THE INFLUENCE OF BRANDS, PROMOTION AND ONLINE MARKETING ON THE LOYALTY OF AFIFATHIN GAMIS CONSUMERS IN SIDOARJO

Authors

  • Enny Istanti Universitas Bhayangkara Surabaya, Indonesia
  • Bramastyo Kusumo Negoro Universitas Bhayangkara Surabaya, Indonesia

DOI:

https://doi.org/10.29040/jie.v5i2.2283

Abstract

The era of globalization of the business world in Indonesia is growing very rapidly, this is due to the existence of several economic policies that are being launched by the government in the form of deregulation and debureaucracy. Qualitative research methods using SPSS. The population used is 950 and samples taken are 90 respondents using the Slovin formula. The variables in this study consist of independent variables, namely brand, promotion and online marketing, while the dependent variable is consumer loyalty. To determine the effect simultaneously and partially, multiple linear regression analysis is used. The conclusion of this research is that there is a simultaneous and partial influence of brand, promotion and online marketing on consumer loyalty of gamis afifathin. The dominant variable affecting consumer loyalty is brand. Keywords: Brand, Promotion, Online Marketing and Consumer Loyalty.

Author Biography

Enny Istanti, Universitas Bhayangkara Surabaya

Fakultas ekonomi dan bisnis

References

Armstrong, PK and G. (2012). Principles of Marketing (13th Edition J). Erlangga.

Asri, M. (1991). marketing. upp-apm ykpn.

Arikunto, S. (2013). Research Procedure: A Practical Approach. Rineka Cipta.

Baack, TDBDW (2005). Recall and Persuasion, Does Creative Advertising Matter? Journal of Advertising, 34 (03), Fall 2005.

Budiyono, B., & Sutianingsih, S. (2021). Peran Kepuasan Pelanggan Dalam Memoderasi Pengaruh Perceived Value Terhadap Loyalitas Pelanggan. EKUITAS (Jurnal Ekonomi Dan Keuangan), 5(4), 445-469.

Budiyono, B., & Sutianingsih, S. (2021). Peran Kepuasan Pelanggan Dalam Memoderasi Pengaruh Perceived Value Terhadap Loyalitas Pelanggan. EKUITAS (Jurnal Ekonomi Dan Keuangan), 5(4), 445-469.

Boone, Louis E. Kurtz, DL (2008) Introduction to Contemporary Business. book 1. Jakarta: Salemba Empat.

Cahyono, P. (2016). MARKETING STRATEGY IMPLEMENTATION USING SWOT METHOD IN INCREASING SALES ACCIDENT AND DEATH INSURANCE SERVICES PRODUCTS IN. PRUDENTIAL BRANCH LAMONGAN. Journal of Management Science Research, 01 (2), 129–138.https://doi.org/http://dx.doi.org/10.30736%2Fjpim.v1i2.28

Daengs GS, A. et al. (2019) 'The effect of business sphere on competitive advantage and business performance of SMEs', Management Science Letters, 9 (8), pp. 1153–1160. doi: 10.5267 / j.msl.2019.4.025.

Enny Istanti1), Amaliyah2), Achmad Daengs, G. (2020) 'Work Productivity Through Compensation, Experiences, and Walfare Benefits PT Summit Otto Finance Surabaya', SINERGI, 10 (2), pp. 27–36.

Enny Istantia, Achmad Daengs GSb, Fadjar Budiantoc, Indah Noviandarid, RS (2020) 'The Influences of Motivation, Work Milieu, and Organizational Commitment on Teacher Performance in MTS Negeri 4 (Public Islamic School), Surabaya East Java', International Journal of Innovation, Creativity and Change, 13 (2), pp. 629–642. Available at: www.ijicc.net.

Enny Istanti (2020) 'EMPLOYEES USING GAP ANALYSIS METHOD IN SIMOKERTO DISTRICT OFFICE, SURABAYA Enny Istanti Faculty of Economics and Business, University of Bhayangkara Surabaya Email: ennyistanti@gmail.com ', 04 (02), pp. 378–385.

enny istanti, ruchan sanusi, ADG (2020) 'IMPACTS OF PRICE, PROMOTION AND GO FOOD CONSUMER SATISFACTION IN FACULTY OF ECONOMIC AND BUSINESS STUDENTS OF BHAYANGKARA UNIVERSITY SURABAYA', Eksektra: Journal of Business and Management, 4 (2), pp. 104–120. doi: 10.25139 / ekt.v4i2.3134.

Ghozali, I. (2013). Multivariate Analysis Application with IBM SPSS 21 Update PLS Regression Program. Diponegoro University Publishing Agency.

Istanti, E. (2019). The Influence of Prices, Promotions and Products on Purchasing Decisions at Burger King Restaurants, Surabaya Plaza Surabaya Area. Ekonomika'45, 7 (1), 16–22.https://doi.org/.1037//0033-2909.I26.1.78

Kartajaya, H. (2010). marketing management and service marketing. the essence of group activity.

Kusuma, I. L., Dewi, M. W., & Tho’in, M. (2021). Analysis of the effect of human resources competency, utilization of technological information, and internal control systems on the value of financial reporting information. Annals of the Romanian Society for Cell Biology, 14628-14638.

Strong Supriyono, LBH, Warso, & Moh Mukery. (2014). INFLUENCE OF PRODUCTS, PRICES AND PROMOTIONS ON CONSUMER DECISIONS IN BUYING A HOUSE IN HILLSBODY SEMARANG BARU (BSB) CITY IN SEMARANG. Journal of Management Economics Thesis, 1–16. https://jurnal.unpand.ac.id/index.php/MS/article/download/263/259

Keller, K. (2012). marketing management (12th edition). erlangga.

Kodu, S. (2913). PRICE, PRODUCT QUALITY AND SERVICE QUALITY INFLUENCE ON TOYOTA AVANZA CAR PURCHASE DECISIONS. EMBA Journal, 1 (3), 1251–1259.https://media.n Research.com/media/publications/1746-ID-harga-k Mutu-produk-dan-k Mutu-pelayanan-pengaruhan-terhadap-kepUHAN-pemb.pdf

Kotler, P. and Keller, KL (2009) Marketing Management. Thirteenth Edition. 4th edn. Edited by B. Molan. Jakarta: INDEX.

Kotler. (2013). Marketing Management Volume 2. In Erlangga Publisher.

Kotler and Armstrong. (2008). Marketing Principles Volume I. In Erlangga.

Kotler, P. (2002). marketing management (mill edition). PT Prenhaliindo.

Manap, A. (2016). marketing management revolution (one). media discourse partners.

Nila Kasuma Dewi, SE, Gus Andri, SE., MM, Sepris Yonaldi, SE., M. (2012). THE INFLUENCE OF ADVERTISING, BRAND IMAGE, AND CUSTOMER SATISFACTION TOWARDS CUSTOMER LOYALTY USING VASELINE HAND AND BODY LOTION IN PADANG CITY (CASE STUDY AT PT. UNILEVER BRANCH PADANG). Journal of Management and Entrepreneurship, 3 (02).

P, JT (2010). THE EFFECT OF PROMOTION AND PRODUCT ATTRIBUTES AND BRAND IMAGE ON RE-PURCHASE OF YAMAHA MIO MOTORCYCLES ON DEALER MATARAM SAKTI SEMARANG. Economy. http://andiku-ekonomi-andiku.blogspot.com/2010/05/pembelian-uiang.html

Philip Kotler and Gery Armstrong. (2001). Promotional Activities. HIFADH.

Pujianto, AB (nd). The Influence of Promotion, Physical Evidence, Price, and Proccess Toward Repetitive Purchase Interest in Class X SMAN Students (A Study on Class X SMAN Tutoring Students in Ganesha Operation Bandung City).

R. Terry, G. and LWR (2010). Fundamentals of management. Earth Literacy.

Riyono, & Budiharja, GE (2016). EFFECT OF PRODUCT QUALITY, PRICE, PROMOTION AND BRAND IMAGE ON AQUA PRODUCT PURCHASE DECISION IN PATI CITY. JOURNAL STIE SEMARANG, 8 (2), 92–121. https://media.neliti.com/media/publications/133954-ID-p Impact-kuality-produk-harga-promosi-d.pdf

Sairo, H., Sumampouw, HJ, & Walangitan, O. (2018). The Influence of Marketing Strategy on Increased Sales of Isabella Canned Fish Products at PT.Sinar Purefoods Internasional Bitung. Journal of Business Administration, 06 (2), 77–85. https://media.neliti.com/media/publications/269404-p Impact-startegi-pemasaran-terhadap-pen-c71b6828.pdf

Santri Zulaicha, RI (2016). INFLUENCE OF PRODUCTS AND PRICES ON CUSTOMER PURCHASE DECISIONS AT MORNING BAKERY BATAM. Journal of Innovation and Business, 4 (2), 125–136. http://ejournal.polbeng.ac.id/index.php/IBP/article/download/76/72

Satria, AA (2917). THE INFLUENCE OF PRICE, PROMOTION, AND PRODUCT QUALITY ON CUSTOMER'S BUYING INTEREST IN COMPANY A-36. Journal of Management and Business Start-Up, 2 (1), 45–53. https://journal.uc.ac.id/index.php/performa/article/viewFile/436/389

Sugiyono. (2008). Qualitative and Quantitative Research Methods and R & D. ALFABETA.

Sugiyono. (2016). Quantitative Research Methods, Qualitative and R & D. ALFABETA.

Sugiyono. (2009). Quantitative Research Methods, Qualitative and R & D. Alfabeta.

Sugiyono, PD (2018). Quantitative Research Methods, Qualitative, and R & D. ALFABETA.

Tjiptono, F. (2002). Marketing strategy. In Marketing Strategy (p. 151). Publisher Andi.

Yoebrilianti, A. (2018). THE EFFECT OF SALES PROMOTION ON THE INTEREST OF BUYING FASHION PRODUCTS WITH A LIFESTYLE AS A MODERATOR VARIABLES (Consumer Surveys on Social Networks). Journal of Management, 08 (01), 20–41. https://e-jurnal.lppmunsera.org/index.php/JM/article/download/660/648/0

Downloads

Published

2021-08-22

How to Cite

Istanti, E., & Negoro, B. K. (2021). THE INFLUENCE OF BRANDS, PROMOTION AND ONLINE MARKETING ON THE LOYALTY OF AFIFATHIN GAMIS CONSUMERS IN SIDOARJO. JURNAL ILMIAH EDUNOMIKA, 5(02), 1314–1320. https://doi.org/10.29040/jie.v5i2.2283

Issue

Vol. 5 No. 02 (2021): EDUNOMIKA : Vol. 5, No. 2, 2021

Section

Articles

Citation Check