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This study aims to analyze the marketing strategies implemented and customer perception of MSMEs of Various Muzzaki Chips in Subang Regency. This study uses a qualitative descriptive approach with a case study method. Data is collected through interviews with MSME owners, employees, and customers, which are then analyzed to identify the effectiveness of marketing strategies and customer perception of the products and services provided. The focus of the research includes the implementation of marketing strategies based on the concept of Segmenting, Targeting, and Positioning (STP), as well as the 4P (Product, Price, Place, Promotion) marketing mix. In addition, the evaluation of customer perception is carried out based on five dimensions of service quality, namely Tangibility, Empathy, Responsibility, Responsiveness, and Assurance. The results of the study show that MSMEs Aneka Keripik Muzzaki have implemented the STP strategy on target, namely targeting consumers aged 15-45 years, including students, employees, and housewives. The marketing mix strategy used is quite effective, starting from the development of innovative and quality products, affordable pricing, distribution through direct and online channels, and promotion through social media such as WhatsApp and Instagram. Customer perception of MSMEs tends to be positive, as can be seen from their satisfaction with the taste, packaging, price, and service provided. These results reflect the success of the marketing strategy implemented in building customer loyalty and increasing business competitiveness. It is recommended that MSMEs continue to improve the quality of products and services and expand their marketing reach through digital platforms to achieve sustainable growth.

Delivery delays pose a major challenge in the e-commerce industry, often leading to decreased customer satisfaction and negatively impacting business operations. In this study, the XGBoost (Extreme Gradient Boosting) algorithm is applied to predict delivery delays based on a dataset containing 96,476 records. These records include various features relevant to the delivery process, such as shipping distance, carrier performance, and order characteristics. The model achieves a high overall accuracy of 93.24%, indicating strong general performance. In particular, XGBoost demonstrates excellent results in predicting on-time deliveries, achieving a precision of 93% and a recall of 100%. However, the model struggles to correctly identify delayed deliveries. The recall for delayed deliveries is 0%, and the F1-score is extremely low at 0.01. This significant discrepancy reveals a critical limitation in the model's performance — the inability to detect minority class cases (delayed deliveries) due to class imbalance within the dataset. The results highlight the importance of addressing data imbalance in predictive modeling for delivery outcomes. When the dataset is dominated by on-time delivery records, the model tends to be biased toward that class, failing to learn the patterns associated with delays. To improve performance, the study recommends integrating class balancing techniques such as SMOTE (Synthetic Minority Oversampling Technique) to generate synthetic samples of the minority class. Additionally, the use of alternative evaluation metrics beyond accuracy — such as precision, recall, and F1-score for each class — is suggested to provide a more comprehensive understanding of model effectiveness. Overall, the study provides valuable insights into the complexities of predicting delivery delays and outlines practical strategies for enhancing future models in e-commerce logistics analytics.

This study aims to analyze the effect of service quality on repurchase intention with customer satisfaction as a mediating variable at Pandan View Mandeh Resto. The study was conducted with a quantitative approach and used a causal associative design to explain the relationship between variables. The population in this study were all customers who had received services and consumed food and drinks at Pandan View Mandeh Resto within the past year, with a minimum age requirement of 17 years. The sample set was 130 respondents and was obtained through questionnaire distribution. Data collection was carried out using a questionnaire instrument that had been prepared based on indicators from the research variables. Furthermore, the data obtained were analyzed using the Partial Least Square - Structural Equation Modeling (PLS-SEM) method with the help of the Smart-PLS application. The analysis carried out included outer model testing (validity and reliability), inner model testing (relationships between latent variables), hypothesis testing, and mediation testing. The results showed that service quality has a positive and significant influence on customer satisfaction. Furthermore, customer satisfaction has been shown to have a positive and significant effect on repurchase intention. Furthermore, service quality also has a significant positive effect on repurchase intention. Mediation analysis shows that customer satisfaction acts as a partial mediator in the relationship between service quality and repurchase intention. This means that some of the influence of service quality on repurchase intention occurs through customer satisfaction, while others occur directly. These findings emphasize the importance of maintaining and improving service quality to create satisfaction, which in turn impacts customer loyalty.

This study aims to empirically analyze the influence of product quality and service quality on customer satisfaction, with purchase decisions as a mediating variable, specifically among Alfamart consumers in the Singosari area, Malang Regency. The background of this research stems from the increasing competition in the modern retail sector, which requires companies to understand the key factors influencing customer satisfaction and loyalty. In this context, product quality and service quality are considered essential elements that shape customer perceptions and influence their purchasing decisions. A quantitative approach with an explanatory research design was used in this study. The sample was selected using purposive sampling, involving 97 respondents who had made purchases at Alfamart at least twice within the last three months. Data collection was conducted through the distribution of structured questionnaires, which included items measuring perceptions of product quality, service quality, purchase decisions, and customer satisfaction. The data were analyzed using the Partial Least Square-Structural Equation Modeling (PLS-SEM) method to examine the relationships among variables comprehensively and simultaneously. The results of the analysis show that both product quality and service quality have a significant and positive effect on purchase decisions and customer satisfaction. Moreover, purchase decisions are proven to significantly mediate the influence of both product and service quality on customer satisfaction. This indicates that the purchase decision acts as a crucial mechanism linking the effect of quality to overall satisfaction. These findings contribute theoretically to the consumer behavior literature in the modern retail context and offer practical implications for retail management, such as Alfamart. Retailers are encouraged to focus on improving both product offerings and service delivery as strategic efforts to enhance customer experience. By doing so, they can effectively increase customer satisfaction and strengthen customer loyalty in the long term.

Customer satisfaction is a crucial factor in determining the success and sustainability of a business. Satisfaction can be enhanced through various strategic approaches, such as effective promotional activities, competitive pricing, and consistent product quality to meet or even exceed consumer expectations. This study aimed to determine the effect of promotion, price, and product quality on customer satisfaction at Bananamoo Kediri. This study employed a quantitative method, collecting data through distributing questionnaires to 25 respondents selected using accidental sampling, namely consumers who happened to come and were willing to be sampled. The collected data were then analyzed using multiple linear regression to test partial and simultaneous relationships between variables. The results showed that promotion significantly influenced customer satisfaction, indicating that the better the promotional strategy implemented, the higher the level of consumer satisfaction. Similarly, price had a partially significant effect, indicating that consumers tend to be satisfied if the price offered is commensurate with the quality and benefits of the product. Product quality was also shown to have a partially significant effect on customer satisfaction, underscoring the importance of consistent quality in maintaining consumer trust. Simultaneously, the three independent variables—promotion, price, and product quality—had a positive effect on customer satisfaction. This finding is supported by the coefficient of determination (R²) of 80.3%, indicating that variations in customer satisfaction (Y) can be explained by the three variables (X) together, while the remainder is influenced by other factors outside this study. Thus, this study emphasizes the importance of managing a balanced marketing strategy to increase customer satisfaction and loyalty.

This research explores the influence of customer satisfaction on the financial performance of Perumda Tirtanadi, with a particular focus on the digital service system as a moderating factor. The study is driven by the growing urgency for digital innovation in public service sectors, particularly in the wake of the COVID-19 pandemic, which significantly altered customer engagement patterns. A quantitative method is adopted, employing Partial Least Squares–Structural Equation Modeling (PLS-SEM) using the SmartPLS 4 software to process the collected data. The analysis demonstrates that both customer satisfaction and digital services have independent and significant positive effects on financial outcomes. However, the interaction between these two variables does not show a statistically significant moderating effect. These findings underline the value of digital infrastructure as a strategic internal resource that supports financial growth. Nevertheless, the minimal moderating impact suggests that a portion of customers either lack access or sufficient skills to effectively utilize the available digital platforms. This study adds to the current body of knowledge by examining the interplay between digital transformation and customer satisfaction in shaping financial performance, framed through the Resource-Based View (RBV) theory. The research suggests that improving digital literacy and promoting better adoption of digital tools among customers is essential to fully capitalize on the benefits of technological advancement. Furthermore, it highlights the need for continuous training and support to ensure that all customers can engage with digital services effectively, thereby enhancing overall satisfaction and financial performance. By addressing these gaps, organizations can foster a more inclusive digital environment that benefits both the customers and the service providers.

This study examines the influence of store atmosphere, service quality, word of mouth (WOM), and price perception on consumer purchasing decisions at Cahya Busana's Canggu branch, a local Balinese MSME specializing in high-quality traditional Balinese clothing for men, women, and children. With an increasing demand for traditional attire, understanding the factors that influence consumer decisions is vital for business growth. The study targeted consumers who had purchased traditional clothing at the Canggu branch, using non-probability sampling to select 110 respondents. The data analysis was conducted through multiple linear regression, assisted by SPSS software, to evaluate the relationship between the independent variables (store atmosphere, service quality, WOM, and price perception) and the dependent variable (consumer purchase decisions). The findings indicate that all four factors—store atmosphere, service quality, WOM, and price perception—positively and significantly impact consumers’ purchasing decisions. Specifically, a pleasant store atmosphere, high-quality service, positive word-of-mouth recommendations, and favorable price perception were found to enhance consumers' likelihood of purchasing traditional Balinese clothing. The results suggest that MSMEs, particularly in the traditional clothing sector, can leverage these factors to boost consumer confidence and drive sales. This study contributes valuable insights for businesses aiming to improve their purchasing processes by focusing on these key variables to increase consumer satisfaction and decision-making. By understanding these influences, Cahya Busana and similar businesses can optimize their strategies to attract and retain customers, ultimately improving their market position.

This study aims to analyze the level of customer satisfaction with the services provided at Meazza Futsal Denpasar. Using a descriptive quantitative approach with survey methods, the research involved 100 consumers as the population, all of whom also constituted the sample through accidental sampling. Data collection was carried out using two instruments: a closed-ended questionnaire with five answer choices and an interview guide. The questionnaire was distributed to 100 respondents who were willing to participate. The data were then analyzed using a quantitative descriptive technique with percentage calculations. The results showed that customer satisfaction levels in terms of service quality at Meazza Futsal Denpasar are generally categorized as very satisfied. Specifically, the satisfaction indicators included reliability (52%), responsiveness (42%), assurance (48%), and empathy (50%), with reliability and empathy being the highest contributors to satisfaction. These findings indicate that customers perceive the services provided by Meazza Futsal as meeting or exceeding expectations across most service dimensions. The implication of this study is that the management of Meazza Futsal should continue maintaining the quality of its services while also seeking opportunities for improvement, especially in areas such as responsiveness, to ensure consistent customer satisfaction. Overall, this research reinforces the importance of regular service evaluation and customer feedback in maintaining a competitive advantage in the sports service industry. In addition, this study can serve as a valuable reference for other similar businesses aiming to enhance their service quality. Future researchers are encouraged to examine broader variables such as pricing strategy, facility maintenance, and customer engagement to obtain a more comprehensive understanding of factors influencing customer satisfaction in the sports service sector.

Distribution is the process of moving, managing, and storing goods from suppliers to customers in the supply chain. This process includes not only the delivery of raw materials from suppliers to manufacturers, but also the distribution of finished products to the end consumer. Distribution plays an important role in a company's profitability because it affects operational costs, delivery efficiency, and perceived value by customers. Successful well-managed distribution will increase customer satisfaction and strengthen the company's competitiveness in the market. PT. XYZ is one of the LPG distributors that provides 3 kg cylinders. This company serves a variety of consumers, ranging from households, small businesses, to retailers, with a coverage of distribution areas in Serang City. The distribution process is carried out based on sales orders and needs in 14 bases, where each base has a different level of demand according to consumer needs. However, PT. XYZ faces obstacles in achieving the optimal level of service, where the average service level only reaches 97.40%. An imbalance between inventory and demand at the base often leads to an oversupply or understock, resulting in backorders on some demands. This condition has a negative impact on customer satisfaction and overall distribution effectiveness. To overcome this problem, PT. XYZ developed a distribution dashboard by applying the Distribution Requirements Planning (DRP) method. Through this approach, distribution planning becomes more systematic, base needs can be met appropriately, and stocks can be managed more effectively. This dashboard also supports delivery scheduling and more coordinated marketing activities. The results of the implementation of the DRP dashboard in 2023 show a significant increase with a service level that has successfully reached 99%, minimizing backorders, and increasing customer trust and satisfaction.

This study aims to determine the influence of service quality, facilities, and location on guest satisfaction at New Puri Garden Hotel Semarang. In the increasingly competitive hospitality industry, understanding the factors that influence guest satisfaction is crucial for enhancing customer loyalty and business competitiveness. This research uses a quantitative approach with a survey method. The population in this study consisted of all guests staying at New Puri Garden Hotel Semarang, totaling 97 individuals. The sampling technique used was random sampling, where the entire population was taken as the sample, resulting in 97 respondents. The research instrument was a questionnaire designed based on indicators of each variable. The data analysis technique employed was multiple linear regression analysis to examine the effect of independent variables (service quality, facilities, and location) on the dependent variable (guest satisfaction). The results of the analysis show that service quality has a positive and significant effect on guest satisfaction. This is evidenced by the t-value of 3.702, which is greater than the t-table value of 1.660, with a significance value of 0.005 (< 0.05). Facilities also have a positive and significant influence on guest satisfaction, with a t-value of 3.118 > 1.660 and a significance value of 0.002 (< 0.05). Meanwhile, location has the strongest influence on guest satisfaction, with a t-value of 6.468 > 1.660 and a significance value of 0.000 (< 0.05). Based on these results, it can be concluded that partially, the three variables—service quality, facilities, and location—have a positive and significant effect on guest satisfaction. These findings indicate that improving service quality, providing adequate facilities, and choosing a strategic location are essential factors in creating a satisfying guest experience. Therefore, hotel management should prioritize the development and enhancement of these three aspects to maintain and increase customer satisfaction in a sustainable manner.

This study aims to analyze the role of brand image as a mediating variable in the relationship between Total Quality Management (TQM) and customer satisfaction at Venambak Shrimp Farm. The background of this study is based on the importance of quality in the competitive aquaculture industry, as well as the need to build a strong brand image to maintain customer satisfaction and loyalty. This study uses a quantitative approach with the Structural Equation Modeling–Partial Least Square (SEM-PLS) method as an analysis technique. Data were obtained by distributing closed questionnaires to consumers who had purchased shrimp products from Venambak Shrimp Farm. The analysis was conducted using SmartPLS software. The results of the study indicate that TQM has a positive and significant influence on brand image and customer satisfaction. In addition, brand image is proven to significantly influence customer satisfaction and plays a role as a mediating variable in the relationship between TQM and customer satisfaction. This means that good internal quality not only has a direct impact on satisfaction, but also indirectly through the formation of positive brand perceptions in the minds of consumers. These findings emphasize the importance of quality management strategies integrated with branding strategies in the context of the aquaculture industry. The practical implication of this research is the need for management to not only focus on improving internal processes, but also strengthening brand image in order to be able to create added value and increase customer satisfaction in a sustainable manner.

The digital revolution has transformed retail industry into a new era full of opportunities through e-commerce but also presenting challenges in online furniture sales. Due to their inability to precisely measure and see furniture in their spaces, many customers are hesitant to make purchases. Augmented Reality (AR) offers solutions through realistic visualizations, but it’s costly and has a lot of accessibility problems. WebAR solves these issues by delivering AR features directly on mobile browsers without requiring additional apps. This study investigates the impact of WebAR innovation on e-commerce furniture by examining the roles of interactivity (IN), vividness (VI), augmentation (AU), customization (CT), and ease of access (EA) on purchase intention (PI), mediated by spatial presence (SP), decision comfort (DC), and satisfaction (SF). Using the Stimulus-Organism-Response (SOR) model, data from 100 respondents were analyzed with the PLS-SEM algorithm using SmartPLS 4.0. The findings tell us that WebAR significantly enhances consumers’s shopping experience and ultimately boosts purchase intention.

This study aims to analyze the influence of green advertising, green packaging, and green product on the purchase decision of The Body Shop products, with customer satisfaction as an intervening variable. The background of this research is based on increasing consumer awareness of environmental issues, which drives changes in consumer preferences towards environmentally friendly products. Green marketing strategies are important in shaping a positive brand image and influencing consumer purchasing behavior. This study uses a quantitative approach with a path analysis method processed using SPSS software. The respondents in this study amounted to 100 students from the Faculty of Economics and Business, Wijaya Kusuma University Surabaya who had bought The Body Shop products. The results of the analysis show that green advertising, green packaging, and green products have a significant effect on customer satisfaction. Furthermore, green advertising and green products have also been shown to have a direct influence on consumer purchase decisions, while green packaging does not show a significant influence on direct purchase decisions. In addition, customer satisfaction has been shown to play a significant mediating variable in the relationship between green marketing variables and purchase decisions. These findings confirm that the implementation of green marketing strategies not only has a positive impact on the company's image and social responsibility, but also plays an important role in increasing customer satisfaction and encouraging consumers to make purchasing decisions. Therefore, companies are advised to continue to develop and integrate eco-friendly elements in their marketing strategies to increase competitiveness and consumer loyalty. This research also makes a theoretical contribution to the development of consumer behavior studies related to sustainable marketing, especially among the younger generation.

This study aims to examine the influence of service quality dimensions tangibles, reliability, responsiveness, assurance, and empathy on customer satisfaction at Bank BRI Pandanaran Branch in Semarang. The research integrates service quality theory and the Service-Dominant Logic (SDL) approach as its theoretical foundation. Service quality theory assesses how well the services provided meet customer expectations, while SDL emphasizes that service value is co-created through interaction and collaboration between companies and customers. A quantitative method was employed, using a sample of 41 respondents who are offline customers at BRI Pandanaran. Data were analyzed using multiple linear regression. The results show that overall service quality has a positive and significant effect on customer satisfaction. However, the tangibles and reliability dimensions were not statistically significant. In contrast, empathy, assurance, and especially responsiveness showed significant impacts. These findings support the SDL perspective, highlighting that active customer involvement, along with speed and accuracy in service delivery, are crucial elements in value co-creation, which directly influence customer satisfaction in the banking sector

The proposed research will focus on defining the effects of the strategic audit aspects instrengthening the institutional performance of the Iraqi General Cement Company. The research targetedfour important dimensions that are strategic position of the institution, the internal environment, theexternal environment, and the stakeholder, and how these dimensions would be associated with variousdimensions of performance such as learning and growth, internal operations and customer satisfaction,financial performance, and environmental performance. The research methodology employed adescriptive and analytical approach, utilizing statistical methods such as SPSS V.25 and AMOS V.23 totest the study's hypotheses. The findings indicated that both the external environment and the involvementof the stakeholders had the most significant positive impacts on both the financial and the environmentalperformance of the company, whereas the internal environment was found to have solid effects oninternal activities and on customer satisfaction. The average effect on learning and development was alsorecorded on the strategic position. The findings of the study indicated that as a way of sustaininginstitutional performance, a combined consideration of strategic alignment, overall institutional processadvancement and the partnership with stakeholders should be implemented.

PT Unilever Indonesia’s strategic application is examined through the Balanced Scorecard framework, focusing on four key perspectives: financial, customer, internal business processes, and learning and growth. The analysis reveals that while the company demonstrates strong financial performance, such as high ROI and ROE, challenges like declining annual profits and increasing liabilities signal the need for improved cost management and risk mitigation. Unilever's strategy emphasizes innovation and customer relationships, leveraging Total Quality Management (TQM) and continuous product enhancements. However, internal issues such as employee work culture, inadequate facilities, and employee satisfaction remain significant obstacles to organizational performance. The findings suggest a need for stronger employee engagement and workplace improvements, alongside enhanced financial sustainability strategies. Future research could explore how external factors, such as shifting market trends and government regulations, influence Unilever’s strategic decisions and overall success.

This study aims to determine the effect of Islamic branding and Islamic service quality on customer loyalty at PT Bank Muamalat Indonesia, Tbk, Medan Balai Kota Branch, with customer satisfaction as an intervening variable. This is a quantitative study. Data collection used a questionnaire with a sample size of 100 respondents using a random sampling technique. The obtained data were then processed using SPSS 25. Instrument tests used included validity and reliability tests. The classical assumption tests used included normality, multicollinearity, and heteroscedasticity. Hypothesis testing used t-tests, f-tests, and coefficient of determination tests. Data analysis used path analysis. The results of the first t-test indicate that Islamic branding, Islamic service quality, and customer satisfaction have a positive and significant effect on customer loyalty. The results of the second t-test indicate that Islamic branding and Islamic service quality have a positive and significant effect on customer satisfaction. Customer satisfaction can mediate the relationship between Islamic branding and service quality.

This research aims to prove and analyze the influence of Customer experience and Facilitiesin influencing interest in returning to visit with Customer Satisfaction as an intervening variable at the Old Town tourist attraction in Surabaya. This type of research is causal-explanatory the population is visitors to the Old Town in Surabaya. The sampling method uses Accidental Sampling which is a group of Non-Probability Sampling. The data collection method uses a questionnaire involving 100 respondents and Smart PLS 4 as the analysis tool. Customer satisfaction has a positive and significant impact on customer satisfaction, facilities have a positive and significant impact on customer satisfaction, customer experience has a positive but not significant impact on customer satisfaction, facilities have a negative and insignificant impact on customer intention, and customer satisfaction has a positive and significant impact on customer satisfaction. Additionally, facilities have a significant impact on customer satisfaction through customer satisfaction, and customer experience has a significant impact on customer satisfaction through customer satisfaction.

In the era of data-driven digital commerce, Artificial Intelligence (AI)-based product personalization has become a key strategy to enhance user experience and foster customer loyalty. However, in the Indonesian e-commerce landscape, there remains a lack of empirical understanding of how personalization systems influence long-term user engagement. This study investigates the impact of AI-driven product personalization on customer loyalty among Indonesian e-commerce users. Employing a mixed-methods approach, quantitative data were collected through an online survey of 150 active users, and qualitative insights were obtained from in-depth interviews with six informants. Statistical analysis using simple linear regression revealed that personalization significantly influences customer loyalty, with a beta coefficient of 0.653 (t = 8.241, p < 0.001) and an R² value of 0.567. Qualitative findings highlight user concerns over recommendation accuracy, interface overload, and repetitive suggestions, which affect emotional satisfaction and platform attachment. This research contributes to the growing body of knowledge on AI adoption in e-commerce by integrating behavioral and technological dimensions of loyalty formation. It also offers practical implications for designing more context-sensitive personalization systems that prioritize not only algorithmic precision but also user control and experience quality.

This study aims to analyze the effect of price on purchasing decisions with consumer satisfaction as a mediating variable on Nestlé Pure Life drinking water products. The type of research used in this study uses a quantitative study by distributing questionnaires via google form which are distributed online.  The sample in this study were consumers who had bought nestle pure life drinking water in the Yogyakarta area. The number of samples used in this study were 100 respondents. The analysis technique used in this study uses the SmartPls version 3 program with Convergent Validity, Factor Loading, Average Variane Extraked (AVE), Discriminant Validity, Fornel Larcker, Cross Loading, Reliability, Cronbach Alpha, Composite Reliability, R Square, and Hypothesis Testing tests. The results of this study indicate that price has a significant effect on customer satisfaction, price has a significant effect on purchasing decisions, customer satisfaction has a significant effect on purchasing decisions and the effect of price on purchasing decisions mediated by customer satisfaction.