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All Journal To Maega: Jurnal Pengabdian Masyarakat Dinasti International Journal of Economics, Finance & Accounting (DIJEFA)
Anatasia, Velly
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Economics, Econometrics & Finance Other

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The Key Determinants of Brand Loyalty in Indonesia's Cosmetics Market Anatasia, Velly; Tannia, Tannia; Robert, Alexander; Florencia, Livia Evangelina
Dinasti International Journal of Economics, Finance & Accounting Vol. 6 No. 1 (2025): Dinasti International Journal of Economics, Finance & Accounting (March-April 2
Publisher : Dinasti Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/dijefa.v6i1.4056

Abstract

The global annual spending on cosmetics is estimated to be around billions, with numerous industry players competing fiercely to expand their market share. Companies in the cosmetics sector aim to secure a leading position by fostering customer loyalty, which is closely linked to brand loyalty. As a result, brand loyalty becomes a crucial factor in achieving success in a highly competitive market. This study investigates the impact of brand loyalty on the purchasing behavior of female consumers in Jakarta, the capital city of Indonesia. The research focuses on seven aspects of brand loyalty: brand name, product quality, price, design, promotion, service quality, and store environment. This study utilizing descriptive analysis, factor loading, and multiple regression methods to tested its hypotheses. Data was collected through self-administered questionnaires distributed to 125 female respondents who regularly use cosmetics. The findings revealed a strong correlation between promotion and brand loyalty. Additionally, the results demonstrated a positive and significant relationship between the factors of brand loyalty (brand name, product quality, price, design, promotion, service quality, and store environment) and loyalty to cosmetic brands.
Mengenali Teknik Pemecahan Masalah melalui Permainan Rantai Kertas - Studi Kasus Siswa Menengah Atas Anatasia, Velly; Tannia, Tannia; Susilo, Sophia Reni; Siratan, Elkunny Dovir; Florencia, Livia Evangelina
To Maega : Jurnal Pengabdian Masyarakat Vol 8, No 2 (2025): Juni 2025
Publisher : Universitas Andi Djemma

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35914/tomaega.v8i2.3251

Abstract

Education plays a crucial role in every individual's life, providing opportunities to acquire knowledge, develop skills, and shape attitudes. One essential aspect of education is how students cultivate leadership skills and actively participate in organizations. However, students often face various challenges while carrying out organizational tasks, and a lack of problem-solving skills can hinder their effectiveness. To address this issue, a community service activity was conducted to provide creative problem-solving training for students involved in school organizations. This training aimed to equip students with both the mental resilience and practical skills needed to handle problems, whether anticipated or unexpected. A total of 29 students from SMK Tarakanita South Jakarta participated in this experiential learning program. The learning approach used in this program was experiential learning, which emphasizes learning through direct experience. Additionally, the Participatory Rural Appraisal (PRA) approach was integrated into the activities. The evaluation results demonstrated a statistically significant improvement in the student's knowledge and behavior after participating in the paper chain game activity. The findings suggest that important life skills including problem-solving skills can be effectively taught from a young age using experiential learning methods. This article also discusses the program’s design, outcomes, and challenges encountered during implementation.
Co-Authors Florencia, Livia Evangelina Robert, Alexander Siratan, Elkunny Dovir Susilo, Sophia Reni Tannia, Tannia