Article Per Year (5 Year)
p-Index From 2021 - 2026
0.444
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This Author published in this journals
All Journal Journal of Marketing and Business Intelligence
Miswan Gumanti
Prodi Manajeman, Institut Bakti Nusantara, Lampung
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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STRATEGI PENINGKATAN GREEN CUSTOMER LOYALTY UNTUK PRODUK AIR MINERAL KEMASAN RAMAH LINGKUNGAN DI PULAU JAWA Khilyatin Ikhsani; Miswan Gumanti; Fauzi
JMBI (Journal of Marketing and Business Intelligence) Vol. 3 No. 2 (2025): JMBI (Journal of Marketing and Business Intelligence)
Publisher : YHMM PUBLISHING

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56327/jmbi.v3i2.169

Abstract

This study aims to bridge the practical gap in enhancing green customer loyalty for environmentally friendly products by identifying the key influencing factors. The research adopts a descriptive quantitative approach involving 400 respondents selected using non-probability sampling, specifically purposive sampling. Data analysis was conducted using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 3.2.6 software. The findings reveal that green product quality and green branding have a direct and significant effect on green customer satisfaction. Furthermore, green customer satisfaction is proven to mediate the relationship between green product quality and green branding on green customer loyalty. These results highlight the critical role of environmentally friendly product quality and green branding strategies in fostering customer satisfaction and loyalty. The theoretical contribution of this study lies in proposing a novel conceptual model within the context of eco-friendly bottled drinking water products, thereby enriching the marketing management literature, particularly in sustainable consumer behavior. Practically, the findings provide strategic implications for companies in designing sustainability-oriented marketing policies to enhance customer loyalty toward green products.
ANALYSIS OF THE FACTORS OF CONVENIENCE, PRICE, AND QUALITY OF SHOPEE APPLICATION ACCEPTANCE SERVICES FOR STUDENTS OF THE BAKTI NUSANTARA INSTITUTE USING THE TAM MODEL Fauzi Fauzi; Miswan Gumanti; Muhamad Muslihudin
JMBI (Journal of Marketing and Business Intelligence) Vol. 4 No. 1 (2026): JMBI (Journal of Marketing and Business Intelligence)
Publisher : YHMM PUBLISHING

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56327/jmbi.v4i1.181

Abstract

This study aims to analyze the influence of perceived ease of use, price perception, and service quality on the acceptance of the Shopee application among students of Institut Bakti Nusantara using the Technology Acceptance Model approach with SEM-PLS. This research employs a quantitative method with data collected through questionnaires from 103 respondents consisting of second, fourth, and sixth semester students. Data analysis was conducted using Structural Equation Modeling–Partial Least Squares (SEM-PLS) to examine the relationships among variables. The results indicate that perceived ease of use, price perception, and service quality have a positive and significant effect on application acceptance, both partially and simultaneously. Service quality is identified as the most dominant factor, followed by perceived ease of use and price. The coefficient of determination (R²) of 0.72 indicates a strong predictive capability of the model. This study contributes theoretically to the extension of TAM by incorporating relevant external variables in the e-commerce context and provides practical implications for digital platform providers to enhance service quality, usability, and competitive pricing strategies.
Co-Authors Fauzi Khilyatin Ikhsani Muhamad Muslihudin