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All Journal EQIEN - JURNAL EKONOMI DAN BISNIS JURNAL PEMASARAN KOMPETITIF Nusantara Hasana Journal Jurnal Penelitian Ekonomi Manajemen dan Bisnis International Journal of Asian Business and Management (IJABM) BULLET : Jurnal Multidisiplin Ilmu Al-Zayn: Jurnal Ilmu Sosial & Hukum Digital Innovation : International Journal Of Management International Journal of Economics, Business and Innovation Research
Nuzul Inas Nabila
Fakultas Ekonomi Institut Teknologi dan Bisnis Kalbis
Religion Agriculture, Biological Sciences & Forestry Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Medicine & Pharmacology Nursing Social Sciences

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The Influence Of Price Perception, Product Quality, And Healthy Lifestyle On The Purchase Decision Of Sain Deli Healthy Food Products In Bandar Lampung Amira Munira; Mahrinasari; Nuzul Inas Nabila
International Journal of Economics, Business and Innovation Research Vol. 5 No. 02 (2026): February - March, International Journal of Economics, Business and Innovation
Publisher : Cita konsultindo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63922/ijebir.v5i02.2984

Abstract

This research is motivated by the increasing public awareness of the importance of a healthy lifestyle, which drives changes in consumer behavior in choosing food, so that purchasing decisions are not only based on price but also on product quality and alignment with the healthy lifestyle being pursued. This study aims to determine the influence of price perception, product quality, and healthy lifestyle on the purchasing decision of Sain Deli healthy food products in Bandar Lampung. This study uses a quantitative approach with sampling techniques employing simple random sampling probability sampling. Data collection was conducted thru questionnaires distributed to 160 respondents who are consumers of Sain Deli in Bandar Lampung. The data obtained were then processed using SPSS version 27 software. The research results show that price perception, product quality, and a healthy lifestyle have a positive and significant impact on the purchasing decision of Sain Deli healthy food products. This study is expected to provide a deeper understanding of the factors influencing consumer purchasing decisions regarding healthy food products.
The Role of Electronic Word of Mouth and Destination Image in Shaping Tourist Visit Intention and Decision : A Case Study of Sebalang Beach, South Lampung Nico Andreas; Roslina Roslina; Driya Wiryawan; Angga Febrian; Nuzul Inas Nabila; Adulai Sadjo Baldé Coordenador
Digital Innovation : International Journal of Management Vol. 2 No. 2 (2025): Digital Innovation : International Journal of Management
Publisher : Asosiasi Riset Ilmu Manajemen Kewirausahaan dan Bisnis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61132/digitalinnovation.v2i2.308

Abstract

This study analyzes the influence of Electronic Word of Mouth (eWOM) and destination image on visit intention and decision to Sebalang Beach, South Lampung. With tourists increasingly relying on online reviews, understanding these relationships is essential for effective destination marketing. The research addresses the issue of how eWOM and destination image affect tourists' decisions, aiming to provide insights for tourism stakeholders. A quantitative approach was used, employing a survey method with purposive sampling of 110 respondents who have visited or intended to visit Sebalang Beach. Data were analyzed using Structural Equation Modeling-Partial Least Squares (SEM-PLS) to test the proposed hypotheses. Findings indicate that destination image significantly influences visit intention and visit decisions, while visit intention also mediates the effect of destination image on visit decisions. However, eWOM does not have a significant impact on visit intention or visit decisions, and visit intention does not mediate the relationship between eWOM and visit decisions. These results suggest the importance of strengthening online promotional strategies and enhancing the positive image of Sebalang Beach. Encouraging content creation on social media and collaborating with influencers can effectively increase engagement and attract visitors. This study offers practical recommendations for tourism stakeholders to optimize Sebalang Beach’s potential and enhance its competitiveness as a tourist destination.
The Effect of Experiential Marketing on Customer Commitment with Customer Satisfaction as a Mediating Variable at Nuju Coffee Bandar Lampung Tiara Rizky Cahya; Satria Bangsawan; Nuzul Inas Nabila
Al-Zayn: Jurnal Ilmu Sosial, Hukum & Politik Vol 4 No 2 (2026): 2026
Publisher : Yayasan pendidikan dzurriyatul Quran

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61104/alz.v4i2.4735

Abstract

The rapid growth of the coffee shop industry in Bandar Lampung has intensified competition among businesses, encouraging companies to focus not only on product quality but also on delivering meaningful customer experiences. This study aims to examine the effect of experiential marketing on customer commitment, with customer satisfaction acting as a mediating variable at Nuju Coffee Bandar Lampung. This research employs a quantitative approach using a non-probability purposive sampling technique. Data were collected through questionnaires distributed to 180 respondents who had visited and dined in at Nuju Coffee Bandar Lampung within the last three months. Experiential marketing serves as the independent variable, customer satisfaction as the mediating variable, and customer commitment as the dependent variable. Data analysis was conducted using Partial Least Squares Structural Equation Modeling (PLS-SEM) with the assistance of SmartPLS 4.0 software. The results indicate that experiential marketing has a positive and significant effect on customer satisfaction. Furthermore, customer satisfaction has a positive and significant effect on customer commitment. The findings also reveal that customer satisfaction significantly mediates the relationship between experiential marketing and customer commitment. These results demonstrate that experiential marketing plays a crucial role in enhancing customer satisfaction and strengthening long-term customer commitment in the coffee shop industry.
Co-Authors Adulai Sadjo Baldé Coordenador Ahmad Syaugi Al Gifary Amira Munira Angga Febrian Aqilah Yunda Putria Sari Aripin Ahmad Audia Indah Banowati Dimaz Satritama Alwan Dorothy R. H. Pandjaitan Elsa Dea Damayanti Florentina Jessica Karnesya Mahrinasari Mahrinasari MS Nico Andreas Rianadia Agustina Roslina Roslina Roslina Satria Bangsawan Stefany Crisnia Gunawan Tiara Rizky Cahya Tri Noverdo Wiryawan, Driya