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All Journal Jurnal Entrepreneur dan Entrepreneurship Accounting Profession Journal (APAJI) Jurnal Ilmiah MEA (Manajemen, Ekonomi, dan Akuntansi)
Putra, Sinar Dharmayana
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Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences Other

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Relationships between Service Quality, Brand Image, Customer Satisfaction, and Customer Loyalty of UC Makassar Wijaya, Justin; Putra, Sinar Dharmayana
Jurnal Entrepreneur dan Entrepreneurship Vol. 12 No. 2 (2023): Jurnal Entrepreneur dan Entrepreneurship
Publisher : Universitas Ciputra Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37715/jee.v12i2.4084

Abstract

Economic development in recent years has been driven among others by the service industry. The fierce competitive situation has driven competing businesses to continually develop themselves to provide superior quality services and an excellent brand image to gain customer satisfaction and loyalty. This study aims to examine the relationships between service quality, brand image, customer satisfaction, and customer loyalty of UC Makassar. We collect research data from 68 students using a convenient sampling technique. We adopted the conceptual model from prior studies. PLS-SEM was conducted to test the relationships in the conceptual models. The outcomes indicate that customer satisfaction has a positive impact on customer loyalty. The findings also found that service quality positively affects brand image and customer satisfaction but not loyalty. Likewise, brand image has a positive effect on customer satisfaction but not on loyalty. The implications of this research, limitations, and directions for further research can be found below.
THE EFFECT OF DIGITAL MARKETING ON PROMOTION AND MARKETING PERFORMANCE IN MICRO ENTERPRISES IN KALIMANTAN Putra, Sinar Dharmayana; Michael Ricky Sondak; Erwin Parega; Sean Michael Owen Wijaya; Valencia Fenessa Turisno
Accounting Profession Journal (APAJI) Vol. 7 No. 2 (2025): Accounting Profession Journal (APAJI)
Publisher : Program Studi Akuntansi Fakultas Ekonomi dan Bisnis Universitas Kristen Indonesia Paulus

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35593/apaji.v7i2.354

Abstract

Digital marketing has become a key pillar in modern business strategies, including for micro-enterprises in Kalimantan. This study aims to analyze the impact of digital marketing on the marketing performance of micro-enterprises in the region. By utilizing quantitative and qualitative data, this study found that the adoption of digital marketing increases visibility, operational efficiency, and customer engagement. In addition, this study also highlights the challenges faced by micro-enterprises in implementing digital marketing strategies. The results of this study are expected to provide insights for stakeholders and business actors in optimizing the use of digital marketing.
ALAT KOMUNIKASI DIGITAL : KONTRIBUSI KONTEN DALAM MENINGKATKAN KO-KREASI USAHA MIKRO KECIL MELALUI MEDIASI KAMPANYE VIRAL Erwin, Erwin; Suade, Yuyun Karystin Meilisa; Putra, Sinar Dharmayana
Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA) Vol 8 No 3 (2024): Edisi September - Desember 2024
Publisher : LPPM STIE Muhammadiah Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31955/mea.v8i3.4386

Abstract

Alat komunikasi digital telah menjadi kebutuhan bagi pelaku Usaha Mikro dan Kecil (UMK) dalam menjalankan aktivitas pemasaran usahanya, didukung oleh banyaknya tren dan strategi di media sosial yang semakin berkembang. Penelitian ini bertujuan untuk menganalisis kemampuan kampanye viral dalam memediasi pengaruh dari konten media sosial terhadap peningkatan ko-kreasi UMK sebagai sebuah strategi pemanfaatan alat komunikasi digital. Responden penelitian sebanyak 189 pelaku UMK yang menggunakan media sosial di Sulawesi Selatan. Data dikumpulkan menggunbakan kuesioner dengan skala likert, dianalisis dengan menggunakan Partial Least Square Structural Equation Model (PLS-SEM) dan pemrosesan data menggunakan WarpPLS Versi 8.0. Hasil penelitian menunjukkan bahwa konten pemasaran dapat memberikan kontribusi yang baik bagi ko-kreasi UMK di media sosial dan kampanye viral selain dapat memberikan kontribusi langsung terhadap ko-kreasi UMK, justru ditemukan dapat memediasi pengaruh konten pemasaran terhadap ko-kreasi dengan kontribusi yang lebih besar dibandingkan dengan pengaruh langsung dari konten pemasaran terhadap ko-kreasi UMK di media sosial.
Co-Authors Erwin Erwin Erwin Parega Michael Ricky Sondak Sean Michael Owen Wijaya Suade, Yuyun Karystin Meilisa Valencia Fenessa Turisno