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p-Index From 2020 - 2025
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All Journal International Journal of Business and Information Technology InJEBA : International Journal of Economics, Business and Accounting
Nanda Ria, Bayu Sedih
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Computer Science & IT Economics, Econometrics & Finance Environmental Science Social Sciences Other

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Building Marketing Communication Mix to Increase Consumer Loyalty Oppo Mobile Phones of Students of STIE Dharma Putra Pekanbaru Indriaty, Indriaty; Wibowo, Yudho; Nanda Ria, Bayu Sedih
InJEBA : International Journal of Economics, Business and Accounting Vol. 2 No. 4 (2024): InJEBA (December)
Publisher : Basecamp Economics PubMed

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.5281/zenodo.14766191

Abstract

This study aims to determine the effect of marketing communication mix on the loyalty of Oppo mobile phone consumers among STIE Dharma Putra Pekanbaru students. The marketing communication mix variables consist of Advertising, Sales Promotion, Personal Selling, Public Relations, and Direct and Digital Marketing. The population in this study were STIE Dharma Putra Pekanbaru students and used a judgmental sampling technique totaling 42 respondents. The results of the study showed that the variables of advertising, Sales promotion, Personal Selling, Public Relations, and Direct and digital marketing had a partial effect on Oppo Mobile Phone Consumer Loyalty and the Marketing Communication Mix Variable had a simultaneous effect on Consumer Loyalty. The results also showed that the contribution of the marketing mix influenced Oppo Mobile Phone Consumer Loyalty by 54.8%, the rest was influenced by other variables not examined in this study.
Creating Consumer Value From Product Design Through Product Differentiation For Yamaha Nmax Motorcycle Consumers In Pekanbaru: . Nanda Ria, Bayu Sedih; Wibowo, Yudho; Indriaty, Indriaty
International Journal of Business and Information Technology Vol. 6 No. 2 (2025): December
Publisher : LPPM STMIK Dharmapala Riau

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47927/ijobit.v6i2.1374

Abstract

The purpose of this study is to determine the effect of product design variables on consumer value variables, to determine the effect of product design variables on product differentiation variables and to determine the effect of product differentiation variables on consumer value variables and to determine the effect of product design on consumer value through product differentiation variables on Yamaha Nmax motorcycle consumers in Pekanbaru. As is known, the demand for Yamaha Nmax in Indonesia can be described as a successful and sustainable market phenomenon, changing the competitive landscape in the premium automatic scooter (skutik) segment with total sales reaching 3 million units in 2025. This research was conducted in Pekanbaru City with a sample of 93 respondents using a purposive sampling method. The criteria for respondents who became the object of the study were Nmax motorcycle users in Pekanbaru. The research method used the Partial Least Squares-Structural Equation Modeling (PLS-SEM) method in the form of an outer model, an inner model, and hypothesis testing. The results of the study indicate that there is no influence of product design variables on product differentiation variables on Nmax Motorcycle consumers in Pekanbaru, seen from the p-value of 0.109 which is greater than 0.05. The results also show that there is an influence of product design on consumer value on Nmax Motorcycle consumers in Pekanbaru with p-value of 0.000 which is smaller than 0.05. A significant influence is also shown from the Product Differentiation Variable on consumer value variables on Nmax Motorcycle consumers in Pekanbaru with p-value of 0.000 which is smaller than 0.05. And so the product differentiation variable successfully mediates the influence of product design variables on consumer value on Nmax Motorcycle consumers in Pekanbaru with p-value of 0.000 which is smaller than 0.05.
Co-Authors Indriaty Yudho Wibowo