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Kespandiar, Tengku
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The Role of Brand Awareness and Integrated Marketing Communication on Consumer Purchase Decision of Online Travel Consumers Sukirman Sukirman; Yunidyawati Azlina; Tengku Kespandiar; Teguh Setiawan Wibowo; Umi Setyorini
JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi) Vol. 9 No. 3 (2023): Juni 2023
Publisher : Sekretariat Pusat Lembaga Komunitas Informasi Teknologi Aceh

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35870/jemsi.v9i3.1196

Abstract

The purpose of this research is to explore and assess the deployment of integrated marketing communications in order to increase brand recognition and its impact on purchase decisions. Purposive sampling was utilized in this work as a non-probability sampling strategy. The researchers considered numerous sample characteristics in this study, including age (17-50) and having utilized travel agency services at least once to book aircraft tickets, trains, events, or hotel reservations. The purposive sampling technique was applied, and 100 samples were collected. SmartPLS was utilized to do partial least squares analysis. According to the findings of the study, integrated marketing communication has a direct effect on brand awareness; integrated marketing communication has a direct effect on purchasing decisions; brand awareness has a direct effect on purchase decisions; and integrated marketing communication influences purchase decisions indirectly through brand awareness.
The Influence of Store Atmosphere, Social Media, Word of Mouth, and Price on Purchase Intention of MSME Consumers Deby R. Karundeng; Musran Munizu; Tengku Kespandiar; Dhety Chusumastuti; Miko Andi Wardana
JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi) Vol. 9 No. 4 (2023): Agustus 2023
Publisher : Sekretariat Pusat Lembaga Komunitas Informasi Teknologi Aceh

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35870/jemsi.v9i4.1298

Abstract

This study set out to examine how social media, word-of-mouth, shop ambiance, and pricing impacted consumers' choice to buy. Research of this kind is quantitative. Primary data collected from a sample of patrons at a restaurant in one city in Indonesia district served as the research's data source. By delivering questionnaires to 100 customers, accidental sampling was used to acquire the data. The multiple regression analysis approach is employed in this investigation. The results of this investigation suggest that social media significantly influences how consumers make purchases. Word of mouth plays a vital role in how consumers decide which products to buy. The environment of the store has a big impact on how consumers decide what to buy. The purchase decision-making process for consumers is significantly influenced by price. Social media, word-of-mouth, the environment in the shop, and pricing all have a big impact on how consumers decide what to buy.
Analysis of The Influence of Brand Image and Negative Electronic Word of Mouth on Repurchase Intention of Ice Cream Aice Consumers Syailendra Reza Irwansyah Rezeki; Fani Sartika; Tengku Kespandiar; Ita Nurcholifah; Wenny Desty Febrian
JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi) Vol. 9 No. 5 (2023): Oktober 2023
Publisher : Sekretariat Pusat Lembaga Komunitas Informasi Teknologi Aceh

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35870/jemsi.v9i5.1538

Abstract

The development of the internet in Indonesia is becoming increasingly widespread. One of the ice cream companies in Indonesia is experiencing negative electronic word of mouth due to internet developments. This study uses brand image as an intervention to examine the impact of unfavorable electronic word of mouth on repurchase intention. Purposive sampling was used to select 100 respondents and distribute questionnaires to them. Path analysis is the data analysis technique employed. The study's findings indicate that negative online reviews have little bearing on a brand's reputation. Negative online reviews affect consumers' intentions to make new purchases. Repurchase intent is influenced by brand perception. Repurchase intentions are impacted by negative brand perception and electronic word of mouth. By using brand image as an intermediary variable, negative electronic word of mouth has no impact on consumers' intentions to make another purchase.
Analysis of the Influence of Product Cost and Perceived Advertising Costs Through Digital Devices on Digital Brand Equity of American Fast-Food Products McDonalds Sudirjo, Frans; Fajri, Muhammad Iqbal; Ilyas, Arifai; Kespandiar, Tengku; Permadi, Indra
Jurnal Informasi dan Teknologi 2024, Vol. 6, No. 1
Publisher : SEULANGA SYSTEM PUBLISHER

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.60083/jidt.v6i1.497

Abstract

The purpose of this research is to demonstrate and examine how perceived advertising budget and pricing deals affect perceived quality and brand image, as well as how brand loyalty, brand awareness, and brand image are affected. Descriptive research is what this study is doing. The research approach employed by the investigators was a cross-sectional design. In this study, a questionnaire is used to collect data. This study's target demographic consists of all individuals who have visited, seen, and bought merchandise. Scientists employed judgmental sampling, a non-probability sampling method. One hundred persons made up the research sample. This study makes use of the confirmatory factor analysis approach in conjunction with the SEM data processing technology. The analysis's findings indicated that perceived advertising spending positively impacted perceived quality. Brand loyalty is positively impacted by perceived ad spend. Brand recognition is positively impacted by perceived ad spending. Brand image benefits from perceived advertising expenditure. Discounts on prices positively impact the perception of quality. Discounts have a detrimental effect on a brand's reputation. Thus, these results provide important insights for companies in designing their marketing strategies. They need to carefully consider the allocation of their promotional funds, ensuring that investment in perceived advertising spending is balanced with the benefits derived while also being mindful of the risks associated with excessive use of price deals. By understanding the relationship between these factors, companies can optimize their marketing efforts to strengthen their brand image and improve their product performance in the marketplace.
Application of Simple Additive Weighting Method To Design an Employee Performance Assessment System in a National Logistics Company Kus Yunanto, Mohammad; Ramayanti Sinaga, Herty; Violin, Vivid; Kespandiar, Tengku; Diawati, Prety
Jurnal Informasi dan Teknologi 2024, Vol. 6, No. 1
Publisher : SEULANGA SYSTEM PUBLISHER

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.60083/jidt.v6i1.502

Abstract

This research aims to discover how an employee performance appraisal system using the website-based SAW method can help managers carry out the employee performance appraisal process. The method used in developing a web-based decision-making system is the prototype method. For data collection, two techniques were used. First, obtain the necessary information through interviews. Second, by collecting performance assessment data previously carried out manually by managers. It can be observed that the system may function effectively by performing its functions as an employee performance assessment utilizing the simple additive weighting calculation technique after creating a prototype decision-making system using the website-based simple additive weighting method. After managers have completed an evaluation, website-based solutions can combine data to make it easier to access, preserve data security, and support decision-making. The results provided yield high accuracy based on the SAW formula. This system uses the SAW calculation method so that employee performance assessments are carried out based on the percentage weight of the criteria that the manager has determined. From the requirements and results of this assessment, SAW can produce a ranking of employees with the best to worst performance. From this ranking, the manager can determine the employee with the best and worst performance, and then managers can make decisions based on that data.
Analysis of The Influence of Promotion Through Digital Marketing and Effectiveness of Marketing Communication on Customer Decisions in Hospitality Industry Irwansyah Rezeki, Syailendra Reza; Dharmawan, Donny; Azlina, Yunidyawati; Purwanti; Kespandiar, Tengku
Jurnal Informasi dan Teknologi 2024, Vol. 6, No. 2
Publisher : SEULANGA SYSTEM PUBLISHER

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.60083/jidt.v6i2.521

Abstract

This research aims to determine the marketing communication strategies used to increase occupancy. We used qualitative and descriptive research. The researcher employed a case study as the research method. In-depth interviews provided the techniques for collection. The research results revealed that the public relations division, in collaboration with the hotel marketing team, designed and implemented the marketing communication strategy. Public relations is a communication facilitator, especially in communicating hotel products and services through various marketing strategies. This strategy is divided into three, namely the push strategy, which uses distributors or travel agents to encourage customers to use hotel products; the pull strategy, which uses advertising, sales promotions, personal sales, and direct marketing to attract customer interest in hotel products and services, also the profile strategy, which uses public relations to build the hotel's image and reputation to increase customer trust and sales. This research suggests that further research be carried out in quantitative form to obtain a more detailed understanding of the success of each factor that influences marketing communication strategies, such as push, pull, and profile strategies. Meanwhile, from a practical perspective, conducting a more detailed evaluation of each marketing communication tool used by measuring its effectiveness to select the most effective tools in increasing sales or occupancy is recommended.
Navigating Communication Crossroads: Language Choice Dynamics in a Multinational Corporation Operating in Indonesia (Case Study: Riau Andalan Pulp and Paper) Budiana, Agnes Arum; Ristra, Pretti; Kespandiar, Tengku
ABEC Indonesia Vol. 12 (2024): 12th Applied Business and Engineering Conference
Publisher : Politeknik Negeri Bengkalis

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

Abstract

This research explores the dynamics of language choice within a multinational corporation (MNC) operatingin Indonesia, specifically at Riau Andalan Pulp and Paper in Riau Province (RAPP). The study examines how employeesnavigate language choices between English, the corporate language, and Bahasa Indonesia, the local language, within amulticultural and multilingual workforce. Utilizing a mixed-methods approach, the study combines qualitative interviewswith quantitative surveys to gather comprehensive data from RAPP employees across various departments. Findingsreveal that English is predominantly used in formal settings, such as meetings and official documentation, reflecting itsrole as the corporate language. Conversely, Bahasa Indonesia is preferred for informal interactions, highlighting itsimportance in fostering employee comfort and social cohesion. Key factors influencing language choice includeprofessionalism, ease of communication, and inclusivity, with company policies promoting English proficiency to bridge cultural gaps. RAPP's language training initiatives, including the English Corner and participation in the Toastmasters Club, are instrumental in enhancing employees' language skills and supporting career development. The studyrecommends optimizing these programs by incorporating feedback, encouraging practical language use, leveragingtechnology, and aligning language learning with career advancement opportunities. By understanding and managinglanguage diversity, RAPP can enhance cross-cultural communication, contributing to its success in the global market.
Pengaruh Promosi Dan Shariah Governance Terhadap Keputusan Pembelian Jasa Tengku Kespandiar; Faizatul Fajariah; Esti Nur Wakhidah; Heny Herawati; I Wayan Gede Antok Setiawan Jodi
Management Studies and Entrepreneurship Journal (MSEJ) Vol. 6 No. 1 (2025): Management Studies and Entrepreneurship Journal (MSEJ)
Publisher : Yayasan Pendidikan Riset dan Pengembangan Intelektual (YRPI)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37385/msej.v6i1.7032

Abstract

Tujuan dari penelitian ini adalah untuk mengetahui Pengaruh Promosi Dan Shariah Governance Terhadap Keputusan Pembelian Jasa Madani Tour. Metode dalam penelitian ini adalah penelitian survey dengan pendekatan kuantitatif, penilaian berdasarkan angka dengan menggunakan hitungan statistik, dengan menggunakan tehnik simple random sampling dan tehnik pengumpul data dalam penelitain ini menggunakan riset kepustakaan, riset lapangan, observasi, dan kuesioner. Dalam penelitian ini menggunakan sampel sebanyak 100 konsumen Madan Tour. Data diolah menggunakan SPSS versi 25. Hasil penelitian menunjukkan bahwa 1) Promosi tidak berpengaruh terhadap keputusan pembelian jasa Madani Tour, dengan diperoleh nilai t-statistic sebesar 0,742 > t tabel 1,984 dengan nilai (sig) 0,460 > 0,05. 2) Shariah governance berpengaruh positif signifikan terhadap keputusan pembelian jasa Madani Tour, diperoleh nilai t- statistic sebesar 2,323 > t tabel 1,984 dan nilai (sig) 0,022 < 0,05. 3). Promosi dan shariah governance secara simultan berpengaruh positif signifikan terhadap keputusan pembelian jasa Madani Tour. diperoleh nilai t- statistic sebesar 7,359 > 3,09 dan signifikan < 0,05 (0,001 < 0,05). Besarnya coefficient of determination (adjust R Square) sebesar 0,144 atau 14,4% yang berarti variabel-variabel bebas terdiri dari promosi dan shariah governance dapat memberikan kontribusi pengaruh sebesar 14,4% dan sisanya 85,6% dipengaruhi oleh faktor-faktor lain.
Store Atmosphere Strategy in Micro, Small, and Medium Enterprises TikTok as a Marketing Strategy Supporter Setiawan Jodi, I Wayan Gede Antok; Kespandiar, Tengku; Hamzah, Ramadhani; Munizu, Musran; Erna, Erna
International Journal Of Education, Social Studies, And Management (IJESSM) Vol. 5 No. 2 (2025): The International Journal of Education, Social Studies, and Management (IJESSM)
Publisher : LPPPIPublishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52121/ijessm.v5i2.793

Abstract

The business world in Indonesia is growing very rapidly, which is indicated by the sharp competition. Understanding consumer behavior is a key skill needed by business actors so that consumers can buy the goods or services they offer. Digital marketing enables micro, small, and medium enterprises to reach wider consumers at a more efficient cost than traditional marketing methods. TikTok supports micro, small, and medium enterprises in various ways, such as through the TikTok Shop feature, partnership programs, and digital training. TikTok Shop allows micro, small, and medium enterprises to sell their products online on the TikTok platform. The purpose of this study is to determine how Micro, Small, and Medium Enterprises on TikTok use the store atmosphere strategy as a marketing strategy supporter. This study uses an observational research type that will help achieve the research objectives. Observational research analysis requires the help of quantitative data, such as books, journals, and mass media articles. The research results show that the atmosphere in TikTok Shop is an e-commerce platform that allows users to shop for products directly within the TikTok application. Users can browse and purchase products from their feed or through the Shop tab.
Pelatihan Adaptive Marketing Strategy untuk Bisnis Kecil Menghadapi Disrupsi Teknologi Kespandiar, Tengku; Elizabeth; Pujiastuti, Endah; Munizu, Musran; Misrofingah
AJAD : Jurnal Pengabdian kepada Masyarakat Vol. 5 No. 2 (2025): AUGUST 2025
Publisher : Divisi Riset, Lembaga Mitra Solusi Teknologi Informasi (L-MSTI)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59431/ajad.v5i2.546

Abstract

The accelerated advancement of digital technology has brought about substantial disruption across multiple sectors, notably among small businesses. Numerous small enterprises encounter obstacles in sustaining their operations and remaining competitive due to shifting consumer behaviors, the proliferation of new digital platforms, and the necessity for adaptive marketing approaches. This community engagement initiative sought to strengthen the capacity of small business owners to address technological disruption by providing training in adaptive marketing strategies. The program employed interactive workshops, group discussions, and case simulations, engaging 25 micro, small, and medium enterprise (MSME) participants from diverse sectors within the target area. Training content focused on the evolving digital marketing landscape, the significance of data-driven strategies, effective use of social media, and the application of pertinent digital marketing tools.
Co-Authors Abdul Malik Abdurohim Abdurohim Agnes Arum Budiana, Agnes Arum Agus Nurofik Akhmad Setyo Rahman Arifai Ilyas Azlina, Yunidyawati Bahtiar Efendi Bord Nandre Aprila Citra Arta, Deddy Novie Dhety Chusumastuti Diawati, Prety Donny Dharmawan Eki Candra Elizabeth Endah Pujiastuti Erna Erna, Erna Esti Nur Wakhidah Faizatul Fajariah Fajri, Muhammad Iqbal Fani Sartika Frans Sudirjo Hamzah, Ramadhani Hastin Trustisari Helmi Ali Heny Herawati Hilarius Wandan Imam Mukhlis Indri Astuti Ira Patriani Irwansyah Rezeki, Syailendra Reza Ita Nurcholifah Jati, prihatina Jihan Jihan Judijanto, Loso Karundeng, Deby Rita Kus Yunanto, Mohammad Luh Komang Candra Dewi Miranti Pradipta Utami Misrofingah Mokhamad Arwani Musran Munizu Nengsih, Widya Ni Luh Kardini Nur Alam Permadi, Indra Pretti Ristra Purwanti Putra, Halim Dwi Ramayanti Sinaga, Herty Ratnawita Ratnawita Saputra, Eka Kurnia Septianti Permatasari Palembang SETIAWAN JODI, I WAYAN GEDE ANTOK Sih Parmawati SILVIA EKASARI Sudarmiatin Sukirman Sukirman Syailendra Reza Irwansyah Rezeki Syech Idrus Taat Kuspriyono, Taat Teguh Setiawan Wibowo Trinandari Prasetyo Nugrahanti Umi Setyorini Violin, Vivid Wa Ode Nur Ainun Wardana, Miko Andi Wenny Desty Febrian Febrian ZA, Saida Zainurossalamia