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Kota jambi,
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INDONESIA
DIGEST MARKETING
Published by Universitas Jambi
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Core Subject : Economy,
Digest Marketing Juornal (DMJ) diterbitkan empat kali setahun, yang diterbitkan menjadi bagian dari Komunikasi akademis Konsentrasi Pemasaran dengan pemangku kepentingan. Artikel yang dimuat dari penulis terpilih melalui serangkaian proses editing yang didukung oleh Mitra Bestari dari Universitas Unja, Prof. Dr. Paham Ginting, SE dari FE USU dan Prof. Dr. Sucherly, S.E dari Unpad. DMJ menerima artikel baik dari lingkungan Unja maupun di luar Unja.
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Articles 43 Documents
PENGARUH KELOMPOK REFERENSI TERHADAP KEPUTUSAN PEMBELIAN KAWASAKI NINJA 250 CC: THE EFFECT OF REFERENCE GROUP ON PURCHASE DECISION OF KAWASAKI NINJA 250 CC Sylvia Kartika WB; Rosyid Sidig
DIGEST MARKETING Vol. 3 No. 1 (2018): Digest Marketing
Publisher : Konsentrasi Manajemen Pemasaran Jurusan Manajemen Fakultas Ekonomi dan Bisnis Universitas Jambi

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Abstract

The purpose of this study is to examine the affect of reference groups on purchasing decision of Kawasaki Ninja 250 cc in the city of Jambi. Size of sample consist of 100 unit that chousen randomly. While data analysis used multiple regression analysis. The results showed that simultaneouly normative, value expression, and informative have significant role. But, based on partiall test normative has no significant affect. Hence, reference group has important rolel as marketing role. In this case, marekting tool should make good communication and relation to all the customer to make them parta of marketing tool. Keywords: normative influence, value expression, informative influence, and purchasing decisions
PENGARUH SERVICE RECOVER TERHADAP KEPUASAN PELANGGANSPEEDY: THE EFFECT OF SERVICE RECOVERY ON SPEEDY’S CUSTOMER SATISFACTION Raja Sharah; Eka Priadi
DIGEST MARKETING Vol. 3 No. 1 (2018): Digest Marketing
Publisher : Konsentrasi Manajemen Pemasaran Jurusan Manajemen Fakultas Ekonomi dan Bisnis Universitas Jambi

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Abstract

This study purpose is to explain the Service recovery on Telkom Speedy, and the influence of service recovery on customer satisfaction. Sample are students of faculty of economics and business of University of Jambi which consist of of 80 respondents that chousen with purposive techniques. The study result shows significant influance of distributive justice (0,000) and interactional justice (0,052), but it is insignificant for procedural justice (0,112) to customer satisfaction. Hence, service recovery has important role to create customer satisfaction mainly in case of service fault. Keywords: Service Recovery, Distributive Justice, Procedural Justice, Interactional Justice, Customer Satisfaction.
PENGARUH SERVICE RECOVERYTERHADAP LOYALITASPELANGGAN CUCIAN MOBIL DI KOTA JAMBI: THE EFFECT OF SERVICE RECOVERY ON CAR WASH CUSTOMER SATISFACTION IN JAMBI CITY Sanwani Sanwani
DIGEST MARKETING Vol. 3 No. 1 (2018): Digest Marketing
Publisher : Konsentrasi Manajemen Pemasaran Jurusan Manajemen Fakultas Ekonomi dan Bisnis Universitas Jambi

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Abstract

This study aim is to reveal the influence of service recovery that consistof procedural justice, interactional justice, distributive justice on customer loyalty of car was customer satisfaction. This study used survey research that used questionnaire to collect primary data. Statistical analysis used multiple linear regression analysis. The results showed that the service recovery effect simultaneously on customer loyalty, while partially only interactional justice influence customer loyalty significantly. Hence, it is recommended that firms encourage employees to keep sustain relationship that ensure interaction with customers. Keywords:Customer Loyalty , Distributive Justice, Interactional Justice, Procedural Justice, and Service Recovery
PENGARUH TINGKATAN PRODUK TERHADAP LOYALITAS PELANGGAN: THE EFFECT OF PRODUCT LEVEL ON CUSTOMER LOYALTY Muhammad Sutio
DIGEST MARKETING Vol. 3 No. 1 (2018): Digest Marketing
Publisher : Konsentrasi Manajemen Pemasaran Jurusan Manajemen Fakultas Ekonomi dan Bisnis Universitas Jambi

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Abstract

The purpose study is to reveal the affect of core benefit, basic product, expected product, augmented product and potential product on the costumer loyalty both simultaneusly and partially. Study is belong to quantitative research where data collection used survey method and questionnaires is the instrument for data gathering. Samples consist of 100 unit. Analysis tool uses multiple regression analysis. The results showed that 1) core benefit, basic product, expected product, augmented product and potential product simultaneously affect costomer loyalty. Furthermore, partially those variables have significant affect too. Keywords: Core benefit, basic product, expected product, augmented product and potential product and costumer loyalty
ANALISIS PENGARUH PERSEPSI KEMUDAHAN, KEMANFAATAN,DANKEPERCAYAAN TERHADAP KEPUASANPENGGUNA LPSE: THE ANALYSIS OF EASE, USEFULNESS PERCEPTION AND TRUST ON LPSE USER Johannes Johannes; Widdy Frima
DIGEST MARKETING Vol. 3 No. 1 (2018): Digest Marketing
Publisher : Konsentrasi Manajemen Pemasaran Jurusan Manajemen Fakultas Ekonomi dan Bisnis Universitas Jambi

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Abstract

This research purpose is to identify and analyze the perception of ease, usefulness and trust on LPSE’suser satisfaction. Sample size consists of 62 firms which have been registered and verified from the year of 2013 until June 2015 in LPSE Jambi city. To analysis data, descriptive analysis and multiple linear regression are used complemently. Based on research results it is found that partially and simultaneously, ease and use-fulness perception and trust have significant effect on user satisfaction. Further re-search that related to this topic is the effect of LPSE performance on good governance at the local government. Keywords : LPSE, perceived ease, perceived usefulness, trust, satisfaction.
STRATEGI PEMASARAN KOPERASI BINA USAHA AL-IHSAN: MARKETINGSTRATEGY OF BINA USAHA AL-IHSAN COOPERATIVE Raja Sharah Fatricia; Layra Nichi Sari
DIGEST MARKETING Vol. 3 No. 1 (2018): Digest Marketing
Publisher : Konsentrasi Manajemen Pemasaran Jurusan Manajemen Fakultas Ekonomi dan Bisnis Universitas Jambi

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Abstract

Mangosteenis atropicalfruitcommoditiesoriginatingfrom the NusantaraIslands. West Javais one ofthe biggestmangosteenfruitproducer inIndonesia wheere KBUAl-Ihsan is one of thecooperativesenvolped. The problem existedwith the cooperative; 70percent ofthe mangosteen fruit quality is poor and 30has export quality. The excess of rejecting fruitis the main reason thatcooperative is in need to developsomestrategiesto marketthe fruit.The purposeof this studyis management developa reliable marketing strategyforthe KBU Al-Ihsan based oninternaland externalenvironmentalfactors,andformulatealternativemarketingstrategiesadoptedby KBU Al-Ihsan based ona scientific approach. This researchusesanalysis toolInternalFactorMatrixevalution(IFE), the matrix ExternalFactorevalution(EFE), and strenghts, Weaknesees, Opportunities,andThreats(SWOT). Keyword: mangosteenmarketing strategies, IFEMatrix, EFEMatrix, andSWOTmatrix..
PENGARUH CUSTOMER RELATIONSHIP MANAGEMENT DAN KUALITAS PELAYANAN TERHADAP KEPUASAN PELANGGAN: The Effect of Relationship Management and Service Quality on Customer Satisfaction Dodi Putra Sirait
DIGEST MARKETING Vol. 3 No. 1 (2018): Digest Marketing
Publisher : Konsentrasi Manajemen Pemasaran Jurusan Manajemen Fakultas Ekonomi dan Bisnis Universitas Jambi

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Abstract

The purpose of this study is to determine the partial and simultaneous effect of customer relationship management and service quality on customer satisfaction, especially for the owner of matahari club card (MCC) on beauty service. The data collection is conducted by using questionnaires. Data analysis used multiple linear regression, used SPSS as statistical procedur examinatnion. The results showed that customer relationship management and service quality of partially and simultaneously have positive and significant effects on customer satisfaction in PT. Matahari Department Store Jambi City. Keywords: Customer Relationship Management, Service Quality, and Customer Satisfaction
PENGARUH DIFERENSIASI TERHADAP LOYALITAS PELANGGAN DIMANA KEPUASAN PELANGGAN SEBAGAI INTERVENING VARIABEL Firdaus Firdaus; Ade Octavia
DIGEST MARKETING Vol. 3 No. 2 (2018): Digest Marketing
Publisher : Konsentrasi Manajemen Pemasaran Jurusan Manajemen Fakultas Ekonomi dan Bisnis Universitas Jambi

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Abstract

The purpose of this research is to describe the influence of differentiation on customer loyalty, where customer satisfaction treated as intervening variable. Data was analyzed by structural equation modeling (based on components partial least squares path modeling (PLS-SEM). The results showed that differentiation and customer satisfaction directly affect significantly customer loyalty, and satisfaction. Then customers satisfaction mediate indirectly differentiations and customer loyalty. Hence it is proved that Alfamart has to create customer satisfaction and reached the higher level of loyalty besides resting on the differentiation prices and location. Additionally differentiation is the core of Alfamart should be developed creatively to make them be positioned as modern retailer.
PENGARUH EXPERIENTIAL MARKETING TERHADAP MINAT BELI ULANG PELANGGAN Ivone Maulidia Cilesti; Ade Titi Nifita
DIGEST MARKETING Vol. 3 No. 2 (2018): Digest Marketing
Publisher : Konsentrasi Manajemen Pemasaran Jurusan Manajemen Fakultas Ekonomi dan Bisnis Universitas Jambi

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Abstract

Research purpose is to determine the effect of Experiential Marketing on repurchase intention. Independent variable consists of Sense, Feel, Think, Act, and Relate and dependent variable (Y) is repurchasing intention. Research used questionnaire as data gathering instruments. Furthermore, quantitative descriptive method, multiple linier regression analysis is used as an analysis tool. The results showed that experiential marketing simultaneously showed significant effect. Furthermore, those independent variables only Feel, Act, and Relate have significant effect. And dominant variables are Feel and Act. Hence, Restaurant Dapur Kito recomend to create a positive Feel and Relate experience for costumer that gives a good reputation.
PENGARUH ORIENTASI PASAR TERHADAP KUALITAS LAYANAN DAN KEUNGGULAN BERSAING Andini Andini; Junaidi Junaidi
DIGEST MARKETING Vol. 3 No. 2 (2018): Digest Marketing
Publisher : Konsentrasi Manajemen Pemasaran Jurusan Manajemen Fakultas Ekonomi dan Bisnis Universitas Jambi

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Abstract

In hyper competitive environment, market orientation is not only absolutely necessary for corporations but also for nonprofit organizations such as Madrasah education organization. Hence, this study aims to explain the effect of market orientation on service quality of Madrasah and competitive advantage. Data analysis used structural equation modeling (SEM) to examine the hypothesis. Unit analysis consists of 160 students and parents of Madrasah Aliyah Negeri. Based on data analysis result all goodness-of-fit criteria can be fulfilled, so it’s concluded that market orientation has significant effect on service quality and competitive advantage. But the model reveals that service quality has no significant effect on competitive advantage.