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All Journal Edunity: Kajian Ilmu Sosial dan Pendidikan Jurnal Manajemen FE-UB
Roma Nova Cahjati Poetry
Universitas Borobudur
Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Languange, Linguistic, Communication & Media Social Sciences Other

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The Influence of Creativity, Product Innovation, and Marketing Strategy on Increasing Consumer Purchasing Power PT. Kaya Ilmu Bermanfaat Tina Amelia; Roma Nova Cahjati Poetry
Edunity Kajian Ilmu Sosial dan Pendidikan Vol. 3 No. 6 (2024): Edunity : Social and Educational Studies
Publisher : PT Publikasiku Academic Solution

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.57096/edunity.v3i6.253

Abstract

This research aims to analyze the influence of the variables of creativity, product innovation, and marketing strategy on increasing the purchasing power of PT Kaya Ilmu Bermanfaat consumers. This research uses survey research, where research data is obtained from questionnaires distributed to respondents and is generally carried out by testing hypotheses. Research is conducted on PT. Kaya Ilmu Bermanfaat. The research approach used is a quantitative approach, where this research approach is carried out directly in the field, from the data obtained, then the researcher will carry out hypothesis testing using statistical analysis The population are consumers of PT Kaya Ilmu Bermanfaat. The sampling method used was nonprobability sampling with a purposive sampling technique so that a research sample of 100 respondents was obtained. The data analysis technique used is PLS-SEM. The research results show that creativity and innovation have a positive and insignificant effect on increasing consumer purchasing power partially. Meanwhile, marketing strategy has a positive and significant effect on increasing consumer purchasing power.
Pentingnya Brand Experience Pada Hotel Butik: Studi Kasus Dari Hotel Puri Asri Magelang Roma Nova Cahjati Poetry
Jurnal Manajemen FE-UB Vol. 12 No. 2 (2024): Jurnal Manajemen FE-UB
Publisher : Fakultas Ekonomi Universitas Borobudur

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37721/jm.v12i2.1600

Abstract

Tujuan dari penelitian ini adalah untuk mengkaji pentingnya Brand Experience dalam membentuk Brand Image, Perceived Value, dan Brand Loyalty pada hotel butik. Mengingat hotel butik berfokus pada pengalaman dalam pemberian layanan, studi mengenai Brand Experience dalam konteks hotel butik menjadi sangat relevan. Hotel Puri Asri yang berlokasi di Kota Magelang dipilih sebagai objek penelitian. Sampel dalam penelitian ini adalah para tamu yang pernah menginap di Hotel Puri Asri. Teknik pengambilan sampel yang digunakan adalah convenience sampling dengan jumlah responden sebanyak 150 orang. Penelitian ini menggunakan teknik analisis Partial Least Squares (PLS) untuk menganalisis data. Temuan dari penelitian ini mengungkapkan bahwa brand experience memiliki pengaruh yang signifikan terhadap brand image dan perceived value, tetapi tidak memiliki pengaruh yang signifikan terhadap brand loyalty. Sementara itu, brand image memiliki pengaruh yang signifikan terhadap perceived value dan brand loyalty. Selanjutnya, perceived value juga memiliki pengaruh yang signifikan terhadap brand loyalty.
Co-Authors Amelia, Tina