Pengaruh word of mouth dan switching cost terhadap keputusan pembelian dan loyalitas. Tujuan penelitian ini adalah ingin mengetahui pengaruh word of mouth dan switching cost terhadap keputusan pembelian dan loyalitas, serta pengaruh keputusan pembelian terhadap loyalitas. Populasi penelitian ini adalah pelanggan Meat Me Café & Butchery di Jakarta. Responden sebanyak 200 pelanggan yang dipilih secara acak. Data diolah dengan SEM, program AMOS 21. Hasil penelitian menjelaskan bahwa word of mouth dan switching cost berpengaruh masing-masing terhadap keputusan pembelian dan loyalitas, serta keputusan pembelian berpengaruh terhadap loyalitas. Jalur word of mouth dan switching cost memberikan dukungan yang sama terhadap keputusan pembelian, dan loyalitas.

Purpose- This study analyzes the effect of word of mouth, product quality on consumer purchasing decisions, and simultaneously analyzes purchasing decisions, word of mouth, and product quality on customer loyalty. Design/methodology/approach- Data were collected from 150 respondents from 3 (three) areas Jakarta, Depok, and Bogor. Data analysis techniques using Path Analysis. Findings- word of mouth and product quality have a positive effect on purchasing decisions, as well as simultaneous purchasing decisions, word of mouth affects customer loyalty but not product quality. Product quality does not affect loyalty consumption of local specialties in the city of Bogor-Depok Implications-Local culinary SMEs are advised to maintain consumer satisfaction by interacting with them to create a positive impression. Consumers who have a positive impression will provide the word of mouth so as to increase purchasing decisions and customer loyaltyKeywords: Word of Mouth, Quality Product, Purchasing Decision, Loyalty

The Small Medium Enterprise (SME) Indonesia is able to absorb the largest of labor, therefore needs to support continuation through the achievement of optimal business performance.  The Purpose of   Research Analysis Market Orientation Leadership, Innovation Strategy and Business Performance  (Study case SME in Jakata)  has analysis the variable influence among of Market Orientation Leadership, Innovation Strategy and Business Performance. The population of  this research are home industry SME in Jakarta, Data collection through surveys with respondents re-elected as many as 162 purposive perpetrators of SME.  The respondent’s data has analyzed in Structural Equation Modeling (SEM), Lisrel’s program. The results of the study as follows: The market orientation leadership influence to Innovation Strategy. The Variables of market orientation leadership and innovation strategy influence partial to business performance. The Innovation Strategy as the intervening as variables on the orientation market leadership and business performance variables.

This investigation examined the use of Literacy-Instructional Category on students’ reading comprehension. Particularly, there are two objectives of the study. The first is to explore the students’ writing improvement when they engaged in the first cycle of reading activities by employing literacy instructional categories. The second is to explore the students’ reading comprehension by using instructional categories. Thirty students from English Department of IAIN Salatiga participated in the study and they were in the third semester. A classroom action research was employed to answer the research problems. Three cycles were done to complete this action research. Based on the score result gathered from the cycles, the students’ reading comprehension improved. The student’s scores were not more than sixty because they did not understand intensively rereading activities in cycle one. But students’ score increased in cy- cle two and cycle three. In cycle three, rereading activities followed transformed practice (critical framing) lead the better improvement in their reading comprehension.

This study aims to examine the relationship between Marketing Mix, Brand Equity with Purchase Decisions, and Loyalty with Digital Wallets to reinforce the relationship between Brand Equity and purchasing decisions. This research is included in cross-sectional research because it was conducted at a particular time and was not compared with other studies. The sample selection technique used non-probability sampling, namely convenience samples, and questionnaires were distributed via e-link via Whatsapp and Facebook. The sample of this study is the population aged 17 years and over who live in Jakarta, Bogor, Depok, Tangerang, and Bekasi. The number of research samples is 271 respondents. This study uses a simultaneous equation approach model with two-stage least square (2SLS) estimation techniques and data processing with SPSS version 26.00. The results showed that marketing mix, brand equity, and customer loyalty positively and significantly affected customer satisfaction. Digital wallets played a moderating factor, statistically, do not influence purchasing decisions. Purchase decisions and customer satisfaction positively and significantly influence customer loyalty. The findings of this study are that in improving smartphone purchasing decisions, the best effort is to prioritize aspects of the marketing mix and brand equity. The digital wallet is not a factor that drives consumer purchasing decisions. Furthermore, customer loyalty can be built in the long term through efforts to optimize purchasing decisions and customer satisfaction