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All Journal Kontigensi: Jurnal Ilmiah Manajemen Marketica: Jurnal Ilmiah Pemasaran
Nani Nani
Universitas Pamulang, Tangerang Selatan, Banten, Indonesia
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Industrial & Manufacturing Engineering Social Sciences

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Building Place Branding of Kampung Cabe with Community at Desa Kabasiran Parung Panjang Andriyani Hapsari; Nani Nani
Kontigensi : Jurnal Ilmiah Manajemen Vol 9 No 2 (2021): Kontigensi: Jurnal Ilmiah Manajemen
Publisher : Program Doktor Ilmu Manajemen, Universitas Pasundan, Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56457/jimk.v9i2.205

Abstract

Building a Tourism Village for Kampung Cabe in Kabasiran Village, is a community initiative that grows from their concern for enhancing economic welfare. However, its existence in the past two years has not had a significant effect. There are still many people who do not know Kampung Cabe and are influenced by the image of Kabasiran Village which is associated with poverty. This study aims to formulate strategy for Kampung Cabe to build strong place branding. This research is using a qualitative method with exploratory approach. Data collected by observation, interviews, questionnaires and study literature. The result is to build a strong place branding for Kampung Cabe, there are three steps namely redefining the identity of the values and products that would be conveyed, increase community participation in developing place branding and build pentahelix partnership between government, society, acedemics, business, and media.
Pengaruh Kampanye Social Media Dan Persepsi Harga Terhadap Keputusan Pembelian Di Bogibo Apparel Kota Bogor Muhammad Ilhamsyah; Nani Nani
Marketica: Jurnal Ilmiah Pemasaran Vol 3 No 1 (2026): Marketica: Jurnal Ilmiah Pemasaran
Publisher : Sapta Arga Nusantara

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

Tujuan penelitian ini adalah untuk mengetahui pengaruh kampanye social media dan persepsi harga terhadap keputusan pembelian pada Bogibo Apparel Kota Bogor. Metode yang digunakan adalah kuantitatif. Teknik pengambilan sampel menggunakan rumus slovin dan diperoleh sampel sebanyak 93 responden. Analisis data menggunakan uji validitas, uji reliabilitas, uji asumsi klasik, analisis regresi, koefisien korelasi, koefisien determinasi dan uji hipotesis. Hasil penelitian ini adalah Kampanye social media berpengaruh signifikan terhadap keputusan pembelian dengan nilai koefisien determinasi 57,7% dan uji hipotesis diperoleh t hitung > t tabel atau (11,135 > 1,986). Persepsi harga berpengaruh signifikan terhadap keputusan pembelian dengan nilai koefisien determinasi sebesar 37,5% dan uji hipotesis diperoleh t hitung > t tabel atau (12,304 > 1,986). Kampanye social media dan persepsi harga secara simultan berpengaruh signifikan terhadap keputusan pembelian dengan persamaan regresi Y = 7,010 + 0,323X1 + 0,647X2. Nilai koefisien determinasi sebesar 64,5% sedangkan sisanya sebesar 35,5% dipengaruhi oleh faktor lain dan uji hipotesis diperoleh nilai F hitung > F tabel atau (84,662 > 2,710).
Co-Authors Andriyani Hapsari Muhammad Ilhamsyah