Abstract:This study aims to examine the influence of tourism commodities, tourism costs, tourism comfort, and tourism communication on domestic tourists' perceptions and their impact on revisit decisions at Palabuhanratu Beach, Sukabumi…
ukabumi Regency. This research employed a quantitative approach using an explanatory research design. The sample consisted of 150 domestic tourists selected through purposive sampling. Data were collected using a five-point Likert scale questionnaire and analyzed through Structural Equation Modeling (SEM) with IBM SPSS Statistics 26 and IBM SPSS AMOS 24. The findings reveal that tourism commodities, tourism costs, and tourism comfort have a positive and significant effect on domestic tourists' perceptions, while tourism communication does not significantly affect domestic tourists' perceptions. Furthermore, domestic tourists' perceptions, tourism costs, and tourism communication have a positive and significant effect on revisit decisions. In contrast, tourism commodities and tourism comfort do not directly influence revisit decisions. The findings indicate that domestic tourists' perceptions play a crucial role in encouraging revisit decisions. Therefore, destination managers should improve the quality of tourism commodities, enhance tourist comfort, establish appropriate tourism pricing, and strengthen tourism communication strategies to build positive perceptions and increase tourist loyalty through revisit decisions.
Abstract:The aviation sector is vital for improving national connections and influencing a nation's reputation. Garuda Indonesia is the national airline of Indonesia that faces the challenge of maintaining the corporate image amid…
d competition and rapid digital innovation. Social media, especially Instagram, has become an important medium to improve digital branding and interact with consumers. This study seeks to analyze the impact of brand performance, brand relationship, and brand personality on corporate image via Instagram as a digital branding platform. This research is using quantitative methodology with survey technique with purposive sampling. Multiple linear regression analysis wasperformed on data of 142 Instagram followers of Garuda Indonesia. The findings indicate that brand performance, brand relationship, and brand personality exert positive and significant influences on corporate image, both individually and collectively. Brand personality was the most influential of these elements. The coefficient of determination (R²) was 0.583, which means that the model explains 58.3% of the variance in corporate image. Results show the relevance of integrating functional, emotional and symbolic dimensions in digital branding, with brand personality being a central factor in shaping corporate image.
Abstract:Abstract also written in English containing key issues, objectives, methods and results. Abstract This study examines the role of service creativity in the performing arts ecosystem within the context of cultural tourism,…
m, highlighting how service processes contribute to value creation beyond the artistic aspect. Cultural tourism has shifted from an object-based orientation to an experiential one, understanding performing arts not merely as a creative product but as an experience constructed through interactions between service providers and consumers. In this context, service becomes an integral part of the value creation process and audience satisfaction. This research uses a qualitative approach with a single case study method at PT Mata Hati Kitapoleng, a performing arts company in Bali. Data collection was conducted through in-depth semi-structured interviews and non-participatory observation. This research focuses on how service creativity is built through organizational processes, interactions, and practices. The results show that service creativity is formed through a structured yet flexible process, which integrates empathy for consumers, team collaboration, idea exploration, and continuous evaluation. The design thinking approach enables companies to deeply understand consumer needs and translate them into personalized and meaningful experiences. Service in this context is understood as a co-creative process, where consumers play an active role in shaping the final outcome. Furthermore, consumer satisfaction is influenced by various factors, such as trust, production and financial efficiency, innovation capacity, and evaluation and feedback mechanisms. This research confirms that service creativity is a strategic element in enhancing the competitiveness and sustainability of performing arts businesses within the cultural tourism ecosystem.
Abstract:This study seeks to examine the role of investment decisions among Generation Z students by analyzing the roles of financial literacy, Fear of Missing Out (FOMO), and financial technology. A quantitative approach was employed…
loyed using primary data collected through questionnaires distributed to Generation Z students. The sample consisted of 89 respondents selected through a random sampling technique. Data analysis was conducted using Partial Least Squares (PLS) with the support of SmartPLS software, including the evaluation of the measurement model, structural model, and hypothesis testing through bootstrapping. The findings reveal that financial literacy, FOMO, and financial technology have positive and significant effects on investment decisions. These results indicate that cognitive factors, such as financial literacy, along with behavioral and technological factors, including FOMO and fintech, play significant roles in shaping investment behavior. This study contributes to the existing literature by providing empirical insights into investment decision-making among Generation Z in the context of financial literacy, psychological influences, and technology adoption.
Abstract:This research aims to analyze the role of the Entrepreneurship Course (MK) in shaping entrepreneurial character and fostering business interest in STIMI YAPMI Makassar Class of 2023 students in the midst of the challenges…
s of the digital era. The research method used was qualitative descriptive with data collection techniques through observation, interviews, and questionnaires of 30 respondents. The results of the study show that MK Entrepreneurship makes a significant contribution (90%) in increasing self-efficacy and student courage in taking business risks. In the context of interest, as many as 83% of respondents stated that they were interested in building a digital-based business, especially through social commerce platforms and digital resellers. However, the main obstacles found are limited financial capital and the need for technical assistance related to advanced digital marketing. In conclusion, entrepreneurship education at STIMI YAPMI Makassar has succeeded in building a strong character foundation, but it is necessary to strengthen the business incubation aspect so that students' interests can be realized into sustainable business units.
Abstract:This study examines the linkage between digital literacy, workforce development, and macroeconomic growth in the context of an increasingly digitalized economy. Moving beyond descriptive approaches, it investigates how digital…
igital competencies function as a critical mechanism shaping labor productivity, innovation capacity, and economic performance. Using cross-sectoral data and workforce survey evidence, the study analyzes the extent to which digital skills contribute to workforce adaptability and organizational efficiency. The findings reveal that higher levels of digital literacy significantly enhance workforce development by improving skill alignment, fostering innovation, and increasing competitiveness across industries. At the macro level, these improvements translate into measurable contributions to economic growth through productivity gains and structural transformation. Furthermore, the study underscores the importance of multi-stakeholder collaboration among educational institutions, industry, and government in designing integrated digital literacy programs. Such coordinated efforts are essential to ensure sustainable skill development and long-term economic resilience. This research contributes to the literature by providing an integrated perspective that explicitly links digital literacy to both workforce development and macroeconomic outcomes, offering practical implications for policymakers and stakeholders in shaping inclusive and sustainable growth strategies.
Abstract:The rapid development of digital technology and social media platforms has significantly transformed consumer purchasing behavior, particularly in relation to digital products. Social media has evolved beyond its traditional…
onal role as a communication platform and now functions as an important environment where consumers discover, evaluate, and purchase products. This study aims to explore the psychological factors that influence consumer decision-making in purchasing digital products through social media platforms. A qualitative research approach was employed to gain an in-depth understanding of consumers' experiences and perspectives. Data were collected through semi-structured in-depth interviews with social media users who had purchased digital products based on information encountered on social media platforms. The collected data were analyzed using thematic analysis to identify patterns and themes related to consumer psychology in digital purchasing behavior. The findings reveal that consumer decision-making in purchasing digital products is influenced by several interconnected psychological and social factors. Five major themes emerged from the analysis: social media as a discovery environment, cognitive evaluation of digital products, trust formation and credibility cues, psychological motivations for purchasing digital products, and social influence from peers, influencers, and online communities. The results indicate that social media plays a significant role not only in introducing digital products but also in shaping consumer perceptions, trust, and purchase intentions. Consumers actively interpret information obtained from social media, evaluate product credibility through reviews and recommendations, and rely on social interactions to reduce uncertainty before making purchase decisions. This study contributes to the understanding of consumer psychology in digital environments by highlighting how psychological motivations and social influences interact within social media platforms to shape digital purchasing decisions. The findings also provide practical insights for digital marketers and product creators to design more effective strategies that emphasize authenticity, trust-building, and community engagement in promoting digital products.
Abstract:This study aims to determine the effect of Word of Mouth (WOM) and promotion on consumer purchasing decisions for Fore Coffee products at the Alauddin Makassar branch. In the current digital era, consumer behavior is heavily…
vily influenced by peer recommendations and digital promotional strategies. Using a quantitative research approach with stratified random sampling, data were collected from 100 respondents through a Likert-scale questionnaire. Multiple linear regression analysis was used to assess the impact of the two independent variables—WOM and promotion—on purchasing decisions. The results showed that WOM has a significant partial influence on purchasing decisions, indicating that peer communication, both traditional and electronic, is a dominant factor in shaping consumer perceptions and preferences. Promotion, on the other hand, did not show a significant partial effect, suggesting that price incentives alone may not be sufficient to influence purchasing behavior unless reinforced by social influence or trust. However, the simultaneous effect of WOM and promotion was statistically significant, emphasizing their combined role in consumer decision-making. The study concludes that WOM is a more dominant and effective marketing tool than standalone promotions and should be central to marketing strategies in the lifestyle-based coffee industry. These findings contribute to a deeper understanding of consumer behavior and offer practical implications for enhancing marketing effectiveness through integrated communication approaches.
Abstract:This study investigates the impact of job preferences on self-perceived employability (SPE) among university graduates in Bandung, Indonesia. Unemployment in Indonesia, particularly among fresh graduates, has highlighted…
structural issues in the labor market, including skill mismatches and insufficient job creation. Job preferences, including factors such as salary, work-life balance, and career development, are crucial in determining an individual’s ability to secure desirable employment. This research, based on a sample of 280 graduates from various universities, reveals that well-defined and realistic job preferences positively influence SPE. The analysis shows a significant and strong relationship between job preferences and employability, with a high path coefficient (0.986) and a T-statistics value far exceeding the significance threshold. The results highlight the importance of aligning personal career goals with market demands, enhancing individuals’ self-confidence in their employability. Educational institutions also play a key role in shaping job preferences and employability by providing skills that match labor market needs. The study underscores the need for better integration between education and industry to improve graduates’ market readiness. Universities in Bandung should integrate skill training aligned with labor market demands, career guidance, industry trend seminars, and job search strategies to ensure graduates possess relevant preferences and skills for the workforce. This study employed the Structural Equation Modeling-Partial Least Squares (SEM-PLS) method to analyze the factors influencing graduate employability preferences. As a recommendation, higher education institutions and policymakers should emphasize industry collaboration and adopt policies that enhance graduates’ readiness for the evolving job market.
Abstract:The primary goal of this study was to quantitatively analyze the contribution of consumptive behavior and lifestyle toward shoe purchasing decisions among students at Universitas Linggabuana PGRI Sukabumi. The analysis consistently…
onsistently showed that both independent variables play a significant role in influencing purchasing choices. Specifically, consumptive behavior was found to have a positive and tangible impact on buying decisions when analyzed individually. Similarly, lifestyle also demonstrated a distinct, positive, and significant contribution. When examined simultaneously (Uji F), these two factors were collectively proven to be significant. The model exhibited strong explanatory power, indicating that the majority of the variation in student purchasing decisions can be effectively attributed to their lifestyle trends and high consumption levels. In conclusion, the findings confirm that both lifestyle and consumptive behavior are central and positive drivers in shaping students' shoe purchasing decisions