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All Journal Cantaka: Jurnal Ilmu Ekonomi dan Manajemen
Narwastu Sianturi, Isabel
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Economics, Econometrics & Finance Social Sciences

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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.
Pengaruh Electronic Word of Mouth dan Kualitas Produk Terhadap Repurchase Intentions Konsumen Pada Produk Kopi Keliling Merek Segelas Pada Mahasiswa Universitas Sumatera Utara Ramanda, Bima; Narwastu Sianturi, Isabel; Syafitri Lubis, Putri Nur; Tampubolon, Claudia Yonika; Hutajulu, Johansen
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.v2i2.222

Abstract

In the digital era, consumer decisions are increasingly influenced by online information, including Electronic Word of Mouth (E-WOM). At the same time, product quality remains a key factor in determining customer satisfaction and loyalty. This study analyzes how E-WOM and product quality affect repurchase intentions for Segelas mobile coffee products, particularly among students at the University of North Sumatera. Using a quantitative explanatory approach with 100 respondents, the study found that product quality significantly enchances repurchase intentions, while E-WOM has a smaller and statistically insignificant effect. These findings highlight the importance of product quality in encouraging repeat purchases. The study suggests that business owners focus on improving product quality to retain customers.
Co-Authors Ayman Ashari, Muhammad Br Bangun, Virgin Threisia Hutajulu, Johansen Katarina Sitanggang, Lidia Mulyati Siregar, Afrila Nur Eliza, Sophia Ramanda, Bima Siregar, Onan Marakali Syafitri Lubis, Putri Nur Tampubolon, Claudia Yonika