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All Journal Bubungan Tinggi: Jurnal Pengabdian Masyarakat Open Access Indonesia Journal of Social Sciences Open Access Indonesia Journal of Social Sciences
Prihatiningrum, RR. Yulianti
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Humanities Economics, Econometrics & Finance Education Environmental Science Law, Crime, Criminology & Criminal Justice Social Sciences Other

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The Effect of Brand Experience, Brand Loyalty, and Self-Congruity on Positive Word of Mouth with Brand Love as an Intervening Variable: A Study in Banjarbaru Starbucks Customers Prihatiningrum, RR. Yulianti; Sutan Naufal Al Khadafi
Open Access Indonesia Journal of Social Sciences Vol. 7 No. 2 (2024): Open Access Indonesia Journal of Social Sciences
Publisher : HM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37275/oaijss.v7i2.220

Abstract

Several factors that can influence positive WOM are brand experience, brand loyalty, self-congruity, and brand love. Brand experience, created by Starbucks in Banjarbaru, can be a positive or negative experience experienced by customers when interacting with the brand. A positive brand experience can make customers feel comfortable and happy to be in the cafe and satisfied with the quality of the products and services they receive. High self-congruity can make customers feel comfortable and happy interacting with a brand and make consumers more loyal to that brand. This research method uses a questionnaire with 165 Starbucks Banjarbaru customers as a sample and was selected from the entire customer population. Variable measurement uses the Likert Scale technique with a weight scale from 1 to 5. Data analysis uses partial least squares with the help of the SmartPLS program. The research results show that brand experience, brand loyalty, and self-congruity have a positive effect on positive word of mouth. Brand love mediates the influence of brand experience, brand loyalty, self-congruity on positive word of mouth.
The Effect of Brand Experience, Brand Loyalty, and Self-Congruity on Positive Word of Mouth with Brand Love as an Intervening Variable: A Study in Banjarbaru Starbucks Customers Prihatiningrum, RR. Yulianti; Sutan Naufal Al Khadafi
Open Access Indonesia Journal of Social Sciences Vol. 7 No. 2 (2024): Open Access Indonesia Journal of Social Sciences
Publisher : HM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37275/oaijss.v7i2.220

Abstract

Several factors that can influence positive WOM are brand experience, brand loyalty, self-congruity, and brand love. Brand experience, created by Starbucks in Banjarbaru, can be a positive or negative experience experienced by customers when interacting with the brand. A positive brand experience can make customers feel comfortable and happy to be in the cafe and satisfied with the quality of the products and services they receive. High self-congruity can make customers feel comfortable and happy interacting with a brand and make consumers more loyal to that brand. This research method uses a questionnaire with 165 Starbucks Banjarbaru customers as a sample and was selected from the entire customer population. Variable measurement uses the Likert Scale technique with a weight scale from 1 to 5. Data analysis uses partial least squares with the help of the SmartPLS program. The research results show that brand experience, brand loyalty, and self-congruity have a positive effect on positive word of mouth. Brand love mediates the influence of brand experience, brand loyalty, self-congruity on positive word of mouth.
Purun Bag Decoration Training for Women of Dharma Wanita Members as Part of Work-Life Balance Swandari, Fifi; Said, Laila Refiana; Fariany, Gusti Rina; Ariffin, Zakhyadi; Claudia, Meiske; Prihatiningrum, RR. Yulianti; Rusniati, Rusniati; Fatimah, Siti; Rizkya, Syafa
Bubungan Tinggi: Jurnal Pengabdian Masyarakat Vol 7, No 4 (2025): NOVEMBER 2025
Publisher : Universitas Lambung Mangkurat

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.20527/btjpm.v7i4.14487

Abstract

Dharma Wanita members who work on campus from Monday to Friday experience boredom. Prolonged boredom will lead to stress at work. Constant stress can negatively impact mental or physical health. Another problem faced by Dharma Wanita members is a lack of income. The aim of this community service activity is twofold. First, teach a new hobby to reduce stress levels at work. Second, it gives participants the possibility to earn additional income. The implementation method used is training and mentoring. There are two main activities of PDWA. The first is training to decorate basic-level purun bags, and the second activity is training to decorate advanced-level purun bags. The first activity, Purun Bag Decoration Training for Women Members of Dharma Wanita, was held on Friday, August 23, 2024. This activity took place at the Sari Patin Depot, Jl. Brigadier General H. Hasan Basry Kayu Tangi. This activity went smoothly. The second stage of activity, namely Advanced Level training, will be held on October 18, 2024. The results of this activity are two. Participants feel relaxed and ultimately reduce stress at work. The second result is still potential because the process of a hobby becoming income takes a long time. From this activity, it can be concluded that most participants are able to decorate as they have been taught, but to become a source of income, they still need a lot of practice. 
Co-Authors Claudia, Meiske Fariany, Gusti Rina Fifi Swandari Laila Refiana Said Rizkya, Syafa Rusniati Rusniati Siti Fatimah Sutan Naufal Al Khadafi Zakhyadi Ariffin