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All Journal International Journal of Health, Economics, and Social Sciences (IJHESS) Journal of Economic Education and Entrepreneurship Studies Khidmatuna: Jurnal Pengabdian Masyarakat
Sulasti
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Religion Agriculture, Biological Sciences & Forestry Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Public Health Social Sciences Other

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The Influence of Digital Marketing, Physical Evidence, and Price on Customer Satisfaction in the Coffee Shop Industry Iswanto; Sulasti; Ana Yuliana
Journal of Economic Education and Entrepreneurship Studies Vol. 5 No. 3 (2024): VOL. 5, NO. 3 (2024): JE3S, SEPTEMBER 2024
Publisher : Department of Economics Education, Faculty of Economics, Universitas Negeri Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62794/je3s.v5i3.4028

Abstract

The competition in the business world has intensified, with companies in Indonesia striving to increase their market share and attract new consumers. This study aims to explore the impact of digital marketing, physical evidence, and pricing on customer satisfaction at CW Coffee Tanjung Sari in Pontianak City. The research employs a quantitative approach, focusing on individuals who have visited and purchased products from the CW Coffee Tanjung Sari branch. The study uses purposive sampling to select respondents, ensuring that the sample represents the target population effectively. Data were analyzed using descriptive statistics, validity and reliability tests, and multiple linear regression analysis, including the t-test. The findings reveal that digital marketing does not significantly influence customer satisfaction, while physical evidence and pricing have significant and positive effects on customer satisfaction. These results underscore the importance of tangible elements and competitive pricing in enhancing customer satisfaction, while also suggesting that digital marketing may need to be reevaluated or adjusted to better meet customer needs and expectations in this context.
The Role of Viral Marketing in Mediating the Relationship between Brand Awareness and Product Quality on Purchase Decisions Nurul Septya Magisa; Iswanto; Ana Yuliana; Sulasti
Journal of Economic Education and Entrepreneurship Studies Vol. 5 No. 4 (2024): VOL. 5, NO. 4 (2024): JE3S, DESEMBER 2024
Publisher : Department of Economics Education, Faculty of Economics, Universitas Negeri Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62794/je3s.v5i4.4450

Abstract

This study aims to analyze the impact of brand awareness and product quality on purchasing decisions, with viral marketing as a mediating variable for Mixue products in Pontianak. The method used is quantitative, with random sampling. The sample consists of 100 respondents. Secondary data collection was conducted through websites such as www.MomentumWorks.com, portaltebo.id, and Pergikuliner.com. Data analysis includes descriptive statistics, outer model, inner model, and specific indirect effects. The tool used is SmartPLS 3. The results of the study show that brand awareness has a positive but not significant effect on purchasing decisions, while product quality has a positive and significant effect on purchasing decisions. Brand awareness has a positive and significant effect on viral marketing, product quality has a positive and significant effect on viral marketing, and viral marketing has a positive and significant effect on purchasing decisions. Brand awareness has a positive and significant effect on purchasing decisions, with viral marketing acting as a mediating variable, and product quality has a positive and significant effect on purchasing decisions, with viral marketing acting as a mediating variable.
Impact of Corporate Social Responsibility (CSR) on Brand Image and Consumer Preferences: A Case Study in the Automotive Industry Nurul Septya Magisa; Ana Yuliana; Sulasti; Iswanto; Rizaldy
International Journal of Health, Economics, and Social Sciences (IJHESS) Vol. 7 No. 2: April 2025
Publisher : Universitas Muhammadiyah Palu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56338/ijhess.v7i2.7529

Abstract

This study aims to analyze the effect of Corporate Social Responsibility (CSR) on brand image and consumer preference in the automotive industry, with a case study of motor vehicle consumers in Pontianak City. CSR is currently not only seen as a company's moral obligation, but also as a business strategy that can shape positive perceptions and create competitive advantages. This research uses a quantitative approach with a total of 100 respondents selected through purposive sampling technique. The research instrument was arranged in the form of a Likert scale closed questionnaire and analyzed by multiple linear regression. The results show that CSR has a significant effect on brand image and consumer preference, both directly and through brand image as an intervening variable. Brand image plays a strong mediating role, suggesting that consumer perceptions of corporate social responsibility shape loyalty and purchase intentions. Consumer preference is not only built through product features or price, but also through the emotional connection and social value built by companies through CSR programs. The implication of this study suggests that automotive companies in Pontianak and other regions make CSR a strategic part of brand management and market winning efforts. Consistent, authentic, and communicative CSR implementation can increase positive perceptions of the brand and strengthen the psychological bond between companies and consumers. Thus, CSR becomes an important element in modern sustainable marketing strategies.
TOWARDS AN INCLUSIVE LEARNING ENVIRONMENT: EDUCATIONAL SEMINAR ON THE IMPLEMENTATION OF CHILD WELFARE LAW IN SCHOOLS: MENUJU LINGKUNGAN BELAJAR YANG INKLUSIF: SEMINAR PENDIDIKAN TENTANG IMPLEMENTASI UU KESEJAHTERAAN ANAK DI SEKOLAH Mardiyati; Sulasti; Yualiana, Ana; Rahmat, Didi; Wahyudi, Hijrah
Khidmatuna: Jurnal Pengabdian Masyarakat Vol. 3 No. 1 (2024): Juni
Publisher : Lembaga Penelitian dan Pengabdian Kepada Masyarakat STAI Al Fithrah Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36781/khidmatuna.v3i01.627

Abstract

Community service activities in the form of a one-day seminar with students from SDIT Haruniyah residing in East Pontianak, West Kalimantan Province. The activity took place on December 15, 2023. The participants of the activity were all parents of the students and the academic community of SDIT Haruniyah. The implementation of the Community Service Activity that has been held is a step towards implementing the child-friendly school program at the school unit level. The method of the activity was conducted through counseling to provide brainstorming related to the implementation of Child-Friendly Schools. The participants of the activity were school principals, teachers, and parents who came from SDIT Haruniyah in East Pontianak. The result of the activity is the distribution of knowledge related to the Child-Friendly City Policy and the Child-Friendly School program to fulfill the rights and prioritize the rights of children (PUHA) at the school unit level.
Co-Authors Ana Yuliana iswanto Iswanto Iswanto Mardiyati Nurul Septya Magisa Rahmat, Didi Rizaldy Wahyudi, Hijrah Yualiana, Ana