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All Journal Jurnal Ekonomi, Bisnis dan Kewirausahaan (JEBIK) Jurnal Ekonomi Integra JP-BSI (Jurnal Pendidikan Bahasa dan Sastra Indonesia) Piwulang : Jurnal Pendidikan Bahasa Jawa Jurnal Terapan Manajemen dan Bisnis JES (Jurnal Ekonomi STIEP) Jurnal Abdi Masyarakat Indonesia Jurnal Pengabdian Kepada Masyarakat JGEN : Jurnal Pengabdian Kepada Masyarakat Jurnal Cerdas Mendidik
Dami, Dami
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Arts Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Environmental Science Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Public Health Social Sciences Other

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PENGARUH CITRA MEREK (BRAND IMAGE) DAN KEPERCAYAAN MEREK (BRAND TRUST) TERHADAP LOYALITAS KONSUMEN (CONSUMER LOYALTY) STUDI KASUS PADA KONSUMEN ZOYA (JILBAB) DI KOTA PONTIANAK Rizal, Maulana Filani; Reswari, Rianti Ardana; Dami, Dami
Jurnal Ekonomi Integra Vol 14, No 1 (2024): Jurnal Ekonomi Integra
Publisher : STIE 'INDONESIA' Pontianak

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.51195/iga.v14i1.341

Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh citra merek (brand image) dan kepercayaan merek (brand trust) terhadap loyalitas konsumen (consumer loyalty) studi kasus pada konsumen zoya (jilbab) di kota pontianak. Populasi dalam penelitian ini adalah pengguna zoya (jilbab) di Kota Pontianak. Jumlah sampel dalam penelitian ini adalah sebanyak 100 responden dengan metode penentuan sampel, purposive sampling. Pengumpulan data dalam penelitian ini adalah dengan menggunakan metode wawancara, observasi, dan angket (kuesioner). Terdapat beberapa metode penelitian yang digunakan pada penelitian ini di antaranya yaitu uji kualitas data yang terdiri dari uji validitas dan uji reabilitas, uji asumsi klasik yang terdiri dari uji normalitas, uji multikolinieritas, dan uji heteroskedatisitas, dan uji hipotesis yang terdiri dari analisis regresi liner berganda, uji t (uji parsial), uji f (uji simultan), dan koefisien determinasi (Adjusted-R2). Hasil penelitian ini menujukan bahwa citra merek (brand image) dan kepercayaan merek (brand trust) berpengaruh terhadap loyalitas konsumen (consumer loyalty)  di Kota Pontianak.
LEVERAGING INTELLECTUAL CAPITAL FOR SMALL AND MEDIUM ENTERPRISES (MSME) DIGITALIZATION IN PONTIANAK CITY Reswari, Rianti Ardana; Yahya, Rizky Fakhrul; Dami, Dami
Jurnal Ekonomi Bisnis dan Kewirausahaan Vol 14, No 2 (2025): Jurnal Ekonomi Bisnis dan Kewirausahaan (JEBIK): Article in Progress
Publisher : Fakultas Ekonomi dan Bisnis, UNTAN

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26418/jebik.v14i2.90475

Abstract

Digital technology performs as a profound element to establish business sustainability. The Indonesian government is urging business to engage in the digital ecosystem; however, local business continue to face substantial challenges. Limited technological adoption has constrained the digital transformation of Micro, Small, and Medium Enterprises (MSMEs), despite their critical role in the national economy. As key components of organizational intellectual capital, individual knowledge and skills are essential for enabling technological innovation. Digital technologies can enhance marketing performance of MSMEs, yet effective adoption requires adequate digital literacy for a business. The research intended to examine the influence of intellectual capital possessed by human resources in adopting technological innovation and digital literacy on the business marketing performances. A quantitative approach was employed using the SmartPLS 4 through SEM-PLS methods with total of 130 data sets. The findings underscore the need to strengthen digital literacy capacity as a manifestation of individual knowledge and skills to support business development and advance MSMEs competitiveness. JEL: M21, M31, O33.
Co-Authors Adiyath Randy Yudi Mamase Aisyah Aisyah Arweni, Arweni Christiana, Ranty Ervina Eka Subekti Filani Rizal, Maulana Hendharsa, Angga Joko Sulianto . . Muhammad Faisal Pratiwi, Windi Rawa, Ricola Dewi Reswari, Rianti Ardana Rizal, Maulana F Rizal, Maulana Filani Wibowo, Irvan Yahya, Rizky Fakhrul