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All Journal SEGMEN Jurnal Manajemen dan Bisnis International Journal of Environmental, Sustainability, and Social Science Journal of Tourism Economics and Policy
ANISA, Desty Cristya
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Economics, Econometrics & Finance Environmental Science Public Health Social Sciences

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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.
PENGARUH SOCIAL MEDIA MARKETING DAN CONTENT MARKETING TERHADAP PURCHASE INTENTION PADA GARUDASPORT DI KABUPATEN CIREBON Nurlaeti, Euis; Sahara, Sahara; Anisa, Desty Cristya
SEGMEN: Jurnal Manajemen dan Bisnis Vol 21, No 2 (2025): SEGMEN Jurnal Manajemen dan Bisnis
Publisher : FE Program Studi Manajemen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37729/sjmb.v21i2.9145

Abstract

Perkembangan digitalisasi telah mengubah perilaku konsumen dalam memilih dan membeli perlengkapan olahraga, khususnya melalui media sosial. Garudasport sebagai toko perlengkapan olahraga di Kabupaten Cirebon, Jawa Barat, memanfaatkan strategi pemasaran digital untuk mempengaruhi niat beli konsumen. Tujuan studi ini yakni guna menganalisis pengaruh social media marketing dan content marketing terhadap purchase intention konsumen Garudasport. Pada penelitian ini menggunakan purposive sampling untuk menentukan sampel. Studi ini menggunakan pendekatan kuantitatif dengan teknik survey kepada 100 responden yang merupakan konsumen aktif Garudasport. Pengujian ini menggunakan SPSS 25. Hasil mengemukakan variabel Social Media Marketing dan content marketing memiliki pengaruh pada purchase intention. Temuan studi ini menegaskan pentingnya pendekatan pemasaran digital berbasis media sosial dan konten yang relevan menjadi acuan penting untuk membentuk minat beli konsumen di era pemasaran modern. Kata Kunci : Social Media Marketing, content marketing, purchase intention, Garudasport
PENGARUH SERVICE EXPERIENCE DAN EXPERIENTAL VALUE TERHADAP WORD OF MOUTH PADA STASIUN KOPI KOTA CIREBON Jasmine, Najmi Annyndya; Sahara, Sahara; Anisa, Desty Cristya
SEGMEN: Jurnal Manajemen dan Bisnis Vol 21, No 2 (2025): SEGMEN Jurnal Manajemen dan Bisnis
Publisher : FE Program Studi Manajemen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37729/sjmb.v21i2.9147

Abstract

Perkembangan industri coffee shop di Indonesia mendorong pelaku usaha untuk menciptakan pengalaman layanan dan nilai emosional yang mampu meningkatkan Word Of Mouth (WOM). Studi ini memiliki tujuan untuk mengkaji pengaruh Service Experience (X1) dan Experiential Value (X2) terhadap Word Of Mouth (Y) pada konsumen Stasiun Kopi di Kota Cirebon. Studi ini menerapkan pendekatan kuantitatif dengan memakai metode survei terhadap 100 responden dengan Teknik purposive sampling yang telah mengunjungi Stasiun Kopi minimal dua kali. Teknik analisis data dilakukan menggunakan SPSS versi 25. Hasil analisis menjelaskan bahwasannya kedua variabel independen berpengaruh positif dan signifikan terhadap Word Of Mouth. Experiential Value mempunyai pengaruh dominan dibandingkan Service Experience, dengan nilai koefisien regresi lebih tinggi. Temuan ini menegaskan pentingnya menciptakan nilai pengalaman yang menyeluruh dan menyentuh aspek emosional pelanggan untuk mendorong WOM positif. Studi ini memberikan kontribusi praktis bagi pengelola coffee shop dalam merancang strategi pemasaran berbasis pengalaman pelanggan.Kata Kunci : Service Experience, Experiential Value, Word Of Mouth, Stasiun Kopi
Co-Authors Jasmine, Najmi Annyndya JULIANA, Aef Firman Nurlaeti, Euis RAMDANI, Fadilah Sahara Sahara Sahara