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All Journal MABIS: Manajemen dan Bisnis AT TARIIZ : Jurnal Ekonomi dan Bisnis Islam Indonesia Economic Journal
Ilman, Rizqin
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Environmental Science Social Sciences Other

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Analisis Pengaruh Brand Equity dan Service Quality terhadap Kepuasan Pelanggan serta Niat Beli Produk Otomotif China di Kota Samarinda Rizqin Ilman; Fachmi Azhari; Iwan Haryanto; Gusti Noorlitaria Achmad
Indonesia Economic Journal Vol. 1 No. 2 (2025): DESEMBER
Publisher : Indo Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63822/c5nkc573

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh Brand Equity dan Service Quality terhadap Customer Satisfaction serta dampaknya terhadap Purchase Intention pada produk otomotif merek China di Kota Samarinda. Industri otomotif China seperti Wuling, DFSK, Chery, MG, dan BYD semakin berkembang di pasar Indonesia dengan menawarkan produk yang kompetitif dari sisi harga, kualitas, dan layanan purna jual. Fenomena ini menunjukkan adanya perubahan preferensi konsumen yang menarik untuk dikaji lebih dalam melalui perspektif perilaku konsumen. Penelitian ini menggunakan pendekatan kuantitatif dengan metode Structural Equation Modeling-Partial Least Squares (SEM-PLS). Populasi penelitian meliputi konsumen pengguna maupun calon pengguna mobil merek China di Kota Samarinda, dengan jumlah sampel sebanyak 120 responden yang diperoleh melalui teknik purposive sampling. Instrumen penelitian terdiri dari empat variabel utama: Brand Equity, Service Quality, Customer Satisfaction, dan Purchase Intention, yang diukur menggunakan 20 indikator terverifikasi. Hasil penelitian menunjukkan bahwa Brand Equity dan Service Quality berpengaruh positif dan signifikan terhadap Customer Satisfaction dan Purchase Intention. Selain itu, Customer Satisfaction berpengaruh positif signifikan terhadap Purchase Intention, sekaligus berperan sebagai variabel mediasi yang memperkuat hubungan antara Brand Equity dan Service Quality terhadap Purchase Intention. Nilai R² Customer Satisfaction sebesar 0,399 dan R² Purchase Intention sebesar 0,552, yang mengindikasikan bahwa model penelitian memiliki kemampuan prediktif yang moderat. Temuan ini memperkuat teori perilaku konsumen yang menegaskan bahwa persepsi positif terhadap merek dan kualitas layanan yang baik dapat meningkatkan kepuasan pelanggan dan mendorong niat beli. Dalam konteks produk otomotif China di Samarinda, hasil penelitian ini menekankan pentingnya strategi pemasaran yang berorientasi pada pelanggan, melalui penguatan citra merek, peningkatan layanan purna jual, dan pemeliharaan hubungan jangka panjang dengan konsumen.
Impact of brand equity and after-sales service on satisfaction and repurchase intention in a chinese heavy equipment brand Ilman, Rizqin; Hudayah, Syarifah; Kuleh, J
Manajemen dan Bisnis Vol 25, No 1 (2026): March 2026
Publisher : Department of Management - Faculty of Business and Economics. Universitas Surabaya.

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24123/mabis.v25i1.1054

Abstract

Customer retention is a critical issue in the business-to-business heavy equipment industry which is characterized by high investment value operational risk and long-term relational exchanges. This study aims to examine the effects of brand equity and after-sales service on customer satisfaction and their implications for repurchase intention in a Chinese heavy equipment brand operating in Samarinda Indonesia. A quantitative explanatory approach was employed using survey data collected from 120 corporate customers who are directly involved in purchasing decisions and equipment usage. Data were analyzed using SEM-PLS Modeling. The findings indicate that brand equity and after-sales service both enhance customer satisfaction however their influences on repurchase intention differ in mechanism. Brand equity does not directly affect repurchase intention but operates through customer satisfaction suggesting that brand-related perceptions must be validated by satisfactory post-purchase experiences. In contrast after-sales service influences repurchase intention both directly and indirectly through customer satisfaction highlighting the strategic importance of post-purchase support in reducing operational risk. Overall customer satisfaction emerges as a key mechanism linking brand and service-related factors to repurchase intention. This study provides practical insights for heavy equipment suppliers to prioritize service excellence and experiential validation of brand value to strengthen long-term customer relationships.
PENGARUH KUALITAS LAYANAN ELEKTRONIK ULASAN ELEKTRONIK PROMOSI TERHADAP KEPERCAYAAN PELANGGAN DAN KEPUTUSAN PEMBELIAN LAYANAN PENGANTARAN MAKANAN ONLINE DI SAMARINDA Hadi, Amirul; Ilman, Rizqin; Putra Nugraha, Noviandy; Azhari, Fachmi; Haryanto, Iwan; Firlianzo, Muhammad; Rahmawati, Rahmawati
AT TARIIZ : Jurnal Ekonomi dan Bisnis Islam Vol 5 No 01 (2025): AT TARIIZ : JURNAL EKONOMI DAN BISNIS ISLAM
Publisher : Pusat Studi Ekonomi, Publikasi Ilmiah dan Pengembangan SDM

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62668/attariiz.v5i01.2226

Abstract

This study aims to analyze the effect of E-Service Quality, Electronic Word of Mouth (eWOM), and Promotion on Customer Trust and Purchase Decisions in online food delivery services (GoFood, GrabFood, ShopeeFood) in Samarinda. The growth of the digital economy requires a deep understanding of the factors that drive consumer decisions. This study uses a quantitative approach with a survey method of application users in Samarinda City. The data analysis technique uses Structural Equation Modeling (SEM) based on Partial Least Squares (PLS). The results showed that E-Service Quality, eWOM, and Promotion had a positive and significant effect on Customer Trust. In addition, the three independent variables, along with Customer Trust as a mediating variable, have a positive effect on Purchase Decisions. These findings indicate that to win the market in Samarinda, service providers must optimize application interfaces, manage customer reviews, and design strategic promotions to build trust that leads to purchases.
Co-Authors Amirul Hadi, Amirul Azhari, Fachmi Fachmi Azhari Firlianzo, Muhammad Gusti Noorlitaria Achmad Haryanto, Iwan Iwan Haryanto Kuleh, J Putra Nugraha, Noviandy Rahmawati, Rahmawati Syarifah Hudayah