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All Journal Jurnal Manajemen Bisnis EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi dan Bisnis DERIVATIF Kompartemen : Jurnal Ilmiah Akuntansi SENTRALISASI J-MAS (Jurnal Manajemen dan Sains) Jurnal Mantik Jurnal Ners Jurnal Abdimas Ilmiah Citra Bakti (JAICB) Entrepreneurship Bisnis Manajemen Akuntansi (E-BISMA) Journal of Economics, Management, Business And Accounting (JEMBA) Jurnal Ekonomi dan Bisnis Digital (MINISTAL) Media Ekonomi Asian Journal of Management Analytics International Journal of Business and Applied Economics (IJBAE) Jurnal Manajemen Bisnis, Akuntansi dan Keuangan The Es Economics and Entrepreneurship West Science Journal Economic and Entrepreneurship IIJSE Jurnal Pengabdian Masyarakat JGEN : Jurnal Pengabdian Kepada Masyarakat INOVASI: Jurnal Ekonomi, Keuangan, dan Manajemen Ektasi : Jurnal Ekonomi, Akutansi dan Organisasi International Journal of Economics and Management Research
Erny Rachmawati
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Journal : Jurnal Manajemen Bisnis

 1 
Brand Awareness and Sustainability in Shaping Promotion Strategies in Indonesia Rachmawati, Erny; Akbar, Hammad
Jurnal Manajemen Bisnis Vol. 16 No. 1: March 2025
Publisher : Universitas Muhammadiyah Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.18196/mb.v16i1.24545

Abstract

Research aims: This study aims to investigate the impact of service quality, brand awareness, consumer experience, and environmental sustainability on brand image and brand advocacy in Indonesia. It seeks to determine the extent to which these factors influence brand image and how brand image mediates their effect on brand advocacy.Design/Methodology/Approach: A quantitative research methodology was adopted, involving the collection of data from 300 respondents in Indonesia. Structural Equation Modeling-Partial Least Squares (SEM-PLS 3) was employed to analyze the relationships between the variables. Research findings: The findings reveal that service quality, brand awareness, consumer experience, and environmental sustainability significantly influence brand image, which in turn strongly impacts brand advocacy. Consumer experience has the greatest effect, followed by service quality, brand awareness, and environmental sustainability. While these insights are valuable for the Indonesian market, expanding the study’s geographic or sectoral scope could provide a broader understanding of brand perception and advocacy across diverse cultural and economic contexts, enhancing its global applicability. Theoretical Contribution/Originality: This research contributes to the literature on branding by offering empirical evidence on the combined impact of service quality, brand awareness, consumer experience, and environmental sustainability on brand image and advocacy in the Indonesian context. It underscores the mediating role of brand image in strengthening consumer advocacy. Practitioners/Policy Implications: For practitioners, the study provides practical insights into how companies can enhance brand image and foster consumer advocacy by improving service quality, raising brand awareness, enhancing consumer experience, and promoting environmental sustainability. This is particularly relevant for businesses in Indonesia aiming to build strong brands and loyal customer base. Research Limitations/Implications: The study is limited to a single country (Indonesia) and specific sectors, which may limit the generalizability of the findings to other regions or industries. Future research could explore additional variables or investigate the effects in other cultural or geographical settings.
Co-Authors A., Chevy Herli Sumerli Abidin, Gita Rosiliana Achmad Fauzan Adin Moza L Ahmad Wahyudin Akbar, Hammad Akbar, Mochammad Akhmad Darmawan Alfalisyado Amir Antika, Rindi Fitri Arif Johar Taufiq Arini Hidayah, Arini Arman, Faris Meirizki Arofah, Rifka Utami Dian, Alvy Dwi Nur Diarosiani Eko Hariyanto Eko Haryanto Evanthi, Olivia Dea Fauzan Putra, Evan Fitriati, Azmi Hadi Pramono Hantoro, Puput Tri Haryanto, Totok Hengky Widhiandono Hermin Endratno Herni Justiana Astuti Hidayati, Septiana Nur Ikhsani, Mastur Mujib Iwan Fakhruddin Jamaluddin Majid Juni Rianti Kharismasyah, Alfato Yusnar Merlinda Silfiana Miftahuddin, Muchammad Agung Muji R, Tri Septin Mukromiin, Ramadhan Khoerul Naelati Tubastuvi Nawalin Nazah Nur Akbar, Gilang Pratama Prasetyo, Rizki Galih Pratama, Bima Cinintya Purnadi, Purnadi Purnamasari, Imas Ayu Rahmawati, Ika Yustina Ramadhanti, Almira Shita Restu Frida Utami Rifai, Fredi Maulana Rifai Rifka Utami Arofah ROOSGANDA ELIZABETH Salsa Bila, Meisya Noor Salvati, Adelia Sri Wahyuni Suyoto Suyoto Suyoto Suyoto Syahreiza, Muhammad Tri Septin Muji Rahayu, Tri Septin Wahyu Triana Wida Purwidianti Widodo, Stefani Widyaningtyas, Dian Witasari, Rindi Yusnar Kharismasyah, Alfato Yustina Rahmawati, Ika Zamakhsyari, Luthfi