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All Journal Scientific Journal of Reflection : Economic, Accounting, Management and Business JOURNAL OF SCIENCE AND SOCIAL RESEARCH Jurnal Review Pendidikan dan Pengajaran (JRPP) Jurnal Manajemen, Ekonomi Sains Jurnal Pendidikan dan Konseling JURNAL PIONIR Community Development Journal: Jurnal Pengabdian Masyarakat Budapest International Research and Critics Institute-Journal (BIRCI-Journal): Humanities and Social Sciences Multicience Journal of Economics and Business Letters AKADEMIK: Jurnal Mahasiswa Ekonomi & Bisnis Jurnal Pemberdayaan Sosial dan Teknologi Masyarakat Innovative: Journal Of Social Science Research Priviet Social Sciences Journal Maslahah: Jurnal Manajemen dan Ekonomi Syariah Jurnal Pengabdian Masyarakat dan Riset Pendidikan Celebes Journal of Community Services
TENGKU SYARIFAH
ASAHAN UNIVERSITY, NORTH SUMATERA, INDONESIA
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Biochemistry, Genetics & Molecular Biology Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Mathematics Public Health Social Sciences Other

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Pengaruh Strategi Pemasaran Digital, Kualitas Produk, dan Harga terhadap Loyalitas Pelanggan Pada Brand Kecantikan Skintific : Studi Kasus Konsumen di Kabupaten Asahan Wulan Sari Nasution; Tengku Syarifah
AKADEMIK: Jurnal Mahasiswa Ekonomi & Bisnis Vol. 6 No. 3 (2026): AKADEMIK: Jurnal Mahasiswa Ekonomi & Bisnis
Publisher : Perhimpunan Sarjana Ekonomi dan Bisnis

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37481/jmeb.v6i3.2099

Abstract

The rapid growth of Indonesia's beauty industry has intensified competition among skincare brands, making customer loyalty increasingly difficult to maintain despite extensive digital marketing activities and product innovation. This study aims to examine the influence of digital marketing strategy, product quality, and price on customer loyalty toward the Skintific beauty brand in Asahan Regency. A quantitative approach with an associative research design was employed. Data were collected through questionnaires from 96 Skintific consumers selected using the Cochran sampling formula and analyzed using multiple linear regression with SPSS. The findings reveal that digital marketing strategy and price have a positive and significant effect on customer loyalty, while product quality has a positive but insignificant effect. Simultaneously, the three independent variables significantly influence customer loyalty (F = 12.328; p < 0.001). The coefficient of determination (R² = 0.287) indicates that 28.7% of customer loyalty is explained by the proposed model, whereas the remaining variation is associated with other factors beyond this study. These findings suggest that strengthening digital marketing initiatives and maintaining competitive pricing are important strategies for improving customer loyalty in the skincare market.
Brand image, trust, satisfaction, and loyalty among Shopee-using economics students in North Sumatra Sahara Sahara; Tengku Syarifah
Priviet Social Sciences Journal Vol. 6 No. 7 (2026): July 2026
Publisher : Privietlab

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55942/pssj.v6i7.2168

Abstract

Customer-based brand equity theory treats a strong brand image as a dependable driver of loyalty, and marketplace platforms invest accordingly. This study tests that premise where its assumptions may not hold: Indonesian e-commerce, where consumers hold several marketplace applications at once and reallocate each transaction at near-zero switching cost. Survey data were collected from 96 Shopee-using students of the Faculty of Economics, Universitas Asahan, North Sumatra, sampled accidentally, with size set by the Lemeshow formula for an unknown population. Ordinary least squares regression of summed five-point Likert scales showed that brand image, trust, and customer satisfaction jointly explained a large share of loyalty variance, F(3, 92) = 44.436, p < .001, R² = .592, adjusted R² = .578. Satisfaction dominated (b = 0.599, β = .576, t = 7.061, p < .001) and trust contributed modestly (b = 0.168, β = .199, t = 2.436, p = .017), but brand image was not significant (b = 0.118, β = .120, t = 1.512, p = .134) despite a substantial zero-order correlation with loyalty; its unique contribution was 1.0% of variance. The null is theorised as a boundary condition on customer-based brand equity: where symbolic associations converge across competing platforms, they shape the consideration set rather than choice within it, and experiential constructs absorb their explanatory weight. Marginal investment in fulfilment reliability and price-promise accuracy should therefore outperform investment in brand salience.
PENGARUH CITA RASA, KUALITAS PELAYANAN DAN HARGA TERHADAP KEPUASAN PELANGGAN PADA CAFE NADINE TANJUNGBALAI Viza Riyanti; Tengku Syarifah
JOURNAL OF SCIENCE AND SOCIAL RESEARCH Vol. 9 No. 2 (2026): April 2026
Publisher : Smart Education

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54314/jssr.v9i2.7058

Abstract

Abstract: His study aims to test the Taste, Service Quality, Price, and Customer Satisfaction at Café Nadine.  This study used multiple linear regression analysis, resulting in the equation Y = 1.893 + 0.381X1 + 0.266X2 + 0.244X3. The calculated tvalue (3.534) > ttable (1.985) with a significance value (0.00 < 0.05), thus partially interpreting Taste (X1) has a positive effect on Customer Satisfaction at Café Nadine (Y). Therefore, H1 is accepted, while H0 is rejected. The calculated t value (3.226) > ttable (1.985) with a significance value (0.00 < 0.05), thus partially interpreting Service Quality (X2) has an effect on Customer Satisfaction at Café Nadine (Y). Therefore, H1 is accepted, while H0 is rejected. The calculated tvalue (2.835) > ttable (1.985) with a significance value (0.00 < 0.05), so it can be interpreted that Price (X3) has a partial effect on Customer Satisfaction at Café Nadine (Y), so H1 is accepted while H0 is rejected. The results of the simultaneous test (F-Test) explain that the Fcount value (24.003 > Ftable value (2.70) with significance (0.00 < 0.05) means that simultaneously Taste (X1), Service Quality (X2), and Price (X3) have a positive effect on Customer Satisfaction at Café Nadine (Y) so H2 is accepted while H0 is rejected. The results of the coefficient of determination in the table above explain that the adjusted R Square value is 0.421, meaning that Taste (X1), Service Quality (X2), Price (X3), are able to show an influence of 42.1% on Customer Satisfaction at Café Nadine, while 47.9% is caused by other variables outside of this study. Keywords: Taste, Service Quality and Price, Customer Satisfaction   Abstrak: Penelitian ini bertujuan untuk menguji pengaruh Rasa, Kualitas Pelayanan, dan Harga terhadap Kepuasan Pelanggan di Café Nadine. Penelitian ini menggunakan analisis regresi linear berganda yang menghasilkan persamaan Y = 1,893 + 0,381X1 + 0,266X2 + 0,244X3. Nilai t-hitung (3,534) > t-tabel (1,985) dengan nilai signifikansi (0,00 < 0,05), sehingga dapat diinterpretasikan bahwa Rasa (X1) berpengaruh positif terhadap Kepuasan Pelanggan di Café Nadine (Y); dengan demikian, H1 diterima dan H0 ditolak. Nilai t-hitung (3,226) > t-tabel (1,985) dengan nilai signifikansi (0,00 < 0,05), sehingga dapat diinterpretasikan bahwa Kualitas Pelayanan (X2) berpengaruh terhadap Kepuasan Pelanggan di Café Nadine (Y); dengan demikian, H1 diterima dan H0 ditolak. Nilai t-hitung (2,835) > t-tabel (1,985) dengan nilai signifikansi (0,00 < 0,05), sehingga dapat diinterpretasikan bahwa Harga (X3) berpengaruh secara parsial terhadap Kepuasan Pelanggan di Café Nadine (Y); dengan demikian, H1 diterima dan H0 ditolak. Hasil uji simultan (Uji F) menunjukkan bahwa nilai F-hitung (24,003) > nilai F-tabel (2,70) dengan signifikansi (0,00 < 0,05), yang berarti secara simultan Rasa (X1), Kualitas Pelayanan (X2), dan Harga (X3) berpengaruh positif terhadap Kepuasan Pelanggan di Café Nadine (Y); dengan demikian, H2 diterima dan H0 ditolak. Hasil koefisien determinasi pada tabel di atas menunjukkan bahwa nilai Adjusted R Square adalah 0,421, yang berarti Rasa (X1), Kualitas Pelayanan (X2), dan Harga (X3) memberikan pengaruh sebesar 42,1% terhadap Kepuasan Pelanggan di Café Nadine, sedangkan 47,9% sisanya disebabkan oleh variabel lain di luar penelitian ini. Kata kunci: Rasa, Kualitas Pelayanan dan Harga, Kepuasan Pelanggan
Co-Authors Adisti, Ayu Agil Novita Alawiyah, Nurul Hikmatul Ananda, Della ANDRIANI, TRI ANSHARI PUTRA Ayu Adisti Bakti, Surya Br Barus, Melyana Br Barus, Melyani CIK ZULIA DAILAMI Dea Mutia Della Ananda Dermawan Dian Wahyuni Dian Wahyuni Dina Kuswara Dewi Dwi Fadhilla Putri Eddy Pangidoan Siregar Efendi, Zuhriyan Emi Masyitah Eqi Mastriani Ferdiansyah, Rio Gulyanto, Bambang Halawa, Medianus Halim Putri, Siti Indriani Halimatussaddiah Marpaung Hamida Sari Siregar Heni Subagiharti Heri Prasuhanda Manurung Hilda Yanti Br Torus Pane Indriani , Novita Julia Rahmadani LASSON MANURUNG Lubis, Alweni Khoiriyah Lucky Satria Pratama M. Sandi Syahputa MHD Ristandi Arif HSB Mhd. Riefzky Naufal Mia Aulia Mia Aulia, Mia Mira Syapitri Muhammad Rinaldi Prawira Mutia, Dea Nanang Hidayat, Mhd. Nanda Sri Wahyuni Noni Rahma Kartika Nurul Hikmatul Alawiyah Pratama, Yogi Prawira, Muhammad Rinaldi PUTRI INDRAYANI Putri Sandini Qonita Sajidah Rahmadani, Julia Sahara Sahara Sajidah, Qonita Sandini, Putri Sari Siregar, Hamida Sariani Sariani Sariani, Sariani Simanjuntak, Septiana Anas Tasya Siregar, Azizah Siregar, Hamida Sari Siti Indriani Halim Putri Sofiyana Sofiyana Sri Susanti Ningsih Surya Bakti Syafrizal Hasibuan Syahputa, M. Sandi syaifuddin syaifuddin Syapitri, Mira Tri Andriani Tri Andriani Viza Riyanti Wahyuni, Nanda Sri Wana Hidayah Widia Putri Utami Wulan Sari Nasution Yogi Pratama