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All Journal JAM : Jurnal Aplikasi Manajemen JURNAL ILMU MANAJEMEN DAN BISNIS JURNAL EKONOMI PENDIDIKAN DAN KEWIRAUSAHAAN International Journal of Applied Business Research Review of Islamic Economics and Finance Indonesian Journal of Islamic Business and Economics (IJIBE) TSARWATICA (Islamic Economic, Accounting, and Management Journal) Share: Jurnal Ekonomi dan Keuangan Islam Journal of Marketing Innovation Journal Of Islamic Social Finance Management West Science Social and Humanities Studies Jurnal Akuntansi dan Keuangan Islam (JAKIs)
Monoarfa, Hilda
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Religion Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Industrial & Manufacturing Engineering Law, Crime, Criminology & Criminal Justice Public Health Social Sciences Other

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Study of The Factors That Influence Brand Loyalty Simpati Cards PT. Telkomsel Tbk Pardede, Mahadi; Gaffar, Vanessa; Monoarfa, Hilda
West Science Social and Humanities Studies Vol. 2 No. 07 (2024): West Science Social and Humanities Studies
Publisher : Westscience Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/wsshs.v2i07.952

Abstract

Customer loyalty is critical for success in today's saturated mobile telecommunications industry. However, maintaining allegiance remains challenging given technology advancements and intensifying competition. This study examines the determinants of loyalty towards Simpati, the prepaid brand of Indonesia's largest operator Telkomsel. A qualitative case study methodology was employed, comprising an extensive literature review on customer experience, satisfaction, trust, switching costs and their influence on brand loyalty in the mobile sector. Particular focus was placed on publications related to Telkomsel and its prepaid offerings. Customer data from secondary sources was also analyzed to identify patterns relating to the research objectives. The findings indicate that service quality is a key antecedent of customer experience and satisfaction. Superior fulfillment of expectations cultivates a positive brand image and drives attachment. Meanwhile, affective factors like emotional engagement and trust act as mediators reinforcing loyalty intentions over the long-term. Competitive pricing and targeted promotional campaigns also enhance perceived value. Additionally, high perceived switching costs curb defection propensity due to customers' sunk investments in the relationship.
Social Media User Perception on Communication Types: Comparing One-Two Way of Communicating Brand Gunawan, Arie Indra; Monoarfa, Hilda; Hendrayati, Heny; Bahri, Khoirun Nisa; Rahayu, Agus; Huda, Miftakul
Journal of Marketing Innovation (JMI) Vol. 3 No. 1 (2023)
Publisher : Politeknik Negeri Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35313/jmi.v3i1.59

Abstract

Social media is a communication medium expected to create brand satisfaction and trust. If we attempt to classify communication patterns and intensity on Instagram media, there are one- and two-way communication patterns. Some posts do not require confirmation, and the goal is not to create a conversation between the messenger and the audience. This condition creates a knowledge gap in marketing communications that need to be known empirically. This research was conducted with a quantitative approach - descriptive statistics. Research data was collected by distributing questionnaires through communication and sending messages to Instagram accounts. 249 data are obtained and analyzed using Warp-PLS. The research findings show that one-way communication patterns are more effective in creating brand trust. The audience considers information conveyed in this pattern more effective and valid because they are not distracted by multi-respondent conversations, which often extend from information topics. This study has implications for theoretical contributions to creating brand satisfaction and trust and for the company's communication strategy to deliver brand communications to the audience. Also, companies can vary their communication patterns on social media, especially Instagram, from the audience that continues to respond (further conversations occur).
Analisis E-Marketing, dan Literasi Keuangan terhadap Keberlangsungan Usaha di Tengah Pandemi dengan Religiositas sebagai Variabel Moderasi Adirestuty, Fitranty; Fauzi, Imam Rizki; Monoarfa, Hilda
Journal of Islamic Social Finance Management Vol 4, No 1 (2023): JANUARI-JUNI 2023
Publisher : Fakultas Ekonomi dan Bisnis Islam Institut Agama Islam Negeri Padangsidimpuan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24952/jisfim.v4i1.7970

Abstract

Usaha Mikro Kecil dan Menengah atau sering disebut UMKM adalah salah satu pertahanan dari perekonomian negara Indonesia.  Hal tersebut dibuktikan berdasarkan data dari Kementerian Koperasi, Usaha Kecil, dan Menengah (KUKM) pada tahun 2018, jumlah pelaku UMKM sebanyak 64,2 juta atau 99,99% dari jumlah pelaku usaha di Indonesia. pada tahun 2019 terdapat 64 juta unit usaha, akan tetapi kini hanya tersisa setengahnya atau sekitar 34 juta UMKM, 30 juta UMKM mengalami kebangkrutan akibat wabah Covid-19. Penelitian ini bertujuan untuk melihat gambaran serta pengaruh dari tingkat e-marketing, dan literasi keuangan pelaku UMKM kerajinan kulit terhadap keberlangsungan usaha. Penelitian ini juga bertujuan untuk mengetahui tingkat religiositas dalam mempengaruhi e-marketing, dan literasi keuangan pelaku UMKM terhadap keberlangsungan usaha. Metode yang digunakan dalam penelitian ini adalah metode uji hipotesis dengan pendekatan kuantitatif. Alat analisis yang digunakan yaitu SmartPLS dengan metode analisis ialah Partial Least Square-Structural Equation Modeling (PLS-SEM). Subjek dari penelitian ini adalah pelaku UMKM kerajinan kulit sukaregang Kabupaten Garut dengan jumlah sampel 141 responden. Hasil penelitian menunjukkan bahwa tingkat e-marketing dan literasi keuangan pelaku UMKM yang tinggi terhadap keberlangsungan usaha UMKM kerajinan kulit. Hasil penelitian ini juga menunjukkan bahwa tingkat religiositas pelaku UMKM tidak memoderasi pengaruh e-marketing dan literasi keuangan terhadap keberlangsungan usaha UMKM kerajinan kulit.
Co-Authors Adirestuty, Fitranty Agus Rahayu Andriana, Denny Arie Indra Gunawan Azizah Al Adawiyah, Rumaisah Azzahra, Nadzira Bahri, Khoirun Nisa Bansah, Pearl Fafa Batari, Hanifah Cakhyaneu, Aneu Chalil, . Edhi Taqwa Fauzi, Imam Rizki Firmansyah Firmansyah Heny Hendrayati Huda, Miftakul Ismail, Shafinar Juliana Juliana Kusnendi, Kusnendi Nabila, Siti Rafifa Nuraini, Azdina Nurasyiah, Aas Pardede, Mahadi Ratih Hurriyati Rosida, Rida Shahril, Aslinda Siregar, Alfi Syahrah Utami, Suci Apriliani Vanessa Gaffar Yuliawati, Novi