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All Journal Cantaka: Jurnal Ilmu Ekonomi dan Manajemen
Mulyati Siregar, Afrila
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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.
Analisis Pengaruh Brand Equity Dan Content Marketing Melalui Media Sosial Terhadap Keputusan Pembelian Produk Wardah di Kota Medan Aulia Saragih, Mazra; Sinambela, Nova; Hanifah, Nayla; Khairani, Anisya; Clearinkris, Junesia; Marakali Siregar, Onan; Mulyati Siregar, Afrila
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.v2i1.129

Abstract

The very rapid development of technology has caused changes in various fields, one of which is business, various ways are used by companies to market their products, starting from building good brand equity to creating content via social media. The population of this research is people in Medan City who use Wardah products with a total sample of 100 respondents who have purchased Wardah products. From the data collected, data analysis was carried out using SPSS to determine the results of the research hypothesis. The results of this research show that brand equity and marketing content through social media can influence the purchasing decisions that a consumer will make, which means that the stronger the brand equity and the more interesting the content used in marketing, the greater the customer's purchasing decisions can be.
Pengaruh Value Co-Creation Terhadap Loyalitas Pelanggan Gojek di Kecamatan Medan Selayang Kota Medan Nur Eliza, Sophia; Ayman Ashari, Muhammad; Narwastu Sianturi, Isabel; Katarina Sitanggang, Lidia; Br Bangun, Virgin Threisia; 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.v2i1.130

Abstract

Companies in today's digital era must adapt to changing customer behavior and increase customer loyalty to maintain company values amid fierce competition. Value co-creation as a marketing strategy can be used to create company value through customer participation. This study aims to analyze the influence of value co-creation on Gojek customer loyalty in Medan Selayang District, Medan City. The method of this study is to use a quantitative method with the application of SPSS with several simple regression analysis techniques with two independent variables and dependent variables. Data collection was carried out to 100 respondents who are Gojek users in Medan Selayang District, Medan City who have used Gojek services at least 3 times. The results showed a coefficient of determination (R Square) of 0.623. This means that the value co-creation variable can explain 62.3% of the variability of customer loyalty, while the remaining 37.7% is explained by other variables that are not discussed in this study. In addition, it is known that the calculated t-value is 12,730 and the significance value is 0.000, which is less than 0.05. Therefore, the null hypothesis (H0) was rejected, while the alternative hypothesis (H1) was accepted. Overall, this study shows that the value co-creation strategy is very important for Gojek to increase customer loyalty, especially in Medan Selayang District, Medan city. This strategy can be implemented by collecting and analyzing customer feedback regularly to continuously improve Gojek's customer service in Indonesia.
Co-Authors Agung Harahap, Abiyyu Aulia Saragih, Mazra Ayman Ashari, Muhammad Br Bangun, Virgin Threisia Clearinkris, Junesia Hanifah, Nayla Katarina Sitanggang, Lidia Khairani, Anisya Margaretta Batubara, Desy Narwastu Sianturi, Isabel Nazwa Fahira, Tengku Nur Eliza, Sophia Pertiwi Matondang, Rahmatika Sinambela, Nova Siregar, Onan Marakali Yabes Abi, Wilmer Nicholas