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All Journal QISTINA: Jurnal Multidisiplin Indonesia Global Insights in Management and Economic Research
Butar-Butar, Dwi Fany Fransiska Dewi
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Religion Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Nursing

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Integrating Price Sensitivity and Social Media Marketing to Predict Consumer Purchase Decisions in Tourism Packages Nurzulia, Dini; Butar-Butar, Dwi Fany Fransiska Dewi; Fransiskus, Raymond
Global Insights in Management and Economic Research Vol. 1 No. 3 (2025): Agustus 27, 2025
Publisher : INSPIRETECH GLOBAL INSIGHT

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53905/Gimer.v1i03.24

Abstract

Purpose: This study investigates the impact of price sensitivity and social media marketing strategies on consumer purchase decisions for holiday packages in the Indonesian tourism sector, specifically examining PT Bangben Group Indonesia's operations. Materials and Methods: A quantitative research design was employed with a population of 417 holiday package consumers during 2024. Using Slovin's formula, 81 respondents were selected through random sampling. Data collection utilized structured questionnaires measured on a 5-point Likert scale. Multiple linear regression analysis was conducted using SPSS version 22 to examine relationships between variables: price (X₁), social media marketing (X₂), and purchase decisions (Y). Validity testing employed Pearson correlation (r > 0.218), while reliability was assessed using Cronbach's alpha (α > 0.60). Results: The regression model Y = 6.888 + 0.764X₁ + 0.635X₂ + e demonstrated that both price and social media marketing significantly influence purchase decisions. Price showed positive significant effect (t = 3.616 > t-table 1.991, p = 0.001), as did social media marketing (t = 4.402 > t-table 1.991, p = 0.000). The simultaneous effect was confirmed (F = 52.730 > F-table 3.11, p = 0.000). The adjusted R² of 0.564 indicates that 56.4% of purchase decision variance is explained by these variables. Conclusions: Price sensitivity and social media marketing are critical determinants of consumer purchase decisions in tourism packages. The stronger influence of social media marketing (β = 0.452) compared to price (β = 0.371) suggests shifting consumer priorities in digital environments. Tourism operators should integrate competitive pricing strategies with robust social media presence to optimize conversion rates.
Pengaruh Motivasi Kerja dan Budaya Organisasi Terhadap Kinerja Pegawai pada Dinas Pariwisata di Kota Medan Gea, Yuliana; Sagala, Maduma Sari; Butar-Butar, Dwi Fany Fransiska Dewi
QISTINA: Jurnal Multidisiplin Indonesia Vol 4, No 2 (2025): December 2025
Publisher : CV. Rayyan Dwi Bharata

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.57235/qistina.v4i2.7102

Abstract

Permasalahan dalam penelitian adalah Motivasi Kerja Dan Budaya Organisasi yang di terapkan pada dinas pariwisata kota medan belum sepenuhnya berjalan dengan baik terhadap kinerja pegawai pada Dinas Pariwisata Kota Medan.Tujuan penelitian ini untuk mengatahui Pengaruh Motivasi Kerja Dan Budaya Organisasi Terhadap Kinerja Pegawai. Penelitian ini menggunakan metode deskriptif kuantitatif. Jumlah populasi dan sampel dalam penelitian ini berjumlah 52 pegawai dinas pariwisata kota medan. Adapun metode pengambilan sampel pada penelitian ini menggunakan nonprobability sampling dengan teknik sampling jenuh. Hasil analisis linear berganda yaitu: Y=4.954 + 0.595 X1 + 0.599 X2 + e yang menunjukkan Motivasi Kerja Dan Budaya Organisasi berpengaruh positif dan bersignifikan terhadap kinerja pegawai. Sedangkan hasil uji (t) menunjukkan bahwa Motivasi Kerja Dan Budaya Organisasi berpengaruh positif dan signifikan Terhadap Kinerja Pegawai dimana dapat dilihat nilai atau thitung = 3.915 ttabel 2.009. Serta variabel Budaya Organisasi berpengaruh positif dan signifikan terhadap Kinerja Pegawai dimana dapat dilihat thitung = 3.356 ttabel 2.009. Hasil dari koefisien regresi dapat nilai regresi korelasi sebesar 0,866, artinya secara bersama-sama motivasi kerja dan budaya organisasi terhadap kinerja pegawai pada Dinas Pariwisata Kota Medan memiliki kontribusi pada taraf yang erat dan positif. Kemudian nilai (R2 ) sebesar 0,740 (74.0%). Sehingga dapat dikatakan bahwa 74.0% variasi variabel bebas yaitu motivasi kerja dan budaya organisasi pada model dapat menjelaskan variabel kinerja pegawai pada Dinas Pariwisata Kota Medan sedangkan sisanya sebesar 26.0% dipengaruhi oleh variabel lain di luar model seperti gaya kepemimpinan, lingkungan kerja dan lain sebagainnya.
Co-Authors Fransiskus, Raymond Gea, Yuliana Maduma Sari Sagala Nurzulia, Dini