Penelitian ini bertujuan untuk mengetahui : (1) Pengaruh Viral Marketing terhadap Keputusan Pembelian Pada Geprek Bensu Medan. (2) Pengaruh Celebrity Endorsement terhadap Keputusan Pembelian Pada Geprek Bensu Medan. (3) Pengaruh Brand Awareness terhadap Keputusan Pembelian Pada Geprek Bensu Medan. Penelitian ini merupakan penelitian kuantitatif. Populasi seluruh konsumen yang membeli geprek bensu sejak tahun 2019-2021. Penelitian sampel dalam penelitian ini dilakukan dengan purposive sampling. Sampel yang diambil sebanyak 80 orang konsumen pada Geprek Bensu Medan. Teknik analisis data pada penelitian ini adalah analisis regresi linear berganda. Data penelitian bersumber dari kuesioner.
Viral Marketing berpengaruh positif dan signifikan terhadap Keputusan Pembelian pada Geprek Bensu Medan. Celebrity Endorsement berpengaruh positif namun tidak signifikan terhadap Keputusan Pembelian pada Geprek Bensu Medan. Brand Awareness berpengaruh positif dan signifikan terhadap Keputusan Pembelian pada Geprek Bensu Medan.
The aim of this study was to determine the effect of tourism image, experiential value, experiential satisfaction, on revisit intention in Lake Toba. The population in this study is tourists who visit Lake Toba, North Sumatra with an unknown number, so that the sampling uses the formula from the Malhotra theory where the number of questions is multiplied by four to obtain a sample of 324 tourists. The results showed that tourism image had a positive and significant effect on experiential satisfaction, experiential value had a negative but significant effect, experiential satisfaction had a positive and significant effect on revisit intention, tourism image had a positive and significant effect on revisit intention through experiential satisfaction and experiential value had a negative effect but significant to revisit intention through experiential satisfaction.
Penelitian ini mengangkat tentang pengaruh langsung dan pengaruh tidak langsung dari Karakteristik Pekerjaan, Karakteristik Individu, terhadap Kinerja Pegawai Negeri Sipil melalui Kepuasan Kerja di Propinsi Sumatera Utara. Penelitian ini menggunakan kuesioner sebagai alat pengumpulan data utama dari beberapa daerah terpilih, mengambil 195 sampel responden dari 379 populasi yang diteliti. Dalam proses pengambilan hipotesa Penulis menggunakan Structural Equational Modelling (SEM) dengan perangkat Smart-PLS. Hasil penelitian menunjukkan adanya pengaruh langsung dan pengaruh tidak langsung dari Karakteristik Pekerjaan, Karakteristik Individu, terhadap Kinerja Pegawai Negeri Sipil melalui Kepuasan Kerja di Provinsi Sumatera Utara.
Social enterprise performance is a subject that is being intensively researched in recent years because the effects are claimed to be accelerated a country's economic development. The purpose of this study is to analyze the correlation of marketing regarding social enterprise performance so that it can present theoretical frameworks and guides for new researchers. The Scopus, Crossref, and google scholar databases were used in this research. This research uses qualitative methods from the literature review. The most cited paper is “Social Marketing: An Approach to Planned Social Change”. The most prolific years were 2015 to 2019. This research resulted in three major topics that are currently being researched, namely social marketing, enterprise, and performance. Furthermore, the results of this study also indicate future research opportunities.
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