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All Journal ARZUSIN: Jurnal Manajemen dan Pendidikan Dasar Transformasi: Journal of Economics and Business Management Journal of Management and Creative Business
Dewi Manda Anggraini
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Religion Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Social Sciences

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Pengaruh Experiental Marketing dan Citra Perusahaan Terhadap Kepuasan Nasabah Pembiayaan Multiguna Sepeda Motor di Bank Sumut KCP Syariah Rantauprapat Ayu Rizkia Hutagaol; Dewi Manda Anggraini
Transformasi: Journal of Economics and Business Management Vol. 3 No. 3 (2024): September : Journal of Economics and Business Management
Publisher : Universitas 17 Agustus 1945 Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56444/transformasi.v3i3.2030

Abstract

Experiential marketing's importance and This study is primarily driven by a desire to understand how Bank Sumut KCP Syariah's corporate image impacts customer satisfaction in Rantauprapat, North Sumatra. The research strategy used in this study is a quantitative correlational approach. The term "purposeful sampling" describes one method of collecting samples. Respondents to the survey serve as the primary data collectors for this investigation. Data analysis nowadays makes use of a variety of tools, including multiple linear regression analysis, classical assumption testing, and hypothesis testing. This study aims to examine the relationship between experiential marketing, corporate image, and customer happiness at North Sumatra's Bank Sumut KCP Syariah Rantauprapat. The following outcomes were derived from the SPSS 26 5% significance level test. (1) Experiential marketing has a positive and substantial impact on customer satisfaction. The findings of the determination coefficient test and the regression coefficient both corroborate this, demonstrating that experience marketing contributes 0.401, or 40.1%, to consumer satisfaction with multipurpose motorbike finance. A significance level of (0.000 < 0.05) is used. The impact of corporate image on customer satisfaction is positively and significantly correlated with 0.401 or 40.1% of customer satisfaction, as shown by the coefficient of determination test, with a significance level of (0.003 < 0.05) and a regression coefficient of 0.389. (3) The positive F_count value of 27.740 demonstrates that experiential marketing and corporate image surpass the F_table value of 3.11 at a significance threshold of 0.000 < 0.05. Coefficient of determination values of 0.401, or 40.1%, further demonstrate that experiential marketing and corporate image variables are substantial results determinants. Other factors account for 59.9% of the total, with multipurpose motorbike financing making up 40.1%.
Pengaruh Kemudahan dan Manfaat BSI Mobile Banking terhadap Kepuasan Mahasiswa Jurusan Perbankan Syariah Angkatan 2020 UIN Bukittinggi Aisyah Zalmi Putri; Dewi Manda Anggraini
Journal of Management and Creative Business Vol. 2 No. 4 (2024): Oktober : Journal of Management and Creative Business
Publisher : Universitas 45 Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30640/jmcbus.v2i4.3257

Abstract

The main objective of this research is to find out how the benefits and convenience of BSI Mobile Banking affect students majoring in sharia banking at UIN Bukittinggi in 2020. The method used in this research is a quantitative method. Forty respondents were selected through the use of purposive sampling selection techniques because not all samples met the appropriate criteria for the phenomenon under investigation. Methods such as hypothesis testing, classical assumption testing, basic linear regression testing, and instrument testing are used for data analysis. Based on data analysis carried out using SPSS version 25, the Adjusted R-Square test produces a value of 0.765. This shows that 76.5% of the impact on student satisfaction is caused by the convenience and benefits of BSI Mobile Banking, while the rest is influenced by other variables. Based on the T test, it is known that the convenience variable has a calculated T value greater than the T table value (1.367 > 1.687, 0.000 < 0.05), while the benefit variable has a calculated T value greater than the T table value (4.552 > 1.667, 0.000 > 0, 05), resulting in Ho rejection. It can be concluded that students' enjoyment of BSI Mobile Banking transactions is significantly influenced by the ease and benefits of using this service, or Ha received. Therefore, it is natural that sharia banking students Class of 2020 at UIN Bukittinggi will be more satisfied with BSI Mobile Banking if they feel an increased level of comfort and benefits in using this service.
Analisis Strategi Promosi untuk Meningkatkan Wisatawan Mancanegara pada Museum Bustanil Arifin PDIKM Padang Panjang Liddia Nursita Sari; Dewi Manda Anggraini
ARZUSIN Vol 6 No 5 (2026): ARZUSIN: Jurnal Manajemen dan Pendidikan Dasar
Publisher : Lembaga Yasin AlSys

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

Museum Bustanil Arifin PDIKM Padang Panjang is a cultural tourism destination in West Sumatra with considerable potential to attract international tourists through the richness of Minangkabau history and culture. However, the number of international tourist visits continues to fluctuate, necessitating more effective and sustainable promotional strategies. This study aims to analyze the promotional strategies implemented by Museum Bustanil Arifin PDIKM Padang Panjang to increase international tourist visits. This study employed a qualitative approach with a descriptive method. Data were collected through observation, interviews, and documentation and were subsequently analyzed through the stages of data reduction, data presentation, and conclusion drawing. The results show that the museum has implemented five elements of the promotional mix, namely advertising, personal selling, sales promotion, public relations, and direct marketing. Nevertheless, their implementation has not been optimal because digital promotion has not been conducted consistently, partnerships with travel agents and influencers have not been established, and the use of foreign languages in promotional media remains limited. Advertising through social media, particularly Instagram, is the most effective strategy for attracting international tourists because it serves as their primary source of information before deciding to visit. This study concludes that increasing international tourist visits requires consistent digital promotion, expanded strategic partnerships, and the provision of multilingual promotional media. These findings provide practical implications for museum management in developing more integrated promotional strategies to expand international market reach and enhance the appeal of Minangkabau cultural tourism.
Co-Authors Aisyah Zalmi Putri Ayu Rizkia Hutagaol Fitri Utama Honi Arsita Liddia Nursita Sari