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All Journal Jurnal Mantik Penusa Enrichment : Journal of Management
Alfin Farma
STMIK Pelita Nusantara
Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Pengaruh Kualitas Layanan, Harga Terhadap Keputusan Pembelian Paket Tour Di PT Dior Travel Lubuk Pakam Ritha Zahara Tarigan; Alfin Farma
Jurnal Mantik Penusa Vol. 4 No. 1 (2020): Management and Informatics
Publisher : Lembaga Penelitian dan Pengabdian (LPPM) STMIK Pelita Nusantara Medan

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Abstract

Tujuan dari penelitian ini adalah menemukan faktor-faktor yang yang menyebabkan minat wisatawan untuk menggunakan jasa biro perjalanan wisata Dior Tour sangat rendah dan menyusun alternatif strategi dan kebijakan yang dapat diimplementasikan oleh biro perjalanan wisata Dior Travel untuk meningkatkan jumlah pengguna jasa.Tipe penelitian ini adalah penelitian korelasional.Kuesioner dibagikan secara random kepada 100 orang yang mengetahui dan pernah menggunakan jasa Biro Perjalanan WisataDior Travel. Dari hasil analisis, diperoleh bahwa 62,5% keputusan pembelian paket tour dipengaruhi oleh kualitas layanan dan harga sedangkan 37,5% dipengaruhi oleh variabel lain diluar variabel yang digunakan dalam penelitian ini. Variabel kualitas layanan dan harga secara bersama-sama berpengaruh significant terhadap keputusan pembelian paket tour di Dior Travel variabelkualitas layanan dan variabel harga berpengaruh nyata secara parsial terhadap keputusan pembelian, dan variabel harga memiliki pengaruh paling dominan terhadap keputusan pembelian
Antecedent Decision To Purchase Fashion Products Through Video Advertising Social Media Platform On The Millennial Generation In Medan City Nora Anisa Br Sinulingga; Risa Kartika Lubis; Alfin Farma; Juli Megawati Br Silitonga
Enrichment : Journal of Management Vol. 12 No. 3 (2022): August: Social Science, Economics
Publisher : Institute of Computer Science (IOCS)

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (1021.688 KB) | DOI: 10.35335/enrichment.v13i1.650

Abstract

UMKM is an important part of the economy of a country or region, as well as Indonesia (Tambunan, 2013). with the existence of the COVID-19 pandemic, the sustainability of UMKM s is threatened by a decline in demand for fashion products due to changes in consumer purchasing power. One of the efforts to survive is to digitize. One of them by advertising on social media. Social media that is often accessed by the millennial generation is a platform (Tiktok, Facebook, Youtube, Instagram). The purpose of this study was to determine the significant and significant influence of information, entertainment, credibility, and personalization on purchasing decisions for fashion products through video advertising on social media platforms for the millennial generation in the city of Medan. The type of research used is descriptive quantitative. The data that is processed is the result of interviews and distributing questionnaires. Data collection techniques used are Observation, Interview, and Documentation. While the data analysis technique used in this research is data collection either through observation or interviews, data reduction, data presentation, and conclusions. The results of the direct relationship research show that information, entertainment, credcredibility, and personalization have a positive influence on video advertising and purchasing decisions. Video advertising has a negative influence on purchasing decisions. While the results of the indirect research show tinformationtive, entertainment, credibility, and personalization through video advertising have a negative influence on purchasing decisions.
Co-Authors Juli Megawati Br Silitonga Nora Anisa Br. Sinulingga Risa Kartika Lubis Ritha Zahara Tarigan