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All Journal JURNAL PENDIDIKAN TAMBUSAI JOURNAL OF SCIENCE AND SOCIAL RESEARCH Jurnal Samudra Ekonomi dan Bisnis JUPE : Jurnal Pendidikan Mandala Bisman (Bisnis dan Manajemen): The Journal of Business and Management JMK Jurnal Manajemen dan Kewirausahaan Transekonomika : Akuntansi, Bisnis dan Keuangan JOURNAL OF HUMANITIES, SOCIAL SCIENCES AND BUSINESS (JHSSB) Journal of Management, Accounting, General Finance and International Economic Issues (MARGINAL) Journal Islamic Business and Entrepreneurship / JIBE Populer: Jurnal Penelitian Mahasiswa Mamangan Social Science Journal All Fields of Science Journal Liaison Academia and Sosiety Journal of Sustainable Community Service Jurnal Ekonomi Kreatif dan Manajemen Bisnis Digital (JEKOMBITAL) Neraca Manajemen, Akuntansi, dan Ekonomi Commodities, Journal of Economic and Business Jurnal Pengabdian Masyarakat Manage
Erwin Syahputra, Erwin
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THE INFLUENCE OF GREEN MARKETING AND DIGITAL MARKETING ON CUSTOMER LOYALTY IN CHICKEN INTESTINE CHIPS MSMEs IN KEDIRI Sumelvia Dewi, Anita; Sudarmiatin, Sudarmiatin; Syahputra, Erwin
Jurnal Ekonomi Kreatif dan Manajemen Bisnis Digital Vol 2 No 4 (2024): MEI
Publisher : Transpublika Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55047/jekombital.v2i4.632

Abstract

The problem addressed in this research concerns marketing management, focusing on the impact of green marketing and digital marketing on customer loyalty. The objective is to determine and analyze the effects of green marketing and digital marketing on customer loyalty both individually and collectively. This study uses a quantitative approach, with a population consisting of customers of chicken intestine chips MSMEs in Kediri. The sample includes 85 respondents. Data collection was conducted using questionnaires, and data analysis involved validity, reliability, classical assumption tests, multiple linear regression tests, and hypothesis testing. The research hypotheses testing revealed that green marketing has a significant partial effect on customer loyalty, digital marketing also has a significant partial effect on customer loyalty, and both green marketing and digital marketing have a significant simultaneous effect on customer loyalty in chicken intestine chips MSMEs in Kediri. Overall, this study contributes to the existing body of knowledge in marketing management by shedding light on the effects of green marketing and digital marketing on customer loyalty. The findings suggest that implementing these strategies can be beneficial for MSMEs in the chicken intestine chips industry in Kediri, as they can enhance customer loyalty and potentially lead to increased business success.
Meningkatkan Minat Membeli Produk Nasha Beauty melalui Hadiah Virtual dan Diskon Harga: Peran Mediasi Pembelian Impulsif pada Live Streaming Tiktok Intansari, Badiiah; Syahputra, Erwin
Jurnal Samudra Ekonomi dan Bisnis Vol 17 No 2 (2026): JSEB
Publisher : Fakultas Ekonomi dan Bisnis Universitas Samudra

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33059/jseb.v17i2.12502

Abstract

This study aims to analyze the influence of virtual gifts and price discounts on consumer purchase intention of Nasha Beauty products with impulsive buying as a mediating variable in the context of TikTok live streaming. This study uses a quantitative approach with a survey method. Data were collected using a purposive sampling technique from 95 respondents who are generation Z TikTok users and have followed Nasha Beauty's live broadcasts. Data analysis was conducted using SmartPLS 4 software. The results showed that virtual gifts and price discounts have a significant effect on impulse buying and purchase intention. Impulsive buying is proven to mediate the relationship between these two variables with consumer purchase intention. These findings indicate that marketing strategies through interactive features and discount promotions during live streaming are proven effective in attracting consumer attention and purchasing decisions.
Co-Authors Adam, Zulfitrah AGUNG PRIYONO Ahmad MAULANA Alvionita Ayu Effendi, Nadia Angrifani, Tazkirah Sabila Armadi, Irsan Beny Mahyudi Saputra Catri Krista, Berliana dermawan, ari Dewi, Anita Sumelvia Diandra, Didip EDWIN AGUS BUNIARTO Eka Yusnaldi Hardiningrum, Iing Sri Hasibuan, Elza Syaskia Indriani Hasibuan, Fifi Intansari, Badiiah Irwan Irwan Jufitasari, Roufik Khoiron, Mohammad Zidny Lestari Harahap, Annisa Ludi Wishnu Wardana Machsunah, Siti Untari Maulana, Muhamad Fikri Mustikasari, Galuh Ajeng Nurcahyo, Indra Paidi Paidi Putra, Mifta Wahyu Rafelya Diningtias, Tahsa Rahma, Anila Rosyadi, M. Syam’un S, Beny Mahyudi Sari, Iva Puspita Sary, Acsho Lesisthree Purnama Sri Hardiningrum, Iing Sudarmiatin Suhargon, Rahmat Sulistianto, Hario Sumelvia Dewi, Anita Tarida, Dela Citra Taufik Akbar Umi Nadhiroh Wahyu Eko Romadhon Wahyu, Brahma Wahyudi, M. Adi Trisna Zakaria, Nizar