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All Journal Jurnal Manajemen Pendidikan dan Ilmu Sosial (JMPIS)
Henny Welsa
Universitas Sarjanawiyata Tamansiswa, DI Yogyakarta, Indonesia
Decision Sciences, Operations Research & Management Education Social Sciences

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Pengaruh Brand Image dan Digital Marketing Terhadap Purchase Intention Melalui Loyalitas Pelanggan Sebagai Variabel Mediasi Yohanes Edo Yuliantoro; Henny Welsa; Agus Dwi Cahya
JURNAL MANAJEMEN PENDIDIKAN DAN ILMU SOSIAL Vol. 5 No. 4 (2024): Jurnal Manajemen Pendidikan dan Ilmu Sosial (Juni - Juli 2024)
Publisher : Dinasti Review

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/jmpis.v5i4.2416

Abstract

This research aims to investigate the influence of brand image and digital marketing on purchase intention through loyalty as a mediating variable among Legend Coffee consumers. It employs a quantitative approach, sampling 120 customers from Legend Coffee in Yogyakarta using non-probability purposive sampling method. Data collection was conducted online via Google Form questionnaires. The findings indicate that (1) brand image does not have a significant positive effect on purchase intention. (2) Both brand image and digital marketing positively and significantly influence loyalty. (3) Loyalty does not significantly affect purchase intention. (4) Digital marketing has a positive and significant impact on purchase intention. Mediation analysis reveals that loyalty mediates the relationship between brand image and purchase intention, as well as between digital marketing and purchase intention. Future research could explore additional variables to enhance brand loyalty.
Pengaruh Corporate Social Responsibility pada Brand loyalty di Mediasi oleh Brand reputation dan Customer satisfaction pada Brand Wardah Nadia Nurrahmah Sari; Henny Welsa; Nonik Kusuma Ningrum
JURNAL MANAJEMEN PENDIDIKAN DAN ILMU SOSIAL Vol. 5 No. 4 (2024): Jurnal Manajemen Pendidikan dan Ilmu Sosial (Juni - Juli 2024)
Publisher : Dinasti Review

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/jmpis.v5i4.2433

Abstract

This study aims to investigate the impact of Corporate Social Responsibility (CSR) on Brand loyalty mediated by brand reputation and Customer satisfaction for the Wardah brand. The research employs a quantitative approach, involving 150 Wardah consumers as samples. Data was collected using a Likert scale with a score range of 1-5 through an online questionnaire distributed via Google Form. The results of the study indicate that: (1) CSR has a positive and significant effect on brand reputation, (2) CSR does not have a significant effect on Customer satisfaction, (3) brand reputation has a positive and significant effect on Brand loyalty, (4) Customer satisfaction has a positive and significant effect on Brand loyalty, (5) CSR does not have a significant effect on Brand loyalty, (6) there is an effect of CSR on Brand loyalty through brand reputation, and (7) CSR does not have a significant effect on Brand loyalty mediated by Customer satisfaction.
Co-Authors Agus Dwi Cahya Nadia Nurrahmah Sari Nonik Kusuma Ningrum Yohanes Edo Yuliantoro