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Muinah Fadhilah, Muinah
Politeknik Sawunggalih Aji Puworejo
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PENGARUH BRAND TRUST DAN BRAND LOVE TERHADAP LOYALITAS MEREK DENGAN KEPUASAN KONSUMEN SEBAGAI VARIABEL INTERVENING (STUDI KASUS PADA PRODUK SANDAL SWALLOW DI KOTA YOGYAKARTA) Sekartyasmara, Wulan; Fadhilah, Muinah; Hutami, Lusia Tria Hatmanti
Jurnal Manajemen Terapan dan Keuangan Vol. 13 No. 04 (2024): Jurnal Manajemen Terapan dan Keuangan
Publisher : Program Studi Manajemen Pemerintahan dan Keuangan Daerah Fakultas Ekonomi dan Bisnis Universitas Jambi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22437/jmk.v13i04.34214

Abstract

ABSTACT This research aims to determine the influence of brand trust and brand love on brand loyalty with consumer satisfaction as an intervening variable for Swallow sandal products in the city of Yogyakarta. This research used a sample of 100 respondents. The sampling technique used was non-probability sampling with the path analysis method. The data collection technique was carried out using a questionnaire via Google Form which was distributed via WhatsApp. Meanwhile, the data analysis techniques used are descriptive tests, classical assumption tests, model determination tests, path analysis, hypothesis tests and Sobel tests using the SPSS for Windows version 23 application. The results of this research consist of 2 sub-structures. Sub-structure I shows that the brand trust variable has a positive but not significant effect on brand loyalty, the brand love variable has a positive and significant effect on brand loyalty, and the consumer satisfaction variable has a positive and significant effect on brand loyalty. Sub-structure II shows that the brand trust variable has a positive and significant effect on consumer satisfaction, and the brand love variable has a positive and significant effect on consumer satisfaction. Research also shows that the consumer satisfaction variable is able to mediate the relationship between the brand and brand love variables and the brand loyalty variable Keywords: Brand Trust, Brand Love, Brand Loyalty, Consumer Satisfaction ABSTRAK Penelitian ini bertujuan untuk mengetahui pengaruh brand trust dan brand love terhadap loyalitas merek dengan kepuasan konsumen sebagai variabel intervening pada produk sandal swallow di kota Yogyakarta. Penelitian ini menggunakan sampel sebanyak 100 responden. Teknik pengambilan sampel yang digunakan non-probability sampling dengan metode path analysis. Teknik pengumpulan data dilakukan dengan menggunakan kuisioner melalui google form yang dibagikan melalui via whatshaap. Sedangkan teknik analisis data yang digunakan adalah uji deskriptif, uji asumsi klasik, uji ketetapan model, analisis jalur, uji hipotesis dan uji sobel dengan menggunakan aplikasi SPSS for windows versi 23. Hasil penelitian ini terdiri atas 2 sub-struktur. Sub-struktur I menunjukkan bahwa variabel brand trust berpengaruh positif namun tidak signifikan terhadap loyalitas merek, variabel brand love berpengaruh poitif dan signifikan terhadap loyalitas merek, dan variabel kepuasan konsumen berpengaruh positif dan signifikan terhadap loyalitas merek. Sub-struktur II menunjukkan bahwa variabel brand trust berpengaruh positif dan signifikan terhadap kepuasan konsumen, serta variabel brand love berpengaruh positif dan signifikan terhadap kepuasan konsumen. Penelitian juga menunjukkan bahwa variable kepuasan konsumen mampu memediasi hubungan antara variabel brand trus dan brand love ke variabel loyalitas merek Kata Kunci : Brand Trust, Brand Love, Loyalitas Merek, Kepuasan Konsumen
PENGARUH KESADARAN MEREK, CITRA MEREK TERHADAP LOYALITAS MEREK DENGAN KEPERCAYAAN MEREK SEBAGAI VARIABEL INTERVENING Pramana, Fendy Aji; Fadhilah, Muinah; Maharani, Bernadetta Dian
Jurnal Manajemen Terapan dan Keuangan Vol. 13 No. 05 (2024): Jurnal Manajemen Terapan dan Keuangan (Edisi Khusus)
Publisher : Program Studi Manajemen Pemerintahan dan Keuangan Daerah Fakultas Ekonomi dan Bisnis Universitas Jambi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22437/jmk.v13i05.38106

Abstract

Penelitian ini berfokus pada pengguna Nike. Tujuan dari penelitian ini untuk memahami bagaimana kesadaran merek dan citra merek memengaruhi loyalitas merek, yang dimediasi oleh kepercayaan merek. Penelitian ini bersifat kuantitatif dan menggunakan teknik purposive sampling dengan jumlah sampel sebanyak 104 responden. Data dikumpulkan dengan menggunakan kuisioner melalui Google form dan diolah menggunakan aplikasi SPSS. Uji data meliputi uji kualitas data, Uji asumsi klasik, Analisis regresi linear berganda , Uji hipotesis dan uji sobel. Hasil penelitian ini menunjukkan (1) Kesadaran merek berpengaruh positif dan signifikan terhadap Loyalitas merek (2) Citra merek berpengaruh positif dan signifikan terhadap Loyalitas merek (3) Kesadaran merek berpengaruh positif dan signifikan terhadap Kepercayan merek (4) Citra merek berpengaruh positif dan signifikan terhadap Kepercayaan merek (5) Kepercayaan merek berpengaruh positif dan signifikan terhadap Loyalitas merek
Pengaruh celebrity endorsement dan social media marketing terhadap purchase decision dengan brand image sebagai variabel intervening Azizah, Rizka Nur; Fadhilah, Muinah; Cahyani, Putri Dwi
Entrepreneurship Bisnis Manajemen Akuntansi (E-BISMA) Vol.5, No.2 (2024): December 2024
Publisher : Universitas Widya Mataram

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37631/ebisma.v5i2.1639

Abstract

This study aims to determine the effect of Celebrity Endorsement and Social Media Marketing on Purchase Decision with Brand Image as an intervening variable on scarlett whitening users in Yogyakarta. This study uses a quantitative research method, with a purposive sampling technique. The sample in this study was 112 respondents who were scarlett whitening users in Yogyakarta. The data collection method used a questionnaire via google form. The data analysis technique used data quality testing, classical assumption testing, hypothesis testing and sobel tests through the help of the SPSS program. The results of this study indicate that Celebrity Endorsement has a positive and significant effect on Purchase Decision. Social Media Marketing has a positive and significant effect on Purchase Decision. Celebrity Endorsement has a positive and significant effect on Brand Image Social Media Marketing has a positive and significant effect on Brand Image Brand Image has a positive and significant effect on Purchase Decision Brand image is able to mediate Celebrity Endorsement on Purchase Decision. Brand image is able to mediate Social Media Marketing on Purchase Decision. The findings of this study can provide Scarlett Whitening with in-depth insights into consumer preferences as well as the latest market trends, so that companies can develop more relevant and effective marketing strategies. In addition, the results of this research can also be used to strengthen the brand image by highlighting values that are in accordance with consumer needs and expectations.
Enhancing energy-efficient home appliance adoption: Media publicity strategies and planned behavior theory Andika, Andika; Fadhilah, Muinah; Luthfiana, Della Nanda; Nadia, Nadia; Amirullah, Malik Abd Karim
Asian Management and Business Review Volume 4 Issue 2, 2024
Publisher : Master of Management, Department of Management, Faculty of Business and Economics Universitas Islam Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.20885/AMBR.vol4.iss2.art5

Abstract

Adopting energy-efficient home appliances is one of the critical strategies for supporting environmental protection through reducing energy consumption. This study aims to identify factors contributing to consumers’ intentions to adopt energy-efficient household appliances (EEHA) in Indonesia, particularly in Java, a representative area of energy consumption in the country. Adopting the Theory of Planned Behavior (TPB) as the main theoretical framework, the study expands the model to include media publicity (MP) variables as external factors. The survey method was applied to 200 respondents, and the collected data were analyzed using the Structural Equation Modeling (SEM) technique through Smart-PLS 4. The results revealed that consumer attitudes (CA), perceived behavioral control (PBC), and subjective norms (SN) significantly affected consumers’ intentions in adopting EEHA. Furthermore, the study found that MP significantly influences CA. Likewise, as we expected, MP significantly affected PBC and SN, marking the first time this relationship has been identified in the context of the adoption of EEHA. Based on these findings, we discuss some of the implications for policymakers, marketers, and environmental practitioners in promoting the adoption of EEHA to accelerate the transition to more sustainable energy consumption in households.
Analysis of Green Marketing and Viral Marketing on Purchasing Decisions Through Consumer Behavior as an Intervening Variable (Case Study on Nike Shoes in Indonesia) Wulansari, Rika; Lukitaningsih, Ambar; Fadhilah, Muinah
Dinasti International Journal of Economics, Finance & Accounting Vol. 5 No. 5 (2024): Dinasti International Journal of Economics, Finance & Accounting (November - De
Publisher : Dinasti Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/dijefa.v5i5.3489

Abstract

This study aims to determine the effect of green marketing and viral marketing on purchasing decisions through consumer behavior as an intervening variable (case study on Nike shoes in Indonesia). The research methodology uses quantitative research, non-probability sampling method, and purposive sampling technique. A total sample of 130 respondents was obtained through distributing questionnaires. The results showed that the green marketing variable (X1) had no effect on purchasing decisions (Y). Viral marketing variable (X2) has an effect on purchasing decision (Y). Green marketing variables (X1) affect consumer behavior (Z). Viral marketing variable (X2) affects consumer behavior (Z). Consumer behavior variable (Z) affects purchasing decision (Y). consumer behavior can mediate the relationship between green marketing and purchasing decisions for Nike shoes. Consumer behavior can also mediate the relationship between viral marketing and purchasing decision for Nike shoes.
Pengaruh Online Customer Review dan Digital Marketing Terhadap Purchase Decision dengan Impulsive Buying Sebagai Variabel Mediasi di Shopee Pada Generasi Z Gilang Ramadhan, Oktavian; Fadhilah, Muinah; Hatmanti Hutami, Lusia Tria
JURNAL MANAJEMEN PENDIDIKAN DAN ILMU SOSIAL Vol. 6 No. 1 (2024): Jurnal Manajemen Pendidikan dan Ilmu Sosial (Desember 2024 - Januari 2025)
Publisher : Dinasti Review

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/jmpis.v6i1.3645

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh ulasan pelanggan online dan pemasaran digital terhadap keputusan pembelian dengan pembelian impulsif sebagai variabel mediasi pada konsumen Generasi Z di Shopee. Generasi Z yang tumbuh di tengah perkembangan teknologi digital sangat dipengaruhi oleh ulasan pelanggan dan pemasaran digital dalam mengambil keputusan pembelian. Penelitian ini menggunakan pendekatan kuantitatif dengan teknik pengumpulan data melalui kuesioner online yang diisi oleh 112 responden, yang merupakan pengguna aktif Shopee kelahiran 1997–2012. Teknik analisis data yang digunakan adalah Partial Least Squares (PLS). Hasil penelitian menunjukkan bahwa ulasan pelanggan online berpengaruh positif signifikan terhadap keputusan pembelian dan pembelian impulsif. Pemasaran digital juga terbukti berpengaruh positif signifikan terhadap keputusan pembelian dan pembelian impulsif. Pembelian impulsif ditemukan berperan sebagai variabel mediasi yang memperkuat hubungan antara ulasan pelanggan online dan digital marketing dengan keputusan pembelian. Temuan ini mendukung Theory of Planned Behavior (TPB) yang menyatakan bahwa sikap, norma sosial, dan perceived behavioral control memengaruhi niat dan keputusan pembelian. Secara praktis, penelitian ini memberikan wawasan bagi pelaku bisnis e-commerce untuk lebih memaksimalkan penggunaan ulasan pelanggan dan strategi pemasaran digital untuk meningkatkan pembelian impulsif dan memperkuat keputusan pembelian konsumen. Penelitian ini juga berpotensi menjadi referensi penting untuk penelitian lebih lanjut tentang perilaku belanja online generasi Z.
Analisis Pemasaran Media Sosial terhadap Sikap Merek melalui Kesadaran Merek dan Citra Merek pada Institusi Pendidikan Zulfiah, Evi; Fadhilah, Muinah; Lukitaningsih, Ambar
Ideguru: Jurnal Karya Ilmiah Guru Vol 10 No 1 (2025): Edisi Januari 2025
Publisher : Dinas Pendidikan, Pemuda dan Olahraga Daerah Istimewa Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.51169/ideguru.v10i1.1615

Abstract

The study discusses social media, especially Instagram, which is now used as one of the main sources for finding information. Instagram is currently a platform that must be owned by companies as a branding medium. Branding is a strategy to introduce, build and grow a brand until it is known and gets loyalty from the public. The purpose of this study is to determine the effect of social media marketing on brand attitudes, brand awareness and brand image. To determine the effect of brand awareness on brand attitudes and brand image. To determine the effect of brand image on brand attitudes. This type of research is quantitative research with a survey method. The number of samples in this study studied was 100 samples. Purposive sampling method, questionnaire data collection method. Data analysis techniques using Structural Equation Modeling (SEM) with the SmartPLS program. The results of the study showed a positive and significant effect between social media marketing on brand attitudes, brand awareness and brand image. There is a positive and significant effect between brand awareness on brand attitudes and brand image. There is a positive and significant effect between brand image on brand attitudes.
The Impact of Service Quality and Customer Trust on Customer Loyalty Mediated by Customer Satisfaction in GOJEK Transportation Services Kurniawati, Melinda; Fadhilah, Muinah; Ningrum, Nonik Kusuma
International Journal of Economics Development Research (IJEDR) Vol. 5 No. 4 (2024): International Journal of Economics Development Research (IJEDR)
Publisher : Yayasan Riset dan Pengembangan Intelektual

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37385/ijedr.v5i4.6156

Abstract

This research aims to analyze the influence of service quality and customer trust on customer loyalty, with customer satisfaction as an intervening variable in GOJEK transportation services. A quantitative approach is used in this study with a descriptive method. The research sample consisted of 122 respondents selected using accidental purposive sampling technique. Data was collected through a questionnaire distributed via Google Forms, which was analyzed using statistical methods with IBM SPSS v.29 software. The research results indicate that service quality and customer trust have a positive and significant impact on customer loyalty, both directly and through customer satisfaction as an intervening variable. Customer satisfaction has also been shown to mediate the relationship between service quality and customer loyalty. However, customer satisfaction has not been able to mediate the relationship between customer trust and customer loyalty. This research provides important implications for transportation service companies in enhancing customer loyalty through improved service quality and building customer trust.
Brand Image and Social Media Marketing on Purchase Decisions: The Mediating Role of Purchase Intention Pratama, Nico; Lukitaningsih, Ambar; Fadhilah, Muinah
International Journal of Economics Development Research (IJEDR) Vol. 5 No. 6 (2024): International Journal of Economics Development Research (IJEDR)
Publisher : Yayasan Riset dan Pengembangan Intelektual

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37385/ijedr.v4i6.6823

Abstract

This study was conducted in the city of Yogyakarta with a sample of 126 Aerostreet Shoe users who had made a purchase at least 1 time. Data processing using SPSS, with the criteria of respondents having a minimum age of 17 years, the last education is high school, and have made a purchase of Aerostreet Shoes. The purpose of this study was to determine the effect of Brand Image, Social Media Marketing, and Purchase Intention, on Purchase Decision. The results showed that Brand Image, Social Media Marketing, Purchase Intention have a significant positive effect on Purchase Decision.
The Influence of Influencer Marketing and Social Media Marketing on Purchase Decisions with Brand Awareness as an Intervening Variable for TikTok Shop in Generation Z Arlana Hidayatullah, Aidil; Fadhilah, Muinah; Tria Hatmanti Hutami, Lusia
Dinasti International Journal of Economics, Finance & Accounting Vol. 5 No. 6 (2025): Dinasti International Journal of Economics, Finance & Accounting (January - Feb
Publisher : Dinasti Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/dijefa.v5i6.3667

Abstract

This study examines the effect of influencer and social media marketing on purchase decisions among Generation Z, mediated by brand awareness, within the TikTok Shop platform. The study addresses the digital marketing shift, where social media is crucial in increasing brand engagement and consumer purchasing behavior. Using quantitative methods, data were collected from 112 Generation Z consumers in Yogyakarta who had experience shopping at TikTok Shop. The analysis employed the PLS-SEM method using SmartPLS 3.0. Results indicate that while social media marketing significantly influences brand awareness and purchase decisions, influencer marketing only positively impacts brand awareness. Furthermore, brand awareness mediated the relationship between social media marketing and purchase decisions but not between influencer marketing and purchase decisions. This highlights the critical role of social media marketing over influencer marketing in driving consumer purchasing decisions on TikTok Shop, especially through brand awareness. The findings suggest marketers should prioritize strategies that enhance social media engagement to strengthen brand presence and drive consumer decisions
Co-Authors Abdul Rokhim Agus Dwi Cahya Agus Setiawan, Eko Agustin, Lina Al Ahmadi, Wahid Hidayat Alika, Azza Putri Ambar Lukitaningsih Amin, Ahmad Muslich Amirullah, Malik Abd Karim Andika Andika Anggrasari, Yeni Dwi Anton Nugroho Arafah, Riqif Arief Prasetyo Arif Wahyu Setiawan, Arif Wahyu Arlana Hidayatullah, Aidil Ayu Larasati, Adelia Azizah, Rizka Nur Baiza, Ahmad Barus, Hendra Budianto Budi Setiawan Cahyati, Ratih Nur Cahyono, Harry Chandra Putry, Nur Anita Chasanah, Iswatun Dedek Susanto, Dedek Dewi, Siskana Dus Reis Doa, Ajita Da Silva Dwi Agus Nugroho Dyah Ari Susanti Erawati, Dian Fatmaningrum, Sakti Riana Fauzi , Fitriya Gilang Ramadhan, Oktavian Hadi , Syamsul Hatmanti Hutami, Lusia Tria Henny Welsa Heru Pratama, Yhoga Himmah, Tri Siswari Faiqotul Hutami, Lusia Tri Hatmanti Hutami, Lusia Tria Hatmanti IBN Udayana, IBN Ida Bagus Nyoman Udayana Kholifah, Laras Kirana Putri , Fuadhillah Kon, Iknasius Kurniasari, Riza Kurniawati, Melinda Kusuma Chandra Kirana, Kusuma Chandra Kusumaningrum, Nonik Larasati, Adelia Ayu Larasati, Rian Lestari, Efa Suci Lisa Rahmawati Luthfiana, Della Nanda Maharani, Bernadetta Dian Maharani, Bernadetta Dian Septi Maharani, Bernadetta Diansepti Miftakhur Rohmah, Miftakhur Nadia Nadia Nonik Kusuma Ningrum Noraini, Jesy Nur Anisa Nur Rokhman Nurgiyantoro, Edi Nurrohmah, Mutiah Nusantara, Aiza Duta Dwipa Oktaviani, Ayuni Permata, Aurel Priastyca Pramana, Fendy Aji Pratama, Alfian Pratama, Nico Pratiwi, Selly Anjar Priandewi, Made Maitri Pujiyani, Rohmah Purwani Sari, Putri Gesit Purwantoro, Nugroho Puspitaningrum, Sari Rahma Putri Dwi Cahyani, Putri Dwi Putri, Yessi Anggraeni Qayyum, Abdul Raditya, Adit Reni Suci Wahyuni Retno Utami, Retno Retno Wulandari Riskin Hidayat Sekartyasmara, Wulan Septyarini, Epsilandri Setiawan, Eko Agus Setiawan, Suryadi Setyawan, Didik Wahyu Suparna, Suparna Supinardi, ,Bambang Susanto Susanto Syamsul Hadi Taqi Ardabilli, Muhammad Triono, Tomi Agus Uran, Alfonsus Vianey Nara Wijaya, Sananta Malde Wulandari, Destri Wulansari, Rika Yusup, Ariska Maulana Zulfiah, Evi