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All Journal Jurnal Syntax Fusion : Jurnal Nasional Indonesia JOURNAL OF HUMANITIES, SOCIAL SCIENCES AND BUSINESS (JHSSB) Jurnal Akutansi Manajemen Ekonomi Kewirausahaan (JAMEK) Sinomika Journal: Publikasi Ilmiah Bidang Ekonomi dan Akuntansi Seminar Nasional Pengabdian Kepada Masyarakat Bulletin of Management and Business CASHFLOW : CURRENT ADVANCED RESEARCH ON SHARIA FINANCE AND ECONOMIC WORLDWIDE Economics and Business Journal Journal of Artificial Intelligence and Digital Business Jurnal Manajemen Journal of Economics, Entrepreneurship, Management Business and Accounting Seminar Nasional Hasil Penelitian LP2M UNM (JIMBE) International Journal of Economics, Management and Accounting Ininnawa: Jurnal Pengabdian Masyarakat Jurnal Kemitraan Responsif untuk Aksi Inovatif dan Pengabdian Masyarakat Phinisi Applied Accounting Journal Southeast Asia Journal of Business, Accounting, and Entrepreneurship MAXIMAL Nusantara Economics and Entrepreneurships Journals Entrepreneurship, Management, and Business Research Journal Pemberdayaan Masyarakat: Jurnal Aksi Sosial IJHABS Ulil Albab PESHUM META - JOURNAL Lestari: Jurnal Pengabdian Kepada Masyarakat Pinisi Journal of Entrepreneurship Review
Hasbiah, Sitti
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Journal : economics and business journal

 1 
Exploring the Role of Brand Equity on Customer Satisfaction and Brand Loyalty: A Case Study of Browcyl's Signature Makassar Snacks Hasbiah, Sitti
Economics and Business Journal (ECBIS) Vol. 2 No. 1 (2023): November
Publisher : PT. Maju Malaqbi Makkarana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47353/ecbis.v2i1.109

Abstract

This study aims to explore the relationship between consumer-based brand equity and brand loyalty, with an emphasis on the mediating role of customer satisfaction in the specific context of the cake shop segment within the restaurant industry. Employing Structural Equation Modeling (SEM) through LISREL, this research analyzes data collected from customers of Browcyl’s cake shops in Makassar. The model focuses on examining the impact of five dimensions of consumer-based brand equity on customer satisfaction and, subsequently, on brand loyalty. The results indicate that three out of the five dimensions of consumer-based brand equity significantly and positively influence customer satisfaction. In turn, customer satisfaction has a strong, positive impact on brand loyalty. This highlights the pivotal role of certain brand equity elements in enhancing customer satisfaction, which is a key driver of brand loyalty in the cake shop sector. The study offers valuable insights for practitioners in the restaurant industry, particularly in the cake shop sector. It suggests that focusing on specific aspects of brand equity can significantly improve customer satisfaction, leading to increased brand loyalty. This provides a strategic direction for cake shop owners and marketers to strengthen their brand equity in ways that resonate with their customers.
SMART Instagram Optimization: A Framework for Building Malabar’s Stronger Brand Awareness and Identity in the Digital Era Hasbiah, Sitti
Economics and Business Journal (ECBIS) Vol. 3 No. 6 (2025): September
Publisher : PT. Maju Malaqbi Makkarana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47353/ecbis.v3i6.258

Abstract

This study aims to improve the internal capacity of Malabar MSMEs in managing digital marketing through an internal training program designed based on the SMART Framework approach. The main problem faced by Malabar is the lack of staff understanding in managing social media, especially Instagram, which impacts weak brand awareness and brand identity. This study uses a descriptive qualitative approach with a project-based learning method, in which researchers are actively involved in the planning, implementation, and evaluation of the training program. Data were collected through participant observation, semi-structured interviews, and documentation during the training process. The training objectives were formulated specifically, measurable, achievable, relevant, and time-limited, in accordance with the SMART principles. The results showed a significant increase in staff understanding of content planning, creating visual materials consistent with brand identity, and using Instagram analytics features. The post-test showed an increase in the average score of participants, and the MSMEs' digital activities became more structured. These findings indicate that internal training designed with the SMART approach is effective in building staff digital competencies and supporting brand image strengthening on social media. Overall, this study shows that improving internal digital literacy is a strategic step that can strengthen the competitiveness of MSMEs in the ever-evolving digital ecosystem
The Strategic Role of Micro, Small, and Medium Enterprises in Poverty Reduction among Rural Communities Hasbiah, Sitti
Economics and Business Journal (ECBIS) Vol. 4 No. 3 (2026): March
Publisher : PT. Maju Malaqbi Makkarana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47353/ecbis.v4i3.350

Abstract

The problem of poverty is still the main challenge for development in rural areas of Indonesia. Limited employment opportunities and low access to productive economic activities cause some village communities to be economically vulnerable. One of the sectors that is considered to have great potential in reducing poverty levels is Micro, Small, and Medium Enterprises (MSMEs). This article aims to conceptually examine the role of MSMEs in efforts to reduce poverty in rural communities by taking the context of Bantaeng Regency. The writing method uses a qualitative-descriptive approach through literature studies of scientific journals, reference books, and relevant official government documents published in the last five years. The results of the study show that MSMEs play a role as a driver of the local economy through the creation of job opportunities, increasing household income, and strengthening the economic independence of communities based on local potential. However, the development of MSMEs in rural areas is still faced with various structural obstacles, such as limited capital, low managerial capacity of business actors, and limited market access. Therefore, policy support and cross-stakeholder synergy are needed to optimize the role of MSMEs as an instrument to reduce poverty in rural areas
Co-Authors Abadi, Rahmat Riwayat Adio, Matthew Olufemi Agung Widhi Kurniawan Ahmad Farhan, Ahmad Andika Isma Anwar Anwar Anwar Ramli Azis, Fajriani Azisah Alisyahbana, Andi Nailah Quin Basri Bado, Basri Burhanuddin Burhanuddin Chalid Imran Musa Darmawinata, Widhi Nugraha Sumiharja Dipoatmodjo, Tenri S. P. Dipoatmodjo, Tenri S.P Fachry Abda El Rahman Fadhila, A. Nur Alfi Hapida, Nur Hardiyanti, Andi Aryani Ilma Wulansari Hasdiansa Indradewa, Rhian Isma Azis Riu Kasibit, Fitriyani M. Ikhwan Maulana Haeruddin M. Miftach Fakhri Marnoto Muh. Yushar Mustafa Natsir, Uhud Darmawan Nulthazam Sarah Nur Fadilah Ayu Sandira Nurdin Nurdin Nurmansyah R, Eriek Nursadrina, Lutfillah Nurul Fadilah Aswar Permatasari, Nilam Putra, Muh Al Fatah Arief Rahmayani, Feby Rauf, Deddy Ibrahim Rezky Amalia Hamka Romansyah Sahabuddin Ruma, Zainal Sari, Fitria Nirmala Sopi Tawe, Amiruddin Tenri Sayu Puspitaningsih Dipoatmodjo Ukie Tukinah, Ukie Wicaksana, Ahmad Dzaky William, Laode Muh. Agus