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All Journal Ecobisma (Jurnal Ekonomi, Bisnis dan Manajemen) Al-Buhuts (e-journal) Journal of Training and Community Service Adpertisi Paradoks : Jurnal Ilmu Ekonomi Insan Cita Bongaya Research Journal
Mokhtar, Susiana
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Humanities Economics, Econometrics & Finance Education Social Sciences Other

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Journal : Al-Buhuts (e-journal)

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Fungsi Strategi Pemasaran, Kualitas Layanan dan Kepercayaan Terhadap Loyalitas Nasabah Mokhtar, Susiana; Themba , Orfyanny Syahreffy; Akob, Rezki Arianty
Al-Buhuts Vol. 20 No. 1 (2024): Al-Buhuts
Publisher : Institute Agama Islam Negeri (IAIN) Sultan Amai Gorontalo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30603/ab.v20i1.4914

Abstract

This study aims to test the influence of marketing strategy on customer loyalty, test the influence of service quality on customer loyalty and the influence of trust on customer loyalty. The population in this study is all customers at PT Bank Sulselbar Makassar Head Office. The sampling technique is determined by purposive sampling, which is a technique for determining samples based on certain criteria. The criteria for selecting the sample taken in this study are customers at PT. Bank of South Sulawesi, Makassar. Malhotra 2006 if the population is large and the number is unknown, then the number of samples is calculated with 5-10 x Estimate Parameter. So the number of samples in this study is (5.20) = 100 people. In this study, the variables were measured using the Likert Scale. The data obtained were then processed using SPSS by means of multiple linear regression analysis. The results of the study found that marketing strategies have a positive and significant effect on customer loyalty, testing the influence of service quality has a positive and significant effect on customer loyalty and the influence of trust has a positive and significant effect on customer loyalty.
Peran Shopping Enjoyment, Price Discount dan Live Streaming terhadap Impulsive Buying Themba, Orfyanny Syahreffy; Akob, Rezky Arianty; Mokhtar, Susiana
Al-Buhuts Vol. 20 No. 2 (2024): Al-Buhuts
Publisher : Institute Agama Islam Negeri (IAIN) Sultan Amai Gorontalo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30603/ab.v20i2.5954

Abstract

The purpose of this study is to test the effect of shopping enjoyment, price discount and partial live streaming on impulse buying. The methodology used in this article is a type of quantitative research, a descriptive method with an explanatory survey approach. The population in this study is the people of Makassar City who have shopped at Shopee e-commerce whose number is not known for sure, while the sampling method uses non-probability sampling with purposive sampling techniques. The number of samples used in this study was 100 respondents. This study uses the Accidental Sampling technique. The data analysis techniques used in this study are descriptive analysis, classical assumption test and multiple linear regrelis analysis. The results of this study found that shopping enjoyment has a partial effect on impulse buying, price discounts have a partial effect on impulse buying and live streaming has a partial effect on impulse buying.
Co-Authors Akob, Rezki Arianty Akob, Rezky Arianty Dharmawaty Djaharuddin Hardiani . Heslina, Heslina Latief, Fitriani Nur Syamsu Sukarno, Zulfikry Themba , Orfyanny Syahreffy Themba, Orfyanny Syahreffy Yana Fajriah