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All Journal Management Studies and Entrepreneurship Journal (MSEJ) Journal of Business Integration Competitive
Yochi Elanda
Universitas Pembinaan Masyarakat Indonesia
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Reconstruction of Branding and Promotion Strategies to En-hance the Attractiveness of New Student Enrollment at Pri-vate Polytechnics in the City of Medan Ratih Amelia; Satria Tirtayasa; Zakia Fadila; Ahmad Fadli; Yochi Elanda
Journal of Business Integration Competitive Vol. 2 No. 2 (2026): Journal of Business Integration Competitive
Publisher : Yayasan Bina Bisnis Nusantara Medan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.64276/jobic.v2i2.79

Abstract

This study aims to analyze the influence of promotion, accreditation, and brand image on student attractiveness in private polytechnics in Medan City. The background of this study is driven by the declining number of student enrollments, which is associated with less effective promotional strategies, suboptimal accreditation quality, and weak institutional branding. This research employs a quantitative approach with an associative method. Data were collected through questionnaires using a Likert scale, supported by documentation and literature review. The data were analyzed using validity and reliability tests, descriptive analysis, classical assumption tests, and multiple linear regression analysis, followed by hypothesis testing through t-test and F-test. The results indicate that promotion, accreditation, and brand image partially have a positive and significant effect on student attractiveness. Simultaneously, these three variables also show a significant influence on student attractiveness. Among the variables, brand image is identified as the most dominant factor affecting student attractiveness. These findings suggest that increasing student enrollment cannot rely on a single factor, but requires an integrated approach involving effective promotional strategies, improvement of institutional quality through accreditation, and strengthening of institutional brand image. This study contributes to the development of marketing strategies in higher education institutions and provides practical insights for improving institutional competitiveness in an increasingly competitive educational environment
Implikasi Customer Relationship Management (CRM) Dan Kualitas Layanan Terhadap Loyalitas Pelanggan Dengan Kepuasan Sebagai Variabel Mediasi Pada E-Commerce Di Medan Yochi Elanda; Ainur Rizki; Yoshita Kaifu
Management Studies and Entrepreneurship Journal (MSEJ) Vol. 7 No. 6 (2026): Management Studies and Entrepreneurship Journal (MSEJ)
Publisher : Yayasan Pendidikan Riset dan Pengembangan Intelektual (YRPI)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37385/t6qm6n31

Abstract

Pertumbuhan pesat e-commerce di Indonesia, khususnya di Kota Medan, menghadirkan peluang sekaligus tantangan dalam membangun loyalitas pelanggan. Fenomena keterlambatan pengiriman, layanan yang tidak konsisten, dan keterbatasan pemanfaatan data pelanggan menimbulkan pertanyaan penting mengenai faktor yang paling menentukan kepuasan dan loyalitas. Oleh karena itu, penelitian ini dilakukan untuk menguji pengaruh Customer Relationship Management (CRM) dan Service Quality terhadap Customer Loyalty dengan Customer Satisfaction sebagai variabel mediasi. Jenis penelitian ini adalah kuantitatif dengan pendekatan eksplanatori. Populasi penelitian adalah pengguna aktif e-commerce di Kota Medan, dengan kriteria telah melakukan transaksi minimal tiga kali dalam enam bulan terakhir. Teknik pengambilan sampel menggunakan purposive sampling dengan jumlah responden sebanyak 300 orang. Instrumen penelitian berupa kuesioner dengan skala Likert 1–5. Analisis data dilakukan dengan metode Partial Least Squares–Structural Equation Modeling (PLS-SEM) menggunakan SmartPLS 4. Hasil penelitian menunjukkan bahwa CRM berpengaruh positif terhadap kepuasan pelanggan, meskipun kontribusinya relatif kecil. Sebaliknya, Service Quality merupakan faktor dominan yang membentuk kepuasan pelanggan. Kepuasan terbukti menjadi variabel paling kuat dalam menciptakan loyalitas, dan berperan sebagai mediator yang menjembatani pengaruh CRM maupun Service Quality terhadap loyalitas. Temuan ini menegaskan bahwa kualitas layanan harus menjadi prioritas utama perusahaan e-commerce, sementara CRM perlu dioptimalkan untuk memperkuat interaksi yang berujung pada kepuasan dan loyalitas pelanggan.
Co-Authors Ahmad Fadli Ainur Rizki Ratih Amelia Satria Tirtayasa Yoshita Kaifu Zakia Fadila