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All Journal The International Journal of Business Review (The Jobs Review) Jutisi: Jurnal Ilmiah Teknik Informatika dan Sistem Informasi Jurnal Ilmiah Edunomika (JIE) IJORER : International Journal of Recent Educational Research Jurnal Abdimas Ekonomi dan Bisnis Jurnal Ilmiah MEA (Manajemen, Ekonomi, dan Akuntansi) eProceedings of Management JPM Cahaya Pengabdian
Fikri Mohamad Rizaldi
Telkom University
Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Mathematics Public Health Social Sciences Other

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Pengaruh Brand Awareness, Brand Association, Perceived Quality, Dan Brand Loyalty Terhadap Keputusan Pembelian Uniqlo Di Kota Bandung Fadhlulloh, Muhammad Harits Alif; Umbara, Taufan; Rizaldi, Fikri Mohamad
eProceedings of Management Vol. 12 No. 6 (2025): Desember 2025
Publisher : eProceedings of Management

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Abstract

Uniqlo merupakan brand global asal Jepang yang dikenal dengan kualitas dan inovasi produknya. Meskipun secaraglobal menunjukkan performa yang kuat, di Kota Bandung yang dikenal sebagai pusat tren fashion, keputusanpembelian konsumen terhadap produk Uniqlo belum tentu sejalan dengan kekuatan merek tersebut dikarenakanpersaingan antara brand internasional dan lokal yang berada di Kota Bandung.Meskipun brand Uniqlo ini secara global sudah besar, masih terdapat kesenjangan antara kekuatan merek global sertakeputusan pembelian konsumen lokal. Penelitian yang peneliti lakukan tujuannya guna memahami pengaruh brandawareness, brand association, perceived quality, serta brand loyalty terkait keputusan pembelian Uniqlo di KotaBandung.Pendekatan kuantitatif digunakan dengan metode survei terhadap 385 sampel. Pengambilan sampel purposif denganpengambilan sampel non-probabilitas digunakan untuk memilih partisipan dari kelompok pembeli produk Uniqlo. Datadianalisis menggunakan beberapa metode statistik, termasuk uji-T, uji-F, regresi linier berganda, uji reliabilitas danvaliditas, serta uji asumsi klasik.Hasil analisis deskriptif menunjukkan seluruh variabel berada dalam kategori baik tetapi belum maksimal. Secarasimultan, ditemukan pengaruh signifikan keempat variabel terkait keputusan pembelian Peneliti menyarankan agarUniqlo meningkatkan kampanye digital, memperkuat asosiasi emosional merek, memperjelas nilai kualitas produk,serta mengembangkan program loyalitas di pasar lokal.Kata Kunci : Brand Awareness, Brand Association, Perceived Quality, Brand Loyalty, Keputusan Pembelian, Uniqlo.
Entrepreneurial Success Model for Creative MSMEs in West Java: Implications for Entrepreneurship Education Rizaldi, Fikri Mohamad; Suryana, Suryana; Mulyadi, Hari; Dian Herdiana Utama , Rd.; Pradana, Mahir
IJORER : International Journal of Recent Educational Research Vol. 7 No. 2 (2026): March
Publisher : Faculty of Teacher Training and Education Muhammadiyah University of Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.46245/ijorer.v7i2.1151

Abstract

Objective: To develop and test an entrepreneurial success model for creative micro, small, and medium enterprises (MSMEs) in West Java, Indonesia, by examining five entrepreneur-level factors entrepreneurial self-efficacy, entrepreneurial alertness, entrepreneurial creativity, opportunity recognition, and entrepreneurial orientation and to derive implications for entrepreneurship education. Methods: A quantitative explanatory survey of 432 creative-industry MSME owners was conducted (January–March 2025). Data were analyzed using PLS-SEM (SmartPLS 4) to estimate direct and mediating effects. The analysis followed standard procedures for outer/inner model evaluation (indicator loadings ≥0.70 where retained; reliability and HTMT satisfied) and bootstrapping (5,000 resamples) for path significance. Results: All five factors contributed significantly to entrepreneurial success. Self-efficacy, alertness, and entrepreneurial orientation showed positive direct effects, while creativity mediated the effects of self-efficacy and alertness, and opportunity recognition mediated the effects of alertness and entrepreneurial orientation. The structural model explained R² = 0.716 (71.6%) of the variance in success (creativity R² = 0.644; opportunity recognition R² = 0.584), indicating substantial explanatory power. Novelty: The study shows that entrepreneurial traits influence success primarily through the mediating mechanisms of creativity and opportunity recognition. This trait–mechanism coupling provides a clearer explanation of how entrepreneur-level factors translate into performance and offers actionable guidance for entrepreneurship education targeting these mediating capabilities.
Co-Authors Budi Prasetiyo, Budi Dematria Pringgabayu Dian Herdiana Utama , Rd. Fadhlulloh, Muhammad Harits Alif Ferninda, Varin Ferry Arfiansyah Hari Mulyadi, Hari Herdiansyah Gustira Pramudia Suryono Ida Nurnida Ihsan Hadiansah Imanuddin Hasbi Mahir Pradana Mochamad Arief Rahman Ramadhian Nur Siswanto, Budi Pratama, Ravanelly Rizki Salsabila, Malika Putri Satiadharma, Moehamad Suprayogi, Yogi Suryana Suryana Syaharani, Reisya Taufan Umbara Triduanda, Arief Uruqul Nadhif Dzakiy Wirakanda, Gugum Gumilang Yogi Suprayogi Sugandi Yulia Nur Hasanah