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Nahar, M -
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Economics, Econometrics & Finance

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Seaters Preference as a Component of Servicescape in Hotel Industry Semarang Kholifatunnisa, Aisyah -; Riyadi, Riyadi -; Nahar, M -
Admisi dan Bisnis Vol 22, No 3 (2021): OKTOBER 2021
Publisher : Politeknik Negeri Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32497/ab.v22i3.3235

Abstract

The purpose of this research was to determine the ideal seater combination for hotels industry based on customer preference at Semarang City.  The samples of this research were 100 respondent selected by implementing incidental sampling technique.  Primary data was collected by distributing questionnaires while secondary data was obtained from literature study.  This research used a conjoint analysis with the rank based technique.  The result indicated that the most ideal seater combination was wood – fabric – cushion.  The highest level of the attribute relative importance was cover with a weight of 0.483.  Hotel industry in Semarang was recommended to use seater with wood – fabric – cushion combination and suggested the use of cover on the seater
Influence of Corporate Reputation and Direct Marketing on Purchse Decision Air Service Cargo at PT Angkasa Pura Logistics Semarang Branch Sekar, Sany -; Nurkhayati, Isnaini -; Nahar, M -
Admisi dan Bisnis Vol. 25 No. 2 (2024): JUNI 2024
Publisher : Politeknik Negeri Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32497/ab.v25i2.5732

Abstract

This study aims to determine the influence of corporate reputation and direct marketing on purchase decision at PT Angkasa Pura Logistics Semarang Branch. The sampling technique used total sampling of 36 respondents. The independent variables of the research are corporate reputation and direct marketing. Meanwhile the dependent variable of the research is purchase decision. Primary data collection using questionairre as well as literature studies for secondary data. The analytical method used is validity test, reliability test, descriptive analysis, classical assumption test, multiple linear regression, t test, F test and coefficient of determination. Based on the calculations that have been done using SPSS 25 version, the regression equation is Y = 3,096 + 0,50X1 + 0,427X2 + e. The Result of the t test show that the calculated t value is greater than t table value and produces a significance value of less than 0,05. The result of the F test shows that the calculated F value is 28,870 while the F table is 3,28. So it can be concluded that corporate reputation (X1) and direct marketing (X2) have a positive and significant effect on purchase decisions (Y). the influence of the independent variable that influences purchasing decisions dominantly is the corporate reputation variable with a regression coefficient of 0,50
Co-Authors Isnaini - Nurkhayati, Isnaini - Kholifatunnisa, Aisyah - Riyadi - Riyadi, Riyadi - Sekar, Sany -