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All Journal Jurnal Pengabdian Magister Pendidikan IPA ALEXANDRIA: Journal of Economics, Business, and Entrepreneurship
Raniaziza, Tansya
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Humanities Economics, Econometrics & Finance Education Social Sciences

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Pengaruh Brand Image Dan Brand Awareness Terhadap Brand Loyalty Pada Produk Kosmetik Sariayu di Kota Mataram Raniaziza, Tansya; Retnowati, Weni; Maryanti, Sri
ALEXANDRIA (Journal of Economics, Business, & Entrepreneurship) Vol. 6 No. 1 (2025): April
Publisher : Postgraduate, University of Mataram

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29303/alexandria.v6i1.926

Abstract

This research aims to determine and explain the significant influence of Brand Image and Brand Awareness on Brand Loyalty in Sariayu Cosmetic Products in Mataram City. This type of research is associative quantitative with the data collection method used, namely a survey using a questionnaire via Google Form as a research instrument with a total sample of 100 respondents and analyzed using multiple linear regression analysis via the SPSS version 25 program. The results of this research analysis show that the brand image and brand awareness variables have a positive and significant effect on brand loyalty in Sariayu cosmetic products. This shows that the better the brand image that Sariayu has, the higher the customer loyalty to the product. Apart from that, high brand awareness makes customers more likely to make repeat purchases and recommend Sariayu products to others. The results of instrument tests and classical assumption tests show that the data in this study is proven to be valid and all data is normally distributed. These findings have the implication that to increase brand loyalty, companies need to carry out effective marketing strategies to strengthen brand image and increase brand awareness of their products. It is hoped that this research can become a reference for PT. Martina Berto Tbk as a Sariayu producer in increasing competitiveness and maintaining customer loyalty amidst increasingly tight competition in the cosmetics industry.
Sosialisasi Pengemasan dan Pelabelan Pilus Rumput Laut untuk Menjamin Keamanan dan Kualitas Produk di Desa Labuhan Haji, Lombok Timur Hariyadi; Nurdiansyah, Shaquille; Juwariyah, Aisiatul; Iswantoni; Rianti, Ayu; Fadilah, M. Affan; Raniaziza, Tansya; Utami, Ni Putu Ayu Chandra; Agustini, Endang; Oktavia, Baiq Wulandari Novia; Jannah, Janiatul
Jurnal Pengabdian Magister Pendidikan IPA Vol 8 No 2 (2025): April-Juni 2025
Publisher : Universitas Mataram

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29303/jpmpi.v8i2.9318

Abstract

Desa Labuhan Haji memiliki potensi besar dalam produksi pilus rumput laut, namun masih terdapat kendala terkait standar pengemasan dan pelabelan yang dapat mempengaruhi keamanan pangan dan penerimaan pasar. Kegiatan KKN-PMD Universitas Mataram ini bertujuan untuk meningkatkan pengetahuan dan keterampilan para produsen lokal mengenai teknik pengemasan dan pelabelan yang sesuai dengan standar kesehatan dan regulasi yang berlaku. Melalui pendekatan partisipatif yang mencakup pelatihan, demonstrasi, dan diskusi kelompok, para produsen diperkenalkan dengan praktik terbaik dalam pengemasan dan pelabelan, serta pentingnya informasi yang jelas dan akurat pada label produk. Hasil dari kegiatan ini menunjukkan peningkatan pemahaman dan kesadaran para peserta mengenai pentingnya pengemasan dan pelabelan yang tepat untuk menjaga keamanan dan meningkatkan kualitas produk. sosialisasi pengemasan dan pelabelan yang efektif dapat berkontribusi pada peningkatan daya saing produk pilus rumput laut dari Desa Labuhan Haji di pasar lokal maupun global.
Pengaruh Brand Image Dan Brand Awareness Terhadap Brand Loyalty Pada Produk Kosmetik Sariayu di Kota Mataram Raniaziza, Tansya; Retnowati, Weni; Maryanti, Sri
ALEXANDRIA (Journal of Economics, Business, & Entrepreneurship) Vol. 6 No. 1 (2025): April
Publisher : Postgraduate, University of Mataram

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29303/alexandria.v6i1.926

Abstract

This research aims to determine and explain the significant influence of Brand Image and Brand Awareness on Brand Loyalty in Sariayu Cosmetic Products in Mataram City. This type of research is associative quantitative with the data collection method used, namely a survey using a questionnaire via Google Form as a research instrument with a total sample of 100 respondents and analyzed using multiple linear regression analysis via the SPSS version 25 program. The results of this research analysis show that the brand image and brand awareness variables have a positive and significant effect on brand loyalty in Sariayu cosmetic products. This shows that the better the brand image that Sariayu has, the higher the customer loyalty to the product. Apart from that, high brand awareness makes customers more likely to make repeat purchases and recommend Sariayu products to others. The results of instrument tests and classical assumption tests show that the data in this study is proven to be valid and all data is normally distributed. These findings have the implication that to increase brand loyalty, companies need to carry out effective marketing strategies to strengthen brand image and increase brand awareness of their products. It is hoped that this research can become a reference for PT. Martina Berto Tbk as a Sariayu producer in increasing competitiveness and maintaining customer loyalty amidst increasingly tight competition in the cosmetics industry.
Co-Authors Agustini, Endang Fadilah, M. Affan Hariyadi Iswantoni Jannah, Janiatul Juwariyah, Aisiatul Nurdiansyah, Shaquille Oktavia, Baiq Wulandari Novia Retnowati, Weni Rianti, Ayu Sri Maryanti Utami, Ni Putu Ayu Chandra