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All Journal International Journal of Application on Economics and Business International Journal of Social Science and Community Service
Jonathan, Darren
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Arts Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Environmental Science Social Sciences

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Training on Customer Driven Value Marketing in Improving Customer Satisfaction on SME Products Hidayah, Nur; Christopher, Darrell; Jonathan, Darren
International Journal of Social Science and Community Service Vol. 2 No. 4 (2024): OCTOBER
Publisher : CV. Proaksara Global Transeduka

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70865/ijsscs.v2i4.54

Abstract

Customer driven value is a marketing approach that takes social and environmental responsibility into account, while meeting consumer needs and business interests. It also emphasizes the importance of caring for and increasing the capacity of future generations to meet their needs. The activity partner is engaged in a culinary business located on the east ring road, Mulyo 2 RT 28 Kel Talang Bakung, Paal Merah Jambi. In its activities, it faces problems, especially in terms of customer driven value. This activity aims to support partners in increasing understanding of marketing based on the value that must be provided to customers, so that partners can increase competitive advantage. The method of this activity focuses on customer driven value, especially in terms of how business owners interact with the environment and related interests. This strategy also assists partners in efforts to increase the value of products aimed at customers by providing more experiences that can increase customer satisfaction. The activity method is carried out through offline training through the zoom application. This activity expects partners to increase value to customers in marketing their products. The results of the activity show that the implementation of the training went smoothly, the partners enthusiastically accepted the material presented by the PKM leader.
THE INFLUENCE OF BRAND AWARENESS AND BRAND IMAGE ON PURCHASE INTENTION MEDIATED BY PERCEIVED VALUE AND BRAND TRUST AMONG USERS OF THE HAPPYFRESH E-COMMERCE PLATFORM IN JAKARTA Jonathan, Darren; Tunjungsari, Hetty Karunia
International Journal of Application on Economics and Business Vol. 3 No. 2 (2025): May 2025
Publisher : Graduate Program of Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/ijaeb.v3i2.1112-1125

Abstract

In this study, brand awareness and brand image were tested for their influence on perceived value and brand trust toward customers' purchase intention. The research focused on users of the Happyfresh e-commerce platform in Jakarta, involving 215 samples. Data collected using a questionnaire instrument (G-form) was analyzed by the researchers using SmartPLS4 software. The findings revealed that all exogenous variables in this study significantly influenced through perceived value and brand trust toward customers' purchase intention. Perceived value and brand trust were also proven to be essential mediators in the relationship between all exogenous variables and the purchase intention of Happyfresh in Jakarta. Furthermore, the results showed that brand awareness positively and directly impacted purchase intention. However, brand image was found to have a positive but insignificant effect on purchase intention, indicating that while brand image plays an important role, it does not directly determine purchase intention without the support of competitive and consistent brand awareness. In addition to its contribution to academic literature, this study provides practical insights for Happyfresh regarding the importance of proper brand awareness in enhancing perceived value, brand trust, and sustainable purchase intention. On the other hand, brand image requires a more strategic, integrated, and sustainable approach to strengthen long-term relationships with customers.
Co-Authors Christopher, Darrell Hetty Karunia Tunjungsari Nur Hidayah