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All Journal El-Mujtama: Jurnal Pengabdian Masyarakat Journal of Innovative and Creativity
Mawaddatul Ulya
Universitas Darunnajah
Religion Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Mathematics Social Sciences Other

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Pengaruh Citra Merek dan Kualitas Produk terhadap Loyalitas Pelanggan (Studi pada McDonald’s Cabang Ciledug) Rizka Fajrina; Muhammad Azhar; Mawaddatul Ulya
Journal of Innovative and Creativity Vol. 5 No. 3 (2025)
Publisher : Fakultas Ilmu Pendidikan Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/joecy.v5i3.4571

Abstract

This study is motivated by the boycott phenomenon against McDonald’s triggered by the Israel–Palestine conflict, which has affected consumer perceptions in Indonesia, particularly in Ciledug, Tangerang City. The purpose of this research is to analyze the influence of brand image and product quality on customer loyalty toward McDonald’s in Ciledug District. The research method employed is quantitative utilizing a purposive sampling technique, with 100 respondents who are McDonald’s consumers. Data processing was conducted using SPSS version 23, including multiple linear regression analysis, validity and reliability tests, classical assumption tests, F-test, t-test, and the coefficient of determination (R²). The findings reveal that brand image has a positive and significant effect on customer loyalty, indicated by t-count > t-table, with a value of 9.268 > 1.984. Meanwhile, product quality does not show a significant effect on customer loyalty, reflacted by t-count < t-table, with a value of -0.381 < 1.984. Simultaneously, brand image and product quality highly influence customer loyalty, as presented by F-count 103.713 > F-table 3.090 and a significance value of 0.000, which is less than 0.05.
Penguatan Empati Sosial melalui Kunjungan Edukatif ke Masyarakat Adat Baduy Luar Mawaddatul Ulya; Anggita Nurcahyani; Muadz Muadz
El-Mujtama: Jurnal Pengabdian Masyarakat  Vol. 6 No. 1 (2026): El-Mujtama: Jurnal Pengabdian Masyarakat
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/elmujtama.v6i1.10927

Abstract

This activity aims to strengthen students’ social empathy through an experiential learning approach combined with indigenous community engagement. The program was initiated in response to the declining social sensitivity among students in the digital era, where individualism often dominates social interactions. Therefore, contextual and reflective learning experiences are needed to develop students’ humanistic character. The educational visit was conducted in the Baduy Luar indigenous community, Kanekes Village, Lebak Regency, Banten, involving students from various study programs. The methods included participatory observation, informal interviews, and written reflections analyzed using a descriptive qualitative approach. The results showed that students demonstrated increased empathy and cross-cultural awareness through direct interaction with the community. They learned the values of simplicity, mutual cooperation, and harmony between humans and nature. Beyond enhancing student awareness, the activity also strengthened collaborative relations between higher education institutions and indigenous communities as equal learning partners. Thus, experiential learning proved effective in fostering social empathy and humanitarian awareness among students.
Co-Authors Anggita Nurcahyani Muadz Muadz Muhammad Azhar Rizka Fajrina S