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All Journal The Journal of Management, Digital Business, and Entrepreneurship
Gradiyanto, Adrian
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Impact of Brand Identity and Brand Identity-Cognitive Style Fit on Consumer-Based Brand Equity with Brand Image as a Mediating Variable in Toko Kecil Club Gradiyanto, Adrian; Nurbasari, Anny; Agus, Herdiansyah
The Journal of Management, Digital Business, and Entrepreneurship Vol. 2 No. 01 (2024)
Publisher : PT. Global World Scientific

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58857/JMDBE.2024.v02.i01.p01

Abstract

Brand value that is based on consumers (consumer-based brand equity) and is developed through brand identity that is by consumers' thinking characteristics is still very limited, even though consumers' ways of thinking are very diverse. This research aims to determine the influence of brand identity and brand identity that matches consumers' way of thinking (BICS fit) on CBBE, which is linked to the mediating variable (brand image). Using the explanatory research method, 11,000 Instagram followers of the Toko Kecil club became the population. The sample consisted of 386 people (slovin) using a simple random sampling technique. The results of this research show that brand identity has a positive effect on CBBE, brand identity has a positive effect on brand image, brand image has a positive effect on CBBE, brand identity mediated by brand image has a positive effect on CBBE, BICS fit has a positive effect on CBBE, BICS fit has a positive effect on brand image, brand image has a positive effect on CBBE, BICS fit which is mediated by brand image has a positive effect on CBBE. The results of this research can help clubs strategically overcome problems that arise and can provide a deeper understanding of the importance of brand identity, cognitive style, and brand image in achieving CBBE in the futsal club industry.
The Influence of Store Atmosphere and Sales Promotion on Impulse Buying at Lima Rasa Café During the Covid-19 Pandemic Gradiyanto, Adrian; Pangestu, Arini Dewi; Putri, Isabella Monica; Nurbasari, Anny
The Journal of Management, Digital Business, and Entrepreneurship Vol. 1 No. 01 (2023)
Publisher : PT. Global World Scientific

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58857/JMDBE.2023.v01.i01.p05

Abstract

This study aims to test and analyze the effect of store atmosphere and sales promotions on the impulse buying of five flavors café during the Covid-19 pandemic. Data collection in this study used a survey method with an air questionnaire built using a Likert scale. The sample of this research was 300 respondents who were selected using purposive sampling with the criteria of respondents being consumers of Café Lima Rasa in Bandung City. The research model was built and analyzed using the Structural Equation Modeling (SEM) analysis method. The research data were analyzed using Smart PLS software. Based on the hypothesis testing, it was found that store atmosphere and sales promotion did not have a positive effect on impulse buying, and sales promotion had a positive effect on impulse buying. For this reason, the researcher suggests that Cafe Lima Rasa's management increase sales promotions to increase impulse buying, especially using social media, considering that based on the results of descriptive statistics, Café Lima Rasa's consumers are mostly young people. The management of Café Lima Rasa should also design a better store atmosphere so that the cafe's appearance becomes more Instagram-able and can support sales promotions.
Co-Authors Agus, Herdiansyah Anny Nurbasari Pangestu, Arini Dewi Putri, Isabella Monica