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All Journal Journal of Business & Banking Al-Kharaj: Journal of Islamic Economic and Business APPA : Jurnal Pengabdian Kepada Masyarakat Jurnal Pustaka Cendekia Hukum dan Ilmu Sosial
Syahra
Akademi Bisnis 11 Oktober Kendari
Religion Arts Humanities Computer Science & IT Economics, Econometrics & Finance Education Law, Crime, Criminology & Criminal Justice Medicine & Pharmacology

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Forging Brand Commitment through Service Quality and Customer Experience: The Moderating Role of Customer Trust Ambo Masse; Ami Nurhayati; Astil Harli Roslan; Nofal Supriaddin; Syahra
Al-Kharaj: Journal of Islamic Economic and Business Vol. 8 No. 2 (2026): All articles in this issue include authors from 3 countries of origin (Indonesi
Publisher : LP2M IAIN Palopo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24256/kharaj.v8i2.10185

Abstract

This study aims to analyze the influence of service quality and customer experience on brand commitment, with brand image as a mediating variable and customer trust as a moderating variable among car customers in Kendari City. Methods: This study employed an explanatory quantitative approach. Methods: This study employed an explanatory quantitative approach. A total of 200 car customers in Kendari City were selected using purposive sampling. Data were collected through a structured questionnaire and analyzed using Structural Equation Modeling based on Partial Least Squares (SEM-PLS). Results: The findings indicate that service quality and customer experience have significant effects on brand image and brand commitment. Brand image was found to mediate the relationship between service quality, customer experience, and brand commitment. In addition, customer trust significantly strengthens the effect of brand image on brand commitment. These results show that better service quality and more positive customer experience contribute to stronger brand image and higher customer commitment to the brand. Implications: The results suggest that automotive companies need to improve service quality, create positive customer experiences, strengthen brand image, and build customer trust to sustain long-term customer relationships. This study is limited to car customers in Kendari City and uses a cross-sectional design. Therefore, future studies are recommended to expand the research area, apply a longitudinal design, and include other relevant variables to provide a more comprehensive understanding of brand commitment
Digital Marketing Innovation And Marketing Capability Moderating Effects On Sme Sales Performance Suparningsih; Syahra; Astil Harli Roslan
Jurnal Pustaka Cendekia Hukum dan Ilmu Sosial Vol. 3 No. 3 (2025): Vol. 3 No. 3 (2025): Jurnal Pustaka Cendekia Hukum dan Ilmu Sosial Volume 3 Nom
Publisher : PT PUSTAKA CENDEKIA GROUP

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70292/pchukumsosial.v3i3.226

Abstract

This study aims to analyze the influence of Digital Marketing Innovation on Sales Performance with Marketing Capability as a moderation variable in MSMEs in Kendari City. The study used a quantitative approach with the Structural Equation Modeling method based on Partial Least Squares (SEM-PLS) on 165 MSMEs selected through purposive sampling techniques. The sample criteria include MSMEs that have been operating for at least two years, actively utilizing digital media in marketing, and owners or managers are directly involved in marketing decision-making. Data was collected through a five-point Likert scale questionnaire and analyzed using SmartPLS through the evaluation of measurement models (outer model) and structural models (inner model) with bootstrapping procedures. The results of the study show that Digital Marketing Innovation does not have a significant effect directly on Sales Performance. On the other hand, Marketing Capability has a positive and significant effect on Sales Performance. In addition, Marketing Capability has been proven to positively and significantly moderate the relationship between Digital Marketing Innovation and Sales Performance, thus acting as a pure moderator. These findings indicate that the effectiveness of digital marketing innovation is highly dependent on the level of marketing capabilities possessed by MSMEs. Thus, digital transformation in marketing cannot stand alone as a determining factor in sales performance, but must be supported by strong marketing capabilities to be able to generate continuous sales increases.
Pemberdayaan Siswa Melalui Pemanfaatan Artificial Intelligence dalam Kreasi Konten Digital Syahra; Dahlia Surahmawati; Nurfa Muharlisa; Prayoga Oksa Perkasa; Suparningsih; Muliadin Salenda; Nonik Latifah; Rahmatia; Rohsita Amalyah Rasyid; Astil Harli Roslan
APPA : Jurnal Pengabdian Kepada Masyarakat Vol 4 No 2 (2026): APPA : Jurnal Pengabdian kepada Masyarakat 
Publisher : Shofanah Media Berkah

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

Kegiatan pengabdian kepada masyarakat ini bertujuan memperkuat pemahaman dan keterampilan praktis siswa dalam memanfaatkan Artificial Intelligence (AI) sebagai alat bantu kreasi konten digital. Kegiatan dilaksanakan pada 29–30 Juni 2026 di SMAN 2 Kendari melalui pendekatan interaktif yang memadukan pengenalan konsep, demonstrasi, praktik terbimbing, diskusi, dan pendampingan langsung. Materi mencakup literasi dasar AI, penggunaan generative AI secara bertanggung jawab, penyusunan prompt, pengembangan ide konten, penyusunan caption dan pesan, serta penyempurnaan keluaran AI. Siswa diarahkan untuk menilai dan memodifikasi keluaran AI sesuai tujuan komunikasi dan target audiens. Kegiatan menunjukkan bahwa penggunaan AI secara terbimbing dapat mendukung kreativitas, evaluasi kritis, dan partisipasi digital yang bertanggung jawab. Program ini menempatkan AI bukan sebagai pengganti kreativitas manusia, melainkan alat bantu agar siswa berkembang dari pengguna teknologi yang pasif menjadi kreator digital yang produktif.
Salespeople’s Customer Orientation and Customer Satisfaction: An SDL Perspective Hayat Yusuf; Ardiansyah Goeliling; Astil; Syahra
Journal of Business & Banking Vol 15 No 2 (2025): Volume 15 Nomor 2
Publisher : Universitas Hayam Wuruk Perbanas

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14414/jbb.v15i02.5639

Abstract

This study aims to examine the influence of service quality and salespeople’s customer orientation on perceived value and customer satisfaction, as well as the mediating role of perceived value and the moderating role of brand image in the relationship between perceived value and customer satisfaction. This research was conducted on bank credit customers in Kendari City using a quantitative approach with an explanatory research design. Data were collected through a survey using a structured questionnaire distributed to 340 respondents. The data were analyzed using Structural Equation Modeling to test the diresct, indirect, and moderation effects in the proposed research model. The results show that service quality and salespeople’s customer orientation have positive effects on perceived value and customer satisfaction. Perceived value also has a positive effect on customer satisfaction, indicating that customers tend to be more satisfied when they perceive that bank credit services provide benefits that are worth the cost, time, effort, and risk involved. In addition, perceived value mediates the relationship between service quality and customer satisfaction, as well as the relationship between salespeople’s customer orientation and customer satisfaction. The findings also confirm that brand image strengthens the effect of perceived value on customer satisfaction.
Co-Authors Ambo Masse Ami Nurhayati Ardiansyah Goeliling Astil Astil Harli Roslan Dahlia Surahmawati Hayat Yusuf Muliadin Salenda Nonik Latifah Nurfa Muharlisa Prayoga Oksa Perkasa Rahmatia Rohsita Amalyah Rasyid Suparningsih Supriaddin, Nofal