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All Journal Jurnal Ilmiah Edunomika (JIE) Multidisciplinary Indonesian Center Journal International Journal of Multidisciplinary Reseach
Saifuddin Zuhri
Universitas Islam Darul 'Ulum Lamongan
Religion Humanities Computer Science & IT Decision Sciences, Operations Research & Management Earth & Planetary Sciences Economics, Econometrics & Finance Education Engineering Social Sciences Other

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THE INFLUENCE OF CUSTOMER EXPERIENCE AND PERCEIVED SERVICE QUALITY ON CONSUMER SATISFACTION WITH PRODUCT QUALITY AS A MODERATING VARIABLE Zunan Setiawan; Saifuddin Zuhri; Djoko Widagdo; Chevy Herli Sumerli A; Evi Sirait
JURNAL ILMIAH EDUNOMIKA Vol 8, No 1 (2024): EDUNOMIKA
Publisher : ITB AAS Indonesia Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29040/jie.v8i1.11536

Abstract

Abstract Customer satisfaction is the most important factor that companies must pay attention to so that their business is able to compete and even dominate the market. There are a number of factors that can influence customer satisfaction, including Customer Experience which is representative of internal factors and Perceived Service Quality is representative of external factors. Different from previous research, this research adds the Product Quality variable as a moderating variable. This research is quantitative research with an explanatory approach. The data used in this research is primary data distributed to 125 Gacoan noodle employees and 125 Gacoan noodle consumers spread throughout Indonesia. The collected data was analyzed using the smart PLS 3.0 analysis tool. The research results show that the respective variables Consumer Experience and Perceived Service Quality have a positive relationship and a significant influence on the Consumer Satisfication variable. Apart from that, the Product Quality variable can moderate the influence of the variables above, the results are even more significant than each direct test of each independent variable on the dependent variable in this research. Keywords: Consumer Experience, Percevied Service Quality, Consumer Satisfication, Product Quality
PENGARUH PENGGUNAAN INFLUENCER MARKETING TERHADAP PERILAKU PEMBELIAN KONSUMEN DALAM ERA DIGITAL Saifuddin Zuhri; Ahmad Fathur Rozi; Anjar Sulistyowati; Nurul Fauziyah
Multidisciplinary Indonesian Center Journal (MICJO) Vol. 2 No. 1 (2025): Vol. 2 No. 1 Edisi Januari 2025
Publisher : PT. Jurnal Center Indonesia Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62567/micjo.v2i1.442

Abstract

This research aims to analyze the influence of the use of influencer marketing on consumer purchasing behavior in the digital era. Influencer marketing has become a popular marketing strategy, especially on social media, that can influence consumer purchasing decisions. This research uses a survey method with 200 respondents who actively use social media and are exposed to influencer marketing content. The variables analyzed include influencer credibility, audience engagement, product suitability to the audience, and their influence on consumer purchasing decisions. The research results show that influencer credibility, audience engagement, and product suitability with the audience have a significant positive influence on consumer purchasing behavior. Additionally, transparency and authenticity in the relationship between influencers and brands has also proven important in building audience trust. This research provides practical implications for companies to select the right influencers, increase audience engagement, and maintain authenticity in their marketing campaigns. Overall, influencer marketing has proven effective in influencing consumer purchasing decisions, especially in the context of social media and the digital era.
TASTE, FOOD QUALITY, AND MENU VARIETY ON PURCHASE DECISIONS THROUGH PRICE Dhimas Agung Prawiranata; Moh. Azus Shony Azar; Saifuddin Zuhri
International Journal of Multidisciplinary Reseach Vol. 2 No. 4 (2026): Agustus
Publisher : International Journal of Multidisciplinary Reseach

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Abstract

Rural catering enterprises face increasingly intense competition, as reflected in the fluctuating order volumes experienced by Pawon Fitri Catering in Sambeng District, Lamongan Regency, despite its relatively affordable pricing. This suggests that purchase decisions are not determined by price alone but are also shaped by consumers' perceptions of product attributes. This study examines the effects of taste, food quality, and menu variety on purchase decisions, both directly and through price as an intervening variable. An explanatory quantitative approach with a survey method was employed at Pawon Fitri Catering, Sambeng, Lamongan. The population comprised 1,400 consumers, from which a sample of 104 respondents was determined through purposive sampling based on the Slovin formula. Data were collected using a Likert-scale questionnaire and analyzed using Partial Least Squares Structural Equation Modeling with SmartPLS version 4. The findings reveal that taste significantly affects both purchase decisions and price, whereas food quality and menu variety do not directly affect purchase decisions but significantly influence price. Price significantly affects purchase decisions and mediates the effects of the three exogenous variables, partially for taste and fully for food quality and menu variety. These findings confirm price's dual role, indicating that catering businesses should align their product strategies with appropriate pricing policies to enhance consumers' purchase decisions
Co-Authors Anjar Sulistyowati Chevy Herli Sumerli Dhimas Agung Prawiranata Djoko Widagdo Evi Sirait Moh. Azus Shony Azar Nurul Fauziyah Rozi, Ahmad Fathur Zunan Setiawan