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All Journal Journal of Economic, Bussines and Accounting (COSTING) Management Studies and Entrepreneurship Journal (MSEJ) Publik: Jurnal Manajemen Sumber Daya Manusia, Administrasi dan Pelayanan Publik Jurnal Minfo Polgan (JMP) TOFEDU: The Future of Education Journal
Nandang Nandang
Universitas Pendidikan Indonesia
Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Library & Information Science Mathematics Social Sciences Other

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The Influence of Marketing Campaigns on Business Sustainability Through Customer Satisfaction at Azka Laundry Imam Permana; Nandang Nandang; Ismail Yusup
The Future of Education Journal Vol 4 No 9 (2025)
Publisher : Lembaga Penerbitan dan Publikasi Ilmiah Yayasan Pendidikan Tumpuan Bangsa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61445/tofedu.v4i9.1211

Abstract

The development of marketing strategies has made marketing campaigns increasingly important in shaping customer perceptions and experiences, which ultimately drive customer satisfaction and influence business sustainability amid intense market competition. Azka Laundry is one of the MSMEs that applies marketing campaigns; however, it has experienced a decline in revenue, prompting the business to implement an additional promotional strategy by distributing free takjil. Therefore, this study aims to analyze the influence of marketing campaigns on business sustainability through customer satisfaction using a descriptive quantitative method with 234 respondents. The data were analyzed using SmartPLS through outer model testing, inner model testing, and hypothesis testing. The results show that marketing campaigns have a significant and positive effect on customer satisfaction and business sustainability. In addition, customer satisfaction significantly and positively mediates the influence of marketing campaigns on business sustainability. These findings indicate that the more effective the marketing campaign strategy implemented, the higher the level of customer satisfaction, which ultimately supports the stability and long-term sustainability of Azka Laundry’s business.
The Influence of Marketing Mix on Purchase Decision in the Kiyoptiykey Entrusted Service Novianti Amalia Setiawati; Nandang Nandang; Nizza Nadya Rachmani
The Future of Education Journal Vol 4 No 9 (2025)
Publisher : Lembaga Penerbitan dan Publikasi Ilmiah Yayasan Pendidikan Tumpuan Bangsa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61445/tofedu.v4i9.1230

Abstract

Amidst the growing interest of Indonesians in Korean culture, especially K-Pop, the demand for K-Pop merchandise has increased. However, direct purchases from official platforms based overseas are often hampered by high shipping costs and taxes, causing many consumers to turn to entrusted service. Kiyoptiykey is one such proxy service for purchasing K-Pop merchandise. Despite high market interest, Kiyoptiykey has experienced a decline in sales because the majority of transactions come from repeat customers, while the number of new customers has not increased significantly. Therefore, this study was conducted to analyze the effect of the marketing mix on purchasing decisions for Kiyoptiykey's entrusted service using descriptive quantitative methods on 118 respondents who were consumers who had used the service or purchased merchandise from Kiyoptiykey at least once. Data analysis was performed through validity and reliability tests, classical assumption tests, and hypothesis testing using simple linear regression with the help of SPSS. The results of this study indicate that all dimensions of the marketing mix have a positive effect on purchasing decisions and influence 80% of them. These findings identify that the more effective the marketing mix strategy, the stronger the consumer's purchasing decision for Kiyoptiykey's entrusted service.
Co-Authors Adam Rizqi Gustami Fathur Rahmat Nabawi Ghia Ghaida Kanita Imam Permana Ismail Yusuf Ismail Yusup Muhamad Rizki Akbar Novianti Amalia Setiawati Nur Inayah Rachmani, Nizza Nadya Rico Alfianur Azis Rosihan Wijaya Siti Alifah Nur Jamil Siva Sri Marwatun Nurfalah Ujang Tajul Yulia Sopiati