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All Journal KINDAI : Kumpulan Informasi dan Artikel Ilmiah Manajamen dan Akuntansi Ininnawa: Jurnal Pengabdian Masyarakat
hasanuddin, rahmat
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Humanities Economics, Econometrics & Finance Education Energy Engineering Public Health Social Sciences

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BRAND DIGITAL IMAGE, BRAND TRUST, BRAND LOVE AND THEIR INFLUENCE ON STUDENTS' LOYALTY IN PRIVATE UNIVERSITIES IN WEST SULAWESI Mandasari, Nur Fitriayu; Hasanuddin, Rahmat; Ashdaq, Muhammad
KINDAI Vol 21 No 2 (2025): KINDAI
Publisher : JURNAL KINDAI

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35972/kindai.v21i2.1750

Abstract

Provinsi Sulawesi Barat merupakan salah satu provinsi termuda di Indonesia yang terus memacu perkembangan sektor pendidikannya. Dengan demikian persaingan di sektor pendidikan tinggi swasta menjadi semakin ketat sehingga dibutuhkan pemahaman yang tepat agar institusi dapat bersaing di sektornya. Penelitian ini bertujuan untuk menguji pengaruh antara brand digital image, brand trust dan brand love terhadap Loyalitas mahasiswa Perguruan Tinggi Swasta (PTS) di Provinsi Sulawesi Barat yang belum pernah diteliti sebelumnya. Pendekatan penelitian ini adalah metode kuantitatif regresi berganda dengan penyebaran kuisioner menggunakan teknik proportionate random sampling kepada 404 responden yang merupakan mahasiswa aktif pada PTS di Provinsi Sulawesi Barat. Hasil penelitian menunjukkan brand digital image tidak berpengaruh signifikan terhadap loyalitas mahasiswa. Brand trust dan brand love berpengaruh positif dan signifikan terhadap loyalitas mahasiswa. Kata kunci: brand digital image, brand trust, brand love, loyalitas, perguruan tinggi swasta
Pelatihan Kewirausahaan Dan Pemasaran Digital Pada Siswa Madrasah Aliyah Di Kabupaten Majene, Sulawesi Barat Mandasari, Nur Fitriayu; ashdaq, muhammad; Hasanuddin, Rahmat
Ininnawa : Jurnal Pengabdian Masyarakat Vol. 1 No. 2 (2023): Volume 01 Nomor 02 (Oktober 2023)
Publisher : Program Studi Manajemen FEB UNM

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26858/ininnawa.v1i2.594

Abstract

The problem faced by Community Partnership Program (PKM) partners is the lack of entrepreneurial and digital marketing skills in their students. This activity aims to help partners create graduates who have entrepreneurial and digital marketing skills so they can work professionally in facing the current era of digital transformation in all fields. The partner in this activity is Madrasah Aliyah Negeri 1 Majene, Majene Regency, West Sulawesi. The number of training participants was 20 people who were representatives of four specializations of interest at the school. The methods used are lectures, mentoring, discussions, questions and answers, and practice. The results achieved are (a) Partners have entrepreneurial and digital marketing competencies, (b) Partners have gained literacy regarding business analysis and creating business websites, (c) Partners have gained understanding regarding digital marketing, (d) Partners have gained practical experience analyzing business and designing digital marketing and producing output from the practices implemented.
Co-Authors Ashdaq, Muhammad Mandasari, Nur Fitriayu