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All Journal Jurnal Ilmiah Edunomika (JIE) Marketgram Journal
rosa rosdiana
institut manajemen wiyata indonesia
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Social Sciences

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PENGARUH EKUITAS MEREK TERHADAP KINERJA PASAR rosa rosdiana; Nida Salma Fariani; Riski Putri Anjayani; , Shinta Nurliawan Sari
Marketgram Journal Vol. 1 No. 2 (2023): Marketgram Journal (MJ)
Publisher : PT Naureen Digital Education

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (289.872 KB)

Abstract

Brand equity refers to an added value contained in a product or service being marketed. This is of course the reason consumers buy or use products from these brands. In addition, companies are also marked to be able to increase their company value, which of course has a positive impact on the long-term success of their company. Therefore, many companies prioritize and prioritize brand equity to maximize market performance. Market performance is defined as an indicator that shows the extent to which a company can maximize the value of shares of companies that have sold in a market capital. This study aims to analyze and understand the effect of equity on market performance with the method of literature study or known as a literature review data sources derived from previous research studies that have relevance and relevance to this research topic. Research results and analysis of various previous literatures show that brand equity has a significant effect on market performance.
Pengaruh Human Capital Dan Entrepreneurial Orientation Terhadap Business Competitiveness Dan Market Orientation Sebagai Variabel Moderator (Studi Kasus Umkm Di Kota Sukabumi) Rosa Rosdiana; Bambang Somantri
JURNAL ILMIAH EDUNOMIKA Vol 8, No 1 (2024): EDUNOMIKA
Publisher : ITB AAS Indonesia Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29040/jie.v8i1.11409

Abstract

This research is based on the problems found regarding the company's competitiveness variable, namely that there is very tight competition due to the large number of MSMEs circulating in the city of Sukabumi. The aim of this research is to analyze the influence of Human Capital, Entrepreneurial Orientation, and Market Orientation as moderator variables on Business Competitiveness, by using a case study of MSMEs in the city of Sukabumi. This research method uses a survey method by distributing questionnaires and using 100 respondents, while the instrument quality testing technique is validity testing and reliability testing. Classic assumption testing techniques refer to the normality test, multicollinearity test, heteroscedasticity test, and auto correlation test. Hypothesis testing uses multiple linear regression analysis, determination test, partial t test, simultaneous f test, and Moderated Regression Analysis test. Based on testing the results of this research, the Human Capital variable has a significant effect on Business Competitiveness, the Entrepreneurial Orientation variable has a significant effect on Business, the Human Capital variable has no significant effect on Business Competitiveness which is moderated by the Market Orientation variable, and the Entrepreneurial Orientation variable has a significant effect on Business Competitiveness which is moderated by the Market Orientation variable.
Co-Authors , Shinta Nurliawan Sari Bambang Somantri Nida Salma Fariani Riski Putri Anjayani