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All Journal Jurnal Ekonomi, Bisnis dan Kewirausahaan (JEBIK) Jurnal Aplikasi Bisnis dan Manajemen (JABM) E-Journal Equilibrium JBTI : Jurnal Bisnis : Teori dan Implementasi DERIVATIF Jurnal Manajemen dan Kewirausahaan (JMDK) Jurnal Mirai Management Jurnal Ekonomi Pembangunan STIE Muhammadiyah Palopo Equilibrium: Jurnal Ilmiah Ekonomi, Manajemen dan Akuntansi JURNAL AKUNTANSI, EKONOMI dan MANAJEMEN BISNIS EKONOMIS : Journal of Economics and Business Distribusi JURNAL MANAJEMEN (EDISI ELEKTRONIK) Jurnal Manajemen Strategi dan Aplikasi Bisnis Jurnal Maksipreneur: Manajemen, Koperasi, dan Entrepreneurship Jurnal Manajemen dan Bisnis Jurnal Samudra Ekonomi dan Bisnis KREATIF : Jurnal Ilmiah Prodi Manajemen Universitas Pamulang JURNAL LENTERA BISNIS BALANCE: Economic, Business, Management and Accounting Journal Dinasti International Journal of Education Management and Social Science Performance : Jurnal Bisnis dan Akuntansi Journal of Global Business and Management Review International Journal of Economics Development Research (IJEDR) Prosiding National Conference for Community Service Project Management Studies and Entrepreneurship Journal (MSEJ) Jurnal Riset Bisnis dan Manajemen Abdi Laksana : Jurnal Pengabdian Kepada Masyarakat BERNAS: Jurnal Pengabdian Kepada Masyarakat GANDRUNG: Jurnal Pengabdian Kepada Masyarakat JOURNAL OF BUSINESS AND ECONOMICS RESEARCH (JBE) Jurnal Ilmiah Satyagraha Jurnal Pengabdian kepada Masyarakat Nusantara International Journal of Social Science and Religion (IJSSR) Jurnal Ekuilnomi DEDIKASI PKM Journal of Entrepreneurship & Business Journal of Social Responsibility Projects by Higher Education Forum MANAJEMEN MOVE: Journal of Community Service and Engagement PRIMA : Portal Riset dan Inovasi Pengabdian Masyarakat PERWIRA - Jurnal Pendidikan Kewirausahaan Indonesia Jurnal Akuntansi, Ekonomi dan Manajemen Bisnis Jurnal Ilmiah Manajemen, Bisnis dan Kewirausahaan Jurnal Manajemen Stratejik dan Simulasi Bisnis Journal of Management and Digital Business Sehat Rakyat: Jurnal Kesehatan Masyarakat NUSANTARA: Jurnal Pengabdian Kepada Masyarakat JOMPA ABDI: Jurnal Pengabdian Masyarakat JWM (JURNAL WAWASAN MANAJEMEN) Journal of Management Analytical and Solution Safari : Jurnal Pengabdian Masyarakat Indonesia Jurnal Ilmiah MEA (Manajemen, Ekonomi, dan Akuntansi) Room of Civil Society Development Abdi Wina : Jurnal Pengabdian Kepada Masyarakat Universitas Kristen Wira Wacana Sumba Jurnal Riset Manajemen dan Ekonomi Conference on Management, Business, Innovation, Education and Social Sciences (CoMBInES) Conference on Community Engagement Project (Concept) Conference on Business, Social Sciences and Technology (CoNeScINTech) Muqaddimah: Jurnal Ekonomi, Manajemen, Akuntansi dan Bisnis Celebes Journal of Community Services Journal Of Management Analytical and Solution (JoMAS) Jurnal Ilmiah Bisnis dan Ekonomi Asia (Jibeka) International Journal of Economics, Business and Innovation Research Jurnal Pengabdian Masyarakat Manage Room of Civil Social Development Jurnal Dinamika Manajemen eJEBA JURNAL MANAJEMEN DAN BISNIS INDONESIA Jurnal Akuntansi, Ekonomi dan Manajemen Bisnis
Putra, Edy Yulianto
Universitas Internasional Batam
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Analysis of Local Fashion Competition Readiness through Consumer Shopping Intention: A Media and Brand Authenticity Approach Putra, Edy Yulianto; Gamelia, Warna; Ariyanto, Hepy Hefri
Jurnal Manajemen dan Kewirausahaan Vol. 12 No. 2 (2024): December (2024)
Publisher : University of Merdeka Malang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26905/jmdk.v12i2.14083

Abstract

The fashion industry in Indonesia faces competitive challenges as digital technology develops. The emergence of new local fashion brands and consumers' easy access to global brands through digital platforms have created intense competition. To compete effectively, a deep understanding of shopping intentions is crucial for local fashion brands. Therefore, this study was designed to determine the variables influencing local fashion purchase intention, specifically focusing on advertising, entertainment, e-WOM, interaction, and trendiness, while also examining the mediating roles of brand trust and brand engagement on digital media. The analysis was conducted using SmartPLS 3 and SPSS, analyzing data from 350 respondents who are local fashion users in the Riau Islands Province. The results indicate that e-WOM, interaction, trendiness, brand trust, and brand engagement positively and significantly influence the purchase intention of local fashion users. Notably, e-WOM emerged as a strong driver of brand trust, enhancing the likelihood of consumers engaging with and purchasing from local brands. Furthermore, interaction with brands and perceived trendiness played critical roles in shaping consumer perceptions and fostering loyalty. This research is expected to provide valuable insights for local brands, enabling them to refine their marketing strategies in this highly competitive digital era. By leveraging the identified factors, local fashion brands can enhance their appeal, build stronger relationships with consumers, and ultimately improve their market positioning against global competitors. The findings underscore the importance of adapting to digital trends and consumer preferences to thrive in the evolving fashion landscape
ANALISA LIKEABILITY, ANIMACY, RESPONSIVENESS, INTERACTIVITY, DAN SOCIAL PRESENCE SAAT LIVE SHOPPING Richad, Richad; Christiarini, Renny; Putra, Edy Yulianto
Equilibrium : Jurnal Ilmiah Ekonomi, Manajemen dan Akuntansi Vol 14, No 1 (2025): April
Publisher : Lembaga Penerbitan dan Publikasi Ilmiah (LPPI) Universitas Muhammadiyah Palopo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35906/equili.v14i1.2340

Abstract

ABSTRAKPerkembangan teknologi menghadirkan berbagai kemudahan akses dan implementasi pemasaran digital, salah satunya sehubungan dengan hadirnya live shopping. Kondisi tersebut mengakibatkan tingkat persaingan semakin ketat dan menimbulkan tantangan bagi pengusaha kecil yang memasarkan produknya secara online karena dapat mengalami kegagalan bersaing dengan pengusaha skala besar yang melaksanakan live shopping di platform yang sama. Penelitian ini bertujuan untuk menganalisis pengaruh likeability, animacy, responsiveness, dan interactivity terhadap purchase intention melalui mediasi social presence pada konteks virtual streamer live shopping yang dikhususkan di Kota Batam. Metode penelitian yang ditempuh berupa metode kuantitatif, dengan pengumpulan data melalui penyebaran kuesioner survei, untuk kemudian dianalisis menggunakan perangkat lunak SMARTPLS. Hasil penelitian mengungkapkan bahwa likeability, animacy dan interactivity berpengaruh signifikan terhadap social presence. Alangkah tetapi, variabel responsiveness tidak menunjukkan pengaruh signifikan terhadap social presence. Animacy, responsiveness, dan interactivity berpengaruh signifikan atas purchase intention, tetapi likeability tidak menunjukkan pengaruh yang signifikan. Peneliti juga menegaskan adanya hubungan langsung yang signifikan antara social presence dengan purchase intention pada live shopping.ABSTRACTThe development of technology presents various conveniences of access and implementation of digital marketing, one of which is related to the presence of live shopping. This condition results in increasingly tight competition and poses challenges for small entrepreneurs who market their products online because they can fail to compete with large-scale entrepreneurs who carry out live shopping on the same platform. This study aims to analyze the effect of likeability, animacy, responsiveness, and interactivity on purchase intentions through social presence mediation in the context of virtual streamer live shopping specifically in Batam City. The research method used is a quantitative method, with data collection through the distribution of surveys, to be analyzed using SMARTPLS software. The results of the study revealed that likeability, animation and interactivity have a significant effect on social presence. However, the responsiveness variable does not show a significant effect on social presence. Animation, responsiveness, and interactivity have a significant effect on purchase intentions, but likeability does not show a significant effect. The researcher also emphasized that there is a significant direct relationship between social presence and purchase intentions in live shopping.
DAMPAK INOVASI TEKNOLOGI DALAM LOGISTIK INTERNASIONAL Cuandra, Fendy; Suandri, Hardi; Putra, Edy Yulianto; Pahlevi, Renza
Equilibrium : Jurnal Ilmiah Ekonomi, Manajemen dan Akuntansi Vol 14, No 1 (2025): April
Publisher : Lembaga Penerbitan dan Publikasi Ilmiah (LPPI) Universitas Muhammadiyah Palopo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35906/equili.v14i1.2313

Abstract

ABSTRAKDalam era globalisasi yang semakin berkembang, inovasi teknologi memainkan peran krusial dalam meningkatkan efisiensi dan efektivitas sistem logistik internasional. Transformasi digital, seperti penerapan Internet of Things (IoT), Artificial Intelligence (AI), Blockchain, dan Big Data, telah memungkinkan optimalisasi rantai pasok, peningkatan kecepatan distribusi, serta pengurangan biaya operasional. Penelitian ini bertujuan untuk mengeksplorasi peran orientasi pasar, responsivitas, inovasi, intelijen pemasaran, dan kepuasan pelanggan dalam industri logistik internasional. Metode penelitian menggunakan pendekatan kuantitatif melalui penyebaran kuesioner yang selanjutnya di analisis menggunakan software PLS-SEM. Temuan menunjukkan hubungan signifikan antara orientasi pasar dan inovasi, menekankan pentingnya memanfaatkan wawasan pasar untuk mengembangkan solusi yang kompetitif. Responsivitas juga memainkan peran penting dalam meningkatkan kepuasan pelanggan dengan cara memenuhi kebutuhan pelanggan secara efektif. Namun, penelitian ini mengidentifikasi bahwa inovasi tidak selalu memediasi hubungan antara responsivitas dan kepuasan pelanggan, yang menunjukkan dampak yang lebih bernuansa dan bergantung pada konteks. Temuan ini menekankan perlunya perusahaan untuk mengadopsi strategi terintegrasi yang menggabungkan inovasi, responsivitas, dan pendekatan yang berfokus pada pelanggan untuk mencapai keberhasilan yang berkelanjutan di sektor logistik yang kompetitif.ABSTRACTIn the era of growing globalization, technological innovation plays a crucial role in improving the efficiency and effectiveness of international logistics systems. Digital transformations, such as the implementation of the Internet of Things (IoT), Artificial Intelligence (AI), Blockchain, and Big Data, have enabled supply chain optimization, increased distribution speed, and reduced operational costs. This study explores the role of market orientation, responsiveness, innovation, marketing intelligence, and customer satisfaction in the international logistics industry. The research method uses a quantitative approach through distributing questionnaires which are then analyzed using PLS-SEM software. The findings reveal a significant relationship between market orientation and innovation, emphasizing the importance of leveraging market insights to develop competitive solutions. Responsiveness also plays a vital role in enhancing customer satisfaction by addressing customer needs effectively. However, the study identifies that innovation does not always mediate the relationship between responsiveness and customer satisfaction, indicating a nuanced and context-dependent impact. These findings underline companies' need to adopt integrated strategies combining innovation, responsiveness, and customer-centric approaches to achieve sustainable success in the competitive logistics sector.
THE IMPACT OF INFLUENCER INTERACTIVITY ON LOCAL SKINCARE PURCHASE INTENTION IN BATAM CITY WITH TRUST AS MEDIATION Putra, Edy Yulianto; Khesi, Khesi; Purwianti, Lily; Anggraini, Ratih
Jurnal Ekonomi Bisnis dan Kewirausahaan Vol 13, No 3 (2024): Jurnal Ekonomi Bisnis dan Kewirausahaan (JEBIK)
Publisher : Fakultas Ekonomi dan Bisnis, UNTAN

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26418/jebik.v13i3.82136

Abstract

This study investigates the impact of influencer interactivity, influencer authenticity, motivation to use, online consumer behavior, and brand trust on purchase intention among local skincare users in Batam, utilising the technology acceptance model (TAM) as its theoretical framework. Conducted as a quantitative study, data was gathered via an online questionnaire distributed to 310 respondents and analysed using PLS-SEM. The findings reveal influencer interactivity positively impacts influencer authenticity, motivation to use, and online consumer behavior. While influencer authenticity positively affects motivation to use, it does not directly impact online consumer behavior. Motivation to use positively affects both online consumer behavior and brand trust, with online consumer behavior positively influencing brand trust. Furthermore, brand trust significantly impacts purchase intention and is a mediating variable. These findings offer practical implications for local skincare companies, emphasising the importance of leveraging influencer marketing strategies and adopting a technology acceptance approach to enhance business performance and consumer engagement.JEL: L82, M31, M37.
Analisa Bisnis Internasional Pada Perusahaan Wings Group Edy Yulianto Putra; Wirren Chang; Agnes Doraresta Khatarina Tokan; Dewi; Mardiana Ng; Serina Serina
MUQADDIMAH: Jurnal Ekonomi, Manajemen, Akuntansi dan Bisnis Vol. 1 No. 3 (2023): Juli : MUQADDIMAH: Jurnal Ekonomi, Manajemen, Akuntansi dan Bisnis
Publisher : Sekolah Tinggi Ilmu Syariah Nurul Qarnain Jember

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59246/muqaddimah.v1i3.388

Abstract

International business ventures require people to communicate and cross cultural and national boundaries. Along with the trend towards a global economy, there is now greater recognition among specialists that cultural differences affect all aspects of international business. The resulting phenomenon means increased business links between markets and individual territories, which as a consequence often brings about the need to confront existing cultural differences. Therefore, it becomes important to include cultural aspects by entities involved in international business and able to overcome challenges caused by cultural differences. The method used in this research is a literature study.
Willingness To Pay Premium Product Pada Produk Pembersih Rumah Tangga Yang Dimediasikan Oleh Brand Love Jeffry Kurniawan; Fendy Cuandra; Edy Yulianto Putra
Jurnal Ekuilnomi Vol. 6 No. 1 (2024): Ekuilnomi Vol 6(1) Feb 2024
Publisher : Program Studi Ekonomi Pembangunan Fakultas Ekononomi Universitas Simalungun

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36985/76scrx54

Abstract

Revolusi industri merupakan suatu perubahan efektivitas dan efisiensi dimana suatu produk kita ketahui bahwa banyak produk-produk yang menjadi saingan dalam pasaran termasuk teknologi sampai produk rumah tangga, hal ini merupakan fenomena yang bagus dalam mengetahui willingness to pay premium product pada jaman sekarang. Dimana kita ketahui bahwa suatu brand sangat mempengaruhi daya tarik seseorang dalam membeli suatu produk namun bukan berarti Branding dapat dikalahkan dengan harga yang sesuai kantong atau kemampuan pada setiap pembeli. Penelitian ini dijalankan dengan mengetahui willingness to pay premium product pada pembersih rumah tangga dengan brand Love sebagai mediasi yang dipengaruhi dari variabel brand image, availlability, price, brand experience dan brand trust. Adapun sampel dari penelitian ini adalah generasi Milenial/Y/Z di Kota Batam,dimana perolehan sampel yaitu sebanyak 283 responden. Selanjutnya, pengolahan data responden pada sampel ini akan memanfaatkan software SmartPLS.3.2.9. Perolehan data uji pada penelitian ini yaitu uji direct memperlihatkan willingness to pay premium product  dipengaruhi posisitif terhadap brand image dan brand trust sedangkan brand availlability, price, dan brand experiencei tidak.adapun hasil uji indirect melalui brand love berhasil memediasi price, brand trust dan brand love, sedangkan availability dan brand experience tidak
Tourism Village Development Strategy through Community-Based Tourism and Women’s Empowerment for Sustainable Development in Bakau Serip. Anggraini, Ratih; Arianto, Hepy Hefri; Putra, Edy Yulianto; Nainggolan, Ferdinand; Sudhartio, Lily; Purwianti, Lily; Setyawan, Agustinus; Aliandrina, Dessy; Chandra, Budi; Ivone, Ivone
ConCEPt - Conference on Community Engagement Project Vol. 4 No. 1 (2024): Conference on Community Engagement Project
Publisher : Universitas Internasional Batam

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

This study focuses on the development strategy of tourism villages through the implementation of Community Based Tourism (CBT) and women's empowerment as an effort to achieve Sustainable Development Goals (SDGs) in Kampung Tua Bakau Serip, Nongsa District. Tourism villages are crucial drivers of sustainable economic and environmental development in Indonesia, yet challenges remain in optimizing human resources and managing village potential. Through partnerships between Batam International University, local communities, and corporate social responsibility (CSR) programs, various capacity-building initiatives were implemented, particularly emphasizing women's participation in creative economy activities. The development roadmap envisions Kampung Tua Bakau Serip as a "Smart Village" and Mangrove Education Study Center over the next five years. Initial results indicate that community empowerment, infrastructure improvement, and educational tourism development can significantly contribute to economic growth and environmental conservation. The research highlights the importance of sustainable community engagement in achieving long-term tourism village viability.
Antecedent and Consequence Analysis of Investor Behavior Variables in Retail Shares on The Indonesian Stock Exchange Yuwono, Wisnu; Antalius, Yosep Deki; Ibrahim, Mukdad; Putra, Edy Yulianto; Marheni, Dewi Khornida
Jurnal Aplikasi Bisnis dan Manajemen Vol. 11 No. 2 (2025): JABM Vol. 11 No. 2, May 2025
Publisher : School of Business, Bogor Agricultural University (SB-IPB)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.17358/jabm.11.2.391

Abstract

Background: The Indonesia Stock Exchange (IDX) over the last four years (2019-2022) shows an average increase in the number of investors of 60.91%. However, this did not significantly impact market capitalization, which grew 9.86%, and the average growth of the Jakarta Composite Index, which was only 3.03% over the last four years. The data is very interesting to analyze further regarding investor behavior in investing in the stock market.Purpose: This research aims to analyze the influence of financial knowledge, investment experience, information media, and social interaction on retail investor behavior and the influence of retail investor behavior on investment decisions. Design/methodology/approach: Research data was taken from 292 stock investors, using a purposive sampling technique. Data processing and analysis use Structural Equation Modeling (SEM) with Smart PLS 3.2.9. Finding/Result: The research results show that financial knowledge and information media do not have a significant effect on retail investor behavior. Investment experience and social interaction have a positive and significant effect on retail investor behavior. Retail investor behavior has a significant influence on investment decisions. Other findings show that investor behavior cannot mediate the relationship between the variables of financial knowledge, investment experience, information media, and social interaction on investment decisions. Conclusion: Financial knowledge and media information are no longer the basis of investor behavior, both of which have been replaced by more subjective factors, namely investment experience and social interaction. Investor behavior is also unable to mediate the relationship between the four variables and investment decisions.Originality/value (State of the art): This study is to investigates the relationship between fundamental aspects and subjective aspects on retail investor behavior and the influence of investor behavior on investment decisions, so that the authors develop new models in research. Fundamental aspects are no longer something interesting for investors because of less credible information, so they prefer to use experience and social interaction. The role of company managers is to provide more credible information through financial reports, and the need for information media management in encourage investors to invest. Keywords: investment decision, retail investor behavior, financial knowledge, investment experience, media information, social interaction
ANTESEDEN KEPUASAN PELANGGAN TERHADAP LOYALITAS PELANGGAN PADA BRAND FASHION LOKAL DIKOTA BATAM Putra, Edy Yulianto; Syelen, Syelen; Nainggolan, Ferdinand
Equilibrium: Jurnal Penelitian Pendidikan dan Ekonomi Vol. 21 No. 02 (2024): Equilibrium: Jurnal Penelitian Pendidikan dan Ekonomi
Publisher : Universitas Kuningan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25134/equi.v21i02.9672

Abstract

AbstrakDunia fashion di Indonesia mengalami perkembangan pesat karena adanya modernisasi desain. Dalam kehidupan sehari-hari pakaian turut menjadi tolak ukur dalam menilai perbedaan status antar kelompok tertentu, karena hal ini orang-orang lebih suka memilih brand fashion dari luar negeri ketimbang brand fashion lokal karena dinilai lebih dapat meningkatkan gengsi. Permasalahan tersebut juga terjadi di Kota Batam, karena hal tersebut penelitian ini dibuat untuk mengetahui lebih dalam mengenai peminatan pada brand fashion di kota Batam, dengan menguji pengaruh dari citra merek, harga, promosi, kualitas produk, kualitas pelayanan, terhadap loyalitas pelanggan oleh kepuasan pelanggan. Variabel tersebut digunakan sebagai anteseden dalam menginvestigasi masalah yang disebutkan sebelumnya. Objek pada penelitian ini berfokus pada Brand Fashion lokal di Kota Batam dengan populasi adalah masyarakat Kota Batam yang dipilih sesuai dengan kriteria sampel yaitu generasi muda di Kota Batam yang pernah membeli Brand Fashion lokal.” Metode yang digunakan pada penelitian ini adalah metode kuantitatif, kemudian data yang terkumpul dianalisa menggunakan SmartPLS dan PLS-SEM. Hasil yang diperoleh dari penelitian ini memberikan sebuah insight bahwa kepuasan pelanggan dalam hal ini tidak dipengaruhi oleh citra merek dan promosi yang biasanya selalu berpengaruh signifikan, begitu juga dengan loyalitas pelanggan dalam hal ini juga tidak terbukti secara signifikan dipengaruhi oleh citra merek, kualitas produk, dan pelayanan. Kata kunci: citra merek; harga; promosi; kualitas pelayanan; loyalitas pelanggan; kualitas produk; kepuasan pelanggan AbstractThe fashion industry in Indonesia has developed significantly due to the modernization of design. In daily life, clothing has also become a benchmark in measuring status differences between certain social groups. Because of this, people prefer to choose fashion brands from abroad rather than local fashion brands because they are considered to be able to increase prestige. These problems also occur in Batam City, so this study was made to find out more about the interest in fashion brands in Batam City. By examining the influence of brand image, price, promotion, product quality, service quality, on customer loyalty by customer satisfaction. These variables are used as antecedents in investigating the previously mentioned problems. The object of this study focuses on local fashion brands in Batam City with the population being the people of Batam City selected in accordance with the sample criteria, namely the younger generation in Batam City who have purchased local fashion brands.The method used in this research is quantitative method, then the data collected is analyzed using SmartPLS and PLS-SEM. The findings from this study indicate that customer satisfaction is not impacted by brand image and promotion, which typically have a significant effect. Additionally, customer loyalty is not significantly influenced by brand image, product quality, and service in this context. Keywords : brand image; price; promotion: service quality; customer loyalty; product quality; customer satisfaction
ANALISIS FAKTOR-FAKTOR YANG MEMPENGARUHI KEPUASAN PELANGGAN DAN LOYALITAS MEREK PADA PENGGUNA SMARTPHONE DI BATAM Cuandra, Fendy; Henderson, Henderson; Putra, Edy Yulianto; Lady, Lady
Jurnal Ekonomi Pembangunan STIE Muhammadiyah Palopo Vol 11, No 1 (2025)
Publisher : Lembaga Penerbitan dan Publikasi Ilmiah (LPPI) Universitas Muhammadiyah Palopo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35906/jep.v11i1.2358

Abstract

ABSTRAKPada masa kini, smartphone tidak lagi sekadar berfungsi sebagai alat komunikasi, melainkan telah menjadi bagian integral dari aktivitas harian masyarakat. Penelitian ini bertujuan untuk mengkaji berbagai faktor yang berperan dalam memengaruhi kepuasan pelanggan dan loyalitas merek di kalangan pengguna smartphone di Kota Batam. Pendekatan yang digunakan berupa kuantitatif, dengan penghimpunan data melalui penyebaran kuesioner terhadap 312 orang berupa mahasiswa di Batam yang aktif menggunakan smartphone. Data dianalisis dengan teknik statistika uji structural equation modelling, untuk menguji outer dan inner model melalui program SMARTPLS. Penelitian ini menemukan bahwa brand experience, brand commitment, brand awareness, brand trust, dan perceived quality memiliki pengaruh yang signifikan terhadap customer satisfaction maupun brand loyalty pada pengguna smartphone di Batam. Sebaliknya, brand image tidak memiliki pengaruh signifikan terhadap customer satisfaction. Customer satisfaction terbukti mampu memediasi hubungan antara brand experience, brand commitment, brand awareness, brand trust, dan perceived quality terhadap brand loyalty. Namun, customer satisfaction tidak berperan sebagai mediator dalam hubungan antara brand image dan brand loyalty. Selain itu, ditemukan pula bahwa terdapat pengaruh langsung yang signifikan antara customer satisfaction dan brand loyalty.ABSTRACTNowadays, smartphones are no longer just a communication tool, but have become an integral part of people's daily activities. This study aims to examine various factors that play a role in influencing customer satisfaction and brand loyalty among smartphone users in Batam City. The approach used is quantitative, by collecting data through distributing questionnaires to 312 students in Batam who actively use smartphones. The data was analyzed using statistical techniques, structural equation modeling tests, to test the outer and inner models through the SMARTPLS program. This study found that brand experience, brand commitment, brand awareness, brand trust, and perceived quality have a significant influence on customer satisfaction and brand loyalty among smartphone users in Batam. In contrast, brand image does not have a significant influence on customer satisfaction. Customer satisfaction is proven to be able to mediate the relationship between brand experience, brand commitment, brand awareness, brand trust, and perceived quality on brand loyalty. However, customer satisfaction does not act as a mediator in the relationship between brand image and brand loyalty. In addition, it was also found that there is a significant direct effect between customer satisfaction and brand loyalty.
Co-Authors Abue Abue Adeline Adeline Adeline Agnes Doraresta Khatarina Tokan Agustina Fitrianingrum Alex Alex Aliandrina, Dessy Alissya Maidha Fitri Alissya Maidha Fitri Alvina, June Angelin Angelin Angelina Chang Angelina, Novi Angie Angie Angie Angie, Angie Antalius, Yosep Deki Aprianti, Khairani Aqnes Yurian Jayana Arianto, Hepy Hefri Ariyanto, Hepy Hefri Butarbutar, Hotni Mutiara Caroline Marninda Celine Verliem Chandra, Budi Christiarini, Renny Cicillia Chandra Putri Cuandra, Fendy Dedy Cahyono Delfina Muthia Sabella Delnecca Delnecca Dennis Sidartha Tan Dennys Ng Dessy Aliandrina Destiana Safitri Dewi Dewi Dewi Dion Dewa Barata Dion Dewa Barata Eddison, Thomas Elinda Nurul Hasana Dewi Binti Shahbi Elzagi, Verliana Enjelita Enjelita Ericko Ericko Erika Erika Erilia Kesumahati Erlin Erlin Erlin Eva Awaliya, Nindi Suhendri, Goharwin, Tiara Plorist Sibarani, Wildani, Feby Safa Zabrina, Eviyani, Estin Rose Fahlevi, Renza Fang, Yockie Fariono Fariono Fatimah Febriani Febiana, Anjela Rini Febriani, Fatimah Febrine Febrine Feby Fitria Salim Feby Fitria Salim Fendy Cuandra Fendy Cuandra Fidia Fifyanty Fifyanty Fiona Jocelyn Fiona Jocelyn Firdaus, Nydia Salsabila Fitri, Alissya Maidha Gamelia, Warna Gamelia, Warni Giorgyna Giorgyna Gita Aulia Golan Hasan, Golan Hafizh Akmal Henderson, Henderson Hisham, Muhammad Rivaldy Hutagalung, Rince Monica Ibrahim, Mukdad Idha Bekti Saskia Lewaimang Ilham syahputra Inocenth Ramdhany Ivone, Ivone Jacky, Jacky Jason Jason Jeffry Kurniawan Jeffry Kurniawan Jessy Jessy Jessy, Jessy Jhon Wilson Jolinna, Cindy Yulianto Joscelind Him Joy Happy Jones julnando lim June Alvina Juwita Depari, Irene Kelfi Yanti Limanda Kelly tan Kelvin Lie Kelvin Tang Kevin Alexander Khesi, Khesi Kurniawaty, Dewi Kusumo, Pradino Lady Lady Lady Lady, Lady Lenda Lenda Leona Stephanie Lesilolo Leonardo Aprilson Lily Purwianti Lucky Aprianto Macnico, Peter Maharani, Dita Ayu Sri Mahendra, Rizky Adi Mardiana Ng Marheni, Dewi Khornida Maryati Maryati Mar’ie Wijaya Maytanius, Jerry Meikel Meikel Meikel Meikel Meliana Meliana Melisa Putri Pane Melisa Putri Pane Melissa Lestari Melissa Melissa Melodya, Deslyn Mey, Nabila Arinov Michael Setiawan Michelle Caroline Setijograha Muhammad Syachrani Hafidz Muhammad Tsabit Tamani Nainggolan, Ferdinand Nanda Salsabila Natasya Sapitri Nevi Ariyu De Utami Ng, Dennys Ng, Selina Nicholas, Nicholas Nida Ohanna Nisa Ardhany Damanik Nuraisyah Nuraisyah Nurjanah, Listia Owen Evander Pahlevi, Renza Pauline Natalia Prabowo, Muhammad Ilham Putro Pratama, Desi Pulung Peranginangin Pulung Peranginangin Putra, Herman Eka Putri Tazkia Putri, Inda Meyllya Raisy Raisy Raisy Raisy, Raisy Ratih Anggraini, Ratih Rebecca Friska Rena Richad, Richad Ricky Novendo Rismayana Rismayana Risvi, Hellena Riyan Juliansyah Rizqi Anantia Rizqi Anantia Saltycia Chairika Sama, Hendi Sama, Hendi Sari Wahyuni, Lily Sudhartio, Selina Ng Serina Serina Setyawan, Agustinus Sevilla Nadia Amada Shelomitha Diah Revi Ayuni Sherina Sherina, Sherina Sherly Sherly Shevia Sibagariang, Michael Iken Bonar Anju Siti Rohani Stanley Frenovsky Leowardi Stefanus Andrian Suandri, Hardi Susanto, Stefhani Syarla Audini Saqina Syelen, Syelen Tan Phey Lien Tan, Charles Tan, Elvy Tasya Tasya Gebee Hasvia Tasya Tasya Tata Fransiska Putri Tjang Fang Fang Tony Wibowo Tony Wibowo, Tony Tri Suhartati Valeria Valeria Vanessa Vanessa Venny Chou Vina Liesty Indriani Vina Liesty Indriani Vina Vina Vincent Vincent Viviana Angesty Viviana Angesty Wikandriya Pradinang Willam William Wilson, Jhon Wirren Chang Wisnu Yuwono Wui Ching Xena Amanda Yeffy Yeffy Yenny Permata Liegestu Yeronica, Fernanda Yockie Fang Yuliana Shintia Yvonny Yvonny