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The purpose of this research is to study how personal branding and value creation impact the business performance of noodle SMEs in Bekasi City. This study uses a quantitative method by collecting data from a number of MSME actors in the area through questionnaires. According to the research, personal branding and value creation have a significant impact on the company's performance level. Strong personal branding can enhance the company's reputation, while value creation serves to provide additional relevant value to customers. The results of this research emphasize that effective personal branding and value creation strategies are crucial for supporting the sustainability and development of SMEs. The conclusions of this research can be used by entrepreneurs to create better marketing strategies.

Digital transformation in educational services is an important need to improve efficiency and user satisfaction, especially in Islamic boarding schools. One of these innovations is the SISANTRI application used at the Darussalam Blokagung Islamic Boarding School, Banyuwangi, to facilitate the management of information and transactions for guardians of students. However, the effectiveness of this application still faces challenges, such as stagnation in feature development and negative reviews from users.This study aims to analyze the influence of E-Servqual, E-WOM, and E-Trust on E-Customer Satisfaction. Then, analyze the influence of E-Servqual, E-WOM, E-Trust, and E-Customer Satisfaction on customer loyalty. And analyze the role of E-Customer Satisfaction as a mediator of the influence of E-Servqual, E-WOM, and E-Trust on customer loyalty.The research method used is exploratory research and a quantitative approach with data collected through questionnaires distributed to 364 guardians of students selected using the Proportional Stratified Random Sampling technique. The research instrument uses a Likert scale to measure research variables. Then, the collected data is analyzed through several stages, namely determining the value of the variables, testing the research instrument (validity and reliability tests), path analysis using the Partial Least Square (PLS) method, hypothesis testing, and path calculations.The results of the study showed that E-Servqual, E-WOM, and E-Trust significantly influenced E-Customer Satisfaction. In addition, E-Servqual, E-WOM, E-Trust, and E-Customer Satisfaction significantly influenced customer loyalty. Then, customer satisfaction was not able to be a mediating variable between E-Servqual, E-WOM, E-Trust, and customer loyalty, but still contributed to loyalty directly.It can be concluded that improving E-Servqual, E-WOM, and E-Trust is very important to strengthen E-Customer Satisfaction and Customer Loyalty, although E-Customer Satisfaction does not mediate the relationship. Further development should be focused on improving these three main factors that affect customer loyalty.

This study examines the intense competition in the contemporary franchise beverage industry in Gorontalo City, where consumers have many choices that affect loyalty to certain brands. This study aims to analyze the effect of brand equity and marketing mix on customer loyalty. This descriptive quantitative research uses accidental sampling with 100 samples. Data analysis includes statistical tests as well as Structural Equation Modeling (SEM) models. This study shows that brand equity and marketing mix have a positive and significant effect on purchasing decisions, both partially and simultaneously, with the t-count and f-count values exceeding the table limit at the 95% confidence level. SEM-PLS analysis confirmed the significant relationship with p-values of 0.05 and t-statistics of 1.96, supporting the tested model. The research conclusion shows that brand equity and marketing mix have a significant influence on purchasing decisions. As advice, business owners of contemporary beverage franchises in Gorontalo City are advised to strengthen brand equity, as well as optimize creative and effective marketing strategies to increase competitiveness.

Purchase Decision is a decision to buy a product or brand you like, but two factors can arise between purchase intention and purchase decision. This research aims to determine the influence of online customer reviews, influencer endorsements and price perceptions on purchasing decisions. The type of research used in this research is quantitative research. In determining the research sample, the Slovin formula was used, where the number of samples obtained was 100 samples. Data was collected using a questionnaire that had been tested for validity and reliability and processed using SPPSS 26. Based on the partial test, the Online Customer Review variable had a positive and significant effect on the decision to purchase Eiger products in the Indonesian North Sumatra Climber Community. A value of t-count of 8.139 > 1.66 t-table was obtained, then the Endorsement Influencer variable had a positive and significant influence on Purchasing Decisions, a value of t-count of 2.169 > 1.66 t-table was obtained, and the Price Perception variable had a positive and significant influence on Purchase Decisions with a t-count value of 3.885 > 1.66 t-table . Simultaneous test results show that the online customer review (X1), influencer endorsement (X2) and price perception variables (X3) together have a positive and significant effect on the decision to purchase Eiger products in the Indonesian North Sumatra climbing community.

This study aims to analyze the influence of Marketing Strategy and Service Effectiveness on Customer Satisfaction at Lotte Grosir Medan. A quantitative approach was used, with data collected through a survey distributed to 100 consumers who participated as respondents. The variables examined include Marketing Strategy (X1), Service Effectiveness (X2), and Customer Satisfaction (Y), measured using a 5-point Likert scale and analyzed with the Statistical Package for the Social Sciences 29 (SPSS 29). The results indicate that the Marketing Strategy is rated as satisfactory with an average score of 3.88, while Service Effectiveness also falls within the satisfactory category with an average score of 3.97. Overall, Customer Satisfaction reached an average score of 3.93, which is also categorized as satisfactory. Regression analysis proves that Marketing Strategy has a positive and significant effect on customer satisfaction, with a positive value of 0.575, t-count of 12.207 > t-table 1.988, and significance of 0.001 < 0.05. Service Effectiveness also positively and significantly influences Customer Satisfaction, with a positive value of 0.365, t-count of 8.020 > t-table 1.988, and significance of 0.001 < 0.05. Together, the variables Marketing Strategy and Service Effectiveness have a positive and significant effect on Customer Satisfaction, with an F-count of 1406.788 > F-table 3.09 and a significance of 0.001 < 0.05. The better the marketing strategy and services implemented by Lotte Grosir Medan, the higher the level of customer satisfaction achieved.

The existence of online customer ratings, and COD payment services are expected to be able to influence purchasing decisions. The purpose of this study is to determine and analyze the influence of Online customer ratings on purchasing decisions, the influence of the COD Payment Method on purchasing decisions, on the Tokopedia application. The method used in this study is a quantitative method with a sampling technique using purposive sampling by taking respondent data according to the specified criteria, namely having used the Tokopedia application, the research sampling method using the questionnaire data collection method, using multiple regression analysis and hypothesis testing with IBM SPSS version 25.0. The results of the study showed that there was a positive and significant partial influence of online customer ratings (X1) on purchasing decisions (Y), namely 6,000> 1,985 with a significance value of 0.00 <0.05. The COD payment method (X2) partially had a significant effect on purchasing decisions (Y) on the Tokopedia application, namely 3.803> ttable 1.985 and a significance value of 0.00 <0.05. And simultaneous testing also has an influence between Online customer rating and COD payment method on purchasing decisions, namely the F count value of 36.453> F table 3.09 and a significance value of 0.00 <0.05, meaning that the independent variables of online customer rating and COD payment method simultaneously have a significant effect on the dependent variable of Purchasing Decisions.

This research begins with the discovery of problems related to guests being less satisfied in terms of facilities and services at Truntum Hotel Padang. The purpose of this study was to analyze the effect of Brand Experience and Brand Image on Visitor Loyalty at Hotel Truntum Padang. The research population was 3890 guests of Truntum Padang Hotel with purposive sampling method obtained a sample of 97 respondents. Data analysis was carried out with descriptive statistical tests and SPSS.16. The results of the study were seen from the average respondents on the brand experience variable 90.46% with very good criteria, the brand image variable 89.86% with very good criteria, and the visitor loyalty variable 94.41% with very good criteria. The results of multiple linear regression tests obtained an F count value of 15.618 with a sig of 0.00 <0.05, so regression can be used. Brand experience and brand image have a significant effect on visitor loyalty. The adjusted R square value of 0.233 means that the brand experience and brand image variables affect 23.3% of the Truntum Padang Hotel.

The findings of problems related to store atmosphere and service quality on customer satisfaction are the impetus for this research. This study aims to examine how customer satisfaction at KFC Purus Veteran Padang City is influenced by store atmosphere and service quality. Quantitative research is the methodology used. Primary data is the type of data used in this study. The participants in this study were consumers of KFC Purus Veteran Padang City. This study involved a sample size of 97 consumers, who were selected through the non-probability sampling method. Data collection was carried out using a Likert scale questionnaire that had been tested for validity and reliability. The data were analyzed using SPSS 23.00 software. The findings show that the store atmosphere received a high rating of 4.08% which indicates a positive perception among consumers. In addition, consumer satisfaction was rated at 3.68% and service quality at 3.49%, both of which fell into the satisfactory category. The results also show a significant effect of store atmosphere (X1) and service quality (X2) on customer satisfaction (Y). The Adjusted R Square value of 0.187 indicates that these variables explain 18.7% of the variance in customer satisfaction, while the remaining 81.3% is influenced by other factors not examined in the study. Translated with DeepL.com (free version). Next, the F value is calculated with sig. 0.000 < 0.05 is 12,070.

This research is motivated by one of the substitute hotels of the Pangeran Group, namely the Pangeran City Padang Hotel, which is still considered good among 3 star hotels. The aim of this research is to analyze the extent to which customer experience influences customer loyalty at the Pangeran City Padang Hotel.  This research uses an Associative Causal type with a cause and effect approach or relationship because it uses quantitative methods. Data was obtained from distributing surveys to research respondents. The Customer experience variable obtained an average result of 66.33 with a range of 63 - 75 categorized as very good, the Customer loyalty variable obtained an average result of 38.16 with a range of 37.8 - 45 categorized as very good. with a sample mean value of 0.581, the t-statistic value of 4.213 is greater than 1.96 and the p value of 0.000 is less than 0.05, so it can be said that the Customer experience variable has a significant positive effect on the Customer loyalty variable. So the hypothesis accepted in this research is Ha while the hypothesis Ho is rejected, it can be concluded that where there is an increase in good customers it will increase customer loyalty to return to the Pangeran City Padang Hotel.

This study aims to examine the role of interpersonal communication in increasing customer loyalty in the retail industry. The research method used is quantitative with data collection through questionnaires involving 100 respondents. The validity test results show that all research items are valid with a significance value of 0.000 <0.05. The reliability test resulted in a Cronbach's Alpha value of 0.768 which is greater than 0.700, so the instrument is declared reliable. The F test results show a calculated F value of 28.884, indicating that overall, the interpersonal communication quality variables have a significant influence on customer loyalty. The t test reveals that each independent variable has a calculated t value greater than the t table, indicating a significant effect of each variable on the dependent variable. The coefficient of determination (R Square) of 0.373 indicates that 37.3% of the variation in customer loyalty can be explained by the quality of interpersonal communication. The conclusion of this study is that interpersonal communication has a significant and positive influence on customer loyalty in the retail industry. This finding underscores the importance of effective interpersonal communication strategies in increasing customer loyalty. The results of this study can serve as a basis for developing better communication strategies in an effort to increase customer loyalty in the retail industry.

This study explores the relationship between influencer marketing and the buying intention among @tinandbel followers. This study was motivated by the Incompatibilities between the content published about @tinandbel's dining experience at the restaurant and the observed lack of a significant increase in customer numbers. This study's research methodology included quantitative techniques with a causal associative approach in addition to purposive sampling, which produced 120 samples. The data gathering approach uses a questionnaire with a Likert scale structure that has undergone validity and reliability assessments. With a percentage value of 65%, the R-squared results demonstrate that influencer marketing significantly affects purchase intention; the remaining 35% is accounted for by other factors. The hypothesis test results revealed a t-statistic of 12.13 > 1.96 and a p-value of 0.00 < 0.05, indicating that influencer marketing characteristics had a substantial impact on buying intention. These findings support the study's findings. According to the study's findings, Ha is accepted whereas H0 is denied.

This research is motivated by several problems, namely the occupancy rate at The Axana Hotel Padang is not up to target, there is hesitation for guests to stay overnight because of discomfort at The Axana Hotel Padang, the image of The Axana Hotel Padang has not been able to provide trust in guests, customer views towards the Axana Hotel Personality brand which has inadequate service, there are guest complaints regarding guest expectations not being met while staying at The Axana Hotel Padang. The research purpose is to analyze the brand personality impact on customer satisfaction. The research type used is descriptive through quantitative data. The data type used in this research is primary data. The research population were guests staying at The Axana Hotel Padang. The sample for this research are 95 guest with a sampling technique by using non-probability sampling. The technique for data collection was conducted using a questionnaire with a scale of Likert which has done process for validity and reliability test. The research data were processed by SPSS 25.00. The research results shown that brand personality is in the sufficient category, that are 3.35%. Furthermore, the customer satisfaction variable is in the sufficient category, that are 3.40%. The brand personality impact on customer satisfaction with a score in 14.6% and 85.4% is impacted by other factors. So, the multiple linear regression analysis results obtained a calculated F score is 15,947 with sig. 0.005 < 0.05, meaning that the brand personality variable has a significant effect on customer satisfaction, and the t value obtained is 3,993 with sig. 0.000 < 0.05.

Viral Marketing is the digital version of Word of Mouth marketing, involving the creation of videos, advertisements and other marketing content that is so contagious that customers will search for it or share it with friends. Poco Smartphone is a product that implements viral marketing activities by launching a product that is different from the others. The purpose of this research is to determine viral marketing, purchasing decisions, and the magnitude of the influence of viral marketing on Poco Smartphone purchasing decisions. The theories used in this research are marketing communication theory, viral marketing theory, social media theory, and Purchasing Decision theory. This research is quantitative research with a survey method and the data collection technique used was using a questionnaire. The population in this study was 2464 members of the Poco X3|X3 PRO|X3 GT Indonesia Facebook group and the sample used was 96 respondents who were calculated using the Taro Yamane formula. The sample data collection technique in this study used simple random sampling. This research uses simple linear regression data analysis techniques. The results of this research show that there is an influence between 1) viral marketing providing good results from statements in each dimension of messengers, messages and environment with an average gain of 4.19. 2) purchasing decisions provide good results from statements for each dimension such as Problem Recognition, Information Search, Alternative Evaluation, Purchase Decision, and Post-Purchase Behavior with an average of 4.26. 3) The influence of viral marketing on Poco smartphone purchasing decisions has a high level of influence, as can be seen from the large correlation value (r) of 0.866 and the R Square value of 0.749, which means that variable X (Viral Marketing) is influenced by variable Y (Purchasing Decision) of 74 .9%, while the remaining 25.1% is influenced by other factors outside of this research.

Technological developments have changed consumer behavior from shopping through offline stores to online stores or online shopping. These changes affect consumer purchasing decisions when buying a product. This makes the study of e-commerce an interesting subject of study in today's world. The purpose of this study is to hopefully provide an overview of current online customer behavior and can be used to determine online marketing strategies. The population in this study were 234 people who were students of FISIP UMJ Class of 2020 & 2021. The sampling technique used Simple Random Sampling with a total of 67 samples. The data obtained was then analyzed by multiple linear regression analysis using IBM SPSS.25 software. Based on the results of statistical testing, it shows that the Online Customer Review variable has a tcount value of 10.612> 1.997 and a significant value of 0.000 <0.05 and Online Customer Rating has a tcount value of 6.997> 1.997 and a significant value of 0.000 <0.05 so that Ho is rejected Ha is accepted, it can be concluded that Online Customer Review and Online Customer Rating have a positive and significant influence on Purchasing Decisions. The influence of Online Customer Rating on Purchasing Decisions.

The research background is a complaints number from visitors and also the uniqueness and attractiveness of the Bathroom. The  research purposes is to analyze the influence of perceived value on satisfaction of customer   in the bathroom. This research type used is a quantitative method with an associative approach. The population of this study was 1,044 respondents. The research sample are 290 respondents. The way for collection of data is conducted through a questionnaire with a likert scale that has been done for validity and reliability. The research results shown that perceived value (X) had a positive impact on satisfaction of customer (Y) of 58.8%. The result of analysis linear regression obtained a counting F value of 18.724 with sig 0,000 < 0,05, this shown that the variable perceved value on client satisfaction was significantly influenced, and obtaining a count of t value of 20.283 with seg 0,000< 0,05..  

This article investigates the evolving role of consumer behavior in shaping entrepreneurial marketing strategies in the digital age. The proliferation of social media, online platforms, and big data analytics has transformed how entrepreneurs engage with consumers. The study delves into how entrepreneurs use consumer insights to create personalized marketing strategies, foster customer loyalty, and enhance brand value. A qualitative analysis of case studies from various industries illustrates the impact of digital tools on marketing effectiveness. The paper provides insights on how entrepreneurs can better align their marketing approaches with changing consumer preferences in a rapidly evolving digital landscape.

This research was carried out against the background of the revisit intention phenomenon which is considered to be caused by perceived value and customer satisfaction factors. This research was conducted with the aim of obtaining information and providing a description of the influence of Perceived Value and Customer Satisfaction on Alinia Farm and Park Resort Dharmasraya. The research is classified as a quantitative descriptive type with the technique for determining the sample, namely through purposive sampling and the number of samples, namely 319 respondents, refers to the Slovin equation. The technique for obtaining research data is with the help of a questionnaire using a Likert scale which has been tested for validation and reliability. The data that has been obtained is analyzed with the help of multiple linear regression analysis using equipment for calculations using SPSS (Statistics Product and Service Solution) version 26.00. Based on the analysis of research results, it was concluded that the results of the t-test showed that the perceived value variable achieved a significant level of 0.021<0.05, which means that there is an influence of the perceived value variable on revisit intention. And the t-test results for the customer satisfaction variable provide a significant level of 0.001<0.05, meaning that there is an influence of the customer satisfaction variable on revisit intention. Based on the results of the f-test, it gives a significant level of 0.001<0.05, showing that the variables perceived value (X1) and customer satisfaction (X2) simultaneously have an influence on revisit intention. The variables perceived value and customer satisfaction have an influence of 4.4%, but the rest is influenced by other variables.

This research is motivated by guests who do not recommend Daima Hotel Padang due to their less satisfactory experience during their stay. The research aims to determine the influence of customer experience and trust on repurchase intention at Daima Hotel Padang. The research type is quantitative descriptive. using purposive sampling technique, a sample 0f 98 respondents who met the criteria of having stayed at least once at Daima Hotel Padang. Data collection was conducted using a questionnaire based on a Likert scale, which has been tested for validity and reliability. The data were analyzed using multiple linear regression and met the classical assumptions. After hypothesis testing, a coefficient of determination (R Square) value 0,051 was obtained, indicating that the variable of customer experience and trust influence repurchase intention by 51% with the remaining 49% influenced by others factors.

This research was motivated by the discovery of problems related to service quality and customer satisfaction. This research aims to analyze the influence of service quality on customer satisfaction at Orion Coffee Padang. The population in this study were customers who had visited Orion Coffee Padang with a total sample of 204 respondents obtained using a purposive sampling technique. The data collection technique was carried out using a questionnaire which had been tested for validity and reliability using a Likert scale. The independent variable examined in this research is service quality on customer satisfaction using the PLS-SEM analysis technique. The hypothesis result is that service quality influences customer satisfaction and is acceptable. The t statistical value of service quality on customer satisfaction is 24.831 > 1.96 or the p value given is 0.00 < 0.05. The original sample value was 0.856, indicating a positive direction of the relationship between service quality and customer satisfaction. It was concluded that the service quality variable had a positive effect on customer satisfaction.

This research was motivated by several problems, the fluctuating number of visits to the 360 ​​food stalls, the many consumer complaints about the restaurant but it was still crowded with visitors, inadequate lighting inside the restaurant, and inadequate parking. The research purpose is to examine how restaurant ambiance and price perceptions affect consumer choices. This study used a descriptive research design utilizing quantitative data. This study employed both primary and secondary data sources. The participants in this study are guests of the 360 Warung Makan Restaurant. 110 customers made up the research sample, which was selected using a non-probability sampling technique. A Likert scale questionnaire that had undergone validity and reliability testing was used as the data-gathering tool. SPSS 25.00 was used to process the research's data. The research results show that price perception is in the sufficient category, namely 3.07%, then restaurant atmosphere is in the 3.02% category and purchasing decisions are in the 3.06% category. The price perception value (X1) has a Beta or Standardized Coefficient of 0.501 with T count (6.468) with a significance of 0.000 <0.05, thus the restaurant atmosphere variable (X1) has a positive and significant effect on purchasing decisions (Y), hence the hypothesis in restaurant atmosphere research (X2) has a Beta or Standardized Coefficient of 0.352 with T count (4.542) with a significance of 0.000 <0.05, thus the restaurant atmosphere variable (X2) has a positive and significant effect on purchasing decisions (Y).