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Pengaruh Customer Value terhadap Brand Loyalty: Customer Satisfaction sebagai Variabel Intervening pada Produk Smartphone Samsung di Kota Sampit Marpuah Marpuah; Yuli Andriyati
Keizai: Jurnal Kajian Ekonomi, Manajemen, dan Akuntansi Vol 1, No 1 (2020): Maret
Publisher : Program Studi Manajemen, Fakultas Bisnis, Universitas Darwan Ali

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (580.107 KB) | DOI: 10.56589/keizai.v1i1.147

Abstract

This study aims to know the effect of customer value on brand loyalty with customer satisfaction as an intervening variable on Samsung smartphone products in Sampit city. This study uses a purposive sampling technique with 80 respondents in Samsung smartphone users. Data was collected through questionnaires and methods for data analysis performed using structural equation modeling (SEM). The result showed that: (1) the customer value has a positive effect on customer satisfaction, (2) the customer value has positive effect on brand loyalty, (3) customer satisfaction has no effect on brand loyalty, so it is concluded that customer satisfaction is not an intervening variable between customer value and brand loyalty.Keywords: Customer Value, Customer Satisfaction, Brand Loyalty
Pengaruh Harga dan Kelengkapan Produk terhadap Minat Belanja di Mentari Swalayan dimana Kemudahan Belanja di Alfamart menjadi Variabel Moderating Rusdawati Rusdawati; Yuli Andriyati
Keizai: Jurnal Kajian Ekonomi, Manajemen, dan Akuntansi Vol 2, No 1 (2021): Maret
Publisher : Program Studi Manajemen, Fakultas Bisnis, Universitas Darwan Ali

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (465.816 KB) | DOI: 10.56589/keizai.v2i1.180

Abstract

This study was purposed to determine the effect of price and product completeness on shopping interest in Mentari Swalayan with the easeof shopping as a moderating variable. As for what is presented as a population is all customers who have shopped at Mentari Swalayan and Alfamart. The sampling method used was convenience sampling, in which the total amount of respondents was 112. The research instrument is a questionnaire using a Likert scale to collect data about price and product completeness variables and purchase desire, as well as the ease of shopping as a moderating using the HRA (Hierarchical Regression Analysis) method. The results of this study showed that price, product completeness partially and simultaneously have a positive significant effect on purchase intention. According to the result of data analysis, the ease of shopping does not moderate the effect of price and product completeness on shopping interest.