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All Journal Jurnal Ekonomika Manajemen Dan Bisnis
Umam Assa’ady, M. Chothibul
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Economics, Econometrics & Finance Education

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Pengaruh Inovasi Produk, Brand Awareness, dan Brand Image Terhadap Loyalitas Pelanggan Pada Pengguna Produk Apple di Kota Mataram Sawitri, Ni Luh Yesilia; Jati, L. Jatmiko; Wardi, Putri Amalia; Faerossa, Lady; Umam Assa’ady, M. Chothibul
Jurnal Ekonomi Manajemen dan Bisnis (JEMB) Vol. 4 No. 2 (2025): Juli-Desember
Publisher : CV. ITTC INDONESIA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47233/jemb.v4i2.3474

Abstract

Currently smartphone features can replace computer functions ranging from komusikasi, online shopping, browsing, and others. In 2024, it is estimated that the number of iphone users in the world will reach 1.46 billion people, this number is equivalent to 18% of the world's population. The number of Iphone users in Indonesia reached 20 million users in the October 2024 period (DataBoks, 2024). The figure shows that people's purchasing decisions on iPhones are high, especially in the Mataram City area. Mataram City is the capital of West Nusa Tenggara province. Mataram City is a city that is the center of industry and the largest economic turnover in West Nusa Tenggara. In Mataram itself many people choose to use the Iphone rather than other brands. The purpose of this study to determine the effect of product innovation, brand awareness, and brand image on customer loyalty Apple products. This study uses quantitative methods with the number of respondents as many as 120 respondents and data processing tools using SPSS 22. The results of this study that the variable product innovation (X1) positive and insignificant effect on customer loyalty (Y). Brand awareness variable (X2) has a positive and significant effect on customer loyalty (Y). Brand image variable (X3) has a positive and significant effect on customer loyalty (Y). Product innovation variables (X1), brand awareness (X2), brand image (X3) have a positive and significant effect simultaneously on customer loyalty (Y).
Pengaruh Kualitas Layanan Personal Trainer Dan Customer Experience Terhadap Loyalitas Pelanggan Gym jovabzah, Muhamad putra; Anggriani, Rini; Faerrosa, Lady; Jati, L. Jatmiko; Umam Assa’ady, M. Chothibul
Jurnal Ekonomi Manajemen dan Bisnis (JEMB) Vol. 4 No. 2 (2025): Juli-Desember
Publisher : CV. ITTC INDONESIA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47233/jemb.v4i2.3502

Abstract

This study aims to determine the effect of personal trainer service quality and customer experience on gym customer loyalty in Mataram City. The study was conducted due to the phenomenon in Mataram City of intense business competition in the gym industry, which requires business owners to pay attention to providing quality personal trainer services, adequate facilities, and the ability to understand the conditions and situations of each different customer in order to increase gym customer loyalty. The method used in this study is quantitative with a causal approach. Data collection was conducted by distributing questionnaires to 160 respondents with a population of gym members and customers using personal trainer services. The criteria for customers are gym members for a minimum of 2 months, use personal trainer services, and are aged 17 years or older. Data processing tools used are SPSS 22. The data analysis techniques used were validity and reliability tests, classical assumptions, multiple linear regression analysis, t-tests, F-tests, and coefficients of determination. The results showed that the quality of personal trainer services had a positive and significant effect on customer loyalty. However, the customer experience variable had a positive but insignificant effect on customer loyalty. Simultaneously, both variables had a significant effect on customer loyalty. This indicates that improving the quality of personal trainer services can increase customer loyalty, while customer experience does not necessarily have a direct, significant impact.
Co-Authors Anggriani, Rini Faerossa, Lady Josman, Lady Faerrosa jovabzah, Muhamad putra Sawitri, Ni Luh Yesilia Wardi, Putri Amalia