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PENGARUH E-WOM DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN PADA TOKO BOUQETWE CITRA RAYA KABUPATEN TANGERANG Winny Afrini; Nani
Jurnal Ekonomi Manajemen Dan Bisnis (JEMB) Vol. 3 No. 4 (2026): Maret
Publisher : Publikasi Inspirasi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62017/jemb.v3i4.7146

Abstract

Tujuan dari penelitian ini adalah untuk mengetahui pengaruh Electronic Word of Mouth (E-WOM) dan Harga terhadap Keputusan Pembelian bouquet pada TOKO BOUQETWE CITRA RAYA, baik secara simultan maupun secara parsial. Metode penelitian yang digunakan adalah kuantitatif asosiatif, dimana data diperoleh melalui penyebaran kuesioner kepada responden dan diolah menggunakan IBM SPSS Statistics versi 25. Hasil penelitian menunjukkan diperoleh persamaan regresi Y = 6,868 + 0,457X₁. Nilai thitung variabel E-WOM sebesar 7,379 > 1,986, dengan tingkat signifikansi 0,000 < dari 0,05, maka dapat diartikan Ha diterima dan Ho ditolak, sehingga dapat disimpulkan secara parsial bahwa E-WOM berpengaruh positif dan signifikan terhadap Keputusan Pembelian. Selanjutnya diperoleh persamaan regresi Y = 6,868 + 0,387X₂. Nilai thitung variabel Harga sebesar 5,962 > 1,986, dengan tingkat signifikansi 0,000 < dari 0,05, maka dapat diartikan Ha diterima dan Ho ditolak, sehingga dapat disimpulkan secara parsial bahwa Harga berpengaruh positif dan signifikan terhadap Keputusan Pembelian. Secara simultan diperoleh persamaan regresi Y = 6,868 + 0,457X₁ + 0,387X₂. Diketahui nilai koefisien determinasi (KD) = (R²) × 100%, yaitu 0,765. Diketahui nilai Fhitung sebesar 149,672 > 3,09 dan signifikansi 0,000 < 0,05, maka Ha diterima, sehingga dapat disimpulkan bahwa E-WOM dan Harga secara bersama-sama berpengaruh positif dan signifikan terhadap Keputusan Pembelian sebesar 76,5%.
PEMBERDAYAAN POTENSI LOKAL MELALUI PENGEMBANGAN WISATA HALAL: PENGABDIAN DI DESA CIKANDE Junaedi, Jujun; Solihin, Dadin; Eri Sandi, Devi; Nani
Jurnal Istimā Vol 3 No 1 (2026): Jurnal Istimā - Jurnal Pengabdian kepada Masyarakat: Inklusi Sosial dan Pemberday
Publisher : Lembaga Penelitian dan Pengabdian kepada Masyarakat (LP2M) – Sekolah Tinggi Agama Islam (STAI) Pelita Nusa Bandung Barat

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61612/jpkm.v3i1.291

Abstract

Cikande Village in Saguling District, West Bandung Regency, has strong natural and Islamic cultural potential to be developed as a halal tourist destination. However, low public understanding and limited infrastructure are the main obstacles. This community service aims to encourage the development of halal tourism based on local potential as an effort to improve the sustainable economy. The method used is Participatory Action Research (PAR) through observation, interviews, socialisation, training, and the formulation of strategies with the community. The results of the activity show that before the program, the community did not understand the concept of halal tourism as a whole. After the program was implemented, there was an increase in awareness, halal MSME training, and community-based tourism development planning. The community is starting to be actively involved in digital promotion and planning of halal tourism supporting facilities. This program is the first step in strengthening collaboration between the community, village government, and universities in realising Cikande Village as an inclusive and sustainable halal tourism destination.
Co-Authors EFI SYARIFUDIN, EFI Eri Sandi, Devi Fahreza Budi Ramdhan Febri Falah Furyanah, Anah Herdhata Agusta Jujun Junaedi M Juhri Al Karomah Melik Thiara Dikari Nurcahyani, Anggita Putra, Ramdani Bayu Putri Nilam Kencana Rahmat Fauzi Sitti Rizki Mulyani Solihin, Dadin Sri Devy Sukron, Jaenudin Winny Afrini