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astarini, dyah
Fakultas Ekonomi & Bisnis, Universitas Trisakti
Religion Aerospace Engineering Humanities Automotive Engineering Chemical Engineering, Chemistry & Bioengineering Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Environmental Science Health Professions Languange, Linguistic, Communication & Media Medicine & Pharmacology Nursing Public Health Social Sciences Other

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Journal : Media Riset Bisnis

 1 
PENGARUH SELF CONGRUITY DAN PERCEIVED CONGRUENCE TERHADAP BRAND EQUITY DAN KONSEKUENSINYA dyah astarini; Arwini Sumardi
Media Riset Bisnis & Manajemen Vol. 20 No. 2 (2020): MEDIA RISET BISNIS & MANAJEMEN
Publisher : Universitas Trisakti

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (286.208 KB) | DOI: 10.25105/mrbm.v20i2.8653

Abstract

AbstrakTujuan - Penelitian ini bertujuan untuk menganalisis pengaruh self-congruity dan perceived congruence terhadap brand equity dan konsekuensinyaDesain/Metodologi/Pendekatan - Metode pengumpulan data dilakukan dengan penyebaran kuesioner secara online. Jumlah responden yang dianalisa adalah 180 responden. Pengujian dilakukan dengan menggunakan SEMHasil Penelitian - . Hasil penelitian ditemukan bahwa self-congruity tidak berpengaruh langsung terhadap brand equity namun akan berpengaruh positif jika ditambahkan variabel brand identification sebagai variabel intervening / mediasi. Perceived congcruence berpengaruh secara langsung dan positif terhadap brand equity. Brand credibility tidak memediasi pengaruh perceived congruence terhadap brand equity.Keterbaruan/Nilai - , konsekuensi yang ditimbulkan oleh brand equity hanya brand preference bukan purchase intention. Untuk penelitian selanjutnya disarankan untuk meneliti merek produk yang lain atau merek jasa dan menambahkan variabel satisfaction dan trust.  AbstractPurpose - This research aims to analyze the the effects of self-congruity and perceived congruence towards brand equity and its consequences.Design/Methodology/Approach - Online questionnaires are distributed and 180 respondents are collected. Structural Equation Model (SEM) is used for hypothesis testing.Finding - The results found that self-congruity is not directly affecting brand equity; it must be mediate by brand identifications. Perceived congruence is directly affecting brand equity, brand credibility is not a mediating variable. The consequence of brand equity is brand preference not brand purchase intentions.  For further researchOrganization/nilai - The consequence of brand equity is brand preference not brand purchase intentions.  For further research, it is advised to do more research on other products’ brand or services and add variables such as satisfaction and trust
DRIVERS DAN OUTCOMES DARI CREDIBILITY DAN PARASOCIAL INTERACTION TERHADAP PURCHASE INTENTION Astarini, Dyah; Sumardi, Arwini
Media Riset Bisnis & Manajemen Vol. 21 No. 2 (2021): Media Riset Bisnis & Manajemen
Publisher : Universitas Trisakti

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25105/v21i2.9904

Abstract

AbstrakTujuan – Penelitian ini bertujuan untuk menguji dan menganalisis pengaruh variabel-variabelPhysical Attractiveness, Attitude Homophily, Social Attractiveness, Relationship Building Motive, Credibility, Parasocial Interaction, Brand Attitude, Advertisement Attitude, dan Purchase Intention.Desain/Metodologi/Pendekatan – Penyebaran kuesioner dilakukan secara online. Metode non-probability sampling dengan purposive sampling technique digunakan untuk memperoleh 200 responden. Pengujian data dilakukan dengan menggunakan SEM dengan software AMOSHasil Penelitian – Temuan dari penelitian ini adalah Physical Attractiveness berpengaruh positif terhadap Credibility, Physical Attractiveness tidak berpengaruh positif terhadap Parasocial Interaction, Attitude Homophily berpengaruh positif terhadap Credibility, Attitude Homophily tidak berpengaruh positif terhadap Parasocial Interaction, Social Attractiveness  berpengaruh positif terhadap Parasocial Interaction, relationship Building Motive berpengaruh positif terhadap Parasocial Interaction, Credibility berpengaruh positif terhadap Parasocial Interaction, Parasocial Interaction berpengaruh positif terhadap Purchase Intention, Credibility tidak berpengaruh ppositif terhadap Purchase Intention, Credibility berpengaruh positif terhadap Brand Attitude, Credibility berpengaruh positif terhadap Advertisement Attiude, Attitude toward Brand tidak berpengaruh positif terhadap Purchase Intention, dan Advertisement Attitude berpengaruh positif terhadap Purchase Intention.Keterbaruan/Nilai – Penelitian ini mengkombinasikan dua penelitian terdahulu dengan kajian senada & judul-judul yang berbeda; Pengaruh dari  Celebrity Credibility terhadap Brand Attitude  dan Purchase Intention; Pengaruh  dari Physical Attractiveness, Attitude Homophily, Social Attractivenes, Relationship Building Motive masing-masing terhadap Parasocial Interaction, dan pengaruh dari Parasocial Interaction terhadap Purchase Intention. Abstract                                            Purpose – This research aims is to analyse the impacts of Physical Attractiveness, Attitude Homophily, Social Attractiveness, Relationship Building Motive, Credibility, Parasocial Interaction, Brand Attitude, Advertisement Attitude, dan Purchase Intention variables.Design/Methodology/Approach – Online questionaires are distributed and 200respondents are collected by using non-probability sampling method and purposive sampling technique. Structural Equation Model (SEM) with AMOS Software is used for hypothesis testing.Finding -  The findings are Physical Attractiveness has positive impact on Credibility, Physical Attractiveness has not positive impact on Parasocial Interaction; Attitude Homophily has positive impact on  Credibility, but has not positive impact on Parasocial Interaction; Social Attractiveness has positive impact on Parasocial Interaction; Relationship Building Motive has positive impact on Parasocial Interaction; Credibility positive impacts on Parasocial Interaction, also on Brand Attitude, and on Advertisement Attitude, but has not impact on Purchase Intention. Parasocial Interaction has not positive impact on Purchase Intention ;  Brand attitude has not positive impact on Purchase Intention; and  Advertisement Attitude has positive impact on Purchase Intention.
PENGARUH GREEN MARKETING TERHADAP PURCHASE INTENTION: PERAN MEDIASI GREEN BRAND IMAGE DAN GREEN BRAND TRUST Astarini, Dyah; Oktaviana Matusin, ina; Adiati Pratomo, Luki; Anindit, Mutia; Amaliah, Anisah Z; Anggraeni, Dewi
Media Riset Bisnis & Manajemen Vol. 23 No. 2 (2023): Sptember
Publisher : Universitas Trisakti

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25105/v23i2.18642

Abstract

Studi ini bertujuan untuk menganalisis peran green brand image dan green brand trust sebagai variabel mediasi atas pengaruh green marketing terhadap purchase intention.  Data diperoleh dengan menyebarkan kuesioner melalui online via google form dan secara offline dengan wawancara langsung. Jumlah sampel yang terkumpul sebanyak 204 (dua ratus empat) responden.  Data yang digunakan merupakan crosssectional data dengan tehnik pengambilan sample menggunakan purposive sampling.  Uji instrument data menggunakan uji validitas dan uji reliabilitas sedangkan analisis data menggunakan Structural Equation Model (SEM) Dari 15 (lima belas) hipotesis yang diajukan ditemukan bahwa11 (sebelas) hipotesa didukung dan 4 (empat) hipotesa tidak didukung.  Attitude terbukti tidak berpengaruh secara langsung terhadap purchase intention. Brand image dan brand trust tidak memediasi pengaruh green brand knowledge terhadap purchase intention. Brand image tidak memedisi pengaruh environmental knowledge terhadap purchase intention.  Hasil penelitian dapat digunakan oleh Perusahaan untuk lebih mengkomunikan produk atau layanan yang diberikan mengenai manfaat dan dampak yang ditimbulkan      
Co-Authors Abnuri, Aslih Adiati Pratomo, Luki Alimmuddin, Aniq Amalia, Anisah Z Amaliah, Anisah Z Anindit, Mutia Anindita Denis, Mutia Anindita, Mutia Arwini Sumardi Curry, Khirstina Dewi ANGGRAENI Hendrizal Hendrizal Humam, Aldo Lestari, Desy Sekar Luki Adiati Pratomo Magfiroh, Magfiroh Marneta Ekaputri Noor, Ice Nasyrah Oktaviana Matusin, ina Powel Hartono Pratama, Chikal Adi Reniati Karnasi Renny Risqiani Roosmalina, Anita Shafrani Dizar Simanjuntak, Lydia Rosintan Sumardi, Arwini Wahyuni Rusliyana Sari Yusron Adi Utomo