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All Journal AKMENIKA Jurnal Manajerial Dan Kewirausahaan Jurnal Pustaka Mitra : Pusat Akses Kajian Mengabdi Terhadap Masyarakat Journal of Business and Information System
Galuh Mira Saktiana
Universitas Tarumanagara
Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Languange, Linguistic, Communication & Media Library & Information Science Public Health Social Sciences Other

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Triangular Theory Of Love Vs Conditional Integration Theory Of Love Untuk Penelitian Pemasaran Galuh Mira Saktiana
Akmenika: Jurnal Akuntansi dan Manajemen Vol. 19 No. 2 (2022): AKMENIKA
Publisher : Universitas PGRI Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31316/akmenika.v19i2.4171

Abstract

Marketing research adopts many theories derived from psychology. The theory that is widely used for marketing research on the construct of brand love is the Triangular Theory of Love, where this theory discusses interpersonal love in which there are three components, namely intimacy, passion and commitment. This paper provides evidence that the theory turns out to have weaknesses that can be answered by the Conditional Integration Theory of Love and is a complement to the previous one, where this theory says that customer love is influenced by the desire to integrate with an object and the reality of integration with the object. Some of the existing weaknesses can be improved by the Conditional Integration Theory of Love, including the intimacy component which is more suitable for two-way relationships, then the commitment component leads to normative moral obligations. The love that occurs between the consumer and the brand is a one-way love, not a two-way give-and-take relationship. Therefore, a more appropriate theory for marketing research, especially brand love is the Conditional Integration Theory of Love.
Penerapan Aktivitas Social Media Marketing (SMM) pada Pemilihan Destinasi Liburan Galuh Mira Saktiana
Akmenika: Jurnal Akuntansi dan Manajemen Vol. 20 No. 1 (2023): AKMENIKA
Publisher : Universitas PGRI Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31316/akmenika.v20i1.4562

Abstract

This study includes the tourism sector in particular to examine the influence of SMM (Social Media Marketing) activity, brand love, brand trust on brand equity and brand loyalty. This study adapts social network theory, the use of this theory is appropriate for this study which examines SMM activities that affect brand equity which will eventually lead to brand loyalty, because the focus that marketers want to aim for is loyalty. The brand equity can be built with high brand love and high brand trust. This study used 344 respondents to fill out a questionnaire via the Google form provided. The determination of the sample was carried out using a non-probability method with a purposive sampling technique. Then proceed with testing the validity and reliability as well as testing the hypothesis with the SEM-AMOS 22 analysis tool. The results of this study state that all hypotheses that have a direct relationship and mediation are all supported. The results of this study also show that the influence SMM activities on Brand Trust is the strongest. This means that SMM activities through platforms that are in it, such as Instagram, for example, greatly affect brand trust.  
Pentingnya Penguatan Branding dan Pembuatan Baner Usaha Baru Jamu Merpati Galuh Mira Saktiana
Jurnal Pustaka Mitra (Pusat Akses Kajian Mengabdi Terhadap Masyarakat) Vol 5 No 4 (2025): Jurnal Pustaka Mitra (Pusat Akses Kajian Mengabdi Terhadap Masyarakat)
Publisher : Pustaka Galeri Mandiri

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55382/jurnalpustakamitra.v5i4.1081

Abstract

Pendampingan usaha yang masih tergolong baru ini untuk pendampingan mengenai komunikasi pemasaran untuk memperkuat branding dari jamu yang mereka produksi. Usaha pembuatan jamu untuk merpati ini beralamat di Buntalan, Kalitengah, RT 044, RW 019 Wedi Klaten. Adapun produk yang ingin dijual adalah jamu yang terbuat dari 25 ramuan herbal dan rempah-rempah untuk kesehatan burung merpati. Pendampingan yang dilakukan adalah dengan memberikan pemahaman mengenai pentingnya penguatan branding pada produk baru agar dapat dikenal oleh masyarkat luas. Pendampingan yang akan dilakukan meliputi penjelasan mengenai pentingnya promosi pemasaran. Kemudian media apa saja yang dipakai untuk dilakukan promosi dan bagaimana mendapatkan konsumen baru yang belum pernah mencoba produk tersebut. Kegiatan apa saja yang bisa dilakukan untuk penguatan branding produk tersebut. Masalah utama yang dihadapi adalah perkenalan dan penguatan merek JAGA RAGA di kalangan pecinta burung merpati agar selalu ingat dan menggunakan produk jamu merpati tersebut. Pendampingan yang dilakukan untuk meningkatkan promosi adalah dengan membuat desain baner yang digunakan untuk melakukan promosi. Hal ini dilakukan untuk memperkenalkan jamu merpati untuk calon konsumen dengan memasang baner pada saat lomba merpati berlangsung.
Pendampingan Pembuatan Logo dan Label RAS Konveksi Galuh Mira Saktiana
Jurnal Pustaka Mitra (Pusat Akses Kajian Mengabdi Terhadap Masyarakat) Vol 5 No 5 (2025): Jurnal Pustaka Mitra (Pusat Akses Kajian Mengabdi Terhadap Masyarakat)
Publisher : Pustaka Galeri Mandiri

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55382/jurnalpustakamitra.v5i5.1182

Abstract

Program Pengabdian kepada Masyarakat dari LPPM Untar ini berupa pendampingan pembuatan Logo dan Label untuk UMKM RAS Konveksi. Adapun pendampingan ini membantu UMKM yang tergolong sudah cukup lama namun ingin membuat logo baru untuk memperkuat branding produknya di pasaran. Usaha garmen ini beralamat di Gambiran RT: 47, RW: 21, Kali Tengah, Wedi Klaten. Usaha dagang ini memproduksi dan menjual produk berupa baju seragam sekolah, daster, kain lurik, celana kulot dan celana batik di pasar Gombong dengan memiliki los di pasar Gombong dan pasar Beringharjo. Pendampingan ini dilakukan untuk memberikan tambahan pemahaman mengenai penguatan branding baru yang sebelumnya menggunakan nama Raihan sekarang menjadi RAS Konveksi. Pendampingan ini meliputi penjelasan mengenai penguatan branding, dalam hal ini RAS melakukan rebranding dari merek sebelumnya. Penguatan merek baru diharapkan bisa menyamai merek sebelumnya yang sudah ada. Hasil pengabdian PKM yang diperoleh setelah melakukan pelatihan adalah mitra menjadi lebih tahu pembuatan logo dan desain logo digunakan untuk memberikan nama pada produk garmen dari RAS Konveksi. Hasil desain dari label dan logo juga digunakan untuk produk yang akan dijual RAS Konveksi.
The Role of Brand Trust in Influencing Purchase Intention through Review and Endorsement Febby Setiawan Salu; Galuh Mira Saktiana
Jurnal Manajerial Dan Kewirausahaan Vol. 7 No. 4 (2025): Jurnal Manajerial dan Kewirausahaan
Publisher : Fakultas Ekonomi dan Bisnis, Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/jmk.v7i4.36518

Abstract

Industri kecantikan di Indonesia mengalami pertumbuhan pesat, didukung oleh populasi muda dan kesadaran akan pentingnya perawatan kulit. Untuk meningkatkan minat beli konsumen, perusahaan kosmetik menggunakan berbagai strategi pemasaran, termasuk online customer review dan celebrity endorsement. Penelitian ini bertujuan untuk mengeksplorasi peran brand trust dalam memediasi pengaruh online customer review dan celebrity endorsement terhadap purchase intention pada produk perawatan tubuh di DKI Jakarta. Metode penelitian yang digunakan adalah deskriptif dengan pengumpulan data melalui kuesioner online (g-form) yang diisi oleh 160 responden yang memenuhi kriteria menggunakan teknik purposive sampling. Kuesioner menggunakan skala Likert 1-6 untuk mengukur variabel, dan analisis data dilakukan menggunakan metode Structural Equation Modeling (SEM) dengan software SmartPLS 4. Hasil penelitian menunjukkan bahwa online customer review dan celebrity endorsement memiliki pengaruh positif signifikan terhadap brand trust dan purchase intention. Selain itu, brand trust memediasi secara signifikan pengaruh online customer review dan celebrity endorsement terhadap purchase intention. Kesimpulan penelitian ini menekankan pentingnya brand trust dalam memperkuat niat beli konsumen melalui strategi pemasaran berbasis ulasan online dan dukungan selebriti dalam rangka memperkuat posisinya di pasar yang semakin kompetitif. The beauty industry in Indonesia has experienced rapid growth, supported by a young population and an increasing awareness of the importance of skincare. To enhance consumer purchase intention, cosmetic companies employ various marketing strategies, including online customer reviews and celebrity endorsement. This study aims to explore the role of brand trust in mediating the influence of online customer reviews and celebrity endorsement on purchase intention for body care products in DKI Jakarta. The research method used is descriptive, with data collected through an online questionnaire (g-form) filled out by 160 respondents who met the criteria using purposive sampling. The questionnaire utilized a 1-6 Likert scale to measure variables, and data analysis was performed using Structural Equation Modeling (SEM) with SmartPLS 4 software. The results of the study show that online customer reviews and celebrity endorsement have a significant positive impact on brand trust and purchase intention. Furthermore, brand trust was found to play a significant mediating role between online customer reviews, celebrity endorsement, and purchase intention. The conclusion of this study emphasizes the importance of brand trust in strengthening consumer purchase intention through marketing strategies based on online reviews and celebrity endorsement in order to strengthen their position in an increasingly competitive market.
FOMO as mediator of SMM and e-WOM on intention Galuh Mira Saktiana
Journal of Business and Information Systems (e-ISSN: 2685-2543) Vol. 8 No. 1 (2026): Journal of Business and Information Systems
Publisher : Department of Accounting, Faculty of Business, Universitas PGRI Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31316/jbis.v8i1.343

Abstract

This research aims to explore the phenomenon of FOMO in relation to purchase intent, social media marketing, and EWOM. FOMO arises when individuals feel that their quality of life will improve if they do not miss out on information, trends, events, or experiences that are currently happening. This study will also examine FOMO as a mediating factor between SMM and EWOM and the intention to purchase. This study will apply TAM Theory, in which the research model is constructed using variables that reflect technology adaptation in its application. The research design was quantitative and cross-sectional. The research sample was selected using purposive sampling, specifically by applying the following criterion: social media users who had seen Sensatia Botanicals advertisements, resulting in 201 respondents. Validity testing included discriminant and convergent validity. After that, reliability testing is needed to assess the questionnaire's indicators. SEM-PLS was used to test hypotheses in this research. The research concludes that SMM has no direct effect on purchase intention, whereas FOMO fully mediates this effect. In the effect of EWOM on intention to purchase, FOMO acts as a partial mediator because EWOM has a direct effect on intention to purchase
Pengaruh Service Quality, Perceived Price Fairness, dan Customer Satisfaction sebagai Mediasi terhadap Customer Loyalty Grabfood Natalia Natalia; Galuh Mira Saktiana
Jurnal Manajerial Dan Kewirausahaan Vol. 8 No. 2 (2026): Jurnal Manajerial dan Kewirausahaan
Publisher : Fakultas Ekonomi dan Bisnis, Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/jmk.v8i2.37413

Abstract

Penelitian ini bertujuan untuk mengetahui peran customer satisfaction sebagai intervening dalam hubungan antara service quality dan perceived price fairness terhadap customer loyalty pada GrabFood. Landasan teori pada penelitian ini adalah teori diskonfirmasi ekspektasi, yaitu teori yang membahas kepuasan pelanggan terhadap pengalaman yang diperoleh. Ukuran sampel yang diteliti adalah 200 responden dengan populasi berupa warga DKI Jakarta. Responden yang terlibat dalam penelitian ini adalah orang-orang yang menggunakan aplikasi layanan GrabFood. Pengolahan data menggunakan alat SmartPLS 4.0 dan melibatkan beberapa uji, seperti validitas dan reliabilitas, uji R-square, uji effect size, dan uji lainnya yang dibutuhkan. Hasil dari penelitian ini menunjukkan bahwa masing-masing variabel, yaitu service quality, perceived price fairness, dan customer satisfaction memiliki pengaruh terhadap customer loyalty. Selain itu, penelitian ini juga menemukan bahwa customer satisfaction berperan sebagai intervening dan memediasi sebagian hubungan masing-masing variabel independen tersebut terhadap variabel dependen penelitian ini. This study aims to determine the role of customer satisfaction as an intervening in the relationship between service quality and perceived price fairness on customer loyalty at GrabFood. The theoretical basis in this study is the theory of expectation disconfirmation, which is a theory that discusses customer satisfaction with the experience obtained. The sample size studied was 200 respondents with a population of DKI Jakarta residents. Respondents involved in this study were people who used the GrabFood service application. Data processing used the SmartPLS 4.0 tool and involved several tests, such as validity and reliability, R-square test, effect size test, and other tests as needed. The results of this study indicate that each variable, namely service quality, perceived price fairness, and customer satisfaction have an influence on customer loyalty. In addition, this study also found that customer satisfaction plays an intervening role and mediates part of the relationship between each independent variable and the dependent variable of this study.
Pengaruh Celebrity Endorsement dan Brand Image terhadap Purchase Intention dengan Brand Trust sebagai Variabel Mediasi Rifaldo Hardion; Galuh Mira Saktiana
Jurnal Manajerial Dan Kewirausahaan Vol. 8 No. 2 (2026): Jurnal Manajerial dan Kewirausahaan
Publisher : Fakultas Ekonomi dan Bisnis, Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/jmk.v8i2.37487

Abstract

Tujuan penelitian ini adalah untuk menguji pengaruh celebrity endorsement terhadap purchase intentions pada produk sepatu Under Armour. Untuk menguji pengaruh celebrity endorsement terhadap brand trust pada produk sepatu Under Armour. Untuk menguji pengaruh brand image terhadap purchase intention pada produk sepatu Under Armour. Untuk menguji pengaruh brand image terhadap brand trust pada produk sepatu Under Armour. Untuk menguji pengaruh brand trust terhadap purchase intention pada produk sepatu Under Armour. Untuk menguji brand trust dapat memediasi pengaruh celebrity endorsement dan brand image terhadap purchase intention pada produk sepatu Under Armour. Penelitian ini termasuk dalam kategori penelitian kuantitatif. Populasi dari penelitian ini adalah semua pengguna Under Armour di Jabodetabek. Probability sampling dan non-probability sampling adalah dua kategori utama teknik pengambilan sampel. Berdasarkan pada hasil analisis data, dapat ditarik kesimpulan Celebrity endorsement tidak berpengaruh terhadap purchase intention pada produk sepatu brand Under Armour. Celebrity endorsement berpengaruh positif terhadap brand trust pada produk sepatu brand Under Armour. Brand image berpengaruh positif terhadap purchase intention pada produk sepatu brand Under Armour. Brand image berpengaruh positif terhadap brand trust pada produk sepatu brand Under Armour. Brand trust berpengaruh positif terhadap purchase intention pada produk sepatu brand Under Armour. Brand trust dapat memediasi pengaruh celebrity endorsement terhadap purchase intention pada produk sepatu brand Under Armour. Brand trust dapat memediasi pengaruh brand image terhadap purchase intention pada produk sepatu brand Under Armour. The purpose of this study was to examine the effect of celebrity endorsement on purchase intentions for Under Armour shoe products. To examine the effect of celebrity endorsement on brand trust in Under Armour shoe products. To examine the effect of brand image on purchase intention in Under Armour shoe products. To examine the effect of brand image on brand trust in Under Armour shoe products. To examine the effect of brand trust on purchase intention in Under Armour shoe products. To examine the effect of brand trust on purchase intention in Under Armour shoe products. To examine brand trust can mediate the effect of celebrity endorsement on purchase intention in Under Armour shoe products. To examine brand trust can mediate the effect of brand image on purchase intention in Under Armour shoe products. This study is included in the quantitative research category. The population of this study were all Under Armour users in Jabodetabek. Probability sampling and non-probability sampling are two main categories of sampling techniques. Based on the results of data analysis, it can be concluded that celebrity endorsement has no effect on purchase intention in Under Armour brand shoe products. Celebrity endorsement has a positive effect on brand trust in Under Armour brand shoe products. Brand image has a positive effect on purchase intention in Under Armour brand shoe products. Brand image has a positive effect on brand trust in Under Armour brand shoe products. Brand trust has a positive effect on purchase intention in Under Armour brand shoe products. Brand trust can mediate the influence of celebrity endorsement on purchase intention in Under Armour brand shoe products. Brand trust can mediate the influence of brand image on purchase intention in Under Armour brand shoe products.
Co-Authors Febby Setiawan Salu Natalia Natalia Rifaldo Hardion