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All Journal Trikonomika: Jurnal Ekonomi Economac: Jurnal Ilmiah Ilmu Ekonomi OIKOS: Jurnal Kajian Pendidikan Ekonomi dan Ilmu Ekonomi Journal of Community Based Environmental Engineering and Management Dinasti International Journal of Education Management and Social Science Jurnal Riset Bisnis dan Manajemen INFOKUM Inobis: Jurnal Inovasi Bisnis dan Manajemen Indonesia Jurnal Ekonomi Jurnal Info Sains : Informatika dan Sains Husnayain Business Review Journal of Economics and Business (JECOMBI) Transforma: Jurnal Manajemen Jurnal Ekonomi, Akuntasi dan Manajemen Indonesia(JEAMI) Jurnal Manajemen, Akuntansi dan Rumpun Ilmu Ekonomi (MAR-Ekonomi) Jurnal Sosial Sains dan Komunikasi (Ju-SoSAK) Journal Arbitrase : Economy, Management and Accounting
Popo Suryana
Fakultas Ekonomi Universitas Pasundan, Bandung
Chemistry Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Environmental Science Law, Crime, Criminology & Criminal Justice Library & Information Science Public Health Social Sciences Other

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Online-to-Offline Marketing (O2O: Strategies to Increase Sales Conversion Popo Suryana
Jurnal Info Sains : Informatika dan Sains Vol. 13 No. 03 (2023): Informatika dan Sains , Edition December 2023
Publisher : SEAN Institute

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Abstract

The phenomenon of shifting consumer behavior from online to offline requires adjustments to marketing strategies for business people. This research will explore various O2O methods that can be used to integrate online and offline shopping experiences to increase consumer trust, expand market reach, and optimize sales conversion rates. So the aim of this research is to analyze and identify Online-to-Offline (O2O) marketing strategies that are effective in increasing sales conversions. This research uses a qualitative approach with descriptive methods. The research results show that implementing Online-to-Offline (O2O) marketing strategies can effectively increase sales conversions and customer engagement. By integrating online and offline shopping experiences, companies can provide added value to consumers, overcome online shopping barriers, and create closer relationships with customers. Integrated customer service support, promotion of events promoted online, and initiatives to encourage customers to share their experiences online are key factors in the success of an O2O strategy. Thus, this research emphasizes the importance of adapting to the dynamics of consumer shopping in the digital era to achieve sustainable marketing and sales success.
Analysis of Customer Value and Student Loyalty Mediated by Student Satisfaction in an Accredited Private University's Faculty of Economics: An SEM-PLS Approach Karamang, Ezra; Narimawati, Umi; Suryana, Popo; Suteja, Jaja
Dinasti International Journal of Education Management And Social Science Vol. 7 No. 2 (2025): Dinasti International Journal of Education Management And Social Science (Decem
Publisher : Dinasti Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/dijemss.v7i2.5643

Abstract

Changes in the landscape of higher education in Indonesia in the last decade have created new challenges for private universities, especially in the Bandung Metropolitan area. Increasingly fierce competition requires educational institutions to be able to provide valuable services to students in order to not only attract prospective students, but also retain them through continuous satisfaction and loyalty. In this context, this study examines the influence of customer value on student loyalty with satisfaction as a mediating variable. The study was conducted at the Faculty of Economics and Business of an Accredited Private University in the Bandung Metropolitan area, involving 400 students as respondents. The sampling technique used cluster proportional random sampling to ensure representation from each university studied. The research instrument was a five-point Likert scale questionnaire, and data analysis was performed using the Structural Equation Modeling-Partial Least Squares (SEM-PLS) approach using SmartPLS version 4.0. The results showed that customer value was significant and positively impacted student satisfaction and directly induced student loyalty. In addition, satisfaction among students was also found to mediate between customer value and loyalty, implying that the experience and value learned through the institution play an important part in solidifying their emotional bond with the campus. High customer value not only increases momentary satisfaction but also has effects on students' commitment to complete their studies, provide positive word-of-mouth, and continue their education at the same university. These findings reinforce empirical evidence that the creation of customer value is the main foundation in building student satisfaction and loyalty. For higher education administrators, the results of this study have practical implications in the form of the need for innovative academic and non-academic service strategies, improved support facilities, and the development of meaningful learning experiences. Thus, private universities are not only able to retain students, but also increase institutional competitiveness amid increasingly dynamic higher education competition.
Co-Authors Amalia, Gema Nurqolbi Anni Rochaeni Ardiani, Winda P. Asti Mustika Darmawanti Ayi Muhiban Budiyarti Yeni Purnami Dhini Ardianti EDDY JUSUF Eddy Jusuf Eliyandi Sumar Dasuki Eliyandi Sumar Dasuki Fadhlan, M. Razkia Fahrudin Js Pareke Habibie, Panji A. Intan Muliasari Jaja Suteja Karamang, Ezra Mochammad Rifal Haryadi Nurnazmi, Alvi Rifa Fauziah Surjono, Welly Syahrani, Aura P Tanti Tresnawati Umi Narimawati Vidyastuti, Heppy