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All Journal Jurnal Manajemen Dan Kewirausahaan E-Mabis: Jurnal Ekonomi Manajemen dan Bisnis Jurnal Ilmiah Edunomika (JIE) International Journal of Educational Review, Law And Social Sciences (IJERLAS) Multidiciplinary Output Research for Actual and International Issue (Morfai Journal) International Journal of Economic, Business, Accounting, Agriculture Management and Sharia Administration (IJEBAS) J-MIND (Jurnal Manajemen Indonesia) Visioner & Strategis International Review of Practical Innovation, Technology and Green Energy (IRPITAGE) JESKaPe: Jurnal Ekonomi Syariah, Akuntansi dan Perbankan Jurnal Intelek Dan Cendikiawan Nusantara Jurnal Intelek Insan Cendikia Journal of Accounting Research, Utility Finance and Digital Assets (JARUDA)
Adnan Adnan
Faculty Economic And Business, University Malikussaleh
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Chemical Engineering, Chemistry & Bioengineering Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Energy Engineering Environmental Science Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Materials Science & Nanotechnology Social Sciences Other

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THE EFFECT OF PROMOTION, BRAND IMAGE AND SERVICE QUALITY ON CUSTOMER LOYALTY AT KENTUCKY FRIED'S FAST FOOD RESTAURANT CHICKEN (KFC) IN LHOKSEUMAWE CITY Wahyu Syahputra; Hamdiah; Adnan; Rusydi
International Journal of Economic, Business, Accounting, Agriculture Management and Sharia Administration (IJEBAS) Vol. 6 No. 3 (2026): June
Publisher : CV. Radja Publika

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Abstract

This study aims to analyze the effect of Promotion, Brand Image, and Service Quality on Customer Loyalty at Kentucky Fried Chicken (KFC) fast-food restaurant in Lhokseumawe City. Customer loyalty is an important factor in maintaining business sustainability amid increasingly intense competition in the fast-food industry. Companies are required to implement effective marketing strategies and provide high-quality services in order to retain customers and enhance competitiveness. This research employed a quantitative approach using a survey method. The population of this study consisted of KFC customers in Lhokseumawe City. The sample comprised 120 respondents selected through purposive sampling, with the criterion that respondents had made purchases more than once. Data were collected through questionnaires developed based on the indicators of each research variable. The data were then analyzed using multiple linear regression analysis with the assistance of SPSS software. The results show that partially, service quality has a positive and significant effect on customer loyalty. This indicates that better service quality leads to higher customer loyalty. Meanwhile, promotion and brand image do not have a significant effect on customer loyalty in Lhokseumawe City. Simultaneously, promotion, brand image, and service quality collectively influence customer loyalty. The findings of this study are expected to provide valuable insights for KFC management in formulating more effective marketing strategies to improve customer loyalty.
THE INFLUENCE OF SOCIAL MEDIA MARKETING ON BRAND SATISFACTION AND BRAND LOYALTY OF WARDAH BRAND COSMETIC PRODUCTS WITH CUSTOMER BRAND ENGAGEMENT AS A MEDIATION VARIABLE ON THE INSTAGRAM PLATFORM Nurul Azmi; Mariyudi; Adnan; Naufal Bachri; Ikramuddin; Sapna Biby
International Journal of Economic, Business, Accounting, Agriculture Management and Sharia Administration (IJEBAS) Vol. 6 No. 1 (2026): February
Publisher : CV. Radja Publika

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.5281/zenodo.19356009

Abstract

The purpose of this study is to examine the influence of social media marketing on brand satisfaction and brand loyalty of Wardah cosmetic products with customer brand engagement as a mediating variable on the Instagram platform. The data in this study were 165 consumers of Wardah cosmetic products. Data collection in this study used a questionnaire with data analysis tools using Structural Equation Modeling (SEM) operated by the Amos device. The results of the study indicate that social media marketing has a positive and significant effect on customer brand engagement, customer brand satisfaction, and brand loyalty. Then, customer brand engagement has a positive and significant effect on customer brand satisfaction and brand loyalty. And the mediation effect test found that customer brand engagement is a partial mediating variable between social media marketing and brand satisfaction and brand loyalty. The results of this study are expected to provide important contributions for stakeholders in developing cosmetic product marketing strategies and customer understanding of products and brands.
THE INFLUENCE OF SERVICE QUALITY, FOOD QUALITY, AND PLACE IDENTITY ON CUSTOMER SATISFACTION AND ITS IMPACT ON VISITOR LOYALTY AT THE PIM FOOD COURT CULINARY DESTINATION IN NORTH ACEH REGENCY Muhammad Taufan Syahqran Zazil; Mohd. Heikal; Sapna Biby; Jullimursyida; Adnan; Nurainun
International Journal of Economic, Business, Accounting, Agriculture Management and Sharia Administration (IJEBAS) Vol. 6 No. 5 (2026): October
Publisher : CV. Radja Publika

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This study aims to analyze the influence of service quality, food quality, and place identity on customer satisfaction and its impact on customer loyalty at the PIM Food Court Culinary Center in North Aceh Regency. This study used a quantitative approach with a survey method, where data was obtained by distributing questionnaires to customers who had visited the PIM Food Court. The data analysis technique used was Structural Equation Modeling (SEM) analysis with the assistance of Amos statistical software. The results showed that all proposed hypotheses were accepted. Service quality, food quality, and place identity significantly influenced customer satisfaction. Furthermore, customer satisfaction was proven to have a significant effect on customer loyalty. The significance value for each variable was less than 0.05, indicating a statistically strong effect. The study also found a mediating role for customer satisfaction in testing the indirect effect of service quality, food quality, and place identity on customer loyalty at the PIM Food Court Culinary Center. The implications of this study suggest that to increase customer loyalty, culinary center managers need to pay special attention to service quality, food product quality, and building a strong and distinctive place identity. This research also provides an empirical contribution to the development of customer satisfaction and loyalty theory in the context of local culinary centers.
THE INFLUENCE OF SOCIAL MEDIA MARKETING AND INFLUENCER MARKETING ON NEW STUDENT REGISTRATION DECISIONS WITH BRAND AWARENESS AS A MEDIATING VARIABLE AT UNIVERSITAS BUMI PERSADA LHOKSEUMAWE Angga Wibawa; Jullimursyida; Adnan
International Journal of Economic, Business, Accounting, Agriculture Management and Sharia Administration (IJEBAS) Vol. 6 No. 5 (2026): October
Publisher : CV. Radja Publika

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.5281/zenodo.22910961

Abstract

This study aims to analyze the influence of social media marketing and influencer marketing on new student registration decisions, with brand awareness as a mediating variable at Universitas Bumi Persada Lhokseumawe. The study used a quantitative survey approach. The population consisted of 400 new students of the 2025–2026 academic year, and 162 respondents were selected using proportionate stratified random sampling. Data were collected using a five-point Likert questionnaire and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4. The results show that social media marketing has a positive and significant effect on brand awareness (β = 0.404; t = 4.537; p < 0.001), while influencer marketing also has a positive and significant effect on brand awareness (β = 0.494; t = 5.430; p < 0.001). Brand awareness significantly affects new student registration decisions (β = 0.527; t = 5.394; p < 0.001). Social media marketing (β = 0.195; t = 2.182; p = 0.029) and influencer marketing (β = 0.182; t = 2.149; p = 0.032) also have significant direct effects on registration decisions. Furthermore, brand awareness partially mediates the effects of social media marketing (indirect β = 0.213; t = 3.352; p = 0.001) and influencer marketing (indirect β = 0.260; t = 3.864; p < 0.001) on registration decisions. The R² values are 0.742 for brand awareness and 0.737 for registration decisions, indicating substantial explanatory power.
THE MEDIATING ROLE OF TOURIST SATISFACTION IN THE EFFECTS OF SERVICE QUALITY, DESTINATION IMAGE, TOURIST ATTRACTION, AND PRICE PERCEPTION ON REVISIT INTENTION: EVIDENCE FROM LUKUP BADAK WHITE-WATER RAFTING DESTINATION, CENTRAL ACEH, INDONESIA. Maya Rahayu; Mariyudi; Naufal Bachri; Jullimursyida; Adnan; Sapna Biby
International Journal of Economic, Business, Accounting, Agriculture Management and Sharia Administration (IJEBAS) Vol. 6 No. 6 (2026): December - ON PROGRESS
Publisher : CV. Radja Publika

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.5281/zenodo.23181431

Abstract

This study examines the mediating role of visitor satisfaction in the effects of service quality, destination image, tourist attraction, and perceived price on tourist revisit intention at the Lukup Badak Rafting destination in Central Aceh Regency. All variables were measured using a Likert scale. Primary data were obtained through questionnaires distributed to 250 tourists visiting Lukup Badak Rafting. Data were analyzed using path analysis and Partial Least Squares Structural Equation Modeling with WarpPLS version 7.0. The findings show that service quality, destination image, tourist attraction, and perceived price significantly affect visitor satisfaction. Visitor satisfaction, tourist attraction, and perceived price significantly affect revisit intention, whereas service quality and destination image do not have significant direct effects on revisit intention. Path analysis further shows that visitor satisfaction mediates the effects of service quality, destination image, and tourist attraction on revisit intention, but does not mediate the effect of perceived price. These findings emphasize visitor satisfaction as an important mechanism linking destination attributes with tourists’ post-visit behavioral intention.
Co-Authors Aiyub Aiyub Aiyub Aiyub Akhyar, Chairil Andry Mochamad Ramdan Angga Wibawa Anwar Argun Sahli Aulal Rizky Aulia Aqmarina Sakdiah Bahri, Halida Bambang Sucipto Budy Geotama Chalirafi, Chalirafi Cut Evi Oktaviani Cut Nurul Azman Farah Anissa Fikri Gazali Lubis Hamdiah Hamdiah Heriyana Heriyana Herman Fithra Husaini Ikramuddin, Ikramuddin Isna Apriliza Aisyah Jullimursyida Jumaini Keysha Alia Salsabila Pasaribu Khairina AR Khalida Zia Siallagan M Maimanah M Subhan Maisyura Maisyura Mariyudi Mariyudi Marzuki Marzuki Maya Rahayu Mohd. Heikal Muchtar, Darmawati Muhammad Roni Muhammad Roni Muhammad Taufan Syahqran Zazil Munandar Munandar Munardi Munardi Nadhila Isara Naufal Bachri, Naufal Nidea Rinzeni Nurainun Nurul Azmi Rahmaniar Rahmaniar Rahmaniar Rico Nur Ilham Rusydi Rusydi Abubakar Rusydi Rusydi Sapna Biby Shinta Novitalia Siska Tri Amanda Siti Maimunah Siti Maimunah Suci Andriani - Suci Ramandhani Suryani Syamsul Bahri T. Edyansyah, T. Edyansyah Teuku Muhammad Azani Teuku Zulkarnaen Wahyu Syahputra Waznah Waznah Widyana Verawati Siregar yeni mauliana Yoseb Boari Yovita Yovita Yunda Taslima Zulfan