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All Journal JURNAL AKUNTANSI KEUANGAN DAN MANAJEMEN Majapahit Journal of Islamic Finance dan Management Majapahit Journal of Islamic Finance dan Management
Dewi Widyaningsih
Universitas Sains dan Teknologi Komputer, Semarang, Indonesia
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Mathematics

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Factors Contributing to Buying Interest (Study on Yakult Product Consumers in Solo City) Muhammad Badruzzaman; Dewi Widyaningsih; Tantik Sumarlin
Jurnal Akuntansi, Keuangan, dan Manajemen Vol 6 No 4 (2025): September
Publisher : Penerbit Goodwood

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35912/jakman.v6i4.4832

Abstract

Purpose: The purpose of this study is to determine and examine how field selling tactics, brand perception, customer experience, and social media directly affect consumers' desire to purchase Yakult products in Solo. Methodology/approach: This study employs a quantitative methodology and a survey approach with a questionnaire for data collecting. Purposive sampling was utilized in the sample withdrawal procedure, and 100 respondents who bought Yakult products in Solo were included in the sample. IBM SPSS Statistics 25 was used to analyze the data using multiple linear regression analysis tests. Results/findings: The study found that field selling strategy, brand image, customer experience, and social media each have a significant positive effect on consumer purchase interest in Yakult products. Additionally, these variables collectively influence buying interest in a significant and positive manner.Conclusions: It can be concluded that all four factors—field selling, brand image, customer experience, and social media—play an important role in increasing consumer buying interest. An integrated marketing approach that focuses on these aspects can effectively boost consumer intention to purchase Yakult in Solo. Limitations: Determinants of interest in buying Yakult products, such as field selling strategies, brand image, customer experience, and social media, affect an individual's repurchase interest, even though there are health drink products other than Yakult. Contribution: In this study, it is intended to be able to understand the perceptions and preferences of Generation Z to enable companies to develop effective marketing strategies, strengthen brand image, and increase competitiveness in the market.
Decisive Aspects in Increasing Customer Loyalty of Safara Makeup MUA Services in Semarang Regency Dewinta Kumalasari; Dewi Widyaningsih; Myra Andriana
Majapahit Journal of Islamic Finance and Management Vol. 6 No. 2 (2026): Islamic Finance and Management
Publisher : Universitas KH. Abdul Chalim Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31538/mjifm.v6i2.1224

Abstract

This study was compiled to find out the role of brand reputation, Electronic Word of Mouth, Customer care excellence, and perceived value on customer loyalty of Safara MUA Makeup service in Semarang Regency. This study uses a quantitative approach, an explanatory type. The research population involved customers of Safara Makeup MUA services in Semarang Regency. A sample of 80 respondents was selected and valid through the purposive sampling method. Online survey techniques in data collection with questionnaires through google form. The data analysis technique used multiple linear regression. The results showed that some of the Electronic Word of Mouth and perceived value had a positive and significant influence on customer loyalty, while brand reputation and customer care excellence had no influence on customer loyalty. Other findings simultaneously, brand reputation, Electronic Word of Mouth, customer care excellence, and perceived value simultaneously have a positive and significant impact on customer loyalty. The implications of these findings are expected to provide information for business people in establishing more effective marketing strategies for business sustainability.
Decisive Aspects in Increasing Customer Loyalty of Safara Makeup MUA Services in Semarang Regency Dewinta Kumalasari; Dewi Widyaningsih; Myra Andriana
Majapahit Journal of Islamic Finance and Management Vol. 6 No. 2 (2026): Islamic Finance and Management
Publisher : Universitas KH. Abdul Chalim Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31538/mjifm.v6i2.1224

Abstract

This study was compiled to find out the role of brand reputation, Electronic Word of Mouth, Customer care excellence, and perceived value on customer loyalty of Safara MUA Makeup service in Semarang Regency. This study uses a quantitative approach, an explanatory type. The research population involved customers of Safara Makeup MUA services in Semarang Regency. A sample of 80 respondents was selected and valid through the purposive sampling method. Online survey techniques in data collection with questionnaires through google form. The data analysis technique used multiple linear regression. The results showed that some of the Electronic Word of Mouth and perceived value had a positive and significant influence on customer loyalty, while brand reputation and customer care excellence had no influence on customer loyalty. Other findings simultaneously, brand reputation, Electronic Word of Mouth, customer care excellence, and perceived value simultaneously have a positive and significant impact on customer loyalty. The implications of these findings are expected to provide information for business people in establishing more effective marketing strategies for business sustainability.
Co-Authors Dewinta Kumalasari Muhammad Badruzzaman Myra Andriana Tantik Sumarlin .