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All Journal Dinamika Publik: Jurnal Manajemen dan Administrasi Bisnis Momentum Matrix: International Journal of Communication, Tourism, and Social Economic Trends International Journal of Accounting, Management, and Economics Research : Ijamer
Ratna Puspita Dewi
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences Other

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Analisis Faktor Ketertarikan Minuman Kopi Kekinian Terhadap Minat Beli Konsumen di Cirebon Ratna Puspita Dewi; Sudiana Wachyudi
Dinamika Publik: Jurnal Manajemen dan Administrasi Bisnis Vol. 2 No. 3 (2024): Jurnal Manajemen dan Administrasi Bisnis
Publisher : Politeknik Kampar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59061/dinamikapublik.v2i3.752

Abstract

The growing popularity of contemporary beverages, especially coffee drinks, among young people has resulted in increased competition among beverage establishments. This is evident from the emergence of numerous coffee shops offering unique and thematic experiences. As a result, the author is conducting research to explore the factors that attract young consumers to contemporary coffee drinks and how these factors influence their purchasing decisions. The study utilizes qualitative and quantitative descriptive methods and employs purposive sampling to select respondents from the young adult population in Cirebon who have an affinity for coffee drinks. The findings from interviews and field observations have revealed several key factors that contribute to the appeal of contemporary coffee drinks among young consumers. These include the ambiance of the coffee shops, the friendly and attentive service, the wide variety of delicious flavors and offerings, as well as the allure of distinctive shop and menu names. Additionally, the affordability of the products, coupled with creatively designed and eye-catching packaging, also significantly influences consumer interest. Furthermore, the study indicates that personal, social, and psychological factors play a role in driving the interest in purchasing contemporary coffee drinks among young people. It is hoped that this research will provide valuable insights for entrepreneurs in the coffee beverage industry and will serve as a basis for further exploration in this area.
OPTIMIZATION INTEGRATED MARKETING COMMUNICATION MODEL AS STRATEGIC APPROACH TO BOOST CIREBON BUSINESS LEISURE Shela Suci Setiani; Ety Setiawati; Chondro Suryono; Yu-Fang Yen; Ratna Puspita Dewi; Abdul Khalim; Joseph Aldo Irawan
Jurnal Telekomunikasi dan Informatika Lbh. 2 Àir. 1 (2024): June : International Journal Of Accounting, Management, And Economics Research
Publisher : Fakultas Ekonomi dan Bisnis Universitas Dian Nuswantoro

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56696/ijamer.v2i1.25

Abstract

This study centers on the strategic application of an Integrated Marketing Communication (IMC) optimization model to enhance the landscape of b-leisure in Cirebon City, West Java, Indonesia. Recognizing the city's potential, this research aims to leverage a comprehensive marketing approach to augment its appeal as a destination for both business and leisure. The primary objective of this research is to Utilize an Integrated Marketing Communication (IMC) optimization model to boost the business leisure sector in Cirebon City. By integrating various marketing channels, the study seeks to establish a cohesive and impactful communication strategy that resonates with the target audience. The research adopts a qualitative approach, using data from multiple channels; the study shows how models can be used to identify and adjust the most effective strategies accordingly. The findings of this study reveal promising outcomes in applying the IMC optimization model for enhancing business leisure in Cirebon City. The results showcase a significant positive impact on market engagement and the overall appeal of Cirebon as a dual-purpose destination. Potential limitations include data biases, the reliance on historical information, and the dynamic nature of consumer preferences, which may influence the interpretation of the findings. The originality lies in adapting this Model to a specific regional setting, offering practical insights for academics and practitioners in destination marketing.
The Application of Gamification in Entrepreneurship Learning to Enhance Motivation and Business Creativity for Students Ratna Puspita Dewi; Peri Puarag
Momentum Matrix: International Journal of Communication, Tourism, and Social Economic Trends Vol. 3 No. 1 (2026): February: Momentum Matrix: International Journal of Communication, Tourism, and
Publisher : Asosiasi Penelitian dan Pengajar Ilmu Sosial Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62951/momat.v3i1.577

Abstract

This study addresses low student engagement and high levels of boredom in entrepreneurship courses that rely heavily on one-way PowerPoint-based lectures. Preliminary observations in-dicated that 80% of students experienced low motivation and difficulty generating innovative business ideas. The purpose of this research was to examine the effect of gamification on student learning motivation and business creativity.A quantitative approach was employed using a pre-experimental (One-Group Pretest–Posttest design). The sample consisted of 25 students selected through total sampling. Gamification elements, including: points, badges, and leaderboards, were integrated into the learning process to replace conventional lecture methods.The findings indicate that the implementation of gamification significantly trans-formed student learning behavior and classroom dynamics. Students shifted from passive disengagement, characterized by limited interaction and high distraction levels, to proactive participation. Verbal interactions increased substantially, moving beyond administrative ques-tions toward meaningful business discussions. Students demonstrated heightened engagement and responsiveness during learning activities. The gamified learning environment also fostered a safe space for creative experimentation, enabling students to take entrepreneurial risks without fear of academic or financial failure. Improvements were observed across key di-mensions of business creativity, including fluency, flexibility, originality, and elaboration. The study concludes that gamification is an effective pedagogical strategy for enhancing student motivation and business creativity in entrepreneurship education. By transforming learning from a passive knowledge-transfer model into an experiential and interactive process, gami-fication supports the development of an entrepreneurial mindset among digital native students.
Co-Authors Abdul Khalim Chondro Suryono Ety Setiawati Joseph Aldo Irawan Peri Puarag Shela Suci Setiani Sudiana Wachyudi Yu-Fang Yen