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All Journal JURNAL AKUNTANSI, EKONOMI dan MANAJEMEN BISNIS Journal of Marketing Innovation
Nono Wibisono
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Economics, Econometrics & Finance Social Sciences

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Journal : Journal of Marketing Innovation

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The Effect of Hotel Service Satisfaction on Loyalty: The Role of Gender Adila Sosianika; Lina Setiawati; Nono Wibisono; Lusianus Kusdibyo; Dwi Suhartanto; Agustinus Februadi
Journal of Marketing Innovation (JMI) Vol. 1 No. 1 (2021)
Publisher : Politeknik Negeri Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (338.536 KB) | DOI: 10.35313/jmi.v1i01.11

Abstract

This study aims to analyze the effect of satisfaction on hotel services such as service product satisfaction, service delivery satisfaction, and service environment satisfaction on loyalty. The sample in this study are 210 respondents who visited the hotel in the past month. The analysis technique used is the Structural Equation Model with Partial Least Square. The results showed that all satisfaction variables for hotel services significantly influenced loyalty in both groups of ganders. If differentiated based on gender, it shows that male groups are more interested in service environment satisfaction and service delivery satisfaction towards loyalty, while female groups are more interested in service environment satisfaction and service product satisfaction towards loyalty.
The Effect of Co-branding Strategy Elements on Consumer Attitude and Purchase Intention : A Study in Indonesia Rafiati Kania; Kuntihapsari Sri Sukoyo; Nono Wibisono
Journal of Marketing Innovation (JMI) Vol. 1 No. 1 (2021)
Publisher : Politeknik Negeri Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (555.52 KB) | DOI: 10.35313/jmi.v1i01.17

Abstract

According to brand alliance literature, the compatibility of both brand characteristics in co-branded products will raise consumer positive attitude and purchase intention. Previous researches have explored co-branding strategy between the same sector or complement product character from different sector. However, few researchs have conducted exploration of the co-branding strategy in a different sector with less complement character. This study seeks to construct the value of co-branding strategy influencing female consumer attitude as well as purchase intention where the less-known Indonesian cosmetics brand who invite well-known food brands to create blended characteristics of cosmetic products. Three co-branded products namely Mizzu Cosmetics x Khong Guan Biscuits, Dear Me Beauty x Yupi, Dear Me Beauty x Sasa, Dear Me Beauty x Nissin as the object of research. A total of 358 questionnaires were distributed to female cosmetic consumers aged between 19-41. The proposed research model has been tested using PLS-SEM. The finding highlight prior attitude toward host brand appear weak to influence attitude toward co-branded. However, brand fit could mediate prior attitude toward host brand in influencing atittude toward co-branded. Mediating roles of brand fit, attitude toward co-brand, and post-attitude toward host brand appear important in the element of consumer attitude and purchase intention. A well-known and suitable co-branding partner is needed to give exposure to the co-branded product and provide a spill-over effect for the host brands. This study contribute to add spill-over effect phenomenon in brand alliance literatures.
Co-Authors Agustinus Februadi DWI SUHARTANTO Kuntihapsari Sri Sukoyo Kusdibyo, Lusianus Lina Setiawati Marceolla Suryana Rafiati Kania Rina Trisnawati Sosianika, Adila Widia Senalasari