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All Journal IKRA-ITH EKONOMIKA Golden Ratio of Marketing and Applied Psychology of Business Journal of Artificial Intelligence and Digital Business
IRFANDI, NAZMUL
Universitas Persada Indonesia YAI
Computer Science & IT Economics, Econometrics & Finance Electrical & Electronics Engineering Engineering

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Analisis Pengaruh Daya Tarik Wisata Kuliner Malam (WKM) Terhadap Kunjungan Wisatawan Di Kota Pekanbaru PUTRI, LIBRINA TRIA; IRFANDI, NAZMUL
IKRA-ITH EKONOMIKA Vol 2 No 2 (2019): IKRAITH-EKONOMIKA vol 2 Nomor 2 Bulan Juli 2019
Publisher : Universitas Persada Indonesia YAI

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (777.081 KB)

Abstract

ABSTRAKKota Pekanbaru merupakan salah satu kota di Provinsi Riau yang terkenal dengan wisatakuliner yang beraneka ragam di malam hari. Hal inilah yang menjadi salah satu daya tarik yangmembuat para wisatawan dari berbagai daerah terus datang untuk merasakan nikmatnya wisatajajanan malam di Kota Pekanbaru. Lokasi wisata kuliner malam di Kota Pekanbaru menyebar diberbagai tempat yang menjadi sentra-sentra kuliner meliputi jalan Sudirman, Jalan Harapan raya,Jalan Ronggowarsito, Jalan Sultan Syarif Kasim, JalanAhmad Yani, Jalan Durian, Jalan SetiaBudi, Jalan Ir.H.Juanda, Jalan Gatot Subroto, dan Jalan Arifin Achmad. Penelitian ini bertujuanuntuk untuk mengetahui pengaruh daya tarik wisata kuliner malam terhadap kujungan wisatawandi Kota Pekanbaru Provinsi Riau. Populasi penelitian yaitu pengunjung/wisatawan yangmenikmati wisata kuliner malam di sentra kuliner di Kota Pekanbaru. Jumlah sampel sebanyak 81orang, yang diambil dengan Accidental Purposive yang ditentukan jumlahnya melalui KuotaSampling, yaitu teknik pengambilan sampel dengan menetapkan jumlah (jatah) sesuai denganpertimbangan peneliti. Masing-masing lokasi penelitian diambil jumlah sample secaraproporsional sesuai dengan jumlah populasi masing-masing. Data dikumpulkan dengan caramenyebarkan kuesioner, dengan metode penelitian analisis regresi linier sederhana. Berdasarkanhasil penelitian terlihat bahwa terdapat pengaruh daya tarik wisata kuliner malam terhadapkujungan wisatawan di Kota Pekanbaru Provinsi Riau. Hubungan antara daya tarik wisata kulinermalam dengan kunjungan wisatawan sangat erat. Disarankan kepada pemerintah Kota Pekanbaruagar dapat mempertahankan serta mengembangkan wisata kuliner malam yang menjadi daya tarikwisatawan sehingga diharapkan Kota Pekanbaru menjadi daerah tujuan wisata kuliner yang dilirikoleh wisatawan.
The Impact of Market Orientation, Product Innovation, and Competitive Advantage on the Marketing Performance of Culinary Enterprises: Empirical Study in Kampar Regency, Indonesia Irfandi, Nazmul; Halim, Edyanus Herman; Wijayanto, Gatot
Golden Ratio of Marketing and Applied Psychology of Business Vol. 5 No. 1 (2025): July - January
Publisher : Manunggal Halim Jaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52970/grmapb.v5i1.784

Abstract

In this study, the impact of product innovation and market orientation on the marketing performance and competitive advantage of micro-entrepreneurs in Kampar Regency's culinary industry will be examined. Additionally, this study assesses how competitive advantage influences marketing effectiveness by acting as a mediating factor between market orientation and product innovation. Tests of the direct and indirect effects between variables are conducted quantitatively using the SEM-PLS (Structural Equation Modeling - Partial Least Squares) analytical methodology. Questionnaires and interviews with micro-entrepreneurs in Kampar Regency's culinary industry were used to gather data. A total of 378 respondents were chosen as relevant samples using the purposeful sampling approach. The findings indicated that competitive advantage was significantly enhanced by market focus and product innovation. Furthermore, marketing performance was significantly improved by competitive advantage, product innovation, and market orientation. Additionally, the link between market orientation and product innovation on marketing success was shown to be reinforced by competitive advantage acting as a mediator.
The Impact of Market Orientation, Product Innovation, and Competitive Advantage on the Marketing Performance of Culinary Enterprises: Empirical Study in Kampar Regency, Indonesia Irfandi, Nazmul; Halim, Edyanus Herman; Wijayanto, Gatot
Golden Ratio of Marketing and Applied Psychology of Business Vol. 5 No. 1 (2025): July - January
Publisher : Manunggal Halim Jaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52970/grmapb.v5i1.784

Abstract

In this study, the impact of product innovation and market orientation on the marketing performance and competitive advantage of micro-entrepreneurs in Kampar Regency's culinary industry will be examined. Additionally, this study assesses how competitive advantage influences marketing effectiveness by acting as a mediating factor between market orientation and product innovation. Tests of the direct and indirect effects between variables are conducted quantitatively using the SEM-PLS (Structural Equation Modeling - Partial Least Squares) analytical methodology. Questionnaires and interviews with micro-entrepreneurs in Kampar Regency's culinary industry were used to gather data. A total of 378 respondents were chosen as relevant samples using the purposeful sampling approach. The findings indicated that competitive advantage was significantly enhanced by market focus and product innovation. Furthermore, marketing performance was significantly improved by competitive advantage, product innovation, and market orientation. Additionally, the link between market orientation and product innovation on marketing success was shown to be reinforced by competitive advantage acting as a mediator.
The Impact of Price Perception on Used Car Brand Image at Arengka Automall Pekanbaru Irfandi, Nazmul; Putri, Librina Tria; Desmawati, Desmawati
RIGGS: Journal of Artificial Intelligence and Digital Business Vol. 4 No. 4 (2026): November - January
Publisher : Prodi Bisnis Digital Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/riggs.v4i4.5353

Abstract

This study examines the impact of price perception on the brand image of used cars at Arengka Automall Pekanbaru. The used car industry is characterized by high information asymmetry and perceived risk, making price perception a crucial factor influencing consumer evaluations and brand image formation. A quantitative research approach was employed using a survey method. Data were collected from 200 consumers who had purchased used cars at Arengka Automall Pekanbaru through a structured questionnaire using a five-point Likert scale. The sampling technique applied was purposive sampling. The collected data were analyzed using simple linear regression with the assistance of statistical software. The results indicate that price perception has a positive and significant effect on the brand image of used cars, with a regression coefficient of 0.705 and a significance value below 0.05. This finding demonstrates that consumers who perceive prices as fair, competitive, and commensurate with vehicle quality tend to form a more positive brand image of the used car showroom. The coefficient of determination (R²) shows that price perception explains 49.7% of the variance in brand image, while the remaining percentage is influenced by other factors beyond the research model. This study contributes theoretically by strengthening marketing literature related to price perception and brand image in the context of the used car industry, which has received limited empirical attention. Practically, the findings provide important managerial implications for used car showroom management in designing transparent and value-based pricing strategies to enhance consumer trust and build a sustainable brand image.
Co-Authors A Halim Desmawati Desmawati Gatot Wijayanto Putri, Librina Tria PUTRI, LIBRINA TRIA