Garuda - Garba Rujukan Digital

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

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

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.

KOMUNIKASI PARTISIPATIF UNTUK MENGATASI PENOLAKAN PEDAGANG TERHADAP REVITALIASASI PASAR Edhy Aruman, Akhmad
Jurnal Penyuluhan dan Pemberdayaan Masyarakat Vol. 2 No. 1 (2023): Jurnal Penyuluhan dan Pemberdayaan Masyarakat
Publisher : CV. Era Digital Nusantara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59066/jppm.v2i1.234

This research originated from the delays in the Bogor traditional market revitalization plan due to resistance by traders. The purpose of this study is to explain the causes and forms of traders' resistance to the revitalization plan. This research uses a critical constructivist approach based on James C Scott's concept of resistance. Weak environmental support, entrepreneurial capacity, and participatory communication make traders marginalized from their environment which in turn raises traders' resistance actions both individually and in groups. The weak position of traders on the one hand and the dependence of traders on the market as a place of livelihood, has forced the resistance to be carried out peacefully through an alliance of traders, media and legal practitioners to gain public support. Through the association, traders reject the revitalization plan through legal channels. Individual traders refuse by delaying or refusing to pay the monthly levy. The goal to be achieved from the resistance is not to change the revitalization policy but rather to struggle so that market managers accommodate the interests of traders, namely occupying the same location as the market before it was revitalized

The Implementation of Bank as a Service Marketing Communication Strategy in Increasing the number of customers on blu by BCA Digital Husada, Safaruddin; Aruman, Akhmad Edhy
Journal of Communication and Public Relations Vol. 3 No. 1 (2024): Journal of Communication & Public Relations
Publisher : LSPR Institute of Communication & Business

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37535/105003120243

Marketing communication activities through strategies to develop market penetration and brand positioning strategies are very significant efforts for blu by BCA Digital. blu is an all-in- one banking product that is a solution to answer the financial and non-financial needs of digital savvy through an interconnected digital ecosystem, as well as spreading brand awareness for the BCA Digital platform. This study aims to identify blu's marketing communication strategy with the implementation of public relations, marketing mix, efforts and challenges in their promotional activities. This research also seeks to find the most dominant form of blu's promotional efforts. Descriptive qualitative method is used in this study. The data collection was carried out through non-participant observation, in-depth interviews, literature review and archiving. Key informants were obtained through purposive sampling technique. Data analysis was carried out by means of data reduction, data presentation and verification. shows that blu is very dominant and active in carrying out digital promotional mixes through mobile application platforms, social media and establishing collaborative partnerships with various communities to build ecosystems. In addition, blu also has the goal of educating its multi-segment target audience to make blu's digital banking relevant to everyday life. blu launched a mobile banking application which as of December 2022, the users achieve more than 1.1 million people. This achievement could not have been separated from good collaboration and integration with fintech partners, cooperation with companies and various universities with bank as a service or blu access is installed in the partner’s applications.

The Utilization of Vindes Social Media as a Visual Communication Case Study of Vindes Sport Content Shabrina Maghfirah, Inez; Edhy Aruman, Ahmad
Jurnal Mamangan Vol 13, No 1 (2024): Jurnal Ilmu Sosial Mamangan Accredited 2 (SK Dirjen Ristek Dikti No. 0173/C3/DT
Publisher : LPPM Universitas PGRI Sumatera Barat

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22202/mamangan.v13i1.8088

In recent years, there has been a rapid increase in the use of social media in Indonesia and the world. Vindes Media is a digital platform that seeks to provide informative and entertaining content, providing space for the young generation to empower their aspirations, collaborate with each other, and contribute to the creative, sports and arts industries. This research aims to provide insight into effective communication with audiences interested in the world of sports. This research uses qualitative methods by utilizing Harold D. Lasswell's communication theory which describes communication through the question "Who Says What in Which Channel to Whom with What Effect". The expected output of this research is to contribute to academic understanding regarding the effectiveness and impact of using Vindes Media social media in the context of visual communication in the field of sports. Vindes presents interesting visual communication content so that many audiences are engaged and loyal. The conclusion of this research is that Vindes in its social media provides a means of visual communication for the Vindes Sport campaign through various types of visual communication, especially infographics, photography and visual videos. The visual communication content presented was also very interesting and in accordance with the event theme. The implication of this research is that Vindes' frequency of posting visual communication content is also quite large, around four posts every day. So, these few factors lead to great engagement and interaction with the audience

The Effect Of Instagram Content And Visualization @Jktgo On The Intention To Visit Among The Community Hidayat, Andrian Rachmat; Edhy Aruman LSPR, Akhmad
Journal of Comprehensive Science Vol. 4 No. 6 (2025): Journal of Comprehensive Science
Publisher : Green Publisher Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59188/jcs.v4i6.3335

Instagram has become a dominant social media platform that influences public decisions, particularly when selecting travel destinations and culinary spots. The @JKTGO account, with 1.4 million followers, leverages visually appealing content to shape the public's visit intentions. This study analyses the impact of Instagram exposure and content visualization on the intentions of the public to visit. This study uses SOR theory with a quantitative method using a survey of 385 respondents. Data were analyzed using Partial Least Squares-Structural Equation Modeling (PLS-SEM). The results indicate that both Instagram exposure and content visualization significantly influence visit intentions, with content visualization having a more substantial impact. The study concludes that visual elements are crucial in digital marketing strategies, particularly in enhancing the appeal of travel and culinary destinations. These findings can assist destination managers, and businesses develop more effective promotional strategies.

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

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

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.

Pengaruh Brand Awareness, Brand Image, dan Kualitas Produk Kopi Tuku GBK terhadap Loyalitas Konsumen dengan Kepuasan Konsumen sebagai Variabel Moderator: - Ananda Syifa Yustian Putri; Muthia Arnetti Zahra; Akhmad Edhy Aruman
MUKASI: Jurnal Ilmu Komunikasi Vol. 4 No. 4 (2025): November 2025
Publisher : Yayasan Pendidikan Penelitian Pengabdian Algero

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54259/mukasi.v4i4.5589

This study examines the influence of brand awareness, brand image, and product quality of Kopi Tuku at the Gelora Bung Karno (GBK) branch on consumer loyalty, with consumer satisfaction serving as a moderating variable. As one of the pioneers of palm sugar coffee in Indonesia, Kopi Tuku has successfully established a reputation as a local coffee brand known for consistency in taste and service, yet it continues to face intense competition within the modern coffee industry. The research adopts a quantitative explanatory approach with purposive sampling involving 200 respondents who are customers of Kopi Tuku GBK. Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS software. The findings reveal that brand awareness does not have a significant effect on either consumer satisfaction or consumer loyalty. In contrast, brand image and product quality show a positive and significant influence, both directly and indirectly through consumer satisfaction, on loyalty. These results highlight the role of consumer satisfaction as a mediating variable that strengthens the relationship between brand image and product quality with loyalty. This study is expected to provide theoretical contributions to the literature on marketing communication based on the Stimulus–Organism–Response (S-O-R) framework, as well as practical insights for local coffee brands in designing branding strategies and maintaining consistent consumer experiences to foster long-term loyalty.

Public relations perspectives: Linking corporate brand and product brand to employer branding Aruman, Akhmad Edhy; Ramonita, Latifa; Alexandrina, Elke; Utami, Puput Putri
PRofesi Humas Vol 10, No 2 (2026): February 2026
Publisher : Universitas Padjadjaran

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24198/prh.v10i2.60883

Background: Mass layoffs in digital platform companies have intensified public scrutiny of employer branding, particularly within the sharing economy, where corporate reputation, social responsibility, and workforce relations are closely interconnected. In the case of PT GoTo Gojek Tokopedia Tbk., employment termination decisions have raised questions about how corporate and product brands are interpreted by prospective employees. In this context, Corporate Social Responsibility (CSR) as a part of Public Relations communication approach, emerges as a strategic communication resource that may mediate the relationship between brand reputation and employer branding. Purpose: This study examines the influence of corporate brand and product brand on employer branding and analyzes the mediating role of CSR within a sharing economy business context. Methods: This research adopts a quantitative explanatory approach using Partial Least Squares–Structural Equation Modeling (PLS-SEM). Survey data were collected from 138 job seekers who were familiar with PT GoTo Gojek Tokopedia Tbk. Corporate brand and product brand were treated as exogenous variables, employer branding as the endogenous variable, and CSR as a mediating variable. Results: The findings show that corporate brand, product brand, and CSR have a positive and significant influence on employer branding. CSR demonstrates the strongest direct effect and fully mediates the relationships between corporate brand and employer branding, as well as between product brand and employer branding. Conclusion: The study indicates that employer branding in the sharing economy is not shaped solely by corporate or product reputation but is substantially strengthened through perceived CSR practices, which translate brand meaning into employer attractiveness. Implications: This research suggests the integration of CSR into corporate and product brand communication as an employer branding strategy. Academically, it contributes to public relations and employer branding literature by positioning CSR as a mediating variable in the sharing economy.

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