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All Journal Jurnal Manajemen dan Bisnis (Performa) Syntax Literate: Jurnal Ilmiah Indonesia Journal Sampurasun : Interdisciplinary Studies for Cultural Heritage Jurnal 'Aisyiyah Medika Dinasti International Journal of Economics, Finance & Accounting (DIJEFA) International Journal Of Science, Technology & Management (IJSTM) Studi Akuntansi, Keuangan, dan Manajemen Jurnal Riset Manajemen dan Bisnis Bandung Conference Series: Business and Management Journal of Scientific Research, Education, and Technology International Journal of Entrepreneurship and Sustainability Studies Mediator: Jurnal Komunikasi International Journal of Management Science and Application MIMBAR : Jurnal Sosial dan Pembangunan Journal of Information System, Technology and Engineering International Journal of Economics, Commerce, and Management Jurnal Manajemen Bisnis dan Kesehatan Amwaluna: Jurnal Ekonomi dan Keuangan Syariah ETHOS: Jurnal Penelitian dan Pengabdian kepada Masyarakat International Journal of Marketing and Digital Creative (IJMADIC) Jurnal manajemen dan bisnis (Performa) IJEMA
Dede R Oktini
Magister Of Management Study Program, Faculty Of Economics And Business, Universitas Islam Bandung
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Pengaruh Experiential Marketing dan Price Bundling terhadap Consumer Purchase Interest Salma Athifah Azhar; R. Oktini, Dede; Malik Akbar Rohandi, Mochamad
Bandung Conference Series: Business and Management Vol. 4 No. 2 (2024): Bandung Conference Series: Business and Management
Publisher : UNISBA Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/bcsbm.v4i2.13488

Abstract

Abstract. Intense competition in the muslim fashion industry drives companies to compete for market share. To attract attention and meet market demand, companies need to develop marketing strategies that align with consumer desires and needs. This study examines the impact of experiential marketing and price bundling on consumer purchase interest at Shopee Orianara Official Shop. The research employs descriptive and verificative analysis with a quantitative approach, utilizing multiple linear regression and hypothesis testing. The sampling technique used is purposive sampling with 110 respondents, and data is collected through questionnaires. The results indicate that both experiential marketing and price bundling have a positive and significant effect on consumer purchase interest. Simultaneously, experiential marketing and price bundling have a positive and significant effect on consumer purchase interest. Abstrak. Persaingan ketat dalam industri fashion muslim membuat perusahaan berlomba-lomba merebut pasar. Untuk menarik perhatian dan memenuhi permintaan pasar, perusahaan perlu mengembangkan strategi pemasaran yang sesuai dengan keinginan dan kebutuhan konsumen. Penelitian ini mengkaji pengaruh experiential marketing dan price bundling terhadap consumer purchase interest di Shopee Orianara Official Shop. Metode yang digunakan adalah analisis deskriptif dan verifikatif dengan pendekatan kuantitatif melalui analisis regresi linear berganda dan uji hipotesis. Teknik sampling menggunakan purposive sampling dengan 110 responden. Pengumpulan data melalui kuesioner. Hasil penelitian menunjukkan bahwa experiential marketing dan price bundling masing-masing berpengaruh positif dan signifikan terhadap consumer purchase interest. Secara simultan, experiental marketing dan price bundling berpengaruh positif dan signifikan terhadap consumer purchase interest.
Pengaruh Price Discount, Shopping Lifestyle dan Store Atmosphere terhadap Impulse Buying Alena Aenusiffa Salsabil; Oktini, Dede R; Akbar Rohandi, Mochamad Malik
Bandung Conference Series: Business and Management Vol. 4 No. 2 (2024): Bandung Conference Series: Business and Management
Publisher : UNISBA Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/bcsbm.v4i2.13723

Abstract

Abstract. As demand for cosmetics increases in Indonesia, competition is gettingtougher. Many brands are competing to provide quality and environmentally friendlyproducts. West Java Province has the most cosmetic companies. Makeupuccino, acosmetics shop in Bandung, faces problems with price discounts, shopping style, andstore atmosphere. This research aims to examine the influence of price discounts,shopping lifestyle, and store atmosphere on impulse buying at Makeupuccino BengawanBranch, Bandung City. This research is descriptive and verification research withquantitative methods. The sampling technique used was purposive sampling. Data wascollected through a survey using a questionnaire. The research objects were 111Makeupuccino consumers in Bandung City who had visited and made purchases. Dataanalysis uses multiple linear regression, T test, F test, and coefficient of determination.The results of this research show that price discounts have a positive but not significanteffect on impulse buying, shopping lifestyle has a positive and significant effect onimpulse buying and store atmosphere has a positive and significant effect on impulsebuying. Then simultaneously price discounts, shopping lifestyle and store atmospherehave a positive and significant effect on impulse buying. Abstrak. Seiring meningkatnya permintaan kosmetik di Indonesia, persainganpun semakin ketat. Banyak brand yang berlomba-lomba untuk menyediakan produk yangberkualitas dan ramah lingkungan. Provinsi Jawa Barat mempunyai perusahaan kosmetikterbanyak. Makeupuccino, sebuah toko kosmetik di Bandung, menghadapi permasalahanpada diskon harga, gaya berbelanja, dan suasana toko. Penelitian ini bertujuan untukmenguji pengaruh diskon harga, gaya hidup berbelanja, dan suasana toko terhadappembelian impulsif di Makeupuccino Cabang Bengawan Kota Bandung. Penelitian inimerupakan penelitian deskriptif dan verifikatif dengan metode kuantitatif. Teknikpengambilan sampel yang digunakan adalah purposive sampling. Data dikumpulkanmelalui survei dengan menggunakan kuesioner. Objek penelitiannya adalah 111konsumen Makeupuccino Kota Bandung yang pernah berkunjung dan melakukanpembelian. Analisis data menggunakan regresi linier berganda, uji T, uji F, dan koefisiendeterminasi. Hasil penelitian menunjukkan bahwa diskon harga berpengaruh positifnamun tidak signifikan terhadap pembelian impulsif, gaya hidup berbelanja berpengaruhpositif dan signifikan terhadap pembelian impulsif, dan suasana toko berpengaruh positifdan signifikan terhadap pembelian impulsif. Kemudian secara simultan diskon harga,gaya hidup berbelanja dan suasana toko berpengaruh positif dan signifikan terhadappembelian impulsif.
Pengaruh Hedonic Shopping Value terhadap E-Impulse Buying dengan Positive Emotion sebagai Variabel Mediasi pada Pengguna Aplikasi Shopee di Kota Bandung Dhiya Husna; Dede R. Oktini; Yudha Dwi Nugraha
Bandung Conference Series: Business and Management Vol. 4 No. 2 (2024): Bandung Conference Series: Business and Management
Publisher : UNISBA Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/bcsbm.v4i2.14162

Abstract

Abstract. This research focuses on the variables of hedonic shopping value, positive emotion, and e-impulse buying. The aim of this research is to determine the relationship between hedonic shopping value and e-impulse buying and the role of positive emotion as a mediating variable for Shopee application users in Bandung City. This research is included in descriptive and verification research using a quantitative approach. The sampling technique used is with a purposive sampling. The method used in this research is a survey method with a questionnaire instrument as the data collection technique. The object of this research is the Shopee user community who are domiciled in Bandung City and have made transactions or shopped at Shopee in the last 6 months or 1 year with total of 128 respondents who were narrowed down based on sampling criteria of 105 respondents. Data analysis used is descriptive analysis and verification, namely by using path analysis, T test, F test, and Sobel test. The result of this research show that hedonic shopping value has a significant effect on positive emotion, positive emotion has no effect on e-impulse buying, and hedonic shopping value have a significant effect on e-impulse buying. Then, hedonic shopping value has no effect on e-impulse buying with positive emotion as a mediating variable. Abstrak. Penelitian ini berfokus kepada variabel hedonic shopping value, positive emotion, dan e-impulse buying. Tujuan dari penelitian ini ialah untuk mengetahui hubungan antara hedonic shopping value dan e-impulse buying serta peran positive emotion sebagai variabel mediasi pada pengguna aplikasi Shopee di kota Bandung. Penelitian ini termasuk ke dalam jenis penelitian deskriptif dan verifikatif dengan menggunakan pendekatan kuantitatif. Teknik sampling yang digunakan yaitu purposive sampling. Metode yang digunakan pada penelitian ini ialah metode survei dengan instrumen kuesioner sebagai teknik pengumpulan datanya. Objek penelitian ini ialah masyarakat pengguna Shopee yang berdomisili di kota Bandung dan pernah melakukan transaksi atau belanja di Shopee dalam 6 bulan atau 1 tahun terakhir dengan jumlah 128 responden yang kemudian dikerucutkan kembali berdasarkan kriteria sampling menjadi 105 responden. Analisis data yang digunakan adalah analisis deskriptif dan verifikatif yaitu dengan menggunakan analisis jalur, uji T, uji F, dan uji sobel. Hasil penelitian ini menunjukkan bahwa hedonic shopping value berpengaruh signifikan terhadap positive emotion, positive emotion tidak berpengaruh terhadap e-impulse buying, dan hedonic shopping value berpengaruh signifikan terhadap e-impulse buying. Lalu, hedonic shopping value tidak berpengaruh terhadap e-impulse buying dengan positive emotion sebagai variabel mediasi.
Pengaruh Konten Marketing dan Review Produk terhadap Keputusan Pembelian Amelia Khoerunnisa; Dede R. Oktini; Mochamad Malik Akbar Rohandi
Bandung Conference Series: Business and Management Vol. 4 No. 2 (2024): Bandung Conference Series: Business and Management
Publisher : UNISBA Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/bcsbm.v4i2.14166

Abstract

Abstract. The culinary industry continues to experience changes thanks to innovation from human creative ideas in creating new variations of food and drinks. Bandung Makuta Cake is a successful example of utilizing creativity and innovation to create unique and attractive products. To remain competitive in the culinary industry, Bandung Makuta Cake uses TikTok social media as a platform to promote their products through marketing content and product reviews, to attract the attention of potential consumers. This research aims to test and find out how marketing content and product reviews affect Bandung Makuta cake purchasing decisions among Bandung City consumers, as well as to determine the influence of marketing content and product reviews on purchasing decisions. This research is included in the quantitative method. The object of this research is the TikTok user community who live in the city of Bandung and have made purchases or shopped in Bandung Makuta with a total of 110 respondents who were narrowed down again based on sampling criteria to 100 respondents. The data analysis used is descriptive and verification analysis, namely by using multiple linear regression analysis, T test, F test, and coefficient of determination. The results of this research show that marketing content partially has a positive effect on purchasing decisions, product reviews have a positive effect on purchasing decisions. Then simultaneously marketing content and product reviews have a positive influence on purchasing decisions. Abstrak. Industri kuliner terus mengalami perubahan berkat inovasi dari ide-ide kreatif manusia dalam menciptakan variasi baru makanan dan minuman. Bandung Makuta Cake merupakan contoh sukses dalam memanfaatkan kreativitas dan inovasi untuk menciptakan produk yang unik dan menarik. Untuk tetap kompetitif di industri kuliner, Bandung Makuta Cake memanfaatkan media sosial TikTok sebagai platform untuk mempromosikan produk mereka melalui konten marketing dan review produk, guna menarik perhatian calon konsumen. Penelitian ini bertujuan untuk menguji dan mengetahui bagaimana gambaran konten marketing, review produk terhadap keputusan pembelian Bandung Makuta cake pada Konsumen Kota Bandung, serta untuk mengetahui pengaruh konten marketing, review produk terhadap keputusan pembelian. Penelitian ini termasuk ke dalam metode kuantitatif. Objek pada penelitian ini adalah masyarakat pengguna Tiktok yang berdomisili di Kota Bandung dan pernah melakukan pembelian atau belanja di Bandung Makuta dengan jumlah 110 responden yang dikerucutkan kembali berdasarkan kriteria sampling menjadi 100 responden. Analisis data yang digunakan adalah analisis deskriptif dan verifikatif yaitu dengan menggunakan analisis regresi linier berganda, uji T, uji F, dan koefisien determinasi. Hasil penelitian ini menunjukkan bahwa konten marketing secara parsial berpengaruh positif terhadap keputusan pembelian, review produk berpengaruh positif terhadap keputusan pembelian. Lalu secara simultan konten marketing dan review produk berpengaruh positif terhadap keputusan pembelian.
Pengaruh Influencer Marketing dan Brand Image terhadap Minat Beli Konsumen Kaymara.id Faturrahman Panji Perman; Dede R. Oktini; Septiana Ayu Mahani
Bandung Conference Series: Business and Management Vol. 4 No. 2 (2024): Bandung Conference Series: Business and Management
Publisher : UNISBA Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/bcsbm.v4i2.14236

Abstract

Abtract: This research is related to how product quality, service quality and store atmosphere influence customer satisfaction at Katsuin. The aim of this research is to find out how product quality, service quality and store atmosphere influence customer satisfaction at Katsuin, both partially and simultaneously. The method used is a quantitative method, with data collection techniques using questionnaires. The subjects or samples used in this research were 241 respondents. The sampling technique is purposive sampling. Data processing in this research uses SPSS version 26. The results of this research show that Product Quality has a partial and significant influence on Customer Satisfaction with a t test of 0.000, while Service Quality has a partial and significant influence on Customer Satisfaction with a t test of 0.008, then Store Atmosphere has a partial and significant influence on Satisfaction Customers with a t test value of 0.000. And Product Quality, Service Quality and Store Atmosphere on Customer Satisfaction have a simultaneous and significant influence with an f test value of 0.000. It is hoped that future researchers will research issues that can have an influence on customer satisfaction in addition to the variables already studied. Abstrak. Tujuan dari penelitian ini adalah untuk mengetahui bagaimana gambaran influencer marketing dan brand image terhadap minat beli pada kaymara.id. Serta untuk mengetahui pengaruh influencer marketing, brand image terhadap minat beli. Penelitian ini menggunakan metode penelitian kuantitatif dan termasuk dalam kategori penelitian deskriptif dan verifikatif. Penelitian ini menggunakan metode nonprobability sampling yaitu purposive sampling untuk mengumpulkan data dari 100 orang mahasiswa di Kota Bandung sebagai responden penelitian minat beli. Analisis deskriptif dan verifikatif menggunakan regresi linier berganda, uji f, uji t, dan koefisien determinasi digunakan dalam penelitian ini. Temuan penelitian ini menunjukkan bahwa influencer marketing dan brand image mempunyai pengaruh terhadap minat beli konsumen. Selanjutnya, baik influencer marketing maupun brand image secara simultan berpengaruh terhadap keputusan pembelian.
Pengaruh Servicescape dan Customer Experience terhadap Revisit Intention Alya Fathia Ikhwani; Dede R Oktini; Akbar Rohandi, Mochamad Malik
Bandung Conference Series: Business and Management Vol. 4 No. 2 (2024): Bandung Conference Series: Business and Management
Publisher : UNISBA Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/bcsbm.v4i2.14733

Abstract

Abstract. The phenomenon that occurs at the level of revisiting natural attractions and rides needs to pay attention to servicescape and customer experience. This research focuses on the variables of servicescape, customer experience, and revisit intention. This study aims to test and determine how the influence of servicescape and customer experience on revisit intention at the Dago Dreampark Lembang tourist attraction, West Bandung Regency. This research is included in the type of descriptive and verification research with quantitative methods. The sampling technique used is non probability sampling, namely purposive sampling, the population in this study were visitors who had visited the Dago Dreampark Lembang tourist attraction, West Bandung Regency with a sample of 100 respondents. The data analysis used in this study is descriptive and verification analysis, namely by using multiple linear regression analysis with hypothesis testing using t-test and f-test analysis. The results of this study indicate that servicescape partially has a positive and significant effect on revisit intention, customer experience partially has a positive and significant effect on revisit intention. Then servicescape and customer experience simultaneously have a significant effect on revisit intention. Abstrak. Fenomena yang terjadi pada tingkat berkunjung kembali pada objek wisata alam dan wahana perlu memperhatikan servicescape dan customer experience. Penelitian ini berfokus kepada variabel servicescape, customer experience, dan revisit intention. Penelitian ini bertujuan untuk menguji dan mengetahui bagaimana pengaruh servicescape dan customer experience terhadap revisit intention pada objek wisata Dago Dreampark Lembang Kabupaten Bandung Barat. Penelitian ini termasuk ke dalam jenis penelitian deskriptif dan verifikatif dengan metode kuantitatif. Teknik sampling yang digunakan adalah non probability sampling yaitu purposive sampling, populasi dalam penelitian ini adalah pengunjung yang pernah berkunjung ke objek wisata Dago Dreampark Lembang Kabupaten Bandung Barat dengan sample sebanyak 100 responden. Analisis data yang digunakan dalam penelitian ini adalah analisis deskriptif dan verifikatif yaitu dengan menggunakan analisis regresi linear berganda dengan pengujian hipotesis menggunakan analisis uji-t dan uji-f. Hasi penelitian ini menunjukkan bahwa servicescape secara parsial berpengaruh positif dan signifikan terhadap revisit intention, customer experience secara parsial berpengaruh positif dan signifikan terhadap revisit intention. Kemudian servicescape dan customer experience secara simultan berpengaruh signifikan terhadap revisit intention.
Pengaruh Electronic Word of Mouth dan Brand Image terhadap Purchase Decision Pada Aplikasi Fore Coffee di Kota Bandung Ade Santika; R Oktini, Dede; Dwi Nugraha, Yudha
Bandung Conference Series: Business and Management Vol. 4 No. 2 (2024): Bandung Conference Series: Business and Management
Publisher : UNISBA Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/bcsbm.v4i2.14755

Abstract

Abstract. This study aims to test and find out (1) how is the description of Electronic word of mouth and Brand image on Purchase decision for Fore Coffee application users in Bandung City? (2) How does Electronic word of mouth affect Purchase decision for Fore Coffee application users in Bandung City? (3) How does Brand image affect Purchase decision for Fore Coffee application users in Bandung City? (4) How does Electronic word of mouth and Brand image affect Purchase decision for Fore Coffee application users in Bandung City. This research is included in the type of descriptive and verification research with quantitative methods. The sampling technique used is nonprobability sampling, namely Purposive sampling. The population in this study are consumers who use the Fore Coffee application who live in Bandung and have made transactions or purchases through the Fore Coffee application in the last 6 months or 1 year with a total of 95 respondents. The data analysis used is multiple linear regression analysis with hypothesis testing using, T test, F test, and coefficient of determination. The results of this study indicate that electronic word of mouth partially affects the purchase decision, and brand image affects the purchase decision. Then simultaneously Electronic word of mouth and Brand image have a significant effect on Purchase decision on the Fore Coffee application in Bandung City. Abstrak. Penelitian ini bertujuan untuk menguji dan mengetahui (1) bagaimana gambaran Electronic word of mouth dan Brand image terhadap Purchase decision pada pengguna aplikasi Fore Coffee di Kota Bandung? (2) Bagaimana pengaruh Electronic word of mouth terhadap Purchase decision pada pengguna aplikasi Fore Coffee di Kota Bandung? (3) Bagaimana pengaruh Brand image terhadap Purchase decision pada pengguna aplikasi Fore Coffee di Kota Bandung? (4) Bagaimana pengaruh Electronic word of mouth dan Brand image terhadap Purchase decision pada pengguna aplikasi Fore Coffee di Kota Bandung?. Penelitian ini termasuk ke dalam jenis penelitian deskriptif dan verifikatif dengan metode kuantitatif. Teknik sampling yang digunakan adalah nonprobability sampling yaitu Purposive sampling. Populasi dalam penelitian ini adalah konsumen pengguna aplikasi Fore Coffee yang berdomisili di Kota Bandung dan pernah melakukan transaksi atau pembelian melalui aplikasi Fore Coffee dalam 6 bulan atau 1 tahun terakhir dengan jumlah 95 responden. Analisis data yang digunakan adalah analisis regresi linier berganda dengan pengujian hipotesis menggunakan, uji T, uji F, dan koefisien determinasi. Hasil penelitian ini menunjukkan Electronic word of mouth secara parsial berpengaruh terhadap Purchase decision, dan Brand image berpengaruh terhadap Purchase decision. Lalu secara simultan Electronic word of mouth dan Brand image berpengaruh signifikan terhadap Purchase decision pada aplikasi Fore Coffee di Kota Bandung.
Pengaruh Promosi Online Terhadap Keputusan Pembelian (Studi pada toko Dinobitshop.bdg) Fadhil Ukhrowi Nurhono; Dede R. Oktini
Bandung Conference Series: Business and Management Vol. 4 No. 2 (2024): Bandung Conference Series: Business and Management
Publisher : UNISBA Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/bcsbm.v4i2.15002

Abstract

Seiring dengan perkembangan teknologi dan perubahan pola pikir konsumen, inovasi dalam strategi promosi menjadi semakin penting bagi pelaku usaha, terutama bagi Usaha Mikro, Kecil, dan Menengah (UMKM). Dalam konteks ini, promosi online menjadi salah satu strategi yang paling banyak diterapkan untuk menjangkau konsumen secara efektif. Namun, efektivitas dari promosi online yang dilakukan oleh UMKM masih perlu dikaji lebih lanjut, terutama dalam mempengaruhi keputusan pembelian konsumen. Penelitian ini bertujuan untuk menganalisis pengaruh promosi online terhadap keputusan pembelian konsumen. Penelitian ini menggunakan metode Non-Probability Sampling, mengingat populasi yang tidak memungkinkan seluruh anggotanya memiliki peluang yang sama untuk dipilih. Sebanyak 105 konsumen dari Dinobitshop.bdg dipilih sebagai sampel dalam penelitian ini. Hasil penelitian menunjukkan bahwa dimensi promosi online secara signifikan mempengaruhi keputusan pembelian konsumen. Temuan ini mengindikasikan bahwa strategi promosi online yang tepat dapat meningkatkan efektivitas penjualan dan membantu UMKM dalam mempertahankan konsumen serta mendorong peningkatan jumlah pembelian. Oleh karena itu, UMKM diharapkan dapat terus berinovasi dalam strategi promosi online untuk mencapai hasil yang lebih optimal
Pengaruh Kualitas Kemasan dan Kuantitas Diskon Terhadap Keputusan Pembelian Hardbox Packaging pada Mine Hardbox di Kota Bandung Maramis Mochamad Geraldy; Dede Oktini; Nindya Saraswati
Bandung Conference Series: Business and Management Vol. 4 No. 2 (2024): Bandung Conference Series: Business and Management
Publisher : UNISBA Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/bcsbm.v4i2.15469

Abstract

Abstract. This research aims to find out how the quality of packaging and quantity of discounts influence purchasing decisions at Hardbox Packaging at the Mine Hardbox in Bandung City. The independent variables in this research are packaging quality and quantity of discounts, while the dependent variable in this research is purchasing decisions. The research method used in this research is the correlational method. The population in this research is Bandung City Mine Hardbox consumers with 132 consumers in 2023. The sampling technique used in this research is a non-probability sampling technique with a purposive sampling method, and using the Slovin formula with a significance level of 5%, so that the sample in the research is 100 Bandung City Mine Hardbox consumers. The analytical method used in this research is multiple linear regression analysis at a significance level of 5%. Based on partial and simultaneous research results, it shows that packaging quality and discount quantity have a significant influence on purchasing decisions at Hardbox Packaging at Mine Hardbox, Bandung City. Apart from that, the influence of packaging quality and discount quantity in contributing to purchasing decisions is 61,3%. Abstract. Penelitian ini bertujuan untuk mengetahui bagaimana pengaruh kualitas kemasan dan kuantitas diskon terhadap keputusan pembelian di Hardbox Packaging pada Mine Hardbox Kota Bandung. Variabel independen dalam penelitian ini adalah kualitas kemasan dan kuantitas diskon, sedangkan untuk variabel dependen dalam penelitian ini adalah keputusan pembelian. Metode penelitian yang digunakan dalam penelitian ini adalah metode korelasional. Populasi dalam penelitian ini adalah konsumen Mine Hardbox Kota Bandung dengan pada tahun 2023 yaitu sebanyak 132 konsumen. Teknik penentuan sampel yang digunakan dalam penelitian ini yaitu teknik non probability sampling dengan metode purposive sampling, serta menggunakan rumus slovin dengan tingkat signifikansi 5%, sehingga sampel dalam penelitian sebanyak 100 konsumen Mine Hardbox Kota Bandung. Metode analisis yang digunakan dalam penelitian ini adalah analisis regresi linear berganda pada taraf signifikansi sebesar 5%. Berdasarkan hasil penelitian secara parsial dan simultan menunjukan bahwa kualitas kemasan dan kuantitas diskon berpengaruh signifikan terhadap keputusan pembelian di Hardbox Packaging pada Mine Hardbox Kota Bandung. Selain itu besarnya pengaruh kualitas kemasan dan kuantitas diskon dalam memberikan kontribusi pengaruh terhadap keputusan pembelian adalah sebesar 61,3%.
The Role of Promotional Media in Developing Sustainable Mining Heritage Tourism Muhardi; Oktini, Dede; Fadhilah, Arief; Aufa, Muhammad
Mediator: Jurnal Komunikasi Vol. 16 No. 2 (2023): Mediator: Jurnal Komunikasi
Publisher : UPT Publikasi Ilmiah UNISBA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/mediator.v16i2.3037

Abstract

Open Pit Nam Salu tourist area, a Belitung National Geopark that has received recognition as a UNESCO Global Geopark, is one of the mining heritage-based tourist attractions visited by tourists from several countries from all continents of the world. For this reason, this research aims to analyze the role of promotion media in developing sustainable tourism on mining heritage. The method used in this research is descriptive qualitative using the Systematic Literature Review method, supported by interview and documentation methods. The study was conducted in Belitung, Bangka Belitung Province, Indonesia. The results show that promotional media is essential in helping the development of sustainable mining heritage tourism. The dominant promotional activities the Open Pit Nam Salu tourist attraction management carries out are advertising and digital/internet marketing. Then, regarding the sustainability of mining heritage tourism, at least three pillars must be met, starting from the environmental, social, and economic pillars.
Co-Authors Ade Santika Adhi Dwinata Adwiyah, Rabiatul Agita Rifdah NabilahJaya Agung Wijoyo Alena Aenusiffa Salsabil Alfaritzi Rusli Alfurqaan Annamusul Akbar Allya Roosallyn Assyofa Allya Roosalyn Alya Fathia Ikhwani Amalia, Ima Amelia Khoerunnisa Andi Mulyawan Annisa Rian Octa Arasyd Agus Nurhadi Arief Fadhilah Arifah Sahla Zafira Arini Dwi Azhari Arlinda, Riza Arvi Iskandar Asri Destriani Asy Syifa Az Zahra Awal Desta Fariza Benhard Budianto, Wely Dadang Kusnadi Dani Ihsandin Daris Prawira Dedy Ansari Harahap Derizka Inva Jaswita Desvia Syahra Dewi Rahmi Dhiya Husna Dian Yuka Ananda Noor Dwi Rama Oktafian Elin Nurfitriani Esti Fitriana Esvandiari, Megia Fadhil Ukhrowi Nurhono Faisal Ariz Rizqullah Fajri, Farhan Nurul Farhan Ahmad Hanief Farhan Shofi Atha Faturrahman Panji Perman Firman Alamsyah Firman Budyanto Firsty Raissa Azzahra Taufiq Fitriyanti, Andina Adma Fujhita, Bella Ghani Nugraha Soemantri Gina Destiviani Gisyel Gabriena Putri Hardy Hutahaean Harits Nu'man Hendrati Dwi Mulyaningsih Ilham Mardani Ilham Sujana Ima Amaliah Isdiyanto Izni Nur Indrawati Maulani Kania Nurcholisah Khalid Fadhil Yahdiyan Lintang Brillianningtyas M. Malik Akbar R Maramis Mochamad Geraldy Marcellia Susan Maya Apriani Moch. Malik Akbar Rohandi Moch. Malik Akbar Rohandi Moch. Malik Akbar Rohandi Mochamad Malik A R Mochamad Malik Akbar R Mochamad Malik Akbar Rohadi Mochamad Malik Akbar Rohandi Mochamad Raffy Dwi Septiyana Mohamad Musa Abdullah Muhamad Wahid Ramadhani Muhammad Aufa Muhammad Risyda Asyafar Muhardi Muhardi Muhardi Muhardi Muhardi Muhardi Muhardi Muhardi Muhardi Mulyaningsih, Hendrati Dwi Munarsih, Munarsih Mutiara Qalbiyah Kamaliyah Nabila Ayu Khairunnisa Nadila Ruhiana Nadira Ramadhani Juhana Nikita Lutfhi Annisa Faratika Nina Maharani Nindya Saraswati Nindya Saraswati Nunung Nurhayati Nunung Nurhayati Nunung Nurhayati Nurdin Nurdin Nurdin Nurdin Nurdin Nurul Hasanah Panca Bagja Mohamad Permana, Rezi Muhamad Taufik R Dachlan Muchlis Rabiatul Adawiyah Rabiatul Adwiyah Rafli Adhi Pramana Rahmat Effendi Ratih Tresnati Ratih Tresnati Reza Rizqi Novitasari Rini Lestari Ririn Sri Kuntorini Rissa Arvianti Rodhiah Rodhiah Roosalyn, Allya Salma Athifah Azhar Salsa Agnia Salsa Agnia Sani Santika Septiana Ayu Estri Septiana Ayu Estri Mahani Septiana Ayu Estri Mahani Septiana Ayu Estri Mahani, S.E., M.M. Septiana Ayu Mahani Shinta Ajeng Pratiwi Sri Suwarsi Syafik Fauzi Indra Nurjaman Tantri Tasya Aspiranti Tiara Kusumawiyanti Tiara Ramadhan Nabiila Al-Faatihah Tiara Setiawati Titik Respati Ummi Yusuf Vivi Diah Permatasari Widiyanti, Maria Wulan Rivanda Early Yuda Prasetya Palupi Yudha Dwi Nughara Yudha Dwi Nugraha Yudha Permana Zaky Zardani Askarulloh