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All Journal Journal of Humanities and Social Studies Jurnal Ekonomi, Manajemen, Akuntansi
Manggabarani, Alfatih S
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Arts Humanities Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Social Sciences

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The Influence Of Corporate Brand And Brand Image On Consumer Decisions To Become Home Ownership Credit Customers State Savings Bank Harta, Feri Suheri; Hadi, Prasetyo; Manggabarani, Alfatih S
JHSS (JOURNAL OF HUMANITIES AND SOCIAL STUDIES) Vol 3, No 1 (2019): Journal of Humanities and Social Studies
Publisher : UNIVERSITAS PAKUAN

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33751/jhss.v8i1.9534

Abstract

This study analyzes the impact of corporate brand and brand image on the purchasing decisions of Bank Tabungan Negara's (BTN) Home Ownership Loan (KPR) products using the SmartPLS 3.2.9 method. The results indicate that both corporate brand and brand image significantly influence purchasing decisions. Corporate brand contributes directly and also influences through brand image. The research, based on 110 respondents who completed the questionnaire, provides in-depth insights into the factors affecting consumer decisions in choosing BTN's KPR products. These findings highlight the importance of building and managing a strong corporate brand and brand image to enhance product attractiveness in the market. 
Pengaruh Kompetensi Sumber Daya Manusia, Motivasi, dan Kreativitas Terhadap Kinerja UMKM Kuliner di Bulungan Blok M Jakarta Pratama, Rizky Syachlan; Manggabarani, Alfatih S
EKOMA : Jurnal Ekonomi, Manajemen, Akuntansi Vol. 5 No. 3: Maret 2026
Publisher : CV. Ulil Albab Corp

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56799/ekoma.v5i3.15163

Abstract

Penelitian ini bertujuan untuk menguji pengaruh kompetensi sumber daya manusia, motivasi kerja, dan kreativitas terhadap kinerja UMKM kuliner di Bulungan Blok M, Jakarta. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei yang melibatkan 65 pemilik UMKM kuliner sebagai responden. Data dikumpulkan melalui kuesioner dan dianalisis menggunakan regresi linear berganda dengan bantuan SPSS versi 26. Hasil penelitian menunjukkan bahwa kompetensi sumber daya manusia, motivasi kerja, dan kreativitas berpengaruh positif dan signifikan terhadap kinerja UMKM, baik secara parsial maupun simultan. Koefisien determinasi (R²) menunjukkan bahwa variabel independen mampu menjelaskan proporsi yang cukup besar terhadap variasi kinerja UMKM. Temuan ini menegaskan pentingnya peningkatan kualitas sumber daya manusia, penguatan motivasi kerja, dan pengembangan kreativitas sebagai strategi utama untuk meningkatkan kinerja UMKM kuliner di kawasan Bulungan Blok M, Jakarta.
Co-Authors Harta, Feri Suheri Prasetyo Hadi Pratama, Rizky Syachlan