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All Journal The International Journal of Accounting and Business Society Asia Pacific Journal of Management and Education
Maharani, Cevira Dewi
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Languange, Linguistic, Communication & Media Social Sciences Other

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Analysis of Factors Affecting Brand Loyalty: A Study of Coca-Cola Ling, Gan Yu; Yuang, Gao; Zhicheng, Gao; Xuan, Gisele Tok Xuan; Maharani, Cevira Dewi; Genira, Chika Felsia; Tyagi, Nishita; M., Saidhanyakumar
Asia Pacific Journal of Management and Education (APJME) Vol 6, No 3 (2023): November 2023
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/apjme.v6i3.2635

Abstract

Every day, Coca-Cola beverages are consumed in more than 200 countries with more than 1.9 billion servings. This study is carried out with the aim to observe how Coca-Cola gains strong brand loyalty through factors including product quality, brand image, product design and product promotion. The goal of this study is to examine which is the most effective approach to attract and connect with consumers which leads to strong brand loyalty. The primary data of this research is collected from 150 respondents through online surveys via Google Form. Secondary data is also used to support this study. The result shows that health benefits, product quality, and product promotion influence the most on brand loyalty of the consumer to the Coca-Cola company. Suggestions for improvement and consequences are discussed in this paper.
Competitiveness Improvement in BUMDes Through Marketing Digitalization Ghofar, Abdul; Handaru, Wuri Cahya; Riza, Muhammad Faisal; Umam, Khoirul; Kusumadewi, Areta Widya; Larasati, Wahyu Kartika; Nafi’a, Insania; Aqila, Hafizh; Maharani, Cevira Dewi; Pratama, Fadhil Irvan; Jawo, Muhammed
The International Journal of Accounting and Business Society Vol. 31 No. 1 (2023): The International Journal of Accounting and Business Society
Publisher : Accounting Department,

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/ijabs.2023.31.1.727

Abstract

Purpose — The objectives of this research are (1) to create digital marketing strategies using SWOT analysis, (2) to create information channels as digital marketing media using websites, and (3) to strengthen the image and governance of BUMDes Mitra Sejati of Kucur village, which has managed several business units and was affected by the COVID-19 pandemic. Design/methodology/approach — This research uses the qualitative method with the case study and interview approach, so the results are analytical and descriptive in nature. The population of this research is Village-Owned Enterprises throughout Indonesia, and the sample is BUMDes Mitra Sejati, a village-owned enterprise located in Kucur village of Dau sub-district in Malang regency. The village government manages this organization. Findings—BUMDes Mitra Sejati's growth is hampered by ineffective governance, the unavailability of suitable marketing and promotion media for the village's products and tourist destinations, and poor product branding and innovation. Practical implications — This research helps the enterprise optimize digital marketing, which other BUMDes in Indonesia. can also utilize Originality/value — This article presents a case of digital marketing applied by BUMDes in Indonesia so that it can provide an example of the sub-optimal use of digital marketing that reduces BUMDes revenue. Paper type — Case study
Co-Authors Abdul Ghofar Aqila, Hafizh Areta Widya Kusumadewi Genira, Chika Felsia Handaru, Wuri Cahya Jawo, Muhammed Khoirul Umam Larasati, Wahyu Kartika Ling, Gan Yu M., Saidhanyakumar Muhammad Faisal Riza Nafi’a, Insania Pratama, Fadhil Irvan Tyagi, Nishita Xuan, Gisele Tok Xuan Yuang, Gao Zhicheng, Gao