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All Journal EKONOMIS : Journal of Economics and Business SEIKO : Journal of Management & Business Escalate : Economics and Business Journal
Hartati, Bella
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Economics, Econometrics & Finance Social Sciences

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The Influence of Emotional Branding and Online Community Support on Brand Loyalty Mediated by Consumer Value Perceptions Abdillah, Fatimah; Heriyana, Heriyana; Hartati, Bella
SEIKO : Journal of Management & Business Vol 6, No 2.1 (2023)
Publisher : Program Pascasarjana STIE Amkop Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37531/sejaman.v6i2.6127

Abstract

This research investigates the complex dynamics of brand loyalty within the organizational framework of PT Bandung Indah Gemilang. It examines the interplay between emotional branding, online community support, consumer value perceptions, and brand loyalty among employees. The research reveals that emotional branding significantly influences brand loyalty directly and indirectly through consumer value perceptions. Conversely, online community support has a direct impact on brand loyalty, but its influence is not significantly mediated by consumer value perceptions. These nuanced findings highlight the importance of tailored strategies in optimizing emotional connections and online community engagement to foster brand loyalty within the workforce. The study offers practical insights for organizational practitioners aiming to enhance employee commitment and brand allegiance through refined approaches to emotional branding and online community support. Keywords: Emotional Branding, Online Community Support, Brand Loyalty, Consumer Value Perceptions
Analysis of Determinants of Sustainability of MSMEs in the Tourism Sector of Kerinci Regency Sari, Deby Anggun; S, Liona Efrina; Hartati, Bella; Irawan, Deki
Ekonomis: Journal of Economics and Business Vol 9, No 2 (2025): September
Publisher : Universitas Batanghari Jambi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33087/ekonomis.v9i2.2298

Abstract

This study aims to analyze the factors that influence the income of MSME traders in the tourism sector in Kerinci Regency, and analyze the prospects for the sustainability of MSMEs in the tourism sector in Kerinci Regency. The first analysis method used is multiple linear regression data analysis, the multiple linear regression model is used to measure the influence of independent variables, namely capital, working hours, length of business, labor and education on the dependent variable, namely MSME income, and secondly, Multidimensional Scaling (MDS) analysis is used, to analyze the prospects for the sustainability of MSMEs in the tourism sector in Kerinci Regency. The results of this study concluded that simultaneously the variables of capital, working hours, business duration, and labor have a positive and significant influence on the income of traders. However, partially only the labor variable does not have a significant effect on the income of MSME traders in the tourism sector in Kerinci Regency. This study also concluded that the analysis of the sustainability of tourism sector businesses in Kerinci Regency was obtained multidimensionally with a fairly sustainable category for MSMEs in the tourism sector in Kerinci Regency.
Redefining Loyalty Programs: Gamification in Marketing Dini Mardani, Agnes; Evrina, Evrina; Hartati, Bella
Escalate : Economics and Business Journal Vol. 2 No. 02: Innovating People and Planet: Redefining Work, Behavior, and Sustainability in the Di
Publisher : Takaza Innovatix Labs Ltd.

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61536/escalate.v2i02.96

Abstract

This qualitative study explores the impact of gamification on customer loyalty within the Tokopedia platform, a leading e-commerce marketplace in Indonesia. Through in-depth interviews and observations of 20-30 participants, the research investigates their perceptions of the loyalty program, experiences with gamified elements, and the overall effects on their loyalty to the brand. Findings indicate that participants generally appreciate the gamification features, which enhance engagement and foster emotional connections. However, concerns regarding the complexity of the rewards system and the sustainability of interest over time emerged. The study underscores the importance of simplifying loyalty program structures and integrating culturally relevant gamification elements to resonate with Indonesian consumers. It also highlights the need for continuous innovation in gamified features to maintain customer engagement in a competitive digital environment. The research contributes valuable insights for Tokopedia and similar platforms, suggesting strategies to optimize gamification in loyalty programs to enhance customer retention and satisfaction. Future research should explore gamification across multiple platforms and demographics to further understand its impact and efficacy in the e-commerce landscape.
Co-Authors Agnes Dini Mardani, Agnes Deby Anggun Sari deki Irawan Evrina Fatimah Abdillah Heriyana Heriyana S, Liona Efrina