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All Journal DE LEGA LATA: Jurnal Ilmu Hukum Jurnal Ilmiah Edunomika (JIE) Journal of Research in Social Science and Humanities Jurnal Fokus Manajemen JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi) Jurnal Pengabdian Masyarakat Sains dan Teknologi The Eastasouth Management and Business Journal of Management, Economic, and Accounting Proceeding Of International Conference On Education, Society And Humanity
Lubis, Hidayati Purnama
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Religion Agriculture, Biological Sciences & Forestry Arts Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Mathematics Social Sciences Other

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Analysis Of Digital Marketing, Brand Awareness, Brand Image, And Price On Students' Decisions Studying At Panca Budi Development University Prasetyo, M. Ghazali; Lubis, Hidayati Purnama; Nasution, Fitra Arlina
Jurnal Fokus Manajemen Vol 6 No 2 (2026): Mei
Publisher : LPPJPHKI Universitas Dehasen Bengkulu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37676/jfm.v6i2.11119

Abstract

The abstract is written in several sections described below, a maximum of 250 words in This study aims to analyze the influence of digital marketing, brand awareness, brand image, and price on students' decisions to study at Panca Budi Development University (UNPAB). The research approach used in this study is associative and quantitative. The population in this study were students of the Management Study Program at UNPAB with a sample of 100 respondents, determined using a saturated sampling technique. Data were collected through a Likert scale questionnaire and analyzed using multiple linear regression analysis with the help of the SPSS application. The results of the study indicate that partially digital marketing and brand image do not have a significant effect on students' decisions. In contrast, brand awareness and price have a positive and significant effect on students' decisions in choosing to study at UNPAB. Meanwhile, simultaneously digital marketing, brand awareness, brand image, and price have a significant effect on students' decisions. The coefficient of determination (R²) value of 0.404 indicates that the four independent variables are able to explain 40.4% of the variation in student decisions, while the remaining 59.6% is influenced by other factors outside the research model. The results of this study indicate that students' decisions in choosing a university are based more on rational considerations, especially regarding the level of brand awareness and the perception of price that corresponds to the benefits obtained, rather than simply digital information and brand image.
Analysis Of Cultural Attractions, Digital Information, And Social Media Content On Tourist Satisfaction At Maimun Palace, Medan Ritonga, Dewi Apriliya; Lubis, Hidayati Purnama; Nasution, Fitra Arlina
Journal of Management, Economic, and Accounting Vol. 5 No. 2 (2026): April
Publisher : Universitas Dehasen Bengkulu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37676/jmea.v5i2.1539

Abstract

This study aims to analyze the influence of cultural attractions, digital information, and social media content on tourist satisfaction at Maimun Palace in Medan. The research employed an associative quantitative approach involving 99 domestic tourists who visited Maimun Palace. The respondents were selected using an accidental sampling technique. Data were analyzed using multiple linear regression with the assistance of SPSS software.The results indicate that cultural attractions have a positive and significant effect on tourist satisfaction. Meanwhile, digital information and social media content do not show a significant partial effect on tourist satisfaction. However, simultaneously, these three variables have a positive and significant influence on tourist satisfaction. The coefficient of determination (R²) value of 0.500 indicates that 50% of the variation in tourist satisfaction can be explained by cultural attractions, digital information, and social media content, while the remaining 50% is influenced by other factors outside the research model. Overall, the findings highlight that cultural values and local heritage remain essential factors in shaping tourist satisfaction in historical tourism destinations such as Maimun Palace. Therefore, destination managers are encouraged to optimize cultural potential through more creative, informative, and relevant digital promotional strategies.
Co-Authors Ario, Firman Dewi Mahrani Rangkuty Dewi, Tridia Kumala Eda Javier, Mohamad Rizki Erwansyah, Erwansyah Fachrul Razi Firdiya Amiyananda Franita, Riska Mughni Sulubara, Seri Nanci Yosepin Simbolon Nasution, Fitra Arlina OK Dilla Syahputra Prasetyo, M. Ghazali Purwo Siswoyo Putri Suci Rahayu Rahayu, Putri Suci Riska Franita Ritonga, Dewi Apriliya Sanny, Annisa Sinaga, Elveria Melda Siregar, Elsa Nora Virdyra Tasril