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All Journal Jurnal Ekonomi Bisnis, Manajemen dan Akuntansi (JEBMA) Jurnal Indonesia Sosial Teknologi
Agus Andi Subroto
Institut Teknologi dan Bisnis Yadika Pasuruan
Computer Science & IT Economics, Econometrics & Finance Education Environmental Science Law, Crime, Criminology & Criminal Justice Social Sciences Other

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Pengaruh Inovasi Produk, Physical Evidence, Experimental Marketing Dan Wom Communication Terhadap Minat Pembelian Ulang (Studi Kasus Pada Konsumen Kafe Bosque Coffee) M. Youngky Efendi; Intan Erlinia Eka Fatma Putri; Agni Pretty Taqwima; Agus Andi Subroto; Muhammad Mashudi
Jurnal Ekonomi Bisnis, Manajemen dan Akuntansi (JEBMA) Vol. 4 No. 1 (2024): Artikel Riset Maret 2024
Publisher : ITScience (Information Technology and Science)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47709/jebma.v4i1.3538

Abstract

Pertumbuhan bisnis Kafe di Indonesia berkembang sangat pesat. Hal ini menjadikan penelitian dilakukan bertujuan untuk mengetahui Pengaruh Inovasi Produk, Physical Evidence, Experimental Marketing dan WOM Communication terhadap Pembelian ulang pada konsumen kafe Bosque Coffee. Penelitian ini merupakan jenis penelitian kuantitatif dengan teknik Purposive Sampling. Pengumpulan data menggunakan angket kuisioner G-form dengan kriterian minimal pembelian 2x di Kafe Bosque dengan jumlah 140 responden. Hasil penelitian ini menunjukkan bahwa Inovasi produk berpengaruh terhadap pembelian ulang karena konsumen menyukai produk yang sangat bervariatif. Physical Evidence berpengaruh terhadap pembelian ulang karena fasilitas dan rasa nyaman yang menarik minat konsumen. Experimental Marketing sangat berpengaruh terhadap pembelian ulang Karena jasa yang di berikan sangat baik. WOM Communication sangat berpengaruh terhadap pembelian ulang Karena informasi yang di berikan konsumen pada konsumen lain sangat mempengaruhi konsumen untuk datang
The Influence of Digital Marketing, Menu Diversity, and Service Quality on Customer Loyalty Ufi Rumefi; Agus Andi Subroto; Jihad Agil Maulana Kusuma
Jurnal Indonesia Sosial Teknologi Vol. 6 No. 3 (2025): Jurnal Indonesia Sosial Teknologi
Publisher : Publikasi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59141/jist.v6i3.8970

Abstract

The background of this research is based on the increasingly competitive culinary business landscape in the digital era, where digital marketing strategies, menu variations, and customer service play a crucial role in maintaining customer loyalty. This research aims to test and analyze the influence of digital marketing, menu diversity, and service quality on customer loyalty among "Mie Mbah Joyo" consumers, who have a population of 64. This research employs a quantitative method with a survey approach. The sampling technique used a purposive sampling formula to determine a sample of 44 respondents. The results of the study indicate that these variables have a simultaneous influence. However, only two variables, digital marketing, and menu diversity, significantly influence customer loyalty. Of all the significant variables, the menu diversity variable has the greatest influence or is the most dominant on customer loyalty, with a value of 0.478. This study concludes that digital marketing strategies and attractive menu variations are more effective in increasing customer loyalty than service quality factors. The implications of this research highlight the importance of innovation in digital marketing and menu development to enhance the competitiveness of culinary businesses.
Co-Authors Agni Pretty Taqwima Intan Erlinia Eka Fatma Putri Jihad Agil Maulana Kusuma M. Youngky Efendi Muhammad Mashudi Ufi Rumefi