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Niat Masyarakat Desa Gading Srimulyo Di Kabupaten Mesuji Dalam Bertransaksi Menggunakan Jasa Bumdes Maju Bersama
Saifudin Saifudin, finny Ligery, Muslimin Muslimin
Abstract
Tujuan penelitian ini adalah untuk menganalisis pengaruh kualitas layanan dan promosi terhadap minat beli masyarakat Desa Gading Srimulyo dalam menggunakan jasa yang ditawarkan oleh Bumdes Maju Bersama. Penelitian ini juga bertujuan untuk mengeksplorasi faktor-faktor yang mempengaruhi keputusan masyarakat untuk melakukan transaksi sewa peralatan dan perlengkapan acara, serta untuk memberikan rekomendasi bagi peningkatan kualitas layanan dan strategi promosi yang lebih efektif.
Jenis penelitian ini adalah kuantitatif dengan pendekatan eksplanatori yang bertujuan untuk menjelaskan pengaruh antara variabel kualitas layanan dan promosi terhadap minat beli masyarakat. Populasi penelitian ini adalah masyarakat Desa Gading Srimulyo, Kabupaten Mesuji, dengan sampel yang diambil menggunakan teknik purposive sampling berdasarkan kriteria tertentu sebanyak 100 responden akan dijadikan sampel. Data yang diperoleh akan dianalisis menggunakan SPSS untuk menguji hubungan antar variabel.
Penelitian ini menunjukkan bahwa kualitas layanan dan promosi memiliki pengaruh signifikan terhadap minat beli masyarakat di Bumdes Maju Bersama. Kualitas layanan yang kurang optimal, seperti kondisi produk yang tidak memadai, dapat menurunkan kepercayaan masyarakat dan mengurangi minat beli. Selain itu, promosi yang tidak berkesinambungan menghambat masyarakat untuk mengetahui layanan yang ditawarkan, sehingga minat beli juga rendah. Perbaikan dalam kualitas layanan dan promosi yang lebih intensif diharapkan dapat meningkatkan minat beli masyarakat terhadap layanan sewa peralatan dan perlengkapan acara Bumdes Maju Bersama.
Keywords
kualitas layanan, promosi, minat beli
References
Abbas, A., Nisar, Q. A., Mahmood, M. A. H., Chenini, A., & Zubair, A. (2020). The role of Islamic marketing ethics towards customer satisfaction. Journal of Islamic Marketing, 11(4), 1001–1018.
Abedi, E., Ghorbanzadeh, D., & Rahehagh, A. (2020). Influence of eWOM information on consumers’ behavioral intentions in mobile social networks: Evidence of Iran. Journal of Advances in Management Research, 17(1), 84–109. https://doi.org/10.1108/JAMR-04-2019-0058
Ajzen, I., & Fishbein, M. (1980). Understanding attitudes and predicting social behavior. Prentice-Hall.
Alfatiha, R. A., & Budiatmo, A. (2020). Pengaruh Harga dan Kualitas Pelayanan terhadap Keputusan Pembelian melalui Minat Beli sebagai Variabel Intervening (Studi Pada Konsumen Du Cafe Semarang). Jurnal Ilmu Administrasi Bisnis, 9(4), 522–529.
Alserhan, B. A. (2010). Islamic branding: A conceptualization of related terms. Journal of Brand Management, 18, 34–49.
Alviera, E., & Aulia, S. (2023). Strategi Komunikasi Pemasaran Media Sosial@ Lasolange_ di Instagram. Jurnal Publish (Basic and Applied Research Publication on Communications), 2(1), 62–79.
Ateş, H. (2021). Understanding students’ and science educators’ eco-labeled food purchase behaviors: Extension of theory of planned behavior with self-identity, personal norm, willingness to pay, and eco-label knowledge. Ecology of Food and Nutrition, 60(4), 454–472.
Boulding, W., Staelin, R., Ehret, M., & Johnston, W. J. (2005). A customer relationship management roadmap: What is known, potential pitfalls, and where to go. Journal of Marketing, 69(4), 155–166.
De Oña, J., & De Oña, R. (2015). Quality of service in public transport based on customer satisfaction surveys: A review and assessment of methodological approaches. Transportation Science, 49(3), 605–622.
Dileep Kumar, M., Govindarajo, N. S., & Khen, M. H. S. (2020). Effect of service quality on visitor satisfaction, destination image and destination loyalty – practical, theoretical and policy implications to avitourism. International Journal of Culture, Tourism, and Hospitality Research, 14(1), 83–101. https://doi.org/10.1108/IJCTHR-04-2019-0066
Fishbein, M., & Ajzen, I. (1975). Belief, attitude intention and behavior: An introduction to theory and research. Addison-Wesley.
Haneef, M. A. M. (1997). Islam, the Islamic worldview, and Islamic economics. IIUM Journal of Economics and Management, 5(1), 39–65.
Hanic, A., & Smolo, E. (2023). Islamic approach to corporate social responsibility: an international model for Islamic banks. International Journal of Islamic and Middle Eastern Finance and Management, 16(1), 175–191.
Hasan, M. K., Abdullah, S. K., Islam, F., & Neela, N. M. (2020). An Integrated Model for Examining Tourists’ Revisit Intention to Beach Tourism Destinations. Journal of Quality Assurance in Hospitality and Tourism, 00(00), 1–22. https://doi.org/10.1080/1528008X.2020.1740134
Hassan, A. (2016). Islamic ethical responsibilities for business and sustainable development. Humanomics, 32(1), 80–94.
He, Z., Zhou, Y., Wang, J., Li, C., Wang, M., & Li, W. (2021). The impact of motivation, intention, and contextual factors on green purchasing behavior: New energy vehicles as an example. Business Strategy and the Environment, 30(2), 1249–1269.
Ikhsani, K., Widayati, C. C., & Wuryandari, N. E. R. (2021). Analisis Pengaruh Persepsi Resiko, Promosi, Dan Kepercayaan Merek Terhadap Niat Beli Pasca Covid-19. Jurnal Bisnis, Ekonomi, Manajemen, Dan Kewirausahaan, 66–75.
Juska, J. M. (2021). Integrated marketing communication: advertising and promotion in a digital world. Routledge.
Khoo, K. L. (2022). A study of service quality, corporate image, customer satisfaction, revisit intention and word-of-mouth: evidence from the KTV industry. PSU Research Review, 6(2), 105–119.
Kirat, M. (2015). The Islamic roots of modern public relations and corporate social responsibility. International Journal of Islamic Marketing and Branding, 1(1), 97–112.
Lee, L., & Charles, V. (2021). The impact of consumers’ perceptions regarding the ethics of online retailers and promotional strategy on their repurchase intention. International Journal of Information Management, 57(November 2020), 102264. https://doi.org/10.1016/j.ijinfomgt.2020.102264
Ligery, F., Bangsawan, S., & Mahrinasari, M. (2021). The Effect Of Relationship Quality On Attitude Mediated By Word Of Mouth In The Perspective Of Relationship Marketing (A Case Study In The Election Of The Member Of The Regional People’s Representative Council Of Lampung, Indonesia). Journal of Positive Psychology and Wellbeing, 5(4), 1077–1092.
Merli, R., Preziosi, M., Acampora, A., Lucchetti, M. C., & Ali, F. (2019). The impact of green practices in coastal tourism: An empirical investigation on an eco-labelled beach club. International Journal of Hospitality Management, 77, 471–482. https://doi.org/10.1016/j.ijhm.2018.08.011
Nishio, K., & Hoshino, T. (2024). Quantifying the short-and long-term effects of promotional incentives in a loyalty program: Evidence from birthday rewards in a large retail company. Journal of Retailing and Consumer Services, 81, 103957.
Paiz, N. A. M., Ali, M. H., Abdullah, A. R., & Mansor, Z. D. (2020). The effects of service quality on satisfaction and purchase intention in mobile commerce. International Journal of Business and Management, 15(4), 36–42.
Parasuraman, Ananthanarayanan, Zeithaml, V. A., & Berry, L. L. (1988). Servqual: A multiple-item scale for measuring consumer perc. Journal of Retailing, 64(1), 12–40.
Parasuraman, Anantharanthan, Zeithaml, V. A., & Berry, L. L. (1985). A conceptual model of service quality and its implications for future research. Journal of Marketing, 49(4), 41–50.
Putra, R. Y., Sedera, R. M. H., Ali, M. A., & Iqbal, M. J. (2023). The Role of Product Attributes to Consumer Purchase Intentions in The Coffeeshop. International Journal of Economics and Business Issues, 2(1), 9–19.
Rust, R. T., & Zahorik, A. J. (1993). Customer satisfaction, customer retention, and market share. Journal of Retailing, 69(2), 193–215.
Saharani, M., & Roslina, R. (2023). Pengaruh Festival Belanja Daring Terhadap Niat Beli Melalui Aplikasi Lazada Indonesia. Journal of Economics and Business UBS, 12(3), 1695–1706.
Sánchez-Fernández, R., & Jiménez-Castillo, D. (2021). How social media influencers affect behavioural intentions towards recommended brands: the role of emotional attachment and information value. Journal of Marketing Management, 37(11–12), 1123–1147.
Sann, R., Lai, P.-C., Liaw, S.-Y., & Chen, C.-T. (2023). Multidimensional scale development and validation: University service quality (UNIQUAL). Journal of Hospitality and Tourism Insights, 6(5), 2565–2594.
Sergius Koku, P., & Jusoh, O. (2014). Where do we go from here? Towards a theory in Islamic marketing. Journal of Islamic Marketing, 5(3), 366–378.
Setiono, B. A., & Hidayat, S. (2022). Influence of Service Quality with the Dimensions of Reliability, Responsiveness, Assurance, Empathy and Tangibles on Customer Satisfaction. International Journal of Economics, Business and Management Research, 6(09), 330–341.
Sutriani, S., Muslim, M., & Ramli, A. H. (2024). The Influence Of Experience, Satisfaction And Service Quality On Word Of Mouth Intentions And Customer Loyalty. Jurnal Ilmiah Manajemen Kesatuan, 12(4), 1037–1052.
Tuncer, I., Unusan, C., & Cobanoglu, C. (2021a). Service quality, perceived value and customer satisfaction on behavioral intention in restaurants: An integrated structural model. Journal of Quality Assurance in Hospitality & Tourism, 22(4), 447–475.
Tuncer, I., Unusan, C., & Cobanoglu, C. (2021b). Service Quality, Perceived Value and Customer Satisfaction on Behavioral Intention in Restaurants: An Integrated Structural Model. Journal of Quality Assurance in Hospitality and Tourism, 22(4), 447–475. https://doi.org/10.1080/1528008X.2020.1802390
Wilson, J. A. J. (2012). The new wave of transformational Islamic marketing: reflections and definitions. Journal of Islamic Marketing, 3(1), 5–11.
Xiao, Y., Ren, X., Zhang, P., & Ketlhoafetse, A. (2020). The effect of service quality on foreign participants’ satisfaction and behavioral intention with the 2016 Shanghai International Marathon. International Journal of Sports
DOI: https://doi.org/10.24967/ekombis.v10i1.4031
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Saifudin Saifudin, finny Ligery, Muslimin MusliminAbstract
Keywords
References
Abbas, A., Nisar, Q. A., Mahmood, M. A. H., Chenini, A., & Zubair, A. (2020). The role of Islamic marketing ethics towards customer satisfaction. Journal of Islamic Marketing, 11(4), 1001–1018.
Abedi, E., Ghorbanzadeh, D., & Rahehagh, A. (2020). Influence of eWOM information on consumers’ behavioral intentions in mobile social networks: Evidence of Iran. Journal of Advances in Management Research, 17(1), 84–109. https://doi.org/10.1108/JAMR-04-2019-0058
Ajzen, I., & Fishbein, M. (1980). Understanding attitudes and predicting social behavior. Prentice-Hall.
Alfatiha, R. A., & Budiatmo, A. (2020). Pengaruh Harga dan Kualitas Pelayanan terhadap Keputusan Pembelian melalui Minat Beli sebagai Variabel Intervening (Studi Pada Konsumen Du Cafe Semarang). Jurnal Ilmu Administrasi Bisnis, 9(4), 522–529.
Alserhan, B. A. (2010). Islamic branding: A conceptualization of related terms. Journal of Brand Management, 18, 34–49.
Alviera, E., & Aulia, S. (2023). Strategi Komunikasi Pemasaran Media Sosial@ Lasolange_ di Instagram. Jurnal Publish (Basic and Applied Research Publication on Communications), 2(1), 62–79.
Ateş, H. (2021). Understanding students’ and science educators’ eco-labeled food purchase behaviors: Extension of theory of planned behavior with self-identity, personal norm, willingness to pay, and eco-label knowledge. Ecology of Food and Nutrition, 60(4), 454–472.
Boulding, W., Staelin, R., Ehret, M., & Johnston, W. J. (2005). A customer relationship management roadmap: What is known, potential pitfalls, and where to go. Journal of Marketing, 69(4), 155–166.
De Oña, J., & De Oña, R. (2015). Quality of service in public transport based on customer satisfaction surveys: A review and assessment of methodological approaches. Transportation Science, 49(3), 605–622.
Dileep Kumar, M., Govindarajo, N. S., & Khen, M. H. S. (2020). Effect of service quality on visitor satisfaction, destination image and destination loyalty – practical, theoretical and policy implications to avitourism. International Journal of Culture, Tourism, and Hospitality Research, 14(1), 83–101. https://doi.org/10.1108/IJCTHR-04-2019-0066
Fishbein, M., & Ajzen, I. (1975). Belief, attitude intention and behavior: An introduction to theory and research. Addison-Wesley.
Haneef, M. A. M. (1997). Islam, the Islamic worldview, and Islamic economics. IIUM Journal of Economics and Management, 5(1), 39–65.
Hanic, A., & Smolo, E. (2023). Islamic approach to corporate social responsibility: an international model for Islamic banks. International Journal of Islamic and Middle Eastern Finance and Management, 16(1), 175–191.
Hasan, M. K., Abdullah, S. K., Islam, F., & Neela, N. M. (2020). An Integrated Model for Examining Tourists’ Revisit Intention to Beach Tourism Destinations. Journal of Quality Assurance in Hospitality and Tourism, 00(00), 1–22. https://doi.org/10.1080/1528008X.2020.1740134
Hassan, A. (2016). Islamic ethical responsibilities for business and sustainable development. Humanomics, 32(1), 80–94.
He, Z., Zhou, Y., Wang, J., Li, C., Wang, M., & Li, W. (2021). The impact of motivation, intention, and contextual factors on green purchasing behavior: New energy vehicles as an example. Business Strategy and the Environment, 30(2), 1249–1269.
Ikhsani, K., Widayati, C. C., & Wuryandari, N. E. R. (2021). Analisis Pengaruh Persepsi Resiko, Promosi, Dan Kepercayaan Merek Terhadap Niat Beli Pasca Covid-19. Jurnal Bisnis, Ekonomi, Manajemen, Dan Kewirausahaan, 66–75.
Juska, J. M. (2021). Integrated marketing communication: advertising and promotion in a digital world. Routledge.
Khoo, K. L. (2022). A study of service quality, corporate image, customer satisfaction, revisit intention and word-of-mouth: evidence from the KTV industry. PSU Research Review, 6(2), 105–119.
Kirat, M. (2015). The Islamic roots of modern public relations and corporate social responsibility. International Journal of Islamic Marketing and Branding, 1(1), 97–112.
Lee, L., & Charles, V. (2021). The impact of consumers’ perceptions regarding the ethics of online retailers and promotional strategy on their repurchase intention. International Journal of Information Management, 57(November 2020), 102264. https://doi.org/10.1016/j.ijinfomgt.2020.102264
Ligery, F., Bangsawan, S., & Mahrinasari, M. (2021). The Effect Of Relationship Quality On Attitude Mediated By Word Of Mouth In The Perspective Of Relationship Marketing (A Case Study In The Election Of The Member Of The Regional People’s Representative Council Of Lampung, Indonesia). Journal of Positive Psychology and Wellbeing, 5(4), 1077–1092.
Merli, R., Preziosi, M., Acampora, A., Lucchetti, M. C., & Ali, F. (2019). The impact of green practices in coastal tourism: An empirical investigation on an eco-labelled beach club. International Journal of Hospitality Management, 77, 471–482. https://doi.org/10.1016/j.ijhm.2018.08.011
Nishio, K., & Hoshino, T. (2024). Quantifying the short-and long-term effects of promotional incentives in a loyalty program: Evidence from birthday rewards in a large retail company. Journal of Retailing and Consumer Services, 81, 103957.
Paiz, N. A. M., Ali, M. H., Abdullah, A. R., & Mansor, Z. D. (2020). The effects of service quality on satisfaction and purchase intention in mobile commerce. International Journal of Business and Management, 15(4), 36–42.
Parasuraman, Ananthanarayanan, Zeithaml, V. A., & Berry, L. L. (1988). Servqual: A multiple-item scale for measuring consumer perc. Journal of Retailing, 64(1), 12–40.
Parasuraman, Anantharanthan, Zeithaml, V. A., & Berry, L. L. (1985). A conceptual model of service quality and its implications for future research. Journal of Marketing, 49(4), 41–50.
Putra, R. Y., Sedera, R. M. H., Ali, M. A., & Iqbal, M. J. (2023). The Role of Product Attributes to Consumer Purchase Intentions in The Coffeeshop. International Journal of Economics and Business Issues, 2(1), 9–19.
Rust, R. T., & Zahorik, A. J. (1993). Customer satisfaction, customer retention, and market share. Journal of Retailing, 69(2), 193–215.
Saharani, M., & Roslina, R. (2023). Pengaruh Festival Belanja Daring Terhadap Niat Beli Melalui Aplikasi Lazada Indonesia. Journal of Economics and Business UBS, 12(3), 1695–1706.
Sánchez-Fernández, R., & Jiménez-Castillo, D. (2021). How social media influencers affect behavioural intentions towards recommended brands: the role of emotional attachment and information value. Journal of Marketing Management, 37(11–12), 1123–1147.
Sann, R., Lai, P.-C., Liaw, S.-Y., & Chen, C.-T. (2023). Multidimensional scale development and validation: University service quality (UNIQUAL). Journal of Hospitality and Tourism Insights, 6(5), 2565–2594.
Sergius Koku, P., & Jusoh, O. (2014). Where do we go from here? Towards a theory in Islamic marketing. Journal of Islamic Marketing, 5(3), 366–378.
Setiono, B. A., & Hidayat, S. (2022). Influence of Service Quality with the Dimensions of Reliability, Responsiveness, Assurance, Empathy and Tangibles on Customer Satisfaction. International Journal of Economics, Business and Management Research, 6(09), 330–341.
Sutriani, S., Muslim, M., & Ramli, A. H. (2024). The Influence Of Experience, Satisfaction And Service Quality On Word Of Mouth Intentions And Customer Loyalty. Jurnal Ilmiah Manajemen Kesatuan, 12(4), 1037–1052.
Tuncer, I., Unusan, C., & Cobanoglu, C. (2021a). Service quality, perceived value and customer satisfaction on behavioral intention in restaurants: An integrated structural model. Journal of Quality Assurance in Hospitality & Tourism, 22(4), 447–475.
Tuncer, I., Unusan, C., & Cobanoglu, C. (2021b). Service Quality, Perceived Value and Customer Satisfaction on Behavioral Intention in Restaurants: An Integrated Structural Model. Journal of Quality Assurance in Hospitality and Tourism, 22(4), 447–475. https://doi.org/10.1080/1528008X.2020.1802390
Wilson, J. A. J. (2012). The new wave of transformational Islamic marketing: reflections and definitions. Journal of Islamic Marketing, 3(1), 5–11.
Xiao, Y., Ren, X., Zhang, P., & Ketlhoafetse, A. (2020). The effect of service quality on foreign participants’ satisfaction and behavioral intention with the 2016 Shanghai International Marathon. International Journal of Sports
Ekombis Sains: Jurnal Ekonomi, Keuangan dan Bisnis is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License
