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All Journal ABDIMAS Jurnal Pengabdian Kepada Masyarakat Proceeding of International Conference on Entrepreneurship (IConEnt)
Tresia Deanra
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Computer Science & IT Economics, Econometrics & Finance Education Public Health Social Sciences

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Building Brand Trust by Increasing Brand Awareness, Shaping Brand Image, and Engaging Brand Ambassadors Tresia Deanra; Prida Ariani Ambar Astuti
Proceedings of the International Conference on Entrepreneurship (IConEnt) Vol. 4 (2024): Proceedings of the 4th International Conference on Entrepreneurship (IConEnt)
Publisher : Universitas Pelita Harapan

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Abstract

The role of branding is vital for companies striving to establish and nurture consumer trust. Developing a strong brand image and fostering trust involves various strategic approaches, including the use of influential brand ambassadors and increasing overall brand awareness. This study specifically focuses on evaluating the impact of brand ambassadors Vincent and Desta, as well as the level of brand awareness, on brand trust. In this context, brand image serves as an important intermediary factor. Adopting a positivistic paradigm combined with a quantitative research approach, this study utilizes an explanatory survey methodology directed at Instagram followers of @oronaminc.id. Following data collection, the information is meticulously processed with the SEM-PLS technique for comprehensive analysis. The findings reveal that the presence of brand ambassadors does not exert a direct and statistically significant influence on brand trust; however, their effect becomes significant when mediated through brand image. In contrast, brand awareness demonstrates a robust direct influence on brand trust and significantly contributes to enhancing brand trust through the intermediary of brand image. These insights underscore the importance of both awareness and image in effectively building brand trust within the competitive landscape of consumer beverages.
Sosialisasi Pemberdayaan Memilah Sampah Dalam #BijakSampah Ziveria , Mira; Salman; Desi Ratu Asih; Azri Nur Aisyah; Laili Nur Fitri; Shinta Nurlaela; Tresia Deanra
ABDIMAS Jurnal Pengabdian Kepada Masyarakat Vol. 4 No. 2 (2023): Pengabdian Kepada Masyarakat
Publisher : Research and Community Service INSTITUT TEKNOLOGI DAN BISNIS KALBIS

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53008/abdimas.v4i2.2141

Abstract

Sosialisasi kegiatan pemberdayaan memilah sampah dalam #BijakSampah ini dilakukan di RPTRA Cibesut berada di kelurahan Cipinang Besar Utara dengan target peserta adalah anak-anak. Kegiatan memilah sampah dilakukan dengan metode sosialisasi terkait materi sesuai dengan tema kegiatan untuk menambah pemahaman dan kesadaran masyarakat mengenai pentingnya mengelola dan memilah sampah pada lingkungan sekitar. Metode sosialisasi dilakukan secara langsung atau offline agar dapat melakukan praktik memilah sampah berdasarkan jenisnya secara langsung. Hasil dari kegiatan ini pun mendapatkan respon baik dari anak-anak maupun lingkungan sekitar bahwa kegiatan yang dilakukan sangat bermanfaat
Co-Authors Astuti, Prida Ariani Ambar Azri Nur Aisyah Desi Ratu Asih Laili Nur Fitri Mira Ziveria, Mira Salman Shinta Nurlaela