Jurnal Riset Pemasaran

PENGARUH GAYA HIDUP SEHAT DAN LABEL HALAL TERHADAP KEPUTUSAN PEMBELIAN PRODUK NUTRIFOOD PADA MASYARAKAT DI LOMBOK

Randa Maulana — 2026-03-09

Abstract : This research aims to test and analyze the influence of a healthy lifestyle and halal labels on purchasing decisions for Nutrifood products among people in Lombok. The sample in this research consisted of 100 samples. The sampling technique in this research used a nonprobability sampling technique with a purposive sampling method. Data analysis in this study used multiple linear regression analysis, all research data was processed using SPSS Statistics 22. The results of testing and statistical data analysis showed that the indicators in the research conducted were declared valid where in the classic assumption test, the data was normally distributed and multicollinearity did not occur. The results of this research also show that the two independent variables, namely Healthy Lifestyle and Halal Label, have a positive influence on Purchasing Decisions, therefore Nutrifood must add

PENGARUH DESAIN PRODUK DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN PRODUK DISTRO ELECTRA DIAMOND

Fauzi — 2026-03-09

This research aims to determine the influence of product design and promotion on purchasing decisions for electra diamond distro products in the city of Mataram. The population in this study are people who know about electra diamond products in the city of Mataram. The sample used was 70 respondents. The sampling technique used in this research was purposive sampling.
This type of research is quantitative research with an associative approach. Data is collected through an online survey and then analyzed using multiple linear regression analysis using the SPSS version 29 application. Where validity tests, reliability tests, classical assumption tests, multiple linear regression analysis, t test and R test are carried out. square. The results of this research show that (1) Product design has a significant influence on purchasing decisions. This can be seen from Tcount (2.657)>Ttable (1.666) with a significance value of <5% (0.004<0.05). (2) Promotion has a significant effect on purchasing decisions, this can be seen from Tcount (6.228 > Ttable (1.666) with a significance value < 5% (0.001 < 0.05).
Keywords

PENGARUH KESADARAN MEREK DAN PENGALAMAN PELANGGAN TERHADAP KEPUASAN PELANGGGAN PADA PENGGUNA

I Nyoman Puja Indrayana — 2026-03-09

The aim of this research is to analyze the influence of Brand Awareness (X1) and Customer
Experience (X2) on Customer Satisfaction among Grab Users in Mataram City. The population in this
research is Grab consumers who live in Mataram City, while the sample for this rese arch is 100 Grab
consumers using a sampling technique, purposive sampling. This type of research is quantitative research
using multiple linear regression analysis tools using the IBM SPSS 23 for Windows program, where
validity tests, reliability tests, cl assical assumption tests, normality tests, multicollinearity tests,
heteroscedasticity tests, multiple linear regression analysis, t tests, tests are carried out. f, and coefficient
of determination test. Based on the results of the analysis, it shows that : (1) Brand Awareness has a
positive and significant influence on Customer Satisfaction for Grab transportation users in Mataram City.
(2) Customer Experience also has a positive and significant influence on Customer Satisfaction among
transportation users in Mataram City. The results of this research provide evidence that to increase
customer satisfaction for Grab users in the city of Mataram, the company must increase brand awareness
and improve the user experience.

PENGARUH CELEBRITY ENDORSEMENT DAN HARGA TERHADAP MINAT BELI SKINCARE AZARINE DI KOTA MATARAM

Mahdi Aprija — 2026-03-09

This study aims to determine the effect of celebrity endorsement and price on the purchase interest of Azarine skincare in Mataram city. Using a sample of 100 respondents from Mataram city, this study found that price has a positive and significant effect on the interest in purchasing Azarine products. Meanwhile, celebrity endorsement does not show a significant effect. These results indicate that price is effective in increasing purchase interest, whereas celebrity

ANALISIS PENGARUH PERSONAL BRANDING INFLUENCER DAN CONTENT MARKETING TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA INDUSTRI FASHION WANITA MELALUI PLATFORM TIKTOK (DI KOTA MATARAM)

Rizkika Dwi Aprilianti — 2026-03-09

Thisstudy aimsto find out how personal branding influencer, and content marketing affect the speed of purchasing decisions made by z-gen consumers through TikTok. The research method used in this study was a survey sample. The number of respondents used in this study was 75 with sampling techniques using purposive sampling methods. The population in this study is consumers of TikTok active user z-genes who have been actively using TikTok for the past months. The data that had been obtained from the respondents were processed using multiple linear regression analysis methods using SPSS version 25. Research results show that personal branding influencer and content marketing have a positive and

STRATEGI PEMASARAN DALAM MENINGKATKAN KUNJUNGAN WISATAWAN KE WISATA ALAM GUNUNG JAE DI LOMBOK

Tini Harlina Saufi — 2026-03-09

This study aims to develop marketing strtategies to increase tourist visits to the Gunung Jae natural tourism sate in Lombok. Using SWOT analysis and qualitative approach, the research identifies internal and external factors influencing the promotion of Gunung Jae. The results indicate that growth strategies throught concentration with an aggressive approach and horizontal integration are the most effective. Impementation includes the development of nature-based and ecotourism packages, the utilization of digital technologi, event organization, and infrastructure enhancement.

PENGARUH KUALITAS PRODUK DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN KASUR PADA UD. BUSYAIRI KECAMATAN KURIPAN LOMBOK BARAT

Dinda Bulan Febrina — 2026-03-09

This research aims to test and analyze the influence of product quality and price on mattress purchasing decisions at UD Busyairi, Kuripan District, West Lombok. The samples in this study amounted to 60 samples. The sampling technique in this research used a nonprobability sampling technique with a purposive sampling method. Data analysis in this research used linear multiple regression analysis, all research data was processed using SPSS Statistics 24. The results of testing and statistical data analysis showed that the indicators in the research carried out were declared valid where in the classic assumption test, the data was normally distributed and multicollinearity did not occur. The research results show that the Product Quality variable has a positive and significant influence on Purchasing Decisions and Price has a positive and significant influence on Purchasing Decisions.

PENGARUH BRAND AWARENESS DAN PROMOSI TERHADAP MINAT BELI KOPI WAMENA DI PASAR NASIONAL

Detri R. Wandik — 2026-03-09

One form of community empowerment and effectiveness in improving the quality of coffee produced is to establish a characteristic of the Papua region, which is known for its coffee. This study aims to analyze the influence of brand awareness and promotion on the buying interest of Wamena coffee from Papua in the national market. The method used in this research is a survey, with data collection through questionnaires distributed to consumers of Wamena coffee. The analysis results show that brand awareness has a positive and significant effect on buying interest, meaning that the higher the consumer's brand awareness, the greater the likelihood of purchasing the product. Additionally, promotion also proves to have a positive effect on buying interest, indicating that effective promotional strategies can enhance consumer interest in Wamena coffee. This research provides important insights for marketers in designing better marketing strategies to increase the sales of Wamena coffee from Papua in the national market.
Keywords : Brand Awareness, Promotion,

PENGARUH VIRAL MARKETING DAN GREEN TOURISM TERHADAP KEPUTUSAN BERKUNJUNG KE DESTINASI WISATA DI BUKIT MERESE

Amanah Puspita Sari — 2026-03-09

This research aims to examine the influence of viral marketing and green tourism on decisions to visit tourist destinations on Merese Hill.
This research is quantitative research. The research population is domestic tourists who have visited the Bukit Merese tourist destination, where the population size is unknown. The research sample consisted of 100 respondents and was taken using the non-probability purposive sampling method. Data was collected using a questionnaire. The dependent variable in this research is the decision to visit, while the independent variables are viral marketing and green tourism. Data analysis was used using multiple linear regression methods.
The results of this research show that viral marketing and green tourism have a significant positive effect on the decision to visit the Bukit Merese tourist destination. Viral marketing and green tourism factors have an influence of 72,9% on satisfaction with visiting the Bukit Merese tourist destination, while the remaining 27,1% is influenced by other variables not included in this research

PENGARUH PENGARUH KUALITAS MENU DAN KUALITAS PELAYANAN TERHADAP KEPUASAN KONSUMEN PADA GERAI RESTORAN CEPAT SAJI RICHEESE FACTORY DI KOTA MATARAM

Nurul Kasytiana Irfani — 2026-03-09

This study aims to analyze the effect of menu quality and service quality on customer satisfaction at Richeese Factory fast food restaurant outlets in Mataram City. The type of research used in this study is quantitative with an associative approach method. Data collection was carried out through a questionnaire distributed to 100 respondents who were Richeese Factory customers. The research method used is a non-probability sampling technique using multiple regression analysis through SPSS 25.0 software to analyze the effect of menu quality and service on consumer satisfaction. The results showed that menu quality has a positive and significant effect on customer satisfaction. Meanwhile, the quality of service has a positive and significant effect on customer satisfaction. Overall, menu quality and service quality provide a significant contribution of 81,8% to customer satisfaction.