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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 20 Documents
 1   2 
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.
Maximizing Sales: The Effect of Instagram, Brand Ambassadors and Product Quality Puspitasari, Ika Juindri; Muslikh
Marketing and Business Strategy Vol. 2 No. 2 (2025): MAY 2025
Publisher : SAN Scientific

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58777/mbs.v2i2.257

Abstract

This study investigates the influence of Instagram social media, brand ambassadors, and product quality on purchasing decisions for specific skincare products, incorporating an Islamic perspective. The novelty lies in its integration of these factors while emphasizing the dominant role of product quality over social media influence. Using purposive sampling, the study surveyed 100 respondents. Data analysis was conducted through multiple regression analysis, including t-tests and F-tests. The results revealed that (1) Instagram has a positive but marginal impact on purchasing decisions, (2) brand ambassadors also have a slight positive effect, and (3) product quality has a significant and positive impact on consumer decisions. Furthermore, all variables collectively have a significant influence on purchasing behavior. From a managerial perspective, these findings suggest that businesses should leverage Instagram by producing visually engaging content that resonates with their target audience. Additionally, selecting brand ambassadors who align with the company’s values and exhibit strong social influence can improve brand credibility and consumer trust. Most importantly, focusing on product quality, in accordance with Islamic values of honesty and integrity, plays a crucial role in shaping consumer choices and fostering long-term brand loyalty.
From Discounts to Impulse Buys: How Shopping Lifestyles and Positive Emotions Influence Consumer Behavior Zaki, Muhammad; Simon, Zainal Zawir
Marketing and Business Strategy Vol. 2 No. 2 (2025): MAY 2025
Publisher : SAN Scientific

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58777/mbs.v2i2.341

Abstract

This study investigates how discounts and shopping lifestyle influence impulsive purchases among Shopee users in Central Jakarta, with positive emotions as an intervening variable and viewed from an Islamic perspective. A total of 144 respondents were selected using purposive sampling. Data was collected through a questionnaire-based survey and analyzed using Partial Least Square Structural Equation Modeling (PLS-SEM) and SPSS. The findings revealed that discounts do not directly affect impulsive purchases but do have a significant positive impact on positive emotions. In contrast, shopping lifestyle significantly influences both impulsive purchases and positive emotions. Furthermore, positive emotions significantly impact impulsive buying behavior and mediate the relationship between discounts and impulsive purchases, as well as between shopping lifestyle and impulsive purchases. From a managerial standpoint, businesses can strategically offer discounts during holidays or weekends to trigger positive emotions and boost sales. Enhancing the overall shopping experience through appealing app interfaces, engaging content, and responsive customer service can foster positive emotions that drive impulsive purchases. From an Islamic perspective, ethical marketing practices that avoid deception and encourage moderation in consumption should be upheld, ensuring that promotional efforts align with Islamic principles of fairness, honesty, and responsible consumer behavior.
E-Marketing Model For A Globally Competitive Micro, Small And Medium-Sized Enterprise Sector: Insights From Nigeria Okpara, Gazie S.; Agu, Godswill; Onyeokoro, Sunday C.
Marketing and Business Strategy Vol. 2 No. 2 (2025): MAY 2025
Publisher : SAN Scientific

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58777/mbs.v2i2.439

Abstract

Nigeria, particularly its southeastern region, is home to numerous micro, small, and medium enterprises (MSMEs) that contribute significantly to the nation's economy. Despite facing various challenges, MSMEs account for 84% of total employment and contribute 48.47% to Nigeria’s GDP, according to the Small and Medium Enterprises Development Agency of Nigeria and the National Bureau of Statistics (2013). However, these enterprises struggle with limited patronage and low global competitiveness, largely due to restricted access to modern technology. This study emphasizes the urgent need for a strategic, modern marketing approach to boost the visibility and acceptance of made-in-Nigeria products. It proposes a 5Ps marketing model product, price, place, promotion, and people integrated within a modified Technology Acceptance Model (TAM). The study explores MSMEs’ awareness, drivers, and intentions to adopt e-marketing strategies. Using SmartPLS structural equation modeling on data from 181 respondents, the research confirms that the 5Ps, along with perceived usefulness, perceived ease of use, and attitude, significantly influence the intention to adopt e-marketing. The study offers both theoretical insights and practical recommendations to enhance MSMEs’ marketing capabilities, increase customer engagement, and improve the adoption of digital strategies necessary for global competitiveness.
Decoding the Buyer’s Mind: The Role of Promotion and Brand Image in Purchase Decisions Mareta, Futri Zamnis; Razak, Ismail; Yuaniko, Yuaniko
Marketing and Business Strategy Vol. 2 No. 2 (2025): MAY 2025
Publisher : SAN Scientific

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58777/mbs.v2i2.440

Abstract

This study aims to analyze the extent to which promotion and brand image influence the purchasing decisions of Shopee customers in East Jakarta. Using a quantitative approach with survey methods and multiple linear regression analysis, the results of the study indicate that both promotion and brand image simultaneously and partially have a positive and significant effect on purchasing decisions. This finding means that attractive promotions such as discounts, cashback, and flash sales, as well as a strong and positive brand image can encourage consumers to make purchases. This study investigates how promotion and brand image influence purchasing decisions among Shopee customers in East Jakarta using a quantitative survey and regression analysis. Results show that brand image has a significant positive effect, while promotion does not significantly influence purchasing decisions when examined individually. The managerial implications of these findings are that Shopee management needs to continue to optimize promotional strategies creatively and consistently to maintain and increase customer loyalty. In addition, building and maintaining a positive brand image through service quality, platform appearance, and good interaction with consumers are important keys to strengthening competitiveness in the competitive e-commerce market.
Amplifying Influence: The Role of Brand Ambassadors in the Relationship Between Korean Wave and K-Pop Merchandise Purchase Decisions Fatma Kurnianingtyas, Lintang; Faruqi, Faris
Marketing and Business Strategy Vol. 2 No. 2 (2025): MAY 2025
Publisher : SAN Scientific

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58777/mbs.v2i2.446

Abstract

The purpose of this study is to ascertain how brand image, electronic word-of-mouth, and the Korean wave affect consumer choices for K-pop merchandise with Brand Ambassadors as moderator variables for the case study at X in East Jakarta. This research uses an associative research strategy. The data collection technique is through a questionnaire with a simple random sampling technique. The SEM-PLS method was used to analyze the data.  All customers who have bought NCT K-Pop items make up the research population.  There were 260 samples in total, chosen by multiplying the number of indicators by 10.  The study's findings indicate that buying decisions are significantly influenced by the Korean Wave, brand image, and brand ambassadors. Electronic word-of-mouth has no discernible impact on purchasing decisions.  Other than that a Brand Ambassador is able to moderate the significant influence of the Korean Wave. At the same time, Brand Image and Electronic word of mouth are indirectly unable to moderate Purchase Decisions.

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