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All Journal PHARMACON Li Falah: Jurnal Studi Ekonomi dan Bisnis Islam Hasanuddin Journal of Applied Business and Entrepreneurship SEIKO : Journal of Management & Business Fair Value: Jurnal Ilmiah Akuntansi dan Keuangan Jurnal Muara Ilmu Ekonomi dan Bisnis Dinasti International Journal of Education Management and Social Science Jurnal Ilmiah Edunomika (JIE) Jurnal Manajemen Bisnis dan Kewirausahaan Paulus Journal of Accounting (PJA) Journal of Applied Data Sciences International Journal of Engineering, Science and Information Technology Proceedings of The International Conference on Business and Economics Economics and Business Journal International Journal of Application on Economics and Business IIJSE
Haris Maupa
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Humanities Astronomy Biochemistry, Genetics & Molecular Biology Chemical Engineering, Chemistry & Bioengineering Chemistry Civil Engineering, Building, Construction & Architecture Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Earth & Planetary Sciences Economics, Econometrics & Finance Education Electrical & Electronics Engineering Energy Engineering Industrial & Manufacturing Engineering Library & Information Science Materials Science & Nanotechnology Mathematics Mechanical Engineering Medicine & Pharmacology Physics Social Sciences Transportation

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Analysis Of Consumer Purchasing Decisions On PT. Hadji Kalla Toyota Car Sales Center In Makassar City (Toyota Avanza Car Case Study) Gian Neysa Bulawan; Haris Maupa; Jusni Jusni
SEIKO : Journal of Management & Business Vol 6, No 1 (2023): January - Juny
Publisher : Program Pascasarjana STIE Amkop Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37531/sejaman.v6i1.4970

Abstract

This study uses quantitative research methods based on data from respondents that are processed manually using a formula based on the variables contained in this study. The data collection technique is done by using the best pyramid trigulation, namely, questionnaires, documentation, and observation. This study shows the variable sales of the Toyota Avanza used in variable measurement. The sales of the Toyota Avanza on the factors that influence consumers to buy a Toyota Avanza have a very large effect, this result shows unfavorable results because the level of sales has decreased every year. The benchmarks carried out on the sales of Toyota Avanza affect consumer factors in buying a Toyota Avanza car at PT. Hadji Kalla, Center for Toyota Car Sales in Makassar City because there are things that affect consumer interest in buying a Toyota Avanza car. Keywords: Toyota Avanza car sales, factors that influence consumers.
EXPLORING THE FACTOR OF SERVICE QUALITY (CASE STUDY AT PT. PLN SOUTH MAKASSAR) Arie Pratama; Haris Maupa; Andi Nur Baumassepe
Paulus Journal of Accounting (PJA) Vol. 4 No. 2 (2023): Paulus Journal of Accounting (PJA)
Publisher : Program Studi Akuntansi Universitas Kristen Indonesia Paulus

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34207/

Abstract

This study aims to explore the factors that shape service quality. This research was conducted by combining several existing dimensions of service quality and looking for gaps in the constructs of these measurementdimensions which were adjusted to the conditions in the object of research. The sample in this study were PLN customers in the UP3 South Makassar area. This research is quantitative research using confirmatory factoranalysis 1st order. The results showed that the 5 dimensions used in this study (tangibility, reliability, responsiveness, assurance, empathy, and technology) proved to be able to be used as service quality measurement factors.
THE EFFECT OF SERVICE QUALITY AND PRICE ON CUSTOMER SATISFACTION ON THE SHOPEE APPLICATION Devina Amelia; Haris Maupa; Andi Nur Baumassepe
Paulus Journal of Accounting (PJA) Vol. 4 No. 2 (2023): Paulus Journal of Accounting (PJA)
Publisher : Program Studi Akuntansi Universitas Kristen Indonesia Paulus

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34207/

Abstract

Companies must be able identify the most suitable marketing strategy for their business in order to thrive and accomplish their main objectives. Shopee is one of the first and leading e-commerce enterprises among Indonesian consumers. Customer satisfaction is the most essential concept in the business sector since it is utilized to attract customers. Customer satisfaction is occasionally dependent on service quality and price. The purpose of this study is to analyze the effect of service price and quality on customer satisfaction in the Shopee app. The quantitative research approach combines with descriptive and verification methods in the study. The study begins in February-April 2023 at Pasundan University's Faculty of Economics and Business in Bandung, West Java. The proportional random sampling technique was employed to obtain samples among 100 students. The data was collected using a questionnaire with a Likert scale that was filled out directly by the respondents. Data were analyzed using a hypothesis testing test that began with the F test (ANOVA), t test, and analysis of the Coefficient of Determination (R2). According to the test results, service quality and pricing have a significant effect on customer satisfaction. As a result, Shopee should continue to enhance the services that it offers to customers in order to attain high customer satisfaction and sell products at affordable prices.
THE EFFECT OF ONLINE PRESENCE AND SERVICE QUALITY ON BUSINESS PERFORMANCE OF TOURISM MSMEs Chandra, Suhartono; Maupa, Haris; Handoyo, Sarwo Eddy
Jurnal Muara Ilmu Ekonomi dan Bisnis Vol. 8 No. 1 (2024): Jurnal Muara Ilmu Ekonomi dan Bisnis
Publisher : Lembaga Penelitian dan Pengabdian Kepada Masyarakat, Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/jmieb.v8i1.27771

Abstract

Usaha mikro, kecil, dan menengah (UMKM) memainkan peran penting dan substansial dalam lanskap perekonomian suatu negara. Dalam konteks Indonesia, UMKM menyumbang 60,5 persen terhadap produk domestik bruto (PDB) nasional. Para peneliti telah melakukan banyak sekali kajian terhadap UMKM, khususnya dengan fokus pada kinerja bisnis UMKM. Namun demikian, masih sedikit penelitian mengenai kinerja bisnis UMKM yang berada di kawasan pariwisata yang memiliki posisi unik di sektor pariwisata. Daya tarik suatu destinasi pariwisata memerlukan kehadiran UMKM untuk mendukung terciptanya pengalaman berkesan bagi wisatawan melalui fasilitas, akses, dan atraksi. Di sisi lain, pasar UMKM mengandalkan strategi pemasaran destinasi yang berpotensi meningkatkan kunjungan wisatawan. Tujuan utama dari penelitian ini adalah untuk mengatasi kesenjangan penelitian dengan melakukan analisis model yang mengeksplorasi pengaruh online presence dan kualitas layanan terhadap kinerja bisnis UMKM di kawasan pariwisata. Kami mengumpulkan data primer dengan menyebarkan kuesioner melalui platform google forms. Kami menggunakan stratified random sampling sebagai teknik pengambilan sampel dalam penelitian ini. Data yang dikumpulkan dari sampel 192 pemilik UMKM di Pulau Lombok menggunakan model persamaan struktural. Analisis ini kami lakukan dengan menggunakan SmartPLS 3. Hasil penelitian menunjukkan bahwa online presence dan kualitas layanan berpengaruh positif dan signifikan terhadap kinerja bisnis UMKM pariwisata di Pulau Lombok.   Micro, small, and medium enterprises (MSMEs) play a significant and substantial part in the economic landscape of nations. In the context of Indonesia, MSMEs contributed 60.5 percent of the nation's gross domestic product (GDP). Researchers have conducted extensive studies on MSMEs, specifically focusing on MSMEs’ business performance. Nevertheless, there is a paucity of studies regarding the business performance of MSMEs situated in tourism regions, which have a unique position in the tourism sector. The attractiveness of a tourism destination requires the presence of MSMEs to support the creation of memorable experiences for tourists through amenities, access, and attractions. On the other hand, the MSMEs’ market relies on destination marketing strategies, which have the potential to enhance tourist arrivals. The primary aim of this study is to address a research gap by conducting an analysis of a model that explores the impact of online presence and service quality on the business performance of MSMEs in the tourism region. We collected primary data by administering a questionnaire through the Google Forms platform. We utilized stratified random sampling as the sample technique in this investigation. We analyzed the data collected from a sample of 192 owners of MSMEs on Lombok Island using structural equation modeling. We conducted this analysis using SmartPLS 3 software. The study's results suggest that online presence and service quality have a positive and significant effect on the business performance of tourism MSMEs on Lombok Island.
AFFORDABLE LOSS OF SMEs FRANCHISEE: THE ROLE OF PERCEIVED UNCERTAINTY AND LEARNING FROM CRISIS EXPERIENCE Selamat, Frangky; Maupa, Haris; Taba, Muhammad Idrus
Jurnal Muara Ilmu Ekonomi dan Bisnis Vol. 8 No. 1 (2024): Jurnal Muara Ilmu Ekonomi dan Bisnis
Publisher : Lembaga Penelitian dan Pengabdian Kepada Masyarakat, Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/jmieb.v8i1.28676

Abstract

Penelitian ini menginvestigasi pengaruh attitudes, subjective norms dan perceived behavioral control terhadap perilaku affordable loss melalui intensi dan efek moderasi dari persepsi ketidakpastian dan pembelajaran dari pengalaman krisis dalam hubungan antara intensi dengan perilaku affordable loss dari terwaralaba usaha kecil dan menengah (UKM) di Jakarta, Bogor, Depok, Tangerang dan Bekasi (Jabodetabek). Kemampuan intensi untuk memprediksi perilaku, bergantung pada kestabilan kondisi dalam rentang waktu antara intensi dengan perilaku yang terjadi. Faktor yang dapat memengaruhi adalah persepsi ketidakpastian dan pembelajaran dari pengalaman krisis. Sejumlah peneliti menyarankan tindakan efektual yang salah satunya adalah perilaku affordable loss sebagai langkah yang dapat dijalankan oleh wirausaha ketika menghadapi situasi lingkungan bisnis yang tidak stabil. Penelitian mengenai perilaku affordable loss dari terwaralaba UKM belum banyak dilakukan. Populasi dari penelitian ini adalah terwaralaba yang merupakan pemilik UKM di Jabodetabek. Ukuran sampel ditentukan sebesar 200 responden yang dipilih secara purposif dan data dianalisis dengan menggunakan Partial Least Square (PLS). Hasil analisis menunjukkan bahwa attitudes dan perceived behavioral control memengaruhi perilaku affordable loss melalui intensi, sementara subjective norms tidak demikian. Perceived behavioral control tidak memengaruhi perilaku affordable loss secara langsung. Efek moderasi dari persepsi ketidakpastian dan pembelajaran dari pengalaman krisis dalam hubungan antara intensi dengan perilaku affordable loss bersifat positif namun lemah. Hasil penelitian ini diharapkan dapat menambah referensi dalam hal aplikasi Theory of Planned Behavior yang dikaitkan dengan perilaku affordable loss terwaralaba UKM. Selain itu juga diharapkan dapat memberikan masukan bagi regulator mengenai strategi dan program bagi terwaralaba usaha kecil yang berbasis pada perilaku wirausaha.   This study explores how attitudes, subjective norms, and perceived behavioral control affect the affordable loss behavior of small and medium-sized enterprise (SME) franchisees in Jakarta Greater Area, Indonesia. The research examines the relationship between intention and affordable loss behavior and how perceived uncertainty and learning from crisis experiences impact this relationship. The stability of conditions in the period between intention and behavior determines the ability of intention to predict the behavior. Factors such as perceived uncertainty and learning from crisis experiences can influence the perceptions. While affordable loss behavior is suggested as a step that entrepreneurs can take when facing an unstable business environment, not much research has been done on SME franchisees' affordable loss behavior. The sample size for this research comprised 200 respondents who were selected purposively, and the data was analyzed using Partial Least Square (PLS). The findings indicate that attitudes and perceived behavioral control significantly influence affordable loss behavior through intention, while subjective norms do not. Perceived behavioral control does not directly impact affordable loss behavior. Finally, the moderating effect of perceived uncertainty and learning from crisis experiences on the relationship between intention and affordable loss behavior is positive but weak. The results of this research can add references in terms of the application of the Theory of Planned Behavior which is related to the affordable loss behavior of SME franchisees. Apart from that, it is also hoped that it can provide input to regulators regarding strategies and programs for small business franchisees based on entrepreneurial behavior.
PERAN EFIKASI DIRI DAN KEPRIBADIAN TERHADAP KOMITMEN AFEKTIF PEMILIK USAHA MIKRO Ie, Mei; Maupa, Haris; Madris, Madris
Jurnal Muara Ilmu Ekonomi dan Bisnis Vol. 8 No. 1 (2024): Jurnal Muara Ilmu Ekonomi dan Bisnis
Publisher : Lembaga Penelitian dan Pengabdian Kepada Masyarakat, Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/jmieb.v8i1.29583

Abstract

Komitmen afektif merupakan salah satu unsur penting dalam mempertahankan keberlanjutan usaha, terutama bagi pemilik usaha mikro yang merupakan penyandang disabilitas. Komitmen afektif dapat dipengaruhi oleh banyak faktor, diantaranya efikasi dan kepribadian. Tujuan penelitian ini adalah untuk menganalisis secara empiris pengaruh efikasi diri maupun kepribadian terhadap komitmen afektif dan juga untuk mengetahui pengaruh efikasi diri maupun kepribadian terhadap komitmen afektif dengan dimoderasi oleh dukungan pemerintah pada pemilik usaha mikro penyandang disabilitas. Pengambilan sampel menggunakan metode non-probability sampling, dengan teknik purposive sampling.  Sampel penelitian ini adalah para pemilik usaha mikro yang merupakan penyandang disabilitas di tiga kota yang berada di Jawa Tengah. Data penelitian dianalisis dengan Partial Least Squares – Structural Equation Model (PLS – SEM). Hasil penelitian menunjukkan bahwa pengaruh efikasi diri tidak signifikan terhadap komitmen afektif, kepribadian berpengaruh secara positif dan signifikan terhadap komitmen afektif, demikian juga pengaruh dukungan pemerintah tidak signifikan terhadap komitmen afektif pada pemilik usaha mikro disabilitas. Hasil penelitian ini juga menyatakan bahwa dukungan pemerintah tidak memoderasi pengaruh efikasi diri maupun kepribadian terhadap komitmen afektif pada pemilik usaha mikro disabilitas. Penelitian ini diharapkan dalam memberikan kontribusi dalam memahami faktor-faktor yang dapat mempengaruhi komitmen afektif yang dimiliki oleh pemilik usaha mikro disabilitas. Demikian juga kebijakan dan program harus dirancang untuk memastikan bahwa dukungan yang disediakan sesuai dengan preferensi dan kebutuhan kepribadian para pemilik usaha disabilitas, yang tidak hanya diterima dengan baik, tetapi juga efektif dalam meningkatkan komitmen afektif pemilik usaha terhadap usaha mereka.   Affective commitment is one of the important elements in maintaining business sustainability, especially for micro business owners who are people with disabilities. Affective commitment can be influenced by many factors, including efficacy and personality. The aim of this study was to empirically analyze the effect of self-efficacy and personality on affective commitment, moderated by government support for micro-business owners with disabilities. Sampling using non-probability sampling method, with purposive sampling technique.  The sample of this study was micro business owners who were people with disabilities in three cities in Central Java. The research data were analyzed with Partial Least Squares – Structural Equation Model (PLS – SEM). The results showed that the effect of self-efficacy was not significant on affective commitment, personality had a positive and significant effect on affective commitment, as well as the effect of government support was not significant on affective commitment in disabled micro-business owners. The results of this study also stated that government support did not moderate the effect of self-efficacy or personality on affective commitment in disabled micro-business owners. This research is expected to contribute to understanding the factors that can influence affective commitment possessed by disabled microbusiness owners. Likewise, policies and programmes should be designed to ensure that the support provided matches the preferences and personality needs of disabled business owners, which is not only well received, but also effective in enhancing the affective commitment of business owners to their businesses.
Pengaruh web quality dan trust terhadap minat beli (Studi e-commerce site dan online marketplace di Jakarta) Surja, Simon Samuel; Maupa, Haris
Jurnal Manajemen Bisnis dan Kewirausahaan Vol 8 No 2 (2024): Jurnal Manajemen Bisnis dan Kewirausahaan
Publisher : Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/jmbk.v8i2.29667

Abstract

This research aims to determine the influence of website quality and trust on purchase intention using two different subjects. This type of research is descriptive research by collecting primary data through questionnaires and secondary data originating from previous research. The sample collection technique is purposive sampling with a non-probability method. The number of respondents collected was 154 respondents. The results of this research show that website quality influences purchase intention for both subjects, trust influences purchase intention for subjects who go through Tokopedia, while trust does not affect purchase intention for subjects who go through the official Samsung website. The implication of this research is to ensure that the quality of the website functions well, conveys complete information, and is well designed. Adjust marketing strategies to encourage other supporting factors besides trust. Penelitian ini bertujuan untuk mengetahui pengaruh dari kualitas website dan kepercayaan terhadap minat beli dengan menggunakan dua subjek yang berbeda. Jenis penelitian merupakan penelitian deskriptif dengan mengumpulkan data primer melalui kuesioner dan data sekunder yang berasal dari penelitian sebelumnya. Teknik pengumpulan sampel adalah purposive sampling dengan metode non-probability. Jumlah responden yang terkumpulkan sebanyak 154 responden. Hasil dari penelitian ini adalah kualitas website berpengaruh terhadap minat beli bagi kedua subjek, kepercayaan berpengaruh terhadap minat beli bagi subjek yang melalui Tokopedia, sedangkan kepercayaan tidak berpengaruh terhadap minat beli bagi subjek yang melalui website resmi Samsung. Implikasi dari penelitian ini adalah memastikan kualitas website berfungsi dengan baik, menyampaikan informasi lengkap dan didesain dengan baik. Menyesuaikan strategi pemasaran agar dapat mendorong faktor pendukung lainnya selain kepercayaan.
Pengaruh citra merek dan ulasan konsumen terhadap keputusan pembelian Shopee pada Generasi Z di Jakarta Siswati, Endang; Maupa, Haris
Jurnal Manajemen Bisnis dan Kewirausahaan Vol 8 No 4 (2024): Jurnal Manajemen Bisnis dan Kewirausahaan
Publisher : Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/jmbk.v8i4.31645

Abstract

Shopee, one of the leading marketplaces in Indonesia, has the majority of Generation Z consumers who tend to be tech-savvy in making purchasing decisions when shopping. Research gaps regarding the causes of consumer purchase decisions in online shopping state that purchase decisions can be influenced by brand image or online customer reviews, but several other studies also deny this. It is hoped that this research can contribute in the form of updating literacy, namely that brand image and online customer review variables influence the purchase decisions of Generation Z in Jakarta on the Shopee marketplace. This research uses a quantitative approach by distributing questionnaires. The number of respondents to this research was 200 Generation Z in Jakarta who had shopped at the Shopee marketplace. The data was analyzed using the Partial Least Square-Structural Equation Modeling (PLS-SEM) technique in the Smart PLS 4 program. The results of the analysis show that brand image and online customer reviews influence the purchase decisions of Generation Z in Jakarta on the Shopee marketplace. Shopee salah satu marketplace unggul di Indonesia memiliki mayoritas konsumen generasi Z yang cenderung bersifat tech-savvy dalam membuat keputusan pembelian saat berbelanja. Research gap tentang sebab keputusan pembelian konsumen dalam berbelanja online menyebutkan bahwa keputusan pembelian dapat dipengaruhi oleh citra merek ataupun ulasan konsumen, namun beberapa penelitian lain juga menyangkal hal tersebut. Penelitian ini diharapkan dapat memberikan kontribusi berupa pembaharuan terhadap literasi, yaitu adanya variabel citra merek dan ulasan konsumen memengaruhi keputusan pembelian Generasi Z di Jakarta pada marketplace Shopee. Penelitian ini menggunakan pendekatan kuantitatif dengan menyebarkan kuesioner. Jumlah responden penelitian ini adalah 200 generasi Z di Jakarta yang sudah pernah berbelanja pada marketplace Shopee. Data dianalisis dengan menggunakan teknik Partial Least Square-Structural Equation Modelling (PLS-SEM) pada program SmartPLS 4. Hasil analisis menunjukkan bahwa citra merek dan ulasan konsumen berpengaruh terhadap keputusan pembelian Shopee generasi Z di Jakarta.
Analisis pemasaran digital terhadap penjualan video game online pada perusahaan toko game di Jakarta Barat Bimo, Michael Ario; Maupa, Haris
Jurnal Manajemen Bisnis dan Kewirausahaan Vol 8 No 5 (2024): Jurnal Manajemen Bisnis dan Kewirausahaan
Publisher : Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/jmbk.v8i5.32429

Abstract

Digital marketing is a type of marketing that promotes goods or services through digital channels to communicate with potential customers. With technological advancements, digital marketing has become essential for companies in marketing their products. One of the most popular digital marketing channels today is social media, such as TikTok, Instagram, Facebook, and Twitter/X, which are used by many people worldwide for both work and entertainment. Social media serves as a new bridge for companies to market their products through various forms, such as audiovisual content, discussions in the comments section, and the use of influencers or endorsements in posts. This study aims to complement previous research and analyze more deeply the role of social media in the sales of online video games at a game store in West Jakarta. This research employs a quantitative method with data collected through questionnaires and non-probability sampling techniques, involving a total of 90 respondents. The analysis is conducted using the PLS-SEM method, revealing that social media platforms TikTok and Instagram positively influence the sales of online video games, whereas Facebook and Twitter/X, though influential, do not show significant effects. Based on these findings, it can be concluded that the social media platforms studied have the potential to influence online video game sales, although not all do so significantly. The game store in question is advised to improve the content displayed on Facebook and Twitter so that all social media channels can more effectively contribute to increasing sales. Digital marketing adalah jenis pemasaran yang mempromosikan barang atau jasa melalui saluran digital untuk berkomunikasi dengan calon pelanggan. Seiring dengan kemajuan teknologi, digital marketing menjadi esensial bagi perusahaan dalam memasarkan produk mereka. Salah satu saluran digital marketing paling populer saat ini adalah media sosial, seperti TikTok, Instagram, Facebook, dan Twitter/X, yang digunakan oleh banyak orang di seluruh dunia baik untuk bekerja maupun hiburan. Media sosial ini menjadi jembatan baru bagi perusahaan dalam memasarkan produk mereka melalui berbagai bentuk, seperti konten audiovisual, diskusi di kolom komentar, serta penggunaan influencer atau endorsement dalam postingan. Penelitian ini bertujuan melengkapi penelitian terdahulu dan menganalisis lebih dalam mengenai peran media sosial terhadap penjualan video game online di toko game di Jakarta Barat. Penelitian ini menggunakan metode kuantitatif dengan data yang diperoleh melalui kuesioner dan teknik pengambilan data non-probability sampling, dengan jumlah sampel sebanyak 90 responden. Analisis dilakukan menggunakan metode PLS-SEM, dan ditemukan bahwa media sosial TikTok dan Instagram terbukti berpengaruh positif terhadap penjualan dan video game online, sedangkan Facebook dan Twitter/X berpengaruh tetapi tidak signifikan. Berdasarkan temuan tersebut, dapat disimpulkan bahwa media sosial yang diteliti mampu memengaruhi penjualan video game online, meskipun tidak semuanya secara signifikan. Toko game yang diteliti disarankan untuk lebih meningkatkan konten yang ditampilkan pada Facebook dan Twitter agar semua saluran media sosial yang dimiliki dapat berkontribusi lebih efektif dalam meningkatkan penjualan.
Pengaruh customer relationship management (CRM) loyalitas pemain Generasi Milenial RF Return dimoderasi kepuasan pelanggan di Indonesia Adistra, Muhammad Andika; Maupa, Haris
Jurnal Manajemen Bisnis dan Kewirausahaan Vol 8 No 5 (2024): Jurnal Manajemen Bisnis dan Kewirausahaan
Publisher : Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/jmbk.v8i5.32430

Abstract

This study aims to examine the impact of Customer Relationship Management (CRM) on the loyalty of millennial generation customers in RF Return and to evaluate the role of customer satisfaction as a moderator between CRM and customer loyalty. The independent variable in this study is CRM, the dependent variable is customer loyalty, and the moderating variable is customer satisfaction. The sample consists of millennials who play the game for at least 4 hours, selected using non-probability and purposive sampling based on certain characteristics. The results indicate that CRM has a positive impact on the loyalty of millennial customers in RF Return, and customer satisfaction also has a significant influence on loyalty. Additionally, customer satisfaction moderates the effect of CRM on customer loyalty. Overall, CRM and customer satisfaction together influence the loyalty of millennial customers in RF Return. Penelitian ini bertujuan untuk mengkaji pengaruh Customer Relationship Management (CRM) terhadap loyalitas pelanggan generasi milenial RF Return di Indonesia, serta mengevaluasi peran kepuasan pelanggan sebagai moderator antara CRM dan loyalitas pelanggan. Variabel independen dalam penelitian ini adalah CRM, variabel dependen adalah loyalitas pelanggan, dan variabel moderasi adalah kepuasan pelanggan. Sampel terdiri dari generasi milenial yang bermain gim dengan durasi minimal 4 jam, diambil melalui teknik non-probability sampling dan purposive sampling berdasarkan karakteristik tertentu. Hasil menunjukkan bahwa CRM berpengaruh positif terhadap loyalitas pelanggan milenial di RF Return, dan kepuasan pelanggan juga memiliki pengaruh signifikan terhadap loyalitas. Selain itu, kepuasan pelanggan memoderasi pengaruh CRM terhadap loyalitas pelanggan. Secara keseluruhan, CRM dan kepuasan pelanggan secara bersama-sama memengaruhi loyalitas pelanggan milenial di RF Return.
Co-Authors Abdullah Sanusi, Abdullah Achmad Fatri Gandrasula Adinovi Wahyudi Adistra, Muhammad Andika Agustinus Purna Irawan Amalia, Andi Rezky Ananda ANDI ASWAN Andi Nur Baumassepe Arham Nawawi Arie Pratama Aurellia, Ivana Azhari, Novita Bimo, Michael Ario Budiono, Herlina Cahyadi, Herman Chandra, Suhartono Cokki, Cokki Devina Amelia Farina Fakhruddin Fetty Kwartati Gian Neysa Bulawan H. Jusni Hadi Cahyadi Haeriah Hakim Handoyo, Sarwo Eddy Hosea Jaya Edy Ignatius Roni Setyawan Jennedy, Bernice Darros Jusni Jusni Jusni Lukman, Steven Madris Madris, Madris Magfira Amalia Magfirah Kadir Maharani Maharani Mardjono, Amerta Mei Ie Muhammad Idrus Taba Muhammad Ismail Muhammad Ismail Muhammad Sobarsyah Muji, Muji Mulya Firdausy, Carunia N, Nuryasman M. Nuringsih, Kartika Otto Randa Payangan Pahlevi, Cepi Parawansa, Dian Anggraece Sigit Patricia, Vivian Payangan, Otto R. Raden Ayu Silvia Riani Ria Mardiana Yusuf Sadat, Andi Muhammad Saleh, Hendra Noor Sapanang, A.Baso Aditya Sarwo Edy Handoyo, Sarwo Edy Selamat, Frangky Siswati, Endang Sulaiman, Syarifuddin Surja, Simon Samuel Umran, M. Fankar Wahyudin Maguni, Wahyudin Winda , Winda Wiyanto, Hendra Yaumil Atia A. A. Omar Yosua Jaya Edy