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All Journal Management Studies and Entrepreneurship Journal (MSEJ) Jurnal Ekuilnomi
Hengki Mangiring Parulian Simarmata
Universitas Murni Teguh PSDKU Pematangsiantar
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Digital Transformation of PT Pos: Customer Loyalty In The Era of Security and Data Technology Elfina O.P Damanik; Wico Jontarudi Tarigan; Jusra Tampubolon; Demak Claudia Yosephine Simanjuntak; Sabar Dumayanti Sihombing; Doris Yolanda Saragih; Poltak Pardamean Simarmata; Hengki Mangiring Parulian Simarmata
Jurnal Ekuilnomi Vol. 7 No. 2 (2025): Ekuilnomi Vol 7(2), Mei 2025
Publisher : Program Studi Ekonomi Pembangunan Fakultas Ekononomi Universitas Simalungun

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36985/88gt8930

Abstract

Digital transformation can increase competitiveness and customer loyalty and become a business strategy, especially in the context of data security and trust. This study aims to empirically analyze the impact of digital transformation on customer loyalty, emphasizing the mediating role of customer trust at PT Pos Indonesia Pematangsiantar branch. Quantitative research using explanatory surveys of 100 customers selected by purposive sampling technique. The data collection instrument, with the distribution of questionnaires with a Likert scale of 5, has been tested for validity and reliability. Partial Least Squares-Structural Modeling based on SmartPLS 3. The results showed that digital transformation had a significant impact on customer loyalty trust (β = 0.836; p < 0.001) and loyalty (β = 0.906; p < 0.001). However, trust did not significantly impact loyalty (β = 0.076; p < 0.181). The study found that digital transformation can foster loyalty by providing a personalized, secure, and transparent service experience. This study's theoretical and practical implications are the strengthening of trust-based digital strategies for the postal services sector in developing countries
Pengaruh Harga, Keamanan, Dan Promosi Terhadap Keputusan Pembelian Produk Skincare Di Tiktok Shop Oleh Konsumen Di Kota Medan Fernando Ratio Situmorang; Demak Claudia Yosephine Simanjuntak; Leni Sihombing; Beslin Josua Tambunan; Monita Sijabat; Hengki Mangiring Parulian Simarmata
Management Studies and Entrepreneurship Journal (MSEJ) Vol. 6 No. 4 (2025): 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/msej.v6i4.8359

Abstract

Skintific adalah merek skincare yang menggabungkan bahan alami dan teknologi modern untuk mengatasi masalah kulit seperti jerawat, kulit sensitif, dan penuaan dini. Meski berkualitas, Skintific menghadapi tantangan berupa harga yang relatif tinggi, keluhan efek samping, serta promosi yang kurang efektif. Hal ini menyebabkan konsumen cenderung memilih merek lain yang menawarkan harga lebih terjangkau dan promosi menarik. Penelitian ini dilakukan pada mahasiswa Fakultas Sains dan Teknologi Universitas Prima Indonesia angkatan 2021–2024, karena jumlah populasi cukup besar, maka ditetapkan teknik pengambilan sampel menggunakan rumus Slovin dengan tingkat kepercayaan 90% dan margin of error sebesar 10%, sehingga diperoleh sampel sebanyak 97 responden. Hasil analisis menunjukkan bahwa faktor harga, keamanan produk, dan promosi memiliki pengaruh signifikan terhadap keputusan pembelian produk Skintific melalui TikTok Shop di Kota Medan, baik secara parsial maupun simultan
Co-Authors Beslin Josua Tambunan Doris Yolanda Saragih Elfina O.P Damanik Fernando Ratio Situmorang Jusra Tampubolon Leni Sihombing Monita Sijabat Poltak Pardamean Simarmata Sabar Dumayanti Sihombing Simanjuntak, Demak Claudia Yosephine Wico Jontarudi Tarigan