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All Journal MIX : Jurnal Ilmiah Manajemen Jurnal Ekonomi, Manajemen, Akuntansi
Abdul Ghofar
STIE Gici Business School
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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Pengaruh Desain Kemasan Dan Desain Produk Serta Kualitas Pelayanan Terhadap Perilaku Konsumen Dalam Menentukan Niat Pembelian Ulang Pada Cv. Omochatoys Ragita Hana Wulandari; Abdul Ghofar
EKOMA : Jurnal Ekonomi, Manajemen, Akuntansi Vol. 4 No. 4: Mei 2025
Publisher : CV. Ulil Albab Corp

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56799/ekoma.v4i4.8569

Abstract

CV. Omochatoys adalah produsen mainan edukasi berbahan kayu yang bertujuan untuk tumbuh secara lokal dan regional. Studi ini menganalisis dampak desain kemasan, desain produk, dan kualitas layanan terhadap minat pembelian ulang konsumen. Data dikumpulkan melalui survei, wawancara, dan analisis perilaku konsumen. Temuan menunjukkan bahwa kemasan yang menarik meningkatkan nilai yang dirasakan, sehingga meningkatkan kemungkinan pembelian ulang. Desain produk yang inovatif dan menarik secara visual juga secara signifikan memengaruhi perilaku konsumen. Selain itu, layanan pelanggan yang responsif dan proses pembelian yang lancar berkontribusi pada minat pembelian ulang yang lebih tinggi. Wawasan ini membantu CV. Omochatoys mempertahankan pelanggan dan memperluas pasarnya.
Persuasive Communication, Agent Personal Branding, Trust, and Life Insurance Customer Loyalty Nisrina Mulkah; Aries Zuswana; Christina Ekawati; Abdul Ghofar
MIX: JURNAL ILMIAH MANAJEMEN Vol. 16 No. 3 (2026): MIX : Jurnal Ilmiah Manajemen
Publisher : Universitas Mercu Buana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22441/jurnal_mix.2026.v16i3.008

Abstract

Objectives: This study examines the effects of persuasive communication and agent personal branding on customer loyalty and evaluates customer trust as a mediating mechanism at PT Bhinneka Life Indonesia.Methodology: A quantitative causal survey was conducted with 185 active customers of KPA Bona Indah who had interacted directly with insurance agents. Data were analyzed using PLS-SEM in SmartPLS 4.Finding: Persuasive communication and agent personal branding significantly increased customer trust. Agent personal branding and customer trust significantly increased customer loyalty, whereas the direct effect of persuasive communication on loyalty was not significant. Trust fully mediated the persuasive communication-loyalty relationship and partially mediated the personal branding-loyalty relationship. The model explained 71.9% of customer trust and 88.1% of customer loyalty.Conclusion: Life insurance loyalty is strengthened when persuasive communication and a credible professional image first develop customer trust. Companies should prioritize agent communication, personal branding, and relationship-building programs.
Co-Authors Aries Zuswana Christina Ekawati Nisrina Mulkah Ragita Hana Wulandari