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All Journal Pendas : Jurnah Ilmiah Pendidikan Dasar Jurnal Manajemen Bisnis
Erghana Kanza Kirana
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Other

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PENGARUH EKUITAS MEREK DAN KEPERCAYAAN KONSUMEN TERHADAP KEPUTUSAN PENGGUNAAN JASA EKSPEDISI (STUDI PADA KONSUMEN JALUR NUGRAHA EKAKURIR) Erghana Kanza Kirana
Manajemen Bisnis Vol. 8 No. 1 (2018): April
Publisher : Universitas muhammadiyah malang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22219/jmb.v8i1.7052

Abstract

This study aims to examine the impact of brand equity and consumer trust on decision to use the expedition service. The population of this study was the entire customers who sent their package in the JNE Malang; Meanwhile, the sample was 120 consumers who accidentally met while sending their package in the JNE office. The sample was selected by using accidental sampling technique. The data were analysed by means of Multiple Linear Regression. The findings indicated that (1) most of the consumers initially used JNE for the first time in 2014; (2) brand equity significantly influences decision to use the expedition service with the t-count value of 2.350 and the significance value of 0.020; (3) consumer trust also significantly influences decision to use the expedition service with the t-count value of 3.478 and the significance value of 0.001; and last, (4) from these two variables, consumer trust dominantly influences the decision to use the expedition service with a value of 0.301. 
EFEK PUBLISITAS NEGATIF PRODUK X TERHADAP KETERLIBATAN KONSUMEN: KEPERCAYAAN KONSUMEN BERBELANJA ONLINE SEBAGAI MEDIASI Erghana Kanza Kirana
Pendas : Jurnal Ilmiah Pendidikan Dasar Vol. 11 No. 03 (2026): Volume 11 No. 03, September 2026 Release
Publisher : Program Studi Pendidikan Guru Sekolah Dasar FKIP Universitas Pasundan

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Abstract

Digital marketing has experienced massive development in recent years. This rapid development has resulted in several risks, including negative publicity that can impact brand reputation. Negative publicity significantly influences consumer purchasing behavior and brand engagement. Negative publicity also plays a role in influencing consumer trust in a brand or even the influencers who promote the brand. This study aims to identify and analyze the effects of negative publicity on consumer trust and engagement, identify the effect of consumer trust on consumer engagement, and identify the mediating effect of consumer trust on the relationship between negative publicity and consumer engagement. This study recruited 150 respondents using purposive sampling techniques. Data were obtained using questionnaires, and this study employed a quantitative method with the Structure Equation Model-Partial Least Square (SEM-PLS) approach. The results show that negative publicity has a significant effect on consumer trust and engagement, and consumer trust has a significant effect on consumer trust. Furthermore, the results also show that consumer trust significantly mediates the relationship between negative publicity and consumer engagement.
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