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All Journal JURNAL BISNIS STRATEGI Diponegoro Journal of Management International Journal of Economics, Business and Accounting Research (IJEBAR) Jurnal Akuntansi dan Manajemen Jurnal Ekonomi Kreatif dan Manajemen Bisnis Digital (JEKOMBITAL)
Nurdianasari, Rista
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Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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Journal : Diponegoro Journal of Management

 1 
STUDI MENGENAI BRAND COMMUNICATION, BRAND IMAGE DAN BRAND TRUST SERTA PENGARUHNYA TERHADAP BRAND LOYALTY PADA PRODUK HAND AND BODY LOTION MEREK CITRA Nurdianasari, Rista; Indriani, Farida
Diponegoro Journal of Management Volume 6, Nomor 4, Tahun 2017
Publisher : Faculty of Economics and Business Diponegoro University

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Abstract

Brand loyalty is a major element of an industry to achieve competitive advantages. The existence of brand loyalty help the company to reduce marketing costs and maximize revenue. The main focus of this research is the issue that the brand loyalty of Hand and Body Lotion Citra continues to decline. Indications of brand loyalty can be seen from the percentage of brand share and brand value. The purpose of this research is to analyze the indirect effect of brand communication toward brand loyalty of Hand and Body Lotion Citra trough brand image and brand trust as the intervening variable.The sampling method used in this research is non-probability sampling with purposive sampling technique. Samples were collected from 100 female with age 15-35 years old in Semarang who always use Hand and Body Lotion Citra. Collected data were analyzed with several tests, such as: validity test, reliability test, classical assumption test, multiple linear regression test, goodness of fit test using IBM SPSS 23 for windows and sobel test.The result showed in the classical testing assumption, the regression model is normally distribution and heteroscedasticity does not occur. This research explain the relationship of brand communication has a positive significant effect on brand loyalty through brand trust as intervening variable. The results of research also indicate that relationship between brand communication on brand loyalty becomes stronger when mediated with brand image and brand trust variables simultaneously.
PENGARUH CO-BRANDING TERHADAP BRAND EQUITY MEREK YANG SEDANG MENGALAMI KRISIS DENGAN BRAND REPUTATION SEBAGAI VARIABEL MEDIASI (STUDI PADA DEAR ME BEAUTY X KFC) Wulandari, Menik; Dirgantara, I Made Bayu; Nurdianasari, Rista
Diponegoro Journal of Management Volume 12, Nomor 4, Tahun 2023
Publisher : Faculty of Economics and Business Diponegoro University

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ABSTRACT Every brand’s management must organize their marketing strategy and communication to increase the value of brand. But in practice, not all company management is able to have a good communication with customers. Dear Me Beauty is one of the brands that made mistakes in it’s communication and marketing activity, which made the brand almost boycotted by netizens. That mistake made Dear Me Beauty loss their brand reputation and brand equity. In it’s efforts to restore their reputation and brand value in crisis, Dear Me Beauty made various efforts such as making a joint brand alliance with KFC. Co – branding is considered to be one way to save the equity of brands that are experiencing a crisis, by collaborating with brand that have positive brand equity. This research was analysed using the Structural Equation Modelling (SEM) using SmartPLS. These respondents have been selected using purposive sampling technique. In this research, co – branding has a positive influence on brand reputation. Co – branding also has a positive influence on brand equity. Furthermore, brand reputation has positive influence on brand equity and brand reputation is able to has significant influence in mediating the relationship between co – branding and brand equity.
Pengaruh Citra Negara Asal terhadap Keputusan Pembelian Mellaui Citra Merek (Studi pada Konsumen Mobil Wuling di Kota Semarang) Hasmoro, Alexander Dio; Darmastuti, Ismi; Nurdianasari, Rista
Diponegoro Journal of Management Volume 13, Nomor 1, Tahun 2024
Publisher : Faculty of Economics and Business Diponegoro University

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ABSTRACT Sales of the car industry in Indonesia can be said to be growing rapidly in the last period. The car brand used as the object of this study is Wuling, which is a vehicle brand from Liuzhou, Guangzi, China. This brand is run by the Liuzhou Wuling Automobile Industry, Co., Ltd. company, which is a joint venture by Wuling Group and Dragon Hill Holdings Limited. This research was conducted in Semarang City which resulted in preresearch in the form of low purchasing decisions, namely there are indications of problems regarding the purchasing decisions of Wuling consumers in Semarang City in the indicators "My need for Wuling cars is high", "I feel that the number of products issued by Wuling cars is varied and has many types", and "I will buy Wuling car products again in the future" which the majority stated "no". This study used Wuling consumers in Semarang City as the research population, then sampling was carried out using purposive sampling and had several criteria. The sample in this study amounted to 150 respondents with the criteria of having made a decision to buy a Wuling car at least 1 type of car and domiciled in Semarang City. The collected data were analyzed using the structural equation model (SEM) method and processed with AMOS software. The results of this study show that country of origin has a significant positive effect on purchasing decisions, brand image has a significant positive effect on purchasing decisions, and country of origin has a significant positive effect on brand image.
Co-Authors Damarani, Zelika Nidya Farida Indriani Hasmoro, Alexander Dio I Made Bayu Dirgantara Ismi Darmastuti Maharani, Shabira Md. Saad, Nor Hasliza Wulandari, Menik