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All Journal Zona Manajerial: Program Studi Manajemen (S1) Universitas Batam Management Studies and Business Journal
Lestari, Dian Mahardi
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Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Physics Social Sciences

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The Fore Coffee Phenomenon: Servicescape Transformation and Customer Experience as a Catalyst for Repurchase Intention In the Digital Age Tarigan, Tegar Dermawan; Prabowo, Ari; Wahyuni, Etty Sri; Aspan, Henry; Lestari, Dian Mahardi
Zona Manajerial: Program Studi Manajemen (S1) Vol 15 No 1 (2025): Zona Manajerial: Program Studi Manajemen
Publisher : Universitas Batam

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37776/zonamanajer.v15i1.1822

Abstract

Tujuan penelitian ini adalah untuk mengetahui Pengaruh Servicescape, Social Media Marketing, Dan Customer Experience Terhadap Minat Pembelian Ulang Pada Konsumen Fore Coffee di Kota Medan. Analisis yang digunakan yaitu analisis assosiatif, metode penelitian ini adalah kuantitatif. Populasi dalam penelitian ini adalah Populasi dalam penelitian ini ialah seluruh konsumen yang melakukan kunjungan kembali ke Fore Coffee di Kota Medan jumlahnya tidak dapat diprediksi/diketahui. Teknik pengambilan sampel menggunakan teknik penarikan sampel secara Purposive Sampling. Menentukan jumlah sampel dengan menggunakan rumus zikmund. Maka sampel dalam penelitian ini yaitu berjumlah 100 responden. Hasil yang di dapat dari penelitian ini menunjukan bahwa: 1) Servicescape secara parsial berpengaruh dan signifikan terhadap Minat Pembelian Ulang, 2) Customer Experience secara parsial berpengaruh dan signifikan terhadap Minat Pembelian Ulang, 3) Servicescape dan Customer Experience secara simultan berpengaruh dan signifikan terhadap Minat Pembelian Ulang. nilai Adjusted R square 0,776 dapat disebut koefisien determinasi, hal ini berarti 0,776 (77,6%) Minat Pembelian Ulang dapat diperoleh dan di jelaskan oleh servicescape dan customer experience sedangkan sisanya sebesar 22,4% dijelaskan oleh variabel diluar model yang tidak diteliti.
THE ROLE OF HUMAN CAPITAL IN DRIVING STRATEGY HUMAN CENTRIC MARKETING: A SYSTEMATIC LITERATURE REVIEW Lestari, Dian Mahardi; MN, Iman Hasan Ansari
Management Studies and Business Journal (PRODUCTIVITY) Vol. 2 No. 6 (2025): Management Studies and Business Journal (PRODUCTIVITY)
Publisher : Penelitian dan Pengembangan Ilmu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62207/gvxtz294

Abstract

This research aims to explore the strategic role of human capital in encouraging the implementation of human centric marketing strategies in the modern organizational environment. Through a systematic literature review (SLR) approach, this study examined 10 scientific articles obtained from the Emerald, Elsevier, and Google Scholar databases, with a publication year range of 2016 to 2024. The selection process is carried out based on inclusion criteria in the form of topic suitability, empirical evidence,and full accessibility to the article. The results of the analysis show that human capital,which includes individual knowledge, skills, and values, has a significant role in creating a company's competitive advantage through improving customer experience, service innovation, and consumer loyalty. Sustainable human resource development has proven to be the main foundation in the success of a customer-oriented marketing strategy. This study provides important implications for practitioners and policymakers to prioritize investment in human capital development to strengthen human-focused marketing strategies in the long term.
Co-Authors Ari Prabowo Etty Sri Wahyuni Henry Aspan MN, Iman Hasan Ansari Tarigan, Tegar Dermawan