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All Journal Jurnal Manajemen Bisnis dan Kewirausahaan Jurnal Manajerial Dan Kewirausahaan Proceedings of The International Conference on Business and Economics
Carunia Mulya Firdausy
Universitas Tarumanagara
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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Marketing Mix, Market Competition and Quality of Service in South Sulawesi Handojo Wibawanto Soetikno; Carunia Mulya Firdausy; Haris Maupa; Syarifuddin Sulaiman
Proceeding of The International Conference on Business and Economics Vol. 1 No. 1 (2023): Proceeding of The International Conference on Business and Economics
Publisher : Universitas 17 Agustus 1945 Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56444/icbeuntagsmg.v1i1.957

Abstract

Minimarket development today has increased dramatically, the increase was driven by consumer behavior which makes shopping as a necessity to meet their daily survival. This study aims to analyze (1) the marketing mix, market competition and quality of service for the mini choice for shopping. (2) the dominant influence of the marketing mix as a mini-shopping options. This research is quantitative descriptive study using observational approach. Data collection techniques used include interviews, observation, study documentation, and questionnaires. The population in this study are all consumers minimarket (Alfamidi, Indomart and k-circle) in South Sulawesi. The sampling method used is proportional stratified purposive sampling. In analyzing the data in this study used multiple linear regression analysis technical. The results showed that the variables of the marketing mix, market competition and quality of service simultaneously strong and positive impact on the choice of minimarket in South Sulawesi. These results prove the first hypothesis testing. Partial test, it was found that the marketing mix variables dominating influence minimarket choice, it is asserted that the second hypothesis can be accepted. All independent variables (the marketing mix, market competition, and quality of service) has an influence on the mini choice of 42.6%, while the remaining 57.4% is explained by causes (variables) other than this study.
Faktor-Faktor Penentu Purchase Decision Pelanggan Shopee di Jakarta Barat Elsa Amanda; Carunia Mulya Firdausy
Jurnal Manajerial Dan Kewirausahaan Vol. 5 No. 4 (2023): Jurnal Manajerial dan Kewirausahaan
Publisher : Fakultas Ekonomi dan Bisnis, Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/jmk.v5i4.26953

Abstract

Aplikasi belanja online memiliki peran penting dalam kehidupan masyarakat era modern ini. Salah satu aplikasi belanja online yang sering digunakan oleh berbagai kalangan adalah Shopee. Dampak yang dihasilkan dari perkembangan ini adalah perubahan perilaku konsumen dalam menerapkan cara berbelanja yaitu secara online. Penelitian ini bertujuan untuk menguji secara empiris online customer review, social media marketing, dan brand awareness terhadap purchase decision. Sebanyak 100 responden yang merupakan pelanggan Shopee di Jakarta Barat yang menggunakan dan pernah membeli produk di Shopee berhasil dikumpulkan melalui kuesioner online berupa google form dengan teknik pengumpulan sampel yang digunakan adalah non-probability sampling dan pengambilan data menggunakan teknik purposive sampling, kemudian data diolah menggunakan metode PLS-SEM. Hasil pengujian hipotesis menunjukkan bahwa online customer review, social media marketing, dan brand awareness memberikan pengaruh positif dan signifikan terhadap purchase decision. Online shopping applications have an important role in the life of this modern era society. One of the online shopping applications that is often used by various groups is Shopee. The resulting impact of this development is a change in consumer behavior in implementing the way of shopping, namely online. This study aims to empirically test online customer reviews, social media marketing, and brand awareness of purchase decisions. A total of 100 respondents who are Shopee customers in West Jakarta who use and have purchased products at Shopee were successfully collected through an online questionnaire in the form of a google form with the sample collection technique used is non-probability sampling and data collection using purposive sampling technique, then the data is processed using the PLS-SEM method. The results of hypothesis testing show that online customer reviews, social media marketing, and brand awareness have a positive and significant influence on purchase decisions.
Pengaruh Brand Image dan Brand Personality terhadap Brand Loyalty dengan Brand Trust sebagai Variabel Mediasi Pelanggan The Body Shop di Jakarta Jennifer Dinata; Carunia Mulya Firdausy
Jurnal Manajerial Dan Kewirausahaan Vol. 5 No. 4 (2023): Jurnal Manajerial dan Kewirausahaan
Publisher : Fakultas Ekonomi dan Bisnis, Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/jmk.v5i4.26967

Abstract

Tujuan dari penelitian ini adalah untuk menguji pengaruh brand image dan brand personality terhadap brand loyalty serta menguji brand trustsebagai mediasi antara brand image, brand personality, dan brand loyalty. Populasi dari penelitian ini adalah 100 pelanggan The Body Shop di Jakarta. Metode convenience sampling digunakan dengan menyebarkan kuesioner secara online yang kemudian diolah menggunakan smartPLS-SEM.Hasil dari penelitian ini adalah 1. Brand Image memiliki pengaruh yang positif terhadap brand trust The Body Shop di Jakarta. 2. Brand Image memiliki pengaruh yang positif terhadap brand loyalty The Body Shop di Jakarta. 3. Brand Personality memiliki pengaruh yang positif terhadap brand trust The Body Shop di Jakarta. 4. Brand Personality memiliki pengaruh yang positif terhadap brand loyalty The Body Shop di Jakarta. 5. Brand Trust memiliki pengaruh yang positif terhadap Brand Loyalty The Body Shop di Jakarta. 6. Brand Image memiliki pengaruh yang positif terhadap Brand Loyalty melalui Brand Trust The Body Shop di Jakarta. 7. Brand Personality memiliki pengaruh yang positif terhadap Brand Loyalty melalui Brand Trust The Body Shop di Jakarta.   The purpose of this study was to examine the effect of brand image and brand personality on brand loyalty and to test brand trust as a medium between brand image, brand personality and brand loyalty. The population of this research is 100 customers of The Body Shop in Jakarta. The convenience sampling method is used by distributing online questionnaires which are then processed using smartPLS-SEM. The results of this study are 1. Brand Image has a positive influence on the brand trust of The Body Shop in Jakarta. 2. Brand Image has a positive influence on brand loyalty of The Body Shop in Jakarta. 3. Brand Personality has a positive influence on the brand trust of The Body Shop in Jakarta. 4. Brand Personality has a positive influence on brand loyalty of The Body Shop in Jakarta. 5. Brand Trust has a positive influence on Brand Loyalty at The Body Shop in Jakarta. 6. Brand Image has a positive influence on Brand Loyalty through Brand Trust The Body Shop in Jakarta. 7. Brand Personality has a positive influence on Brand Loyalty through Brand Trust The Body Shop in Jakarta.
Faktor-Faktor yang Mempengaruhi Purchase Intention Pelanggan Skintific di Jakarta Gita Carbella; Carunia Mulya Firdausy
Jurnal Manajerial Dan Kewirausahaan Vol. 6 No. 2 (2024): Jurnal Manajerial dan Kewirausahaan
Publisher : Fakultas Ekonomi dan Bisnis, Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/jmk.v6i2.29838

Abstract

Tujuan dari penelitian ini adalah untuk menguji pengaruh E-WOM, perceived quality, dan brand awareness terhadap purchase intention pada produk Skintific di Jakarta. Penelitian ini menggunakan metode deskriptif dengan data primer. Data diperoleh dengan kuesioner yang disebarkan secara online melalui media sosial dengan teknik non-probability sampling dan purposive sampling. Populasi dalam penelitian ini adalah individu yang mengetahui produk atau merek dan pelanggan Skintific di Jakarta. Sampel yang digunakan dalam penelitian ini berjumlah 200 responden. Data dianalisis dengan Structural Equation Modeling (SEM) dan dikalkulasi menggunakan software SmartPLS 4. Hasil penelitian ini menunjukkan bahwa: E-WOM memiliki pengaruh positif dan signifikan terhadap purchase intention. Perceived quality memiliki pengaruh positif dan signifikan terhadap purchase intention. Brand awareness memiliki pengaruh yang positif dan signifikan terhadap purchase intention pelanggan Skintific di Jakarta. The purpose of this research was to determine the effect of E-WOM, perceived quality and brand awareness on purchase intention of Skintific product in Jakarta. This research used descriptive method with primary data. Data were collected using questionnaires and distributed online via social media using non-probability sampling techniques and purposive sampling. The population are individuals who know the product or brand and customers of Skintific in Jakarta. The sample used in this study are 200 respondents. Data were analyzed using structural equation modeling (SEM) and calculated using SmartPLS 4 software. The results of this research indicate that: E-WOM has a positive and significant effect on purchase intention. Perceived quality has a positive and significant effect on purchase intention. Brand awareness has a positive and significant effect on purchase intention of Skintific customers in Jakarta.
Pengaruh career growth opportunities, work life balance, occupational stress terhadap turnover intention pada karyawan bank swasta di Jakarta dengan organizational commitment sebagai mediasi Nikita Nathania Siahaan; Carunia Mulya Firdausy
Jurnal Manajemen Bisnis dan Kewirausahaan Vol 10 No 2 (2026): Jurnal Manajemen Bisnis dan Kewirausahaan
Publisher : Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/jmbk.v10i2.37547

Abstract

This study aims to examine the influence of career growth opportunities, work life balance, and occupational stress on turnover intention among employees of private banks in Jakarta, with organizational commitment as a mediating variable. The sample size in this study was 239 respondents who worked at two private banks in Jakarta, selected using non-probability sampling sampling. The data was analysed by employing SmartPLS 4.0. The analysis results show that Career Growth Opportunities, Occupational Stress, and Work Life Balance have a significant positive effect on Turnover Intention and Organizational Commitment. However, Organizational Commitment also has a significant positive effect on Turnover Intention, so it cannot reduce employee intention to change jobs. In the mediation test, Organizational Commitment actually strengthens the influence of these three variables on Turnover Intention. This means that in the competitive context of private banking, employee commitment is not yet able to be a restraining factor for remaining in the company. Overall, the results of this study confirm that work stress is the main factor that increases turnover intention in private bank employees. Penelitian ini bertujuan untuk menganalisis pengaruh career growth opportunities, work life balance, dan occupational stress terhadap turnover intention pada karyawan bank swasta di Jakarta dengan organizational commitment sebagai mediasi. Jumlah sampel dalam penelitian ini adalah 239 responden yang bekerja di dua bank swasta di Jakarta melalui teknik purposive sampling. Data tersebut dianalisis dengan menggunakan SmartPLS 4.0. Hasil analisis menunjukan bahwa career growth opportunities, occupational stress, dan work life balance berpengaruh positif signifikan terhadap turnover intention maupun organizational commitment. Namun, organizational commitment juga berpengaruh positif signifikan terhadap Turnover Intention, sehingga belum dapat menurunkan niat karyawan untuk berpindah kerja. Dalam pengujian mediasi, organizational commitment justru menguatkan pengaruh ketiga variabel tersebut terhadap turnover intention. Artinya, dalam konteks perbankan swasta yang kompetitif, komitmen karyawan belum mampu menjadi faktor penahan untuk tetap bertahan di perusahaan. Secara keseluruhan, hasil penelitian ini menegaskan bahwa stres kerja merupakan faktor utama yang meningkatkan turnover intention pada karyawan bank swasta. Sementara itu, career growth opportunities dan work life balance terbukti dapat meningkatkan organizational commitment, namun belum cukup kuat untuk secara langsung menekan niat berpindah. Dengan demikian, perusahaan perlu memprioritaskan pengelolaan stres kerja dan penguatan organizational commitment sebagai strategi penting dalam mengurangi turnover karyawan.
Peran Electronic Word of Mouth, Citra Merek, dan Kepercayaan dalam Meningkatkan Niat Beli Konsumen Produk Zara Juliani Putri; Carunia Mulya Firdausy
Jurnal Manajerial Dan Kewirausahaan Vol. 8 No. 2 (2026): Jurnal Manajerial dan Kewirausahaan
Publisher : Fakultas Ekonomi dan Bisnis, Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/jmk.v8i2.37264

Abstract

Penelitian ini bertujuan untuk menguji pengaruh Electronic Word of Mouth (e-WOM), Citra Merek, dan Kepercayaan terhadap Niat Beli Konsumen pada produk Zara. Sampel penelitian melibatkan 100 responden yang merupakan pengguna produk atau konsumen yang memiliki niat untuk membeli produk Zara. Teknik pengambilan sampel yang digunakan adalah non-probability sampling dengan pendekatan purposive sampling. Data penelitian dikumpulkan melalui instrumen kuesioner, yang kemudian dianalisis menggunakan metode Partial Least Squares-Structural Equation Modeling (PLS-SEM). Hasil penelitian menunjukkan bahwa citra merek dan kepercayaan memiliki pengaruh positif dan signifikan terhadap niat beli konsumen. Sebaliknya, e-WOM hanya memberikan pengaruh positif namun tidak signifikan terhadap niat beli konsumen. Berdasarkan temuan ini, disarankan agar Zara memperkuat strategi citra merek yang lebih kuat dan meningkatkan kepercayaan konsumen melalui pelayanan yang berkualitas. Langkah-langkah ini diharapkan dapat meningkatkan niat beli konsumen terhadap produk Zara. This study aims to examine the influence of Electronic Word of Mouth (e-WOM), Brand Image, and Trust on Consumer Purchase Intentions for Zara products. The research sample consisted of 100 respondents who were either users of Zara products or individuals intending to purchase them. The sampling technique employed was non-probability sampling, specifically purposive sampling. Data were collected using a structured questionnaire and analyzed using Partial Least Squares-Structural Equation Modeling (PLS-SEM). The findings indicate that brand image and trust have a positive and significant impact on consumers’ purchase intentions. Conversely, e-WOM shows a positive but not significant effect on purchase intentions. Based on these results, it is recommended that Zara needs to strengthen its branding strategies and improve consumer trust to improve the purchase intention of consumers.
Komitmen organisasi dalam memediasi pengaruh kompensasi dan fleksibilitas kerja terhadap retensi karyawan Generasi Z Tangerang Reyliane Oklayedwi Candraniawati; Carunia Mulya Firdausy
Jurnal Manajemen Bisnis dan Kewirausahaan Vol 10 No 1 (2026): Jurnal Manajemen Bisnis dan Kewirausahaan
Publisher : Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/jmbk.v10i1.37232

Abstract

This study aims to examine the influence of compensation and work flexibility on employee retention, with organizational commitment as a mediating variable among Generation Z employees in Tangerang. To obtain the data, we distributed questionnaires to 150 Generation Z employees working in the Tangerang area. Method used to analyze the data was by applying Structural Equation Modeling based on Partial Least Square (PLS) using SmartPLS 4.0 software. The findings indicate that compensation and work flexibility exert a positive but insignificant influence on organizational commitment and employee retention. Organizational commitment also does not have a significant indirect effect to mediate the relationship between compensation and work flexibility toward retention. These results suggest that retention strategies for Generation Z is directly affected by compensation and work flexibility. Non-organizational commitment, however, has no indirect effect to mediate the relationship between compensation and work flexibility toward retention of Gen Z employees. This study offers theoretical contributions to the development of human resource management literature and provides practical recommendations for organizations in designing retention policies for gen Z employees. Penelitian ini bertujuan untuk menguji pengaruh kompensasi dan fleksibilitas kerja terhadap retensi karyawan, dengan komitmen organisasi sebagai variabel mediasi pada karyawan Generasi Z di Tangerang. Untuk memperoleh data, kuesioner didistribusikan kepada 150 karyawan Generasi Z yang bekerja di wilayah Tangerang. Metode analisis yang digunakan adalah Structural Equation Modeling berbasis Partial Least Square (PLS) dengan menggunakan perangkat lunak SmartPLS 4.0. Hasil penelitian menunjukkan bahwa kompensasi dan fleksibilitas kerja berpengaruh positif namun tidak signifikan terhadap komitmen organisasi dan retensi karyawan. Komitmen organisasi juga tidak memiliki pengaruh tidak langsung yang signifikan dalam memediasi hubungan antara kompensasi dan fleksibilitas kerja terhadap retensi. Temuan ini mengindikasikan bahwa strategi retensi bagi Generasi Z lebih dipengaruhi secara langsung oleh kompensasi dan fleksibilitas kerja. Sementara itu, komitmen organisasi tidak berperan sebagai mediator dalam hubungan antara kompensasi dan fleksibilitas kerja terhadap retensi karyawan Generasi Z. Penelitian ini memberikan kontribusi teoretis terhadap pengembangan literatur manajemen sumber daya manusia serta menawarkan rekomendasi praktis bagi organisasi dalam merancang kebijakan retensi yang efektif bagi karyawan Generasi Z.
Faktor-Faktor yang Memengaruhi Customer Loyalty Mahasiswa/i Universitas Tarumanagara Pengguna Gym Melalui Customer Satisfaction Steven Steven; Carunia Mulya Firdausy
Jurnal Manajerial Dan Kewirausahaan Vol. 7 No. 4 (2025): Jurnal Manajerial dan Kewirausahaan
Publisher : Fakultas Ekonomi dan Bisnis, Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/7f5rs157

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh customer experience dan customer perceived value terhadap customer loyalty mahasiswa/i Universitas Tarumanagara pengguna gym, dengan customer satisfaction sebagai variabel mediasi. Metode survei kuantitatif digunakan dengan kuesioner terstruktur yang disebarkan kepada 265 responden. Data yang terkumpul dianalisis menggunakan metode Structural Equation Modeling-Partial Least Squares (SEM-PLS), yang memungkinkan identifikasi hubungan langsung maupun tidak langsung antara customer experience, customer perceived value, customer satisfaction, dan customer loyalty. Hasil penelitian menunjukkan bahwa customer experience dan customer perceived value secara signifikan memengaruhi customer loyalty, baik secara langsung maupun melalui customer satisfaction. Dalam hal ini, pengalaman yang menyenangkan, fasilitas yang berkualitas, serta nilai yang dirasakan sesuai dengan biaya yang dikeluarkan menjadi faktor utama dalam membangun customer loyalty. Penelitian ini memberikan kontribusi akademis dengan memperkaya literatur tentang perilaku pelanggan pada fasilitas kebugaran, terutama terkait hubungan antara customer experience, customer perceived value, customer satisfaction, dan customer loyalty. Fokus penelitian pada mahasiswa Universitas Tarumanagara memberikan wawasan penting bagi pengelola gym dalam memahami kebutuhan dan harapan pengguna dengan karakteristik unik, seperti gaya hidup yang dinamis dan keterbatasan anggaran. Rekomendasi strategis yang diberikan mencakup peningkatan customer experience melalui inovasi layanan, penyediaan fasilitas berkualitas, serta menciptakan nilai tambah yang relevan dengan kebutuhan mahasiswa Universitas Tarumanagara. This study aims to analyze the effect of customer experience and customer perceived value on customer loyalty among students of Universitas Tarumanagara who use gym facilities, with customer satisfaction as a mediating variable. A quantitative survey method was used, employing a structured questionnaire distributed to 265 respondents. The collected data were analyzed using Structural Equation Modeling-Partial Least Squares (SEM-PLS), which allowed for the identification of both direct and indirect relationships between customer experience, customer perceived value, customer satisfaction, and customer loyalty. The results indicate that both customer experience and customer perceived value significantly affect customer loyalty, both directly and through the mediation of customer satisfaction. In this context, providing an enjoyable experience, quality facilities, and perceived value that aligns with the costs incurred are key factors in building customer loyalty. This study contributes to the academic literature by enriching the understanding of customer behavior in fitness facilities, particularly concerning the relationships between customer experience, customer perceived value, customer satisfaction, and customer loyalty. The focus on Universitas Tarumanagara students provides valuable insights for gym managers in understanding the needs and expectations of this user group, characterized by dynamic lifestyles and budget constraints. Strategic recommendations include enhancing customer experience through service innovation, providing high-quality facilities, and creating value that aligns with the needs of Universitas Tarumanagara students.
Pengaruh Kualitas Pelayanan dan Promosi terhadap Loyalitas dengan Kepuasan sebagai Mediasi pada Pelanggan Tokopedia di Jakarta Nicholas Krisna; Carunia Mulya Firdausy
Jurnal Manajerial Dan Kewirausahaan Vol. 7 No. 4 (2025): Jurnal Manajerial dan Kewirausahaan
Publisher : Fakultas Ekonomi dan Bisnis, Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/xc875w51

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh kualitas pelayanan dan promosi terhadap loyalitas dengan kepuasan sebagai mediator pada pelanggan Tokopedia di Jakarta. Metode pengambilan sampel yang digunakan adalah metode non-probability sampling dengan teknik convenience sampling. Jumlah sampel penelitian ini adalah 130 responden pengguna aplikasi e-commerce Tokopedia di Jakarta. Data dianalisis menggunakan metode SEM dengan aplikasi SmartPLS 4.0. Hasil penelitian menunjukkan kualitas layanan dan promosi berpengaruh positif dan signifikan terhadap kepuasan pelanggan. Kualitas layanan dan kepuasan pelanggan berpengaruh positif dan signifikan terhadap loyalitas. Sedangkan promosi tidak berpengaruh signifikan terhadap loyalitas. Terdapat pengaruh positif dan signifikan antara kualitas layanan terhadap loyalitas melalui kepuasan pelanggan. Sementara itu, promosi tidak berpengaruh signifikan terhadap loyalitas melalui kepuasan pelanggan.Oleh karena itu, Tokopedia harus dapat meningkatkan sistem kualitas pelayanan yang mereka kembangkan sehingga bisa mengikat loyalitas lebih jauh terhadap brand mereka. This research aims to analyze the influence of service quality and promotions on loyalty with satisfaction as a mediator for Tokopedia customers in Jakarta. The sampling method used was a non-probability sampling method with convenience sampling technique. The sample size for this research was 130 respondents who used the Tokopedia e-commerce application in Jakarta. Data were analyzed using the SEM method with the SmartPLS 4.0 application. The research results show that service quality and promotion have a positive and significant effect on customer satisfaction. Service quality and customer satisfaction have a positive and significant effect on loyalty. Meanwhile, promotions do not have a significant effect on loyalty. There is a positive and significant influence between service quality on loyalty through customer satisfaction. Meanwhile, promotions do not have a significant effect on loyalty through customer satisfaction. Therefore, Tokopedia must be able to improve the varied quality services system they have developed so that it can strengthen loyalty to their brand further.
Pengaruh Emotional Attachment dan Brand Trust pada Customer Loyalty yang Dimediasi Customer Satisfaction Erwin Wijaya; Carunia Mulya Firdausy
Jurnal Manajerial Dan Kewirausahaan Vol. 8 No. 1 (2026): Jurnal Manajerial dan Kewirausahaan
Publisher : Fakultas Ekonomi dan Bisnis, Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/jmk.v8i1.36846

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh emotional attachment dan brand trust terhadap customer loyalty yang dimediasi oleh customer satisfaction pada pelanggan Martabak Asli Bandung 21 Kemanggisan. Mengingat pentingnya menjaga customer loyalty, maka pemahaman mengenai faktor-faktor yang mempengaruhi loyalitas pada Martabak Asli Bandung 21 Kemanggisan menjadi relevan. Pemilihan sampel dilakukan dengan menggunakan teknik Non-Probability Sampling, dengan metode Purposive Sampling. Pengumpulan data melalui kuesioner yang disebarkan kepada pelanggan Martabak Asli Bandung 21 Kemanggisan. Terdapat 117 responden yang memenuhi kriteria penelitian. Data dikumpulkan melalui kuesioner dan dianalisis menggunakan teknik analisis data Partial Least Square-Structural Equation Modeling (PLS-SEM) dengan aplikasi SmartPLS 4. Hasil penelitian menunjukkan bahwa emotional attachment dan brand trust berpengaruh positif dan signifikan terhadap customer loyalty. Customer satisfaction juga memiliki peran sebagai variabel mediasi untuk memperkuat hubungan antara emotional attachment dan brand trust terhadap customer loyalty. This study aims to analyze the effect of emotional attachment and brand trust on customer loyalty mediated by customer satisfaction in Martabak Asli Bandung 21 Kemanggisan customers. Given the importance of maintaining customer loyalty, understanding the factors that influence loyalty at Martabak Asli Bandung 21 Kemanggisan is relevant. Sample selection is done using the Non-Probability Sampling technique, with the Purposive Sampling method. Data collection through questionnaires distributed to customers of Martabak Asli Bandung 21 Kemanggisan. There were 117 respondents who met the research criteria. The data were collected through questionnaires and analyzed using Partial Least Square- Structural Equation Modeling (PLS-SEM) data analysis techniques with the SmartPLS 4 application. The results showed that emotional attachment and brand trust positively and significantly affect customer loyalty. Customer satisfaction also has a role as a mediating variable to strengthen the relationship between emotional attachment and brand trust to customer loyalty.
Co-Authors Andy Sucipto Anita Carolina Lombongkaehe Aries Santoso By Venansius Kenny Cavin Handoko Chendra Gunawan Christian Chandra Kusuma Clarisa Stefaniem Deynis Devlin Dimas Rizky Dylen Limto Edi Sucipto Tanady Eko Sandy Elsa Amanda Eric Karinka Erwin Wijaya Gabriel Christian Gian Ganesia Ganesia Geaffary Aji Nugraha Giovanni Giovanni Gita Carbella Handojo Wibawanto Soetikno Haris Kristanto Haris Maupa Hendra Saputra Jennifer Dinata Juliani Putri Kelvin Kelvin Kelvin Riandy Koko Andianto Kristian Irfansius Levina Justine Marco Widjaja Marvin Louis Nicholas Krisna Nikita Nathania Siahaan Reinaldo Saputra Reyliane Oklayedwi Candraniawati Reynard Reynard Richard Andrew Robert Gorevi Sanjaya Romy Lawandi Rudi Darmawan Said Ashadi Cahyadi Selvi Selvi Shania Roselyn Ong Silvanus Hardianto Hokardi Steven Steven Sulaiman, Syarifuddin Surya Ardi Tawi Djaya Widya Lionitan Willyana Cendrawati Yohanes Alexander Yovita Teja