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All Journal E-Bisnis : Jurnal Ilmiah Ekonomi dan Bisnis Value: Jurnal Manajemen dan Akuntansi Jurnal Kewarganegaraan Business Review and Case Studies Journal of Economic and Management (JECMA) Journal of Accounting and Finance (JACFIN) Journal of Education Technology Information Social Sciences and Health JAMU : Jurnal Abdi Masyarakat UMUS Journal of Law, Education and Business JIMEK Jurnal Ilmiah Ultras
Roby Setiadi
Universitas Muhadi Setiabudi
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Automotive Engineering Biochemistry, Genetics & Molecular Biology Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Dentistry Economics, Econometrics & Finance Education Energy Engineering Environmental Science Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Mathematics Medicine & Pharmacology Neuroscience Nursing Public Health Social Sciences Transportation Other

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Pengaruh Digital Marketing pada Peningkatan Brand Awarness dan Brand Image terhadap Pengambilan Keputusan Pembelian di Lavala Store Brebes : Studi pada Konsumen Generasi Z Dewi Indah Astuti; Syariefful Ikhwan; Andi Yulianto; Azizah Indriyani; Roby Setiadi
Jurnal Ilmu Manajemen, Ekonomi dan Kewirausahaan Vol. 5 No. 3 (2025): November: Jurnal Ilmu Manajemen, Ekonomi dan Kewirausahaan (JIMEK)
Publisher : Lembaga Pengembangan Kinerja Dosen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/jimek.v5i3.7887

Abstract

Tight competition in the fashion industry has encouraged Lavala Store Brebes to adopt a more effective digital marketing strategy, particularly to attract attention and influence purchasing decisions of Generation Z consumers. Although Lavala Store's exposure level on social media is relatively high, initial findings indicate that most consumers consider the content presented to be less interesting, less interactive, and not fully relevant to their preferences. This study aims to analyze the influence of digital marketing on brand awareness, brand image, and purchasing decisions of Generation Z consumers at Lavala Store. The study used a quantitative method with a survey approach to 200 respondents aged 18–27 who had made purchases at Lavala Store. The sampling technique used purposive sampling, and data analysis was carried out using AMOS-based Structural Equation Modeling (SEM). The results showed that digital marketing has a significant positive influence on brand awareness (C.R. = 11.046; p < 0.001) and brand image (C.R. = 8.926; p < 0.001). This indicates that the implemented digital marketing strategy is able to increase brand awareness and brand image in the minds of Generation Z consumers. However, the test results also show that digital marketing does not have a significant effect on purchasing decisions, either directly or through brand awareness and brand image. These findings lead to the conclusion that Generation Z purchasing decisions at Lavala Store are more influenced by other factors such as product quality, competitive pricing, a pleasant shopping experience, and recommendations from close friends or influencers. The implications of this study emphasize the need for Lavala Store to design a more creative, relevant, and interaction-based digital marketing strategy, and integrate it with improving product quality and customer experience. This integrated approach is expected to increase purchase conversions among Generation Z in a sustainable manner.
Pengaruh Customer Experience terhadap Kepuasan dan Loyalitas Konsumen Sepeda Motor Honda di Kecamatan Ketanggungan dengan Kemudahan Pembayaran sebagai Variabel Intervening Sustri Nur Aeni; Andi Yulianto; Dwi Harini; Akbar NP Darma Wahana; Roby Setiadi
Jurnal Ilmu Manajemen, Ekonomi dan Kewirausahaan Vol. 5 No. 3 (2025): November: Jurnal Ilmu Manajemen, Ekonomi dan Kewirausahaan (JIMEK)
Publisher : Lembaga Pengembangan Kinerja Dosen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/jimek.v5i3.7894

Abstract

Market competition in the automotive industry, especially the motorcycle segment, is getting tighter as many brands offer product excellence and diverse after-sales services. Honda, as one of the brands that dominates the two-wheeled vehicle market in Indonesia, including in Ketanggungan District, Brebes Regency, continues to strive to improve the quality of customer experience as a strategy to maintain customer satisfaction and loyalty. One factor that is considered important in supporting customer experience is ease of payment, which allows the purchase process and installment payments to be more practical and efficient. This study aims to investigate the effect of customer experience on the satisfaction and loyalty of Honda motorcycle consumers in Ketanggungan District, with ease of payment as an intervening variable. This study uses a quantitative approach with a survey method. Data were obtained by distributing questionnaires to 365 respondents who are owners or users of Honda motorcycles in the Ketanggungan District area. Data analysis was carried out using Structural Equation Modeling Partial Least Squares (SEM-PLS) with the help of SmartPLS software. The results show that customer experience has a positive and significant influence on customer satisfaction. Furthermore, payment convenience has been shown to significantly influence customer satisfaction, both directly and as a mediating variable. Mediation tests confirm that payment convenience serves as a significant mediator, strengthening the relationship between customer experience and customer satisfaction. These findings offer practical implications for Honda motorcycle dealership management to continuously improve the quality of customer interactions, provide flexible payment options, and ensure satisfactory after-sales service. This will ensure customer satisfaction and enhance brand loyalty amidst increasingly competitive markets.
Co-Authors Adjizah Adjizah Afifah Afifah Ahmad Farizal Akbar NP Darma Wahana Andi Yulianto Annissa Atussholiha Annissa Atussholiha Asriyatun Abadiyah Asriyatun Abadiyah Devi Ade Yulian Dewi Indah Astuti Dwi Harini Dwi Yoga Fatikhatun Faoziyah Findhy Dwita Kumala Gian Fitralisma Harliana Harliana Hendri Sucipto Hendri Sucipto Herniah Herniah Ikhwan, Syariefful Indriyani, Azizah Khalid Iskandar Laeli Kirana Putri M. Ajis Susilo M. Viter Alamsyah Mohamad Basuni Mohammad Badrun Zaman Muhammad Syaifulloh Mukson Mukson Mukson Murdiono Nabilah Nike Indriyan Nasiruddin, Nasiruddin Nur Khojin Nurulliyanah Nurulliyanah Otong Saeful Bachri R.M.Herdian Bhakti Roni Roni Slamet Bambang Riyono Sri Undartik Sustri Nur Aeni Syarieful Ikhwan Syariefull Ikhwan Trilinda Antika Umamatul Khoeriyah