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All Journal Seminar Nasional Aplikasi Teknologi Informasi (SNATI) Jurnal Eksplorasi Karya Sistem Informasi dan Sains Jurnal Ekonika : Jurnal Ekonomi Universitas Kadiri KACANEGARA Jurnal Pengabdian pada Masyarakat JURNAL NUSANTARA APLIKASI MANAJEMEN BISNIS Jurnal Maksipreneur: Manajemen, Koperasi, dan Entrepreneurship Eksis: Jurnal Riset Ekonomi dan Bisnis JMD: Jurnal Riset Manajemen & Bisnis Dewantara MABIS: Manajemen dan Bisnis Jurnal Manajemen Journal of Digital Marketing and Halal Industry Management and Sustainable Development Journal Jurnal Ekonomi, Manajemen dan Perbankan (Journal of Economics, Management and Banking) Multidiciplinary Output Research for Actual and International Issue (Morfai Journal) Jurnal Riset Akuntansi dan Keuangan Jurnal Riset Manajemen dan Bisnis Proceeding ISETH (International Summit on Science, Technology, and Humanity)
Singgih Santoso
Fakultas Bisnis Universitas Kristen Duta Wacana
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Chemical Engineering, Chemistry & Bioengineering Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Energy Engineering Environmental Science Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Materials Science & Nanotechnology Medicine & Pharmacology Social Sciences Other

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THE EFFECT OF BRAND LOGO ANTHROPOMORPHISM AND BRAND FAMILIARITY ON BRAND TRUST MEDIATED BY BRAND IMAGE (CASE STUDY ON OLIVE FRIED CHICKEN) Nur Cahyono, Hutdi; Santoso, Singgih
Multidiciplinary Output Research For Actual and International Issue (MORFAI) Vol. 5 No. 1 (2025): Multidiciplinary Output Research For Actual and International Issue
Publisher : RADJA PUBLIKA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54443/morfai.v5i1.2667

Abstract

In the increasingly competitive culinary business, building brand trust is a key factor in attracting and retaining customers. Anthropomorphism of brand logos and brand familiarity can play an important role in forming a positive brand image, thus influencing the level of consumer trust. This study aims to analyze how these two factors contribute to brand trust in Olive Fried Chicken, considering the mediating role of brand image. This study uses a non-experimental quantitative approach with a focus on Olive Fried Chicken consumers in the Special Region of Yogyakarta and its surroundings. Data were collected through a questionnaire with a Likert scale, using a purposive random sampling method with a sample of 350 respondents. Data analysis was carried out using descriptive statistics and Structural Equation Modeling (SEM) using AMOS 24 to test the causal relationship between variables and confirm the validity and reliability of the instrument through Confirmatory Factor Analysis (CFA). This study shows that logo anthropomorphism and brand familiarity have a positive and significant influence on brand image, which in turn has an impact on increasing brand trust. Brand image acts as a mediator in the relationship between logo anthropomorphism and brand familiarity with brand trust, confirming that a strong image can strengthen consumer trust. Therefore, companies are advised to optimize branding strategies through more anthropomorphic logo designs and increased brand familiarity to build better brand image and trust.
Environmental Factors Influencing Green Consumer Behaviour in the Digital Age Among the Millennial Generation Sutedjo Dharma Oetomo , Budi; Santoso, Singgih
Journal of Digital Marketing and Halal Industry Vol. 7 No. 1 (2025)
Publisher : Fakultas Ekonomi dan Bisnis Islam UIN Walisongo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21580/jdmhi.2025.7.1.25275

Abstract

In Indonesia, millennials’ awareness of environmental conservation is increasing, with social media serving as the main channel to promote sustainable development. However, a gap remains between awareness and actual green purchase behavior. Limited research has examined the link between buying environmentally friendly products and the role of social media in influencing millennial behavior. This study investigates how social media marketing, price perception, and environmental awareness shape attitudes toward green products and, ultimately, the intention to purchase them. Using a survey method with purposive random sampling, respondents were highly educated, active social media users, and residents of the Special Region of Yogyakarta. Data were collected via Google Forms and analyzed using structural equation modeling (SEM). The majority of respondents, aged 20–21, were active on social media but had limited knowledge of green products available in the market. High prices and limited availability were perceived as the main barriers to purchase. Waste, pollution, and global warming were identified as the most urgent environmental issues in Indonesia. Based on results showed that environmental awareness and social media marketing significantly influenced consumer attitudes, whereas price perception did not. This suggests millennials still perceive green products as more expensive than conventional ones, consistent with market realities. Nevertheless, creative social media content on platforms like Instagram and TikTok can effectively encourage millennials, as their environmental awareness is growing. Furthermore, a positive attitude toward green products significantly affects green purchase intention, with climate change awareness motivating young people to adopt environmentally responsible practices.
Co-Authors Agus Wijaya Agustini Dyah Respati Budi Sutedjo Dharma Oetomo, Budi Sutedjo Dharma Desyandri Desyandri Hardo Caesar Mual Herdioko, Jonathan Lucia Nurbani Kartika Nathaza Gayatry Woen Noverita Wirayanthy Nur Cahyono, Hutdi Ohoitimur, Elias Theopilus Helmi Puspita, Richa Mega Rugati , Devina Pratya Stafanus Andi Sutedjo Dharma Oetomo , Budi Valinda Carolina De Quelyu Wibawa, Eka Adhi