Garuda - Garba Rujukan Digital

Pengaruh E-Wom, Citra Destinasi, dan Persepsi Harga Terhadap Keputusan Berkunjung di Taman Mini Indonesia Indah Wibisono, Muhammad Rizky; Arifiansyah, Rully
Jurnal Manajemen Perhotelan dan Pariwisata Vol. 7 No. 1 (2024): Jurnal Manajemen Perhotelan dan Pariwisata
Publisher : Universitas Pendidikan Ganesha

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.23887/jmpp.v7i1.76082

Penelitian ini bertujuan untuk mengidentifikasi pengaruh e-WOM, citra destinasi, dan persepsi harga terhadap keputusan berkunjung di Taman Mini Indonesia Indah, Sebanyak 100 pernyataan disebarkan oleh penulis untuk dijadikan sampel responden yang akan diolah data nya dengan memanfaatkan software SPSS 27 for Mac. Teknik analisis yang digunakan pada penelitian ini menggunakan model regresi linier berganda. Hasil analisis data ditunjukan dari uji t yang hasil nya menunjukan bahwa e-WOM berpengaruh positif terhadap keputusan berkunjung dengan nilai sig sebesar 0.023, citra destinasi berpengaruh positif dan signifikan terhadap keputusan berkunjung dengan nilai sig sebesar 0.013, sedangkan variabel persepsi harga terhadap keputusan berkunjung berpengaruh positif dengan nilai sig sebesar 0.000. Deskripsi hubungan yang jujur dan akurat antara fenomena yang diteliti disajikan dengan metodologi kuantitatif deskriptif dan populasi dalam penelitian ini adalah pengunjung Taman Mini Indonesia Indah. Penulis menggunakan Teknik Aksidental Sampliing yang berfungsi untuk mengidentifikasi bahwa variabel e-WOM, citra destinasi dan persepsi harga terhadap keputusan berkunjung.

Sentiment Analysis and Marketing Mix in Twitter Conversations About Mixue Arifiansyah, Rully
Ilomata International Journal of Management Vol. 5 No. 1 (2024): January 2024
Publisher : Yayasan Sinergi Kawula Muda

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52728/ijjm.v5i1.1028

This study delves into the rapid growth and public reception of Mixue, a Chinese beverage and ice cream franchise, in post-pandemic Indonesia. Employing Twitter sentiment analysis through the lens of the 7P marketing mix framework (Product, Price, Promotion, Place, People, Process, Physical Evidence), the research evaluates consumer attitudes towards Mixue amidst its explosive expansion and recent Halal certification. Data was collected through Twitter API and Scrapy, encompassing 7087 Indonesian-language tweets related to Mixue between January and February 2023. Sentiment analysis revealed an overall positive reception towards Mixue, particularly regarding its products and affordability. However, concerns emerged surrounding limited flavor variety, perceived high prices, promotional saturation, and queuing difficulties. Implications of these findings highlight the importance of franchise businesses adapting to evolving consumer preferences in the post-pandemic market. Mixue could benefit from diversifying its menu, addressing queuing issues, and tailoring promotions to enhance the customer experience. Gaining insights into public sentiment allows Mixue and other franchises to refine their strategies and maintain long-term success in the ever-changing Indonesian market. This research serves as a valuable stepping stone for further exploration into consumer preferences for specific flavor variations, conducting price comparisons, evaluating promotional effectiveness, and optimizing outlet placement and customer service.Addressing these aspects can fuel Mixue's continued growth and strengthen its position within the thriving Indonesian food and beverage landscape.

Sentiment Analysis and Marketing Mix in Twitter Conversations About Mixue Arifiansyah, Rully
Ilomata International Journal of Management Vol. 5 No. 1 (2024): January 2024
Publisher : Yayasan Ilomata

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52728/ijjm.v5i1.1028

This study delves into the rapid growth and public reception of Mixue, a Chinese beverage and ice cream franchise, in post-pandemic Indonesia. Employing Twitter sentiment analysis through the lens of the 7P marketing mix framework (Product, Price, Promotion, Place, People, Process, Physical Evidence), the research evaluates consumer attitudes towards Mixue amidst its explosive expansion and recent Halal certification. Data was collected through Twitter API and Scrapy, encompassing 7087 Indonesian-language tweets related to Mixue between January and February 2023. Sentiment analysis revealed an overall positive reception towards Mixue, particularly regarding its products and affordability. However, concerns emerged surrounding limited flavor variety, perceived high prices, promotional saturation, and queuing difficulties. Implications of these findings highlight the importance of franchise businesses adapting to evolving consumer preferences in the post-pandemic market. Mixue could benefit from diversifying its menu, addressing queuing issues, and tailoring promotions to enhance the customer experience. Gaining insights into public sentiment allows Mixue and other franchises to refine their strategies and maintain long-term success in the ever-changing Indonesian market. This research serves as a valuable stepping stone for further exploration into consumer preferences for specific flavor variations, conducting price comparisons, evaluating promotional effectiveness, and optimizing outlet placement and customer service.Addressing these aspects can fuel Mixue's continued growth and strengthen its position within the thriving Indonesian food and beverage landscape.

The Role of Brand Equity, Digital Marketing, Customer Experience, and Social Media Engagement on Consumer Purchase Intention on Tiktok Shop Application Wahyuni, Ira; Arifiansyah, Rully; Meidasari M, Evi; Siskawati, Isna
International Journal of Business, Law, and Education Vol. 5 No. 2 (2024): International Journal of Business, Law, and Education
Publisher : IJBLE Scientific Publications Community Inc.

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56442/ijble.v5i2.942

This study explores the role of brand equity, digital marketing, customer experience, and social media engagement in influencing consumer purchase intention on the TikTok Shop platform. Utilizing a quantitative research design, data were collected from 400 TikTok users engaged with the platform. The findings reveal significant positive relationships between all constructs and purchase intention, with customer experience identified as the strongest predictor. The results underscore the importance of building strong brand identities, implementing targeted digital marketing strategies, and enhancing customer experiences to drive consumer engagement and sales. Furthermore, active social media engagement is crucial for fostering relationships with consumers and increasing purchase intentions. This research contributes to the understanding of consumer behavior in social commerce and provides practical implications for marketers aiming to succeed in the rapidly evolving digital landscape.

Pengaruh Sosial Media Marketing , Kualitas Produk & Kualitas Pelayanan Terhadap Keputusan Pembelian Konsumen Starbucks Kemang Aldo Nugroho; Arifiansyah, Rully
Panorama Nusantara Vol 19 No 1 (2024): PANORAMA NUSANTARA
Publisher : Panorama Nusantara

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The purpose of this research is to assess the influence of social media marketing, product quality, service quality on purchasing decisions at Starbuck Kemang. The Questionnaires were distributed to 130 respondents using accidental sampling. Data analysis was done using SmartPLS. The results of this analysis, there is a positive and significant influence of social media marketing on purchasing decisions, product quality has no effect on purchasing decisions and quality service has a positive and significant effect on purchasing decisions.

Pengaruh Kecerdasan Emosional, Budaya Organisasi, dan Adaptabilitas Karir Terhadap Kinerja Karyawan di Amira Aesthetic Clinic Rhamadanti, Revina; Arifiansyah, Rully
Human Capital Development Vol 11 No 2 (2024): Human Capital Development
Publisher : Human Capital Development

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The study explores the role of emotional intelligence, organizational culture, and career adaptability in improving employee performance. The survey was conducted on 120 employees in six branches of Amira Aesthetic Clinic. Sampling is carried out purposively by prioritizing employees who already have at least 3 months of work experience. Employees who already have at least 3 months of work experience. Then, hypothesis analysis will be performed using multiple linear regression with the help of SPSS software version 26. The results showed that organizational culture had the most dominant significant impact on improving employee performance, along with other factors such as emotional intelligence and career adaptability. Verbs : emotional intelligence, organizational culture, career adaptability, performance

Pengaruh Lokasi dan Persepsi Harga Terhadap Loyalitas Tamu Melalui Kepuasan Tamu Di Hotel Asyana Kemayoran Jakarta Setiawan, Ramdan; Arifiansyah, Rully
Human Capital Development Vol 11 No 2 (2024): Human Capital Development
Publisher : Human Capital Development

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Tujuan dari studi ini untuk mengidentifikasi dampak lokasi dan persepsi harga pada loyalitas tamu melalui kepuasan tamu di Hotel Asyana Kemayoran Jakarta. Populasi dalam studi ini adalah tamu yang sudah pernah menginap sebanyak dua kali atau lebih di Hotel Asyana Kemayoran Jakarta. Teknik sampling yang digunakan adalah purposive sampling. Sampel dalam penelitian ini sebanyak 220 responden. Metode analisis data dalam studi ini menggunakan metode kuantitatif menggunakan PLS SEM. Data dikumpulkan dengan menyebarkan kuesioner. Hasil dari studi ini adalah lokasi dan persepsi harga berdampak signifikan terhadap loyalitas tamu melalui kepuasan tamu. Kepuasan tamu sebagai variabel mediator dapat mempengaruhi loyalitas tamu.

Pengaruh Kualitas Produk, E-WOM dan Brand Image Terhadap Keputusan Pembelian Putra, Bayu Prabawa; Arifiansyah, Rully
Benefit: Journal of Bussiness, Economics, and Finance Vol. 3 No. 2 (2025): BENEFIT: Journal Of Business, Economics, and Finance
Publisher : Lembaga Penelitian Dan Publikasi Ilmiah (lppi) Yayasan Almahmudi Bin Dahlan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70437/benefit.v3i2.1230

Penelitian ini bertujuan untuk mengetahui pengaruh kualitas produk, electronic word of mouth (e-WOM) dan brand image terhadap keputusan pembelian konsumen di restoran lokal tradisional Sate Khas Senayan. pada penelitian ini berfokus pada objek yang di teliti, yaitu restoran tradisional indonesia memiliki nilai budaya dan sejarah yang panjang. Berbeda dengan penelitian sebelumnya yang lebih banyak berfokus pada sektor lain atau merek global, penelitian ini memberikan wawasan baru tentang prilaku konsumen dalam konteks restoran lokal. penelitian ini menggunakan metode pendekatan kuantitaif, data yang di dapatkan dari penyebaran kuesioner kepada 100 responden sate khas senayan, dengan teknik pengambilan sample menggunakan purposive sampling dengan kriteria yang seusai dan relevan, analisis data menggunakan program SPSS versi 25 untuk menguji analisi linier berganda untuk mengetahui masing-masing variabel bebas terhadap keputusan pembelian. Hasil dari penelitian menunjukan bahwa hasil dari variabel kualitas produk, e-wom dan brand image berpengaruh secara positif dan signifikan secara parsial maupun simultan terhadap keputusan pembelian konsumen Sate Khas Senayan, dimana brand image menjadi variabel paling dominan mempengaruhi keputusan konsumen. penelitian ini terbatas pada satu merek restoran denga jumlah responden yang terbatas di wilayah jabodetabek. Impilikasi dari hasil ini menunjukan bahwa strategi pemasaran yang berfokus pada kualitas produk, pengelolaan ulasan konsumen secara digital, serta penguatan citra merek perlu di tingkatkan secara konsisten untuk meningkatkan keputusan pembelian dan loyalitas konsumen di industri kuliner lokal.

Pengaruh EWOM, Brand Trust, dan Persepsi Harga terhadap Keputusan Pembelian di Restoran Subway Indriani, Kharisma; Arifiansyah, Rully
RIGGS: Journal of Artificial Intelligence and Digital Business Vol. 4 No. 2 (2025): Mei - Juli
Publisher : Prodi Bisnis Digital Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/riggs.v4i2.694

Penelitian ini bertujuan untuk mengevaluasi pengaruh Electronic Word of Mouth (EWOM), Brand Trust, dan Persepsi Harga terhadap keputusan pembelian konsumen pada restoran Subway di Indonesia. Pendekatan kuantitatif digunakan dengan teknik accidental sampling terhadap 107 respoden. Pengumpulan data dilakukan melalui kuesioner berskala Likert dan dianalisis menggunakan regresi linear berganda melalui SPSS versi 29. Instrumen penelitian dinyatakan valid dan reliabel, serta seluruh uji asumsi klasik (normalitas, heteroskedastisitas, dan multikolinearitas) terpenuhi. Hasil analisis menunjukkan bahwa ketiga variabel independen berpengaruh secara signifikan baik secara parsial maupun simultan terhadap keputusan pembelian (p < 0,05), dengan EWOM memberikan kontribusi paling dominan (β=0,347), disusul Persepsi Harga (β=0,318), dan Brand Trust (β=0,189). Temuan ini menegaskan peran penting komunikasi digital, kepercayaan terhadap merek, dan penilaian konsumen terhadap harga dalam mendorong keputusan pembelian berulang. Implikasi praktis dari hasil ini menunjukkan perlunya Subway Indonesia memperkuat strategi pemasaran digital, meningkatkan konsistensi merek, serta menjaga kesesuaiam harga dengan nilai produk yang ditawarkan.

PELATIHAN STRATEGI PEMASARAN BERBASIS CUSTOMER RELATIONSHIP MANAGEMENT (CRM) Farhani, Hilma; Dirgantara, Muhammad Arya; Putra, Wira Pramana; Rini, Intan Puspita; Imanirubiarko, Sabda; Arifiansyah, Rully
Community Development Journal : Jurnal Pengabdian Masyarakat Vol. 6 No. 1 (2025): Volume 6 No. 1 Tahun 2025
Publisher : Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/cdj.v6i1.40294

Pentingnya Customer Relationship Management (CRM) dalam meningkatkan daya saing pelaku usaha, khususnya UMKM, menjadi latar belakang kegiatan pelatihan ini. Melalui pendekatan partisipatif, pelatihan dilaksanakan secara daring dengan peserta dari berbagai latar belakang. Pelatihan mencakup penyampaian teori dasar, diskusi interaktif, dan studi kasus yang relevan. Hasil kegiatan menunjukkan peningkatan pemahaman peserta, yang ditunjukkan melalui peningkatan skor post-test dari 55% menjadi 85%. Pelatihan ini tidak hanya memberikan wawasan teoritis tetapi juga solusi praktis untuk mengatasi tantangan implementasi CRM, seperti keterbatasan teknologi. Kegiatan ini berkontribusi dalam membekali peserta dengan pengetahuan yang lebih baik untuk meningkatkan daya saing usaha mereka di era digital. Kesimpulan menunjukkan bahwa penguatan kapasitas di bidang CRM dapat mendukung pertumbuhan bisnis peserta sekaligus memberikan dampak positif bagi ekonomi lokal.

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