<p><em>Souvenirs shop plays important part in selling and introducing the SME’s product. This research purpose are to understand and to identify of how the souvenirs shop in Padang deal in the application of integrated promotional mix. This study uses qualitative descriptive method to 10 souvenirs shop in Padang, Padang Culture and Tourism Office, Padang Cooperatives and SME’s Office, and ASITA West Sumatra. Data collection method used were in-depth interview and focus group discussion. Their understanding in integrated promotional mix are identically expensive and have no direct impact in trading which this research try to change that mislead understanding. In general, the promotion mix </em><em>that </em><em>they </em><em>do is using visual media in the form of bilboard for advertsing, for sales promotion by providing product samples, giving discounts dan brochures. The ability of the resources owned which is still limited and still depends on the programs from related offices for the promotion of teir products.</em><em> </em><em></em></p>
Perkembangan teknologi telah mengubah cara dan pola hidup masyarakat dalam beraktivitas serta menciptakan budaya baru. Terbukti budaya lokal mulai tergeser dengan adanya kebudayaan baru yang mengutamakan kemudahan akses dan efisiensi waktu. Salah satu kebudayaan baru yang muncul yaitu Online Shop. Kehadiran online shop membuat masyarakat menjadi lebih aktif dalam melakukan pembelian secara online melalui jaringan internet serta memicu masyarakat menjadi lebih konsumtif salah satunya pada ibu rumah tangga. Penelitian ini bertujuan untuk mengidentifikasi pengaruh variabel e-commerce, literasi keuangan, dan gaya hidup terhadap perilaku konsumtif berbelanja online melalui platform TikTok. Pendekatan penelitian yang akan digunakan dalam penelitian ini adalah pendekatan kuantitatif dengan metode survey. Penelitian pada ibu rumah tangga di Kelurahan Pegambiran Kecamatan Lubuk Begalung Padang. Populasinya adalah ibu rumah tangga yang pernah berbelanja online melalui platform TikTok, dipilih 75 responden yang dipilih sebagai sampel penelitian yang ditentukan dengan menggunakan teknik purposive sampling. Teknik regresi linier berganda digunakan untuk menganalisis data. Semua variabel bebas berpengaruh signifikan terhadap perilaku konsumtif berbelanja online melalui platform TikTok. E-commerce berpengaruh signifikan positif terhadap perilaku konsumtif berbelanja online, gaya hidup berpengaruh signifikan positif terhadap perilaku konsumtif berbelanja online, dan literasi keuangan berpengaruh negatif signifikan terhadap perilaku konsumtif berbelanja online. Pengendalian perilaku konsumtif berbelanja online melalui TikTok bagi ibu rumah tangga dapat dilakukan dengan membatasi penggunaan e-commerce, meningkatkan literasi keuangan, dan mengendalikan gaya hidup.
Pariangan adalah sebuah desa yang indah di Tanah Datar, Sumatera Barat. Sejak ditetapkan sebagai desa terindah di dunia oleh Majalah Travel Budget pada tahun 2012, brand yang mereka miliki belum mampu menguntungkan masyarakat sekitar dalam peningkatan perekonomian. Tujuan dari kegiatan ini adalah untuk merubah pola pikir masyarakat dan menumbuhkan kreatifitas dalam kegiatan sadar wisata dan untuk mengoptimalisasikan promosi secara digital. Bahan penelitian dirangkum dari pengamatan dan kuesioner yang disebar secara online kepada 100 responden dari tanggal 3 Juni 2020 sampai dengan 15 Juni 2020 untuk mengetahui pengetahuan masyarakat terhadap Nagari Pariangan. Dapat disimpulkan bahwa wanita usia produktif dengan tingkat keterlibatan tinggi dengan instagram adalah target pasar utama. Materi pelatihan terdiri dari pembahasan tentang 4 pilar pembangunan pariwisata, bauran pemasaran, dan optimalisasi digital melalui instagram. Evaluasi kegiatan dilakukan pada saat pelatihan berlangsung tentang pemahaman peserta pelatihan, grup whatsapp, dan diskusi dengan Pemerintahan Nagari dan komite lokal; Badan Permusyawaratan Rakyat Nagari (BPRN) Pariangan sebagai perpanjangan tangan Pemerintah Nagari untuk membentuk komitmen dan aktivitas sadar wisata. Hasil kegiatan ini adalah peserta paham dengan promosi digital, mengaktifkan kembali Pokdarwis, dan mendapatkan dukungan dari Pemerintahan Kab. Tanah Datar (dinyatakan dalam Top 12 Tujuan Wisata Tanah Datar).
The use of the internet as an online marketing medium which is classified as effective and reaches a large number of internet user communities. Market traffic has increased rapidly because purchasing decisions through online transactions are seen as providing convenience, one of which is using live shopping TikTok. Purchasing is an activity of buying products in the form of goods and services by customers through a complex thought process. The customer will assess and choose the best option. The purpose of the study was to determine whether there is a role for psychological factors and intensity using social media on purchasing decisions in live shopping TikTok. This research uses quantitative research methods. The subjects of this research were 85 housewives in Lubuk Begalung District Padang City selected using a random sampling technique. The data collection methods used are the intensity scale of psychological factors, scale of intensity using social media, and scale of purchasing decisions. Research data analyzed with multiple linear regression by the SPSS 26.0 for Windows. The results showed that: (1) psychological factors and Intensity using social media together on Purchasing decisions in live shopping TikTok with F value = 47,900, R2 = 0,734, dan p = 0,000; (2) there was significant impact of psychological factors on purchasing decisions in live shopping TikTok with beta coefficient = 0,206, t = 2,463and p value = 0,016; and (3) there was significant impact of intensity using social media on Purchasing decisions in live shopping TikTok with beta coefficient = 0,526, t = 6,968 and p value = 0,000. Contribution amounted to 73,4 percent.
Failure in promotional activities if not well managed will make business people in some condition that is known as mental blocking. This research design is descriptive research into secondary data with cross sectional approach which was held to understand the impact of mental blocking toward analytical and critical thinking in micro and small enterprise promotion activities. This research location was in Padang by collecting 229 research questionnaires from micro and small business women from July 28th 2020 to August 7th 2020 with 5% error rate. We can conclude that there was negative relationship between mental blocking and analytical and critical thinking with R -0.62. On the same hand, this research finding is that mental blocking have no significant impact toward analytical and critical thinking where R2is 4 percent. This was due to majority in scoring distribution of mental blocking aspect were in low level while majority in scoring distribution of analytical and critical thinking in higher level. This study suggested that future researcher must simplified the research scale and deeper analysis in finding other variable.
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