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All Journal Proceeding of International Conference on Entrepreneurship (IConEnt) Proceeding of International Conference on Global Innovation and Trends in Economy
Zoel Hutabarat
Faculty of Economics and Business, Universitas Pelita Harapan, Tangerang
Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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CONSUMERS’ BRAND LOYALTY OF ENERVON C IN PANDEMIC ERA Zoel Hutabarat; Velya Putidita
Proceeding of International Conference on Entrepreneurship (IConEnt) Vol 2 (2022): Proceeding of 2nd International Conference on Entrepreneurship (IConEnt)
Publisher : Universitas Pelita Harapan

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The growth of Vitamin C demand in pandemic makes brand loyalty became one of an important factor to win competitive advantage among competitors. This study aimed to examine and understand the relationship between brand awareness, word of mouth, perceived quality, and brand image towards brand loyalty of Enervon C consumer in pandemic era. Sample of this study were 270 respondents that consume Enervon C during pandemic. This study applies quantitative research method with data collection method through electronic questionnaires. Collected data will be analyzed through SmartPLS 3.3.3 with Structural Equation Modelling. The result indicated that brand awareness, perceived quality, and brand loyalty has a direct relationship with brand loyalty and brand image mediated the relationship of brand awareness and perceived quality with brand loyalty. Word of mouth has a direct relationship with brand image.
THE EFFECT OF BRAND POPULARITY, BRAND AWARENESS, PERCEIVED QUALITY ON THE REPURCHASE INTENTION OF HYUNDAI ELECTRIC CAR Zoel Hutabarat; Laurensius Ramadhan Surya
Proceeding of International Conference on Entrepreneurship (IConEnt) Vol 2 (2022): Proceeding of 2nd International Conference on Entrepreneurship (IConEnt)
Publisher : Universitas Pelita Harapan

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The aim of this study to examine the relationship between brand popularity, brand awareness, perceived value, and brand loyalty on repurchase intention in Hyundai electric car consumers. This study uses quantitative research methods with purposive sampling, the owners, or users of Hyundai cars. Data collection in this study used a questionnaire distributed using a google form electronic questionnaire. The data that was collected was 203 respondents who filled in validly for 3 months from August to October 2021. The data was then processed using the SmartPLS software test tool. This study tested the validity of the indicators, the reliability of the variables and tested the form of the research model with R2, Q2, and rms tetha. The results of this study indicate that the variable brand popularity has no effect on brand loyalty, and brand awareness has no effect on repurchase intention. Meanwhile, brand awareness and perceived quality affect brand loyalty. Meanwhile, brand popularity, perceived value, and brand loyalty influence purchase intention. These results indicate that the experience of using a Hyundai car will give consumers a separate assessment so that they are more interested in buying a Hyundai electric car.
User Assessment of Livin by Mandiri Zoel Hutabarat; Gladys T. Evidente
Proceeding of International Conference on Global Innovation and Trend in Economics Vol. 4 (2022): Proceeding of The 4th International Conference on Global Innovation and Trends in Eco
Publisher : Fakultas Ekonomi Dan Bisnis Universitas Pelita Harapan

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Abstract

This research was conducted with the aim of finding out customer ratings of the use of a digital banking by the community, especially for digital banking Livin by Mandiri as a case study. The hypothesis in this study has a positive impact, where even with the risk of using digital banking, it can also provide positive results for services. For this study, purposive sampling was carried out from Livin by Mandiri users as respondents. This study has collected 2,023 respondents and used a Likert scale of 1-5. From the results of this study, perceived usefulness is the variable with the highest results, which explains how people's ability to use technology is one of the highest determining factors in using digital banking Livin by Mandiri.
Co-Authors Gladys T. Evidente Laurensius Ramadhan Surya Velya Putidita