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Meningkatkan Loyalitas Pelanggan melalui Kualitas Pelayanan, Harga, dan Promosi Purba, Ijah Sani; Amelia, Ocdy
Commodities, Journal of Economic and Business Vol 5 No 1 (2024): July 2024
Publisher : FKDP (Forum Komunikasi Dosen Peneliti)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59689/commo.v5i1.999

In the competitive retail industry, understanding the factors that influence customer loyalty is crucial for business success. This study aims to explore the impact of Service Quality, Price, and Promotion on customer loyalty. As retail businesses face increasing complexity and the need to meet evolving consumer demands, identifying the right strategies to maintain and enhance customer loyalty becomes essential. This research adopts a quantitative descriptive approach, utilizing a sample of 54 respondents to examine these relationships. The findings reveal that Service Quality significantly and positively influences customer loyalty, with a t-value of 2.163, which exceeds the t-table value of 2.00856, and a significance level of 0.035 (<0.05). Similarly, Price has a significant and positive partial effect on customer loyalty, as indicated by a t-value of 2.528 and a significance level of 0.015 (<0.05). Promotion also demonstrates a significant and positive partial effect, with a t-value of 2.872 and a significance level of 0.006 (<0.05). When considered together, Service Quality, Price, and Promotion have a significant effect on customer loyalty, as reflected by an F-value of 21.332, which is greater than the F-table value of 2.79, with a significance level of 0.000 (<0.05). These results underscore the importance of developing and implementing strategies that focus on service excellence, competitive pricing, and effective promotions to foster customer loyalty in the retail sector.

Meningkatkan Loyalitas Pelanggan melalui Kualitas Pelayanan, Harga, dan Promosi Purba, Ijah Sani; Amelia, Ocdy
Commodities, Journal of Economic and Business Vol. 5 No. 1 (2024): July 2024
Publisher : FKDP (Forum Komunikasi Dosen Peneliti)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59689/commo.v5i1.999

In the competitive retail industry, understanding the factors that influence customer loyalty is crucial for business success. This study aims to explore the impact of Service Quality, Price, and Promotion on customer loyalty. As retail businesses face increasing complexity and the need to meet evolving consumer demands, identifying the right strategies to maintain and enhance customer loyalty becomes essential. This research adopts a quantitative descriptive approach, utilizing a sample of 54 respondents to examine these relationships. The findings reveal that Service Quality significantly and positively influences customer loyalty, with a t-value of 2.163, which exceeds the t-table value of 2.00856, and a significance level of 0.035 (<0.05). Similarly, Price has a significant and positive partial effect on customer loyalty, as indicated by a t-value of 2.528 and a significance level of 0.015 (<0.05). Promotion also demonstrates a significant and positive partial effect, with a t-value of 2.872 and a significance level of 0.006 (<0.05). When considered together, Service Quality, Price, and Promotion have a significant effect on customer loyalty, as reflected by an F-value of 21.332, which is greater than the F-table value of 2.79, with a significance level of 0.000 (<0.05). These results underscore the importance of developing and implementing strategies that focus on service excellence, competitive pricing, and effective promotions to foster customer loyalty in the retail sector.

Pendampingan Pemasaran Produk Lokal Desa Untuk Meningkatkan Daya Saing Di Pasar Global Di Desa Klambir V Kebun Amelia, Ocdy; Sulardi, Sulardi; Putra, Hardiansyah
Jurnal Dehasen Untuk Negeri Vol 4 No 2 (2025): Juli
Publisher : LPPJPHKI Universitas Dehasen Bengkulu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37676/jdun.v4i2.9061

Community service is an obligation that must be carried out by every lecturer in higher education. The activity carried out by the UNPAB Service Team was entitled Marketing Assistance for Village Local Products to Increase Competitiveness in the Global Market in Klambir V Kebun Village. Based on the problems presented are the limited human resources skilled in global marketing, low knowledge of the international market, limited capital to support business expansion, and bureaucratic obstacles in the export process. The assistance carried out needs to focus on overcoming these obstacles by providing practical solutions. To compete in the global market, product quality is one of the key factors. Assistance in terms of improving product quality is very important, both in terms of raw materials, production processes, and packaging. Klambir V Kebun Village needs to ensure that the products produced meet the quality standards required by the global market, which often prioritizes safety and sustainability aspects.

Analisys Of Product Quality, Price, And Promotion On Customer Satification In Micro, Small, And Medium Enterprises (Msmes) At The Aai Cen Batang Serangan Nirmala, Patwa; Surya, Elfitra Dessy; Amelia, Ocdy
Journal of Management, Economic, and Accounting Vol. 4 No. 2 (2025): Juli-Desember
Publisher : Universitas Dehasen Bengkulu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37676/jmea.v4i2.986

This study examines the impact of product quality, price, and promotion variables on customer satisfaction levels at the AAI Cen Batang Serangan MSME. The population consisted of 430 MSME customers, with a sample of 81 respondents selected through a simple random sampling technique. The study was conducted in 2025, using a questionnaire to obtain quantitative primary data, which were then analyzed with SPSS 24 through multiple linear regression. The analysis shows that product quality, price, and promotion individually and together have a significant positive effect on customer satisfaction. The partial test (t-test) revealed: product quality (regression 0.398, t-count 4.388, sig. 0.000); price (regression 0.331, t-count 3.858, sig. 0.000); promotion (regression 0.267, t-count 3.112, sig. 0.003). The simultaneous test (F test) produced an F-count of 222.143 (sig. 0.000), with a t-table of 1.991 and an F-table of 2.723, so all hypotheses (H1-H4) were accepted. Product quality was the dominant factor with the highest beta (0.351), explaining 89.2% of the variation in customer satisfaction, with a strong correlation (R = 0.947).

CREATOR ATTRIBUTES AND PURCHASE INTENTION IN LIVE COMMERCE: AUTHENTICITY AND PARASOCIAL INTERACTION AS MEDIATORS Sembiring, Beby Karina Fawzeea; Sanny, Annisa; Amelia, Ocdy; Pohan, Muhammad Yasir Arafat; Sudirman, Acai
JURNAL MANAJEMEN MAKER STIE SULTAN AGUNG Vol 12 No 1 (2026)
Publisher : Sekolah Tinggi Ilmu Ekonomi Sultan Agung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37403/mjm.v12i1.1125

Live commerce is increasingly widespread in Indonesia, yet the psychological mechanisms that convert viewers into buyers remain underexplored. This study examines how content creator attributes expertise, trustworthiness, attractiveness, brand creator fit, and responsiveness affect purchase intention through the serial mediation of perceived authenticity and parasocial interaction. A survey was conducted among live-commerce users in Medan with sampling 278 respondent using purposive sampling. Data were analyzed using two-stage PLS-SEM with bootstrap. The measurement model met reliability and validity thresholds loadings 0.77–0.86; α and CR ≥ 0.80; AVE ≥ 0.50; HTMT < 0.85. Results show that content creator attributes significantly influence perceived authenticity β = 0.583; p < 0.001; perceived authenticity influences parasocial interaction β = 0.517; p < 0.001; and parasocial interaction influences purchase intention β = 0.468; p < 0.001. There is also a significant indirect effect of content creator attributes on purchase intention through perceived authenticity and parasocial interaction β = 0.141; p < 0.001. Explanatory power is moderate R² authenticity = 0.34; R² parasocial = 0.27; R² purchase intention = 0.22; all Q² > 0. The findings formalize a mechanism in which authenticity fosters closeness and, in turn, raises purchase intention, offering actionable guidance for curating creators and designing responsive, transparent live sessions.

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