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All Journal Jurnal Ekonomika Manajemen Dan Bisnis JEBD
Kofifa Zunia Lestari
Manajemen, Ekonomi dan Bisnis, Institut Teknologi dan Bisnis Ahmad Dahlan Lamongan
Economics, Econometrics & Finance Education Engineering

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Pengaruh Harga dan Kualitas Produk Terhadap Loyalitas Pelanggan Dengan Perceived value Sebagai Variabel Mediasi (Studi Pada Pelanggan PT Digital Media Telematika) Kofifa Zunia Lestari; M Adhitya Nugraha Pratama; Qudwatun Niswah; Muhammad Sulton
Jurnal Ekonomi Manajemen dan Bisnis (JEMB) Vol. 5 No. 1 (2026): Januari - Juni
Publisher : CV. ITTC INDONESIA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47233/jemb.v5i1.4425

Abstract

The swift progress of information technology in Indonesia has shifted the Internet from a simple communication medium to an essential pillar for economic endeavors, learning, and social connections. This shift has heightened rivalry among Internet Service Providers, underscoring the critical role of customer loyalty in ensuring sustained business viability. This research investigates the factors influencing customer loyalty at PT Digital Media Telematics by exploring the impacts of product quality and pricing, with perceived value acting as a mediating factor. A quantitative method was utilized, gathering data from 95 customers via a structured questionnaire on a five-point Likert scale. The data underwent analysis through partial least squares structural equation modeling to evaluate both direct and indirect links between variables. Findings reveal that product quality exerts a direct and significant effect on customer loyalty, emphasizing the value of dependable performance and steady service standards. Conversely, pricing does not impact loyalty directly but does so indirectly via perceived value. Perceived value is pivotal in converting customers' assessments of costs and service advantages into enduring dedication. Customers perceiving greater functional, emotional, and social value are more inclined to stay loyal, keep using the service, and endorse it to others. Overall implications.
Strategi Branding Digital UMKM melalui Konten TikTok (Studi Kasus UMKM Pojok Manis Lamongan) Kofifa Zunia Lestari; Wulan Zuni Anggraeni Kusuma; Anisatun Fitria; Dinar Gymnastiar Nilasari; Adhelia Dwinanda Riza Saputri
Jurnal Ekonomi dan Bisnis Digital Vol. 3 No. 3 (2026): Januari - Maret
Publisher : CV. ITTC INDONESIA

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

Abstract

This research aims to explain the digital branding strategy carried out by the Pojok Manis Lamongan MSME through the use of TikTok as a platform for promotion and brand image development. The study uses a qualitative approach with a descriptive case study design. Data were obtained from semi-structured interviews with the business owner, observations of the official TikTok account, and documentation such as digital archives and screenshots of uploaded content. The data were then processed through data reduction, data display, and conclusion drawing, while the validity of the findings was ensured through technique triangulation. The results show that the digital branding strategy mainly focuses on creating visually appealing product promotion videos, maintaining consistent content uploads, and making use of TikTok trends and features, including live streaming, to increase interaction with viewers. The use of TikTok has contributed positively to improving business visibility, increasing the number of customers, and strengthening the brand image of the MSME. However, the planning of the branding strategy is still relatively simple and has not been carried out in a structured manner. As a result, the evaluation of branding success is still limited to the number of views and user engagement levels. Therefore, in order to maximize TikTok as a digital branding medium for MSMEs, more systematic content planning, better digital literacy, and continuous evaluation are needed to support sustainable business growth.
Co-Authors Adhelia Dwinanda Riza Saputri Anisatun Fitria Dinar Gymnastiar Nilasari M Adhitya Nugraha Pratama Muhammad Sulton Qudwatun Niswah Wulan Zuni Anggraeni Kusuma