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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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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.
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.
E-Commerce Strategies and Customer Experience as Drivers of Purchase Intention: A Case Study of Maju Bersama Supermarket, Medan City Pohan, Dina Antika; Butar-Butar, Dwi Fany Fransiska Dewi; Hasibuan, Siti Junaida
Global Insights in Management and Economic Research Vol. 1 No. 04 (2025): November 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.v1i04.32

Abstract

Purpose of the study: This study investigates the influence of e-commerce implementation and customer experience on purchase intention at Maju Bersama Supermarket in Medan City, Indonesia. The research aims to determine the extent to which these variables, both individually and collectively, affect consumer purchase intentions in a hybrid retail environment Materials and methods: A quantitative research approach was employed using accidental sampling technique. The study population consisted of 1,252 registered members of Maju Bersama Supermarket, with a sample size of 93 respondents calculated using the Slovin formula with a 10% margin of error. Data were collected through structured questionnaires and analyzed using multiple linear regression analysis with SPSS version 22. Validity and reliability tests were conducted, followed by classical assumption tests (normality, multicollinearity, and heteroscedasticity) before hypothesis testing. Results: The regression equation Y = 10.151 + 0.176X₁ + 0.395X₂ indicates that both e-commerce (X₁) and customer experience (X₂) positively influence purchase intention. Partial hypothesis testing revealed that e-commerce significantly affects purchase intention (t = 3.476 > t-table = 1.662, p = 0.001), as does customer experience (t = 4.432 > t-table = 1.662, p < 0.001). Simultaneous testing confirmed that both variables collectively influence purchase intention (F = 15.628 > F-table = 3.098, p < 0.001). The adjusted R² value of 0.241 (24.1%) suggests that these variables explain approximately one-quarter of the variance in purchase intention, with the remaining 75.9% attributable to other factors not examined in this study. Conclusions: E-commerce implementation and customer experience are significant predictors of purchase intention in the retail supermarket context. Customer experience demonstrates a stronger influence (β = 0.403) compared to e-commerce (β = 0.316), suggesting that while digital platforms facilitate commerce, the quality of customer interactions remains paramount. Retailers should prioritize both technological infrastructure development and experiential service quality to maximize purchase intentions. Future research should explore additional variables within the unexplained 75.9% variance, such as price perception, product quality, brand trust, and competitive positioning.
Co-Authors Bawamenewi, Setia Hati Fransiskus, Raymond Gea, Yuliana Hasibuan, Siti Junaida Maduma Sari Sagala Nurzulia, Dini Pohan, Dina Antika Sinaga, Irwan Nopian