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All Journal Journal Research of Social Science, Economics, and Management
Muhamad Apep Mustofa
Universitas Pakuan Bogor
Environmental Science

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Effect of Brand Image, Promotion and Physical Distribution on Brand Loyalty with Customer Satisfaction as the Intervening Variable Muhamad Apep Mustofa; Nandan Limakrisna; Hari Muharam
Journal Research of Social Science, Economics, and Management Vol. 1 No. 11 (2022): Journal Research of Social Science, Economics, and Management
Publisher : Publikasi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (1530.843 KB) | DOI: 10.59141/jrssem.v1i11.208

Abstract

This research is motivated by changes in the cement market in Indonesia along with the addition of several new cement brands that are competitors for the incumbent cement brands that have existed for a long time. Per capita cement consumption in Indonesia is still low compared to three ASEAN countries such as Malaysia, Vietnam and Thailand. Besides, there is a decrease in Top Brand Image between 2018-2019 for the Semen Tiga Roda brand. In the arena of increasingly fierce competition between brands, it is necessary to increase brand loyalty, where brand loyalty is influenced by the level of customer satisfaction. This customer satisfaction is an intervening variable to further increase brand loyalty. When customers are satisfied, they will be more loyal to the brand so that customers do not easily move to other brands. Many factors affect the increase in brand loyalty, including promotion, brand image and physical distribution. So the purpose of this study was to determine the effect of brand image, promotion and physical distribution on brand loyalty with satisfaction as an intervening variable. The location of the study was carried out in Greater Jakarta with the unit of analysis was members of the Greater Jakarta REI as many as 250 respondents. This research uses path analysis method with structural equation modeling (SEM) technique. These results find empirical facts that brand image, promotion and physical distribution together have a significant effect on customer satisfaction, and customer satisfaction has a significant effect on brand loyalty. Thus, the higher the customer satisfaction, the higher the brand loyalty will be.
Effect of Logistic Support on Marketing Performance for Competitive Advantage Muhamad Apep Mustofa; Nandan Limakrisna; Hari Muharam
Journal Research of Social Science, Economics, and Management Vol. 1 No. 11 (2022): Journal Research of Social Science, Economics, and Management
Publisher : Publikasi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (1520.81 KB) | DOI: 10.59141/jrssem.v1i11.210

Abstract

An increasingly competitive business environment encourages high levels of competition and has a strong impact on marketing performance. Marketing performance plays an important role in business growth. Studies on marketing performance have been carried out by a number of researchers involving various variables including logistical support and the competitive advantage of a company. The logistical support and competitive advantage can identify marketing performance as a benchmark to remain competitive. The purpose of this study is to examine and analyze the effect of logistics support on competitive advantage, test and analyze the effect of logistics support on marketing performance, test and analyze the effect of competitive advantage on marketing performance, and test and analyze the effect of logistics support through competitive advantage on a company's marketing performance. The research method used is a quantitative approach using 25 samples consisting of staff, supervisors, and company managers under study. The results of the study indicate that there is a positive and significant direct effect of logistics support on marketing performance, and a positive and significant indirect effect of logistics support on marketing performance through competitive advantage.
Co-Authors Muharam, Hari Nandan Limakrisna Nandan Limakrisna