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Theresa Juliarta Br Sijabat , Fannysia; Mardhiyah, Ainun; Marakali Siregar, Onan

Jurnal Manajemen Kreatif dan Inovasi 2025 International Forum of Researchers and Lecturers

The growth of coffee consumption in Indonesia presents challenges for Kopi Kenangan in maintaining customer loyalty amidst the increasingly competitive beverage industry. This study aims to analyze the influence of service quality and product quality on customer loyalty at Kopi Kenangan, Ruko Sultan Hasanuddin, Binjai City, both partially and simultaneously. The research employed an associative quantitative approach with 96 respondents selected through incidental sampling. The research instrument was a questionnaire designed with indicators representing the dimensions of service quality and product quality. The data were analyzed using multiple linear regression, partial tests (t-test), simultaneous tests (F-test), and determination tests to identify the contribution of independent variables to the dependent variable. The findings reveal that service quality and product quality have a positive and significant effect on customer loyalty. For service quality, the tangible indicators, such as store comfort and adequate facilities, are dominant factors that enhance customer satisfaction. Meanwhile, for product quality, the performance indicators, including coffee taste and product consistency, play a crucial role in fostering customer loyalty. Loyalty is reflected in repeated purchases, brand commitment, and resistance to competitor products. Nevertheless, the study also indicates that menu variation has not fully encouraged repeat purchases, highlighting the need for greater product innovation. Recommendations include improving store environment comfort, providing staff training for optimal service delivery, ensuring taste and quality consistency, developing product design innovation, and implementing experience-based marketing strategies along with loyalty programs. These efforts are expected to strengthen emotional bonds and enhance Kopi Kenangan’s competitiveness in the long term.

Silvi Nur Octaviani; Rakhmat Hadi Sucipto; Tri Indah Annisa

Ebisnis Manajemen 2025 Fakultas Ekonomi & Bisnis, Universitas Nusa Nipa

This research investigates the effect of price and digital promotion on consumer purchasing decisions at the online baby supply store “Lanugo Baby” in West Jakarta. Employing a quantitative research design, the study applies multiple linear regression analysis to assess the relationships between variables. Data collection was carried out by distributing questionnaires to 30 respondents chosen through purposive sampling, and the data were subsequently tested using validity and reliability checks, t-test, F-test, as well as classical assumption tests to ensure accuracy and consistency. The empirical results reveal that both price and digital promotion positively and significantly influence consumer purchase decisions, whether examined individually or simultaneously. Furthermore, the coefficient of determination (R²) value of 0.536 demonstrates that 53.6% of the variation in purchase decisions can be explained by the two independent variables studied, while the remaining proportion is influenced by other factors not included in the model. These findings emphasize the necessity for online baby product stores to adopt competitive pricing strategies alongside effective digital marketing campaigns in order to capture consumer interest and strengthen purchase intentions. In a highly dynamic marketplace, the integration of fair pricing with creative digital promotion can improve competitiveness, build consumer trust, and ultimately enhance overall purchasing behavior.

Arvela Fadila Putri; Susi Sarumpaet

International Journal of Economics and Management Sciences 2025 Asosiasi Riset Ekonomi dan Akuntansi Indonesia

Financial stability in manufacturing companies is an important issue, especially when facing national and global economic uncertainty. Good corporate governance is considered a framework that can drive technological innovation to enhance corporate excellence and achieve sustainable financial stability. This study aims to analyze the influence of the size of independent board of commissioners, managerial ownership, and institutional ownership on financial stability, with technological innovation as a mediating variable. The research data for this study were obtained from the annual financial reports of manufacturing companies listed on the Indonesia Stock Exchange for the period 2020 to 2023. Data analysis was performed using panel data regression and mediation testing using the Sobel test approach. The research findings indicate that the size of the independent board of commissioners has a positive effect on technological innovation, while managerial ownership has a negative effect and institutional ownership has no significant effect on technological innovation. However, the size of the independent board of commissioners, managerial ownership, institutional ownership, and technological innovation all have a significant effect on financial stability. The technology innovation variable also proved to mediate the influence of the size of the independent board of commissioners on financial stability. This finding emphasizes the importance of good corporate governance and technological innovation in maintaining the financial stability of manufacturing companies.

Panuturi Novrianto; Elise Garmelia; Sakti Brata Ismaya

Jurnal Riset Ilmu Farmasi dan Kesehatan 2025 Asosiasi Riset Ilmu Kesehatan Indonesia

This study aims to analyze the implementation of the Unit Dose Drugs Dispensing Sistem (UDDDS) based on the SERVQUAL theory at the Inpatient Pharmacy Installation of RS “X”. The research method used a quantitative design with SERVQUAL questionnaires given to pharmacists and nurses, supplemented by in-depth interviews to explore perceptions of the UDDDS implementation. Data analysis was conducted using univariate, bivariate, and multivariate methods. The results of the study indicate that all SERVQUAL dimensions significantly influence the quality of UDDDS services. Based on multiple linear regression analysis, the dimension of Assurance had the most dominant influence on service quality, with a B value of 8.464 and a contribution of 35%. This was followed by Empathy (B = 7.475, 31%), Tangibles (B = 7.547, 28%), Responsiveness (B = 4.847, 20%), and Reliability (B = 3.475, 16%). These findings suggest that the Assurance dimension, which includes trust and confidence in healthcare professionals, plays a crucial role in improving service quality at the Inpatient Pharmacy Installation. Overall, the findings indicate a significant relationship between the implementation of UDDDS and improvements in hospital service quality, particularly in terms of timely medication administration, reduced medication returns, and increased healthcare worker satisfaction. The reduction in medication returns reflects the efficiency of the drug distribution sistem, while the increased satisfaction of healthcare workers shows that UDDDS contributes to better service quality. These findings emphasize the importance of strengthening the Assurance dimension through improving the competence, ethics, and professionalism of healthcare workers. Additionally, integrating UDDDS into the hospital's quality indicators is essential for establishing a sustainable quality culture. This will support the overall improvement of service quality at the hospital.

Salma Mayviana Zahrani; Ambardi Ambardi

Kajian Ekonomi dan Akuntansi Terapan 2025 Asosiasi Riset Ekonomi dan Akuntansi Indonesia

The growth of e-commerce in Indonesia has changed consumption patterns, especially in the online purchase of skincare products. Shopee, as the largest marketplace, has become the main platform for brands such as Skintific, which has achieved high sales. This phenomenon shows the support of online consumer reviews (Electronic Word of Mouth/E-WOM) and digital shopping experiences (Online Customer Experience/OCE). This study aims to examine the influence of E-WOM and OCE on purchasing decisions for Skintific products on Shopee. This study used a quantitative method with an associative approach. The research sample consisted of 97 respondents obtained through purposive sampling. Data analysis was performed through validity and reliability tests, classical assumption tests, multiple linear regression, t-tests, F-tests, and the coefficient of determination (R²). The results of the study indicate that E-WOM has a positive and significant effect on purchasing decisions (calculated t = 5.209 > table t = 1.986; sig. <.001). OCE also has a positive and significant effect on purchasing decisions (t-count = 7.605 > t-table = 1.986; sig. <.001). Simultaneously, both independent variables have a significant effect on purchasing decisions (F-count = 101.366 > f-table = 3.09; sig. <.001). The coefficient of determination (R²) value of 0.683 indicates that 68.3% of the variation in purchase decisions can be explained by E-WOM and OCE, while the remaining 31.7% is influenced by other factors outside the research model. These findings confirm that consumer online reviews and positive online shopping experiences play an important role in increasing purchase decisions for Skintific products on Shopee.

Agustinus Logho Bata; Immanuel Wellem; Paulus Juru

Nian Tana Sikka : Jurnal ilmiah Mahasiswa 2025 Fakultas Ekonomi & Bisnis, Universitas Nusa Nipa

The background of this which was attributed to issues rela not aligning with existing regulations. This study aimed to (1) describe employee performance, training effectiveness, and work discipline, and (2) analyze the influence of training effectiveness and work discipline on employee performance both partially and simultaneously. The population in this study consisted of 40 employees at the Class B Search and Rescue Office, Sikka Regency. Using the Slovin formula, the sample size was determined to be 40 employees. Data were collected through questionnaires and analyzed using descriptive and inferential statistical methods, specifically multiple linear regression. Hypothesis testing was conducted through the F-test and t-test. Descriptive analysis results showed that the employce performance variable was classified as good, the training effectiveness variable was classified as good, and the work discipline variable was also classified as good. The results of the t-test indicated that, partially, the training effectiveness variable had a positive and significant effect on employee performance. Similarly, the work discipline variable had a positive and significant effect on employee performance. The results of the F-test showed that, simultaneously, the training effectiveness and work discipline variables had a significant effect on employee performance. The determination analysis indicated that the two independent variables in this study explained 37.6% of the variation in employee performance at the Class B Search and Rescue Office, Maumere, Sikka Rege

Murtajah Zuliani

Jurnal Manajemen Kewirausahaan dan Teknologi 2025 Asosiasi Riset Ilmu Manajemen Kewirausahaan dan Bisnis Indonesia

Asus is one of the laptop brands from Taiwan that is widely recognized among students due to its products offering good quality, reliable performance, and competitive pricing, making it popular among students. This study aims to examine the influence of Product Quality, which includes performance, durability, and the features offered. In addition, price plays an important role in the purchase decision, although in some cases it may be influenced by the consumer’s perception of the product's value. Brand Equity includes factors such as brand awareness, brand image, and consumer loyalty, and is also considered a highly influential element in the Purchase Decision of Asus Laptops among students of the FISIP Faculty at Universitas Mulawarman. This study employs a quantitative approach with a survey method. The sampling technique used is probability sampling with a simple random sampling method, involving 98 respondents. Data is collected through questionnaires distributed to FISIP students at Universitas Mulawarman who are users or buyers of Asus laptops. Data analysis is performed using multiple linear regression to determine the relationship and influence between independent variables (product quality, price, and brand equity) and the dependent variable (purchase decision). The results indicate that product quality, price, and brand equity both partially and simultaneously have a positive and significant effect on the purchase decision, meaning that the greater the likelihood of students purchasing an Asus laptop. These findings show that these three variables are key factors influencing consumer behavior in making a purchase decision for Asus laptops. This study provides valuable insight into the factors influencing technology product purchase decisions among students.

Fitria Jannah Istiqomah

Jurnal Riset dan Inovasi Manajemen 2025 International Forum of Researchers and Lecturers

This study aims to analyze the effect of service quality and library facilities on student satisfaction at SDN Balongsari I/500 Surabaya. The quality of library services includes aspects of speed, reliability, and responsiveness of library staff, while library facilities include the availability of book collections, reading rooms, and other supporting facilities. The research method used is quantitative with a survey approach. The research sample consisted of 85 students who actively use the library at SDN Balongsari I/500 Surabaya, who were selected by proportional stratified random sampling. Data were collected through questionnaires and analyzed using multiple linear regression to test the effect of service quality and facility variables on student satisfaction. The results showed that the quality of library services and facilities simultaneously, as indicated by the calculated F value greater than the F table value, namely the calculated F of 8.094 and the F table of 3.9574, had a positive and significant effect on student satisfaction. Partially, the calculated t value for the service quality variable was 4.898 while the calculated T value for the facility variable was 4.850. So service quality has a more dominant influence than library facilities. This study suggests improving service quality and developing library facilities as a strategy to increase student satisfaction in utilizing school libraries. Keywords: Quality of Library Services and Facilities and Student Satisfaction.

Khalifah Fathan Maulana; Zahra Zahra; Athiy Dina Rosihana

Jurnal Riset dan Inovasi Manajemen 2025 International Forum of Researchers and Lecturers

PT Telkom Indonesia is a state-owned telecommunications and information technology company in Indonesia that provides various digital and telecommunication services. The data collection technique used is non-probability sampling with a saturated sampling technique. This study uses a quantitative approach with data collected through research instruments. The data analysis techniques used include instrument testing, descriptive analysis, classical assumption tests, multiple linear regression analysis, the coefficient of determination test, and hypothesis testing using SPSS 26. The results of the study show that the t-count value for the Leadership Style variable is less than the t-table value (0.922 < 2.042) and the significance value in the t-test is 0.364 > 0.05. This indicates that Leadership Style (X1) does not have a significant effect on Work Motivation (Y) of employees at PT Telkom Indonesia Witel Bekasi. Meanwhile, the t-count value for the Work Stress variable is also less than the t-table value (-0.480 < 2.042) and the significance value is 0.635 > 0.05. Thus, it can be concluded that Work Stress (X2) does not have a negative or significant effect on Work Motivation (Y) of employees at PT Telkom Indonesia Witel Bekasi. Simultaneously, both Leadership Style (X1) and Work Stress (X2) do not have a significant effect on Work Motivation (Y). This is shown by the F-test result, where the F-count value (0.523) is lower than the F-table value (3.316), and the significance value of 0.598 is greater than 0.05.

Delima Pransiska; Zulvia Khalid

Jurnal Manuhara : Pusat Penelitian Ilmu Manajemen dan Bisnis 2025 Asosiasi Riset Ilmu Manajemen Kewirausahaan dan Bisnis Indonesia

Labor-intensive garment industries are experiencing significant employment challenges in the post-pandemic era, which has direct implications for the achievement of organizational objectives. This study was conducted to examine the effects of work-life balance, workload, and job stress on turnover intention among employees of PT 3Di Garmentech in West Jakarta. The research employed a quantitative approach with a sample of 70 respondents, selected using a saturated sampling technique, meaning all members of the population were included as respondents. Data collection was carried out through structured questionnaires, and the analysis was conducted using multiple linear regression methods, complemented by interval value interpretation on a Likert scale. The data were processed with the help of Microsoft Excel and SPSS version 26 to ensure accuracy in statistical testing. Findings from the study revealed that workload and job stress significantly and positively influenced turnover intention, indicating that higher levels of these factors increased employees’ desire to leave the company. Meanwhile, work-life balance showed no significant impact on turnover intention, suggesting that despite potential difficulties in balancing personal and professional roles, employees’ decisions to resign were more strongly driven by excessive workload and heightened job stress. These results emphasize the importance for garment companies to manage workload effectively and reduce stress levels to maintain employee retention and organizational stability.

Vito Adinova; Ustadus Sholihin; Angga Permana

Maslahah : Jurnal Manajemen dan Ekonomi Syariah 2025 STAI YPIQ BAUBAU, SULAWESI TENGGARA

This study aims to examine the effect of work discipline, work motivation, and work environment on employee performance at PT. Yara Berkah Semesta Kediri. The research employed a quantitative approach with a survey method by distributing questionnaires to 50 employees, who were selected as the sample using a census technique. The data analysis techniques used in this study included validity and reliability tests, classical assumption tests, multiple linear regression analysis, t-test, and F-test, with the assistance of SPSS software. The results revealed that, partially, work discipline and work motivation did not have a significant effect on employee performance, while the work environment had a positive and significant effect. Simultaneously, work discipline, work motivation, and work environment had a positive and significant effect on employee performance, with an F-value of 32.586 and a significance level of 0.000. These findings indicate that employee performance improvement is more strongly influenced by a supportive and comfortable work environment. Therefore, the company is advised to reconsider its strategies for enhancing discipline and motivation, while maintaining a conducive work environment to support productivity. The practical implications of this study suggest that organizations should prioritize creating and maintaining a positive work environment as a fundamental strategy to boost performance. Additionally, companies need to design interventions that strengthen employee discipline and motivation, such as recognition programs, training, and clear performance management systems, while ensuring that these efforts are integrated with improvements in the work environment.

Amasya Permata Hana Purwa; Brahma Wahyu K; Kukuh Harianto

Maslahah : Jurnal Manajemen dan Ekonomi Syariah 2025 STAI YPIQ BAUBAU, SULAWESI TENGGARA

This study aims to examine the effect of work discipline, work motivation, and work environment on employee performance at PT. Yara Berkah Semesta Kediri. The research employed a quantitative approach with a survey method by distributing questionnaires to 50 employees, who were selected as the sample using a census technique. The data analysis techniques used in this study included validity and reliability tests, classical assumption tests, multiple linear regression analysis, t-test, and F-test, with the assistance of SPSS software. The results revealed that, partially, work discipline and work motivation did not have a significant effect on employee performance, while the work environment had a positive and significant effect. Simultaneously, work discipline, work motivation, and work environment had a positive and significant effect on employee performance, with an F-value of 32.586 and a significance level of 0.000. These findings indicate that employee performance improvement is more strongly influenced by a supportive and comfortable work environment. Therefore, the company is advised to reconsider its strategies for enhancing discipline and motivation, while maintaining a conducive work environment to support productivity. The practical implications of this study suggest that organizations should prioritize creating and maintaining a positive work environment as a fundamental strategy to boost performance. Additionally, companies need to design interventions that strengthen employee discipline and motivation, such as recognition programs, training, and clear performance management systems, while ensuring that these efforts are integrated with improvements in the work environment.

Robertus Wasa Libu; Agung Slamet Prasetyo

Jurnal Projemen UNIPA 2025 Universitas Nusa Nipa Maumere

Timeliness in the submission of financial statements is one of the key indicators of transparency in public companies. This study aims to analyze the effect of profitability, leverage, and firm size on the timeliness of financial statement submission in manufacturing companies within the food and beverage sub-sector listed on the Indonesia Stock Exchange (IDX) during the period 2020–2023. The research sample consisted of 17 companies with a total of 51 observations, selected using purposive sampling. Data were analyzed using multiple linear regression. The results show that profitability (ROA) and firm size have a significant positive effect on the timeliness of financial reporting, while leverage (DER) has no significant effect. Simultaneously, profitability, leverage, and firm size have a significant effect, contributing 41.7% to the variation in financial reporting timeliness. This study supports the signaling theory, which states that companies with good performance tend to provide positive signals through compliance with timely reporting.  

Herodian, Alvita Virgine; Dince, Maria Nona; Da Silva, Yustina Olivia

Jurnal Projemen UNIPA 2025 Universitas Nusa Nipa Maumere

This research aimed to investigate the impact of business capital, business location, and information technology on the income of MSMEs. The data collection techniques used in this research were interviews, observation, documentation, and questionnaires. The type of research was quantitative research. The data analysis techniques used in this research were data quality testing, classical assumption testing, multiple linear regression analysis, and hypothesis testing. The research results indicated that business capital (X') significantly affects MSME income (Y), business location (X²) significantly affects MSME income (Y), information technology (X') significantly affects MSME income (Y), and simultaneously, all three independent variables, namely business capital, business location, and information technology, significantly affect MSME income

Yustina Nona Nadia, Maria; Herdi, Henrikus; Maria Dilliana, Siktania

Jurnal Projemen UNIPA 2025 Universitas Nusa Nipa Maumere

This study aimend to examine the influence of environmental, environmental costs, and enviromental disclosure on profitability in pharmaceutical sub-sector manufacturing companies listed on the indonesia Stock Exchange (IDX). This research employed a quantitative method with purposive sampling techniques. The study used a sample of 11 companies that met the predetermined criteria. The source of data used in this research was secondary data obtained from documents accessed through the official website of the indonesia Stock Exchange (IDX) at www.idx.co.id. The analytical method applied was multiple linear regression analysis. The results indicated that environmental performance (X1) had a negative and significant relationship between PROPER and ROA, environmental costs (X2) had a negative and significant relationship with ROA, and environmental disclosure (X3) had a negative but insignificant relationship with ROA

Khairun Nisa; Fahrika Zahra; Natasya Biha; Munna Wirah; Thania Laura

Jurnal Visi Manajemen 2025 Sekolah Tinggi Ilmu Ekonomi Pariwisata Indonesia Semarang

This study looks into how customer happiness and taste affect Mie Pangsit Apilin's recurring business in Bireuen.  The investigation was carried out at Mie Pangsit Apilin in Bireuen using a quantitative approach.  Although the precise quantity is unknown, the population consists of all customers that bought Mie Pangsit Apilin goods in 2024.  One hundred people participated in the study.  The findings of the regression analysis show that hypothesis Ha1 is validated, suggesting that flavor influences repeat purchases to some extent.  This is demonstrated by a significance value of 0.005 < 0.05 and tcount > ttable at a 5% significance level (2.884 > 1.660). Similarly, tcount > ttable (4.180 > 1.660) and a significance level of 0.000 < 0.05 corroborate hypothesis Ha2, which demonstrates that part of the relationship between customer satisfaction and repeat purchases is positive.  Furthermore, hypothesis Ha3 is validated, showing that flavor and customer happiness work together to significantly influence repeat business at the same time.  While the coefficient of determination (R2) of 0.490 indicates that 49% of the variance in repeat purchases can be explained by taste and customer satisfaction, with the remaining 51% influenced by factors not examined in this study, the correlation coefficient (R) of 0.700 shows a strong relationship between the independent variables and repeat purchases.

Mohamad Zhidan Izzul Arobi; Ni Made Rastini

International Journal of Management Science and Business 2025 International Forum of Researchers and Lecturers

Repurchase intention is the consumer’s tendency to purchase a brand or take an action related to the intention of repurchasing a product that has been purchased in the past and to engage in repeated purchases in the future. This study aims to analyze the effect of Instagram social media attraction, service quality, and brand image on repurchase intention. The study used a sample of 100 PO. Gunung Harta customers who had used the company’s services at least twice within one year. The research was conducted at the head office of PO. Gunung Harta located in Denpasar City. The method applied in this study was a survey method using questionnaires and interviews, with inferential statistical analysis through multiple linear regression. The results indicate that Instagram social media attraction has a positive and significant effect on repurchase intention. Service quality has a positive and significant effect on repurchase intention. Brand image also has a positive and significant effect on repurchase intention. This study is expected to serve as a reference for future researchers. These factors are interconnected, and their collective influence on repurchase intention highlights the importance of a well-rounded marketing strategy that incorporates social media engagement, superior service quality, and a strong brand image. Future research could explore the impact of additional factors, such as customer loyalty programs or word-of-mouth, to gain deeper insights into consumer repurchase behavior.

Latansya Ardiawan; Trisnia Widuri; Kukuh Harianto

Maeswara : Jurnal Riset Ilmu Manajemen dan Kewirausahaan 2025 Asosiasi Riset Ilmu Manajemen Kewirausahaan dan Bisnis Indonesia

This study aims to determine and analyze the influence of Servant Leadership, Work Motivation, and Work Environment on Employee Job Satisfaction at the Jimbun Medika Inpatient Primary Clinic. The background of this research is based on the phenomenon observed in the field, where employee job satisfaction levels show frequent fluctuations. These fluctuations have the potential to impact not only individual productivity but also the overall quality of healthcare services provided to patients. The research method used is a quantitative approach with a survey technique as the primary data collection method. The population in this study includes employees of the Jimbun Medika Inpatient Primary Clinic, with data collected using structured questionnaires. The data were analyzed using statistical tools, including multiple linear regression analysis, to determine the effect of the independent variables on the dependent variable. The research findings indicate that Servant Leadership (X1), when tested partially, does not have a significant effect on employee job satisfaction. In contrast, Work Motivation (X2) and Work Environment (X3) each show a positive and significant influence on employee job satisfaction. Furthermore, when analyzed simultaneously, all three independent variables—Servant Leadership, Work Motivation, and Work Environment—have a significant combined effect on job satisfaction levels among employees at the clinic. These findings suggest that to improve employee satisfaction and ultimately enhance service quality, the management of Jimbun Medika should prioritize improving motivation and providing a supportive work environment, while also re-evaluating leadership strategies to better align with employee needs and expectations.

Lensy Permatasari; Rafikhein Novia Ayuanti; Agung Pambudi Mahaputra

Maeswara : Jurnal Riset Ilmu Manajemen dan Kewirausahaan 2025 Asosiasi Riset Ilmu Manajemen Kewirausahaan dan Bisnis Indonesia

This study aims to determine the influence of affiliate marketing programs, price, and promotion on purchasing decisions for Mezuca perfume on TikTok Shop. As the digital era advances, social media platforms like TikTok serve not only as entertainment platforms but also as effective channels for marketing products through the TikTok Shop feature and affiliate programs. This strategy allows content creators to act as sales partners, directly influencing consumer decisions. This quantitative study utilizes primary data obtained through questionnaires distributed to 180 respondents who had purchased Mezuca perfume through Mamnun's TikTok Shop account. After a selection process using purposive sampling, 160 respondents met the criteria and were eligible for analysis. Data analysis was performed using SPSS software with various statistical tests, including descriptive statistics, validity and reliability tests, classical assumption tests, multiple linear regression analysis, t-tests, F-tests, and coefficients of determination (R²). The results indicate that affiliate marketing programs, price, and promotion simultaneously have a positive and significant effect on purchasing decisions. Partially, these three variables also show a significant positive influence on consumer decisions. These findings indicate that implementing effective digital marketing strategies, particularly through affiliate marketing, competitive pricing, and engaging promotions, plays a significant role in increasing consumer purchasing interest on social media platforms. This research offers practical implications for businesses in designing optimal and targeted digital marketing strategies.

Fera Zuning Ayu Ningtyas; Taufik Akbar; Zulfia Rahmawati

Maeswara : Jurnal Riset Ilmu Manajemen dan Kewirausahaan 2025 Asosiasi Riset Ilmu Manajemen Kewirausahaan dan Bisnis Indonesia

This study aims to determine the influence of independent variables, namely Promotion, Location, and Product Variation, on the dependent variable, Purchase Decision, at Seduhlur Coffee Kediri. The research method used is quantitative, employing multiple linear regression analysis with the assistance of SPSS version 26 software. The sampling technique applied in this study is incidental sampling, which involves selecting respondents who happen to be present and meet certain criteria at the time the research is conducted. Based on the results of data analysis, it can be concluded that the Promotion variable has a positive and significant partial effect on Purchase Decision. This indicates that the better the promotional strategies carried out, the more likely consumers are to make a purchase. Similarly, the Location variable also shows a positive and significant partial influence, suggesting that the comfort and accessibility of Seduhlur Coffee’s location play an important role in influencing consumer decisions. Product Variation is also found to have a positive and significant partial effect on Purchase Decision, meaning that a greater variety of products offered increases the likelihood of attracting consumer interest. Simultaneously, all three variables — Promotion, Location, and Product Variation — have a significant and positive influence on Purchase Decision. This research is expected to provide useful input for Seduhlur Coffee Kediri in improving its marketing strategies and service quality to encourage and increase consumer purchasing decisions.