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All Journal Ilomata International Journal of Management Ilomata International Journal of Management Bima Journal : Business, Management and Accounting Journal Jurnal Ilmiah Mahasiswa Perbankan Syariah (JIMPA)
Bassi, Aliming
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Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences Other

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Enhancing Brand Image through Social Media Marketing and CSR: The Mediating Role of Consumer Trust in Indonesian Retail Agustini, Triana; Endarwati, Esti Tri; Bassi, Aliming; Widarti, Widarti
Ilomata International Journal of Management Vol. 6 No. 1 (2025): January 2025
Publisher : Yayasan Sinergi Kawula Muda

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61194/ijjm.v6i1.1392

Abstract

In Indonesian retail organizations, this study examines the effects of Social Media Marketing (SMM) and Corporate Social Responsibility (CSR) on Brand Image, with Consumer Trust as a mediating variable. With a sample size of 270, data were gathered quantitatively using a Likert scale (1–5), and structural equation modeling with partial least squares (SEM-PLS 3) was used for analysis. The findings show that SMM and CSR have a substantial positive direct impact on consumer trust, which significantly benefits brand image. Brand Image can be enhanced through substantial channels, as demonstrated by the indirect benefits of SMM and CSR through Consumer Trust. The model displays intense goodness of fit and predictive relevance, suggesting that SMM and CSR play critical roles in forming consumer trust and, in turn, brand image. These findings offer insightful information for retail businesses looking to enhance their brand image through socially conscious activities and strategic marketing.
Enhancing Brand Image through Social Media Marketing and CSR: The Mediating Role of Consumer Trust in Indonesian Retail Agustini, Triana; Endarwati, Esti Tri; Bassi, Aliming; Widarti, Widarti
Ilomata International Journal of Management Vol. 6 No. 1 (2025): January 2025
Publisher : Yayasan Sinergi Kawula Muda

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61194/ijjm.v6i1.1392

Abstract

In Indonesian retail organizations, this study examines the effects of Social Media Marketing (SMM) and Corporate Social Responsibility (CSR) on Brand Image, with Consumer Trust as a mediating variable. With a sample size of 270, data were gathered quantitatively using a Likert scale (1–5), and structural equation modeling with partial least squares (SEM-PLS 3) was used for analysis. The findings show that SMM and CSR have a substantial positive direct impact on consumer trust, which significantly benefits brand image. Brand Image can be enhanced through substantial channels, as demonstrated by the indirect benefits of SMM and CSR through Consumer Trust. The model displays intense goodness of fit and predictive relevance, suggesting that SMM and CSR play critical roles in forming consumer trust and, in turn, brand image. These findings offer insightful information for retail businesses looking to enhance their brand image through socially conscious activities and strategic marketing.
Analysis of factors that influence the level of customer satisfaction at PT. Trakindo Utama Palembang Desfitrina, Desfitrina; Bassi, Aliming; Zulfadhli, Zulfadhli; Rusdianto, Rusdianto; Nugraha, Petera
BIMA Journal (Business, Management, & Accounting Journal) Vol 4, No 2 (2023)
Publisher : Perkumpulan Dosen Muda (PDM) Bengkulu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37638/bima.4.2.223-236

Abstract

The purpose of this research was to determine the analysis of factors that influence the level of customer satisfaction at PT. Trakindo Utama Palembang. The analysis technique used in this research is a multiple linear analysis method with a qualitative descriptive approach which is quantitatively assisted with the SPSS tool. Quantitative qualitative data is included in inferential statistics, this statistics is generally used to analyze quantitative data (interval data or ratio data) but often qualitative data is also analyzed through inferential statistics, but qualitative data is first quantified by providing score or weight on the qualitative data. The product (X1) obtained a t count of 1.092 with a significance level of 0.283 which is greater than 0.05. This means that Product (X1) does not have a significant effect. The price (X2) can be calculated at 2.166 with a significance level of 0.038 which is smaller than 0.05. This means that price (X2) has a significant effect. Place (X3) can be calculated as 1.366 with a significance level of 0.181 which is greater than 0.05. Means Place (X3) has no effect. Promotion (X4) can be calculated at 2.654 with a significance level of 0.012 from 0.05. This means that Promotion (X4) has a significant effect.
Peranan Strategi Pemasaran Terhadap Volume Penjualan PT. Oasis Waters International Cabang Palembang Bassi, Aliming; Pramajaya, Jamila; Permadi, Rizky Dwi
Jurnal Ilmiah Mahasiswa Perbankan Syariah (JIMPA) Vol 5 No 2 (2025): Jurnal Ilmiah Mahasiswa Perbankan Syariah (JIMPA) - September 2025
Publisher : Sekolah Tinggi Ekonomi dan Bisnis Syariah (STEBIS) Indo Global Mandiri Palembang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36908/jimpa.v5i2.722

Abstract

Penelitian ini bertujuan untuk mengetahui peranan strategi pemasaran terhadap volume penjualan di PT Oasis Waters International. Jenis penelitian ini adalah kualitatif dan pengumpulan data yang digunakan adalah wawancara dan dokumentasi. Dari hasil penelitian , PT. Oasis Waters International telah melakukan strategi pemasaran 4P dengan cukup baik. Produk yang bervariasi dan harga yang terjangkau mampu meningkatkan volume penjualan. Namun untuk strategi promosi di PT Oasis Waters International masih kurang karena belum banyak nya promosi melalui media sosial dan media massa. Dampaknya tim pemasaran harus langsung melakukan promosi langsung. Penerapan strategi pemasaran yang di lakukan PT. Oasis Waters International sangat berimbas kepada para konsumen. Imbas tersebut sangat terlihat ketika pembeli terus menerus membeli produk yang ada. PT. Oasis Waters International bukan hanya memberikan jaminan akan produk mereka tetapi juga memberikan kualitas pelayanan yang tebaik kepada konsumennya
Co-Authors Agustini, Triana Desfitrina Endarwati, Esti Tri Nugraha, Petera Permadi, Rizky Dwi Pramajaya, Jamila Rusdianto Rusdianto, Rusdianto WIDARTI WIDARTI Zulfadhli Zulfadhli