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All Journal JSMA (Jurnal Sains Manajemen dan Akuntansi) Al-Kharaj: Journal of Islamic Economic and Business Jurnal Minfo Polgan (JMP) Sabangka Abdimas Jurnal Pengabdian Masyarakat Sabangka Jurnal Manajemen dan Kewirausahaan Jurnal Penelitian Pendidikan Geografi Maneggio Nomico INTERNATIONAL JOURNAL OF SOCIETY REVIEWS (INJOSER) INTERNATIONAL JOURNAL OF ECONOMIC LITERATURE (INJOLE)
Harmiaty Bahar
Halu Oleo University
Religion Humanities Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Earth & Planetary Sciences Economics, Econometrics & Finance Education Environmental Science Industrial & Manufacturing Engineering Library & Information Science Mathematics Social Sciences Other

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Pengaruh Customer Engagement terhadap Customer Loyalty melalui Customer Commitment dengan Brand Trust sebagai Variabel Moderasi Conny; Sinarwaty; Harmiaty Bahar
JSMA Vol 18 No 1 (2026): JSMA (Jurnal Sains Manajemen dan Akuntansi)
Publisher : LPPM Sekolah Tinggi Ilmu Ekonomi STAN IM

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37151/jsma.v18i1.290

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh customer engagement terhadap customer commitment dan customer loyalty, serta menguji peran customer commitment sebagai variabel mediasi dan brand trust sebagai variabel moderasi dalam membentuk customer loyalty. Objek penelitian adalah konsumen produk Wardah dengan jumlah sampel 160 responden. Penelitian ini menggunakan pendekatan kuantitatif dengan desain eksplanatori. Data dikumpulkan melalui kuesioner tertutup berbasis skala Likert lima poin dan dianalisis menggunakan Partial Least Squares Structural Equation Modeling (PLS-SEM). Hasil penelitian menunjukkan bahwa customer engagement berpengaruh positif terhadap customer commitment dan customer loyalty. Customer commitment juga berpengaruh positif terhadap customer loyalty. Selain itu, customer commitment mampu memediasi pengaruh customer engagement terhadap customer loyalty, sedangkan brand trust memperkuat pengaruh customer commitment terhadap customer loyalty. Temuan ini menegaskan bahwa loyalitas pelanggan produk kosmetik tidak hanya dibentuk oleh intensitas keterlibatan pelanggan, tetapi juga oleh komitmen psikologis dan kepercayaan terhadap merek.
PENGUATAN KEWIRAUSAHAAN DAN MANAJEMEN USAHA PADA KOMUNITAS NELAYAN DESA BOKORI Sudirman Zaid; Juharsah; Wahyuniati Hamid; Harmiaty Bahar; La Harjoprawiro
Jurnal Pengabdian Masyarakat Sabangka Vol 5 No 01 (2026): Jurnal Pengabdian Masyarakat Sabangka
Publisher : Pusat Studi Ekonomi, Publikasi Ilmiah dan Pengembangan SDM

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62668/sabangka.v5i01.2148

Abstract

This community service program aims to strengthen entrepreneurial capacity and marketing management in the fishing community of Bokori Village, Konawe Regency, Southeast Sulawesi. The main problems faced by partners include low understanding of fishery product branding, minimal knowledge of digital marketing, limited product packaging skills, and weak business management of fishery MSMEs. The implementation method uses a participatory approach through training, mentoring, and hands-on practice involving 30 fishery business actors. The program was implemented for 30 days with activities including branding and product identity training, digital marketing and social media workshops, value-added product packaging training, and business financial management assistance. Program results show significant improvements in understanding branding concepts, ability to use digital platforms for marketing, attractive product packaging skills, and better business financial management. From a marketing management perspective, this program successfully developed a comprehensive marketing mix strategy, created product differentiation through local branding, and opened wider market access through digitalization.
Co-Authors Abdi Juryan Ladiando Abdi Juryan Ladianto Ade Putra Amniar Ati Annisa Nurul Puteri Asrul Asrul Baihaqi Conny Dzulfikri Azis Muthalib Feliks Anggia Binsar Kristian Panjaitan Hasni Hasan Hayat Yusuf Hera Pebrianti Juharsah, Juharsah La Harjoprawiro La Ode Aris Muh. Husriadi Muh. Husriadi Muh. Husriadi Muhammad Saleh Qadri Nurlaila Putu Sumarniwati Rachmat Rialdy Hasan Septianto Aldiansyah Sinarwaty Sudirman Zaid Triwulandari Nehru Putri Wahyuniati Hamid Windayani Windayani Yussi Rahmawati Yussi Ramawati