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All Journal Cantaka: Jurnal Ilmu Ekonomi dan Manajemen
Yabes Abi, Wilmer Nicholas
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Economics, Econometrics & Finance Social Sciences

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Pengaruh Value Co-Creation Terhadap Loyalitas Pelanggan: (Studi Pada Mahasiswa Pengguna Gojek di Universitas Sumatera Utara) Yabes Abi, Wilmer Nicholas; Pertiwi Matondang, Rahmatika; Agung Harahap, Abiyyu; Margaretta Batubara, Desy; Nazwa Fahira, Tengku; Mulyati Siregar, Afrila; Marakali Siregar, Onan
Cantaka: Jurnal Ilmu Ekonomi dan Manajemen Vol. 2 No. 1 (2024): Juni
Publisher : PT. Alahyan Publisher Sukabumi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61492/cantaka.v2i1.128

Abstract

In the digital era, technology companies like Gojek must continuously improve service quality and create greater value to maintain customer loyalty. This study aims to understand how value co-creation practices can enhance customer loyalty among Gojek users who are students at the University of North Sumatra. This research uses a quantitative approach by distributing questionnaires to 100 students from 15 faculties who actively use Gojek services in the last three months. Data analysis was performed using simple linear regression through the SPSS application. The results of the study indicate that value co-creation has a positive and significant impact on customer loyalty, with a t-value of 9.773, which is greater than the t-table value of 1.66023, and a significance level of 0.000. Thus, value co-creation has been proven to enhance customer loyalty through active participation, interaction, and knowledge sharing between customers and service providers.
Pengaruh Brand Community Engagement dan Brand Image Terhadap Brand Loyalty Emina Cosmetics di Lingkungan Mahasiswa Universitas Sumatera Utara Yabes Abi, Wilmer Nicholas; Theresa, Fannysia; Lumumba Siahaan, Peron; Aulia Rifki, Muhammad; Gea, Willem
Cantaka: Jurnal Ilmu Ekonomi dan Manajemen Vol. 2 No. 2 (2024): Desember
Publisher : PT. Alahyan Publisher Sukabumi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61492/cantaka.v2i2.235

Abstract

This research aims to analyze the influence of brand community engagement and brand image on brand loyalty to Emina Cosmetics among students at the University of North Sumatra. A quantitative approach was used with purposive sampling technique, involving respondents who meet specific criteria, such as being members of the Emina Girl Gang. Data was processed using SmartPLS 3.0 to test validity, reliability and relationships between variables. The research results show that brand community engagement has a positive and significant effect on brand loyalty with a T-statistic value of 4.536 (p < 0.05). Interaction in brand communities like Emina Girl Gang creates a strong sense of community and social identity, which drives loyalty through emotional connection. Meanwhile, brand image has a more dominant influence on brand loyalty with a T-statistic value of 5.776 (p < 0.05). A positive image of the Emina brand, such as high product quality and suitability to student lifestyles, strengthens consumer trust and loyalty. The R-square value shows that the independent variables in this study explain 53.7% of the variance in brand loyalty. Thus, marketing strategies based on strengthening brand communities and creating a positive brand image have proven effective in increasing customer loyalty, especially in the student segment.
Co-Authors Agung Harahap, Abiyyu Aulia Rifki, Muhammad Gea, Willem Lumumba Siahaan, Peron Margaretta Batubara, Desy Mulyati Siregar, Afrila Nazwa Fahira, Tengku Pertiwi Matondang, Rahmatika Siregar, Onan Marakali Theresa, Fannysia