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All Journal JURNAL LENTERA BISNIS
Yuli Setiawati
Politeknik Multimedia Nusantara
Economics, Econometrics & Finance Social Sciences

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MARKETING MIX DAN CITRA PERUSAHAAN MEMPENGARUHI LOYALITAS PELANGGAN Yuli Setiawati; Eko Prabowo
JURNAL LENTERA BISNIS Vol 12, No 1 (2023): JURNAL LENTERA BISNIS, Januari 2023
Publisher : POLITEKNIK LP3I JAKARTA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34127/jrlab.v12i1.691

Abstract

Customer loyalty is one of the things that are of concern to the company. This research was to analyze the influence of the marketing mix (marketing mix) and corporate image and whether simultaneously it can affect customer loyalty at the IFRA exhibition. The research methodology uses a quantitative approach using statistical calculation models and sampling techniques for 100 respondents to IFRA exhibitors. Testing the instrument results of the questionnaire was carried out by first carrying out validity and reliability tests by taking into account the Cronbach alpha provisions of> 0.70 by paying attention to the test results of correlation and multiple linear regression. Data analysis was assisted by the SPSS application using descriptive statistical test methods and hypothesis testing. The research results showed that there was a positive and significant influence on the marketing mix and corporate image variables on customer loyalty at the IFRA exhibition with contributions of 0.082 and 0.285 and simultaneously 76.1%.Keywords: Corporate Image; Customer Loyalty; Marketing Mix
DAMPAK SERTIFIKASI KOMPETENSI TERHADAP EFEKTIVITAS KERJA SDM MICE Yuli Setiawati; Liza Khairunnisa Gultom
JURNAL LENTERA BISNIS Vol. 14 No. 2 (2025): JURNAL LENTERA BISNIS, MEI 2025
Publisher : POLITEKNIK LP3I JAKARTA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34127/jrlab.v14i2.1508

Abstract

The development of the MICE (Meeting, Incentive, Conference, and Exhibition) industry in Indonesia has shown a positive trend in the post-COVID-19 era. The government and industry stakeholders continue to formulate various strategies to strengthen the role of this sector in national tourism and economic growth. One of the key strategies is enhancing the quality of Human Resources (HR) through competency certification, aiming to address global challenges and increase the competitiveness of the industry. Competency certification is considered a crucial instrument to ensure professionalism, expertise, and formal recognition of the skills possessed by HR in the MICE sector. This study aims to analyze the impact of competency certification on the work effectiveness of HR in the MICE industry, particularly in terms of productivity and performance. The research employs a descriptive qualitative approach, with data collected through in-depth interviews and literature studies. The findings indicate that competency certification has a positive impact on improving HR work effectiveness in the MICE sector, including aspects of work productivity, service quality, and adaptability to industry dynamics. Therefore, certification not only serves as a validation of expertise but also acts as a catalyst for overall performance improvement within the MICE industry ecosystem.
Co-Authors Eko Prabowo Liza Khairunnisa Gultom