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All Journal Enrichment : Journal of Management International Journal of Economics, Business and Innovation Research Motivasi: Jurnal Manajemen dan Bisnis
Adelina Lubis
Universitas Medan Area, Indonesia
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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The influence of brand image and digital marketing on the decisions to visit tourists to improve the community's economy in Sayum Sabah Sekar Chalifah Segara; Ihsan Effendi; Adelina Lubis
Enrichment : Journal of Management Vol. 13 No. 2 (2023): June: Management Science And Field
Publisher : Institute of Computer Science (IOCS)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35335/enrichment.v13i2.1505

Abstract

This study aimed to determine the effect of Brand Image and Digital Marketing on the decision to visit tourists to improve the economy of the people in Sayum, Sabah. Sayum Sabah village is one of the Sibolangit sub-district villages with beautiful natural scenery and abundant agricultural produce. However, Sayum Sabah village is the poorest village in the Sibolangit area, requiring special attention from various parties to maximize its natural potential in order to improve the welfare of the village population. The sample in this study was 98 tourist visitors. Multiple linear regression and hypothesis testing are the analytical methods used. The results of the study show that brand image has a significant effect on visiting decisions. Digital Marketing influences the decision to visit tourists to improve the people's economy in Sayum, Sabah. Branding is one way that can be used to form an image or uniqueness of a destination to maintain the sustainability of a tourist village through a marketing system. They are branding a function as a differentiator or comparison between brands or products. These results illustrate that Digital Marketing is a determinant of increasing Visit Decisions.
Building Identity: Agrotourism Brand Building Strategy in Sayum Village, Sabah Sekar Chalifah Segara; Ihsan Effendi; Adelina Lubis
International Journal of Economics, Business and Innovation Research Vol. 3 No. 01 (2024): January, International Journal of Economics, Business and Innovation Research
Publisher : Cita konsultindo

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Abstract

Sayum Saba Village is one of the villages in Sibolangit District which has beautiful views and a clear river. However, the natural beauty of Sayum Saba has not been well exposed so it is not widely visited by tourists. This is very unfortunate considering that the village has natural beauty and unique culture so that it can actually become a favorite tourist destination in North Sumatra. The urgency of this research is that an appropriate marketing strategy model (brand building) is needed to increase the number of visits to Sayum Saba village agrotourism. The aim of this research is to create an appropriate marketing adaptation model for the development of agrotourism in Sayum Sabah village. Data collection includes primary and secondary data. Data was collected using literature studies, observations, interviews, and Focus Group Discussions. Data was analyzed using SWOT analysis.
Pengaruh Citra Merek dan Ulasan Pelanggan terhadap Kepercayaan Konsumen Shopee di Medan Johor Rexsy Mardohot Sitanggang; Adelina Lubis; Aprinawati; Karolin Gabrela Sitanggang
MOTIVASI Vol. 10 No. 1 (2025): MOTIVASI: JURNAL MANAJEMEN DAN BISNIS
Publisher : Universitas Muhammadiyah Palembang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32502/motivasi.v10i1.579

Abstract

Purpose – This study aims to analyze the effect of brand image and customer reviews on consumer trust in the Shopee marketplace in Medan Johor District. Design/methodology – This research employs a quantitative approach using a survey method. Data were collected through a questionnaire distributed to 100 respondents who had shopped on Shopee. The methodology includes validity and reliability tests, classical assumption tests (normality, multicollinearity, heteroscedasticity), and hypothesis testing using t-tests and F-tests. Data analysis was conducted using multiple linear regression with the aid of SPSS. Findings - The results indicate that brand image has a positive and significant effect on consumer trust (p = 0.001). Similarly, customer reviews significantly influence consumer trust (p = 0.002). Both factors together account for a significant portion of the variance in consumer trust, emphasizing their critical role in shaping consumer perceptions.
Co-Authors Aprinawati Ihsan Effendi Karolin Gabrela Sitanggang Rexsy Mardohot Sitanggang Sekar Chalifah Segara