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All Journal Jurnal Nasional Manajemen Pemasaran dan SDM
Yamalay, Fadhil
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Economics, Econometrics & Finance Social Sciences

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Pengaruh Citra Merek dan Promosi terhadap Loyalitas Wisatawan melalui Variabel Intervening Kepuasan Wisatawan Danau Shuji di Kabupaten Muara Enim Pratama, Reggi Agustian; Rahayu, Sri; Yamalay, Fadhil
Jurnal Nasional Manajemen Pemasaran dan SDM Vol. 3 No. 3 (2022): Jurnal Nasional Manajemen Pemasaran dan SDM
Publisher : Training & Research Institute - Jeramba Ilmu Sukses

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47747/jnmpsdm.v3i3.862

Abstract

This study aims to determine the effect of brand image and promotion on loyalty through the intervening variable of Shuji Lake Tourist Satisfaction in Muara Enim Regency. Sampling used the Hair formula, with the sample used was 225 respondents who visited the Shuji Lake tourist spot, Muara Enim Regency. The data needed is primary data obtained from the distribution of questionnaires to tourists at Shuji Lake tourist attractions. The analytical technique used in this study is a structural equation modeling (SEM) analysis technique. The results of the SEM analysis technique show that firstly, brand image has a significant positive effect on loyalty, secondly, promotion has no effect on loyalty, thirdly, brand image has a positive and significant effect on satisfaction, four promotions have a negative but significant effect on satisfaction, and fifth, satisfaction has a significant positive effect on loyalty. Sixth, with the intervening variable strengthening the influence of the brand image variable on loyalty, seventh with the satisfaction intervening variable, promotion has a negative but significant effect on loyalty.
Pengaruh Flash Sale dan Tagline “Gratis Ongkir” terhadap Pembelian Impulsif melalui Variabel Intervening Emosi Positif pada Marketplace di Kota Palembang Al Fajri, M Adrian; Moelyati, Trisniarty Adjeng; Yamalay, Fadhil
Jurnal Nasional Manajemen Pemasaran dan SDM Vol. 4 No. 3 (2023): Jurnal Nasional Manajemen Pemasaran dan SDM
Publisher : Training & Research Institute - Jeramba Ilmu Sukses

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47747/jnmpsdm.v4i3.1362

Abstract

This research aims to determine the influence of Flash This research aims to determine the influence of Flash Sale and Free Shipping Tagline on Impulsive Purchases through the Intervening Variable of Positive Emotions on Marketplace in Palembang. The sample was drawn using the Hair formula, with a sample size of 150 Marketplace consumers in Palembang City. The required data is primary data obtained from the distribution of questionnaires to Marketplace consumers in Palembang. The analysis technique used in this study is the Structural Equation Model (SEM) analysis technique. The results of the SEM analysis technique show that firstly, there is a positive and significant influence between the Flash Sale variable and the Impulsive Purchase variable. Secondly, there is a positive and significant influence between the Free Shipping Tagline variable and the Impulsive Purchase variable. Thirdly, there is a positive and significant influence between the Flash Sale variable and the Positive Emotions variable. Fourthly, there is a positive and significant influence between the Free Shipping Tagline variable and the Positive Emotions variable. Fifthly, there is a positive and significant influence between the Positive Emotions variable and the Impulsive Purchase variable. Sixthly, there is a positive and significant influence between the Flash Sale variable and the Impulsive Purchase variable through the intervening variable of Positive Emotions. And seventh, there is a positive and significant influence between the Free Shipping Tagline variable and the Impulsive Purchase variable through the intervening variable of Positive Emotions.
Co-Authors Adjeng Moelyati, Trisniarty Al Fajri, M Adrian Pratama, Reggi Agustian SRI RAHAYU