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All Journal Journal of Social Science Studies (JOS3) Journal of Trends Economics and Accounting Research
Cici Cici
Universitas Sunan Giri Surabaya
Economics, Econometrics & Finance Social Sciences

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Pengaruh Citra Diri, Kepribadian Merek, dan Kelompok Acuan terhadap Kualitas Hubungan Merek Ella Anastasya Sinambela; Cici Cici; Didit Darmawan; Rahayu Mardikaningsih; Abdul Rahman
Journal of Trends Economics and Accounting Research Vol 2 No 3 (2022): March 2022
Publisher : Forum Kerjasama Pendidikan Tinggi (FKPT)

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (334.157 KB)

Abstract

Saat ini konsumen tidak hanya ditawarkan produk yang beragam namun juga merek yang beragam. Konsumen dihadapkan pada pilihan dari berbagai jenis merek yang memiliki kelebihan tersendiri. Manajemen pemasaran mengharapkan adanya hubungan berkelanjutan antara konsumen dan merek. Peningkatan kualitas hubungan merek itu perlu ditingkatkan dan dikembangkan terus. Tujuan penelitian untuk mengetahui pembentukan kualitas hubungan merek melalui citra diri, kepribadian merek, dan kelompok acuan. Penelitian kuantitatif ini dengan populasi adalah konsumen Milo yang ada di Kota Johor Bahru Malaysia. Peneliti menggunakan 100 responden sebagai sampel penelitian dan dianalisis menggunakan teknik regresi. Hasil penelitian menunjukkan adanya peran nyata citra diri terhadap pembentukan kualitas hubungan merek. Selanjutnya kepribadian merek memiliki peran nyata pada kualitas hubungan merek. Kualitas hubungan merek juga dipengaruhi signifikan oleh kelompok acuan. Ketiga variabel secara simultan berperan nyata membentu kualitas hubungan merek.
Pengaruh Kepribadian Merek, Pengalaman Merek, dan Cinta Merek The Body Shop terhadap Loyalitas Merek Cici Cici; Rahayu Mardikaningsih
Journal of Trends Economics and Accounting Research Vol 2 No 4 (2022): June 2022
Publisher : Forum Kerjasama Pendidikan Tinggi (FKPT)

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (403.39 KB) | DOI: 10.47065/jtear.v2i4.267

Abstract

There are various kinds of companies engaged in the field of care and beauty, considering the increasing demand for women's care. Competing with various product advantages, various types of products, and quality does not make The Body Shop lose consumers. Established since 1976 until now, The Body Shop has had its own place in the minds of consumers, by creating beauty and care products made from herbal, environmentally friendly, safe for skin and body. The purpose of this study is to test whether brand personality, brand experience, and brand love affect brand loyalty to The Body Shop consumers. This study was tested using multiple linear regression analysis techniques, with a sample of 100 consumers of The Body Shop. This study proves that brand loyalty has a significant effect on brand personality, brand experience, and brand love. Brand experience is proven to have an effect on brand loyalty. In addition, brand loyalty is also significantly influenced by brand love
The Effect of Social Support and Extraversion Personality on Entrepreneurial Interest in Students Ernawati Ernawati; Ella Anastasya Sinambela; Cici Cici; Resva June Silviana; Roudhotul Nur Azizah; Sohibatun Naudalia
Journal of Social Science Studies (JOS3) Vol 2, No 2 (2022): July 2022
Publisher : metromedia.education

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56348/jos3.v2i2.25

Abstract

Students are a group in society that obtains its status because of its ties to a university. Higher education certainly produces students who are excellent and competent in their fields. And interest in entrepreneurship. Developed countries both from the economic and industrial sectors are indicated by the entrepreneurial growth index. This study aims to determine the effect of social support and extraversion personality on entrepreneurial interest. The research to be conducted is a quantitative research type. This type of research design uses an Explanatory Survey. This survey was conducted by taking samples from the total population and using a questionnaire as a data collection tool. Furthermore, the methods used are descriptive and verification methods. The sample used in this study amounted to 100 respondents. The analysis carried out in this study used linear regression analysis. The results of this study indicate that social support and extraversion have an effect on interest in entrepreneurship.
Co-Authors Abdul Rahman Didit Darmawan Ella Anastasya Sinambela Ernawati Ernawati Rahayu Mardikaningsih Resva June Silviana Roudhotul Nur Azizah Sohibatun Naudalia