Article Per Year (5 Year)
p-Index From 2021 - 2026
0.444
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This Author published in this journals
All Journal Journal of Management and Business Review Unram Journal of Community Service (UJCS)
Juniarty Siahaan
Universitas Pelita Harapan
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Law, Crime, Criminology & Criminal Justice Social Sciences

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Pengaruh Brand Personality, Brand Experience, Self-Brand Connection, Brand Love & Brand Trust terhadap Brand Loyalty Kosmetik Wardah Juniarty Siahaan; Thalia Nevita Marchelin; Cynthia Anna Wijayanti
Journal of Management and Business Review Vol 20, No 1 (2023)
Publisher : Research Center and Case Clearing House PPM School of Management

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34149/jmbr.v20i1.313

Abstract

Technological advances sharpen competition in the cosmetics industry and force companies to innovate to stay competitive continuously. The study aims to test and analyze the influence of brand personality, brand experience, self-brand connection, brand love brand trust on the brand loyalty of Wardah Cosmetics users. This research proposes a modified research model from the previous research model, which is expected to produce a model that can predict Brand Loyalty through empirical research in the cosmetic industry. Primary data was collected from 402 Indonesian female respondents who became Wardah customers before 2021 with a non-probability purposive sampling technique. Model construction and its interrelationships were tested with partial least square-structural equation modeling (PLS-SEM) using SmartPLS 3.3.2 program. The result shows that brand personality positively affects brand experience and self-brand connection, and brand personality and brand experience affect brand love. More, brand trust, self-brand connection, brand love, and brand trust positively affect brand loyalty. The novelty proposed is the empirical research model that has never been used in predicting brand loyalty in Wardah cosmetic products, and expectedly other companies can also use this model in developing marketing strategies to increase their brand loyalty.
Empowering Gucang Farm Catfish MSME Through Digital Training on Marketplace Optimization and Social Media Engagement Cynthia Anna Wijayanti; Juniarty Siahaan
Unram Journal of Community Service Vol. 7 No. 1 (2026): March
Publisher : Pascasarjana Universitas Mataram

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29303/ujcs.v7i1.1565

Abstract

The community initiative focuses on accelerating the digital transformation of the Gucang Farm catfish MSME through structured training on marketplace utilization and social media engagement. Pre-observations identified several gaps, including limited digital literacy, a minimal online presence, and weak promotional strategies, collectively hindering the competitiveness and revenue potential of local catfish producers in Tigaraksa District. To address these, the program provided a practical training module covering Google My Business registration, Tokopedia and TikTok Shop setup, product photo and video creation, persuasive product description writing, and basic e-commerce management. Participants were guided step-by-step in creating active marketplace accounts, uploading product catalogs, managing customer interactions, and implementing simple analytics to monitor online sales performance. The training also introduced strategies to enhance social media visibility and customer engagement, emphasizing consistency, storytelling, and content quality. Results demonstrated increased confidence and digital readiness among participants, with all groups successfully activating at least one marketplace or WhatsApp Business account. The initiative aligns with the targeted outcomes of improving online access, increasing monthly sales by 20–30%, and strengthening digital capacity among MSME members. Overall, this program actively demonstrates how practical, hands-on digital marketing training enhances MSME competitiveness and drives sustainable economic growth in local aquaculture communities.
Co-Authors Cynthia Anna Wijayanti Cynthia Anna Wijayanti Thalia Nevita Marchelin