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All Journal Jurnal Fakultas Ekonomi : OPTIMAL Jurnal Ilmiah Wahana Pendidikan
Komalasari, Diah
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Religion Economics, Econometrics & Finance Education Social Sciences Other

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Pengaruh Brand Image dan Brand Trust Terhadap Brand Loyalty PIXY Cosmetics Melalui Customer Satisfaction Sebagai Variabel Intervening. Khatimah, Husnul Khatimah; Komalasari, Diah
Optimal: Jurnal Ekonomi dan Kewirausahaan Vol 16 No 1 (2022): Optimal: Jurnal Ekonomi dan Kewirausahaan
Publisher : Fakultas Ekonomi Universitas Islam 45

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33558/optimal.v16i1.4451

Abstract

This study discusses how brand image and brand trust affect brand loyalty PISY cosmetics through customer satisfaction as an intervening variable. The purpose of this study was to examine and analyze the influence of brand image & brand trust with the role of customersatisfaction as a mediation influencing brand loyalty at PIXY cosmetics in Jakarta.The sampling technique used was non-probability sampling with purposive sampling method, totaling 150 respondents were people in Jakarta. The data collection technique used a questionnaire distributed via google form. The analytical test tool used is SmartPLS 3.0.The results show that brand image has a positive and significant effecton customer satisfaction as evidenced by the t-statistic value (7,657>1,96), brand trust has a positive and significant effect on customersatisfaction seen from the value t-statistic (3,216>1,96), brand image does note have a positive and significant effect on brand loyalty as evidenced by the statistical value (1,400<1,96), brand trust does not have a positive and significant effect on brand loyalty with a statistical value (0,427<1,96), customer satisfaction has a positive and significant effect on brand loyalty with statistical value (6,314>1,96), there is a direct effect for the brand image variable on brand loyalty through customer satisfaction with a statistical value (5,075>1,96), and variable brand trust on brand loyalty through customer satisfaction acts as a full mediation.
Analisis Sentimen Ulasan Aplikasi Livin By Mandiri Pada Play Store Dengan Algoritma Naïve Bayes Komalasari, Diah; Sari, Betha Nurina; Mayasari, Rini Nurina
Jurnal Ilmiah Wahana Pendidikan Vol 12 No 3.A (2026): Jurnal Ilmiah Wahana Pendidikan
Publisher : Peneliti.net

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Received:Revised:Accepted: Livin by Mandiri adalah salah satu aplikasi platform perbankan elektronik yang dapat digunakan dan diakses oleh pengguna ataupun calon pengguna bank mandiri. Aplikasi ini memiliki rating 3,8 pada google play store. Para pengguna memberikan rating dan ulasan terhadap aplikasi mbanking tersebut. Ulasan yang ada cukup banyak dan tidak struktur serta mengandung opini dari para pengguna tentang kepuasan mereka terhadap aplikasi tersebut sehingga sering dijadikan pertimbangan oleh calon pengguna untuk memilih aplikasi yang digunakan. Berdasarkan hal tersebut dilakukan analisis sentimen dengan algoritma naïve bayes untuk mengetahui bagaimana sentimen para pengguna terhadap aplikasi Livin by Mandiri di google play store. Penelitian ini menggunakan metodologi knowledge discovery of data (KDD) yang mempunyai lima tahapan yaitu selection data, preprocessing data, transformation data, data mining, dan evaluation. Data yang digunakan sebanyak 2064 data dengan skenario rasio 80:20 dan dilakukan evaluasi dengan confusion matrix. Melakukan pembobotan kata menggunakan 2 fitur ekstraksi yaitu TF-IDF dan N-Gram dengan menerapkan algoritma naïve bayes. Hasil perbandingan 2 fitur ekstraksi tersebut menghasillkan nilai akurasi terbaik yaitu dengan nilai accuracy 88,37%, precision 67,48 %, recall 91,21%, dan fl-score 77,57%
Co-Authors Khatimah, Husnul Khatimah Mayasari, Rini Nurina