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All Journal Nawasena: Jurnal Ilmiah Pariwisata Journal of Student Research
Bilqis Alifia Adzani
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Humanities Computer Science & IT Economics, Econometrics & Finance Education Public Health Social Sciences

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Pengaruh Inovasi dan Orientasi Kewirausahaan Terhadap Keunggulan Bersaing UMKM Kuliner Pasar Lama Tangerang Bilqis Alifia Adzani; Erwindi Saputra
Nawasena: Jurnal Ilmiah Pariwisata Vol. 1 No. 3 (2022): Desember : Nawasena: Jurnal Ilmiah Pariwisata
Publisher : Pusat Penelitian Dan Pengabdian Masyarakat STIEPARI Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56910/nawasena.v1i3.399

Abstract

The city of Tangerang is currently developing its existing potential as a tourist attraction, which is part of the government's goals. One of them is the old culinary tourism market, which has the potential to be developed. And in 2012, the old market developed into a center for culinary tourism. This study explores issues related to the impact of innovation and collaboration on the competitive advantage of micro, small, and medium enterprises (MSMEs) in the old market of South Tangerang - Banten. The results of the study show that creative product innovation, market orientation, and marketing strategies have a positive impact on marketing performance. In addition, business development is also proven to affect marketing performance.
Pengaruh Citra Merek Dan Kualitas Pelayanan Terhadap Keputusan Konsumen Dalam Memilih Jasa Wedding Organizer Di Purandewi Catering Ulfi Maranisya; Bilqis Alifia Adzani
Journal of Student Research Vol. 2 No. 2 (2024): Maret: Journal of Student Research
Publisher : Pusat Riset dan Inovasi Nasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/jsr.v2i2.2834

Abstract

The purpose of this research is to study how brand image and service quality impact the decisions made by customers when choosing Purandewi Catering wedding organizer services. Descriptive quantitative method with Likert measurement tool was used in this research. Primary data from this study came from 68 respondents who used Purandewi Catering services during the period January - December 2023. The results of the multiple linear regression test show that the brand image variable regression coefficient value is 0.403 or has a positive and significant effect on consumer decisions, then the service quality variable regression coefficient value of 0.298 has a positive effect on consumer decisions. The two variables also simultaneously or together have an effect on consumer decisions to use Purandewi Catering wedding organizer services with the results of the f test count 31.754 greater than the f table value of 3.13.
Co-Authors Erwindi Saputra Ulfi Maranisya