Tour & Travel Agent is an old type of business that can still maintain its potential as a business opportunity every year. This is due to the use of the internet, thus presenting the online travel market. One of the travel agency businesses that use the internet, especially social media, as a marketing medium to build a company brand image is MyPangandaran. However, the growth of followers on the @mypangandarantours Instagram account is relatively slow, and the level of follower engagement is still low. This study aims to find out how MyPangandaran grows a positive brand image for followers of their Instagram account, @mypangandarantours. In addition, to see the influence that social media has had on followers of brand images on their Instagram accounts. The method used in this research is quantitative with the type of associative survey research. The data technique uses analysis from observations, literature studies, interviews and questionnaires. The sample in this study was 96 followers of the @mypangandarantours Instagram account. The sampling technique used non-probability sampling, namely purposive sampling. The data analysis technique used simple linear regression analysis. This study indicates a significant influence of social media on the brand image of followers of the @mypangandarantours Instagram account, meaning that if the social media marketing variable is getting better, the brand image will be getting better.

Kini, media sosial menjadi salah satu teknologi penting yang dilibatkan dalam kehidupan sehari-hari manusia termasuk dunia bisnis. Banyak manfaat yang bisa didapatkan para pebisnis untuk mengembangkan bisnisnya dengan memanfaatkan media sosial untuk berkomunikasi bisnis. Dengan begitu, penelitian ini bertujuan untuk mengetahui apa saja peranan media sosial dalam mengembangkan suatu bisnis. Penelitian ini menggunakan metode penelitian kualitatif deskriptif dengan Systematic Literature Review (SLR). Hasil dari penelitian ini yaitu media sosial memiliki peranan sebagai sarana pengembangan bisnis dalam memasarkan produk melalui marketing mix, meningkatkan customer engagement suatu bisnis, meningkatkan penjualan di tengah situasi pandemi Covid-19, dan menjadi wadah dalam merepresentasikan suatu bisnis. Media sosial juga dibutuhkan dalam memajukan persaingan UKM berkearifan lokal hingga mendukung perekonomian Indonesia. Dengan begitu, media sosial menjadi tempat bagi pebisnis dalam mengembangkan bisnisnya.

This research was conducted to analyze the rational and emotional motivation of consumers to make purchases/visit Colada Cafe. Those consumer motivations are rational buying motives and emotional buying motives. The results of this study will be used as a basis for making decisions to improve the marketing strategy carried out by Colada Cafe so that it can compete with competitors. This research was conducted using quantitative research methods with descriptive analysis techniques. Samples from this method were taken using simple random sampling. The sample in this study was 90 Colada Cafe consumers. Based on the data obtained, it can be concluded that the marketing strategy Colada Cafe should do is expanding parking lots, improving promotional methods that not only show the interior but also show prices, promos, taste testimonials, menu variations, good service, strategic locations, and appetizing product displays. In addition, Colada Cafe must improve the quality of the products served to consumers.

Penelitian ini dilakukan untuk menganalisis persepsi konsumen terhadap harga, kualitas produk dan suasana di cafe Feelter. Penelitian ini merupakan penelitian kuantitatif deskriptif dengan 65 responden yang pernah membeli dan datang ke cafe Feelter akan tetapi tidak datang kembali, dan menggunakan teknik judgemental sampling. Hasil penelitian menunjukkan bahwa berdasarkan nilai mean, persepsi pelanggan di Cafe Feelter terhadap kualitas produk masih kurang baik. Berdasarkan analisis button two boxes dapat diketahui bahwa persepsi konsumen terhadap kualitas produk adalah kurang baik karena mayoritas indikator menunjukan tidak puas dibanding sangat puas. Kata Kunci: Persepsi, Kualitas Produk.

Purpose: This research aims to determine which type of The Big Five Personality impacted the impulsive buying behavior of TnT Rajut’s customers.   Design/methodology/approach: This research proposes two strategies based on TnT Rajut’s SWOT analysis, social media activation and bundling price strategy. Findings: Based on the calculated data from respondents, it is shown that Openness to Experience, Extraversion, and Agreeableness impacted the impulsive buying behavior. Research limitations/implications: Meanwhile, Conscientiousness and Neuroticism didn’t impact impulsive buying behavior. Originality/value: This paper is original Paper type: Research Paper