MORFAI JOURNAL

RELEVANCE OF REALISM IN THE CONTEMPORARY EDUCATIONAL SYSTEM

Swaroopa.P.K — 2024-08-15

Realism remains a prominent educational philosophy in contemporary educational systems, emphasizing the objective existence of reality and the importance of empirical evidence in knowledge acquisition. Originating from the works of ancient philosophers and evolving through figures like John Dewey and Jean-Jacques Rousseau, realism advocates for a curriculum grounded in factual knowledge across disciplines such as mathematics, sciences, and history. In today’s educational landscape, realism informs teaching practices that prioritize critical thinking, problem-solving skills, and practical application of knowledge. This philosophy integrates advancements in technology, promoting experiential learning through digital tools and interactive simulations. However, realism faces challenges, including criticisms of its potential to overlook creativity, cultural diversity, and ethical considerations in education. Addressing these concerns requires a balanced approach that combines realism with inclusive educational practices and interdisciplinary learning. Moving forward, realism continues to shape educational policies and pedagogical strategies, aiming to prepare students for global citizenship and lifelong learning in a rapidly evolving world

THE EFFECT OF MOTIVATION, ORGANIZATIONAL BEHAVIOR AND JOB PERFORMANCE ON JOB INSECURITY AT MAAR GROUP

Nur Amalia — 2024-10-30

This study examines the effects of motivation, organizational behavior, and employee performance on job insecurity within MAAR GROUP. Data were collected using a survey method, employing a questionnaire as the primary data collection instrument. The study's population consisted of 147 employees of MAAR GROUP, with a census sampling technique used, resulting in a sample size of 147 employees. A quantitative approach was applied, using multiple linear regression analysis with the assistance of SPSS (Statistical Package for the Social Sciences) software. The findings indicate that, individually, motivation significantly influences job insecurity at MAAR GROUP, organizational behavior significantly influences job insecurity, and employee performance significantly influences job insecurity. Furthermore, motivation, organizational behavior, and employee performance collectively have a significant impact on job insecurity within the organization. These findings provide practical implications for MAAR GROUP's management, suggesting a need to focus on enhancing motivation, fostering a positive organizational culture, and optimizing employee performance to reduce job insecurity. Implementing strategies that support employee motivation, establish a supportive organizational culture, and maintain high levels of employee performance can contribute to a more stable work environment and improve overall employee well-being. Such efforts are critical for retaining a productive workforce and mitigating turnover related to job insecurity. This study also contributes to the existing literature on human resource management strategies aimed at reducing job insecurity, offering valuable insights, particularly in the context of dynamic business environments like MAAR GROUP.

THE INFLUENCE OF BRAND IMAGE ON PRODUCT QUALITY AND PRICE TO PURCHASE DECISIONS BELLA SQUARE SQUARE HIJAB FOR FEMALE STUDENTS FACULTY OF ECONOMICS AND BUSINESS UNIVERSITY MALIKUSSALEH

Cut Nurul Azman — 2024-10-23

This study aims to determine the influence of brand image, product quality, and price on purchase decisions for Bella Square Hijab among students of the Faculty of Economics and Business, Malikussaleh University. The research method used in this study is quantitative. The instruments in this study include validity tests, reliability tests, and classical assumption tests, namely normality tests, multicollinearity tests, and heteroscedasticity tests. This study was conducted on female students of the Faculty of Economics and Business, Malikussaleh University, who had used and made purchases of the Bella Square Hijab. The primary data were obtained by distributing questionnaires via Google Forms to 100 respondents. The data analysis technique employed was multiple linear regression analysis with the help of SPSS. The results indicate that brand image does not significantly affect purchase decisions for Bella Square Hijab. Product quality significantly influences purchase decisions for Bella Square Hijab, and price does not have a significant effect on purchase decisions for Bella Square Hijab. The practical implication of this study is that Bella Square Hijab producers need to improve their brand image, product quality, and price to increase sales.

THE DEVELOPMENT STRATEGY OF CULINARY TOURISM IN INDONESIA AS A POTENTIAL BUSINESS

Rahayu Lestari — 2024-08-30

The tourism sector offers significant growth potential for business opportunities in the food and beverage industry. The culinary diversity in Indonesia is a valuable asset for establishing a wide range of culinary enterprises. The objective of this research is to assess the present state and prospects of the culinary tourism sector in Indonesia, as well as identify the factors that impact its growth as a viable industry. Additionally, the study aims to discover effective strategies for developing and capitalizing on the potential of the culinary tourism business in Indonesia, while considering the following aspects. Elements of marketing, sustainability, and engagement with the local community. Qualitative methods enable researchers to investigate the perspectives, understandings, and encounters of stakeholders, including industry participants, tourists, and local communities, in order to acquire more profound insights. Findings of the research To establish Indonesian culinary tourism as a lucrative global business opportunity, it is crucial to prioritize comprehensive marketing strategies, promote sustainability, and foster international collaboration. The culinary tourism industry can achieve sustainable growth, equitable economic benefits, and empowerment of local communities by leveraging digital technology, exploring collaboration opportunities with influencers, and implementing sustainable practices.

THE INFLUENCE OF INDIVIDUAL, FAMILY, AND SOCIAL ENVIRONMENT FACTORS ON METHAMPHETAMINE ABUSE IN ACEH (Case Study of Methamphetamine Patients at BNNP Aceh)

Marlita Nusa Prashayu — 2024-10-24

This study aims to identify the types of individual, family, and social environmental factors influencing methamphetamine abuse in Aceh society. Additionally, it analyzes the effects of individual, family, and social environmental factors on methamphetamine abuse in Aceh society. The sampling technique used in this study employed a saturation or census sampling method. Census technique is a sampling method where all members of the population are used as samples due to the relatively small population size. Therefore, the sample size in this study was 36 individuals, all of whom were patients undergoing rehabilitation at the National Narcotics Agency (BNNP) Aceh. Data were collected using questionnaires. To test the influence of individual, family, and social environmental factors on methamphetamine abuse, a multiple nonlinear regression analysis model was applied. The results showed that the majority of individuals' factors were in the agree category (38.9%), family factors in the agree category (47.2%), and social environmental factors in the agree category (38.9%). The analysis results indicated a significant relationship (Sig=0.07) between the individual factor variables and methamphetamine abuse, a significant relationship (Sig=0.042) between the family factor variables and methamphetamine abuse, and a significant relationship (Sig=0.035) between the social environmental factor variables and methamphetamine abuse in Aceh society.

THE INFLUENCE OF SOCIAL INFLUENCE, IMPORT BRAND, TRUST, AND PRICE ON PURCHASE INTEREST IN THRIFT SHOPS ON E-COMMERCE PLATFORMS

Isna Apriliza Aisyah — 2024-10-23

This research aims to determine and analyse the influence of social influence, import brand, trust, and price on purchase interest in thrift shops on e-commerce platforms. This quantitative study has 96 respondents taken using a probability sampling technique and obtained the data through questionnaires and secondary data from journals and internet sources. The data analysis techniques used are multiple linear regression analysis, classical assumption testing, instrument testing (validity and reliability), hypothesis testing, and the coefficient of determination using the SPSS version 26.0 program. The results of partial tests reveal that social influence, import brand, trust, and price positively and significantly affect purchase interest in thrift shops on e-commerce platforms. Price is the dominant variable influencing purchase interest in thrift shops on e-commerce platforms. The Adjusted R Square value of 0.536 indicates that the dependent variable can be explained by the independent variables (social influence, import brand, trust, and price) by 53.6%, and the remaining 46.4% can be explained by other variables not examined in this study.

BABUR’S MILITARY TACTICS AND TRIBAL WARFARE: ADAPTATION TO THE INDIAN CONTEXT

Khalid Basir — 2024-10-23

Babur, the founder of the Mughal Empire, is known for his military genius forged through years of Central Asia's complex world of politics. After Babur invaded India, he was faced by a new environment altogether, where he had to cope with established local and regional practices of warfare, like those practiced by Rajput’s and Afghan nobles. In this paper, the authors make a deliberate effort to trace the development of Babur's military strategies in response to the unique challenges of the Indian subcontinent. It masterfully combines older precepts of warfare from the steppes of Central Asia with newer technologies-having absorbed gunpowder, firearms, and cannons-it explains how Babur so elegantly welded horse archery and steppe warfare into this new framework. Synthesizing his native military heritage with an understanding of warfare traditions in India, Babur triumphantly established a new martial order, reshaped the battlefield, and cemented Mughal dominance in India.

THE INFLUENCE OF PRODUCT QUALITY, BRAND IMAGE AND DIGITAL MARKETING ON PURCHASE INTENTION ERIGO PRODUCTS TO USERS SHOPEE APPLICATION

Sabrina Luvita — 2024-10-23

This research was conducted to find out the influence of product quality, brand image and digital marketing on buying interest in Erigo products at the Faculty of Economics and Business, Malikussaleh University. This research uses a quantitative approach where the data used is primary data collected from distributing questionnaireson line(google forms) and processed using SPSS 25.0. The sample in this study was 120 people. The data analysis technique used in this research is multiple linear regression, validity test, reliability test. The classic assumption test consists of the normality test, multicollinearity test, and heteroscedasticity test. Test the hypothesis using a partial test (t test). The research results show that product quality, brand image and igital marketing has a positive and significant effect on purchasing interest in Erigo products at the Faculty of Economics and Business, Malikussaleh University.

THE INFLUENCE OF MEMORIZING AL-QUR'AN ON THE ENTHUSIASM OF ELEMENTARY SCHOOL STUDENTS IT EL-BANNA SOSA SUB-DISTRICK

Nur Hasanah Hasibuan — 2024-10-30

The research was driven by the belief that memorize the Qur’an has the potential to influence students' morale. The aim of the research was to find out whether there was a significant influence on memorize the Al-Qur'an on students. Quantitative is the method used in this research. The sample consisted of 30 respondents. A previously validated questionnaire was used to collect data focused on memorize the Qur’an and student enthusiasm. For data analysis using a simple linear regression test with prerequisite tests for normality and linearity. The results obtained are a calculated F value of 292,361 with a significance level of 0.000 < 0.05, an R Square value of 0.913, which means that the influence of students' morals on memorize the Al-Qur'an is 0.913 × 100% = 91.3%, and the t value is 17,099 with a significance of 0.000 < 0.05, so the final result is that H0 is rejected and HA is accepted, which means that there is a strong positive influence between memorize the Al-Qur'an on the enthusiasm of students at SD IT El-Banna.

INFLUENCE OF SERVICE QUALITY, PRODUCT QUALITY, AND PRICE COMPATIBILITY TOWARDS CUSTOMER SATISFACTION AT WH CAFÉ, KISARAN TIMUR DISTRICT ASAHAN REGENCY, NORTH SUMATRA

Adnan — 2024-10-23

This study analyzes the influence of service quality, product quality and price compatibility on customer satisfaction at Café WH, Kisaran City, Asahan Regency, North Sumatra. This quantitative study uses a purposive sampling technique to collect the data from 100 respondents through questionnaires, while secondary data are from journals and internet media. The analysis techniques used are descriptive analysis, multiple linear regression, classical assumption test, validity and reliability test. Hypothesis testing and determination coefficient were conducted using the SPSS version 26.0 program. The results of the study indicate that partially, service quality does not have a significant effect on customer satisfaction at Café WH in Kisaran City, product quality significantly affected customer satisfaction at Café WH, Kisaran City, price compatibility does not significantly influence customer satisfaction at Café WH, Kisaran City. Simultaneously, service quality, product quality, and price compatibility significantly affected customer satisfaction at Café WH, Kisaran City. The Adjusted R Square value of 0.544 shows that 54.4% of the variation in usage interest can be explained by the independent variables studied, while the remaining 45.6% is explained by other variables not included in this study.

DECENTRALIZATION AND GOVERNANCE: CASE STUDIES FROM DEVELOPING COUNTRIES

Urfi Yousuf — 2024-07-31

Decentralization, the process of redistributing or dispersing functions, powers, people, or things away from a central location or authority, has been a significant reform in governance structures across developing countries. This paper examines the theoretical underpinnings of decentralization and its implications for governance, drawing on case studies from various developing countries. The analysis focuses on the political, administrative, and fiscal dimensions of decentralization and evaluates its impact on democratic governance, service delivery, and local accountability.

EMPOWERING WOMEN THROUGH THE CREATIVE WOMEN'S GROUP (KWK) PROGRAM IN UJONG TANOH DARAT VILLAGE

Siti Aminah Rahman — 2024-10-30

The dense population in Indonesia has caused poverty and unemployment problems everywhere, including in Ujong Tanoh Darat village. The problems of poverty and unemployment have increased from year to year, this has become a social problem that can cause inequality in society. One of the symptoms of poverty is low human resources caused by the lack of knowledge, especially in Ujong Tanoh Darat village. Another problem in this village is poor environmental sanitation as indicated by the rampant garbage in the environment in the village. Good waste management starting from managing inorganic waste into handicrafts (KAHASTA) and managing organic waste into fertilizer (Ecoharvest and Biowaste) is a solution to overcome these problems. This program aims to evaluate the effectiveness of assistance provided to women's groups in developing their skills, creativity, and productivity. The methods used include assistance and empowerment with the Grounded Theory approach, Focus Group Discussion, and training in utilizing local potential. The implementation of the program includes making handicrafts, Ecobrick gardens, and training in waste management and product marketing through social media.

THE INFLUENCE OF TRUST AND SATISFACTION ON LOYALTY CUSTOMERS AT UKM DNA COLLECTION SUMENEP CITY

Rifki Abrory — 2024-10-10

The rapid flow of globalization and lots of competition require enhancing product quality, providing excellent service and increasing marketing. Based on observations, UKM DNA Collection Sumenep City has done something so that customers trust the UKM, and customers feel satisfied with UKM DNA Collection, but sales are still declining. The purpose of this research is to examine the partial and simultaneous influence of trust and satisfaction on customer loyalty. This research was explanatory research with a quantitative approach carried out by distributing questionnaires to 100 respondents in January-March 2024 with the criteria of customers who have made at least 2 purchases at UKM DNA Collection using a purposive sampling technique. Data analysis uses multiple linear regression analysis. According to the findings of the partial hypothesis test, client loyalty are positively and significantly impacted by trust, and subsequently by customer satisfaction. The results of simultaneous hypothesis testing shows that trust and satisfaction has a positive and significant effect on customer loyalty by 43.1% and the remaining 56.9% are influenced by other factors not discussed in this research. From the results of this research it can be concluded that trust and satisfaction influence customer loyalty in UKM DNA Collection Sumenep City. DNA Collection needs to increase integrity and optimize satisfaction through willingness to recommend.

THE INFLUENCE OF LEARNING MOTIVATION ON STUDENTS' LEARNING ACHIEVEMENT OF SDN 112 PEKANBARU

Muhammad Padli Nasution — 2024-08-16

This research aims to determine the picture of student learning motivation at SDN 112 Pekanbaru, to find out the picture of student learning achievement at SDN 112 Pekanbaru, to find out how much influence the learning motivation of students at SDN 112 Pekanbaru has. This research is quantitative, with a research population of all class V students at SDN 112 Pekanbaru, totaling 82 people. Determining the number of samples used saturated samples, thus the number of samples in this study was 82 people. The data collection techniques used are questionnaire techniques and observation techniques. The data analysis techniques used are descriptive statistical analysis and inferential statistical analysis. The results of the research show that the description of students' learning motivation at SDN 112 Pekanbaru is in the high category, the description of students' learning achievement at SDN 112 Pekanbaru is in the quite high category, the influence of students' learning motivation at SDN 112 Pekanbaru is in the medium category.

ANALYSIS OF DISASTER RISK REDUCTION (DRR) LEARNING MODULES IN SCHOOL CURRICULUM IN INDONESIA

Signorina Kasvia — 2024-10-24

Schools need a disaster module as a special guide that is used to build student awareness in dealing with disasters. To meet the needs of students as users, this module must be able to deliver accurate and trustworthy information. This paper uses a descriptive qualitative approach with content analysis, which explains in more depth what school DRR support modules have been developed. There are four steps to this research method: i) problem conceptualization, ii) data collecting (investigation), iii) data coding, and iv) data analysis and interpretation. This study uses search engines from databases such as Google, and data from the National Secretariat, KIE Media, and Schools. This paper will discuss further i) What DRR support modules have been developed in schools? ii) how is the module compatible with disaster learning? and iii) How suitable is the module for disaster learning in schools? To support a wider spectrum of literature emerging from the search, the database was searched using the following key terms: “Modules”, “Learning”, “Disasters”, “Schools”, “DRR”, “Training”, “Teachers” adding “AND” " and "OR". As an inclusion criterion, this discussion only considers the Learning module from the DRR aspect. A literature search was conducted from September 8 to September 21, 2022. A total of 6 modules that met the inclusion and exclusion criteria were included for further analysis. Based on the results of the analysis of data management, conclusions are obtained from the components consisting of objectives, indicators, materials, learning activities, exercises, self-reflection, summary, and references.

ANALYSIS OF THE EFFECT OF E-SERVICE QUALITY ON SATISFACTION CUSTOMERS OF PT BANK TABUNGAN NEGARA (PERSERO) TBK PEMATANG SIANTAR BRANCH OFFICE

Iqbal Habibie — 2024-09-01

The decrease in the number of BTN Mobile Banking users of BTN Pematang Siantar Branch Office customers needs to be analyzed, so that the cause of the decrease in BTN Mobile Banking users will be known. This study aims to test and analyze the effect of e-service quality on customer satisfaction of PT Bank Tabungan Negara (Persero) Tbk Pematang Siantar Branch Office. The population of this study was all customers of PT Bank Tabungan Negara (Persero) Tbk Pematang Siantar Branch Office, both individual customers, debtors and payroll customers who used BTN Mobile Banking in the period from January to March 2023, totaling 7,023 customers. The sample in this study was 380 people. The analysis technique used was Multiple Linear Regression Analysis. The results of statistical tests showed that efficiency, reliability, fulfillment, privacy partially influenced customer satisfaction of PT Bank Tabungan Negara (Persero) Tbk Pematang Siantar Branch Office. The results of simultaneous tests showed that efficiency, reliability, fulfillment, privacy simultaneously influenced customer satisfaction at PT Bank Tabungan Negara (Persero) Tbk Pematang Siantar Branch Office.

MICE AND THE FUTURE OF TOURISM IN INDONESIA

Resti Hardini — 2024-07-21

The impact of the MICE (Meetings, Incentives, Conferences, and Exhibitions) industry on the Indonesian tourism sector is a noteworthy aspect that warrants particular consideration. More precisely, the MICE industry exerts a substantial and favorable influence on the expansion of tourism in Indonesia. This research aims to investigate the impact of the MICE industry on the growth of the tourism sector in Indonesia. It seeks to determine the extent to which this industry contributes to the increase in tourist visits and national income. Additionally, the study aims to identify the factors that influence the development of the MICE industry in Indonesia, including government policy, infrastructure readiness, and the active participation of industry players. Qualitative research methods are a suitable and appropriate option. The findings of this investigation are as follows: Developing high-quality MICE infrastructure and consistently monitoring global trends will be crucial in shaping the future of tourism in Indonesia. Indonesia's ascent to becoming a highly sought-after MICE destination on the global stage will be achieved through the consistent adoption of technology, improved infrastructure readiness, and effective support from the government in creating a favorable environment.

ENHANCING PEDAGOGICAL COMPETENCE OF TEACHERS TO IMPROVE STUDENT ACHIEVEMENT IN JUNIOR HIGH SCHOOLS OF SOUTHWEST ACEH REGENCY

Bob Fakrul Razi — 2024-10-24

This study explores how teachers' pedagogical competence influences student achievement across three junior high schools in Aceh Barat Daya. Using a qualitative approach, the research gathered data through interviews, observations, and document analysis at SMP Negeri 1 Blangpidie, SMP Negeri 1 Setia, and SMP Negeri 3 Babahrot. The findings reveal significant differences in teacher composition and student performance among the three schools. SMP Negeri 1 Blangpidie, which has a substantial proportion of certified teachers, demonstrated improved teaching practices and rising student performance. In contrast, SMP Negeri 1 Setia, which lacks certified educators, showed relatively constant student achievement. Despite having some certified teachers, SMP Negeri 3 Babahrot faces challenges due to limited resources and socioeconomic conditions, which led to low student achievement. This research emphasizes the importance of teacher certification and continuous professional development in improving student achievement. It also underscores the need for holistic strategies that consider external factors affecting educational quality. The study recommends targeted professional development programs, stronger collaboration among stakeholders, and leveraging technology to enhance pedagogical competencies. Strategic investment in teacher development and comprehensive educational planning can significantly improve learning outcomes across diverse school settings.

THE INFLUENCE OF MOTIVATION, WORKLOAD AND COMPETENCY ON EMPLOYEE PERFORMANCE WITH ORGANIZATIONAL COMMITMENT AS AN INTERVENING VARIABLE IN THE RIAU ISLANDS PROVINCIAL HEALTH OFFICE

Susilo Budi Hartanto — 2024-10-23

In this study, researchers variables Motivation, Workload, Competence, Organizational Commitment and Employee Performance. Data analysis with parametric and non-parametric statistics using SEM-PLS (Structural Equation Modeling-Partial Least Square) Data analysis with parametric and non-parametric statistics regarding research variables, calibration test / pilot test, validity and reliability, Outer model and inner model analysis, as well as a discussion of the results of hypothesis testing or Path Analysis Path. This study uses path analysis to examine the pattern of relationships that reveals the effect of a variable or set of variables on other variables, both direct and indirect. The calculation of the path coefficient in this study was assisted by SmartPLS Ver 4.0 2022. The results of this study indicate a direct influence that Motivation, Workload and Competence variables have a significant positive effect on Organizational Commitment. Organizational Commitment and Motivation have a significant positive effect on Employee Performance. Workload has a positive insignificant effect on Employee Performance. Competence has a positive insignificant effect on Employee Performance. Organizational Commitment has a significant positive effect in mediating Motivation on Employee Performance. Organizational Commitment has a positive and significant effect in mediating Workload on Employee Performance. Organizational Commitment has a negative and insignificant effect in mediating Competence on Employee Performance.

ANALYSIS OF GOVERNMENT INTERNAL CONTROL SYSTEM ON PROCUREMENT OF HEALTH GOODS DURING THE COVID-19 PANDEMIC AT THE HEALTH OFFICE OF NORTH SUMATERA PROVINCE

Sungkunen Purba — 2024-10-09

The COVID-19 pandemic in 2020 has had an impact on the health of the Indonesian people. The spread of the COVID-19 pandemic is increasing day by day and attacking the health of the Indonesian people, causing more casualties and material losses and affecting social, economic, and community welfare aspects. The central government has also issued many policies to deal with the handling of the COVID-19 pandemic, one of which is the procurement mechanism for goods in the context of the COVID-19 pandemic. The Financial and Development Supervisory Agency asked the Regional Government to pay attention to the procurement of health materials and medical devices. Procurement of Goods is a critical area for misappropriation of state funds so that it can cause the Indonesian Government's hopes for handling the COVID-19 pandemic to fail. Through refocusing activities, the total budget of the North Sumatra Provincial Government for handling the COVID-19 pandemic is 1.5 trillion with a 3-stage process. For this reason, a Government Internal Control System is needed in the Procurement of Goods, especially in the Health sector, in the hope of preventing misappropriation of state funds in the Procurement of Goods. This study uses a mix method that combines quantitative descriptive followed by qualitative methods with an inductive approach and is completed with data triangulation. The sample in this study was the Expenditure Treasurer and the Goods and Services Procurement Unit at the North Sumatra Provincial Health Office. The data collection instrument was a questionnaire with a grand theory, namely the Government Internal Control System using the Likert Scale and Interview measurement scale. Furthermore, data analysis was carried out through data reduction by understanding and analyzing the existing data, then presenting the data and finally drawing conclusions and recommendations. Based on the results of the study, respondents gave an average SPIP score of 4.26 (Government Internal Control System) with the results of the analysis showing that it had been carried out according to theory and legalistic Government Internal Control System. However, there are still shortcomings, namely certified human resources for procurement of goods and services so that control over procurement activities is in accordance with the budget for handling the COVID-19 pandemic and the need for significant action on information technology. This is done to answer the challenge of clean Procurement of Goods from misappropriation of state funds

THE INFLUENCE OF SERVICE QUALITY ON CUSTOMER LOYALTY (CASE STUDY AT CAFE UNCLE SAM LUBUK PAKAM)

Septiana Handayani Sagala — 2024-08-15

This research aims to test and analyze the influence of service quality on customer loyalty at Uncle Sam's Cafe. The entire population of Uncle Sam's cafe consumers. Determining the number of samples to use the formula is 5 times the number of indicator variables, totaling 24 indicators used, totaling 120 samples. The analysis technique used is multiple linear regression analysis. The research results prove that the influence of service quality using five indicators as research gaps is a factor causing customer loyalty, which has an impact on increasing the number of visitors to Uncle Sam's cafe. This is known from the respondents' answers where the respondents' perceptions regarding Tangibles, Reliability, Responsiveness partially have a positive and significant effect on Customer Loyalty at Uncle Sam's Cafe. Meanwhile, Assurance and Emphaty show that they partially have no significant effect on customer loyalty at Uncle Sam's Cafe. Simultaneous testing shows that Service Quality simultaneously influences Customer Loyalty at Uncle Sam's Cafe.

THE INFLUENCE OF EVENT SPONSORSHIP, BRAND AMBASSADOR AND BRAND EXPOSURE IN MAINTAINING BRAND IMAGE (Case Study of Wardah Cosmetic Products Among Female Students of Universitas Malikussaleh)

Nisa Humaira — 2024-10-30

This study aims to assess the influence of event sponsorship (X1), brand ambassadors (X2), and brand exposure (X3) on the brand image (Y) of Wardah cosmetic products among female students at Malikussaleh University. The sampling method used was purposive sampling, with a total of 104 respondents. Primary data was collected through questionnaires. The data analysis techniques employed include multiple linear regression analysis, classical assumption tests, instrument tests (validity and reliability), determination tests (R2), and hypothesis testing (T) using SPSS 25 software. The results indicate that, partially, event sponsorship has a positive and significant effect on brand image, brand ambassador does not have a significant effect on brand image, and brand exposure has a positive and significant effect on brand image.

THE INFLUENCE OF GREEN MARKETING MIX ON CONSUMER PURCHASING DECISIONS ON MOUNT AQUA PRODUCTS BY THE LHOKSEUMAWE CITY COMMUNITY WITH BRAND IMAGE AS A MEDIATING VARIABLE

Nur Adinda — 2024-10-23

The purpose of this study is to to test the direct impact of Green marketing Mix on Brand Image of Mount Aqua Users by Lhokseumawe City Community, to test the direct influence of Green Marketing Mix on Purchasing Decisions on Mount Aqua Users by Lhokseumawe City Community, to test the direct influence of Brand image on Purchasing Decisions on Mount Aqua Users by Lhokseumawe City Community, and to test the indirect influence of Marketing Mix on Purchasing Decisions on Mount Aqua Users by Lhokseumawe City Community. The study used a quantitative method with a sample size of 96 respondents. The results showed that green products, green places , brand image influenced purchasing decisions on young consumers who use Mount Aqua products in Lhokseumawe City. while green price, and green promotion do not affect purchasing decisions of young consumers who use Mount Aqua products in Lhokseumawe City. Green marketing Mix has a significant influence on Brand image among young consumers who use Mount Aqua products in Lhokseumawe City. Purchasing Decisions have a significant influence on Brand image among young consumers who use Mount Aqua products in Lhokseumawe City.