Garuda - Garba Rujukan Digital

Pengaruh Kualitas Pelayanan terhadap Kepuasan Nasabah Bank Sumsel Babel Syariah Kantor Kas Balayudha Palembang Dhiya’ulhaq, Muhammad Daffa; Nofiawaty, Nofiawaty; Mavilinda, Hera Febria
Intelektualita Vol 12 No 2 (2023): Jurnal Intelektualita: Keislaman, Sosial, dan Sains
Publisher : Wakil Rektor III Bidang Kemahasiswaan dan Kerjasama

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.19109/intelektualita.v12i2.19122

Penelitian ini bertujuan untuk mengetahui Kualitas Pelayanan Terhadap Kepuasan Nasabah Bank Sumsel Babel Syariah Kantor Kas Balayudha Palembang. Populasi dalam penelitian ini adalah nasabah Bank Sumsel Babel Syariah Kantor Kas Balayudha Palembang sebanyak 100 nasabah. Teknik pengambilan sampel dari penelitian ini menggunakan teknik purposive sampling. Metode pengumpulan data yang digunakan adalah kuesioner. Pengolahan data dalam penelitian ini menggunakan program SPSS versi 16. Teknik analisis menggunakan uji T, uji F dan Analisis Regresi Linier Berganda. Hasil penelitian menunjukkan bahwa variabel Kualitas Pelayanan yang terdiri dari Tangible, Reliability, Responsiveness, Assurance dan Emphaty berpengaruh signifikan terhadap Kepuasan Nasabah Bank Sumsel Babel Syariah Kantor Kas Balayudha Palembang. Variabel Tangible merupakan variabel yang paling dominan di Kualitas Pelayanan terhadap Kepuasan Nasabah.

Is Storytelling Marketing Effective in Building Customer Engagement and Driving Purchase Decisions? Mavilinda, Hera Febria; Putri, Yulia Hamdaini; Nazaruddin, Akhmad
Jurnal Manajemen Bisnis Vol 14, No 2: September 2023
Publisher : Universitas Muhammadiyah Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.18196/mb.v14i2.17830

Research aims: This study examines the relationship between storytelling marketing and customer engagement and its direct and indirect influence on purchasing decisions. Customer engagement serves as an intervening variable mediating the relationship between storytelling marketing and purchasing decisions.Design/Methodology/Approach: The research questionnaire was distributed to 200 respondents over 17 years who were active users of Instagram social media. The data analysis technique was a quantitative method employing Analysis of Structural Equation Modelling (SEM) operated through the Analysis of Moment Structure (AMOS) program.Research findings: The study's results demonstrated that storytelling marketing directly and significantly affected customer engagement and did not directly affect purchasing decisions. In addition, there was a positive and significant influence between customer engagement and purchasing decisions, and customer engagement mediated the relationship between storytelling marketing and purchasing decisions. Theoretical Contribution/Originality: Research on storytelling marketing in the context of social media platforms is new in marketing. Most previous research discussed the relationship of storytelling marketing to brand reinforcement and identity. Therefore, this study attempted to integrate the relationship model between storytelling marketing and purchasing decisions by adding customer engagement as an intervening variable.Practitioners/Policy Implications: This research can provide marketers insight into creating exciting and creative marketing content through storytelling marketing that can encourage consumer involvement in a brand or product to generate follow-up action and influence consumer purchasing decisions.Research Limitations/Implications: This research only focused on marketing storytelling and customer engagement variables, generally influencing consumer purchasing decisions on the Instagram social media platform. Hence, future research can focus more on one research object from a brand or product and develop other variables related to customer engagement from a different perspective.

Pengaruh Kualitas Layanan Terhadap Keputusan Pembelian Pada Perusahaan Travelogin Tour And Travel (Studi Pada Mahasiswa Universitas Sriwijaya) Sadikin, Rahmad; Mavilinda, Hera Febria; Maulana, Ahmad
Jurnal Media Wahana Ekonomika Vol. 21 No. 2 (2024): Jurnal Media Wahana Ekonomika, Juli 2024
Publisher : Universitas PGRI Palembang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31851/jmwe.v21i2.16094

ABSTRAK Travel Tour and Travel merupakan perusahaan yang bergerak di bidang jasa perjalanan wisata. Strategi yang digunakan adalah Kualitas Layanan. Penelitian ini bertujuan menganalisis pengaruh kualitas layanan terhadap keputusan pembelian pada perusahaan Travelogin Tour and Travel (Studi pada Mahasiswa Universitas Sriwijaya). Populasi pada penelitian ini berjumlah 1260 orang berdasarkan data perusahaan mahasiswa Universitas Sriwijaya yang sudah pernah menggunakan perjalanan wisata. Sampel yang digunakan pada penelitian ini berjumlah 90 orang menggunakan rumus slovin. Penelitian ini menggunakan uji analisis deskriptif, uji asumsi klasik, regresi linear berganda, dan uji koefisien determinan. Hasil penelitian menunjukkan variabel tangible, emphaty, responsiveness, dan assurance berpengaruh secara signifikan. Sedangkan variable reliability tidak berpengaruh secara signifikan terhadap keputusan pembelian pada perusahaan Travelogin Tour and Travel. Kata Kunci: Kualitas Layanan, Keputusan Pembelian ABSTRACT Travelogin Tour And Travel is a company that operates in the field of tourist travel services. The strategy used is Service Quality. This research aims to analyze the influence of service quality on purchasing decisions at the Travelogin Tour and Travel company (Study of Sriwijaya University Students). The population in this study was 1260 people based on company data from Sriwijaya University students who had used tourist trips. The sample used in this research was 90 people using the Slovin formula. This research uses descriptive analysis tests, instruments, classical assumptions, hypotheses, multiple linear regression, and coefficient of determination. The research results show that the variables Tangible, Emphaty, Responsiveness, and Assurance have a significant effect. Based on the research results, the Reliability variable does not significantly influence purchasing decisions at the Travelogin Tour and Travel company.. Keywords : Quality of Service, Purchasing Decision.

Pengaruh Brand Awareness Dan Perceived Quality Terhadap Keputusan Pembelian Pada Kopi Kenangan Cabang Kota Palembang Melinia, Fitri; Mavilinda, Hera Febria; Rosa, Aslamia
Jurnal Media Wahana Ekonomika Vol. 21 No. 2 (2024): Jurnal Media Wahana Ekonomika, Juli 2024
Publisher : Universitas PGRI Palembang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31851/jmwe.v21i2.16118

ABSTRAK Penelitian ini bertujuan untuk mengetahui pengaruh brand awareness dan perceived quality terhadap keputusan pembelian pada kopi kenangan cabang Kota Palembang. Penelitian ini menggunakan sampel 100 responden yang memiliki kriteria berumur lebih dari 17 tahun dan pernah membeli kopi kenangan 6 bulan terakhir. Metode pengumpulan data yang digunakan dalam penelitian ini didapat melalui kuesioner. Teknik analisis data yang digunakan adalah analisis regresi Berganda. Berdasarkan hasil analisis disimpulkan bahwa brand awareness dan perceived quality berpengaruh positif dan signifikan terhadap keputusan pembelian. Kata Kunci: Brand Awareness, Perceived Quality, Keputusan Pembelian. ABSTRACT This research aims to determine the influence of brand awareness and perceived quality on purchasing decisions for the Palembang City branch of Memories Coffee. This research used a sample of 100 respondents whose criteria were more than 17 years old and had bought memorable coffee in the last 6 months. The data collection method used in this research was obtained through a questionnaire. The data analysis technique used is multiple regression analysis. Based on the results of the analysis, it is concluded that brand awareness and perceived quality have a positive and significant effect on purchasing decisions. Keywords : Brand Awareness, Perceived Quality, Purchasing Decisions.

The influence of website quality on purchasing decisions in Lazada e-commerce Hikmah, Nur Suci; Mavilinda, Hera Febria; Iisnawati
Journal of Management and Digital Business Vol. 4 No. 2 (2024): Journal of Management and Digital Business
Publisher : Nur Science Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53088/jmdb.v4i2.994

The quick development of e-commerce has changed how consumers make purchases, and the quality of a website is a major factor in what people decide to buy online. The purpose of this research is to ascertain how purchase choices made in Lazada e-commerce are influenced by the quality aspects of websites, including usability, information quality, and service interaction quality. This study used a descriptive quantitative methodology. Purposive sampling was used in this research to choose 100 respondents depending on certain criteria. Questionnaires were used in the data collection method. The data analysis method used to test the effect of the three dimensions of website quality on purchasing decisions was multiple linear regression analysis. The results indicate that the usability variable has a partial effect on purchasing decisions. In contrast, the information quality variable and the service interaction variable have no partial effect on purchasing decisions in Lazada e-commerce. Furthermore, the usability, information quality, and service interaction variables in the website quality dimension simultaneously affect purchasing decisions in Lazada e-commerce, with the usability variable being the most dominant factor.

Pengaruh Variasi Produk dan Kreativitas Iklan terhadap Keputusan Pembelian Konsumen pada Produk Scarlett Whitening di Kota Palembang Puteri, Fatimah Eka; Andriana, Isni; Yunita, Dessy; Mavilinda, Hera Febria
Al-Kharaj : Jurnal Ekonomi, Keuangan & Bisnis Syariah Vol 6 No 3 (2024): Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah
Publisher : Research and Strategic Studies Center (Pusat Riset dan Kajian Strategis) Fakultas Syariah IAI Nasional Laa Roiba

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/alkharaj.v6i3.3629

This study aims to determine the effect of of variation of products and advertising creativity on consumer purchase decisions for Scarlett Whitening products in Palembang City. The type of research used is quantitative descriptive research. Data collection methods in this study using a questionnaire, samples taken as many as 100 people using the purvosive salmpling method. The analysis technique used is multiple linear regression analysis. Based on the results of the study it can be concluded that variation of products and advertising crearivity has a significant effect on on consumer purchase decisions for Scarlett Whitening Products in Palembang City. Keywords: Variation of Products, Advertising Crearivity, Consumer Purchase Decisions

Penyuluhan Budaya Integritas ke Perangkat Desa di Desa Kerinjing Kecamatan Tanjung Raja, Kabupaten Ogan Ilir, Sumatera Selatan Andriana, Isni; Siregar, Lina Dameria; Mavilinda, Hera Febria
Sricommerce: Journal of Sriwijaya Community Services Vol. 1 No. 2 (2020): Sricommerce: Journal of Sriwijaya Community Services
Publisher : Faculty of Economics, Universitas Sriwijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29259/jscs.v1i2.17

Kegiatan Pengabdian kepada masyarakat ini bertujuan untuk memberikan pengetahuan dan pemahaman kepada perangkat desa di desa kerinjing sehingga diharapkan hasil dari penyuluhan ini dapat diterapkan oleh para perangkat desa untuk mewujudkan pemerintahan desa yang berintegritas dalam menjalankan tugasnya menyelenggarakan pemerintahan desa, pelaksanaan pembangunan desa, pembinaan kemasyarakatan dan pemberdayaan masyarakat desa yang berintegritas

Menjadi "UMKM Unggul” Melalui Optimalisasi Strategi Pemasaran Digital dalam Menghadapi Tantangan Bisnis di Era New Normal Mavilinda, Hera Febria; Nazaruddin, Akhmad; Nofiawaty, Nofiawaty; Siregar, Lina Dameria; Andriana, Isni; Thamrin, Kemas Muhammad Husni
Sricommerce: Journal of Sriwijaya Community Services Vol. 2 No. 1 (2021): Sricommerce: Journal of Sriwijaya Community Services
Publisher : Faculty of Economics, Universitas Sriwijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29259/jscs.v2i1.29

Saat ini dunia sedang menghadapi situasi pandemi akibat adanya wabah Corona Virus Disease2019 (COVID-19) yang berdampak mendalam terhadap berbagai sektor ekonomi terutama pada Usaha Mikro, Kecil dan Menengah (UMKM). Dalam survey yang dilakukan oleh MicroMentor terhadap 250 UMKM, tercatat bahwa 67% pendapatan UMKM menurun. Dampak Pandemi COVID-19 juga turut dirasakan oleh pelaku UMKM di Kota Palembang. Data pemerintah kota Palembang mencatat bahwa ada sekitar 35 ribu UMKM yang mengalami penurunan Omzet sejak pandemi COVID-19. Memasuki era New Normalterjadi perubahan perilaku konsumen dimana hampir sebagian besar kegiatannya menggunakan pemanfaatan teknologi. Hal ini menjadi tantangan bisnis kedepan sekaligus peluang besar bagi para pelaku UMKM khususnya di Kota Palembang untuk meningkatkan kembali penjualan produk yang mengalami penuranan cukup tajam selama masa pandemi COVID-19 melalui optimalisasi strategi pemasaran digital. UMKM harus memiliki daya saing yang unggul agar dapat mempertahankan bisnisnya. Salah satu cara yang dapat dilakukan untuk menjadi UMKM Unggul di era new normalini adalah dengan pemanfaatan dan pengoptimalisasian strategi pemasaran berbasis digital. Strategi pemasaran digital dapat berpengaruh hingga 78% terhadap keunggulan bersaing pelaku UMKM dalam pemasaran produk. Namun demikian, permasalahan yang terjadi saat ini adalah tidak semua pelaku UMKM di Kota Palembang yang dapat menggunakan pemasaran digital secara optimal, bahkan masih banyak pelaku UMKM yang belum memanfaatkan teknologi digital dalam menjalankan usahanya. Sehingga dengan pelatihan strategi pemasaran digital di era new normal bagi para pelaku UMKM di Kota Palembang diharapkan dapat membantu pelaku UMKM dalam memahami dan menerapkan serta mengoptimalisasikan strategi pemasaran digital untuk menjadi "UMKM Unggul”.

Pelatihan Pembuatan Perizinan Usaha Melalui Aplikasi Online Single Subsmission (OSS) Untuk Meningkatkan Akses Permodalan dan Pengembangan UMKM di Desa Burai Kecamatan Tanjung Batu Kabupaten Ogan Ilir Mavilinda, Hera Febria; Nofiawaty; Siregar, Lina Dameria; Karimudin, Yos
Sricommerce: Journal of Sriwijaya Community Services Vol. 5 No. 1 (2024): Sricommerce: Journal of Sriwijaya Community Services
Publisher : Faculty of Economics, Universitas Sriwijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29259/jscs.v5i1.156

Kegiatan pelatihan pembuatan perizinan usaha melaui aplikasi Online Single Subsmission (OSS) bagi para pelaku UMKM di Desa Burai Kecamata Tanjung Batu, Kabupaten Ogan Ilir bertujuan agar para pelaku usaha di desa burai memiliki pengetahuan dan kemampuan dalam membuat NIB, menyadari pentingnya memiliki perizinan usaha serta untuk mempermudah mereka dalam mendapatkan akses permodalan dan mengembangkan usahanya. Metode pelaksanaan kegiatan dilakukan dalam bentuk penyuluhan (ceramah), tutorial dan diskusi interaktif. Pelaksanaan kegiatan pengabdian dilakukan secara offline dengan jumlah peserta sebanyak 20 UMKM. Hasil kegiatan pengabdian masyarakat ini menunjukkan adanya peningkatan pengetahuan dan kemampuan peserta dalam hal pembuatan perizinan usaha dalam bentuk NIB melalui aplikasi Online Single Subsmission (OSS), selain itu adanya peningkatan kesadaran dari para peserta tentang pentingnya memiliki perizinan usaha untuk meningkatkan akses permodalan dan mengembangkan usahanya. Berdasarkan hasil evaluasi, rata-rata capaian peserta atas kegiatan pelatihan ini berada diatas 85% yang menunjukkan bahwa terdapat peningkatan kemampuan dan pemahaman peserta mengenai pembuatan dan manfaat perizinan usaha terhadap peningkatan akses permodalan dan pengembangan usaha bagi para pelaku UMKM di Desa Burai.

Is Storytelling Marketing Effective in Building Customer Engagement and Driving Purchase Decisions? Mavilinda, Hera Febria; Putri, Yulia Hamdaini; Nazaruddin, Akhmad
Jurnal Manajemen Bisnis Vol. 14 No. 2: September 2023
Publisher : Universitas Muhammadiyah Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.18196/mb.v14i2.17830

Research aims: This study examines the relationship between storytelling marketing and customer engagement and its direct and indirect influence on purchasing decisions. Customer engagement serves as an intervening variable mediating the relationship between storytelling marketing and purchasing decisions.Design/Methodology/Approach: The research questionnaire was distributed to 200 respondents over 17 years who were active users of Instagram social media. The data analysis technique was a quantitative method employing Analysis of Structural Equation Modelling (SEM) operated through the Analysis of Moment Structure (AMOS) program.Research findings: The study's results demonstrated that storytelling marketing directly and significantly affected customer engagement and did not directly affect purchasing decisions. In addition, there was a positive and significant influence between customer engagement and purchasing decisions, and customer engagement mediated the relationship between storytelling marketing and purchasing decisions. Theoretical Contribution/Originality: Research on storytelling marketing in the context of social media platforms is new in marketing. Most previous research discussed the relationship of storytelling marketing to brand reinforcement and identity. Therefore, this study attempted to integrate the relationship model between storytelling marketing and purchasing decisions by adding customer engagement as an intervening variable.Practitioners/Policy Implications: This research can provide marketers insight into creating exciting and creative marketing content through storytelling marketing that can encourage consumer involvement in a brand or product to generate follow-up action and influence consumer purchasing decisions.Research Limitations/Implications: This research only focused on marketing storytelling and customer engagement variables, generally influencing consumer purchasing decisions on the Instagram social media platform. Hence, future research can focus more on one research object from a brand or product and develop other variables related to customer engagement from a different perspective.

Title

Found 16 Documents
Search

Abstract

Abstract

Abstract

Abstract

Abstract

Abstract

Abstract

Abstract

Abstract

Abstract

Title Search

Found 16 Documents Search

Abstract

Abstract

Abstract

Abstract

Abstract

Abstract

Abstract

Abstract

Abstract

Abstract

Title

Found 16 Documents
Search