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All Journal ETIKONOMI Jurnal Manajemen Teknologi Journal of Economics, Business, & Accountancy Ventura JPM (Jurnal Pemberdayaan Masyarakat) Minda Baharu Jurnal Manajemen Studi Kasus Inovasi Ekonomi Jurnal Abdi Insani BERDAYA: Jurnal Pendidikan dan Pengabdian Kepada Masyarakat Jurnal Orientasi Bisnis dan Entrepreneurship Jurnal Inovasi Penelitian dan Pengabdian Masyarakat AKM: Aksi Kepada Masyarakat PROGRESIF Journal of Entrepreneurship and Community Innovations Research of Islamic Economics (RIE) Human Capital and Organizations Marketing and Business Strategy
Perdana Wahyu Santosa
Faculty of Economics and Business University of YARSI
Religion Agriculture, Biological Sciences & Forestry Humanities Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Environmental Science Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mathematics Public Health Social Sciences Other

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Journal : Marketing and Business Strategy

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The Influence of Brand Image and Experiential Marketing on Consumer Loyalty with Consumer Satisfaction as an Intervening Maghfur, Rafly fata; Santosa, Perdana Wahyu; Zhafiraah, Nazma Riska
Marketing and Business Strategy Vol. 1 No. 1 (2023): NOVEMBER 2023
Publisher : SAN Scientific

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58777/mbs.v1i1.153

Abstract

This study aims to determine whether there is an influence of brand image and experiential marketing on consumer loyalty with consumer satisfaction as mediation in Kopi Kenangan products. The population of this study is Generation Z, aged 12-28 years, who live in Jabodetabek. The sample in this study were people who had bought Kopi Kenangan products at least 2 times within 3 months with a total of 100 respondents. The sampling technique uses a non-probability method with a purposive sampling technique through distributing questionnaires. The analysis method used is the Partial Least Square Structural Equation Modeling (PLS-SEM) method. The results showed that Brand Image affects customer satisfaction. Experiential. The managerial implications of the influence of Brand Image and Experiential marketing on consumer loyalty with consumer satisfaction as an intervening variable in Kopi Kenangan in Jabodetabek by Generation Z can include several important aspects, namely strengthening Brand Image by developing brand identity and consistent brand communications as for the implementation of Experiential marketing such as developing memorable experience and quick resolution of complaints.
Marketing Events Mediating BEV Features and Operating Costs: Impact on Purchase Intentions Mustafa, Faiz; Santosa, Perdana Wahyu
Marketing and Business Strategy Vol. 1 No. 2 (2024): MAY 2024
Publisher : SAN Scientific

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58777/mbs.v1i2.179

Abstract

This research aims to find out the lack of influence of Batery Electric Vehicle (BEV) features and vehicle operating perspective costs on the interest in purchasing electric cars with marketing events as a mediation and review from an Islamic. This devotional population is a society over 21 years old that is domiciled in Jabodetabek. The sample in this study was made up of people who drove more than three times in one week, for a total of 100 respondents. The sampling technique uses a non-probability method with purposive sampling techniques through the distribution of questionnaires with Google forms. The analytical method used is the Partial Least squares Structural Equation Modeling method (PLS-SEM). The results of the study show that Feature influences Purchase Intention, Feature influences Marketing Event, Vehicle Operating Cost influences Purchase Intention, Marketing Event influences Purchase Intentions, Marketing Event mediates the influence of Feature on Purchase Intentions, Features, Vehicle Operating Costs, Marketing Events, and Purchase Intention BEV cars among the people in Jabodetabek. The implications of the results of this study present that purchase intention towards BEVs encourages producer management to optimally utilize all the variables analyzed in this study proportionally.
How Does Word of Mouth Mediate the Relationship between Lifestyle and Product Quality to Customer Loyalty? Saputra, Wahyu Dwi; Santosa, Perdana Wahyu
Marketing and Business Strategy Vol. 2 No. 1 (2024): NOVEMBER 2024
Publisher : SAN Scientific

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58777/mbs.v2i1.241

Abstract

This study examines the influence of lifestyle and product quality on customer loyalty, with word of mouth (WoM) as a mediating factor for Erigo products. The research focuses on YARSI University students (Batch 2016-2019) who have purchased Erigo products. It contributes to consumer behavior and marketing literature by highlighting WoM's role in fostering loyalty to local fashion brands. The sample consists of 100 respondents who purchased Erigo products 1-2 times, 3-4 times, or more than 4 times, selected through purposive sampling with a non-probability method. Data were collected via questionnaires and analyzed using Partial Least Square Structural Equation Modeling (PLS-SEM). Findings reveal that lifestyle and product quality significantly influence WoM. Lifestyle directly impacts customer loyalty, while product quality does not. WoM strongly affects customer loyalty and mediates the relationship between both lifestyle and product quality with loyalty. These results emphasize WoM's critical role in enhancing loyalty, reinforcing the importance of targeting lifestyle alignment and product quality in Erigo’s marketing strategies. By leveraging WoM effectively, Erigo can strengthen customer retention and advocacy among its student consumer base.
Co-Authors Abshar, Muhammad Albart, Nicko Amanda, Dinda Ardelia Any Setianingrum Any Setianingrum, Any Apriadi, Intan Asaari, Masagus Bonar Marulitua Sinaga Budiantoro, Harry Dean Salomo Kumenaung Donanti, Elita DWI SURYANTO Eindye Taufiq, Eindye Kasmiati, Mia Lapae, Kanaya Maghfur, Rafly fata Martua Eliakim Tambunan Mustafa, Faiz Ningsih, Hestin Agus Tantri Noviyanti, Cahyani Rahma Nurisma, Firra Nurul Huda Oktavia, Dinda Palloge, Arya Narendra Andi Primadini, Adinda Putri, Arimbi Eka Roselli, Salsabila Roy Sembel Salsabila, Aulia Zikra Saputra, Wahyu Dwi Shaleh, Khairul Sovi Ismawati Rahayu, Sovi Ismawati Subing, Hesti Juni Tambuati Subing, Hesty Juni Tambuati Sudarmadi, Muhammad Azmi Syauqirrahman Suhaeri Suhaeri, Suhaeri Tantri Ningsih, Hestin Agus Trias Andati Wiratama, Lison Yuaniko Paramitra Zahra, Nurfadhilah Zainal Zawir Simon, Zainal Zawir Zhafiraah, Nazma Riska