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All Journal DIGEST MARKETING E-Jurnal Ekonomi dan Bisnis Universitas Udayana JBTI : Jurnal Bisnis : Teori dan Implementasi Li Falah: Jurnal Studi Ekonomi dan Bisnis Islam EBSJ JURNAL MANAJEMEN BISNIS Jurnal Samudra Ekonomi dan Bisnis Jurnal Manajerial International Journal of Economics Development Research (IJEDR) JURNAL AKUNTANSI KEUANGAN DAN MANAJEMEN Journal of Advanced Multidisciplinary Research DEDIKASI PKM Anindyaguna Ekonobisnis : Jurnal Ekonomi dan Bisnis STIE Anindyaguna Jurnal Bingkai Ekonomi (JBE) Jurnal PKM Manajemen Bisnis Society: Jurnal Pengabdian Masyarakat Business Perspective Journal JURNAL AKUNTANSI DAN BISNIS Neo Journal of economy and social humanities Jurnal Manajemen Bisnis Era Digital IECON: International Economics and Business Conference
Firdaus Firdaus
Universitas Muhammadiyah Semarang
Religion Aerospace Engineering Agriculture, Biological Sciences & Forestry Humanities Chemical Engineering, Chemistry & Bioengineering Computer Science & IT Decision Sciences, Operations Research & Management Earth & Planetary Sciences Economics, Econometrics & Finance Education Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mathematics Mechanical Engineering Nursing Public Health Social Sciences

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Journal : JURNAL MANAJEMEN BISNIS

 1 
The Impact of Brand Storytelling and Brand Image on Marketing Performance: A Case Study of Grab Indonesia Hayati, Michelle Zuhrotul; Firdaus; Jumai; Nur Aini, Farikha
Jurnal Manajemen Bisnis Vol. 12 No. 1 (2025): March
Publisher : Pusat Penerbitan dan Publikasi Ilmiah, FEB, Universitas Muslim Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33096/jmb.v12i1.974

Abstract

This study explores the influence of brand storytelling and brand image, mediated by purchase decisions, on the marketing performance of PT.Grab Teknologi Indonesia, which at the end of 2023 made its first profit in history and reduced Grab's losses from US$ 1,74 in 2022 to US$ 485 million in 2023. Using SEM analysis with data from 96 respondents, results indicate that both brand storytelling and brand image significantly enhance marketing performance, with purchase decisions acting as a critical mediating factor. These findings offer strategic insights for improving marketing performance through enhanced storytelling and brand imaging.
The Role of Heritage Image as an Intervening Factor in Increasing Visits to Lawang Sewu Dina, Novia Rahma; Firdaus; Purwanto, Edy; Jumai
Jurnal Manajemen Bisnis Vol. 12 No. 1 (2025): March
Publisher : Pusat Penerbitan dan Publikasi Ilmiah, FEB, Universitas Muslim Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33096/jmb.v12i1.1000

Abstract

This research seeks to assess the impact of service quality and destination branding on the decision to visit the Lawang Sewu Semarang tourist attraction, which are mediated by heritage images. KAI Wisata, as the manager of Lawang Sewu, is targeting 700 thousand tourists in 2024. However, until December 31, 2024, the number of foreign and domestic tourists visiting the area for one year reached 650 thousand visitors. This is actually good, but not yet in accordance with the target set. This research used quantitative methods on 96 respondents. Therefore, the data analysis is performed using SmartPLS. The research results show that service quality and destination branding are proven to increase visiting decisions. Decisions to visit are positively and significantly influenced by service quality, destination branding, and heritage image. This can provide insight into increasing public interest in the Lawang Sewu tourist attraction.
Co-Authors Abdillah, Muhammad Husein Ade Octavia Adelia, Vita Adi Sucipto, Adi Agung Nusantara Ahmad Fahmi Akmal, Muhammad Rafi Alim, Mucahmmad Rully Sjahirul Amelia Amrudin Mahfud Jumai Any Setyarini Ariyanto, Ahmad As'ari, Fajar Husain Asepta Hendriyanto Asepta Hendriyanto Bagus Abdillah Budiman Budiman Callista Cahya Waroka Devanya Sonia Aulia Devi Dina, Novia Rahma Edy Purwanto Edy Purwanto Edy Purwanto Effendi, Meizar Elina Felda Andreani Endah Ratnasari Fatmawati, Azzahra Felda, Elina Haqq, Zulkifli Nurul Hari Murti Mahatma Putra Hayati, Michelle Zuhrotul Ilham Yusuf, Ilham ISMANTO, FIDERIUS Isna, Nova Jatmiko, M Roby Jatmiko, M.Roby Jumai Jumai, Jumai Kukuh Mulyanto Kukuh Mulyanto Lelani, Siska M. Roby Jatmiko MARTINI Martini Martini Maulana, Satriyo Muhamad Roby Jatmiko Muhamad Roby Jatmiko Nadia Ayu Nisrina, Ghina Noegroho, Andro Dewantara Nofikasari, Nofikasari Nur Aini, Farikha Nurhayati Nurhayati Nurhayati Nurhayati Nurhayati Nurhayati Nurrahmah, Wa Ode Sitti Pradipta Risma Rukma Ardi Purwanto, Dedik Putri, Cut Wanda Cahya Raihan, M. Dhany Roos Kities Andadari Rusmiyatun Rusmiyatun Sekar Fitri Tengah Panuluh Shafiyah Ainur Rafi'ah Sherly Vera Ari Sabrina SITTI NURRAHMAH, WA ODE Sri Sulandjari Suharti Suharti , Suharti Sulistiyaningsih, Sri Suwardi Suwardi Wa Ode Sitti Nurrahmah Wulandari, Nisa Amelia Yasinta, Tiurman