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All Journal JMB : Jurnal Manajemen dan Bisnis
Andri Helmi Munawar
Siliwangi University
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Transforming Customer Experience into Customer Loyalty: The Mediating Role of Customer Satisfaction at Mie Gacoan Banjar Branch Annisa Solihah; Andri Helmi Munawar; Dian Hadiani
JMB : Jurnal Manajemen dan Bisnis Vol. 15 No. 2 (2026): JMB : Jurnal Manajemen dan Bisnis
Publisher : Universitas Muhammadiyah Tangerang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31000/gajchd87

Abstract

This study aims to analyze the effect of customer experience on customer loyalty by considering the mediating role of customer satisfaction. The research was conducted on customers of Mie Gacoan Banjar Branch. This study employed a quantitative approach with an explanatory research design. The sample consisted of 100 respondents selected using purposive sampling, with criteria including customers who were at least 17 years old, had visited Mie Gacoan Banjar Branch directly, had made purchases at least twice, and were willing to complete the research questionnaire. The data were collected through questionnaires and analyzed using Partial Least Squares-Structural Equation Modeling (PLS-SEM) with SmartPLS 4 software. The results show that customer experience has a positive and significant effect on customer satisfaction. Customer satisfaction also has a positive and significant effect on customer loyalty. In addition, customer experience has a positive and significant direct effect on customer loyalty. The mediation test further indicates that customer satisfaction significantly mediates the effect of customer experience on customer loyalty. These findings suggest that positive customer experiences can strengthen customer loyalty both directly and indirectly through customer satisfaction. Therefore, Mie Gacoan Banjar Branch needs to continuously improve customer experience by maintaining product quality, service responsiveness, restaurant comfort, and overall consumption experience in order to increase customer satisfaction and build stronger customer loyalty.
The Effect of TikTok Electronic Word of Mouth on Wardah Purchase Decisions: The Mediating Role of Brand Trust and the Moderating Role of Fear of Missing Out Novita Elsa Sabila; Andri Helmi Munawar; Dian Hadiani
JMB : Jurnal Manajemen dan Bisnis Vol. 15 No. 2 (2026): JMB : Jurnal Manajemen dan Bisnis
Publisher : Universitas Muhammadiyah Tangerang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31000/6xnc6942

Abstract

This study aims to examine the effect of TikTok Electronic Word of Mouth (eWOM) on the purchase decision of Wardah products, with Brand Trust as a mediating variable and Fear of Missing Out (FoMO) as a moderating variable. This study employed a quantitative approach with an explanatory research design. The respondents consisted of 145 Generation Z consumers in Banjar City who actively use TikTok, have seen reviews of Wardah products on TikTok, and have purchased Wardah products. Data were collected through questionnaires and analyzed using Partial Least Squares-Structural Equation Modeling (PLS-SEM) with SmartPLS 4. The results show that TikTok eWOM has a positive and significant effect on Purchase Decision and Brand Trust. Brand Trust also has a positive and significant effect on Purchase Decision and partially mediates the relationship between TikTok eWOM and Purchase Decision. However, FoMO does not significantly moderate the effect of TikTok eWOM on Purchase Decision. These findings indicate that positive and credible eWOM on TikTok can encourage purchase decisions both directly and indirectly by strengthening consumer trust in the Wardah brand. However, psychological pressure related to fear of missing trends does not significantly strengthen the influence of eWOM on purchase decisions. This study highlights the importance of managing authentic digital reviews and building brand trust in social media marketing strategies for cosmetic products
Entertainment Experience and Purchase Decisions in Coffee Shops: The Non-Significant Moderating Role of Consumer Lifestyle Siti Fatmah; Andri Helmi Munawar; Dara Siti Nurjanah
JMB : Jurnal Manajemen dan Bisnis Vol. 15 No. 2 (2026): JMB : Jurnal Manajemen dan Bisnis
Publisher : Universitas Muhammadiyah Tangerang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31000/t5mmq743

Abstract

The development of coffee shops has shifted consumer orientation from merely purchasing products to seeking valuable and memorable experiences. In this context, entertainment experience has become an important strategy for coffee shops to create differentiation and influence consumer behavior. This study aims to examine the effect of Entertainment Experience on Purchase Decision, with Consumer Lifestyle as a moderating variable, at Coffee Shop Sakata in Banjar City. This study employed a quantitative approach with an explanatory research design. Data were collected through questionnaires distributed to 100 consumers of Coffee Shop Sakata selected using purposive sampling. The data were analyzed using regression analysis and Moderated Regression Analysis (MRA) with a significance level of 5%. The results show that Entertainment Experience has a positive and significant effect on Purchase Decision, with a correlation coefficient of 0.775, a coefficient of determination of 60.1%, and a significance value of 0.001. However, Consumer Lifestyle is not proven to significantly moderate the effect of Entertainment Experience on Purchase Decision, as the interaction effect has a significance value of 0.077, which is greater than 0.05. These findings indicate that entertainment experience can directly encourage purchase decisions, but consumer lifestyle does not significantly strengthen or weaken this relationship. This study contributes to experiential marketing literature by emphasizing the role of entertainment experience as a direct driver of purchase decisions in the coffee shop context. Practically, Coffee Shop Sakata should continue to improve the uniqueness, variety, and quality of its entertainment offerings to create more engaging consumer experiences.
Co-Authors Annisa Solihah Dara Siti Nurjanah Dian Hadiani Dian Hadiani Novita Elsa Sabila Siti Fatmah