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All Journal Airlangga Journal of Innovation Management Journal of Applied Digital Business Management
Gita Kartika Sari
Institut Budi Utomo Nasional
Economics, Econometrics & Finance Social Sciences

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The Influence of Marketing Strategy and Service Quality on Customer Loyalty at Bank BJB KC Majalengka Tia Aprilia Susnita; Gita Kartika Sari; Tiara Rismayanti
Journal of Applied Digital Business Management Vol. 1 No. 2 (2024): Human Resource and Marketing Management
Publisher : Politeknik Mardira Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.71266/fajqfv98

Abstract

This research aims to identify marketing strategies, evaluate service quality, and analyze their influence on customer loyalty at Bank BJB Majalengka Branch Office, Majalengka Regency. This research uses descriptive and verification methods with a quantitative approach to examine the relationship between marketing strategy, service quality and customer loyalty at Bank BJB Majalengka Branch. The population and sample in this study were 100 people. Data collection techniques include observation, interviews, and questionnaires.In this research, it was found that marketing strategies have a positive and significant influence on customer loyalty at Bank BJB Majalengka Branch Office. With a significance level of 0.05, the t value of 2.311 is greater than the t table value of 1.66140, which means the alternative hypothesis is accepted. These results indicate that investing in effective marketing strategies, such as building personal relationships, providing quality products, and providing a satisfying customer experience, can increase customer loyalty. Based on testing with a significance level (α) of 0.05, it was found that the tcount value for service quality was 4.632 which was greater than the ttable value of 1.66140. This means that the hypothesis which states that service quality has a significant effect on customer loyalty can be accepted. Thus, it can be concluded that service quality has a positive and significant influence on customer loyalty at Bank BJB Majalengka Branch Office. It can be concluded that marketing strategy and service quality have a positive and significant influence on customer loyalty at Bank BJB Majalengka Branch Office. With α=0.05, db1=2 and db 2=97, it is known that the F-table value is 3.09. From the values ​​above, it is known that the value of Fcount (56,812) > Ftable (3.09), so that H0 is rejected and Ha is accepted, meaning that marketing strategy and service quality together have a positive and significant effect on consumer loyalty.
The Influence of Prices and Promotions on Interest in Buying Electric Bikes in Telering Jatiwangi, Jatiwangi Subdistrict, Majalengka District Gita Kartika Sari; Tia Aprilia Susnita; Risa Rifianti Utami
Journal of Applied Digital Business Management Vol. 1 No. 2 (2024): Human Resource and Marketing Management
Publisher : Politeknik Mardira Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.71266/18k92r40

Abstract

Telering Jatiwangi Majalengka located at Jl. Ahmad Yani No.48 Sutawangi, Jatiwangi District, Majalengka Regency, West Java, has been since December 2012. The establishment of Telering Jatiwangi aims not only to meet consumer needs but also to maximize profits. To achieve these objectives, it is essential to market product at affordable prices and implement effective promotional strategies to attract costumers to purchase Electric Bicycles at Telering Jatiwangi. The purpose of this study is to examine the effects of priceand promotion on the interest in buying Electric Bicycles at Telering Jatiwangi, Jatiwangi District, Majalengka Regency. The research employs a quantitative approach with both descriptive and verifiable analysis. The findings reveal that the multiple correlation coefficient (simultaneous) is 0.844, indicating a very strong relationship between price, promotion and buying interest.  Furthermore, the analysis shows that price and promotion exert a positive and significant influence on buying interest, with an F value of 98.738 > 3.11 and a significance value of < 0.05, which is 0.000 < 0.05. This suggests that as price and promotion improve, so does the buying interest at Telering Jatiwangi, Majalengka Regency. Overall, it can be concluded that the variable of price and promotion can be effectively combined to measure buying interest.
Marketing Strategy at Arya Hotel Kadipaten, Majalengka Regency Ezki Dwi Nugraha; Yelsha Dwi Pasca; Gita Kartika Sari; Mochamad Anjar Albagja
Journal of Applied Digital Business Management Vol. 2 No. 1 (2025): Human Resource and Marketing Management
Publisher : Politeknik Mardira Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.71266/fpacyy74

Abstract

This research is motivated by the importance of SWOT analysis in marketing strategy with 7P marketing mix. The method used in this study is SWOT analysis with interviews to evaluate marketing strategies at Arya Hotel Kadipaten, Majalengka Regency. The results of the study with the SWOT, IFAS and EFAS analysis matrices show that with the S-O strategy, namely by using strengths to gain opportunities, the Company uses the S- O strategy, namely 1) improving complete and modern hotel facilities: taking advantage of the increasing number of tourists on a national and international scale, thereby increasing market share. 2) utilizing partnerships with trusted online booking providers; increasing the number of users of online travel agent applications (traveloka & tiket.com) to attract new consumers.  
Continuance Intention on Online Shopping A Systematic Literature Review Emi Amelia; Ade Sobariah Hasanah; Gita Kartika Sari; Yelsha Dwi Pasca
Journal of Applied Digital Business Management Vol. 2 No. 1 (2025): Human Resource and Marketing Management
Publisher : Politeknik Mardira Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.71266/2679t112

Abstract

This research looks at Continuance intention in online shopping using the systematic literature review method. Continuance intention is an important factor for the company Because related to sustainability business and understand the factors that influence an individual's decision to continue using online shopping services. Survival of a business relies on repeat customer purchases. This research used a systematic literature review with 41 articles selected for reviewed in the period 2016-March 2023. The selected articles were thoroughly reviewed to identify significant variables that influence continuance intention in online shopping, as well as the relationships and influences between these variables. The results of this review show that there are a number of factors that significantly influence continuance intentions in online shopping. Continuance intention focus main that is level strength an individual's intention to make repeat purchases.
Optimizing Employee Performance: The Role of Public Service Motivation and Organizational Citizenship Behavior Emi Amelia; Yelsha Dwi Pasca; Lisdayanti Abriyani; Ade Sobariah Hasanah; Vina Andita Pratiwi; Tia Aprilia Susnita; Gita Kartika Sari
Airlangga Journal of Innovation Management Vol. 5 No. 4 (2024): Airlangga Journal of Innovation Management
Publisher : Universitas Airlangga

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.20473/ajim.v5i4.63768

Abstract

Human resource management is a central factor in any organization. Regardless of its form or objectives, an organization is established based on various visions for human interests, and its mission is managed and executed by people. Thus, human resource management focuses on issues related to the workforce. This study examines the impact of Public Service Motivation (PSM) and Organizational Citizenship Behavior (OCB) on employee performance. The respondents of this study were 100 employees from PT Leetex Garment Indonesia. Purposive sampling was used in this study, along with quantitative analysis through multiple regression analysis. The results revealed that PSM and OCB significantly and positively influenced employee performance, with PSM having a t-value of 12.331 and OCB having a t-value of 9.929, surpassing the critical t-value of 1.985. Additionally, the combined effect of PSM and OCB on employee performance was significant, with an F-value of 88.136 and a probability level of 0.000, less than the alpha level of 0.05. This suggests the need for further research into other factors affecting employee performance that were not covered in this study. This finding indicates the usefulness of PSM and OCB in increasing organizational productivity. However, this study also highlights the potential for further investigation into other elements that may influence employee performance, such as leadership style, organizational culture, or managerial support. For practitioners, particularly at PT Leetex Garment Indonesia, these findings might serve as the foundation for developing more effective human resource management strategies.
Co-Authors Ade Sobariah Hasanah Emi Amelia Emi Amelia Ezki Dwi Nugraha Lisdayanti Abriyani Mochamad Anjar Albagja Pasca, Yelsha Dwi Risa Rifianti Utami Tia Aprilia Susnita Tiara Rismayanti Vina Andita Pratiwi