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All Journal Dinamika : Jurnal Ilmiah Ilmu Administrasi Negara Ekono Insentif Almana : Jurnal Manajemen dan Bisnis Business Innovation and Entrepreneurship Journal Jurnal Wacana Ekonomi Publik: Jurnal Manajemen Sumber Daya Manusia, Administrasi dan Pelayanan Publik Jurnal E-Bis: Ekonomi Bisnis Equity: Jurnal Ekonomi Journal of Knowledge Management Sinergi International Journal of Logistics Journal Of Entrepeneurship and Strategic Management (JESM) Fokus Bisnis: Media Pengkajian Manajemen dan Akuntansi Cakrawala : Management Science Journal
Sari, Intan Tenisia Prawita
Universitas Garut
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Social Sciences Other

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Journal : Almana : Jurnal Manajemen dan Bisnis

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The Effect of Brand Trust and Brand Image Toward University Selection Intan Tenisia Prawita Sari; Evi Sylvia
Almana : Jurnal Manajemen dan Bisnis Vol 4 No 3 (2020): December
Publisher : Program Studi Manajemen, Fakultas Ekonomi, Universitas Langlangbuana

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (291.824 KB) | DOI: 10.36555/almana.v4i3.1472

Abstract

Universities must respond to the competition to attract new students. The purpose of this study was to test and analyze how brand trust and brand image on decision making in university selection at Garut Regency. Descriptive analysis methods are used for responses and path analysis methods are used for the hypothetical test. To test the research instrument is used validity and reliability tests, then to change the data in the ordinal form to interval data using the Method of Successive Interval. The results showed that the respondents' responses indicated that the brand image and brand trust of universities in Garut Regency were very good. Furthermore, the variables of brand trust and brand image have a simultaneous and partial influence on the variable of choosing decisions. Then the variable that had the greatest influence on the decision to choose a campus in Garut Regency was the brand image variable followed by the brand trust variable.
An Analysis of Brand Image Implications to Consumer-Based Brand Equity: An Evidence of A Smartphone Product Sari, Intan Tenisia Prawita; Rahayu, Agus; Hendrayati, Henny; Rauf, Mohamad Iqbal Abdul
Almana : Jurnal Manajemen dan Bisnis Vol 8 No 3 (2024): December
Publisher : Bandung: Prodi Manajemen FE Universitas Langlangbuana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36555/almana.v8i3.2728

Abstract

Companies are competing to maintain their market share and attract new consumers in this digital era. A deep understanding of how brand image influences Costumer Based Brand Equity is very important for companies to design effective marketing strategies. Therefore, this research aims to examine the influence of brand image on customer based brand equity. This research uses a quantitative approach. The respondents' responses indicated that all variable in brand image and CBBE of Samsung Brands in Garut Regency were very good. Furthermore, Brand association is proven to be the strongest indicator in building CBBE and brand loyalty is the least. there is a positive correlation between brand image and customer-based brand equity (CBBE).
Co-Authors Abdul Rauf, Mohamad Iqbal Acep Abdul Basit ADE PURNAWAN Agus Rahayu Ahmad Wahyu Budiman Cecep Selamet Dody Hermana Dwi Budi Santoso Elvania, Arinda Evi Sylvia Evi Sylvia Gelar Riksaraka Hendrayati, Henny Ikbal Nurul Sodikin Khoironika, Mailani Kurnaeli Kurnaeli Kurniawan, Deri Alan Lisana Khoiroh Mailani Khoironika Maulana Ramadan, Fajar Mohamad Iqbal Abdul Rauf Mohamad Iqbal Abdul Rauf Mustofa Abror Mutia Dewi Hapsoh Nurbudiwati, Nurbudiwati Nurhasan, Rohimat Oktaviani Nur Adzanni Oktri Mohammad Firdaus Oktri Mohammad Firdaus Rauf, Mohamad Iqbal Abdul Rismanto, Hilman Selamet, Cecep Tatang Mulyana Vina Gunawan Wandi Purwandi Wati Susilawati, Wati Yudiardi, Dodi Zulfikri, Agung