Articles

The Effect of Perceived Ease of Use and Service Quality on Customer Loyalty with Customer Satisfaction as an Intervening Variable: Case Study on Tokopedia

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Transactions on e-commerce have become a common habit in society. Indonesia had approximately 196.47 million e-commerce users, and this number is predicted to continue increasing. The total value of e-commerce transactions has reached Rp 453.75 trillion, and Tokopedia is among the top five e-commerce platforms with the most visitors, totaling 1.2 billion visits. However, Tokopedia has recently experienced a 31% decrease in visits compared to the previous year, and many users have expressed dissatisfaction. Based on these issues, the aim of this research is to determine the influence of service quality and perceived ease of use on customer loyalty, with customer satisfaction serving as a mediating variable with the object of research Tokopedia. This research is quantitative in nature, utilizing descriptive and causal analysis. Sampling was carried out using purposive sampling method, resulting in 400 respondents who fulfilled the requirements applied in this research. The analysis was conducted using Partial Least Squares-Structural Equation Modeling (PLS-SEM) with the SmartPLS 3. The findings of this research indicate a positive and significant effect of perceived ease of use and service quality on customer loyalty, both directly and indirectly through customer satisfaction. The model used in this study explains 55.8% of consumer loyalty behavior towards Tokopedia, which falls into the moderate category. Tokopedia should enhance the quality of services offered to users and ensure they encounter no difficulties while using the Tokopedia application. The objective is to improve customer satisfaction on Tokopedia, ultimately leading to increased customer loyalty.

The Influence of Inclusive Brand Image in Indonesian Cosmetic Products on Customer Loyalty

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In recent years, cosmetic brands in Indonesia have shifted their marketing strategies to emphasize inclusivity, aiming to foster stronger customer loyalty. This shift includes the portrayal of diverse beauty standards and the inclusion of a wide range of skin tones and types in their product lines.  Prior studies have demonstrated that an inclusive brand image significantly boosts brand trust and customer satisfaction. The research investigates the influence of an inclusive brand image in Indonesia’s cosmetic products on customer loyalty, focusing specifically on Generation Z consumers. By employing a quantitative research methodology, data was collected using online surveys distributed to 201 respondents aged 12-27 years. The study aims to explore the relationship between inclusive brand image and brand trust, customer satisfaction, and loyalty within the context of the Indonesian cosmetics market. Data analysis was conducted using descriptive statistics and PLS-SEM. The findings indicate that an inclusive brand image positively influences brand trust and customer satisfaction, which subsequently strengthen customer loyalty. Findings from this research are anticipated to provide insights that can help local cosmetic brands enhance their inclusive marketing strategies, thereby fostering a sense of acceptance and belonging among their diverse customer base and driving customer loyalty.

The Influence of Service Quality and Product Quality of Livin Mandiri through Satisfaction Customers and its Impact on Customer Loyalty of Bank Mandiri KCP Tanjung Balai, North Sumatra Province

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The aim of this research is to determine the quality of service and product quality of Livin Mandiri on customer loyalty through customer satisfaction at Bank Mandiri KCP Tanjung Balai North Sumatera Province.

This research is quantitative empirical research using hypothesis research that examines the significant influence and direction of the direct and indirect relationship between the independent variables and the dependent variable through the intervening variable. Data in the research is primary data obtained from 100 sample people obtained using the Slovin formula from a 20.088 population.

Based on statistical test results, it was found that livin mandiri service quality have a positive effect on customer loyalty but not significant. Product quality have a positive and significant effect on customer loyalty. Customer satisfaction is able to mediate the relationship between livin mandiri product quality and customer loyalty. Meanwhile, the relationship between Livin Mandiri’s service quality and customer loyalty cannot be mediated by customer satisfaction at Bank Mandiri KCP Tanjung Balai North Sumatera Province.

The Influence of Store Atmosphere and Sales Promotion on Customer Satisfaction and its Impact on Customer Loyalty Coffee Shop Kopilogi

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This study aims to determine the effect of store atmosphere and sales promotion on customer satisfaction and its impact on customer loyalty of the Kopilogi coffee shop. The survey was conducted on consumers of the Coffee Shop Kopilogi Garut, the research method used was descriptive and verification method with a total sample of 94 respondents, the data analysis used was path analysis. The results of the study show that in structure I there is an influence of store atmosphere and sales promotion on customer satisfaction by 52.7%. In structure II there is an influence of store atmosphere and sales promotion on loyalty through customer satisfaction of 76.0%.

The Influence of Service Quality and Price on KRL Commuter Line Route Solo – Jogja to Customer Loyalty

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Transportation as an important element in human life, plays a role in facilitating daily activities and supporting the economy. But because of the heavy traffic caused by so many motorized vehicles, people are looking for alternate options, including taking the KRL commuter line. This study attempts to determine how customer loyalty is affected by the cost and level of service provided on the KRL Commuter Line Solo-Jogja route. The findings, which emphasize providing excellent service and living up to customer expectations, demonstrate that service quality has a favorable and substantial impact on customer loyalty. However, pricing has little effect on consumer loyalty. This is mostly because workers use the KRL Commuter Line a lot when they are commuting, which may make prices inaccessible to some groups. Customer loyalty is influenced by both price and service quality, according to simultaneous study, which implies that raising prices and enhancing customer service quality can boost customer loyalty. However, this study adds to our understanding of the variables influencing consumer loyalty in the context of public transportation in particular and is significant in relation to the Solo-Jogja route of the KRL Commuter Line.

Analysis of Digital Transformation on Consumer Behavior for Shopping in Offline and Online Store (Case Study: UNIQLO Indonesia)

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Uniqlo is one of the world’s largest Apparel Fashion firms. Uniqlo’s business strategy integrates the entire clothing-making process, from planning and design to production, distribution, and retail. Uniqlo expanded its retail operations in Indonesia on February 13, 2013, and presently has 65 stores in 25 cities throughout the country. Uniqlo Indonesia must face obstacles in this digital era shift; during the COVID-19 pandemic, the rate of business owners creating e-commerce stores and customers purchasing online surged rapidly. Uniqlo has the lowest online sales contribution rate among its competitors, with 16% Online Sales Contribution and 84% Offline Sales Contribution. Uniqlo aspires to boost its online sales contribution to 20%. This study offers a maximized omnichannel integration approach between Uniqlo Indonesia’s online store and Uniqlo Indonesia’s offline stores to achieve Uniqlo’s aim of becoming the number one global apparel company. This research includes an internal analysis that includes value chain analysis and resources analysis to evaluate Uniqlo Indonesia’s internal condition and determine strengths and weaknesses, an external analysis that includes general environment analysis, industry analysis, and competitor analysis to evaluate Uniqlo Indonesia’s external conditions and determine threats and opportunities, and a customer journey analysis that includes the five A’s. Following the analytical phase, TOWS Matrix, Business Model Canvas, and Value Proposition Canvas were produced to help improve the formulation of the solution for Uniqlo Indonesia. Uniqlo Indonesia should improve every touchpoint across all integrated channels in the customer journey using Uniqlo Indonesia resources to improve the omnichannel integration strategy. This research’s business strategy and solutions can be utilized by Uniqlo Indonesia to boost customer awareness, sales, and customer loyalty.

The Impact of Airline Responds to Service Failure towards Customers’ Satisfaction and Loyalty in the Airline Industry

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This study explores the relationship between airline responses to service failures and customer’s satisfaction and loyalty in the airline industry. Using a framework that includes various airline response categories derived from a service blueprint such as overbooking, flight delays, cancellations, lost or damaged luggage, in-flight service issues, customer service failures, and security issues, this study investigates the relationship between these factors and customer satisfaction, as well as the resulting impact on customer loyalty. A qualitative approach has been used alongside by using non-probability sampling that will be use in this study includes snowball sampling and convenience sampling. Upon collected data through survey, the result is then being regressed linearly in SPSS. The analysis of data reveals that effective and timely handling of service failures, as well as considerate handling of complaints, play a significant role in determining customer satisfaction. In addition, customer satisfaction influences customer loyalty positively, highlighting the significance of service recovery in nurturing long-term customer relationships. The findings emphasize the need for airlines to prioritize efficient service recovery processes, such as transparent communication and adequate compensation for service failures. Future research recommendations include investigating the role of technology in service recovery efforts and other service failure scenarios. This study contributes to the existing body of knowledge on service recovery in the airline industry and offers insights for marketing strategies to increase customer satisfaction and loyalty.

Proposed Marketing Strategy to Increase Customer Loyalty with Customer Satisfaction at Restaurant

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The restaurant industry is a highly competitive space, with a large number of businesses vying for customers and trying to stand out in a crowded market. There are several factors that contribute to the competitiveness of the industry, including the abundance of options available to consumers, the increasing popularity of food delivery and takeout services, and the use of technology to enhance the customer experience. In order to succeed in this industry, restaurants must offer high-quality food and service, and also differentiate themselves from their competitors through unique offerings, strong branding, and effective marketing strategies. Additionally, restaurants must be mindful of trends and changes in consumer preferences and adapt their business models accordingly in order to stay competitive. To address these issues, the company must devise a strategy that addresses the underlying causes. This could entail conducting a market analysis and determining the needs of the target customer base. The restaurant’s strengths, weaknesses, opportunities, and threats were identified using a SWOT analysis. Based on this analysis, it was determined that changing the company’s TOWS strategy would be the best course of action. This could be accomplished by implementing a revised service marketing mix. The purpose of this study was to better understand the relationship between the 7P marketing mix, customer satisfaction, and customer loyalty in order to retain customers. According to the findings, there are four variables that can influence customer satisfaction (Product, People, Process, and Physical Evidence). Customer satisfaction has a significant impact on customer loyalty and should be incorporated into restaurant marketing mix strategy.

The Effect of Quality, Brand Trust, and Brand Image of Cataflam™ on Patient Loyalty: a case study on K24 Pharmacy Yogyakarta

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The success of a business is determined by how high consumer loyalty is to the brand owned by the business. High consumer loyalty is determined by product quality, brand trust, and brand image. Cataflam™ as one of the trademarks of a group of pain relievers belonging to the category of non-steroidal anti-inflammatory drugs (NSAIDs). Currently in almost all pharmacies, Cataflam™ is considered the best selling pain reliever compared to other brands. This study aims to observe the effect of product and packaging quality, brand trust, and brand image of Cataflam™ on patient loyalty at Apotek K24 Yogyakarta. Descriptive research method was carried out with student t-test to see the relationship between variables on patient loyalty. The convergence analysis of the questionnaire was proven by loading factor and AVE value, while the reliability analysis of the questionnaire was proven by Cronbach’s alpha and composite reliability (CR). Descriptive data collected from 100 patients showed that the questionnaire was reliable and converged with a loading factor of 0.773 to 0.959; AVE value 0.657 to 0.832; Composite Reliability (CR) value 0.884 to 0.933; and Cronbach’s alpha value 0.825 to 0.899. The results of the student t-test analysis showed that all p-values were less than 0.05. The conclusion of this study is that the quality, brand trust, and brand image of Cataflam™ as a pain reliever have an effect on patient loyalty.

A Study on Relationship between Service Quality and Customer Loyalty with Reference to Online Hotel Booking Apps

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Expeditious development of e-commerce sector in hotel and tourism industry helped a competitive edge to the hotel industry to expand their online market space. In order to be successful in the market it is not sufficient to attract new customers, managers must concentrate on retaining existing customers implementing effective policies of customer satisfaction and loyalty. Online hotel reservation system is the best platform as it is beneficial to both customers and hotel management. Hotel booking procedure must be unblemished and convenient to attract new and existing customers through digital platforms. This article explores the relationship between service quality and customer loyalty with reference to online hotel booking apps. This study evaluates the appropriateness of service quality measurements in the context of online hotel booking apps. The scope of the study is to identify the factors attracting the users who use online hotel booking apps that helps to increase their loyalty in Kerala. The data are collected throughout structured questionnaire by using non-probability sampling method. The study reveals that there is a significant positive relationship between service quality and customer loyalty among online hotel booking apps.