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All Journal Journal of Economic, Bussines and Accounting (COSTING)
Salamatun Asakdiyah
Universitas of Ahmad Dahlan
Economics, Econometrics & Finance

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Model of Student E-Loyalty Formation Through E-Service Quality and E-Satisfaction Salamatun Asakdiyah; Jason Keith Bonaga; Indro Prastowo
Journal of Economic, Bussines and Accounting (COSTING) Vol 7 No 4 (2024): Journal of Economic, Bussines and Accounting (COSTING)
Publisher : Institut Penelitian Matematika, Komputer, Keperawatan, Pendidikan dan Ekonomi (IPM2KPE)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31539/costing.v7i3.9688

Abstract

The increasingly intense competition in higher education services is a major concern for universities to survive. One of the strategies universities can do to survive is the formation of student E-Loyalty through increasing student E-Service Quality and E-Satisfaction. This study aims to examine the effect of E-Service Quality on student E-Satisfaction, the effect of E-Satisfaction on student loyalty and the effect of E-Service Quality on student E-Loyalty mediated by student E-Satisfaction. In addition, the results showed that E-Service Quality affects student E-Loyalty which is mediated by student E-Satisfaction. The results of this research prove that the model of forming student E-Loyalty can be achieved through student E-Service Quality can be achieved through E-Service Quality and E-Satisfaction of students of the Ahmad Dahlan University Faculty of Economics and Business Management Study Program. The sample was determined by convenience sampling and purposive sampling methods. Data collection is done by giving a list of questions to respondents containing E-Service Quality, student E-Satisfaction and student E-Loyalty. The analytical tool used is Partial Least Square (PLS). Keywords : E-Service Quality, E-Satisfaction, E-Loyalty
Augmented Reality Marketing: Creating Immersive Brand Experiences Salamatun Asakdiyah; Siti Amirah Makarim; Iwan Adinugroho
Journal of Economic, Bussines and Accounting (COSTING) Vol 7 No 4 (2024): Journal of Economic, Bussines and Accounting (COSTING)
Publisher : Institut Penelitian Matematika, Komputer, Keperawatan, Pendidikan dan Ekonomi (IPM2KPE)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31539/costing.v7i4.10581

Abstract

This research investigates the effects of augmented reality marketing on consumer behavior and brand perception within the context of Indofood Yogyakarta. Using a quantitative research design, a sample of 100 customers was randomly selected, and path analysis was conducted to examine the direct and indirect relationships between augmented reality, user engagement, user perception of innovation, and brand experience. The results indicate significant direct effects of augmented reality and user engagement on brand experience, highlighting the importance of augmented reality technology and consumer engagement in shaping positive brand experiences. Furthermore, the study reveals a significant indirect effect of augmented reality on brand experience through user perception of innovation, emphasizing the mediating role of consumers' perceptions of innovation. However, the indirect effect of user engagement on brand experience through user perception of innovation was nonsignificant, suggesting the need for further exploration of alternative pathways. These findings provide valuable insights for marketers aiming to enhance consumer engagement, satisfaction, and loyalty through augmented reality marketing strategies in Yogyakarta's competitive market landscape.
Co-Authors Indro Prastowo Iwan Adinugroho Jason Keith Bonaga Siti Amirah Makarim