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All Journal International Journal of Marketing and Human Resource Research
Herry D.S. Pasaribu
Universitas HKBP Nommensen
Economics, Econometrics & Finance Social Sciences

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Customer Experience as A Mediation of Omnichannel Retailers of Wardah Beauty Products on Repurchase Intentions Romindo M. Pasaribu; Herry D.S. Pasaribu
International Journal of Marketing & Human Resource Research Vol. 2 No. 3 (2021)
Publisher : Training & Research Institute - Jeramba Ilmu Sukses

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Abstract

Current technological developments require companies to develop their business with various purchasing or shopping channels. The business model that is currently trending is the omnichannel model. Omnichannel is a business model which in its operation and service is integrated in all sales channels owned by the company in one overall system. Omnichannel combines all store marketing channels both online and offline which can make it easier for customers to find information, process, and make decisions in making product purchases. The purpose of this study was to analyze customer experience as a mediating variable between the quality of the integration channel consisting of Service Configuration Quality (SCQ) and Interaction Integrated (II) on repurchase intentions on Wardah beauty products as a local brand in Indonesia. The object of this research is a beauty product with the brand Wardah and the research was conducted in the city of Medan. The data analysis method was carried out using SmartPLS. The result of this study is that service configuration quality has no positive and significant effect on the repurchase intention variable. Integrated interactions have a positive and insignificant effect on the repurchase intention variable. Service configuration quality and integrated interactions have a positive and significant effect on customer experience. Customer experience has a positive and significant effect on repurchase intention. Service quality configuration and integrated interactions are not positive and significant effect on repurchase intention through the customer experience as mediation. In this study, the customer experience was not able to mediate between service configuration quality and integrated interactions on repurchase intention.
Determinants of Performance of MSMEs in the Era of Industrial Revolution 4.0 in Medan City Jantri Saragih; Romindo Megawati Pasaribu; Juara Simanjuntak; Herry D.S. Pasaribu; Vinsensius Matondang
International Journal of Marketing & Human Resource Research Vol. 3 No. 1 (2022)
Publisher : Training & Research Institute - Jeramba Ilmu Sukses

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47747/ijmhrr.v3i1.600

Abstract

The existence of Micro, Small, and Medium Enterprises (MSMEs) is the largest part of the national economy, this is proven that MSMEs can be relied upon as a foundation in times of crisis such as the Covid-19 period. Constraints that are often experienced by MSME actors include establishing partnerships with third parties in terms of capital, making innovations in the face of market competition. The purpose of this study is to find out how business networks, product innovation, and business competition affect business performance for MSME actors in the city of Medan. This type of research is quantitative research by distributing questionnaires and observing MSME actors. The number of samples in this study was 94 business actors in the city of Medan. The results showed that the business network variable had an insignificant effect on the business performance variable. Product innovation and business competition variables have a significant influence on business performance. Viewed from R2, it shows that business networks, product innovation, and business competition are able to explain business performance by 37.8%.
Co-Authors Jantri Saragih Juara Simanjuntak Romindo Megawati Pasaribu Vinsensius Matondang