JURNAL EKUIVALENSI最新文献

{"title":"Analisis Faktor-Faktor Yang Berpengaruh Terhadap Keputusan Pembelian Produk Inovasi Susu Kedelai","authors":"Yulina Lailatul Maslukhah, M. H. R. Putra","doi":"10.51158/ekuivalensi.v7i2.578","DOIUrl":"https://doi.org/10.51158/ekuivalensi.v7i2.578","url":null,"abstract":"Abstrak \u0000Dalam pengembangan produk inovasi minuman susu kedelai, strategi pemasaran yang tepat perlu diketahui melalui riset pasar. Komponen dalam bauran pemasaran menjadi faktor penting dalam pengembangan strategi pemasaran termasuk dalam pengambilan keputusan pembelian oleh konsumen. Penelitian ini bertujuan untuk mengetahui faktor paling berpengaruh terhadap keputusan pembelian produk inovasi susu kedelai yang akan dikembangkan dari usaha rumah tangga di desa Tembokrejo, kecamatan Purworejo, Kota Pasuruan. Jenis penelitian ini adalah explanatory research dengan pendekatan kuantitatif. Teknik penelitian menggunakan metode survei. Variabel independen dalam penelitian ini adalah bauran pemasaran (4P) meliputi product, price, place, promotion, sedangkan variabel dependen adalah keputusan pembelian. Hasil penelitian ini menunjukkan bahwa secara simultan faktor produk, harga, tempat, dan promosi berpengaruh signifikan terhadap keputusan pembelian minuman inovasi susu kedelai sebesar 65.5%, sedangkan sisanya sebesar 33.5% dipengaruhi oleh variabel lain di luar variabel pada penelitian ini. Secara parsial, hanya variabel promosi yang secara signifikan berpengaruh dalam pengambilan keputusan pembelian produk yang akan dikembangkan ini. Oleh karena itu, dalam pengembangan strategi pemasaran produk inovasi susu kedelai ini, faktor utama yang harus dipertimbangkan dalam pemasaran produk adalah faktor promosi. \u0000 Kata kunci:  Inovasi; Keputusan pembelian; pemasaran; susu kedelai; 4P \u0000  \u0000Abstract \u0000 In developing soy milk beverage innovation products, the appropriate marketing strategy needs to be known through market research. Components in the marketing mix become an important factor in the development of marketing strategies, including in making purchasing decisions by consumers. This study aims to determine the most influential factors on purchasing decisions for soy milk innovation products that will be developed from household businesses in Tembokrejo village, Purworejo sub-district, Pasuruan City. This type of research is explanatory research with a quantitative approach. The research technique used survey method. The independent variable in this study is the marketing mix (4P) including product, price, place, promotion, while the dependent variable is purchasing decisions. The results of this study indicate that simultaneously product, price, place, and promotion factors have a significant effect on purchasing decisions of soy milk innovation drinks by 65.5%, while the remaining 33.5% is influenced by other variables outside the variables in this study. Partially, only the promotion variable has a significant effect on purchasing decisions for the product to be developed. Therefore, in developing a marketing strategy for this innovative soy milk product, the main factor that must be considered in product marketing is the promotion factor. \u0000Keywords: Buying decision; Inovation; Marketing; Soy milk; 4P","PeriodicalId":285944,"journal":{"name":"JURNAL EKUIVALENSI","volume":"15 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2021-10-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"116783578","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Analisis Kualitas Pelayanan dan Kepercayaan Konsumen Bus Rapid Trans Semarang di masa Pandemi Covid-19","authors":"Agung Sedayu, Windya Ardani Salsabilla","doi":"10.51158/ekuivalensi.v7i2.579","DOIUrl":"https://doi.org/10.51158/ekuivalensi.v7i2.579","url":null,"abstract":"The city of Semarang as the capital city of Central Java Province is included in the category of a metropolitan city because it has a population of more than 1.5 million people, so the level of activity and mobility of the community is increasing. The Semarang City Government through the Semarang City Transportation Service has succeeded in developing the Trans Semarang Rapid Transit Bus as a mass public transportation program that is more comfortable, safe, fast, cheap, and mass in nature. However, in 2020 the Covid-19 pandemic emerged which had a very large impact, even though the number of passengers decreased during the Covid-19 pandemic, the Semarang BRT continued to serve passengers and continue to provide the best service for passengers by implementing health protocols as recommended by the government. The population of this study was BRT Semarang users with a sample of 100 respondents. By using the Kano model approach, the researcher uses 31 service attributes which are composed of service quality, trust, and customer satisfaction variables. From the results of this study, 26 attributes fall into the Attractive category or pleasure attribute (A) and 5 attributes fall into the One dimensional category or the expected attribute (O). so that BRT Semarang must improve the quality of service better by evaluating employee performance and making improvements and improving service strategies, providing safe service quality by implementing health protocols for all consumer characteristics, especially during this Covid-19 pandemic.","PeriodicalId":285944,"journal":{"name":"JURNAL EKUIVALENSI","volume":"39 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2021-10-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"132783719","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Finansial Inklusi Pada Peternak Sapi Pola Gaduhan Sebagai Penguatan Modal Sosial Dan Modal Finansial","authors":"Nur Solikin, Linawati Linawati, Samari Samari","doi":"10.51158/ekuivalensi.v7i2.587","DOIUrl":"https://doi.org/10.51158/ekuivalensi.v7i2.587","url":null,"abstract":"The existence of resources and production factors is an important component of supporting the business. Aspects of social capital and the availability of money, for cattle farmers are important parts, because cattle breeders must prepare forage forage needs, additional feed and fortifying feed (bran, concentrate) as a means of supporting the success of the livestock business being run. Financial inclusion in this study is defined as easy access to money. The “gaduhan” system (keeping other people's livestock) is often found in all corners of the village, livestock owners other than as animal providers often act as providers of money when people who raise livestock need (borrow) money. Social capital is built because of emotional closeness and financial capital is formed because of a joint effort to system gaduhan cattle. The purpose of the study was to analyze the application of financial inclusion to rowdy cattle farmers in strengthening social capital and financial capital. This type of research is descriptive qualitative by using questionnaires, interviews, FGD instruments to obtain primary data, secondary data sourced from relevant documents, articles. The subjects of the study were rowdy cattle breeders in the Semen District as many as 120 respondents. The results of the study indicate that the implementation of financial inclusion of the cattle rancher model has long been carried out between animal owners and animal keepers. Mutualism symbiosis is realized by mutually benefiting from raising cattle, strengthening social relations and economic income for both parties. \u0000Keywords: Financial inclusion, beef cattle breeders, gaduhan system","PeriodicalId":285944,"journal":{"name":"JURNAL EKUIVALENSI","volume":"114 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2021-10-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"116429589","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}