs. The results showed that the personal selling activity and sales promotion simultaneously had a significant effect on the value of customer savings at PD. BPR. LKP Kotaraja (East Lombok). Personal selling activity has a significant effect (7,192> 4,303) on the value of customer savings at PD. BPR. LKP Kotaraja (East Lombok). That personal selling activities provide a greater influence than sales promotion activities
Co-Authors Mutawali Hasan Santi Nururly Sarifa Amnah Talung Wardana