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Pengaruh Customer Experience dan Customer Sastisfaction Sebagai Pemediasi terhadap Revisit Intention Awal Desta Fariza Benhard; Dede R. Oktini; Rezi Muhamad Taufik Permana
Bandung Conference Series: Business and Management 1175-1182
Publisher : UNISBA Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/bcsbm.v6i2.24630

Abstract. The development of recreational sports in Indonesia, which is moving towards the concept of sports entertainment, demands an increase in the quality of user experience at sports facilities. However, there is still a gap between expectations and actual experiences that influence satisfaction and revisit intentions, including at TheGoodPadel. This study aims to analyze the influence of Customer Experience on Revisit Intention, both directly and through Customer Satisfaction as a mediating variable. The approach used is quantitative with a descriptive verification method, involving 100 respondents selected through purposive sampling based on the Slovin formula. Data were collected using a Likert scale questionnaire that has met the validity and reliability tests, then analyzed using multiple linear regression, t-test, F-test, and Sobel test to test mediation. The results of the study indicate that Customer Experience and Customer Satisfaction are in the good category. Partially, Customer Experience has a positive and significant effect on Revisit Intention, Customer Experience also has a significant effect on Customer Satisfaction, and Customer Satisfaction has a positive and significant effect on Revisit Intention. The results of the Sobel test indicate that Customer Satisfaction significantly mediates the relationship between Customer Experience and Revisit Intention. Simultaneously, all variables have a significant effect on revisit intention. Abstrak. Perkembangan olahraga rekreasi di Indonesia yang mengarah pada konsep sport entertainment menuntut peningkatan kualitas pengalaman pengguna fasilitas olahraga, namun masih terdapat kesenjangan antara harapan dan pengalaman aktual yang memengaruhi kepuasan serta niat kunjungan ulang, termasuk pada TheGoodPadel. Penelitian ini bertujuan menganalisis pengaruh Customer Experience terhadap Revisit Intention, baik secara langsung maupun melalui Customer Satisfaction sebagai variabel mediasi. Pendekatan yang digunakan adalah kuantitatif dengan metode deskriptif verifikatif, melibatkan 100 responden yang dipilih melalui purposive sampling berdasarkan rumus Slovin. Data dikumpulkan menggunakan kuesioner skala Likert yang telah memenuhi uji validitas dan reliabilitas, kemudian dianalisis menggunakan regresi linear berganda, uji t, uji F, serta uji Sobel untuk menguji mediasi. Hasil penelitian menunjukkan bahwa Customer Experience dan Customer Satisfaction berada pada kategori baik. Secara parsial, Customer Experience berpengaruh positif dan signifikan terhadap Revisit Intention, Customer Experience juga berpengaruh signifikan terhadap Customer Satisfaction, serta Customer Satisfaction berpengaruh positif dan signifikan terhadap Revisit Intention. Hasil uji Sobel menunjukkan bahwa Customer Satisfaction memediasi secara signifikan hubungan antara Customer Experience dan Revisit Intention. Secara simultan, seluruh variabel berpengaruh signifikan terhadap niat kunjungan ulang.

Pengaruh Eco-Label terhadap Green Purchase Intention melalui Perceived Eco-Friendly Brand pada Konsumen Susu Ultra: Studi pada Konsumen Gen Z di Kota Bandung Asy Syifa Az Zahra; Dede R. Oktini; Rezi Muhamad Taufik Permana
Bandung Conference Series: Business and Management 1229-1238
Publisher : UNISBA Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/bcsbm.v6i2.26037

Abstract. This research is motivated by the phenomenon of the global environmental crisis and high consumption of packaged liquid milk, which leads to increased packaging waste, thereby demanding green communication on product packaging to address information asymmetry and greenwashing skepticism among Generation Z. The objects of this study are Eco-label, Perceived Eco-friendly Brand, and Green Purchase Intention on Ultra Milk products. The purpose of this study is to determine the effect of Eco-label on Green Purchase Intention through Perceived Eco-friendly Brand. The data used in this study is primary data. The population used is Generation Z consumers in Bandung City who have consumed Ultra Milk. The sampling method used purposive sampling and obtained a sample of 100 respondents. This study uses a quantitative method with descriptive and verificative approaches. The analysis techniques used are path analysis and the Sobel Test. The results showed that Eco-label, Perceived Eco-friendly Brand, and Green Purchase Intention are in the good category. Partially, Eco-label affects Perceived Eco-friendly Brand, Perceived Eco-friendly Brand affects Green Purchase Intention, and Eco-label does not directly affect Green Purchase Intention. Meanwhile, Perceived Eco-friendly Brand is proven to fully mediate the effect of Eco-label on Green Purchase Intention. Abstrak. Penelitian ini dilatarbelakangi oleh fenomena maraknya krisis lingkungan global dan tingginya tingkat konsumsi susu cair kemasan yang berdampak pada peningkatan sampah kemasan, sehingga menuntut pentingnya komunikasi hijau pada kemasan produk untuk mengatasi kesenjangan informasi serta skeptisisme greenwashing di kalangan Generasi Z. Objek dalam penelitian ini adalah Eco-label, Perceived Eco-friendly Brand, dan Green Purchase Intention pada produk susu Ultra Milk. Tujuan dari penelitian ini adalah untuk mengetahui pengaruh Eco-label terhadap Green Purchase Intention melalui Perceived Eco-friendly Brand. Data yang digunakan dalam penelitian ini adalah data primer. Populasi yang digunakan yaitu konsumen Generasi Z di Kota Bandung yang pernah mengonsumsi susu Ultra Milk. Metode pengambilan sampel menggunakan purposive sampling dan diperoleh sampel sebanyak 100 responden. Penelitian ini menggunakan metode kuantitatif dengan pendekatan deskriptif dan verifikatif. Teknik analisis yang digunakan adalah analisis jalur (path analysis) dan Sobel Test. Hasil penelitian menunjukkan bahwa Eco-label, Perceived Eco-friendly Brand, dan Green Purchase Intention berada dalam kategori baik. Secara parsial, Eco-label berpengaruh terhadap Perceived Eco-friendly Brand, Perceived Eco-friendly Brand berpengaruh terhadap Green Purchase Intention, dan Eco-label tidak berpengaruh secara langsung terhadap Green Purchase Intention. Sementara itu, Perceived Eco-friendly Brand terbukti memediasi secara penuh pengaruh Eco-label terhadap Green Purchase Intention.

Strategi Pengembangan Usaha Brand Lokal In-Onecloth melalui Event dan Social Media Marketing Dimas Raditia; Rezi Muhamad Taufik Permana; Nindya Saraswati
Bandung Conference Series: Business and Management 1101-1110
Publisher : UNISBA Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/bcsbm.v6i2.26248

Abstract. The local fashion industry in Indonesia, particularly in Bandung, has grown rapidly along with the increasing interest of young consumers in fashion products that emphasize comfort, style, and personal identity. In-OneClothn is a local fashion brand focusing on casual wear, with its main product being board shorts made from cotton-taslan material. This study aims to analyze and formulate brand development strategies for In-OneClothn to increase sales and brand awareness amid the increasingly competitive fashion industry. The research methods include SWOT analysis, Porter's Five Forces, Balanced Scorecard, Target and Performance analysis, and the Boston Consulting Group (BCG) Matrix, supported by marketing approaches through segmentation, targeting, positioning (STP), and the marketing mix. The results indicate that In-OneClothn has strong growth potential through the optimization of digital marketing, the use of social media and marketplaces, and the strengthening of brand identity that emphasizes a balance between comfort, simplicity, and style. A well-planned and sustainable brand development strategy is expected to enhance the brand's existence, sales performance, and competitiveness within the creative fashion industry. Abstrak. Industri fesyen lokal Indonesia, khususnya di Kota Bandung, mengalami perkembangan pesat seiring meningkatnya minat generasi muda terhadap produk fesyen yang mengutamakan kenyamanan, gaya, dan identitas diri. In-OneClothn merupakan merek fesyen lokal yang bergerak di bidang pakaian kasual dengan produk utama berupa celana board short berbahan katun-taslan. Penelitian ini bertujuan untuk menganalisis dan merumuskan strategi pengembangan brand In-OneClothn dalam meningkatkan penjualan dan brand awareness di tengah persaingan industri fesyen yang semakin kompetitif. Metode penelitian yang digunakan meliputi analisis SWOT, Five Forces Porter, Balanced Scorecard, Target and Performance, serta Boston Consulting Group (BCG) Matrix, dengan pendekatan pemasaran melalui segmentasi, targeting, positioning (STP), dan bauran pemasaran. Hasil penelitian menunjukkan bahwa In-OneClothn memiliki peluang besar untuk berkembang melalui optimalisasi pemasaran digital, pemanfaatan media sosial dan marketplace, serta penguatan identitas brand yang menekankan keseimbangan antara kenyamanan, kesederhanaan, dan gaya. Strategi pengembangan brand yang terarah dan berkelanjutan dinilai mampu meningkatkan eksistensi, penjualan, dan daya saing In-OneClothn sebagai brand fesyen lokal di industri kreatif.

Strategi Pengembangan Usaha Tea.dieu Melalui Pengembangan Produk Berbasis Potensi Lokal sebagai Upaya Meningkatkan Daya Saing Elena Eldisandra Putri; Rezi Muhamad Taufik Permana; Eka Tresna Gumelar
Bandung Conference Series: Business and Management 1143-1154
Publisher : UNISBA Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/bcsbm.v6i2.26286

Abstract. Tea.dieu is a micro, small, and medium enterprise (MSME) in Subang Regency operating in the food and beverage industry, specializing in modern herbal beverages made from natural ingredients such as butterfly pea flowers, roselle flowers, and Subang pineapples as local resources. Amid the increasingly competitive beverage industry, Tea.dieu requires an appropriate business development strategy to enhance its competitiveness while ensuring business sustainability. This study aims to analyze Tea.dieu's business development strategy using an applied research approach with a descriptive qualitative method. The analysis was conducted using the Business Model Canvas (BMC), SWOT analysis, Porter's Five Forces, the Balanced Scorecard (BSC), the BCG Matrix, and business target and performance analysis. Data were collected through observation, documentation, literature review, and a preliminary survey involving 93 respondents. The results indicate that Tea.dieu's strengths lie in its natural product innovation, utilization of local resources, and business legality, as demonstrated by its Business Identification Number (NIB), Halal Certification, and Intellectual Property Rights (IPR). The proposed business development strategies include product diversification, packaging innovation, strengthening digital marketing, and increasing production capacity to enhance competitiveness and support the sustainability of Tea.dieu. Abstrak. Tea.dieu merupakan UMKM di Kabupaten Subang yang bergerak di bidang makanan dan minuman yang mengembangkan minuman herbal modern berbahan alami, seperti bunga telang, bunga rosella, dan nanas khas Subang sebagai potensi lokal. Di tengah persaingan industri minuman yang semakin kompetitif, Tea.dieu memerlukan strategi pengembangan usaha yang tepat agar mampu meningkatkan daya saing sekaligus menjaga keberlanjutan usahanya. Penelitian ini bertujuan menganalisis strategi pengembangan usaha Tea.dieu menggunakan pendekatan penelitian terapan dengan metode deskriptif kualitatif. Analisis dilakukan menggunakan Business Model Canvas (BMC), analisis SWOT, Five Forces Porter, Balanced Sorecard, BCG Matrix, serta analisis target dan kinerja usaha. Data diperoleh melalui observasi, dokumentasi, studi pustaka, dan survei awal terhadap 93 responden. Hasil analisis menunjukkan bahwa Tea.dieu memiliki keunggulan pada inovasi produk berbahan alami, pemanfaatan potensi lokal, serta telah memiliki Nomor Induk Berusaha (NIB), Sertifikat Halal, dan Hak Kekayaan intelektual (HKI) sebagai bentuk penguatan legalitas usaha. Strategi pengembangan yang dihasilkan meliputi pengembangan varian produk, inovasi kemasan, penguatan pemasaran digital, dan peningkatan kapasitas produksi untuk meningkatkan daya saing serta mendukung keberlanjutan usaha Tea.dieu.

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