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PENGARUH PROMOSI MELALUI MEDIA FACEBOOK DAN KUALITAS PRODUK TERHADAP MINAT BELI PADA PRODUK CANI SNACK David Malik; Howardi Visza Adha; Resti Haryati
Jurnal Menara Ekonomi : Penelitian dan Kajian Ilmiah Bidang Ekonomi Vol 9, No 2 (2023): VOLUME IX NO. 2 Oktober 2023
Publisher : Jurnal Menara Ekonomi : Pelatihan dan Kajian Ilmiah Bidang Ekonomi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31869/me.v9i2.4844

Tujuan dari penelitian ini adalah untuk mengetahui pengaruh Promosi dan kualitas produk terhadap minat beli pada produk cani snack di lubuk Gadang, Kecamatan Koro Balingka Kabupaten Pasaman Barat. Teknik pengempulan data penelitian ini melalui kuesioner dengan skala likert dan teknik pengambilan sampel menggunakan rumus lemeshowi sebanyak 100 responden, teknik analisis data pada penelitian ini adalah teknik analisis liner berganda yang terdiri dari uju parsial (T), uji simultan (F) dan koefesien determinasi. Berdasarkan hasil perhitungan aplikasi SPSS dari uji t diperoleh variabel promosi thitung<ttabel atau 0.432 < 1.661 dengan nilai signifikan (sig= 0.667>0.05) artinya H1 ditolak dan H0 diterima, dapat disimpulkan bahwa promosi tidak berpengaruh terhadap minat beli, variabel kualitas produk thitung >ttabel atau 4.330 > 1.661 dengan nila (sig= 000< 0.05) artinya H2 diterima dan H0 ditolak, dapat disimpulkan bahwa kualitas produk berpengaruh dan signifikan terhadap minat beli. Hasil uji F diketahui bahwa Fhitung > Ftabel atau 9.613>2,70 dengan nila signifikan sebesar )0.000 (p < 0.05), hal ini berarti secara keseluruhan atau simultan variabel promosi, dan kualitas produk berpengaruh positif dan signifikan terhadap minat beli. Hasil dari koefesien determinasi diperoleh hasil sebsesar 0.165 artinya persentase promosi, dan kualitas produk sebesar 16,5% sedangkan 83,5% dipengaruhi oleh variabel lain.Kata Kunci: Promosi, Kualitas Produk, Minat Beli

The Influence of Marketing Communication and Service Quality on the Satisfaction of Tourists of Air Manis Beach in Padang City, West Sumatra Malik, David; Rahmatulla, Yogi
Adpebi Science Series 2024: 1st Conference of Tourism and Economics Creative,
Publisher : ADPEBI

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54099/ass.v1i1.490

The problem in this study is how the influence of marketing communication and service quality on the satisfaction of tourists at Air Manis Beach in Padang City, West Sumatra. This study aims to determine the influence of marketing communication and service quality on the satisfaction of tourists at Air Manis Beach in Padang City, West Sumatra. The types of research used are quantitative and associative. The population in this study is all consumers at Air Manis Beach in Padang City, West Sumatra and the sample in this study is 96 respondents. The sampling technique used in this study is the accidental sampling technique. The analysis method used is multiple regression analysis. The results of this study show that based on the results of the t-test on the Marketing communication variable, it has a positive and significant effect on the satisfaction of Tourists of Air Manis Beach, Padang City, West Sumatra. This is evident from the result where the t-value is calculated 5.022 and the value (sig = 0.000 < 0.05). With df = 96-3 = 93 obtained atable of 1.985, from the above results it can be seen that the tcount > table is 5.022 >1.985, this shows that Ha is accepted and Ho is rejected. So marketing communication has an effect on tourist satisfaction. The Service Quality Variable has a positive and significant effect on the satisfaction of Tourists of Air Manis Beach, Padang City, West Sumatra. This is evident from the result where the t-value is calculated 4.872 and the value (si g = 0.000 < 0.05). With df =96-3 = 93 obtained a table of 1.985, from the above results it can be seen that the tcount > table 4.872 >1.985, this shows that Ha is accepted and Ho is rejected. So the quality of service affects tourists. Based on the results of the F test, the value of Fcal was obtained 87.024 > 3.094,meaning that marketing and service quality together have a positive and significant effect on the variable of tourist satisfaction. The value of the determinant coefficient (R-Square) obtained was 0.668 or 66.8%. This figure shows that 66.8% of tourist satisfaction (bound variable) can be explained by marketing communication and service quality. The remaining 33.2% was influenced by other factors that were not explained in this study.

Hedonistic Shopping Motivation and Price Discounts for Impulsive Purchases of Shopee e-Commerce Users Baiturrahmah University Students Amijah, Amijah; Yoda, Tilawatil Ciseta; Malik, David
Adpebi Science Series 2024: 1st Conference of Tourism and Economics Creative,
Publisher : ADPEBI

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54099/ass.v1i1.492

The growth of e-commerce in Indonesia has developed, judging from marketing activities, purchases consist of two types, namely planned purchases and unplanned purchases. Impulse purchases are a consumer attitude that can certainly increase the company's profits. The purpose of this study is to find out how the influence of hedonistic shopping motivation and price discounts on impulse purchases of e-commerce users of Baiturrahmah University students. The type of research used in this study is ssociative research with a quantitative approach. The population in this study is students who use Shopee e-commerce at Baiturrahmah University. The sample in this study amounted to 97 respondents. The research data collection technique was through a questionnaire using a Likert scale. The data analysis technique in this study is multiple linear regression. Based on partial statistical analysis, the hedonistic shopping motivation variable was obtained t calculated 7.299 > t table 1.661 with a sig value (0.000 < 0.050) meaning that H1 was accepted and H0 was rejected, so it can be concluded that hedonistic shopping motivation has a positive and significant effect on the impulse purchase of Shopee e-commerce users Baiturrahmah University students. The price discount variable was obtained t calculated 1.473 < t table 1.661 with a sig value (0.144 > 0.050) meaning that H2 was rejected and H0 was accepted, so it can be concluded that price discount has no effect on the impulse purchase of hopee e-commerce users of Baiturrahmah University. The results of the F test were known that the f value was calculated as 53.894 > f table 3.09 with a sig value (0.000 < 0.050), meaning that H3 was accepted and H0 was rejected. It can be concluded that hedonistic shopping motivation and price discounts simultaneously have a positive and significant effect on the impulse purchase of Shopee e-commerce users of Baiturrahmah University students.

PENGARUH CUSTOMER SATISFACTION DAN TRUST TERHADAP LOYALITAS PELANGGAN PRODUK FASHION PADA MARKETPLACE (STUDI KASUS GENERASI Z PENGGUNA LAZADA KOTA PAYAKUMBUH) Wahyudi, Harry; Syahputra, Chandra; Adha, Howardi Visza; Malik, David; Yonalta, Fiola
Jurnal Menara Ekonomi : Penelitian dan Kajian Ilmiah Bidang Ekonomi Vol 10, No 1 (2024): VOLUME X NO. 1 OKTOBER 2024
Publisher : Jurnal Menara Ekonomi : Pelatihan dan Kajian Ilmiah Bidang Ekonomi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31869/me.v10i1.5914

Penelitian ini bertujuan untuk mengetahui pengaruh kepuasan dan kepercayaan pelanggan terhadap loyalitas pelanggan produk fashion pada generasi Z pengguna Lazada di Kota Payakumbuh. Teknik pengambilan sampel menggunakan teknik purposive sampling, dengan menggunakan rumus Lemeshow sehingga diperoleh sampel sebanyak 96 orang. Teknik pengumpulan data penelitian melalui kuesioner dengan skala likert. Berdasarkan hasil perhitungan penerapan program SPSS dari uji t diperoleh variabel kepuasan pelanggan dengan t hitung sebesar 4,657 dan nilai (sig = 0,000 0,05) dengan df 96-3 = 93, maka t diperoleh tabel 1,661. Dari hasil diatas terlihat t hitung t tabel atau 4,657 1,661 artinya Ha diterima dan H0 ditolak. Jadi dapat disimpulkan bahwa kepuasan pelanggan berpengaruh positif dan signifikan terhadap loyalitas pelanggan produk fashion pada pengguna Lazada generasi Z di Kota Payakumbuh. Variabel kepercayaan dengan t hitung 5,108 dan nilai (sig = 0,000 0,05) dengan df 96-3 = 93 maka t tabel sebesar 1,661. Dari hasil diatas terlihat t hitung t tabel atau 5,108 1,661 artinya Ha diterima dan H0 ditolak. Jadi dapat disimpulkan bahwa kepercayaan berpengaruh positif dan signifikan terhadap loyalitas pelanggan produk fashion pada pengguna Lazada generasi Z di Kota Payakumbuh. Uji F menunjukkan nilai F hitung F tabel 42,669 3,09 dengan nilai signifikansi sebesar 0,000 atau (0,000 0,05). Sehingga dalam penelitian ini variabel independen secara bersama-sama mempunyai pengaruh terhadap variabel dependen. Koefisien determinasi diperoleh dengan hasil sebesar 0,479. Artinya variabel kepuasan pelanggan dan kepercayaan dapat menjelaskan variabel loyalitas pelanggan produk fashion pada generasi Z pengguna Lazada di Kota Payakumbuh sebesar 47,9%. Sisanya sebesar 52,1% dijelaskan oleh variabel lain yang tidak diamati dalam penelitian ini.Kata Kunci: Kepuasan Pelanggan, Kepercayaan, Loyalitas Pelanggan

PELATIHAN PEMBUATAN BUSINESS PLAN DAN MENGEMBANGKAN KEMAMPUAN SERTA KETRAMPILAN DALAM BISNIS DI ERA DIGITAL DI SMA NEGERI 2 BAYANG KABUPATEN PESISIR SELATAN Malik, David; Suandi, Edi; Yulihardi, Yulihardi
Diklat Review : Jurnal manajemen pendidikan dan pelatihan Vol. 8 No. 3 (2024): Penguatan Literasi Keuangan, Inovasi UMKM, dan Transformasi Pembelajaran pada E
Publisher : Komunitas Manajemen Kompetitif

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35446/diklatreview.v8i3.1929

This community service program aims to enhance business skills among students at SMA Negeri 2 Bayang, Pesisir Selatan Regency, through training in business plan development and the utilization of digital technology. In today’s digital era, understanding business planning and the ability to leverage digital platforms for promotion and business expansion have become increasingly essential, especially for the younger generation. The program comprises several stages, including theoretical sessions on business planning, practical workshops on business plan creation, and digital marketing training. Students are trained to develop a basic business plan covering market analysis, marketing strategy, and cost planning. Additionally, they are introduced to utilizing social media and other digital platforms for promotional purposes.The outcomes of this program indicate improved student comprehension of business planning and digital marketing skills. With this training, students are expected to apply these skills in navigating the business world in the future and to be more competitive in an increasingly digital business environment. The program also provides opportunities for students to develop innovative business ideas relevant to local market needs.

PELATIHAN OPTIMALISASI BRANDING/MEREK DAN DIGITALISASI UMKM DI NAGARI SAWAH LAWEH KABUPATEN PESISIR SELATAN Malik, David; Yulihardi, Yulihardi; Suandi, Edi
Diklat Review : Jurnal manajemen pendidikan dan pelatihan Vol. 8 No. 3 (2024): Penguatan Literasi Keuangan, Inovasi UMKM, dan Transformasi Pembelajaran pada E
Publisher : Komunitas Manajemen Kompetitif

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35446/diklatreview.v8i3.1930

This community service program aims to enhance the branding and digital skills of Micro, Small, and Medium Enterprises (MSMEs) in Nagari Sawah Laweh, Pesisir Selatan Regency. In today’s digital era, strong branding and an online presence are critical for MSMEs to remain competitive and expand their market reach. This program includes training sessions focused on effective branding strategies, the use of digital platforms for business, and practical steps to establish a sustainable online presence. Participants will be introduced to essential digital tools and social media marketing techniques that can help them increase visibility and strengthen customer engagement. The outcomes of this program are expected to boost the entrepreneurial capacity of local MSMEs, empowering them to compete in the broader market while fostering regional economic growth. This initiative also aims to foster a digitally empowered MSME community that can adapt to rapid technological advancements and capitalize on digital opportunities. Keywords: MSMEs, Branding, Digitalization, Social Media Marketing, Nagari Sawah Laweh

STRATEGI PENGEMBANGAN PRODUK UMKM KECAMATAN BAYANG KABUPATEN PESISIR SELATAN DALAM MENHADAPI PERSAINGAN BISNIS Amrullah, Amrullah; Yulihardi, Yulihardi; Malik, David; Afrida, Afrida
Diklat Review : Jurnal manajemen pendidikan dan pelatihan Vol. 8 No. 3 (2024): Penguatan Literasi Keuangan, Inovasi UMKM, dan Transformasi Pembelajaran pada E
Publisher : Komunitas Manajemen Kompetitif

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35446/diklatreview.v8i3.1934

The purpose of this activity is to enhance the creativity and innovation of MSME (Micro, Small, and Medium Enterprises) actors and the local community through an analysis of product development strategies in examining opportunities and challenges. This includes knowledge about packaging, labeling, and branding of products, as well as improving business management, particularly in marketing and product quality enhancement. The impact of this activity is that participants gain insights into opportunities for MSME product development, acquire additional knowledge about the importance of MSME development strategies, and avoid complacency with their current production conditions. Products should not appear mediocre, unattractive, untidy, or unclean. To grow their businesses, entrepreneurs need to be innovative in product packaging. The team carried out this program through face-to-face meetings. The implementing team's hope is that participants will become more interested and motivated after receiving the training, aiming to improve and expand their MSME businesses. Keywords: Pengembangan Produk, UMKM, Nagari Sawah Laweh Kab. Pesisir Selatan

PELATIHAN SOFT SKILL DALAM KAJIAN BADAN USAHA MILIK NAGARI (BUMNAG), UMKM TERHADAP PENGELOLA, PELAKU DAN PERANGKAT NAGARI, DEWAN PERWAKILAN MASYARAKAT DESA DAN KADER DI SAWAH LAWEH KECAMATAN BAYANG KABUPATEN PESISIR SELATAN Yulihardi, Yulihardi; Malik, David; Amrullah, Amrullah
Diklat Review : Jurnal manajemen pendidikan dan pelatihan Vol. 8 No. 3 (2024): Penguatan Literasi Keuangan, Inovasi UMKM, dan Transformasi Pembelajaran pada E
Publisher : Komunitas Manajemen Kompetitif

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35446/diklatreview.v8i3.1935

The purpose of this activity is to enhance the creativity and innovation of BUMNag (Village-Owned Enterprises) managers, MSME (Micro, Small, and Medium Enterprise) actors, and local community members by exploring their current intrapersonal skills, providing them with future challenges to overcome, and expanding their awareness of the role of networking (interpersonal skills) in today's technology era. The impact of this activity is that participants receive education aimed at behavioral change among BUMNag managers, MSME actors, and Nagari (village) officials to foster personal development (intrapersonal) and improve interpersonal skills for more effective interaction. This, in turn, is expected to support the development of BUMNag and MSMEs and enable Nagari officials to synchronize with community elements. The team conducted this activity through face-to-face meetings. The organizing team hopes that, as a result of the training, participants will show an increased interest in improving their soft skills to run their businesses more effectively.

PENGARUH STRATEGI MARKETING TERHADAP MINAT BERKUNJUNG WISATA RESORT TOGAT NUSA DI KEPULAUAN MENTAWAI Wahyudi, Harry; Suandi, Edi; Malik, David; Adha, Howardi Visza; Syahputra, Chandra; Hosta, Yoddi Fatria
Jurnal Menara Ekonomi : Penelitian dan Kajian Ilmiah Bidang Ekonomi Vol 11, No 1 (2025): VOLUME XI NO. 1 APRIL 2025
Publisher : Jurnal Menara Ekonomi : Pelatihan dan Kajian Ilmiah Bidang Ekonomi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31869/me.v11i1.6612

Strategi marketing dalam penelitian ini meliputi kualitas pelayanan, harga, dan promosi. Penelitian ini bertujuan untuk mengetahui secara parsial dan simultan pengaruh kualitas pelayanan, harga, dan promosi terhadap minat berkunjung wisatawa Resort Togat Nusa di Kepulauan Mentawai. Penelitian ini berjenis asosiatif dengan pendekatan kuantitatif. Populasi dalam penelitian ini yaitu seluruh wisatawan yang berkunjung ke Resort Togat Nusa di Kepulauan Mentawai. Sampel dalam penelitian ini diambil menggunakan teknik simple random sampling dihitung dengan rumus slovin didapatkan sebanyak 80 orang responden. Pengumpulan data penelitian ini melalui kuesioner dengan skala likert dan studi kepustakaan. Teknik analisis data pada penelitian ini menggunakan uji asumsi klasik dan analisis regresi linear berganda. Berdasarkan hasil pengujian hipotesis yaitu uji t dapat disimpulkan bahwa secara parsial kualitas pelayanan berpengaruh positif dan signifikan terhadap minat berkunjung dengan nilai t hitung sebesar 2,017 t tabel 1,665 dan nilai signifikan sebesar 0,047 0,05 sehingga hipotesis H1 dapat diterima. Secara parsial harga berpengaruh negatif dan signifikan terhadap minat berkunjung wisata dengan nilai t hitung (-3,604) t tabel 1,665 dan nilai signifikan sebesar 0,001 0,05 sehingga hipotesis H2 dapat diterima.,Secara parsial promosi berpengaruh positif dan signifikan terhadap minat berkunjung wisata dengan nilai t hitung sebesar 2,798 t tabel 1,665 dan nilai signifikan sebesar 0,007 0,05 sehingga hipotesis H3 dapat diterima Secara simultan pengaruh kualitas pelayanan, harga, dan promosi berpengaruh positif dan signifikan terhadap minat berkunjung wisatawa Resort Togat Nusa di Kepulauan Mentawai dengan nilai F hitung 8,622 F tabel 2,72 dan signifikan 0,000 0,05 sehingga hipotesis H4 dapat diterima. Hasil uji koefisien determinasi yang tertulis R Square sebesar 0,254, dapat dijelaskan bahwa besarnya pengaruh kualitas pelayanan, harga, dan promosi terhadap minat berkunjung adalah sebesar 25,4% sedangkan sisanya yaitu 74,6% dipengaruhi oleh faktor lain di luar variabel-variabel yang digunakan dalam penelitian ini. Penelitian ini dapat menjadi acuan bagi pihak Resort Togat Nusa untuk meningkatkan kualitas pelayanan dengan menambah fasilitasnya, memberikan harga berupa paket wisata, dan bekerja sama dengan influencer untuk meningkatkan promosi kepada calon wisatawanKata Kunci: Minat Berkunjung, Kualitas Pelayanan, Harga, dan Promosi

PENGARUH PERCEIVED VALUE DAN FASILITAS TERHADAP REVISIT INTENTION MELALUI SATISFACTION SEBAGAI VARIABEL MEDIASI PADA PENGUNJUNG WISATA LAWANG PARK DI KABUPATEN AGAM Wahyudi, Harry; Suandi, Edi; Malik, David; Syahputra, Chandra; Suhanda, Mya Yuwanita; Fadhila, Nurul
Jurnal Menara Ekonomi : Penelitian dan Kajian Ilmiah Bidang Ekonomi Vol 11, No 1 (2025): VOLUME XI NO. 1 OKTOBER 2025
Publisher : Jurnal Menara Ekonomi : Pelatihan dan Kajian Ilmiah Bidang Ekonomi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31869/me.v11i1.7218

Penelitian ini bertujuan untuk mengetahui pengaruh Perceived Value (X1) dan Fasilitas (X2) terhadap Revisit Intention (Y) pada pengunjung wisata lawang park di Kabupaten Agam dimediasi oleh Satisfaction (Z). Jumlah responden dalam penelitian ini adalah sebanyak 150 responden dengan menggunakan rumus role of thumbs. Pengumpulan data penelitian melalui kuesioner dengan skala likert. Teknik pengambilan sampel yaitu non probality sampling dan accidental sampling. Analisa data menggunakan PLS-SEM dengan SmartPLS. Berdasarkan hasil penelitian, variabel Perceived Value (X1) terhadap Satisfaction (Z) diperoleh thitung 7.400 1.96 dengan tingkat signifikan dan sig. (0,000 0.05) artinya H0 ditolak dan H1 diterima. Variabel Fasilitas (X2) terhadap Satisfaction (Z) thitung 3.062 1.96 dan sig. (0.002 0.05) artinya H0 ditolak dan H2 diterima. Perceived Value (X1) terhadap Revisit Intention (Y) thitung sebesar 3.604 1.96 dan sig. (0,000 0,05) artinya H0 ditolak dan H3 diterima. Fasilitas (X2) terhadap Revisit Intention (Y) thitung sebesar 1.373 1.96 dan sig. (0,170 0,05) artinya H0 diterima dan H4 ditolak. Satisfaction (Z) terhadap Revisit Intention (Y) thitung sebesar 5.463 1.96 dan sig. (0.000 0.05) artinya H5 diterima dan H0 ditolak. Pengaruh mediasi Perceived Value terhadap Revisit Intention melalui Satisfaction memperoleh thitung 4.431 1.96 dan sig. 0.000 0.05 artinya H0 ditolak H6 diterima. Pengaruh mediasi Fasilitas terhadap Revisit Intention melalui Satisfaction memperoleh thitung 2.368 1.96 dan sig. 0.018 0.05 artinya H0 ditolak dan H7 diterima.Nilai koefisien of determinan Perceived Value dan Fasilitas mampu menjelaskan Revisit Intention sebesar 74,4% dan 25,6% dipengaruhi oleh faktor lain. Perceived Value dan Fasilitas mampu menjelaskan Satisfaction sebesar 66,0% dan 34% dipengaruhi oleh faktor lain.

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