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All Journal YUME : Journal of Management Advances in Business & Industrial Marketing Research
Rukayyah, Alitha
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Economics, Econometrics & Finance Health Professions Social Sciences

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Strategic Branding: Building Market Positioning and Business Growth through Integrated Management Practices Islami, Muhammad Mitsal; Rahyuni, Sri; Rukayyah, Alitha
Advances in Business & Industrial Marketing Research Vol. 2 No. 2 (2024): February - May
Publisher : Yayasan Pendidikan Bukhari Dwi Muslim

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.60079/abim.v2i2.293

Abstract

The purpose of this study is to examine the intricate interplay between strategic branding and integrated management practices and their impact on organizational success in today's competitive marketplace. Through an exhaustive exploration of existing literature, the research design adopts a comprehensive review approach, synthesizing diverse scholarly perspectives on strategic branding, integrated management practices, and their implications for financial performance and consumer behavior. The findings underscore the critical role of integrated management practices in orchestrating successful branding initiatives, emphasizing the alignment of marketing, operations, finance, and human resources to support cohesive brand positioning strategies. Moreover, empirical evidence highlights the positive impact of strategic branding on financial performance, with strong brands exhibiting higher profitability, market share, and shareholder value. The discussion delves into emerging trends such as digitalization, experiential branding, and purpose-driven initiatives, reshaping industry dynamics and challenging traditional marketing paradigms. The implications drawn from the findings offer actionable strategies for organizational leaders, urging them to embrace innovative branding strategies that align with evolving consumer preferences and market dynamics. Furthermore, collaborative efforts between policymakers and industry stakeholders are essential for promoting responsible and ethical branding practices, fostering consumer trust, transparency, and accountability. This study contributes to the literature on strategic branding by providing valuable insights for future research endeavors and informing managerial practices aimed at enhancing brand effectiveness and organizational performance.
The Influence of Service Quality and Customer Value on Customer Loyalty Rukayyah, Alitha; Yulianti, Sri Rahyuni Fifi Angriani Putri Naslia,
YUME : Journal of Management Vol 7, No 3 (2024)
Publisher : Pascasarjana STIE Amkop Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37531/yum.v7i3.8145

Abstract

This study examines the influence of service quality and customer value on customer loyalty. In today's competitive market, understanding the factors that drive customer loyalty is crucial for businesses aiming to retain customers and achieve long-term success. The research explores the relationship between service quality, customer value, and customer loyalty, hypothesizing that both service quality and customer value significantly impact loyalty. Data were collected through surveys from a sample of customers across various industries, and structural equation modeling (SEM) was employed to analyze the relationships. The findings reveal that both service quality and customer value have a positive and significant effect on customer loyalty, with customer value acting as a partial mediator between service quality and loyalty. The study concludes that businesses should prioritize delivering high-quality services and creating superior customer value to foster customer loyalty. Practical implications and recommendations for managers are discussed, emphasizing the importance of aligning service delivery with customer expectations and perceived value. Keywords: Service Quality, Customer Value, Customer Loyalty, Structural Equation Modeling (SEM), Customer Retention.
Co-Authors Islami, Muhammad Mitsal Sri Rahyuni Yulianti, Sri Rahyuni Fifi Angriani Putri Naslia,