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The Eastasouth Journal of Social Science and Humanities
Published by Eastasouth Institute
ISSN : 30317770     EISSN : 30265592     DOI : https://doi.org/10.58812/esssh
Core Subject : Humanities, Social,
Humanities Social Sciences
ESSSH - The Eastasouth Journal of Social Science and Humanities is a peer-reviewed journal and open access three times a year (February, June, October) published by Eastasouth Institute. ESSSH aims to publish articles in the field of Sociology and Social Sciences, Anthropology, Psychology, Political Science, Economics, Education, Linguistics and Language Studies, History, Philosophy, Cultural Studies. ESSSH accepts manuscripts of both quantitative and qualitative research. ESSSH publishes papers: 1) review papers, 2) basic research papers, and 3) case study papers.
Arjuna Subject : Ilmu Sosial - Ilmu Sosial (Lain-Lain)
Articles 136 Documents
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Analysis of the Effect of Marketing Mix on Customer Satisfaction: Case Study at Ikan Bakar Bekre Le Ewok Restaurant in Bandar Lampung Diki Firnando; Dora Rinova; Niki Agus Santoso
The Eastasouth Journal of Social Science and Humanities Vol. 3 No. 03 (2026): The Eastasouth Journal of Social Science and Humanities (ESSSH)
Publisher : Eastasouth Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/esssh.v3i03.1068

Abstract

This study examines the effect of the marketing mix, consisting of product, price, place, and promotion, on customer satisfaction at Ikan Bakar Bekre Le Ewok Restaurant in Bandar Lampung. A quantitative research design was employed using a survey method. Data were collected from 150 customers through accidental sampling and analyzed using multiple linear regression. Prior to hypothesis testing, validity and reliability tests were conducted to ensure the quality of the research instrument. The results indicate that product, price, place, and promotion have a positive and significant effect on customer satisfaction (p < 0.05). Simultaneously, all marketing mix variables were found to significantly influence customer satisfaction. Among the variables examined, price emerged as the most dominant factor, followed by promotion, place, and product. The coefficient of determination (R² = 0.682) shows that 68.2% of customer satisfaction can be explained by the marketing mix variables, while the remaining 31.8% is influenced by other factors outside the scope of this study. These findings highlight the importance of effective marketing mix management in improving customer satisfaction. Therefore, restaurant management should focus on maintaining competitive pricing, strengthening promotional activities, improving location-related facilities and convenience, and ensuring consistent product quality to enhance customer satisfaction and business competitiveness.
The Impact of Promotion, Ease of Investment, and Gold Selling Value on the Profitability of Bank Syariah Indonesia Banyuwangi Akhmad Syaifudin; Siti Masrohatin; Nikmatul Masruroh
The Eastasouth Journal of Social Science and Humanities Vol. 3 No. 03 (2026): The Eastasouth Journal of Social Science and Humanities (ESSSH)
Publisher : Eastasouth Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/esssh.v3i03.1078

Abstract

The purpose of this study is to examine the impact of promotion, investment convenience, and gold selling value on the profitability of Bank Syariah Indonesia Banyuwangi. This research method uses a quantitative approach. The research sample consisted of 40 employees of Bank Syariah Banyuwangi, with sampling using the incidental sampling method. The research data used Multiple Regression Analysis with SPSS 27. The results showed that gold investment promotion has a negative and significant effect on the profitability of Bank Syariah Indonesia Banyuwangi, while investment convenience and gold selling value have a positive and significant effect on the profitability of Bank Syariah Indonesia Banyuwangi.
SWOT Analysis as a Basis for Business Model Canvas (BMC) Development: A Case Study of PT. Guano Berkah Sejahtera Fitra Alif Sairozie; Moh. Riza Sutjipto
The Eastasouth Journal of Social Science and Humanities Vol. 3 No. 03 (2026): The Eastasouth Journal of Social Science and Humanities (ESSSH)
Publisher : Eastasouth Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/esssh.v3i03.1082

Abstract

The increasing demand for sustainable agriculture has created significant opportunities for the development of organic-mineral fertilizer industries in Indonesia. However, fertilizer companies are required to formulate appropriate business strategies to remain competitive in an increasingly dynamic market environment. This study aims to analyze the internal and external conditions of PT. Guano Berkah Sejahtera, formulate strategic alternatives through SWOT analysis, and develop a Business Model Canvas (BMC) as a basis for business model improvement. The research employed a qualitative descriptive approach with a case study strategy. Data were collected through semi-structured interviews with internal and external stakeholders, supported by secondary data from company documents and relevant literature. The analytical tools used included Business Model Canvas, SWOT analysis, PESTEL analysis, Porter’s Five Forces, Internal Factor Evaluation (IFE), External Factor Evaluation (EFE), Internal–External (IE) Matrix, and TOWS Matrix. The results indicate that the company possesses strong internal capabilities, reflected by an IFE score of 2.77, particularly in product quality, raw material ownership, and farmer education programs. Meanwhile, the external environment presents substantial growth opportunities through the expansion of sustainable agriculture, although significant threats remain from subsidized chemical fertilizers and increasing industry competition, as reflected by an EFE score of 2.45. The IE Matrix places the company in Quadrant V (Hold and Maintain), suggesting strategies focused on market penetration and product development. The integration of SWOT and TOWS analyses generated strategic recommendations emphasizing market expansion, product innovation, digital transformation, operational efficiency, and strategic partnerships. Based on these findings, an improved Business Model Canvas was developed to support the company’s long-term competitiveness and business sustainability in the organic-mineral fertilizer industry.
The Effect of Product Price and Product Quality on Purchase Intention with Consumer Satisfaction as a Mediating Variable at Rumah Literasi Gorontalo Syamsinah Syamsinah; Rahmatullah Lengato; Darman Darman
The Eastasouth Journal of Social Science and Humanities Vol. 3 No. 03 (2026): The Eastasouth Journal of Social Science and Humanities (ESSSH)
Publisher : Eastasouth Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/esssh.v3i03.1103

Abstract

This study aims to analyze the effect of product price and product quality on purchase intention with consumer satisfaction as a mediating variable among consumers of Rumah Literasi Gorontalo. This study is motivated by the importance of understanding the factors that influence consumer behavior in making purchases, particularly those related to price suitability, product quality, and the level of consumer satisfaction in shaping purchase intention. The research method used is a quantitative approach with an explanatory research design. The sampling technique used purposive sampling with the criterion that respondents were consumers who had purchased products at Rumah Literasi Gorontalo. Data were collected by distributing questionnaires using a Likert scale, and the data were then analyzed using the Structural Equation Modeling-Partial Least Square (SEM-PLS) method through the SmartPLS application. The results show that product price has a positive and significant effect on consumer satisfaction, with a T-Statistics value of 4,799 and a P-Values value of 0,000. Product quality also has a positive and significant effect on consumer satisfaction, with a T-Statistics value of 2,952 and a P-Values value of 0,003. In addition, product quality has a positive and significant effect on purchase intention, with a T-Statistics value of 2,852 and a P-Values value of 0,004. However, product price has no significant effect on purchase intention (T-Statistics 1,753; P-Values 0,080), and consumer satisfaction has no significant effect on purchase intention (T-Statistics 1,139; P-Values 0,255). The results of the indirect-effect test show that consumer satisfaction is unable to mediate the effect of product price or product quality on purchase intention. This study concludes that product quality is the factor that plays the strongest role in increasing the purchase intention of Rumah Literasi Gorontalo consumers, while consumer satisfaction has not been able to function as a mediating mechanism in this relationship. The results of this study provide practical implications for the management of Rumah Literasi Gorontalo to focus its strategy more on improving product quality and maintaining price suitability in accordance with the value received by consumers.
The Influence of Digital Marketing, Brand Awareness, and Customer Experience on Purchase Decisions Among E-Commerce Consumers in Indonesia Faridah Faridah
The Eastasouth Journal of Social Science and Humanities Vol. 3 No. 03 (2026): The Eastasouth Journal of Social Science and Humanities (ESSSH)
Publisher : Eastasouth Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/esssh.v3i03.1110

Abstract

The rapid expansion of e-commerce in Indonesia has intensified competition among online businesses, making it essential to understand the factors that influence consumer purchase decisions. This study examines the effects of digital marketing, brand awareness, and customer experience on purchase decisions among e-commerce consumers in Indonesia. A quantitative research approach was employed using a survey method. Data were collected from 275 respondents who had experience purchasing products through e-commerce platforms and were analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS 3). The measurement model assessment demonstrated satisfactory reliability and validity, with all constructs meeting the recommended thresholds for factor loadings, composite reliability, Cronbach’s alpha, and average variance extracted. The structural model results revealed that digital marketing has a positive and significant effect on purchase decisions, indicating that effective online promotional activities and consumer engagement strategies enhance purchasing behavior. Brand awareness was also found to positively and significantly influence purchase decisions, suggesting that consumers are more likely to purchase products from brands that are familiar and easily recognized. Furthermore, customer experience exhibited the strongest positive effect on purchase decisions, highlighting the importance of website usability, transaction convenience, service quality, and overall shopping satisfaction in shaping consumer behavior. The model explained 74.3% of the variance in purchase decisions (R² = 0.743), indicating substantial explanatory power. The findings demonstrate that digital marketing, brand awareness, and customer experience are critical determinants of purchase decisions in the Indonesian e-commerce sector. This study contributes to the consumer behavior and digital marketing literature while providing practical implications for e-commerce businesses seeking to improve customer acquisition and sales performance.  
Collective Action and Community Resilience in Disaster-Prone Regions of Indonesia Dyah Ayu Suryaningrum
The Eastasouth Journal of Social Science and Humanities Vol. 3 No. 03 (2026): The Eastasouth Journal of Social Science and Humanities (ESSSH)
Publisher : Eastasouth Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/esssh.v3i03.1120

Abstract

This study examines the influence of collective action and social capital on community resilience in disaster-prone areas in Indonesia. The research adopts a quantitative approach using a cross-sectional survey design. Data were collected from 100 respondents selected from disaster-affected communities and measured using a structured questionnaire based on a five-point Likert scale. The collected data were analyzed using SPSS version 25, employing descriptive statistics, reliability and validity testing, classical assumption tests, and multiple linear regression analysis. The results indicate that both collective action and social capital have a positive and significant effect on community resilience. Social capital shows a stronger influence compared to collective action. The model explains 67.2% of the variance in community resilience, indicating a strong explanatory power. These findings highlight that trust, social networks, and reciprocity play a central role in strengthening community resilience, while collective action further reinforces coordinated community responses during disasters. This study contributes to disaster resilience literature by empirically validating the combined role of social capital and collective action in Indonesian disaster-prone contexts. Practically, the findings suggest that strengthening community networks and participatory disaster preparedness programs is essential for improving resilience capacity.

Page 14 of 14 | Total Record : 136

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