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All Journal Global Insights in Management and Economic Research
Butar-Butar, Dwi Fany Fransiska Dewi
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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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.
The Impact of Loyalty and Work Discipline on Employee Productivity: Evidence from PT Rubber Hock Lie Bawamenewi, Setia Hati; Sinaga, Irwan Nopian; Butar-Butar, Dwi Fany Fransiska Dewi
Global Insights in Management and Economic Research Vol. 2 No. 01 (2026): February Issue Global Insights in Management and Economic Research
Publisher : INSPIRETECH GLOBAL INSIGHT

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53905/Gimer.v2i01.01

Abstract

Purpose of the study: This study investigates the influence of employee loyalty and work discipline on productivity at PT. Rubber Hock Lie Sunggal, an international rubber manufacturing company based in North Sumatra, Indonesia. Materials and methods: A quantitative approach employing saturated sampling was utilized with 50 employees comprising the total workforce. Data collection involved primary sources through structured questionnaires and secondary sources from company documentation. Multiple linear regression analysis was employed to examine the relationships between variables, supplemented by classical assumption tests and hypothesis testing (t-test, F-test, and coefficient of determination). Results: The multiple linear regression equation Y = 5.448 + 0.038X₁ + 0.602X₂ + e demonstrated that both loyalty and work discipline exert positive and significant effects on employee productivity. Partial testing revealed that loyalty significantly influences productivity (tcalculated = 2.269 > ttable = 2.011; p < 0.05), while work discipline demonstrates a stronger effect (tcalculated = 4.185 > ttable = 2.011; p < 0.001). Simultaneous testing yielded Fcalculated = 39.071 > Ftable = 3.20 (p < 0.001), confirming the combined significant effect. The adjusted R² value of 0.608 indicates that 60.8% of productivity variance is explained by loyalty and work discipline, with 39.2% attributed to other factors. Conclusions: Employee loyalty and work discipline significantly enhance productivity in the rubber manufacturing sector. Work discipline demonstrates a more substantial impact compared to loyalty. Organizations should prioritize strengthening disciplinary systems and fostering employee commitment to optimize workforce productivity. These findings contribute to human resource management strategies in manufacturing industries, particularly in developing economies.
Co-Authors Bawamenewi, Setia Hati Fransiskus, Raymond Nurzulia, Dini Sinaga, Irwan Nopian