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All Journal Journal of Accounting and Management Innovation Abdi Dosen : Jurnal Pengabdian Pada Masyarakat
Juniarty, Juniarty
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Religion Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Public Health Social Sciences Other

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Pengaruh Brand Image, Brand Association dan Brand Loyalty Terhadap Perceived Services Yang Mengacu Pada Purchase Intention Konsumen Pada Sepatu Olahraga Nike Widianata, Delius; Setyabudi, Warren A.; Juniarty, Juniarty

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Abstract

Pada penelitian ini untuk menganalisa sebagaimana besarnya  pengaruh brand image, brand association, brand loyalty terhadap perceived services sehingga dapat membawa pada purchase intention. Metode pengumpulan data menggunakan purposive sampling dengan responden sejumlah 250 orang dan metode analisis yang digunakan adalah SPSS dan SEM. Hasil dalam penelitian ini menunjukkan bahwa variabel brand image, brand association, dan brand loyalty memiliki pengaruh terhadap perceived services yang mengacu kepada purchase intention. Hasil ini sama seperti penelitian-penelitian terdahulu. Adapun saran untuk perusahaan yakni faktor-faktor branding yang telah dibangun sejak lama serta kualitas pelayanan harus terus dipertahankan, juga semakin memberikan value-added terhadap produk Nike sehingga konsumen dapat merasakan kepuasan lebih atas apa yang mereka keluarkan untuk produk Nike.Keywords : brand  image, brand association brand loyalty, perceived services, purchase intention. 
UNLOCKING BUSINESS OPPORTUNITY: DIGITAL LITERACY EMPOWERS KADU'S VILLAGE MSMES, CURUG DISTRICT Juniarty, Juniarty; Kristiyono, Yokie Radnan; Wijayanti, Cynthia Anna; Harefa, Jeanete Abigail
Abdi Dosen : Jurnal Pengabdian Pada Masyarakat Vol. 9 No. 2 (2025): JUNI
Publisher : LPPM Univ. Ibn Khaldun Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32832/abdidos.v9i2.2704

Abstract

Responding to the difficulties of post-pandemic digital transformation, the Business Development Strategy through Digitalization seminar offers Micro, Small, and Medium Enterprises (MSMEs) in Kadu Village, Curug District, Tangerang Regency an empowerment initiative. Aimed to improve participants' knowledge and abilities in digital marketing, the onsite seminar included theoretical insights and practical application that combined Participants' knowledge of digital marketing concepts improved significantly according to evaluation findings; effective social media use for promotion; creative content creation techniques; and the value of branding strategies. Acting as a physical contribution from higher education institutions in supporting inclusive and sustainable local economic development, this seminar effectively bridged the gap between academic theory and the practical needs of MSMEs.
GLOBAL COLLABORATION: REVOLUTIONIZING INTERNATIONAL COMMERCE AND EXPANDING THE ENTREPRENEURIAL POTENTIALS OF YOUNG ENTREPRENEURS Juniarty, Juniarty; Tan, Jacob D.; Wijayanti, Cynthia A.
Abdi Dosen : Jurnal Pengabdian Pada Masyarakat Vol. 9 No. 1 (2025): MARET
Publisher : LPPM Univ. Ibn Khaldun Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32832/abdidos.v9i1.2683

Abstract

In today's globalized and digitally connected world, cross-border collaboration is a key enabler of innovation, trade, and entrepreneurship. This community service activity conducted by the Universitas Pelita Harapan Business School aimed to equip students from Iloilo University, Philippines, with the insights and mindset required to thrive in international business. The seminar titled Global Collaboration: Revolutionizing International Commerce and Expanding the Entrepreneurial Potentials of Young Entrepreneurs highlighted cross-cultural partnerships, digital technologies, and international market access as critical enablers of entrepreneurial opportunities. Practical strategies for building global networks, innovating through e-commerce, and leveraging digital tools were discussed. The program empowered students to think globally, act strategically, and foster sustainable innovation.
Co-Authors Harefa, Jeanete Abigail Kristiyono, Yokie Radnan Setyabudi, Warren A. Tan, Jacob D. Widianata, Delius Wijayanti, Cynthia A. Wijayanti, Cynthia Anna