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This Author published in this journals
All Journal International Journal of Social Science and Business IIJSE Majapahit Journal of Islamic Finance dan Management Majapahit Journal of Islamic Finance dan Management
Andika Baskara
Universitas Muhammadiyah Semarang, Semarang, Indonesia
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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Customer Experience and Customer Engagement in Relationship with Customer Loyalty During Black Swan Events Covid-19 Andika Baskara; Ari Pranaditya
Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE) Vol 5 No 2 (2022): Sharia Economic: July, 2022
Publisher : Sharia Economics Department Universitas KH. Abdul Chalim, Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31538/iijse.v5i2.2063

Abstract

The aim of the research was to determine the effect of customer experience and customer engagement in relationship with customer loyalty during the Black Swan Events Covid-19. The population was visitors at tourist sites in Semilir Village, Semarang Regency, with as many as 100 people. The study used the purposive sampling technique to obtain data. Based on the research, it was found that there was a significant positive effect between the experimental customer variable and the customer engagement variable on the interest in revisiting. The results of the test obtained the score of r square for revisit interest of 0.561, which means that interest in revisiting is influenced by customer experiential and customer engagement by 56.1%.
Consumer Behavior in Marketing 4.0: Social Media Marketing and Website Marketing on Purchasing Decisions through TAM As a Mediating Variable Andika Baskara; Nurhayati
International Journal of Social Science and Business Vol. 7 No. 3 (2023): August
Publisher : Universitas Pendidikan Ganesha

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.23887/ijssb.v7i3.52056

Abstract

Today's marketing 4.0 affects the way consumers purchase decisions. Therefore, it needs to find out factors that can increase purchase decisions. This research aims to determine social media and website marketing on TAM with the use of TAM as a mediating variable. This research is quantitative research conducted on 100 random consumers using simple random sampling. Meanwhile, the data is collected using a questionnaire spread along consumers that are considering and who already have a motorcycle in Semarang City and analyzed using a Structural Equation Model (SEM) approach assisted by smart PLS applications. From the results, it is seen that there is a relationship between TAM on purchase decision, website marketing on purchase decision, social media and website marketing on TAM, and the relationship between social media and website marketing is increased through TAM. Therefore, every company needs to maximally enhance its website marketing and TAM to have consumers check out the products that the company owns. However, because this research only involves three variables to enhance the purchase edition, further research that involves other variables needs to be conducted.
The Influence of Digital Transformation and Customer Experience on Brand Loyalty with Customer Trust as a Moderating Variable from a Marketing 5.0 Perspective Andika Baskara; Edy Purwanto; Suharti Suharti; Dwi Ari Astono
Majapahit Journal of Islamic Finance and Management Vol. 6 No. 2 (2026): Islamic Finance and Management
Publisher : Universitas KH. Abdul Chalim Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

The purpose of this study is to examine, from a Marketing 5.0 perspective, how digital transformation, customer experience, and trust among customers influence brand loyalty. This study is quantitative and uses a survey methodology for its explanatory design. Semarang City residents who have interacted with brands online and used digital products or services constitute the demographic of this study. One hundred people were surveyed using a non-probability sampling strategy based on a purposive sampling method. Structural Equation Modeling—Partial Least Squares (SEM-PLS) was used for data analysis. Brand loyalty was positively and significantly influenced by digital transformation and customer experience, while consumer trust did not show a substantial direct effect. There was a negative correlation between digital transformation and customer loyalty, although the positive correlation between customer experience and loyalty was mediated by consumer trust. These findings suggest that in the Marketing 5.0 era, trust is a contextual variable that can strengthen or weaken the influence of customer experience and the value of digital transformation on brand loyalty.
The Influence of Digital Transformation and Customer Experience on Brand Loyalty with Customer Trust as a Moderating Variable from a Marketing 5.0 Perspective Andika Baskara; Edy Purwanto; Suharti Suharti; Dwi Ari Astono
Majapahit Journal of Islamic Finance and Management Vol. 6 No. 2 (2026): Islamic Finance and Management
Publisher : Universitas KH. Abdul Chalim Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

The purpose of this study is to examine, from a Marketing 5.0 perspective, how digital transformation, customer experience, and trust among customers influence brand loyalty. This study is quantitative and uses a survey methodology for its explanatory design. Semarang City residents who have interacted with brands online and used digital products or services constitute the demographic of this study. One hundred people were surveyed using a non-probability sampling strategy based on a purposive sampling method. Structural Equation Modeling—Partial Least Squares (SEM-PLS) was used for data analysis. Brand loyalty was positively and significantly influenced by digital transformation and customer experience, while consumer trust did not show a substantial direct effect. There was a negative correlation between digital transformation and customer loyalty, although the positive correlation between customer experience and loyalty was mediated by consumer trust. These findings suggest that in the Marketing 5.0 era, trust is a contextual variable that can strengthen or weaken the influence of customer experience and the value of digital transformation on brand loyalty.
Co-Authors Ari Pranaditya Dwi Ari Astono Edy Purwanto Nurhayati Suharti Suharti