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All Journal EQIEN - JURNAL EKONOMI DAN BISNIS Journal on Education
Susanto Susanto
Sekolah Tinggi Ilmu Ekonomi Bisnis Indonesia
Decision Sciences, Operations Research & Management Education

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Pengaruh Citra Merek dan Akses Lokasi terhadap Minat Berkunjung Tamu pada Hotel Santika Sukabumi Dendi Zainuddin Hamidi; Noornissa Sarah Ginanjar; Galih Hidayat; Susanto Susanto; Besar Agung Martono
Eqien - Jurnal Ekonomi dan Bisnis Vol 11 No 03 (2022): EQIEN- JURNAL EKONOMI DAN BISNIS
Publisher : Sekolah Tinggi Ilmu Ekonomi DR KH EZ Mutaqien

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34308/eqien.v11i03.1301

Abstract

This study aims to determine the effect of brand image and location access on the guest visiting intention at Hotel Santika Sukabumi, either partially or simultaneously. The population is all potential tourists in the city of Sukabumi whose number cannot be known with certainty. A sample of 99 people was taken. Determination of the sample size using the Cochran formula. The sampling technique chosen is incidental sampling. Primary data collection was carried out by distributing electronic questionnaires within one month (cross section). The collected primary data was processed by multiple linear regression analysis. It was found that brand image partially has a significant effect on guest visiting intention at Hotel Santika Sukabumi, location access partially does not have a significant effect on guest visiting intention at Hotel Santika Sukabumi, brand image and location access simultaneously have a significant influence on the guest visiting intention at Hotel Santika Sukabumi where 52.5% of variations in guest visiting interest at Hotel Santika Sukabumi can be explained by variations in brand image and location access.
Optimizing Brand Identity of MSME Products through Rebranding in Increasing Consumer Brand Awareness Sutrisno Sutrisno; Maisa Azizah Asmara; Sri Purwati; Susanto Susanto; Rudy Rudy
Journal on Education Vol 5 No 3 (2023): Journal on Education: Volume 5 Nomor 3 Tahun 2023
Publisher : Departement of Mathematics Education

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Abstract

To establish a powerful brand identity, MSMEs must examine a variety of factors, including the target market, rivals, and brand positioning. This will assist them in determining the most suitable brand name, logo, and slogan for their items. In order to achieve the research objective of rebranding the business identity of one of the micro, small, and medium-sized enterprises (MSMEs) coffee shops, the SWOT analysis method is used to analyze the needs of product rebranding so that it can accommodate the business's strengths, weaknesses, opportunities, and threats. Based on the results of the SWOT analysis, the research recommends redesigning the product, particularly in terms of logos, utilizing a simple and elegant logo concept that is easily recalled by consumers in order to increase brand awareness. application of a company's brand identity to items. The application of brand identity to company items so that it can be observed that the use of color and iconic business logos can be a characteristic of the business brand image aids customers in remembering business specifics and aids businesses in promoting brand awareness. In Figure 4, there are several examples of the application of business logos that can bolster the credibility of the logo as a brand identity for MSME business products and increase consumer brand awareness of MSME businesses, particularly in the products sold and the segmentation of MSMEs business businesses.
Co-Authors Besar Agung Martono Dendi Zainuddin Hamidi Galih Hidayat Maisa Azizah Asmara Nasution, Annio Indah Lestari Noornissa Sarah Ginanjar Rudy Rudy Sri Purwati