Publication Search

This study aims to determine the effect of price and service quality on customer satisfaction at Nusa Bunga Salon Maumere. The research employed a quantitative approach using descriptive and verificative methods. The independent variables in this study were price (X1) and service quality (X2), while the dependent variable was customer satisfaction (Y). The population consisted of all customers of Nusa Bunga Salon Maumere who visited and utilized salon services during 2025, totaling 1,392 customers. A sample of 100 respondents was determined using the Slovin formula and purposive sampling technique. Data were collected through questionnaires, interviews, documentation, and literature studies. Data analysis was conducted using validity tests, reliability tests, descriptive analysis, classical assumption tests, multiple linear regression analysis, coefficient of determination (R²), F-test, and t-test with the assistance of SPSS version 23. The results showed that, partially, price had a positive and significant effect on customer satisfaction, with a t-value of 2.803 and a significance value of 0.004. Service quality also had a positive and significant effect on customer satisfaction, with a t-value of 3.336 and a significance value of 0.001. Simultaneously, price and service quality had a positive and significant effect on customer satisfaction, with an F-value of 6.733 and a significance value of 0.002. The coefficient of determination indicated that price and service quality contributed 12.2% to customer satisfaction, while the remaining 87.8% was influenced by other factors outside the scope of this study. Based on these findings, it is recommended that Nusa Bunga Salon Maumere continuously improve its service quality and maintain affordable pricing to enhance customer satisfaction.

This literature study aims to analyze the strategies of local cosmetic brands in providing product variants for different skin types, setting affordable prices for the teenage segment, and minimizing side effect risks to increase purchase intention among beginner users. The method used is qualitative library research with a thematic synthesis approach following systematic literature review procedures. The results indicate that complete product variants enable beginner users to find products suitable for their skin conditions, reducing confusion and increasing confidence. Affordable prices are crucial for the teenage segment with limited budgets, allowing them to try products without excessive financial burden. Minimizing side effect risks through safe formulations, dermatological testing, ingredient transparency, and usage education builds a sense of security essential for beginner users. These three strategies are interconnected and collectively create a foundation of trust that drives purchase intention. Beginner users who feel their needs are understood, products are affordable, and risks are minimal will be more motivated to purchase and have the potential to become long-term loyal customers. This study contributes theoretically to enriching cosmetic marketing literature with a teenage and beginner user segmentation perspective and practically provides foundations for local brands in designing products, pricing strategies, and safety communications targeting this segment.

This study aims to analyze the profitability level of the canteen at Nurul Islam 2 Islamic Boarding School and its contribution to the economy of the boarding school from a sharia perspective. The background of this study is based on the important role of Islamic boarding school business units as a source of economic independence for Islamic educational institutions. The research method used is a descriptive qualitative approach, with data collection techniques through in-depth interviews, direct observation, and documentation. The main informants of this study include the canteen manager and several students as consumers. The results of the study indicate that the canteen management has been running effectively, with a transparent financial recording system, separation of personal and operational cash, and a fair and affordable pricing strategy. The canteen's profitability level is relatively stable with an average daily income of between two and three million rupiah, and increases significantly during certain activities such as Sambangan. Business profits not only have a financial impact, but also contribute to financing the boarding school's activities and improving the welfare of students. From a sharia perspective, the economic practices of this canteen have implemented the principles of honesty (shiddiq), justice ('adl), trustworthiness, and blessings (barakah), so that it can be said that the Islamic boarding school canteen is a model of micro-economy based on sustainable Islamic values ​​and oriented towards the common good.

Business competition in the culinary sector continues to increase along with changes in people's consumption patterns towards ready-to-eat food. One product that is quite popular is fried dim sum, which is known for its variety of flavors and relatively affordable prices. In this competitive environment, understanding how consumers perceive product price and quality is crucial for businesses to maintain and increase customer interest in purchasing goods. Consumer perceptions of product price and quality when they choose fried dim sum are the subject of this study. Informants were selected purposively in this study, which used a qualitative and descriptive approach, namely consumers who have purchased and consumed fried dim sum products. Data collection methods included comprehensive interviews, direct observation, and supporting documentation. The collected data were analyzed using an interactive analysis model developed by Miles and Huberman through steps such as data reduction, data presentation, and discovery. The results show that consumers view price as an indicator related to the affordability and suitability of the product value. Price is considered acceptable if it is commensurate with perceived quality. In addition, product quality, including taste, texture, cleanliness, and packaging, is a primary factor considered before making a purchase. Positive perceptions of product quality increase customer trust and encourage repeat purchases. This study concluded that customer perceptions or opinions about price and product quality influence fried dim sum purchasing decisions. Therefore, culinary businesses need to prioritize proportional pricing and maintain consistent product quality to enhance business competitiveness.

This study analyzes customer attrition in barbershops through the application of the 4P marketing mix, which includes Product, Price, Place, and Promotion. The research was conducted using a questionnaire distributed to 30 barbershop customers, which aimed to assess their level of satisfaction regarding each element of the marketing mix. The findings revealed that while customers were generally satisfied with the quality of the haircuts and the cleanliness of the tools, there was an important demand for improvement in the quality and variety of additional products offered. The pricing strategy was considered affordable by most customers; however, some expressed dissatisfaction, indicating the need for better communication regarding the value of the services provided. Demographic analysis showed that the majority of respondents were young adults aged 18-25, highlighting a specific target market for barbershops. Overall, this study emphasizes the importance of effectively implementing the marketing mix to improve customer retention and satisfaction in the barbershop industry.

This research aims to examine the contribution of the Price Variable, Promotion Variable, and Product Rating Variable to Consumer Purchase Intention for Wardah cosmetic products on the Shopee e-commerce platform. The type of research used is a quantitative approach with data collection techniques through questionnaires distributed to respondents, namely consumers who have purchased Wardah cosmetic products on the Shopee e-commerce platform. The data obtained were analyzed using multiple linear regression techniques.The findings show that the Price variable contributes significantly, indicating that the more appropriate and affordable the price offered is in accordance with consumers’ perceived value, the higher their intention to purchase Wardah products on the Shopee e-commerce platform. Promotion is also proven to make a significant contribution to Purchase Intention, meaning that the more effective, informative, persuasive, and attractive the promotional activities are (both online and offline), the stronger the consumers’ motivation to purchase Wardah products on Shopee. Product Rating also has a significant contribution to Purchase Intention, indicating that the higher the ratings or positive reviews given by other users, the greater the consumers’ interest in purchasing Wardah products on Shopee. Good ratings can lower perceived risk, increase trust, and encourage consumers to make purchases, especially on e-commerce platforms.This research emphasizes the importance of pricing strategies, improving promotional quality, and managing product reviews and ratings as efforts to increase consumer interest and purchase decisions.

The purchase of secondhand goods, known as thrifting, involves acquiring and reselling pre-owned clothing at low cost. Originating from Western practices during the Great Depression in the United States, this activity is no longer solely about financial considerations it is also an effort to protect the ecosystem by reducing fashion waste and addressing the adverse impacts of fast fashion, such as pollution and unethical labor practices. In Indonesia, thrifting has expanded rapidly since the 2010s, supported by the creative industry, online access, and platforms like Shopee and Tokopedia. It contributes 10% to the nation’s creative economy (BPS 2022), with export value reaching Rp 100 trillion. This phenomenon has gained traction among young generations such as millennials and Gen Z, often aligning with local cultural traditions. In Maumere, a small city in East Nusa Tenggara with limited access to international fashion, thrifting has emerged as a primary option for students. Stores offer t-shirts, blouses, and dresses priced between Rp 20,000 and Rp 50,000, which suits their modest financial circumstances. Jeanette’s (Aunt Cindy’s) business focuses on top garments like crop t-shirts and crop blouses, leveraging online marketing through TikTok, Instagram, and Facebook to compensate for the store’s less-than-ideal location. This study employs a qualitative approach with direct interviews with Jeanette, using SWOT analysis for evaluation. Strengths: Affordable pricing and alignment with current fashion trends enhance customer loyalty. Weaknesses: Delayed inventory arrivals, "PHP" behavior (holding items without purchase), ineffective management, and limited product options. Opportunities: Adoption of digital technology and fashion trends. Challenges: Domestic competitors and low-priced imported goods. This study provides strategic guidance for small businesses in remote areas to adapt to the digital era.

This study aims to analyze the influence of price, product quality, service quality, and location on consumer purchase decisions at Hisana Fried Chicken Wonokusumo Surabaya Branch. Hisana Fried Chicken is a local fast-food business known for its affordable prices and strategic locations close to residential areas, making marketing factors such as price, product quality, service quality, and location essential determinants of consumer behavior. The main problem addressed in this study is the limited availability of comprehensive research that simultaneously examines these four variables in the context of local fast-food businesses, which have different characteristics from large franchise brands. The study uses a quantitative approach with multiple linear regression analysis, involving 100 respondents who have made prior purchases. All research instruments were tested for validity and reliability, and the model met all classical assumption criteria. The findings reveal that price, product quality, service quality, and location have a significant positive effect both partially and simultaneously on purchase decisions, with price identified as the dominant variable, indicating strong consumer sensitivity to affordability. The research model produced an Adjusted R² value of 0.616, meaning that 61.6% of the variation in purchase decisions can be explained by the four independent variables included in the model. These results reinforce the importance of competitive pricing, consistent product quality, reliable service, and accessible locations in influencing consumer purchasing decisions within the local fast-food industry. Overall, this study provides empirical contributions to marketing literature and offers practical implications for Hisana Fried Chicken in improving its marketing strategies

This study aims to analyze the development strategy of micro, small, and medium enterprises (MSMEs) in the coffee sector using the Business Model Canvas (BMC) and SWOT Analysis approaches. A case study was conducted at Paul Coffee Shop, located in Tajurhalang, Bogor Regency. The research method employed was descriptive qualitative, with data collected through observation, interviews, and literature review. The results indicate that the current business model of Paul Coffee Shop has strengths in affordable pricing and personal relationships with customers but still has weaknesses in digital marketing and product innovation. Through SWOT analysis, development strategies were formulated, including product diversification, strengthening digital marketing, collaboration with local MSMEs, and customer loyalty programs. This study emphasizes that BMC can be used not only in the initial stage of business establishment but also as a tool for evaluation and strategy development for ongoing MSMEs.

This study aims to analyze how Pancasila values are applied in MSME business practices and their impact on customer preferences with a case study of Rumah Makan Ibu Via in Sindangsari, Serang Regency. The approach used is descriptive qualitative through interviews, observation, and distribution of questionnaires to customers. The results show that the business owner consistently applies the principles of Pancasila, including honesty (first principle), respect for customers (second principle), cooperation with nearby merchants (third principle), openness to customer feedback (fourth principle), and fair and affordable pricing (fifth principl). The application of these values has a positive impact on customer satisfaction and loyalty, as seen in key preference factors such as affordable prices, a diverse menu, friendly service, and a comfortable location. Thus, the application of Pancasila values in MSME business practices not only serves as a moral and social guideline, but also contributes significantly to increasing customer loyalty and preference. The results of this study are expected to serve as an example of the application of national values in business practices for other SMEs in Indonesia.

In today’s digital era, the demand for fast, stable, and affordable internet services continues to grow alongside the rapid advancement of communication technology. Biznet Network, as one of the leading internet service providers in North Jakarta, is required to deliver optimal service quality and competitive pricing in order to maintain customer loyalty. This study aims to examine and analyze the influence of service quality and price on customer loyalty toward Biznet Network. The research employed a descriptive quantitative method with a sample of 100 respondents selected using purposive sampling from the population of Biznet customers in North Jakarta. Data were collected through observation, interviews, and questionnaires using a Likert scale, and then analyzed using validity and reliability tests, classical assumption tests, multiple linear regression analysis, t-tests, F-tests, and the coefficient of determination (R²). The findings reveal that service quality (X₁) has a significant negative effect on customer loyalty (Y), with a calculated t-value of -2.270 greater than the critical t-table value of 1.984, indicating that a decline in service quality leads to decreased customer loyalty. Similarly, price (X₂) has a significant negative effect on customer loyalty, with a calculated t-value of -2.023 > 1.984, suggesting that unfavorable pricing perceptions reduce loyalty. The F-test results show that service quality and price simultaneously have a significant effect on customer loyalty, with an F-value of 7.686 > 3.09 and a significance level of 0.001 < 0.05. The R² value of 0.137, or 13.7%, indicates that these two variables explain customer loyalty, while the remaining 86.3% is influenced by other factors not examined in this study.

This study was conducted to examine the influence of ticket prices, facilities, and location on visitor satisfaction at Tirta Bening Swimming Pool. The approach used was quantitative with data collection through primary and secondary sources. The study population consisted of all visitors to Tirta Bening Swimming Pool. Data analysis techniques used included validity testing, reliability testing, classical assumption testing, multiple linear regression analysis, and hypothesis testing. The results of the study indicate that partially, the three variables—ticket prices, facilities, and location—influence visitor satisfaction, as indicated by the t-test results. Meanwhile, based on the F-test, all three simultaneously also have a significant influence on the level of visitor satisfaction. More specifically, the facility variable has a dominant influence on visitor satisfaction. This indicates that comfort, cleanliness, completeness of facilities, and the quality of service provided by the management significantly influence visitors' perceptions of their experience at the swimming pool. Affordable ticket prices are also a major attraction, especially for families and student groups seeking cost-effective recreational alternatives. Meanwhile, the strategic and easily accessible location is also an added value, especially for visitors from the surrounding area. The implications of these findings are the importance of regularly upgrading and maintaining facilities, as well as providing additional services such as a cafeteria, comfortable changing rooms, and responsive security personnel. Management is also advised to periodically evaluate ticket pricing to maintain competitiveness while still supporting operational and service development. Furthermore, location promotion through social media and digital platforms can also expand visitor reach. This research provides an important contribution to the development of tourism destination marketing and management strategies based on visitor needs and satisfaction.

Micro, Small, and Medium Enterprises (MSMEs) are a crucial pillar of economic development in Indonesia, playing a significant role in job creation, increasing community income, and driving regional economic growth. Mie Ayam Pak Bari is one such MSME located in Tireman Village, Rembang Regency, Central Java. This business is characterized by delicious flavors, affordable prices, and a unique location that lacks similar competitors in the surrounding area. Despite its significant potential, Mie Ayam Pak Bari faces several challenges, including limited marketing reach, limited exposure to local communities, and volatile raw material price fluctuations. To address these challenges, mentoring focused on strengthening business management strategies and increasing marketing effectiveness. The mentoring included creating a banner as the business's visual identity, developing an attractive and informative menu catalog, and establishing an Instagram account to expand online promotional reach. This strategy is expected to attract new customers, increase consumer loyalty, and build a positive image for the business in the eyes of the wider community. The mentoring results indicate an increase in the completeness of promotional tools, the formation of a clearer business identity, and an increase in communication channels with consumers through social media. The menu catalog helps customers understand product variety and pricing transparently, while banners serve as physical markers, making it easier for customers to find the business's location. Meanwhile, the Instagram account serves as an interactive platform that allows businesses to reach potential customers outside of Tireman Village. This mentoring activity demonstrates that implementing visual and digital media-based marketing strategies can be an effective solution for MSMEs to survive and thrive in an increasingly competitive market.

Micro, Small, and Medium Enterprises (MSMEs) are a crucial pillar of economic development in Indonesia, playing a significant role in job creation, increasing community income, and driving regional economic growth. Mie Ayam Pak Bari is one such MSME located in Tireman Village, Rembang Regency, Central Java. This business is characterized by delicious flavors, affordable prices, and a unique location that lacks similar competitors in the surrounding area. Despite its significant potential, Mie Ayam Pak Bari faces several challenges, including limited marketing reach, limited exposure to local communities, and volatile raw material price fluctuations. To address these challenges, mentoring focused on strengthening business management strategies and increasing marketing effectiveness. The mentoring included creating a banner as the business's visual identity, developing an attractive and informative menu catalog, and establishing an Instagram account to expand online promotional reach. This strategy is expected to attract new customers, increase consumer loyalty, and build a positive image for the business in the eyes of the wider community. The mentoring results indicate an increase in the completeness of promotional tools, the formation of a clearer business identity, and an increase in communication channels with consumers through social media. The menu catalog helps customers understand product variety and pricing transparently, while banners serve as physical markers, making it easier for customers to find the business's location. Meanwhile, the Instagram account serves as an interactive platform that allows businesses to reach potential customers outside of Tireman Village. This mentoring activity demonstrates that implementing visual and digital media-based marketing strategies can be an effective solution for MSMEs to survive and thrive in an increasingly competitive market.

This study aims to determine the effect of promotion, price, and brand image on consumer purchasing decisions in the Cap Fajar Chips Home Industry. The study uses a quantitative approach with a survey method. The study population is consumers who have made purchases at the store, with a total of 150 respondents selected as a sample. The data collection method is carried out through distributing questionnaires, then the data is analyzed using multiple linear regression techniques to test the effect of each independent variable, both partially and simultaneously, on purchasing decisions. The results of the analysis show that the promotion variable (X1) does not have a partial significant effect on purchasing decisions, as evidenced by a significance value of 0.502 (> 0.05). This indicates that the intensity or form of promotion carried out is not enough to directly influence consumer purchasing decisions. In contrast to promotions, the price variable (X2) is proven to have a positive and significant effect on purchasing decisions. A significance value of 0.000 (< 0.05) indicates that competitive and affordable pricing is an important factor that encourages consumers to choose Cap Fajar chips products. Similarly, the brand image variable (X3) has a partial significant influence on purchasing decisions, with a significance value of 0.013 (<0.05). This indicates that consumers' positive perceptions of brand reputation and quality can strengthen the desire to purchase. Simultaneously, the three variables—promotion, price, and brand image—have a significant influence on consumer purchasing decisions. This finding is evidenced by a significance value of 0.001 (<0.05). Based on the results of the study, it can be concluded that price and brand image are the dominant elements that determine purchasing decisions for Cap Fajar chips, while promotions require a more effective strategy to provide a real impact.

This study aims to analyze the marketing strategies implemented and customer perception of MSMEs of Various Muzzaki Chips in Subang Regency. This study uses a qualitative descriptive approach with a case study method. Data is collected through interviews with MSME owners, employees, and customers, which are then analyzed to identify the effectiveness of marketing strategies and customer perception of the products and services provided. The focus of the research includes the implementation of marketing strategies based on the concept of Segmenting, Targeting, and Positioning (STP), as well as the 4P (Product, Price, Place, Promotion) marketing mix. In addition, the evaluation of customer perception is carried out based on five dimensions of service quality, namely Tangibility, Empathy, Responsibility, Responsiveness, and Assurance. The results of the study show that MSMEs Aneka Keripik Muzzaki have implemented the STP strategy on target, namely targeting consumers aged 15-45 years, including students, employees, and housewives. The marketing mix strategy used is quite effective, starting from the development of innovative and quality products, affordable pricing, distribution through direct and online channels, and promotion through social media such as WhatsApp and Instagram. Customer perception of MSMEs tends to be positive, as can be seen from their satisfaction with the taste, packaging, price, and service provided. These results reflect the success of the marketing strategy implemented in building customer loyalty and increasing business competitiveness. It is recommended that MSMEs continue to improve the quality of products and services and expand their marketing reach through digital platforms to achieve sustainable growth.

This study aims to examine the influence of independent variables—Social Media, Pricing, and Promotion—on the dependent variable, Repurchase Decision, at Kedai Kopi Bersahaja. A quantitative research method was employed, utilizing multiple linear regression analysis with the assistance of SPSS 25 software. The population of the study consisted of 226 consumers, and a sample of 107 respondents was selected using incidental sampling techniques. Data were collected through questionnaires distributed to visitors who had made at least one purchase at the coffee shop. The results of the analysis indicate that each independent variable—Social Media, Pricing, and Promotion—has a positive and statistically significant partial influence on the Repurchase Decision. Additionally, the variables collectively demonstrate a strong simultaneous influence, suggesting that an integrated marketing approach is crucial for fostering customer retention and encouraging repeat purchases. Among the three, Social Media showed the most dominant influence, emphasizing the growing role of digital presence and online engagement in shaping consumer preferences and purchasing patterns. Based on these findings, it is recommended that Kedai Kopi Bersahaja maximize the use of social media platforms such as Instagram, TikTok, and Facebook by creating engaging, relevant, and interactive content that resonates with the target audience. Content strategies may include customer testimonials, behind-the-scenes videos, product highlights, and limited-time offers. Pricing should be evaluated periodically to remain affordable yet profitable, considering both market competition and perceived customer value. Meanwhile, promotion efforts can be diversified through the use of loyalty programs, bundle offers, student discounts, and digital coupons. The synergy between these three marketing factors—if consistently and strategically applied—is expected to enhance customer loyalty, strengthen brand image, and significantly increase the likelihood of repurchase decisions. These efforts are essential for building sustainable business growth in the competitive food and beverage industry.

The growing demand for affordable transportation has significantly expanded the used car market. This study aims to develop optimal sales strategies by analyzing seller types and vehicle categories through exploratory data analysis and linear regression techniques. Using a cleaned public dataset of over 150,000 used car listings in Germany, key variables such as registration year, mileage, vehicle type, and seller type were examined. Results indicate that individual sellers dominate the market, although dealers set higher and more stable prices. SUVs and limousines typically hold higher market value. The linear regression model achieved an R-squared value of 0.34, suggesting that registration year and mileage account for 34% of the price variance. These findings offer practical insights for stakeholders in the used car business to tailor pricing strategies based on vehicle attributes and seller classification

This study aims to analyze the marketing strategies implemented by the Donat Seribuan MSME located on Jl. Pancing in enhancing the competitiveness of local products amid increasingly intense market competition. As a pillar of the people's economy, micro, small, and medium enterprises (MSMEs) play a vital role in supporting national economic growth but often face challenges related to market access and the development of effective promotional strategies. This research adopts a descriptive qualitative approach, with data collected through in-depth interviews, direct observation, and documentation. The findings indicate that Donat Seribuan applies a hybrid marketing strategy, combining traditional promotion methods (word-of-mouth, affordable pricing, strategic location) with the use of social media to reach a broader consumer base. The implementation of community-based marketing, product storytelling, and collaboration with local micro-influencers has proven effective in strengthening product image and building customer loyalty. These results highlight the importance of innovative, locally tailored marketing strategies to sustainably enhance MSME competitiveness.

Kebun Raya Mangrove (KRM) Surabaya is the first thematic botanical garden in Indonesia that focuses specifically on the mangrove ecosystem. It serves multiple functions, including conservation, education, research, and recreation. With its ecological uniqueness, KRM has strong potential to develop into a prominent ecotourism destination. However, post-pandemic conditions have seen a significant decline in visitor numbers, indicating the urgent need for more effective and targeted marketing strategies. This study aims to identify and evaluate marketing strategies that can enhance tourist interest and increase visitation to KRM Surabaya. The research adopts a descriptive method with a qualitative approach by collecting both primary data (through observations and interviews) and secondary data, which are then analyzed thematically. The findings indicate that KRM is currently facing several critical challenges, including limited accessibility, inadequate digital promotion, and environmental maintenance issues. Existing marketing efforts—such as affordable ticket pricing, minimal promotion via the official social media accounts of the Food Security and Agriculture Service, and limited collaboration with local SMEs—have not successfully expanded KRM’s market reach or visibility. To address these gaps, the study recommends a comprehensive marketing strategy that includes the optimization of digital marketing through official KRM-managed social media channels, strategic partnerships with ecotourism influencers, the organization of thematic events (e.g., mangrove festivals), and the innovation of mangrove-based products that can boost local identity and visitor engagement. By implementing these strategies, KRM is expected to strengthen its destination branding, attract a broader audience, and establish itself as a leading model for sustainable tourism in Surabaya and beyond.