Pengaruh Digital Marketing, Kualitas Produk Dan Kualitas Pelayanan Terhadap Loyalitas Pelanggan UKM Keripik Pisang Ibu Nur
Digital marketing, kualitas produk, kualitas pelayanan, loyalitas pelanggan
Abstrak
Usaha Kecil dan Mikro (UKM) sangat penting bagi pertumbuhan dan perkembangan sosial-ekonomi suatu negara, karena sebagai salah satu penopang perekonomian nasional. Pelaku UKM berusaha untuk meningkatkan penjualan usahanya. Selain digital marketing, UKM juga dituntut dapat memberikan kualitas produk dan kualitas pelayanan yang baik agar dapat meningkatkan loyalitas pelanggan. Tetapi masih banyak UKM yang masih belum bisa mempertahankan loyalitas pelanggan karena kurangnya informasi yang diperoleh untuk menentukan strategi yang harus dilakukan dalam mempertahankan loyalitas konsumen. Permasalahan ini juga dialami oleh UKM keripik pisang Ibu Nur yang berlokasi di desa Plampang Kecamatan Paiton Kabupaten Probolinggo. Penelitian ini bertujuan untuk mengetahui variabel apakah yang paling berpengaruh terhadap loyalitas pelanggan. Penelitian menggunakan metode kuantitatif yang bersumber dari quesioner sebagai sumber primer penelitian. Data diambil secara langsung dari pelanggan melalui survei kuesioner dengan skala likert secara random sampling dengan total 30 responden. Metode analisis data menggunakan regresi linier berganda untuk mengetahui bahwa apakah digital marketing, kualitas produk atau kualitas pelayanan yang berpengaruh signifikan terhadap loyalitas pelanggan. Hasil analisis regresi linier berganda menunjukkan bahwa variabel digital marketing dan kualitas produk tidak memiliki pengaruh yang signifikan terhadap loyalitas pelanggan. Sedangkan variabel kualitas pelayanan sangat berpengaruh secara signifikan terhadap loyalitas konsumen UKM Keripik pisang Ibu Nur dengan nilai adjusted R square (R2 ) sebesar 0,777 atau sebesar 77,7% yang berarti hubungan antar kedua variabel dikategorikan cukup kuat
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Referensi
Adam, M., Ibrahim, M., Ikramuddin, I., & Syahputra, H. (2020). The role of digital marketing platforms on supply chain management for customer satisfaction and loyalty in small and medium enterprises (SMEs) at Indonesia. International Journal of Supply Chain Management, 9(3), 1210-1220.
Alam, M. M. D., & Noor, N. A. M. (2020). The relationship between service quality, corporate image, and customer loyalty of Generation Y: An application of SOR paradigm in the context of superstores in Bangladesh. Sage Open, 10(2), 2158244020924405. DOI : https://doi.org/10.1177/2158244020924405
Amiri, A. M., Kushwaha, B. P., & Singh, R. (2023). Visualisation of global research trends and future research directions of digital marketing in small and medium enterprises using bibliometric analysis. Journal of Small Business and Enterprise Development, 30(3), 621-641. DOI : https://doi.org/10.1108/JSBED-04-2022-0206
Anggara, R. W., Anggraini, N., Lurrohman, K., Sitanggang, R., & Fransiska, W. F. (2022). Marketing and financial aspects of balado banado chips processing business in Bandar Lampung city. Economic Management and Social Sciences Journal, 1-7. DOI : DOI: https://doi.org/10.56787/ecomans.v1i1.4
Arianto, B. (2020). Pengembangan UMKM Digital di Masa Pandemi Covid-19. ATRABIS: Jurnal Administrasi Bisnis (e-Journal), 6(2), 233-247.
Mandira, I. M. C., & Kusuma, P. S. A. J. (2022). Strategi Digitalisasi Ekonomi Kerakyatan. Management And Accounting Expose, 5(1). DOI: https://doi.org/10.38204/atrabis.v6i2.512
Arif, M. (2021, August). Pengaruh social media marketing, Electronic Word Of Mouth (EWOM) dan lifestyle terhadap keputusan pembelian online. In Seminar Nasional Teknologi Edukasi Sosial dan Humaniora (Vol. 1, No. 1, pp. 111-122). DOI: https://doi.org/10.53695/sintesa.v1i1.298
Arna, W. B., Arofah, I., & Belang, K. A. (2019). Pengaruh kualitas pelayanan dan kualitas produk terhadap kepuasan konsumen dengan menggunakan metode analisis regresi linear berganda. Jurnal Statistika dan Matematika, 1(1).
Berliana, D., Yolandika, C., & Anggraini, N. (2018). Supply Chain Performance of Banana Chip Industry in Bandar Lampung. International Journal of Sustainable Biomass and Bioenergy, 2(1), 1–6
Car, Z., Baressi Šegota, S., Anđelić, N., Lorencin, I., & Mrzljak, V. (2020). Modeling the spread of COVID-19 infection using a multilayer perceptron. Computational and mathematical methods in medicine, 2020. DOI : https://doi.org/10.1155/2020/5714714
Cardia, D. I. N. R., Santika, I. W., & Respati, N. N. R. (2019). Pengaruh Kualitas Produk, Harga, Dan Promosi Terhadap Loyalitas Pelanggan (Doctoral dissertation, Udayana University).
Dam, S. M., & Dam, T. C. (2021). Relationships between service quality, brand image, customer satisfaction, and customer loyalty. The Journal of Asian Finance, Economics and Business, 8(3), 585-593. DOI : 10.13106/jafeb.2021.vol8.no3.0585
Dastane, D. O. (2020). Impact of digital marketing on online purchase intention: Mediation effect of customer relationship management. Journal of Asian Business Strategy, DOI, 10, 142-158. DOI: 10.18488/journal.1006.2020.101.142.158
Fida, B. A., Ahmed, U., Al-Balushi, Y., & Singh, D. (2020). Impact of service quality on customer loyalty and customer satisfaction in Islamic banks in the Sultanate of Oman. Sage Open, 10(2), DOI : https://doi.org/10.1177/2158244020919517
Gandhi S. K., Sachdeva A., Gupta A. (2019). Impact of service quality on satisfaction and loyalty at manufacturer-distributor dyad. Journal of Advances in Management Research, 16(1), 91–122. DOI : https://doi.org/10.1108/JAMR-12-2017-0120
Ghozali, I. (2018). Aplikasi Analisis Multivariate dengan Program IBM SPSS 25. Semarang:Universitas Diponegoro.
Ghozali, I. (2020). Aplikasi Analisis Multivariate. Universitas Diponegoro.
Hardilawati, W.L. (2020). Strategi bertahan UMKM di tengah pandemi Covid-19. jurnal akuntansi dan ekonomika, 10(1), 89-98. DOI : https://doi.org/10.37859/jae.v10i1.1934
Haudi, H., Rahadjeng, E., Santamoko, R., Putra, R., Purwoko, D., Nurjannah, D., ... & Purwanto, A. (2022). The role of e-marketing and e-CRM on e-loyalty of Indonesian companies during Covid pandemic and digital era. Uncertain Supply Chain Management, 10(1), 217-224. DOI : DOI: 10.5267/j.uscm.2021.9.006
Heykal, M., Fahlevi, A., Daniel, D., & Wilson, K. (2022). ANALYSIS OF FACTORS AFFECTING SHARIA STOCK PRICES IN INDONESIA AND MALAYSIA IN THE PERIOD 2016-2020. International Journal of Business and Economy, 4(3), 57-73.
Ilyas, G. B., Munir, A. R., Tamsah, H., Mustafa, H., & Yusriadi, Y. (2021). The influence of digital marketing and customer perceived value through customer satisfaction on customer loyalty. Pt. 2 J. Legal Ethical & Regul. Isses, 24, 1.
Lubis, A., Dalimunthe, R., Absah, Y., & FAWZEEA, B. K. (2021). The effect of corporate communication and service quality on customer loyalty and satisfaction in sharia banking. The Journal of Asian Finance, Economics and Business, 8(3), 1267-1274. DOI : https://doi.org/10.13106/jafeb.2021.vol8.no3.1267
Mandira, I. M. C., & Kusuma, P. S. A. J. (2022). Strategi Digitalisasi Ekonomi Kerakyatan. Management And Accounting Expose, 5(1). DOI : https://doi.org/10.36441/mae.v5i1.633
Muhtarom, A., Cholidah, L. N., Priambodo, W., & Ningseh, D. W. A. (2022). Pengaruh komunikasi word of mouth, kualitas pelayanan, kepercayaan konsumen dan citra merek terhadap loyalitas pelanggan dimediasi kepuasan pelanggan umkm kerupuk tempe pada ud dua putra desa menongo kecamatan sukodadi (analisis metode partial least squar. Jurnal Penelitian Manajemen Terapan (PENATARAN), 7(2), 115-127.
Muhtarom, A., Syairozi, I., & Wardani, N. D. (2022). Analisis Persepsi Harga, Kualitas Pelayanan, Customer Relationship Marketing, Dan Kepercayaan Terhadap Peningkatan Penjualan Dimediasi Loyalitas Pelanggan Pada Umkm Ayam Potong Online Elmonsu. Jesya (Jurnal Ekonomi dan Ekonomi Syariah), 5(1), 743-755. DOI: 10.36778/jesya.v5i1.628
Mukerjee K. (2018). The impact of brand experience, service quality and perceived value on word of mouth of retail bank customers: Investigating the mediating effect of loyalty. Journal of Financial Services Marketing, 23(1), 12–24. DOI : https://doi.org/10.1057/s41264-018-0039-8
Munir, A., Kadir, N., & Umar, F. (2023). The impact of digital marketing and brand articulating capability for enhancing marketing capability. International Journal of Data and Network Science, 7(1), 65-72. DOI: 10.5267/j.ijdns.2022.12.005
Nugraha, A. S. (2023). Pengaruh kualitas produk terhadap loyalitas konsumen dengan kepuasan konsumen sebagai variabel intervening (studi pada pengguna game among us). Journal of Economic, Bussines and Accounting (COSTING), 6(2), 1434-1441. DOI: https://doi.org/10.31539/costing.v6i2.5235
Pahlawan, M. R., Nurlia, N., Laba, A. R., Pakki, E., & Hardiyono, H. (2019). Pengaruh Kualitas Produk Dan Kualitas Pelayanan Terhadap Peningkatan Kepuasan Dan Loyalitas Pelanggan Perusahaan Daerah Air Minum (Pdam) Kota Makassar. Journal of applied business administration, 3(2), 228-244.
Panggabean, D. S. O., Buulolo, E., & Silalahi, N. (2020). Penerapan Data Mining Untuk Memprediksi Pemesanan Bibit Pohon Dengan Regresi Linear Berganda. JURIKOM (Jurnal Riset Komputer), 7(1), 56-62. DOI: http://dx.doi.org/10.30865/jurikom.v7i1.1947
Paramasivam, S. K., David, A. K., Marimuthu Somasundaram, S., Suthanthiram, B., Shiva, K. N., & Subbaraya, U. (2022). Influence of food hydrocolloids on the structural, textural and chemical characteristics of low-fat banana chips. Food Science and Technology International, 28(3), 203-215. DOI : https://doi.org/10.1177/1082013221100370
Petzer D. J., van Tonder E. (2019). Loyalty intentions and selected relationship quality constructs. International Journal of Quality & Reliability Management, 36(4), 601–619.DOI : https://doi/abs/10.1108/IJQRM-06-2018-0146
Pradini, G., & Pratami, F. (2022). DAMPAK BRAND IMAGE, KUALITAS PELAYANAN DAN KUALITAS PRODUK TERHADAP LOYALITAS CUSTOMER DI OMA KOPI DEPOK. Journal of Syntax Literate, 7(3).
Putra, I. P. A. P., & Rinayanthi, N. M. (2023). Kualitas keripik berbahan dasar pelepah pohon pisang raja. Jurnal Ilmiah Pariwisata dan Bisnis, 2(6), 1375-1385. DOI: https://doi.org/10.22334/paris.v2i6.450
Qoriani, H. F., Ersad, E., & Nisa, Q. (2023). Pendampingan percepatan nomer induk berusaha (nib) dalam rangka percepatan pertumbuhan ekonomi nasional di desa pepe kecamatan sedati kabupaten sidoarjo. PEDAMAS (PENGABDIAN KEPADA MASYARAKAT), 1(1), 117-128.
Rohmah, W. G., Rasyidah, F., & Deoranto, P. (2018, October). Kajian perbaikan mutu keripik tempe dengan pendekatan quality function deployment. In PROCEEDINGS OF NATIONAL COLLOQUIUM RESEARCH AND COMMUNITY SERVICE (Vol. 2). DOI: https://doi.org/10.33019/snppm.v2i0.592
Rokonuzzaman M., Harun A., Al-Emran M., Prybutok V. R. (2020). An investigation into the link between consumer’s product involvement and store loyalty: The roles of shopping value goals and information search as the mediating factors. Journal of Retailing and Consumer Services, 52, 101933. DOI : https://doi.org/10.1016/j.jretconser.2019.101933
Ruvananda, A. R., & Taufiq, M. (2022). Analisis faktor-faktor yang mempengaruhi impor beras di Indonesia. KINERJA: Jurnal Ekonomi dan Manajemen, 19(2), 195-204.
DOI: https://doi.org/10.30872/jkin.v19i2.10924
Shankar A., Jebarajakirthy C. (2019). The influence of e-banking service quality on customer loyalty. International Journal of Bank Marketing, 37(5), 1119–1142. https://doi/abs/10.1108/IJBM-03-2018-0063
Sidi, A. P. (2018). Pengaruh kualitas produk, kualitas pelayanan dan digital marketing terhadap loyalitas pelanggan. Jurnal Ilmiah Bisnis dan Ekonomi Asia, 12(1), 1-8. DOI: https://doi.org/10.32812/jibeka.v12i1.3
Stanković, M., Anđelković, T., Mrdak, G., & Stojković, S. (2023). Trends in the development of the digital marketing ecosystem and business strategy. KNOWLEDGE-International Journal, 57(1), 163-168.
Susanti, I. S. I. (2022). PENERAPAN METODE ANALISIS REGRESI LINEAR BERGANDA UNTUK MENGATASI MASALAH MULTIKOLINEARITAS PADA KASUS INDEKS PEMBANGUNAN MANUSIA (IPM) DI KABUPATEN ACEH TAMIANG. JURNAL GAMMA-PI, 4(2), 10-17. DOI: https://doi.org/10.33059/jgp.v4i2.5591
Wijoyo, H., & Widiyanti. (2020). Digitalisasi Umkm Pasca Pandemi Covid-19 Di Riau. Prosiding Sinagara: Inovasi Dalam Mewujudkan Sdg’s Pada Era Post Pandemik, 1(1)
Alam, M. M. D., & Noor, N. A. M. (2020). The relationship between service quality, corporate image, and customer loyalty of Generation Y: An application of SOR paradigm in the context of superstores in Bangladesh. Sage Open, 10(2), 2158244020924405. DOI : https://doi.org/10.1177/2158244020924405
Amiri, A. M., Kushwaha, B. P., & Singh, R. (2023). Visualisation of global research trends and future research directions of digital marketing in small and medium enterprises using bibliometric analysis. Journal of Small Business and Enterprise Development, 30(3), 621-641. DOI : https://doi.org/10.1108/JSBED-04-2022-0206
Anggara, R. W., Anggraini, N., Lurrohman, K., Sitanggang, R., & Fransiska, W. F. (2022). Marketing and financial aspects of balado banado chips processing business in Bandar Lampung city. Economic Management and Social Sciences Journal, 1-7. DOI : DOI: https://doi.org/10.56787/ecomans.v1i1.4
Arianto, B. (2020). Pengembangan UMKM Digital di Masa Pandemi Covid-19. ATRABIS: Jurnal Administrasi Bisnis (e-Journal), 6(2), 233-247.
Mandira, I. M. C., & Kusuma, P. S. A. J. (2022). Strategi Digitalisasi Ekonomi Kerakyatan. Management And Accounting Expose, 5(1). DOI: https://doi.org/10.38204/atrabis.v6i2.512
Arif, M. (2021, August). Pengaruh social media marketing, Electronic Word Of Mouth (EWOM) dan lifestyle terhadap keputusan pembelian online. In Seminar Nasional Teknologi Edukasi Sosial dan Humaniora (Vol. 1, No. 1, pp. 111-122). DOI: https://doi.org/10.53695/sintesa.v1i1.298
Arna, W. B., Arofah, I., & Belang, K. A. (2019). Pengaruh kualitas pelayanan dan kualitas produk terhadap kepuasan konsumen dengan menggunakan metode analisis regresi linear berganda. Jurnal Statistika dan Matematika, 1(1).
Berliana, D., Yolandika, C., & Anggraini, N. (2018). Supply Chain Performance of Banana Chip Industry in Bandar Lampung. International Journal of Sustainable Biomass and Bioenergy, 2(1), 1–6
Car, Z., Baressi Šegota, S., Anđelić, N., Lorencin, I., & Mrzljak, V. (2020). Modeling the spread of COVID-19 infection using a multilayer perceptron. Computational and mathematical methods in medicine, 2020. DOI : https://doi.org/10.1155/2020/5714714
Cardia, D. I. N. R., Santika, I. W., & Respati, N. N. R. (2019). Pengaruh Kualitas Produk, Harga, Dan Promosi Terhadap Loyalitas Pelanggan (Doctoral dissertation, Udayana University).
Dam, S. M., & Dam, T. C. (2021). Relationships between service quality, brand image, customer satisfaction, and customer loyalty. The Journal of Asian Finance, Economics and Business, 8(3), 585-593. DOI : 10.13106/jafeb.2021.vol8.no3.0585
Dastane, D. O. (2020). Impact of digital marketing on online purchase intention: Mediation effect of customer relationship management. Journal of Asian Business Strategy, DOI, 10, 142-158. DOI: 10.18488/journal.1006.2020.101.142.158
Fida, B. A., Ahmed, U., Al-Balushi, Y., & Singh, D. (2020). Impact of service quality on customer loyalty and customer satisfaction in Islamic banks in the Sultanate of Oman. Sage Open, 10(2), DOI : https://doi.org/10.1177/2158244020919517
Gandhi S. K., Sachdeva A., Gupta A. (2019). Impact of service quality on satisfaction and loyalty at manufacturer-distributor dyad. Journal of Advances in Management Research, 16(1), 91–122. DOI : https://doi.org/10.1108/JAMR-12-2017-0120
Ghozali, I. (2018). Aplikasi Analisis Multivariate dengan Program IBM SPSS 25. Semarang:Universitas Diponegoro.
Ghozali, I. (2020). Aplikasi Analisis Multivariate. Universitas Diponegoro.
Hardilawati, W.L. (2020). Strategi bertahan UMKM di tengah pandemi Covid-19. jurnal akuntansi dan ekonomika, 10(1), 89-98. DOI : https://doi.org/10.37859/jae.v10i1.1934
Haudi, H., Rahadjeng, E., Santamoko, R., Putra, R., Purwoko, D., Nurjannah, D., ... & Purwanto, A. (2022). The role of e-marketing and e-CRM on e-loyalty of Indonesian companies during Covid pandemic and digital era. Uncertain Supply Chain Management, 10(1), 217-224. DOI : DOI: 10.5267/j.uscm.2021.9.006
Heykal, M., Fahlevi, A., Daniel, D., & Wilson, K. (2022). ANALYSIS OF FACTORS AFFECTING SHARIA STOCK PRICES IN INDONESIA AND MALAYSIA IN THE PERIOD 2016-2020. International Journal of Business and Economy, 4(3), 57-73.
Ilyas, G. B., Munir, A. R., Tamsah, H., Mustafa, H., & Yusriadi, Y. (2021). The influence of digital marketing and customer perceived value through customer satisfaction on customer loyalty. Pt. 2 J. Legal Ethical & Regul. Isses, 24, 1.
Lubis, A., Dalimunthe, R., Absah, Y., & FAWZEEA, B. K. (2021). The effect of corporate communication and service quality on customer loyalty and satisfaction in sharia banking. The Journal of Asian Finance, Economics and Business, 8(3), 1267-1274. DOI : https://doi.org/10.13106/jafeb.2021.vol8.no3.1267
Mandira, I. M. C., & Kusuma, P. S. A. J. (2022). Strategi Digitalisasi Ekonomi Kerakyatan. Management And Accounting Expose, 5(1). DOI : https://doi.org/10.36441/mae.v5i1.633
Muhtarom, A., Cholidah, L. N., Priambodo, W., & Ningseh, D. W. A. (2022). Pengaruh komunikasi word of mouth, kualitas pelayanan, kepercayaan konsumen dan citra merek terhadap loyalitas pelanggan dimediasi kepuasan pelanggan umkm kerupuk tempe pada ud dua putra desa menongo kecamatan sukodadi (analisis metode partial least squar. Jurnal Penelitian Manajemen Terapan (PENATARAN), 7(2), 115-127.
Muhtarom, A., Syairozi, I., & Wardani, N. D. (2022). Analisis Persepsi Harga, Kualitas Pelayanan, Customer Relationship Marketing, Dan Kepercayaan Terhadap Peningkatan Penjualan Dimediasi Loyalitas Pelanggan Pada Umkm Ayam Potong Online Elmonsu. Jesya (Jurnal Ekonomi dan Ekonomi Syariah), 5(1), 743-755. DOI: 10.36778/jesya.v5i1.628
Mukerjee K. (2018). The impact of brand experience, service quality and perceived value on word of mouth of retail bank customers: Investigating the mediating effect of loyalty. Journal of Financial Services Marketing, 23(1), 12–24. DOI : https://doi.org/10.1057/s41264-018-0039-8
Munir, A., Kadir, N., & Umar, F. (2023). The impact of digital marketing and brand articulating capability for enhancing marketing capability. International Journal of Data and Network Science, 7(1), 65-72. DOI: 10.5267/j.ijdns.2022.12.005
Nugraha, A. S. (2023). Pengaruh kualitas produk terhadap loyalitas konsumen dengan kepuasan konsumen sebagai variabel intervening (studi pada pengguna game among us). Journal of Economic, Bussines and Accounting (COSTING), 6(2), 1434-1441. DOI: https://doi.org/10.31539/costing.v6i2.5235
Pahlawan, M. R., Nurlia, N., Laba, A. R., Pakki, E., & Hardiyono, H. (2019). Pengaruh Kualitas Produk Dan Kualitas Pelayanan Terhadap Peningkatan Kepuasan Dan Loyalitas Pelanggan Perusahaan Daerah Air Minum (Pdam) Kota Makassar. Journal of applied business administration, 3(2), 228-244.
Panggabean, D. S. O., Buulolo, E., & Silalahi, N. (2020). Penerapan Data Mining Untuk Memprediksi Pemesanan Bibit Pohon Dengan Regresi Linear Berganda. JURIKOM (Jurnal Riset Komputer), 7(1), 56-62. DOI: http://dx.doi.org/10.30865/jurikom.v7i1.1947
Paramasivam, S. K., David, A. K., Marimuthu Somasundaram, S., Suthanthiram, B., Shiva, K. N., & Subbaraya, U. (2022). Influence of food hydrocolloids on the structural, textural and chemical characteristics of low-fat banana chips. Food Science and Technology International, 28(3), 203-215. DOI : https://doi.org/10.1177/1082013221100370
Petzer D. J., van Tonder E. (2019). Loyalty intentions and selected relationship quality constructs. International Journal of Quality & Reliability Management, 36(4), 601–619.DOI : https://doi/abs/10.1108/IJQRM-06-2018-0146
Pradini, G., & Pratami, F. (2022). DAMPAK BRAND IMAGE, KUALITAS PELAYANAN DAN KUALITAS PRODUK TERHADAP LOYALITAS CUSTOMER DI OMA KOPI DEPOK. Journal of Syntax Literate, 7(3).
Putra, I. P. A. P., & Rinayanthi, N. M. (2023). Kualitas keripik berbahan dasar pelepah pohon pisang raja. Jurnal Ilmiah Pariwisata dan Bisnis, 2(6), 1375-1385. DOI: https://doi.org/10.22334/paris.v2i6.450
Qoriani, H. F., Ersad, E., & Nisa, Q. (2023). Pendampingan percepatan nomer induk berusaha (nib) dalam rangka percepatan pertumbuhan ekonomi nasional di desa pepe kecamatan sedati kabupaten sidoarjo. PEDAMAS (PENGABDIAN KEPADA MASYARAKAT), 1(1), 117-128.
Rohmah, W. G., Rasyidah, F., & Deoranto, P. (2018, October). Kajian perbaikan mutu keripik tempe dengan pendekatan quality function deployment. In PROCEEDINGS OF NATIONAL COLLOQUIUM RESEARCH AND COMMUNITY SERVICE (Vol. 2). DOI: https://doi.org/10.33019/snppm.v2i0.592
Rokonuzzaman M., Harun A., Al-Emran M., Prybutok V. R. (2020). An investigation into the link between consumer’s product involvement and store loyalty: The roles of shopping value goals and information search as the mediating factors. Journal of Retailing and Consumer Services, 52, 101933. DOI : https://doi.org/10.1016/j.jretconser.2019.101933
Ruvananda, A. R., & Taufiq, M. (2022). Analisis faktor-faktor yang mempengaruhi impor beras di Indonesia. KINERJA: Jurnal Ekonomi dan Manajemen, 19(2), 195-204.
DOI: https://doi.org/10.30872/jkin.v19i2.10924
Shankar A., Jebarajakirthy C. (2019). The influence of e-banking service quality on customer loyalty. International Journal of Bank Marketing, 37(5), 1119–1142. https://doi/abs/10.1108/IJBM-03-2018-0063
Sidi, A. P. (2018). Pengaruh kualitas produk, kualitas pelayanan dan digital marketing terhadap loyalitas pelanggan. Jurnal Ilmiah Bisnis dan Ekonomi Asia, 12(1), 1-8. DOI: https://doi.org/10.32812/jibeka.v12i1.3
Stanković, M., Anđelković, T., Mrdak, G., & Stojković, S. (2023). Trends in the development of the digital marketing ecosystem and business strategy. KNOWLEDGE-International Journal, 57(1), 163-168.
Susanti, I. S. I. (2022). PENERAPAN METODE ANALISIS REGRESI LINEAR BERGANDA UNTUK MENGATASI MASALAH MULTIKOLINEARITAS PADA KASUS INDEKS PEMBANGUNAN MANUSIA (IPM) DI KABUPATEN ACEH TAMIANG. JURNAL GAMMA-PI, 4(2), 10-17. DOI: https://doi.org/10.33059/jgp.v4i2.5591
Wijoyo, H., & Widiyanti. (2020). Digitalisasi Umkm Pasca Pandemi Covid-19 Di Riau. Prosiding Sinagara: Inovasi Dalam Mewujudkan Sdg’s Pada Era Post Pandemik, 1(1)
Diterbitkan sejak
29-12-2023
Rekomendasi Sitasi
Novia, C., Komariyah, K., Purwita, I., & Hasanah, K. (2023). Pengaruh Digital Marketing, Kualitas Produk Dan Kualitas Pelayanan Terhadap Loyalitas Pelanggan UKM Keripik Pisang Ibu Nur. Jurnal Pertanian Terpadu, 11(2), 161-174. https://doi.org/10.36084/jpt.v11i2.528
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