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Eksistensi Jajanan Lumpia Sebagai Kuliner Khas Di Kawasan Wisata Pantai Sanur suarmana, I Wayan Restu
Jurnal Kajian Pariwisata Dan Perhotelan Vol. 2 No. 1 (2024): Mei-Agustus 2024
Publisher : CV. ITTC INDONESIA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62379/jkph.v2i1.1492

Sanur is a very beautiful beach tourist area in the city of Denpasar. Apart from the beautiful panoramic views of the beach, Sanur is also famous for its spring roll snacks. This snack is a culinary specialty when visiting Sanur Beach. As time goes by, the existence of spring roll snacks, especially on Sanur Beach, is increasingly being rivaled by modern snacks. Previously, spring rolls were very popular, but with the existence of this modern snack, spring rolls are now rarely popular except on weekends. The data collection techniques used in this research were observation, in-depth interviews and literature study. Observations were carried out at Sanur Beach (Segara Beach, Sindu Beach, Karang Beach, and Mertasari Beach). Interviews were carried out using snowball sampling. Literature study in the form of previous research that is still relevant to this research, theoretical basis and concepts obtained from books, journals and articles that are still relevant to this research. The existence of spring roll snacks is currently experiencing a decline in interest, this is due to the large number of traders selling modern snacks and other traditional foods on Sanur Beach. The modern snacks such as burgers, fries, kebabs, hot dogs and other types of modern food. Currently, spring roll traders mostly sell outside Sanur Beach, they only sell on weekends, on other days they sell in the Puputan field, Renon field and even sell around to people's homes.

Dampak Pandemi Covid-19 Terhadap Tingkat Occupancy Ramantha, Ngakan Putu Gede; Suwintari, I Gusti Ayu Eka; Suarmana, I Wayan Restu
Jurnal Ilmiah Pariwisata dan Bisnis Vol. 3 No. 9 (2024): Jurnal Ilmiah Pariwisata dan Bisnis September 2024
Publisher : Institut Pariwisata dan Bisnis Internasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22334/paris.v3i9.878

Pemanfaatan kapasitas adalah rasio jumlah kamar yang disewa atau disewa oleh pelanggan dengan jumlah kamar yang disewa. Penelitian ini bertujuan untuk mengetahui dampak pandemi Covid19 terhadap hunian Villa JJ dan SPA Ubud, Bali serta untuk mengetahui upaya apa saja yang dilakukan Villa JJ dan SPA Ubud, Bali dalam menangani kasus Covid19. Penelitian ini menggunakan data kualitatif berupa wawancara, observasi dan dokumen tentang hunian di Villa JJ dan SPA Ubud, Bali. Berdasarkan hasil penelitian, dampak pandemi Covid-19 terhadap tingkat hunian di Villa JJ dan SPA Ubud, Bali, dibandingkan tahun 2020 antara Januari dan Desember, tingkat hunian yang ia isi di Villa JJ dan SPA Ubud, Bali adalah cukup bagus, mulai 10 kamar, rata-rata terisi 7 kamar per hari, jadi kapasitas sewa berkisar 55% atau lebih. Namun, pada tahun 2021, Januari-Desember akibat pandemi Covid-19, penjualan kamar turun signifikan hingga 5% dari total kamar. kemudian pada tahun 2022 meningkat menjadi 40%. Dan mengenai upaya peningkatan okupansi Villa JJ And Spa Ubud, Bali salah satunya adalah menarik wisatawan untuk berwisata di Bali khususnya Villa JJ And Spa Ubud, Bali. Berbagai cara telah dilakukan untuk menarik wisatawan, misalnya dengan memberikan diskon atau pengurangan tarif kamar. Occupancy is the proportion of rooms which are occupied or rented out to visitors in comparison to the entire variety of rooms which are rented out. This have a look at pursuits to decide the effect of the Covid-19 pandemic on Occupancy fees at Villa JJ and Spa Ubud, Bali and to discover what efforts may be made. This turned into executed through Villa JJ and Spa Ubud, Bali in tackling the Covid-19 case. This have a look at makes use of qualitative records withinside the shape of interviews, observations and documentation approximately the occupancy fee at Villa JJ and Spa Ubud, Bali. Based at the effects of the have a look at, the effect of the Covid-19 pandemic on the extent of Occupancy at Villa JJ and Spa Ubud, Bali, that during 2020 withinside the length from January to December the Occupancy fee at Villa JJ and Spa Ubud, Bali turned into pretty good, out of 10 current rooms. a median of seven rooms occupied consistent with day, so the Occupancy fee levels from 55% and above. However, in 2021 from January-December because of the Covid-19 pandemic, room income reduced substantially to attain 5% of the entire rooms. Then in 2022 it's going to boom once more to 40%. And as for the efforts made to boom Occupancy at Villa JJ and Spa Ubud, Bali, one in every of them is through attracting travelers to excursion in Bali, specifically to Villa JJ and Spa Ubud, Bali. Various methods were carried out to draw travelers, which includes presenting reductions or room fee reductions.

Dokar Dalam Pengembangan Pariwisata Di Pusat Kota Denpasar Suarmana, I Wayan Restu
Jurnal Kajian Pariwisata Dan Perhotelan Vol. 2 No. 03 (2025): Januari-April 2025
Publisher : CV. ITTC INDONESIA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62379/jkph.v2i03.2289

Dokar is a traditional of transportation that is very unique. This traditional transportation uses animal power, namely horses, buffaloes and cows as the driving force. As time goes by, there are fewer and fewer dokars, this is because modern modes of transportation are increasingly developing, for example cars and motorbikes. In fact, if this traditional transportation is promoted and utilized well, it will have a very positive impact, especially from an economic perspective. The research method used is qualitative, this research method is based on the philosophy of postpositivism, used for research in natural object conditions, where the researcher is the key instrument, then sampling and data sources are carried out purposively and snowballing, then the data collection technique is carried out by triangulation (combined), data analysis is qualitative. The city of Denpasar initiated the medokaran, which is included in the city's cultural heritage tourism program. Medokaran program is aimed at introducing the potential of Denpasar City as a Heritage City. So this program uses dokar as a means of transportation to visit the Heritage City attraction in Denpasar City.

Pengaruh Motivasi dan Beban Kerja Terhadap Tingkat Kepuasan Kerja Karyawan Food & Beverage Department Maudy, Patricia Graciela; Pradana, Gede Yoga Kharisma; Suarmana, I Wayan Restu
Jurnal Ilmiah Pariwisata dan Bisnis Vol. 3 No. 10 (2024): Jurnal Ilmiah Pariwisata dan Bisnis Oktober 2024
Publisher : Institut Pariwisata dan Bisnis Internasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22334/paris.v3i10.887

Penelitian ini bertujuan untuk mengetahui pengaruh motivasi dan beban kerja secara parsial maupun simultan terhadap tingkat kepuasan kerja karyawan food & beverage department di Aperitif Restaurant & BAR Ubud. Responden yang digunakan adalah seluruh karyawan food & beverage department di Aperitif Restaurant & BAR Ubud dengan total 30 responden. Data yang digunakan pada penelitian ini didapatkan melalui kuisioner, selanjutnya data primer diuji menggunakan uji validitas dan reliabilitas dilanjutkan dengan uji asumsi klasik dan hipotesis dibuktikan menggunakan analisis regresi linear berganda. Hasil penelitian menunjukkan bahwa Motivasi dan beban kerja berpengaruh secara simultan terhadap tingkat kepuasan kerja karyawan food & beverage department di Aperitif Restaurant & BAR Ubud, ditunjukkan dengan nilai F hitung sebesar 56,474 lebih besar dari F tabel sebesar 2,960 (df1 = 2, df2 = 27). Secara parsial motivasi kerja berpengaruh secara parsial terhadap tingkat kepuasan kerja karyawan food & beverage department di Aperitif Restaurant & BAR Ubud, hal ini ditunjukkan dengan nilai signifikansi variabel motivasi sebesar sebesar 0.000 < 0.05. beban kerja berpengaruh secara parsial terhadap tingkat kepuasan kerja karyawan food & beverage department di Aperitif Restaurant & BAR Ubud, hal ini dibuktikan dengan nilai signifikansi variabel beban kerja sebesar 0.014 < 0.05. Koefisien determinasi menunjukkan nilai R Square sebesar 0,592. hal ini menunjukkan bahwa 59,2% tingkat kepuasan kerja karyawan food & beverage department di Aperitif Restaurant & BAR Ubud dipengaruhi oleh motivasi dan beban kerja, sedangkan sisanya sebesar 40,8% dipengaruhi oleh variabel lain diluar penelitian ini. This study aims to determine the effect of motivation and workload partially or simultaneously on the level of job satisfaction of employees of the food & beverage department at Aperitif Restaurant & BAR Ubud. The method used in this study is a quantitative research method. The respondents used were all employees of the food & beverage department at Aperitif Restaurant & BAR Ubud with a total of 30 respondents. The data used in this study were obtained through questionnaires, then the primary data was tested using validity and reliability tests followed by classical assumption tests and hypotheses were proven using multiple linear regression analysis. The results showed that motivation and workload had a simultaneous effect on the level of job satisfaction of employees of the food & beverage department at Aperitif Restaurant & BAR Ubud, indicated by the calculated F value of 56,474 which was greater than the F table of 2,960 (df1 = 2, df2 = 27). Partially, work motivation has a partial effect on the level of job satisfaction of employees of the food & beverage department at Aperitif Restaurant & BAR Ubud, this is indicated by the significance value of the motivation variable of 0.000 < 0.05. workload has a partial effect on the level of job satisfaction of employees of the food & beverage department at Aperitif Restaurant & BAR Ubud, this is evidenced by the significance value of the workload variable of 0.014 < 0.05. The coefficient of determination shows the R Square value of 0.592. this shows that 59.2% level of job satisfaction of food & beverage department employees at Aperitif Restaurant & BAR Ubud is influenced by motivation and workload, while the remaining 40.8% is influenced by other variables outside this study.

Pengolahan Saus Barbeque dengan Penambahan Aga Red Hatten Wine Saputri, Angela; Efendi, Moch Nur; Suarmana, I Wayan Restu
Jurnal Ilmiah Pariwisata dan Bisnis Vol. 3 No. 11 (2024): Jurnal Ilmiah Pariwisata dan Bisnis November 2024
Publisher : Institut Pariwisata dan Bisnis Internasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22334/paris.v3i11.902

Tujuan dari penelitian ini adalah (1) mengetahui proses pembuatan serta biaya pengolahan yang dibutuhkan dalam membuat saus barbeque dengan penambahan aga red hatten. (2) mengetahui kualitas saus barbeque dengan penambahan aga red hatten wine. (3) mengetahui minat beli masyarakat terhadap saus barbeque dengan penambahan aga red hatten wine. Metode yang digunakan pada penelitian ini adalah deskriptif kualitatif yang disertai dengan uji organoleptik. Teknik pengumpulan data dengan wawancara, observasi dan kuisioner, terdapat 15 responden dan 3 informan. Hasil yang diperoleh aga red barbeque sauce yaitu dari segi rasa mendapatkan skor 68, dari segi warna mendapatkan 73, dari segi aroma mendapatkan 65, dan dari segi tekstur mendapatkan 72. Dengan biaya produksi per resep (700ml) Rp. 64.838. sedangkan minat beli masyarakat diperoleh dari uji organoleptik yang dimana 13 dari 15 responden berminat membeli aga red barbeque sauce ini di pasaran dengan harga Rp. 50.000/botol (350 ml). The aims of this study were (1) to find out the manufacturing process and the processing costs needed to make barbecue sauce with the addition of red hatten aga. (2) determine the quality of barbecue sauce with the addition of aga red hatten wine. (3) knowing the public's buying interest in barbecue sauce with the addition of aga red hatten wine. The method used in this study is descriptive qualitative accompanied by organoleptic tests. Data collection techniques with interviews, observations and questionnaires, there were 15 respondents and 3 informants. The results obtained for aga red barbecue sauce were in terms of taste it got a score of 68, in terms of color it got 73, in terms of aroma it got 65, and in terms of texture it got 72. With a production cost per recipe (700ml) Rp. 64,838. while the public's buying interest was obtained from an organoleptic test in which 13 out of 15 respondents were interested in buying this aga red barbecue sauce on the market at a price of Rp. 50,000/bottle (350 ml).

Pengaruh Kualitas Makanan dan Pelayanan terhadap Minat Pembelian Ulang Pelanggan Waskito, Putri Satrio; Darsana, I Made; Suarmana, I Wayan Restu
Jurnal Ilmiah Pariwisata dan Bisnis Vol. 3 No. 12 (2024): Jurnal Ilmiah Pariwisata dan Bisnis Desember 2024
Publisher : Institut Pariwisata dan Bisnis Internasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22334/paris.v3i12.908

Kajian ini bertujuan melihat yang memengaruhi mutu makanan serta pelayanan parsial dengan simultan minat pembelian ulang pelanggan di Fox Coffee Jember. Lokasi penelitian ini di Fox Coffee & Roastery Jember. Penelitian ini menerapkan metode pendekatan kuantitatif sebagai metode penelitian dengan pengolahan data primer melalui kuesioner yang disebarkan ke pengunjung Fox Coffee Jember. Sampel dari kajian ini dengan 40 responden. Teknik analisa data kajian dengan uji asumsi klasik analisis regresi linear berganda, uji koefisien determinasi, uji F dan uji T dengan bantuan program SPSS 28. Dari hasil penelitian dapat dilihat bahwa kualitas makanan berpengaruh positif signifikan terhadap minat pembelian ulang pelanggan dimana diperoleh nilai T hitung 7,644. Mutu pelayanannya memengaruhi signifikan pada minat membeli ulang pelanggan, dengan perolehan nilai T hitung 9,251. Besaran yang memengaruhi mutu pelayanan untuk membeli adalah 69,7%. This research aims to reveal the influence of food and service quality both partially and simultaneously towards the customer’s repurchase interests in Fox Coffee Jember. This research took place in Fox Coffee & Roastery Jember. This research applied quantitative closure method as the research method along with primary data processing done through questionnaires distributed to the customers of Fox Coffee Jember. The samples of this research are forty respondents. The data analysis techniques applied within this research are classic assumption test of multiple linear regression analysis, determinant coefficient test, F test and T test with the help of SPSS 28. From the results of this research, it was revealed that food quality showed significant positive influences towards customer’s repurchase interest whereas the calculated T value was 7,644. Service quality also showed significant positive influences towards customer’s repurchase interest whereas the calculated T value was 9,251. The amount of influence of food and service quality on customers’ repurchase interest was 69,7%.

Peran Kerja Pramusaji pada Masa Pandemi Covid-19 terhadap Peningkatan Kualitas Pelayanan Jik, Redemtus Palma Dae; Wirawan, Putu Eka; Suarmana, I Wayan Restu
Jurnal Ilmiah Pariwisata dan Bisnis Vol. 4 No. 1 (2025): Jurnal Ilmiah Pariwisata dan Bisnis Januari 2025
Publisher : Institut Pariwisata dan Bisnis Internasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22334/paris.v4i1.920

Tujuan dari penelitian ini adalah untuk mengetahui bagaimana peran Pramusaji di masa pandemic covid-19 terhadap peningkatan kualitas pelayanan di Restoran Sangkar Lobster Loccal Collection, serta mengetahui apa saja kendala yang dihadapi saat pandemi covid-19 di Restoran Sangkar Lobster melalui analisis SWOT yang akan digunakan untuk menentukan strategi paling efektif guna meningkatkan kualitas pelayanan di masa pandemi Covid-19 di Restoran Sangkar Lobster. Metode ini menggunakan pendekatan Kualitatif. Metode penelitian yang digunakan adalah wawancara mendalam, observasi, dan studi kepustakaan yang dilakukan secara sistematik berdasarkan tujuan penelitian. Narasumber penelitian antara lain, Manajer, Supervisor, HRD, Waiter, Waiter's Restaurant Sangkar Lobster, 1 orang tamu Sangkar Lobster. Wawancara dilakukan untuk mendapatkan informasi yang jelas mengenai peran pramusaji serta apa saja kendala yang dihadapi oleh pramusaji pada masa pandemi covid-19, serta cara efektif yang dilakukan oleh pihak Hotel untuk meningkatkan kualitas pelayanan di Restaurant Sangkar Lobster. Hasil penelitian menyatatakn bahwa strategi WO (Weakness Opportunity) dirasa paling tepat dan efektif dalam upaya peningkatan pelayanan di Restaurant Sangkar Lobster. The purpose of this study is to find out the role of the waiter during the co-19 pandemic in improving service quality at the Sangkar Lobster Loccal Collection Restaurant and to find out what obstacles were faced during the co-19 pandemic at the Sangkar Lobster Restaurant through SWOT analysis which will be used to determine the most effective strategy to improve service quality during the Covid-19 pandemic at the Sangkar Lobster Restaurant. This research uses a qualitative approach. The research method used is in-depth interviews, observations, and literature studies which are carried out systematically based on the research objectives. Research sources included managers, supervisors, HRD, waiters, Waiter's Restaurant at the Lobster Cage, and 1 guest at the Lobster Cage. The interview was conducted to obtain clear information about the role of the waitress and what were the obstacles faced by the waitress during the Covid-19 pandemic, as well as the effective ways the hotel had implemented to improve the quality of service at the Sangkar Lobster Restaurant. The results showed that the WO (Weakness Opportunity) strategy was felt to be the most appropriate and effective in efforts to improve service at the Sangkar Lobster Restaurant.

Analisis Persepsi Tamu Terhadap Kinerja Pramusaji Restoran Ebony Menggunakan Servqual Asmidana, Samuel Hagi; Sinaga, Firman; Suarmana, I Wayan Restu
Jurnal Ilmiah Pariwisata dan Bisnis Vol. 4 No. 2 (2025): Jurnal Ilmiah Pariwisata dan Bisnis Februari 2025
Publisher : Institut Pariwisata dan Bisnis Internasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22334/paris.v4i2.929

Penelitian ini dilakukan karena hasil pra-riset yang telah dilakukan oleh penulis diantaranya 9 dari 10 tamu puas dengan bukti fisik waiter, 7 dari 10 tamu puas dengan kehandalan waiter, 7 dari 10 tamu puas dengan daya tangkap waiter, 8 dari 10 tamu puas dengan jaminan waiter, 8 dari 10 tamu puas dengan empati waiter. Tujuan penelitian ini adalah untuk mengetahui analisis kepuasan tamu terhadap kinerja waiter di Restoran Ebony Hotel Mercure Pontianak. Masalah dalam penelitian ini adalah bagaimana mengukur analisis kepuasan tamu di Restoran Ebony Hotel Mercure Pontianak menggunakan Metode Servqual, (IPA) dan (PGCV). Waktu penelitian Februari - Maret 2023. Metode pengumpulan data dalam penelitian ini menggunakan kuesioner dan accidental sampling. Populasi dalam penelitian ini adalah tamu yang berkunjung ke restoran dari bulan Februari sampai Maret 2023 dan sample sebanyak 50 responden tamu yang datang ke restoran. Data dianalisis dengan menggunakan metode service quality (ServQual). Importance-Performance Analysis (IPA), PGCV (Potential Gain Customer Value). Dari hasil penelitian diketahui Tingkat Kesesuaian Indeks (TKI) persepsi tamu terhadap kinerja waiter di Restoran Ebony Hotel Mercure Pontianak dari 50 responden yang diteliti sebesar 97,75%. Berdasarkan Servqual Gap positive terdapat 3 indikator dan 12 indikator pada gap negative. Berdasarkan analisis (IPA) di dalam kuadran A (Prioritas Utama) terdapat 3 indikator, kuadran B (Pertahankan Prestasi) terdapat 3 indikator, kuadran C (Prioritas Rendah) terdapat 5 indikator dan kuadran D (Berlebihan) terdapat 4 indikator. Dimensi jaminan yang menjadi prioritas utama terdapat 2 indikator. daya tanggap terdapat 1 indikator, bukti fisik perlu dipertahankan pelaksanaannya terdapat 1 indikator, kehandalan dinilai kurang penting oleh pelanggan, sedangkan empati dianggap berlebihan pelaksanaannya terdapat 1 indikator. This research was conducted because the results of the pre-research conducted by the author included 9 out of 10 guests satisfied with the waiter's physical evidence, 7 out of 10 guests were satisfied with the reliability of the waiter, 7 out of 10 guests were satisfied with the waiter's grasping power, 8 out of 10 guests were satisfied with the guarantee waiter, 8 out of 10 guests are satisfied with waiter empathy. The purpose of this study was to determine the analysis of guest satisfaction on the performance of waiters at the Ebony Hotel Mercure Pontianak Restaurant. The problem in this study is how to measure the analysis of guest satisfaction at the Ebony Hotel Mercure Pontianak Restaurant using the Servqual Method, (IPA) and (PGCV). Time for research February - March 2023. The data collection method in this study used a questionnaire and accidental sampling. The population in this study were guests who visited the restaurant from February to March 2023 and a sample of 50 guest respondents who came to the restaurant. Data were analyzed using the service quality method (ServQual). Importance - Performance Analysis (IPA), PGCV (Potential Gain Customer Value). From the results of the study it was found that the Conformity Index Level (TKI) of guest perceptions of the waiter's performance at the Ebony Hotel Mercure Pontianak Restaurant from the 50 respondents studied was 97.75%. Based on the Servqual Gap positive there are 3 indicators and 12 indicators on the negative gap. Based on the analysis (IPA) in quadrant A (Top Priority) there are 3 indicators, quadrant B (Maintain Achievement) there are 3 indicators, quadrant C (Low Priority) there are 5 indicators and quadrant D (Excessive) there are 4 indicators. There are 2 indicators for guarantee dimensions that are the top priority. responsiveness has 1 indicator, physical evidence needs to be maintained, there is 1 indicator, reliability is considered less important by the customer, while empathy is considered excessive, the implementation has 1 indicator.

Harmony Retreat : Menyatu Dalam Perbedaan Sebagai Strategi Pengembangan Wisata Religi Berbasis Toleransi Di Pura Langgar Bali Suarmana, I Wayan Restu
Jurnal Kajian Pariwisata Dan Perhotelan Vol. 3 No. 1 (2025): Mei-Agustus 2025
Publisher : CV. ITTC INDONESIA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62379/jkph.v3i1.3251

Pura Langgar in Bangli, Bali, is a rare symbol of tolerance and cultural acculturation between Hindus and Muslims. Despite its potential, this site has not been optimally developed as a religious tourism destination that highlights diversity values. This study aims to examine strategies for developing religious tourism at Pura Langgar, based on interfaith tolerance, using a literature study and descriptive qualitative analysis. The findings indicate that the development of spiritual retreat packages, cross-cultural education, and tolerance-based learning, supported by local community homestays and collaboration with religious leaders as well as the Tourism Office, has the potential to strengthen the destination’s appeal. With synergy among all stakeholders, Pura Langgar can become a model for inclusive religious tourism in Indonesia.

Pengaruh brand image dan iklan media sosial terhadap keputusan pembelian konsumen Trisnadewi, I Gusti Ayu Made Inten; Febianti, Febianti; Suarmana, I Wayan Restu
Jurnal Ilmiah Pariwisata dan Bisnis Vol. 1 No. 12 (2022): Jurnal Ilmiah Pariwisata dan Bisnis
Publisher : Institut Pariwisata dan Bisnis Internasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22334/paris.v1i12.266

Mannaka merupakan salah satu coffee shop yang berada di Petitenget. Meningkatnya umkm di bidang yang sama yaitu coffee shop mengakibatkan ketatnya persaingan dan banyaknya pilihan brand bagi konsumen sehingga konsumen membandingkan brand image Mannaka dengan coffee shop lainnya dimana hal ini dapat merubah keputusan pembelian konsumen. Dalam menarik perhatian konsumen untuk meningkatkan keputusan pembelian kini banyak coffee shop melakukan iklan di media sosial dengan mengunggah foto produk maupun desain tempat coffee shop mereka. Berdasarkan hal tersebut penelitian ini bertujuan untuk menganalisis apakah brand image yang dimiliki oleh Mannaka dan juga iklan media sosial yang telah dilakukan mempengaruhi keputusan pembelian konsumen. Jenis penelitian yang digunakan adalah kuantitatif dengan metode pengumpulan data melalui penyebaran Kuisioner, Observasi, Wawancara dan Dokumentasi. Sampel yang digunakan berjumlah 40 orang konsumen yang secara kebetulan ditemui di Mannaka (accidental sampling). Teknik analisis data yang digunakan adalah regresi linier berganda dengan uji hipotesis menggunakan SPSS 23. Hasil penelitian ini menunjukkan bahwa secara simultan brand image (X1) dan iklan media sosial (X2)mempengaruhi keputusan pembelian (Y) dengan memperoleh nilai F hitung>F tabel meskipun secara parsial brand image tidak mempengaruhi keputusan pembelian secara parsial karena memperoleh nilai sig >0,05 namun iklan media sosial secara parsial mempengaruhi keputusan pembelian dengan memperoleh nilaisig ?0,05. Dengan nilai koefisien determinasi sebesar 0,425. Hal ini berarti bahwa variabel brand image (X1) dan iklan media sosial (X2) mempunyai kontribusi secara bersama-sama sebesar 42,5% terhadap variabel keputusan pembelian (Y) sedangkan sisanya sebesar 57,5% dipengaruhi oleh faktor lain yang tidak diteliti pada penelitian ini. Mannaka is a coffee shop located in Petitenget. Increasing umkm in the same field, namely the coffee shop, resulting in intense competition and many choices of brands for consumers so that consumers compare the brand image of Mannaka with other coffee shops where This can change consumer purchasing decisions. In attracting the attention of consumers to improve purchasing decisions, now many coffee shops do advertisements on social media with Upload photos of their products and designs for their coffee shop. Based on this research This aims to analyze whether the brand image owned by Mannaka and also media advertising social activities that have been carried out influence consumer purchasing decisions. The type of research used is quantitative with data collection methods through distribution of Questionnaires, Observations, Interviews and Documentation. The sample used amounted to 40 consumers who are met by chance in Mannaka (accidental sampling). Data analysis technique used is multiple linear regression with hypothesis testing using SPSS 23. The results of this study indicate that simultaneously brand image (X1) and social media advertising (X2) influences the purchase decision (Y) by obtaining an F count > F table even though it is partial brand image does not affect purchasing decisions partially because it obtains a sig value > 0.05 but social media advertising partially influences purchasing decisions by acquiring sig value ?0.05. With a coefficient of determination of 0.425. This means that the brand variable image (X1) and social media advertising (X2) have a joint contribution of 42.5% to the purchasing decision variable (Y) while the remaining 57.5% is influenced by other factors which were not examined in this study.

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