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All Journal Jemasi Jurnal Ekonomi Manajemen dan Akuntansi JUMAN Tools (Jurnal Manajemen Tools) Multidiciplinary Output Research for Actual and International Issue (Morfai Journal) Journal of Research in Social Science and Humanities Jurnal Fokus Manajemen Jurnal Akuntansi, Manajemen Dan Ekonomi Islam (JAM-EKIS) Jurnal Akuntansi, Manajemen dan Bisnis Digital Jurnal Pengabdian Pada Masyarakat METHABDI Journal of Management, Economic, and Accounting
Erwansyah Erwansyah
Program Studi Manajemen, Fakultas Sosial Sains, Universitas Pembangunan Panca Budi
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Chemical Engineering, Chemistry & Bioengineering Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Energy Engineering Environmental Science Health Professions Immunology & microbiology Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Materials Science & Nanotechnology Mathematics Medicine & Pharmacology Physics Public Health Social Sciences Other

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ANALYSIS OF SERVICE QUALITY AND PRICE PERCEPTION ON CUSTOMER LOYALTY WITH PERCEIVED VALUE AS A MEDIATING VARIABLE AMONG VISITORS OF VILLA STAR HOMESTAY TAKENGON Yulia; Erwansyah Erwansyah; Muhammad Dharma Tua Putra Nasution
Jurnal Ilmiah Akuntansi, Manajemen dan Ekonomi Islam (JAM-EKIS) Vol. 9 No. 1 (2026): Jurnal Ilmiah Akuntansi, Manajemen, dan Ekonomi Islam (JAM-EKIS)
Publisher : Universitas Muhammadiyah Bengkulu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36085/jam-ekis.v9i1.9431

Abstract

This study examines the effects of service quality and price perception on customer loyalty, with perceived value serving as a mediating variable among visitors to Villa Star Homestay Takengon. The research is motivated by the growing importance of understanding the determinants of customer loyalty in the hospitality sector amid intensifying competition and rising expectations for service excellence and price fairness. Employing a quantitative approach, data were collected from 155 guests and analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM) with SmartPLS. The findings indicate that service quality does not directly influence customer loyalty but significantly affects perceived value. In contrast, price perception has a positive and significant impact on both perceived value and customer loyalty. Furthermore, perceived value significantly mediates the relationships between service quality, price perception, and customer loyalty. These results highlight perceived value as a key mechanism linking service and pricing factors to loyalty formation. Theoretically, this study reinforces Value-Based Marketing and Price Fairness Theory by emphasizing the strategic importance of perceived value. Practically, it offers managerial implications for hospitality businesses, suggesting that enhancing perceived value through superior service and fair pricing can effectively strengthen long-term customer loyalty.
CUSTOMER REVIEWS AND INFLUENCER ENDORSEMENTS ON PURCHASE DECISIONS MEDIATED BY TRUST IN THE GOFOOD PLATFORM Andri Aulia Lubis; Erwansyah
Jemasi: Jurnal Ekonomi Manajemen dan Akuntansi Vol 21 No 2 (2025): Jemasi: Jurnal Ekonomi Manajemen dan Akuntansi
Publisher : Fakultas Ekonomi Universitas IBA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35449/jemasi.v21i2.1113

Abstract

This study examines the influence of customer reviews and influencer endorsements on purchase decisions with trust in the GoFood platform as a mediating variable. Using a quantitative approach, the research collected data from 150 active GoFood users in Medan, Indonesia. Data were analyzed using Structural Equation Modeling (SEM-PLS) through SmartPLS software. The findings reveal that both customer reviews and influencer endorsements have a significant positive effect on purchase decisions directly and indirectly through platform trust. These results highlight the importance of strengthening consumer trust as a strategic factor to increase purchase intentions and customer loyalty in digital food delivery services.
SCHOOL PROMOTION AND POSITIONING EFFECTS ON SCHOOL CHOICE, MEDIATED BY BRAND EQUITY Siti Nuraya Karo; Erwansyah
Jemasi: Jurnal Ekonomi Manajemen dan Akuntansi Vol 21 No 2 (2025): Jemasi: Jurnal Ekonomi Manajemen dan Akuntansi
Publisher : Fakultas Ekonomi Universitas IBA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35449/jemasi.v21i2.1115

Abstract

This study aims to examine and analyze the influence of school promotion and positioning on school choice decisions, with brand equity as a mediating variable at the Cendikia Bunayya Private Islamic Senior High School (MAS) in Kabanjahe, Karo Regency. Facing increasingly competitive educational institutions, promotional strategies and school image positioning are key to shaping public perception and attracting prospective students. Brand equity is positioned as a mediating variable that can strengthen the relationship between marketing strategy and school choice decisions. This study used a quantitative approach with a survey method. Data were collected through questionnaires distributed to 170 respondents, consisting of parents and students who had chosen MAS Cendikia Bunayya as their educational institution. Data analysis used Structural Equation Modeling (SEM) based on Partial Least Squares (SmartPLS). The results showed that school promotion and positioning had a positive and significant effect on school choice decisions. Furthermore, brand equity was shown to significantly mediate the relationship between promotion and positioning on school choice decisions. These findings underscore the importance of managing a school's marketing and branding strategies in building brand strength that can increase public interest in choosing that school.
Co-Authors , Elfitra Desy Surya Aditya Muchtar Ahmad Affandy Andri Aulia Lubis Annisa Sanny Diana Trisisca Elveria Melda Sinaga Fitra Arlina Nasution Fitri Heldaliani Hernawaty Hernawaty Hidayati Purnama Lubis Husni Muharram Ritonga M. Fadly Azmi M. Yusran Maswan Harahap Maya Macia Sari Mesra B Muhamad Ari Wibowo Muhammad Dharma Tua Putra Nasution Muhammad Fauzan Akbar Noni Ardian Nurafrina Siregar Rintan Saragih Risma Nurhaini Munthe Rudi Asmara Safii Sebrina S Siti Nuraya Karo Slamet Widodo Sri Rahayu Truly Okto H. Purba Yossie Rossanty Yulia Yunita Nursyahmi Zakian Zakian