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All Journal Economic and Business Horizon Papsel Economic Journal
Irfan Wildzan Muafa
Universitas Musamus, Indonesia
Economics, Econometrics & Finance

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Pengaruh Bauran Pemasaran Pariwisata Dan Citra Destinasi Terhadap Minat Berkunjung Kembali Pada Taman Wisata Seribu Musamus Novi Irianti; Semuel Batlajery; Irfan Wildzan Muafa
Papsel Economic Journal Vol. 3 No. 2 (2026): Maret-Juni
Publisher : Papsel Riset dan Konsultan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63185/pej.v3i2.298

Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh bauran pemasaran pariwisata dan citra destinasi terhadap minat berkunjung kembali pada Taman Wisata Seribu Musamus. Sampel dalam penelitian ini sebanyak 96 responden. Prosedur pengambilan sampel yang digunakan dalam penelitian ini adalah Lemeshow. Teknik pengumpulan data menggunakan kuesioner dan pengukuran skala Likert dengan melakukan uji validitas dan reliabilitas. Pendekatan penelitian yang digunakan adalah pendekatan kuantitatif dan menggunakan analisis regresi linear berganda, uji asumsi klasik, uji f, uji t, dan koefisien determinasi dengan alat bantu SPSS versi 25. Dari hasil penelitian ditemukan bahwa secara parsial bauran pemasaran pariwisata berpengaruh signifikan terhadap minat berkunjung kembali dengan nilai thitung 3,464 > nilai ttabel 1,661, secara parsial citra destinasi berpengaruh signifikan terhadap minat berkunjung kembali dengan nilai thitung 4 956 > nilai ttabel 1.661, dan secara simultan bauran pemasaran pariwisata dan citra destinasi berpengaruh signifikan terhadap minat berkunjung kembali pada Taman Wisata Seribu Musamus dengan nilai fhitung (133,384) > nilai ftabel (3,095). Nilai R-Square sebesar 0,736 atau 73,6% dijelaskan variabel bauran pemasaran pariwisata dan citra destinasi berkontribusi terhadap minat berkunjung kembali 73,6% sedangkan sisanya sebesar 26,40% dipengaruhi variabel lain yang tidak diteliti dal am penelitian ini.
The Effects of Store Atmosphere and Digital Payment on Impulse Buying through Hedonic Shopping Value Ahmad Ali; Satria Avianda Nurcahyo; Irfan Wildzan Muafa; Muhammad Awal
Economic and Business Horizon Vol. 5 No. 4 (2026): July
Publisher : LifeSciFi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54518/ebh.5.4.2026.1147

Abstract

The rapid growth of modern retail has intensified competition, encouraging retailers to create shopping experiences that stimulate consumers’ impulse buying behavior. Both store atmosphere and digital payment have become important factors in shaping consumers’ shopping experiences, while hedonic shopping value may explain how these factors influence spontaneous purchasing decisions. This study aims to examine the direct and indirect effects of store atmosphere and digital payment on impulse buying through hedonic shopping. A quantitative approach was employed using a purposive sampling technique involving 150 consumers who had used digital payment methods. Data were analyzed using Structural Equation Modeling-Partial Least Squares (SEM-PLS). The results reveal that store atmosphere and digital payment significantly enhance hedonic shopping value and directly increase impulse buying. Hedonic shopping value also has a significant positive effect on impulse buying and mediates the relationships between store atmosphere, digital payment, and impulse buying. These findings highlight the importance of integrating physical store environments with digital transaction facilities to create enjoyable shopping experiences that encourage spontaneous purchases. The study contributes to consumer behavior literature by demonstrating the complementary roles of experiential and technological factors in explaining impulse buying within the context of Indonesian modern retail.  
Co-Authors Ahmad Ali Muhammad Awal Novi Irianti Satria Avianda Nurcahyo Semuel Batlajery