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All Journal IJEBD (International Journal Of Entrepreneurship And Business Development) Jurnal Mantik Jurnal Pengabdian Al-Ikhlas Jurnal Ilmiah Edunomika (JIE) Journal of Management - Small and Medium Enterprises (SME's) Journal of Economics and Business UBS International Journal of Business, Economics, and Social Development Devotion: Journal of Research and Community Service Journal Of World Science INJURITY: Journal of Interdisciplinary Studies IIJSE Journal of Education Sciences (Edusci) Jurnal Pintar Pengabdian dan Pemberdayaan Masyarakat
Curatman, Aang
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Agriculture, Biological Sciences & Forestry Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Public Health Social Sciences

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The Effect Customer Engagement and Corporate Reputation on Customer Loyality through Customer Satisfaction as a Mediating Variable Adisaputra, Nurwakhid; Meiza, M. Andra; Curatman, Aang; Ayuningtyas, Farah Noor
International Journal of Business, Economics, and Social Development Vol. 6 No. 4 (2025): International Journal of Business, Economics, and Social Development (IJBESD)
Publisher : Rescollacom (Research Collaborations Community)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.46336/ijbesd.v6i4.1005

Abstract

In the era of increasingly competitive e-commerce competition, customer loyalty is one of the main keys in maintaining business continuity. The phenomenon of low e-commerce user loyalty, as seen in a survey that shows 42% of users switch platforms for reasons of product availability, is a big challenge for industry players. This study aims to analyze the effect of customer engagement and corporate reputation on customer loyalty with customer satisfaction as a mediating variable, for Shopee e-commerce users in Indonesia.This study uses a quantitative approach with a survey method of 215 active Shopee user respondents. The data analysis technique used is Structural Equation Modeling (SEM) based on SmartPLS. The results showed that customer engagement and corporate reputation have a significant effect on customer loyalty, both directly and indirectly through customer satisfaction. Customer satisfaction proved to be a significant mediating variable in the relationship between customer engagement and corporate reputation on customer loyalty. These findings underscore the importance of an integrated strategy in increasing customer engagement, building a positive corporate reputation, and creating a satisfying customer experience to form sustainable loyalty
The Role of Brand Equity Mediates The Influence of Endorser Credibility and Brand Experience on Wardah Product Purchase Intention Mustofa, Mustofa; Irfansyah, Putra; Rifky, Rifky; Curatman, Aang
Devotion : Journal of Research and Community Service Vol. 5 No. 8 (2024): Devotion: Journal of Community Research
Publisher : Green Publisher Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59188/devotion.v5i8.780

Abstract

This study is to find out the role of Brand Equity in mediating the influence of Credibility Endorser and Brand Experience on Purchase Intention of wardah products. A study found that endorsers who are considered knowledgeable, reliable, and physically attractive are considered credible. They generate a positive attitude towards the endorsed brand and increase Purchase Intention. The data source used in this study is primary data. Primary data collection was carried out by distributing questionnaires to users of Wardah skincare products in Cirebon City to find out their behavior in making purchases through Google Form. A sample of 150 respondents was used for analysis. data analysis using SmartPLS SEM. Based on the data analysis that has been carried out, Brand Experience and Brand Equity have a positive and significant effect on Purchase Intention, Credibility Endorser has a positive but not significant effect on Brand Equity, and Brand Equity has a positive and significant effect on Purchase Intention, Brand Equity acts as a mediator of the influence of Credibility Endoser and Brand Experience on Purchase Intention. Purchase Intention will be better if Credibility Endorser and Brand Experience are mediated by Brand Equity, meaning that in an effort to increase Purchase Intention, Brand Experience needs to be improved without forgetting Brand Equity which is a mediating variable.
ANTECEDENTS OF PURCHASE INTENTION OF BEAUTY PRODUCTS IN THE MARKETPLACE Zahra, Shakila; Styawati, Indri; Curatman, Aang
Journal of Management Small and Medium Enterprises (SMEs) Vol 18 No 3 (2025): JOURNAL OF MANAGEMENT Small and Medium Enterprises (SME's)
Publisher : Universitas Nusa Cendana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35508/jom.v18i3.21346

Abstract

The purpose of this study is to investigate how perceivable usefulness (PU) and user-generated content (UGC) affect purchase intention (PI), as well as how consumer attitude (CA) functions as a mediator between PU and PI. The validity and reliability of the measurement model are tested using Partial Least Squares Structural Equation Modelling (PLS-SEM) using SmartPLS 4. The findings demonstrate that CA affects PI, PU affects CA, and UGC affects PI. Furthermore, PI is directly impacted by PU, and the impact of PU on PI is demonstrated to be mediated by CA. However, this study is limited to evaluating the measurement model without analysing causal relationships. Future research is recommended to test structural relationships and to apply this model to different consumer segments and industries. Keywords: User Generated Content; Perceived Usefulness; Consumer Attitude; Purchase Intention
Increasing Business Effectiveness Through The Implementation Of An Integrated Digital Marketing Strategy Sayudin, Sayudin; Kartono, Kartono; Curatman, Aang
Journal of World Science Vol. 2 No. 11 (2023): Journal of World Science
Publisher : Riviera Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58344/jws.v2i11.478

Abstract

Information technology's evolution urges global businesses to adapt to the digital era, instigating changes in technology, customer interactions, and product/service marketing. Digital marketing strategies, particularly integrated ones involving social media, search engines, and paid campaigns, are crucial for sustained business success. This research explores how companies can boost performance through integrated digital marketing, emphasizing the correlation with increased brand awareness, market penetration, and customer loyalty. In response to the digital era's paradigm shift, where customers are highly connected online, the study investigates the integration of digital marketing elements (social media, SEO, PPC campaigns) to enhance overall business effectiveness. Employing literature analysis, case studies, and surveys with a quantitative approach, the research assesses the impact of these strategies on brand awareness, market penetration, and customer loyalty. Findings indicate a positive contribution to business growth through integrated digital marketing. Companies adept at optimizing digital channels through an integrated plan are poised for greater success in achieving marketing goals. The research concludes that an integrated digital marketing strategy is pivotal in enhancing business effectiveness in the digital age, offering valuable insights for practitioners, marketing managers, and researchers navigating intense digital competition towards larger business goals.
The Role of Whatsapp Business in Increasing Consumer Engagement by Implementing Dewa Eka Prayoga Marketing Techniques Sayudin, Sayudin; Kartono, Kartono; Curatman, Aang
Journal of World Science Vol. 3 No. 10 (2024): Journal of World Science
Publisher : Riviera Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58344/jws.v3i10.654

Abstract

WhatsApp Business has become a crucial communication tool for many businesses, enabling direct and efficient customer interactions. This study uses Riviera Publishing as a case study to analyze the role of WhatsApp Business in driving engagement, satisfaction, and loyalty to increase customer numbers. Specifically, it examines how Riviera Publishing utilizes WhatsApp Business, loyalty, and satisfaction strategies to impact customer growth. The research employs a quantitative method, collecting data through online surveys among active Riviera Publishing customers who use WhatsApp Business. A simple random sample was selected from the customer population, and structured questionnaires were used to gather data on customer experiences with WhatsApp Business. Data were analyzed using descriptive statistics and regression techniques. The results indicate that WhatsApp Business engagement significantly enhances customer numbers through more responsive and personalized interactions, boosting customer satisfaction with Riviera Publishing’s services and reinforcing loyalty. Additionally, the use of WhatsApp Business contributes to customer growth through more effective marketing strategies and a broader reach. This study concludes that WhatsApp Business is not merely a communication tool but also an effective strategy for building closer customer relationships, which is essential for business growth and success. The practical implications of the research include the development of advanced digital marketing strategies and enhancing customer service based on direct and responsive interactions via the WhatsApp Business platform.
The Role of Online Customer Reviews and Brand Equity in Shaping Purchase Decisions: A Comprehensive Exploration of Purchase Intention as a Mediator Imaniar, Ghina; Ramdhansyah, Muhamad; Curatman, Aang; Rahmadi, Rahmadi
Journal of Economics and Business UBS Vol. 14 No. 3 (2025): Journal of Economics and Business UBS
Publisher : Cv. Syntax Corporation Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52644/joeb.v14i3.2715

Abstract

Companies are required to compete fiercely to create and maintain consumer desires, because consumers continue to look for new things in the products and services they consume. The purpose of this study was to determine the role of online customer reviews and brand equity on purchasing decisions mediated by purchase intention. This study uses quantitative data analysis methods using Structural Equation Modeling (SEM) based on Partial Least Square (PLS) with the help of SmartPLS 3.0 software. Primary data was collected by distributing questionnaires to 160 consumers of the Erigo brand. Online customer reviews were found to have a positive impact on consumer purchase intentions, but did not directly influence purchase decisions. Instead, brand equity emerged as an important factor, which positively influenced purchase intentions and decisions. Furthermore, this study underscores the mediating role of purchase intention in bridging the effects of online customer reviews and brand equity on actual purchase decision behavior.
PENGARUH STRATEGI PEMASARAN DAN KUALITAS PRODUK TERHADAP CITRA MEREK SERTA IMPLIKASINYA PADA KEPUTUSAN PEMBELIAN SABUN MANDI SHEVA (STUDI PADA KONSUMEN SABUN MANDI SHEVA DI KOPERASI YAMUGHNI BANDUNG) Budiyanto, Budiyanto; Curatman, Aang; Kartono, Kartono
JURNAL ILMIAH EDUNOMIKA Vol. 8 No. 3 (2024): EDUNOMIKA
Publisher : ITB AAS Indonesia Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29040/jie.v8i3.14318

Abstract

This research aims to test and analyze the influence of marketing strategy variables and product quality on brand image and its implications on purchasing decisions for Sheva bath soap. This research uses primary data by distributing questionnaires via goggle form to Sheva bath soap consumers at the Yamughni Bandung Cooperative with a total of 281 respondents. This research data analysis method uses partial least squares – structural equation modeling (PLS-SEM) with the SmartPLS 4.1 data processing application. The results of this research are that there is a positive and significant influence between marketing strategy and product quality on brand image. There is a positive and significant influence between marketing strategy and product quality on purchasing decisions. Brand image has an insignificant positive effect on purchasing decisions. There is an insignificant influence between marketing strategy and product quality on purchasing decisions through brand image.”
Pendampingan Pengembangan Teknik Promosi dan Pemasaran Produk UMKM Ikan Asin Curatman, Aang
Jurnal Pintar Abdimas Vol 5 No 1 (2025): Volume 5 Nomor 1 Tahun 2025
Publisher : Lembaga Pengabdian Masyarakat Universitas Swadaya Gunung Jati

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

Perkembangan teknologi digital di era globalisasi membawa dampak signifikan terhadap strategi pemasaran, termasuk bagi usaha mikro, kecil, dan menengah (UMKM). Namun, masih banyak pelaku UMKM pesisir, khususnya di Samadikun, Cirebon, yang menghadapi keterbatasan literasi digital dan masih mengandalkan metode pemasaran konvensional. Program Pengabdian kepada Masyarakat ini bertujuan untuk meningkatkan keterampilan promosi dan pemasaran pelaku usaha kecil ikan asin di Samadikun, Cirebon. Fokus program ini adalah pemanfaatan media sosial sebagai alat pemasaran untuk memperluas akses pasar dan meningkatkan penjualan. Program ini juga bertujuan mengatasi keterbatasan teknologi di kalangan peserta dengan memberikan pelatihan tentang penggunaan media sosial dan fotografi produk menggunakan limbah kardus sebagai studio mini. Metode yang digunakan adalah pelatihan partisipatif dengan tahapan persiapan, pelaksanaan, pendampingan, serta evaluasi, yang melibatkan ibu-ibu pelaku usaha ikan asin sebagai peserta. Hasil kegiatan menunjukkan peningkatan signifikan dalam keterampilan pemasaran, visibilitas produk, dan performa penjualan peserta. Kesimpulannya, pendampingan ini berhasil meningkatkan kapasitas pemasaran digital peserta, memberdayakan ekonomi keluarga nelayan, serta menumbuhkan kesadaran lingkungan melalui pemanfaatan limbah kardus. Implikasi penelitian ini adalah pentingnya integrasi pelatihan digital marketing berbasis lokal dengan pendekatan inovatif dan berbiaya rendah sebagai model pemberdayaan UMKM di wilayah pesisir.
Co-Authors Adisaputra, Nurwakhid Antomi, Agus Ariani, Savitri Aulia, Ahmad Zaki Ayuningtyas, Farah Noor Bayu Wicaksono, Dimas Budiyanto Budiyanto Cahyadinata, Joseph Ferdinand Damayanti, Firda Alvi Edy Hartono Elin Herlina, Elin Hidayat, M Samsul Imaniar, Ghina Irfansyah, Putra Kartono, Kartono Khoerunnisa, Bentang Mardhotillah, Safira Hanief Meiza, M. Andra Mustofa Mustofa Pramudya, Nugraha Rahmadi Rahmadi Ramadhan, Rayhan Abi Ramdhansyah, Muhamad Rifky, Rifky Rivaldi Shadam, Muhammad Rosyid, Widiakikianti Salsabillah, Tazkiya Sayudin, Sayudin Styawati, Indri Wiradinata, Rochanda Wiraning Furi, Nurul Senja Zahra, Shakila