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All Journal Journal of Artificial Intelligence and Digital Business Amkop Management Accounting Review (AMAR)
Rafiki , Ahmad
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Humanities Computer Science & IT Economics, Econometrics & Finance Electrical & Electronics Engineering Engineering Social Sciences

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Pengaruh Brand image Dan Perilaku Konsumen Terhadap Keputusan Pembelian Mie Ayam Sinar Utama Hutagalung, Mhd Rezi Ramadhan; Rafiki , Ahmad; Tarigan , Eka Dewi Setia; Tobing, Fitriani
RIGGS: Journal of Artificial Intelligence and Digital Business Vol. 4 No. 2 (2025): Mei - Juli
Publisher : Prodi Bisnis Digital Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/riggs.v4i2.1267

Abstract

This study aims to determine "The Influence of Brand Image and Consumer Behavior on Purchasing Decisions of Mie Ayam Sinar Utama". This type of research is associative, namely a study that is to find out whether there is a relationship between two variables, where the variables are measured using a Likert scale. The population in this study were consumers at Mie Ayam Sinar Utama Medan with a sample of 96 respondents taken from some consumers from the existing population. And by using the Slovin formula technique. Data processing was carried out using SPSS software, with descriptive analysis and multiple regression analysis hypothesis testing. Based on the results of the t test, it can be seen that the t count on the brand image variable of 3,749 is greater than the t table of 1,984 with a probability of t, namely sig 0.000, smaller than the significance of 0.05..Based on these values, the brand image variable has a positive and significant effect on purchasing decisions. In the t-count variable of 4,788 and t-table of 1984 with a probability of t, namely sig 0.000, which is smaller than the significance limit of 0.05, the Consumer Behavior variable partially has a positive and significant effect on the purchasing decision variable. Based on the results of the F test, the F-count value of 31,247 with sig 0.000 <0.05 indicates that Ho is rejected and Ha is accepted, meaning that brand image and Consumer Behavior simultaneously have a positive and significant effect on purchasing decisions.
The Influence of Maintenance Reminder Appointment and Customer Satisfaction on Customer Retention with After-Sales Service Productivity as an Intervening Variable at Auto2000 SM Raja Medan lubis , Laila Annisyah; suryani, Wan; Rafiki , Ahmad
Amkop Management Accounting Review (AMAR) Vol. 5 No. 2 (2025): July - December
Publisher : Sekolah Tinggi Ilmu Ekonomi Amkop Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37531/amar.v5i2.3367

Abstract

This study examines the influence of Maintenance Reminder Appointment (MRA) and customer satisfaction on customer retention, with after-sales service productivity functioning as an intervening variable at Auto2000 SM Raja Medan. Using a quantitative explanatory design, data were collected from 371 customers through purposive sampling and analyzed using SEM-PLS. The findings indicate that MRA and customer satisfaction significantly affect service productivity and customer retention. Service productivity also significantly enhances retention and mediates both variables. These results highlight the importance of integrating proactive CRM strategies with operational efficiency to strengthen long-term customer loyalty.
Co-Authors Fitriani Tobing Hutagalung, Mhd Rezi Ramadhan lubis , Laila Annisyah Tarigan , Eka Dewi Setia Wan Suryani