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All Journal Return : Study of Management, Economic and Bussines Journal of Economics and Management Scienties
Misbak
Universitas Swadaya Gunung Jati Cirebon
Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Library & Information Science Social Sciences

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The Role of Marketing Management On Image Existence Corporate Institutions Mohamad Arju Syifa; Afnan Taroqi Fathul Bahari; Misbak Misbak
Return : Study of Management, Economic and Bussines Vol. 3 No. 5 (2024): Return : Study of Management, Economic And Bussines
Publisher : PT. Publikasiku Academic Solution

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.57096/return.v3i5.230

Abstract

Marketing management is a very important concept in the business world. Marketing management depends on organizational design that is tailored to market needs, especially target markets, in terms of price, distribution from suppliers to customers, and service. However, there are factors that affect the quality of an institution, namely the image of the institution (image). The views, perceptions and assessments of the public towards an institution will also affect the sustainability of the institution. Thus, the purpose of this study is to analyze theories about the role of marketing management on the existence of the image of corporate institutions. The theory used in this study is qualitative research, which is research that does not use quantitative data or statistical measuring tools. In accordance with the object of this research, this type of research is a category of library research, which is a series of studies that use literature studies. The result of his research is that marketing management has a very significant role in shaping the image of the institution. The existence of an institution's image depends on how the corporate institution packages marketing and publicizes it to the public. That marketing management also has a function to shape the company's knowledge and image for the community. Therefore, the existence of the image of the corporate institution depends on how the strategy and management of the company itself.
Pengaruh User Generated Content dan Aesthtetic Appeal terhadap Visit Intention pada Jiwan Coffe & Things Cirebon di kalangan Gen Z Rihke Liestia; Misbak Misbak; Keke Shabrina Nurmalitasari
Journal of Economics and Management Scienties Volume 8 No. 3, June 2026 (Accepted)
Publisher : SAFE-Network

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37034/jems.v8i3.425

Abstract

This study aims to analyze the influence of user generated content and aesthetic appeal on Generation Z’s visit intention toward Jiwan Coffee & Things Cirebon. The research employed a quantitative approach with an explanatory research design based on the Stimulus–Organism–Response (SOR) framework. Data were collected through questionnaires distributed to 100 Generation Z respondents in Cirebon Regency who had been exposed to digital content related to Jiwan Coffee. Multiple linear regression analysis was applied using SPSS software. The findings indicate that user generated content has a positive and significant effect on visit intention, while aesthetic appeal does not show a significant partial effect. However, both variables simultaneously have a significant influence on visit intention. The Adjusted R Square value of 0.222 shows that 22.2% of the variation in visit intention can be explained by these variables. These results suggest that authentic user-created content plays an important role in shaping trust, attraction, and imagined visiting experiences among Generation Z. Therefore, strategies to increase visit intention should prioritize optimizing user-generated content while strengthening visual aesthetic quality as a supporting stimulus in digital marketing communication for coffee shop destinations.
Co-Authors Afnan Taroqi Fathul Bahari Keke Shabrina Nurmalitasari Mohamad Arju Syifa Rihke Liestia