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p-Index From 2021 - 2026
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This Author published in this journals
All Journal Journal of Entrepreneurial and Business Diversity
Muhammad Saeful Haddy
Insan Pembangunan Indonesia University
Decision Sciences, Operations Research & Management

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The Effect of Customer Experience on Customer Loyalty in the Digital Era Monica Damayanti; Mutiara Fitridiani; Raihan Pandu Prasetyo; Royan Kusniyanto; Muhammad Saeful Haddy
Journal of Entrepreneurial and Business Diversity Vol. 3 No. 4 (2025): Journal of Entrepreneurial and Business Diversity. (October – December)
Publisher : PT. Keberlanjutan Strategis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38142/jebd.v3i4.391

Abstract

Purpose:Customer experience has become a crucial factor in shaping long-term relationships between companies and customers. In increasingly competitive markets, companies must create positive experiences throughout the customer journey in order to maintain customer loyalty. This study aims to examine the effect of customer experience on customer loyalty.Methodology:The research employed a quantitative approach using a survey method. Data were collected through an online questionnaire distributed to 100 respondents who had experienced interactions with a company’s products or services within the last six months. The sampling technique used was purposive sampling. The collected data were analyzed using descriptive statistics, validity and reliability tests, classical assumption tests, and simple linear regression analysis.Findings:The results indicate that customer experience has a positive and significant effect on customer loyalty. The regression analysis shows a positive regression coefficient (β = 0.645), indicating that better customer experience leads to higher customer loyalty. The t-test results also confirm the significance of the relationship, where the calculated t-value (6.875) is greater than the t-table value (1.984) with a significance value of 0.000.Implication:Furthermore, the coefficient of determination (R²) is 0.520, meaning that customer experience explains 52% of the variation in customer loyalty. These findings suggest that companies should focus on improving customer experience to strengthen customer loyalty and maintain long-term customer relationships.
The Influence of Digital Marketing Strategies on Consumer Purchase Decisions Yusniati Sihombing; Safna Deviputri Suwandy; Morgan Nicolas Sitorus; Muhammad Saeful Haddy; Baron
Journal of Entrepreneurial and Business Diversity Vol. 3 No. 4 (2025): Journal of Entrepreneurial and Business Diversity. (October – December)
Publisher : PT. Keberlanjutan Strategis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38142/jebd.v3i4.395

Abstract

Purpose:The rapid growth of digital technology has significantly transformed marketing practices and consumer behavior. Businesses increasingly rely on digital marketing strategies to communicate value, engage customers, and influence purchasing decisions. This study aims to examine the effect of digital marketing strategy on consumer purchase decisions. Methodology:The research employed a quantitative explanatory approach with data collected from 100 respondents who have experience purchasing products through digital platforms. Data were gathered using a structured questionnaire measured on a five-point Likert scale. The analysis techniques included validity and reliability tests, classical assumption testing, simple linear regression, t-test, and coefficient of determination (R²). Findings:The results indicate that digital marketing strategy has a positive and significant effect on consumer purchase decisions, with a regression coefficient of 0.645 and a significance value of 0.000 (< 0.05). The coefficient of determination shows that digital marketing strategy explains 43.3% of the variance in consumer purchase decisions, while the remaining 56.7% is influenced by other factors. These findings suggest that effective digital marketing strategies play an important role in shaping consumer decision-making processes.Implication:The study provides practical insights for businesses to optimize digital marketing activities to improve customer engagement and purchasing outcomes.
Co-Authors Baron Monica Damayanti Morgan Nicolas Sitorus Mutiara Fitridiani Raihan Pandu Prasetyo Royan Kusniyanto Safna Deviputri Suwandy Yusniati Sihombing