Articles
<![CDATA[BUILDING THE HOTEL BRAND ADVOCACY TO ATTRACT MORE VISITORS ]]>
<![CDATA[Bellen, Yuni Alfitri]]>;
<![CDATA[Tuti, Meylani]]>
<![CDATA[ ESENSI: Jurnal Manajemen Bisnis Vol. 27 Issue 2 (2024) ]]>
Publisher : <![CDATA[Institut Bisnis Nusantara ]]>
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DOI: 10.56943/esensi.v27i2.35
<![CDATA[This research aims to determine the influence of influencer marketing, social media marketing, product quality, service quality on brand advocacy. In collecting and researching data, researchers used a quantitative-based research approach. Sampling was carried out using a purposive sampling method and data was collected from 255 respondents. Using structural equation models as a data analysis method with the help of smartPLS software. The results of the analysis show that there is a significant influence of social media marketing, product quality, and service quality on brand advocacy. Meanwhile, the results of the analysis from influencer marketing on brand advocacy are that the negative effect is not significant. The practical implication of the results of this research is that Adotel Hotel Jakarta should be able to determine influencers who match the content or passion uploaded on their social media according to the product being promoted.]]>
<![CDATA[THE INFLUENCE OF ATMOSPHERE, ONLINE REVIEWS AND CUSTOMER VALUE ON REPURCHASE INTENTION ]]>
<![CDATA[Dwini, Sekar]]>;
<![CDATA[Tuti, Meylani]]>
<![CDATA[ ESENSI: Jurnal Manajemen Bisnis Vol. 27 Issue 2 (2024) ]]>
Publisher : <![CDATA[Institut Bisnis Nusantara ]]>
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DOI: 10.56943/esensi.v27i2.36
<![CDATA[This study aims to determine the effect of atmosphere, online review and customer value on repurchase intention at Kina Cafe & Bar. The sampling technique used is accidental sampling with a total of 250 respondents. Data analysis method using SEM (Structural Equation Model) with SmartPLS software. The research results show that the atmosphere at Kina Cafe & Bar does not have a significant influence on repurchase intentions, indicating that the atmospheric elements at Kina Cafe & Bar are not the main factors influencing customers' decisions to shop there again. In contrast, online reviews have a significant influence on repurchase intentions indicating that customers' online reviews can be an important component in determining customers' repurchase intentions. Apart from that, consumer values are also proven to have a big influence on the desire to repurchase. This shows that consumers who feel they get good value from goods or services at Kina Cafe & Bar are more likely to buy again. In this way, Kina Cafe & Bar management can concentrate on continuing to sell goods and services.]]>
<![CDATA[THE IMPACT OF THE CAFÉ ATMOSPHERE ON CONSUMER SATISFACTION, PURCHASE DECISIONS, AND RETENTION ]]>
<![CDATA[Apriliani, Ernix]]>;
<![CDATA[Tuti, Meylani]]>
<![CDATA[ ESENSI: Jurnal Manajemen Bisnis Vol. 27 Issue 2 (2024) ]]>
Publisher : <![CDATA[Institut Bisnis Nusantara ]]>
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DOI: 10.56943/esensi.v27i2.37
<![CDATA[The purpose of this study is to ascertain how the atmosphere affects consumer satisfaction, repurchase intention, and purchasing decisions. The study's participants were guests of Kopi Nako. Purposive sampling was the method employed, and a total of 251 individuals visited. Using smartPLS software, the data analysis method applies structural equation models. The study's findings demonstrate the considerable impact of atmosphere on decisions about what to buy, how satisfied customers are, and whether or not they make repeat purchases. This study makes a significant contribution to management's understanding of the value of fostering a positive environment in the store to boost customer satisfaction and promote repeat business.]]>
<![CDATA[WHAT MOTIVATES CUSTOMERS TO PURCHASE HONDA AUTOMOBILES? ]]>
<![CDATA[Nadeka, Lora Arista]]>;
<![CDATA[Tuti, Meylani]]>
<![CDATA[ ESENSI: Jurnal Manajemen Bisnis Vol. 27 Issue 2 (2024) ]]>
Publisher : <![CDATA[Institut Bisnis Nusantara ]]>
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DOI: 10.56943/esensi.v27i2.38
<![CDATA[The purpose of this study is to use a brand image to ascertain how brand equity and awareness affect purchase decisions. Customers of Honda vehicles make up the population in this study. Purposive sampling, utilizing a sample size of 254 respondents overall, was the approach employed. Utilizing PLS version 3.0 software and structural equation modeling (SEM) to test the validity and reliability of a questionnaire given to respondents, the data- gathering approach makes use of this technique. Brand awareness has a favorable and considerable impact on brand image, but it does not affect purchasing decisions, according to the research results. Purchase decisions are positively and significantly impacted by brand equity, while brand image is positively and significantly impacted by brand equity. Purchasing decisions are positively and significantly impacted by brand image. The findings indicate that to raise brand recognition, Honda needs to be able to help prospective customers recognize, comprehend, and/or remember the Honda brand when utilizing its products.]]>
<![CDATA[Entrepreneurial Orientation Studies on Food And Beverage MSMEs To Examine The Effects of Social Media Marketing and Digital Content Marketing Activity on Business Performance ]]>
<![CDATA[Aryani, Dwi Retno]]>;
<![CDATA[Tuti, Meylani]]>
<![CDATA[ Indonesian Journal of Business and Entrepreneurship Vol. 9 No. 3 (2023): IJBE, Vol. 9 No. 3, September 2023 ]]>
Publisher : <![CDATA[School of Business, IPB University (SB-IPB) ]]>
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DOI: 10.17358/ijbe.9.3.513
<![CDATA[The Indonesian government is encouraging the MSME sector to go digital following recent technological advancements to optimize its potential and productivity. The purpose of this study is to ascertain the impact of social media marketing (SMM) and digital content marketing activities (DCMAs) on entrepreneurial orientation (EO) and business performance (BP) of micro, small and medium enterprises (MSMEs) in the food and beverage industry. Entrepreneurs in the food and beverage industries who are located in the JABODETABEK area have used social media and prepared digital content as a marketing tool to make up the study's demographic. This study used a quantitative method with 272 MSME respondents who had responded to statements in the online questionnaire, which were collected over two months. SEM (Structural Equation Modeling), a data analysis technique, was employed with Lisrel 12. The findings demonstrated that Entrepreneurial Orientation and Business Performance are stronger directly influenced by digital marketing content activities than the influence of social media marketing. In addition, Entrepreneurial Orientation also affects Business Performance. This research found that MSMEs in the food and beverage industry may focus on developing DCMAs and building an entrepreneurial mindset in recognizing the desires of modern customers in shifting marketing to be more digital-based to improve its business performance Keywords: social media marketing (SMM), digital content marketing activity (DCMA’s), entrepreneurial orientation (EO), business performance (BP), food and beverage MSME]]>
<![CDATA[How Entrepreneurial Teams' Heterogeneity and Learning Experiences Affect Business Performance through Self-Efficacy ]]>
<![CDATA[Aprilia Amanda, Indah]]>;
<![CDATA[Tuti, Meylani]]>
<![CDATA[ Indonesian Journal of Business and Entrepreneurship Vol. 10 No. 3 (2024): IJBE, Vol. 10 No. 3, September 2024 ]]>
Publisher : <![CDATA[School of Business, IPB University (SB-IPB) ]]>
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DOI: 10.17358/ijbe.10.3.509
<![CDATA[This study aims to ascertain how entrepreneurial learning experiences and entrepreneurial team heterogeneity affect self-efficacy and, consequently, company performance. Members of the Jakpreneur community from the East and North Jakarta metropolitan areas made up the study's demographic. Accidental sampling was the method employed, with 237 respondents who volunteered to complete the author's questionnaire. Using SmartPLS software, a structural equation model is used for data analysis. The findings of the study demonstrate a direct relationship between self-efficacy and company performance entrepreneurial learning experiences and entrepreneurial team heterogeneity. Subsequently, self-efficacy can serve as a moderator to demonstrate the indirect impact of entrepreneurial team heterogeneity and entrepreneurial learning experience on business performance. Learning experiences and diversity in the team both boost self-confidence, which in turn creates a positive feedback loop between motivation and company performance.]]>
<![CDATA[Using Technology to Increase Sales: Influencer Marketing and Viral Marketing ]]>
<![CDATA[Lestari, Anisa Citra]]>;
<![CDATA[Tuti, Meylani]]>
<![CDATA[ Jurnal Sosioteknologi Vol. 23 No. 1 (2024): MARCH 2024 ]]>
Publisher : <![CDATA[Fakultas Seni Rupa dan Desain ITB ]]>
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DOI: 10.5614/sostek.itbj.2024.23.1.9
<![CDATA[Companies need to boost sales to draw in clients and influence their purchase decisions at a time when business rivalry is becoming fiercer. As technology develops, many businesses develop new ideas to boost sales through more effective digital marketing, such as viral and influencer marketing tactics. In addition, companies need to use technology strategically to modify their marketing campaigns based on the tastes and actions of their target audience. This study will ascertain how taste, influencers, and viral marketing affect consumer decisions. The people who shop at Roti Keset Condet are the population. An accidental sampling technique yielded a sample size of 250 individuals. With SmartPLS, data analysis employs a structural equation model. The study's findings demonstrate the importance of flavor and viral marketing in influencing consumers' buying decisions. Influencer marketing, however, has no bearing on consumer choices. Consumers who make purchases do so due to viral marketing that is executed, even though the influencer serving as the message's messenger is not the campaign's target. Aside from that, people continue to prioritize taste and image when they are making purchases.]]>
<![CDATA[Pengaruh Hedonis dan Inovasi Produk terhadap Kepuasan Pelanggan Melalui Kepercayaan Meerek di Mixue ]]>
<![CDATA[Cynthia, Rosabella]]>;
<![CDATA[Tuti, Meylani]]>
<![CDATA[ Jurnal Akuntansi, Manajemen dan Ekonomi Vol 25 No 2 (2023): April - June, 2023 ]]>
Publisher : <![CDATA[Faculty of Economics and Business, Jenderal Soedirman University ]]>
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DOI: 10.32424/1.jame.2023.25.2.8166
<![CDATA[Tujuan dari penelitian ini adalah untuk mengetahui bagaimana efek produk hedonis dan kreatif mempengaruhi kebahagiaan konsumen dan kepercayaan merek. Sebuah survei yang disampaikan kepada pelanggan Mixue menggunakan strategi sampel purposive adalah metode penelitian yang digunakan. Sampel yang diambil sebanyak 222 orang. Model Persamaan Struktural digunakan dalam teknik analisis data dengan menggunakan software smart pls 3. Temuan menunjukkan bahwa barang hedonistik dan inovatif memiliki dampak langsung dan tidak langsung yang besar pada kepercayaan merek dan kebahagiaan konsumen.]]>
<![CDATA[Pengaruh Desain dan Inovasi Produk Terhadap Brand Love, Purchase Decision, dan Brand Loyalty Jersey Manchester United ]]>
<![CDATA[Pengestu, Kantri Setiawan]]>;
<![CDATA[Tuti, Meylani]]>
<![CDATA[ Journal of Management and Economics Innovation Vol. 1 No. 2 (2025): Oktober 2025 ]]>
Publisher : <![CDATA[Catalist Indo Publisher ]]>
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DOI: 10.64670/jmei.v1i2.32
<![CDATA[This study investigates the influence of product design and innovation on brand love, purchase decisions, and brand loyalty among consumers of Manchester United jerseys. Employing a quantitative approach, data were collected from 250 respondents through an online survey and analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM). The results reveal that both product design and innovation significantly affect brand love. Furthermore, brand love exerts a strong influence on purchase decisions and brand loyalty. Purchase decisions also have a significant and direct impact on brand loyalty. These findings suggest that emotional attachment, reflected in brand love, plays a pivotal role in shaping consumer behavior, particularly in repeated purchases of identity-related products such as football jerseys. From a practical standpoint, the study highlights the importance for brands to invest in creative design and continuous innovation to foster stronger emotional connections and long-term consumer loyalty.]]>
<![CDATA[The Customer Engagement Effect on Customer Satisfaction and Brand Trust and Its Impact on Brand Loyalty ]]>
<![CDATA[Tuti, Meylani]]>;
<![CDATA[Sulistia, Viki]]>
<![CDATA[ Jurnal Manajemen Bisnis Vol. 13 No. 1: March 2022 ]]>
Publisher : <![CDATA[Universitas Muhammadiyah Yogyakarta ]]>
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DOI: 10.18196/mb.v13i1.12518
<![CDATA[Research aims: The research purpose is to determine the influence of customer engagement on brand loyalty through customer satisfaction and brand trust.Design/Methodology/Approach: The population in this research was customers who made purchases from December 2019 until February 2020. The sampling technique employed purposive sampling to decide on 200 respondents. The data had been examined for reliability and validity. The data analysis method used quantitative and descriptive. Structural Equation Modeling (SEM) was utilized in the quantitative analysis.Research findings: The research results uncovered that customer engagement significantly influenced customer satisfaction. Customer engagement gave a significant influence on brand trust. Customer engagement gave a significant influence on brand loyalty. Customer satisfaction gave a significant influence on brand trust. The brand trust gave a significant influence on brand loyalty. Customer engagement gave an indirect influence on brand trust through customer satisfaction. Also, customer engagement indirectly influenced brand loyalty through brand trust and customer satisfaction.Theoretical contribution/Originality: The study gives contribution to the growth of brand literature.Practitioner/Policy implication: The study has implications for researchers and sellers on how to improve the brand.Research limitation/Implication: The limitation of this study is that it only used one clothing entrepreneurship business brand that utilized Instagram as a promotional medium for further research. Developing the research object further by using more similar brands is recommended.]]>
