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All Journal Jurnal Riset Bisnis dan Investasi Journal of Marketing Innovation
Februadi, Agustinus
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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Service Quality: Pengembangan Instrumen Penilaian Jasa Layanan Pendidikan Februadi, Agustinus; Mukaram
Jurnal Riset Bisnis dan Investasi Vol. 2 No. 3 (2016): Jurnal Riset Bisnis dan Investasi
Publisher : Jurnal Riset Bisnis dan Investasi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35313/jrbi.v2i3.98

Abstract

Students’ evaluations of teaching (SETs) have been an important and the most commonly used method for evaluating teaching quality in higher education institutions. They provide feedback from students to faculty and administrators. The majority SET instruments used in Indonesia were developed based on the faculty/administrators’ knowledge and experience or adopted from other higher education institutions with or without modifications. This study aims to develop a SET instrument based on both educational theory and empirical data. Using data collected from a total of 755 students of Politeknik Negeri Bandung, the underlying dimensions and the psychometric properties of the instrument were tested. The exploratory factor analysis generated a three-factor solution. A confirmatory factor analysis was then run to cross-validate the item indicators of each factor/dimension. The reliability and validity of the instrument were also tested. The final version of SET instrument encompasses 15 items in three dimensions. The three dimensions were labeled as preparation and organization (4 items), instructional delivery (7 items), and examination and feedback (4 items). Although it was developed using student samples from Politeknik Negeri Bandung, the newly developed instrument can be used in any higher education institutions.
Optimizing Brand Awareness and Purchase Intention Travel Agents: Communication Strategy through Social Media Marketing Senalasari, Widi; Setiaji, Mara; Khrisnamurti, Nino; Februadi, Agustinus
Journal of Marketing Innovation (JMI) Vol. 4 No. 1 (2024)
Publisher : Politeknik Negeri Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35313/jmi.v4i1.98

Abstract

High demand of tourism services in Indonesia has increased the number of travel agency businesses. However, conventional travel agencies must face difficulties by competing with Online Travel Agents (OTAs). This study aims to investigate the impact of communication strategy using the AIDA model on social media marketing strategies in enhancing brand awareness of traditional travel agencies and purchase intention. 420 respondents who have acquired conventional travel agency services via social media filled out the e-questionnaire and became the sample of this study. Data analysis was done using the partial least square structural equation modeling (PLS-SEM) method. This study found a positive relationship between communication strategy using the AIDA model and its impact on social media marketing. A positive correlation between brand awareness and purchase intention to social media marketing was also found. The findings of this research can be utilized by traditional travel agents to reorganize their marketing strategies through social media to increase brand awareness and purchase intention so that they will be able to compete with OTAs.
The Connective Patterns of Experience Quality and Environmental Perception to Revisit Intentions in Creative Cultural Tourism Gunawan, Arie Indra; Mustikasari, Ati; Agustina, Regina; Christianingrum; Februadi, Agustinus
Journal of Marketing Innovation (JMI) Vol. 4 No. 2 (2024)
Publisher : Politeknik Negeri Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35313/jmi.v4i2.133

Abstract

Creative cultural tourism faces significant challenges due to its relatively standard offerings and the repetitive nature of its attractions. To remain competitive, the development of creative cultural tourism must adapt dynamically to evolving visitor demands. While several studies have explored aspects of creative tourism, they often fall short in assessing visitor needs. This study aims to fill that gap by investigating the specific needs of visitors in the context of creative cultural tourism. A cross-sectional method was employed, followed by a quantitative approach using data collected through questionnaires. The study gathered a total of 306 responses from visitors to Taichung's creative tourism sites in Taiwan, which were then analyzed using Structural Equation Modeling-Partial Least Squares (SEM-PLS). The research findings indicate that the quality of the experience has a direct influence on visitors' intention to revisit, while perceptions of the tourist environment significantly affect visitor satisfaction. These results suggest that the development of creative tourism should focus on enhancing value in ways that align with visitor desires, ensuring the experience remains authentic and engaging. By integrating high-quality experiences with positive environmental perceptions, destinations can attract and retain visitors more effectively.
Co-Authors Agustina, Regina Arie Indra Gunawan Ati Mustikasari Christianingrum Khrisnamurti, Nino Mukaram Mukaram Senalasari, Widi Setiaji, Mara