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Ma’ruf
Universitas Andalas
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Environmental Science Languange, Linguistic, Communication & Media Social Sciences

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EVALUASI BRANDING KOTA PAYAKUMBUH SEBAGAI KOTA RENDANG Syarif Hidayatullah; Ma’ruf; Verinita
Journal Publicuho Vol. 7 No. 2 (2024): May - July - Journal Publicuho
Publisher : Halu Oleo University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35817/publicuho.v7i2.439

Abstract

This study focused to find out the relationship among several aspects such as attitude toward the brand, brand image, brand equity, and brand preference. By using a quantitative approach and online questionnaires were distributed to 143 tourists who had visited the city of Payakumbuh as Kota Rendang in the last 5 years. A purposive sampling technique with several criteria was used to separate unqualified participants, and then the data was analyzed with the Structural Equation Modeling - Partial Least Square (SEM-PLS) technique by assisting Smart-PLS Software's latest version. The result shows that all research expectations are met.
THE INFLUENCE OF DIGITAL LITERACY AND DIGITAL TRANSFORMATION ON THE RESILIENCE OF THE SHADOW EMBROIDERY INDUSTRY IN COASTAL DISTRICTS SOUTH WITH TECHNOLOGY DOPTION AS MEDIATION Meli Putri Yana; Ma’ruf; Eri Besra
Journal Publicuho Vol. 7 No. 4 (2024): November - January - Journal Publicuho
Publisher : Halu Oleo University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35817/publicuho.v7i4.551

Abstract

The transition to digitalization in the handicraft industry such as Shadow Embroidery in Pesisir Selatan Regency requires a series of innovations and transformations to survive and increase competitiveness. Therefore, mastery of digital literacy and the ability to carry out digital transformation are very important. This study aims to examine the effect of digital literacy and digital transformation on the resilience of the Shadow Embroidery industry in Pesisir Selatan Regency with the adoption of technology as a mediating variable. This study uses a quantitative approach with a sampling method using a saturated sampling technique, involving 87 respondents, all of whom are Shadow Embroidery industry players in Pesisir Selatan Regency. The data obtained were analyzed using the SEM-PLS 4.0 method to see the relationship between the variables studied. The results of this study indicate that all hypotheses have a positive influence.
Co-Authors Elsa Felina Effendi, Eri Besra Meli Putri Yana Syarif Hidayatullah Verinita, Verinita