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All Journal International Journal of Social and Management Studies (IJOSMAS) Jurnal Manajemen dan Pemasaran Jasa
Sutan Banuara
Universitas Pelita Harapan
Religion Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice

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The impact of Corporate Social Responsibility toward Brand Loyalty: Direct or Indirect? Sutan Banuara
International Journal of Social and Management Studies Vol. 2 No. 3 (2021): Juni 2021
Publisher : IJOSMAS

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (648.035 KB) | DOI: 10.5555/ijosmas.v2i3.28

Abstract

The purpose of this study is to explain the effect of brand experience, brand satisfaction, brand trust, and brand loyalty in the relationship between corporate social responsibility and brand loyalty to society and the environment. This research will be useful in providing important information for marketers to the extent that non-marketing activities have an impact on product brands which in turn will increase the company's revenue performance. This study uses a quantitative approach with data methods using Google Forms electronic questionnaires which are distributed through social media owned by researchers. In this study, the total data collected by 240 respondents were analyzed using SmartPLS 3.2.9. The results showed that not all variables had a significant effect. This study explains the indirect effect of corporate social responsibility on brand loyalty through the mediation of brand trust. However, this study also found that the mediating role of the two mediators is not significant (brand experience and brand satisfaction) in the proposed relationship.
ANALYSIS OF THE AVIATION INDUSTRY IN INDONESIA PERIOD 2003-2015 BASED ON DOMESTIC PASSENGER GROWTH AND THE STRATEGIC IMPLICATION FOR AIRLINES AND GOVERNMENT Sutan Banuara; John Tampil Purba
Jurnal Manajemen dan Pemasaran Jasa Vol. 10 No. 1 (2017): Maret
Publisher : Lembaga Penerbit Fakultas Ekonomi dan Bisnis

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (4604.156 KB) | DOI: 10.25105/jmpj.v10i1.2164

Abstract

The objective of the study was to analyze the growth of the number of domestic passengers in Indonesia based on emprical data of the last 12 years to forecast the number of domestic passenger for 2016-2021 by using panel data modeling with random effects model technique. The research using independent variable air traffic, ticket prices and per capita income has never been done in the Indonesia’s aviation industry, but research with the same model ever done in the industry of electrical household. The results of the study are useful for strategic planning for companies in developing the market and government of Republic of Indonesia to determine the right public policies needed to support the aviation industry development which able to accelerate economic growth, ensure the safety and convenient of air transport passengers and the sustainability of aviation industry. The results of this study indicate that the variable number of air traffic can be explained by ninety one point eleven percent by variable number of air traffic, yield and per capita income and has a close relationship to the number of domestic passengers in Indonesia.
Co-Authors Purba, John Tampil