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All Journal JAM : Jurnal Aplikasi Manajemen International Journal of Review Management Business and Entrepreneurship
Bawazir, Fatmah Cholid
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Building Brand Loyalty: The Role of Brand Communication, Brand Identity, and Brand Experience Mediated by Brand Trust Bawazir, Fatmah Cholid; Harianto, Eric; Azizurrohman, Muhammad
Jurnal Aplikasi Manajemen Vol. 22 No. 3 (2024)
Publisher : Universitas Brawijaya, Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/ub.jam.2024.022.03.07

Abstract

Sarung Mangga is a sarung brand produced by PT Panggung Jaya Indah Textile (PAJITEX), located in Pekalongan City, Central Java, Indonesia. Sarung Mangga has the problem of inefficient and effective branding budgeting, so branding objectives have not been achieved optimally. This study aims to determine the effect of brand communication, brand identity, and brand experience on brand loyalty mediated by brand trust in Sarong Mangga. This study uses quantitative methods, such as the purposive sampling technique. The sample in this study consisted of 497 respondents, namely, Sarong Mangga buyers. The data collection technique used a questionnaire and was analyzed using Smart PLS. The results of this study indicate that brand communication has no positive effect on brand trust, brand identity has a positive effect on brand trust, brand experience has a positive effect on brand trust, brand communication has no positive effect on brand loyalty, brand identity has a positive effect on brand loyalty, brand experience has a positive effect on brand loyalty, there is no significant influence between brand communication and brand loyalty through brand trust, there is a significant influence between brand identity and brand loyalty through brand trust, and there is a significant influence between brand experience and brand loyalty through brand trust. The implication of the research can contribute to enhancing brand loyalty in the textile industry. This can be achieved by developing strategies to create a positive consumer experience, build consumer trust, and foster strong consumer loyalty to the textile product brand.
Generation Gap from Family Orientation Point of View: A Case on PT. Panggung Jaya Indah Textile agustina, karina enny; Bawazir, Fatmah Cholid; Linawati
International Journal of Review Management Business and Entrepreneurship (RMBE) Vol. 3 No. 2 (2023): International Journal of Review Management Business and Entrepreneurship (RMBE)
Publisher : Universitas Ciputra Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37715/rmbe.v3i2.2915

Abstract

Family businesses account for 95 percent of all existing businesses in Indonesia, but only 12 percent survived to the third generation. The occurrence of various conflicts, differences, and problems in the family business gave rise to a well-known social stigma: the first generation builds, the second generation enjoys, and the third generation destroys. In this literature, the authors wish to examine the generation gap that exists at PT. Panggung Jaya Indah Textile/ PT Pajitex, a sarong manufacturer company with the brand "Sarung Mangga," from a family-oriented standpoint. In this study, the type of research used is descriptive qualitative research. Internal informants chosen are the owner of the company as the first generation and the owner’s daughter as the second generation. Meanwhile, Ciputra University’s main professor teaching a family business class on the Magister Management program has been chosen as an external informant of this literature. The findings of this research explain the generation gap problems between the first and second generations of PT. Pajitex and ways to overcome those obstacles.
Co-Authors agustina, karina enny Azizurrohman, Muhammad Eric Harianto Linawati