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All Journal Jurnal Ekonomi Journal The Winners Binus Business Review Jurnal Muara Ilmu Ekonomi dan Bisnis Budimas : Jurnal Pengabdian Masyarakat Jurnal Bakti Masyarakat Indonesia Jurnal Manajerial Dan Kewirausahaan PRIMA : Portal Riset dan Inovasi Pengabdian Masyarakat Journal of Sustainable Community Service International Journal of Management Science and Application Jurnal Serina Ekonomi dan Bisnis Jurnal Serina Abdimas
Muhammad Tony Nawawi
Fakultas Ekonomi Dan Bisnis, Universitas Tarumanagara
Religion Aerospace Engineering Agriculture, Biological Sciences & Forestry Humanities Automotive Engineering Chemical Engineering, Chemistry & Bioengineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Environmental Science Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Public Health Social Sciences Veterinary Other

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Faktor-Faktor yang Mempengaruhi Loyalitas Merek Kopi Tuku di Jakarta Lim, Vilky Elysia; Nawawi, M. Tony
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/zv4xb953

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh kesadaran merek, kepercayaan merek, dan persepsi kualitas terhadap loyalitas merek Kopi Tuku di Jakarta. Ukuran sampel penelitian ini terdiri dari 145 individu yang sebelumnya pernah membeli produk di Kopi Tuku di Jakarta. Metode purposive sampling digunakan untuk menyebarkan kuesioner secara online, dan analisis data dilakukan dengan menggunakan model PLS-SEM melalui perangkat lunak SmartPLS 4. Hasil penelitian ini menunjukkan bahwa loyalitas merek pada Kopi Tuku dapat dipengaruhi secara positif oleh kesadaran merek, kepercayaan merek, dan persepsi kualitas. Selain itu, hasil penelitian ini menyarankan agar Kopi Tuku fokus pada inovasi dan konsistensi produk dan layanannya, pengalaman unik, meningkatkan strategi pemasaran terutama di media sosial sehingga dapat meningkatkan loyalitas merek serta mempertahankan pelanggan setia. This study aims to analyze the effect of brand awareness, brand trust, and perceived quality on brand loyalty Kopi Tuku in Jakarta. The sample size of this study consisted of 145 individuals who had previously purchased products at Kopi Tuku in Jakarta. The purposive sampling method was used to distribute the questionnaire online, and data analysis was conducted using the PLS-SEM model through SmartPLS 4 software. The research results indicate that brand loyalty on Kopi Tuku is positively influenced by brand awareness, brand trust, and perceived quality. In addition, the results of this study suggest that Kopi Tuku should focus on innovation and consistency of its products and services, unique experiences, improve marketing strategies especially on social media to increase brand loyalty and maintain loyal customers.
Pengaruh Pemasaran Digital dan Promosi terhadap Keputusan Pembelian dengan Mediasi Citra Merek pada Produk Pakaian Dominate di Jakarta Selatan Chinara, Vicky; Nawawi, M. Tony
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: 10.24912/24s5p988

Abstract

Penelitian ini bertujuan menganalisis pengaruh pemasaran digital dan promosi terhadap keputusan pembelian dengan mediasi citra merek pada produk pakaian Dominate di Jakarta Selatan. Penelitian ini menggunakan pendekatan kuantitatif dengan metode Partial Least Squares Structural Equation Modeling (PLS-SEM) untuk menganalisis data dari 100 responden yang dipilih menggunakan teknik purposive sampling. Hasil penelitian menunjukkan bahwa pemasaran digital dan promosi berpengaruh positif signifikan terhadap keputusan pembelian, baik secara langsung maupun melalui citra merek sebagai variabel mediasi. Temuan ini menegaskan bahwa citra merek berperan sebagai mediasi parsial yang memperkuat hubungan antara pemasaran digital, promosi, dan keputusan pembelian. Oleh karena itu, perusahaan perlu meningkatkan strategi pemasaran digital dan promosi untuk memperkuat citra merek dalam menghadapi persaingan yang semakin ketat di industri fashion lokal. This study aims to analyze the influence of digital marketing and promotion on purchasing decisions with brand image mediation on Dominate clothing products in South Jakarta. This study uses a quantitative approach with the Partial Least Squares Structural Equation Modeling (PLS-SEM) method to analyze data from 100 respondents selected using purposive sampling techniques. The results of the study indicate that digital marketing and promotion have a significant positive effect on purchasing decisions, both directly and through brand image as a mediating variable. This finding confirms that brand image acts as a partial mediator that strengthens the relationship between digital marketing, promotion, and purchasing decisions. Therefore, companies need to improve their digital marketing and promotion strategies to strengthen their brand image in the face of increasingly fierce competition in the local fashion industry.
Co-Authors Amuntai, Betty Bravo, Christiandinata Tjandra Cahyadi, Said Ashadi Chinara, Vicky Darryl Darryl, Darryl Dinata, Jennifer Djakasaputra, Arifin Febby, Fifi Natalia Ida Puspitowati Jasson, Bryan Leislee, Jesslyn Lim, Vilky Elysia Limanda, Andreas Lorents, Kennt Muhammad Safiqi Ikhaz Muhammad Safiqi Ikhaz, Muhammad Safiqi Novitan, Vivian P., Purwanto Prasetio, Shandy Eka purwanto p, purwanto Purwanto Purwanto Puswita Anhar, Dela Asokawati Ramadhani, Ananda Rizqita Said Ashadi Cahyadi Siek, Vanesa Simanjuntak, Yeni Aryanti Surya, Adriawan Yuandira, Eriska Siva yusbardini, yusbardini