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All Journal Jurnal Ekonomi Kuantitatif Terapan TECHNO-SOCIO EKONOMIKA Randwick International of Social Science Journal Jurnal Syntax Transformation jurnal syntax admiration Jurnal Pengabdian kepada Masyarakat Jurnal Abdimas Sang Buana Jurnal Ekonomi International Business and Accounting Research Journal
Didin Saepudin
Universitas Sangga Buana
Aerospace Engineering Agriculture, Biological Sciences & Forestry Humanities Automotive Engineering Biochemistry, Genetics & Molecular Biology Chemical Engineering, Chemistry & Bioengineering Computer Science & IT Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mathematics Public Health Social Sciences Other

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MARKETING MIX (4C) CREATES PURCHASING DECISIONS WITH IMPLICATIONS FOR LOYALTY IN SHOPEE PLATFORM USERS Taufik Zulfikar; Afina Aprilia Riyajana; Didin Saepudin
Jurnal Ekonomi Vol. 12 No. 02 (2023): Jurnal Ekonomi, Perode April - Juni 2023
Publisher : SEAN Institute

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Abstract

The revolution in information technology has enabled consumers to make purchasing decisions online. This leads to the argument that marketers should focus on consumer needs and preferences before deciding on product, pricing, channels, or promotion. To achieve this, manufacturers need to switch from the traditional 4P marketing mix to the 4C mix, which emphasizes customer solutions, convenience, cost, and communication. This study aimed to examine the influence of the 4C marketing mix on purchasing decisions and its implications for loyalty. The study used a quantitative method, collecting primary data through questionnaires distributed to 100 Shopee platform users in the city of Bandung. Path analysis was used to analyze the data. The results show that consumer, cost, and communication have a significant influence on purchasing decisions, while convenience does not. Furthermore, cost, convenience, and communication have an influence on loyalty, but consumer does not. Purchase decision acts as an intervening variable only in the indirect effect of consumers on loyalty through purchasing decisions, while for the indirect effect of cost, convenience, and communication on loyalty, purchase decisions are not intervening variables.
The Impact of Bank Service Quality on Satisfaction that Impacts Word of Mouth Promotion Zaenal Aripin; Vip Paramarta; Kosasih; Didin Saepudin; Farida Yuliaty; Fitriana
Jurnal Syntax Admiration Vol. 4 No. 8 (2023): Jurnal Syntax Admiration
Publisher : Syntax Corporation Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.46799/jsa.v4i8.690

Abstract

Beckground: In the banking industry, service quality is an important factor in maintaining and increasing customer satisfaction. One indicator of the success of service quality is word of mouth by satisfied customers. However, there is still little in-depth research on the impact of bank service quality on customer satisfaction that impacts word of mouth. Aims: This study aims to analyze the impact of bank service quality on customer satisfaction and identify how customer satisfaction contributes to word of mouth in the context of the banking industry. Research Methods: This study used a qualitative approach with in-depth interviews as the data collection technique. The respondents were bank customers who have used the bank's services in the recent period. The collected data were analyzed using content analysis techniques to identify themes and patterns in customer responses. Results and Conclussion: This study used a qualitative approach with in-depth interviews as a data collection technique. The respondents were bank customers who have used the bank's services in the last period. The collected data were analyzed using content analysis techniques to identify themes and patterns in customer responses. Contribution: This study uses a qualitative approach with in-depth interviews as a data collection technique. The respondents of this study are bank customers who have used bank services in the last period. The collected data were analyzed using content analysis techniques to identify themes and patterns in customer responses.
Co-Authors Adhi Al Hadi Haqq Ae Suaesih Afina Aprilia Riyajana Ahmad Zulfahmi Ubaidillah Andika Satria Persada Anita Syafariah Aryanti Ratnawati Bambang Rustandi Bambang Susanto Deden Rizal R Erna Garnia Eva Rachmawati Farida Yuliati Farida Yuliaty Firman Perkasa Yudha Fitria Lilyana Fitriana Fitriana Henda Hendawati Hendajany, Nenny Ine Aprianti Johan Erwin Panjaitan Kosasih Rachmat Agus Santoso Ricky Agusiady Rusmin Nuryadin Setiawan, Audita Sri Rochani Mulyani Sri Wahyuni Sukardi, Hadi Ahmad Sumeidi Kadarisman Taufik Zulfikar Taufik Zulfikar Taufik Zulfikar Taufik Zulfikar Tiktik Sartika Vip Paramarta Vip Paramarta Wiwin Sukiati Wuri Handayani Yudi Siswadi Yuli Nawangsasi Zaenal Aripin