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All Journal EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi dan Bisnis
Nita Garnida
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Energy Other

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Proposed Marketing Strategy to Increase Repurchase Intention of Brand.ABC Anggit Kartika Sab'rina Sriyatna; Nita Garnida; Prawira Fajarindra Belgiawan
EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi dan Bisnis Vol 12 No 2 (2024): April
Publisher : UNIVED Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37676/ekombis.v12i2.5440

Abstract

This study aims to determine the extent to which Customer Satisfaction can affect Brand Loyalty. Customer Satisfaction can affect Repurchase Intention, and Brand Loyalty can affect Repurchase Intention at Brand ABC The sample of this research is 309 customer respondents who have purchased products at Brand ABC In this study, the authors used data collection methods through interviews and questionnaires. The data analysis technique in this study uses a validity test, reliability test and Structural Equation Modelling Partial Least Square (SEM-PLS) test. From the SEM-PLS test results obtained, BL = 0.981 CS + E1 and RI = -0.220 CS + 1.194 BL + E2., There is a strong and statistically significant positive influence between Customer Satisfaction and Brand Loyalty of Brand ABC customers. In addition, there is a strong and statistically significant negative influence between Customer Satisfaction and Repurchase Intention. Meanwhile, Brand Loyalty of Brand ABC customers has a positive and significant effect on their future Repurchase Intention.
Proposed Marketing Strategy to Improve Customer Loyalty of Brand XYZ Made Sri Ayu Apsari; Nita Garnida; Prawira Fajarindra Belgiawan
EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi dan Bisnis Vol 12 No 2 (2024): April
Publisher : UNIVED Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37676/ekombis.v12i2.5442

Abstract

This research aims to provide strategies to increase customer loyalty from brand XYZ. This research was conducted using the variables brand image, customer involvement, and customer satisfaction. Internal analysis using Marketing Mix, STP, and VRIO as well as external analysis, namely PESTLE, Porter's Five Forces, Competitor Analysis, and Customer Analysis in this research are used to find out what the internal and external conditions of brand XYZ are. In this research, primary data and secondary data are used to support the analysis to be carried out. The primary data used was obtained from interviews with brand XYZ, as well as questionnaire surveys distributed to brand XYZ customers which will then be processed using Structural Equation Modeling Partial Least Square (SEM PLS). Secondary data is used in this research to support analysis in the form of theory from sources relevant to this research. The results of internal and external analysis as well as the results of the hypothesis in this research are that brand image and customer engagement have a significant and positive influence on customer loyalty, but customer satisfaction does not have a significant influence on customer loyalty. Based on the results of the analysis that has been carried out, a marketing strategy recommended by the author to increasing customer loyalty.
Co-Authors Anggit Kartika Sab'rina Sriyatna Made Sri Ayu Apsari Prawira Fajarindra Belgiawan