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Yulianti , Ida
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Decision Sciences, Operations Research & Management

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Pengaruh Product Innovation Terhadap Customer Loyalty Dimediasi Oleh Customer Satisfaction Syahroni, Fahrul Rozzi; Yulianti , Ida
Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 2 No. 3 (2023)
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/jmppk.2022.02.3.13

Abstract

The Food and Beverage industry is experiencing rapid growth with easily surmountable entry barriers, rendering the business competition within this industry exceedingly intense. Consequently, business stakeholders must possess a competitive advantage to continually compete and sustain their enterprises. This study was conducted to identify effects of product innovation on the loyalty of Excelso customers in Malang City with the mediation of customer satisfaction. The effects to be examined here is both direct and indirect effects of the exogenous variable on the endogenous one. This quantitative explanatory research involves 233 customers of Excelso coffee shop in Malang City, who serve as the respondents. The data was analyzed using Structural Equation Modeling (SEM) in IBM SPSS AMOS 23 through. The result of the conducted series of tests demonstrate that product innovation does not significantly influence customer loyalty and that product innovation positively and significantly affects customer satisfaction. Further, customer satisfaction positively and significantly influences customer loyalty, and customer satisfaction fully mediates the positive effects of product innovation on customer loyalty.   Abstrak Industri F&B mengalami pertumbuhan begitu pesat dengan barrier masuk yang mudah, menjadikan persaingan bisnis pada industri ini begitu ketat. Sehingga, para pelaku bisnis harus memiliki keunggulan kompetitif untuk terus bersaing dan mempertahankan usahanya. Penelitian ini dilakukan dengan tujuan untuk mengetahui pengaruh Product Innovation terhadap Customer Loyalty dengan mediasi Customer Satisfaction pada pelanggan Excelso di Kota Malang. Pengaruh yang dimaksudkan pada penelitian ini adalah pengaruh yang terjadi baik secara langsung maupun tidak langsung antara variabel eksogen terhadap variabel endogen. Jenis penelitian ini adalah penelitian eksplanatif dengan pendekatan kuantitatif. Penelitian ini melibatkan 233 responden yang merupakan konsumen kedai kopi Excelso di Kota Malang sebagai sampel penelitian. Analisis data dilakukan menggunakan Structural Equation Modelling (SEM) menggunakan IBM SPSS AMOS 23. Hasil Penelitian dilakukan menggunakan beberapa rangkaian pengujian yang menunjukkan hasil bahwa Product Innovation tidak berpengaruh secara signifikan terhadap Customer Loyalty. Namun, terdapat hubungan positif signifikan antara Product Innovation terhadap Customer Satisfaction. Selanjutnya, variabel Customer Satisfaction juga memiliki hubungan positif signifikan terhadap Customer Loyalty. Selain itu, Customer Satisfaction mampu memediasi secara penuh hubungan antara Product Innovation yang terjadi secara positif terhadap Customer Loyalty.
Exploring the Appeal of Lils Beauty Studio: How Brand Exposure and Brand Experience Increase Brand Recall Saqi, Talila Rosiana Rachma; Yulianti , Ida
Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 4 No. 1 (2025)
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/jmppk.2025.04.1.23

Abstract

In order to create a brand that is known to consumers and potential consumers, a brand needs to have a special strategy to raise the brand name to a wide audience. This research aims to analyze the influence of Brand Exposure and Brand Experience on Brand Recall. In this research, quantitative methods were used by collecting data through questionnaires distributed to respondents with a population of all consumers who had received treatment there. Samples were taken using non-probability sampling techniques with 110 respondents. The data obtained was analyzed using IBM SPSS 25.0. The results of research conducted using several series of tests showed that Brand Exposure had a positive and significant influence on Brand Recall. Meanwhile, Brand Experience also shows a positive and significant influence on Brand Recall. These results indicate that the more often consumers are exposed to a brand and the better their experience with that brand, the higher the level of Brand Recall they have. Increasing the frequency of Brand Exposure and creating a positive Brand Experience can be a key strategy for increasing consumer retention of a brand.
Co-Authors Saqi, Talila Rosiana Rachma Syahroni, Fahrul Rozzi