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The influence of electronic service quality and perceived value on customer loyalty with electronic trust and customer satisfaction as mediating variables on the Agoda application Riswanda, Aisyah Zahra; Millanyani, Heppy
Annals of Human Resource Management Research Vol. 5 No. 2 (2025): June
Publisher : Goodwood Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35912/ahrmr.v5i2.3161

Purpose: This study examines how e-service quality and perceived value influence customer loyalty on Agoda, with e-trust and customer satisfaction as mediators. Although prior studies link high service quality to strong loyalty, Agoda shows otherwise, revealing a gap addressed through an integrated loyalty model. Methodology: The research adopts a quantitative approach using purposive sampling. A total of 384 respondents of Agoda users in Indonesia were surveyed through an online questionnaire. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4.0 and supplemented by Importance-Performance Map Analysis (IPMA). Results: The results reveal that e-service quality has the most substantial total effect on customer loyalty, surpassing perceived value. However, its low performance score positions it as a critical area for improvement. Both e-trust and customer satisfaction significantly mediate the relationship between the independent and dependent variables. Conclusions: Based on the problem formulation, hypotheses, results, and discussion, it can be concluded that e-service quality and perceived value influence customer loyalty on the Agoda application through e-trust and customer satisfaction as mediating variables. Limitations: This study is limited to users of the Agoda platform in Indonesia, which may reduce its generalizability to other countries or OTAs. The study provides actionable insights for OTA platforms, particularly Agoda, in designing strategies to improve loyalty through digital service enhancement and value optimization. Contribution: This study uniquely investigates the mediating role of e-trust and customer satisfaction in the Agoda context, where loyalty issues persist despite positive service perception, an area previously underexplored in OTA research. Novelty: This study highlights a novel approach by examining the mediating roles of e-trust and customer satisfaction in the relationship between e-service quality and perceived value on customer loyalty in the context of Agoda.

The Influence of E-Service Quality And Perceived Value on Customer Loyalty Through E-Trust And Customer Satisfaction In The Klik Indomaret Application Ghasani Rahman, Navira; Millanyani, Heppy
International Journal of Science, Technology & Management Vol. 6 No. 4 (2025): July 2025
Publisher : Publisher Cv. Inara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.46729/ijstm.v6i4.1282

The rise of digital technology has fueled the growth of e-commerce in Indonesia, including mobile apps like Klik Indomaret, a digital platform by one of the country’s largest minimarket chains. Despite its convenience and user-friendly features, Klik Indomaret struggles with customer loyalty, as seen in moderate app ratings and mixed reviews. While previous studies show that e-service quality, perceived value, and e-trust can enhance satisfaction and loyalty, this relationship isn’t always consistent in practice. This study investigates the impact of e-service quality and perceived value on customer loyalty, with e-trust and satisfaction as mediating variables. Using a quantitative approach and PLS-SEM analysis of survey data from Klik Indomaret users, the research offers insights into digital consumer behavior and provides strategic recommendations for improving customer retention.

The Impact of Utilitarian, Hedonic, and Social Value on Purchase Intention through Customer Trust in Live Streaming: A Study of Wardah Beauty Products on TikTok Adabina Firlyani, Raisa; Millanyani, Heppy
International Journal of Science, Technology & Management Vol. 6 No. 4 (2025): July 2025
Publisher : Publisher Cv. Inara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.46729/ijstm.v6i4.1319

This study examines the relationships between utilitarian value, hedonic value, social value, trust in product, trust in platform, and purchase intention in the context of Wardah beauty products on TikTok live streaming. Using Structural Equation Model (SEM) with SmartPLS on 384 respondents, the research found that social value demonstrates the strongest influence on purchase intention (β = 0.368), followed by utilitarian value (β = 0.188) and hedonic value (β = 0.105). Notably, trust in platform significantly influences purchase intention (β = 0.171, p = 0.001), while trust in product does not (p = 0.810). The model explains 62.8% of purchase intention variance with strong predictive relevance (Q² = 0.420). Results indicate that social interactions and platform trust are more crucial than product-specific trust in driving consumer purchase decisions in live streaming commerce. These findings suggest that beauty brands should prioritise social engagement and platform reliability over traditional product-focused marketing strategies.

"Community Empowerment for the Development of Margamulya Village Tourism: Sustainable Strategies through Training, Branding, and Technology" Windya Giri, Refi Rifaldi; Millanyani, Heppy; Dewi, Andrieta Shintia
Jurnal Pengabdian Masyarakat: Pemberdayaan, Inovasi dan Perubahan Vol 4, No 4 (2024): JPM: Pemberdayaan, Inovasi dan Perubahan
Publisher : Penerbit Widina, Widina Media Utama

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59818/jpm.v4i4.771

Margamulya Village has significant yet untapped tourism potential. This community service program aims to enhance the capacity and knowledge of the local community in managing and developing the village's tourism potential. The methods used include intensive training on the application of information and communication technology (ICT) and collaboration with various stakeholders. The training covers the identification of tourism potential, destination management, branding strategies, and content creation. The results show a significant increase in the community's ability to manage and promote village tourism, create a strong brand identity, and produce effective marketing content. The program's sustainability is supported by local capacity building, ICT application, strategic collaboration, and the development of resilient tourism business models. This program is expected to serve as a model for sustainable village tourism development in Indonesia and beyond, offering a holistic approach that combines ICT training, branding strategies, and multi-stakeholder collaboration.ABSTRAKDesa Margamulya memiliki potensi wisata yang besar namun belum tergali sepenuhnya. Program pengabdian ini bertujuan untuk meningkatkan kapasitas dan pengetahuan masyarakat lokal dalam mengelola dan mengembangkan potensi wisata desa. Metode yang digunakan meliputi pelatihan intensif penerapan teknologi informasi dan komunikasi (TIK) serta kolaborasi dengan berbagai stakeholder. Pelatihan meliputi identifikasi potensi wisata, manajemen destinasi wisata, strategi branding, dan pembuatan konten. Hasil dari program ini menunjukkan peningkatan signifikan dalam kemampuan masyarakat untuk mengelola dan mempromosikan wisata desa, menciptakan identitas merk yang kuat, dan menghasilkan konten pemasaran yang efektif. Keberlanjutan program didukung oleh penguatan kapasitas lokal, penerapan TIK, kolaborasi strategis, dan pengembangan model bisnis wisata yang resilien. Program ini diharapkan dapat menjadi model bagi pengembangan wisata desa yang berkelanjutan di Indonesia dan di luar negeri, menawarkan pendekatan holistik yang menggabungkan pelatihan TIK, strategi branding, dan kolaborasi multi-stakeholder.

Sosialisasi Pembuatan Konten Media Sosial dalam Strategi Branding Desa Wisata Sugihmukti Rachmawati, Indira; Millanyani, Heppy; Sagita, Ardio
Jurnal Pengabdian Masyarakat: Pemberdayaan, Inovasi dan Perubahan Vol 4, No 6 (2024): JPM: Pemberdayaan, Inovasi dan Perubahan
Publisher : Penerbit Widina, Widina Media Utama

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59818/jpm.v4i6.905

Sugihmukti Village was inaugurated as a tourist village based on Decree number 556/Kep.770-Disbudpar/2022 issued in 2002. One of the attractions of this village is bird watching activities in collaboration with the "Birung Indonesia" organization and has attracted domestic and international visitors. However, apart from these activities, the tourist attractions offered by Sugihmukti Village are not much different from other villages in the surrounding area. So Sugihmukti Village is trying to increase its name recognition among tourists. To increase the popularity of Sugihmukti Village and attract more visitors which will ultimately improve the welfare of the local community, a strong branding strategy needs to be developed. Therefore, it is proposed to hold branding strategy training which will then be directed at the process of creating content to strengthen the branding of tourist villages on social media. This training will be directed at improving the knowledge and skills of village stakeholders, especially tourist village managers and village officials. There were 21 participants who attended this training. The method that will be used in this training is a direct approach to the people of Sugihmukti Village, especially those who are directly involved in managing tourist villages. This training is designed to provide an effective learning process that will improve individual and group competencies in the field of tourism and branding of tourist villages. It is hoped that through this training, Sugihmukti Village can introduce itself as a unique and interesting tourist destination that is different from others.ABSTRAKDesa Sugihmukti diresmikan sebagai desa wisata berdasarkan Surat Keputusan nomor 556/Kep.770-Disbudpar/2022 yang dikeluarkan pada tahun 2002. Salah satu daya tarik desa ini adalah kegiatan pengamatan burung yang berkolaborasi dengan organisasi "Burung Indonesia" dan telah menarik pengunjung domestik dan internasional. Akan tetapi, selain dari kegiatan tersebut, atraksi wisata yang ditawarkan oleh Desa Sugihmukti tidak jauh berbeda dengan desa-desa lain yang berada di sekitarnya. Sehingga Desa Sugihmukti berupaya meningkatkan pengenalan namanya di kalangan wisatawan. Untuk meningkatkan popularitas Desa Sugihmukti dan menarik lebih banyak pengunjung yang pada akhirnya akan meningkatkan kesejahteraan komunitas lokal, perlu dikembangkan strategi branding yang kuat. Oleh karena itu, diusulkan untuk mengadakan pelatihan strategi branding yang kemudian akan diarahkan pada proses pembuatan konten untuk penguatan branding desa wisata di media sosial. Pelatihan ini akan diarahkan untuk meningkatkan pengetahuan dan keterampilan para pemangku kepentingan desa, khususnya pengelola desa wisata dan aparat desa. Metode yang akan digunakan dalam pelatihan ini adalah pendekatan langsung kepada masyarakat Desa Sugihmukti, terutama mereka yang terlibat langsung dalam pengelolaan desa wisata. Peserta yang mengikuti pelatihan ini sebanyak 21 orang. Pelatihan ini dirancang untuk menyediakan proses pembelajaran yang efektif yang akan meningkatkan kompetensi individu dan kelompok dalam bidang pariwisata dan branding desa wisata. Diharapkan melalui pelatihan ini, Desa Sugihmukti dapat memperkenalkan diri sebagai destinasi wisata unik dan menarik yang berbeda dari yang lain.

Sosialisasi Teknik Dasar Pembuatan Video Pemasaran Digital Berbasis Partisipasi Masyarakat Desa Wisata Sugihmukti Rachmawati, Indira; Octavia, Damayanti; Millanyani, Heppy; Apon, Nathaleo Michel
Jurnal Pengabdian Masyarakat: Pemberdayaan, Inovasi dan Perubahan Vol 5, No 5 (2025): JPM: Pemberdayaan, Inovasi dan Perubahan
Publisher : Penerbit Widina, Widina Media Utama

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59818/jpm.v5i5.1920

Sugihmukti Village is a tourist village that has great potential to develop in the tourism sector. One of the main challenges faced by this village is the limitation in marketing its tourism attractions to a wider audience. In today's digital era, visual content-based marketing, especially video, is an effective strategy to increase the attractiveness and promotional reach of tourist villages. To overcome these challenges, this community service program aims to provide training in Basic Techniques for Making Digital Marketing Videos Based on Tourism Village Community Participation. The training methods provided are basic skills in video production, including shooting techniques, video editing, and distribution strategies through social media. The training was conducted to 21 participants and based on the post-test results, it was found that the average score of the participants was above 80%. In addition, based on the feedback results, it is known that 97% of participants are satisfied and This training has implications for Sugihmukti Village to be able to produce interesting video content and increase its competitiveness in the tourism sector.ABSTRAKDesa Sugihmukti merupakan desa wisata yang memiliki potensi besar untuk berkembang dalam sektor pariwisata. Salah satu tantangan utama yang dihadapi desa ini adalah keterbatasan dalam memasarkan daya tarik wisata yang dimiliki kepada khalayak yang lebih luas. Di era digital saat ini, pemasaran berbasis konten visual, terutama video, menjadi strategi yang efektif untuk meningkatkan daya tarik dan jangkauan promosi desa wisata. Untuk mengatasi tantangan tersebut, program pengabdian masyarakat ini bertujuan untuk memberikan pelatihan Teknik Dasar Pembuatan Video Pemasaran Digital Berbasis Partisipasi Masyarakat Desa Wisata. Metode Pelatihan yang diberikan adalah keterampilan dasar dalam produksi video, termasuk teknik pengambilan gambar, penyuntingan video, dan strategi distribusi melalui media sosial. Pelatihan dilakukan kepada 21 peserta dan berdasarkan hasil post-test diketahui bahwa nilai rata-rata peserta diatas 80%. Selain itu berdasarkan hasil feedback diketahuio bahwa 97% peserta merasa puas dan mDengan adanya pelatihan ini, memberikan implikasi kepad Desa Sugihmukti agar mampu menghasilkan konten video yang menarik dan meningkatkan daya saingnya di sektor pariwisata.

The influence of electronic service quality and perceived value on customer loyalty with electronic trust and customer satisfaction as mediating variables on the Agoda application Riswanda, Aisyah Zahra; Millanyani, Heppy
Annals of Human Resource Management Research Vol. 5 No. 2 (2025): June
Publisher : Goodwood Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35912/ahrmr.v5i2.3161

Purpose: This study examines how e-service quality and perceived value influence customer loyalty on Agoda, with e-trust and customer satisfaction as mediators. Although prior studies link high service quality to strong loyalty, Agoda shows otherwise, revealing a gap addressed through an integrated loyalty model. Methodology: The research adopts a quantitative approach using purposive sampling. A total of 384 respondents of Agoda users in Indonesia were surveyed through an online questionnaire. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4.0 and supplemented by Importance-Performance Map Analysis (IPMA). Results: The results reveal that e-service quality has the most substantial total effect on customer loyalty, surpassing perceived value. However, its low performance score positions it as a critical area for improvement. Both e-trust and customer satisfaction significantly mediate the relationship between the independent and dependent variables. Conclusions: Based on the problem formulation, hypotheses, results, and discussion, it can be concluded that e-service quality and perceived value influence customer loyalty on the Agoda application through e-trust and customer satisfaction as mediating variables. Limitations: This study is limited to users of the Agoda platform in Indonesia, which may reduce its generalizability to other countries or OTAs. The study provides actionable insights for OTA platforms, particularly Agoda, in designing strategies to improve loyalty through digital service enhancement and value optimization. Contribution: This study uniquely investigates the mediating role of e-trust and customer satisfaction in the Agoda context, where loyalty issues persist despite positive service perception, an area previously underexplored in OTA research. Novelty: This study highlights a novel approach by examining the mediating roles of e-trust and customer satisfaction in the relationship between e-service quality and perceived value on customer loyalty in the context of Agoda.

Pengaruh Ulasan Online, Persepsi Nilai, Dan Jenis Kelamin Terhadap Niat Berlanjut Untuk Menggunakan Kembali Aplikasi Pemesanan Hotel Agoda Di Indonesia Juliana, Ratna; Millanyani, Heppy
JPEK: Jurnal Pendidikan Ekonomi dan Kewirausahaan Vol 7 No 2 (2023): JPEK (Jurnal Pendidikan Ekonomi dan Kewirausahaan)
Publisher : Universitas Hamzanwadi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29408/jpek.v7i2.21457

The rapid development of technology has led to a trend in online hotel reservations through a platform called an online travel agent (OTA), of which Agoda is one. The Indonesian Review survey (2023) found that the percentage of intentions to reuse Agoda was 43%. The study aims to look at the influence of online reviews, value perceptions, and gender on the intention to reuse the Agoda OTA application in Indonesia. Quantitative research methods using non-probability sampling techniques to get a final sample of as many as 400 respondents. Structural Equation Modeling-Partial Least Square (SEM-PLS) data analysis method using SmartPLS 3.0 application. The results show that (1) hedonic value mediates the relationship between quantity and quality of online reviews on continuance intention to use (2) utilitarian value does not mediate the relationship between quantity and quality of online reviews on continuance intention to use (3) gender does not moderate the relationship between quantity and quality of reviews online on both utilitarian and hedonic values

The Effect Of Service Quality To Customer Satisfaction Of D’Primahotel Bandung Salsabila, Naura; Millanyani, Heppy
eProceedings of Management Vol. 10 No. 3 (2023): Juni 2023
Publisher : eProceedings of Management

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

D'primahotel Bandung is a 4-star hotel located in Sukajadi area, Bandung. It has a building of 6000 m2 with eightfloors, equipped with guest room facilities, swimming pool, playground, ballroom, and meeting room. Based onreviews from visitors on the website Traveloka.com there are negative review about the problems complained byconsumers. The negative assessment must certainly be handled, so that the company can defend against the emergenceof competitors in similar business fields. This study aims to determine the quality of service in which there aredimensions of tangible, reliability, responsiveness, assurance and empathy to consumers from D'primahotel Bandung.The results of this research are expected to be used as input for companies when formulating strategies in competing.The method used in this research is a quantitative method, namely descriptive and causal research. The technique usedin sampling is Non-Probability Sampling with the type of Purposive Sampling using a questionnaire with 384respondents. This study used multiple linear regression data analysis techniques, using SPSS software. The hypothesisshows that the variables tangible, reliability, responsiveness, assurance, and empathy have a positive and significantrelationship with consumer satisfaction variables both partially and simultaneously.Keywords-service quality, customer satisfaction

The Influence Analysis Of Electronic Word Of Mouth On Purchase Intention Mediated By Brand Image On Lazada In Bandung City Nurlianti, Fitri; Millanyani, Heppy
eProceedings of Management Vol. 10 No. 3 (2023): Juni 2023
Publisher : eProceedings of Management

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

The development of technology every year has increased very rapidly, in this increasingly modern era, mostpeople in choosing or buying a product are influenced by technological sophistication. Over time, the businessworld is an example of this technological development, the emergence of online commerce or e-commerce.Lazada is an online store that is less popular than Shopee which are the most popular e-commerce platforms inIndonesia. Due to the large number of declines in Lazada, the problem to be discussed is Electronic Word ofMouth which affects Purchase Intention mediated by Brand Image. This study using quantitative approach withdescriptive analysis. The population are Lazada consumers in the city of Bandung. The sampling technique usedis non-probability sampling with a total 400 respondents and data collection in this study was carried out bydistributing online questionnaires via Google form, using a Likert scale. Data analysis used Structural EquationModel Partial Least Square (SEM-PLS) with SmartPLS 3.0 software. Based on the results of the study, theElectronic Word of Mouth variable influences Purchases Intention. Electronic Word of Mouth influences BrandImage. So it can be concluded that Electronic Word of Mouth has an influence on Purchase Intention throughBrand Image.Keywords-electronic word of mouth, purchase intention, brand image

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