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All Journal Jurnal Inovasi Global Journal of Accounting, Management and Islamic Economics
Pracoyo , Antyo
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Astronomy Economics, Econometrics & Finance Education Engineering Languange, Linguistic, Communication & Media Mathematics Public Health Social Sciences

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PERAN BRAND AUTHENTICITY DAN SOCIAL MEDIA MARKETING ACTIVITIES (SMMA) DALAM MENDORONG BRAND TRUST, BRAND AFFECT DAN BRAND LOYALTY: UNCLE Z KOPITIAM SENOPATI JAKARTA Alghifari, Nandito; Rofianto , Whony; Wulandari , Nuri; Pracoyo , Antyo
Journal of Accounting, Management and Islamic Economics Vol. 2 No. 2 (2024): Journal of Accounting, Management, And Islamic Economics, Volume 02, No. 02, De
Publisher : Ibs Press

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Abstract

This study aims to examine the influence of Brand Authenticity and Social Media Marketing Activities (SMMA) on Brand Trust and Brand Affect in shaping Brand Loyalty, with Uncle Z Kopitiam Senopati Jakarta as the research object. The exogenous variables in this study are Brand Authenticity and Social Media Marketing Activities, while the endogenous variables are Brand Trust, Brand Affect, and Brand Loyalty. The research hypothesis testing was conducted using Partial Least Squares (PLS) with SmartPLS 4 software. Data collection was carried out using a Google Form questionnaire to gather the required information. The sample for this study consisted of 70 people who have visited Uncle Z Kopitiam Senopati Jakarta. The analysis results show that Quality Commitment (QC) has a positive effect on Brand Reliability (BR), Quality Commitment (QC) has a positive effect on Brand Intention (BI), Sincerity (SIN) does not affect Brand Reliability (BR), Sincerity (SIN) does not affect Brand Intention (BI), Heritage (HE) does not affect Brand Reliability (BR), Heritage (HE) does not affect Brand Intention (BI), Brand Reliability (BR) positively affects Brand Affect (BA), Brand Reliability (BR) does not affect Brand Loyalty (BL), Brand Intention (BI) does not affect Brand Affect (BA), Brand Intention (BI) positively affects Brand Loyalty (BL), Brand Affect (BA) does not affect Brand Loyalty (BL), Social Media Marketing Activities (SMMA) positively affect Brand Reliability (BR), and Social Media Marketing Activities (SMMA) do not positively affect Brand Intention (BI).
PENGARUH SELF-CONCEPT, SELF-ESTEEM, SELF-EFFICACY, DAN TEKNOLOGI INFORMASI TERHADAP KINERJA MAHASISWA (STUDI PADA MAHASISWA STIE INDONESIA BANKING SCHOOL ANGKATAN 2020-2023) Muharom , Fadhil; Pracoyo , Antyo; Nelmida , Nelmida; Paulina, Paulina
Journal of Accounting, Management and Islamic Economics Vol. 2 No. 2 (2024): Journal of Accounting, Management, And Islamic Economics, Volume 02, No. 02, De
Publisher : Ibs Press

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Abstract

This research aims to examine “The Influence of Self-Concept, Self-Esteem, Self-Efficacy, and Information Technology on Student Performance (Study of STIE Indonesia Banking School Students Batchs 2020-2023)”. The independent variables in this research are Self-Concept, Self-Esteem, Self-Efficacy, and information technology. Meanwhile, the dependent variable in this research is student performance. Hypothesis testing in this research uses the PLS or Partial Least Square method. The data collection technique uses a google form application questionnaire to collect respondent information. The sample in this research was 209 STIE Indonesia Banking School students. The analysis results show that Self-Concept has a positive and significant effect on student performance, Self-Esteem has a positive and significant effect on student performance, Self-Efficacy has no effect on student performance, and information technology has a negative and significant effect on student performance.
Pengaruh Brand Awareness, Customer Trust, Perceived Value, dan Digital Marketing Terhadap Keputusan Pembelian Melalui Peran Customer Engagement Pada Asuransi Umum di PT. Jasa Andalan Solusi Pasaribu, Agustina; Budhijana, R. Bambang; Haryanti, Enny; Pracoyo , Antyo
Jurnal Inovasi Global Vol. 4 No. 4 (2026): Jurnal Inovasi Global
Publisher : Riviera Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58344/jig.v4i4.532

Abstract

Penelitian ini bertujuan menganalisis pengaruh brand awareness, customer trust, perceived value, dan digital marketing terhadap purchase decision produk Asuransi Sinarmas melalui PT Jasa Andalan Solusi (PT JAS), dengan customer engagement sebagai variabel mediasi. Studi ini menggunakan pendekatan kuantitatif cross-sectional dengan teknik purposive sampling terhadap 80 responden, serta dianalisis menggunakan SEM-PLS. Hasil penelitian menunjukkan bahwa brand awareness, customer trust, perceived value, dan digital marketing berpengaruh positif dan signifikan terhadap purchase decision. Selain itu, seluruh variabel independen juga berpengaruh signifikan terhadap customer engagement. Customer engagement terbukti berpengaruh positif terhadap purchase decision serta memediasi hubungan customer trust dan digital marketing terhadap purchase decision. Namun, customer engagement tidak memediasi pengaruh brand awareness dan perceived value terhadap purchase decision. Temuan ini menegaskan bahwa keputusan pembelian asuransi dipengaruhi oleh faktor kognitif, relasional, dan digital secara simultan, dengan engagement berperan sebagai mekanisme psikologis dalam memperkuat konversi pembelian.
Co-Authors Agustina Pasaribu, Agustina Alghifari, Nandito Budhijana, R. Bambang Haryanti, Enny Muharom , Fadhil Nelmida , Nelmida Paulina Paulina Rofianto , Whony Wulandari , Nuri