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All Journal Jurnal Ilmiah MEA (Manajemen, Ekonomi, dan Akuntansi) Journal of Event, Travel and Tour Management
Nokialita, Fitri
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences Other

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The Influence of Celebrity Endorser and Product Quality on Purchase Decision Through Brand Image Package PT Aminareka Perdana Dhamayanty, Stanny; Nokialita, Fitri
Journal of Event, Travel and Tour Management Vol.3 No.2 (2023)
Publisher : Politeknik Pariwisata NHI Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34013/jett.v3i2.1354

Abstract

This research aims to look at the direct and indirect effects of celebrity endorser, product quality, and brand image on purchasing decisions. The group studied was PT Arminareka Perdana Umrah pilgrims. Samples were taken from 100 respondents randomly. Data collection was carried out by conducting a survey of consumers of Umrah pilgrims. The variables studied were celebrity endorser (X1), product quality (X2), product image (Y), and purchase decision (Z). The data obtained were then analyzed using descriptive methods and path analysis. After the research was carried out, the results obtained were that the variable celebrity endorser (X1) and product quality (X2) had a direct effect on purchasing decisions (Z). Meanwhile, the relationship between celebrity endorser (X1) and product quality (X2) can indirectly affect purchasing decisions. The results of the path analysis test show that the research variable celebrity endorser (X1) influences purchasing decisions through brand image and product quality (X2).
STRATEGI PEMASARAN DESA WISATA SINDANGKASIH DALAM MENINGKATKAN PEREKONOMIAN MASYARAKAT LOKAL MELALUI PENJUALAN PAKET WISATA Nokialita, Fitri; Susilawati, Wati; Dhamayanty, Stanny
Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA) Vol 8 No 2 (2024): Edisi Mei - Agustus 2024
Publisher : LPPM STIE Muhammadiah Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31955/mea.v8i2.4187

Abstract

Penelitian ini memiliki tujuan untuk mengetahui permasalahan yang berada di desa wisata Sindangkasih, menganalisis strategi desa wisata Sindangkasih dalam meningkatkan perekonomian masyarakat lokal melalui penjualan paket wisata, dan mengembangkan model strategi yang tepat dan efektif untuk Desa wisata Sindangkasih dalam meningkatkan perekonomian masyarakat melalui penjualan paket wisata. Menggunakan metode Kualitatif dengan teknik pengumpulan data yang peneliti dapatkan berasal dari wawancara dengan pengelola dan masyarakat desa wisata Sindangkasih, focus group discussion (FGD), dan observasi yang dilakukan secara langsung dilapangan serta menggunakan pendekatan Soft System Methodology. Hasil dari penelitian ini menggunakan tujuh langkah Soft System Methodology yang memperlihatkan bahwa terdapat strategi pemasaran yang perlu dikembangkan untuk meningkatkan perekonomian masyarakat lokal.
Co-Authors Dhamayanty, Stanny Wati Susilawati, Wati