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All Journal Multidiciplinary Output Research for Actual and International Issue (Morfai Journal)
Hamdiah
Universitas Malikussaleh
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INFLUENCE OF SERVICE QUALITY, PRODUCT QUALITY, AND PRICE COMPATIBILITY TOWARDS CUSTOMER SATISFACTION AT WH CAFÉ, KISARAN TIMUR DISTRICT ASAHAN REGENCY, NORTH SUMATRA Adnan; Keysha Alia Salsabila Pasaribu; Hamdiah; Rusydi Abubakar
Multidiciplinary Output Research For Actual and International Issue (MORFAI) Vol. 4 No. 3 (2024): Multidiciplinary Output Research For Actual and International Issue
Publisher : RADJA PUBLIKA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54443/morfai.v4i3.2011

Abstract

This study analyzes the influence of service quality, product quality and price compatibility on customer satisfaction at Café WH, Kisaran City, Asahan Regency, North Sumatra. This quantitative study uses a purposive sampling technique to collect the data from 100 respondents through questionnaires, while secondary data are from journals and internet media. The analysis techniques used are descriptive analysis, multiple linear regression, classical assumption test, validity and reliability test. Hypothesis testing and determination coefficient were conducted using the SPSS version 26.0 program. The results of the study indicate that partially, service quality does not have a significant effect on customer satisfaction at Café WH in Kisaran City, product quality significantly affected customer satisfaction at Café WH, Kisaran City, price compatibility does not significantly influence customer satisfaction at Café WH, Kisaran City. Simultaneously, service quality, product quality, and price compatibility significantly affected customer satisfaction at Café WH, Kisaran City. The Adjusted R Square value of 0.544 shows that 54.4% of the variation in usage interest can be explained by the independent variables studied, while the remaining 45.6% is explained by other variables not included in this study.
THE INFLUENCE OF EVENT SPONSORSHIP, BRAND AMBASSADOR AND BRAND EXPOSURE IN MAINTAINING BRAND IMAGE (Case Study of Wardah Cosmetic Products Among Female Students of Universitas Malikussaleh) Nisa Humaira; Hamdiah; Jullimursyida; Khairina AR
Multidiciplinary Output Research For Actual and International Issue (MORFAI) Vol. 4 No. 3 (2024): Multidiciplinary Output Research For Actual and International Issue
Publisher : RADJA PUBLIKA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54443/morfai.v4i3.2110

Abstract

This study aims to assess the influence of event sponsorship (X1), brand ambassadors (X2), and brand exposure (X3) on the brand image (Y) of Wardah cosmetic products among female students at Malikussaleh University. The sampling method used was purposive sampling, with a total of 104 respondents. Primary data was collected through questionnaires. The data analysis techniques employed include multiple linear regression analysis, classical assumption tests, instrument tests (validity and reliability), determination tests (R2), and hypothesis testing (T) using SPSS 25 software. The results indicate that, partially, event sponsorship has a positive and significant effect on brand image, brand ambassador does not have a significant effect on brand image, and brand exposure has a positive and significant effect on brand image.
THE EFFECT OF WORK LIFE BALANCE AND HYBRID WORKING SYSTEM ON THE PRODUCTIVITY OF THE MARKETING DIVISION AT PT. PIM Likdanawati; Hamdiah; Muttaqien
Multidiciplinary Output Research For Actual and International Issue (MORFAI) Vol. 5 No. 6 (2025): Multidiciplinary Output Research For Actual and International Issue
Publisher : RADJA PUBLIKA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54443/morfai.v5i6.3575

Abstract

This study aims to evaluate the influence of Work Life Balance and Hybrid Working System on the productivity of employees in the Marketing Division at PT. PIM. The research adopts a quantitative approach with a causal-comparative method. The entire population consists of employees in the Marketing Division, with samples selected using purposive sampling based on at least one year of work experience and prior participation in a hybrid working system. Data analysis employs the Structural Equation Modeling-Partial Least Squares (SEM-PLS) method, considered suitable for assessing relationships among latent variables and indicators in cases of non-normal data and relatively small sample sizes. The results indicate that Work Life Balance has a positive and significant effect on employee productivity; in other words, the better the work life balance experienced by employees, the higher their productivity. In addition, the Hybrid Working System also shows a positive and significant effect on productivity. An optimally implemented hybrid system provides flexibility in managing work time and location, thereby increasing motivation, reducing fatigue, and driving employee productivity.
Co-Authors Adnan Adnan Jullimursyida Keysha Alia Salsabila Pasaribu Khairina AR Likdanawati Muttaqien Nisa Humaira Rusydi Abubakar