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All Journal Jurnal Manajemen dan Bisnis Human Capital Development Panorama Nusantara Manajemen : Jurnal Ekonomi
Salman Paludi
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Other

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Pengaruh Kualitas Pelayanan, Harga dan Promosi terhadap Keputusaan Pembelian Minuman Cocktail di Hotel Gran Melia Dava Syach Alhufi; Salman Paludi
MANABIS: Jurnal Manajemen dan Bisnis Vol. 4 No. 2 (2025): Juni 2025
Publisher : Yayasan Pendidikan Penelitian Pengabdian Algero

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54259/manabis.v4i2.4579

Abstract

Abstract: This study aims to analyze the influence of service quality, price, and promotion on purchasing decisions for cocktails at the Gran Melia Hotel. This study uses a quantitative approach with a survey method by distributing questionnaires to 125 respondents who are hotel customers and have purchased cocktails. The sampling technique used is Accidental Sampling. The collected data were then processed using SPSS software version 26, with a multiple linear regression analysis method. The results of the study indicate that service quality, price, and promotion have a positive and significant influence on purchasing decisions, both partially and simultaneously. This means that the better the quality of service, the more competitive the price, and the more effective the promotion carried out, the consumer's purchasing decision for cocktails will also increase. This finding has an important impact on the management of the Gran Melia Hotel in designing a more targeted marketing strategy. By considering the third variable, the hotel can increase customer satisfaction while encouraging increased cocktail sales. This study is expected to be a reference in making strategic decisions in the field of beverage marketing.
Pengaruh Kualitas Produk, Sosial Media Marketing Dan Store Atmosphere Terhadap Minat Beli Kembali Alya Putri Rohali; Salman Paludi
Manajemen: Jurnal Ekonomi Vol. 6 No. 3 (2024): Manajemen : Jurnal Ekonomi Vol 6 No 3 November 2024
Publisher : Fakultas Ekonomi Universitas Simalungun

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36985/x7jdm487

Abstract

Tujuan penelitian ini adalah untuk meneliti dan memahami dampak dari pengaruh kualitas produk, sosial media marketing, dan store atmosphere terhadap minat pembelian konsumen di Kopi Nako. Survei ini dilakukan pada pelanggan yang membeli produk kopi nako pada bulan November-Desember 2023. Penelitian ini menggunakan pendekatan kuantitatif dengan metode pengumpulan data primer melalui kuesioner dengan sampel sebanyak 100 responden yang dipilih secara kebetulan, termasuk pelanggan yang telah berkunjung minimal 2 kali. Analisis dilakukan menggunakan regresi linear berganda. Validitas dan reabilitas data dikonfimasi melalui uji yang sesuai. Analisis data dilakukan menggunakan perangkat lunak IBM SPSS 26, dengan tahapan analisis koefisien korelasi dan determinasi. Hasil penelitian menunjukkan bahwa kualitas produk, sosial media marketing dan store atmosphere memiliki dampak positif dan signifikan terhadap minat beli kembali konsumen, baik secara individu maupun secara keseluruhan
Co-Authors Alya Putri Rohali Amalia Krismawati Annisa Firdayani Dava Syach Alhufi Dea ayu Erika Ramadiana may siska puspita sari mike agusli mike Putri Handayani Rohmawati Rohmawati Septia Eka Nurcahya Septia vineza cahyani