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All Journal Masip: Jurnal Manajemen Administrasi Bisnis dan Publik Terapan Jurnal Manajemen Kreatif dan Inovasi
Agata Winda Christianti
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Customer Experience, Brand Image, dan Perceived Value: Pengaruhnya Terhadap Kepuasan Pelanggan Netflix Melalui Mediasi Keputusan Pembelian Mahasiswa FISIP UNTAG Surabaya Agata Winda Christianti; Ayun Maduwinarti; Awin Mulyati
Masip: Jurnal Manajemen Administrasi Bisnis dan Publik Terapan Vol. 3 No. 2 (2025): Juni: MASIP: Jurnal Manajemen Administrasi Bisnis dan Publik Terapan
Publisher : Politeknik Kampar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59061/masip.v3i2.1033

Abstract

This study aims to examine the influence of customer experience, brand image, and perceived value on customer satisfaction through purchase decision as a mediating variable. The research was conducted on students of the Faculty of Social and Political Sciences at Universitas 17 Agustus 1945 Surabaya who use the Netflix application. A quantitative approach was used with a questionnaire distributed to 100 respondents. The data were analyzed using Structural Equation Modeling with the Partial Least Squares (PLS) method. The findings reveal that customer experience, brand image, and perceived value significantly influence purchase decision and customer satisfaction. Moreover, purchase decision is proven to mediate the relationship between the independent variables and customer satisfaction. These results highlight the importance of enhancing user experience, building a strong brand image, and delivering value perception to increase customer satisfaction through more informed purchase decisions. The study contributes to understanding consumer behavior in the digital entertainment industry, particularly among students as a major user segment.
Strategi Branding Melalui Inovasi Produk Dan Pemasaran Digital Pada UMKM Emak Farm Dan Hidroponik Agata Winda Christianti; Halawatul Ulum
Jurnal Manajemen Kreatif dan Inovasi Vol. 2 No. 1 (2024): Januari: Jurnal Manajemen Kreatif dan Inovasi
Publisher : Lembaga Pengembangan Kinerja Dosen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59581/jmki-widyakarya.v2i1.2019

Abstract

Emak Farm and Hydroponics is one of the business branches of the East Java Al-Muslim Foundation headed by Drs. Masyhuda. In 2018, Mr. Artha was entrusted to run the Emak Farm and Hidroponic business by Drs. Masyhuda. In his pioneering journey, Pak Artha met Pak Kenta (Head of Surabaya Vegetable Garden). He collaborated with Surabaya Vegetable Garden as a vegetable supplier before finally deciding to go door to door to customers in the Pondok Chand area. The purpose of establishing the Emak Farm and Hidroponic business is to become a useful garden, become a role model and always learn new science or new innovations about hydroponics. In the process of realizing useful gardens, Emak Farm and Hidroponic assisted the Farmer Groups (Poktan) in helping sales and making markets for the groups. The challenge faced by Emak Farm and Hidroponic today is to increase understanding for groups in terms of packaging and shipping to customers who conform to the standard. Another thing that is a challenge as well as motivation for Emak Farm and Hidroponic is in terms of science in hydroponic farming which continues to develop. In this study, researchers intend to review innovative benefit-oriented marketing strategies carried out by UMKM, Emak Farm and Hydroponics.
Co-Authors Awin Mulyati Ayun Maduwinarti Halawatul Ulum