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All Journal Indo-Fintech Intellectuals: Journal of Economics and Business
Fanggidae, Apriana H. J
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Humanities Economics, Econometrics & Finance Social Sciences

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THE INFLUENCE OF DIGITAL MARKETING, BRAND AWARENESS, AND EMOTIONAL DESIRE ON MCDONALD'S PURCHASING DECISIONS Ruhu, Yholand F; Fanggidae, Apriana H. J; Riwu, Yonas Ferdinand; Amtiran, Paulina Y.
Indo-Fintech Intellectuals: Journal of Economics and Business Vol. 5 No. 2 (2025): Indo-Fintech Intellectuals: Journal of Economics and Business (2025)
Publisher : Lembaga Intelektual Muda (LIM) Maluku

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54373/ifijeb.v5i2.3429

Abstract

This study aims to test and analyze the influence of digital marketing, brand awareness and emotional desire on McDonald's purchasing decisions in Kupang City. In this study, the three variables are integrated simultaneously to analyze how digital marketing, brand awareness and emotional desire drive McDonald's purchasing decisions in Kupang City. This study uses a quantitative approach with a survey method. Data were collected through an online questionnaire using a Google form with a Likert scale of 1-5 from 150 respondents. The results of the study indicate that digital marketing, brand awareness, and emotional desire have a positive and significant effect on purchasing decisions. This study is limited to a sample that only includes consumers in the Kupang City area, so the findings cannot be generalized widely to other areas that may have different market characteristics, consumer preferences, or purchasing power levels. The contribution of this study can be a practical reference for fast food business actors in designing strategies that integrate digital marketing, brand awareness, and emotional desire optimally to increase consumer purchasing decisions in the Eastern Indonesia market.
ANALISIS PENGARUH PAJAK BUMI DAN BANGUNAN DAN PARTISIPASI WAJIB PAJAK TERHADAP TINGKAT PENDAPATAN ASLI DAERAH Hunam, Desi; Fanggidae, Apriana H. J; Riwu, Yonas F.
Indo-Fintech Intellectuals: Journal of Economics and Business Vol. 5 No. 4 (2025): Indo-Fintech Intellectuals: Journal of Economics and Business (2025)
Publisher : Lembaga Intelektual Muda (LIM) Maluku

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54373/ifijeb.v5i4.4414

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh Pajak Bumi dan Bangunan (PBB) dan partisipasi wajib pajak terhadap Pendapatan Asli Daerah (PAD) Kabupaten Rote Ndao. Penelitian ini menggunakan metode kuantitatif dengan pendekatan asosiatif kausal. Populasi penelitian adalah seluruh wajib pajak PBB tahun 2024 sebanyak 65.700 orang, dengan sampel 97 responden yang ditentukan menggunakan rumus Lemeshow. Data diperoleh melalui kuesioner dan dianalisis menggunakan regresi linear berganda dengan bantuan SPSS versi 26. Hasil penelitian menunjukkan bahwa Pajak Bumi dan Bangunan serta partisipasi wajib pajak berpengaruh positif dan signifikan terhadap PAD, baik secara parsial maupun simultan. Temuan ini menegaskan pentingnya optimalisasi pendataan objek pajak, peningkatan kepatuhan wajib pajak, dan pemanfaatan teknologi informasi dalam pemungutan pajak. Penelitian ini diharapkan dapat menjadi masukan bagi Pemerintah Kabupaten Rote Ndao dalam meningkatkan kontribusi PBB dan partisipasi wajib pajak guna mendukung pembangunan daerah secara berkelanjutan
Co-Authors Aman, Dominikus K. T Amtiran, Paulina Y. Fanggidae, Ronald P. C Hunam, Desi Riwu, Yonas F. Ruhu, Yholand F Werang, Agnesta Angeline Yonas F Riwu