Garuda - Garba Rujukan Digital

Mochamad Malik Akbar Rohandi

Prodi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Islam Bandung

Author-ID : 11197625

Economics, Econometrics & Finance

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Articles

Pengaruh Brand Image dan Customer Trust terhadap Repurchase Intention Pada Pinkflash Luthfiani Chairunissa; Mochamad Malik Akbar Rohandi; Haryaman Justisia Sulaiman
Bandung Conference Series: Business and Management 775-784
Publisher : UNISBA Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/bcsbm.v6i2.25005

Abstract. The intense competition in Indonesia’s cosmetics industry is driving companies to build Brand Image and Customer Trust in order to maintain Repurchase Intention and enhance competitiveness amid shifting consumer preferences. However, the issue of the Indonesian Food and Drug Administration (BPOM) revoking Pinkflash’s product distribution license in 2025 has the potential to affect consumer perceptions of the brand’s quality, safety, and credibility; consequently, Brand Image and Customer Trust are suspected to influence the Repurchase Intention of Pinkflash cosmetic users. This study aims to describe and analyze the influence of Brand Image and Customer Trust on Repurchase Intention among female Generation Z consumers who use Pinkflash cosmetics in Bandung. This is a descriptive and confirmatory study using a quantitative approach. The sampling technique employed non-probability sampling with a purposive sampling method. Data were collected through a questionnaire distributed to 429 respondents and analyzed using IBM SPSS Statistics 25 via descriptive analysis, multiple linear regression, and hypothesis testing. The results indicate that Brand Image and Customer Trust have a positive and significant effect on Repurchase Intention, both partially and simultaneously. Furthermore, Customer Trust exerts a greater influence than Brand Image. These findings suggest that strengthening Customer Trust, supported by a positive Brand Image, is a crucial strategy for the company to sustainably increase the Repurchase Intention of Generation Z female consumers who use Pinkflash cosmetics. Abstrak. Persaingan industri kosmetik di Indonesia yang ketat mendorong perusahaan membangun Brand Image dan Customer Trust untuk mempertahankan Repurchase Intention serta meningkatkan daya saing di tengah perubahan preferensi konsumen. Namun, isu penarikan izin edar beberapa produk Pinkflash oleh BPOM pada tahun 2025 berpotensi memengaruhi persepsi konsumen terhadap kualitas, keamanan, dan kredibilitas merek, sehingga Brand Image dan Customer Trust diduga memengaruhi Repurchase Intention pengguna kosmetik Pinkflash. Penelitian ini bertujuan untuk memengaruhi gambaran serta menganalisis pengaruh Brand Image dan Customer Trust terhadap Repurchase Intention pada konsumen Generasi Z pengguna kosmetik Pinkflash di Kota Bandung. Penelitian ini merupakan penelitian deskriptif dan verifikatif dengan pendekatan kuantitatif. Teknik pengambilan sampel dikumpulkan melalui penyebaran kuesioner kepada 429 responden dan dianalisis menggunakan IBM SPSS Statistics 25 melalui analisis deskriptif, regresi linear berganda, dan uji hipotesis. Hasil penelitian menunjukkan bahwa Brand Image dan Customer Trust berpengaruh positif dan signifikan terhadap Repurchase Intention baik secara parsial maupun simultan. Selain itu, Customer Trust memberikan kontribusi pengaruh yang lebih besar dibandingkan Brand Image. Temuan ini menunjukkan bahwa penguatan Customer Trust, didukung oleh Brand Image yang positif, menjadi strategi penting bagi perusahaan dalam meningkatkan Repurchase Intention konsumen perempuan Generasi Z pengguna kosmetik Pinkflash secara berkelanjutn.

Pengaruh Kualitas Layanan terhadap Kepuasan Pasien yang Dimoderasi oleh Servicescape Moch F Raska Rhamadhan; Mochamad Malik Akbar Rohandi; Haryaman Justisia Sulaiman
Bandung Conference Series: Business and Management 925-934
Publisher : UNISBA Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/bcsbm.v6i2.25733

Abstract. Improving the quality of healthcare services has become an important aspect in meeting public expectations toward primary healthcare facilities. As a healthcare service provider, Puskesmas is required not only to provide good medical services but also to create a comfortable service experience through a supportive physical environment (servicescape). This study aims to analyze the condition of service quality, servicescape, and patient satisfaction, as well as to determine the effect of service quality on patient satisfaction with servicescape as a moderating variable at Puskesmas Ciparay DTP. The research method used is a quantitative method with a descriptive and verification approach. Data collection was conducted through questionnaires distributed to patients of Puskesmas Ciparay, and the data were analyzed using simple linear regression analysis and Moderated Regression Analysis (MRA). The results show that service quality has a positive effect on patient satisfaction. In addition, servicescape plays a role in strengthening the relationship between service quality and patient satisfaction through aspects of facility comfort, spatial arrangement, and service environment. This study indicates that improving service quality supported by optimal servicescape can increase patient satisfaction at Puskesmas Ciparay DTP. Abstrak. Peningkatan kualitas pelayanan kesehatan menjadi aspek penting dalam memenuhi harapan masyarakat terhadap fasilitas kesehatan primer. Puskesmas sebagai penyedia layanan kesehatan dituntut tidak hanya memberikan pelayanan medis yang baik, tetapi juga menciptakan pengalaman pelayanan yang nyaman melalui lingkungan fisik (servicescape) yang mendukung. Penelitian ini bertujuan untuk menganalisis kondisi kualitas layanan, servicescape, dan kepuasan pasien serta mengetahui pengaruh kualitas layanan terhadap kepuasan pasien dengan servicescape sebagai variabel moderasi pada Puskesmas Ciparay DTP. Metode penelitian yang digunakan adalah metode kuantitatif dengan pendekatan deskriptif dan verifikatif. Pengumpulan data dilakukan melalui penyebaran kuesioner kepada pasien Puskesmas Ciparay, kemudian dianalisis menggunakan analisis regresi linear sederhana dan Moderated Regression Analysis (MRA). Hasil penelitian menunjukkan bahwa kualitas layanan berpengaruh positif terhadap kepuasan pasien. Selain itu, servicescape berperan dalam memperkuat hubungan antara kualitas layanan dan kepuasan pasien melalui aspek kenyamanan fasilitas, tata ruang, serta lingkungan pelayanan. Penelitian ini menunjukkan bahwa peningkatan kualitas layanan yang didukung oleh servicescape yang optimal dapat meningkatkan kepuasan pasien di Puskesmas Ciparay DTP.

Citra Merek dan Keputusan Pasien: Quasi Moderasi E-WOM di Laboratorium Klinik Raihan Habibi; Mochamad Malik Akbar Rohandi; Yudha Dwi Nugraha
Bandung Conference Series: Business and Management 1255-1266
Publisher : UNISBA Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/bcsbm.v6i2.26337

Abstract. Pramita Clinical Laboratory, Cimahi Branch, faces a weak brand image problem, indicated by a Top Brand Index of only 6.30%, placing it fifth among its main competitors, together with an 11% revenue decline in 2025 accompanied by predominantly negative reviews on digital platforms. This study aims to describe brand image, Electronic Word of Mouth (E-WOM), and patient decisions; to examine the effect of brand image on patient decisions; to examine the effect of E-WOM on patient decisions; and to test the role of E-WOM as a quasi moderator in the relationship between brand image and patient decisions. This study employs descriptive and verificative methods with a quantitative approach. The sampling technique used is purposive sampling with a total of 405 respondents. Data were analyzed using Moderated Regression Analysis (MRA) with SPSS version 25. The results show that brand image has a positive and significant effect on patient decisions (β = 0.348; sig. 0.000). E-WOM also has a positive and significant effect as the primary driver (β = 0.811; sig. 0.000), contributing 90.5%. However, E-WOM does not moderate the relationship between brand image and patient decisions (β = -0.002; sig. 0.536). Instead, it acts as a dominant direct predictor without altering the strength of the brand image effect.. Abstrak. Laboratorium Klinik Pramita Cabang Cimahi menghadapi permasalahan citra merek yang lemah, ditandai oleh Top Brand Index sebesar 6,30% yang menempatkannya pada posisi kelima di antara kompetitor utama, serta penurunan pendapatan sebesar 11% pada tahun 2025 yang disertai dominasi ulasan negatif di platform digital. Penelitian ini bertujuan mengetahui gambaran citra merek, Electronic Word of Mouth (E-WOM), dan keputusan pasien; menguji pengaruh citra merek terhadap keputusan pasien; menguji pengaruh E-WOM terhadap keputusan pasien; serta menguji peran E-WOM sebagai quasi moderasi pada hubungan antara citra merek dan keputusan pasien. Penelitian ini menggunakan metode deskriptif dan verifikatif dengan pendekatan kuantitatif. Teknik pengambilan sampel menggunakan purposive sampling dengan jumlah sampel 405 responden. Analisis data menggunakan Moderated Regression Analysis (MRA) dengan bantuan SPSS versi 25. Hasil penelitian menunjukkan citra merek berpengaruh positif dan signifikan terhadap keputusan pasien (β = 0,348; sig. 0,000). E-WOM juga berpengaruh positif dan signifikan sebagai pendorong utama (β = 0,811; sig. 0,000) dengan kontribusi 90,5%. Namun, E-WOM tidak terbukti memoderasi hubungan citra merek terhadap keputusan pasien (β = -0,002; sig. 0,536), sehingga berkedudukan sebagai prediktor langsung yang dominan tanpa mengubah kekuatan pengaruh citra merek terhadap keputusan pasien.

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