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All Journal JURNAL MANAJEMEN AKUNTANSI (JUMSI) Jurnal Ekonomika Dan Bisnis
Indahsari, Lily Nur
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Economics, Econometrics & Finance

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GLOBAL MARKETING DECISION (KEPUTUSAN PEMASARAN) Azzahra Nst, Annisaa Putri; Ananda, Fitri Tia; Indahsari, Lily Nur; Suhairi, Suhairi
Jurnal Manajemen Akuntansi (JUMSI) Vol 1, No 3: 2021
Publisher : Universitas Labuhanbatu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36987/jumsi.v1i3.2394

Abstract

This paper aims to study the understanding of decision-making to enter global marketing and approach decisions through global marketing strategies that are scientifically and practically applicable for Indonesian companies in the face of today's competitive globalization. The results of this study will provide results both in the literature and practically on the application of the two decision approaches through the global marketing strategy. So that it is expected to be able to contribute to Indonesian companies in making decisions through global marketing strategies so that Indonesian companies can excel in the competition of globalization.
Pengaruh Experiental Marketing Dan Customer Value Terhadap Customer Loyalty Melalui Customer Satisfaction Sebagai Variabel Intervening Pada Pelanggan Café Indahsari, Lily Nur; Arif, Muhammad; Harahap, Rahmat Daim
Jurnal Ekonomika Dan Bisnis (JEBS) Vol. 3 No. 2 (2023): Mei - Agustus
Publisher : CV. ITTC INDONESIA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47233/jebs.v3i2.775

Abstract

This study aims to examine the Effect of Experiential Marketing and Customer Value on Customer Loyalty through Cutomer Satisfaction as an Intervening Variable in Free Time Cafe Customers in Air Batu, both partially and simultaneously, and also by path analysis. This study used quantitative methods with data collection using Likert scale method. The subjects used in this study were consumers of Leisure Cafe in Air Batu which amounted to 100 people and were taken using axial sampling. Data analysis techniques through IBM SPSS statistical program 25. The results of this study showed that overall for each partial test stated significant and positive effect between variables. Where from the statistical results states the value of α < 0.05. In the path analysis test also states that there is a direct influence and indirect influence on each variable connected through variable z. And also simultaneously shows that there is an influence of Experiential Marketing and Customer Value together affect Customer Loyalty through the variable Customer Satisfaction, based on the calculated F value of 317,643 with a significant value of 0.000 < 0.05. With an efficiency of determination of 80.2%. So the results of the study, as a whole in partial and simultaneous trials state that it is influential and significant.
Co-Authors Ananda, Fitri Tia Azzahra Nst, Annisaa Putri Harahap, Rahmat Daim Muhammad Arif Suhairi Suhairi