DIGEST MARKETING

PENGARUH ORIENTASI PASAR TERHADAP KINERJA PEMASARAN WISATA ALAM

Johannes Johannes, Alex Chandra Erta — Sat, 13 Apr 2019 00:00:00 +0700

The purpose of this study is to analyze market orientation towards marketing performance on natural tourism. Samples are business that engaged in the tourism sector in Kerinci and Merangin district as sample that consists of 48 units. Data were collected by questionnaires and analyzed by using multiple regression analysis. The results showed that market orientation (customer orientation, competitor orientation, coordination between functions) have significant effect on the marketing performance. Natural tourism business hence should make more focus on customer in one hand but pay more attention to their competitor especially out of Jambi Province. To do that, intensive coordination should be more implemented between related stakeholders.

PENGARUH BRAND EQUITY TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA PRODUK IPHONE

dio faidalen, Yenny Yuniarti — Sat, 13 Apr 2019 00:00:00 +0700

The study purpose is to determine whether brand awareness, brand association, quality perceptions, and brand loyalty has a positive influence on the iPhone purchase decision both simultaneously and partially. Sample consists of 100 respondents. The type of research used is explanatory research (explanatory research) and hypothesis testing itself using used multiple linear regression procedure. The results showed that the influence either simultaneously or partially is significantly positive. As luxuries appliance, IPhone should appeal the customers to make customer move from repetitive purchasing to be loyal.

PENGARUH DIFERENSIASI TERHADAP LOYALITAS PELANGGAN DIMANA KEPUASAN PELANGGAN SEBAGAI INTERVENING VARIABEL

Firdaus Firdaus, Ade Octavia — Sat, 13 Apr 2019 00:00:00 +0700

The purpose of this research is to describe the influence of differentiation on customer loyalty, where customer satisfaction treated as intervening variable. Data was analyzed by structural equation modeling (based on components partial least squares path modeling (PLS-SEM). The results showed that differentiation and customer satisfaction directly affect significantly customer loyalty, and satisfaction. Then customers satisfaction mediate indirectly differentiations and customer loyalty. Hence it is proved that Alfamart has to create customer satisfaction and reached the higher level of loyalty besides resting on the differentiation prices and location. Additionally differentiation is the core of Alfamart should be developed creatively to make them be positioned as modern retailer.

PENGARUH EXPERIENTIAL MARKETING TERHADAP MINAT BELI ULANG PELANGGAN

Ivone Maulidia Cilesti, Ade Titi Nifita — Sat, 13 Apr 2019 00:00:00 +0700

Research purpose is to determine the effect of Experiential Marketing on repurchase intention. Independent variable consists of Sense, Feel, Think, Act, and Relate and dependent variable (Y) is repurchasing intention. Research used questionnaire as data gathering instruments. Furthermore, quantitative descriptive method, multiple linier regression analysis is used as an analysis tool. The results showed that experiential marketing simultaneously showed significant effect. Furthermore, those independent variables only Feel, Act, and Relate have significant effect. And dominant variables are Feel and Act. Hence, Restaurant Dapur Kito recomend to create a positive Feel and Relate experience for costumer that gives a good reputation.

PENGARUH KINERJA LAYANAN DAN CITRA MEREK TERHADAP KEPUASAN PELANGGAN PEMASANG IKLAN

Rd. Muhammad Ridho, Syahmardi Yacob — Sat, 13 Apr 2019 00:00:00 +0700

The aim of this study is to analyze the influence of service performance and brand image on customer satisfaction partially and simultaneously. The population consists of 350 customers (advertisers) while sample size is 78 units. Methods of data collection used survey which is followed by statistical examination to test the hypothesis, used multiple linear regressions. The results showed that service performance and brand image have positive and significant influence on customer satisfaction, where brand image has a more dominant influence when compared to service performance variables.

PENGARUH HYBRID SERVICE QUALITY DAN BRAND IMAGE TERHADAP KEPUASAN PELANGGAN

Yudi Kurnia, Ade Octavia — Sat, 13 Apr 2019 00:00:00 +0700

This study aims to analyze the influence of hybrid service quality and brand image on customer satisfaction simultaneously as well as partially. Sample size consists of 150 units which chosen randomly from customer list transaction. Data analysis used Multiple Regression tools. The results showed that hybrid service quality and brand image simultaneously and partially affects customer satisfaction. Hence, firms suggested to improve service package and developed it whichh is based on simple technology, delivery system and consumer need. Furthermore, satisfaction could build loyalty as an asset to compete.

PENGARUH ORIENTASI PASAR TERHADAP KUALITAS LAYANAN DAN KEUNGGULAN BERSAING

Andini Andini, Junaidi Junaidi — Sat, 13 Apr 2019 00:00:00 +0700

In hyper competitive environment, market orientation is not only absolutely necessary for corporations but also for nonprofit organizations such as Madrasah education organization. Hence, this study aims to explain the effect of market orientation on service quality of Madrasah and competitive advantage. Data analysis used structural equation modeling (SEM) to examine the hypothesis. Unit analysis consists of 160 students and parents of Madrasah Aliyah Negeri. Based on data analysis result all goodness-of-fit criteria can be fulfilled, so itâ€™s concluded that market orientation has significant effect on service quality and competitive advantage. But the model reveals that service quality has no significant effect on competitive advantage.

PENGARUH INOVASI LAYANAN TERHADAP LOYALITAS KONSUMEN DENGAN KONSUMEN INOVATIF SEBAGAI VARIABEL MODERASI

Desi roziana, Novita Sari — Sat, 13 Apr 2019 00:00:00 +0700

The purpose of this study is to analyze the effect of service innovation on consumer loyalty and reveal consumerâ€™s innovativeness role as moderator variable on consumerâ€™s loyalty. This research uses quantitative approach. Size sample consist of 120 customers who lives in Kotabaru district. Data analysis used simple and multiple linear regression method. Based on the analysis, it is known that: 1) service innovation influenced consumer loyalty by 22.9% and the rest 77.1% influenced by other factors; 2) innovative consumers as moderating variables are able to influence the relationship between service innovation to loyalty of 44.6% and the remaining 55.4% influenced by other factors. Hence, based on customer innovativeness, retailer should build effective communication to every innovation to customer.

STRATEGI POSITIONING BATIK JAMBI MELALUI ATRIBUT PRODUK

jipranata jipranata, Johannes Johannes, Erida Erida — Sat, 13 Apr 2019 00:00:00 +0700

The purpose of this research is to examine consumer perception on some batik attribute: product quality, features, design and cost and their indicator. This perception is used to describe batik Jambi position. Research is belong to explanatory research where data is gathered by questionnaires. This research reveals to see the consumer perception of positioning batik Jambi with variables based on product quality, features, design and cost on which of these four variables is of twenty indicators. Methods used survey methods explanatory. Research finding showed that quality, feature, design, and cost that represent by twenty indicators is only significant represent by 10 indicators. Hence those significant indicators should be communicated to the customer to ensure that what customer found is provide by product.

PENGARUH SERVICESCAPE KLASTER UMKM DI KOTA JAMBI TERHADAP KEPUASAN PELANGGAN DENGAN INOVASI PRODUK SEBAGAI MODERASI

Waridin Niam — Sat, 13 Apr 2019 00:00:00 +0700

The purpose of this study to examine the influence of services cape and product innovation on customer satisfaction at three food clusters service. Sample consists of 150 respondents that chosen randomly. Data analysis use linier regression. The result showed for the first regression R² is 75, 4%. Then it followed the function of mediator, it increased R to be 78, 2%. Hence its proved the role of product innovation as mediator variable is found in the model. Due to the data analysis cluster shows its function to facilitate customerâ€™s satisfaction is worked. So the SME should developed their service based on customer need in one hand while local government communicate the cluster and keep manage all the services cape facilities.

PENGARUH INOVASI PRODUK TERHADAP MINAT BELI SMARTPHONE DENGAN CONSUMER INNOVATIVENESS SEBAGAI VARIABLE MODERASI

Hans Fanolo Kristian Daeli — Sat, 13 Apr 2019 00:00:00 +0700

The aim of this research is to examine the influence of product innovation on purchasing intention where consumer innovativeness considered as moderator variable. Sample is Chinese smartphones users in Jambi. The research results showed that product innovation on purchasing intention that moderated by consumer innovativeness is significantly related. Hence, product innovation allowed by corporate effort to enlighten consumer about technologies content to every product delivered.