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All Journal Indonesian Journal of Strategic Management INDONESIAN JOURNAL OF BUSINESS AND ECONOMICS
Januar Habibi Mahsyar
Universitas Kuningan
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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PENGARUH CITRA MEREK DAN KUALITAS PELAYANAN TERHADAP LOYALITAS PELANGGAN MELALUI VARIABEL KEPUASAN PELANGGAN Januar Habibi Mahsyar
Indonesian Journal of Strategic Management Vol 3, No 2 (2020): Indonesian Journal of Strategic Management
Publisher : Universitas Kuningan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25134/ijsm.v3i2.3898

Abstract

Abstract PT Pos Indonesia (Persero) as a State-Owned Enterprise (BUMN) which carries out the mission of postal mail and postal parcel courier services in Indonesia with premium products, Special Express Post is a delivery service with a maximum travel time of 4 days that reaches the recipient quickly, precise, safe and reach all parts of Indonesia. One strategy to foster customer satisfaction that leads to customer loyalty is the formation of a brand image and the best possible service quality in the minds of postal customers.The research method used in this research is descriptive verification with a quantitative approach, to determine the significant relationship between the variables of brand image, service quality to customer satisfaction and customer loyalty. The population in this study were customers of the Kuningan Post Office, users of special express mail delivery services, amounting to 1,769. Techniques and data sources were obtained from literature studies and questionnaires to 298 respondents who were designated as samples with a significance level of 5%.The results of the hypothesis test indicate that the variables of brand image and service quality partially have a positive and significant effect on customer satisfaction. Customer satisfaction variables partially have a positive and significant effect on customer loyalty. Brand image variables partially have a positive and significant effect on customer loyalty. Service quality variable partially does not have a significant effect on customer loyalty. Simultaneously, brand image and service quality have a positive effect on customer satisfaction and loyalty. Keywords: Brand Image; Service Quality, Customer Satisfaction, Customer Loyalty.
DIGITAL MARKETING LANDSCAPE A COMPREHENSIVE SYSTEMATIC LITERATURE REVIEW Januar Habibi Mahsyar; Micki Watulandi
INDONESIAN JOURNAL OF BUSINESS AND ECONOMICS Vol. 8 No. 1 (2025): Indonesian Journal Of Business And Economics
Publisher : Universitas Kuningan

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Abstract

This study presents a systematic literature review on digital marketing, aiming to synthesize existing research to identify key trends, gaps, and central issues in the field. The review comprehensively analyzes relevant academic articles published over the recent years, employing rigorous selection criteria and thematic categorization. Major findings highlight the growing importance of social media integration, artificial intelligence applications, and customer engagement strategies in digital marketing. However, challenges related to data privacy, measurement of digital marketing effectiveness, and alignment of traditional and digital marketing persist. The contributions of this review lie in providing a structured overview that aids researchers and practitioners in understanding evolving digital marketing dynamics and guiding future research directions.
Co-Authors Micki Watulandi