JURNAL RUMPUN MANAJEMEN DAN EKONOMI

PENGARUH PROFITABILITAS, UKURAN PERUSAHAAN, DAN STRUKTUR MODAL TERHADAP NILAI PERUSAHAAN PADA PERUSAHAAN MANUFAKTUR YANG TERDAFTAR DI BURSA EFEK INDONESIA TAHUN 2021-2025

2026-07-24T15:01:24+00:00

This research aims to analyze the effect of profitability, company size, and capital structure on company value in food and beverage sub-sector manufacturing companies listed on the Indonesia Stock Exchange (IDX) for the 2021-2025 period. The research method used is a quantitative approach with purposive sampling technique for selecting 26 company samples with a total of 130 samples over a period of 5 years. The results of the study indicate that profitability (ROA) has a significant positive effect on company value, company size (SIZE) also has a significant positive effect on company value, while capital structure (DER) does not have a significant effect on company value. The coefficient of determination (adjusted R²) shows that the variables profitability, company size, and capital structure only explain 18.9% of the variation in company value, while the rest is influenced by other factors not examined in this study.

Analisis Kelayakan Bisnis Jasa Transportasi dan Pengantaran (Fast On) Di Tinjau dari Aspek Operasional dan Pemasaran

2026-07-27T04:27:18+00:00

_{Dengan munculnya layanan transportasi online, perusahaan telah memanfaatkan strategi pemasaran dan operasional yang efektif untuk meningkatkan daya saing mereka. Tujuan dari penelitian ini adalah untuk melihat apakah layanan transportasi dan pengiriman FAST ON di Bumiayu, Kabupaten Brebes, beroperasi dengan baik dari sudut pandang pemasaran dan operasional. Penelitian ini menggunakan pendekatan kualitatif deskriptif, dan data dikumpulkan melalui observasi, wawancara, dan dokumentasi. Dengan menggunakan teknik purposive sampling, informan penelitian terdiri dari pemilik usaha, pengelola, dan pengemudi yang dipilih. Model Miles, Huberman, dan Saldaña digunakan untuk melakukan analisis data, yang mencakup penyajian, penarikan kesimpulan, dan reduksi data. Menurut hasil penelitian, FAST ON layak untuk dioperasikan dan dikembangkan. Memiliki pasar sasaran yang jelas, strategi promosi yang efektif, dan penetapan harga yang kompetitif adalah alasan mengapa elemen pemasaran dinilai layak. Selain itu, fitur operasinya dinilai baik, dengan 32 pengemudi aktif dan sistem layanan yang berfungsi dengan baik. Namun, masih ada masalah dengan penggunaan WhatsApp sebagai platform pemesanan serta beberapa kesalahan sistem. Oleh karena itu, untuk meningkatkan kualitas layanan dan daya saing bisnis, diperlukan pengembangan aplikasi pemesanan dan peningkatan kompetensi sumber daya manusia.}

Analisis Kelayakan Bisnis Kopitiam 212 Berkonsep Vintage di Bumiayu Sebagai Dasar Pengembangan dan Ekspansi Bisnis

2026-07-27T05:45:10+00:00

Penelitian ini bertujuan untuk menganalisis kelayakan usaha Kopitiam 212 yang merupakan kedai kopi berkonsep vintage di Bumiayu serta mengkaji peluang pengembangan usahanya di masa mendatang. Penelitian menggunakan metode deskriptif kualitatif dengan pengumpulan data melalui wawancara, observasi langsung, dan dokumentasi. Analisis kelayakan dilakukan berdasarkan aspek pasar dan pemasaran, aspek teknis dan operasional, aspek manajemen dan sumber daya manusia, aspek keuangan, serta aspek lingkungan dan sosial. Hasil penelitian menunjukkan bahwa Kopitiam 212 memiliki pangsa pasar yang cukup luas, meliputi pelajar, keluarga, dan kalangan muda. Keunggulan usaha didukung oleh konsep vintage yang unik, kualitas produk yang terjaga, serta pemanfaatan media digital sebagai sarana promosi. Dari aspek operasional, usaha ini didukung oleh lokasi yang strategis, proses pelayanan yang efektif, serta penggunaan sistem pembayaran digital. Dari aspek keuangan, usaha mampu menghasilkan pendapatan yang stabil dan telah mencapai pengembalian modal awal. Selain itu, keberadaan usaha memberikan dampak positif terhadap aktivitas ekonomi di lingkungan sekitar. Berdasarkan hasil analisis yang dilakukan, Kopitiam 212 dinilai layak untuk dijalankan dan memiliki peluang yang baik untuk melakukan ekspansi ke wilayah pasar yang lebih luas.

Pengaruh Pengalaman Pelanggan Dan Kepercayaan Terhadap Loyalitas Pelanggan Pada Pengguna Aplikasi Access by KAI

2026-07-27T15:10:51+00:00

Perkembangan teknologi digital telah mendorong PT Kereta Api Indonesia untuk mengoptimalkan layanan berbasis aplikasi mobile melalui Access by KAI sebagai sarana pemesanan tiket dan layanan perjalanan kereta api. Penelitian ini bertujuan untuk menganalisis pengaruh pengalaman pelanggan dan kepercayaan terhadap loyalitas pelanggan pada pengguna aplikasi Access by KAI. Penelitian ini menggunakan pendekatan kuantitatif. Data dikumpulkan melalui kuesioner yang disebarkan kepada 100 pengguna Access by KAI dengan metode purposive sampling. Analisis data menggunakan analisis regresi linier berganda, analisis koefisien determinasi, dan uji hipotesis parsial dan simultan menggunakan SPSS. Hasil penelitian menunjukkan bahwa pengalaman pelanggan (X1) dan kepercayaan (X2) secara parsial maupun simultan berpengaruh signifikan terhadap loyalitas pelanggan (Y). Diketahui bahwa t hitung > t tabel, untuk variabel pengalaman pelanggan 5,265 > 1,660, sedangkan untuk variabel kepercayaan 2,505 > 1,660. Nilai koefisien determinasi sebesar 63,4% menunjukkan bahwa loyalitas pelanggan dapat dijelaskan oleh pengalaman pelanggan dan kepercayaan, sedangkan 36,6% sisanya dipengaruhi oleh faktor lain di luar penelitian. Berdasarkan hasil penelitian, dapat disimpulkan bahwa pengalaman pelanggan dan kepercayaan berpengaruh signifikan terhadap loyalitas pelanggan pada pengguna aplikasi Access by KAI. Temuan ini menunjukkan bahwa Access by KAI perlu terus meningkatkan kualitas layanan, kemudahan penggunaan, kualitas layanan, dan kepuasan pelanggan agar Access by KAI tetap menjadi pilihan utama dalam melakukan pembelian tiket kereta api.

PENGARUH PROFITABILITAS, LIKUIDITAS, OPERATING CAPACITY, CASH FLOW DAN SALES GROWTH TERHADAP FINANCIAL DISTRESS PADA PERUSAHAAN PROPERTY DAN REAL ESTATE DI BEI TAHUN 2019-2024

2026-07-24T15:08:45+00:00

This study aims to analyze the effect of Profitability (ROA), Liquidity (CR), Operating Capacity (TATO), Cash Flow (OCF), and Sales Growth on Financial Distress measured using the Altman Z-Score model in property and real estate companies listed on the Indonesia Stock Exchange (IDX) during 2019–2024. The research method used is quantitative with an explanatory approach. The population includes 92 companies, and using purposive sampling technique, a sample of 20 companies (120 observations) was obtained. Data analysis was conducted using multiple linear regression in SPSS 23. The results show that profitability, liquidity, and cash flow have a positive and significant effect on financial distress, while operating capacity has a negative and significant effect. Meanwhile, sales growth has no significant effect on financial distress. Simultaneously, all five independent variables significantly affect financial distress with an Adjusted R2 of 84.5%.

Pengaruh Literasi Keuangan, Dan Pengelolaan Keuangan Terhadap Minat Berwirausaha Mahasiswa Program Studi Akuntansi Universitas Persatuan Guru 1945 NTT

2026-07-25T00:18:04+00:00

This study aims to determine the effect of financial literacy and financial management on the entrepreneurial interest of students in the Accounting Study Program at Universitas Persatuan Guru 1945 NTT. The method used in this research is a quantitative descriptive method, employing simple and multiple linear regression analysis techniques. The data were analyzed using classical assumption tests (normality and multicollinearity tests), partial and simultaneous hypothesis testing, and the coefficient of determination (R²). The data collection technique used was a questionnaire, with data processing carried out using the SPSS version 21 program. The sample in this study was financial literacy and financial management on the entrepreneurial interest of students in the Accounting Study Program at Universitas Persatuan Guru 1945 NTT. The results of the study show that the regression equations Y = -15.414 + 0.429X₁ and Y = -15.414 + 0.397X₂ partially have a significant effect on the entrepreneurial interest of students in the Accounting Study Program at Universitas Persatuan Guru 1945 NTT. This means that the higher the knowledge and understanding of financial literacy and financial management, the higher the students' interest in entrepreneurship. Based on the F-test results, it shows that financial literacy and financial management simultaneously have a significant effect on the entrepreneurial interest of students in the Accounting Study Program at Universitas Persatuan Guru 1945 NTT. The results show that F-count > F-table (151.552 > 199.5) and the significance level is less than 0.05 (0.001 < 0.05). The results of the coefficient of determination test (R²) show that financial literacy and financial management have an effect of 91.8%, while the remaining (100% - 91.8% = 9.2%) is influenced by other variables not examined in this study.

Pengaruh Brand Love dan Brand Trust Terhadap Repurchase Intention Pada Produk Galeri24 (Studi Pada Nasabah PT. Pegadaian Syariah UPS Lumajang)

2026-07-28T02:23:19+00:00

Perkembangan industri emas di Indonesia yang semakin pesat mendorong perusahaan untuk tidak hanya menarik konsumen baru, tetapi juga mempertahankan konsumen agar melakukan pembelian ulang. Galeri24 sebagai anak perusahaan PT Pegadaian menghadapi persaingan yang ketat sehingga perlu meningkatkan repurchase intention konsumen. Penelitian ini menggunakan pendekatan kuantitatif dengan jenis penelitian eksplanatori untuk mengetahui pengaruh brand love dan brand trust terhadap repurchase intention pada konsumen Galeri24. Data dikumpulkan melalui kuesioner online terhadap 109 responden dan dianalisis menggunakan regresi linier berganda. Hasil penelitian menunjukkan bahwa brand love dan brand trust berpengaruh positif dan signifikan terhadap repurchase intention, baik secara parsial maupun simultan. Semakin tinggi brand love dan brand trust, semakin tinggi pula niat pembelian ulang konsumen Galeri24. Berdasarkan hasil tersebut, disarankan agar Galeri24 meningkatkan brand love dan brand trust melalui penguatan keterikatan emosional, peningkatan kualitas produk, serta pelayanan yang konsisten. Penelitian selanjutnya disarankan menambahkan variabel lain seperti customer satisfaction, harga, kualitas pelayanan, atau brand image. Selain itu, perusahaan perlu memperkuat strategi komunikasi pemasaran digital agar dapat menjangkau konsumen secara lebih efektif. Optimalisasi layanan pelanggan juga perlu ditingkatkan untuk menjaga kepuasan dan loyalitas konsumen. Galeri24 diharapkan mampu mempertahankan daya saing di tengah ketatnya industri emas.

Pengaruh Pemanfaatan Marketplace TokoPedia Terhadap Minat Beli Konsumen Produk Ikan Hias Air Laut Di PT. Indotama Putra Wahana

2026-07-26T14:48:01+00:00

The ornamental fish sector now relies on the effectiveness of digital marketing through e-commerce platforms to influence consumer purchasing decisions. This study evaluates the extent to which the use of the Tokopedia marketplace triggers customer interest in purchasing saltwater ornamental organisms at PT Indotama Putra Wahana. Using a Likert-scale questionnaire, quantitative data were collected from 30 samples selected based on specific criteria (purposive sampling). Instrument validation, classical assumption tests, and simple linear regression were analyzed using SPSS software. The results demonstrate a significant positive impact of Tokopedia usage on consumer purchasing preferences (t_“calculated” = 4.893 > t_“table” = 2.048; Sig = 0.000). Through the regression formula Y = 8.604 + 0.480X, it is evident that this digital platform contributes 46.1% (R² = 0.461) to the surge in purchasing interest. This confirms that the ease and convenience of transactions on Tokopedia are capable of driving buyer interest, making the optimization of digital channels a strategic step that the company should continue to pursue.

PENERAPAN PENYUSUNAN LAPORAN KEUANGAN UMKM BERDASARKAN STANDAR AKUNTANSI KEUANGAN ENTITAS MIKRO KECIL DAN MENENGAH (SAK EMKM): SEBUAH SYSTEMATIC LITERATURE REVIEW

2026-07-26T12:32:41+00:00

Through job creation, increased community income, and its contribution to Gross Domestic Product (GDP), micro, small, and medium enterprises (MSMEs) play a vital role in driving Indonesia's economic growth. However, many MSMEs have not prepared financial reports in accordance with the Financial Accounting Standards for Micro, Small, and Medium Entities (SAK EMKM). Most of them only record cash expenditures and receipts, resulting in financial information that cannot fully depict the overall business condition. The purpose of this study is to determine the importance of preparing financial statements based on SAK EMKM for small and medium enterprises (MSMEs). A Systematic Literature Review (SLR), employing a qualitative descriptive approach, was used. The review findings indicate that the implementation of SAK EMKM can improve the quality of financial reports, accountability, transparency, and credibility of MSMEs. Furthermore, financial statements that comply with SAK EMKM can assist business actors in evaluating business performance, making more appropriate business decisions, controlling costs, and facilitating access to financing from financial institutions. Nevertheless, the implementation of SAK EMKM still faces various obstacles, such as low accounting understanding, limited human resources, lack of training, and low utilization of accounting technology. Therefore, ongoing support in the form of training, mentoring, and socialization is needed to ensure that the application of SAK EMKM in MSMEs can run optimally.

PENGARUH REWARD PUNISHMENT DAN KOMPETENSI TERHADAP PRODUKTIVITAS KERJA KARYAWAN PT LUCKY MOM CIKUPA TANGGERANG KABUPATEN

2026-08-02T14:44:14+00:00

Abstract. This study aims to determine the effect of Reward and Punishment and Competence on Employee Work Productivity at PT. Lucky Mom. This study employed a quantitative approach using a survey method. The population of this study consisted of all employees of PT. Lucky Mom, with a sample of 65 respondents selected using the saturated sampling technique. Data were collected through questionnaires and analyzed using validity tests, reliability tests, multiple linear regression analysis, correlation tests, coefficient of determination tests, and hypothesis testing (t-test and F-test) with the assistance of SPSS software. The results of the regression analysis indicate that Reward and Punishment have a positive and significant effect on Employee Work Productivity, with a t-value of 3.612. Furthermore, Competence also has a positive and significant effect on Employee Work Productivity, with a t-value of 4.738, indicating that Competence has a more dominant influence than Reward and Punishment. Simultaneous testing shows that Reward and Punishment and Competence jointly have a significant effect on Employee Work Productivity, with an F-value of 14.673. Meanwhile, the coefficient of determination (R²) test shows that Reward and Punishment and Competence are able to explain 32.1% of the variation in Employee Work Productivity, while the remaining 67.9% is influenced by other factors outside this study. Partial and simultaneous hypothesis testing proves that all proposed hypotheses are accepted. Therefore, the proper implementation of Reward and Punishment as well as good Competence can be important strategies for improving Employee Work Productivity at PT. Lucky Mom.

Keywords: Reward and Punishment, Competence, Employee Work Productivity.

Penerapan SWOT-QSPM dalam menentukan Strategi Pengembangan Usaha Kue Lumpur Muda Mudi Jaya di Sidoarjo

2026-08-03T13:49:44+00:00

Kue Lumpur Muda Mudi Jaya Sidoarjo is a business entity operating in the food processing industry. Despite its strategic outlet location and authentic recipe, the business faces primary operational challenges, including the limited shelf life of fresh wet pastry products, sub-optimal market reach, and intensifying competition within the regional culinary sector in Sidoarjo Regency. Therefore, a well-defined strategic direction is required to enhance competitiveness and business sustainability. This study aims to identify internal and external factors, formulate alternative strategies, and determine the priority strategy for the business development of Kue Lumpur Muda Mudi Jaya Sidoarjo. This research employs a descriptive qualitative method with a quantitative approach. Data collection techniques include observation, in-depth interviews, and questionnaires. Instrument sampling was conducted using a purposive sampling method based on expertise and direct involvement in business operations. Data were analyzed sequentially using IFE, EFE, IE, SWOT, and QSPM matrices. The evaluation results reveal a total weighted score of 2.75 for IFE and 2.25 for EFE, positioning the business in Quadrant V (Hold and Maintain) of the IE Matrix. The SWOT Matrix analysis yielded eight alternative strategies. Based on the Quantitative Strategic Planning Matrix (QSPM), the top priority strategy with the highest Total Attractiveness Score (TAS) of 13.3 is strengthening the brand identity of Sidoarjo’s signature culinary specialty through the optimization of promotions at strategic physical outlets. This strategy is implemented by refining the outlet's visual concept, highlighting the uniqueness of traditional preservative-free recipes, and utilizing digital technology via landing pages to drive consumer traffic to highly accessible souvenir stores.

PENGARUH KUALITAS PELAYANAN DAN DIGITAL MARKETING TERHADAP KEPUASAN KONSUMEN COFFEE SHOP WTC LOUNGE DI TANGERANG SELATAN

2026-08-03T17:35:13+00:00

Abstract. This study aims to determine the effect of service quality and digital marketing on customer satisfaction at WTC Lounge Coffee Shop in South Tangerang, both partially and simultaneously. The research method used is a quantitative method with a causal associative level of explanation. The sampling technique used was purposive sampling method with 99 respondents calculated using the Rao Purba formula. Data collection was conducted by distributing online questionnaires via Google Form. The data analysis techniques used include instrument tests (validity and reliability tests), classic assumption tests (normality, multicollinearity, and heteroscedasticity tests), multiple linear regression analysis, correlation coefficient analysis, coefficient of determination analysis, and hypothesis testing (t-test and F-test) utilizing SPSS version 20 software. The results showed that: (1) Service quality has a partial positive and significant effect on customer satisfaction, as evidenced by the value of t count > t table (9.941 > 1.984) and a significance value of 0.000 < 0.05. (2) Digital marketing has a partial positive and significant effect on customer satisfaction, as evidenced by the value of t count > t table (7.930 > 1.984) and a significance value of 0.000 < 0.05. (3) Service quality and digital marketing simultaneously have a positive and significant effect on customer satisfaction with the regression equation Y = 11.657 + 0.420X1 + 0.317X2. The correlation between variables is strong with an R value of $0.784. The coefficient of determination (R Square) is 0.615 or 61.5%, while the remaining 38.5% is influenced by other factors not examined in this study. The F-test results show that F count}} > F table (76.538 > 3.09) with a significance value of 0.000 < 0.05.

Keywords: Service Quality, Digital Marketing, Customer Satisfaction.

PENGARUH LOKASI DAN KUALITAS PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN PADA KAFE ROTI BAKAR 88 CABANG KUTABUMI KABUPATEN TANGERANG

2026-08-03T18:08:03+00:00

Abstract. The purpose of this study was to determine the influence of location and service quality on purchasing decisions at Roti Bakar 88 Café Kutabumi Branch, Tangerang Regency, partially and simultaneously. The method used was quantitative. The sampling technique used the Slovin formula and obtained a sample of 100 respondents. Data analysis used validity tests, reliability tests, classical assumption tests, regression analysis, correlation coefficients, coefficients of determination, and hypothesis testing. The results of this study are that location has a significant effect on purchasing decisions with the regression equation Ŷ = 25.826 + 0.362X1, the correlation coefficient value is 0.521 (moderate), the coefficient of determination is 27.1%, and the hypothesis test obtained t count > t table, namely (6.040 > 1.984). Service quality has a significant effect on purchasing decisions with the regression equation Ŷ = 23.957 + 0.405X2, the correlation coefficient value is 0.593 (moderate), the coefficient of determination is 35.1%, and the hypothesis test obtained t count > t table, namely (7.288 > 1.984). Location and service quality simultaneously have a significant effect on purchasing decisions with the regression equation Ŷ = 8.904 + 0.376X1 + 0.417X2. The correlation coefficient is 0.803 (very strong), the coefficient of determination is 64.5%, and the remaining 35.5% is influenced by other variables. The hypothesis test yielded a calculated F value > F table value, namely (88.010 > 3.090).

Keywords: Location, Service Quality, Purchasing Decisions.

PENGARUH KOMUNIKASI INTERNAL DAN GAYA KEPEMIMPINAN TRANSFORMASIONAL TERHADAP PRODUKTIVITAS KARYAWAN PADA PT SUMBER ALFARIA TRIJAYA TBK. AREA CIPUTAT

2026-08-03T18:35:59+00:00

Abstract. This study aims to determine the effect of internal communication and transformational leadership styles on employee productivity. The study was conducted at PT Sumber Alfaria Trijaya Tbk in the Ciputat area. A sample of 63 employees of PT Sumber Alfaria Trijaya Tbk in the Ciputat area was used. A questionnaire was used for data collection. The instrument used was a validity test using Pearson correlation and a reliability test using Cronbach's Alpha. Classical assumption tests were then conducted using normality, multicollinearity, autocorrelation, and heteroscedasticity tests. After the classical assumption tests were met, multiple linear regression analysis was conducted using SPSS 26. The hypotheses were tested using a partial t-test and a simultaneous F-test.The results showed that (1) Internal communication has a significant and positive partial effect on employee productivity at PT Sumber Alfaria Trijaya Tbk in the Ciputat area, with a calculated t-value (7.327) greater than the t-table (2.000) and a significance level (0.000) less than 0.05. (2) Transformational leadership style has a significant and positive partial effect on employee productivity at PT Sumber Alfaria Trijaya Tbk in the Ciputat Area, with a calculated t-value (3.759) greater than the t-table (2.000) and a significance level of 0.000 less than 0.05. (3) Internal communication and transformational leadership style have a significant and positive simultaneous effect on employee productivity at PT Sumber Alfaria Trijaya Tbk in the Ciputat Area, with a calculated F-value (81.231) greater than the F-table (3.150) and a significance level of 0.000 less than 0.05. The magnitude of the influence of internal communication and transformational leadership style on employee productivity is 73%, while the remaining 27% is influenced by other variables not examined in this study.

Keywords: Communication, Leadership, Productivity

Pengaruh Brand Image Terhadap Minat Beli Produk Kaos Brand Adlv Melalui Brand Trust Pada Konsumen di Kabupaten Sidoarjo

2026-08-04T01:08:13+00:00

Abstract. This study aims to analyze the influence of Brand Image on Purchase Intention of ADLV brand t-shirt products through Brand Trust as a mediating variable among consumers in Sidoarjo Regency. The widespread circulation of counterfeit (KW) ADLV products in the market has created a gap between consumers' visual appeal toward brand image and actual purchasing decisions, making brand trust a crucial factor that needs to be examined. This research employs a quantitative approach using a survey method through questionnaire distribution to 120 People its selected using incidental sampling technique. Respondent criteria included residing in Sidoarjo Regency, knowing or having seen ADLV brand t-shirt products, and being at least 17 years old. The data were analyzed using the Partial Least Squares (PLS) approach with SmartPLS 4.0 software. These findings indicate that Brand Trust has a more dominant role compared to Brand Image in driving consumer purchase intention. Therefore, ADLV's marketing strategy in Sidoarjo Regency needs not only to maintain a strong brand image but also to actively build consumer trust through product information transparency, authenticity guarantees, and quality consistency to overcome the challenge of counterfeit products in the market.

Pengaruh Social Media Marketing dan Customer Experience terhadap Kepuasan Pengunjung di Eco Active Park Kota Batu

2026-08-04T08:24:44+00:00

Abstract. Visitor satisfaction plays a crucial role in determining the success of a tourism destination. Satisfaction arises after comparing perceived performance with prior expectations. Such expectations do not emerge by coincidence, but rather can be shaped through Social Media Marketing. Companies need to pay close attention to the alignment between the expectations formed and the actual experience delivered, as this alignment is what ultimately creates satisfaction. Based on observations at Eco Active Park, there is a gap between the expectations shaped through social media and the actual experiences of visitors. Therefore, this study aims to analyze the influence of Social Media Marketing and Customer Experience on Visitor Satisfaction at Eco Active Park. A quantitative explanatory approach was employed, with data collected from 100 respondents determined through purposive sampling and analyzed using multiple linear regression. The results indicate that Social Media Marketing partially has a positive and significant effect on Visitor Satisfaction, and Customer Experience partially has a positive and significant effect on Visitor Satisfaction. Simultaneously, both variables significantly affect Visitor Satisfaction, with an R Square of 0.635, indicating that 63.5% of the variance in Visitor Satisfaction is explained by the two predictors. These findings confirm that Customer Experience contributes more dominantly than Social Media Marketing to visitor satisfaction. Eco Active Park is advised to maintain consistency between the expectations formed on social media and the real experience delivered on site, while continuing to strengthen interactive engagement with visitors.

Keywords: Social Media Marketing; Customer Experience; Visitor Satisfaction; Eco Active Park; Educational Tourism.

Abstrak. Kepuasan pengunjung berperan penting dalam menentukan keberhasilan suatu destinasi wisata. Kepuasan muncul setelah membandingkan kinerja yang dirasakan dengan harapan. Harapan tersebut tidak muncul secara kebetulan, melainkan dapat dibentuk melalui Social Media Marketing. Perusahaan perlu memperhatikan aspek kesesuaian antara harapan dengan pengalaman nyata, sehingga mampu menciptakan kepuasan. Berdasarkan pengamatan pada Eco Active Park terdapat kesenjangan antara harapan yang dibentuk melalui media sosial dengan pengalaman nyata pengunjung. Oleh karena itu, penelitian ini bertujuan untuk menganalisis pengaruh Social Media Marketing dan Customer Experience terhadap Kepuasan Pengunjung di Eco Active Park Kota Batu. Penelitian ini menggunakan pendekatan kuantitatif eksplanatori dengan 100 responden yang ditentukan melalui teknik purposive sampling dan dianalisis menggunakan regresi linier berganda. Hasil penelitian menunjukkan bahwa Social Media Marketing secara parsial berpengaruh positif dan signifikan terhadap Kepuasan Pengunjung, serta Customer Experience secara parsial berpengaruh positif dan signifikan terhadap Kepuasan Pengunjung. Secara simultan, kedua variabel tersebut berpengaruh signifikan terhadap Kepuasan Pengunjung, dengan nilai R Square sebesar 0,635 yang berarti 63,5% variasi Kepuasan Pengunjung dijelaskan oleh kedua variabel bebas tersebut. Temuan ini menegaskan bahwa Customer Experience memberikan kontribusi yang lebih dominan dibandingkan Social Media Marketing terhadap kepuasan pengunjung. Eco Active Park disarankan untuk menjaga konsistensi antara harapan yang dibentuk di media sosial dengan pengalaman nyata di lapangan, sembari terus memperkuat interaksi dengan pengunjung.

Kata Kunci: Social Media Marketing; Customer Experience; Kepuasan Pengunjung; Eco Active Park; Wisata Edukasi.