SMART : Management Journal

Effective Digital Marketing Strategies to Attract the Attention of Generation Z

Silvy Legiana Hermawan — 2024-10-31

This study aims to describe effective digital marketing strategies to attract the attention of generation z. The informant in this study is 15 students who sell in the Muhammadiyah Sukabumi University. Data collection techniques use observation, interviews, and literature studies. The data analysis technique uses triangulation which includes collection, data reduction, data presentation, and conclusion drawn. The results of the study are based on questions asked to informants, namely the social media applications they have, the applications used in promotions, the strategies applied to attract the attention of Generation Z, interactions with followers, collaborations carried out, consumer involvement in content creation, and customer loyalty, explaining that it is very important that digital marketing strategies are applied to attract the attention of generation z.

The Effect of Promotion and Service Quality to Customer Satisfaction Lulu Hypermarket Branch Cakung

Dian Hasanah — 2024-10-31

The purpose of this research is to determine the effect of promotion and service quality on satisfaction customers at Lulu Hypermarket Cakung Branch both partially and simultaneously. The method used is a quantitative method. The sampling technique used was random sampling with a sample of 96 respondents. Data analysis uses validity tests, reliability tests, classical assumption tests, normality tests, heteroscedasticity tests, multiple linear regression analysis, hypothesis testing and coefficient of determination. Promotion has a significant effect on customer satisfaction with both variables having a moderate level of relationship with a coefficient of determination of 707%. Hypothesis testing obtained tcount>ttable or (3.579>0.263). Thus, H0 is rejected and Ha1 is accepted, meaning that there is a significant influence between promotion and customer satisfaction. Service quality has a significant effect on customer satisfaction, meaning that the two variables have a strong level of relationship with a coefficient of determination of 707%. Hypothesis testing obtained tcount > ttable or (5.109 > 0.263). Thus, H0 is rejected and Ha2 is accepted, meaning that there is a significant influence between service quality and customer satisfaction. Service quality and promotion have a significant effect on customer satisfaction with the regression equation Y = 4.183 + 0.435 X1. This means that the independent variable and the dependent variable have a strong level of relationship with a coefficient of determination of 707%. Hypothesis testing of the promotion variable obtained a value of Tcount>Ttable or (3.579>0.263). Thus, H0 was rejected and Ha was accepted, meaning that there was a significant simultaneous influence between promotion on customer satisfaction at Lulu Hypermarket. Hypothesis testing of the service quality variable obtained a value of Tcount>Ttable or (5.109>0.263). Thus, H0 was rejected and Ha was accepted, meaning that there was a significant simultaneous influence between service quality on customer satisfaction at Lulu Hypermarket.

The Influence of Leadership and Work Conflict on Employee Productivity at the Aceh Animal Health and Livestock Service

Nurul Khadimah — 2024-10-31

This study aims to analyze the influence of leadership and work conflict on employee productivity at the Aceh Animal Health and Livestock Service. Data were collected through questionnaires from 92 respondents and documentation studies. The data analysis in this study utilized multiple linear regression analysis, F-test, and t-test to determine the simultaneous and partial effects of independent variables on the dependent variable at a 95% confidence level (α = 0.05). The results of the study, based on the simultaneous test, indicate that leadership and work conflict variables significantly influence employee productivity at the Aceh Animal Health and Livestock Service. Likewise, partially, leadership and work conflict have a significant impact on employee productivity at the Aceh Animal Health and Livestock Service.

The Impact of Service Quality and Brand Image to Customer Satisfaction Mie Gacoan Branch Juanda Bekasi

Pandapotan Sitompul — 2024-10-31

This research was conducted to determine how the quality of service affects customer satisfaction and how the brand image affects customer satisfaction at Mie Gacoan Juanda Bekasi. The purpose of this study was to examine and measure whether the implementation of service quality and brand image at Mie Gacoan Juanda Bekasi was appropriate. The research method used in this study uses a quantitative approach. This study uses independent variables, namely service quality and brand image. The dependent variable of this study is customer satisfaction. The population in this study were consumers of Mie Gacoan Juanda Bekasi branch. The sample in this study consisted of 140 respondents, taken using the Accidental Sampling technique. Data collection using questionnaires distributed directly to respondents. The analysis and research methods used are validity test, reliability test, descriptive analysis, classical assumption test, multiple linear regression, correlation coefficient, determination coefficient and t test. The results of the study indicate that there is a positive and significant statistical influence between service quality and brand image partially on consumer satisfaction in Mie Gacoan products, Juanda Bekasi branch, this is proven based on the results of the t-test of the service quality variable (X₁) of 9.385> t_table 1.977 and the brand image variable (X₂) of 4.035> t_table 1.977. So it can be interpreted that Service Quality and Brand Image partially have a positive and significant effect on Consumer Satisfaction.

The Impact of Advertising and Prices to the Interest of Gojek Online Transportation at Bekasi

Muhammad Ridwan — 2024-10-31

This study aims to determine and analyze the effect of advertising and price attractiveness on customer interest in online motorcycle taxi transportation services. Research in this thesis using quantitative methods. The variables linked in this study are Advertising and Price Attractiveness (X) and Purchase Intention (Y). The data sources used consisted of primary data, namely data obtained directly from research respondents via questionnaires, observation. The population in this study were consumers who use gojek transportation services in Bekasi, totaling 30 people. Sampling used the entire population, amounting to 100 people. Methods of data analysis using correlation techniques with the product moment peorson formula, cromback alpha, and multiple linear regression with the help of the SPSS program. The results showed that advertising attractiveness and price as independent variables had a direct positive effect on customer interest as the dependent variable, indicated by the regression values of 0.369 and 0.548. Thus, the increase in interest is influenced by advertising and price attractiveness of 37% and 54%.