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All Journal Enrichment : Journal of Management
Arief Budiman
Universitas Pendidikan Indonesia, Indonesia
Economics, Econometrics & Finance

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The influence of experiential marketing on customer loyalty of sawah coffee shops in Pematangsiantar City Febriyanti Sinaga; Arief Budiman; Mira Nurfitriya
Enrichment : Journal of Management Vol. 13 No. 2 (2023): June: Management Science And Field
Publisher : Institute of Computer Science (IOCS)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35335/enrichment.v13i2.1364

Abstract

This study was analyzed using descriptive analysis and a quantitative approach. This study aims to determine the effect of experiential marketing on customer loyalty at Sawah Coffee Shop, Pematangsiantar City. This study uses two variables, namely experiential marketing as the independent variable (X) and customer loyalty as the dependent variable (Y). The sample in this study were 50 respondents who were customers of the Sawah Coffee Shop, Pematangsiantar City, using a questionnaire as a data collection tool. This study uses quantitative research using simple linear regression analysis method. Based on the test results of the coefficient of determination, the result is 0.691. This shows that experiential marketing has an effect of 69.1% on customer loyalty and the remaining 30.9% is influenced by other factors not examined by the author.
The influence of local clothing brand product design in increasing brand awareness Ahmad Ridwan Rais; Arief Budiman; Nizza Nadya Rachmani
Enrichment : Journal of Management Vol. 13 No. 2 (2023): June: Management Science And Field
Publisher : Institute of Computer Science (IOCS)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35335/enrichment.v13i2.1365

Abstract

Product design is one of the most important parts of the way of recognizing a brand product to improve brand awareness, which in this globalization era the appearance of a product greatly affects the interest of consumers to buy a product. Brand awareness plays an important role in maintaining consumer loyalty so that consumers still feel comfortable with the products offered. In Bandung City, Indonesia, there’s a competitive competition in global brand and local product, the innovation of local product and design play important role in raising brand awareness to compete the competition. This study aims to determine how much Local Clothing Brand product design effect on brand awareness. This study uses quantitative methods with a descriptive approach. Based research result it can be interpreted that the design has a contribution to the local product brand awareness variable of 78.2%, and discoveries likewise recommend neighborhood style clothing makers ought to accentuate creation quality, improve plan and item credits, and guarantee item customization because of customer and market needs. As a matter of fact, clients will foster brand dependability and positive informal as indicated by their previous encounters because of good quality items that are likewise creative and satisfy their assumptions.
Co-Authors Ahmad Ridwan Rais Febriyanti Sinaga Mira Nurfitriya Nizza Nadya Rachmani