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Inayatuzzahra, Syifa
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Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences Other

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PENGARUH PERSONAL SELLING TERHADAP KEPUTUSAN PEMBELIAN PRODUK KUE Pattiasina, Kezia Agnes; Inayatuzzahra, Syifa; Aulia, Ramdhina Cipta; Tamara, Putri Sonia; Fadila, Nanda Nur; Wiharsono, Gani
Jurnal Pariwisata Bisnis Digital dan Manajemen Vol. 3 No. 1 (2024): Jurnal Pariwisata, Bisnis Digital dan Manajemen Periode Mei 2024
Publisher : LPPM Universitas Nusa Mandiri

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33480/jasdim.v3i1.5123

Abstract

In a market that is increasingly competitive and influenced by ongoing technological developments, companies are required to develop effective marketing strategies to achieve their goals, including creating value and satisfying customer needs. One of the pioneers in the dessert box industry in Indonesia is Bittersweet by Najla, renowned for its innovation in presenting sweet treats in box form. This study aims to investigate the influence of personal selling on purchasing decisions of products from Bittersweet By Najla. The study employs a quantitative method by collecting information from primary and secondary sources through questionnaires and literature studies. This research uses a multiple linear regression analysis model as the research method. The population studied consists of residents in the vicinity who have made purchases at Bittersweet By Najla, with a sample of 50 respondents selected incidentally through a Likert scale-based questionnaire. Partial analysis results indicate that personal selling has a positive and significant impact on purchase decisions, supported by a significant t-value (4.012 > 1.677) and low statistical significance (0.000 < 0.05). These findings provide valuable insights for companies in designing more efficient marketing strategies, emphasizing the development of personal selling skills to enhance product appeal, build consumer trust, and achieve desired marketing objectives.
DAMPAK KUALITAS PELAYANAN TERHADAP KEPUASAN PELANGGAN DI RICHEESE CABANG GRAND DEPOK CITY Hira, Rosa Janatul; Jullistia, Vriska Naya; Inayatuzzahra, Syifa; Cipta, Ramdhina; Fadillah, Nanda Nur; Susilowati, Isnurrini Hidayat
Jurnal Pariwisata Bisnis Digital dan Manajemen Vol. 3 No. 2 (2024): Jurnal Pariwisata, Bisnis Digital dan Manajemen Periode November 2024
Publisher : LPPM Universitas Nusa Mandiri

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33480/jasdim.v3i2.5628

Abstract

The fast-food industry, particularly Richeese Factory, plays a significant role in the global culinary landscape. This study aims to evaluate the impact of service quality on customer satisfaction at Richeese Factory GDC using a combination of library and field research methods. The study employs a cross-sectional design, with data collected through questionnaires from 99 randomly selected respondents. Service quality was assessed based on aspects such as speed, order accuracy, staff friendliness, and restaurant cleanliness. Linear regression methods were applied, including instrument tests for validity, reliability, and classical assumptions such as normality, heteroscedasticity, and multicollinearity. The validity and reliability tests showed that the questionnaire was reliable and valid. The classical assumption tests indicated that the data distribution was not normal; however, the regression model did not show heteroscedasticity or multicollinearity. Correlation analysis demonstrated a strong and positive relationship between the two variables. The coefficient of determination revealed that 29.2% of customer satisfaction variability was influenced by service quality, with the regression equation Y = 24.180 + 0.449X, indicating a positive effect. The T-test also showed a positive and significant effect of service quality on customer satisfaction, with a t-value of 6.322, which is greater than the t-table value of 1.988. These findings highlight the importance of improving service quality to achieve optimal customer satisfaction in the fast-food industry.
Co-Authors Aulia, Ramdhina Cipta Cipta, Ramdhina Fadila, Nanda Nur Fadillah, Nanda Nur Hira, Rosa Janatul Isnurrini hidayat, Isnurrini Jullistia, Vriska Naya Pattiasina, Kezia Agnes Tamara, Putri Sonia Wiharsono, Gani