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Influence of Brand Image on Customer Attitude, Intention to Purchase and Satisfaction: the Case of Start-Up Brand Pomie Bakery David G. Abin; Deske W. Mandagi; Lefrand. S Pasuhuk
Enrichment : Journal of Management Vol. 12 No. 5 (2022): December: Management Science And Field
Publisher : Institute of Computer Science (IOCS)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35335/enrichment.v12i6.960

The purpose of this study is to analyze the influences of brand image on customer attitude, intention to purchase, and customer satisfaction in the context of start-up businesses, in which its research information could be a helping hand, especially for a start-up business. In particular, this research attempts to answer three main research questions. First, does the brand image affects the customer attitude? Second, does the brand image affect the intention to purchase? Third and last, does the brand image affect customer satisfaction? To answer these questions, a survey was conducted on 234 Pomie Bakery customers through questionnaires adopted from previous studies. The data has been analyzed using Structural Equation Modeling (SEM) using the SmartPLS software. The data analysis has proven that other than the variable of brand image’s influence on purchase intention, each correlation between other variables is significant. The result of this research is generally useful for start-up businesses as a reference in implementing brand strategies. By paying attention to the brand image, start-up businesses will benefit from consumer behavior in terms of customer attitude, intention to purchase, and customer satisfaction.

THE ROLE OF SOCIAL MEDIA MARKETING IN LOCAL GOVERNMENT INSTITUTION TO ENHANCE PUBLIC ATITUDE AND SATISFACTION Miykel S. Poluan; Lefrand. S Pasuhuk; Deske W. Mandagi
Jurnal Ekonomi Vol. 11 No. 03 (2022): Jurnal Ekonomi, 2022 Periode Desember
Publisher : SEAN Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar

Social media marketing (SMM) is one of the fast-growing tools utilized by the government to disseminate information and communicate with the public in carrying out its function as a public service. Management of SMM in government institutions requires an organizational culture accompanied by support from all levels of government officials to share information with the public, encourage transparency, be open to improvement and increase collaboration with the public. This study aims to determine public perception of the influence and effectiveness of SMM as a communication tool in the context of South Minahasa Regency Government institutions. Descriptive quantitative research was designed to achieve this research objective and answer research questions. A quantitative survey utilizing the purposive sampling technique was conducted on 100 respondents who met the following criteria: (1) residents of the South Minahasa Regency (2) Actively use social media and have visited the official social media pages of the South Minahasa Regency Government (3) Willing to participate without reward. The structural equation modeling (SEM) was then performed utilizing SmartPLS statistical software. The result uncovers three important findings: 1) SMM has a significant and positive influence on the public’s attitudes 2) SMM has a significant and positive influence on public satisfaction; 3) Public attitude has a significant and positive influence on their satisfaction on governments’ institution.

The Combined Effect of Brand Gestalt, Brand Awareness, and Brand Image on Ecotourism WOM Intention Mandagi, Deske W.; Pasuhuk, Lefrand S.; Kainde, Sandra J.R.
Jurnal Akuntansi, Keuangan, dan Manajemen Vol. 5 No. 3 (2024): Juni
Publisher : Penerbit Goodwood

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35912/jakman.v5i3.3147

Purpose: This study aims to critically examine the interplay of brand gestalt, brand awareness, and brand image in the rapidly evolving context of ecotourism destinations, addressing the immediate need for insights that can enhance sustainable tourism marketing strategies. Methodology: A quantitative research design was utilized in this study using survey-based data on 241 respondents who were visitors to ecotourism destinations in North Sulawesi, Indonesia. Results: This study found that service quality, platform type, shopping convenience, and product quality have a positive influence on consumer satisfaction when shopping online. Limitations: One potential limitation of the study is that the respondents were limited to customers of online shoppers and college students in North Sulawesi, which may restrict the generalizability of the findings to broader consumer populations. Contribution: Tourism operators can use the insights gained from this study to enhance their brand strategy. By focusing on building a strong brand gestalt, increasing brand awareness, and fostering a positive brand image, they can effectively stimulate WOM, which is a powerful marketing tool in ecotourism.

DETERMINANTS OF CONSUMER SATISFACTION WITH SOCIAL COMMERCE Kojongian, Jovelia; Tendean, Gwyneth; S. Pasuhuk, Lefrand; Mandagi, Deske W.
Journal of Economic, Bussines and Accounting (COSTING) Vol 7 No 6 (2024): COSTING : Journal of Economic, Bussines and Accounting
Publisher : Institut Penelitian Matematika, Komputer, Keperawatan, Pendidikan dan Ekonomi (IPM2KPE)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31539/costing.v7i6.13774

This study aims to analyze the factors that influence consumer satisfaction with social commerce, focusing on service quality, platform type, ease of shopping, and product quality. This study uses a descriptive and causal quantitative design to analyze the relationship between these variables. Data was collected from 257 university students in Manado, Indonesia, who are active consumers of social commerce. Structural Equation Modeling (SEM) was used as the main method in data analysis, with the help of SPSS and SmartPLS software as analysis tools. The results showed that all the factors studied-service quality, platform type, ease of shopping, and product quality-had a positive and significant effect on consumer satisfaction in online shopping. The findings emphasize the importance of optimizing these factors on social commerce platforms to increase customer satisfaction. This study contributes to the literature by providing empirical evidence on the determinants of online shopping satisfaction in the context of Indonesian university students, and offers practical implications for social commerce practitioners to improve user experience and customer loyalty.

Faktor Yang Mempengaruhi Kepuasan Dan Minat Beli Ulang Pelanggan Kafe Tahulending, Astria Anggelivia; Kakalang, Jovano Filep; Pasuhuk, Lefrand S.; Karinda, Aldo F.
SEIKO : Journal of Management & Business Vol 6, No 2.1 (2023)
Publisher : Program Pascasarjana STIE Amkop Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37531/sejaman.v6i2.5049

Penelitian ini membahas mengenai faktor yang mempengaruhi kepuasan konsumen terhadap minat beli ulang yang ada di kafe MKS. Tujuan penelitian ini untuk menguji dan menganalisis faktor kualitas pelayanan, keragaman menu, harga, dan lokasi berpengaruh terhadap kepuasaan konsumen sebagai variabel intervening terhadap variabel terikat yaitu minat beli ulang. Penentuan sampel pada penelitian ini menggunakan purposive sampling dengan mengumpulkan kuesioner sebanyak 175 responden yang merupakan pelanggan kafe MKS. Hasil penelitian ini menunjukkan bahwa kualitas pelayanan berpengaruh signifikan terhadap kepuasan konsumen, keragaman menu tidak berpengaruh secara signifikan terhadap kepuasan konsumen, harga berpengaruh signifikan terhadap kepuasan konsumen, lokasi berpengaruh secara signifikan terhadap kepuasan konsumen, dan terbukti bahwa kepuasan konsumen sebagai variabel intervening berpengaruh signifikan terhadap minat beli ulang. Kata kunci— Kepuasan pelanggan, niat beli ulang, kualitas layanan, harga, keragaman menu, lokasi.

Integrating Social Media Marketing and Brand Gestalt: An Empirical Analysis in Educational Institutions Lefrand S. Pasuhuk; Deske W Mandagi
EDUKASIA: Jurnal Pendidikan dan Pembelajaran Vol. 4 No. 2 (2023): Edukasia: Jurnal Pendidikan dan Pembelajaran
Publisher : LP. Ma'arif Janggan Magetan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62775/edukasia.v4i2.674

This study endeavors to assess the effectiveness of Social Media Marketing (SMM) on the brand gestalt of educational institutions, with a specific focus on universities. In particular, the research aims to examine the impact of SMM on 4S dimensions of brand gestalt: story, sensescape, servicescape, and stakeholders. The research design employed is descriptive causal, utilizing primary data collected through a survey of 209 samples consisting of private university students in North Sulawesi, Indonesia. Data analysis was carried out using Structural Equation Modeling (SEM), supported by the SmartPLS statistical program. The results of the analysis reveal a positive and significant influence of SMM on all four dimensions of brand gestalt: story, sensescape, servicescape, and stakeholders. These findings shed light on the crucial role of social media in shaping robust brand perceptions.

Integrating Social Media Marketing and Brand Gestalt: An Empirical Analysis in Educational Institutions Pasuhuk, Lefrand S.; Mandagi, Deske W
EDUKASIA Jurnal Pendidikan dan Pembelajaran Vol. 4 No. 2 (2023): Edukasia: Jurnal Pendidikan dan Pembelajaran
Publisher : LP. Ma'arif Janggan Magetan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62775/edukasia.v4i2.674

This study endeavors to assess the effectiveness of Social Media Marketing (SMM) on the brand gestalt of educational institutions, with a specific focus on universities. In particular, the research aims to examine the impact of SMM on 4S dimensions of brand gestalt: story, sensescape, servicescape, and stakeholders. The research design employed is descriptive causal, utilizing primary data collected through a survey of 209 samples consisting of private university students in North Sulawesi, Indonesia. Data analysis was carried out using Structural Equation Modeling (SEM), supported by the SmartPLS statistical program. The results of the analysis reveal a positive and significant influence of SMM on all four dimensions of brand gestalt: story, sensescape, servicescape, and stakeholders. These findings shed light on the crucial role of social media in shaping robust brand perceptions.

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