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All Journal GOVERNANCE: Jurnal Ilmiah Kajian Politik Lokal dan Pembangunan Jurnal Ilmu Sosial dan Politik (JISPOL)
Hutabarat, Yohana Kristin
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Humanities Education Environmental Science Law, Crime, Criminology & Criminal Justice Social Sciences

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Pengaruh Harga dan Promosi Terhadap Minat Beli Buku di Gramedia Gajah Mada Medan Hutabarat, Yohana Kristin; Hutapea, Dhea Febryola; Dewika Patricia; Panjaitan, Martha Cristina Br
Jurnal Ilmu Sosial Dan Politik Vol. 4 No. 2 (2024): Edisi Desember 2024
Publisher : LPPM Universitas HKBP Nommensen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.51622/jispol.v4i2.2826

Abstract

Di era digital ini, tidak hanya dari toko buku fisik lain, tetapi juga dari toko buku dare, platform e-commerce , dan layanan bacaan digital, terutama dengan minat baca masyarakat Indonesia yang tergolong rendah. Penting bagi Gramedia untuk memahami faktor-faktor yang mempengaruhi minat beli konsumen terhadap buku di toko mereka, apakah itu kualitas produk, kelengkapan koleksi, kenyamanan toko, kebiasaan, ataukah konsumen justru beralih ke alternatif digital. Melalui analisis minat beli konsumen, penelitian ini diharapkan mengungkap faktor-faktor kunci yang membuat konsumen tetap membeli buku di Gramedia, memberikan masukan berharga untuk strategi pemasaran dan keinginan bisnis Gramedia di tengah gempuran digitalisasi. Metode Penelitian : penelitian ini penulis menggunakan penelitian jenis kuantitatif, dimana dalam penelitian ini dengan menganalisis data dengan cara mendeskripsikan atau menggambarkan data yang telah terkumpul. Penelitian ini dilakukan dengan metode kuantitatif, Hasil : Menunjukkan bahwa harga (X1) berpengaruh positif dan signifikan terhadap minat beli (Y), promosi (X2) berpengaruh positif dan signifikan terhadap minat beli (Y). Sedangkan harga (X1) dan promosi (X2) secara simultan berpengaruh signifikan terhadap minat beli (Y).
SUDUT PANDANG MAHASISWA TERHADAP KEWIRAUSAHAAN SEBAGAI PILIHAN KARIER DI TENGAH RENDAHNYA LAPANGAN KERJA TERBUKA Hutabarat, Yohana Kristin; Br. Panjaitan, Martha Cristina; Hutapea, Dhea Febryola; Dabukke, Gita Jelita; Siagian, Nalom; Rajagukguk, Patricia Herpayanti
GOVERNANCE: Jurnal Ilmiah Kajian Politik Lokal dan Pembangunan Vol. 13 No. 3 (2026): 2026 Maret
Publisher : Lembaga Kajian Ilmu Sosial dan Politik (LKISPOL)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56015/gjikplp.v13i3.740

Abstract

The limited availability of formal employment has become a serious challenge for university students in determining their future career paths. This condition encourages students to consider entrepreneurship as an alternative and promising career option. This study aims to explore students’ perspectives on entrepreneurship as a career choice amid the scarcity of open job opportunities, as well as to identify the factors influencing entrepreneurial interest. The research employs a descriptive qualitative approach, with data collected through semi-structured interviews involving students who have taken entrepreneurship courses or shown an interest in entrepreneurial activities. The findings indicate that students perceive entrepreneurship as an opportunity to achieve economic independence, develop creativity, and create new job opportunities. However, entrepreneurship is also viewed as a career path with high risks, requiring sufficient capital and experience. Internal, external, and educational factors play significant roles in shaping students’ entrepreneurial interests. With supportive entrepreneurial education and a conducive environment, entrepreneurship has the potential to become a long-term solution for reducing educated unemployment and enhancing youth participation in economic development.
Co-Authors Br. Panjaitan, Martha Cristina Dabukke, Gita Jelita Dewika Patricia Hutapea, Dhea Febryola Panjaitan, Martha Cristina Br Rajagukguk, Patricia Herpayanti Siagian, Nalom