Rumah Jurnal Institut Pesantren KH. Abdul Chalim
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The Effect of Brand Awareness and Promotion Strategy on Purchasing Decisions at ITB Press
Get PDFThis study aims to analyze the effect of brand awareness and promotional strategies on purchasing decisions for ITB Press products. The research method uses a quantitative approach with data collection techniques through a questionnaire using a 5-point Likert scale. Data were analyzed using SPSS version 29 with validity, reliability, normality, and multiple linear regression tests. Simultaneously, the results of the study prove that brand awareness and promotional strategies together have a significant effect on purchasing decisions. Partially, both variables also showed a positive and significant influence on purchasing decisions at ITB Press, with promotional strategies making a more dominant contribution than brand awareness. The findings provide practical implications for ITB Press to optimize integrated marketing strategies with a focus on strengthening digital promotions and increasing brand awareness
Determinant Analysis of the Manufacturing Industry Sector’s on Labor Absorption in Sidoarjo and Pasuruan Districts
Get PDFThe phenomenon of suboptimal labor absorption in Sidoarjo and Pasuruan districts as the industrial base areas of East Java Province has led to an increase in unemployment problems in both districts. To maximize the potential of existing industries to absorb more labor, it is necessary to analyze the influence of industrial sector factors on the absorption of industrial sector labor in Sidoarjo and Pasuruan districts. This research method uses a quantitative descriptive approach. The type of data used is time series data from 2010-2023. The data analysis technique used is multiple linear regression model analysis using classical assumption test. The results of data analysis found that Industrial GRDP and HDI have a positive and significant effect on employment in Sidoarjo and Pasuruan districts. Meanwhile, the number of industries and industrial investment have no significant and positive effect on employment in Sidoarjo and Pasuruan districts. Furthermore, the minimum wage has a significant and negative effect on employment in Sidoarjo and Pasuruan districts
Analysis of Entrepreneurial Orientation and Innovation Capability On Competitive Advantage (Study on Satay Culinary MSMEs Registered at DPMPTSP in Sukabumi City)
Get PDFMicro, Small, and Medium Enterprises (MSMEs) play a strategic role in Indonesia’s economy. One of the fastest-growing sectors within the MSME category is the culinary industry, including satay businesses, which are a traditional food with high market demand. Sukabumi City, as one of the developing cities in West Java, has many satay culinary MSMEs registered with the Investment and One-Stop Integrated Services Office (DPMPTSP). However, the increasingly intense competition requires MSME actors to possess competitive advantages in order to survive and grow.The purpose of this research is to examine the effect of Entrepreneurial Orientation and Innovation Capability on Competitive Advantage. This study was conducted on satay culinary MSMEs registered with the DPMPTSP of Sukabumi City, involving 86 business owners as respondents. A multiple linear regression analysis approach was used as the research method. The research results, based on SPSS 25 calculations and analysis, indicate that Entrepreneurial Orientation has a positive and significant effect on Competitive Advantage. Furthermore, Innovation Capability also has a positive and significant effect on Competitive Advantage
Gen Z Job Satisfaction: Leadership, Work Communication, and Collectivism Effects
Get PDFJob satisfaction plays a crucial role in professional settings, particularly as it reflects the effectiveness of individual performance and overall employee well-being. In the context of Generation Z employees working in large manufacturing industries, understanding the factors influencing job satisfaction is essential to improving productivity and retention. This study investigates the relationship between spiritual leadership style, work communication, and organizational collectivism with job satisfaction among Gen Z employees in Cirebon Regency. Specifically, it explores the moderating effect of organizational collectivism on the relationships between spiritual leadership and job satisfaction, and between work communication and job satisfaction. Data were collected through a questionnaire distributed to 200 respondents, with 181 valid responses analyzed using Moderated Regression Analysis (MRA) via SPSS. The findings reveal that both spiritual leadership and work communication significantly and positively affect job satisfaction. Furthermore, organizational collectivism strengthens these relationships, indicating its critical role in enhancing the impact of leadership and communication on job satisfaction. These insights can guide organizations in designing effective leadership and communication strategies while considering cultural dynamics to support Gen Z employee satisfaction
The Influence of Infrastructure on the Non-Base Economic Sector in Batu City
Get PDFThe non-base sector, which can be considered a non-leading sector, may address issues in the non-base sector with proper management. In the future, development should not only rely on the existing base sector but also optimize the potential of the non-base sector in Batu City. The existence of infrastructure is crucial in supporting economic and social development, as good infrastructure can enhance effectiveness and efficiency for both businesses and society. Therefore, this study is expected to serve as a reference for government programs aimed at improving the non-base sector in Batu City. Data collection was conducted using observation techniques, questionnaires, and documentation, followed by analysis through Economic Sector Analysis, Priority Non-Base Sector Analysis, and Multiple Regression Analysis. Based on the analysis of the non-base economic sector, five sectors were further analyzed using the Analytical Hierarchy Process (AHP) to determine the priority non-base sector. From the four selected respondents, the priority non-base economic sector identified in Batu City is the transportation and warehousing sector. The analysis results indicate that infrastructure, including roads, electricity, and telecommunications, does not significantly impact the transportation and warehousing sector. Therefore, these infrastructures need to be improved in the future to enhance the economy through the non-base sector in Batu City.
 
The Impact of Digital Inbound Marketing on Admission Interest at Kebangsaan Republik Indonesia University: The Mediation Role of Campus Reputation and Brand Awareness
Get PDFThis study analyzes the impact of inbound digital marketing on enrollment interest at Universitas Kebangsaan Republik Indonesia (UKRI), considering the mediating roles of university reputation and brand awareness. The findings indicate that inbound digital marketing significantly influences university reputation, brand awareness, and enrollment interest. However, the interactive communication aspect of inbound digital marketing needs improvement. University reputation and brand awareness were found to mediate the relationship between inbound digital marketing and enrollment interest. Although inbound digital marketing strategies are effective in increasing UKRI’s recognition, branding strategies need to be strengthened to position UKRI as the top choice for prospective students
The Influence of Store Atmosphere, Social Media Marketing, and Lifestyle on Purchase Decisions (Case Study of PT Meraki Binar Amerta: Northwood Café Gegerkalong and Cihampelas Branches)
Get PDFPenelitian ini menganalisis pengaruh store atmosphere, social media marketing, dan lifestyle terhadap purchase decisions pada konsumen Northwood Café cabang Gegerkalong dan Cihampelas, PT Meraki Binar Amerta. Hasil penelitian menunjukkan bahwa keputusan pembelian konsumen berada pada kategori sangat baik dengan nilai rata-rata keseluruhan 4.31. Dimensi tertinggi terdapat pada decision about the number of product (4.36), sedangkan yang terendah pada consumer satisfaction raises in product (4.27). Store atmosphere mendapat penilaian sangat baik dengan rata-rata 4.31, dimensi tertinggi pada interior factor (4.36) dan terendah pada display (4.26). Social media marketing dinilai baik dengan rata-rata 4.17, dimensi tertinggi pada be honest (4.25) dan terendah pada be humble (4.06). Lifestyle konsumen di Bandung yang memilih Northwood Café sebagai tempat bersantai dikategorikan sangat baik dengan rata-rata 4.37, dimensi tertinggi pada interest (4.46) dan terendah pada activity (4.32). Analisis hubungan menunjukkan store atmosphere memiliki pengaruh signifikan dan sangat kuat terhadap keputusan pembelian (98.8%), social media marketing berpengaruh signifikan dan kuat (67.0%), sedangkan lifestyle juga berpengaruh signifikan tetapi dengan hubungan yang lemah (10.8%)
The Influence of Integrated Value Variables on the Repurchase Intention of Virtual Items in the Online Game Mobile Legends: Bang-Bang
Get PDFThis study is predicated on the phenomenon of virtual item purchases in games becoming increasingly dominant. The online game Mobile Legends: Bang Bang generates revenue through in-app purchases of virtual items. Despite a decline in the number of players, the game's revenue remains relatively stable. This study aims to analyze the influence of integrated value variables, which consist of enjoyment value (X1), character competency value (X2), monetary value (X3), and visual authority value (X4), on the repurchase intention (Y) of virtual items in Mobile Legends: Bang Bang. Employing a quantitative research method, the study's population comprises active Mobile Legends: Bang Bang players who have played for at least one season. 100 respondents make up the sample size, which was chosen by a purposive sampling technique combined with non-probability sampling. Data analysis was conducted using the Statistical Product and Service Solutions (SPSS) software version 26. The findings of this study demonstrate that, simultaneously, enjoyment value, character competency value, monetary value, and visual authority value significantly influence repurchase intention. However, when examined individually, these variables do not have a significant influence on repurchase intention
The Effects of Work Stress, Work Motivation, and Work-Life Balance on Job Satisfaction of Gojek Drivers in Surabaya
Get PDFThis study aims to analyze the effects of work stress, work motivation, and work-life balance on Gojek driver job satisfaction in Surabaya. This study uses a quantitative method with data collection through a questionnaire, which is measured using a five-point Likert scale. The population and sample in this study were 150 Gojek driver respondents in Surabaya. The sampling technique used was purposive sampling with criteria such as: (1) Drivers who have experience working as Gojek drivers for at least more than 1 year. (2) Still active as Gojek drivers until 2025. (3) Have a main job only as a Gojek driver. The data used are primary data, and the data analysis method is multiple linear regression using SPSS 30 software. The results of the study show that: (1) Work stress, work motivation, and work-life balance simultaneously have a significant effect on job satisfaction. (2) Work stress does not have a significant effect on job satisfaction. (3) Work motivation has a positive and significant effect on job satisfaction. (4) Work-life balance has a positive and significant effect on job satisfaction
The Effect of Price, Product Quality, Brand Awareness, and Brand Image on Purchase Decision and Repeat Purchase (A Case Study on Ultra Milk Packaged Liquid Milk Consumers in Surabaya)
No full textThis study aims to analyze the effect of price, product quality, brand awareness, and brand image on purchasing decisions and repurchases of Ultra Milk brand packaged liquid milk products in Surabaya city. The research background is based on a significant decline in Ultra Milk's market share from 2020 to 2024, which indicates a shift in consumer preferences. In the context of an increasingly competitive liquid milk market, understanding the factors that influence consumer behavior is crucial for companies to maintain customer loyalty and improve their marketing strategies. This study uses a quantitative method with a Structural Equation Modeling (SEM) approach to analyze the relationship between these variables. Data was collected through an online questionnaire distributed to consumers who have made more than one purchase. The results showed that all independent variables of price, product quality, brand awareness, and brand image have a significant influence on purchasing decisions, while purchasing decisions themselves have a direct impact on repurchase decisions