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All Journal Jurnal Ilmiah Manajemen Kesatuan Regress: Journal of Economics & Management
Amirulsyah, Amirulsyah
Unknown Affiliation
Economics, Econometrics & Finance Social Sciences

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Medan City Management in Increasing Economic Competitiveness in the Digital Era Lubis, Hasrita; Nasti, Nilawati; Amirulsyah, Amirulsyah; Syarkawi, Ahmad
Regress: Journal of Economics & Management Vol. 3 No. 3 (2024)
Publisher : Medan Resource Center

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Abstract

The city of Medan, as one of the important economic centers in North Sumatra, faces challenges in increasing its economic competitiveness in the digital era. This study explores how Medan City management can utilize digitalization to strengthen economic competitiveness through implemented digitalization policies and strategies. Qualitative research methods with case studies were used to collect data from in-depth interviews, observations, document studies, and focus group discussions. The results of the study show that digitalization policies, including investments in digital infrastructure and technology training, have had a positive impact on MSMEs and attract investment. However, there are significant challenges such as the digital divide between city centers and suburbs as well as cybersecurity concerns. This research recommends improving infrastructure, strengthening the cybersecurity system, as well as more intensive training and support for MSMEs and the creative economy sector. By implementing this recommendation, the City of Medan can optimize the benefits of digitalization and increase its economic competitiveness in a sustainable manner in the digital era.
The Contribution Of Brand Experience To Brand Loyalty In Beauty Products Zenni Riana; Asmara, M Endang; Amirulsyah, Amirulsyah; Yusrita
Jurnal Ilmiah Manajemen Kesatuan Vol. 13 No. 4 (2025): JIMKES Edisi Juli 2025
Publisher : LPPM Institut Bisnis dan Informatika Kesatuan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37641/jimkes.v13i4.3408

Abstract

The beauty industry relies heavily on fostering consumer loyalty through trust and engaging experiences, particularly for competitive urban markets. This study aims to examine the effects of brand experience and brand trust on brand loyalty, including the moderating role of brand experience in the trust-loyalty relationship. A quantitative approach with a causal-explanatory design was employed, using a purposive sample of 308 consumers, primarily young females. Data were collected via online surveys with a five-point Likert scale questionnaire and analyzed using Structural Equation Modeling based on Partial Least Squares. The findings reveal that brand trust significantly influences brand loyalty, while brand experience has no direct effect. Brand experience significantly moderates the trust-loyalty relationship negatively, suggesting that intense experiences may weaken loyalty by raising unmet expectations. In conclusion, brand trust is a key driver, but brands must carefully manage experiences to align with consumer expectations, offering insights for building sustained loyalty in Indonesia’s beauty market.
Co-Authors Asmara, M Endang Lubis, Hasrita Nasti, Nilawati Syarkawi, Ahmad Yusrita Zenni Riana