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Jurnal Manajemen Pemasaran dan Perilaku Konsumen
Published by Universitas Brawijaya
ISSN : 2963329X     EISSN : 2963329X     DOI : -
Core Subject : Science,
Decision Sciences, Operations Research & Management
Publish all forms of quantitative and qualitative research articles and other scientific studies related to the field of Marketing Management and Consumer Behavior.
Arjuna Subject : Ilmu Pengambilan Keputusan (semua kategori) - Ilmu Manajemen dan Riset Operasi
Articles 359 Documents
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Pengaruh Personal Branding Arief Muhammad Terhadap Purchase Intention Melalui Viral Marketing Di Instagram Damayanti, Kirana Ratry; Hussein, Ananda Sabil
Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 2 No. 1 (2023)
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/jmppk.2023.02.1.19

Abstract

Culinary industry is experiencing a rapid progress especially with the support of technological advancement. Therefore, more culinary business people develop their enterprises through digital marketing. Baso Aci Akang, using Arief Muhammad as their influencer, uses viral marketing strategy to increase sales. The objective of this research is to identify the effect of personal branding and viral marketing on purchase intention. Using non-probability sampling method and purposive sampling technique, 165 people with the minimum age of seventeen years and follow the Instagram account of Arief Muhammad were selected as the samples. The data analysis was performed in SmartPLS 3.0. Based on the hypothesis testing, this study finds that personal branding using Arief Muhammad influences viral marketing, that viral marketing increases consumer’s purchase intention, that personal branding using Arief Muhammad affects purchase intention, and that viral marketing mediates the effect of personal branding using Arief Muhammad on consumers’ intention to purchase Baso Aci Akang.     Abstrak Industri kuliner mengalami perkembangan yang sangat pesat apalagi didukung dengan perkembangan teknologi yang membuat para pelaku usaha kuliner mengembangkan usaha mereka melalui digital marketing. Baso Aci Akang bersama Arief Muhammad sebagai seorang influencer menggunakan strategi Viral Marketing untuk meningkatkan penjualan produk. Penelitian ini dilakukan untuk mengetahui pengaruh Personal Branding, viral merketing & Purchase Intention produk. Jenis penelitian ini merupakan penelitian kuantitatif. Teknik pengambilan sampel menggunakan non-probability sampling serta metode purposive sampling. Sampel yang digunakan adalah 165 responden dengan ketentuan minimal berusia 17 tahun, serta mengikuti akun Instagram Arief Muhammad. Analisis data menggunakan SmartPLS 3.0. Berdasarkan hasil pengujian dari keempat hipotesis, dapat disimpulkan bahwa: (1) Personal Branding Arief Muhammad dapat berpengaruh terhadap Viral Marketing, (2) Viral Marketing dapat meningkatkan Purchase Intention konsumen terhadap suatu produk, (3) Personal Branding Arief Muhammad berpengaruh terdahap Purchase Intention, (4) Viral Marketing dapat memediasi pengaruh seorang Personal Branding Arief Muhammad terhadap Purchase Intention Baso Aci Akang.
Pengaruh Negara Asal, Persepsi Kualitas, Persepsi Nilai, dan Citra Merek Terhadap Brand Smartphone Vivo Maulana, Muhammad Shindid; Rohman , Fatchur
Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 2 No. 1 (2023)
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/jmppk.2023.02.1.17

Abstract

The goal of this research is to identify the effects of country of origin, perceived quality, perceived value, and brand image on customer’s intention to purchase Vivo smartphones. The effect to be studied is the direct effect of country of origin, perceived quality, perceived value, and brand image on purchase intention. This study is categorized as explanatory research since it tries to explain the causal relationship between variables through hypothesis testing. Using purposive sampling technique, 101 prospective smartphone buyers in Malang city were selected as the respondents. Here research instrument test and classical assumption test were incorporated. This study finds that country of origin does not motivate consumers to purchase, that perceived quality and perceived value encourage their purchase intention, and that brand image does not make them buy Vivo smartphones.   Abstrak Penelitian ini bertujuan untuk mengetahui pengaruh Negara Asal, Persepsi Kualitas, Persepsi Nilai, dan Citra Merek terhadap Niat Beli pada brand smartphone Vivo. Pengaruh yang ingin diketahui adalah pengaruh langsung Negara Asal, Persepsi Kualitas, Persepsi Nilai, dan Citra Merek terhadap Niat Beli. Jenis penelitian ini adalah explanatory research yang menjelaskan hubungan kausal antara variabel-variabel melalui pengujian hipotesis. Penelitian ini menggunakan sampel sebanyak 101 responden. Pengambilan sampel menggunakan purposive sampling dengan karakteristik merupakan calon pembeli smartphone di Kota Malang. Alat uji yang digunakan adalah uji instrumen penelitian dan uji asumsi klasik. Dari hasil pengujian ini dapat disimpulkan bahwa Negara Asal tidak dapat mendorong konsumen untuk membeli. Persepsi Kualitas dan Persepsi Nilai dapat mendorong konsumen untuk membeli. Sedangkan Citra Merek tidak dapat mendorong konsumen untuk membeli brand smartphone Vivo.
EFEKTIVITAS PENERAPAN DIRECT MARKETING PADA PENJUALAN REKENING RENCANA TABUNGAN HAJI (RTJH) BANK SINARMAS SYARI’AH MALANG Eridany, Athallah Noval; Waluyowati, Nur Prima
Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 1 No. 3 (2022)
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/jmppk.2022.01.3.05

Abstract

Banks as service business actors in the financial sector, also need the right marketing strategy to be able to reach the target market they want. Bank Sinarmas Syari'ah Malang seeks to market and offer products for the Hajj Savings Plan Account (RTJH) to the public, especially Muslims by conducting direct marketing. The choice of a direct marketing strategy raises the question why Bank Sinarmas Syari'ah Malang prefers to use a direct marketing strategy compared to other marketing strategies. This study aims to determine the effectiveness of implementing direct marketing strategies in selling products for the Hajj Savings Plan Account (RTJH) of Bank Sinarmas Syari'ah Malang. The theory used to support this research is a theory related to marketing and direct marketing. The object of this research is Bank Sinarmas Syari'ah Malang. This study uses a qualitative descriptive approach which uses primary data through interviews, observation and documentation. The data analysis technique used in this research is data triangulation where there is data reduction, data presentation and conclusion drawing. The results of this study indicate that the application of direct marketing strategies to product sales of the Hajj Savings Plan Account (RTJH) can be said to be effective.
Pengaruh Keragaman Produk dan Harga Terhadap Impulse Buying Melalui Shopping Emotion Riauni, Muhammad Alfarabi NL; Restuti, Sri; Musfar, Tengku Firli
Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 2 No. 1 (2023)
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/jmppk.2023.02.1.16

Abstract

MR DIY Indonesia is one of the leading equipment retailers in Indonesia which was established with the concept of "Always Low Price" which applies to every store, meaning that every quality product offered is always at an affordable price and there is no difference in price between stores across the archipelago. This study aims to examine the effect of Product Diversity and Price on Impulse Buying through Shopping Emotion as an Intervening Variable on Consumers of MR DIY Mal SKA Pekanbaru. Primary data were collected with a questionnaire as an instrument. This study uses 100 consumers of MR DIY Mall SKA Pekanbaru as respondents with the Non-Probability Sampling technique. This research uses data analysis method using Path Analysis using SPSS software. The results of this study indicate that (1) Product Diversity has an effect on Shopping Emotion; (2) Price has an effect on Shopping Emotion; (3) Product Diversity affects Impulse Buying; (4) Price has an effect on Impulse Buying; (5) Shopping Emotion has an effect on Impulse Buying; (6) Product diversity affects Impulse Buying through Shopping Emotion; (7) Price has an effect on Impulse Buying through Shopping Emotion.   Abstrak MR DIY Indonesia merupakan salah satu retailer perlengkapan terkemuka di Indonesia yang didirikan dengan konsep “Always Low Price” yang berlaku di setiap toko, artinya setiap produk berkualitas yang ditawarkan selalu memiliki harga yang terjangkau dan tidak ada perbedaan harga antar toko yang tersebar di seluruh nusantara. Penelitian ini bertujuan untuk menguji Pengaruh Keragaman Produk dan Harga Terhadap Impulse buying Melalui Shopping emotion Sebagai Variabel Intervening pada Konsumen MR DIY Mal SKA Pekanbaru. Data primer dikumpulkan dengan kuesioner sebagai instrument. Penelitian ini menggunakan 100 konsumen MR DIY Mal SKA Pekanbaru sebagai responden dengan teknik Non-Probability Sampling. Penelitian ini menggunakan metode analisis data dengan menggunakan Analisis Jalur dengan menggunakan software SPSS. Hasil penelitian ini menunjukkan bahwa Keragaman Produk berpengaruh terhadap Shopping emotion, Harga berpengaruh terhadap Shopping emotion, Keragaman produk berpengaruh terhadap Impulse buying, Harga berpengaruh terhadap Impulse buying, Shopping emotion berpengaruh terhadap Impulse buying, Keragaman Produk berpengaruh terhadap Impulse buying melalui Shopping emotion, dan Harga berpengaruh terhadap Impulse buying melalui Shopping emotion.
Pengaruh Korean Wave, Parasocial Relationship, dan Brand Ambassador terhadap Niat Menggunakan E-commerce Tokopedia Isura, Windy Karina; Hapsari, Raditha Dwi Vata
Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 2 No. 1 (2023)
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/jmppk.2023.02.1.09

Abstract

The objective of this research is to assess and analyze the effects of Korean wave, parasocial relationship, and brand ambassador on the intention to use Tokopedia. This research was conducted on Tokopedia company using 130 respondents, who were selected using non-probability sampling method and purposive sampling technique. The variables of this research are Korean wave, parasocial relationship, brand ambassador, and intention to use. The population are Tokopedia users who follow BTS, Tokopedia’s brand ambassador, in social media. The data was analyzed using descriptive statistics and multiple linear regression, and the research hypotheses were assessed using F test, t test, and coefficient of determination (R2) test, all of which were performed in IBM SPSS 25. This study finds that Korean wave have a positive but insignificant effect on the intention to use, while parasocial relationship and brand ambassador positively and significantly affect the intention to use.   Abstrak Penelitian ini bertujuan untuk menguji dan menganalisis pengaruh korean wave, pa­rasocial relationship, dan brand ambassador terhadap niat menggunakan e-commerce To­ko­pedia. Penelitian ini dilakukan pada perusahaan Tokopedia. Teknik pengambilan sampel pe­nelitian ini menggunakan teknik non-probability sampling dengan jenis purposive sam­pling. Sampel penelitian diperoleh sebanyak 130 responden. Variabel penelitian ini terdiri da­ri korean wave, parasocial relationship, brand ambassador dan niat menggunakan e-com­merce Tokopedia. Populasi dalam penelitian ini adalah pengguna e-commerce Tokopedia ya­ng turut mengikuti BTS, brand ambassador Tokopedia, di media sosial. Adapun metode ana­lisis data pada penelitian ini menggunakan statistik deskriptif dan analisis regresi linier ber­ganda. Pengujian hipotesis penelitian dilakukan dengan menggunakan uji koefisien de­ter­mi­nasi (R2), uji F dan uji t melalui program Statistika IBM SPSS 25. Hasil penelitian me­nun­jukkan bahwa korean wave berpengaruh tidak signifikan terhadap niat penggunaan e-com­merce Tokopedia, sedangkan parasocial relationship dan brand ambassador ber­penga­ruh positif dan signifikan terhadap niat penggunaan e-commerce Tokopedia.
The effect of Marketing Mix on People’s Decision to Purchase Bittersweet by Najla Darwin, Nabila Syukrani; Yuniarinto, Agung
Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 2 No. 1 (2023)
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/jmppk.2023.02.1.07

Abstract

Food-and-beverage industry in Indonesia is growing and developing rapidly due to advancement in information technology, which affects marketing system applied by businesses. Bittersweet by Najla, an enterprise engaging in food-and-beverage industry, has adapted itself to technological development and is using it to design an online marketing system using online media. The objective of this research is to identify and analyze the effect of marketing mix on the decision of people in Jakarta to buy its product. This study is categorized as an explanatory research as it explains the causal relationship between variables through hypothesis testing. Using non-probability sampling method and purposive sampling technique, 100 people with the minimum age of seventeen years who live in Jakarta and have purchased the businesses’ product were selected as the research sample. The results of the descriptive statistics and multiple linear regression analyses indicate that product, price, promotion, and price significantly influence people’s decision to buy the product of bittersweet by Najla. This means that the decision of people in Jakarta to purchase the products of Bittersweet by Najla is affected by variables of product, price, promotion, and place.   Abstrak Pertumbuhan dan perkembangan industri food and beverage di Indonesia sangat pesat didukung dengan perkembangan teknologi informasi yang mempengaruhi sistem pemasaran yang dilakukan pelaku usaha. Bittersweet by Najla merupakan salah satu usaha yang bergerak dalam industry food and beverage yang beradaptasi dengan kemajuan teknologi dan memanfaatkannya untuk merancang sistem pemasaran melalui media online. Penelitian ini bertujuan untuk mengetahui dan menganalisis pengaruh bauran pemasaran terhadap keputusan pembelian Bittersweet by Najla pada masyarakat di kota Jakarta. Jenis penelitian ini adalah explanatory research yang menjelaskan hubungan kausal antara variabel-variabel melalui pengujian hipotesis. Sampel yang digunakan dalam penelitian ini berjumlah 100 responden. Kriteria dari 100 responden tersebut adalah individu yang berusia 17 tahun keatas, pernah membeli produk Bittersweet by Najla dan bertempat tinggal di kota Jakarta. Pengambilan sampel menggunakan metode non probability sampling dengan teknik porposive sampling. Analisis data yang dilakukan adalah statistik deskriptif dan analisis regresi linier berganda. Hasil penelitian menunjukkan bahwa variabel produk, harga, promosi dan lokasi secara signifikan mempengaruhi keputusan pembelian Bittersweet by Najla pada masyarakat di Kota Jakarta. Hasil ini berarti bahwa keputusan untuk membeli produk Bittersweet by Najla pada masyarakat Kota Jakarta dipengaruhi oleh variabel produk, harga, promosi dan lokasi.
Pengaruh E-service quality dan E-Trust terhadap E-loyalty Pengguna Simobiplus dengan E-Satisfaction sebagai Variabel Mediasi Ciandi, Wiliam Yanto
Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 2 No. 1 (2023)
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/jmppk.2023.02.1.06

Abstract

The increase in the transaction values and volumes of electronic money is a phenomenon showing that people tend to use electronic payment methods, such as mobile banking. Based on a survey entitled Bank Service Excellence Monitor of 2022, SimobiPlus is one of the ten best performing mobile banking of the year. However, despite the numerous awards in digital service development, users were still complaining about the service of SimobiPlus in both Appstore and Playstore, and this might affect their loyalty. The objective of this research is to analyze the effect of e-service and e-trust on the e-loyalty of SimobiPlus users through the mediation of e-satisfaction. Using non-probability sampling method and purposive sampling technique, 121 SimobiPlus users living in Malang city were selected as the samples. The results of the Partial Least Squares analysis indicate that e-service quality, e-trust, and e-satisfaction positively and significantly influence e-loyalty, that e-service quality and e-trust positively and significantly affect e-satisfaction, and that e-satisfaction significantly mediates the impact of e-service quality and e-trust on e-loyalty. This research is particularly directed to Bank Sinarmas. The fierce competition in banking industry requires Bank Sinarmas to continuously provide excellent services to its customers through serving their needs.   Abstrak Fenomena peningkatan nilai dan volume transaksi penggunaan uang elektronik, menunjukkan masyarakat cenderung menggunakan metode pembayaran elektronik, seperti mobile banking. Disamping banyaknya penghargaan, beberapa nasabah juga memberikan komentar negatif terkait layanan SimobiPlus melalui appsstore maupun playstore. Tujuan penelitian ini adalah menganalisis pengaruh E-service quality dan E-Trust terhadap e-loyalty pengguna SimobiPlus dengan E-Satisfaction sebagai variabel mediasi. Metode analisis yang digunakan adalah analisis Partial Least Square. Penentuan sampel dalam penelitian ini menggunakan metode non-probability sampling dengan teknik purposive sampling. Sampel terdiri dari 121 pengguna SimobiPlus berdomisili Kota Malang. Hasil temuan dari studi ini menunjukkan bahwa e-service quality, E-Trust, dan E-Satisfaction secara positif dan signifikan mempengaruhi e-loyalty. E-service quality dan E-Trust secara positif dan signifikan mempengaruhi E-Satisfaction. Selain itu, penelitian ini juga menunjukkan E-Satisfaction secara signifikan memediasi pengaruh E-service quality dan E-Trust terhadap e-loyalty pengguna SimobiPlus. Implementasi dari penelitian ini lebih ditujukan untuk Bank Sinarmas. Persaingan yang ketat di industri perbankan mengharuskan Bank Sinarmas untuk selalu memberikan pelayanan prima terhadap nasabah Bank Sinarmas dalam hal melayani kebutuhan nasabah.
Pengaruh Kualitas Produk terhadap Loyalitas Pelanggan Melalui Kepuasan Pelanggan Utami, Sischa Adetya; Handrito, Radityo Putro
Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 2 No. 1 (2023)
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/jmppk.2023.02.1.10

Abstract

The objective of this research is to identify the effect of product quality on the loyalty of Miniso customers in Greater Malang with the mediation of customer satisfaction. The sample number of this explanatory research was 170 people, obtained from the use of Roscoe’s guidelines. They were selected using non-probability sampling method and purposive sampling technique. The data was harvested from Google Forms questionnaires distributed online via social media and was analyzed using Hayes’s Process 4.2, performed in SPSS version 25. This study finds that ¬product quality significantly influences customer satisfaction, that customer satisfaction significantly affects customer loyalty, that ¬product quality significantly impacts customer loyalty, and that customer satisfaction mediates the effect of ¬product quality on customer loyalty. The mediation is partial since customer satisfaction mediates the effect of product quality on customer loyalty, but product quality can affect customer loyalty without the mediation of customer satisfaction.   Abstrak Penelitian ini bertujuan untuk mengetahui pengaruh dari Kualitas Produk terhadap Loyalitas Pelanggan melalui Kepuasan Pelanggan sebagai variabel mediasi pada konsumen Miniso di Malang Raya. Jenis penelitian ini adalah penelitian eksplanasi yang menggunakan sampel sebanyak 170 responden, ditentukan berdasarkan syarat atau ketentuan menurut Roscoe. Pengambilan sampel dengan menggunakan teknik pengambilan sampel acak dengan metode sampel pertimbangan. Penyebaran kuesioner dilaksanakan secara online melalui sosial media dengan media perantara google form. Uji analisis data pada penelitian ini menggunakan perangkat lunak SPSS versi 25 dengan metode analisis data Process 4.2 yang dikembangkan oleh Hayes. Hasil penelitian ini adalah kualitas produk berpengaruh signifikan terhadap kepuasan pelanggan, lalu kepuasan pelanggan dan kualitas produk berpengaruh signifikan terhadap loyalitas pelanggan, serta kepuasan pelanggan dapat memediasi pengaruh kualitas produk terhadap loyalitas pelanggan. Berdasarkan hasil tersebut maka dapat disimpulkan terjadi efek mediasi secara parsial karena variabel kepuasan pelanggan dapat memediasi pengaruh antara variabel kualitas produk dan loyalitas pelanggan, namun kualitas produk juga dapat mempengaruhi loyalitas pelanggan secara langsung tanpa melalui kepuasan pelanggan.
Pengaruh Brand Awareness dan Perceived Quality terhdap Minat Beli Layanan Virtual Tour Ramadhan, Syahri; Susilowati, Christin
Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 2 No. 1 (2023)
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/jmppk.2023.02.1.03

Abstract

Tourism is a superior sector that keeps developing and one of the sectors that plays an important role for Indonesia's economy. However, the Covid-19 pandemic that hit globally have forced all tourism businesspeople to adapt and rearrange their business strategy in order to survive. Travelxism is one of the business that uses the recent technological advancement to adapt and survive the pandemic. They switch their services to virtual tours, but they still have to compete with other service providers. Here brand awareness and perceived quality are key determinants for customer’s purchase intention. The objective of this research is to assess the effect of brand awareness and perceived quality on people’s intention to purchase Travelxism’s virtual tour services. The population of this quantitative explanatory research is the customers of Travelxism. Using non-probability sampling method and purposive sampling technique, 100 people were selected as the respondents. The data of this research was harvested from questionnaires and was processed using multiple linear regression in SPSS version 26, resulting in that brand awareness does not significantly influence the purchase intention and that perceived quality affects the purchase intention.   Abstrak  Sektor pariwisata menjadi sektor andalan yang terus berkembang dan salah satu sektor yang berperan penting dalam perekonomian Indonesia. Sayangnya, pandemi Covid-19 yang melanda seluruh dunia memaksa seluruh pelaku industri pariwisata untuk beradaptasi dan menata kembali strategi bisnis agar dapat bertahan. Travelxism menjadi salah satu perusahaan yang memanfaatkan perkembangan teknologi terkini untuk beradaptasi dalam menghadapi pandemi Covid-19 dengan mengganti paket perjalanan wisata secara langsung menjadi virtual tour. Walaupun demikian, Travelxism tetap harus bersaing dengan penyedia layanan virtual tour lainnya. Brand awareness dan perceived quality menjadi salah satu indikator penting dalam mempengaruhi minat beli konsumen agar memenangkan persaingan bisnis. Penelitian ini bertujuan untuk melihat apakah terdapat pengaruh antara brand awareness dan perceived quality terhadap minat beli layanan virtual tour dari Travelxism. Penelitian ini menggunakan metode kuantitatif dengan jenis penelitian explanatory research atau melihat hubungan antar satu variabel terhadap variabel lain. Populasi pada penelitian ini adalah konsumen Travelxism dengan sampel sebanyak 100 responden. Teknik sampling menggunakan Nonprobability Sampling metode Sampling Purposive atau dengan pertimbangan tertentu. Data hasil sampling diperoleh melalui kuisioner dan diolah melalui uji regresi linier berganda dengan bantuan software SPSS versi 26. Hasil dari penelitian menunjukkan bahwa brand awareness tidak berpengaruh terhadap minat beli sedangkan perceived quality berpengaruh terhadap minat beli.
Pengaruh Loakasi, Kebersihan, dan Fasilitas terhadap Kepuasan Pengunjung Okaputri, Novka Rohma; Arif, Moh. Erfan
Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 2 No. 1 (2023)
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/jmppk.2023.02.1.11

Abstract

The objective of this research is to identify the direct effects of location, cleanliness, and facility on the satisfaction of Kusuma Agrowisata visitors. This explanatory research explains the causal relationship between the existing variables through hypothesis testing. Using purposive sampling technique, 150 people with the minimum age of seventeen years who have visited the tourism object at least once were selected as the respondents. The results of the multiple linear regression analysis have led to findings that location, cleanliness, and facilities have positive and significant effects on the visitor’s satisfaction.   Abstrak Penelitian ini bertujuan untuk mengetahui pengaruh variabel lokasi, kebersihan dan fasilitas bagi kepuasan pengunjung Kusuma Agrowisata secara langsung. Jenis penelitian ini adalah explanotory research yang menjelaskan hubungan kausal antara variabel-variabel yang ada melalui pengujian hipotesis. Penelitian ini menggunakan sampel sebanyak 150 responden. Pengambilan sampel dalam penelitian ini menggunakan purposive sampling dengan karakteristik berusia lebih atau sama dengan 17 tahun dan pernah berkunjung ke Kusuma Agrowisata sebanyak satu kali atau lebih. Alat uji yang digunakan adalah analisis regresi linear berganda. Hasil penelitian menunjukan bahwa variabel lokasi, kebersihan dan fasilitas memiliki pengaruh positif dan signifikan terhadap kepuasan pengunjung.

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