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All Journal International Journal of Science and Society (IJSOC) Arthatama: Journal of Business Management and Accounting
I Made Bayu Dirgantara
Universitas Diponegoro, Semarang, Indonesia
Economics, Econometrics & Finance Materials Science & Nanotechnology Social Sciences

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Analysis of the Effect of Perceived Service Quality and Perceived Value on E Loyalty Through Customer Satisfaction and Customer Trust as Intervening Variables: Study on Wardah Beauty Products e-Commerce Consumers in Semarang City Sindi Clarista Efendi; I Made Bayu Dirgantara
International Journal of Science and Society Vol 5 No 5 (2023): International Journal of Science and Society (IJSOC)
Publisher : GoAcademica Research & Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54783/ijsoc.v5i5.924

Abstract

This research aims to analyze the influence of perceived service quality and perceived value on e-loyalty through customer satisfaction and customer trust as intervening variables on e-commerce consumers of Wardah beauty products in Semarang City. The research population was all consumers who purchased Wardah products online through the 5 largest e-commerce sites in Indonesia and a sample of 100 consumers. The data analysis method is path analysis with Smart Partial Least Square (PLS). This research produces findings that there is a positive influence of perceived value, customer satisfaction, customer trust on e-loyalty but perceived service quality has no effect on e-loyalty. There is a positive influence of perceived service quality and perceived value on customer satisfaction, while customer satisfaction has a positive influence on customer trust. There is an indirect influence of perceived service quality on e-loyalty through customer satisfaction. There is an indirect influence of perceived value on e-loyalty through customer satisfaction. There is an indirect influence of customer satisfaction on e-loyalty through customer trust.
Digital Marketing on Sales Effectiveness and Market Expansion for Msmes: A Literature Review Alvianno Difta Sunggara; Putri Nurhaliza; Augusty Tae Ferdinand; I Made Bayu Dirgantara
Arthatama: Journal of Business Management and Accounting Vol. 6 No. 2 (2022)
Publisher : LifeSciFi

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Abstract

This literature review explores the impact of digital marketing on the sales effectiveness and market expansion of MSMEs. It examines the role of digital strategies such as Search Engine Optimization (SEO), Pay-Per-Click (PPC), and social media in enhancing the visibility and reach of MSMEs in the digital world. These strategies help MSMEs rank higher on search engines and target specific customer segments, thus improving market access and conversion rates. However, the adoption of digital marketing by MSMEs is challenged by limited technological knowledge and inadequate access to digital infrastructure, especially in rural areas. The review highlights the importance of government and institutional support, including training programs, digital platform access, and financial assistance, to help MSMEs leverage digital technologies effectively. Furthermore, the review discusses how digitalization initiatives, such as ecommerce and digital payment systems, contribute to MSME growth and competitiveness. By synthesizing existing research, this study underscores the synergy between digital marketing strategies and MSME empowerment in fostering long-term business sustainability and economic growth. The findings suggest that overcoming digital adoption challenges with proper support mechanisms can enhance MSMEs' market presence and sales performance in a competitive digital economy.
Co-Authors Alvianno Difta Sunggara Augusty Tae Ferdinand Putri Nurhaliza Sindi Clarista Efendi