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PENGARUH BRAND LOVE, PERAN SELF-ESTEEM, DAN SOCIAL INFLUENCES TERHADAP BRAND LOYALTY: STUDI PADA PENGGUNA PRODUK FASHION LOKAL DI INDONESIA Odyta Agnes Margareth; Radnan, Yokie
Jurnal Ekonomi Bisnis dan Akuntansi Vol. 2 No. 3 (2022): Desember : Jurnal Ekonomi Bisnis dan Akuntansi (JEBAKU)
Publisher : Pusat Riset dan Inovasi Nasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/jebaku.v2i3.612

This study aims to examine whether brand love has an influence on brand loyalty, and whether Self-Esteem and Social Influences (susceptibility to normative influence) have a role in the influence of brand love on brand loyalty on users of Local Fashion Products in Indonesia. This study used a descriptive analysis using a data collection method with Google Form which was carried out on 150 respondents who met the predetermined criteria. Processing the data is then done using SmartPLS 3.3. The results of this study show that brand love has a significant influence on brand loyalty. Then brand love also has an influence on Self-Esteem and susceptibility to normative influence, and Self-Esteem and susceptibility to normative influence have been shown to affect brand loyalty.

CREATIVEPRENEURSHIP IN HIGH SCHOOL STUDENTS Radnan, Yokie; Meranga, Isana S.C.; Purba, John Tampil; Bernarto, Innocentius; Hariandja, Evo Sampetua
Proceeding National Conference Business, Management, and Accounting (NCBMA) 7th National Conference Business, Management, and Accounting
Publisher : Faculty of Economics and Business Universitas Pelita Harapan

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This study investigate the effect of financial literacy towards investment decision among high school students in Jabodetabek. Students were provided with workshop of financial investment. This study address the following questions : are young people are financially literate? How can we enhance their financial literacy? We did pre test and post test for them. From pre test analysis, we found that most young peoples are not familiar with financial literacy. Because, only 39% from sample are familiar with concept of inflation. We use “interest rate” and “inflation” questions to be tested whether respondents were knowledgeable about those two criteria. This paper uses randomized experience to explore how financial literacy changes investment decision among young peoples. The effect of financial literacy program are strong. After having workshop, students are more knowledgeable about financial literacy that might be useful for their financial decision.

DAMPAK AKTIVITAS SOCIAL MEDIA MARKETING TERHADAP BRAND IMAGE, BRAND AWARENESS, BRAND TRUST, BRAND LOYALTY DAN WILLINGNESS TO PAY PADA BENGKEL DOKTER MOBIL Radnan, Yokie; Fermin, Stephanus
Proceeding National Conference Business, Management, and Accounting (NCBMA) 7th National Conference Business, Management, and Accounting
Publisher : Faculty of Economics and Business Universitas Pelita Harapan

Show Abstract | Download Original | Original Source | Check in Google Scholar

The purpose of this study is to determine the relationship between social media and brand image, brand awareness, brand trust, brand loyalty, and Willingness to pay at a car doctor's workshop. The car doctor workshop is a workshop that is quite active in social media activities and the workshop can survive until now. I conducted this research in 2023, this research was conducted by distributing online questionnaires via google form to approximately 500 respondents and processing power using the SmartPLS application. The results in this study indicate that there is a relationship between social media on brand awareness, brand image, brand trust, brand loyalty, and positive Willingness to pay.

The Effect of Self-Service Technology Service Quality on Customer Loyalty and Behavioral Intention Radnan, Yokie; Christin, Velencia
KINERJA Vol. 27 No. 1 (2023): KINERJA
Publisher : Faculty of Business and Economics Universitas Atma Jaya Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24002/kinerja.v27i1.6642

The purpose of this research is to know the effect of self-service technology service quality on customer loyalty, behavioral intention, and customer satisfaction, the effect of self-service technology service quality on customer loyalty and behavioral intention mediated by customer satisfaction, and the effect of self- service technology service quality on customer loyalty mediated by brand image. This study uses a quantitative approach using an online questionnaire data collection method (Google Form) and will be disseminated via social media (Line, WhatsApp, and Instagram). The sampling technique used in this study is non-probability sampling – purposive sampling with 218 respondents. The results of the research conducted prove that all hypotheses in the study are supported, including service quality self-service technology has a positive effect on customer loyalty, service quality self-service technology has a positive effect on behavioral intention, service quality self-service technology has a positive effect on customer satisfaction, customer satisfaction mediates the relationship between service quality self-service technology on customer loyalty positively, customer satisfaction mediates the relationship service quality self-service technology positively on behavioral intention, brand image mediates the relationship service quality self-service technology positively on customer loyalty.

CREATIVEPRENEURSHIP IN HIGH SCHOOL STUDENTS Radnan, Yokie; Meranga, Isana S.C.; Purba, John Tampil; Bernarto, Innocentius; Hariandja, Evo Sampetua
Proceeding National Conference Business, Management, and Accounting (NCBMA) 7th National Conference Business, Management, and Accounting
Publisher : Faculty of Economics and Business Universitas Pelita Harapan

Show Abstract | Download Original | Original Source | Check in Google Scholar

This study investigate the effect of financial literacy towards investment decision among high school students in Jabodetabek. Students were provided with workshop of financial investment. This study address the following questions : are young people are financially literate? How can we enhance their financial literacy? We did pre test and post test for them. From pre test analysis, we found that most young peoples are not familiar with financial literacy. Because, only 39% from sample are familiar with concept of inflation. We use “interest rate” and “inflation” questions to be tested whether respondents were knowledgeable about those two criteria. This paper uses randomized experience to explore how financial literacy changes investment decision among young peoples. The effect of financial literacy program are strong. After having workshop, students are more knowledgeable about financial literacy that might be useful for their financial decision.

DAMPAK AKTIVITAS SOCIAL MEDIA MARKETING TERHADAP BRAND IMAGE, BRAND AWARENESS, BRAND TRUST, BRAND LOYALTY DAN WILLINGNESS TO PAY PADA BENGKEL DOKTER MOBIL Radnan, Yokie; Fermin, Stephanus
Proceeding National Conference Business, Management, and Accounting (NCBMA) 7th National Conference Business, Management, and Accounting
Publisher : Faculty of Economics and Business Universitas Pelita Harapan

Show Abstract | Download Original | Original Source | Check in Google Scholar

The purpose of this study is to determine the relationship between social media and brand image, brand awareness, brand trust, brand loyalty, and Willingness to pay at a car doctor's workshop. The car doctor workshop is a workshop that is quite active in social media activities and the workshop can survive until now. I conducted this research in 2023, this research was conducted by distributing online questionnaires via google form to approximately 500 respondents and processing power using the SmartPLS application. The results in this study indicate that there is a relationship between social media on brand awareness, brand image, brand trust, brand loyalty, and positive Willingness to pay.

The Influence of Strategic Decision Making, Business Performance, and Employee Development on Big Data Technology in HR: A Case Study of a FinTech Company in Jakarta Tyoso, Jaluanto Sunu Punjul; Amaludin, Amaludin; Hendriana, Tengku Ine; Radnan, Yokie
West Science Journal Economic and Entrepreneurship Vol. 2 No. 02 (2024): West Science Journal Economic and Entrepreneurship
Publisher : Westscience Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/wsjee.v2i02.879

This study investigates the influence of strategic decision making, business performance, and employee development on the adoption of Big Data technology in HR within a FinTech company based in Jakarta. Using Structural Equation Modeling (SEM) with Partial Least Squares (PLS), data were collected through an online survey administered to employees involved in HR management. The results reveal significant positive relationships between strategic decision making, business performance, employee development, and the adoption of Big Data technology in HR. Specifically, strategic decision making and employee development are found to positively influence the adoption of Big Data technology in HR, while business performance is positively associated with both strategic decision making and employee development. These findings underscore the importance of strategic HR practices and investments in employee development for leveraging Big Data technology effectively in HR management. The study contributes to a deeper understanding of the factors driving the adoption of Big Data technology in HR and provides practical implications for HR practitioners and organizational leaders.

Study of the Effect of Cultural Integration, Marketing Innovation, and Brand Positioning on Brand Awareness in Indonesia Sudirjo, Frans; Palembang, Septianti Permatasari; Desembrianita , Eva; Ode, Haruni; Radnan, Yokie
West Science Journal Economic and Entrepreneurship Vol. 2 No. 02 (2024): West Science Journal Economic and Entrepreneurship
Publisher : Westscience Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/wsjee.v2i02.880

This research investigates the influence of cultural integration, marketing innovation, and brand positioning on brand awareness in the Indonesian market through quantitative analysis. Drawing on data from 200 participants, the study examines the relationships between these variables using correlation and regression analyses. The findings reveal significant positive correlations between cultural integration, marketing innovation, brand positioning, and brand awareness, indicating that brands that effectively integrate cultural elements, employ innovative marketing strategies, and establish strong brand positioning are more likely to enhance brand awareness among Indonesian consumers. Regression analysis further confirms the direct effects of cultural integration, marketing innovation, and brand positioning on brand awareness, while controlling for demographic variables. The study underscores the importance of cultural sensitivity, creativity, and strategic positioning in building strong brands in culturally diverse markets like Indonesia, offering valuable insights for marketers and brand managers seeking to navigate the complexities of the Indonesian market.

The Effect of Self-Service Technology Service Quality on Customer Loyalty and Behavioral Intention Radnan, Yokie; Christin, Velencia
KINERJA Vol. 27 No. 1 (2023): KINERJA
Publisher : Faculty of Business and Economics Universitas Atma Jaya Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24002/kinerja.v27i1.6642

The purpose of this research is to know the effect of self-service technology service quality on customer loyalty, behavioral intention, and customer satisfaction, the effect of self-service technology service quality on customer loyalty and behavioral intention mediated by customer satisfaction, and the effect of self- service technology service quality on customer loyalty mediated by brand image. This study uses a quantitative approach using an online questionnaire data collection method (Google Form) and will be disseminated via social media (Line, WhatsApp, and Instagram). The sampling technique used in this study is non-probability sampling – purposive sampling with 218 respondents. The results of the research conducted prove that all hypotheses in the study are supported, including service quality self-service technology has a positive effect on customer loyalty, service quality self-service technology has a positive effect on behavioral intention, service quality self-service technology has a positive effect on customer satisfaction, customer satisfaction mediates the relationship between service quality self-service technology on customer loyalty positively, customer satisfaction mediates the relationship service quality self-service technology positively on behavioral intention, brand image mediates the relationship service quality self-service technology positively on customer loyalty.

Pengaruh Brand Love, Peran Self-Esteem, Dan Social Influences Terhadap Brand Loyalty Produk Fashion Lokal Di Indonesia Sihombing, Odyta Agnes Margareth Uli; Radnan, Yokie
Jurnal Manajemen Retail Indonesia (JMARI) Vol. 4 No. 1 (2023): Jurnal Manajemen Retail Indonesia (JMARI)
Publisher : UNIVERSITAS RAHARJA

Penelitian ini bertujuan untuk meneliti apakah brand love memiliki pengaruh terhadap brand loyalty, dan apakah self-esteem serta social influences (susceptibility to normative influence) memiliki peran pada pengaruh brand love terhadap brand loyalty. Penelitian ini menggunakan analisis deskriptif dengan menggunakan metode pengumpulan data dengan Google Form yang dilakukan pada 150 responden yang memenuhi kriteria yang telah ditentukan. Olah data kemudian dilakukan menggunakan Smart PLS 3.3. Hasil penelitian ini menunjukkan bahwa brand love memiliki pengaruh yang signifikan terhadap brand loyalty. Kemudian brand love juga memiliki pengaruh terhadap self-esteem dan susceptibility to normative influence. Dan, self-esteem serta susceptibility to normative influence terbukti berpengaruh terhadap brand loyalty

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