Banking & Management Review

The Influence of Social Media and Experiential Marketing on Customer Loyalty in MSMEs in the Fashion Sector at Sentra Distro Trunojoyo Bandung

Fri, 30 Aug 2024 02:07:07 +0000

Introduction/Main Objectives: Intense competition across industries makes customer loyalty vital for the survival of businesses, including MSMEs. However, MSMEs often struggle with limited resources. The rapid advancement of information technology, especially social media, presents significant opportunities for these businesses to broaden their reach and engage more closely with customers. In this context, experiential marketing emerges as an effective strategy to create memorable experiences that enhance customer loyalty. Background Problems: Many fashion MSMEs in Sentra Distro Trunojoyo Bandung have yet to fully leverage social media, particularly in creating engaging content. Customer loyalty is a valuable asset that not only drives repeat purchases but also promotes the brand. Novelty: Previous studies have predominantly focused on large companies or MSMEs in other sectors. This study uniquely focuses on fashion MSMEs, which have distinct market dynamics and customer interactions. It also reveals that while social media has great potential, its suboptimal use can negatively affect customer loyalty. Research Methods: The study employs a quantitative descriptive method to analyze the impact of social media and experiential marketing on customer loyalty among fashion MSMEs at Sentra Distro Trunojoyo Bandung. Convenience sampling was used to select a sample of 100 respondents from the research population. Data were collected using a questionnaire and analyzed through descriptive and statistical methods with SPSS 27. Finding/Results: List the empirical finding(s) and write a discussion in one or two sentences. Conclusion: The study concludes that experiential marketing is crucial for boosting customer loyalty in fashion MSMEs at Sentra Distro Trunojoyo Bandung. Conversely, poorly optimized social media usage can harm customer loyalty, making experiential marketing more effective in fostering loyalty than less targeted social media efforts.

An Examination of Factors Influencing Turnover Intentions Among Generation Z Employees

Thu, 10 Oct 2024 00:00:00 +0000

Product Quality and Brand Trust Analysis on Customer Loyalty at Zetqlo Apparel in Bandung City

Tue, 15 Oct 2024 02:58:42 +0000

Comparative Study of Employee Motivation for Those Working from Home Versus Those Working in the Office

Wed, 30 Oct 2024 00:00:00 +0000

Introduction/Main Objectives: Remote work has been one of the most effective solutions for companies during the recent pandemic. It has transformed our perspective on work by offering employees significant flexibility in both their work locations and schedules. Background Problems: With the pandemic now considered endemic, some individuals are choosing to return to the office, while others still prefer working from home. An employee's choice between office work and remote work is strongly tied to their work motivation. It is essential for companies to identify the factors driving these preferences to manage their employees effectively and efficiently. Novelty: The first comparative case study on employee motivation between remote work and office work in Indonesia's IT industry. Research Methods: This case study employs a qualitative approach, utilizing semi-structured interviews with six informants from an IT company. Finding/Results: Employees are more motivated when they work in the office compared to when they work from home, with office-based employees generally feeling more motivated due to factors like improved communication, tangible recognition, a stronger sense of achievement, better growth-supporting tools, and a more comfortable work environment. Conclusion: The research shows that working from the office is generally favored over working from home. However, the company should continue offering both options, not only due to the nature of the IT industry but also to combine the benefits of both in-office and remote work. leverage the benefits of both work environments.

Competition Plays A Moderating Role in The Impact of Liquidity Creation on Bank Capital

Wed, 30 Oct 2024 11:17:51 +0000