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All Journal Jurnal Ecoment Global: Kajian Bisnis dan Manajemen BISECER (Business Economic Entrepreneurship)
Sunarto, Stephanus
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Economics, Econometrics & Finance Social Sciences

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PENGARUH VIRAL MARKETING DAN HEDONIC SHOPPING MOTIVATION TERHADAP KEPUASAN PELANGGAN DENGAN IMPULSIVE BUYING SEBAGAI VARIABEL INTERVENING PADA PENGGUNA E-COMMERCE SHOPEE DI KABUPATEN SEMARANG Ardhyatama, Airlangga; Sasono, Eko; Sunarto, Stephanus; Novandalina, Arini
BISECER (Business Economic Entrepreneurship) Vol 8, No 2 (2025): Juli 2025
Publisher : Universitas Darul Ulum Islamic Centre Sudirman GUPPI

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61689/bisecer.v8i2.753

Abstract

Perkembangan teknologi digital dan internet telah mendorong pertumbuhan e-commerce di Indonesia secara signifikan. Shopee, sebagai salah satu platform terkemuka, menunjukkan jumlah kunjungan tertinggi dan peningkatan pengguna yang pesat. Namun, meski unggul dari sisi jumlah pengguna, masih terdapat keluhan terkait kepuasan pelanggan. Penelitian ini bertujuan untuk menganalisis pengaruh Viral marketing dan Hedonic shopping motivation terhadap Kepuasan Pelanggan, dengan Impulsive buying sebagai variabel intervening, pada pengguna e-commerce Shopee di Kabupaten Semarang.Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei. Data dikumpulkan melalui kuesioner yang disebarkan kepada responden pengguna Shopee. Teknik analisis yang digunakan adalah Partial Least Square (PLS) dengan bantuan software SmartPLS versi 4.1 untuk menguji pengaruh langsung dan tidak langsung antar variabel. Hasil penelitian menunjukkan bahwa Viral marketing berpengaruh signifikan terhadap Kepuasan Pelanggan namun tidak berpengaruh terhadap Impulsive buying. Hedonic shopping motivation berpengaruh signifikan terhadap Impulsive buying tetapi tidak terhadap Kepuasan Pelanggan. Sementara itu, Impulsive buying tidak memiliki pengaruh signifikan terhadap Kepuasan Pelanggan. Selain itu, baik Viral marketing maupun Hedonic shopping motivation tidak berpengaruh signifikan terhadap Kepuasan Pelanggan melalui Impulsive Buying sebagai variabel intervening. Implikasi dari temuan ini menunjukkan bahwa peningkatan kepuasan pelanggan Shopee di Kabupaten Semarang tidak cukup hanya melalui upaya viral marketing atau pengalaman belanja hedonis. Oleh karena itu, manajemen Shopee perlu meningkatkan aspek lain yang lebih relevan terhadap kepuasan pelanggan seperti pelayanan, keaslian produk, dan sistem pengaduan yang responsif. Penelitian ini juga diharapkan dapat menjadi referensi bagi penelitian selanjutnya dengan mempertimbangkan tambahan variabel atau cakupan wilayah yang lebih luas.Kata Kunci : Viral marketing, Hedonic shopping motivation, Impulsive buying, Kepuasan Pelanggan, Shopee, E-commerce.
Dental Service Quality and Facilities Influence BPJS Patient Loyalty with Patient Satisfaction as Mediation at Rizkia Dental Clinic : Service Quality and Facilities Influence BPJS Patient Loyalty with Patient Satisfaction as Mediation at Rizkia Dental Clinic Noventika, Rizkia Anisnur; Marnoto, Marnoto; Sunarto, Stephanus
Jurnal Ecoment Global Vol. 10 No. 3 (2025): Volume 10 No. 3 (Edisi Desember 2025)
Publisher : Universitas Indo Global Mandiri Palembang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36982/jeg.v10i3.6238

Abstract

Objective: The purpose of this study is to analyze the Quality of Dental Health Services and Facilities on BPJS Patient Loyalty with BPJS Patient Satisfaction as a Mediating Variable at Rizkia Dental Clinic. Design/Methods/Approach: The population in this study were patients who had undergone dental and oral care at Rizkia Dental Clinic Jepara in 2024. The sampling technique used was purposive sampling with a sample of 110 patients. The variables in this study included service quality, facilities, patient loyalty, and patient satisfaction. Data collection was conducted using a questionnaire/Google Form. Data analysis was carried out using SEM-PLS software. Findings: The analysis results show that the quality of dental health services and facilities significantly influence patient satisfaction at Rizkia Dental Clinic by 80.2% with a p-value <0.05. Furthermore, there is an influence of the quality of dental health services and facilities through patient satisfaction on patient loyalty at Rizkia Dental Clinic by 94.8% with a p-value <0.05. All research hypotheses are accepted, confirming the importance of quality services and adequate facilities in building patient satisfaction and loyalty. Originality/Value: The originality of this study lies in its analysis of the relationship between dental service quality and facilities and BPJS patient loyalty, with satisfaction acting as a mediator, specifically in the context of Rizkia Dental Clinic Jepara. This approach offers a new perspective that has not been widely researched in BPJS dental services. Practical/Policy implication: This study confirms that service quality and facilities affect BPJS patient satisfaction and loyalty at Rizkia Dental Clinic, with satisfaction serving as an essential mediator. Theoretical implications strengthen the literature on health service management, while managerial implications highlight the need to improve services, facilities, and follow-up care. It is recommended that the clinic regularly evaluate patient satisfaction, enhance facilities, and that future researchers expand the sample, add new variables, and apply mixed methods for more comprehensive findings.
Co-Authors Ardhyatama, Airlangga Arini Novandalina Eko Sasono Marnoto, Marnoto Noventika, Rizkia Anisnur