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Rachmawati , Avianita
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Economics, Econometrics & Finance

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Journal : Journal of Management

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The Influence of Satisfaction, Trust and Price on Garuda Indonesia Passenger Loyalty at Sultan Hasanuddin Makassar International Airport Rachmawati , Avianita; Rolaskhi, Shadli; Maya Hapsari, Ira
Journal of Management Vol. 3 No. 2 (2024): July - December
Publisher : Yayasan Pendidikan Belajar Berdikari

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Abstract

This study investigates the impact of inclusive marketing strategies on consumer perceptions, with an emphasis on the moderating role of consumer experience with inclusive campaigns. This study used a quantitative approach, collecting data from 100 respondents through a structured questionnaire. Data were analyzed using structural equation modeling (SEM) to test the direct and moderating relationships between variables. The results showed that inclusive marketing has a significant and positive influence on consumer perception, with a coefficient of 0.708 and a P-value of 0.000. In addition, consumer experience also shows a significant direct effect on consumer perception (coefficient = 0.315, P-value = 0.000). However, the moderating effect of consumer experience in the relationship between inclusive marketing and consumer perception was not statistically significant (coefficient = 0.049, P-value = 0.146). These findings suggest that inclusive marketing alone can significantly shape positive consumer perceptions, regardless of consumers' prior experience with the campaign
Co-Authors Maya Hapsari, Ira Rolaskhi, Shadli