Purpose – This study empirically examines the effect of digital marketing on impulse buying with the experience of hedonic shopping values and the income results of SME actors as mediators.
Methodology/approach – This study uses Partial Least Square (PLS) to analyze the data. Data were collected from customers who often shop at food and clothing SMEs as the population of this study. The sample is 200 visitors in Bukittinggi City, the result of non-probability sampling using purposive sampling technique.
Findings – The findings show that digital marketing affects impulse buying directly and does not directly affect the value of hedonic shopping and income as a mediator.
Novelty/value – This study shows a greater awareness of the importance of using digital marketing as a means of selling for business actors so that they can further increase the motivation of consumers' hedonic shopping values which are still low, so that they can affect income results and also trigger consumers to make impulse purchases.
Keywords: Digital Marketing, Hedonic Shopping Value, Income, Impulsive Purchase.
This study aims to test and analyze how the influence of Customer Experience and Customer Expectation on Customer Satisfaction Customer Loyalty and how the influence of Customer Satisfaction on Customer Loyalty D′ BestO Chicken & Burger in the city of Bukittinggi. The population that will be used as research is consumers who shop at outlets throughout the city of Bukittinggi, totaling 100 people. The sampling technique in this research was carried out by means of a purposive sampling method. In this study the design used was based on data collection methods, namely survey research. The types of data in this study are qualitative and quantitative data. The collected data will be analyzed descriptively and processed using PLS version 4.0. The results of the analysis show that Customer Experience has a significant effect on Customer Satisfaction and Customer Loyalty, Customer Expectation has a significant effect on Customer Satisfaction and Customer Loyalty and Customer Satisfaction has a significant effect on Customer Loyalty.
Penelitian ini bertujuan menguji dan menganalisis Pengaruh Persepsi, Kualitas Layanan Antar Jemput Produk Dana Terhadap Kepuasan Pelanggan PT. BPR Pejuang Dharma Empat Lima di daerah Pakan Kamih Bandar dalam kec. Situjuah Limo Nagari kab. Lima Puluh kota Sumatera Barat.. Populasi yang akan digunakan sebagai penelitian adalah nasabah yang menabung dan melakukan transaksi di PT.BPR Pejuang Empat Lima yang berjumlah 100 nasabah. Teknik pengambilan sampel pada penenlitian ini dilakukan dengan cara accidental sampling (yang mudah dihubungi). Pada penelitian ini desain yang digunakan adalah berdasarkan metode pengumpulan data yaitu penelitian survei. Jenis data dalam penelitian ini adalah data kualitatif, dan data kuantitatif. Data yang berhasil dikumpulkan akan dianalisis secara deskriptif dan analisis data dengan menggunakan PLS. Hasil analisis menunjukkan bahwa Persepsi tidak berpengaruh signifikan terhadap Kepuasan Nasabah. Persepsi berpengaruh signifikan terhadap kualitas pelayanan antar jemput produk dana secara langsung kerumah nasabah dan kualitas pelayanan berpengaruh signifikan terhadap kepuasan nasabah.
SMEs are still unable to increase creativity in producing a product and also have difficulty marketing their products. have not been able to make pamphlets as a promotional tool in social media. This is an obstacle experienced by SMEs Embroidery Curtain Salingkuang. The marketing mix strategy model is a tactical marketing tool that is combined by a company or entrepreneur to produce the desired response in the target market and pursue sales targets. The method used in providing counseling and community service training is to achieve the following objectives: pretest, lecture, direct practice, media counseling, and posttest. Based on the results and discussion, it can be concluded that this service activity provides positive results. This activity can help participants or business actors. Understand that there is a marketing mix strategy model in marketing their products so that the creativity of the participants in this embroidery business can increase in producing products that have good quality and quality according to consumer demand. thereby increasing the sales of their products.
scite is a Brooklyn-based organization that helps researchers better discover and understand research articles through Smart Citations–citations that display the context of the citation and describe whether the article provides supporting or contrasting evidence. scite is used by students and researchers from around the world and is funded in part by the National Science Foundation and the National Institute on Drug Abuse of the National Institutes of Health.