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All Journal OIKOS: Jurnal Kajian Pendidikan Ekonomi dan Ilmu Ekonomi Jurnal Teknologi Dan Sistem Informasi Bisnis
Mochamad Nurhadi
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Computer Science & IT Economics, Econometrics & Finance Education Electrical & Electronics Engineering Social Sciences

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Structural Model Kekuatan Kualitas Website dalam Membangun Citra Perguruan Tinggi Moch. Anang Karyawan; Mochamad Nurhadi; Ari Cahaya Puspitaningrum; Muhammad Septama Prasetya
Jurnal Teknologi Dan Sistem Informasi Bisnis Vol 5 No 3 (2023): July 2023
Publisher : Prodi Sistem Informasi Universitas Dharma Andalas

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47233/jteksis.v5i3.857

Abstract

The website is an information technology facility that is the main branding tool for universities. This research uses studies at tertiary institutions that have changed from high schools to universities. This change has an impact on reducing the number of users accessing the website, so it is necessary to analyze the quality of the website to improve the image of universities. The aim was to analyze the quality of the website on the image of the university by mediating brand awareness, and its impact on user satisfaction and the intention to revisit the university's website. This research is quantitative research with a survey method. The sampling technique used purposive sampling. Questionnaires were distributed to respondents who met the criteria via Google Form in 2023 and obtained 278 respondents. The analysis technique used was Partial Least Square with Structure Equation Modeling (PLS-SEM) using measurement model evaluation and structural model evaluation using the SmartPLS application. The results of this study indicate that there is a strong influence of website quality in building a college's brand image. Improving the quality of the website is proven to be able to increase brand awareness and the image of higher education institutions. The impact of improving the university's image is increasing website user satisfaction so that there is an intention from users to revisit the university's website in the future.
KEKUATAN MEDIA SOSIAL DALAM MEMBANGUN LOYALITAS PELANGGAN PADA PRODUK UMKM MEREK EATSAMBEL DI INDONESIA Mochamad Nurhadi; Muhammad Bintang Alfian; Herwin Ardianto; Muhammad Septama Prasetya
OIKOS: Jurnal Kajian Pendidikan Ekonomi dan Ilmu Ekonomi Vol 8 No 2 (2024): OIKOS: Jurnal Kajian Pendidikan Ekonomi dan Ilmu Ekonomi
Publisher : Fakultas Keguruan Dan Ilmu Pendidikan Universitas Pasundan

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

Abstract

Penelitian ini bertujuan untuk menganalisis kekuatan aktivitas pemasaran di media sosial produk UMKM merek Eatsambel dalam membangun loyalitas pelanggan dengan dimediasi oleh kecintaan merek, ekuitas merek, dan keterlibatan masyarakat. Penelitian ini menggunakan metode penelitian kuantitatif dengan teknik purposive sampling yang melibatkan 232 responden yang pernah menggunakan merek Eatsambel dan mengikuti akun media sosial merek Eatsambel. Teknik analisis menggunakan metode partial least squares dengan structural equation modeling (PLS-SEM). Hasil penelitian menunjukkan lemahnya kekuatan aktivitas pemasaran media sosial dalam membangun loyalitas merek. Namun dengan dibantu mediasi kecintaan merek dan keterlibatan masyarakat berdampak tumbuhnya kekuatan kekuatan aktivitas pemasaran media sosial dalam membangun loyalitas merek. Hasil penelitian juga menunjukkan kekuatan aktivitas pemasaran di media sosial dalam meningkatkan kecintaan merek, ekuitas merek dan keterlibatan masyarakat. Hasil penelitian juga menunjukkan pengaruh positif kecintaan merek dan keterlibatan masyarakat pada loyalitas merek, namun peningkatan ekuitas merek tidak memberikan dampak pada loyalitas merek.  
Co-Authors Ardianto, Herwin Ari Cahaya Puspitaningrum Moch. Anang Karyawan Muhammad Bintang Alfian Muhammad Septama Prasetya