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All Journal Jurnal Ekonomi : Journal of Economic JURNAL LENTERA BISNIS Jurnal Ilmiah Manajemen Kesatuan Budapest International Research and Critics Institute-Journal (BIRCI-Journal): Humanities and Social Sciences Jurnal Alwatzikhoebillah : Kajian Islam, Pendidikan, Ekonomi, Humaniora Devotion: Journal of Research and Community Service JURNAL ILMIAH GLOBAL EDUCATION JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi) MES Management Journal International Journal of Economics (IJEC) Neo Journal of economy and social humanities Innovative: Journal Of Social Science Research JURNAL ABDIMAS PLJ Communication and Information Journal International Journal of Economics, Management and Accounting Jurnal Ekonomi, Manajemen, Akuntansi
Ika Baskara
Universitas Esa Unggul
Religion Arts Humanities Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mathematics Public Health Social Sciences Other

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Pengaruh Customer Orientation, Brand Commitment, Brand Risk Terhadap Brand Loyalty pada Merek Bumi Susu di Bogor Nela Tri Istianti; Ika Baskara
Comit: Communication, Information and Technology Journal Vol. 3 No. 1 (2025): Comit: Communication and Information Journal
Publisher : IAI Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/comit.v3i1.7138

Abstract

The purpose of this study was to determine the effect between customer orientation and brand loyalty through mediation of brand risk and brand commitment. Quantitative method using milk objects and a sample of 109 people in Bogor. The population covered includes Bumi Susu consumers in Bogor city/regency. The sampling technique used is non-probability sampling by taking purposive samples. Data processing was carried out using the Structural Equation Modeling (SEM) method to determine the direct effect of the relationship between customer orientation and brand loyalty and the indirect effect by looking at the relationship between customer orientation and brand loyalty through the mediation of brand risk and brand commitment. The results of this study show an insignificant relationship between customer orientation and brand loyalty but mediation of brand risk and brand commitment is done to connect customer orientation with brand loyalty. The indirect relationship with this mediation has a positive and significant effect. This research has managerial implications for businesses considering brand risk and brand commitment that can affect brand loyalty so that companies can survive in business competition. Brand loyalty is one of the factors that influence repeat purchases which will affect sales.
Pengaruh Customer Orientation, Brand Comitment, Brand Risk Terhadap Brand Loyalty Pada Merek Bumi Susu Di Bogor Istianti, Nela Tri; Baskara, Ika
Jurnal Ekonomi : Journal of Economic Vol 16, No 01 (2025): Jurnal Ekonomi : Journal of Economic
Publisher : Lembaga Penerbitan Unversitas Esa Unggul

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47007/jeko.v16i01.8577

Abstract

Tujuan penelitian ini dilakukan untuk mengetahui pengaruh antar orientasi pelanggan dengan loyalitas merek melalui mediasi brand risk dan brand commitment. Metode kuantitatif dengan menggunakan objek susu sapi dan sampel 109 orang di Bogor. Populasi yang dicakup meliputi konsumen Bumi Susu yang berada di kota/kabupaten Bogor dengan sampel orang 17-50 tahun yang mengkosumsi rutin 1 minggu sekali. Teknik pengambilan sampel yang digunakan yaitu non probalility sampling dengan mengambil purposive sampel. Pengolahan data dilakukan dengan metode Structural Equation Modeling (SEM) untuk mengatahui direct effect dari hubungan customer orientatin dengan brand loyalty dan indirect effect dengan melihat hubungan customer orientation dengan brand loyalty melaui mediasi brand risk dan brand commitment. Hasil penelitian ini menunjukan hubungan yang tidak signifikan antara customer orientation dengan brand loyalty tetapi dilakukan mediasi brand risk dan brand commitment untuk menghubungkan customer orientation dengan brand loyalty. Hubungan tidak langsung dengan mediasi tersebut berpengaruh positif dan signifikan. Penelitian ini mempunyai implikasi manajerial untuk usaha mempertimbangkan brand risk dan brand commitment yang dapat mempengaruhi brand loyalty sehingga perusahaan dapat bertahan dalam persaingan usaha. Brand loyalty adalah salah satu faktor yang mempengaruhi pembelian berulang yang akan mempengaruhi penjualan.   
ROADMAP TATA KELOLA UMKM DAN PENCIPTAAN PRODUK UNGGULAN PADA UMKM DESA WARNASARI, KABUPATEN BANDUNG Wuryan, Sophiyanto; Nizarlie, Eriene Iranie; Djuarni, Wenny; Baskara, Ika; Sundoro, Aries
JURNAL ABDIMAS PLJ Vol. 5 No. 1 (2025): JURNAL ABDIMAS PLJ, Juli 2025
Publisher : POLITEKNIK LP3I JAKARTA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34127/japlj.v5i1.1608

Abstract

The purpose of this community service activity is so that UMKM actors in warnasari village, bandung regency can improve their insight and performance through good governance and how to create superior products.roadmaps are important management tools to improve efficiency, identify opportunities, and direct innovation systematically. Before creating and developing products, business actors need to find out first what is needed, loke or sought by consumers. As an effort to strengthen UMKM efforts in empowering individuals, groups and communities to improve shared welfare. The methods used in this activity are through counseling, training, and mentoring through presentations of materials delivered by the PkM team. This activity is also expected to have a positive impact on UMKM actors and can contribute to economic development.
The Effect of Compensation, Transformational Leadership on Work Engagement by Mediating the Behavior of Organizational Citizens in Insurance Broker Companies Kacaribu, Hendri; Baskara, Ika
International Journal of Economics, Management and Accounting (IJEMA) Vol. 1 No. 8 (2024): January
Publisher : Lafadz Jaya Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47353/ijema.v1i8.91

Abstract

This study examines the factors that influence Work engagement in the insurance brokerage industry in Indonesia, where Compensation, transformational leadership are the independent variables, while Organizational Citizen Behavior is the mediation. The sample used was 360 respondents, collected through a questionnaire and measured with a 1-5 Linkert scale and analyzed using Structural Equation Modeling (SEM). This study found that Compensation, transformational leadership has a positive effect on Organizational Citizen Behavior in insurance brokerage companies, while Compensation, transformational leadership has a positive effect on Work engagement in insurance brokerage companies. Organizational Citizen Behavior also influences work engagement in insurance brokerage companies. In addition, this study also shows the results of the influence of Organizational Citizen Behavior mediation on the positive relationship of Compensation, transformational leadership on Work engagement in insurance brokerage companies. For future researchers, it is expected to add other factors that influence work engagement as well as industry and other analysis in order to add research insight. This research has implications for insurance brokerage companies to consider Compensation, transformational leadership, Organizational Citizen Behavior in order to be able to increase work engagement so that insurance brokerage company goals can be achieved effectively and well as expected. In addition, it is necessary to examine in more detail the relationship between Organizational Citizen Behavior and Work engagement in insurance brokerage companies in Indonesia.
Social Media Marketing Strategy to Improve Customer Satisfaction and Repurchase Intention Through Brand Equity in E-Commerce Abnar Uhibah Ulhaq; Ika Baskara; Fajar Satria; Primasatria Edastam
Neo Journal of economy and social humanities Vol 4 No 1 (2025): Neo Journal of Economy and Social Humanities
Publisher : International Publisher (YAPENBI)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56403/nejesh.v4i1.292

Abstract

This study aims to analyze the influence of social media marketing strategies in increasing customer satisfaction and repurchase intentions through brand equity on e-commerce platforms in Indonesia. This study uses a quantitative approach with the Structural Equation Modeling Partial Least Square (SEM-PLS) method . A total of 150 respondents who are active e-commerce users in the Jabodetabek area became the research sample. The results of the study indicate that social media marketing activities have a significant positive effect on brand equity , which is mediated by brand love and brand trust . In addition, brand equity has a direct relationship with customer satisfaction , which then affects repurchase intention . This study also reveals that interactive, responsive, and relevant social media marketing strategies contribute to increasing emotional connections between consumers and brands, which are important factors in building long-term loyalty. Positive experiences felt by consumers through interactions on social media not only improve their perceptions of the brand but also create deep trust relationships. The practical implications of this study indicate that business actors need to pay attention to the elements of transparency, consistency, and personalization in every marketing activity they do on social media. With this approach, businesses can create added value to brand equity while increasing customer retention. This study also emphasizes the importance of utilizing technology such as artificial intelligence to support more effective real-time interactions with consumers. This strategy is believed to not only be able to improve brand image, but also motivate consumers to make consistent repeat purchases. Therefore, this study provides a significant contribution, both in the academic context and managerial practice, especially in helping e-commerce businesses in Indonesia to develop more innovative and sustainable social media-based marketing strategies.
The Effect of Customer Orientation and Service Quality on Customer Loyalty Mediated by Customer Satisfaction at Bank BRI Lamtiur Sihombing; Muhammad Arief; Ika Baskara; Gilang Pratama Hafids
Neo Journal of economy and social humanities Vol 4 No 1 (2025): Neo Journal of Economy and Social Humanities
Publisher : International Publisher (YAPENBI)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56403/nejesh.v4i1.294

Abstract

This research aims to explore the influence of service quality and customer orientation on customer loyalty through customer satisfaction at Bank BRI in Bekasi City. Using a descriptive quantitative approach, data were collected from 105 respondents via an online questionnaire and analyzed using Structural Equation Modeling – Partial Least Square (PLS-SEM). The analysis results indicate that service quality and customer orientation do not have a direct significant effect on customer loyalty. However, service quality has a significant positive impact on customer satisfaction, which ultimately enhances customer loyalty. Customer orientation also positively influences customer satisfaction, but it does not have a statistically significant impact on customer loyalty through customer satisfaction. These findings highlight the importance of customer satisfaction as a mediator linking service quality to customer loyalty. The managerial implications for Bank BRI include the need to improve service quality and customer orientation to enhance customer satisfaction and loyalty. Future research is recommended to involve a larger sample size, utilize diverse research methods, and consider external factors such as policy changes or economic conditions that may influence customer perceptions. The results of this study provide valuable insights for developing more effective service strategies and customer retention efforts in the future.
The Influence of Content and Influencer Interaction on Followers' Trust in Social Media Salbintan Fadilah Sari; Diana Fajarwati; Ika Baskara; Muhammad Arief
Neo Journal of economy and social humanities Vol 4 No 1 (2025): Neo Journal of Economy and Social Humanities
Publisher : International Publisher (YAPENBI)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56403/nejesh.v4i1.295

Abstract

Study This investigate connection between Informational Support, Emotional Support, Influencer Credibility, Trust and Emotional Brand Attachment in the Sometinc Community . Study This use scale Likert five points For measure support social , credibility influencers , trust , and engagement emotional brand . The sample consists of from 145 customers Somethic skincare in Jabodetabek . Validity tested , reliability with Cronbach's Alpha , and data analysis using Partial Least Squares (PLS). Study This show that credibility influencer influence trust in community Somethinc . Owner brand can leveraging credible influencers For increase awareness brand , spread review positive , and strengthening trust . With choose the right influencer , owner brand can increase trust to Somethinc in various platform. The purpose of article This is For understand How trust towards social media influence attachment emotional to A brand through influencers .
The Influence of Social Media Marketing on Purchase Intent: The Role of Mediation Brand Image and Brand Trust on The Brand of Sunscreen Valorie Yang Cen, Ronald; Nurlaela, Siti; Anindita, Rina; Baskara, Ika
Devotion : Journal of Research and Community Service Vol. 6 No. 9 (2025): Devotion: Journal of Community Research
Publisher : Green Publisher Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59188/devotion.v6i9.25523

Abstract

The growing awareness of skin care has led to the rise of many sunscreen brands, especially in tropical countries like Indonesia, making it vital to understand factors affecting consumer purchase intent through digital marketing strategies. This research analyzes the influence of social media marketing on purchase intention, directly and through the mediating roles of brand image and brand trust. Using a quantitative method, an online questionnaire was distributed to 124 active TikTok users who had seen promotions of Unitary sunscreen on the platform. Data were analyzed using Partial Least Squares – Structural Equation Modeling (PLS–SEM) with SmartPLS4 software. Results show that social media marketing via TikTok significantly strengthens brand image and brand trust in Unitary sunscreen. Creative, consistent, and lifestyle-relevant promotions help form positive perceptions and increase consumer confidence in product quality, driving purchase intent. The findings also reveal that direct calls to purchase are less effective without a strong brand image and brand trust. Therefore, digital promotion success depends on the brand’s ability to build emotional connections with consumers. This research contributes theoretically to digital marketing literature and offers practical implications for skincare industry players aiming to design more effective and targeted promotional strategies. It underscores the critical role of social media marketing in shaping consumer behavior through brand image and brand trust, especially in competitive markets like sunscreen products.
Pengaruh Strategi Komunikasi Pemasaran Terhadap Consumer Purchase Decision Dompet Digital Rahman, Andri Ali; Baskara, Ika
MES Management Journal Vol. 4 No. 3 (2025): MES Management Journal 
Publisher : MES Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56709/mesman.v4i3.886

Abstract

This study aims to analyze the influence of marketing communication strategies on consumer purchase decisions on digital wallet services. An effective marketing communication strategy is a key factor in increasing consumer interest and purchase decisions in today's digital era. The research method used is a quantitative method with data collection through a questionnaire survey to a number of respondents who use digital financial services. The results of the study show that marketing communication strategies that include advertising, sales promotion, direct marketing, social media communication, and personal sales have a significant influence on consumer purchase decisions. These findings indicate that the use of the right communication strategy can increase consumer understanding of digital wallet services and encourage positive purchase decisions. The study concludes that digital financial service providers need to design targeted and measurable marketing communication strategies to maximize consumer purchase decisions. The practical implications of this study can be used as a guide for digital wallet industry players in designing more effective marketing campaigns in the future.
Pengaruh Gaya Kepemimpinan, Sistem Reward, dan Punishment Terhadap Kinerja Karyawan Said, Umar; Baskara, Ika
Jurnal Alwatzikhoebillah : Kajian Islam, Pendidikan, Ekonomi, Humaniora Vol. 10 No. 1 (2024): Jurnal Alwatzikhoebillah : Kajian Islam, Pendidikan, Ekonomi, Humaniora
Publisher : Institut Agama Islam Sultan Muhammad Syafiuddin Sambas

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37567/alwatzikhoebillah.v10i1.2505

Abstract

This research aims to analyze the influence of leadership style, reward and punishment systems on employee performance. This research method uses a quantitative approach with the SPSS version 26 analysis tool, and a causal associative approach is used to understand the cause-and-effect relationship between the variables studied. The sample consisted of 91 employees. The results of research on the partial T test show that leadership style does not have a significant influence on employee performance. Likewise, the reward system variable also does not have a significant influence on performance, because it exceeds the specified significance value limit. However, the punishment variable has a significant influence on employee performance. Meanwhile, the results of the simultaneous F test show that leadership style, reward and punishment systems together have a significant influence on employee performance. These results may indicate that these factors can influence employee performance collectively. This research provides important insights for management in managing employees and improving organizational performance.
Co-Authors Abnar Uhibah Ulhaq Adini Putri, Aisyah Agnesda Servina Agustiningsih, Wulandari Aisyah Adini Putri Amel, Dika Amelia An Nisa, Milenia Arief, Muhammad Baskara, Puspita Chairun Nisa Baskara, Unggul Kustiawan Beny Witjaksono Dewiana, Dewiana Diana Fajarwati Diawati, Prety Djuarni, Wenny Eny Purwaningsih, Eny Erlin Dolphina Evelyn, Patriciaa Fadli, Jul Aidil Fajar Satria Fatrisia, Mixilia Embun Fauziah, Sofi Idianti Gilang Pratama Hafids Hafidz, Gilang Pratama Husnawati Rachman Istianti, Nela Tri Kacaribu, Hendri Kusumaningsih, Dila Lamtiur Sihombing Menik Indrati Muhammad Arief Muhammad Rizky Nela Tri Istianti Nisa, Puspita Chairun Nizarlie, Eriene Iranie NUNUNG, AI Primasatria Edastam Rahman, Andri Ali Rina Anindita Said, Umar Salbintan Fadilah Sari Siti Nurlaela Sophiyanto wuryan Sri Purwati, Sri Sumarni, Iseu Sundoro, Aries Susanti Budiastuti Susanto Susanto Unggul Kustiawan Unggul Kustiawan Baskara Valorie Yang Cen, Ronald Yudistria, Yuyus