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All Journal Digital Business Journal (DIGIBIS)
Narto, Eko
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Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Other

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Journal : digital business journal digibis

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DIGITAL MARKETING AND PRODUCT QUALITY ON CUSTOMER SATISFACTION Narto, Eko; Hotimah, Usnul
Digital Business Journal Vol 2, No 2 (2024): Digital Business Journal
Publisher : Universitas Muhammadiyah Tangerang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31000/digibis.v2i2.10586

Abstract

This research aims to analyze the influence of digital marketing (X1) and product quality (X2) on customer satisfaction (Y) in the study of Tuh coffee shop consumers. This research is quantitative research and survey research. The sample taken in this research was 96 respondents. Data was obtained from distributing questionnaires. Primary data processing uses MS.Excel and Statistical Package For Social Science (SPSS) version 26 as evaluation. Meanwhile, the data analysis used in this research includes: descriptive statistical analysis, validity test, classical assumption test, linear regression analysis, correlation analysis, coefficient of determination test and hypothesis test. The results of this research show that the variables Digital Marketing (X1) and Product Quality (X2) simultaneously have a positive and significant effect on Customer Satisfaction (Y) as indicated by the Fcount>Ftable value, which is 8,382 > 2.70 with a significant value of 0.000 <0.05 .
DETERMINANTS OF CUSTOMER SATISFACTION IN INDOMARET PERMATA TANGERANG CONSUMERS Narto, Eko; Tarto, Tarto; Rachma, Riqkha Adilla
Digital Business Journal Vol 3, No 2 (2025): Digital Business Journal
Publisher : Universitas Muhammadiyah Tangerang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31000/digibis.v3i2.13311

Abstract

The purpose of this study is to determine the Influence of Store Atmosphere and Service Quality on Customer Satisfaction at Indomaret Permata Tangerang. This study uses a quantitative approach. Sampling was 100 people. Data collection techniques and tools are as questionnaires or questionnaires. Descriptive data analysis techniques are used to find out the picture of respondents' response and data distribution, while inferential statistical analysis is for hypothesis testing. The data management is assisted by Microsoft Excel and SPSS software version 26. The results of the study showed that partially the Store Atmosphere had a positive and significant effect on Customer Satisfaction as shown by a count of 4,395> a table of 1,984 and a significance of 0.000. For the variable of Service Quality partially has a positive and significant effect on Customer Satisfaction, it is shown with a tcal value of 7,123> ttable 1,984. and a significance of 0.000. Simultaneously, the Store Atmosphere and Service Quality have a positive and significant effect on Customer Satisfaction, which is shown by the value of Fcal> Ftabel 145.951 > 3.09 and a significance of 0.000. The ability of the variables of Store Atmosphere and Service Quality in explaining Customer Satisfaction was 75.1% as shown by the magnitude of the R square of 0.195 while the remaining 24.9% was influenced by other factors that were not included in the research model.
Determinants of Smartphone Purchase Decisions: The Role of Product Quality, Price Perception, Brand Image, and Lifestyle Among Management Students Narto, Eko; Hasan, Muh; Daud, Agung
Digital Business Journal Vol 4, No 1 (2025)
Publisher : Universitas Muhammadiyah Tangerang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31000/digibis.v4i1.14514

Abstract

In the digital era, smartphones have become essential consumer products, particularly among young consumers such as university students. Apple’s iPhone, as a premium smartphone brand, continues to attract attention due to its strong brand image and innovative features. However, understanding the factors that influence purchasing decisions among specific consumer segments remains crucial for both marketers and academics. This study aims to examine the influence of product quality, price perception, brand image, and lifestyle on iPhone purchasing decisions among students of the Management Study Program at Muhammadiyah University, Class of 2020. The research employed a quantitative approach, using a structured questionnaire distributed to a sample of 86 respondents selected through the Slovin technique. Data were analyzed using multiple linear regression with the support of SPSS version 25. The findings indicate that product quality, price perception, brand image, and lifestyle all have a positive and significant impact on purchasing decisions. Furthermore, these variables collectively contribute significantly to explaining consumer behavior in the context of premium smartphone purchases. This study contributes to the existing literature by integrating multiple consumer behavior theories within a single framework applied to a young and dynamic consumer group in an emerging market context. The results offer practical insights for marketers aiming to enhance brand positioning and marketing strategies targeting university students. Additionally, the study provides a foundation for future research on consumer decision-making in technology product markets.
Co-Authors Daud, Agung Hasan, Muh Hotimah, Usnul Rachma, Riqkha Adilla Tarto, Tarto