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All Journal International Journal of Global Accounting, Management, Education, and Entrepreneurship (IJGAME2) Jurnal Pariwisata, Bisnis Digital dan Manajemen
Rezha Isyraqi Qastalano
Politeknik Negeri Jember
Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Social Sciences Other

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EXPLORING POST-PURCHASE CONSUMER BEHAVIORAL INTENTION; A STUDY ON SME CONSUMERS IN AGAM REGENCY Nugroho, Rizky Adhitya; Qastalano, Rezha Isyraqi
International Journal of Global Accounting, Management, Education, and Entrepreneurship Vol. 5 No. 2 (2025): International Journal of Global Accounting, Management, Education, and Entrepre
Publisher : Sekolah tinggi ilmu ekonomi pemuda

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.48024/ijgame2.v5i2.185

Abstract

This Research investigates the factors that influence intended consumer behavior towards SMEs' commodities in consideration of a mixed-method approach in Agam Regency. This paper derives from 272 questionnaires and qualitative interviews with 5 key informants, the results indicating perceived qualities, packaging, and price were significant factors elevating behavioral intention, while advertising was not significant. Highlighted here with respect to decision-making by consumers are quality, branding, and price. However, as already noted, SME marketing lacks creativity, engaging content, and professionalism in execution-all these should be seen as impediments to brand development. Therefore, this research is recommendable for small and medium enterprises in bringing significant change in quality, packaging, price strategies, and marketing communication toward improving consumer interests and competition levels against others on the market.
Pengaruh Kualitas Produk, Kualitas Pelayanan, dan Influencer Marketing terhadap Kepuasan Pelanggan pada Sego Sambel Merdeka Qastalano, Rezha Isyraqi; Nugroho, Rizky Adhitya; Bahanan, Muhammad
Jurnal Pariwisata Bisnis Digital dan Manajemen Vol. 4 No. 1 (2025): Jurnal Pariwisata, Bisnis Digital dan Manajemen Periode Mei 2025
Publisher : LPPM Universitas Nusa Mandiri

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33480/jasdim.v4i1.6690

Abstract

Indonesia’s culinary scenes today has grown and expanded significantly in each region. Increasing culinary demand affects on customer satisfaction. The study’s purpose is to ascertain  impact  of product quality, service quality, and influencer marketing on customer satisfaction of Sego Sambel Merdeka on Mojokerto which is secured to raise sales, share of the market, and competitive edge. The approach of this study is quantitative by using respondent questionnaires using convenience sampling of 50 respondents. The study’s hypothesis test used the method of  multivariate linear regression. The findings of this study indicates results of the validity and realibility tests which have been processed are valid and reliable. The traditional assumption test in this study revealed a normal distribution and no symptoms of multicollinearity and heteroskedasticity occurred. The determination test revealed that 41.2% of the variability of customer satisfaction was impacted by product quality, service quality, and influencer marketing, with a regression equation of Y = -1.689 + 0.336X1 + 0.190X2 + 0.771X3 + e which showed a positive influence. The conclusion obtained on this research is that product quality and influencer marketing have significantly impact on customer satisfaction, but service quality have not  significantly impact on customer satisfaction, so in this research, it is implied that Sego Sambel Merdeka business owners are advised to focus more on improving product quality and maximizing influencer marketing strategies, even though the quality of service is not significant in this study periodic evaluation to ensure adequate service standards.
Co-Authors Muhammad Bahanan Nugroho, Rizky Adhitya