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All Journal Jurnal Manajemen dan Organisasi Paradigma : Journal of Science, Religion and Culture Studies Pendidikan Bahasa dan Sastra Indonesia Jurnal Ekonomi : Journal of Economic Jurnal Ecodemica : Jurnal Ekonomi Manajemen dan Bisnis Wanastra : Jurnal Bahasa dan Sastra Journal of Economic, Bussines and Accounting (COSTING) Jurnal Pengabdian Masyarakat AbdiMas E-Mabis: Jurnal Ekonomi Manajemen dan Bisnis Jurnal Ilmiah Manajemen Kesatuan Insight Management Journal Jurnal Nasional Manajemen Pemasaran dan SDM Jurnal Ilmiah Wahana Pendidikan Komitmen : Jurnal Ilmiah Manajemen Jurnal Dialogika Manajemen dan Administrasi International Journal of Health and Pharmaceutical (IJHP) International Journal of Economics (IJEC) International Journal of Economics, Management and Accounting Jurnal Penelitian dan Pengabdian Masyarakat Jurnal Pengabdian Masyarakat dan Riset Pendidikan Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah AKSIOMA : Jurnal Sains Ekonomi dan Edukasi Jurnal Cendekia Ilmiah Jurnal Ekonomi, Manajemen, Akuntansi Jurnal Bisnis dan Pemasaran Digital
Nisa, Puspita Chairun
Universitas Esa Unggul
Religion Agriculture, Biological Sciences & Forestry Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mathematics Nursing Public Health Social Sciences Other

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Pengaruh Brand Experience, Brand Trust, Dan Brand Love Terhadap Brand Loyalty Berliana Waty, Nella; Chairun Nisa, Puspita
J-CEKI : Jurnal Cendekia Ilmiah Vol. 5 No. 3: April 2026
Publisher : CV. ULIL ALBAB CORP

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56799/j-ceki.v5i3.15167

Abstract

Penelitian ini dilatarbelakangi oleh pentingnya memahami bagaimana pengalaman merek mempengaruhi perilaku konsumen khususnya dalam konteks pengguna smartphone dari generasi Z di Jakarta dan Bekasi. Penelitian ini bertujuan untuk menguji pengaruh langsung dari brand experience, brand trust, dan brand love terhadap brand loyalty. Selain itu juga memahami bagaimana ketiga variabel tersebut, yakni brand experience, brand trust dan brand love saling mempengaruhi satu sama lain. Metode penelitian yang digunakan adalah kuantitatif dengan teknik purposive sampling terhadap 224 responden yang telah menggunakan smartphone Samsung minimal selama satu tahun. Analisis data dilakukan menggunakan pendekatan Partial Least Squares Structural Equation Modeling (PLS-SEM). Hasil penelitian ini menunjukkan bahwa brand experience, brand trust dan brand love memiliki dampak yang positif terhadap brand loyalty. Kemudian brand experience berpengaruh positif terhadap brand trust dan brand love, serta brand trust berpengaruh positif terhadap brand love. Temuan ini mengindikasi bahwa pengalaman merek yang berkualitas dapat meningkatkan kepercayaan dan keterikatan emosional konsumen, yang pada akhirnya mendorong loyalitas terhadap merek. Implikasi manajerial dari penelitian ini dapat menjadi dasar bagi perusahaan dalam merancang strategi yang fokus pada pengalaman konsumen secara holistik.
Pengaruh Inovasi Konsumen Terhadap Niat Beli Mobil Wuling Melalui Proses Pembelajaran dan Nilai Manfaat yang Dimoderasi dengan Harga Hamidah, Hamidah; Puspita Chairun Nisa
Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah Vol. 7 No. 1 (2025): Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/alkharaj.v7i1.5969

Abstract

This study examines the influence of consumer innovation on the intention to buy Wuling cars in Jabodetabek through a learning process and value moderated by price. Therefore, the aim of this research is to develop the relationship between consumer innovation (CI), purchase intention (PI), learning process (LP) and value-benefit (PV) for wuiling brand cars in a collective society like Indonesia. It also investigates their relationship to price (P). This type of research is quantitative. The population in this study were wuiling car users in the Greater Jakarta area with an age range of 17-55 years of 182 respondents. Data collection was carried out in March-June 2022. The distribution of questionnaires was carried out online via the Google form with the scale used, namely a 5-point Likert scale which varies from Strongly Disagree (1) to Strongly Agree (5). Hypothesis testing in this study uses a structural equation model (SEM) and uses Lisrel 8.8 software. Based on the analysis it was concluded that not all variables have a positive effect on each other. The consumer innovation variable does not have a positive effect on the purchase intention variable, the consumer innovation variable affects the learning process variable, the learning process variable does not affect the purchase intention variable, the learning process variable influences the benefit value variable, the consumer innovation variable does not affect the benefit value variable, the benefit value variable affects the variable purchase intention, benefit value variable does not mediate consumer innovation variable to purchase intention variable, learning process variable does not mediate consumer innovation variable and purchase intention variable, benefit value variable does not mediate learning process variable and purchase intention variable, learning process variable and benefit value does not mediate the innovation variable and the purchase intention variable, the price variable managed to moderate the benefit value variable and the purchase intention variable. The findings in this study are that consumer innovation in Indonesia is still small, so that the intention to buy Wuiling brand car products has also decreased, which is caused by consumers not studying and understanding the advantages and value benefits of Wuiling brand cars, especially during the COVID-19 pandemic when In this case, the majority of consumers are more focused on basic needs than other needs. Then, during the COVID-19 pandemic, research respondents paid close attention to the price of a product or service because of the financial crisis during this pandemic.
Transformasi Digital SDM Pengelola Desa Wisata melalui Pelatihan Konten Kreatif dan Strategi Kampanye Digital Marketing Uddin, Badie; Triadinda , Dexi; Abadi, Ferryal; Nisa, Puspita Chairun; Estiana, Ria
Jurnal Penelitian dan Pengabdian Masyarakat Vol. 4 No. 2 (2026): May 2026 In Press
Publisher : Yayasan Pondok Pesantren Sunan Bonang Tuban

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61231/e71sv549

Abstract

This community service activity aims to improve the human resource capacity of the Bantaragung Majalengka Tourism Village managers through training in creative content and digital marketing campaign strategies. The method used was Participatory Action Research (PAR), which actively involved participants through the stages of planning, action, observation, and reflection. The activities included training in digital content creation, social media management, and designing digital campaigns based on hands-on practice. Evaluation results showed a significant increase in participant understanding, with an average pre-test score of 58.0 increasing to 80.4 in the post-test, an increase of 38.6%. In addition, participants were able to produce more creative content and began implementing digital marketing strategies independently. The impact of implementation was seen in the increase in the tourism village's social media activity, including the number of posts, user interactions, and follower growth.
Co-Authors Abadi, Ferryal Aisyah Adini Putri Amelia, Rika Angela, Nofia Angelia, Jeveline Arief Kusuma Aulia Khairunisa Badie Uddin Berliana Waty, Nella Br Barus, Ana Claudia Devi Yusiana Fitri Diana Fajarwati Diyanah, Tiara Awlia Endang Ruswanti Eti Jumiati Fachmi Tamzil Febriyanti, Edelin Hafidz, Gilang Pratama Hamidah . Harahap, Arman Holby Boy Martua Manurung Idemon, Anggia Febriyana Ika Baskara Jatmiko Jatmiko Juwita, Silvia Ratna Keisia Christea Kimfa, Yosef Kustianti, Nia Nur LIA AMALIA Linda Purnama Sari, Linda Purnama Linda Purnamasari Mahadewi, Erlina Puspitaloka Mandala Putra, Juniawan Mauludi, Andri Mohamad Reza Hilmy Muhammad Rizky Muniroh, Muniroh Noviandi Noviandi, Noviandi Nugroho, Oktian Fajar Nurazis, Epin Oktaviani, Nurul Ozays , Mehmet Pamungkas, Ario Pandiangan, Ferawita Perdana, Ilham Akbar Putra Permata, Kian Getti Prakoso Piannisa Alma Riania Pradinka Shanditya Nugraha Rahayu, Wati Ria Estiana Saepudin, Ahmad Sembiring, Timothy Hudson Silviana Mustikawati, Intan Siti Latifah Sulaeman, Iman Sundring Pantja Djati Suryari Purnama Tantri Yanuar Rahmat Syah Timothy Hudson Sembiring Triadinda , Dexi Unggul Kustiawan Unggul Kustiawan Baskara Veni Helen Virgita Hutagalung Wafa, Husna El Waslam Waslam, Waslam Widia Irawan Youna Chatrine Bachtiar