Marketing Mix and Repurchase Intention of Cafe Industry During Covid-19: A Statistical and Data Mining Analysis

Alfonsius, Alfonsius; Depari, Genesis Sembiring; Huang, Jen peng

doi:10.24252/minds.v8i2.22171

Cited by 3 publications

(5 citation statements)

References 6 publications

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“…These results mean that the better the service quality at SMEs Product, the more customer satisfaction will be. The results of this study are in line with previous research conducted by Alfonsius et al (2021), Bastaman et al (2017) and Clara et al (2022) with the title the effect of service quality, trust on customer satisfaction and their impact on repatronage intentions service quality has a significant effect on customer satisfaction.…”

Section: The Influence Of Service Quality On Customer Satisfactionsupporting

confidence: 92%

“…Customer perceptions of the quality of interaction are Responsiveness, Assurance and Empathy, referring to the willingness of service providers to help users and provide prompt service (Alfonsius et al, 2021). Service quality is a dynamic condition that affects products, services, people, processes and the environment that meet or exceed expectations (Dai et al,2018) If the service received or perceived is good and satisfying, if the service received exceeds consumer expectations, then the service quality is perceived as very good and of high quality.…”

Section: Introductionmentioning

confidence: 99%

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The role of service quality and marketing mix on customer satisfaction and repurchase intention of SMEs products

Jasin¹,

Firmansyah²

2023

10.5267/j.uscm

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The purpose of this study was to determine the effect of service quality and marketing mix on customer satisfaction and repurchase intention. The sampling method used in this research is non-probability sampling with purposive sampling technique. The total sample in this study was 212 respondents. Methods of data collection using an online questionnaire. The data analysis used is instrument validity and reliability test, classical assumption test, hypothesis test and path analysis using SPSS 25.0 for windows program. The results of this study indicate that all items for each variable are valid and reliable. Both structural models meet the criteria for the classical assumption test with no multicollinearity, heteroscedasticity, and normality assumption. Based on the results of the t test for the service quality variable, it has a significant effect on customer satisfaction. The marketing mix variable has a significant effect on customer satisfaction and repurchase intention. The service quality and the customer satisfaction also have significant effects on repurchase intention.

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Section: The Influence Of Service Quality On Customer Satisfactionsupporting

confidence: 92%

Section: Introductionmentioning

confidence: 99%

The role of service quality and marketing mix on customer satisfaction and repurchase intention of SMEs products

Jasin¹,

Firmansyah²

2023

10.5267/j.uscm

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show abstract

“…Alat yang digunakan untuk menilai kualitas umpan balik pasar sasaran yang dihasilkan oleh suatu organisasi adalah bauran pemasaran. Menurut Alfonsius et al, (2021), salah satu keung-gulan utama bauran pemasaran adalah meningkatkan kepuasan pelanggan yang pada gilirannya berdampak positif terhadap niat pembelian ulang. Ada tujuh komponen utama bauran pemasaran (Kartika & Fariza, 2022).…”

Section: Marketing MIXunclassified

“…Gerai Mixue tidak pernah sepi karena faktor ini. Hasil dari Setyawan et al, (2023) dan Alfonsius et al, (2021) dikuatkan oleh temuan ini. Maka, H1 terbukti dan diterima.…”

Section: Pembahasanunclassified

Peran Lokasi dan Persepsi Harga terhadap Minat Beli Ulang Konsumen Mixue: Gaya Hidup sebagai Pemoderasi

Rada Dea Ananda Puspa,

Abriandi,

Tambun

2023

JKBM

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This study aims to prove the effect of location and price perception on repurchase intention of Mixue con-sumers with lifestyle as a moderating variable. As many as 300 Mixue consumers contributed in filling out the questionnaire. Purposive sampling was used by setting the criteria for the respondent, namely between 10 and 25 years of age and having made a purchase more than once. SmartPLS 4 SEM is used to process data. The results in this study include location, price perception, and lifestyle variables all having a signi-ficant impact on repurchase intentions. However, lifestyle cannot moderate the influence of location on repeat purchases. Even though it can have a positive impact, lifestyle is not statistically significant in mode-rating the influence of price perceptions on repeat purchases. The conclusion in this study is that companies must innovate a product that meets the lifestyle expectations of customers with impulsive consumption. Apart from lifestyle, price perception also needs to be improved. Location variables also need to be consider-ed, such as being able to offer a safe parking area and a high level of cleanliness and comfort

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“…Clustering method is conducted on this research. Clustering support to segment the data that has been obtained and each cluster requires a different way of responding 17 . The data mining method will be conduct by using algorithm are Pivot Data, K-Means and MDS methods.…”

Section: Data Miningmentioning

confidence: 99%

Determining Marketing Mix of CV Nutri Pro by Using Big Data Analytics

Putri¹,

Siallagan²

2023

ijcsrr

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Technological growth supports the acceleration of the health industry. Technology provides an opportunity for business actors to convey product advantages to be disseminated widely through digital media. Apart from providing benefits in the easy dissemination of information, digital media can be a sales media for the health industry. Based on data from Tokopedia (e-commerce with the most users in Indonesia), the biggest sales are dominated by health products. Large amounts of data (big data) available in e-commerce can be extracted using the Web Scraping method. Big data can be processed to gain certain insights in achieving competitive advantage. CV Nutri Pro as a medium-sized business has limited data which causes the marketing mix that has been prepared beforehand to be incomplete. This condition causes out of sync, where there are demands that cannot be fulfilled. Based on the opportunity to utilize big data, CV Nutri Pro can determine a comprehensive renewable marketing mix. Each aspect of the marketing mix (4Ps) will be processed using big data analytics. The methods used include Pivot Data, K-Means, and Multidimensional Scaling (MDS). This research provides new insights for the company to renew marketing mix.

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Marketing Mix and Repurchase Intention of Cafe Industry During Covid-19: A Statistical and Data Mining Analysis

Cited by 3 publications

References 6 publications

The role of service quality and marketing mix on customer satisfaction and repurchase intention of SMEs products

The role of service quality and marketing mix on customer satisfaction and repurchase intention of SMEs products

Peran Lokasi dan Persepsi Harga terhadap Minat Beli Ulang Konsumen Mixue: Gaya Hidup sebagai Pemoderasi

Determining Marketing Mix of CV Nutri Pro by Using Big Data Analytics

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