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All Journal EKONOMIS : Journal of Economics and Business The International Conference on Education, Social Sciences and Technology (ICESST)
Lubis, Andi Reza Syahputra
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Computer Science & IT Economics, Econometrics & Finance Environmental Science

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Product Image And Ethnocentrism Factors In Influencing Knowledge Of UIS Karo Among Universitas Medan Area Students Lubis, Adelina; Siti Anggiani Syahvira; Aulia Sofiea Putri; Zul Azmi Mutahajjid; Lubis, Andi Reza Syahputra
The International Conference on Education, Social Sciences and Technology (ICESST) Vol. 3 No. 2 (2024): The International Conference on Education, Social Sciences and Technology
Publisher : International Forum of Researchers and Lecturers

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/icesst.v3i2.419

Abstract

This study aims to analyze the influence of product image and ethnocentrism factors on knowledge about Uis Karo, a traditional cloth typical of the Karo people, among students of Medan Area University. Product image refers to students' perceptions of the quality, beauty, and relevance of Uis Karo as part of local culture, while ethnocentrism refers to the tendency to prioritize and value local products over foreign products. The research method uses a quantitative approach with data collection through questionnaires distributed to 98 students. The results of the analysis show that product image has a significant influence on students' knowledge of Uis Karo, where positive perceptions of the quality and aesthetics of Uis Karo increase students' interest in learning about this cultural product. In addition, ethnocentrism factors have also been shown to have a significant influence; students with high levels of ethnocentrism tend to be more interested and have better knowledge about Uis Karo. These findings imply the importance of promotional strategies that strengthen the image of Uis Karo products and strengthen ethnocentrism attitudes to increase understanding and pride in local culture among the younger generation.
Factors Influencing Consumer Interest in Visiting Coffee Shops in Medan Lubis, Andi Reza Syahputra; Effendi, Ihsan; Aisyah, Nur; Aulia, Muhammad Reza
Ekonomis: Journal of Economics and Business Vol 9, No 2 (2025): September
Publisher : Universitas Batanghari Jambi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33087/ekonomis.v9i2.2534

Abstract

The purpose of this study was to analyze the factors influencing consumer interest in visiting coffee shops in Medan. This study focused on five main variables: product quality, price, service, atmosphere, and product innovation. The research sample was determined based on the minimum criteria for multiple linear regression analysis, which was at least 5–10 times the number of research variable indicators, resulting in a sample size of 50 respondents. Respondents were coffee shop consumers in Medan who had visited Baraka, Sekata, Heloki, and Dominico coffee shops. Consumer interest in visiting coffee shops was primarily influenced by service quality and atmosphere, while product quality played a smaller role. Price and product innovation were insignificant, indicating that experience and comfort were more important. Therefore, coffee shops in Medan should focus on improving service, product quality, and atmosphere rather than lowering prices or increasing innovation.
Co-Authors Aulia Sofiea Putri Effendi, Ihsan Lubis, Adelina Muhammad Reza Aulia Nur Aisyah Siti Anggiani Syahvira Zul Azmi Mutahajjid