Latar Belakang: Perkembangan teknologi yang terus meningkat mempengaruhi perkembangan bisnis online belakangan ini. Fitur Shopee Live menjadikan Shopee sebagai platform belanja online populer di Indonesia karena memberikan pengalaman baru kepada konsumen untuk berinteraksi langsung dengan penjual dan sesama konsumen dalam melakukan transaksi belanja online. Tujuan: Penelitian ini bertujuan untuk mengetahui bagaimana pengaruh direct marketing dan product quality terhadap repurchase intention konsumen pengguna aplikasi Shopee di kota Medan secara parsial dan simultan pada live streaming marketing Shopee Live. Metode : Metode yang digunakan dalam penelitian ini adalah metode kuantitatif dengan pendekatan asosiatif. Hasil : Hasil penelitian menunjukkan bahwa variabel direct marketing (X1) dan variabel product quality (X2) berpengaruh positif dan signifikan terhadap variabel repurchase intention (Y) secara parsial dan simultan. Kesimpulan : Berdasarkan hasil analisis data dan pembahasan hasil penelitian, maka dapat ditarik kesimpulan direct marketing berpengaruh positif dan signifikan secara parsial terhadap repurchase intention konsumen.
This study aims to determine the effect of service quality, trust and customer satisfaction on consumer loyalty maxim in the city of Medan. The influence of service quality, trust and customer satisfaction will be analyzed partially and simultaneously on Maxim customer loyalty in Medan City. The research method used is associative research with a quantitative approach. The population in this study were Maxim consumers in Medan City, with a sample of 100 respondents. The sampling technique uses non-probability sampling with a purposive sampling technique. Primary data was obtained from questionnaires which were distributed via google form, while secondary data was obtained through library data. Methods of data analysis using instrument test, classical assumption test, multiple linear regression analysis and hypothesis testing. The results of the research conducted show that the variables of service quality (X1), trust (X2) and customer satisfaction (X3) have a positive and significant effect on customer loyalty. However, the variables of service quality, trust and customer satisfaction have a simultaneous effect on consumer loyalty (Y). The coefficient of determination test shows that there is a close relationship between service quality, customer trust and satisfaction on consumer loyalty with an R value of 83.6%. Through the value of the Adjusted R square it is known that the variables of service quality, trust and customer satisfaction contribute 69% to the consumer loyalty variable while the remaining 31% is influenced by other variables not discussed in this study.
The study aims to design application concepts and prototypes of differentiation strategies in achieving competitive advantage in restaurants using a design thinking model (a case study on a restaurant at Medan Plaza Fair Medan City), related to the problem of restaurants that must be able to deal with the COVID-19 pandemic situation amid of a highly competitive environment. The study used a descriptive qualitative approach and used purposive random sampling for sampling. The type of data used is primary and secondary data with data collection through interviews, observation and documentation. Data analysis uses value chain analysis, and design thinking models. The results showed that the conceptual design in building the application of a differentiation strategy to achieve competitive advantage in restaurants consisted of four data pillars, namely (i)identification, (ii) analysis of potential sources of differentiation, (iii)creating differentiation, and (iv)restaurant value chains.The prototype built on the application of a restaurant's differentiation strategy consists of five differentiations, namely: (i)product differentiation, (ii)service differentiation, (iii)place differentiation, (iv)personnel differentiation, and (v)channel differentiation.This research is expected to be able to build an application of competitive strategy through an effective differentiation strategy, making it easier for restaurant business people to develop and define differentiation strategies in achieving competitive advantage and provide opportunities for restaurant businesses to always innovate in strategies that are adaptive to any changes in the dynamic and complex environment.
Latar Belakang : Penerapan strategi pemasaran yang tepat adalah salah satu yang harus di perhatikan setiap perusahaan tidak terkecuali perusahaan otomotif dalam menciptakan kegiatan yang efektif dan efisien dimasa pandemi Covid-19. Tujuan : Tujuan dilakukannya penelitian ini ialah untuk mengetahui bagaimana strategi pemasaran yang dilakukan Wuling melalui peningkatan layanan purnajual dan penambahan jaringan dalam upaya mempertahankan penjualan di tengah pandemi Covid-19. Metode : Penelitian yang dilakukan adalah jenis penelitian kualitatif. Teknik pengumpulan data melalui studi kepustakaan dengan cara mencari data dan informasi melalui buku, jurnal, dan karya tulis serta melakukan studi lapangan melalui observasi, wawancara, dan dokumentasi. Hasil : Hasil analisis SOAR menunjukan bahwa perusahaan ini memiliki banyak potensi positif yang menjadi kekuatan perusahaan serta peluang usaha yang berasal dari segi internal serta eksternal. Kesimpulan : Hasil penelitian ini diharapkan dapat dijadikan sebagai masukan dan acuan bagi perusahaan untuk menetapkan strategi pemasaran pada periode berikutnya.
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