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Muzakir Muzakir
Universitas Tadulako, Sulawesi Tengah, Indonesia
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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Pengaruh Green Marketing dan Citra Merek terhadap Pembelian Ulang melalui Kepuasan Konsumen sebagai Variabel Intervening pada Produk Torufarm Palu Intan Nuraini; Muzakir Muzakir; Ponirin Ponirin; Pricylia Chintya Dewi Buntuang
Studi Akuntansi, Keuangan, dan Manajemen Vol 4 No 2 (2025): Januari
Publisher : Penerbit Goodwood

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35912/sakman.v4i2.3969

Abstract

Purpose: The purpose of this research is to analyze the effect of green marketing and brand image on repurchases through customer satisfaction as an intervening variable in Torufarm Palu products. Methodology: This research methodology is quantitative and was used to examine consumer purchases at Torufarm Palu. The sampling technique used in this study was nonprobability sampling by using purposive sampling. A sample of 120 respondents was selected based on Sugiono's statement. The analysis method used was SEM-PLS. Results: The results showed that green marketing and brand image have a positive effect on customer satisfaction, green marketing has a positive effect on repeat purchases, brand image has a negative effect on purchases, and customer satisfaction has a positive effect on purchases. In addition, there is an indirect relationship between green marketing and brand image to repurchase through customer satisfaction. Conclusions: Torufarm Palu can improve customer satisfaction through its green marketing and brand image. The green marketing, demonstrated by the sale of fresh fruits and vegetables, has proven effective in influencing consumers to repurchase Torufarm Palu's products. However, the brand image does not significantly influence repeat purchases, as visitors tend to overlook the company's brand image due to the large number of competitors. Limitations: The research variables are limited to aspects that can increase consumer satisfaction and encourage companies to improve their services to maintain the company's brand image. This research is limited to aspects of green marketing and specifically focuses on repeat purchases through customer satisfaction. Contribution: This study contributes to the literature on green marketing and brand image by providing a detailed analysis of the factors that can influence repeat purchases through customer satisfaction with torufarm products.
Pengaruh Kualitas Layanan dan Citra Merek dalam Meningkatkan Kepuasan Tamu Hotel Santika Novi Andriani; Adfiyani Fadjar; Muzakir Muzakir; Rachman Tambaru
Studi Akuntansi, Keuangan, dan Manajemen Vol 5 No 1 (2025): Juli
Publisher : Penerbit Goodwood

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35912/sakman.v5i1.4243

Abstract

Purpose: This research aims to determine the effect of service quality and brand image on increasing guest satisfaction at Hotel Santika Palu. Methodology: The population in this study were visitors who stayed at the Hotel Santika Palu, the sampling technique was nonprobability sampling using Purposive sampling, the final sample was 90 respondents. This study used a quantitative approach method. Multiple linear regression analysis test was used in this study using the spss application version 24.0 Results: These results indicate that service quality and brand image have a positive and significant effect on increasing customer satisfaction, service quality has a positive and significant effect on increasing customer satisfaction and brand image has a positive and significant effect on increasing customer satisfaction. Thus, increasing both variables has the potential to strengthen guest satisfaction and increase their chances of returning to stay at Hotel Santika Palu in the future. Conclusion: The study concludes that service quality and brand image are critical factors in improving guest satisfaction. Strengthening these elements can enhance guest experiences and loyalty, which is essential for maintaining competitive advantage in the hospitality industry. Limitations: The limitation of this research is that it was only conducted at one hotel, namely Hotel Santika Palu, so the results cannot be generalized to other hotels with different characteristics or in different locations. Contribution: This research has implications for the importance of improving service quality and strengthening brand image as the main strategy in efforts to increase guest satisfaction.
Brand Awareness dan Lifestyle pada Purchase Decision Kartu Pokémon melalui Customer Satisfaction Muhammad Aldiansyah; Muzakir Muzakir; Umar Syarifuddin; Faruq Lamusa
Studi Akuntansi, Keuangan, dan Manajemen Vol 5 No 2 (2025): Oktober
Publisher : Penerbit Goodwood

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35912/sakman.v5i2.5494

Abstract

Purpose: This study aims to determine the influence of brand awareness and lifestyle on customer satisfaction and purchase decisions of the Pokémon Trading Card Game in Palu city. Methodology/approach: A quantitative approach was used to collect data through a survey of 80 respondents who purchased the Pokémon Trading Card Game. Partial Least Squares (PLS) analysis was employed to examine the relationships between variables. Results: This study concludes that the Purchase Decision for the Pokémon Trading Card Game in Palu is influenced mainly by Brand Awareness and Lifestyle, with Customer Satisfaction playing a supportive role. However, Lifestyle had no significant effect on Customer Satisfaction, nor did Customer Satisfaction mediate its relationship with purchase decisions. Conclusions: This study confirms that brand awareness and lifestyle are dominant factors in the purchase of Pokémon trading cards, while consumer satisfaction reinforces purchasing decisions rather than mediating the influence of lifestyle. Limitations: This study had several limitations. First, it was conducted only in Palu; therefore, the findings may not represent consumer behavior in other regions. The focus on Pokémon Trading Card Games limits the generalization to other collectible card games or entertainment products. Contribution: This study contributes by showing that brand awareness and lifestyle drive purchase decision for Pokémon Trading Card Game in Palu, with customer satisfaction reinforcing purchases, providing both theoretical insights and practical guidance for marketers.
Co-Authors Adfiyani Fadjar Faruq Lamusa Intan Nuraini Muhammad Aldiansyah Novi Andriani Ponirin Ponirin Pricylia Chintya Dewi Buntuang Rachman Tambaru Umar Syarifuddin