Abstract:This study aims to explore the relationship between consumer-based brand equity and brand loyalty, with an emphasis on the mediating role of customer satisfaction in the specific context of the cake shop segment within the…
he restaurant industry. Employing Structural Equation Modeling (SEM) through LISREL, this research analyzes data collected from customers of Browcyl’s cake shops in Makassar. The model focuses on examining the impact of five dimensions of consumer-based brand equity on customer satisfaction and, subsequently, on brand loyalty. The results indicate that three out of the five dimensions of consumer-based brand equity significantly and positively influence customer satisfaction. In turn, customer satisfaction has a strong, positive impact on brand loyalty. This highlights the pivotal role of certain brand equity elements in enhancing customer satisfaction, which is a key driver of brand loyalty in the cake shop sector. The study offers valuable insights for practitioners in the restaurant industry, particularly in the cake shop sector. It suggests that focusing on specific aspects of brand equity can significantly improve customer satisfaction, leading to increased brand loyalty. This provides a strategic direction for cake shop owners and marketers to strengthen their brand equity in ways that resonate with their customers.
Abstract:This research aims to determine the partial influence of product quality, price and service quality on consumer satisfaction at the Palekko Restaurant in Sidenreng Rappang Regency. The number of samples taken was 100 respondents.…
pondents. The results of the research show that service quality, price and product quality have a significant effect on consumer satisfaction at the Palekko Sidenreng Restaurant in Sidenreng Rappang Regency, based partially on the calculation results that the t-calculated value of the product quality variable is ( 6.435), the t-calculated value of the price variable is (3.223) and the t-calculated value of the service quality variable (3.752) is greater than the t-table value (1.660) and the sig value of all variables is smaller than 0.05. Simultaneously, service quality, price and product quality have a significant effect on consumer satisfaction at the Palekko Sidenreng Restaurant in Sidenreng Rappang Regency. The calculation results show that the F-count value = 30,946 is greater than the F-table value = 2.70 (30,946 > 2.70) and significance value = 0.000 (smaller than α = 0.05). (0.000 < 0.05).
Abstract:This research aims to develop the design and packaging of Madurese Cassava Chips products at Mrs X's UMKM. The research method used is a research and development model using the ADDIE model. The sample used in this study…
totalled 55 respondents. The data collection instrument used is a questionnaire sheet in the form of a google form. There are validation results from design experts and business practitioner experts, which are very feasible. The product was then tested on 55 respondents who were divided into two groups, namely 31 respondents were consumers of Madura Cassava Chips products who had purchased the product before development with the results being quite feasible to use and 24 respondents were consumers of Madura Cassava Chips products who had purchased the product after development with the results being very feasible to use. From the results of the pretest and posttest, it was found that there were differences in product packaging design on the competitiveness of Mrs X's MSMEs before and after developing the Madura Cassava Chips product packaging design. Based on the results that have been obtained, the development of the Madura Cassava Chips product design and packaging is very feasible to use
Abstract:The purpose of this research is to determine the influence exerted by digital marketing and service quality on consumer purchasing decisions Coffee Shop Lagi lagi chl Makassar City. The research method used is quantitative…
ve with descriptive methodology. To collect research data for this study, questionnaires and documentation were both used. In this study, 50 people were used as samples, and the Likert scale method was used to calculate the number of samples. Partial test (t test), simultaneous test (f test), coefficient of determination (R2), and classical assumption test are the data analysis techniques used in this study. The research findings show that each factor used has a beneficial impact on consumer purchasing decisions Coffee Shop Lagi lagi chl as a result of Digital Marketing (X1) related to marketing knowledge. Quality of service (X2). Purchase decision (Y).
Abstract:This research aims to determine whether public ownership, board of directors compensation and audit committee have an effect on tax management in basic consumer goods industrial companies listed on the Indonesian Stock Exchange.…
xchange. Secondary data was obtained based on purposive sampling of financial reports. The population was conducted on basic consumer goods industrial companies listed on the IDX with a number of 54 companies, while the samples were selected with purposive sampling method obtained a total of 12 companies or 36 samples for the period 2017-2019. But the 36 samples processed the result is abnormal distribution, so the researcher increase the observation period on the IDX in 2015.2020. Data analysis method used is multiple linear regression. The results of this research indicated that the public ownership, board of directors compensation and audit committee no have significant effect on the tax management.
Abstract:By taking into account the function of brand attitude, brand credibility, and brand image as intervening variables, this study seeks to assess the impact of celebrity endorsement on repurchase intention of SOMETHINC products.…
ucts. A common marketing tactic for influencing consumer views and behavior toward specific products is celebrity endorsement. This study employs a survey methodology, collecting information from participants using questionnaires that are given to those who are familiar with SOMETHINC goods and have interacted with relevant celebrity endorsements. Utilizing statistical analysis techniques like multiple linear regression and path analysis, hypotheses are tested. The findings demonstrated that brand attitude, brand credibility, and brand image are significantly influenced by celebrity endorsement. In this situation, brand attitude has been shown to mediate between celebrity endorsement and intention to repurchase. A similar association between celebrity endorsement and repurchase intention is mediated by brand credibility and brand image. These results demonstrate that celebrity endorsements can positively affect consumers' perceptions of SOMETHINC products by enhancing brand attitude, brand credibility, and brand image. These factors in turn influence consumers' desire to repurchase the product. In order to maximize the efficacy of this marketing strategy, businesses should carefully evaluate the choice and management of celebrity endorsements as well as the development of positive brand attitudes, brand credibility, and brand image.
Abstract:As it expands, modern retailing must always be able to adapt to the lifestyle trends in society and understand the aspects that influence consumers' shopping behavior by implementing a unique store concept. Shopping has…
become a habit for some people, including women, who are becoming more numerous and financially empowered. This research was conducted to test and analyze the effect of shopping lifestyle and in-store displays on impulse buying among female consumers who use and buy branded fashion products at the UNIQLO store in Makassar City. The research sample consisted of 100 respondents using a non-probability sampling technique with a purposive method. The data collection method used was a questionnaire with a Likert scale. The data analysis method used was multiple linear regression analysis, which was processed using SPSS version 25. The results showed that shopping lifestyle had a significant effect on impulse buying and in-store displays had a significant effect on impulse buying.
Abstract:Advances in technology such as the presence of social media require companies to be able to adjust in carrying out their activities such as marketing using influencer marketing. This study aims to determine the effect of…
influencer marketing on purchasing decisions for the Makassar branch of Chaca Burgo. This research uses qualitative methods by conducting observations, questionnaires, and interviews. Data were analyzed using a simple linear regression analysis method that used SPSS data processing results to prove the hypothesis. The results showed that the influencer marketing variable had a positive and significant effect on the purchasing decision variable. So that the better influencer marketing is in carrying out promotions, the purchasing decisions by consumers will increase.
Abstract:The purpose of the study was to determine the effect of product quality and service quality on customer satisfaction at the SLV Room Boutique. The population in this study were consumers of SLV Room Boutique. the sampling…
g in this study was carried out using a purposive sampling technique so that 80 respondents were sampled. The type of research used is quantitative. The data used is primary data obtained by distributing questionnaires to consumers. The results of the study after the data was processed with SPSS.23 show that there is a partially significant effect between the independent variable and the dependent variable which can be proven by the calculated t value of the product quality variable (X1) of 2,938> t table 1.665 with a significant value of 0.004 <0.05 and the calculated t value of the service quality variable (X2) of 4.700> t table 1.665 with a significant value of 0.000 <0.05. Simultaneously there is a positive and significant effect on the dependent variable (X2). Simultaneously, there is a positive and significant influence between the independent variables on the dependent variable as evidenced by the multiple linear regression equation, namely Y = -0.754 + 0.167 X1 + 0.338 X2 + e and a significant effect with a calculated F value of 56.016 > F table 3.965 with a significant level of 0.00 <0.05. The R Square value or the coefficient of determination of 0.593 indicates that 59.3% of the customer satisfaction variable (Y) is influenced or can be explained by the independent variables of product quality and service quality, while the remaining 40.7% is explained by other variables not included in this study. Simultaneously there is a positive and significant effect on the dependent variable (X2). Simultaneously, there is a positive and significant influence between the independent variables on the dependent variable as evidenced by the multiple linear regression equation, namely Y = -0.754 + 0.167 X1 + 0.338 X2 + e and a significant effect with a calculated F value of 56.016 > F table 3.965 with a significant level of 0.00 <0.05. The R Square value or the coefficient of determination of 0.593 indicates that 59.3% of the customer satisfaction variable (Y) is influenced or can be explained by the independent variables of product quality and service quality, while the remaining 40.7% is explained by other variables not included in this study. Simultaneously there is a positive and significant effect on the dependent variable (X2). Simultaneously, there is a positive and significant influence between the independent variables on the dependent variable as evidenced by the multiple linear regression equation, namely Y = -0.754 + 0.167 X1 + 0.338 X2 + e and a significant effect with a calculated F value of 56.016 > F table 3.965 with a significant level of 0.00 <0.05. The R Square value or the coefficient of determination of 0.593 indicates that 59.3% of the customer satisfaction variable (Y) is influenced or can be explained by the independent variables of product quality and service quality, while the remaining 40.7% is explained by other variables not included in this study. there is a positive and significant influence between the independent variables on the dependent variable as evidenced by the multiple linear regression equation, namely Y = -0.754 + 0.167 X1 + 0.338 X2 + e and a significant effect with a calculated F value of 56.016> F table 3.965 with a significant level of 0.00 <0.05. The R Square value or the coefficient of determination of 0.593 indicates that 59.3% of the customer satisfaction variable (Y) is influenced or can be explained by the independent variables of product quality and service quality, while the remaining 40.7% is explained by other variables not included in this study. there is a positive and significant influence between the independent variables on the dependent variable as evidenced by the multiple linear regression equation, namely Y = -0.754 + 0.167 X1 + 0.338 X2 + e and a significant effect with a calculated F value of 56.016> F table 3.965 with a significant level of 0.00 <0.05. The R Square value or the coefficient of determination of 0.593 indicates that 59.3% of the customer satisfaction variable (Y) is influenced or can be explained by the independent variables of product quality and service quality, while the remaining 40.7% is explained by other variables not included in this study. 338 X2 + e and a significant effect with a calculated F value of 56.016> F table 3.965 with a significant level of 0.00 <0.05. The R Square value or the coefficient of determination of 0.593 indicates that 59.3% of the customer satisfaction variable (Y) is influenced or can be explained by the independent variables of product quality and service quality, while the remaining 40.7% is explained by other variables not included in this study. 338 X2 + e and a significant effect with a calculated F value of 56.016> F table 3.965 with a significant level of 0.00 <0.05. The R Square value or the coefficient of determination of 0.593 indicates that 59.3% of the customer satisfaction variable (Y) is influenced or can be explained by the independent variables of product quality and service quality, while the remaining 40.7% is explained by other variables not included in this study.
Abstract:Along with the increasing competition in the world of transportation business which is getting tighter, ease of use and consumer experience is an effective marketing strategy in providing service and satisfaction to many…
consumers and this can encourage consumer repurchase interest. The purpose of this study is to determine the effect of ease of use and consumer experience on repurchase intention through satisfaction. The population in this study are consumers who know the KAI Access application in the city of Malang. While the sample in this study was 271 respondents. This type of research is descriptive and non-probability, using the Smart PLS program. The results are (1) ease of use has a positive and significant effect on satisfaction (2) consumer experience has a positive and significant effect on satisfaction (3) ease of use has a positive and significant effect on repurchase intention (4) consumer experience has a positive and significant effect on repurchase intention (5) satisfaction has a positive and significant effect on repurchase intention (6) ease of use has a positive and significant effect on repurchase intention through satisfaction (7) consumer experience has a positive and significant effect on repurchase intention through satisfaction. Based on the results of the study, similar business actors suggest that companies are more selective in using ease of use which will provide a good experience for consumers so that consumers feel satisfied and feel an interest in repurchasing