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All Journal Jurnal Simki Economic Jurnal Riset Manajemen dan Akuntansi (JURIMA)
Simatupang, Michael Sabato
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Economics, Econometrics & Finance Social Sciences

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THE IMPACT SOCIAL MEDIA MARKETING, SOCIAL INTERACTIVITY AND PERCEIVED QUALITY OF BRAND LOYALTY ON IPHONE USERS Simatupang, Michael Sabato; Purba, Hedry
Jurnal Riset Manajemen dan Akuntansi Vol. 3 No. 1 (2023): April: Jurnal Riset Manajemen dan Akuntansi
Publisher : Pusat Riset dan Inovasi Nasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/jurima.v3i1.1586

Abstract

Brand loyalty plays a crucial role in social media services for consumers. Marketing activities through social media can predict and focus on consumer values in brand selection and sharing information with other consumers through social media. Therefore, the purpose of this study is to investigate the impacts of Social Media Marketing, Social Interactivity, and Perceived Quality on Brand Loyalty among iPhone users. The research employed a survey method, and a set of questionnaires were administered to 117 iPhone users located in a specific area via Google Forms. Structural Equation Modelling (SEM) and SmartPLS 4 were utilized to analyze the collected data. The findings demonstrated that Social Media Marketing has a significant simultaneous effect on brand loyalty among iPhone users, although its partial effects were insignificant. Effective Social Media Marketing can enhance iPhone users' loyalty to the brand as they actively engage in marketing campaigns on social media. Social Interactivity also has a significant effect on brand loyalty among iPhone users. Social interactions between users and the brand on social media influence user engagement, relationship, and experience with the brand, which in turn affects iPhone users' loyalty. Perceived Quality also plays a crucial role in influencing brand loyalty among iPhone users. iPhone users who perceive the product as high-quality tend to be more loyal to the brand. There are interrelated relationships between Social Media Marketing, Social Interactivity, and Perceived Quality in shaping brand loyalty among iPhone users. Therefore, Marketers and brand managers should focus on developing effective social media strategies, good user interactions, and product quality enhancement to improve user loyalty to the iPhone brand.
Strategi Pemilihan Lokasi Belanja Berdasarkan Motivasi Pembelian dan Keputusan Konsumen Pintauli, Rolyana Ferinia; Simatupang, Michael Sabato
Jurnal Simki Economic Vol 7 No 1 (2024): Volume 7 Nomor 1 Tahun 2024
Publisher : Universitas Nusantara PGRI Kediri

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29407/jse.v7i1.614

Abstract

The consumer's selection is a key aspect in addressing the wants or desires of each individual. The problem arise, when shopping, a consumer's decision to select the necessary things can become uncertain. This situation is caused by a consumer's lack of motivation. This study attempts to examine the effect of shopping motivation on customer decisions in choosing retail locations in order to identify conditional difficulties. The survey was done quantitatively with 66 respondents and sent via the G-Form to customers who had shopping experiences in various shopping locations. The data was analyzed using multiple linear regression to determine the association between shopping motivation and consumer decision making. The study's findings indicate that shopping motive has a substantial influence on customer decisions about where to purchase. Understanding the many factors underpinning consumer decision making allows merchants to tailor their marketing efforts to better meet the demands and preferences of their customers. The strategy is that retailers can strategically position their stores in shopping centers or social centers to serve socially motivated buyers by segmenting the market based on shopping purposes.
Co-Authors Purba, Hedry Rolyana Ferinia