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All Journal Journal of Humanities and Social Studies International Journal of Applied Business and International Management
Tasya Zahwa Prayoga
President University
Arts Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Social Sciences

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Marketing Communication Mix on Purchase Decision in Industrial Area: A Study From International Chain Coffee Shop Filda Rahmiati; Tasya Zahwa Prayoga; Felix Goenadhi; Roszi Naszariah Nasni Naseri
JHSS (JOURNAL OF HUMANITIES AND SOCIAL STUDIES) Vol 7, No 1 (2023): JHSS (Journal of Humanities and Social Studies)
Publisher : UNIVERSITAS PAKUAN

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33751/jhss.v7i1.6319

Abstract

The pandemic has impacted hospitality businesses, including domestic coffee shops, as it is becoming the primary factor in the economic rotation. Starbucks Coffee Indonesia also faces weakened demand from the community to purchase its products. This phenomenon is driven by panic-buying communities who prefer to buy daily necessities. Therefore, this study was conducted to determine the impact of the Marketing Communication Mix aspects, advertising, sales promotion, personal selling, public relations, and direct marketing, as mediated by purchase intention on Starbucks purchase decisions in Cikarang as an Industrial Area. The quantitative method was utilized to gather data using a questionnaire. The questionnaire was distributed online to consumers who purchased Starbucks coffee shop products during the pandemic (n = 188). Structural equation modeling was utilized to determine the proposed research hypothesis. The findings showed that advertising, public relations, and direct marketing positively influence purchase decisions directly and indirectly through Purchase Intention in the industrial region. Sales promotion and personal selling were unimportant in affecting consumer purchase decisions in industrial areas.
Influence of Risk Perception and Destination Image Mediated by Satisfaction Towards Destination Loyalty in Tanjung Lesung Tourism Adam Raihan Rianthomy; Tasya Zahwa Prayoga; Filda Rahmiati; Felix Goenadhi
International Journal of Applied Business and International Management Vol 8, No 2 (2023): August 2023
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/ijabim.v8i2.2130

Abstract

COVID-19 is seen as a hazard to the tourist sector. Knowing visitors' views of pandemic risk can help develop an effective and efficient approach to increasing the volume of visits to Tanjung Lesung. This study investigates the link and impact of perceived risk (health and socio-psychological) and destination image (cognitive and affective images) on destination loyalty mediated by Tourist Satisfaction. This study used a quantitative methodology using non-probability purposive sampling to provide this analysis. The sample analyzed included people who visited Tanjung Lesung, and 150 respondents who fit these criteria were discovered. Using the SEM-PLS method, this investigation's significance level was 5%. The results indicate that perceived risk was found to influence satisfaction also destination loyalty; hence destination image was found not to have a significant influence. From here, tourist industry players and the government may collaborate to strengthen public communication methods to boost the industry's favorable image and overcome crisis.
Influence of Risk Perception and Destination Image Mediated by Satisfaction Towards Destination Loyalty in Tanjung Lesung Tourism Adam Raihan Rianthomy; Tasya Zahwa Prayoga; Filda Rahmiati; Felix Goenadhi
International Journal of Applied Business and International Management Vol 8, No 2 (2023): August 2023
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/ijabim.v8i2.2130

Abstract

COVID-19 is seen as a hazard to the tourist sector. Knowing visitors' views of pandemic risk can help develop an effective and efficient approach to increasing the volume of visits to Tanjung Lesung. This study investigates the link and impact of perceived risk (health and socio-psychological) and destination image (cognitive and affective images) on destination loyalty mediated by Tourist Satisfaction. This study used a quantitative methodology using non-probability purposive sampling to provide this analysis. The sample analyzed included people who visited Tanjung Lesung, and 150 respondents who fit these criteria were discovered. Using the SEM-PLS method, this investigation's significance level was 5%. The results indicate that perceived risk was found to influence satisfaction also destination loyalty; hence destination image was found not to have a significant influence. From here, tourist industry players and the government may collaborate to strengthen public communication methods to boost the industry's favorable image and overcome crisis.
Co-Authors Adam Raihan Rianthomy Felix Goenadhi Filda Rahmiati Roszi Naszariah Nasni Naseri