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Aditya Halim Perdana Kusuma Putra
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Advances in Business & Industrial Marketing Research
Published by Yayasan Pendidikan Bukhari Dwi Muslim
ISSN : -     EISSN : 29857589     DOI : https://doi.org/10.60079/abim
Core Subject : Economy,
Economics, Econometrics & Finance
Founded in 2023, Advances in Business & Industrial Marketing Research publishes original research that promises to advance our understanding of Business & Industrial Marketing over diverse topics and research methods. This Journal welcomes research of significance across a wide range of primary and applied research methods, including analytical, archival, experimental, survey and case study. The journal encourages articles of current interest to scholars with high practical relevance for organizations or the larger society. We encourage our researchers to look for new solutions to or new ways of thinking about practices and problems and invite well-founded critical perspectives. We provide a forum for communicating impactful research between professionals and academics in Business & Industrial Marketing research and practice with discusses and proposes solutions and impact the field. Advances in Business & Industrial Marketing Research publishes research that contributes to our developing knowledge of entrepreneurial and small business marketing.
Arjuna Subject : Bisnis, Menejemen, dan Akutansi (semua kategori) - Bisnis, Menejemen, dan Akutansi (Lain-Lain)
Articles 5 Documents
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Search results for , issue "Vol. 1 No. 2 (2023): February - May" : 5 Documents clear
The Influence of Brand and Country of Origin on Mobile Phone Purchasing Decisions Hasan, Adnan
Advances in Business & Industrial Marketing Research Vol. 1 No. 2 (2023): February - May
Publisher : Yayasan Pendidikan Bukhari Dwi Muslim

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.60079/abim.v1i2.78

Abstract

The background of this research is the increasing number of mobile phone brands circulating with different specifications and originating from other countries; public perceptions regarding brands and country of origin also influence a person's purchase of something, including the purchase of a mobile phone. In making mobile phone purchasing decisions, one is controlled by the brand and the country of origin. This study aimed to determine the effect of brand and country of origin on consumer attitudes toward choosing mobile phones for Institut Agama Islam Negeri Parepare students. The sample that became the object of research was 100 students. The analytical method used in this study is multiple linear regression with the help of the SPSS 23 application. This study's results indicate a significant influence between brands and country of origin on consumer attitudes toward choosing mobile phones for Institut Agama Islam Negeri Parepare students. The country-of-origin variable is the most important factor influencing consumer attitudes in selecting mobile phones.
The Influence of Brand Image and Price on Toyota Avanza Car Purchasing Decision Bakri, Muhammad
Advances in Business & Industrial Marketing Research Vol. 1 No. 2 (2023): February - May
Publisher : Yayasan Pendidikan Bukhari Dwi Muslim

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.60079/abim.v1i2.79

Abstract

Purpose: This study investigates the impact of brand image and price on the decision to purchase Toyota Avanza cars in Indonesia. The research aims to determine which factor—brand image or price—strongly influences consumer behavior and whether brand image mediates the relationship between price and purchase decision. Research Design and Methodology: Data were collected from 384 respondents through structured questionnaires using a quantitative descriptive approach. The sample consisted predominantly of males aged 25-35, a key demographic in the automotive market. The study employed Confirmatory Factor Analysis (CFA) to ensure construct validity and Cronbach's Alpha to confirm reliability. Multiple linear regression and path analysis were conducted to examine the relationships between variables. Findings and Discussion: The analysis revealed that brand image and price significantly affect purchase decisions, with brand image having a more substantial impact. Furthermore, path analysis demonstrated that brand image is a mediator between price and purchase decision, indicating that the perception of brand value enhances the influence of price on consumer choices. Implications: These findings have significant implications for automotive companies. They suggest that to effectively influence consumer behavior, companies should prioritize enhancing their brand image over engaging in price competition. This study makes a substantial contribution to marketing strategy development in the automotive sector. It also recommends future research that incorporates longitudinal designs and additional variables, such as cultural and psychological factors, to better understand consumer decision-making processes across different markets.
Relationship between Service Quality and Customer Satisfaction Abbas, Muhammad
Advances in Business & Industrial Marketing Research Vol. 1 No. 2 (2023): February - May
Publisher : Yayasan Pendidikan Bukhari Dwi Muslim

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.60079/abim.v1i2.87

Abstract

This research aims to measure customer satisfaction in service quality dimensions, namely physical evidence, reliability, responsiveness, assurance and empathy. The research method uses a questionnaire distributed to 65 Damri Bus passengers. After the results were obtained through the reliability and validity tests, they were analyzed using Multiple Linear Regression with the SPSS 17.0 for Windows program in which the classical assumption test, multicollinearity test, heteroscedasticity test, normality test, t-test, f test and coefficient of determination (R2) test were carried out. Based on the analysis, it is concluded that service quality (SERVQUAL) affects the level of customer satisfaction individually and simultaneously and is empirically proven. The dominant factor that most affects customer satisfaction on Damri Buses in Makassar City is physical evidence.
Factors Influencing Consumer Decisions to Purchase Hijab Products Online on Instagram Social Media Latief, Fitriani; Murti, Rahel Sri
Advances in Business & Industrial Marketing Research Vol. 1 No. 2 (2023): February - May
Publisher : Yayasan Pendidikan Bukhari Dwi Muslim

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.60079/abim.v1i2.90

Abstract

Purpose: This study investigates the influence of cultural, social, individual, and psychological factors on consumer purchasing decisions within the digital marketplace. The hypothesis is that individual and psychological factors influence purchasing behavior more significantly than cultural and social factors. Research Design and Methodology: The study employs a quantitative research design using a structured questionnaire validated for reliability. The survey was administered to a diverse demographic sample of young adults who are active users of online shopping platforms. Data were collected and analyzed using regression analysis to determine the significance of each factor on purchasing decisions. Findings and Discussion: The results indicate that individual and psychological factors significantly affect consumer purchasing decisions, whereas cultural and social factors have no significant impact. This suggests that personal preferences and psychological motivations are more influential than traditional cultural or social considerations in shaping consumer behavior in digital markets. Implications: The findings imply that businesses should prioritize marketing strategies that focus on individual and psychological factors to enhance consumer engagement and drive sales. Further research is recommended to examine these factors across different cultural contexts to broaden our understanding of consumer behavior in a global digital environment.
Banking Customer Loyalty: Unveiling the Role of Customer Relationship Marketing and Customer Value Azhari, Azlan; Utari, Nur
Advances in Business & Industrial Marketing Research Vol. 1 No. 2 (2023): February - May
Publisher : Yayasan Pendidikan Bukhari Dwi Muslim

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.60079/abim.v1i2.94

Abstract

Purpose: This research explores the influence of Customer Relationship Marketing (CRM) and customer value on customer loyalty at Bank BRI. The study examines how customer satisfaction mediates these relationships and assesses the moderating effects of demographic factors such as age, gender, and education level on loyalty. The research hypothesizes that effective CRM and enhanced customer value lead to increased customer loyalty through higher satisfaction and perceived value. Research Design and Methodology: The study adopts a quantitative research design, utilizing surveys to gather data from 400 customers across multiple branches of Bank BRI in Indonesia. Multiple linear regression and path analysis are employed to analyze the data, focusing on the relationships between CRM, customer value, and loyalty. The sample is selected using stratified random sampling to ensure a representative cross-section of Bank BRI’s diverse customer base. Findings and Discussion: The findings reveal that CRM and customer value significantly impact customer loyalty, explaining 78.7% of its variance. CRM enhances loyalty through improved customer satisfaction and perceived value, while demographic factors such as age and education level moderate this relationship. The study underscores the critical role of personalized communication, digital innovation, and robust data security in cultivating customer loyalty. Implications: The research provides valuable insights for bank managers to refine their CRM strategies, emphasizing the importance of personalized and secure customer experiences. The study suggests further research to explore other factors, such as digital engagement and competitive market dynamics, to deepen the understanding of customer loyalty in the banking sector.

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