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Indra Muis
Universitas Bina Insani
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Pengaruh Promosi, Citra Merek, Dan Kualitas Produk Terhadap Loyalitas Pelanggan Pada Konsumen Somethinc di Kota Bekasi Nadhira Nur Iklimah; Indra Muis
Ekopedia: Jurnal Ilmiah Ekonomi Vol. 2 No. 3 (2026): JULI-SEPTEMBER
Publisher : Indo Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63822/3sr0ah48

Abstract

years. Amid fierce competition, local skincare brand Somethinc experienced a significant market share decline, dropping from the top position in 2022 to fifth place in the fourth quarter of 2024. This highlights the importance of understanding factors influencing customer loyalty. This study analyzes the effects of promotion, brand image, and product quality on Somethinc customer loyalty in Bekasi City, partially and simultaneously. A quantitative approach was used with purposive sampling involving 102 Somethinc consumers in Bekasi City. Data was collected via a Likert scale questionnaire and analyzed using multiple linear regression with SPSS version 29.0. Results show promotion has a positive and significant effect on customer loyalty (t = 3.148; sig. = 0.002), brand image has a positive and significant effect (t = 2.394; sig. = 0.019), and product quality is the most dominant variable (t = 4.764; sig. < 0.001). Simultaneously, all three variables significantly influence customer loyalty (F = 45.487; sig. < 0.001), with a determination coefficient of 58.2%. It is concluded that promotion, brand image, and product quality collectively shape customer loyalty, with quality as the most decisive factor.
Pengaruh Harga, Kualitas Pelayanan, dan Inovasi Produk Terhadap Kepuasan Pelanggan (Studi Kasus Pada Konsumen Tomoro Coffee Kota Bekasi) Miftahul Dina Mardiyah; Indra Muis
Ekopedia: Jurnal Ilmiah Ekonomi Vol. 2 No. 3 (2026): JULI-SEPTEMBER
Publisher : Indo Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63822/y8xrdz60

Abstract

Competition in Indonesia's coffee shop industry is growing increasingly intense, pushing business players to understand the factors that drive customer satisfaction. This study aims to examine the influence of price, service quality, and product innovation on customer satisfaction at Tomoro Coffee in Bekasi City, both partially and simultaneously. The research employed a quantitative approach with a non-probability sampling technique. Data were collected through questionnaires distributed to 100 respondents and analyzed using multiple linear regression with the aid of SPSS version 27. The results show that price has a positive and significant influence on customer satisfaction (t = 5.136; sig. < 0.05). Service quality has no significant influence on customer satisfaction (t = 0.865; sig. = 0.389). Product innovation has a positive and significant influence on customer satisfaction (t = 7.583; sig. < 0.05) and is the most dominant variable in the model. Simultaneously, the three independent variables significantly influence customer satisfaction (F = 265.523; sig. = 0.000). The coefficient of determination shows an R Square value of 0.892, meaning price, service quality, and product innovation together explain 89.2% of the variation in customer satisfaction, while the remaining 10.8% is explained by other variables outside this study.
Pengaruh Kualitas Produk, Harga, dan Promosi terhadap Keputusan Pembelian Produk Plastik pada Pelanggan PT X Irnawati Simanjuntak; Indra Muis
Jurnal Manajemen Riset Inovasi Vol. 4 No. 3 (2026): Jurnal Manajemen Riset Inovasi
Publisher : Lembaga Pengembangan Kinerja Dosen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/mri.v4i3.9768

Abstract

This study examines the effect of product quality, price, and promotion on the purchasing decisions of wholesale customers of CV Mitra Saputra, a plastic products distributor in Bekasi City. It was motivated by fluctuating sales amid intensifying competition among plastic distributors, and by inconsistent prior findings on how product quality, price perception, and promotion shape purchasing decisions. A quantitative survey design was used, with data collected via a Likert-scale questionnaire distributed to 110 wholesale and retail customers, determined using the Slovin formula from a population of 150 regular customers through purposive sampling. Data were analyzed using multiple linear regression with IBM SPSS version 27, preceded by validity, reliability, and classical assumption tests. Results show that product quality (t = 4.564; sig. = 0.000), price (t = 2.840; sig. = 0.005), and promotion (t = 4.437; sig. = 0.000) each positively and significantly affect purchasing decisions, jointly explaining 41.2% of the variance (F = 24.763; sig. = 0.000), with product quality as the dominant predictor. Its novelty lies in examining B2B purchasing behavior in plastic packaging distribution, a context rarely studied compared to B2C research. CV Mitra Saputra should thus maintain product quality, competitive pricing, and strong promotion.
Implementasi Digital Marketing Untuk Produk BRI Mobile Banking (Brimo) Pada Bank BRI KCP Kemang Pratama Indra Muis; Wiwit Septi Ratika Putri
JURNAL ADMINISTRASI KANTOR Vol 13 No 1 (2025): Jurnal Administrasi Kantor (Juni 2025)
Publisher : Lembaga Penelitian dan Pengabdian Masyarakat Universitas Bina Insani

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.51211/jak.v13i1.3387

Abstract

The use of mobile banking applications such as BRIMO by individuals aged 55 and above is often confronted with several challenges. Limitations in technology use are one of the main hurdles, where understanding application navigation, utilizing online transaction features, and digital security measures can be complex. This research aims to implement digital marketing through digital technology such as websites, social media platforms like Instagram, Twitter, YouTube, SEO, email marketing, etc., to facilitate customers in becoming familiar with, using, and understanding BRIMO features. Using a qualitative approach, through interviews and direct observation, as well as segmenting customers based on generations: generation millennials (18-34 years old), generation X (35-54 years old), Babyboomers (55 years old and above), generation Z (below 18 years old). Marketing mix analysis of the 7P by determining product, price, promotion, place, people, physical evidence, process. Findings indicate that customers aged 55 and above, who are less familiar with technology, face difficulties in using BRIMO. Therefore, a proposal is made to create video tutorials on how to use the application and its features on BRIMO, promoted through social media channels such as YouTube. Keywords: Customer, Digital Marketing, Marketing Mix, Mobile Banking
Faktor-Faktor yang Mempengaruhi Kinerja UMKM: Peran Orientasi Kewirausahaan, Literasi Keuangan, dan Literasi Digital Akbar Ananta Risbudianto; Indra Muis
Surplus: Jurnal Ekonomi dan Bisnis Vol. 5 No. 1 (2026): Juli-Desember 2026
Publisher : Yayasan Pendidikan Tanggui Baimbaian

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.71456/sur.v5i1.2463

Abstract

Usaha Mikro, Kecil, dan Menengah (UMKM) memiliki peran strategis dalam mendukung perekonomian Indonesia melalui kontribusinya terhadap penciptaan lapangan kerja dan aktivitas ekonomi. Namun, UMKM masih menghadapi berbagai tantangan, seperti rendahnya pemanfaatan teknologi digital, keterbatasan pengelolaan keuangan, serta rendahnya kemampuan adaptasi terhadap persaingan usaha yang dapat menghambat peningkatan kinerja UMKM. Penelitian ini bertujuan untuk menganalisis pengaruh orientasi kewirausahaan, literasi keuangan, dan literasi digital terhadap kinerja UMKM di Kota Bekasi. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei terhadap 100 pelaku UMKM di Kota Bekasi. Pengambilan sampel dilakukan menggunakan teknik purposive sampling dan convenience sampling. Data penelitian dianalisis menggunakan regresi linier berganda dengan bantuan perangkat lunak SPSS 27. Hasil penelitian menunjukkan bahwa orientasi kewirausahaan dan literasi digital tidak berpengaruh signifikan terhadap kinerja UMKM, sedangkan literasi keuangan berpengaruh positif dan signifikan terhadap kinerja UMKM. Pengujian secara simultan menunjukkan bahwa orientasi kewirausahaan, literasi keuangan, dan literasi digital berpengaruh signifikan terhadap kinerja UMKM. Temuan penelitian menunjukkan bahwa literasi keuangan menjadi faktor penting dalam mendukung peningkatan kinerja UMKM melalui kemampuan pelaku usaha dalam mengelola keuangan secara efektif.
Pengaruh Kualitas Pelayanan, Persepsi Harga, dan Promosi terhadap Loyalitas Pelanggan: Studi Kasus pada Pengguna Shopee Generasi Z Kota Bekasi Arsya Valescha; Indra Muis
Digital Bisnis: Jurnal Publikasi Ilmu Manajemen dan E-Commerce Vol. 5 No. 3 (2026): September : Digital Bisnis: Jurnal Publikasi Ilmu Manajemen dan E-Commerce
Publisher : Universitas 45 Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30640/digital.v5i3.7706

Abstract

This study aims to analyze the effects of service quality, price perception, and promotion on customer loyalty toward the Shopee platform among Generation Z in Bekasi City. The study employed a descriptive quantitative method using a survey approach through questionnaires distributed to 105 respondents selected using purposive and accidental sampling techniques. The data were analyzed using multiple linear regression with the assistance of IBM SPSS Statistics 27. The results indicate that service quality has a positive and significant effect on customer loyalty, with t = 3.566 and significance < 0.001. Price perception also has a positive and significant effect, with t = 2.702 and significance = 0.008. Meanwhile, promotion has a positive and significant effect on customer loyalty, with t = 2.167 and significance = 0.033. Simultaneously, service quality, price perception, and promotion have a significant effect on customer loyalty, with F = 35.333 and significance < 0.001. The adjusted R² value of 49.8% indicates that the three independent variables explain 49.8% of the variation in customer loyalty. These findings confirm that improving service quality, offering appropriate prices, and implementing effective promotional strategies play important roles in increasing Shopee customer loyalty among Generation Z in Bekasi City.
Co-Authors Akbar Ananta Risbudianto Arsya Valescha Ayu Rahma Putri Didik Setiyadi Intan Dwi Fatmaningtyas Irnawati Simanjuntak Isyanto, H. Puji Kristiana Widiawati Lucia Ari Diyani Miftahul Dina Mardiyah Muhammad Luthfi Hasbi Nadhira Nur Iklimah Puji Isyanto Riselsa Salsabila Putri Rita Wahyuni Arifin Solikin Solikin Solikin Solikin Wiwit Septi Ratika Putri