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This Author published in this journals
All Journal Journal of Humanities and Social Studies International Journal of Applied Business and International Management Asia Pacific Journal of Management and Education
Tasya Zahwa Prayoga
President University
Arts Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Social Sciences Other

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Marketing Communication Mix on Purchase Decision in Industrial Area: A Study From International Chain Coffee Shop Filda Rahmiati; Tasya Zahwa Prayoga; Felix Goenadhi; Roszi Naszariah Nasni Naseri
JHSS (JOURNAL OF HUMANITIES AND SOCIAL STUDIES) Vol 7, No 1 (2023): JHSS (Journal of Humanities and Social Studies)
Publisher : UNIVERSITAS PAKUAN

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33751/jhss.v7i1.6319

Abstract

The pandemic has impacted hospitality businesses, including domestic coffee shops, as it is becoming the primary factor in the economic rotation. Starbucks Coffee Indonesia also faces weakened demand from the community to purchase its products. This phenomenon is driven by panic-buying communities who prefer to buy daily necessities. Therefore, this study was conducted to determine the impact of the Marketing Communication Mix aspects, advertising, sales promotion, personal selling, public relations, and direct marketing, as mediated by purchase intention on Starbucks purchase decisions in Cikarang as an Industrial Area. The quantitative method was utilized to gather data using a questionnaire. The questionnaire was distributed online to consumers who purchased Starbucks coffee shop products during the pandemic (n = 188). Structural equation modeling was utilized to determine the proposed research hypothesis. The findings showed that advertising, public relations, and direct marketing positively influence purchase decisions directly and indirectly through Purchase Intention in the industrial region. Sales promotion and personal selling were unimportant in affecting consumer purchase decisions in industrial areas.
Influence of Risk Perception and Destination Image Mediated by Satisfaction Towards Destination Loyalty in Tanjung Lesung Tourism Adam Raihan Rianthomy; Tasya Zahwa Prayoga; Filda Rahmiati; Felix Goenadhi
International Journal of Applied Business and International Management Vol 8, No 2 (2023): August 2023
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/ijabim.v8i2.2130

Abstract

COVID-19 is seen as a hazard to the tourist sector. Knowing visitors' views of pandemic risk can help develop an effective and efficient approach to increasing the volume of visits to Tanjung Lesung. This study investigates the link and impact of perceived risk (health and socio-psychological) and destination image (cognitive and affective images) on destination loyalty mediated by Tourist Satisfaction. This study used a quantitative methodology using non-probability purposive sampling to provide this analysis. The sample analyzed included people who visited Tanjung Lesung, and 150 respondents who fit these criteria were discovered. Using the SEM-PLS method, this investigation's significance level was 5%. The results indicate that perceived risk was found to influence satisfaction also destination loyalty; hence destination image was found not to have a significant influence. From here, tourist industry players and the government may collaborate to strengthen public communication methods to boost the industry's favorable image and overcome crisis.
Standardization of MSME Timber in Tanjung Jaya Village Felix Goenadhi; Filda Rahmiati; Tasya Zahwa Prayoga; Azzah Al-afnan Wagino
Asia Pacific Journal of Management and Education (APJME) Vol 6, No 2 (2023): Asia Pasific Journal of Management and Education (APJME)
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/apjme.v6i2.2201

Abstract

As one of the villages in the Panimbang Regency, Tanjung Jaya Village provides some promising business potential, especially timber artisan. However, this business opportunity has not been fully utilized by the people of Tanjung Jaya and MSME actors. Therefore, this program aims to develop strategies regarding the standardization of MSMEs Timber professionally and independently to support income and improve the welfare of the people in Tanjung Jaya Village. The implementation method used is interviews with MSME actors. First, the researcher asked MSME actors in Tanjung Jaya Village about managing a business professionally, innovatively, creatively, and independently. Next, researchers will score and triangulate the results of interviews with the Tanjung Jaya community to carry out MSME development strategies. Implementing these activities positively impacts the people of Tanjung Jaya Village to increase business potential, especially in the MSME sector. In the end, this program can support income, improve the welfare of Tanjung Jaya Village's people, and contribute to increasing economic growth in Panimbang Regency
Community-Based Tourism Impression Self-Esteem in Rural Tourism Development Grace Amin; Filda Rahmiati; Yunita Ismail; Tasya Zahwa Prayoga
Asia Pacific Journal of Management and Education (APJME) Vol 6, No 2 (2023): Asia Pasific Journal of Management and Education (APJME)
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/apjme.v6i2.1639

Abstract

Due to its distinctive nature, culture, and warm hospitality of the indigenous people, Indonesia is well renowned as a tourist destination. Both domestic and international tourists frequently visit a variety of tourist destinations. While some of the attractions are run by locals, others are overseen by outside organizations or foreign nationals. This study aims to analyze the role of indigenous peoples as their participation the development of tourism in Tanjung Lesung, Banten. To gather qualitative information, participant observation and in-depth interviews were performed. This study revealed that indigenous people may create a feeling of self-worth through communal development. Locals are willing to contribute their resources to the growth of tourism in their area. Increased local community self-esteem may have an impact on the competitiveness of rural tourism.
Marketing Strategy for Griya's Micro-small Medium Enterprises' Product in Tanjung Jaya Village Felix Goenadhi; Ajeng Sekar Utami; Meiske Aulia Usman; Tasya Zahwa Prayoga; Filda Rahmiati
Asia Pacific Journal of Management and Education (APJME) Vol 6, No 2 (2023): Asia Pasific Journal of Management and Education (APJME)
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/apjme.v6i2.1630

Abstract

Marketing mix is a tool to increase enterprise sales and engage consumer to purchase the products. The purpose of this study is to analyze the internal assessment and the relevant marketing mix strategy's application to boost sales at Griya in Tanjung Jaya Village. This study employs a qualitative descriptive analytic approach, gathering information from the firm directly through observations and interviews tailored to the research topic. The results of this study indicates that the strategy applied by Griya products in Tanjung Jaya Village has been going well, where the four marketing strategy elements play distinct marketing roles while supporting and complementing one another. It is better if the Griya MSME in Tanjung Jaya Village are improved with the marketing mix that has been implemented. Given that many of the company's rivals are releasing goods that are comparable to its own, the company's approach is solid and many contributing marketing aspects should be re-examined in order to increase the number of consumer as well as maintain sales and increase their consumer intention to purchase the services.
Co-Authors Adam Raihan Rianthomy Ajeng Sekar Utami Amin, Grace Azzah Al-afnan Wagino Felix Goenadhi Filda Rahmiati Meiske Aulia Usman Roszi Naszariah Nasni Naseri Yunita Ismail, Yunita