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All Journal OIKOS: Jurnal Kajian Pendidikan Ekonomi dan Ilmu Ekonomi
Tania Adialita
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Economics, Econometrics & Finance Education Social Sciences

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PENGARUH BRAND IMAGE DAN BRAND AWARENESS TERHADAP MINAT BELI PELANGGAN YANG DI MEDIASI OLEH BRAND TRUST PADA RICHEESE FACTORY DI KOTA BANDUNG Amalia, Zainindakhoiri; Tania Adialita
OIKOS: Jurnal Kajian Pendidikan Ekonomi dan Ilmu Ekonomi Vol 9 No 1 (2024): OIKOS: Jurnal Kajian Pendidikan Ekonomi dan Ilmu Ekonomi
Publisher : Fakultas Keguruan Dan Ilmu Pendidikan Universitas Pasundan

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Abstract

  The intensity of fast food consumption in Indonesia is increasing. With the high level of consumption, the growth of the fast-food restaurant industry in Indonesia is also rapidly expanding to meet the needs of Indonesian consumers. However, this growth is not proportional to the decrease in the fast-food index of Richeese Factory on the Top Brand Index by 1.2%. This research is expected to provide benefits and information to Richeese Factory regarding purchasing interest and brand trust derived from brand image and brand awareness to support and enhance Richeese Factory's sales. The quantitative research method is obtained from survey responses using Likert scale questionnaires and analyzed using regression analysis with the assistance of SPSS 27. With the convenience sampling method, 160 respondents showed that brand image and awareness positively and significantly affect the purchase interest in Richeese Factory products. Furthermore, brand trust also successfully mediates the influence of brand image and brand awareness on the purchase interest in Richeese Factory products. The results of this research are also beneficial for decision-makers at PT Richeese Kuliner Indonesia regarding the design of relevant strategies or programs.  
PENGARUH GREEN PRODUCT DAN GREEN ADVERTISING TERHADAP GREEN PURCHASE BEHAVIOUR KONSUMEN THE BODY SHOP DI KOTA BANDUNG Fitriannauroh Nasuha, Aufa; Tania Adialita
OIKOS: Jurnal Kajian Pendidikan Ekonomi dan Ilmu Ekonomi Vol 9 No 1 (2024): OIKOS: Jurnal Kajian Pendidikan Ekonomi dan Ilmu Ekonomi
Publisher : Fakultas Keguruan Dan Ilmu Pendidikan Universitas Pasundan

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This research aims to determine the influence of green products and green advertising on green purchase behavior on The Body Shop brand in Bandung City. The instrument used in this research has been declared to have passed the validity and reliability tests. The data obtained was then analyzed using validity tests, reliability tests, classical assumption tests, and hypothesis tests. In this study, the instrument was tested using IBM SPSS Statistics 25. The results of this study also stated that all the hypotheses previously determined resulted in an influence on all variables, namely a significant influence on green products and green advertising on green purchase behavior. so that The Body Shop can improve its strategy on green products or green advertising to improve or increase sales.
Pengaruh Perceived Ease of use Dan Service Quality Terhadap Customers Satisfaction Yang Dimediasi Trust Pada Pengguna Grab Di Kota Bandung Aprilia, Sintha; Tania Adialita
OIKOS: Jurnal Kajian Pendidikan Ekonomi dan Ilmu Ekonomi Vol 9 No 1 (2024): OIKOS: Jurnal Kajian Pendidikan Ekonomi dan Ilmu Ekonomi
Publisher : Fakultas Keguruan Dan Ilmu Pendidikan Universitas Pasundan

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His study aims to identify the influence of perceived ease of use and service quality on customer satisfaction, with trust as an intervening variable. Exploring the decline in users of the Grab app in Indonesia from 2020 to 2023, even though Grab is the online transport market leader in Southeast Asia. With more than 185,000 drivers and 10 million passengers in ASEAN, the Grab online transportation service Brand Index has experienced a significant drop of 8.2%, while its competitor continues to rise. The study applied a quantitative method to the collection of primary data through the use of online questionnaires distributed to the Z generation aged 17–28, with a total sample of 160 respondents through purposive sampling. Data analysis uses SPSS 23, and data analysis methods involve validity and reliability tests, classical assumption tests, hypothesis tests as well as sobel test. The results showed that perceived ease of use had no significant impact on trust, while service quality had a significant influence on trust. Perceived ease of use did not have a significant effect on customer satisfaction.
PENGARUH PERCEIVED VALUE TERHADAP CUSTOMER LOYALTY YANG DIMEDIASI OLEH CUSTOMER SATISFACTION SUNSCREEN NIVEA DI KOTA BANDUNG Lestari, Pena; Tania Adialita
OIKOS: Jurnal Kajian Pendidikan Ekonomi dan Ilmu Ekonomi Vol 9 No 1 (2024): OIKOS: Jurnal Kajian Pendidikan Ekonomi dan Ilmu Ekonomi
Publisher : Fakultas Keguruan Dan Ilmu Pendidikan Universitas Pasundan

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This study aims to analyze the effect of perceived value on customer loyalty mediated by customer satisfaction for Nivea sunscreen consumers in Bandung City. The sampling technique used convenience sampling and determined 90 people as respondents. The process of obtaining primary data through questionnaires to Nivea sunscreen users aged 17 years and over and secondary data obtained from Topbrandaward 2023. The data were analyzed through reliability tests, validity tests, classical assumption tests, simple and multiple regression tests, hypothesis tests and sobel tests. The findings state that perceived value has a positive and significant effect on customer satisfaction and customer loyalty of Nivea sunscreen in Bandung City. In addition, customer satisfaction can act as a mediator between perceived value and customer loyalty of Nivea sunscreen in Bandung City. Keywords: Perceived Value, Customer Satisfaction, Customer Loyalty
PENGARUH RELIGIOSITY TERHADAP MINAT BOYCOTT YANG DIMEDIASI OLEH BRAND ATTITUDE PRODUK PRO ISRAEL AMDK MEREK AQUA DI BANDUNG RAYA Nur, Nursafitri; Tania Adialita
OIKOS: Jurnal Kajian Pendidikan Ekonomi dan Ilmu Ekonomi Vol 9 No 2 (2025): OIKOS: Jurnal Kajian Pendidikan Ekonomi dan Ilmu Ekonomi
Publisher : Fakultas Keguruan Dan Ilmu Pendidikan Universitas Pasundan

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Abstract

The purpose of this study was to examine the effect of religiosity on boycott intentions, mediated by brand attitude, using acase study of pro-Israel products, Aqua, brand of bottled water in Bandung Raya. The population for this study comprised consumers aged 18 years and older who consume or use Aqua bottled water and reside in the Bandung Raya. The sampling technique used was convenience sampling, involving 90 respondents. Primary data was collected through an online survey using a cross-sectional method. The study used various analytical techniques, including validation and reliability tests for instrument accuracy, description test classical assumption tests, multiple regression tests, and hypothesis testing, and the Sobel test, all conducted using the Statistical Package for the Social Sciences (SPSS) version 25 well as using the sobel calculator from Interactive Mediation Test. The findings indicate that religiosity negatively affecting brand attitude and brand attitude negatively affects boycott intention. Furthermore, brand attitude can play a mediating role between religiosity and boycott intentions toward pro-Israel bottled water (AMDK) products of the Aqua brand in Bandung Raya.
Co-Authors Amalia, Zainindakhoiri Aprilia, Sintha Fitriannauroh Nasuha, Aufa Lestari, Pena Nur, Nursafitri