Jurnal Manajemen USNI

PENGARUH DIGITAL MARKETING DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA KOPI KENANGAN RC VETERAN JAKARTA SELATAN

Naufal Hendriansyah — 2026-08-30

The purpose of this study is to examine the partial and simultaneous effects of price and digital marketing on consumer purchasing decisions at Kopi Kenangan RC Veteran in South Jakarta. Multiple linear regression analysis was used as a quantitative tool in this study. Purposive sampling, which is based on Hair's formula, was the method used. 115 customers of Kopi Kenangan RC Veteran in South Jakarta participated in the survey. Questionnaires and a review of the literature were used to gather data. The Method of Successive Intervals (MSI) was used to convert ordinal data into interval data before statistical testing. Additionally, statistical analysis tests utilising the SPSS software. The study's findings show that price and digital marketing, both partially and concurrently, significantly and favourably influence customers' decisions to buy at Kopi Kenangan RC Veteran in South Jakarta.

PENGARUH PRODUK, HARGA, TEMPAT DAN PROMOSI TERHADAP KEPUTUSAN MAHASISWA MEMILIH PERGURUAN TINGGI DI SAE INDONESIA

Nengsih Martinah — 2026-08-30

The sample size was determined using the Slovin formula with a margin of error of 10%, resulting in a total of 70 respondents. This study employed a quantitative method with a survey approach. Data were collected through questionnaires using a Likert scale and analyzed using multiple linear regression.

The results show that simultaneously that product, price, place, and promotion significantly influence student’s decisions in choosing SAE Indonesia. Partially, product and price have a significant effect, while place and promotion do not significantly affect student’s decisions.

Keywords: marketing mix, product, price, place, promotion, student decision

PENGARUH E-WOM DAN STORE ATMOSPHERE TERHADAP KEPUTUSAN PEMBELIAN PADA BUSU KITCHEN & COFFEE PAMULANG DI KOTA TANGERANG SELATAN

Putri Anandah — 2026-08-30

This study aims to analyze the effect of Electronic Word of Mouth and Store Atmosphere on Purchase Decisions among consumers of BUSU Kitchen & Coffee Pamulang in South Tangerang City. This study employed a quantitative method with an associative approach. Data were collected through questionnaires distributed to BUSU Kitchen & Coffee consumers and analyzed using multiple linear regression. The results show that Electronic Word of Mouth has a positive and significant effect on Purchase Decisions. Store Atmosphere also has a positive and significant effect on Purchase Decisions. Simultaneously, Electronic Word of Mouth and Store Atmosphere have a positive and significant effect on Purchase Decisions. These two variables explain a substantial proportion of the variation in Purchase Decisions, while the remaining proportion is influenced by other factors beyond the scope of this study. The findings indicate that consumer information and experiences formed through digital media, along with the atmosphere experienced directly at the business location, are important aspects in encouraging purchase decisions. This study provides practical implications for BUSU Kitchen & Coffee to optimize digital communication management and improve the quality of its store atmosphere to support consumer purchase decisions.

PENGARUH BRAND IMAGE DAN ELECTRONIC WORD OF MOUTH (E-WOM) TERHADAP KEPUTUSAN PEMBELIAN PRODUK SKINCARE WARDAH PADA E-COMMERCE TIKTOKSHOP DI KOTA BOGOR

Miranti Putri Andriani — 2026-08-30

The advancement of digital technology has changed consumer behavior in purchasing skincare through e-commerce platforms such as TikTok Shop. Wardah as a leading halal cosmetic brand in Indonesia faces intense competition in attracting consumers. This study aims to examine the influence of Brand Image and E-WOM on purchasing decisions for Wardah skincare products. The method used is quantitative associative causal with a purposive sampling method, namely TikTok Shop users in Bogor City who have purchased Wardah skincare products on TikTok Shop at least once in the last six months. Data were collected through questionnaires and analyzed using multiple linear regression with the help of IBM SPSS. The results showed that Brand Image and E-WOM had a positive and significant effect on purchasing decisions both partially and simultaneously.

PENGARUH STRUKTUR MODAL, LIKUIDITAS, DAN PERTUMBUHAN PENJUALAN TERHADAP PROFITABILITAS PADA PERUSAHAAN INVESTASI DAN HOLDING YANG TERCATAT DI BURSA EFEK INDONESIA

Netti Natarida Marpaung — 2026-08-30

This study aims to examine the effects of capital structure, liquidity, and sales growth on the profitability of investment and holding companies listed on the Indonesia Stock Exchange. Profitability is measured by Return on Assets (ROA), capital structure by the Debt-to-Equity Ratio (DER), liquidity by the Current Ratio (CR), and sales growth by Sales Growth. The study adopts a quantitative approach using secondary data obtained from companies’ financial statements for the 2015–2021 period. The sample was selected using purposive sampling, resulting in eight companies and 43 firm-year observations. The analysis employs panel data regression using the Fixed Effects Model. Given the presence of heteroskedasticity and the limited number of clusters, statistical inference was conducted using cluster-robust standard errors and further assessed through wild cluster bootstrap with Webb weights. The results indicate that DER and CR provide no robust statistical evidence of an effect on ROA. In contrast, Sales Growth has a positive and statistically significant effect on ROA based on the wild cluster bootstrap results. These findings suggest that sales growth is the strongest factor in explaining profitability, particularly when supported by cost efficiency and effective asset management.

PENGARUH SOCIAL MEDIA MARKETING DAN KOMUNIKASI PEMASARAN TERHADAP MINAT BELI KONSUMEN HONDA RADEN INTAN

Chelsea Olivia Rahmat — 2026-08-30

This research was conducted to analyze how Social Media Marketing and Marketing Communication affect the Purchase Intention of consumers at Honda Raden Intan. A quantitative method combined with a survey design was applied. A total of 100 respondents took part in the study, chosen through a purposive sampling approach. Respondents had to be at least 17 years old, follow Honda Raden Intan's social media accounts, have encountered its promotional materials, and hold an interest in buying a Honda motorcycle. The data collection process relied on an online survey distributed through Google Forms, using a five-point Likert scale format. IBM SPSS Statistics 26 was used to process the data, covering validity and reliability testing, classical assumption checks, multiple linear regression, t-tests, and the coefficient of determination. Findings show that Social Media Marketing contributes a positive and significant effect on purchase intention, evidenced by a regression coefficient of 0.455 and a significance level of 0.000 (p < 0.05). Marketing Communication likewise exerts a positive and significant influence on purchase intention, shown by a regression coefficient of 0.312 and a significance level of 0.026 (p < 0.05). Overall, the results point to the value of well-executed digital marketing paired with integrated marketing communication in strengthening consumers' intention to purchase Honda products. Practically, the study offers guidance for Honda Raden Intan in refining its social media use and marketing communication approach to boost consumer purchase intention and remain competitive within the automotive sector.

PENGARUH KUALITAS PRODUK, HARGA, DAN GAYA HIDUP TERHADAP KEPUTUSAN PEMBELIAN BUAH IMPOR DI SUPERINDO KELAPA DUA

RISKI ROMADHI — 2026-08-30

This study aims to examine the effect of product quality, price, and lifestyle on purchasing decisions for imported fruits among consumers at Superindo Kelapa Dua, West Jakarta. This research is motivated by the increasing consumption of imported fruits, despite their relatively higher prices compared to local fruits. The study employs a quantitative approach using a survey method. Primary data were collected through questionnaires distributed to 100 respondents who had purchased imported fruits at Superindo Kelapa Dua. Data analysis was conducted using multiple linear regression with the assistance of SPSS software. The analysis included validity testing, reliability testing, classical assumption tests, F-test, t-test, and coefficient of determination. The results indicate that product quality, price, and lifestyle simultaneously have a significant effect on purchasing decisions. Partially, product quality and lifestyle have a significant influence on purchasing decisions, while price does not show a significant effect. These findings suggest that consumers tend to prioritize product quality and lifestyle compatibility over price considerations when purchasing imported fruits. This study is expected to contribute to the development of marketing management studies and provide practical input for retailers in formulating more effective marketing strategies.

Keyword: product quality, price, lifestyle, purchasing decision, imported fruit

PENGARUH PENERAPAN CORPORATE SOCIAL RESPONSIBILITY TERHADAP CITRA PERUSAHAAN: STUDI KASUS PADA PT. INSIGHT INVESTMENTS MANAGEMENT DARI BIDANG SOSIAL, EKONOMI, DAN LINGKUNGAN

Widya Ayu Lestari — 2026-08-30

ABSTRACT

This study aims to analyze the effect of Corporate Social Responsibility (CSR) implementation in the social, economic, and environmental fields on the corporate image of PT Insight Investments Management. This study employs a quantitative approach with a causal research design. The data were collected through questionnaires distributed to 100 respondents who have an association with or have interacted with PT Insight Investments Management and are familiar with the CSR programs implemented by the company. The variables were measured using a Likert scale, while the data were analyzed using multiple linear regression with partial testing through the t-test and simultaneous testing through the F-test. The results show that CSR in the social field has a positive and significant effect on corporate image. CSR in the economic field also has a positive and significant effect on corporate image, as does CSR in the environmental field. Simultaneously, CSR in the social, economic, and environmental fields has a positive and significant effect on corporate image. These findings indicate that integrated and sustainable CSR implementation can serve as an important strategy for building corporate image, reputation, and stakeholder trust, particularly in the financial services industry, which is based on trust.

Keywords: Corporate Social Responsibility, Corporate Image, Social Field, Economic Field, Environmental Field.

PERAN MEDIA DIGITAL DALAM MENINGKATKAN PENJUALAN UMKM KULINER DI KECAMATAN DUKUH PAKIS SURABAYA

Aura Sifa Mujahidah — 2026-08-30

Digital technology development has brought changes in marketing strategies, including the culinary Micro, Small, and Medium Enterprises (MSMEs) sector, which is required to adapt to changes in consumer behavior. This study aims to analyze the role of digital media in increasing sales of culinary MSMEs in Dukuh Pakis District, Surabaya, and to identify obstacles in its utilization. The theoretical review covers MSMEs, digital media, digital marketing, and sales improvement. This study employed a descriptive qualitative approach. Data were collected through interviews, observations, and documentation involving culinary MSME owners and consumers in Dukuh Pakis District, Surabaya. Data analysis consisted of data reduction, data presentation, and conclusion drawing, with data validity ensured through triangulation. The results show that digital media plays an important role in increasing sales by expanding market reach, increasing product awareness, facilitating communication with consumers, and increasing transactions through Instagram, TikTok, WhatsApp, GoFood, GrabFood, and ShopeeFood. Content strategies, digital promotions, and the utilization of social media trends help attract consumer interest. The obstacles include limited content creation skills, inconsistent digital media management, and competition on online platforms. Effective use of digital media can increase the competitiveness and sales of culinary MSMEs.

PENGUATAN KAPASITAS PEMASARAN DIGITAL UMKM IDALICIOUS MELALUI META ADS DAN GASTRODIPLOMASI

Yuli Setiawan — 2026-08-30

This community engagement study evaluates a capacity-building program that integrates cultural storytelling, Meta Ads, and digital business management for Idalicious, a home-based traditional snack enterprise in Ciledug, Tangerang. The program used participatory training, demonstrations, guided practice, and mentoring. Evidence comprised activity records, participant work, and an eight-item Meta Ads post-test completed by seven participants. Descriptive analysis showed a mean score of 80.57, a median of 72, and a range of 72–96. All participants correctly understood digital reach, professional-account requirements, audience targeting, and the importance of a three-second hook. Lower mastery was observed in selecting the campaign objective for WhatsApp conversations and in determining a realistic beginner budget. The program’s novelty lies in connecting paid digital advertising with gastrodiplomacy storytelling so that traditional foods are promoted through both measurable audience targeting and cultural differentiation. The findings support focused follow-up mentoring on campaign setup, budget testing, and performance optimization. Because no verified pre-test data were available, the results indicate post-training mastery rather than causal improvement.

Keywords: digital marketing, gastrodiplomacy, Meta Ads, MSME capacity, traditional food

PENGARUH KEPEMILIKAN INSTITUSIONAL DAN PROFITABILITAS TERHADAP HARGA SAHAM (Studi Empiris pada Perusahaan Subsektor Farmasi yang Terdaftar di Bursa Efek Indonesia Periode 2017-2024)

Safira Suryani — 2026-08-30

This study was conducted to assess and provide evidence on how institutional ownership and profitability affect stock prices in pharmaceutical subsector companies listed on the Indonesia Stock Exchange from 2017 to 2024. Using a purposive sampling method, eight companies were selected based on the research criteria. Data were analyzed using multiple linear regression. The partial test results show that institutional ownership has a positive and significant effect on stock prices. Profitability, measured by Return on Assets (ROA), is also proven to have a positive and significant effect on stock prices. Furthermore, the simultaneous test results indicate that institutional ownership and profitability together have a positive and significant effect on stock prices.

STRATEGI PENINGKATAN KINERJA KEBERLANJUTAN UMKM MELALUI PERSEPSI NILAI DAN KESIAPAN

Dian Alanudin — 2026-08-30

This study develops a managerial strategy for improving the sustainability performance of fisheries by-product–based small and medium-sized enterprises by focusing on perceived sustainability value and organizational readiness. Unlike a broader integrative-model study using the same survey context, this article applies a focused hierarchical regression and commonality analysis to identify the unique and shared contributions of the two strategic factors. Data from 100 owners or managers were collected through a five-point Likert questionnaire. The constructs demonstrated adequate reliability, with Cronbach’s alpha values ranging from 0.776 to 0.815. Perceived sustainability value and readiness jointly explained 56.13% of the variance in sustainability performance. Perceived value had the larger standardized effect, while readiness added a smaller but statistically significant contribution. Commonality analysis revealed that most of the explained variance was shared by the two predictors, indicating that awareness without implementation capability or readiness without a clear value proposition is insufficient. The findings support an integrated strategy combining sustainability-value communication, managerial capability, operational procedures, and performance measurement.