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All Journal ProBisnis : Jurnal Manajemen Jurnal Ekonomi, Manajemen Pariwisata dan Perhotelan
Hasan, Hanif
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Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Industrial & Manufacturing Engineering Social Sciences

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Impact of Interaction Between Marketing Mix Elements on Retail Product Purchase Choices Saiyed, Rahma; Hasan, Hanif; Lamsir, Seno; Firmansyah, Edy
ProBisnis : Jurnal Manajemen Vol. 16 No. 4 (2025): August: Management Science
Publisher : Lembaga Riset, Publikasi dan Konsultasi JONHARIONO

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Abstract

This decline in consumers has resulted in a decline in sales levels in the retail industry in Indonesia, where the growth in retail product sales in 2024 is 4%. The problems that arise in several retailers in Indonesia are the very low quality of local products in retail, lack of product differentiation, so that consumers find it difficult to get unique product models that match their desires and expectations, product layout in several retailers tends to be untidy and haphazard, and product promotions delivered have not been able to increase high customer growth, so that there are still many customers who decide not to use and buy a number of products in certain retailers in Indonesia. This study's objective is to understand and look at the impact among the four 4P variables and blend of marketing interaction variables between item of product and price, as well as price and promotion, on Indonesian consumers' choices regarding retail merchandise. Multiple regression analysis is used in the quantitative descriptive method of the study. Based on the research results, partially only the variables of product, price, distribution, promotion and product x price interaction variables influence the decision to purchase a product, where the price x promotion interaction variable does not influence the decision to purchase a retail product through consumers. Simultaneously, the variables of product, price, distribution, promotion, product x price interaction variables and price x promotion variables influence the decision to purchase a product.
The Influence of Social Media, Tourist Experience, and Brand Awareness on Culinary Tourism in Lahat Hospitality Industry Simangunsong, Kartika Thersia; Hasan, Hanif; Karo Karo, Pelliyezer; Indra Syahputra, Muhammad Halfi; Permatasari, Mustika; Hamonangan, Samuel; Az Zahra, Fatma
Jurnal Ekonomi, Manajemen Pariwisata dan Perhotelan Vol. 4 No. 3 (2025): Jurnal Ekonomi, Manajemen Pariwisata Dan Perhotelan
Publisher : Lembaga Pengembangan Kinerja Dosen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/jempper.v3i3.5276

Abstract

Culinary tourism has emerged as a key driver in strengthening destination competitiveness, particularly in regions such as Lahat where authentic local cuisine is central to the visitor experience. This research explores how social media, tourist experiences, and brand awareness contribute to the development of culinary tourism in Lahat’s hospitality sector. A quantitative, explanatory approach was employed, involving 100 respondents selected through purposive sampling. Data were obtained via structured questionnaires distributed both directly at culinary venues and through online platforms, and subsequently analyzed using descriptive statistics, correlation analysis, and multiple regression with SPSS.The analysis indicates that social media engagement, tourist experience, and brand awareness all exert significant positive effects on culinary tourism. Among these, tourist experience proved to be the strongest predictor, demonstrating the importance of food quality, ambience, and service encounters in shaping visitor satisfaction and loyalty. Social media was found to be effective in influencing travel decisions by showcasing user-generated and visually appealing content, while brand awareness enhanced destination recognition and encouraged word-of-mouth promotion. Together, the three variables accounted for 62% of the variance in culinary tourism outcomes, reflecting their combined influence in shaping tourist behavior and destination appeal.The study enriches the academic discourse by providing empirical evidence from an emerging culinary destination, illustrating how digital interaction, experiential value, and brand identity converge to promote sustainable tourism. From a managerial standpoint, the results emphasize the need for stakeholders to adopt digital storytelling, cultivate authentic culinary experiences, and strengthen Lahat’s gastronomic branding to secure its position as a distinctive culinary tourism destination.
Co-Authors Az Zahra, Fatma Edy Firmansyah Hamonangan, Samuel Indra Syahputra, Muhammad Halfi Lamsir, Seno Pelliyezer Karo Karo Permatasari, Mustika Saiyed, Rahma Simangunsong, Kartika Thersia