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All Journal Indonesian Journal of Multidisciplinary Sciences Jurnal ISO: Jurnal Ilmu Sosial, Politik dan Humaniora
Muhammad Bima Eka Putra
Sekolah Tinggi Ilmu Administrasi Bengkulu
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Law, Crime, Criminology & Criminal Justice Social Sciences Other

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Analysis of The Effect of Service Digitalization, Product Quality, and Service on SME Customer Satisfaction in Bengkulu City Muhammad Bima Eka Putra
Jurnal ISO: Jurnal Ilmu Sosial, Politik dan Humaniora Vol. 5 No. 2 (2025): December
Publisher : Penerbit Jurnal Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53697/iso.v6i1.3529

Abstract

This research, conducted by Arhau Mukmin and Dimas Aldi Pratama, aims to analyze the influence of service digitalization, product quality, and service quality on customer satisfaction among MSMEs (Micro, Small, and Medium Enterprises) in Bengkulu City. A quantitative approach was used, with data collected through questionnaires distributed to 100 respondents, and analyzed using multiple linear regression. The results indicate that all three independent variables have a positive and significant effect on customer satisfaction. Among them, service digitalization had the most dominant influence in enhancing transaction convenience and efficiency. It is recommended that MSME actors continue adopting digital technologies and consistently improve their product and service quality. The study is limited in scope, focusing only on three variables and a specific geographic area—Bengkulu City. Future research is suggested to explore additional variables such as pricing, customer loyalty, and marketing strategies to gain a more comprehensive understanding of customer satisfaction in the MSME sector.
The Influence of Influencer Marketing and Brand Awareness on Purchase Decisions of Scarlett Products Among Female Students of the Business Administration Study Program at the College of Administrative Sciences Bengkulu Muhammad Bima Eka Putra; Azuwandri
Indonesian Journal of Multidisciplinary Sciences (IJoMS) Vol. 5 No. 2 (2026): Indonesian Journal of Multidisciplinary Sciences (IJoMS)
Publisher : CV. Era Digital Nusantara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59066/ijoms.v5i2.2764

Abstract

This study aims to determine the influence of influencer marketing and brand awareness on the purchase decisions of Scarlett products among female students of the Business Administration Study Program at the College of Administrative Sciences Bengkulu, both partially and simultaneously. Several factors are discussed in this research, including influencer marketing and brand awareness. The research subjects are 102 female students from the Business Administration Program at STIA Bengkulu. In this study, the researcher used data collection methods such as observation and questionnaire distribution. The data analysis techniques used include instrument testing, classical assumption testing, multiple linear regression analysis, hypothesis testing, and the coefficient of determination analysis. The results show that influencer marketing has a positive effect on purchase decisions, and brand awareness also has a positive effect on purchase decisions. Therefore, it can be concluded that influencer marketing and brand awareness have both partial and simultaneous effects on the purchase decisions of Scarlett products among female students of the Business Administration Study Program at the College of Administrative Sciences Bengkulu.
Co-Authors Azuwandri