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All Journal Dinamika Publik: Jurnal Manajemen dan Administrasi Bisnis 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.
Co-Authors Abdul Khalim Chondro Suryono Ety Setiawati Joseph Aldo Irawan Shela Suci Setiani Sudiana Wachyudi Yu-Fang Yen