Yeni Absah

This study was aimed to discover the direct influences of rational, emotional, and spiritual marketing on satisfaction, trust, and loyalty of Shariah banking customers in Medan. This study was an associative research, which is a research connecting two variables or more to see the influence of one variable on another. This study was conducted by means of an exploratory approach. The population in this study was Shariah Banking customers in Medan. Total sample was 200 customers from 64 branches of Shariah banks across Medan. By using path analysis with SPSS 21 program, the results showed that there were direct and indirect influences of rational, emotional, and spiritual marketing on customer satisfaction, trust, and loyalty. Only emotional marketing variable had insignificant influence on the satisfaction of Shariah banking customers in Medan. This study was limited to impact of rational, emotional, spiritual marketing variables on satisfaction, trust, and loyalty of Shariah banking customers. Other variables which influence satisfaction, trust, and loyalty such as customer relationship management (CRM) and portfolio performance should be used, because they’re factors which influence consumer behavior. For Shariah banking in Medan, the research result was expected to give useful suggestions and inputs for Shariah banking in Medan in implementing marketing strategies, especially rational, emotional, and spiritual.

This study aims to examine the effect of tourism image, experiential value, and satisfaction on the intention of revisiting the tourist area. The present study used associative analysis to ascertain the link between two or more variables. The study is being conducted in North Sumatera province, Indonesia, specifically in the tourist area of Lake Toba. The research population is comprised of an undetermined number of tourists that visited the tourist area around Lake Toba. The sample size of 324 was determined, which was obtained by multiplying the least number of samples by four or five questionnaire item categories. An accidental sampling approach was employed in this study, and data processing was performed using descriptive and inferential statistics and Smart-PLS software. The empirical findings indicate that although the tourism image has a significant and positive impact on experiential satisfaction, the direct effect of experiential value has a negative value on experiential satisfaction. Moreover, through tourism experiential satisfaction, experiential value has a negative value on intentions to revisit the destination. On the other hand, the indirect relationship between the tourism image and the intention to revisit through tourism experiential satisfaction has a positive value.

Acknowledgment
We would like to express our gratitude to the Ministry of Education and Culture’s Directorate of Research and Community Service for funding this study via the “Higher Education Excellent Basic Research Grant Fund” program.

With increasing environmental and strategic challenges, achieving sustainable competitive advantage is crucial for businesses. This study aims to examine the impact of strategic risk and green financial management on sustainable competitive advantage, focusing on the mediating role of sustainable business resilience and the moderating effect of government policy. A quantitative approach was utilized, applying the SMART-PLS methodology to analyze data gathered through a survey of 316 small and medium-sized enterprise (SME) owners in Indonesia, selected for their direct involvement in daily operations and strategic decision-making. The response rate was 63.2%, representing various industry sectors. The results indicate that strategic risk significantly enhances sustainable business resilience (β = 0.796 and p-value < 0.01), which is strongly associated with sustainable competitive advantage (β = 0.458 and p-value < 0.01). Green financial management, however, does not significantly impact resilience (β = 0.008 and p-value = 0.89). Both strategic risk and green financial management, nonetheless, indirectly influence competitive advantage through resilience, reflecting partial mediation (β = 0.112, p-value = 0.02 and β = 0.053, p-value = 0.04, respectively). Additionally, government policy strengthens the effect of green financial management on resilience (β = 0.556 and p-value < 0.01). These findings underscore the importance of firms managing strategic risks proactively and providing supportive regulations to encourage sustainable business practices by governments. The study provides practical insights for businesses and policymakers aiming to foster corporate resilience and enhance sustainable competitive positioning.