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Endang Sulistya Rini
Universitas Riau Kepulauan, Batam

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DO SOCIAL MEDIA CONTENT MARKETING AND CUSTOMER ENGAGEMENT INFLUENCE PURCHASE INTENTION? EVIDENCE FROM INDONESIAN CUSTOMERS Endang Sulistya Rini
JURNAL DIMENSI Vol 11, No 3 (2022): JURNAL DIMENSI (NOVEMBER 2022)
Publisher : Universitas Riau Kepulauan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33373/dms.v11i3.5122

Abstract

Content marketing emerged as a popular strategic marketing initiative for the digitization of information, which has undergone dramatic changes. The emergence of social media has become a driving force behind change in the field of marketing, especially in relation to connecting with customers and engaging them in the activities of creating or sharing content and business transactions. Therefore, this research aims to reveal the influence of content marketing and customer engagement in social media on purchase intention. This research uses a quantitative- deductive approach and uses the survey method to collect data. There is empirical evidence that consumer engagement mediates the relationship between content marketing and purchase intention. Other empirical analysis results are expressed in the discussion section.
THE ROLE OF ATTRACTIONS, SERVICE QUALITY AND FACILITIES IN SATISFACTION AND REVISIT INTENTION Endang Sulistya Rini
JURNAL DIMENSI Vol 12, No 1 (2023): JURNAL DIMENSI (MARET 2023)
Publisher : Universitas Riau Kepulauan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33373/dms.v12i1.5123

Abstract

Many tourist destinations in Indonesia have great potential to develop and are widely known by tourists, both local and foreign tourists. One of the tourist areas in Indonesia is Lake Lau Kawar. There are still many tourism potentials of Lake Lau Kawar that have not been developed as tourism products for the welfare and improvement of the quality of life of the surrounding community, both in the form of natural beauty, natural phenomena and landscapes, as well as the way of life of the people. Facilities and infrastructure such as road facilities, transportation, lodging, restaurants, promotions, the application of sapta charms and other supporting facilities are inadequate. Communities around the tourist area also have not played a direct role in the development of the Lau Kawar Lake tourism object. This is thought to be the cause of tourists who have visited there not interested in visiting again. This study aims to determine and analyze the effect of Attractions, Service Quality, and Facilities on Revisit Intention through Satisfaction as a variable Intervening. The population in this study were cafe owners in the city of Kabanjahe, totaling 30 cafes. The number of samples in this study were 100 visitors to the Lake Lau Kawar tour using the accidental sampling technique. The data analysis method used is SEM-PLS. The results showed that Attractions had a positive and insignificant effect on Revisit Intention, Attractions had a positive and significant effect on Satisfaction, Service Quality had a positive and significant effect on Revisit Intention, Service Quality had a positive and significant effect on Satisfaction, Facilities had a positive and insignificant effect on Revisit Intention , Attraction has a positive and not significant effect on Satisfaction, Satisfaction has a positive and significant effect on Revisit Intention.