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All Journal Academia Open AJARCDE (Asian Journal of Applied Research for Community Development and Empowerment)
Gifani, Jenny Amelia
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SOCIALIZATION OF PRODUCT BRANDING AS AN EFFORT TO INCREASE ENTREPRENEURIAL INTEREST AMONG HOUSEWIVES OF NGINDEN JANGKUNGAN VILLAGE Harya, Gyska Indah; Rusyda, Ahmad Naufal; Pramesti, Anselma Abistha; Puspitasari, Dian; Gifani, Jenny Amelia
AJARCDE (Asian Journal of Applied Research for Community Development and Empowerment) Vol. 8 No. 3 (2024)
Publisher : Asia Pacific Network for Sustainable Agriculture, Food and Energy (SAFE-Network)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29165/ajarcde.v8i3.492

Abstract

Product branding provides various potentials in increasing sales value so that it can attract consumers, product branding can be developed in MSMEs which play an important role in national economic growth. MSMEs are also considered as one of the solutions for people who do not have jobs or do not want to work in a company. One of them is in the Nginden Jangkungan sub-district which still does not have an adequate understanding of product branding, so efforts are needed to increase awareness and understanding, one of which is through socialization. With the socialization related to product branding, it is expected to increase product competitiveness, attract consumer attention and increase income.
SOCIALIZATION OF PRODUCT BRANDING AS AN EFFORT TO INCREASE ENTREPRENEURIAL INTEREST AMONG HOUSEWIVES OF NGINDEN JANGKUNGAN VILLAGE Harya, Gyska Indah; Rusyda, Ahmad Naufal; Pramesti, Anselma Abistha; Puspitasari, Dian; Gifani, Jenny Amelia
AJARCDE (Asian Journal of Applied Research for Community Development and Empowerment) Vol. 8 No. 3 (2024)
Publisher : Asia Pacific Network for Sustainable Agriculture, Food and Energy (SAFE-Network)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29165/ajarcde.v8i3.492

Abstract

Product branding provides various potentials in increasing sales value so that it can attract consumers, product branding can be developed in MSMEs which play an important role in national economic growth. MSMEs are also considered as one of the solutions for people who do not have jobs or do not want to work in a company. One of them is in the Nginden Jangkungan sub-district which still does not have an adequate understanding of product branding, so efforts are needed to increase awareness and understanding, one of which is through socialization. With the socialization related to product branding, it is expected to increase product competitiveness, attract consumer attention and increase income.
Brand Image and Experiential Marketing Drive Customer Loyalty in Mobile Coffee Gifani, Jenny Amelia; Kusumasari, Indah Respati
Academia Open Vol. 10 No. 2 (2025): December
Publisher : Universitas Muhammadiyah Sidoarjo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21070/acopen.10.2025.12460

Abstract

General Background: Coffee has evolved from a mere beverage into a cultural lifestyle symbol, particularly among Indonesia’s urban youth, fueling the rapid growth of mobile coffee businesses. Specific Background: URBN Contemporary Mobile Coffee in Surabaya exemplifies this shift, operating in a competitive market where brand image, pricing, and experiential strategies are vital for sustaining customer loyalty. Knowledge Gap: Despite extensive research on brand loyalty in traditional coffee shops, limited empirical evidence addresses how these factors influence loyalty within mobile coffee enterprises. Aims: This study aims to analyze the effects of brand image, price, and experiential marketing on brand loyalty among URBN Mobile Coffee consumers in Surabaya. Results: Using a quantitative associative design with 100 respondents, multiple linear regression revealed that brand image and experiential marketing significantly enhance brand loyalty, while price has a positive but insignificant effect; collectively, these variables explain 51% of loyalty variance. Novelty: This research extends brand loyalty theory to the mobile coffee sector by highlighting the dominance of intangible elements—perception and experience—over price. Implications: The findings suggest that cultivating a strong brand image and creating memorable customer experiences are more effective strategies for fostering sustainable loyalty in highly competitive coffee markets. Highlights:  Brand image and experiential marketing significantly strengthen customer loyalty. Price plays a minor role compared to perception and experience. Strong branding and memorable experiences ensure long-term loyalty. Keywords: Brand Image, Price, Experiential Marketing, Brand Loyalty, Mobile Coffee
Co-Authors Dian Puspitasari Harya, Gyska Indah Kusumasari, Indah Respati Pramesti, Anselma Abistha Rusyda, Ahmad Naufal