Marketing and Business Strategy
The Marketing and Business Strategy MBS journal publishes open access, peer reviewed, theoretical, and empirical research articles on all major marketing management, consumer behavior, competition, and business strategy related topics. The journals mission is to offer a forum for the growing amount of scholarly research on marketing and business strategy in which they operate. The journal emphasizes theoretical advancements and their application and empirical, practical, and policy oriented research in marketing and strategy in other local and international markets. The MBS examines various decisions, processes, and activities within the technology settings marketing, business strategy, and policy. The MBS is published for executives, researchers, and scholars alike; the journal aids the application of empirical research to practical situations and theoretical findings to the reality of the business world. The journal aims to promote communication and collaboration between and among academic and other research groups, as well as policymakers and operational decision makers at private and public institutions, national and global, and their regulators. This journal is published online semi annually continuously (November and May) to keep authors and readers updated with the latest progress. If you have any questions about the journal, please Chat on WhatsApp (+62 081188809646) or/and email us (info-mbs@sanscientific.com). You are invited to keep us up to date on the most recent academic research and study areas.
Articles
10 Documents
<![CDATA[The Effect of In-Store Logistics Performance, Store Image, Sales Promotion, and Service Quality on Customer Satisfaction ]]>
<![CDATA[Yulia Kartika Sari]]>;
<![CDATA[Ariel Nian Gani]]>;
<![CDATA[Nazma Riska Zhafiraah]]>
<![CDATA[ Marketing and Business Strategy Vol. 1 No. 1 (2023): NOVEMBER 2023 ]]>
Publisher : <![CDATA[SAN Scientific ]]>
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DOI: 10.58777/mbs.v1i1.152
<![CDATA[The purpose of this study is to determine the effect of In-Store Logistics performance, Store Image, Sales Promotion, and Service Quality on Matahari Department Store Consumers. The population in this study is Matahari Department Store consumers in Mal Artha Gading. The sampling technique used is purposive sampling. The number of respondents in this study was 100 respondents. Data was collected by distributing questionnaires. The data analysis methods used are multiple regression analysis, t-test (partial), and F-test (simultaneous). The results of this study show that: (1) partially In-Store Logistics performance has a positive effect on customer satisfaction. (2) A partially stored image has a positive effect on consumer satisfaction. (3) partially sales promotion has a positive effect on customer satisfaction. (4) partial service quality has a positive effect on customer satisfaction. The value of adj R2 0.733 shows variations in the dependent variable. The managerial implications of the Influence of In-Store Logistics Performance, Store Image, Sales Promotion, and Service Quality on Customer Satisfaction at Matahari Department Store can include several key aspects, namely optimizing In-Store Logistics Performance by improving operational efficiency where management needs to ensure that in-store logistics operations run efficiently this can involve monitoring stock, in-store distribution.]]>
<![CDATA[The Influence of Brand Image and Experiential Marketing on Consumer Loyalty with Consumer Satisfaction as an Intervening ]]>
<![CDATA[Rafly fata Maghfur]]>;
<![CDATA[Perdana Wahyu Santosa]]>;
<![CDATA[Nazma Riska Zhafiraah]]>
<![CDATA[ Marketing and Business Strategy Vol. 1 No. 1 (2023): NOVEMBER 2023 ]]>
Publisher : <![CDATA[SAN Scientific ]]>
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DOI: 10.58777/mbs.v1i1.153
<![CDATA[This study aims to determine whether there is an influence of brand image and experiential marketing on consumer loyalty with consumer satisfaction as mediation in Kopi Kenangan products. The population of this study is Generation Z, aged 12-28 years, who live in Jabodetabek. The sample in this study were people who had bought Kopi Kenangan products at least 2 times within 3 months with a total of 100 respondents. The sampling technique uses a non-probability method with a purposive sampling technique through distributing questionnaires. The analysis method used is the Partial Least Square Structural Equation Modeling (PLS-SEM) method. The results showed that Brand Image affects customer satisfaction. Experiential. The managerial implications of the influence of Brand Image and Experiential marketing on consumer loyalty with consumer satisfaction as an intervening variable in Kopi Kenangan in Jabodetabek by Generation Z can include several important aspects, namely strengthening Brand Image by developing brand identity and consistent brand communications as for the implementation of Experiential marketing such as developing memorable experience and quick resolution of complaints.]]>
<![CDATA[The Effect of Product Quality and Customer Perceived Value on Repurchases with Intervening Satisfaction ]]>
<![CDATA[Isnabillah Noviana]]>;
<![CDATA[Dinda Oktavia]]>
<![CDATA[ Marketing and Business Strategy Vol. 1 No. 1 (2023): NOVEMBER 2023 ]]>
Publisher : <![CDATA[SAN Scientific ]]>
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DOI: 10.58777/mbs.v1i1.154
<![CDATA[The purpose of this study was to determine the effect of product quality and customer-perceived value on repurchase. The method used in this research is explanatory research with a quantitative approach. The population in this study are all consumers who have purchased products at an unknown number of KFC Cempaka Putih Branch restaurants. The sample of this study was 104 people who came from consumers buying products at the KFC Cempaka Putih Branch restaurant. The data collection technique in this study was to use a questionnaire. Then, the data was analyzed using the Partial Least Square Structural Equation Modeling (PLS-SEM) method using the WarpPLS 7.0 program. The results of this study indicate that product quality and customer-perceived value have a positive and significant effect on customer satisfaction. Customer satisfaction, and customer perceived value have a positive and significant effect on repurchase buying. The implications of the study for managerial practices at KFC Cempaka Putih Branch are discussed. Recommendations are made to improve product quality, enhance perceived value, and effectively manage customer satisfaction to foster repurchases.]]>
<![CDATA[The Influence of Personal Branding and Social Media Marketing on Brand Image with Brand Awareness as an Intervening Variable ]]>
<![CDATA[Tiara Arayni Akbar]]>;
<![CDATA[Siti Nurjanah]]>
<![CDATA[ Marketing and Business Strategy Vol. 1 No. 1 (2023): NOVEMBER 2023 ]]>
Publisher : <![CDATA[SAN Scientific ]]>
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DOI: 10.58777/mbs.v1i1.155
<![CDATA[Every business actor must decide the correct approach to survive in a competitive market. This study examined Erika Richardo's personal branding and social media marketing on By Painters brand image, using brand awareness as an intervening variable. Quantitative research uses non-probability sampling with purposive sampling in this study. The data collection approach consists of sending surveys to 100 Instagram followers of "By Painters." The hypothesis testing shows that personal branding does not affect brand awareness. Social media marketing affects brand awareness significantly. Personal branding and social media marketing also affect brand image. Brand image is also affected by brand awareness. Managerial implications highlight the need for painters and their managers to proactively invest in personal branding efforts and harness the power of social media for marketing. By doing this, they can not only increase brand awareness but also establish a positive brand image that resonates with the target audience. Continuous monitoring of brand awareness and consistent efforts to engage with the community are essential elements for maintaining and increasing brand presence in the competitive art market. This research uses a quantitative approach with primary resources. The sampling technique used was nonprobability sampling via the purposive sampling method.]]>
<![CDATA[The Influence of Service Quality, Product Quality, Price Perception and Location on Visitor Satisfaction ]]>
<![CDATA[Ahmad Fauzi]]>;
<![CDATA[Hilma Suyana]]>;
<![CDATA[Dinda Oktavia]]>
<![CDATA[ Marketing and Business Strategy Vol. 1 No. 1 (2023): NOVEMBER 2023 ]]>
Publisher : <![CDATA[SAN Scientific ]]>
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DOI: 10.58777/mbs.v1i1.156
<![CDATA[The goal of this study is to ascertain how consumer satisfaction at Lawson Salemba is impacted by product quality, price, and service quality. The consumers of Lawson Salemba make up the population under study. There were 130 responders in total, and a non-probability sampling strategy was employed. We used a survey instrument and survey methodology, and data was gathered. Multiple regression analysis is the data analysis technique employed. The study's findings demonstrate that location, product quality, price perception, and service quality all have a favorable and substantial impact on customer satisfaction. The managerial implications of this research are improving service quality by implementing high service standards and ensuring that each team member understands and implements these standards, assessing pricing strategies, and ensuring that the prices set are in line with customer perceptions of the value of the product or service, implementing a quality control system and monitor customer feedback regularly and analyze geographic and demographic data to assess whether the location can be optimized or whether it is necessary to open a branch in a more strategic location.]]>
<![CDATA[Marketing Events Mediating BEV Features and Operating Costs: Impact on Purchase Intentions ]]>
<![CDATA[Faiz Mustafa]]>;
<![CDATA[Perdana Wahyu Santosa]]>
<![CDATA[ Marketing and Business Strategy Vol. 1 No. 2 (2024): MAY 2024 ]]>
Publisher : <![CDATA[SAN Scientific ]]>
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DOI: 10.58777/mbs.v1i2.179
<![CDATA[This research aims to find out the lack of influence of Batery Electric Vehicle (BEV) features and vehicle operating perspective costs on the interest in purchasing electric cars with marketing events as a mediation and review from an Islamic. This devotional population is a society over 21 years old that is domiciled in Jabodetabek. The sample in this study was made up of people who drove more than three times in one week, for a total of 100 respondents. The sampling technique uses a non-probability method with purposive sampling techniques through the distribution of questionnaires with Google forms. The analytical method used is the Partial Least squares Structural Equation Modeling method (PLS-SEM). The results of the study show that Feature influences Purchase Intention, Feature influences Marketing Event, Vehicle Operating Cost influences Purchase Intention, Marketing Event influences Purchase Intentions, Marketing Event mediates the influence of Feature on Purchase Intentions, Features, Vehicle Operating Costs, Marketing Events, and Purchase Intention BEV cars among the people in Jabodetabek. The implications of the results of this study present that purchase intention towards BEVs encourages producer management to optimally utilize all the variables analyzed in this study proportionally.]]>
<![CDATA[The effect of Green Marketing, Brand Image, Advertising and Price on Purchasing Decisions ]]>
<![CDATA[Muhammad Ramadhan]]>;
<![CDATA[Zainal Zawir Simon]]>;
<![CDATA[Nazma Riska Zhafiraah]]>
<![CDATA[ Marketing and Business Strategy Vol. 1 No. 2 (2024): MAY 2024 ]]>
Publisher : <![CDATA[SAN Scientific ]]>
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DOI: 10.58777/mbs.v1i2.225
<![CDATA[This research aims to determine whether or not green marketing, brand image, advertising, and price influence purchasing decisions for AQUALife products. The population of this research is consumers of AQUALife products in the Central Jakarta area. The sample for this research method used a questionnaire via Gform for a month with a total of 120 respondents. The sampling technique uses a non-probability method, with a purposive sampling technique through distributing questionnaires. The data analysis methods used are multiple regression analysis, t-test (partial), and f-test (simultaneous). The research results show that: (1) Green marketing has no significant effect on purchasing decisions. (2) Brand image has a positive and significant effect on purchasing decisions. (3) Advertising has a positive and significant effect on purchasing decisions. (4) Price has a positive and significant effect on purchasing decisions. Managerial implications: Managers need to ensure products and production processes comply with environmentally friendly principles, managers need to ensure consistent brand image across all marketing channels, managers need to develop competitive pricing strategies, managers need to understand competitors' prices and their price position in the market to maintain competitiveness.]]>
<![CDATA[Influence of Innovation and Entrepreneurial Orientation on Competitive Through Marketing Performance as Moderating ]]>
<![CDATA[Eka Melany Aprillia]]>
<![CDATA[ Marketing and Business Strategy Vol. 1 No. 2 (2024): MAY 2024 ]]>
Publisher : <![CDATA[SAN Scientific ]]>
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DOI: 10.58777/mbs.v1i2.227
<![CDATA[This study aims to determine the direct influence of innovation and entrepreneurial orientation on competitive advantage with marketing performance as a moderating variable on handicraft MSME entrepreneurs in East Jakarta and the indirect effect of innovation on competitive advantage through marketing performance, the effect of entrepreneurial orientation on competitive advantage through marketing performance. The research strategy used is quantitative. The population in this study are SMEs registered with the Mayor of East Jakarta. The sampling technique used was purpose sampling with data collection instruments consisting of questionnaires. The data taken is primary data. This study uses Path Analysis. The results of the study concluded that innovation and entrepreneurial orientation have a direct effect on competitive advantage through marketing performance. For the mediating effect, marketing performance is not a variable that moderates innovation towards competitiveness excellence. Nevertheless, marketing performance fully moderates entrepreneurial orientation towards competitiveness excellence. The managerial implication of these findings is that MSMEs need to pay attention not only to aspects of innovation and entrepreneurial orientation in their strategy but also to the importance of marketing performance management.]]>
<![CDATA[The Effect of Product Quality, Price Perception on Purchasing Decisions with Purchase Intention as Mediating ]]>
<![CDATA[Rizka Nurul Utami]]>;
<![CDATA[Muslikh]]>;
<![CDATA[Dinda Oktavia]]>
<![CDATA[ Marketing and Business Strategy Vol. 1 No. 2 (2024): MAY 2024 ]]>
Publisher : <![CDATA[SAN Scientific ]]>
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DOI: 10.58777/mbs.v1i2.228
<![CDATA[This study aims to determine the effect of product quality and price perception on purchasing decisions through buying interest as a mediation on Yamaha motorcycle consumers in Jabodetabek and their understanding from an Islamic point of view. The sampling technique used is purposive sampling. Data were collected using a survey method with a questionnaire instrument. The data analysis method used is Partial Last Square Structural Equation Modeling (PLS-SEM) analysis. The results show that product quality has a positive and significant effect on purchasing decisions, and price perceptions have a positive and significant effect on purchasing. Decisions and product quality have a positive and significant effect on buying interest and price. Perceptions have a positive and significant effect on buying interest, and purchase intentions have a positive and significant effect on purchasing decisions; buying interest can mediate the effect of product quality on purchasing decisions, and buying interest mediates the effect of price perceptions on purchasing decisions. Managerial implications of the relationship between product quality, price perception, purchasing decisions, and the mediating role of purchase intention. In today's competitive market, understanding the factors that influence consumers' purchasing decisions is crucial for businesses to devise effective marketing strategies.]]>
<![CDATA[Effect of Healthcare Service Quality and Price on Patient Satisfaction ]]>
<![CDATA[Aldian Sumardika]]>;
<![CDATA[Ismail Razak]]>;
<![CDATA[Yuaniko Yuaniko]]>
<![CDATA[ Marketing and Business Strategy Vol. 1 No. 2 (2024): MAY 2024 ]]>
Publisher : <![CDATA[SAN Scientific ]]>
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DOI: 10.58777/mbs.v1i2.234
<![CDATA[Healthcare services is a place that is needed by all levels of society. Good service will influence patient satisfaction. Patient satisfaction in health services is very important to pay attention to because it can describe the quality of service at the health service location. Knowing patient satisfaction is very useful for the relevant agencies in order to evaluate programs that are being implemented and to find which parts need improvement. This study aims to analyze the influence of service quality and price on patient satisfaction at Kartika Husada Jatiasih Hospital. This type of research is a survey. The analytical method used in this research uses linear and multiple regression analysis models. The research results show that service quality has a positive and significant effect on patient satisfaction at Kartika Husada Jatiasih Hospital. Price has a positive and significant effect on patient satisfaction at Kartika Husada Jatiasih Hospital. Service quality and price have a positive and significant effect on patient satisfaction at Kartika Husada Jatiasih Hospital. Managerial implications include holding regular training for all hospital staff and implementing an effective feedback system to get input from patients about the quality of service]]>
