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All Journal Room of Civil Society Development Indo-Fintech Intellectuals: Journal of Economics and Business Room of Civil Social Development
Tirta, Adrianus
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Arts Humanities Economics, Econometrics & Finance Education Social Sciences Other

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Analisis Pengaruh Proposisi Nilai (Value Proposition) terhadap Intensi Membagikan (Share Intention) Mahasiswa atas Informasi Mengenai Program Studi Sarjana Administrasi Bisnis UNPAR Zhukhruffa, Syayu; Tirta, Adrianus
Indo-Fintech Intellectuals: Journal of Economics and Business Vol. 4 No. 6 (2024): Indo-Fintech Intellectuals: Journal of Economics and Business (2024)
Publisher : Lembaga Intelektual Muda (LIM) Maluku

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54373/ifijeb.v4i6.2637

Abstract

Didorong oleh data UNESCO yang menunjukkan kepercayaan tinggi calon mahasiswa pada rekomendasi teman sebaya, perguruan tinggi atau higher education institute kini perlu lebih aktif melibatkan mahasiswa dalam strategi komunikasi mereka untuk menarik minat calon mahasiswa baru. Dari kebutuhan tersebut, maka penelitian ini bertujuan untuk menganalisis pengaruh dari Value Proposition yang ditawarkan Program Studi Sarjana Administrasi Bisnis Universitas Kaotlik Parahyangan Bandung terhadap Share Intention dari para mahasiswanya. Data dikumpulkan dari 108 responden melalui kuesioner Google Form, kemudian diolah dan dianalisis menggunakan teknik multiple linear regression. Hasil penelitian menunjukkan bahwa Value Proposition berpengaruh signifikan dan positif terhadap Share Intention mahasiswa Program Studi Sarjana Administrasi Bisnis Universitas Katolik Parahyangan Bandung.
The Influence of Marketing Mix on Purchase Intention at Argomulyo Culinary Center Tirta, Adrianus; Pele Widjaja; Irma Subagio; Ryani Gunawan; Enrico Nirwan Histanto; Kevin Gunawan Halim
Room of Civil Society Development Vol. 4 No. 1 (2025): Room of Civil Society Development
Publisher : Lembaga Riset dan Inovasi Masyarakat Madani

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59110/rcsd.511

Abstract

The Argomulyo Culinary Center (ACC), a growing culinary hub in Yogyakarta, aims to attract local tourists but lacks a structured marketing approach to increase visitor purchase intention. To establish a foundation for designing a marketing approach, this study examines the influence of the 4P Marketing Mix (Product, Price, Place, and Promotion) on Purchase Intention at ACC. A quantitative approach was used, employing Multiple Linear Regression with Purposive Sampling of 160 Yogyakarta-based visitors. Data were collected through structured surveys and analyzed using SPSS software. The results indicate that Product has a significant effect on Purchase Intention (β = 0.226, p = 0.013), while Price (p = 0.983), Place (p = 0.508), and Promotion (p = 0.227) do not have significant partial effects. However, all four variables simultaneously influence Purchase Intention (p < 0.001). These findings suggest that ACC should prioritize product development, including expanding menu variety, enhancing quality of ingredients, and improving food presentation. Additionally, a training program for tenants is recommended, focusing on culinary innovation, digital marketing, and customer experience enhancement. These efforts are expected to strengthen ACC’s competitive position and attract more visitors. This research offers valuable insights for culinary businesses, especially in developing economies, struggling to establish a strong market presence.  It demonstrates the critical role of product quality and innovation in driving purchase intention, highlighting the need for a holistic marketing approach and targeted training programs to enhance competitiveness.
The Influence of Marketing Mix on Purchase Intention at Argomulyo Culinary Center Tirta, Adrianus; Pele Widjaja; Irma Subagio; Ryani Gunawan; Enrico Nirwan Histanto; Kevin Gunawan Halim
Room of Civil Society Development Vol. 4 No. 1 (2025): Room of Civil Society Development
Publisher : Lembaga Riset dan Inovasi Masyarakat Madani

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59110/rcsd.511

Abstract

The Argomulyo Culinary Center (ACC), a growing culinary hub in Yogyakarta, aims to attract local tourists but lacks a structured marketing approach to increase visitor purchase intention. To establish a foundation for designing a marketing approach, this study examines the influence of the 4P Marketing Mix (Product, Price, Place, and Promotion) on Purchase Intention at ACC. A quantitative approach was used, employing Multiple Linear Regression with Purposive Sampling of 160 Yogyakarta-based visitors. Data were collected through structured surveys and analyzed using SPSS software. The results indicate that Product has a significant effect on Purchase Intention (β = 0.226, p = 0.013), while Price (p = 0.983), Place (p = 0.508), and Promotion (p = 0.227) do not have significant partial effects. However, all four variables simultaneously influence Purchase Intention (p < 0.001). These findings suggest that ACC should prioritize product development, including expanding menu variety, enhancing quality of ingredients, and improving food presentation. Additionally, a training program for tenants is recommended, focusing on culinary innovation, digital marketing, and customer experience enhancement. These efforts are expected to strengthen ACC’s competitive position and attract more visitors. This research offers valuable insights for culinary businesses, especially in developing economies, struggling to establish a strong market presence.  It demonstrates the critical role of product quality and innovation in driving purchase intention, highlighting the need for a holistic marketing approach and targeted training programs to enhance competitiveness.
Co-Authors Histanto, Enrico Nirwan Irma Subagio Kevin Gunawan Halim Pele Widjaja Ryani Gunawan Zhukhruffa, Syayu