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All Journal Jurnal Ilmiah Manajemen Kesatuan
Didit Haryadi
Universitas Pamulang, Indonesia
Economics, Econometrics & Finance Social Sciences

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The Effect of Personalized Marketing on Consumer Retention through Consumer Satisfaction and Consumer Trust Indar Riyanto; Didit Haryadi; Fuadi Fuadi; Saeful Fachri
Jurnal Ilmiah Manajemen Kesatuan Vol. 14 No. 3 (2026): JIMKES Edisi Mei 2026
Publisher : LPPM Institut Bisnis dan Informatika Kesatuan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37641/jimkes.v14i3.5123

Abstract

Consumer retention is shaped by personalized marketing, built on consumer trust and satisfaction. This study aims to identify the effect of personalized marketing on consumer retention, focusing on consumer satisfaction and trust in the e-commerce sector. The research method used is quantitative, with a causal design and a survey approach. The study population consisted of students with a sample of 200 respondents who met the criteria as active e-commerce consumers. Data collection was conducted through an online questionnaire using a rating scale of 1-10. Data analysis used Structural Equation Modeling (SEM) with a Partial Least Squares (PLS) approach, including measurement models and hypothesis testing through bootstrapping. The research findings show that personalized marketing affects consumer retention, consumer trust, and consumer satisfaction. Consumer trust and consumer satisfaction both affect consumer retention. Consumer trust and consumer satisfaction mediate the effect of personalized marketing on consumer retention. This study shows that personalized marketing plays an important role in increasing consumer satisfaction and trust, thereby increasing long-term customer retention. The implication of this study suggests that companies should prioritize the implementation of personalized marketing strategies supported by data analytics and CRM systems to deliver more relevant customer experiences.
The Effect of Organizational Culture on Organizational Citizenship Behavior with Job Satisfaction as Mediating Variable Syaechurodji Syaechurodji; Karsikah Karsikah; Didit Haryadi
Jurnal Ilmiah Manajemen Kesatuan Vol. 14 No. 3 (2026): JIMKES Edisi Mei 2026
Publisher : LPPM Institut Bisnis dan Informatika Kesatuan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37641/jimkes.v14i3.5125

Abstract

In an era characterized by rapid technological advancement and escalating organizational complexity, fostering a supportive organizational culture is paramount to enhancing employee attitudes and behaviors that contribute to institutional effectiveness. This study aims to investigate whether job satisfaction mediates the relationship between organizational culture and organizational citizenship behavior. A quantitative approach utilizing a causal research design was employed, leveraging Partial Least Squares Structural Equation Modeling (PLS-SEM) to analyze data collected from 150 university lecturers in Serang City, Indonesia, via a structured questionnaire with Likert-scale measurements. The empirical findings reveal that organizational culture exerts a significant positive effect on both job satisfaction and organizational citizenship behavior, while job satisfaction concurrently influences organizational citizenship behavior in a significant positive manner. Moreover, job satisfaction is confirmed to partially mediate the relationship between organizational culture and organizational citizenship behavior, thereby indicating that a constructive culture fosters discretionary employee behaviors by means of heightened satisfaction. In conclusion, reinforcing organizational culture is crucial for elevating job satisfaction and cultivating extra-role behaviors, which ultimately enhance overall organizational performance and sustainability within higher education institutions.
Co-Authors Fuadi Fuadi Indar Riyanto Karsikah Karsikah Saeful Fachri Syaechurodji Syaechurodji