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Agustin, Resty
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Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Law, Crime, Criminology & Criminal Justice Library & Information Science

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The Effect of Word of Mouth (WOM) and Marketing Strategy in Mediating Consumer Loyalty to UMKM Product Purchasing Decisions Agustin, Resty; Soetjipto, Budi Eko; Wardana, Ludi Wishnu
International Humanity Advance, Business & Sciences Vol 2 No 4 (2025): April
Publisher : PT Maju Malaqbi Makkarana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59971/ijhabs.v2i4.447

Abstract

This research systematically explores the roles of Word of Mouth (WOM) and marketing strategies in mediating consumer loyalty and its impact on purchasing decisions for Micro, Small, and Medium Enterprises (MSMEs) products. Applying a Systematic Literature Review (SLR) method, this study synthesizes scholarly articles sourced from major academic databases such as Scopus, ScienceDirect, Google Scholar, and ProQuest, covering publications from the past decade. The selection of literature followed rigorous procedures including identification, screening, and eligibility assessments, with strict inclusion criteria to ensure the relevance and quality of the reviewed studies. The analysis reveals that WOM significantly influences consumer perception and trust, while well-implemented marketing strategies help establish long-term consumer engagement. These two factors contribute positively to consumer loyalty, which in turn plays a pivotal role in shaping purchasing behavior toward MSME products. Additionally, consumer loyalty is identified as a key mediating variable that reinforces the relationship between WOM, marketing strategies, and purchase decisions. The findings offer valuable insights for both academic and practical perspectives, particularly in designing relationship-oriented marketing approaches to strengthen MSME competitiveness.
Implementation of Green Marketing Mix at The Body Shop: A Marketing Strategy to Increase Consumer Satisfaction and Brand Loyalty Yasari, Niluh Komang Kusuma; Agustin, Resty; Winarno, Agung; Rahayu, Wening Patmi
International Humanity Advance, Business & Sciences Vol 3 No 1 (2025): July
Publisher : PT Maju Malaqbi Makkarana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59971/ijhabs.v3i1.488

Abstract

This study aims to analyze The Body Shop's implementation of Green Marketing Mix elements in the Indonesian market in the period 2023-2024, as well as its influence on consumer satisfaction and brand loyalty. Given the intensive competition in the cosmetics and body care sector, The Body Shop's ability to maintain differentiation through ethical values and sustainability is crucial. This research uses the Systematic Literature Review (SLR) method to synthesize findings from relevant studies on the Green Marketing Mix, consumer satisfaction, and brand loyalty, particularly in the context of the cosmetics industry and The Body Shop's business practices. The main focus of the analysis is on the four core elements of the Marketing Mix (Product, Price, Place, and Promotion) with a sustainability (Green) perspective. The results of the study are expected to provide strategic insights to The Body Shop in optimizing the Green Marketing Mix to increase consumer satisfaction and strengthen brand loyalty in the Indonesian market, as well as provide an academic contribution in understanding the implementation of green marketing in the cosmetics industry.
Co-Authors Agung Winarno Budi Eko Soetjipto Ludi Wishnu Wardana Wening Patmi Rahayu Yasari, Niluh Komang Kusuma