Business Perspective Journal

Peran Video Marketing sebagai Variabel Intervening dalam Menentukan Keputusan Berbelanja di Aplikasi Tiktok Shop pada Konsumen Indonesia

Firdaus — 2023-12-25

The development of the world of information technology is directly proportional to the behavior of consumers in Indonesia in meeting their daily needs. It can be seen from how consumptive the Indonesian people are to buy products online, one application that is currently favored by the public for online shopping is the Tiktok Shop application. This research was conducted to predict the relationship between variables that are used by the community as a determinant in making decisions to shop on the Tiktok Shop application, besides that it wanted to prove the role of video marketing in the Tiktok Shop application. Collecting data in this study used a questionnaire with a purposive sampling technique with a total of 100 respondents using the tiktok shop application. The results of this study prove that Indonesian consumers in making product purchase decisions because they often see stories from social media and search engine optimization can directly influence consumers to shop on the Tiktok Shop application. In addition, video marketing broadcast by content creators can strengthen or bridge consumers to buy products in the Tiktok Shop application.

Pengaruh Kualitas Produk dan Harga Produk terhadap Keputusan Pembelian Ulang

Desina Wakerkwa — 2023-12-25

The objective of this study was to ascertain and elucidate the impact of product quality and product pricing on repurchasing decisions at the Singosari Semarang Branch of Waroeng Steak & Shake. This study employs explanatory research methodologies. The study included a population of 21,352 clients of Waroeng Steak and Shake Singosari Semarang. The sampling technique employed in this study was non-probability sampling, with a sample size of 100 respondents. The data gathering procedures employed in this study encompassed the utilisation of both observation and questionnaire approaches. The findings of the study indicate that product quality has a simultaneous impact on repurchase decisions. Specifically, there is a statistically significant positive relationship between product prices and repurchase decisions at the Singosari Branch of Waroeng Steak and Shake. This is supported by a Beta value of 0.652, which is positive, and a significant p-value of 0.000, indicating that the relationship is unlikely to have occurred by chance (p < 0.05). Additional findings indicate that the price of a product exerts a substantial and simultaneous impact on repurchasing decisions. Specifically, at the Singosari Branch of Waroeng Steak and Shake, there exists a positive and statistically significant relationship between product prices and repurchasing decisions. This is supported by a Beta value of 0.179, which is positive, and a significant value of 0.017, which is less than the predetermined threshold of 0.05. In order to facilitate more investigation, it is anticipated that other indicators can be identified as instruments for measuring the variables under examination, as well as the utilisation of other independent variables that possess a substantial impact on the dependent variable. For instance, by incorporating additional variables such as brand image and service quality, among others.

Keywords: product quality, product price, repurchase decision

Perhitungan Sederhana Nilai Tukar Riil Rupiah dan Keseimbangannya

Dwika Darinda — 2023-12-25

For the public and private sectors, especially those dealing with the international world, monitoring exchange rate movements is very important. However, in the current conditions of volatility, uncertainty, complexity and ambiguity (VUCA), exchange rate projections become very challenging. Behavioral Equilibrium Exchange Rate (BEER) is a model used to estimate an exchange rate that is considered balanced based on fundamental factors. In connection with this, the author intends to inform you about BEER and its benefits. Therefore, this paper aims to estimate the balance of the real exchange rate (RER), so that exchange rate movements outside of equilibrium (misalignment) can be identified. The method used in this paper is the Error Correction Model (ECM). The author uses quarterly data with the aim of getting a long data series and more accurate estimation results. Meanwhile, the explanatory variables consist of productivity, interest rate differential, foreign reserves, terms of trade, and risk premium. From the estimation results, it is known that changes in productivity, interest rate differential and foreign exchange reserves have a significant positive effect on RER movements. The risk premium has a significant negative effect, while the terms of trade are not significant. It is hoped that the results of this simple analysis will provide additional insight for policy makers and economic practitioners in understanding the dynamics of the real rupiah exchange rate and efforts to maintain its stability. It is also hoped that this article will provide a strong basis for considering more effective policies in managing the rupiah exchange rate.

Keywords: exchange rate, equilibrium, fundamental factor, flexibility

Strategi Pemasaran Go Digital Mitra UMKM Rumah BUMN Bandar Lampung (Studi Kasus Coffee Anjosia)

Agus Purnomo — 2023-12-25

In the digital era, the role of technology is very important in helping MSMEs to market their products and services. The existing problems include sales results fluctuating and tending to decline, the company not being right in marketing. This research aims to evaluate the marketing strategy of Rumah BUMN Bandar Lampung MSMEs through the application of Go Digital to MSME Partners, with a case study of the Coffee Anjosia business. The method used is descriptive qualitative by obtaining data through interviews, observation and document analysis. The results of the analysis show that the implementation of Go Digital at Rumah BUMN Bandar Lampung MSME Partners has an important role in helping MSMEs market their products and services. An effective strategy can be achieved by maintaining and increasing high consumer demand, creating training plans for Anjosia employees related to adapting to current technology in managing business marketing, providing special prices to loyal customers for large purchases, and utilizing social media such as Instagram by routinely create content every week on social media.

Keywords: marketing strategy; go digital, MSMEs, Anjosia Coffee

Pengaruh Kualitas Pelayanan dan Penetapan Harga terhadap Kepuasan Konsumen pada Objek Wisata Slanik Waterpark di Lampung Selatan

Suhartina — 2023-12-25

Research was conducted to determine and explain the influence of service quality and pricing on consumer satisfaction at the Slanik Waterpark tourist attraction in South Lampung. This research was conducted on visitors to the Slanik Waterpark tourist attraction with a sample size of 115 respondents and used the Slovin formula calculation. This research method is quantitative with an associative and causal approach using data collection techniques in the form of questionnaires and there are two independent variables, namely service quality (X1) and pricing (X2), with the dependent variable namely consumer satisfaction (Y). The results of this study showed that the respondents were dominated by the 21-30 year age range, 59 people or 51%, 60 people or 52% female, and 47 students or 41% students. H1 was accepted with a tcount value of 6.398 and a sig level of 0.000, H2 was accepted with a tcount value of 6.471 and a sig level of 0.000 and H3 was accepted with a fcount value of 185.595 and a sig level of 0.000. Service quality and pricing have a significant partial or simultaneous effect on consumer satisfaction at the Slanik Waterpark tourist attraction with an r-square value of 76.8%. Meanwhile, the remaining 23.2% is influenced by other variables.

Keywords: consumer satisfaction, service quality, pricing

Pengaruh Relationship Marketing dan Kualitas Produk terhadap Kepuasan Pelanggan pada Catering Kencana Lampung Selatan

Olyvinanda Diaz Putra — 2023-12-25

Catering is a business engaged in food services, this business serves food for weddings and other parties on a large and small scale, with the development of culinary business activities in Lampung, catering is one of the businesses thatbenefit for now, therefore this business requires Relationship marketing to build long-term relationships with customers. This study aims to determine the effect of Relationship marketing and product quality on customer satisfaction in South Lampung Kencana Catering, This type of research is quantitative research. The data collection instrument uses the distribution of questionnaires to Catering Kencana customers. The population in this study is all Kencana Catering customers in 2022, the research sample used in this study amounted to 44 people using the saturated sample technique. Testing is carried out by Multiple Regression by testing classical assumptions first, then testing the hypothesis partially with Test t and simultaneously with Test f. then looking for the coefficient of determination to see how much the percentage of variance of the independent variable affects the dependent variable. The results stated that partially and simultaneously the two independent variables studied, namely Relationship marketing and product quality, had a positive and significant effect on customer satisfaction with a fairly large coefficient of determination value of 74.5% and the rest was influenced by other variables that were not studied in this study.

Keywords: customer satisfaction, product quality, relationship marketing

Analisis Strategi Promosi dalam Upaya Peningkatan Volume Penjualan Brand Kosmetik Emina pada Toko Kosmetik Topshop 1 di Bandar Lampung

Puspa Prameswari — 2023-12-25

The object of this research is the cosmetic brand Emina which is located at the Topshop 1 Cosmetic Store in Bandar Lampung, where the two parties have worked together for a long time and are quite successful, although later the sales of Emina's cosmetic brand experienced a decline due to the pandemic that hit for approximately 2 years to the back. The purpose of this study was to determine the promotion strategy in increasing sales of the Emina cosmetic brand at the Topshop 1 cosmetic store, Bandar Lampung. The research method used is a qualitative method. Sources of data using primary data obtained through interviews. The data were processed and analyzed using descriptive qualitative analysis through deductive, inductive, and comparative methods. The results of this study show that Emina's promotional strategy, especially at the Topshop 1 cosmetics store, in increasing sales through advertising activities, personal selling followed by customer database input by BA (Beauty Advisor) which will later be followed up, as well as conducting sales promotions. through the provision of product testers, discounts, and publicity. In addition, Emina's promotions at the Topshop 1 cosmetic store are also through the use of social media. This study concludes that Emina's promotional strategy has an effect on increasing the sales volume of the cosmetic brand at Topshop 1.

Keywords: analysis, strategy, promotion

Pengaruh Penanaman Modal Dalam Negeri (PMDN) terhadap Pertumbuhan Ekonomi Provinsi Lampung

Suradi — 2023-12-25

Economic growth cannot be separated from the factors that support it, one of which is investment. Currently, investment has become a very strong instrument in encouraging regional economic growth, including Lampung Province. One source of investment is Domestic Investment. The aim of this research is to analyze the influence of Domestic Investment on the economic growth of Lampung Province. The research method used is the analytical statistical method. This method is used to see the influence of Domestic Investment on the economic growth of Lampung Province. The analysis technique uses simple linear regression. The research results showed that Domestic Investment had no effect on the economic growth of Lampung Province.

Keywords: domestic investment, economic growth

Implementasi Budaya Organisasi dan Lingkungan Kerja dalam Meningkatkan Kinerja Karyawan pada PT. Haramein Group Bandar Lampung

Suryani — 2023-12-25

This research aims to determine the implementation of Organizational Culture and Work Environment at PT. Haramein Group Bandar Lampung in relation to improving employee performance. The research was conducted for 6 months at the company of PT. Haramein Group Bandar Lampung ( the Umrah and Haj Plus organizing company). This type of research is qualitative descriptive. Data or information is obtained through observation and interviews with key informants and company informants as well as documentation.

Based on the results of research and interviews conducted by researchers regarding the implementation of organizational culture and work environment and their relationship with employee performance at PT. Haramein Group Bandar Lampung, shows that PT. Haramein Group Bandar Lampung has implemented an organizational culture that supports improving employee performance such as cooperation in teamwork and in terms of efficiency and discipline. With the organizational culture implemented by employees at PT. Haramein Group Bandar Lampung, then makes employees very focused and disciplined because the culture implemented by the company itself greatly influences the performance of employees within the company. Proven results in achieving company goals with maximum results. Because improving the culture within the company also has an impact on creating cohesiveness within it and also a comfortable working environment within the company.

Key words: organizational culture, work environment, employee performance