JURSIMA

PENERAPAN METODE CONSTRAINT-BASED RECOMMENDATION SYSTEM (CBRS) UNTUK REKOMENDASI TEMPAT WISATA

2026-06-18T10:50:17+00:00

South Sulawesi has enormous tourism potential, with destinations spread across 24 regencies/cities. This diversity presents challenges for tourists in determining which destinations align with their preferences. To address this issue, this study aims to develop a website-based tourist attraction recommendation system using the Constraint-Based Recommendation System (CBRS) method. The CBRS method was chosen because it can handle complex user preferences without requiring historical data and allows for explicit constraints such as tourist category, location, and rating. The system was built using the Yii2 Advanced framework, which supports a modular structure and high performance in web application development. In addition to filtering structured preference-based data, the system also integrates review description analysis using the TF-IDF method to improve the relevance of recommendation results. The final results demonstrate that the system is capable of providing more personalized, relevant, and flexible tourist recommendations.

PENGARUH DIGITAL LEADERSHIP, WORK ENGAGEMENT, DAN KEPUASAN KERJA TERHADAP KINERJA KARYAWAN DI ERA TRANSFORMASI DIGITAL

2026-06-18T10:32:57+00:00

This study aims to analyze the influence of digital leadership, work engagement, and job satisfaction on employee performance in the era of digital transformation. The research method used was a quantitative approach with a survey technique involving 120 employees from service sector companies in Batam City. Data were collected through questionnaires using a Likert scale, while the data analysis technique employed multiple linear regression assisted by statistical software. The results of the study indicate that digital leadership has a positive and significant effect on employee performance. Effective digital leadership is able to improve employees’ adaptability to technological changes and encourage the creation of an innovative work culture. In addition, work engagement was also proven to have a positive effect on performance, where employees with high levels of engagement tend to demonstrate better productivity, loyalty, and responsibility. Job satisfaction also contributes significantly to improving employee performance, particularly in creating work motivation and comfort within the organizational environment. Simultaneously, the three variables have a significant influence on employee performance. The findings of this study emphasize the importance of implementing digital-based leadership, increasing work engagement, and creating job satisfaction to support the optimization of employee performance amid technological developments and increasingly dynamic business competition.

PENGARUH MARKETING MIX DAN ATMOSFER CAFE TERHADAP LOYALITAS PELANGGAN DI BADBEAR COFFEE GARDEN KOTA BATAM

2026-06-18T10:40:12+00:00

This study aims to analyze the influence of Marketing Mix and Cafe Atmosphere on Customer Loyalty at Badbear Coffee Garden in Batam City. The research was motivated by a 25.9% decline in transaction volume from January to June 2024, indicating a low level of customer loyalty. This research was conducted using quantitative methods. This study took a sample of 100 respondents using purposive sampling technique with criteria of customers who had visited Badbear Coffee Garden within the last three months. Data collection techniques were carried out by distributing questionnaires using a Likert scale. Data analysis was performed using SPSS 25 software which included descriptive statistical tests, data quality tests, classical assumption tests, influence tests, and hypothesis testing. Based on the regression test results, Marketing Mix (X1) has an influence of 56.4% on customer loyalty (Y), Cafe Atmosphere (X2) has an influence of 36.1% on customer loyalty (Y), while simultaneously both variables are able to explain 75.5% of the variation in customer loyalty. Based on the hypothesis testing results, it was found that Marketing Mix and Cafe Atmosphere partially and simultaneously have a positive and significant influence on customer loyalty at Badbear Coffee Garden in Batam City.

PENGARUH SOCIAL MEDIA MARKETING, KEPERCAYAAN MEREK, DAN CITRA MEREK TERHADAP LOYALITAS MEREK PADA KONSUMEN PSTORE BATAM

2026-06-18T10:47:10+00:00

This study aim to analyze the effect of Social Media Marketing, Brand Trust, and Brand Image on Brand Loyalty among PStore Batam consumers. Brand loyalty is an important issue for gadget retail companies amid intense competition and changes in consumer behavior in the digital era. This research employs a quantitative approach using a survey method. Data were collected through questionnaires distributed to 100 PStore Batam consumers. Data analysis techniques include validity tests, reliability tests, classical assumption tests, multiple linear regression analysis, t-tests, F-tests, and coefficient of determination using SPSS version 27. The results show that Social Media Marketing, Brand Trust, and Brand Image partially and simultaneously have a positive and significant effect on Brand Loyalty. These findings indicate that effective social media marketing strategies supported by strong brand trust and brand image can enhance consumer loyalty.

PENGARUH E-WOM, KEPERCAYAAN MEREK, DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN PADA GRAB DI KOTA BATAM

2026-06-19T15:37:03+00:00

This study aims to evaluate the role of e-WOM, brand trust, and brand image in shaping purchasing decisions in Batam City. This study uses a descriptive quantitative approach, targeting respondents who are active users of the Grab application. Sampling was carried out using a purposive sampling technique and the sample size was determined using Jacob Cohen's formula, resulting in a total of 204 respondents. The data analysis process includes data quality testing, classical assumption testing, influence testing, and hypothesis testing. The results show that e-WOM contributes 44.6% to purchasing decisions, brand trust contributes 31.7%, and brand image contributes 29.3%. The coefficient of determination (R²) analysis shows that trust, brand image, and satisfaction together explain 82.7% of the variation in purchasing decisions. Based on the results of statistical tests, trust, brand image, and satisfaction are proven to have a positive and significant influence, both individually and collectively, on purchasing decisions in Batam City.