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Analisis Pengaruh Kualitas Pelayanan, Harga dan Lokasi Pada Pelanggan Bengkel CLD Mobil Diesel dan Alat Berat Terhadap Loyalitas Pelanggan
Saputra, Faizal Yoga;
Isa, Muzakar
Community Engagement and Emergence Journal (CEEJ) Vol. 7 No. 3 (2026): Community Engagement & Emergence Journal (CEEJ)
Publisher : Yayasan Riset dan Pengembangan Intelektual
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DOI: 10.37385/ceej.v7i3.10436
Penelitian ini bertujuan untuk menganalisis pengaruh kualitas pelayanan, harga, dan lokasi terhadap loyalitas pelanggan Bengkel CLD Mobil Diesel dan Alat Berat. Penelitian ini menggunakan metode kuantitatif dengan pendekatan deskriptif. Populasi dalam penelitian ini adalah seluruh pelanggan Bengkel CLD Mobil Diesel dan Alat Berat, dengan jumlah sampel sebanyak 200 responden yang ditentukan menggunakan teknik purposive sampling. Data dikumpulkan melalui kuesioner dengan skala Likert dan dianalisis menggunakan analisis regresi linier berganda dengan bantuan program SPSS. Hasil penelitian menunjukkan bahwa kualitas pelayanan, harga, dan lokasi berpengaruh positif dan signifikan terhadap loyalitas pelanggan, baik secara parsial maupun simultan. Variabel kualitas pelayanan memiliki pengaruh paling dominan terhadap loyalitas pelanggan. Temuan ini menunjukkan bahwa peningkatan kualitas pelayanan, penetapan harga yang sesuai, serta lokasi yang strategis dan mudah dijangkau dapat meningkatkan loyalitas pelanggan Bengkel CLD Mobil Diesel dan Alat Berat.
Dampak Konsep Diri dan Identifikasi Komunal terhadap Loyalitas Merek GoPay pada Muslimah di Surakarta: Peran Mediasi Engagement dan Self-Brand Connection
Pipit Dwi Cahyono;
Muzakar Isa
Jurnal Simki Economic Vol 8 No 1 (2025): Volume 8 Nomor 1 Tahun 2025
Publisher : Universitas Nusantara PGRI Kediri
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DOI: 10.29407/jse.v8i1.957
This study aims to examine the direct effect of self-concept involvement and communal focus in creating and increasing brand loyalty in the GoPay transaction service company by testing the mediating influence of CEB and SBC. This study uses self-congruity theory to provide a psychological perspective for SBC. Quantitative approach using surveys to predict the relationship between variables. Participants in this study were selected using purposive sampling technique based on certain criteria such as Muslim women in Surakarta and using GoPay services with a total of 200 respondents. Data were analyzed using Structural Equation Modeling (SEM) and SmartPLS. The main findings show that self-concept generates loyalty through the mediation of SBC and CEB. In addition, the communal focus variable mediated by SBC and CEB also has a significant effect on loyalty. Since self-concept and communal focus are significantly related to loyalty, it is important for brands to conduct market research and support a brand community.
Pengaruh Kualitas Produk, Brand Awareness dan Celebrity Endorser Terhadap Keputusan Pembelian pada Produk Hand and Body Lotion Nivea
Sheilaika Nur Wahyuningsih;
Isa, Muzakar
El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam Vol. 6 No. 1 (2025): El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor
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DOI: 10.47467/elmal.v6i1.6722
The purpose of this study is to analyze the impact of product quality, brand awareness, and celebrity endorsers on purchasing decisions for Nivea hand and body lotion. This research employs an explanatory research method with a quantitative approach, involving 200 female respondents aged 10–26 years residing in Surakarta City. Data collection was conducted through an online questionnaire using a 5-point Likert scale. Data analysis was performed using Structural Equation Modeling (SEM) based on Partial Least Squares (PLS). The findings indicate that product quality, brand awareness, and the use of celebrity endorsers have a positive and significant influence on purchasing decisions. The study also identifies limitations, including the relatively small sample size and potential response bias. Therefore, it is recommended that the company enhance product quality, maintain positive perceptions through social media, and carefully select appropriate celebrity endorsers. Future research is encouraged to involve a larger number of respondents to improve the representativeness of the results.
Pengaruh Sensory marketing dan Keberlanjutan Potensi Pasar terhadap Kepuasan Konsumen melalui Brand experience pada Bisnis Modern Coffe Shop di Pasar Tradisional : Studi Kasus
Marshanda Rahmalia Nur'Anjani;
Muzakar Isa
Jurnal Economic Resource Vol. 9 No. 1 (2026): October - March
Publisher : Fakultas Ekonomi & Bisnis Universitas Muslim Indonesia
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DOI: 10.57178/jer.v9i1.2253
Industri kedai kopi yang semakin kompetitif memaksa pemilik usaha untuk menerapkan strategi pemasaran yang dapat meningkatkan kepuasan konsumen dan kesuksesan bisnis. Salah satu pendekatan yang relevan adalah pemasaran sensorik, yang menggunakan stimulasi pancaindra untuk membentuk persepsi dan emosi konsumen. Selain itu, potensi pasar dan pengalaman merek merupakan faktor penting yang memengaruhi kepuasan konsumen, khususnya dalam konteks bisnis kedai kopi modern yang beroperasi di lingkungan pasar tradisional. Studi ini bertujuan untuk menganalisis dampak pemasaran sensorik dan keberlanjutan potensi pasar terhadap kepuasan konsumen dengan merek sebagai variabel media di Kedai Kopi Pak Agus Soc. Studi ini menggunakan pendekatan kuantitatif dengan desain eksplanatori.. Data dikumpulkan menggunakan kuesioner sederhana yang menggunakan skala Likert lima poin, berdasarkan 300 responden yang dipilih menggunakan teknik purposive sampling. Responden ini termasuk konsumen yang telah melakukan pembelian dan yang telah melakukan pembelian sekali di bagian akhir.Analisis data dilakukan menggunakan Structural Equation Modeling berbasis Partial Least Squares (PLS-SEM) dengan bantuan SmartPLS.Temuan penelitian menunjukkan bahwa pemasaran sensorik dan potensi pemasaran memiliki dampak positif dan signifikan terhadap kepuasan pelanggan. Selain itu, pengalaman merek memiliki dampak positif yang signifikan terhadap kepuasan pelanggan dan berfungsi sebagai variabel media yang meningkatkan efektivitas pemasaran sensorik dan potensi pemasaran. Hal ini menunjukkan bahwa kepuasan konsumen tidak hanya dipengaruhi oleh aspek fungsional produk, tetapi juga oleh persepsi tentang masa depan perusahaan.Studi ini memberikan kontribusi teoritis terhadap pengembangan literatur pemasaran yang berfokus pada pengalaman serta implikasi praktis bagi pemilik usaha kedai kopi dalam mengembangkan strategi pemasaran yang berfokus pada pengalaman konsumen di pasar tradisional.
Peran Influencer Dalam Meningkatkan Minat Beli Wisatawan Terhadap Produk Pangan Lokal Melalui Media Sosial Dan Brand Trust : Sikap Sebagai Peran Mediasi ( Studi Kasus Pasar Gede Solo )
Zahra Adelia Putri;
Muzakar Isa
Jurnal Economic Resource Vol. 9 No. 1 (2026): October - March
Publisher : Fakultas Ekonomi & Bisnis Universitas Muslim Indonesia
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DOI: 10.57178/jer.v9i1.2259
Perkembangan media sosial telah mendorong perubahan signifikan dalam strategi pemasaran pariwisata, khususnya wisata kuliner berbasis produk pangan lokal. Influencer, media sosial, dan kepercayaan merek menjadi faktor penting yang berpotensi membentuk sikap serta minat beli wisatawan. Penelitian ini bertujuan untuk menganalisis pengaruh Peran Influencer, Media Sosial, dan Brand Trust terhadap Sikap wisatawan serta implikasinya terhadap Minat Beli Wisatawan pada produk pangan lokal di Pasar Gede, Surakarta. Penelitian menggunakan pendekatan kuantitatif dengan desain studi kasus. Data primer dikumpulkan melalui kuesioner berskala Likert yang disebarkan kepada 300 wisatawan dengan teknik purposive sampling. Analisis data dilakukan menggunakan metode Partial Least Squares–Structural Equation Modeling (PLS-SEM). Hasil penelitian menunjukkan bahwa Peran Influencer dan Brand Trust berpengaruh positif dan signifikan terhadap Sikap wisatawan, sedangkan Media Sosial berpengaruh positif namun tidak signifikan terhadap Sikap. Selanjutnya, Sikap terbukti berpengaruh positif dan signifikan terhadap Minat Beli Wisatawan. Hasil uji mediasi menunjukkan bahwa Sikap mampu memediasi pengaruh Peran Influencer dan Brand Trust terhadap Minat Beli Wisatawan, tetapi tidak mampu memediasi pengaruh Media Sosial terhadap Minat Beli Wisatawan. Nilai koefisien determinasi (R²) dan predictive relevance (Q²) berada pada kategori sedang, yang mengindikasikan bahwa model penelitian memiliki kemampuan penjelasan dan prediktif yang cukup baik. Temuan ini menegaskan bahwa kredibilitas influencer dan kepercayaan terhadap merek atau destinasi memiliki peran yang lebih dominan dibandingkan intensitas penggunaan media sosial semata dalam mendorong sikap dan minat beli wisatawan. Penelitian ini diharapkan dapat menjadi rujukan bagi pelaku pariwisata, UMKM, dan pemerintah daerah dalam merancang strategi pemasaran digital yang lebih efektif dan berbasis kepercayaan untuk pengembangan wisata kuliner lokal.
Pengaruh brand image dan customer relationship terhadap customer loyalty produk brownies amanda halal dengan kepuasaan pelanggan sebagai variabel intervening
Syafira Listyani;
Muzakar Isa
JRTI (Jurnal Riset Tindakan Indonesia) Vol. 10 No. 1 (2025): JRTI (Jurnal Riset Tindakan Indonesia)
Publisher : IICET (Indonesian Institute for Counseling, Education and Therapy)
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DOI: 10.29210/30035628000
Penelitian ini bertujuan untuk menganalisis pengaruh brand image dan customer relationship terhadap customer loyalty pada produk Brownies Amanda Halal dengan kepuasan pelanggan sebagai variabel intervening. Brand image yang kuat dan hubungan yang baik dengan pelanggan diyakini dapat meningkatkan loyalitas pelanggan, terutama dalam industri makanan yang semakin kompetitif. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei melalui kuesioner yang disebarkan kepada 150 responden yang merupakan konsumen Brownies Amanda. Data yang diperoleh dianalisis menggunakan teknik Structural Equation Modeling (SEM) dengan software SmartPLS 3. Penelitian ini menggunakan150 responden. Hasil penelitian menunjukkan bahwa brand image dan customer relationship berpengaruh positif dan signifikan terhadap customer loyalty. Selain itu, kepuasan pelanggan terbukti memediasi hubungan antara brand image dan customer relationship terhadap customer loyalty. Hal ini menunjukkan bahwa citra merek yang baik dan hubungan pelanggan yang kuat dapat meningkatkan kepuasan pelanggan, yang pada akhirnya memperkuat loyalitas terhadap merek Brownies Amanda. Penelitian ini memberikan implikasi bagi strategi pemasaran perusahaan dalam meningkatkan kepuasan dan loyalitas pelanggan melalui penguatan brand image dan pengelolaan hubungan pelanggan yang lebih baik. Penelitian ini memperluas literatur tentang pengaruh pada produk halal.
Pengaruh Influencer Marketing dan Live Streaming terhadap Perilaku Pembelian Skintific di Tiktok Shop dengan Niat Pembelian sebagai Variabel Mediasi
Mei Dian Irrawati;
Muzakar Isa
Studi Akuntansi, Keuangan, dan Manajemen Vol 4 No 2 (2025): January
Publisher : Penerbit Goodwood
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DOI: 10.35912/sakman.v4i2.3770
Purpose: This research aims to analyze the influence of influencer marketing and live streaming on purchase intentions and purchasing behavior for skintific products on the TikTok Shop platform. Research methodology: A quantitative approach was used by collecting data through a survey of 200 respondents who have interacted with Skintific products via TikTok Shop. Partial Least Squares (PLS) analysis was employed to examine the relationships between variables. Results: The results indicate that influencer marketing has a positive and significant impact on purchase intention, with factors such as expertise, attractiveness, and credibility of influencers playing a key role. Additionally, the live streaming feature shows a significant influence on purchase intention, creating an interactive shopping experience that enhances consumer trust. Purchase intention is proven to mediate the relationship between influencer marketing and purchasing behavior, as well as between live streaming and purchasing behavior. Conclusions: Influencer marketing and live streaming on TikTok Shop have a significant impact on consumers' purchase intentions and behaviors. Influencers who possess expertise, attractiveness, and credibility are able to build positive perceptions that enhance consumers' intention to buy a product. Additionally, the interactive features of live streaming such as live product reviews and Q&A sessions create a convincing shopping experience, making consumers feel more confident and interested in the featured products. Purchase intention not only serves as the initial step in the decision-making process but also reinforces the influence of influencer marketing and live streaming on consumer purchasing behavior. Limitations: : Limited to TikTok Shop consumers and focused on Skintific products, so the results may be less generalizable to other e-commerce platforms or products. Contribution: field of digital marketing, academic.
Pengaruh Online Customer Review dan Flash Sale Promotion yang Dimediasi oleh Sikap terhadap Minat Beli Skincare Skintific pada Marketplace Shopee
Nita Wulandari;
Muzakar Isa
Studi Akuntansi, Keuangan, dan Manajemen Vol 4 No 2 (2025): January
Publisher : Penerbit Goodwood
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DOI: 10.35912/sakman.v4i2.3874
Purpose: The purpose of this study is to examine the impact of online customer reviews and flash sale promotions on purchase interest in skintific skincare products with consumer attitude as a mediating variable Research methodology: Study uses a quantitative approach with closed questionnaire survey techniques. The reseach sample consisted of students from several universities in Surakarta with data analysis carried out using PLS 3.0 Results: The findings reveal that Online Customer Reviews and Flash Sale Promotions have a positive and significant influence on Purchase Interest. Additionally, Consumer Attitude acts as a mediator in the connection between these variables and Purchase Interest. Conclusions: Online Customer Reviews have a positive and significant influence on Purchase Intention, indicating that positive consumer reviews can increase purchase interest. Additionally, Flash Sale Promotions are also proven to have a positive and significant effect on Purchase Intention, showing that sales promotions through flash sale mechanisms are effective in attracting consumer interest. Consumer attitude also plays an important role, as it has been shown to have a positive and significant effect on Purchase Intention. These findings emphasize the importance of customer reviews, flash sale promotions, and consumer attitudes in shaping purchase intention. Limitations: The study lie in the use of only two variable independent, closed questionnaire method and limited sample coverage to students in Surakarta. Contribution: The reseach helps to advance the field of digital marketing strategies, especially in increasing the effectiveness of online promotions and utilizing customer reviews to encourage purchase interest.
Pengaruh Digital Marketing, Kualitas Pelayanan dan Daya Tarik Wisata Terhadap Minat Berkunjung Wisatawan di Museum Karst Indonesia
Amiroh Luthfiyah ‘Abidah;
Muzakar Isa
Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah Vol. 7 No. 1 (2025): Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor
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DOI: 10.47467/alkharaj.v7i1.6760
This study aims to examine the influence of digital marketing, service quality, and tourist attraction on visit intention at the Museum Karst Indonesia. The research employed a quantitative approach based on a positivistic paradigm, where data were analyzed using the Partial Least Squares (PLS) method. Primary data were collected through questionnaires distributed to 200 respondents selected using a purposive sampling technique, while secondary data were obtained from literature studies. Data analysis included evaluating measurement and structural models to assess validity, reliability, and relationships among variables. The findings indicate that digital marketing, service quality, and tourist attraction have a positive and significant influence on visit intention. It is recommended that the museum enhance digital marketing, train employees to improve service quality, and maintain tourist attractions. Future studies are suggested to increase the sample size and explore other variables to broaden insights into factors affecting visit intention.
Relationship Marketing dan Customer Value Terhadap Customer Loyalty yang Dimediasi oleh Trust
Sulthoni Surya Saputra;
Muzakar Isa
Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah Vol. 7 No. 2 (2025): Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor
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DOI: 10.47467/alkharaj.v7i2.7117
This study aims to analyze the effect of Relationship Marketing and Customer Value on Customer Loyalty mediated by Trust among Bank Jateng Sragen customers. Using a quantitative approach with a descriptive method, data were collected through a Likert-scale questionnaire. The Partial Least Square (PLS) analysis results indicate that Relationship Marketing and Customer Value have a positive and significant effect on Trust. However, Relationship Marketing does not significantly affect Customer Loyalty. Customer Value and Trust positively affect Customer Loyalty, with Trust mediating the relationship between Relationship Marketing and Customer Loyalty, as well as between Customer Value and Customer Loyalty. The limitations of this study include the focus only on the specified variables and the use of online questionnaires. Future research is recommended to add other variables and utilize interviews for more comprehensive data.