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Sumiyati Sumiyati
Universitas Muhammadiyah Pontianak, Pontianak, 78123
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The Influence of Service Quality and Price on Customer Loyalty at Warung Kopi Union in Pontianak City Wala Aulia; Sumiyati Sumiyati
Electronic Journal of Education, Social Economics and Technology Vol 6, No 2 (2025)
Publisher : SAINTIS Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33122/ejeset.v6i2.916

Abstract

This study aims to analyze the influence of service quality and price on customer loyalty at Warung Kopi Union in Pontianak City. The research adopts an associative quantitative approach with a total of 100 respondents selected using purposive sampling. Data were collected by doing observation, interviews, and distributing questionnaires employing a Likert scale. The results shows a moderate relationship; 27.9% implies that variations in customer loyalty are influenced by service quality and price, while the remaining percentage is affected by other factors beyond this study. Service quality and price simultaneously have a significant effect on customer loyalty; service quality and price partially have a positive and significant effect on customer loyalty. This study concludes that improving service quality and implementing appropriate pricing strategies can strengthen customer loyalty at Warung Kopi Union. The implication is that the management is advised to consistently maintain excellent service and competitive pricing strategies. Future research is expected to include additional variables such as customer satisfaction or promotion to obtain more comprehensive results.
The Influence of Content Marketing and Gamification on Repurchase Intention Through Customer Engagement in the Shopee Application Among Students in Pontianak City Milen Aditia; Sumiyati Sumiyati
Electronic Journal of Education, Social Economics and Technology Vol 6, No 2 (2025)
Publisher : SAINTIS Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33122/ejeset.v6i2.850

Abstract

This study aims to analyze the influence of content marketing and gamification on repurchase intention through customer engagement among students in Pontianak City who use the Shopee application. This research uses an associative research method with a quantitative approach. The research sample consisted of 100 respondents who have shopped on Shopee, and the sample was determined using a purposive sampling technique. Data processing was carried out using the Structural Equation Modeling (SEM) method based on Partial Least Square (PLS) with the help of SmartPLS software. The results of the study show that content marketing and gamification have a positive and significant effect on customer engagement. Customer engagement has a positive and significant effect on repurchase intention. Content marketing directly has a positive and significant effect on repurchase intention, while gamification does not have a direct effect on repurchase intention. Content marketing and gamification have a positive and significant effect on repurchase intention through customer engagement as an intervening variable. The R-square value shows that this model is able to explain the customer engagement variable by 56.8% and repurchase intention by 78.8%. This study has limitations in the population, which only involves students in one city, so it is recommended for future research to expand the sample with more diverse demographics and add other variables such as customer trust or brand image to enrich the analysis results. Further research is also expected to explore qualitative aspects through in-depth interviews to obtain a more comprehensive understanding of customer behavior in utilizing content marketing and gamification features on e-commerce platforms.
The Influence of Live Streaming Shopping on Trust and Repurchase Intention on the TikTok Shop Platform Shika Arsida; Sumiyati Sumiyati
Electronic Journal of Education, Social Economics and Technology Vol 6, No 2 (2025)
Publisher : SAINTIS Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33122/ejeset.v6i2.917

Abstract

This study aims to analyze the influence of live streaming shopping on trust and repurchase intention among the people of Pontianak City on the TikTok Shop platform. This research uses an associative quantitative approach with a total of 100 respondents selected through purposive sampling techniques. Data were collected using a questionnaire. Data analysis was carried out using the Structural Equation Modeling method with Partial Least Squares (SEM-PLS). The R-square test results show a coefficient of determination of 46.2% for the Trust variable and 66.4% for Repurchase Intention, which means that the variation in Trust and Repurchase Intention can be explained by the Live Streaming Shopping variable. The test results show that Live Streaming Shopping has a positive and significant effect on Trust, Trust has a significant effect on Repurchase Intention, and Live Streaming Shopping also has a significant direct effect on Repurchase Intention. The indirect effect test shows that Live Streaming Shopping significantly influences Repurchase Intention through Trust as an intervening variable. In conclusion, Live Streaming Shopping plays an important role in building trust and increasing consumers repurchase intention on TikTok Shop. The practical implication is that sellers are advised to maximize real-time interaction and information transparency during live streaming sessions. Future research is expected to include additional variables such as product quality or promotion and expand the research area so that the results are more comprehensive and applicable.
Co-Authors Milen Aditia Shika Arsida Wala Aulia