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All Journal Jurnal Abdimas Indonesia International Journal of Economics, Commerce, and Management
Alfian Dwi Ramadhan
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Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Public Health Social Sciences Other

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Peran Edukasi Dan Sosialisasi Dalam Strategi Pemasaran Ditengah Citra Buruk Perusahaan Pialang Di Mata Masyarakat Alfian Dwi Ramadhan; Sulastri Irbayuni
jurnal ABDIMAS Indonesia Vol. 1 No. 4 (2023): Desember : Jurnal ABDIMAS Indonesia
Publisher : STIKes Ibnu Sina Ajibarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59841/jurai.v1i4.713

Abstract

Brokerage companies have long developed in Indonesia, but this development has not been accompanied by a good image. The image of brokers in Indonesia seems bad in society so that Indonesian brokerage companies experience losses in reputation and customer trust, which will ultimately affect the business performance of brokerage companies. This phenomenon was also experienced by PT Victory International Future, one of the official brokers and supervised by Bappebti. It is necessary to identify the key factors that influence this bad image. The expected results will outline various marketing strategies that can be used, including communication that focuses on conveying clear information, education on investments and financial instruments, as well as service to clients that prioritizes transparency. Apart from that, it provides strategy options and suggestions for brokerage companies in an effort to improve the company's image and as a real social contribution to developing public knowledge about finance and improving the financial services sector.
The Influence Of Brand Image, Brand Awareness, and Brand Trust On Purchase Decisions Amidst The Boycott Issue: A Case Study of Starbucks in Surabaya Alfian Dwi Ramadhan; Ugy Soebiantoro
International Journal of Economics, Commerce, and Management Vol. 2 No. 4 (2025): October : International Journal of Economics, Commerce, and Management
Publisher : Asosiasi Riset Ekonomi dan Akuntansi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62951/ijecm.v2i4.948

Abstract

The phenomenon of image degradation due to global boycott issues, including the Boycott, Divestment, and Sanctions (BDS) movement, has influenced consumer behavior, especially towards international brands such as Starbucks. This occurrence serves as the basis for the study's analysis of how Surabaya consumers' decisions to buy Starbucks are influenced by brand image, brand awareness, and brand trust. 112 Starbucks customers in Surabaya participated in a survey as part of this study's quantitative methodology. ThWith the use of SmartPLS 3.0 software, the data analysis method employed is Partial Least Squares Structural Equation Modeling (PLS-SEM).  The study's findings show that purchase decisions are positively and significantly impacted by brand image, brand awareness, and brand trust. This finding indicates that these three variables have an important role in encouraging consumers to continue making purchases, even amidst reputational pressure due to social issues. This study provides implications for company marketing strategies in maintaining and building brand elements that can strengthen consumer loyalty and purchasing decisions. The study's findings show that purchase decisions are positively and significantly impacted by brand image, brand awareness, and brand trust. This finding indicates that these three variables have an important role in encouraging consumers to continue making purchases, even amidst reputational pressure due to social issues. Specifically, brand image is found to enhance consumers' emotional connection with the brand, which can mitigate the negative impacts of global boycotts or negative publicity. Brand awareness is shown to increase familiarity and recognition, which in turn solidifies consumer trust and loyalty. Lastly, brand trust has the strongest direct effect on purchase intentions, demonstrating that consumers are more likely to remain loyal to a brand they trust, even in the face of external challenges.
Co-Authors Sulastri Irbayuni Ugy Soebiantoro