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All Journal JUPIIS: Jurnal Pendidikan Ilmu-ilmu Sosial JIM UPB (Jurnal Ilmiah Manajemen Universitas Putera Batam) Journal Analytica Islamica Journal of Education, Humaniora and Social Sciences (JEHSS) Jurnal Ilmiah MADIYA: Masyarakat Mandiri Berkarya Majalah Iptek Politeknik Negeri Medan Polimedia Jurnal Manajemen dan Dinamika Bisnis Innovative: Journal Of Social Science Research Jurnal Multidisiplin Sahombu Indonesian Journal of Multidisciplinary on Social and Technology Journal of Management and Creative Business Jurnal Riset Manajemen Jurnal Riset Manajemen dan Ekonomi Jurnal Riset Ekonomi dan Akuntansi Journal of Management Specialists Jurnal Pengabdian Kepada Masyarakat dan Desa (PASSA) Komunikatif : Jurnal Ilmiah Komunikasi
Sarah Rouli Tambunan, Sarah Rouli
Politeknik Negeri Medan
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PENGARUH CITRA MEREK DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN BOOTH PADA EVENT VINKOO JAKARTA FEST 2025 DI MEDAN Pasaribu, Kartika Oktavia; Tambunan, Sarah Rouli
JIM UPB (Jurnal Ilmiah Manajemen Universitas Putera Batam) Vol 14 No 1 (2025): Volume 14 Nomor 1 Tahun 2025
Publisher : Universitas Putera Batam

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33884/jimupb.v14i1.10861

Abstract

Vinkoo Jakarta Fest is one of the fashion and culinary bazaars regularly held in Medan by Vinkoo Event Organizer since 2019. This event showcases products from various major cities in Indonesia and even abroad. In 2025, during the Chinese New Year celebrations, Vinkoo Jakarta Fest experienced significant growth with the number of booths increasing to 300 from the previous 120-160 booths, even featuring booths from Penang, which influenced purchasing decisions. However, there was a problem with the prices being set at the same level without considering strategic locations, which caused dissatisfaction among some tenants. Booth purchase decisions are greatly influenced by brand image and price, where a positive brand image can increase tenant confidence in the quality of the event, while a price that is in line with the benefits encourages tenant interest in participating. This study aims to examine how brand image and price influence booth purchase decisions at the Vinkoo Jakarta Fest event, both partially and simultaneously. This study uses a quantitative research method with data collection conducted through questionnaires. The data analysis technique used in this study is multiple regression analysis using the SPSS 26 data processing program with a total of 100 respondents. The results of this study indicate that brand image and price partially and simultaneously have a positive and significant effect on the decision to purchase a booth at the Vinkoo Jakarta Fest 2025 event in Medan. The results of the coefficient of determination (R2) test show that brand image and price can influence the decision to purchase a booth by 67.9%, with the remaining 32.1% influenced by other variables not examined in this study
Pengaruh Citra Event Dan Infulencer Terhadap Keputusan Berkunjung Pada Event Purnama Bersantai 2024 Dea Abigail Ritonga; Sarah Rouli Tambunan
Indonesian Journal of Multidisciplinary on Social and Technology Vol. 4 No. 2 (2026): Maret - Juni
Publisher : PT Ilmu Data Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.69693/ijmst.v4i2.9891

Abstract

Dalam membuat event penyelenggara perlu memperhatikan faktor citra event dan influencer. Kedua faktor tersebut dapat jadi daya tarik event dan mempengaruhi konsumen untuk membuat keputusan berkunjung. Penelitian ini bertujuan untuk mengetahui bagaimana pengaruh citra event dan influencer terhadap keputusan berkunjung pada event Purnama Bersantai 2024. Penelitian ini merupakan penelitian kuantitatif. Metode pengumpulan data menggunakan kuesioner kepada responden yang disebar pada 100 orang responden. Data dianalisis menggunakan regresi linear berganda untuk mengetahui masing masing pengaruh variabel bebas terhadap variabel terikat menggunakan software SPSS 23 tahun 2025. Hasil penelitian ini menunjukan bahwa citra event (X1) secara parsial berpengaruh positif dan signifikan terhadap keputusan berkunjung pada event purnama bersantai 2024 dengan nilai thitung sebesar 6,035. Hasil Uji t pada influencer (X2) secara parsila berpengaruh positif dan signifikan terhadap keputusan berkunjung pada event purnama bersantai 2024 dengan nilai thitung sebesar 5,706. Selanjutnya hadil uji F menunjukan bahwa citra event (X1) dan influencer (X2) secara simultan berpengaruh positif dan signifikan terhadap keputusan berkunjung pada event purnama bersantai 2024 dengan nilai F sebesar 31,754. Selanjutnya hasil determinasi (R2) menunjukan bahwa citra event (X1) dan influencer (X2) mampu mempengaruhi keputusan berkunjung pada event purnama bersantai 2024 sebesar 39,6% dan sisanya sebesar 60,4% dapat dijelaskan oleh faktor-faktor yang tidak diteliti dalam penelitian ini.
Co-Authors Aina Aulia Nasution Dea Abigail Ritonga Desmon Gunadi Siagian Dewi Comala Sari Edi Putra Berutu Efni Siregar Efni Siregar & Vivianti Novita - Enda Yunita Surbakti Gulo, Elman Kasih Hasibuan, Annalisa Sonaria Jamardua Haro - John Sihar Manurung - M. Risky Kudadiri Manalu, Anjelia Manurung, Jhon Sihar Melinda Pratiwi Muqsith, Sulthan Jiyad Nadya Tasya Rawi Nursiah Mustari Pasaribu, Kartika Oktavia Rahma, An Nisa Dian Rawi, Nadya Tasya Rika Fadhila Rismawati Rismawati Rismawati Rizqiana, Dyah Seruni RR. Ella Evrita Hestiandari Safaruddin Sela Bertina Vera Elmi Damanik Sembiring, Erich Cristian Sembiring Sembiring, Putri Sosanti Tarigan, Mila Delvana Wiana, Desri