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All Journal Budapest International Research and Critics Institute-Journal (BIRCI-Journal): Humanities and Social Sciences International Journal of Economics, Commerce, and Management
Sucherly Sucherly
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Religion Arts Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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Value, Satisfaction, Customer Trust and Experience-Based Marketing of Blibli Customers in Bandung Fariz Pramadani; Sucherly Sucherly; Rita Komaladewi
Budapest International Research and Critics Institute-Journal (BIRCI-Journal) Vol 6, No 1 (2023): Budapest International Research and Critics Institute February
Publisher : Budapest International Research and Critics University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33258/birci.v6i1.7492

Abstract

This study aims to examine how customer value and experiential marketing can influence customer trust directly and through customer satisfaction. This study focuses on Blibli customers in Bandung City, the sample size in this study is 210 respondents. The data analysis techniques was carried out using the Structured Equation Model (SEM-PLS) using the SmartPLS 3.0 program with measurements of outer model: convergent validity, discriminant validity, composite reliability, and measurements of the inner model; Coefficient Determinant of (R2), Significance (t-value). The results of the study show that customer value has a direct effect on customer satisfaction, experiential marketing has a direct effect on customer satisfaction, customer value has a direct effect on customer trust, experiential marketing has a direct effect on customer trust, customer satisfaction has a direct effect on customer trust, customer value has an effect on customer trust through customer satisfaction and experiential marketing have an effect on customer trust through customer satisfaction, the conclusion is that customer value and experiential marketing have an effect on customer satisfaction so that Blibli's customer trust in the city of Bandung can increase.  
The Impact of Market Attractiveness and Resource Uniqueness in Influence Marketing Performance Through Market Strategy Anang Martoyo; Sucherly Sucherly; Undang Juju
International Journal of Economics, Commerce, and Management Vol. 2 No. 2 (2025): April : International Journal of Economics, Commerce, and Management
Publisher : Asosiasi Riset Ekonomi dan Akuntansi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62951/ijecm.v2i2.458

Abstract

Micro businesses make a big contribution to national development, especially in opening up job opportunities so that they can support government programs in reducing unemployment and poverty, but in the last five years the level of marketing performance has fluctuated and tends to slow down. The research aims to examine the ability of micro business actors to implement market strategies to improve marketing performance and business scale.The research used an explanatory survey method with an analysis unit for micro business actors in the DKI Jakarta area with a sample size of 400 respondents. Research data sources include primary and secondary data sources with data collection through observation, literature study, interviews and cross-sectional questionnaires. The analysis technique uses SEM analysis with the LISREL 8.8 programThe results of the research show that market attractiveness and resource uniqueness simultaneously have a significant effect on market strategy with a total influence of 92%, partial market attractiveness has a significant effect on market strategy of 38.6%, while resource uniqueness partially has a significant effect on market strategy by 50.3%. Changes in technology and human resources make a dominant contribution in influencing the effectiveness of implementing market strategies. Market strategy has a significant influence on marketing performance with a total influence of 94%. Positioning provides the most dominant contribution in influencing marketing performance.Recommendations for micro business actors in formulating market strategies to consider aspects of technological change and human resource competence to achieve more optimal marketing performance improvements.
Co-Authors Anang Martoyo Fariz Pramadani Rita Komaladewi Undang Juju