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All Journal International Journal of Economics, Business and Accounting Research (IJEBAR)
Bahtiar Efendi
Universitas Sains Al-Qur’an Jawa Tengah Di Wonosobo
Economics, Econometrics & Finance

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THE INFLUENCE OF EXPERIENTIAL MARKETING, SATISFACTION ON CUSTOMER LOYALTY: A STUDY ON THE HOTEL INDUSTRY IN INDONESIA Muh. Syaiful Saehu; Bahtiar Efendi; Teguh Setiawan Wibowo; Aat Ruchiat Nugraha
International Journal of Economics, Business and Accounting Research (IJEBAR) Vol 7 No 4 (2023): IJEBAR, Vol. 7 Issue 4, December 2023
Publisher : LPPM ITB AAS INDONESIA (d.h STIE AAS Surakarta)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29040/ijebar.v7i4.11654

Abstract

This quantitative research investigates the relationship between Experiential Marketing (X1), Satisfaction (X2), and Customer Loyalty (Y) in the hotel industry. Data was collected through a questionnaire via goggle form with questions and statements related to the third variable. The research sample was selected based on hotels with a -+ 4 star rating. The data analysis method used multiple linear regression, T test, and F test using SPSS software. The research results revealed: 1). Experiential Marketing (X1) and Satisfaction (X2) have a significant positive influence on Customer Loyalty (Y) in multiple linear regression analysis. 2). The T test shows that both X1 and X2 separately have a significant effect on Customer Loyalty with the appropriate level of significance. 3). The results of the F test state that X1 and X2 together have a significant effect on Customer Loyalty. This research underscores the importance of creating engaging experiences for customers and ensuring their satisfaction to maintain and increase customer loyalty in the hotel industry. The implications of this research strengthen the role of these two variables in competition in the hotel industry and customer retention strategies.
BIG DATA ANALYSIS IN MARKETING DECISION MAKING INDUSTRIAL REVOLUTION ERA 4.0: CASE STUDY ON FASHION INDUSTRY IN INDONESIA Bahtiar Efendi; Sunday Ade Sitorus; Firdaus Firdaus; Merita Ayu Indrianti; Kraugusteeliana Kraugusteeliana
International Journal of Economics, Business and Accounting Research (IJEBAR) Vol 8 No 1 (2024): IJEBAR : Vol. 8, Issue 1, March 2024
Publisher : LPPM ITB AAS INDONESIA (d.h STIE AAS Surakarta)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29040/ijebar.v8i1.12886

Abstract

The Industrial Revolution 4.0 era has changed the landscape of the world of manufacturing and technology with the integration of digital technology, automation and sophisticated data communications. The fashion industry in Indonesia is also not immune from the major impact of these changes, especially in marketing decision making. Big data analysis is crucial in optimizing marketing strategies by understanding consumer preferences, market trends and competition. However, the use of big data also brings challenges, especially regarding the security and privacy of consumer data. This research adopts a qualitative method with a literature review approach to investigate the use of big data in marketing decision making in the Indonesian fashion industry. The research results show that big data plays an important role in customer segmentation, consumer behavior analysis, trend prediction, and product innovation. The benefits companies gain from implementing big data include deep understanding of consumer behavior, fast decision making, operational efficiency, better risk management, product and service innovation, improved customer experience, and dynamic price adjustments. However, the challenges faced include data security risks, personal identification risks, and compliance with global privacy regulations. Assessment of the readiness of Indonesian fashion industry companies to adopt big data involves evaluating technology infrastructure, data analysis skills, awareness of big data concepts, data security and privacy, understanding customer behavior, technology adoption, ability to process real-time data, budget availability, readiness for innovation, and acceptance of organizational culture. By considering these aspects, companies can evaluate the extent to which they are ready to integrate big data in marketing decision making to achieve success in the Industrial Revolution 4.0 era.
Co-Authors Aat Ruchiat Nugraha Firdaus Firdaus Kraugusteeliana Kraugusteeliana Merita Ayu Indrianti Muhammad Syaiful Saehu Sunday Ade Sitorus Teguh Setiawan Wibowo