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All Journal Economics and Digital Business Review Advances in Management & Financial Reporting
Ega Saiful Subhan
Sekolah Tinggi Ilmu Ekonomi Yapis, Dompu, Indonesia
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Pengaruh Marketing Mix (4P) Terhadap Loyalitas Pelanggan Mini Market Zulfa Mart Monta Baru di Kabupaten Dompu Delan Putra Desanto; Ega Saiful Subhan; Dian Urna Fasihat
Economics and Digital Business Review Vol. 7 No. 1 (2025)
Publisher : STIE Amkop Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37531/ecotal.v7i1.3053

Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh marketing mix yang terdiri dari produk, harga, tempat, dan promosi terhadap loyalitas pelanggan pada Mini Market Zulfa Mart Monta Baru di Kabupaten Dompu. Penelitian ini menggunakan metode kuantitatif dengan pendekatan deskriptif dan kausalitas. Sampel penelitian ini berjumlah 100 responden yang diperoleh melalui teknik simple random sampling. Pengumpulan data dilakukan dengan kuesioner dan dianalisis menggunakan uji validitas, reliabilitas, asumsi klasik, serta uji regresi linear berganda. Hasil penelitian menunjukkan bahwa secara parsial variabel produk, harga, dan tempat berpengaruh signifikan terhadap loyalitas pelanggan. Sedangkan promosi tidak memiliki pengaruh signifikan. Secara simultan, keempat variabel tersebut berpengaruh signifikan terhadap loyalitas pelanggan. Penelitian ini memberikan kontribusi penting bagi manajemen ritel dalam merumuskan strategi pemasaran yang efektif untuk meningkatkan loyalitas pelanggan, khususnya pada sektor usaha kecil dan menengah.
The Impact of Service Quality and Accessibility of BRILink Agents on Financial Inclusion Anang Anang; Ega Saiful Subhan; Rizky Ramadhan
Advances in Management & Financial Reporting Vol. 4 No. 3 (2026): June - September
Publisher : Yayasan Pendidikan Bukhari Dwi Muslim

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.60079/amfr.v4i3.963

Abstract

Purpose: This research aims to determine the effect of Agen BRILink's service quality and accessibility on community financial inclusion, hypothesizing positive and significant partial and simultaneous impacts. Research Method: A quantitative descriptive survey was conducted with 100 purposively sampled respondents (at least 18 years old, residents, and active users) in Manggelewa Sub-district, West Nusa Tenggara. The independent and dependent variables were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) in SmartPLS 3.0. Results and Discussion: Service quality and accessibility positively and significantly increase financial inclusion, both in partial and simultaneous effects. The structural model explains 68.9% of the variance in financial inclusion, with accessibility as the dominant driver, with a much larger effect size than service quality. Implications: Banks and financial authorities should prioritize rural spatial mapping for new agent placements and strengthen technical assistance to help agents maintain consistent transaction service. Originality: This study uniquely examines the effectiveness of branchless banking directly at the rural sub-district level, highlighting the interaction between geographical infrastructure barriers and grassroots financial behavior.
Co-Authors Anang Anang Delan Putra Desanto Dian Urna Fasihat Rizky Ramadhan