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All Journal Jurnal Ekonomi, Manajemen, Akuntansi dan Keuangan Jurnal Kewirausahaan dan Bisnis
Hanuarsyah, Dwi
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The Influence of Brand Image, Product Quality, and Price on Purchase Interest in Scarlett Products in Bengkulu City Hanuarsyah, Dwi; Handayani , Sri; Prawitasar , Andriyani
Jurnal Ekonomi, Manajemen, Akuntansi dan Keuangan Vol. 5 No. 1 (2024): Januari
Publisher : Penerbit Jurnal Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53697/emak.v5i1.1508

Abstract

The purpose of this research is to determine the influence of Brand Image, Product Quality and Price on Interest in Purchasing Scarlett Products in Bengkulu City. This type of research is a quantitative and casual type of research. The data collection method in this research uses observation and questionnaire techniques, with a sample of 105 respondents. The research results show that multiple linear regression Y = 22.739 + 0.146 (X1) + 0.270 (X2) + 0.153 (X3) + 4.056. Where the coefficient is positive, meaning that there is a positive or unidirectional relationship between the brand image variable (X1) and product quality (X2) with a value of zero, then buying interest has increased by 0.153. The coefficient is positive, meaning that there is a positive or unidirectional relationship between price (X3) and interest in buying Scarlett products in Bengkulu City. The results of the brand image test (X1) show tcount 2.418 > ttable 1.983 and significance 0.007 ttable 1.983 and 1 significance 0.000 ttable 1.983 and significance 0.005 2.46, so it is concluded that the hypothesis is accepted, meaning that there is a simultaneous influence between brand image (X1), product quality (X2) and price (X3) on interest in buying Scarlett products in Bengkulu City (Y ). This can be seen at the significance level of 0.000 <0.05.
Strategi Pemasaran Batu Bata di Kelurahan Sidomuly Hanuarsyah, Dwi; Susena , Karona Cahya
Jurnal Kewirausahaan & Bisnis Vol. 6 No. 1 (2024): Februari
Publisher : Jurnal Kewirausahaan & Bisnis

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Abstract

making bricks is a small business engaged in the building materials industry. The challenge that must be faced is how to increase product sales and introduce Batu Bata to the community. Therefore, a community service program with the title "Marketing Strategy of "Batu Bata" in Sidomulyo Village, Bengkulu City" was conducted to assist business managers in designing marketing strategies that are in accordance with the characteristics of their business. This program aims to increase product sales and introduce bricks to the community. The implementation of marketing strategies is carried out with several steps, such as creating a brand identity for the Batu Bata business, using social media as a means of promotion, and developing a distribution network. Brand identity is made to introduce Batu Bata more clearly and present among building raw materials, while the use of social media is done so that consumers easily recognize and remember the good use of sturdier bricks. Distribution network development is carried out to expand market share and expand product reach to consumers. From the evaluation results, the community service program with the title "Marketing Strategy for Bricks in Sidomulyo Village, Bengkulu City" succeeded in having a positive impact on the continuity of the MSME business. The implementation of the right marketing strategy has succeeded in increasing the number of product sales and increasing awareness of Batu Bata in the community. In addition, this program also helps MSMEs to expand distribution networks and optimize the use of social media as a means of promotion. Thus, the implementation of effective marketing strategies can be a solution for MSMEs in facing increasingly competitive market competition.
Co-Authors Handayani , Sri Prawitasar , Andriyani Susena , Karona Cahya