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All Journal INDONESIAN JOURNAL OF BUSINESS AND ECONOMICS Journal of Shariah Economics
Sri Nurhasana
Universitas Hafshawaty Zainul Hasan
Religion Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Social Sciences Other

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THE INFLUENCE OF SOCIAL MEDIA MARKETING, FINANCIAL LITERACY,RISK PERCEPTION, AND USER SATISFACTION ON PAYLATERCONSUMER LOYALTY IN INDONESIA Sri Nurhasana; Wulan Dari; Kurnia Tika; Erny Wahyuni; Tetty Rahmiati Harahap
INDONESIAN JOURNAL OF BUSINESS AND ECONOMICS Vol. 8 No. 1 (2025): Indonesian Journal Of Business And Economics
Publisher : Universitas Kuningan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25134/9bsg0v86

Abstract

This study aims to analyze the influence of Social Media Marketing, Financial Literacy, Risk Perception, and User Satisfaction on Consumer Loyalty among Paylater service users in Indonesia. Paylater services are increasingly popular among digital communities, but consumer loyalty to this service remains a challenge amidst increasing competition and usage risks. This study uses a quantitative approach with a survey method of 200 active Paylater user respondents. The analysis technique used is multiple linear regression with the help of SPSS software. The results show that Social Media Marketing, Financial Literacy, and User Satisfaction have a positive and significant effect on Consumer Loyalty, while Risk Perception has a negative and significant effect. Simultaneously, these four variables have a significant influence on loyalty, with an F-value of 29.783 and a significance value of 0.000. The coefficient of determination (R²) value of 0.379 indicates that 37.9% of the variation in consumer loyalty can be explained by this model. This study implies that improving digital marketing strategies, financial education, risk management, and user service quality are important steps in building sustainable Paylater consumer loyalty in Indonesia.
The Implementation of Marketing Mix as a Marketing Strategy for Pesantren-Based Educational Services Sri Nurhasana
JOURNAL OF SHARIA ECONOMICS Vol. 6 No. 2 (2024): Journal of Sharia Economics
Publisher : Program Studi Ekonomi Syariah, Fakultas Ekonomi dan Bisnis Islam, Universitas Al Hikmah Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35896/jse.v6i2.892

Abstract

This study examines the marketing strategies applied in marketing educational services at Islamic boarding school-based educational institutions. This study is motivated by efforts to develop the quality of Islamic boarding school-based educational institutions, so that they are able to compete with other institutions. Marketing of educational services is intended to create conducive and stable marketing conditions, so as to provide a positive impact on the parties involved in the marketing process (both Islamic boarding schools as producers and the community as consumers). Based on the results of research conducted at the Zainul Hasan Genggong Model Islamic High School, it was found that Islamic boarding school-based educational institutions also apply various strategies in marketing their educational services. The marketing strategy at the Zainul Hasan Genggong Model Islamic High School is carried out through the application of 7P marketing mix theory (product, price, place, promotion, human resources, physical evidence, and process) by utilizing its superior competencies as an Islamic boarding school-based educational institution that tends to be based on students and achievements, so that it can target Muslim communities with both traditional and modern backgrounds as a marketing segment for its educational services.
Co-Authors Erny Wahyuni Kurnia Tika Tetty Rahmiati Harahap Wulan Dari