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Perdana Wahyu Santosa
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Marketing and Business Strategy
Published by Santoso Academy Network
ISSN : -     EISSN : 30311179     DOI : 10.58777/mbs
Core Subject : Economy,
Economics, Econometrics & Finance
The Marketing and Business Strategy MBS journal publishes open access, peer reviewed, theoretical, and empirical research articles on all major marketing management, consumer behavior, competition, and business strategy related topics. The journals mission is to offer a forum for the growing amount of scholarly research on marketing and business strategy in which they operate. The journal emphasizes theoretical advancements and their application and empirical, practical, and policy oriented research in marketing and strategy in other local and international markets. The MBS examines various decisions, processes, and activities within the technology settings marketing, business strategy, and policy. The MBS is published for executives, researchers, and scholars alike; the journal aids the application of empirical research to practical situations and theoretical findings to the reality of the business world. The journal aims to promote communication and collaboration between and among academic and other research groups, as well as policymakers and operational decision makers at private and public institutions, national and global, and their regulators. This journal is published online semi annually continuously (November and May) to keep authors and readers updated with the latest progress. If you have any questions about the journal, please Chat on WhatsApp (+62 081188809646) or/and email us (info-mbs@sanscientific.com). You are invited to keep us up to date on the most recent academic research and study areas.
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. 2 No. 1 (2024): NOVEMBER 2024" : 5 Documents clear
How Does Word of Mouth Mediate the Relationship between Lifestyle and Product Quality to Customer Loyalty? Saputra, Wahyu Dwi; Santosa, Perdana Wahyu
Marketing and Business Strategy Vol. 2 No. 1 (2024): NOVEMBER 2024
Publisher : SAN Scientific

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58777/mbs.v2i1.241

Abstract

This study examines the influence of lifestyle and product quality on customer loyalty, with word of mouth (WoM) as a mediating factor for Erigo products. The research focuses on YARSI University students (Batch 2016-2019) who have purchased Erigo products. It contributes to consumer behavior and marketing literature by highlighting WoM's role in fostering loyalty to local fashion brands. The sample consists of 100 respondents who purchased Erigo products 1-2 times, 3-4 times, or more than 4 times, selected through purposive sampling with a non-probability method. Data were collected via questionnaires and analyzed using Partial Least Square Structural Equation Modeling (PLS-SEM). Findings reveal that lifestyle and product quality significantly influence WoM. Lifestyle directly impacts customer loyalty, while product quality does not. WoM strongly affects customer loyalty and mediates the relationship between both lifestyle and product quality with loyalty. These results emphasize WoM's critical role in enhancing loyalty, reinforcing the importance of targeting lifestyle alignment and product quality in Erigo’s marketing strategies. By leveraging WoM effectively, Erigo can strengthen customer retention and advocacy among its student consumer base.
Patient Satisfaction with the Service Quality Dimensions In Multi-Speciality Private Hospitals in Indore City MP, India Katira, Shilpa; Samuel, Rajeev; Tiwari, Shefali; Pai, Deepali; Agrawal, Surya
Marketing and Business Strategy Vol. 2 No. 1 (2024): NOVEMBER 2024
Publisher : SAN Scientific

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58777/mbs.v2i1.252

Abstract

The healthcare industry in India is evolving rapidly, with intense competition among private sector hospitals where consumers demand higher quality services. This study investigates the relationship between service quality factors and patient satisfaction in the competitive private healthcare sector, focusing on private hospitals in Indore City. It offers insights into how service quality dimensions-reliability, responsiveness, and empathy-impact patient perceptions and satisfaction. To succeed, private hospitals must enhance both medical and functional service quality to meet patients' elevated expectations. The study surveyed 300 patients from CHL Hospital, Bombay Hospital, and Medanta Hospital in Indore. Using the Parasuraman Scale, a self-administered questionnaire with 26 items (22 on service quality perception and 4 on patient satisfaction) was developed and rated on a 5-point Likert scale. Data analysis involved correlation and regression tools to assess the impact of each service quality factor on patient satisfaction. The researcher personally visited the facilities and, with permission from the Personnel Officer, collected data directly from patients regarding their satisfaction levels. This research provides critical insights for private hospitals striving to enhance service quality and remain competitive in a dynamic healthcare environment.
Amplifying Purchase Decisions: The Impact of Social Media Marketing, e-WOM, and Celebrity Endorsements Putra, Yoan Ananda; Budiman, Andika Nuraga
Marketing and Business Strategy Vol. 2 No. 1 (2024): NOVEMBER 2024
Publisher : SAN Scientific

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58777/mbs.v2i1.260

Abstract

This study aims to examine the influence of social media marketing and electronic word of mouth on purchase decisions and celebrity endorsers as moderation. The population in this study were Kopi Lain Hati customers in Cempaka Putih. Sampling was carried out using the questionnaire method, and the number of samples was 110 respondents. The type of data used is quantitative data. In collecting data, this study used a questionnaire. The results of this study indicate that Social Media Marketing and Electronic Word of Mouth have a positive and significant effect on Purchase Decisions. Then Celebrity Endorsers are not able to moderate Social Media Marketing on Purchase Decisions. At the same time, Celebrity Endorsers are able to moderate Electronic Word of Mouth but are debilitating on Purchase Decisions. Managerial Implications This research offers important insights for marketing managers and business owners regarding the importance of social media marketing strategies and the use of electronic word of mouth (e-WOM) in influencing consumer purchasing decisions. This study offers novelty by analyzing the influence of social media marketing, electronic word of mouth, and the use of celebrity endorsers on purchasing decisions in the context of a local coffee business, namely Kopi Lain Hati.
Product Quality, Celebrity Endorsements, Brand Image, and Trust: Consumer Purchase Decisions Chandra, Saskia Maharani Putri; Mansur, Amin
Marketing and Business Strategy Vol. 2 No. 1 (2024): NOVEMBER 2024
Publisher : SAN Scientific

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58777/mbs.v2i1.262

Abstract

This research aims to determine the influence of product quality, celebrity endorser, brand image and brand trust on purchasing decisions for Scarlett Whitening products in DKI Jakarta. The population in this research is the entire community. The sampling technique used was a non-probability technique and the number of samples was determined as 100 according to the hair formula. Data was collected using a questionnaire instrument method. The data analysis method used is multiple linear analysis. The results show that (1) product quality has a positive and significant effect on purchasing decisions. (2) celebrity endorsers have a positive and significant effect. (3) partially, brand image has a positive and significant effect. (4) Partially, brand trust has a positive and significant effect on purchasing decisions. The managerial implication of these findings is that companies need to focus on improving product quality, selecting relevant and influential celebrity endorsers, and building and maintaining a strong brand image and trust to maximize consumer purchasing decisions. This research contributes to a deeper understanding of how these factors, particularly in the context of popular celebrity endorsers on social media, may influence consumer purchasing preferences.
Decoding Consumer Choices: How Brand Image and Pricing Form Purchasing Behavior? Yuaniko, Yuaniko; Caniago, Melinda Syafri
Marketing and Business Strategy Vol. 2 No. 1 (2024): NOVEMBER 2024
Publisher : SAN Scientific

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58777/mbs.v2i1.339

Abstract

This study analyzes the impact of brand image and price on consumer purchasing decisions for Aice ice cream in Bekasi City. In a competitive market like the ice cream industry, both brand image and price are essential factors influencing purchasing behavior. Data were gathered from 100 Aice consumers through a questionnaire survey, and multiple linear regression analysis was employed to assess the effect of brand image and price (independent variables) on purchasing decisions (dependent variable). Results show that both brand image and price significantly and positively influence purchasing decisions. This suggests that to enhance consumer interest, companies should focus on maintaining a strong brand image and offering competitive pricing. The findings provide valuable insights for managers and marketers in developing effective marketing strategies. If brand image indeed strongly affects purchasing choices, companies should prioritize consistent branding and communication efforts to reinforce their brand image. This study aims to assist companies in designing more targeted strategies to increase consumer demand and competitiveness in the ice cream sector.

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