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The Influence of Islamic Branding and Religiosity on Brand Image Anggie Lia Andini; Popy Rufaidah
AFEBI Islamic Finance and Economic Review Vol 2, No 02 (2017)
Publisher : Asosiasi Fakultas Ekonomi dan Bisnis Indonesia

The purpose of this study is to identify the magnitude of influence of Islamic branding and religiosity on brand image. Problem formulations in this research are whether there is an influence of Islamic branding and religiosity on brand image. This study uses explanatory survey method to explain the causal relationship of research variables through hypothesis testing. The population of the study is the consumers of cosmetic products in Indonesia. The study uses purpose sampling method, targeting the consumers of halal cosmetics and Islamic brands. Validity test results show that out of 37 question items, 36 items have correlation scores above 0.30 which means good and valid at 1% of significance level. Reliability test results show that all variables have Alpha Cronbach scores above 0.90 which means very reliable and significant at 1% of significance level. The study results show that Islamic branding and religiosity have significant influence on brand image. Islamic branding has a greater than toward brand image.Keywords: Brand Image, Islamic Branding, and Religiosity

Branding Strategy of West Java: Fashion Products of The Creative Industry Popy Rufaidah
AFEBI Management and Business Review Vol 2, No 2 (2017)
Publisher : Asosiasi Fakultas Ekonomi dan Bisnis Indonesia

In past research, branding strategy application in the creative industry has been left largely unexplored. This study aims to investigate the types of branding strategy elements perceived as the distinctiveness of West Java in fashion products of the creative industry. This study is a cross-sectional study using survey method, which is designed to describe the frequency of customer perceptions of branding strategy elements such as products design, marketing communicationtools and physical environment. The data used in this study is primary and secondary data. The primary data is obtained from the results of observations, interviews and survey using questionnaires. The respondents of the study are the customers of fashion products in the creative industry who have been living in West Java at lest for two years. The study concludes that there are some critial points in building West Java brand through several branding strategy elements that need more attention such as (i) the performance of blogs and websites as marketing promotional tools used by companies in the creative industry is perceived low (37%); (ii) most of the fashion products marketed by companies in the creative industry are perceived similar and not unique (57%); (iii) the logo of the fashion products sold in the market by creative industry players is perceived not attractive (37%) and; the places where the fashion products are sold are perceived not clean (46%).Keywords: Branding Strategy, Fashion Products, Creative Industry

Strategic Group of Indonesia Retail Industry Luki Ramdani; A.Fadel Muhammad; Popy Rufaidah
Jurnal Ilmiah Ilmu Administrasi Publik Vol 13, No 1 (2023)
Publisher : Program Pascasarjana Universitas Negeri Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26858/jiap.v13i1.48684

This research aims to produce a strategic group map of the retail industry in Indonesia at PT Sumber Alfaria Trijaya Tbk. A strategic group is a collection of companies in an industry with similarities in strategy implementation, the scope of operations, and the resources they use to win the competition. The research method used is the case study method, namely a series of scientific activities carried out in detail and depth to reveal an event and activity of an entity in order to gain in-depth knowledge about the event. This study explores strategic groups in the retail industry concerning the position of PT Sumber Alfaria Trijaya Tbk as one of the retail business players, including the supermarket and minimarket sub-sectors. The results of the study show a mapping of strategic groups in the retail industry in Indonesia using indicators of wide geographical coverage and the number of outlets owned by companies in the industry. The strategic group mapping of the Indonesian retail industry consists of sub-sectors: supermarkets and minimarkets (such as PT. Sumber Alfaria Trijaya Tbk), retail electronics (such as PT. Erajaya Swasembada Tbk); retail automotive (e.g., PT. Mitra Pinasthika Mustika Tbk); retail clothing and textiles (e.g., PT MapActivs Adiperkasa Tbk; and PT Mitra Adiperkasa Tbk).

Branding Strategy of West Java: Fashion Products of The Creative Industry Popy Rufaidah
AFEBI Management and Business Review Vol. 2 No. 2 (2017): December
Publisher : Asosiasi Fakultas Ekonomi dan Bisnis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47312/ambr.v2i2.103

In past research, branding strategy application in the creative industry has been left largely unexplored. This study aims to investigate the types of branding strategy elements perceived as the distinctiveness of West Java in fashion products of the creative industry. This study is a cross-sectional study using survey method, which is designed to describe the frequency of customer perceptions of branding strategy elements such as products design, marketing communicationtools and physical environment. The data used in this study is primary and secondary data. The primary data is obtained from the results of observations, interviews and survey using questionnaires. The respondents of the study are the customers of fashion products in the creative industry who have been living in West Java at lest for two years. The study concludes that there are some critial points in building West Java brand through several branding strategy elements that need more attention such as (i) the performance of blogs and websites as marketing promotional tools used by companies in the creative industry is perceived low (37%); (ii) most of the fashion products marketed by companies in the creative industry are perceived similar and not unique (57%); (iii) the logo of the fashion products sold in the market by creative industry players is perceived not attractive (37%) and; the places where the fashion products are sold are perceived not clean (46%).Keywords: Branding Strategy, Fashion Products, Creative Industry

Live Streaming Of Skincare Products: The Role Of Celebrity Endorses On Impulsive Buying Luki Ramdani; Popy Rufaidah
International Journal of Artificial Intelligence Research Vol 8, No 1.1 (2024)
Publisher : STMIK Dharma Wacana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29099/ijair.v7i1.1.1142

The purpose of this study is to identify the influence of live streaming and celebrity endorsers on impulse buying among skincare users. This research was conducted to the users of skincare products with a total sample of 130 respondetns using purposive sampling techniques and applying descriptive quantitative-based research methods with data processing involving the use of statistical analysis methods through the SEM-PLS programme. The results of this study reveal that the live streaming variable (? = 0.242 p-value <0.01) has a positive and significant effect on impulse buying among users of the skincare products and celebrity endorsers (? = 0.418, p-value <0.01) have a positive and significant effect on impulse buying among users of the skincare products. Thus,H1 and H2 are accepted. From a theoretical point of view, the results provide a new angle that combines live streaming content and celebrity endorsers in increasing customers' impulse buying, where the more often audiences see, hear, and absorb information about skincare products delivered by celebrities, the more likely they are to make impulse buying

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