Jurnal Entrepreneur dan Manajemen Sains (JEMS)

PENGARUH BRAND IMAGE DAN PROMOTION TERHADAP KEPUTUSAN MAHASISWA BARU MEMILIH UNIVERSITAS DEHASEN SEBAGAI TEMPAT KULIAH (STUDI PADA MAHASISWA BARU ANGKATAN 2023)

2024-06-13T13:16:48+00:00

This study aims to determine the influence of Brand Image and Promotion variables on the decision to choose. This research uses a quantitative method. The population in this study is all students of Dehasen University of the 2023 intake with a total population of 2056, and 334 respondents were selected as samples. The sampling technique used was purposive sampling. Data collection was carried out using questionnaires.

The results of this study indicate that: (1) There is a positive influence of the Brand Image variable on the Decision to Choose. Based on the results of partial tests, a t-value of 5.983 and a regression coefficient of 0.575 with significance of 0.000 were obtained. (2) There is a positive influence of the Promotion variable on the Decision to Choose. Based on the results of partial tests, a t-value of 2.260 and a regression coefficient of 0.210 with significance of 0.024 were obtained. (3) Brand Image and Promotion have a positive influence on the Decision to Choose. This is evidenced by the test result of an F-value of 29.069 compared to the F-table value of 3.870 and a significance value (0.000 <0.050).

Keywords : Brand Image, Promotion, Decision to Choose

PENGARUH INOVASI DAN KUALITAS PRODUK TERHADAP LOYALITAS PELANGGAN TELKOMSEL DI KOTA BENGKULU

2024-06-13T13:22:22+00:00

This research is motivated by the imperative for Telkomsel to continually enchance its innovation and product quality to sustain customer loyalty. The objective of this study is to ascertain the impact the innovation (X1) and product quality (X2) on customer loyalty (Y) among Telkomsel customers in Bengkulu City. The research question addressed is whether innovation and product quality significantly influence customer loyalty among Telkomsel usen in Bengkulu City. The research adopts a quantitative approach, focusing on Telkomsel customers in Bengkulu City as the study population.

Based on the findings from the investigation into the influence of innovation and product quality on Telkomsel customers in Bengkulu City, it can be concluded that innovation significantly affects customer loyalty on Telkomsel customers in Bengkulu City, and product quality also has a significant impact on Telkomsel customer loyalty in Bengkulu City. Futhermore, innovation (X1) and product quality (X2) together exert a significant influence on customer loyalty (Y) among Telkomsel customers in Bengkulu City.

The Coefficient of Determination Test (R2) yielded a value of 0.303, signifying that innovation (X1) and product quality (X2) contribute an influential proportion of 0.303 or 30.3% to customer loyalty (Y) among Telkomsel customers in Bengkulu City. The remaining 0.697 or 69.7% is influenced by other variables not considered in this study.

Keywords: Innovation, Product Quality, Customer Loyalty

PENGARUH CONTENT MARKETING INSTAGRAM DAN POTONGAN HARGA TERHADAP IMPULSE BUYING

2024-06-13T13:21:24+00:00

This research aims to determine Instagram content marketing and discounts on impulse buying (at the RJ Gallery store, Bengkulu City). This type of research is quantitative descriptive research. The object of this research is consumers of the RJ Gallery shop who use Instagram as a reference to see the products on offer. The sampling method is a purposive sampling technique. The number of respondents in this study was 100 respondents using the Slovin formula with 10% confidence. The data collection method uses a Google Form questionnaire with a population of ± 158,000 Instagram followers at the RJ Gallery Shop in Bengkulu City. The analysis technique uses multiple linear regression analysis tests and hypothesis testing, namely the t test and f test.

The results of this research can be concluded that partially or t test the Instagram content marketing variable (X₁) has a positive and significant effect while the price discount variable (X₂) partially has no effect. Simultaneously or f test the Instagram content marketing variables (X₁) and price discounts (X₂) on impulse buying (Y) have a positive and significant effect. The more content marketing there is on Instagram and the more discounts given according to consumer desires, the more impulse buying will increase.

Keywords: Instagram Content Marketing, Price Discounts, Impulse Buying

PENGARUH DAYA TARIK WISATA, FASILITAS WISATA, DAN KEAMANAN TERHADAP LOYALITAS WISATAWAN PADA WISATA SUNGAI TROKON CURUP KABUPATEN REJANG LEBONG

2024-06-13T13:20:21+00:00

The objectives of this study are (1) to find out the influence of tourist attractions on tourist loyalty, (2) to find out the influence of tourist facilities on tourist loyalty, (3) to find out the influence of tourist security on tourist loyalty, and (4) to find out the influence of tourist attractions, tourist facilities, and security on tourist loyalty on tourism in the Trokon Curup River, Rejang Lebong Regency.

This type of research is a quantitative research, conducted from November 2023 to January 2024. The population is all visitors to the Trokon Curup River, Rejang Lebong Regency. The sample in this study is tourists who have visited the tour at least 2 times. The respondents in this study amounted to 132 respondents. Data collection using questionnaires and data analysis using a multiple linear regression model and processed using SPSS version 25 software.

The results of the study show that tourist attraction has a positive effect on tourist loyalty. Tourist facilities have a positive effect on tourist loyalty. Tourism security has a positive effect on tourist loyalty. Tourist attractions, tourist facilities and tourism safety together affect tourist loyalty, which contributes 61.8% in influencing tourist loyalty in the Trokon Curup River tourism in Rejang Lebong Regency, while the remaining 38.2% is influenced by other variables that are not included in this research model.

Keywords: Attractions, Facilities, Security, Tourist Loyalty.

PENGARUH LINGKUNGAN KERJA, KEPUASAN KERJA, DAN KOMPENSASI TERHADAP PRODUKTIVITAS KARYAWAN PT. SEMBILAN PILAR UTAMA

2024-06-13T13:19:28+00:00

This research is a quantitative approach. The method used in this research is descriptive method. The population in this study are all employees at PT. Nine Main Pillars of Kepahiang totaling 42 people. The data collection method used here includes four types including interviews, observation, literature studies, questionnaires. The data obtained in this study will be processed using SPSS 20 software. The data analysis technique uses quantitative analysis.

Based on the results of the study, there is an influence of the work environment (X1) on employee productivity (Y) PT. The Nine Main Pillars with tsig values <α (0.001<0.05) and tcount > ttable (2.571> 1.68195) thus Ho is rejected and Ha is accepted. From the significance value obtained that the variable X1 has an effect on employee productivity (Y). There is an effect of compensation (X3) on employee productivity (Y) PT. The Nine Main Pillars with tsig values <α (0.003<0.05) and tcount > ttable (2.571> 1.68195) thus Ho is rejected and Ha is accepted. From the significance value obtained that the variable X3 has an effect on employee productivity (Y). There is an influence that the independent variables jointly affect the dependent variable where the Fsig value <α 0.05 and Fcount > F table (16.373> 2.83)

Keywords : Work Environment, Job Satisfaction, Compensation, Employee Productivity.

PENGARUH KUALITAS PRODUK, KEMASAN DAN CITA RASA TERHADAP MINAT BELI KONSUMEN PADA PRODUK STIK UBI DI KELURAHAN TANGSI BARU KABAWETAN KABUPATEN KEPAHYANG

2024-06-13T13:18:43+00:00

Research on Sweet Potato Sticksin Tangsi Baru Village, Kabawetan, Kepahyang Regency witha problem formulation Howis Product Quality, Packaging and Tasteon Consumer Buying Interestin Sweet Potato Sticksin Tangsi Baru Village, Kabawetan, Kepahyang Regency? And The purpose of this study is tofin dout how thein fluenceof Product Quality, Packaging and Tasteon Consumer Buying Interestin Sweet Potato Sticksin Tangsi Baru Village, Kabawetan, Kepahyang Regency The population use din this study is allemploye eswho workon Sweet Potato Sticksin Tangsi Baru Village, Kabawetan, Kepah Regency, totaling143 respondents.Thesampling techni queuses total sampling based on creteria that has been determined tobe143 respondents. Product Quality (X1) positive influence on consumer buying interest (Y) consumers of Sweet Potato Stick Products in Tangsi Baru Village, Kabawetan, Kepahyang Regency,. Packaging (X2) positive influence on consumer buying interest(Y) consumers of Sweet Potato Stick Products in Tangsi Baru Village, Kabawetan, Kepahyang Regency. Taste (X2) positive influence on consumer buying interest (Y) consumers of SweetPotato Stick Productsin TangsiBaru Village, Kabawetan, Kepahyang Regency, Product Quality (X1), Packaging (X2), and Taste (X3) influence on consumer buying interest (Y).

Keywords : Product Quality (X1), and Packaging (X2) to Consumer buying interes

PENGARUH BRAND CHARACTERISTIC DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN PADA MATAHARI DEPARTMENT STORE BENGKULU

2024-06-13T13:17:47+00:00

The problem with purchasing decisions is that consumers do not always go through all stages of a purchasing decision or carry them out. This entire process is usually carried out in certain situations, for example for the first purchase and/or purchasing goods whose price or value is relatively high. The purpose of this research is to determine the influence of brand characteristics and price on purchasing decisions at Matahari Department Store, Bengkulu City.

This research is a type of quantitative research, namely systematic scientific research on parts and phenomena and the causality of their relationships. The population in this study were all consumer buyers at Matahari Department Store, Bengkulu City with a sample of 55 people. The data collection techniques are documentation, observation and questionnaires. In this research, researchers will research descriptively and also inferentially using SPSS

The results of the research are that Brand characteristic (X1) has a positive and significant effect on purchasing decisions (Y) at Matahari Department Store. Price (X2) influences purchasing decisions (Y) at Matahari Department Store. Brand characteristics (X1) and price (X2) influence purchasing decisions (Y) at Matahari Department Store.

Keywords : Brand Characteristics, Price, Purchasing Decisions.

PENGARUH CUSTOMER EXPERIENCE, DIGITAL MARKETING DAN FASILITAS WISATA TERHADAP MINAT KUNJUNGAN PADA OBYEK WISATA SUBAN AIR PANAS KABUPATEN REJANG LEBONG.

2024-06-13T22:54:51+00:00

The purpose of this research is to find out whether Customer Experience (X₁), Digital Marketing (X₂), and Tourist Facilities (X₃) influence Visiting Interest (Y) at the Suban Hot Springs tourist attraction, Rejang Lebong Regency. The population in this study are students who at Muhammadiyah University of Bengkulu. totaling 180 respondents. The sampling technique used accidental sampling based on predetermined criteria, totaling 180 respondents. The processed data was analyzed using the SPSS 26 formula. Based on the results of research and analysis of the influence of the Customer Experience (X₁), Digital Marketing (X₂) and Tourist Facilities (X₃) variables on interest in visiting the Suban Hot Springs tourist attraction, Rejang Lebong Regency. The following conclusion can be drawn: Customer Experience (X₁) has a positive effect on consumer interest in visiting (Y) at the Suban Hot Springs tourist attraction, Rejang Lebong Regency. Digital Marketing (X₂) has a positive effect on consumer interest in visiting (Y) at the Suban Hot Springs tourist attraction, Rejang Lebong Regency. Tourist Facilities (X₃) have a positive effect regarding consumer interest in visiting (Y) at the Suban Hot Springs tourist attraction, Rejang Lebong Regency.

Keywords: Customer Experience, and Digital Marketing of tourist facilities and interest in visiting.

PENGARUH SERVIS QUALITY DAN LOKASI TERHADAP KEPUASAN KONSUMEN PADA RUMAH MAKAN PONDOK MAKAN MW KECAMATAN TUGUMULYO LUBUK LINGGAU

2024-06-13T23:02:48+00:00

The research was conducted at MW Restaurant in Tugu Mulyo Subdistrict, Lubuk Linggau, with the research problem formulation: How is the Influence of Services Quality and Location on Customer Satisfaction at MW Restaurant in Tugu Mulyo Subdistrict, Lubuk Linggau? The population used in this study was all customers at respondents. The sampling techniques used total sampling based on predetermined criteria, with a total of 150 respondents. Data collection techniques included observation, documentation and questionnaires. The data, once processed, were analyzed using SPSS 24 formulas. Based on the results of the research conducted on the Influence of Services Quality has a significant effect on Customer Satisfaction at MW Restaurant in Tugu Mulyo Subdistrict, Lubuk Linggau. This is evidenced by the t – test results showing values > (6.388 > 1.989) and (sig = 0,000 < 0,050). This means it is rejected and accepted. Location also has a significant effect on Customer Satisfaction at MW Restaurant in Tugu Mulyo Subdistrict, Lubuk Linggau. This is evidenced by the t – test results showing values > (2.806 > 1.989) and (sig = 0,006 < 0.050). This means it is rejected and accepted. Services Quality 0 and Location 0 together have a significant effect on Customer Satisfaction (Y) at MW Restaurant in Tugu Mulyo Subdistrict, Lubuk Linggau. This is evindeced by the F – test showing values > (28.753 > 3.950) and (sig = 0,000 < 0.050). this mean it is rejected and accepted. Based on the correlation coefficient test, the obtained value of R = 0.641 and the determination coefficient = 0.411 have meaning that Service Quality (X1) and Location (X2) contribute an Influence of 0.411 or 47.6% on Customer Satisfaction (Y) at MW Restaurant in Tugu Mulyo Subdistrict, Lubuk Linggau, while the remaining -.589 or 58.9% is influenced by other variables not influenced in this study

Keywords: Quality Service, Location, Customer Satisfaction

PENGARUH DISKON DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN BUAH-BUAHAN IMPOR PADA TOKO NAYLA BUAH BENGKULU

2024-06-13T23:01:41+00:00

The aim of the research is to determine the effect of discounts and product quality on purchasing decisions for imported fruit at the Nayla Buah Bengkulu shop. And to find out which factors most dominantly influence purchasing decisions.

This research used quantitative methods on 150 respondents. The population used in this research was consumers of the Bengkulu Nayla Fruit Shop and sampling in this research used a non-probability sampling technique.

Based on the results of multiple linear regression, the regression equation Y

= 9.496 + 0.466 (X1) + 0.414 (X2) is obtained. The research results and hypothesis show that discounts and product quality have a partial or simultaneous positive effect on purchasing decisions.

Keywords: Discounts, Product Quality and Purchasing Decisions.

STRATEGI PEMASARAN USAHA HOME INDUSTRY IKAN ASIN DALAM PENINGKATAN EKONOMI KELUARGA MASYARAKAT KELURAHAN MALABERO KOTA BENGKULU

2024-06-13T22:59:59+00:00

The aim of this research is to analyze the marketing strategy of the salted fish home industry business in improving the family economy of the people of Malabero Village, Bengkulu City.

This type of research is a qualitative approach. The location of the research conducted by researchers is located in Malabero Village, Bengkulu City,. Data collection techniques in this research are observation, interviews and documentation. The sample in this research was 17 people in the salted fish home industry business, Malabero Village, Bengkulu City.

Based on the research results, it was found that in the product sector, 17 salted fish sellers varied their products by varying the types of fish available, then the salted fish sellers created product characteristics. The price sector is where salted fish sellers are able to compete with other entrepreneurs by selling salted fish at prices according to existing standards or markets. The distribution sector is where salted fish sellers have carried out distribution well and in a planned manner because the distribution reach of selling salted fish is not only within the city but has reached outside the city. In the promotion sector, salted fish sellers already have attractive promotional activities for consumers. Apart from carrying out promotions through verbal communication for people they know, salted fish sellers have also promoted their salted fish through social media, namely Facebook, Tik Tok and WA which can help in the process. promotion. By implementing strategies in the product, price, distribution and promotion sectors, entrepreneurs will increase income thereby improving community welfare.

Keywords: Strategy, Home Industry, Marketing, Economic Improvement

PENGARUH CELEBRITY ENDORSE, BRAND IMAGE DAN KEPERCAYAAN KONSUMEN TERHADAP KEPUTUSAN PEMBELIAN

2024-06-13T22:58:51+00:00

The purpose of this study was to determine the effect of celebrity endorsement, brand image and consumer trust on purchasing decisions (a case study on consumers of Erigo clothes in Kepahiang District.

This research uses descriptive research methods with quantitative data analysis. The population in this study was all Erigo clothing consumers in Kepahiang District, totaling 80 respondents.

Based on the results of multiple linear regression, the regression equation Y = 6.733 + 0.195 (X₁ ) + 0.408 ( X₂) + 0.194 (X₃) is obtained. The results and hypotheses show that celebrity endorsement shows a value of > (2,114 > 1,991) and (sig = 0.038 <0.050), brand image shows a value of > (6,300 > 1,991) and (sig = 0.000 <0.050), and consumer trust shows a value of > (2.218 > 1.991) and (sig = 0.030 <0.050). The results of the f test show that Fcount > Ftable, namely (55.674 > 3.9603) and (sig α = 0.000 <0.050), Simultaneously Celebrity Endorse, Brand Image and Consumer Trust Have a Significant Influence on Purchasing Decisions.

Keywords: Celebrity Endorsement, Brand Image, Consumer Trust and Purchasing Decisions

PENGARUH SISTEM PENGENDALIAN INTERNAL DAN KEJELASAN SASARAN ANGGARAN TERHADAP KINERJA MANAJERIAL DI PERUMDA TIRTA HIDAYAH KOTA BENGKULU

2024-06-13T22:57:20+00:00

Manager participation in budget preparation and clarity of budget targets can influence performance with an effective internal control system. Research objectives (1) to determine the effect of the internal control system on managerial performance (2) to determine the effect of clarity of budget targets on managerial performance, (3) to determine the effect of the internal control system and clarity of budget targets on managerial performance.

The research was carried out at Perumda Tirta Hidayah, Bengkulu City. Respondents were all 47 managerial people. Data collection used a Google Form questionnaire, shared online via WhatsApp messages. Data analysis uses multiple linear regression models and is processed with SPSS software.

The results of the research that has been carried out show that partially the internal control system variables have a positive effect on the managerial performance of Perumda Tirta Hidayah, Bengkulu City. Partially, clarity of budget targets has a positive effect on the managerial performance of Perumda Tirta Hidayah, Bengkulu City. Simultaneously, the variables of the internal control system and clarity of budget targets have a positive effect on the managerial performance of Perumda Tirta Hidayah, Bengkulu City

Keywords: Internal Control System, Clarity of Budget Targets, Managerial Performance

PENGARUH INFLUENCER MARKETING DAN BRAND AWARENESS TERHADAP KEPUTUSAN PEMBELIAN PRODUK SCARLETT PADA MAHASISWI PRODI MANAJEMEN UNIVERSITAS MUHAMMADIYAH BENGKULU

2024-06-13T22:56:10+00:00

This research aims to determine the influence of influencer marketing and brand awareness on purchasing decisions for scarlett products among management study program students at Muhammadiyah university of Bengkulu either partially or simultaneously. There are several factors that will be discussed in this research including influencer marketing and brand awareness. The object of this research was management students from muhammadiyah university of Bengkulu, totaling 102 people. In this research the author used data collection methods by ibservation and distributing questionnaires. Data analysis techniques in this research use instrument testing, multiple linier regression analysis, hypothesis testing and coefficient of determination analysis. The result show that influencer marketing has a positive effect on purchasing decisions, then brand awareness has a positive affect on purchasing decisions. So, from the results of the research that has been conducted, it can be concluded that influencer marketing and brand awareness have a partial or simultaneous influence on Scarlett purchasing decisions among management study program students at Muhammadiyah university of Bengkulu.

Keywords : influencer marketing, brand awareness and purchasing decisions.

PENGARUH RATING, ULASAN DAN GRATIS ONGKIR TERHADAP MINAT BELI KONSUMEN PADA APLIKASI SHOPEE (Studi Kasus Pada Mahasiswa Universitas Muhammadiyah Bengkulu)

2024-06-13T22:53:28+00:00

This study aims to determine the effect of ratings, reviews, and free shipping on consumer buying interest in the Shopee application (case study on students of the University of Muhammadiyah Bengkulu). This type of research uses quantitative research, the population in this study is students of the University of Muhammadiyah Bengkulu with a sample of 140 respondents, using statistics agree-disagree with an interval scale of 1 to 5 measured using the Likert scale. Data analysis techniques use Multiple Linear Regression Analysis, Coefficient of determination (R2), and Hypothesis Test. Rating (X1), Reviews (X2), and Free Shipping (X3) influence Buying Interest (Y), this can be seen in the F test which states the value of F_count>F_table, namely (9.866 > 2.79) and (sig = 0.001 < 0.05), thus it can be concluded that accepted means simultaneously the variables Rating (X_1), Review (X_2) and Free Shipping (X_3) has a significant influence on Buying Interest (Y). The results of the research conducted that the research conducted in this study show that Rating, Reviews, and Free Shipping affect Buying Interest (Y) in University of Muhammadiyah Bengkulu Students who use the Shopee application. This is intended from the Coefficient of Correlation and Determination that this study has an influence value of R = 0.885 and determination of R 2 = 0.783 where this study there are variables that are not studied are 0.783 or 7.83%.

Keywords: Rating, Reviews, Free Shipping, and Buying Interest

PENGARUH STRES KERJA DAN KONFLIK PERAN TENAGA MEDIS TERHADAP KINERJA PERAWAT WANITA PADA RUMAH SAKIT BHAYANGKARA KOTA BENGKULU

2024-06-10T02:03:43+00:00

This study aims to determine the effect of work stress and role conflict of medical personnel on the performance of female nurses at Bhayangkara Hospital, Bengkulu City. This type of research is a survey research with a quantitative approach, the object of this research is female nurses at Bhayangkara Hospital. The sampling method is non-probability technique, namely the incidental sampling technique. The number of respondents in this study were 44 people. Methods of data collection using a questionnaire. By using analysis techniques using Multiple Linear Regression Analysis Test, and Hypothesis Testing namely t test and f test.

The results of this study can be concluded that the variable Job Stress has a positive effect on nurse performance, Conflict of the Role of Medical Personnel has a positive effect on the Performance of Female Nurses at Bhayangkara Hospital, Bengkulu City.

Keywords: Job Stress, Role Conflict, Nurse Performance

PENGARUH PENGEMBANGAN SUMBER DAYA MANUSIA DAN MOTIVASI KERJA TERHADAP PRODUKTIVITAS KERJA DI PERUMDA TIRTA HIDAYAH KOTA BENGKULU

2024-06-10T02:09:23+00:00

This research aims to determine the influence of human resource development and work motivation on work productivity in Perumda Tirta Hidayah, Bengkulu City, both partially and simultaneously. There are several independent variables (x) that will be discussed in this research, including Human Resource Development and Work Motivation. The objects of this research are the employees of Perumda Tirta Hidayah, totaling 120 respondents.

In this research, several data analysis techniques were used, including using instrument tests, classical assumption tests, analysis of respondent responses, multiple linear regression analysis, determinant coefficients, and also hypothesis testing. From the results of the multiple linear regression test, the regression equation obtained is as follows: Y = 3.070 + 0.487 (X1) + 1.103 (X2). Based on the multiple linear regression equation, it can be interpreted that: Constant value 3.070 means that if the HR Development (X1) and Work Motivation (X2) variables are equal to zero, then the Work Productivity variable (Y) is constant. The Regression Coefficient The Regression Coefficient X2 (Work Motivation) of 1.103 means that if Work Motivation increases by one unit, the Work Productivity value will increase. Assuming that the Work Motivation variable (X2) is considered fixed or constant.

From the results of the tests that have been carried out, it can be concluded that the HR Development and Work Motivation variables have a partial or simultaneous effect on work productivity among employees of Perumda Tirta Hidayah, Bengkulu City.

Keywords: The Influence of Human Resource Developmen, Motivation, Productivity

PENGARUH DIGITAL MARKETING DAN VARIASI PRODUK TERHADAP KEPUTUSAN PEMBELIAN PADA TOKO FROZENFISH88 KOTA BENGKULU

2024-06-10T02:07:05+00:00

The aim of the research is to determine Digital Marketing and Product Variations on Purchasing Decisions at the Frozenfish88 Store, Bengkulu City. And to find out which factors most dominantly influence purchasing decisions.

This research used quantitative methods on 150 respondents. The population used in this research was consumers of the Frozenfish88 Store in Bengkulu City and sampling in this research used a non-probability sampling technique.

Based on the results of multiple linear regression, the regression equation Y = 5.905 + 0.314 (X_1) + 0.379 (X2) is obtained. The research results and hypotheses show that Digital Marketing and Product Variations have a partial or simultaneous positive effect on Purchasing Decisions.

Keywords: Digital Marketing and Product Variations on Purchasing Decisions

ANALISIS STRATEGI PENGEMBANGAN WISATA DI LUBUK LANGKAP GUNA MENINGKATKAN KUNJUNGAN WISATA AIR TAWAR KECAMATAN AIR NIPIS KABUPATEN BENGKULU SELATAN

2024-06-10T02:05:54+00:00

The objective of this study is to examine the strategy of tourism development in the Lubuk Langkap in order to increase freshwater tourism visits. This type of research uses qualitative descriptive in field research. The informants in the study are the Tourism Department of Bengkulu District South, the Village Government and Visitors. The findings of this study show that internal strengths and weaknesses have a total score of 3.33, approaching the point position (3.0-4.0) in field II, the green color identifies that has an internal factor that grows. In addition, external opportunities and threats have a overall score of 2.59 in field IV, the blue color identifies that external factors are growing. Recommendation to the Tourism Department of Bengkulu District South and the Village Government to make more efforts to develop the tourism area, manage and promote it so that it is better known to the widespread tourists or tourist visitors.

Keywords: Development strategy and increasing visits

PENGARUH FOOD QUALITY DAN INOVASI PRODUK TERHADAP CUSTOMER SATISFACTION DI PENTOL NONA BENGKULU

2024-06-10T02:05:05+00:00

The quality of a food product is very important for every founder of a food selling company. Apart from that, to increase consumer satisfaction, a business must innovate. The aim of this research is to determine the influence of food quality and product innovation on customer satisfaction at Pentol Nona Bengkulu.

This type of research is a descriptive quantitative approach. The population in this research is all consumers at Pentol Nona Bengkulu within 1 month. Sampling in this study was determined using the unknown population formula so that the number of samples in this study was 96 respondents. The data collection techniques in this research are observation and questionnaires. The data analysis techniques used are multiple linear regression, coefficient of determination, and hypothesis testing.

It was found that food quality has a positive effect on customer satisfaction of Pentol Nona Bengkulu City consumers, so the higher the food quality, the higher the customer satisfaction at Pentol Nona Bengkulu City. Product innovation has a positive effect on customer satisfaction of Pentol Nona Bengkulu City consumers, so the higher the product innovation, the higher the customer satisfaction at Pentol Nona Bengkulu City. Together, the food quality and product innovation variables influence the customer satisfaction variable at Pentol Nona, Bengkulu City.

Keywords : Food Quality, Innovation Of Product, Customer Satisfaction

PENGARUH CONTENT MARKETING DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN JAM TANGAN MEREK ALEXANDRE CHRISTIE (Studi Kasus Pada Toko Tickclock Kota Bengkulu)

2024-06-10T02:02:45+00:00

This research aims to determine the influence of Content Marketing and Product Quality on Purchase Decisions for Alexandre Chritie Brand Watches (case study at the Tickclock Store in Bengkulu City), both partially and simultaneously. There are several factors that will be discussed in this research, including Content Marketing and Product Quality. The object of this research is consumers at the Tickclock watch shop, precisely located on Jl. Putri Gading Cempaka No. 6, Bawah, Ratu Samban District, Bengkulu City. The sampling method uses a non- probability technique, namely accidental sampling. The number of respondents in this research was 140 respondents. The data collection method used a questionnaire. The data analysis technique in this research uses instrument testing, classical assumption testing, respondent response analysis, multiple linear regression analysis, hypothesis testing and coefficient of determination analysis. The results of this research show that Content Marketing has a positive and significant effect on purchasing decisions, then Product Quality has a positive and significant effect on purchasing decisions. So, from the results of the research that has been carried out it can be concluded that Content Marketing and Product Quality have a partial and simultaneous influence on the decision to purchase Alexandre Chritie brand watches at the Tickclock Store in Bengkulu City

Keywords: Content Marketing, Product Quality and Purchasing Decisions

PENGARUH DESAIN KEMASAN, KUALITAS PELAYANAN, DAN VARIASI PRODUK TERHADAP MINAT BELI KONSUMEN ‘‘MINUMIN’’ KOTA BENGKULU

2024-06-13T13:14:55+00:00

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PENGARUH PANDANGAN IKLAN, KREDIBILITAS IKLAN, DAYA TARIK IKLAN DAN KEKUATAN IKLAN TERHADAP MINAT BELI (Studi Kasus Penggunaan Sepeda Motor Matic Beat di Kota Bengkulu)

2024-06-13T13:13:58+00:00

Consumer buying interest is a source of motivation that encourages consumers to do what they want to do when they are free to choose, when consumers judge that something can be useful, they can become interested, then this can bring satisfaction, when satisfaction decreases then their interest can also decrease. So interest is not permanent, but interest is temporary or can change. This type of research is a quantitative approach. The method used in this research is descriptive method. Data collection methods used here include interviews, observation, documentation, and questionnaires. Based on the results of research on the influence of advertising views, advertising credibility, advertising attractiveness and advertising strength on purchasing decisions of Beat automatic motorbike users in Bengkulu City, Bengkulu, the Fsig value is 0.000 < 0.05 and Fcount > Ftable (42.612> 2.47) , so it can be concluded that together the views of the advertisement, the credibility of the advertisement, the attractiveness of the advertisement and the strength of the advertisement influence the purchasing decisions of users of Beat automatic motorbikes in Bengkulu City.

Keywords: Views, Credibility, Attractiveness, Advertising Strength, Purchase Interest

PENGARUH BRAND PERSONALITY, BRAND AWARENESS DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN BUKU DI GRAMEDIA BENGKULU

2024-06-13T13:11:20+00:00

The title of this research is The Influence of Brand Personality, Brand Awareness and Product Quality on Book Purchasing Decisions at Gramedia Bengkulu. This research is based on the importance of the right system and strategy in conveying messages to consumers through marketing media which usually uses one or a combination of marketing variables. Many factors can influence purchasing decisions, including brand personality, brand awareness and product quality. This research aims to determine the influence of Brand Personality, Brand Awareness, product quality on product purchasing decisions at the Gramedia Store, Bengkulu City. This type of research is a quantitative approach. The method used in this research is descriptive method. The population in this study were all consumers of the Gramedia Store, Bengkulu City, Bengkulu. This research used an incidental sampling technique with a sample of 150 respondents. The data collection techniques include interviews, observation, literature study, and questionnaires. Based on the results of research using multiple regression data analysis techniques, it was found that brand personality, brand awareness and product quality together show an influence on consumer purchasing decisions at Gramedia Bengkulu

Keywords: Brand Personality, Brand Awareness, Product Quality, Purchase Decision

PENGARUH E-WOM, PRICE DISCOUNT, ONLINE CUSTOMER REVIEW, DAN ONLINE CUSTOMER RATING TERHADAP KEPUTUSAN PEMBELIAN ONLINE PADA PLATFORM SHOPEE

2024-06-13T13:09:52+00:00

This research aims to determine the influence of e-wom, price discounts, online customer reviews and online customer ratings on online purchasing decisions on the Shopee platform for undergraduate management students at Muhammadiyah University of Bengkulu. This type of research is a quantitative descriptive type of research, the object of this research is users of the Shopee application among Management undergraduate students at Muhammadiyah University of Bengkulu. The sampling method uses accidental sampling technique. The number of respondents in this study was 150 people. The data collection method uses a questionnaire. The data analysis technique uses the Multiple Linear Regression Analysis Test, and Hypothesis Testing, namely the t test and f test. The results of this research can be concluded that the E-wom variable has a positive effect on Purchasing Decisions, Price Discount has a positive effect on Purchasing Decisions, Online Customer Review has a positive effect on Purchasing Decisions, Online Customer Rating has a positive effect on Purchasing Decisions, and E-wom, Price Discount , Online Customer Review, Online Customer Rating together have a positive and significant influence on online purchasing decisions on the Shopee platform for Bachelor of Management students at Muhammadiyah University of Bengkulu.

Keywords: Electronic Word of Mouth, Price Discount, Online Customer Review, and Online Customer Rating, Purchase Decision

ANALISIS WEBSITE QUALITY, TRUST DAN LOYALTY PELANGGAN ONLINE SHOP (STUDI KASUS MAHASISWA FAKULTAS EKONOMI DAN BISNIS TAHUN 2020)

2024-06-13T13:08:49+00:00

This research is titled "Analysis of Website Quality, Trust, and Customer Loyalty in Online Shops (case study of students of the Faculty of Economics and Business in 2020)." The purpose of this research is to determine the influence of Website Quality and Trust on Customer Loyalty (case study of students of the Faculty of Economics and Business in 2020). This study uses a quantitative data analysis research method. The population in this study consists of 139 students from the Faculty of Economics and Business in 2020. Data collection techniques involve interviews and observations.

Based on the research results, multiple linear regression obtained the regression equation Y = 0.856 + 0.212X1 + 0.263X2, and the magnitude of the influence is evident from the coefficient of determination or R Square (R2) = 0.690, which is 69%, while the remaining 31% is influenced by other variables outside the study. Furthermore, Website Quality and Trust partially have a significant effect on Customer Loyalty with the probability values (sig) of each variable, namely Website Quality (X1) with probability (sig) 0.000 < alpha 0.05, having a t-value > t table for Website Quality (X1) (11.780 > 1.655), and the variable Trust (X2) with probability (sig) 0.001 < alpha 0.05, having a t-value > t table (10.691 > 1.655). Additionally, Website Quality and Trust simultaneously have a significant effect on Customer Loyalty with a probability (sig) of 0.001 < alpha 0.05, having an F-value > F table (151.029 > 3.68).

Keywords: Website Quality, Trust, Customer Loyalty

PENGARUH PROMOSI, CITRA MERK DAN PELAYANAN TERHADAP MINAT BELI KONSUMEN DI AMELIA BAKERY KOTA BENGKULU

2024-06-13T13:07:47+00:00

This research aims to determine the influence of promotion, brand image and service on consumer buying interest at Amelia Bakery, Bengkulu City, partially and simultaneously. There are several independent variables (X) that will be discussed in this research, including Promotion, Brand Image, and service with the dependent variable (Y) namely Consumer Purchase Interest.

The population in this research is all consumers of Amelia Bakery, Bengkulu City. This research used an incidental sampling technique with a total of 90 respondents. The data analysis techniques used are multiple linear regression, coefficient of determination, and hypothesis testing. The data that has been processed is analyzed using the SPSS 25 formula. Based on the research results, there is an influence of promotion (X1) on buying interest (Y) of Amelia Bakery Bengkulu with a sig value of 0.004 < 0.05 and tcount> ttable (4.185>0.135) thus Ho is rejected and Ha is accepted. From the significance value obtained, the variable X1 influences buying interest (Y). There is an influence of brand image (X2) on buying interest (Y) of Amelia Bakery Bengkulu with a sig value of 0.005 < 0.05 and tcount> ttable (5.786>0.135), thus Ho is rejected and Ha is accepted. From the significance value obtained, the variable X2 influences buying interest (Y). There is an influence of promotion (X3) on buying interest (Y) of Amelia Bakery Bengkulu with a sig value of 0.000<0.05 and tcount>ttable (3.701>0.135), thus Ho is rejected and Ha is accepted. From the significance value obtained, the variable X3 influences buying interest (Y).

So it is found that promotion, brand image and service together influence purchasing interest with a Fcount value of 9.867 > Ftable 2.65, so it can be concluded that together the independent variables influence the dependent variable.

Keywords: Promotion, Brand Image, Service, and Purchase Interest

PENGARUH KEPUASAAN PELANGGAN DAN KEPERCAYAAN PELANGGAN TERHADAP LOYALITAS PELANGGAN AIR MINUM DALAM KEMASAN (AMDK) MAS KOTA BENGKULU

2024-06-13T13:06:31+00:00

This research aims to determine the influence of customer satisfaction and customer trust on the loyalty of bottled drinking water (AMDK) customers in Bengkulu City, both partially and simultaneously. This type of research is a type of quantitative descriptive research. There are several factors that influence customer loyalty, namely customer satisfaction and customer trust. The object of this research is the people of Bengkulu city, totaling 120 people. In this research the author used data collection methods by means of observation, interviews and distributing questionnaires. Data analysis techniques in this research use instrument testing, classical assumption testing, analysis of respondent responses, multiple linear regression analysis, hypothesis testing pand analysis of the coefficient of determination.

The research results show that customer satisfaction has a positive effect on customer loyalty, customer trust has a positive effect on customer loyalty. So, from the results of the research that has been carried out, it can be concluded that customer satisfaction and customer trust have a partial and simultaneous effect on customer loyalty in the people of Bengkulu City.

Keywords: Customer Satisfaction, Customer Trust, and Customer Loyalty