Article Per Year (5 Year)
p-Index From 2021 - 2026
6.012
P-Index
This Author published in this journals
All Journal E-Jurnal Ekonomi dan Bisnis Universitas Udayana JURNAL SISTEM INFORMASI BISNIS Jurnal Administrasi Bisnis Jurnal Manajemen Teknologi Jurnal Manajemen Bisnis Media Ekonomi dan Manajemen JURNAL ILMIAH MANAJEMEN & BISNIS Journal of Economics, Business, & Accountancy Ventura Jurnal Ilmiah Ekonomi Islam MANAJERIAL Journal of Economic, Bussines and Accounting (COSTING) JURNAL MANAJEMEN INDUSTRI DAN LOGISTIK Dinamisia: Jurnal Pengabdian Kepada Masyarakat J-MAS (Jurnal Manajemen dan Sains) Journal of Entrepreneurship, Management and Industry (JEMI) JURNAL PENDIDIKAN TAMBUSAI Journal of Economic, Management, Accounting and Technology (JEMATech) Jurnal Samudra Ekonomi dan Bisnis JURNAL AKUNTANSI, MANAJEMEN DAN EKONOMI MABIS: Manajemen dan Bisnis Jurnal Sistem Informasi, Manajemen, dan Akuntansi (SIMAK) Abdi Dosen : Jurnal Pengabdian Pada Masyarakat Jurnal Ilmiah Edunomika (JIE) Jurnal Manajemen Jurnal Ilmiah Manajemen Kesatuan Jurnal Ekobis : Ekonomi Bisnis & Manajemen Cakrawala Repositori Imwi Budapest International Research and Critics Institute-Journal (BIRCI-Journal): Humanities and Social Sciences Intervensi Komunitas: Jurnal Pengabdian Masyarakat Community Empowerment Jurnal Ekonomi Surakarta Management Journal Journal of Education Research Journal of Social Research Bussman Journal : Indonesian Journal of Business and Management International Journal of Social Science, Education, Communication and Economics Jurnal Ekonomi Trisakti JUARA: JURNAL WAHANA ABDIMAS SEJAHTERA JURNAL ABDIKARYASAKTI Jurnal Manajemen dan Pemasaran Jasa Media Riset Bisnis & Manajemen JURNAL ABDI MASYARAKAT INDONESIA (JAMIN) Jurnal ekonomi Manajemen dan Bisnis (JUBIS) Jurnal Penelitian Ekonomi Manajemen dan Bisnis EBID:Ekonomi Bisnis Digital Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah Asian Journal of Management, Entrepreneurship and Social Science
Yolanda Masnita Siagian
Universitas Trisakti Indonesia
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Computer Science & IT Decision Sciences, Operations Research & Management Earth & Planetary Sciences Economics, Econometrics & Finance Education Energy Engineering Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mathematics Public Health Social Sciences Transportation Other

Published : 57 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 57 Documents
Search

 2   3   4   5   6 
The Mediating Role of Multidimensional Customer Brand Engagement on Brand Loyalty Faradila, Ade Putri; Siagian, Yolanda Masnita
Jurnal Ilmiah Manajemen Kesatuan Vol. 12 No. 3 (2024): JIMKES Edisi Mei 2024
Publisher : LPPM Institut Bisnis dan Informatika Kesatuan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37641/jimkes.v12i3.2614

Abstract

This study aims to analyze the influence of social media marketing efforts on brand loyalty, mediated by the multidimensional customer brand engagement in airlines in Indonesia. The object of this research is national airlines, with the population comprising respondents who follow or have interacted (such as liking, commenting, and sharing) with the social media accounts of national airlines at least once in the last 30 days. The sample used consists of 220 respondents. The analysis employed is SEM with the help of SPSS and AMOS version 23 software. The results of this study indicate that social media marketing efforts have a positive influence on cognitive engagement, social media marketing efforts have a positive influence on emotional engagement, social media marketing efforts do not have a positive influence on brand loyalty, cognitive engagement has a positive influence on brand loyalty, emotional engagement has a positive influence on brand loyalty, social media marketing efforts have a positive influence on brand loyalty mediated by cognitive engagement, and social media marketing efforts have a positive influence on brand loyalty mediated by emotional engagement.
MEMBANGUN BRAND LOVE TERHADAP FASHION INDUSTRY: ANALISIS PERSPECTIVE VALUE DAN CONSUMER ENGAGEMENT DENGAN PENDEKATAN TINJAUAN SIT Annisa iif Afrianti; Yolanda Masnita
Jurnal Ekonomi Manajemen dan Bisnis Vol. 5 No. 2 (2024): JURNAL EKONOMI MANAJEMEN DAN BISNIS
Publisher : PROGRAM PASCA SARJANA MAGISTER MANAJEMEN INSTITUT TEKNOLOGI DAN BISNIS ASIA MALANG

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32815/jubis.v5i2.2504

Abstract

Penelitian ini bertujuan untuk mempelajari faktor-faktor yang mempengaruhi kecintaan konsumen terhadap industri fashion, dengan focus pada nilai perspektif dan keterlibatan konsumen. Melalui pendekatan model persamaan structural, hubungan antara nilai perspektif, keterlibatan konsumen, dan kecintaan terhadap merek dalam konteks industri fashion. Sampel yang dikumpulkan dalam penelitian ini sebesar 174 responden Data primer akan dikumpulkan melalui survei terhadap konsumen yang aktif di industri fashion, dan analisis statistic akan dilakukan menggunakan Smart PLS 4. Penelitian ini memiliki tujuan untuk memberikan pemahaman yang lebih mengenai bagaimana perspektif konsumen terhadap nilai dan tingkat keterlibatannya yang dapat mempengaruhi tingkat kecintaan terhadap merek dalam industri fashion. Tujuannya ialah agar temuan penelitian ini dapat berkontribusi pada pengembangan sistem yang lebih efisien dan berkelanjutan di industri fashion, serta menjadi landasan untuk penelitian lanjutan dalam bidang ini..
PRODUK KOSMETIK HALAL DENGAN PENDEKATAN PUSH PULL AND MOORING GUNA MENINGKATKAN SWITCHING INTENTION Fitriani, Fitriani; Siagian, Yolanda Masnita
EBID: Ekonomi Bisnis Digital Vol 2, No 2 (2024): Desember
Publisher : STMIK Widuri Jakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37365/ebid.v2i2.339

Abstract

Halal cosmetic products have become a major focus in the global beauty industry in response to increasing consumer demand for halal and safe products. This study analyzes effective marketing strategies using push, pull, and mooring approaches to increase consumer switching intentions to halal cosmetic products. The ‘push’ approach involves actively promoting products to consumers through social media, advertising, and campaigns that emphasize the benefits of halalness, quality, and safety. On the other hand, the ‘pull’ strategy focuses on creating product appeal through formulation innovation, attractive packaging, and consumer testimonials that strengthen trust in the halalness and superiority of the product. In addition, the ‘mooring’ approach associates halal cosmetic products with values that are relevant to consumers, such as environmental awareness, sustainability, and awareness of the product’s goodness for the skin. The results of the study show that the combination of push, pull, and mooring strategies simultaneously has a significant positive effect on consumer switching intentions to halal cosmetic products. This holistic marketing strategy strengthens consumers’ perceptions of halalness, quality, and added value of the product, triggering a desire to switch from conventional products to halal cosmetic products that are safer and in line with their values.
SOCIAL MEDIA MARKETING ACTIVITIES DENGAN PENDEKATAN TRIANGULAR GUNA MENINGKATKAN BRAND EQUITY Mariani, Rumondang Dian; Masnita, Yolanda
EBID: Ekonomi Bisnis Digital Vol 2, No 2 (2024): Desember
Publisher : STMIK Widuri Jakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37365/ebid.v2i2.314

Abstract

By analyzing and identifying the variables tested, this study examines the variables that affect brand equity mediated by perceived quality. This research uses quantitative methods with questionnaire data collection tools. Furthermore, the data that has been collected is processed using the SEM-PLS method. The results showed that the social media marketing factor can be significantly influenced by the component: perceived quality of services perceived by consumers. However, brand trust and brand love do not have a significant influence on brand equity.
INNOVATIVE SOCIAL MEDIA MARKETING: TRANSFORMING B2B SME PERFORMANCE THROUGH PRODUCT INNOVATION Farida, Ida; Siagian, Yolanda Masnita
EBID: Ekonomi Bisnis Digital Vol 2, No 2 (2024): Desember
Publisher : STMIK Widuri Jakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37365/ebid.v2i2.315

Abstract

The development of firm performance in the B2B sector is increasingly complex in the digital era, influenced by globalization, digitalization, and socio-economic changes. This study aims to explore the impact of social media marketing (SMM) on firm performance, with product innovation as a mediating variable. A quantitative research approach was employed, analyzing data from various B2B companies. The results indicate that the use of SMM, both internally and externally, positively contributes to firm performance, particularly through product innovation. The study also finds that the impact of SMM usage varies depending on the type of marketing innovation implemented. These findings provide new insights into the relationship between social media and firm performance in B2B contexts and reinforce existing theories regarding the importance of product innovation in enhancing firm performance. This research is expected to serve as an important reference for companies in developing marketing strategies in the digital era.
SOR Theory in Chatbot Services to Increase Repurchase Intention Fadhly, Hafiz; Kurniawati, Kurniawati; Masnita, Yolanda
SIMAK Vol 22 No 02 (2024): Jurnal Sistem Informasi, Manajemen, dan Akuntansi (SIMAK)
Publisher : Faculty of Economics dan Business, Atma Jaya Makassar University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35129/simak.v22i02.536

Abstract

The Indonesian banking industry is currently undergoing rapid digital transformation, with the adoption of new technologies such as Artificial Intelligence (AI) to enhance customer service and operational efficiency. One interesting application of AI is chatbot services, computer programs that can simulate direct conversations with customers. AI chatbots offer various benefits to the banking industry, such as 24-hour customer service. However, there is limited research evaluating the impact of AI marketing activities through chatbots on repurchase intention in the Indonesian banking sector. This study analyzes the influence of AI marketing activities through AI chatbots on repurchase intention of banking services, with Word of Mouth (WOM) as a mediating variable. This study provides new insights into the impact of AI marketing activities on brand experience and customer repurchase intention. Using a quantitative method with a questionnaire on 300 bank customers. Banks should increase the use of AI and chatbots to increase repurchase intention through WOM.
Studi Consumer Brand Engagement pada Media Sosial FnB (Food and Beverages) Brand di Indonesia untuk Meningkatkan Brand Loyalty dengan Teori Social Exchange Sasono, Annisa Ajeng Putikasari; Masnita, Yolanda; Kurniawati, Kurniawati
J-MAS (Jurnal Manajemen dan Sains) Vol 9, No 2 (2024): Oktober
Publisher : Universitas Batanghari

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33087/jmas.v9i2.2003

Abstract

Consumer Brand Engagement (CBE) on social media is important in shaping consumers emotional and interactive engagement with brands, spanning cognitive, affective and behavioral dimensions. In Indonesia, brand loyalty in the food and beverage (FnB) industry is often challenging, with many brands struggling to retain consumers in a competitive and dynamic market. The purpose of this study is to examine the dynamics of Consumer Brand Engagement and its impact on brand love and brand loyalty. This research specifically aims to understand how brand interactivity, consumer involvement, and e-WOM can influence Consumer Brand Engagement and impact to increase brand loyalty. This study used a quantitative approach, which was conducted through an online survey involving 317 respondents, and SmartPLS software was used to conduct SEM-PLS data analysis. This study found that consumer involvement and e-WOM have a positive influence on Consumer Brand Engagement. Furthermore, Consumer Brand Engagement shows a positive influence on brand love and brand loyalty, indicating that active and meaningful interactions between consumers and brands through social media can increase brand loyalty. This research contributes and integrates the social exchange theory literature to provide a deeper understanding of consumer brand engagement, consumer involvement, e-WOM, brand love and brand loyalty. This research highlights the importance of applying consumer involvement and e-WOM in the context of FnB Brand's social media marketing activities in Indonesia. It offers valuable insights for marketers who want to increase Consumer Brand Engagement and brand loyalty.
Co-Authors Abdul Rahman (Universitas Trisakti - Indonesia) Adhitya Ramadhany Al Rasyid, Lulu Maulitha Aldino Putra Pambudi Alviana Aslama Anantia Amru Bangkit Adhitama Andhika Veraldy (Universitas Trisakti - Indonesia) Andi Mutiara Aurel Sisilya Anggelina, Ria Rosita Anita Dwi Kurniawati Annisa iif Afrianti Ardian Fikri Rizki Ariyanto, Hepy Hefri ASEP HERMAWAN Asyifa Chesa Pratiwi Azizah, Tamara Zharifah Debbie Aryani Tribudhi Desna Ronaldy Yoga Perwira Dian Kusmana Dianti, Frisca Dida Nurhaida Dini Rusniawaty Edward Wilson Gozali Fadhly, Hafiz Faradila, Ade Putri Farid Ahmad Farrah Noer Ramadhanty Fitriani Fitriani Fiyya Sabila Sarra Haliza, Delanea Azlia Hani Wijaya Hapizin Yonani Panjaitan Hermien Triyowati Hermien Triyowati, Hermien Hotman Tohir Pohan Ida Farida Inten Palupi Ismail Ismail Ivansius Ivansius Jati Kasuma Ali Kaluhuran, Anugrah Karisma Alva Syahada KHOMSIYAH Khomsiyah Khomsiyah Khomsiyah Khomsiyah Khomsiyah Khomsiyah Khomsiyah Khomsiyah Krisna Prabowo Sukarno Kurniawati Kurniawati Kurniawati . Kurniawati Kurniawati Kurniawati Kurniawati Kurniawati Kurniawati Kurniawati Kurniawati Kurniawati Kurniawati Latifah Al Khasbi Lydia Sintia Mangku Rasyawal Mariani, Rumondang Dian Mila Karmila Muhamad Fachreza Muhamad Ivan Muhammad Daffa Ramdhani Novin Lesmana Nurjanah, Listia Puspitasari, Pipie Puti Handayani Rahmadini, Desty Devina Renny Risqiani Ruth Noviyanti S.A Marivan HR Sagala, Rina Aulia Sari, Nila Nova Sasono, Annisa Ajeng Putikasari Shankae, Arvin Sihol Harto Parulian Simanjuntak Soeharjoto . Soumutul, Mauritz Edo Sri Vandayuli Riorini Suhendra, Andy Reyhan Syabillah Laviola Adha Willy Arafah, Willy Windhy Puspitasari Wulandari, Maryana Yusran, Husna Leila Yusran, Husna Leila