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All Journal Jurnal Doktor Manajemen (JDM) Growth: Journal Management and Business
Khomairo, Ratu Dini
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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Pengaruh Kualitas Produk, Kualitas Pelayanan Dan Digital Marketing Terhadap Loyalitas Pelanggan 24ever coffee Rahma, Alma Syifa; Putri, Fuzha Melyani; Khomairo, Ratu Dini; Zulaieka, Almira; Sialagan, Demak
Jurnal Doktor Manajemen (JDM) Vol 8, No 1 (2025): APRIL 2025
Publisher : Universitas Mercu Buana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22441/jdm.v8i1.31294

Abstract

This study aims to determine the effect of product quality, service quality, and digital marketing on customer loyalty at 24ever Coffee. The research used a quantitative approach with a case study design. Data were collected using a questionnaire distributed to 60 respondents through social media, using a Likert scale. The study employed multiple linear regression analysis with SPSS and included classical assumption tests such as normality, multicollinearity, and heteroscedasticity. The results of the study show that product quality and digital marketing have a significant positive effect on customer loyalty, while service quality does not show a significant effect. The findings suggest that to improve customer loyalty, 24ever Coffee should prioritize enhancing product quality and utilizing digital marketing strategies effectively. Although service quality did not significantly influence loyalty in this study, it still remains important to support overall customer satisfaction. These insights are expected to guide strategic decisions for businesses in maintaining competitiveness and sustaining customer relationships.
Brand Ambassadors, Brand Trust, and Hedonic Motivation in Shaping G2Glow Purchase Decisions Rahma, Alma Syifa; Putri, Fuzha Melyani; Khomairo, Ratu Dini; Tinnafsiyyah, Nurfithroh; Zulaeka, Almira
Growth: Journal Management and Business Vol. 3 No. 02 (2025): December 2025
Publisher : Lentera Ilmu Nusantara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59422/growth.v3i02.995

Abstract

This study explores the influence of Social Brand Ambassadors on purchasing decisions for G2Glow products, with Brand Trust as a mediating variable and Hedonic Motivation as a moderating variable. The aim of this research is to determine the extent to which brand ambassadors shape brand trust and how it affects consumer decision-making. A quantitative approach was employed using Partial Least Square (PLS) analysis, and data were collected from 101 respondents via an online questionnaire. The results indicate that Social Brand Ambassadors do not have a direct effect on purchasing decisions but do have a significant indirect effect through Brand Trust. Furthermore, Hedonic Motivation also has a significant influence on purchasing decisions. The analysis of variables reveals that Brand Trust plays a crucial role as a bridge between brand ambassadors and purchasing decisions, while Hedonic Motivation enhances the emotional influence in the buying process. The conclusion of this study highlights that brand trust is a key factor in influencing purchasing decisions, and the strategic use of the right brand ambassador can strengthen that trust. The originality of this study lies in integrating social brand ambassadors, brand trust, and hedonic motivation within a single model, offering a more comprehensive explanation of consumer behavior in the beauty industry. Theoretically, the findings extend consumer behavior and branding literature by showing that emotional and trust-based mechanisms are stronger predictors of purchasing decisions than ambassadorial presence alone, thereby contributing new insights into the role of mediated and moderated pathways in digital marketing contexts. The practical implication is that marketers should emphasize emotional elements and credibility in their promotional strategies.
Co-Authors Putri, Fuzha Melyani Rahma, Alma Syifa Sialagan, Demak Tinnafsiyyah, Nurfithroh Zulaeka, Almira Zulaieka, Almira