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All Journal Jurnal Manajemen dan Bisnis Sriwijaya UPI YPTK Journal of Business and Economics Jurnal Ipteks Terapan : research of applied science and education
Rina Susanti
Universitas Putra Indonesia YPTK Padang
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Digital Marketing dan Entrepreneurial Marketing dalam Mengoptimalkan Loyalitas Pelanggan: Peran Kepuasan Pelanggan Sebagai Mediasi Rina Susanti; Lidya Rizki Ananda; Engla Desnim Silvia
JURNAL MANAJEMEN DAN BISNIS SRIWIJAYA Vol 20, No 3 (2022): Jurnal Manajemen dan Bisnis Sriwijaya
Publisher : Program Studi Magister Manajemen FE Unsri

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29259/jmbs.v20i3.16974

Abstract

 Tujuan penelitian – Tujuan dari penelitian ini adalah untuk mengetahui pengaruh digital marketing dan entrepreneurial marketing terhadap loyalitas pelanggan Rumah Bintang Bordir dan Sulaman melalui kepuasan sebagai mediator. Desain/Metodologi/Pendekatan – Populasi adalah masyarakat kota Bukittinggi berusia 25-60 yang pernah berbelanja di Rumah Bintang Bordir dan Sulaman. Sampel berjumlah 100 pelanggan yang diambil melalui teknik sampel yaitu accidental sampling. Temuan – Secara langsung variabel digital marketing berpengaruh positif dan signifikan (nyata) terhadap kepuasan pelanggan, variabel entrepreneurial marketing berpengaruh positif dan signifikan (nyata) terhadap kepuasan pelanggan, digital marketing berpengaruh positif dan signifikan (nyata) terhadap loyalitas pelanggan, entrepreneurial marketing berpengaruh positif dan signifikan (nyata) terhadap loyalitas pelanggan, dan kepuasan kerja berpengaruh positif dan signifikan (nyata) terhadap loyalitas pelanggan. Secara tidak langsung variabel digital marketing berpengaruh terhadap variabel loyalitas pelanggan yang dimediasi oleh kepuasan pelanggan dan variabel entrepreneurial marketing berpengaruh terhadap variabel loyalitas pelanggan yang dimediasi oleh kepuasan pelanggan Keterbatasan penelitian – Penelitian ini terbatas hanya pada variabel loyalitas pelanggan dan data penelitian diambil dari 1 UMKM Bordir dan Sulaman yang ada di Kota Bukittinggi. Sehingga, hasil penelitian belum dapat disimpulkan secara general. Originalitas – Fokus penelitian terletak pada hubungan pengaruh digital marketing dan entrepreneurial marketing terhadap loyalitas pelanggan dan melihat bagaimana peran mediasi variabel kepuasan pelanggan.
Digital Marketing and Entrepreneurial Marketing in Optimizing Customer Loyalty Rina Susanti; Lidya Rizki Ananda; Engla Desnim Silvia
Jurnal Ipteks Terapan (Research Of Applied Science And Education ) Vol. 16 No. 3 (2022): Jurnal Ipteks Terapan (Research Of Applied Science And Education)
Publisher : Lembaga Layanan Pendidikan Tinggi Wilayah X

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (669.815 KB) | DOI: 10.22216/jit.v%vi%i.1049

Abstract

Research objective – The purpose of this study is to determine the effect of digital marketing and entrepreneurial marketing on customer loyalty at Rumah Bintang Embroidery and Embroidery through satisfaction as a mediator. Design/Methodology/Approach – The population is Bukittinggi people aged 25-60 who have shopped at Rumah Bintang Embroidery and Embroidery. A sample of 100 customers was taken through a sampling technique, namely accidental sampling. Findings – Digital marketing variables directly have a positive and significant (significant) effect on customer satisfaction, entrepreneurial marketing variables have a positive and significant (significant) effect on customer satisfaction, digital marketing has a positive and significant (significant) effect on customer loyalty, entrepreneurial marketing has a positive and significant impact significant (significant) on customer loyalty, and job satisfaction has a positive and significant (significant) effect on customer loyalty. Indirectly, digital marketing variables affect customer loyalty variables mediated by customer satisfaction and entrepreneurial marketing variables affect customer loyalty variables mediated by customer satisfaction. Research limitations – This research is limited to customer loyalty variables and research data is taken from 1 Embroidery and Embroidery SMEs in Bukittinggi City. Thus, the results of the study cannot be concluded in general terms. Originality – The focus of the research lies on the relationship between the influence of digital marketing and entrepreneurial marketing on customer loyalty and looks at the mediating role of customer satisfaction variables
DIGITAL MARKETING AND PRODUCT QUALITY ON CONSUMER LOYALTY OF EMBROIDERY AND EMBROIDERY PRODUCTS Rina Susanti; Deni Amelia
Jurnal Ipteks Terapan (Research Of Applied Science And Education ) Vol. 16 No. 4 (2022): Jurnal Ipteks Terapan : research of applied science and education
Publisher : Lembaga Layanan Pendidikan Tinggi Wilayah X

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (872.944 KB) | DOI: 10.22216/jit.v16i4.1995

Abstract

This study intends to examine the mediating effect of consumer satisfaction on the influence of digital marketing and product quality on consumer loyalty. We distributed 100 questionnaires and all of them were returned and usable. The hypothesis was tested using Partial Least Squares Structural Equation Modeling (PLS-SEM) which managed to reveal that digital marketing and product quality have a positive and significant effect on customer satisfaction; digital marketing, product quality and customer satisfaction have a positive and significant effect on customer satisfaction. These findings illustrate that consumer satisfaction has a positive and significant mediating effect on the effect of digital marketing and product quality on consumer loyalty. This study intends to identify consumer loyalty and its determinants in UMKM actors in Bukittinggi. This is because there were only a few previous studies on embroidery and embroidery UMKM actors Therefore, this study offers a theoretical basis for further studies and practical implications for business actors
The Influence of Product Quality, Price and Digital Marketing on Purchase Intention Batik Products in Sungai Penuh City Fatma Ariani; Enny Sestriyenti; Engla Desnim Silvia; Rina Susanti
UPI YPTK Journal of Business and Economics Vol. 8 No. 2 (2023): May 2023
Publisher : Lembaga Penelitian dan Pengabdian Kepada Masyarakat Universitas Putra Indonesia YPTK

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35134/jbe.v8i2.239

Abstract

The small industry is currently one of the crucial sectors in advancing the national economy, especially the Kerinci batik business. This study was conducted to discover the influence of the independent variables, namely product quality, price and digital marketing on interest in buying Batik Products. This study's population were Kerinci batik consumers located in Sungai Penuh City. Accidental sampling criteria determine the sample by distributing questionnaires to 50 consumers of Batik Kerinci, especially those in the Sungai Penuh City area. Data analysis consisted of descriptive, classical assumption, and multiple regression tests. Hypothesis testing consists of F test and t test. The study results show that only the product quality and price variables significantly and positively affect purchase intention. In contrast, the digital marketing variables have an effect. However, they are not significant; simultaneously, the product quality, price and digital marketing variables positively and significantly affect purchase intention.
Co-Authors Deni Amelia Engla Desnim Silvia Engla Desnim Silvia Enny Sestriyenti Fatma Ariani