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All Journal Cakrawala Repositori Imwi Jurnal Ekonomi, Bisnis dan Manajemen Media Bina Ilmiah
Zeffanya Raphael Wijaya
Institut Manajemen Wiyata Indonesia
Humanities Economics, Econometrics & Finance Social Sciences Other

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Pengaruh Store Atmosphere, Location, dan Social Media Terhadap Keputusan Pembelian Bambang Somantri; Nadia Pritiawati Syawal; Zeffanya Raphael Wijaya
Cakrawala Repositori IMWI Vol. 5 No. 2 (2022): Cakrawala Repositori IMWI
Publisher : Institut Manajemen Wiyata Indonesia & Asosiasi Peneliti Manajemen Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52851/cakrawala.v5i2.128

Abstract

Industri pakaian sebagai bagian dari industri kreatif menempati posisi kedua setelah kuliner dalam kontribusinya terhadap Pendapatan Domestik Bruto. Penelitian ini bertujuan untuk menganalisis keputusan pembelian konsumen pada salah satu toko pakaian di Sukabumi yaitu Kittyshop. Variabel yang diuji yaitu suasana toko, lokasi, dan media sosial, bagaimana ia dapat memengaruhi keputusan pembelian. Penelitian dilakukan dengan pendekatan kuantitatif-asosiatif. Kuesioner dibagikan kepada 100 orang responden. Data dianalisis melalui uji regresi linear berganda. Hasil penelitian menunjukkan variabel suasana toko dan media sosial berpengaruh positif terhadap keputusan pembelian, sedangkan lokasi tidak berpengaruh terhadap keputusan pembelian. Suasana toko yang baik dapat menimbulkan efek emosional sehingga meningkatkan minat dan keputusan pembelian konsumen. Media sosial memiliki kelebihan dalam menjangkau konsumen, termasuk apabila lokasi toko tidak terlalu strategis, sehingga toko dapat dikenal dengan dibantu oleh optimalisasi media sosial.
Pengaruh Harga, Digital Marketing dan Lokasi Terhadap Keputusan Pembelian di Café Coffee Cirenggot Cucu Hodijah; Mariati Tirta Wiyata; Zeffanya Raphael Wijaya
Cakrawala Repositori IMWI Vol. 6 No. 4 (2023): Cakrawala Repositori IMWI
Publisher : Institut Manajemen Wiyata Indonesia & Asosiasi Peneliti Manajemen Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52851/cakrawala.v6i4.291

Abstract

This study aims to determine the effect of price, digital marketing and location on purchasing decisions at Café Coffee Cirenggot. This study uses a type of quantitative research with accidental sampling technique of 80 respondents. The instrument test used is validity and reliability test, and multiple regression analysis in the form of hypothesis testing and F test and coefficient of determination (R2) analysis. Results: Based on the results of data analysis or hypothesis testing in this study, it shows that Digital Marketing has a significant effect on purchasing decisions, while Price and Location are rejected because they have no significant effect on Purchasing Decisions at Café Coffe Cirenggot.
Marketing Communication Strategies of Tourism in @Oasis Sukabumi Increasing Tourist Visits Hilda Sri Rahayu; Zeffanya Raphael Wijaya
Cakrawala Repositori IMWI Vol. 7 No. 4 (2024): Cakrawala Repositori IMWI
Publisher : Institut Manajemen Wiyata Indonesia & Asosiasi Peneliti Manajemen Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52851/cakrawala.v7i4.722

Abstract

Marketing communication strategy is one of the factors that greatly influences the number of visitors at a tourist attraction because it is a design for how to influence the public in various ways so that people know, are then interested in visiting and even revisiting for tourists who have already visited. This research aims to find out and find the formulation of an oasis tourism marketing strategy in Sukabumi Regency. The research method uses case studies. The results of the research show that the marketing and public relations division of Oasis Nature Tourism in conducting tourism marketing uses integrated tourism marketing communications (marketing communication mix), but several aspects such as promotion, human resources, development of small and medium business units and media relations are still weak, so they need to be strengthened. and further guidance accompanied by evaluation and monitoring regarding these aspects. One thing that needs to be developed in the long term is to try to form the branding of tourist destinations to further increase the attractiveness of tourist visits.
Co-Authors AA Sudharmawan, AA Bambang Somantri Cucu Hodijah Fahrurrazi Fahrurrazi Fahrurrazi Fahrurrazi Fhirlyani Damara Sanusi Gita Sagita Hanipah Hanipah Hasti Pramesti Kusnara Iqbal Rifa’i Mariati Tirta Wiyata Muhammad Rizki Muhammad Rizki Nadia Pritiawati Syawal Sandi Sandi