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All Journal JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi) Jurnal Ekonomi, Manajemen, Akuntansi
Ika Baskara
Universitas Esa Unggul
Economics, Econometrics & Finance Social Sciences

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The Effect of Endorsement and Product Quality on Brand Image and Its Implication on Customer Loyalty of Fashion Product Erlin Dolphina; Ika Baskara; Prety Diawati; Husnawati Rachman; Susanti Budiastuti
JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi) Vol. 9 No. 1 (2023): Februari 2023
Publisher : Sekretariat Pusat Lembaga Komunitas Informasi Teknologi Aceh

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35870/jemsi.v9i1.893

Abstract

The Covid-19 pandemic, which has hit the whole world and brought about economic downturn in various business fields, has not reduced consumer interest in shopping for fashion products. One of the fashion products that has actually experienced an increase in business in recent times is the Erigo fashion brand. This research aims to analyze the effect of endorsement and product quality on brand image and its impact on consumer loyalty. This quantitative research involved 100 respondents who use Erigo fashion products as a sample selected by purposive sampling method. The data obtained from the respondent's questionnaire were processed using correlation and regression tests using SPSS 22 software. The results of this study indicate that the researcher's hypothesis is proven. Even though the endorsement and product quality have an effect on Erigo's fashion products, this brand is not quite right at targeting the appropriate consumer targets, so that the brand image displayed is less able to be captured by consumers. If this brand image can be improved in the future, customer loyalty can increase significantly
Influence of Electronic Word of Mouth (WOM) and Brand Image on 'Semangat Coffe' Purchase Intentions Muhammad Rizky; Puspita Chairun Nisa; Unggul Kustiawan; Ika Baskara
EKOMA : Jurnal Ekonomi, Manajemen, Akuntansi Vol. 4 No. 1: November 2024
Publisher : CV. Ulil Albab Corp

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56799/ekoma.v4i1.6042

Abstract

This study examines the influence of Electronic Word of Mouth (E-WOM) and Brand Image on Purchase Intention in the context of coffee shops in Bekasi, Indonesia. The rising trend of coffee culture among Generation Z has shifted consumer behavior towards frequenting coffee shops over opting for instant coffee. E-WOM has emerged as a key source of information for prospective customers, shaping trust and decision-making through reviews on platforms like Google and social media. Brand Image is another critical factor, shaping consumer perceptions and fostering loyalty through positive brand associations. A quantitative approach with Structural Equation Modeling (SEM) was used to analyze data from a sample of Generation Z consumers. The findings reveal that E-WOM significantly impacts both Brand Image and Purchase Intention, highlighting the role of online reviews in influencing consumers’ decisions to visit coffee shops. Additionally, Brand Image positively affects Purchase Intention, underscoring its importance in driving consumer loyalty and repeat visits. This study extends previous research by focusing on a different cultural and geographical context, contributing to our understanding of how E-WOM and Brand Image shape consumer behavior in the Indonesian coffee shop industry.
Examining the Impact of Customer Orientation and Service Quality on Customer Satisfaction: The Mediating Role of Service Quality Aisyah Adini Putri; Puspita Chairun Nisa Baskara; Ika Baskara; Unggul Kustiawan Baskara
EKOMA : Jurnal Ekonomi, Manajemen, Akuntansi Vol. 4 No. 2: Januari 2025
Publisher : CV. Ulil Albab Corp

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56799/ekoma.v4i2.6044

Abstract

This study aims to examine the influence of Customer Orientation and Service Quality on Customer Satisfaction in the context of Hisana fried chicken purchases. This quantitative research collected data through questionnaires distributed to 130 consumers who purchased Hisana fried chicken, using a purposive sampling technique. The data were analyzed using the Structural Equation Modeling - Partial Least Square (SEM-PLS) method to assess the relationships between variables. The results indicate that Customer Orientation has a positive effect on Customer Satisfaction, Customer Orientation positively influences Service Quality, and Service Quality positively affects Customer Satisfaction. However, Service Quality does not mediate the relationship between Customer Orientation and Customer Satisfaction. These findings provide insights for restaurants to enhance Customer Orientation and Service Quality as strategies to strengthen customer satisfaction.
Co-Authors Aisyah Adini Putri Diawati, Prety Erlin Dolphina Husnawati Rachman Muhammad Rizky Puspita Chairun Nisa Puspita Chairun Nisa Baskara Susanti Budiastuti Unggul Kustiawan Unggul Kustiawan Baskara