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Lingga Yuliana
Universitas Paramadina
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Transformasi Perilaku Konsumen Parfum Lokal: Peran Live Streaming dan e-WOM dalam Mendorong Keputusan Pembelian Mykonos Setyawan, Lingga Adi; Yuliana, Lingga
Jurnal Ilmiah Global Education Vol. 7 No. 1 (2026): JURNAL ILMIAH GLOBAL EDUCATION
Publisher : LPPM Institut Pendidikan Nusantara Global

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55681/jige.v7i1.5014

Abstract

This study aims to examine the influence of live streaming and electronic word of mouth on purchase decisions using a case study of Mykonos. Understanding the effectiveness of digital communication strategies for local brands is crucial in this study. The research method is quantitative. The sampling technique used is purposive sampling. A total of 104 respondents domiciled in Greater Jakarta (Jabodetabek) aged 17-50 years were involved in this study. The study was conducted in November 2025. Respondents were male and female social media users who had previously purchased Mykonos products online. The data source used primary data by distributing questionnaires through Google Forms. The data analysis technique used Partial Least Squares with the data processing tool SmartPLS version 4.1.0.0. The results showed that live streaming had a positive and significant effect on purchase decisions as the first hypothesis. Meanwhile, the second hypothesis indicated that electronic word of mouth had a positive and significant effect on purchase decisions. Mykonos needs to optimize its live streaming experience by featuring credible hosts, interactive content, and sensory storytelling to offset the limitations of the scent experience. Furthermore, the company needs to proactively manage eWOM by encouraging authentic reviews, monitoring digital conversations, and strengthening its user community to build reputation and enhance brand trust.
Hyper-Personalization For Customer Innovativeness, Customer Involvement and Adoption Intention Alfian, Rendi; Yuliana, Lingga; Perkasa, Didin Hikmah; Putra, Muhammad Farrel Risyawal
Widya Cipta: Jurnal Sekretari dan Manajemen Vol. 9 No. 1 (2025): March
Publisher : Universitas Bina Sarana Informatika

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31294/widyacipta.v9i1.12196

Abstract

In the context of smartphone product uptake, this study attempts to investigate how hyper-personalization can affect customer innovativeness and customer involvement. Businesses can offer features and information that are customized to each customer's tastes by using a hyper-personalization strategy, which can raise customer engagement and interest in using the product. Taking samples with 100 responders is possible using the purposeful sampling technique. Smartphone users in South Jakarta between the ages of 17 and 50 met the requirements to participate in this study. July 5–6, 2024, was the date of data gathering. Primary data sources are the source of the data. Google Form serves as an intermediary in the distribution of primary data in the form of a questionnaire. Smart PLS version 4.1.0.0 is a data processing program that may be used to analyze data using the partial least squares technique. The outcomes of the research support the first hypothesis, which holds that adopt intention is influenced by consumer innovation. The impact of consumer innovativeness on customer involvement is demonstrated by the second hypothesis. The research's managerial implications include the possibility for businesses in the smartphone sector to keep introducing innovative items to market as a result of the public's approval of new products. Consumers anticipate new products since they are accustomed to using smartphones.
Brand Reputation on Brand Performance in Surplus Indonesia Yuliana, Lingga; Apriyana, Nurliya; Perkasa, Didin Hikmah; Masnia, Masnia; Waty, Sully Sia; Pratama, Aldiwa; Maria, Nadiya Tristi
Widya Cipta: Jurnal Sekretari dan Manajemen Vol. 8 No. 2 (2024): September
Publisher : Universitas Bina Sarana Informatika

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31294/widyacipta.v8i2.12229

Abstract

The research presented here examines the impact of brand reputation on brand performance using the Indonesian Surplus case study. The study employed a quantitative descriptive methodology, surveying one hundred respondents in Jakarta who used the Surplus Indonesia application and purchased goods from partners between July and December 2023. Purposive sampling was used to select the target audience. Data analysis was conducted using Partial Least Square (PLS) with Smart PLS version 4.1 to accurately assess the relationship between brand reputation and brand performance. Respondents answered questionnaires distributed via Google Forms, which included a Likert scale ranging from one to five to measure perceptions of brand reputation and performance. The study's findings indicate that brand reputation has a significant and positive impact on brand performance, highlighting the importance of maintaining a strong brand reputation for business success. The research's management conclusion is that Surplus Indonesia's existence can function as a platform to assist small, medium, and large enterprises in the economy in managing food that is fit for human consumption. In addition, customers are urged to use caution when selecting the goods they wish to use. With the objective to reduce food waste and improve earth's chances of survival.
Brand Hate dan Negative Electronic Word of Mouth Terhadap Non-Purchase Intention Karina, Yohana Mounthema; Yuliana, Lingga
Jurnal Ilmiah Global Education Vol. 7 No. 1 (2026): JURNAL ILMIAH GLOBAL EDUCATION
Publisher : LPPM Institut Pendidikan Nusantara Global

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55681/jige.v7i1.5049

Abstract

The purpose of this study is to examine the influence of Brand Hate and Negative Electronic Word of Mouth on Non-Purchase Intention, using a case study of the Baked n Grind brand. Quantitative research was used in this study. The sampling technique used was purposive sampling. A total of 154 respondents residing in Greater Jakarta (Jabodetabek) aged 17-50 years were involved in this study. The study was conducted in November 2025. Respondents were men and women who were consumers of bread and bakery products, social media users, and familiar with the latest information about the Baked n Grind brand. The data source used primary data by distributing questionnaires through Google Forms. The data analysis technique used Partial Least Squares with the SmartPLS data processing tool version 4.1.0.0. The first hypothesis indicates a positive and significant influence of Brand Hate on Non-Purchase Intention. Meanwhile, the second hypothesis indicates a positive but insignificant influence of Negative Electronic Word of Mouth on Non-Purchase Intention. This confirms that managing customer experience and consumer emotions is key to maintaining purchase intention. Baked n Grind needs to identify and address the sources of brand hate, such as inconsistent product quality, poor service interactions, or perceived unfairness. Preventive efforts are more important than remedial measures once hate has formed, as brand hate is difficult to reverse and directly impacts purchase decisions.
Strategi Social Network Marketing dan Dampaknya Terhadap Consumer Engagement dan Purchase Intention (Studi Kasus Sektor Properti di Indonesia) Nopriadi, Sendi; Yuliana, Lingga
Jurnal Ilmiah Global Education Vol. 7 No. 1 (2026): JURNAL ILMIAH GLOBAL EDUCATION
Publisher : LPPM Institut Pendidikan Nusantara Global

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55681/jige.v7i1.5085

Abstract

This study analyzes the influence of Social Network Marketing (SNM) on Consumer Engagement and Consumer Purchase Intention in the real estate sector in Indonesia, which is currently experiencing accelerated digital transformation and changes in consumer behavior. Using a quantitative approach with 157 respondents who have purchased property in the Greater Jakarta area, the data was processed using Smart Partial Least Squares. The results of the study indicate that the first hypothesis indicates that Social Network Marketing has a positive and significant influence on Consumer Engagement. The second hypothesis indicates that Social Network Marketing has a significant influence on Consumer Purchase Intention. Meanwhile, the third hypothesis indicates that Social Network Marketing has a significant influence on Consumer Purchase Intention. Managerial implications emphasize that property companies in Indonesia need to optimize Social Network Marketing as a primary strategy to build engagement and drive purchase intention. Marketing managers need to focus on creating informative, engaging, and interactive content, as well as ensuring fast and personalized two-way communication to strengthen consumer trust. In addition, the integration of digital technologies such as virtual tours, live streaming open houses, chatbots, and social media analytics can increase marketing effectiveness in directing the consumer journey from awareness to purchase.
Pelatihan Strategi Manajemen Merek Bagi UMKM Melalui Nama, Logo dan Desain Kemasan di Dinas Koperasi dan UKM Kabupaten Karawang Yuliana, Lingga; Apriyana, Nurliya; Sajili , Mohamad; Perkasa , Didin Hikmah; Pradana, Deni Bagas; Nurjanah, Siti; Satrio , Hendri Budi
BARAKTI: Journal of Community Service Vol. 4 No. 2 (2026): Maret
Publisher : PT. Sangadji Media Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62394/barakati.v4i2.279

Abstract

UMKM memiliki peran strategis sebagai penggerak perekonomian nasional, penyerap tenaga kerja, serta sumber inovasi produk lokal. Banyak UMKM menghadapi tantangan dalam membangun identitas dan diferensiasi merek di tengah persaingan yang kian ketat. Masalah utama yang dihadapi UMKM dalam hal manajemen merek adalah keterbatasan sumber daya, baik dari segi pengetahuan, keuangan, maupun akses terhadap tenaga ahli di bidang desain dan pemasaran. Pelatihan dilaksanakan pada tanggal 31 Juli 2025 dengan menggunakan pendekatan partisipatif dan aplikatif, yang menekankan pada keterlibatan aktif peserta dalam proses pembelajaran. Pelatihan ini diselenggarakan di Dinas Koperasi dan UKM Kabupaten Karawang dengan jumlah peserta sebanyak 60 orang pelaku UMKM dari berbagai sektor usaha, seperti makanan dan minuman, fashion, serta kerajinan tangan. Kegiatan ini memberikan pemahaman bagi peserta bahwa nama, logo dan desain suatu merek menjadi media dimana produk UMKM ini akan dikenal oleh konsumen. Dengan mengoptimalkan strategi manajemen merek melalui pengelolaan nama, logo, dan desain kemasan, UMKM dapat memperkuat posisi dalam persaingan bisnis yang semakin kompetitif. Merek yang kuat akan menjadi aset jangka panjang yang tidak hanya meningkatkan nilai ekonomi, tetapi juga membangun kepercayaan konsumen terhadap produk lokal.
Pengaruh Brand Familiarity Dan Perceived Quality Terhadap Brand Credibility (Studi Kasus Merek Solventum) di Kota Medan Vanessa, Lidya; Yuliana, Lingga
Jurnal Ilmiah Global Education Vol. 7 No. 1 (2026): JURNAL ILMIAH GLOBAL EDUCATION
Publisher : LPPM Institut Pendidikan Nusantara Global

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55681/jige.v7i1.5550

Abstract

This study aims to examine the effect of Brand Familiarity and Perceived Quality on Brand Credibility. A quantitative descriptive approach was employed, using purposive sampling as the sampling technique. The respondents in this study were dentists who use the Solventum brand. The data used were primary data collected from 207 respondents domiciled in Medan City. Data collection was conducted through the distribution of questionnaires using Google Forms on July 12, 2025. Data analysis was performed using the Statistical Package for the Social Sciences (SPSS) with the assistance of IBM SPSS Statistics version 27.0.1. The results indicate that Brand Familiarity does not have a significant effect on Brand Credibility, therefore the first hypothesis is not supported. Meanwhile, Perceived Quality has a significant effect on Brand Credibility, supporting the second hypothesis of this study.
Pengaruh Reputasi Merek Terhadap Kinerja Merek (Studi Kasus Pada Air Minum Dalam Kemasan) Hasti, Bayu; Yuliana, Lingga
Jurnal Ilmiah Global Education Vol. 7 No. 1 (2026): JURNAL ILMIAH GLOBAL EDUCATION
Publisher : LPPM Institut Pendidikan Nusantara Global

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55681/jige.v7i1.5551

Abstract

The purpose of this study is to examine the influence of brand reputation on brand performance with a case study of the AQUA brand. This study contributes to the development of literature in the field of brand management, particularly focusing on the relationship between brand reputation and brand performance in the context of Bottled Drinking Water. This study uses a quantitative descriptive method with a purposive sampling technique. Respondents involved in this study are customers who use the AQUA brand. The data used are primary data obtained through a questionnaire created with Google Form with a total of 124 respondents in the Greater Jakarta area. The data analysis technique uses Partial Least Square with the SmartPLS analysis tool version 4.1.0.0. The results of the study indicate that Brand Reputation has a positive and significant influence on Brand Performance. This study provides practical directions for AQUA brand managers to place reputation as the main focus of marketing and operational strategies. Efforts to strengthen reputation need to be carried out through various approaches such as product quality consistency, transparent marketing communications, consumer involvement in sustainability programs, and rapid responses to public issues. Strengthening reputation can also be achieved through a value-based differentiation strategy, so that AQUA is perceived not only as a consumer product but as a brand that prioritizes health, environmental sustainability, and social responsibility.
Co-Authors Abdullah, Muhammad Al Faruq Abi Rafdi Abrar, Fairuz Ikram Achmad Tarmizi Achmad Tarmizi Aditya Rian Ramadhan Aditya, Mauly Adrian A. Wijanarko Adrian A. Wijanarko Afifatul Khoiroh Agung Surya Dwianto Ahmad Azmy Ahmad Habibie, Ahmad Ahmad Yusuf Abdi Firdaus Al-‘Aafiyah, Syakira Alamsyah, Fadli Alfian, Rendi Alfiansyah, Aan Alim Kramo Masyuhur Alisia Putri Bestari Amanta, Najwa Az-Zahra Ananda Rizkyllah Andri Mat Raharjo Anis Kristia Astri Apriyana, Nurliya Ardani, Rayhan Arya Ardi Wiranata Ardiani, Nadia Rizky Arhaj, Muhammad Fathir Arie Mulyati Arifianza, Ahmad Raihan Athaullah, Fathin Abrar Aulia , Naila Najmi Bambang Purwoko Bangbang Irawan Basuki , Chusnul Sabrina Cindi Wardani Clara, Virjinia Clarichie, Clavin Dea Elvira Delia, Refa Dias I Denudin Sobari Derriawan Derriawan Desty Febrian, Wenny Dewi Jayanti Nazara Diah Angguningtiyas Diandra, Didip Didin Hikmah Perkasa Dinul Ambiyah Diyanti, Indira Nada Eko Bima Sutopo, Israel Elsa Melani Elyas Satria Ervan, Bonfilio Fadhila, Naufal Fadhila, Nayla Fitri Fadhlurrahman, Muhammad Rifqy Fadillah, Muhammad Adam Fadzillah, Malika Radian Fany Safriyanti Fathiana, Faliha Ersa Fauzan, Ray Febrian, Wenny Desty Firanti, Firanti Firdaus, Hendy Yusman Gray Nindyan Pradipta Mitya Utoyo Hafsah Adha Diana Hamdani, Rezki Handayani, Senia Lestari Handika Arif Setiawan Hardi Yakup Hasti, Bayu Hidayat, Djibran Nova Humaira, Aliffia Ida Trigani Iin Mayasari Irawan, Bangbang Israel Eko Bima Sutopo Iyus Wiadi Janni Beatrix Mandowally Janni Beatrix Mandowally Jasmine, Catherine Putri Angelica Johan Ramadhan Nurwardana Kafiyan, Vio Salman Kamaliyah, Levi Raica Karina, Yohana Mounthema Keke Tarisca Kharisma Candra Utama Khoirudzaki, Saskia Kholis Azmi Mustofa Klara Bali Kurniawan, Anarta Abimanyu Larasati, Nike Lestari Widiah Ningsih Livani Yanuari Ludfiah Zahrah LUJENG LUTHFIYAH Lutfi Alhazami Luthfi Akbar Ryan M. Ghofur Riyanto Mabil, Syahrul Putra Magito Magito Maliana, Rahma Manalu, Christopher Ferdinand Darren Maria, Nadiya Tristi Martin Krisna Priyatno Masnia Masnia, Masnia Masnia, Masnia Maulana, Fadli Mughni Maya Firdiana Megawati Sihite Meilan Mustikasari Meilani, Ajeng Melati Indriati Putri Muhamad, Firza Destrian Muhammad Naufal Muhammad Rizky Naomi Saptorinie Natalia, Riska Navita, Puti Azzahra Nike Larasati Niko Ariza Ramadhanu Nisrina Alya Fatharani Nopriadi, Sendi Novyta, Novyta Nur Aisah Nur Ramadhan Setyabudi Nur Vitriani Nur Vitriani Nurfathriah, Intan Nurliya Apriyana Nurliya Apriyana Nurul Azmi, Nurul Nuryanto, Athaya Salsabila Poetry, Keyka Pradana, Deni Bagas Pranata, Dedy Prasetya, Kartika Febrianti Pratama, Aldiwa Pratama, Raka Rizki Primayudha, Alvin Dito Purwoko, Bambang Putra, Muhammad Farrel Risyawal Putra, Muhammad Rasya Kurniawan Putri , Aurellia Nadira Putri, Bilqis Saphira Putri, Reysha Naindra Qilbaaini Effendi Muftikhali Raditya, Ananda Alif Rafa Fitria Rafdi, Abi Rahmatika, Aulia Rahmi, Ratu Naila Ray Fauzan Ray Fauzan Rendi Alfian Rendi Alfian Revaldito, Sayyidina Adha Rhamdany, Fathya Talitha Rizkiyanty, Fiona Rosinta Rosinta Rosyad, Abdul Ghani Ryani Dhyan Parashakti Ryani Dhyan Parashakti Sabani , Qalam Raydathul Sabilla, Edelwiss Fahmi Nur Safira, Erliza Sajili , Mohamad Saksono, Alvino Saka Salsabila, Resya Zalfa Sam Oudom Serick Saputra, Muhammad Ragaswara Saputri, Kurnia Dwi Saputri, Rara Zulia Sarah Rusfianti Sasmaya, Elsadian Hana Sasmiatin Irawan Sativa, Shafira Oryza Satria, Elyas Satrio , Hendri Budi Selli Prisilia Putri Sena , Afif Nur Seri Marianti Setiyo Purwanto Setyawan, Lingga Adi Shafwan, Muhammad Silfia, Vivi Silvia Justiana Simbolon, Hartobela Siti Annisa Wahdiniawati Siti Nur Amanah Siti Nurjanah Slamet, Frima Agustian Sri Harnanih Suci Ramadhani, Suci Sudradjat, Fauziah Wulandari Sugiono, Burhan Prakoso Suhisman, Niken Citra Tantio Dipo Priantono Tantio Dipo Priantono Tito Adi Dharma Tito Iswanto Trigani, Ida Tsabita, Malika Khansa Tutut Ratna Wana Setya Ningsih Utsman, Muhammad Vanessa, Lidya Wahdi Fauzan Nugroho Wahdi Fauzan Nugroho Wati, Pera Waty, Sully Sia Wenny Desty Febrian Willyansyah, Willyansyah Winsi, Delinta Melati Putri Wirayudha, Raditya WS, Antonius Wulan Aditya Putri Yosya, Syepria Bilqiis Yuliani Sherlyta Zacky Aditiaga Zulfa, Ghefira Zahira