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All Journal Jurnal Komunikasi Pembangunan Jurnal Penyuluhan Journal of Consumer Science Journal of Consumer Sciences Lontar : Jurnal Ilmu Komunikasi Jurnal Riset Komunikasi Jurnal JTIK (Jurnal Teknologi Informasi dan Komunikasi) COMMENTATE: Journal of Communication Management Jurnal Penyuuhan dan Pemberdayaan Masyarakat (JPPM) Journal of Comprehensive Science Jobmark: Journal of Branding and Marketing Communication Mamangan Social Science Journal Journal of Communication and Public Relations (JCPR)
Aruman, Akhmad Edhy
Institut Komunikasi Dan Bisnis LSPR
Agriculture, Biological Sciences & Forestry Arts Humanities Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Social Sciences Other

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Journal : Journal of Consumer Science

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The Effect of Corporate Re-branding on Purchase Intention through The Brand Image of PT Pelita Air Service Nastiti, Dinda Maisya; Syavaranti, Nadya; Aruman, Akhmad Edhy
Journal of Consumer Sciences Vol. 6 No. 1 (2021): Journal of Consumer Sciences
Publisher : Department of Family and Consumer Sciences, Faculty of Human Ecology, IPB University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29244/jcs.6.1.40-61

Abstract

PT Pelita Air Service or PT PAS is a subsidiary of PT Pertamina (Persero) in aviation. In 2018, PT PAS changed its company logo. It is one of the corporate re-branding strategies that aimed to create a good brand image to increase the various services' purchase intention. This study aims to determine the effect of corporate re-branding on purchase intention through the brand image of PT PAS. This study used a quantitative associative approach with the survey method. Based on the sampling method, namely purposive sampling, the survey was performed on 97 respondents who knew about PT PAS. The results showed a direct and significant impact between corporate re-branding on purchase intention through the brand image of PT PAS with 0.375. Meanwhile, the direct effect of corporate re-branding on purchase intention is -0.083. Brand image becomes a mediator between corporate re-branding in increasing its influence on purchase intention. This research is expected to be a reference for PT PAS in evaluating its corporate re-branding strategy to form a better brand image and subsequently increase purchase intention for the services it offers.
The Effect of Social Media Marketing TikTok and Product Quality Towards Purchase Intention Meliawati, Tiara; Gerald, Sweety Celendine; Aruman, Akhmad Edhy
Journal of Consumer Sciences Vol. 8 No. 1 (2023): Journal of Consumer Sciences
Publisher : Department of Family and Consumer Sciences, Faculty of Human Ecology, IPB University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29244/jcs.8.1.77-92

Abstract

Social media has changed how companies and brands communicate with customers. To compete companies run social media marketing to obtain a competitive advantage. As a small and medium-sized company, Bittersweet by Najla utilizes social media marketing with TikTok and product quality to increase buying intention. This study aimed to determine the effect of social media marketing and product quality on purchase intention. The method used quantitative with a non-probability sampling technique, and questionnaires collected the data from 207 respondents. The analysis was carried out using the SEM-LISREL. The study results, first, social media marketing affects buying intention; second, product quality affects buying stake; and third, social media marketing and product quality are correlated with purchase intention. An indicator with the most significant value in social media marketing variables is TikTok, a brand that provides information search and services tailored to customer needs. In the product quality variable, one indicator has the most significant coefficient correlation value, namely the product's appearance. Therefore, Bittersweet by Najla continues to use TikTok as a social media platform for its marketing techniques and improve the quality of its products.
Co-Authors Audina, Sheren Carissa, Tiffani Dwi Sadono Dwi Wulandari Fransiska Oki Riang Setyana Gerald, Sweety Celendine Hamdani, Ayu Tiara Hendriani, Lis Hidayat, Andrian Rachmat Latifa Ramonita Meliawati, Tiara Muris, Dendy Nastiti, Dinda Maisya Nurmala K Panjaitan Nurmala Katrina Pandjaitan Octavanny , Vitha Palupi, Dyah Hasto Safaruddin Husada Setiawan, Joe Harrianto Shabrina Maghfirah, Inez Sheren Audina Sukandar, Rudi Sumardjo Syavaranti, Nadya Tiffani Carissa Wattimena, Grace Heidy Jane Amanda