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All Journal Al-Zayn: Jurnal Ilmu Sosial & Hukum El-Mujtama: Jurnal Pengabdian Masyarakat
Basuki, Ellen Aurelie
Unknown Affiliation
Religion Humanities Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Social Sciences

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Peran Strategi Promosi dan Differentiation dalam Meningkatkan Loyalitas Pelanggan E-commerce Rasyid, Aliy; Junengsih; Basuki, Ellen Aurelie; Hilda Sari Wardhani
Al-Zayn: Jurnal Ilmu Sosial, Hukum & Politik Vol 3 No 4 (2025): 2025
Publisher : Yayasan pendidikan dzurriyatul Quran

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61104/alz.v3i4.1634

Abstract

Perkembangan pesat industri e-commerce di Indonesia telah memunculkan persaingan yang ketat, sehingga upaya mempertahankan loyalitas pelanggan menjadi aspek strategis yang perlu diperhatikan. Penelitian ini bertujuan menganalisis pengaruh strategi promosi dan diferensiasi terhadap loyalitas pelanggan pada platform e-commerce. Penelitian ini menggunakan pendekatan kuantitatif dengan desain eksplanatori, melibatkan 100 responden yang dipilih melalui teknik non-probability sampling. Data primer dikumpulkan melalui kuesioner skala Likert lima poin, sedangkan data sekunder diperoleh melalui telaah pustaka. Analisis data dilakukan dengan metode Structural Equation Modeling berbasis Partial Least Square (SEM-PLS) untuk menguji validitas, reliabilitas, serta hubungan antarvariabel. Hasil penelitian menunjukkan bahwa strategi promosi berpengaruh positif namun tidak signifikan terhadap loyalitas pelanggan, sedangkan diferensiasi berpengaruh positif dan signifikan. Temuan ini mengimplikasikan bahwa keunikan produk, kualitas layanan, dan citra merek yang kuat lebih efektif dalam membangun loyalitas jangka panjang dibandingkan promosi yang bersifat jangka pendek
Strategi Packaging and Programming Paket Wisata untuk Meningkatkan Kunjungan Wisatawan di Taman Kakao Cokelat Desa Banjaroya Basuki, Ellen Aurelie
El-Mujtama: Jurnal Pengabdian Masyarakat  Vol. 4 No. 4 (2024): El-Mujtama: Jurnal Pengabdian Masyarakat
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/elmujtama.v4i4.2809

Abstract

Banjaroya village, Kulon Progo regency has a lot of tourism potential, one of the highlights is Cocoa Chocolate Park. As an educational tourist attraction based on agro-tourism, Chocolate Cocoa Park serves several activities offered by tourists related to cocoa cultivation and chocolate production. But in this case, the Cocoa Chocolate Park has not packaged and mammograms such activity services well. The results showed that there are several things that must be improved in packaging and providing programs in the Cocoa Chocolate Park education package. The trick is to save on tour packages need to display the itinerary so that tourists feel easy and can set the time to follow these activities. Then the programming is by grouping the activities offered according to the focus of each field of activity so that tourists can choose the focus of what activities they want to participate in.
Co-Authors Hilda Sari Wardhani Junengsih Rasyid, Aliy