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Kustiawan, Unggul
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Analisis Faktor Eksternal dan Pemasaran pada Bisnis Swipewash Marketplace untuk Layanan Laundry Indah Erlinda Ade Kisworo; Dimas Angga Negoro; Kustiawan, Unggul; Abadi, Ferryal
PaKMas: Jurnal Pengabdian Kepada Masyarakat Vol 5 No 2 (2025): November 2025
Publisher : Yayasan Pendidikan Penelitian Pengabdian Algero

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54259/pakmas.v5i2.4033

Abstract

The e-commerce industry in Indonesia is experiencing rapid growth, supported by a large population, a growing middle class, and increasing internet penetration. In a busy urban society, these services are becoming an essential need. Digital platforms can provide solutions with easy access, transparency, and efficiency for consumers. SwipeWash offers an e-commerce platform for laundry, bag spa, and shoe spa services equipped with superior features. The EFE (External Factor Evaluation) Matrix analysis produced a score of 3.15. This score indicates that SwipeWash has responded well to external factors. Some of the main opportunities identified include the growth in the adoption of mobile technology and e-commerce with a weight of 0.80, an increase in digital payment users with a weight of 0.60, and automation of the laundry process to increase efficiency with a weight of 0.45. Other factors that support SwipeWash's competitiveness are close relationships with laundry partners and a structured marketing strategy. To build a sustainable competitive advantage, SwipeWash applies VRIO analysis which helps companies identify internal aspects that have high strategic value.
Pengaruh Brand Awareness, Brand Experience, Customer Satisfaction Terhadap Brand Image Dan Brand Loyalty Juni, Anasthasia; Kustiawan, Unggul
J-CEKI : Jurnal Cendekia Ilmiah Vol. 5 No. 1: Desember 2025
Publisher : CV. ULIL ALBAB CORP

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56799/jceki.v5i1.11954

Abstract

Di tengah persaingan ketat layanan mobile banking di Indonesia, penciptaan brand image dan loyalitas merek menjadi krusial bagi kelangsungan dan pertumbuhan aplikasi digital, termasuk Livin' by Mandiri. Penelitian ini bertujuan untuk menganalisis pengaruh brand experience, brand awareness, dan customer satisfaction terhadap brand image dan brand loyalty pada pengguna Livin' by Mandiri di kalangan Generasi Z. Dengan pendekatan kuantitatif, penelitian ini melibatkan 135 responden Generasi Z pengguna Livin' by Mandiri. Pengolahan data menggunakan Structural Equation Modeling (SEM) dengan SmartPLS 4. Hasil penelitian menunjukkan bahwa brand experience berpengaruh positif dan signifikan terhadap brand awareness, customer satisfaction, brand image, dan brand loyalty. Selanjutnya, brand awareness juga berpengaruh positif dan signifikan terhadap customer satisfaction dan brand image, dan brand loyalty. Sementara itu, customer satisfaction terbukti berpengaruh positif dan signifikan terhadap brand image dan brand loyalty, dan brand image berpengaruh positif dan signifikan terhadap brand loyalty. Penelitian ini menegaskan pentingnya penciptaan pengalaman merek yang menyenangkan, kesadaran merek yang tinggi, serta kepuasan pelanggan yang konsisten dalam membentuk citra positif dan loyalitas terhadap aplikasi mobile banking. Temuan ini memberikan implikasi penting bagi Bank Mandiri dalam menyusun strategi pemasaran digital untuk mengidentifikasi aspek-aspek yang dapat memengaruhi citra bank digital di mata pengguna serta perilaku loyalitas pengguna.
Co-Authors Abadi, Ferryal Aditya Pratama Amatullah, Nida Anandaputri, Elisabet Andre Andre, Andre Anggraheni, Eva Shera Aprilia, Sekar Arietra, Intan Pertiwi Noor Arif Darmawan, Nugroho Avilla, Bobby Sulthan Cahyanti, Ichtiar Melia Dakaria, Yus damanik, rani Dhafi Iskandar, Muhammad Dimas Angga Negoro Dimas Negoro Edi Hamdi Fariz, Nur Fitrianto, Hendry Gunawan, Wawan Iwan Hannak, Nasriyatul Harahap, Sri Bintang Pamungkas Hesti Wulandari Hilmy, Muhammad Reza Huminsa FST, Anggiat Imelda Citra Anggraini Indah Erlinda Ade Kisworo Indra Gunawan Indradewa , Rhian Indradewa, Rhian Indradewa, Rian Irhamdani, Irhamdani Iskandar, M. Dhafi Juni, Anasthasia Kurniawan, Rulli Kusnadi, Deky Lubis, Rima Octaviani Martianto, Yudha Hartlanda Mastupah, Mastupah Meilisa Alvita Mohamad Reza Hilmy Muhammad Dhafi Iskandar Muljopamudji, Trisulo Negoro, Dimas Negoro, Dimas Angga Nofierni, Nofierni Novika Dwi Anggraini Nur Qinthara Jatnika, Ridhwan Paksi, Yanuar Buana Perdana, Rival Rahmawati, Wulan Ramadhan, Muhamad Nur Rahmat Rehabeam, Rehabeam Rian Adi Pamungkas Ridwan, Saepul Rina Anindita Sabila Rasyad, Difka Safari, Jen Jen Mohammda Salsabila, Aulia Sandi Setiawan Saniyyah, Anisah Sartono, Saptiangga Septiani, Jelita Sinaga, Hans Salomo Tiberias Sitinjak, Brando Sudiyono Sudiyono Suhendro Suhendro Sukmo Hadi Nugroho Syah , Tantri Yanuar Rahmat Syina, Ibnu Tantri Yanuar Rahmat Syah Tasya Yultavera Tri Handoko Utami, E. W. Puput Wahyu Vilianni, Agustin Yanuar Rahmat Syah, Tantri