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All Journal Jurnal Ilmiah Manajemen Kesatuan Jurnal Kewirausahaan dan Inovasi
Fitriana, Siti Afin Nur
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Environmental Science Social Sciences

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PENGARUH BRAND AWARENESS, BRAND AMBASSADOR, DAN WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN Fitriana, Siti Afin Nur; Nugroho, Dian Ari
Jurnal Kewirausahaan dan Inovasi Vol. 1 No. 1 (2022)
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/jki.2022.01.1.02

Abstract

Online media is the choice as a means of promotion considering the number of internet users is increasing all the time. Business people have to think about how to survive and continue to grow in the midst of crowded competitors. This study aims to determine the effect of brand awareness, brand ambassador and word of mouth on purchasing decisions. This type of research uses survey research to determine the effect of the variables in this study. The population used in this study were Renkli.co consumers. The sampling technique in this research is the saturated sample, namely the number of samples is the same as the total population of 110 respondents. Sampling data obtained through questionnaires were processed using multiple linear regression analysis with the help of SPSS version 25 software. The results of this study indicate that brand awareness have a positive and significant effect on purchasing decisions. Brand ambassadors have a positive and significant effect on purchasing decisions. Word of mouth have a positive and significant effect on purchasing decisions.
The Effect of Brand Personality in Building Customer Loyalty in Umrah Travel Services through Brand Trust Fitriana, Siti Afin Nur; Puspaningrum, Astrid; Hapsari, Raditha Dwi Vata
Jurnal Ilmiah Manajemen Kesatuan Vol. 13 No. 6 (2025): JIMKES Edisi November 2025
Publisher : LPPM Institut Bisnis dan Informatika Kesatuan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37641/jimkes.v13i6.4340

Abstract

The increasing enthusiasm of Indonesian Muslims to perform umrah has intensified competition among travel agencies, creating a growing need to understand the factors that shape customer loyalty in this service-based industry. Although prior studies have examined determinants of loyalty, limited research integrates brand personality and brand trust specifically within repeated umrah travel experiences, indicating a clear research gap. This study aims to develop hypotheses regarding the factors influencing brand loyalty, with a particular focus on the effect of brand personality mediated by brand trust. This study also addresses how perceptions of competence, sincerity, and enthusiasm as dimensions of brand personality contribute to customer loyalty. Using a quantitative approach, data were collected from 127 umrah pilgrims who had used the same travel agency more than once during the 2022–2024 period, selected through saturated sampling and analyzed using PLS-SEM. The findings reveal that brand personality significantly enhances brand loyalty, while brand trust acts as a mediating mechanism that strengthens this relationship. Trust functions as a psychological bridge that connects perceived brand characteristics with the decision to remain loyal. The study highlights the importance for Umrah travel providers to cultivate trustworthy and compelling brand identities to maintain customer confidence and long-term loyalty. Keywords: brand personality, brand trust, brand loyalty
Co-Authors Astrid Puspaningrum Nugroho, Dian Ari Raditha Dwi Vata Hapsari