Search

The purpose of this research is to analyze the effect of brand loyalty and perceived quality on consumer purchasing decisions. The research design used in this study uses a quantitative associative method. Based on the results of data analysis that has been carried out in the first hypothesis (H1), which states that brand loyalty has a positive and significant effect on consumer purchasing decisions, the t-count value of 8,197 is greater than the t-table value, which is 1,666, testing the second hypothesis (H2), which states that perceived quality has a positive and significant effect on consumer purchasing decisions obtained by a t-count value of 10,769 greater than the t-table value of 1,666, which means that brand loyalty and perceived quality have a positive and significant effect on consumer purchasing decisions, while the R-square value is obtained by 0.616 which states that brand loyalty and perceived quality variables influence consumer purchasing decisions by 61.60% and the remaining 38.40% are influenced by other variables.

Latar belakang penulisan kegiatan pengabdian kepada masyarakat dan CSR ini adalah pentingnya suatu perencanaan bisnis bagi wirausahawan pemula dalam merintis awal bisnis yang ditekuninya sebagai pedoman dalam menjalankan bisnis. Masalah dalam penelitian ini adalah bagaimanakah perencanaan bisnis yang sederhana, baik dan benar bagi wirausahawan pemula? Tujuan kegiatan pengabdian kepada masyarakat dan CSR ini adalah untuk memberikan penguatan pengetahuan dan keterampilan dalam hal perencanaan bisnis yang sederhana, baik dan benar kepada wirausahawan pemula. Adapun yanga menjadi peserta dari workshop ini adalah 20 mahasiswa Universitas Katolik Santo Thomas yang telah lulus dalam matakuliah Kewirausahaan dan berminat menjadi wirausahawan pemula. Metode yang digunakan dalam pelatihan ini adalah metode workshop. Kegiatan workshop ini didanai dari dana CSR perusahaan bisnis yang berkegiatan di Propinsi Sumatera Utara. Hasil kegiatan dari pelatihan ini adalah dihasilkannya proposal bisnis wirausahawan pemula yang dapat langsung diimplementasikan di dunia usaha / bisnis.

Pemerintah berperan penting dalam pembangunan nasional, dimana peningkatan sektor ekonomi menjadi salah satu indikator suatu pembangunan. Pembangunan nasional meningkatkan kualitas masyarakat Indonesia yang dilaksanakan secara berkelanjutan dan berdasarkan kemampuan nasional dalam memanfaatkan sumber daya, termasuk informasi dan teknologi. Peranan masyarakat dalam pembangunan nasional dengan konteks peningkatan sektor ekonomi salah satunya menjadi pelaku Usaha Mikro, Kecil, dan Menengah (UMKM). UMKM berperan penting dalam perkembangan perekonomian Indonesia. Pemerintah menargetkan UMKM Naik Kelas dengan melakukan digitalisasi UMKM. Kenyataannya bahwa masyarakat pelaku UMKM masih banyak tidak mengetahui informasi berkaitan legalitas NIB. Fenomena lain bahwa perekenomian keluarga banyak mengalami kemunduran akibat pandemi. Perguruan Tinggi berperan untuk menjawab kesenjangan keterampilan serta informasi dan teknologi yang terjadi pada masyarakat. Kegiatan Pengabdian Kepada Masyarakat dilakukan dengan sasaran sepuluh Kaum Ibu yang diberikan Pelatihan dan pendampingan dari ide usaha hingga pengurusan legal NIB. Fakultas Ekonomi Universitas Katolik Santo Thomas bekerja sama dengan GBKP (Gereja Batak Karo Protestan) khususnya di Runggun Payung, Kecamatan Payung, Kabupaten Karo, Sumatera Utara. Hasil kegiatan Pengabdian Kepada Masyarakat ini Kaum Ibu yang diberikan pelatihan ide usaha pembuatan susu kedelai ditinjau dari manfaat kedelai dan memastikan asupan protein keluarga tercukupi. Peserta Pengabdian Kepada Masyarakat memberi respon yang positif dalam hal materi pelatihan dan kebutuhan mereka.

Outside of the oil and gas sector, tourism is one of the mainstay sectors for Indonesia's foreign exchange earnings. The Indonesian government has devised a long-term strategy to develop ten destinations outside of Bali, and the Lake Toba Tourism Area is one of the National Tourism Strategy Areas (KSPN) that is geared toward international expansion. Tourism marketing has expanded dramatically in recent decades. After a long period of recovery from the Pandemic, the tourism industry is back on its feet. The applied theory in this study is brand experience-based tourism marketing.This study investigates the hypothesis of several brand experience factors at destinations, including Destination Image, Infrastructure and Support Services at Destinations, and Attractions at Destinations, and investigates their influence on destination brand loyalty. In this study, the population consisted of domestic tourists who visited the tourist area of Lake Toba in North Sumatra. The sampling technique used is non-probability sampling, specifically purposive sampling, and sample distribution with quota sampling. This study includes 40 indicators and 200 participants.SmartPLS was used to process respondent data, which was then analyzed using the Structure Equation Model (SEM). In this study, seven hypotheses are tested. The Destination Brand Experience is positively influenced by the Destination Image, Infrastructure and Supporting Services at the Destination, and Attractions at the Destination. Similarly, Destination Brand Experience influences Destination Brand Loyalty positively and significantly. Destination Brand Experience has a significant positive effect on Destination Brand Loyalty as a moderator between Destination Image, Infrastructure and Supporting Services at Destinations, and Attractions at Destinations.

This study aimed to determine the social media promotion effect on travel decisions. This research design is survey research. The population in this study was people who searched for tourist information and made travel decisions. The sampling techniques in this study used purposive sampling with 110 samples. The data collection technique used a questionnaire tested for validity and reliability. The data analysis technique used to answer the research hypothesis is a simple regression test. This research indicates that there was a positive effect of social media promotion on travel decisions. The results of this study were the coefficient of determination (R2) which is 66.2%, the results of the Fcount test are 211.612 with a significance value of 0.000, then the t-count results are 14.547 with a significance value of 0.000. These results show that promotion through social media simultaneously and significantly influences travel decisions.

Purpose: The tourism sector is the leading sector for Indonesia's foreign exchange earnings. The Indonesian government has established six National Tourism Strategy Areas, including Lake Toba, North Sumatra. Development in the Lake Toba tourist area has been carried out, but it does not automatically bring tourists to visit the Lake Toba Tourism Area. The researcher intended to know the factors of the tourist brand experience in Lake Toba. Therefore, this study aims to confirm the factors obtained from a literature study. Research methodology: The research methodology used is a qualitative study, namely Focus Group Discussion. Participants in the Focus Group Discussion are Government Representatives, Tour Guides, Travel Agencies, and domestic tourists' representatives. Results: The study results should add to the Tourist Self-expression as a new precursor to the destination brand experience. Limitation: The study did not involve hospitality and other relevant governments to gain a broader perspective. Contribution: The results of this study hope to contribute to references for tourism marketing. Keywords: Brand experience, Destination branding, Tourism marketing, Lake Toba