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All Journal Jurnal Mahasiswa Entrepreneur
Ismayani, Meiriyanti
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Economics, Econometrics & Finance Electrical & Electronics Engineering Social Sciences

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PENGARUH KUALITAS PRODUK, KUALITAS PELAYANAN DAN HARGA TERHADAP KEPUASAN KONSUMEN PADA AYAM GEPREK MBAK MIMIN DI JANGKAR DENGAN KEPUTUSAN PEMBELIAN SEBAGAI VARIABEL INTERVENING Ismayani, Meiriyanti; Arief, Mohammad Yahya; Praja, Yudha
Jurnal Mahasiswa Entrepreneurship (JME) Vol 3 No 10 (2024): OKTOBER 2024
Publisher : Fakultas Ekonomi dan Bisnis

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36841/jme.v3i10.5286

Abstract

Dapur Mimin is a small and medium-sized enterprise (SME) operating in the culinary sector, with its signature dish being Ayam Geprek Mbak Mimin. However, sales data over the past five months have shown a decline due to intense market competition and less effective marketing strategies. This study focuses on the customers of Ayam Geprek at Dapur Mimin, located in the Arjasa sub-district. The population of this study consists of Dapur Mimin’s customers, and the sampling technique used is purposive sampling. Data analysis and hypothesis testing in this study are conducted using Structural Equation Modeling - Partial Least Square (PLS-SEM). The results of hypothesis testing for direct effects using the Smart PLS 3.0 application show that product quality has a significant positive effect on purchase decisions, service quality has a negative but not significant effect on purchase decisions, and price has a significant positive effect on purchase decisions. Furthermore, product quality has a significant positive effect on customer satisfaction, service quality has a significant positive effect on customer satisfaction, and price has a positive but not significant effect on customer satisfaction. Additionally, purchase decisions have a significant positive effect on customer satisfaction. The test results also indicate that product quality, service quality, and price each have a significant positive effect on customer satisfaction through purchase decisions.
STRATEGI PEMASARAN BISNIS DALAM MENINGKATKAN PEMBELIAN PROMOSI DI MEDIA SOSIAL DAN KUALITAS PRODUK PADA YOWES MIE DI SITUBONDO Sandra, Intan Ayu Kartika; Rachman, Riza; Mufid, Rozin Khairon; Febriyanto, Febriyanto; Khotip, Zainal; Ismayani, Meiriyanti
Jurnal Mahasiswa Entrepreneurship (JME) Vol 1 No 12 (2022): DESEMBER 2022
Publisher : Fakultas Ekonomi dan Bisnis

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36841/jme.v3i1.4230

Abstract

This research aims to gain an understanding of how important it is to increase purchases through promotions on social media and product quality at Yowes Mie Situbondo. Where promotion and product quality are very good at attracting consumer interest. And Yowes Mie also uses promotional media where he will get prizes on his Instagram. The ingredients used are very good, because Yowes Mie does not want to disappoint consumers. This article uses a qualitative method where the author interviews Yowes Mie by going directly to the field.
Co-Authors Arief, Mohammad Yahya Febriyanto Febriyanto Khotip, Zainal Mufid, Rozin Khairon Rachman, Riza Sandra, Intan Ayu Kartika Yudha Praja, Yudha