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All Journal Pelita Masyarakat Journal of Economics, Entrepreneurship, Management Business and Accounting
Manalu, Anastasia
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Humanities Economics, Econometrics & Finance Environmental Science Physics Public Health Social Sciences

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Peningkatan Pendapatan Pengrajin Batik Mangrove melalui Digital Marketing Ginting, Riah Ukur; Hasibuan, Renika; Purba, Roberto Roy; Sinaga, Fernando H; Daeli, Yakasi D; Duha, Theresia; Manalu, Anastasia
Pelita Masyarakat Vol. 6 No. 1 (2024): Pelita Masyarakat, September
Publisher : Universitas Medan Area

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31289/pelitamasyarakat.v6i1.12714

Abstract

Mangrove batik artisans in Tanjung Rejo Village, Percut Sei Tuan District, face challenges in increasing their income, primarily due to limitations in production and business management. In production, artisans lack knowledge of design techniques, especially the shibori technique. On the management side, they are underutilizing digital marketing and lack adequate knowledge of computerized financial recording and management. To address these issues, a community partnership empowerment program (PKM) was implemented, aiming to improve the artisans' income through practical training. The training includes: (a) creating fabric patterns using the Shibori technique, (b) utilizing digital marketing, (c) managing business finances using Microsoft Excel, and (d) building a website. The results show significant improvements in digital marketing knowledge, online sales transactions, and the number of social media followers. This training has proven to be an effective solution, enabling mangrove batik artisans to leverage technology to enhance their income.
The Effect of Service Quality and Corporate Image on Customer Loyalty: The Mediating Role of Customer Satisfaction Tambunan, Elisabet; Purba, Mery Lani; Siregar, Marupa; Purba, Roberto Roy; Khan, Hanna; Manalu, Anastasia
Journal of Economics, Entrepreneurship, Management Business and Accounting Vol 4 No 2 (2026): Volume 4, Issue 2, March 2026
Publisher : CV. Sakura Digital Nusantara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61255/jeemba.v4i1.852

Abstract

Purpose: This study examines the effects of service quality and corporate image on customer loyalty, with customer satisfaction as a mediating variable, in the banking sector in North Sumatra, Indonesia. The study is grounded in SERVQUAL theory, Expectation-Confirmation Theory (ECT), and Relationship Marketing Theory to explain the mechanisms of loyalty formation. Design/methodology/approach: A quantitative explanatory design was employed using a cross-sectional survey of 210 active bank customers selected through purposive sampling. Data were analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM) to test both direct and indirect relationships among the constructs. Findings: The results indicate that service quality has a significant positive effect on customer loyalty (β = 0.393) and customer satisfaction (β = 0.795). Corporate image significantly influences customer satisfaction (β = 0.343) but does not directly affect customer loyalty (β = −0.043). Customer satisfaction significantly affects customer loyalty (β = 0.182). Mediation analysis shows that customer satisfaction does not mediate the relationship between service quality and customer loyalty, but significantly mediates the relationship between corporate image and customer loyalty. Research implications/limitations: This study contributes to theory by demonstrating that customer satisfaction acts as a selective mediator, distinguishing between functional and perceptual antecedents of loyalty. However, the cross-sectional design, regional sample, and reliance on self-reported data limit generalizability and causal inference.
Co-Authors Daeli, Yakasi D Duha, Theresia Elisabet Tambunan Khan, Hanna Purba, Mery Lani Purba, Roberto Roy Renika Hasibuan Sinaga, Fernando H Siregar, Marupa