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AZIZAH, ZAINAB
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Economics, Econometrics & Finance

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Enhancing Consumer Loyalty through Product Quality and Word of Mouth in MSME's Istanti, Fredianaika; Maftukhah, Ida; Azizah, Zainab; Kusuma, Nadia Ingrida
Management Analysis Journal Vol. 14 No. 3 (2025): Management Analysis Journal
Publisher : Universitas Negeri Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.15294/maj.v14i3.32365

Abstract

MSMEs contribute to labor absorption and drive local economic growth. This study aims to analyze the role of product quality and word of mouth on consumer loyalty through consumer satisfaction as an intervening variable among MSME product users in Semarang City. This research is motivated by the important role of MSMEs in employment and their contribution to driving local economic growth. Therefore, understanding the factors influencing consumer loyalty is crucial for maintaining the sustainability of MSME businesses. The approach used in this study is quantitative with an explanatory research method. Data analysis was conducted using SEM (Structural Equation Modeling) based on PLS (Partial Least Squares) to examine the relationships between the variables studied. The study population was MSME product users in Semarang City. The sampling technique used was purposive sampling with 200 respondents. Data collection was conducted through questionnaires. The results show that product quality has a positive and significant effect on consumer loyalty. Word of mouth has a positive and significant effect on consumer loyalty. Consumer satisfaction has a positive and significant effect on consumer loyalty. Product quality has a positive and significant effect on consumer satisfaction. Word of mouth has a positive and significant effect on consumer satisfaction. Furthermore, customer satisfaction has been shown to mediate the influence of product quality and word of mouth on customer loyalty. The implications of this research indicate that improving product quality and optimizing word of mouth, both directly and through increased customer satisfaction, can be an effective strategy for MSMEs to build and maintain customer loyalty in Semarang City. These findings are expected to provide a basis for MSMEs and policymakers to design programs to improve product quality and strengthen word-of-mouth promotion in a more targeted manner.
STUDI MIKROEKONOMI DAN MAKROEKONOMI: PENGARUH TEKNOLOGI INFORMASI DAN KOMUNIKASI TERHADAP PRODUKTIVITAS DI INDONESIA Runtiningsih, Sri; Syahrul Fauzi, Ahmad; Margaret, Silvia; Patria Kusuma, Putri; Azizah, Zainab; Andi Auliya Hakim, Muhammad
Business and Economic Analysis Journal Vol. 4 No. 2 (2024): November 2024
Publisher : Universitas Negeri Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.15294/beaj.v4i2.gzsx1p06

Abstract

Perkembangan teknologi informasi dan komunikasi (TIK) secara global dapat meningkatkan produktivitas. Penelitian ini menganalisis pengaruh penggunaan TIK terhadap produktivitas dari sudut pandang analisis mikro ekonomi dan makro ekonomi karena tidak semua sektor usaha dapat digeneralisir, terutama sektor pertanian yang memiliki diferensiasi yang tinggi. Analisa mikro ekonomi dalam penelitian ini menggunakan data IFLS wave 5 tahun 2014 dengan menggunakan regresi Ordinary Least Square (OLS) dari jenis data cross section pada 176 usaha pertanian dan 2.066 usaha non pertanian di Indonesia. Analisa makro ekonomi menggunakan data publikasi BPS tahun 2015-2020 pada 34 provinsi di Indonesia dengan pendekatan Panel Least Square (PLS). Hasil penelitian menunjukkan bahwa pada tingkat mikroekonomi, penggunaan TIK berpengaruh positif signifikan terhadap produktivitas di sektor pertanian dan non-pertanian. Namun, pada tingkat makroekonomi mengindikasikan bahwa dampak positif signifikan hanya ditemukan pada sektor non-pertanian, sedangkan pada sektor pertanian, penggunaan TIK menunjukkan pengaruh negatif terhadap produktivitas.. Hal ini mencerminkan rendahnya literasi teknologi dan pemanfaatan TIK yang belum optimal oleh petani. Temuan ini menegaskan pentingnya pendekatan yang disesuaikan dengan karakteristik sektor untuk memaksimalkan manfaat TIK terhadap produktivitas ekonomi.
Analysis of the Influence of Brand Advertising and Brand Attachment on Consumer Purchasing Decisions in the Fashion Industry Azizah, Zainab; Al Adawiyah, Rumaisah Azizah; Mussanadah, Atik Ul
Management Analysis Journal Vol. 13 No. 3 (2024): Management Analysis Journal
Publisher : Universitas Negeri Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.15294/maj.v13i3.24105

Abstract

This study aims to analyze the influence of brand advertising and brand attachment on consumer purchasing decisions in the fashion industry. This study is motivated by the importance of understanding marketing strategies that can drive consumer behavior amidst increasingly competitive brand competition. A quantitative approach was used in this study, with a survey method through online questionnaire distribution to randomly selected respondents. A total of 172 valid respondents participated in this study. Data analysis was carried out using the Partial Least Squares Structural Equation Modeling (PLS-SEM) technique through SmartPLS software. The results showed that brand advertising had a significant effect on brand attachment (β = 0.628; T = 14.79; p <0.001) and on purchasing decisions (β = 0.377; T = 4.22; p <0.001). In addition, brand attachment also had a significant effect on purchasing decisions (β = 0.238; T = 2.35; p = 0.019). These findings indicate that effective advertising strategies can not only increase consumer brand attachment but also directly and indirectly drive purchasing decisions. Therefore, companies in the fashion industry need to integrate emotional approaches in advertising to strengthen brand attachment and create consumer loyalty.
Co-Authors Al Adawiyah, Rumaisah Azizah Andi Auliya Hakim, Muhammad Atik Ul Mussanadah Ida Maftukhah Istanti, Fredianaika Kusuma, Nadia Ingrida Margaret, Silvia Patria Kusuma, Putri Sri Runtiningsih Syahrul Fauzi, Ahmad