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All Journal Dinasti International Journal of Economics, Finance & Accounting (DIJEFA) Multidiciplinary Output Research for Actual and International Issue (Morfai Journal)
Nur Cahyono, Hutdi
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THE EFFECT OF BRAND LOGO ANTHROPOMORPHISM AND BRAND FAMILIARITY ON BRAND TRUST MEDIATED BY BRAND IMAGE (CASE STUDY ON OLIVE FRIED CHICKEN) Nur Cahyono, Hutdi; Santoso, Singgih
Multidiciplinary Output Research For Actual and International Issue (MORFAI) Vol. 5 No. 1 (2025): Multidiciplinary Output Research For Actual and International Issue
Publisher : RADJA PUBLIKA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54443/morfai.v5i1.2667

Abstract

In the increasingly competitive culinary business, building brand trust is a key factor in attracting and retaining customers. Anthropomorphism of brand logos and brand familiarity can play an important role in forming a positive brand image, thus influencing the level of consumer trust. This study aims to analyze how these two factors contribute to brand trust in Olive Fried Chicken, considering the mediating role of brand image. This study uses a non-experimental quantitative approach with a focus on Olive Fried Chicken consumers in the Special Region of Yogyakarta and its surroundings. Data were collected through a questionnaire with a Likert scale, using a purposive random sampling method with a sample of 350 respondents. Data analysis was carried out using descriptive statistics and Structural Equation Modeling (SEM) using AMOS 24 to test the causal relationship between variables and confirm the validity and reliability of the instrument through Confirmatory Factor Analysis (CFA). This study shows that logo anthropomorphism and brand familiarity have a positive and significant influence on brand image, which in turn has an impact on increasing brand trust. Brand image acts as a mediator in the relationship between logo anthropomorphism and brand familiarity with brand trust, confirming that a strong image can strengthen consumer trust. Therefore, companies are advised to optimize branding strategies through more anthropomorphic logo designs and increased brand familiarity to build better brand image and trust.
The Influence of Organizational Virtuousness and Psychological Capital on Organizational Citizenship Behavior with Happiness at Work as a Mediator (Study on Bank Employees in the Special Region of Yogyakarta) Nur Cahyono, Hutdi; Rosita Endang Kusmaryani
Dinasti International Journal of Economics, Finance & Accounting Vol. 6 No. 3 (2025): Dinasti International Journal of Economics, Finance & Accounting (July-August 2
Publisher : Dinasti Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/dijefa.v6i3.4758

Abstract

This study explores how Organizational Virtuousness and Psychological Capital influence Organizational Citizenship Behavior (OCB) among bank employees in Yogyakarta, with Happiness at Work as a mediating factor. It aims to provide insights into promoting positive employee behavior and well-being amid high-stress banking environments. This study uses a quantitative explanatory approach to explore the causal relationships between Organizational Virtuousness, Psychological Capital, Happiness at Work, and Organizational Citizenship Behavior (OCB) among banking employees in DIY, employing closed-ended questionnaires, Structural Equation Modeling (SEM), and mediation analysis to test the hypotheses. This study concludes that both Organizational Virtuousness and Psychological Capital significantly enhance Happiness at Work, which in turn positively influences Organizational Citizenship Behavior (OCB). Happiness at Work acts as a key mediator, with indirect effects from both Organizational Virtuousness and Psychological Capital on OCB exceeding their direct effects. These findings highlight the importance of fostering optimism, integrity, and resilience to promote employee well-being and prosocial behavior. Organizations are advised to develop supportive cultures and implement targeted programs that build psychological resources and ethical values. Keyword: Bank Employees, Happiness at Work, Organizational Citizenship Behavior (OCB), Organizational Virtuousness, Psychological Capital
Co-Authors Rosita Endang Kusmaryani Singgih Santoso