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All Journal Forum Ekonomi : Jurnal Ekonomi, Manajemen dan Akuntansi JMB : Jurnal Manajemen dan Bisnis Jurnal Comparative : Ekonomi Dan Bisnis Prosiding Seminar Nasional Unimus
Hendi Eka Sumarga
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Journal : JMB : Jurnal Manajemen dan Bisnis

 1 
ANALISIS PENGARUH KEPUASAN, KUALITAS, DAN EXPERIENTIAL MARKETING TERHADAP WORD OF MOUTH APLIKASI WHATSAPP PADA MAHASISWA FEB UMT Hendi Eka Sumarga
JMB : Jurnal Manajemen dan Bisnis Vol 6, No 2 (2017): JMB : Jurnal Manajemen dan Bisnis
Publisher : Universitas Muhammadiyah Tangerang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31000/jmb.v6i2.1560

Abstract

This study aims to analyze the effects of satisfaction, quality, andexperiential marketing on the creation of word of mouth in theapplication WhatsApp. This study uses three independent variables ofsatisfaction, quality, and experiential marketing with one dependentvariable ie word of mouth. The use of variables in this study is expectedto know how the process occurs and what are the factors driving thecreation of word of mouth in WhatsApp application. The sample of thisresearch is user of WhatsApp application from student of Faculty ofEconomics and Business of University of Muhammadiyah Tangerang.Samples were taken with non probability sampling technique. Dataanalysis of 160 respondents was done using Structural EquationModeling (SEM) as an analysis tool using LISREL 8.8 software. Based onthe results of data analysis, shows that: experiential marketing variableshave a positive influence and the greatest influence on word of mouthWhatsApp applications, satisfaction variable has a positive influence onword of mouth WhatsApp applications. The quality variable has theleast positive effect on word of mouth WhatsApp applications.
PENGARUH SIKAP KEWIRAUSAHAAN DAN ORIENTASI PASAR TERHADAP PEMBELAJARAN ORGANISASI DALAM MENINGKATKAN KINERJA BISNIS Hendi Eka Sumarga; Dudung Hadiwijaya
JMB : Jurnal Manajemen dan Bisnis Vol 7, No 2 (2018): JMB : Jurnal Manajemen dan Bisnis
Publisher : Universitas Muhammadiyah Tangerang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31000/jmb.v7i2.1056

Abstract

The Small and Medium Enterprises (SMEs) sector has proven resilient, when the economic crisis in 1998, only the SME sector survived the collapse of the economy, while the larger sector fell by the crisis. The Role of Small and Medium Enterprises (SMEs) as an economic movement, its existence is the engine of growth for the growth and development of new entrepreneurs and the increasing performance of SMEs. However, SMEs still face obstacles in terms of technical expertise, competence, entrepreneurship and management as well. Furthermore, the problem faced is limited access to productive resources such as raw materials, capital, technology, market facilities and information. The purpose of this study was to analyze the influence of entrepreneurial attitudes and market orientation on learning in improving business performance of SMEs themselves. This research model consists of three hypotheses with four variables namely entrepreneurial attitude, market orientation and organizational learning on business performance. The data used is 82 SMEs in Tangerang City using the Structural Equation Modeling analysis tool in the Smart PLS program. The results of data analysis prove that all proposed hypotheses can be accepted. So it can be concluded that business performance is influenced by three factors, both directly and indirectly, namely organizational orientation, market orientation and entrepreneurial attitudes.
Co-Authors Aldy Permana Dudung Hadiwijaya Ira Maya Sopa Siti Chanifah