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All Journal Jurnal Praktik Bisnis Jurnal Ekonomi, Bisnis dan Kewirausahaan (JEBIK) Jurnal Ilmu Manajemen (JIM) Indonesian Journal of Business and Entrepreneurship (IJBE) Jurnal Manajemen dan Kewirausahaan (JMDK) International Research Journal of Business Studies (E-Journal) Kinerja: Jurnal Ekonomi dan Manajemen Economac: Jurnal Ilmiah Ilmu Ekonomi Jurnal Kajian Manajemen dan Wirausaha Operations Management and Information System Studies Marketing Management Studies Menara Pengabdian International Research Journal of Business Studies
Awisal Fasyni
Universitas Negeri Padang
Religion Agriculture, Biological Sciences & Forestry Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Social Sciences

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Journal : Marketing Management Studies

 1 
Content marketing effect on customer retention: Using customer engagement as intervening variable Wynne Martivia; Awisal Fasyni
Marketing Management Studies Vol. 2 No. 4 (2022): Marketing Management Studies
Publisher : Universitas Negeri Padang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24036/mms.v2i4.326

Abstract

The goal of this study is to investigate how content marketing, an intervening variable, affects customer engagement and retention at Instagram Coffee Shop Chakovi in Padang City. 200 people who had visited a Chakovi coffee shop in Padang and had viewed Instagram posts as well as made purchases made up the sample for this study. Purposive sampling is the sampling method. SEM analysis was used to analyze this research using SmartPLS software 3.3.9. (1) Content marketing has a favorable and considerable impact on customer retention, according to this study's findings. (2) Customer Engagement is positively and significantly impacted by content marketing. (3) Customer Retention is positively and significantly impacted by customer engagement. (4) Customer Retention is positively and significantly impacted by content marketing due to increased customer engagement.
The effect of trust, perceived risk and satisfaction on the repurchase intention of Shopee application users Adella Cunrawasih; Awisal Fasyni
Marketing Management Studies Vol. 3 No. 1 (2023): Marketing Management Studies
Publisher : Universitas Negeri Padang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24036/mms.v3i1.355

Abstract

The purpose of this study is to examine how Trust, Perceived Risk, and Satisfaction impact Repurchase Intentions in the Shopee application Padang City. All Shopee application users in Padang City who had used the app at least once for online purchasing throughout the previous six months made up the study's population. 140 respondents made up the samples used in this investigation. Online surveys are used to gather data, while SPSS software is used to handle the data. This study's findings support it. Users of the Shopee application in the city of Padang's Repurchase Interest are positively and significantly impacted by trust. Users of the Shopee application in the city of Padang have a negative and significant impact on their interest in repurchasing goods due to their perception of risk. Users of the Shopee application in the city of Padang's Repurchase Interest are positively and significantly impacted by satisfaction. The findings of this study indicate that trust and contentment have a positive and significant influence, whereas the perception of risk has a negative affect.
The impact of digital marketing, product quality, and reference groups on purchasing decisions at the Eiger Store Bukittinggi Muhammad Arbian; Awisal Fasyni
Marketing Management Studies Vol. 3 No. 2 (2023): Marketing Management Studies
Publisher : Universitas Negeri Padang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24036/mms.v3i2.375

Abstract

This research aims to analyze Digital Influence Marketing , Product Quality, as well Reference Groups on Purchasing Decisions. This research is classified as porposive sampling , the sample in this research is Eiger Store Bukittinggi customers with the following criteria : a ) Consumers of outdoor equipment products. b) Have made purchases of outdoor equipment products in the city of Bukittinggi or West Sumatra. c) Customers who have seen digital marketing from the Eiger Store in Bukittinggi City. While the number of samples in This study consisted of 160 samples using purposive sampling. The data analysis technique is a regression analysis technique using the SPSS V.25 application. The results of this study are as follows: 1) There is a significant influence between Digital Marketing on Purchasing Decisions. 2) There is a significant influence between Product Quality on Purchasing Decisions. 3) There is a significant influence between the Reference Group on Purchasing Decisions.
The role of price, service quality, and ease of use in determining customer loyalty Hidayat, Yusri; Yolanda, Mike; Fasyni, Awisal
Marketing Management Studies Vol. 3 No. 4 (2023): Marketing Management Studies
Publisher : Universitas Negeri Padang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24036/mms.v3i4.456

Abstract

This study aims to analyze the effect of price, service quality, ease of use on loyalty with satisfaction and trust as intervening variables of maxim services in Padang City. While the number of samples in this study were 130 respondents. Data was collected through distributing questionnaires directly via google form and data processing was carried out through Smart PLS software. The results of this study indicate that: (1) Price has a significant effect on maximal user loyalty in Padang City, (2) Service Quality has a significant effect on maximal user loyalty in Padang City, (3) Ease of Use has a significant effect on maxim user loyalty in Padang City, (4) Satisfaction has a significant effect on maxim user loyalty in Padang City, (5) Trust has a significant effect on maxim user loyalty in Padang City, (6) Price has a significant effect on maxim user Satisfaction in Padang City, (7) Service Quality has a significant effect on maxim user Satisfaction in Padang City, (8) Service Quality has a significant effect on maxim user Trust in Padang City, (9) Ease of Use has a significant effect on maxim user satisfaction in Padang City, (10) Price has a significant effect on loyalty through satisfaction as an intervening variable for maxim users in Padang City, (11) Service Quality has a significant effect on loyalty through satisfaction as an intervening variable for maxim users in Padang City, (12) Service Quality has a significant effect on loyalty through trust as an intervening variable for maxim users in Padang City, (13) Ease of Use has a significant effect on loyalty through satisfaction as an intervening variable for maxim users in Padang City.
The influence of convenience, perceived ease of use, perceived risk, and security on trust with financial well-being as mediation for OVO digital payment users Gian Mulkiansyah; Rahmiati, Rahmiati; Fasyni, Awisal
Marketing Management Studies Vol. 4 No. 1 (2024): Marketing Management Studies
Publisher : Universitas Negeri Padang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24036/mms.v4i1.487

Abstract

This study aims to examine how convenience, perceived usability, perceived risk, and perceived security affect trust with financial wellbeing in OVO digital payment consumers. A total of 200 respondents took part in the study, and SmartPLS conducted the data analysis. The following details were included in the study's conclusions. (1) Convenience has a strong favorable impact on financial well-being. (2) There is a considerable beneficial relationship of perceived ease of use on financial well-being. (3) There is a considerable positive influence of perceived risk on financial well-being. (4) Financial well-being is positively impacted by security. (5) There is a considerable favorable influence of financial well-being on trust.
Co-Authors Adella Cunrawasih Alexander Astra Prima Budiarti Fiola Finomia Honesty Gian Mulkiansyah Hidayat, Yusri Honesty, Helga Nuri Jefriyanto, Jefriyanto Kirbrandoko Kirbrandoko Lasmini, Rizki Sri Lasmini, Rizki Sri Mia Angelina Setiawan Muhammad Arbian Mukhamad Najib Rahmiati Rahmiati Rizki Sri Lamini Wynne Martivia Yolanda, Mike Yolandafitri Zulvia