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All Journal International Journal of Economic, Business, Accounting, Agriculture Management and Sharia Administration (IJEBAS)
Fadli
Faculty of Economic and Business Universitas Sumatera Utara
Economics, Econometrics & Finance

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ANALYSIS OF THE EFFECTIVENESS OF MARKETING COMMUNICATIONS MULTIPURPOSE CREDIT PRODUCT PURCHASE DECISION THROUGH BRAND IMAGE AT PT.BANK SUMUT MEDAN MELATI BRANCH Hefmi Dewi Siahaan; Endang Suilistya Rini; Fadli
International Journal of Economic, Business, Accounting, Agriculture Management and Sharia Administration (IJEBAS) Vol. 3 No. 2 (2023): April
Publisher : CV. Radja Publika

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54443/ijebas.v3i2.809

Abstract

Intense competition makes it increasingly difficult for banks to increase the number of customers in their efforts to maintain and increase their market share. So the banks have to work hard to stay competitive,namely through improving customer marketing communications and strengthening brand image. The aims of the research are, 1) To analyze the influence of marketing communications on purchasing decisions for Multipurpose Credit products at PT Bank Sumut Melati Medan Branch, 2) To analyze marketing communications affect the brand image of Multipurpose Credit products at PT Bank Sumut Melati Branch Medan. To analyze the influence of brand image on the decision to purchase Multipurpose Loan products at PT Bank Sumut Melati Medan Branch, 3) To analyze marketing communications affect the purchasing decision of Multipurpose Loan products through brand image at PT Bank Sumut Melati Medan Branch. This research is a descriptive type research with a quantitative approach. The population in this study is 64 people who use Multipurpose Credit products in 2020. Because the population size is very limited, this study did not use a sample, directly observing the population. Based on the hypothesis that has been formulated, all data is processed using the SEM-PLS analysis technique using SmartPLS 3.0 software. Based on the results of the test, it was found that marketing communication variables and brand image have a significant effect on purchasing decisions.
THE EFFECT OF CUSTOMER EXPERIENCE ON CUSTOMER LOYALTY THROUGH CUSTOMER SATISFACTION TO USERS OF TRANSPORTATION SERVICES ONLINE IN MEDAN CITY Ira Hairani Br. Damanik; Fadli; Syafrizal Helmi Situmorang
International Journal of Economic, Business, Accounting, Agriculture Management and Sharia Administration (IJEBAS) Vol. 3 No. 4 (2023): August
Publisher : CV. Radja Publika

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54443/ijebas.v3i4.981

Abstract

This study aims to determine and analyze the effect of customer experience on customer loyalty with customer satisfaction as an intervening variable for users of online transportation services in Medan City. The population in this study is the people in Medan City, especially Medan Amplas District who have used Grab, Gojek and Maxim. The sampling technique in this study was non-probability sampling of 180 respondents. The data analysis method uses Structural Equation Modeling-Partial Least Squares (SEM-PLS). The results showed that Customer Experience had a positive and significant effect on Customer Loyalty, Customer Experience had a positive and significant effect on Customer Satisfaction, Customer Satisfaction had a positive and significant effect on Customer Loyalty,
Co-Authors Endang Suilistya Rini Hefmi Dewi Siahaan Ira Hairani Br. Damanik Syafrizal Helmi Situmorang