Article Per Year (5 Year)
p-Index From 2020 - 2025
0.408
P-Index
This Author published in this journals
All Journal FIRM: Journal of Management Studies Jurnal Manajemen Bisnis dan Kewirausahaan
Alda Chairani
Sekolah Tinggi Pariwisata Trisakti
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

Published : 2 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 2 Documents
Search

 1 
Analysis of Segmentation, Targeting, and Positioning in the Tourism Sector: The Case of Pekalongan City Rilla Rianty; Maidar Simanihuruk; Alda Chairani; Budi Supriyanto; Rahmat Ingkadijaya
FIRM Journal of Management Studies Vol 7, No 2 (2022): FIRM JOURNAL OF MANAGEMENT STUDIES
Publisher : President University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33021/firm.v7i2.3879

Abstract

Pekalongan is one of the largest batik-producing cities in Indonesia, and this potential can be used as an attraction to increase tourist visits. However, until now, the level of tourist visits in Pekalongan City has not met expectations. This study examines the tourism marketing strategy of Pekalongan City by using segmentation, targeting, and positioning (STP) variables to increase competition as a domestic and foreign tourist destination. The type of research used is field research with a qualitative approach. The study's results found that the leading geographical segment of Pekalongan City was domestic tourists from Central Java. The demographic is women with millennial characteristics ranging from 26 to 42 years old with business and group travel purposes. The type of tourists who visit Pekalongan City is only domestic tourists, meaning that marketers have not been able to penetrate international tourism. There is a contradiction between the research findings and the promise reflected in the slogan and logo of Pekalongan City tourism. The position of Pekalongan City as a batik city is not following the product that Pekalongan City excels in, namely religious tourism. Hence, the slogan of this city needs to be improved without ignoring batik as the primary differentiation.
Peran Kualitas Pelayanan dalam Memediasi Pengaruh Persepsi Harga dan Kualitas Produk pada Kepuasan Pelanggan di Restoran Byurger Alda Chairani; Maidar Simanihuruk; Michael Khrisna Aditya; Anak Agung Gde Agung; Jakaria Amin
Jurnal Manajemen Bisnis dan Kewirausahaan Vol 6 No 6 (2022): Jurnal Manajemen Bisnis dan Kewirausahaan
Publisher : Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/jmbk.v6i6.20775

Abstract

This research aim is to analyze service quality in mediating price effect and product quality toward customer satisfaction at Byurger Restaurant using a quantitative method. The sampling technic used is probability sampling with a total sample of 229. Descriptive analysis is the technic for analyzing data using SPPS and AMOS which is tested using the test of validity, reliability, normality, model modification, and goodness of fit model (GoF). The result shows that service quality has a negative effect in mediating price perception towards customer satisfaction, and service quality has a positive effect and is significant in mediating product quality towards customer satisfaction. Penelitian ini bertujuan untuk menganalisis peran kualitas pelayanan dalam memediasi pengaruh persepsi harga dan kualitas produk terhadap kepuasan pelanggan di Restoran Byurger dengan menggunakan metode kuantitatif. Teknik pengambilan sampel adalah probability sampling dengan ukuran 229 sampel. Teknik analisis data yang digunakan adalah analisis deskriptif menggunakan software SPSS dan AMOS yang kemudian diuji menggunakan uji validitas, uji reliabilitas, uji normalitas, dan modifikasi model sesuai dengan indeks modifikasi dan uji goodness of fit model (GoF). Hasil menunjukkan bahwa kualitas pelayanan memiliki nilai negatif dalam memediasi pengaruh persepsi harga terhadap kepuasan pelanggan dan kualitas pelayanan memiliki nilai positif dan signifikan dalam memediasi pengaruh produk terhadap kepuasan pelanggan.
Co-Authors Anak Agung Gde Agung Budi Supriyanto Jakaria Maidar Simanihuruk Maidar Simanihuruk Michael Khrisna Aditya Rahmat Ingkadijaya Rilla Rianty