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All Journal Jurnal Manajemen dan Bisnis Jurnal Manajemen dan Bisnis Jurnal Riset Akuntansi dan Keuangan Jurnal Manajemen dan Bisnis KUKIMA :Kumpulan Karya Ilmiah Manajemen
Darwis Tamba, Darwis
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences Other

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PENGARUH HARGA, LOKASI DAN DIGITAL MARKETING TERHADAP LOYALITAS PELANGGAN DENGAN KEPUASAN PELANGGAN SEBAGAI VARIABEL INTERVENING Simanihuruk, Peran; Tamba, Darwis; Purba, Antonius M; Sitorus, Putri Dwi Ana
KUKIMA : Kumpulan Karya Ilmiah Manajemen Volume 3 Nomor 2 Oktober 2024
Publisher : LPPM Universitas Katolik Santo Thomas Medan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54367/kukima.v3i2.4221

Abstract

The objective of this research is to analyze the influence of price, location, and digital marketing on customer loyalty, with customer satisfaction as an intervening variable. The research population includes all visitors who have used the services of Atsari Hotel Parapat, while the research sample consists of 99 respondents. Data collection techniques employed were questionnaires and documentation, and data analysis was conducted using SMART PLS-4. The research results indicate that price does not have a positive and significant effect on customer satisfaction when examined partially. Similarly, price does not have a positive and significant effect on customer loyalty when examined partially. Location has a positive and significant effect on customer satisfaction when examined partially. Location also has a positive and significant effect on customer loyalty when examined partially. Digital marketing has a positive and significant effect on customer satisfaction when examined partially. Digital marketing also has a positive and significant effect on customer loyalty when examined partially. Customer satisfaction, when examined partially, has a positive effect on customer loyalty. Price does not have a positive and significant effect on customer loyalty with customer satisfaction as an intervening variable. Location does not have a positive and significant effect on customer loyalty with customer satisfaction as an intervening variable. Digital marketing has a positive and significant effect on customer loyalty with customer satisfaction as an intervening variable. With an R-Square value, customer loyalty can be explained by 72.2%, while the remaining 27.8% is influenced by other factors. Customer satisfaction can be explained by 42.6%, while the remaining 57.4% is influenced by unknown factors not covered in this research.
PENDIDIKAN KEWIRAUSAHAAN SEBAGAI VARIABEL MODERASI DALAM MEMBENTUK PERILAKU KEWIRAUSAHAAN : STUDI TEORI PERILAKU TERENCANA PADA USAHA MIKRO KECIL MENENGAH DI KOTA MEDAN Simanihuruk, Peran; Tamba, Darwis; Simangunsong, Elisabeth; Sagala, Roslinda; Sinaga, Ria Veronica
Jurnal Manajemen dan Bisnis Volume 25 No. 2 Tahun 2025
Publisher : UNIKA Santo Thomas

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

Abstract

This study aims to analyze the moderating role of entrepreneurship education on entrepreneurial behavior based on the Theory of Planned Behavior (TPB) among 400 MSME actors in Medan City. The data were analyzed using Structural Equation Modeling (SEM) with a Partial Least Squares (PLS) approach via SmartPLS version 4. The results show that entrepreneurship education significantly moderates the influence of attitude and perceived behavioral control on entrepreneurial behavior, but does not moderate subjective norms and entrepreneurial intention. These findings highlight the importance of entrepreneurship education programs that focus on shaping positive attitudes and enhancing self-control perceptions to foster entrepreneurial behavior among MSMEs. The government and related institutions are advised to develop sustainable mentoring programs and access to capital as tangible support for MSME actors, while the entrepreneurs themselves are encouraged to actively participate in entrepreneurship training to enhance business capacity and competitiveness amid market dynamics. This study is limited to the Medan City area and relies on subjective perception data; therefore, future research is recommended to expand the geographical scope and adopt qualitative methods for deeper understanding.
PENDIDIKAN KEWIRAUSAHAAN SEBAGAI VARIABEL MODERASI DALAM MEMBENTUK PERILAKU KEWIRAUSAHAAN : STUDI TEORI PERILAKU TERENCANA PADA USAHA MIKRO KECIL MENENGAH DI KOTA MEDAN Simanihuruk, Peran; Tamba, Darwis; Simangunsong, Elisabeth; Sagala, Roslinda; Sinaga, Ria Veronica
Jurnal Manajemen dan Bisnis Volume 25 No. 2 Tahun 2025
Publisher : UNIKA Santo Thomas

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

Abstract

This study aims to analyze the moderating role of entrepreneurship education on entrepreneurial behavior based on the Theory of Planned Behavior (TPB) among 400 MSME actors in Medan City. The data were analyzed using Structural Equation Modeling (SEM) with a Partial Least Squares (PLS) approach via SmartPLS version 4. The results show that entrepreneurship education significantly moderates the influence of attitude and perceived behavioral control on entrepreneurial behavior, but does not moderate subjective norms and entrepreneurial intention. These findings highlight the importance of entrepreneurship education programs that focus on shaping positive attitudes and enhancing self-control perceptions to foster entrepreneurial behavior among MSMEs. The government and related institutions are advised to develop sustainable mentoring programs and access to capital as tangible support for MSME actors, while the entrepreneurs themselves are encouraged to actively participate in entrepreneurship training to enhance business capacity and competitiveness amid market dynamics. This study is limited to the Medan City area and relies on subjective perception data; therefore, future research is recommended to expand the geographical scope and adopt qualitative methods for deeper understanding.
Co-Authors Eka S. Tarigan, Eka S. Parhusip, Poltak T. Purba, Antonius M Purba, Antonius M. Purba, Betniar Sagala, Roslinda Sidabutar, Ruth Natalia D. Roitona Simangunsong, Elisabeth Simanihuruk, Peran Sinaga, Ria Veronica Sinaga, Risna Tarida Sinar Ritonga Sipahutar, Robinson Sitanggang, Abdonsius Sitepu, Silvia R. Sitorus, Putri Dwi Ana Tarigan, Eka S Tarigan, Immanuael Yan Christin Br. Sembiring