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All Journal Journal of Artificial Intelligence and Digital Business Eduvest - Journal of Universal Studies
Saragih , Darwin Raja Unggul
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Aerospace Engineering Computer Science & IT Economics, Econometrics & Finance Electrical & Electronics Engineering Engineering Health Professions Neuroscience Social Sciences

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Pengaruh Kualitas Produk, Citra Merek dan Sosial Media Marketing Terhadap Keputusan Pembelian Di Krispy Kreme Pranata, Hanifah Julian; Saragih , Darwin Raja Unggul
RIGGS: Journal of Artificial Intelligence and Digital Business Vol. 4 No. 2 (2025): Mei - Juli
Publisher : Prodi Bisnis Digital Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/riggs.v4i2.1190

Abstract

Penelitian ini bertujuan untuk mengkaji pengaruh Kualitas Produk, Citra Merek, dan Sosial Media Marketing terhadap Keputusan Pembelian produk Krispy Kreme di wilayah Jakarta. Latar belakang penelitian ini didasari oleh ketatnya persaingan dalam industri makanan cepat saji yang menuntut pelaku usaha untuk merumuskan strategi pemasaran yang lebih tepat sasaran. Dengan menggunakan pendekatan kuantitatif dan metode analisis regresi linear berganda, data diperoleh melalui penyebaran kuesioner kepada 130 responden menggunakan teknik Accidental sampling. Hasil analisis menunjukkan bahwa ketiga variabel independen tersebut memiliki pengaruh signifikan terhadap keputusan pembelian, baik secara individual maupun simultan. Di antara ketiganya, Citra Merek terbukti sebagai faktor paling dominan yang mendorong konsumen dalam membuat keputusan pembelian. Temuan ini menegaskan bahwa upaya meningkatkan kualitas produk, memperkuat citra merek, serta mengoptimalkan penggunaan sosial media marketing sebagai sarana komunikasi dan promosi, merupakan strategi penting untuk meningkatkan minat beli konsumen dan mempertahankan daya saing di pasar.
Adopting a Tourist Perspective and Organizational Behavior to Strategically Improve Tourism Sustainability Saragih , Darwin Raja Unggul; Idris, Panca Purakusuma; Anggiani , Sarfilianty
Eduvest - Journal of Universal Studies Vol. 4 No. 9 (2024): Journal Eduvest - Journal of Universal Studies
Publisher : Green Publisher Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59188/eduvest.v4i9.1564

Abstract

Tourism is a rapidly expanding global economic sector, contributing significantly to economic growth and social development. However, its expansion also poses challenges such as environmental degradation, socio-cultural disruptions, and economic inequalities. Sustainable tourism, which aims to balance economic, social, and environmental factors, is crucial for ensuring the long-term viability of the industry. This study explores the role of tourist perspectives, organizational behavior, and strategic management in promoting sustainable tourism, using Lake Toba, Indonesia, as a case study. A quantitative approach employing Structural Equation Modeling-Partial Least Squares (SEM-PLS) is used to analyze the relationships between these variables. Findings reveal that tourist perspectives, organizational behavior, and strategic management all significantly impact tourism sustainability. The research provides insights and practical recommendations for tourism destination managers and policymakers to develop strategies that align with sustainability principles, ultimately contributing to the long-term well-being of local communities and the environment.
Co-Authors Anggiani , Sarfilianty Idris, Panca Purakusuma Pranata, Hanifah Julian