Article Per Year (5 Year)
p-Index From 2020 - 2025
0.408
P-Index
This Author published in this journals
All Journal International Journal of Environmental, Sustainability, and Social Science Journal of Tourism Economics and Policy
ANISA, Desty Cristya
Unknown Affiliation
Economics, Econometrics & Finance Environmental Science Public Health Social Sciences

Published : 2 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 2 Documents
Search

 1 
The Influence of Social Media Marketing, Product Quality and Price on Purchase Intention RAMDANI, Fadilah; SAHARA, Sahara; ANISA, Desty Cristya
Journal of Tourism Economics and Policy Vol. 5 No. 3 (2025): Journal of Tourism Economics and Policy (July - September 2025)
Publisher : PT Keberlanjutan Strategis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38142/jtep.v5i3.1495

Abstract

This study aims to examine the influence of social media marketing, product quality, and price on purchase intention among consumers of Elacof Apparel, a local fashion screen-printing brand based in Cirebon, Indonesia. The background of the study highlights a decline in Elacof’s sales, which may be associated with inconsistent digital promotion, mixed perceptions of product quality, and pricing mismatches. A quantitative approach was applied involving 91 respondents, selected through Slovin’s formula from a population of 1,026 consumers. Data were collected using structured questionnaires and interviews and analyzed through IBM SPSS 25 software. Findings indicate that social media marketing, product quality, and price have a positive and statistically significant influence on purchase intention—both individually and simultaneously. The regression model showed that these three variables jointly explained 39.2% of the variance in purchase intention. The study confirms that effective use of digital platforms, consistent product quality, and value-aligned pricing are key to enhancing consumer engagement and purchasing behavior. This research contributes to the literature on digital marketing and consumer behavior in the MSME fashion sector and provides practical insights for brand development. Future research is recommended to expand the model by including brand image, customer satisfaction, and perceived value.
The Influence of Location and Product Quality on Customer Loyalty at Toko Busana Ayu Cirebon JULIANA, Aef Firman; SAHARA, Sahara; ANISA, Desty Cristya
International Journal of Environmental, Sustainability, and Social Science Vol. 6 No. 5 (2025): International Journal of Environmental, Sustainability, and Social Science (Sep
Publisher : PT Keberlanjutan Strategis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38142/ijesss.v6i5.1564

Abstract

This study analyzes the influence of location and product quality on customer loyalty at Toko Busana Ayu Cirebon, a Muslim fashion MSME. In a competitive business landscape, understanding the factors driving customer loyalty is crucial. Using a quantitative method with a survey approach, 96 consumer respondents from Toko Busana Ayu in Cirebon were selected through purposive sampling. Primary data were collected via a Likert questionnaire, supported by secondary data. Data analysis involved validity, reliability, classical assumptions, multiple linear regression, coefficient of determination, and t- and F-tests. The results indicate that location and product quality, individually and simultaneously, have a positive and significant effect on customer loyalty. Partially, location (t=2.079; p=0.040) and product quality (t=9.528; p=0.000) significantly influenced loyalty. Simultaneously, both variables (F=78.080; p=0.000) were also significant. The coefficient of determination (R2) of 0.627 indicates that 62.7% of the variation in customer loyalty is explained by location and product quality. These findings emphasize the crucial role of strategic location and superior product quality in building customer loyalty among Muslim fashion MSMEs. This research contributes to the marketing and MSME literature, offering practical implications for business actors.
Co-Authors JULIANA, Aef Firman RAMDANI, Fadilah Sahara