The competition in retail industry becomes more dynamic and every organization need to develop new strategy to stand up in this competition. The objective of this research is to analyze the influence of experiential marketing on customer loyalty through customer satisfaction as intervening variable at retail industry in Indonesia. The research use 236 respondents as samples and collected by purposive sampling method. The obtained data then analyzed using Structural Equation Modeling (SEM) method through IBM SPSS AMOS 23 software. The result indicate that experiential marketing has positive and significant influence to customer satisfaction, customer satisfaction has positive and significant influence to customer loyalty, experiential marketing has positive and insignificant influence to customer loyalty, and customer satisfaction plays role as intervening variable between experiential marketing and customer loyalty. This result of this research could give a solid foundation for the organization to craft their impactful strategy in order to keep and stand up in the competition.

Advertising is more then just informing audience.  In conducting its marketing strategy, higher education institution use advertising as a tool to communicate information and shape perceptions. This study tried to analyze the impact of advertising campaigns against the formation of brand awareness and brand perception of the higher education institution which then affect the prospective student’s decision to choose the right higher education institution for them. Using a prospective student respondents, the study found that brand awareness does not have a significant influence on their decision, if not supported by brand perception of higher education institution. Keywords: Marketing Strategy, brand, education, university, awareness, perception, advertising

Bidang kewirausahaan memegang peranan penting di dalam menjawab persoalan sosial berupa ketersediaan kesempatan kerja. Perguruan tinggi memiliki tanggung jawab agar berkontribusi terhadap solusi persoalan ketenaga-kerjaan tersebut. Salah satunya adalah dengan mendorong lulusan perguruan tinggi menjadi wirausaha.Entrepreneurial Intention (EI) adalah aspek yang sangat penting untuk membuat mahasiswa perguruan tinggi tidak hanya berorientasi menjadi pekerja atau karyawan pada institusi, baik swasta maupun pemerintah. EI mampu menggambarkan kemungkinan lulusan suatu perguruan tinggi akan memilih karir sebagai wirausahawan. Penelitian ini bertujuan untuk mengetahui kesesuaian model EI dengan mahasiswa Universitas Pembangunan Jaya sebagai responden penelitian. Selain itu juga diidentifikasi berbagai faktor yang dominan membentuk variabel laten.Penelitian ini merupakan penelitian konfirmatori yang bertujuan untuk mengkonfirmasi secara statistik model yang telah dibangun peneliti berdasarkan teori yang sudah ada.Hasil penelitian menunjukkan terdapat 11(sebelas) pengaruh antar variabel laten, di mana 7 (tujuh) pengaruh yang signifikan dan 4 (empat) pengaruh yang tidak signifikan. Sementara itu, pengaruh variabel laten terhadap indikator variabelnya semuanya menghasilkan nilai signifikan. Namun dengan membandingkan koefisien estimasi dari regression weight maka  dapat diketahui indikator variabel yang mempunyai pengaruh dominan, yaitu AO5, EA1, E12, ESE2, SN1, dan IO2.

Sharia Bank becomes a financial business phenomenon in Asia, which offers not just a financial services but also sense of connectiveness to Islamic value. The objective of this study is to get a deep understanding on customer's switching decision from choosing conventional to sharia bank. Using two combine approaches, qualitative and quantitative, this study has found that artifacts of corporate culture could influence customer's decision to switch from conventional to sharia bank. A quantitative approach, using structure equation modeling to 460 respondents, also confirmed that corporate culture artifact could be analyze from its deliverance and from its relatedness to Islamic self-concept of customer. Both, deliverance and relatedness, gives influence to consumer perception on banking services, but only deliverance influences customer trust. Moreover, consumer perception on banking services and customer trust gives strong impact to customer's decision to switch from conventional to sharia bank. The outcome of this research can be used as a reference work to figure more reliable business approach that has more relatedness with Islamic value, as well as delivering it as a valuable component in the strategic plan of Sharia Bank.

<p><strong><em>Abstract</em></strong><em>. </em><em>Business competition between merchant in the modern market which is is getting tighter needs effective marketing strategies. An effective sales strategy can be arranged based on the knowledge of consumers. The increasingly competitive business environment that causes businesses must continue to provide the best service to customers for the development and success of trading businesses in the present and who will date. This problem can be addressed properly if you have accurate information about customers. Accurate information about these consumers can be obtained through customer data collection methods that is called customer data mining. Customer data mining is a method of finding consumer data which includes various kinds of aspects ranging from characteristics to the way consumers purchase. Using the instrument questionnaire, this research is a consumer survey. This paper is a brief report on the results of consumer data excavation, analysis of the results of statistical data based on the results of consumer data processing, and formulation of recommendations regarding promotion and sales strategies for merchant in the modern market</em></p><p><strong>Abstrak</strong>. Persaingan bisnis antar pedagang yang semakin ketat menuntut pedagang manciptakan strategi penjualan yang efektif. Strategi penjualan yang efektif dapat disusun berdasarkan pengetahuan tetang perilaku konsumen. Lingkungan bisnis yang semakin kompetitif menyebabkan pelaku usaha harus terus berupaya memberikan pelayanan terbaik kepada konsumen demi perkembangan dan kelangsungan usaha dagang di masa sekarang dan yang akan dating. Masalah ini dapat diatasi dengan baik jika pedagang mempunyai informasi akurat mengenai perilaku konsumen. Informasi akurat mengenai perilaku konsumen tersebut dapat diperoleh melalui metode pengalian data konsumen (customer data mining). Customer data mining merupakan metode mencari data konsumen yang mencakup berbagai macam aspek mulai dari karakteristik sampai dengan perilaku pembelian yang dilakukan konsumen. Menggunakan instrumen kuesioner, penelitian ini merupakan seuatu survei konsumen. Tulisan ini merupakan merupakan laporan singkat mengenai hasil penggalian data konsumen, analisis hasil data statistik berdasarkan hasil pengolahan data konsumen, dan rumusan rekomendasi mengenai strategi promosi dan penjualan bagi pedagang pasar modern.</p><p> </p>