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All Journal RESLAJ: RELIGION EDUCATION SOCIAL LAA ROIBA JOURNAL
Suadi Sapta Putra
Universitas Nasional, Jakarta
Religion Economics, Econometrics & Finance Education Social Sciences

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Pengaruh Kemasan, Variasi Produk dan Citra Merek terhadap Keputusan Pembelian Susu Cair dalam Kemasan Kotak 250 ML Indomilk di Alfamart Pondok Indah 2 Amelia Fidriyanti; Suadi Sapta Putra; Kumba Digdowiseiso
Reslaj : Religion Education Social Laa Roiba Journal Vol 6 No 2 (2024): Reslaj: Religion Education Social Laa Roiba Journal
Publisher : LPPM Institut Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/reslaj.v6i2.5565

Abstract

This study aim to analyze the effect of packaging, product variation and brand image on purchasing decisions for 250ml Indomilk packaged liquid milk at Alfamart Pondok Indah 2. This study uses primary data with data collection methods through a questionnaire distributed to 96 respondent. Data analysis technique uses inferential with multiple linear regression and using Statistical Product and Service Solution (SPSS) version 23.0 program. From the result of multiple linear regression analysis, it shows that the packaging variable (X1), the product variation variable (X2), and the brand image variable (X3) has a positive and significant influence on the dependent variable purchasing decisions of 250 ml Indomilk packaged liquid milk at Alfamart Pondok Indah 2.
Pengaruh Komunikasi Pemasaran, Inovasi Produk, dan Citra Perusahaan terhadap Loyalitas Pelanggan Dua Coffee Hani Lestari; Suadi Sapta Putra; Kumba Digdowiseiso
Reslaj : Religion Education Social Laa Roiba Journal Vol 6 No 2 (2024): Reslaj: Religion Education Social Laa Roiba Journal
Publisher : LPPM Institut Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/reslaj.v6i2.5566

Abstract

This research aims to analyze the factors influencing customer loyalty at Dua Coffee Cipete, focusing on marketing communication, product innovation, and corporate image. The research methodology employs a survey approach, collecting data through the distribution of questionnaires to Dua Coffee Cipete customers. Probability sampling is utilized, with the technique of simple random sampling to select 96 respondents based on the formula recommended by Wiliam. Data analysis is conducted using hypothesis testing to identify the influence of independent variables on the dependent variable, namely customer loyalty. Hypothesis testing is performed partially to evaluate the contribution of each independent variable to customer loyalty, with significant effects assessed through a comparison of the t-value with a significance level of α = 0.05. The findings of this research are expected to contribute to the understanding of factors affecting customer loyalty in the coffee industry, particularly at Dua Coffee Cipete. The analysis results indicate that marketing communication has a positive and significant impact on customer loyalty, while product innovation has a negative yet insignificant influence on customer loyalty. Meanwhile, the corporate image has a positive and significant effect on Dua Coffee customer loyalty. Based on these conclusions, it is recommended that the management of Dua Coffee Cipete maintain and enhance effective marketing communication strategies while paying attention to product innovation aspects that can increase customer satisfaction. This research provides a foundation for strategic decision-making to strengthen Dua Coffee Cipete's position in the coffee market by improving customer loyalty.
Pengaruh Harga, Produk dan Kualitas Pelayanan terhadap Keputusan Pembelian dalam Berbelanja Buah Lokal di Supermarket Gelael Muhammad Rayhan; Suadi Sapta Putra; Kumba Digdowiseiso
Reslaj : Religion Education Social Laa Roiba Journal Vol 6 No 2 (2024): Reslaj: Religion Education Social Laa Roiba Journal
Publisher : LPPM Institut Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/reslaj.v6i2.5567

Abstract

This study aims to determine the effect of price, product and service quality on purchasing decisions in shopping for local fruit at Gelael Supermarket Jakarta. This research is a quantitative descriptive analysis research. The source of this research data was given to 100 respondents aged 15-55 years and had shopped at the Gelael supermarket at least once. In taking the sample in this study using purposive sampling technique. The data sources of this study used data analysis techniques, namely, multiple linear regression and hypothesis testing using SPSS 21 to test the regression coefficients. From the research subjects of 100 respondents, most of the research subjects were dominated by the female gender (62%) while the work was dominated by students (59%) and the income was dominated by 0 – 2,000,000. The results of this study indicate that there is an influence between price (X1) on purchasing decisions (Y) of 0.385 and has a large influence of 3.85%. For the Product variable (X2) on the Purchase Decision (Y) of 0.217 and has an influence of 2.17%. For the service quality variable (X3), it is 0.300 and has an effect of 3.00%. Partially or simultaneously have a strong influence among the three variables, the most significant is the variable Price (X1) of 0.000. The results of this study expect satisfaction to increase the price (X1) which can support the purchase decision.
Co-Authors Amelia Fidriyanti Hani Lestari Kumba Digdowiseiso, Kumba MUHAMMAD RAYHAN