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All Journal Jurnal Manajemen Teknologi Journal of Consumer Science E-Dimas: Jurnal Pengabdian kepada Masyarakat Jurnal Ecodemica : Jurnal Ekonomi Manajemen dan Bisnis Jurnal Manajemen Indonesia Kinetik: Game Technology, Information System, Computer Network, Computing, Electronics, and Control Jurnal Mitra Manajemen JURNAL TEKNIK INFORMATIKA DAN SISTEM INFORMASI SEIKO : Journal of Management & Business EQIEN - JURNAL EKONOMI DAN BISNIS Demandia : Jurnal Desain Komunikasi Visual, Manajemen Desain, dan Periklanan Jurnal Ilmiah Manajemen Kesatuan BUDGETING : Journal of Business, Management and Accounting Jurnal Ilmu Manajemen Terapan (JIMT) International Journal Of Science, Technology & Management (IJSTM) Journal of Economics and Business UBS Charity : Jurnal Pengabdian Masyarakat International Journal of Educational Research and Social Sciences (IJERSC) Jurnal Abdi Masyarakat Indonesia Indonesian Journal of Multidisciplinary Science Society: Jurnal Pengabdian Masyarakat Jurnal Inovasi Masyarakat Jurnal Pengabdian Masyarakat Akademisi Utsaha: Journal of Entrepreneurship Journal of Management, Accounting, General Finance and International Economic Issues (MARGINAL) ASEAN Marketing Journal International Journal of Entrepreneurship and Business Management Jurnal Ilmiah MEA (Manajemen, Ekonomi, dan Akuntansi) eProceedings of Engineering Economics Professional in Action (E-Profit) Jurnal Ekonomi, Teknologi dan Bisnis eProceedings of Management Journal of Computer Engineering: Progress, Application and Technology Enrichment: Journal of Multidisciplinary Research and Development INTERNATIONAL JOURNAL OF ECONOMICS AND MANAGEMENT REVIEW Journal Integration of Social Studies and Business Development KISA INSTITUE : Journal of Economics, Accounting, Business, Management, Engineering and Society Jesocin : Journal of Jabar Economic Society Networking Forum Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah Jesocin : Journal of Economics, Accounting, Business, Management, Engineering and Society International Journal of Management and Business Applied International Journal of Economics, Business and Innovation Research Journal of Multidisciplinary Academic Business Studies International Journal of Accounting and Management Information Systems Global Academy of Business Studies Journal of Digital Business and Marketing Journal of Indonesia Business Research (JIBR) Economics and Digital Business Review
Maya Ariyanti
Universitas Telkom
Religion Aerospace Engineering Agriculture, Biological Sciences & Forestry Arts Humanities Astronomy Automotive Engineering Biochemistry, Genetics & Molecular Biology Chemical Engineering, Chemistry & Bioengineering Chemistry Civil Engineering, Building, Construction & Architecture Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Earth & Planetary Sciences Economics, Econometrics & Finance Education Electrical & Electronics Engineering Energy Engineering Environmental Science Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Mathematics Mechanical Engineering Public Health Social Sciences Transportation Other

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Pengaruh Brand Communication Dan Brand Image Terhadap Brand Loyalty Dengan Brand Trust Sebagai Variabel Intervening: Studi Kasus Pada Konsumen Brand Elzatta Hijab Di Kota Bandung Putri, Amelia; Ariyanti, Maya
eProceedings of Management Vol. 12 No. 5 (2025): Oktober 2025
Publisher : eProceedings of Management

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Abstract

Elzatta Hijab merupakan merek busana Muslim yang berdiri di Bandung pada tahun 2012 dan dikenal dengan koleksibergaya feminin. Penurunan peringkat Elzatta dalam Top Brand Award selama tiga tahun terakhir serta kasus penipuanyang mencatut nama merek menjadi latar belakang penelitian ini. Tujuan penelitian adalah untuk menganalisis pengaruhbrand communication dan brand image terhadap brand loyalty, dengan brand trust sebagai variabel mediasi. Penelitianini menggunakan strategi kuantitatif dengan mensurvei 300 partisipan menggunakan teknik sampel purposive. Datadikumpulkan secara daring menggunakan Google Form yang dibagikan melalui berbagai platform media sosial. Kamimemanfaatkan SmartPLS, yang merupakan singkatan dari Partial Least Squares Structural Equation Modelling, untukmenganalisis data. Hasil menunjukkan bahwa seluruh variabel masuk dalam kategori baik. Brand communicationberpengaruh positif terhadap brand image, brand trust, dan brand loyalty. Brand image juga berpengaruh positif terhadapbrand trust dan brand loyalty. Selain itu, brand trust berpengaruh positif terhadap brand loyalty, serta memediasi secarasignifikan hubungan antara kedua variabel independen dengan loyalitas merek. Saran praktis bagi Elzatta adalahmeningkatkan komunikasi interaktif, menjaga kualitas produk, dan mengembangkan program loyalitas. Secara teoritis,penelitian lanjutan disarankan untuk menambahkan variabel lain dan mempertimbangkan karakteristik demografis.Kata kunci: brand communication, brand image, brand trust, brand loyalty
PENGARUH SERVICE QUALITY, PERCEIVED VALUE DAN TRUST TERHADAP MERCHANT SATISFACTION DENGAN LAYANAN PEMBAYARAN QRIS PADA SEKTOR UMKM DI JAWA BARAT Nafila, Tasya; Ariyanti, Maya
eProceedings of Management Vol. 12 No. 5 (2025): Oktober 2025
Publisher : eProceedings of Management

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Abstract

QRIS as an innovation in digital payment systems, plays an important role in driving financial inclusion andfacilitating fast and secure transactions. Against the backdrop of rapid digital technology development andincreasing digital transactions in Indonesia, this study uses quantitative methods to explore the factors thatinfluence QRIS adoption by users. This study aims to analyze the effect of service quality, perceived value and usertrust on merchant satisfaction with the Quick Response Code Indonesian Standard (QRIS) payment method in theWest Java MSME sector. This study aims to see how service quality, perceived value and user trust affect merchantsatisfaction when using the Quick Response Code Indonesian Standard (QRIS) payment service in the MSMEsector in West Java. The research method used is quantitative with a survey approach, involving 453 respondentswho are MSME players who use QRIS for their business operations. Partial Least Squares Structural EquationModeling (PLS-SEM) was used to analyze the data. The results of this study show that service quality and perceivedvalue from customers have a positive effect on trust, then perceived value from users and trust have a positiveeffect on user satisfaction, but service quality has a negative effect on user satisfaction. Trust also contributesKeywords : Customer Satisfaction, Customer Trust, Perceived Value, Service Quality
Neuromarketing Study: The Effect of Jingle on Consumer Behavior Fauzi, Hilman; Rizqullah, Rafif; Ariyanti, Maya; Hadyningtyas, Ivy Anindhita
ASEAN Marketing Journal Vol. 14, No. 2
Publisher : UI Scholars Hub

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Abstract

Manuscript type: Research Article Research Aims: This research investigates the impact of a jingle associated with a top-brand product on consumer behavior, as assessed through short-term memory activity in the brain. Design/methodology/approach: Data were collected from six participants, three men and three women aged 19-24. The Contec KT88-1016 Digital 16-Channel EEG machine and the Mapping System device were used to retrieve the data. The channel selection was employed to identify the optimal channel based on L2-norm energy calculations performed on the EEG channels within the short-term memory area. Research Findings: The frontal area exhibited higher energy levels than other areas, with the highest point observed in channel F4. A jingle in a product was found to stimulate short-term memory, influencing consumer behaviour. This influence was evidenced by the representation of channel energy in the EEG, showing a higher value compared to the average energy value in general. Theoretical Contribution/Originality: This study successfully demonstrated that EEG signals stimulated by jingles could assess consumer behaviour responses when provided with auditory incentives. The findings are explicitly linked to activating the brain's short-term memory area. Practitioner/Policy Implication: Brands with top brand categories have higher signal energy than non-top brands. Research limitation/Implications: Only limited to the data collection process carried out by environmental engineering, which is made closer to the actual situation.
The Influence of Service Quality, Product Price, Corporate Image of Telkomsel Mobile Customer Loyalty Company Kurniawan, Dede; Ariyanti, Maya; Hidayah, Riski Taufik
International Journal of Entrepreneurship and Business  Management Vol. 4 No. 2 (2025)
Publisher : Asosiasi Dosen Peneliti Ilmu Ekonomi dan Bisnis Indonesia (ADPEBI)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54099/ijebm.v4i2.1642

Abstract

Purpose – The purpose of this study is to find out how the influence of corporate image, service quality, product price and customer satisfaction on Customer Loyalty.The object used in this study is Telkomsel customers in the work area of the Telkomsel Karawang Branch.Methodology/approach – The method used for sampling is probability sampling. The number of samples was determined using a statistical approach, using the Slovin formula. The collection of sample data will be obtained through the distribution of questionnaires to Telkomsel customers. And the research method used is a quantitative abbreviation with the Partial Least Square-Structural Equation Modeling (PLS-SEM) analysis technique Findings – It was found that from ten hypothesis testing showed that nine hypotheses were accepted in this study and one hypothesis was rejected. . Product prices have a significant effect on customer satisfaction. Prices that are considered commensurate with the benefits increase customer satisfaction but Product price has no significant effect on customer loyalty.  
Understanding Continued BNPL Usage Behavior in E-Commerce: Extended UTAUT2 with Usage Intention Mediation Indrajati Wahyuningtyastuti; Maya Ariyanti
Journal of Digital Business and Marketing Vol. 1 No. 2 (2025): August
Publisher : Goodwood Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35912/jdbm.v1i2.3685

Abstract

Purpose: This study aims to utilize an enhanced UTAUT2 model to examine the determinants influencing Indonesian customers' intentions and behaviors regarding the continued use of BNPL e-commerce services. Research/methodology: A quantitative cross-sectional survey was conducted with 450 users of BNPL services Indonesian e-commerce platforms, and the data were analyzed using structural equation modeling to assess direct and indirect relationships. Results: Performance expectancy, effort expectancy, trust, and habit significantly influenced continued usage, whereas perceived benefits and risks showed no significant impact among experienced digital users. Conclusions: Performance Expectancy, Effort Expectancy, and Trust are important drivers of the continued use of Buy Now Pay Later (BNPL) e-commerce services among Indonesian users, according to this study, which also shows that habit is the most important predictor of actual usage behavior. Limitations: The geographic breadth is limited to Indonesia, with possible selection bias toward current users, the sample focus on younger demographics impacts generalizability, and the cross-sectional methodology restricts causal inference. Contribution: This study contributes to fintech adoption theory by demonstrating the theoretical redundancy of traditional risk-benefit constructs in mature digital user contexts and emphasizing habit formation over initial adoption factors.
Leveraging Generative Artificial Intelligence for Digital Content Development to Promote Local Wisdom: A Community Empowerment Program in Mekarmaju Tourism Village, Bandung Indonesia Ariyanti, Maya; M Yudha Febrianta; Mesayu Ana Hanifah Yahsallah; M Farhan Ramadhan
Society : Jurnal Pengabdian Masyarakat Vol. 5 No. 1 (2026): Januari
Publisher : Edumedia Solution

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55824/q5s38j91

Abstract

The rapid development of generative artificial intelligence (AI) presents an opportunity to accelerate digital content creation in community-based tourism destinations. This community service program aims to empower residents of Mekarmaju Tourism Village, Ciwidey, Bandung Regency, by increasing their capacity to develop digital content that promotes local wisdom through the use of generative AI tools. The program uses a participatory and community-centered approach, consisting of needs assessments, practical training, and mentoring activities involving village officials, youth organizations, state-owned enterprises (BUMN), and local micro, small, and medium enterprises (MSMEs). The training materials focus on AI-assisted content ideation, scriptwriting, visual design, short video script writing, and content planning for digital tourism promotion. The study results showed significant improvements in digital literacy, creative confidence, and participants' ability to produce digital content rooted in local culture. Participants successfully produced promotional content aligned with local narratives, including tourism visuals, social media captions, and content templates. The program demonstrated that generative AI can serve as an effective driver for community empowerment by reducing technical barriers to content production while maintaining the authenticity of local wisdom. This study contributes to the literature on community service and rural tourism development by highlighting the strategic role of AI in supporting sustainable digital transformation at the village level.
The Influence of Social Media Marketing, Coffee House Brand Experience, Brand Equity and Customer Relationship on Repurchase Intention on Janji Jiwa Andarina, Feby; Ariyanti, Maya
International Journal of Science, Technology & Management Vol. 7 No. 2 (2026): March 2026
Publisher : Publisher Cv. Inara Colaboration with www.stie-sampit.ac.id

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.46729/ijstm.v7i2.1402

Abstract

The coffee shop industry in Indonesia is experiencing rapid growth, driven by lifestyle changes and increasing domestic coffee consumption. Janji Jiwa, as one of the leading local coffee brands, faces challenges in maintaining consumer loyalty amid intense market competition. This study aims to examine the influence of Social Media Marketing, Coffee House Brand Experience, Brand Equity, and Customer Relationship on the Repurchase Intention of Janji Jiwa consumers, particularly through the Instagram platform. A quantitative research method was employed, with data analyzed using PLS-SEM. Data were collected through questionnaires distributed to active Janji Jiwa customers. The results indicate that Social Media Marketing has a significant positive influence on both Brand Equity and Customer Relationship, which ultimately affect Repurchase Intention. However, the variable Coffee House Brand Experience does not have a significant impact on Repurchase Intention for Janji Jiwa. This research contributes to a deeper understanding of the importance of integrating digital marketing strategies with brand experience and customer relationships in enhancing consumer loyalty.
The Effect of Social Media Marketing Activities on Brand Loyalty by Examining the Mediating Roles of Brand Trust and Brand Equity at Bank Syariah Indonesia Gatot Amri; Maya Ariyanti
INTERNATIONAL JOURNAL OF ECONOMICS AND MANAGEMENT REVIEW Vol 3 No 2 (2025): Current issue 8
Publisher : SMARTINDO

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58765/ijemr.v3i2.271

Abstract

Purpose - This study aims to analyze the influence of social media marketing activities on brand loyalty, by considering the mediating roles of brand trust and brand equity at Bank Syariah Indonesia. The research is motivated by the phenomenon of declining brand loyalty at BSI, as evidenced by fluctuations in customer loyalty and a downward trend, particularly in the collection of third-party funds under the Wadiah scheme. Design/methodology/approach - A quantitative approach was employed using a survey method, with questionnaires distributed to 342 active BSI customers. The data were analyzed using Structural Equation Modeling–Partial Least Squares (SEM–PLS) to assess the relationships among the variables. Originality -  The results indicate that social media marketing activities do not have a significant direct effect on brand loyalty. However, they significantly influence brand trust and brand equity, which in turn enhance brand loyalty. Moreover, brand trust and brand equity were found to play strong mediating roles in strengthening the impact of social media activities on brand loyalty. Findings and Discussion - These findings indicate that effective social media management can be a key strategy in building long-term relationships with customers while enhancing trust and brand value for BSI in the Islamic banking market, both nationally and globally. Conclusion - This study also contributes theoretically to the field of digital marketing and provides practical recommendations for the development of communication strategies in Islamic banking specifically, as well as for businesses in general. Purpose - This study aims to analyze the influence of social media marketing activities on brand loyalty, by considering the mediating roles of brand trust and brand equity at Bank Syariah Indonesia. The research is motivated by the phenomenon of declining brand loyalty at BSI, as evidenced by fluctuations in customer loyalty and a downward trend, particularly in the collection of third-party funds under the Wadiah scheme. Design/methodology/approach - A quantitative approach was employed using a survey method, with questionnaires distributed to 342 active BSI customers. The data were analyzed using Structural Equation Modeling–Partial Least Squares (SEM–PLS) to assess the relationships among the variables. Originality -  The results indicate that social media marketing activities do not have a significant direct effect on brand loyalty. However, they significantly influence brand trust and brand equity, which in turn enhance brand loyalty. Moreover, brand trust and brand equity were found to play strong mediating roles in strengthening the impact of social media activities on brand loyalty. Findings and Discussion - These findings indicate that effective social media management can be a key strategy in building long-term relationships with customers while enhancing trust and brand value for BSI in the Islamic banking market, both nationally and globally. Conclusion - This study also contributes theoretically to the field of digital marketing and provides practical recommendations for the development of communication strategies in Islamic banking specifically, as well as for businesses in general.
The Influence Of Celebrity Endorsement On Repurchase Intention With The Role Of Brand Image, Brand Credibility, And Brand Trust As Mediation On The Somethinc Brand Windy Christalia; Maya Ariyanti; Dedi Iskamto
Jurnal Ekonomi, Teknologi dan Bisnis Vol. 4 No. 7 (2025): Jurnal Ekonomi, Teknologi dan Bisnis
Publisher : Al-Makki Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.57185/jetbis.v4i7.187

Abstract

The beauty industry in Indonesia is increasingly competitive with local brands such as Somethinc using celebrity endorsements as a marketing strategy. This study analyzes the influence of celebrity endorsement (attractiveness, trustworthiness, and expertise) on repurchase intention with brand image, brand credibility, and brand trust as mediation variables. The research method used a quantitative approach with 397 respondents analyzed using Partial Least Square-Structural Equation Modeling (PLS-SEM). The results of the study show that celebrity endorsements have a significant effect on brand image, brand credibility, and brand trust. Brand image and brand credibility have been shown to have a positive effect on repurchase intention, while brand trust does not show a significant influence. In mediation analysis, brand image mediates the relationship between trustworthiness and expertise and repurchase intention, while brand credibility mediates the relationship between attractiveness and expertise and repurchase intention. However, brand trust does not significantly mediate the relationship between celebrity endorsement and repurchase intention. This research provides practical implications that companies need to select endorsers based on trust and expertise, as well as build a strong brand image and credibility to increase consumer loyalty.
Peran Customer Satisfaction dalam Memediasi Pengaruh Logistics Service Quality terhadap Reuse Intention pada Pelanggan J&T Express di Kota Bandung Syahril Kevin Maulana; Maya Ariyanti
Jurnal Ilmu Manajemen Terapan Vol. 7 No. 6 (2026): Jurnal Ilmu Manajemen Terapan (Juli - Agustus 2026)
Publisher : Dinasti Review Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/jimt.v7i6.9183

Abstract

Penelitian ini menganalisis pengaruh kualitas layanan logistik terhadap kepuasan pelanggan dan niat penggunaan ulang pada pelanggan J&T Express di Kota Bandung, dengan kepuasan pelanggan sebagai variabel mediasi. Penelitian menggunakan pendekatan kuantitatif kausal melalui survei terhadap 385 responden yang pernah menggunakan J&T Express untuk pengiriman belanja online dalam enam bulan terakhir. Data dianalisis menggunakan Partial Least Squares Structural Equation Modeling (PLS-SEM) dengan SmartPLS 4 melalui analisis deskriptif, pengujian model pengukuran, pengujian model struktural, dan uji mediasi berbasis bootstrapping. Hasil menunjukkan bahwa kualitas operasional, kualitas sumber daya, kualitas informasi, kualitas kontak personal, dan kualitas kustomisasi berpengaruh positif dan signifikan terhadap kepuasan pelanggan. Kepuasan pelanggan juga berpengaruh positif terhadap niat penggunaan ulang dan memediasi hubungan antara seluruh dimensi kualitas layanan logistik dan niat penggunaan ulang. Kualitas kontak personal menjadi prediktor kualitas layanan logistik terkuat terhadap kepuasan pelanggan, sedangkan kepuasan pelanggan menjadi prediktor terkuat terhadap niat penggunaan ulang. Temuan ini menegaskan pentingnya peningkatan interaksi layanan, akurasi komunikasi, konsistensi operasional, dan kesiapan sumber daya untuk mendorong penggunaan ulang. Penelitian selanjutnya disarankan membandingkan beberapa perusahaan ekspedisi serta menambahkan variabel kepercayaan, nilai yang dirasakan, kewajaran harga, dan loyalitas pelanggan.
Co-Authors Adang Haryaman Adhi Prasetio Adhi Prasetyo, Adhi Ahmad Darajat Basallama Anak Agung Gede Sugianthara Andarina, Feby Anggun Yolistina Anna Tsamarah Yudiawati Arif Budi Raharja Arif Budi Raharja Astri Ghina Billy Goenandar Candiwan Christalia, Windy Davin, Hans Dede Kurniawan Dedi Iskamto Denta Rahmadani Dewi Purwati Dewi Rinarika Dewi, Fianti Krisna Dezila, Raissa Diah Fatma Sjoraida Dian Pertiwi Wulandari Dwi Fitrizal Salim Elly Suryani Endang Ruchiyat Eva Nurazizah Eva Nurhazizah Fadhilla, Muhammad Iqbal Faisal Matriadi Farida, Ajeng Luthiyatul Fatnan Setyo Hariwibowo Fauzi, Adryan Finny Redjeki Fitra Ayu Larasati Gadang Ramantoko Gatot Amri Gioliano Putra Goenandar, Billy Hadyningtyas, Ivy Anindhita Hanifah Aprillia, Wahyuning Helni Mutiarsih Jumhur Heppy Millanyani Heris, Faradisya Hilman Fauzi, Hilman Ilham Majid Rabbani Ilma Aliya Sahal Indrajati Wahyuningtyastuti Indrajati Wahyuningtyastuti Januar, Rifat Kharisma, Mita Kordelya Kordelya Kukuh Abdu Rachman Lili Adi Wibowo Lira Parahita Agni Putri Lubis, Reza Armanda M Farhan Ramadhan M Yudha Febrianta M. Syafarudin Mahaputra Mahayasa, I Made Prasetya Wiguna Majid Rabbani, Ilham Mardotillah, Aini Restu Maria Apsari Sugiat Maulana Malik Ibrahim Meileny S.A.B, Findy Mesayu Ana Hanifah Yahsallah Mita Kharisma Mochamad Arif Rachman Muhammad Saiful Arifin Nadia Putri Karenina Nafila, Tasya Navira Wirvani Nazhira Nindya Padma Hanuun Nia Handayani Nia Riana Nida Garnida Fitrianti Nida Garnida Fitrianti Nida Nurfadila Nur Lela sari Nurohman, Choirudin Alza Nurul Hafizah Nurvita Trianasari Nyoman Dwika Ayu Amrita Pandega Syahdadini Pramono, Indro Pratiwi, Daulika Putri Fariska Sugestie Putri, Kartika Aulia Rachman, Mochamad Arif Rachmat Ramadhani, Muh. Raden Roro Fatma Sari Raden Roro Fatmasari Raden Roro Fatmasari Rahmadani, Denta Raissa Dezila Ratih Hendayani Refi Rifaldi Windya Giri Reza Armanda Lubis Reza Azkia Rahmi Ricky Agusiady Rifki Hariadi, Maghfira Riski Taufik Hidayah Rizka Utami, Fany Rizqi Aina Rizqullah, Rafif Rudy Hermanto, Muchamad Ruli Kuniawati, Novia Safii, Ahmad Saleh, Rusdi Salma Nabella Putri Sari, Marisa Puspita Setiana, Gege Arum Siska P Yudowati Soeparwoto Dharmoputra Sri Rochani Mulyan Sri Rochani Mulyani Sri Widiyanesti Sunu Puguh Hayu Triono Syahril Kevin Maulana Tazkia, Yumna Tiara Salsabila Fasya Trinadisha, Thalia Sabina Tyas Pawitra, Mohammad Ucu Supriatna Veronita, Rika Virghina Dhia Elwitrisnasafitri Vyanna Zuleika Wahyudi Wahyu Yunanto Wahyuningtyastuti, Indrajati Wibowo, Dimas Kartiko Windy Christalia Yunanto, Wahyu Yundhiya Adi Nugroho Yusza Reditya Murti Zaenal Aripin Zahra Aqilla Putri Chandra Zahra Rahmi Hanifah Zaki Chandra Negara