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Marselinus
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Dampak Harga Terhadap Kepuasan Pelanggan Produk PT. Kartika Boga Lestari di AEON Mall Sentul City Marselinus; Arifin Rudianto
Jurnal Administrasi Bisnis Vol. 1 No. 1 (2024): April
Publisher : Fakultas Ilmu Administrasi

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Abstract

Persaingan produk makanan di era globalisasi semakin meningkat. Penentuan harga adalah salah satu faktor utama yang menentukan keberlanjutan suatu perusahaan. Tujuan dalam penelitian ini mengetahui pengaruh harga terhadap kepuasan pelanggan produk Morenos. Penelitian dilakukan di cabang PT. Kartika Boga Lestari yang terletak di AEON Mall Sentul City, Kabupaten Bogor. Penelitian ini menggunakan metode kuantitatif dengan jumlah sampel sebanyak 72 responden. Jumlah sampel yang diamati diperoleh melalui hasil kuantifikasi menggunakan metode slovin dengan derajat ketelitian sebesar 5%. Data yang diperoleh dianalisis menggunakan metode regresi sederhana untuk melihat pengaruh antara variabel X (harga) dan Y (kepuasan), menggunakan aplikasi SPSS. Hasil penelitian menunjukkan bahwa variabel harga memiliki pengaruh signifikan terhadap kepuasan pelanggan. Harga yang ditetapkan oleh produsen berpengaruh pada kepuasan pelanggan yang berdampak pada penjualan produk. Hal tersebut juga diperkuat melalui nilai koefisien determinasi yang menghasilkan nilai sebesar 70%. Saran yang diberikan dalam penelitian ini yaitu, pihak perusahaan harus mempertimbangkan ulang dalam penentuan harga produk Morenos untuk meningkatkan kepuasan pelanggan.
Adaptasi Strategi Pemasaran Perusahaan E-commerce Indonesia: Kajian Data Annual Report 2021-2023 Widiastuti, Widiastuti; Marselinus
Jurnal Administrasi Bisnis Vol. 1 No. 2 (2024): November
Publisher : Fakultas Ilmu Administrasi

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Penelitian ini bertujuan untuk menganalisis adaptasi strategi pemasaran digital pada tiga platform e-commerce terkemuka di Indonesia, yaitu Tokopedia, Bukalapak, dan Blibli, selama periode 2021-2023. Kajian ini menyoroti tantangan utama yang dihadapi oleh ketiga perusahaan, termasuk penurunan EBITDA sebagai indikator profitabilitas di tengah persaingan yang semakin ketat, serta peningkatan pendapatan bersih yang mencerminkan keberhasilan dalam menarik konsumen dan memperluas volume transaksi. Melalui pendekatan kualitatif dengan desain multiple case study, penelitian ini menggunakan triangulasi data dari dokumen sekunder, laporan performa digital marketing, dan studi literatur terkait. Analisis data dilakukan menggunakan metode thematic analysis untuk mengidentifikasi pola dan tema utama dalam transformasi strategi pemasaran. Hasil penelitian menunjukkan bahwa inovasi dalam pemasaran digital, seperti personalisasi layanan berbasis kecerdasan buatan dan penguatan kolaborasi dengan UMKM lokal, menjadi kunci dalam mempertahankan daya saing. Penelitian ini memberikan kontribusi teoretis dan praktis terhadap pengembangan strategi digital marketing yang lebih efektif dan berkelanjutan, sekaligus menawarkan wawasan bagi pelaku industri untuk menghadapi dinamika e-commerce yang terus berkembang di Indonesia.
Bauran Pemasaran sebagai Determinan dalam Minat Mendaftar Mahasiswa Baru Riszky Nurseno; Nico Mufti Setiawan; Marselinus
Jurnal Administrasi Bisnis Vol. 2 No. 1 (2025): April
Publisher : Fakultas Ilmu Administrasi

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Penelitian ini bertujuan untuk mengetahui pengaruh bauran pemasaran terhadap minat mendaftar mahasiswa di Fakultas Ilmu Administrasi Universitas Jakarta. Metode penelitian yang digunakan adalah kuantitatif dengan pendekatan survei melalui penyebaran kuesioner kepada 86 responden. Instrumen penelitian diuji validitas dan reliabilitasnya, serta dilakukan uji asumsi klasik seperti normalitas dan linearitas. Teknik analisis data menggunakan regresi linear sederhana. Hasil penelitian menunjukkan bahwa bauran pemasaran berpengaruh signifikan terhadap minat mendaftar dengan nilai signifikansi < 0,001 dan nilai koefisien regresi sebesar 0,561. Nilai koefisien determinasi (R²) sebesar 42% menunjukkan bahwa variabel bauran pemasaran memberikan kontribusi yang cukup besar terhadap variabel minat mendaftar, sedangkan sisanya dipengaruhi oleh faktor lain. Temuan ini sejalan dengan beberapa penelitian sebelumnya yang menyatakan bahwa strategi pemasaran yang efektif dapat meningkatkan daya tarik calon mahasiswa terhadap institusi pendidikan tinggi
Pemanfaatan Media Sosial sebagai Sarana Pemasaran dalam Mendorong Penjualan pada Warung Sate Official di Jakarta Gitta Vania Naulibasa; Marselinus; Aira Putri E D
Jurnal Administrasi Bisnis Vol. 2 No. 1 (2025): April
Publisher : Fakultas Ilmu Administrasi

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Abstract

Penelitian ini bertujuan untuk menggali peran media sosial Instagram dalam komunikasi pemasaran pada Warung Sate Official di Jakarta. Penelitian ini menggunakan pendekatan kualitatif deskriptif dengan metode pengumpulan data melalui wawancara mendalam terhadap pemilik, admin media sosial, dan juga konsumen Warung Sate Official. Hasil penelitian menunjukkan bahwa Instagram dimanfaatkan secara efektif oleh Warung Sate Official untuk menyampaikan informasi produk, membangun hubungan dengan pelanggan, serta menarik minat konsumen melalui berbagai fitur seperti foto produk, reels, komentar, serta giveaway. Komunikasi dua arah yang terjalin antara penjual dan konsumen menunjukkan adanya interaksi yang membentuk kedekatan dan kepercayaan. Selain itu, data yang diperoleh menunjukkan adanya peningkatan penjualan signifikan setelah penggunaan Instagram, dari sebelumnya Rp 18.000.000 menjadi Rp35.000.000 per bulan. Penelitian ini menyimpulkan bahwa media sosial, khususnya Instagram, tidak hanya menjadi sarana promosi, tetapi juga menjadi bagian integral dari proses pemasaran dan komunikasi bisnis. Dengan demikian, penggunaan media sosial dalam konteks UMKM memiliki peran penting dalam memperkuat daya saing dan keberlanjutan usaha
Digital Service Innovation in Enhancing Customer Satisfaction: An Analysis of Service and Product Quality in the Banking Industry Kevin Ewaldo; Prastyo, Agung; Marselinus; Aira Putri E D
Jurnal Administrasi Bisnis Vol. 2 No. 1 (2025): April
Publisher : Fakultas Ilmu Administrasi

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Abstract

This study aims to analyze the influence of service quality and product quality on customer satisfaction through digital service innovation at BNI Agen46 Menteng Main Branch and to propose strategic recommendations for developing digital services that enhance customer satisfaction and loyalty. A quantitative approach was applied using a survey method with a five-point Likert scale questionnaire. The collected data were analyzed using multiple linear regression to examine the relationships among variables, supported by validity, reliability, and classical assumption tests to ensure the robustness of the findings. The results indicate that both service quality and product quality have a positive and significant impact on customer satisfaction. These findings highlight that improving service and product quality is crucial for strengthening customer loyalty and fostering sustainable long-term relationships. Furthermore, based on SWOT and TOWS analyses, this study proposes strategic recommendations that leverage internal strengths and external opportunities, such as optimizing brand reputation, fostering collaboration with fintech companies, and enhancing digital service features to be more responsive to customer needs.
From Emotion to Intention: Mapping the Evolution of Brand Love Research Through a Systematic Literature Review Marselinus; Syah, Tantri Yanuar Rahmat; Kustiawan, Unggul; Sofia, Regina Deka
Ilomata International Journal of Management Vol. 7 No. 2 (2026): April 2026
Publisher : Yayasan Sinergi Kawula Muda

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61194/ijjm.v7i2.2000

Abstract

This study aims to identify, analyze, and systematically synthesize the intellectual and empirical development of brand love research from 2016 to 2024. The novelty of this review lies in its integrative approach that not only maps how the construct has evolved conceptually and methodologically across 43 Scopus-indexed journal articles, but also distinguishes itself from previous reviews by combining a PRISMA-guided screening procedure with bibliometric visualization to uncover deeper thematic structures. Using PRISMA as the primary protocol, the article selection process was carried out transparently and stepwise, complemented by bibliometric analyses in VOSviewer that reveal emerging clusters and patterns of scholarly interconnections. The findings indicate that brand experience, brand trust, and customer engagement consistently function as dominant antecedents and outcomes within brand love research. Recent studies also emphasize the growing role of digital platforms and emotional authenticity in shaping stronger consumer–brand relationships. Overall, this review clarifies the theoretical progression of brand love from emotional attachment toward behavioral intention and offers an enhanced research agenda that advances cross-cultural and digital marketing perspectives.
From Emotion to Intention: Mapping the Evolution of Brand Love Research Through a Systematic Literature Review Marselinus; Syah, Tantri Yanuar Rahmat; Kustiawan, Unggul; Sofia, Regina Deka
Ilomata International Journal of Management Vol. 7 No. 2 (2026): April 2026
Publisher : Yayasan Sinergi Kawula Muda

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61194/ijjm.v7i2.2000

Abstract

This study aims to identify, analyze, and systematically synthesize the intellectual and empirical development of brand love research from 2016 to 2024. The novelty of this review lies in its integrative approach that not only maps how the construct has evolved conceptually and methodologically across 43 Scopus-indexed journal articles, but also distinguishes itself from previous reviews by combining a PRISMA-guided screening procedure with bibliometric visualization to uncover deeper thematic structures. Using PRISMA as the primary protocol, the article selection process was carried out transparently and stepwise, complemented by bibliometric analyses in VOSviewer that reveal emerging clusters and patterns of scholarly interconnections. The findings indicate that brand experience, brand trust, and customer engagement consistently function as dominant antecedents and outcomes within brand love research. Recent studies also emphasize the growing role of digital platforms and emotional authenticity in shaping stronger consumer–brand relationships. Overall, this review clarifies the theoretical progression of brand love from emotional attachment toward behavioral intention and offers an enhanced research agenda that advances cross-cultural and digital marketing perspectives.
Social Exclusion in the Education of Students with Religious Beliefs in Banyumas Marselinus; Oosterdam, Nasywa Andi; Calya Nashifa Adi Saputri; Faril Insan Madani; Fajar Widianto; Zidan Alfin Mubarrok; Tata Indra Wati
SOCIA: Jurnal Ilmu-Ilmu Sosial Vol. 23 No. 1 (2026): Socia: Jurnal Ilmu-Ilmu Sosial
Publisher : Universitas Negeri Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21831/socia.v23i1.95795

Abstract

Ministry of Education and Culture Regulation No. 27 of 2016 provides access for students who practice a particular faith to receive an education that is equal to that of their peers. This study describes the implementation of this regulation in Banyumas Regency and the forms of social exclusion in the implementation of this regulation. The research approach used is descriptive qualitative with data collection techniques through in-depth interviews, observation, and documentation. Informants in this study were determined using snowball sampling from students and education counsellors. Data analysis used the Miles and Huberman model. Data validity was obtained using researcher triangulation. The results show that since 2017, religious education has been implemented with support from MLKI and education counselors. The number of students who practice their beliefs has increased from 4 students initially to 10 students and 7 education counselors currently. However, the implementation process faces social exclusion barriers such as initial rejection of belief education, social stereotypes, forced use of certain religious symbols, and unequal access to textbooks, class placement, and assignments that conflict with students' beliefs in general subjects. This shows that there is still a dominance of the majority religion in the Indonesian education system. This study emphasizes the importance of socialization and enforcement of policies to guarantee equal education rights for students who practice beliefs. Therefore, the implementation of belief education requires collaboration from all parties in order to overcome obstacles and ensure that students can access education in accordance with their beliefs and human rights equally.
Co-Authors Agung Prastyo, Agung Aira Putri E D Arifin Rudianto Calya Nashifa Adi Saputri Fajar Widianto Faril Insan Madani Gitta Vania Naulibasa Kevin Ewaldo Kustiawan, Unggul Nico Mufti Setiawan Oosterdam, Nasywa Andi Regina Deka Sofia Riszky Nurseno Tantri Yanuar Rahmat Syah Tata Indra Wati WIDIASTUTI - Zidan Alfin Mubarrok