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All Journal ProBisnis : Jurnal Manajemen JURNAL ECONOMINA Economics and Business Journal
Yuterlin Zalukhu
Universitas Nias, Indonesia
Humanities Computer Science & IT Economics, Econometrics & Finance Industrial & Manufacturing Engineering Social Sciences

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Analisis Brand Loyalty dalam Meningkatkan Volume Penjualan Produk Merek Ansari di Toko Indah Jaya Kota Gunungsitoli Foni Kristian Hulu; Nov Elhan Gea; Yuterlin Zalukhu; Yupiter Mendrofa
ProBisnis : Jurnal Manajemen Vol. 17 No. 1 (2026): February: Management Science
Publisher : Lembaga Riset, Publikasi dan Konsultasi JONHARIONO

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Abstract

Persaingan bisnis yang semakin kompetitif menuntut perusahaan untuk memperkuat loyalitas konsumen sebagai strategi penting dalam mempertahankan pasar dan meningkatkan volume penjualan. Kondisi ini juga terjadi pada produk merek Ansari yang dipasarkan di Toko Indah Jaya Kota Gunungsitoli, di mana loyalitas pelanggan menjadi faktor utama keberlangsungan penjualan. Penelitian ini bertujuan untuk menganalisis brand loyalty dalam meningkatkan volume penjualan produk merek Ansari dan mengetahui kendala brand loyalty dalam meningkatkan volume penjualan produk merek Ansari di Toko Indah Jaya. Penelitian ini menggunakan pendekatan kualitatif deskriptif dengan teknik pengumpulan data melalui observasi, wawancara mendalam, dan dokumentasi. Data di analisis melalui tahapan pengumpulan data, reduksi data, penyajian data, serta penarikan kesimpulan. Informan penelitian meliputi pemilik toko dan karyawan yang secara aktif melayani produk merek Ansari. Hasil penelitian menunjukkan bahwa loyalitas konsumen terhadap merek Ansari tercermin dari beberapa indikator, yaitu tingkat pembelian produk yang sama, pembelian produk secara berulang, tidak beralih ke merek lain, merekomendasikan ke orang lain. Brand loyalty terbukti memberikan kontribusi signifikan dalam meningkatkan volume penjualan, terutama melalui pembelian berulang dan kepercayaan konsumen terhadap mutu produk. faktor utama yang membentuk brand loyalty meliputi konsisten pembelian produk yang sama, pembelian ulang yang rutin, kcenderungan pelanggan untuk tidak beralih ke merek lain, rekomendasi produk kepada orang lain yang menghasilkan pelanggan baru. Keempat aspek ini berperan penting dalam mendorong konsumen untuk terus memilih dan membeli produk Ansari.
Analysis of the Influence of Service Quality and Customer Satisfaction on Customer Loyalty at Kopi Janji Jiwa, Jilid 738, Gunungsitoli City Indah Kristin Reformani Waruwu; Yuterlin Zalukhu
JURNAL ECONOMINA Vol. 5 No. 7 (2026): JURNAL ECONOMINA, Juli 2026
Publisher : LPPM Sekolah Tinggi Ilmu Ekonomi 45 Mataram

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Abstract

This study aims to analyze the influence of service quality and customer satisfaction on customer loyalty at Kopi Janji Jiwa Jilid 738 in Gunungsitoli City. This study employs a quantitative approach. The study population consists of customers of Kopi Janji Jiwa Jilid 738 in Gunungsitoli City during the period from October 2024 to November 2024, estimated to number 150 people. The research sample consisted of 30 respondents. Data collection was conducted using a questionnaire with a Likert scale. The data were analyzed using validity tests, reliability tests, classical assumption tests, multiple linear regression analysis, correlation coefficient tests, F-tests, and t-tests with the assistance of SPSS version 26. The results showed that all statement items were valid and reliable. An R value of 0.918 indicates a very strong relationship between service quality and customer satisfaction, collectively influencing customer loyalty. An R-squared value of 0.843 indicates that 84.3% of the variation in customer loyalty can be explained by service quality and customer satisfaction, while the remaining 15.7% is influenced by other variables outside the scope of this study. The results of the F-test show that service quality and customer satisfaction simultaneously have a significant effect on customer loyalty. Partially, service quality has a positive and significant effect on customer loyalty with a calculated t-value of 4.852 and a significance level of 0.000. Meanwhile, customer satisfaction does not have a significant partial effect on customer loyalty, with a t-value of 0.535 and a significance level of 0.597. Thus, service quality is the most dominant variable influencing customer loyalty at Kopi Janji Jiwa Jilid 738 in Gunungsitoli.
Analysis of Promotion Mix and Place in Increasing Sales at Murai Coffee Gunungsitoli Wildan Syariah Farasi; Serniati Zebua; Martha Surya Dinata Mendrofa; Yuterlin Zalukhu
Economics and Business Journal (ECBIS) Vol. 4 No. 1 (2025): November
Publisher : PT. Maju Malaqbi Makkarana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47353/ecbis.v4i1.266

Abstract

This research is motivated by the phenomenon of cafe business competition in Gunungsitoli City, which demands effective marketing strategies, particularly in the utilization of promotional mixes and business location selection. The purpose of the study is to analyze how promotional mixes and location aspects play a role in increasing sales at Murai Coffee Gunungsitoli. The research method used is a qualitative approach with data collection techniques through interviews, observation, and documentation. The research informants consisted of the owner, employees, and customers of Murai Coffee. Data were analyzed using the Miles and Huberman model, which includes data reduction, data presentation, and conclusion drawing. The results show that Murai Coffee has implemented promotional strategies such as simple advertising, sales promotions, personal selling, public relations, and direct marketing that gradually increase customer interest. Meanwhile, the location factor, although not located in the city center, still provides sales opportunities through a comfortable atmosphere and quality service. However, challenges are still found in the comfort aspect, such as noise from outside and hot room temperatures, so that improvements to supporting facilities are needed. This research is useful for Murai Coffee in designing more optimal promotional strategies and location arrangements, for Nias University as a contribution to the development of marketing science, and as a reference for future researchers who want to study marketing strategies in the culinary sector.
Co-Authors Foni Kristian Hulu Indah Kristin Reformani Waruwu Martha Surya Dinata Mendrofa Nov Elhan Gea Serniati Zebua Wildan Syariah Farasi Yupiter Mendrofa