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All Journal Jurnal Ilmiah Mahasiswa FEB JAM : Jurnal Aplikasi Manajemen Jurnal Manajemen Teori dan Terapan Sarwahita : Jurnal Pengabdian Kepada Masyarakat Studi Kasus Inovasi Ekonomi Jurnal Ilmiah Manajemen Kesatuan Jurnal Manajemen Bisnis Indonesian Journal of Cultural and Community Development Jurnal Pengabdian kepada Masyarakat Nusantara Journal of Economics Research and Social Sciences JAPI: Jurnal Akses Pengabdian Indonesia Asia Pacific Journal of Management and Education Jurnal Manajemen Pemasaran dan Perilaku Konsumen Jurnal Pengabdian Manajemen Jurnal Kewirausahaan dan Inovasi
Kardina Yudha Parwati
Universitas Muhammadiyah Malang
Agriculture, Biological Sciences & Forestry Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Health Professions Languange, Linguistic, Communication & Media Nursing Public Health Social Sciences Other

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Customer Loyalty Drivers in Online Travel Agencies: The Roles of Green Brand Image, CRM, and E-WOM Setiawan, Prayogi; Parwati, Kardina Yudha
Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 4 No. 2 (2025)
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/jmppk.2025.04.2.15

Abstract

In the increasingly fierce competition of the Online Travel Agency (OTA) industry, maintaining customer loyalty is a major challenge for companies. Traveloka, as one of the major players, needs to understand the factors that influence user loyalty to remain competitive. This study aims to analyse the effect of Green Brand Image, Customer Relationship Management (CRM), and Electronic Word of Mouth (E-WOM) on Customer Loyalty among Traveloka users in Indonesia. A quantitative approach was used by collecting data through online questionnaires from 120 respondents selected using purposive sampling technique. Analysis was carried out using multiple linear regression methods. The results showed that CRM has a positive significant effect on Customer Loyalty, indicating that strategies such as responsive customer service, use of data-driven technology, and personalisation of promotions effectively build trust and long-term relationships with customers. In contrast, Green Brand Image and E-WOM do not have a significant effect on Customer Loyalty.  This indicates the need to optimise the application of sustainability values and digital communication to strengthen their impact on customer loyalty. This research provides a theoretical contribution by enriching the literature related to the determinants of customer loyalty in the Online Travel Agency (OTA) industry. Practically, this research suggests Traveloka to continue to strengthen its CRM strategy and re-evaluate the implementation of Green Brand Image and E-WOM to be more relevant to consumer needs. Thus, the company can maintain its position as a market leader in the OTA industry amid increasingly fierce competition.
The Influence of Customer Experience on Interest in Purchasing Game Items on Mobile Legends Mediated by User Game Engagement Saputra, Dimas Candra; Parwati, Kardina Yudha
Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 4 No. 3 (2025)
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/jmppk.2025.04.3.11

Abstract

Increasing competition in the mobile gaming industry requires companies to continue innovating in order to maintain user interest. Mobile Legends, as one of the most popular games, faces the challenge of declining revenue and user numbers, indicating the need for a new approach to increasing in-game item purchases. This study aims to investigate the influence of customer experience on the intention to purchase game items in Mobile Legends, mediated by user game engagement. The research method used is quantitative with an explanatory approach. This study employs a sample of 210 respondents through an online questionnaire distribution. Respondents were Mobile Legends users in Indonesia who had played the game within the past six months and were at least 18 years old. Data analysis in this study used Partial Least Square (PLS) with the SmartPLS 4.1 programme. The results showed that customer experience had a positive and significant effect on the interest in purchasing game items and on user game engagement. Additionally, user engagement also has a positive and significant effect on the intention to purchase game items. These findings indicate that user engagement acts as a partial mediator in the relationship between customer experience and the intention to purchase game items. The managerial implications of this study highlight the importance of enhancing user experience and engagement within the game to drive the intention to purchase game items.
The Effects of Service Quality, Service Innovation, and Price Perception Toward Household Customer Satisfaction: An Empirical Study Tripitakananda, Dhevia; Parwati, Kardina Yudha
Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 4 No. 4 (2025)
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/jmppk.2025.04.4.09

Abstract

The significant growth of the service industry has prompted PLN UP3 Malang, as the main electricity provider in the Malang region, to provide services that meet the needs and desires of customers, particularly in the household segment. This study aims to examine the effects of service quality, service innovation, and price perception toward household customer satisfaction at PT PLN (Persero) UP3 Malang. Data was collected through a questionnaire distributed to 100 residential customers who met the criteria. The collected data was then analyzed using IBM SPSS Statistics 30.0. The results of the study indicate that service quality, service innovation, and price perception have a positive and significant influence on residential customer satisfaction with the services provided by PT PLN (Persero) UP3 Malang.
Co-Authors Agung Nugroho Adi, Agung Nugroho Alam, Aminullah Ananda Sabil Hussein Ardian, Faril Ardik Praharjo Astrid Puspaningrum Ayuning Putri, Intan Lifinda Barinta, Dunga Dwi Bayu Ilham Pradana Cahyani, Regita Putri Ayu Dimas Hendrawan Erna Retna Rahadjeng Fatchur Rohman Febrianto, Rozindo Bima Fika Fitriasari Hakim, Abdurrahman Ikhtiara Kaideni Isharina Iqbal Ramadhani Fuadiputra Islam Fasieh, Muhammad Fajrul Li, Nancy Runnan Luqman Dzul Hilmi M. Fika Fitriasari Muhammad Dimar Alam Mychelia Champaca Nanang Suryadi Raditha Dwi Vata Hapsari Riandi, Muhammad Hafiz Rr Ayu Firdausiah Saputra, Dimas Candra Setiawan, Prayogi Sudiyanti Sudiyanti Taufiq Ismail Tripitakananda, Dhevia