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All Journal Jurnal Riset Multidisiplin Edukasi Jurnal Manajemen Kreatif dan Inovasi
Desty Cristya Anisa
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Decision Sciences, Operations Research & Management Other

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PENGARUH SOCIAL MEDIA MARKETING, BRAND IMAGE DAN BRAND TRUST TERHADAP MINAT BELI  PRODUK WARDAH DI CIREBON Dheana Nurfazlya; Sahara; Desty Cristya Anisa
Jurnal Riset Multidisiplin Edukasi Vol. 2 No. 8 (2025): Jurnal Riset Multidisiplin Edukasi (Edisi Agustus 2025)
Publisher : PT. Hasba Edukasi Mandiri

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.71282/jurmie.v2i8.795

Abstract

This study aims to analyze the impact of social media marketing, brand image, and brand trust on the purchase intention of Wardah products in Cirebon. In today's digital age, social media is a key platform for promoting products and building brand image, while brand trust plays a crucial role in establishing emotional connections with consumers. This quantitative research uses a survey approach to gather data from 97 respondents who have purchased Wardah products in Cirebon. The results indicate that brand image and brand trust have a positive and significant effect on purchase intention, while social media marketing does not have a significant influence. Nevertheless, the study provides insights into the importance of strengthening brand image and consumer trust to boost purchase intention, and suggests the need for improvements in social media marketing strategies to create a stronger impact on purchasing decisions.
PENGARUH BRAND AWARENESS, PERCEIVED QUALITY, DAN BRAND IMAGE TERHADAP KEPUASAN PELANGGAN (Studi Kasus Pelanggan Nineties Coffee Cirebon) Salma Zakiatur Rohmah; Sahara; Desty Cristya Anisa
Jurnal Riset Multidisiplin Edukasi Vol. 2 No. 8 (2025): Jurnal Riset Multidisiplin Edukasi (Edisi Agustus 2025)
Publisher : PT. Hasba Edukasi Mandiri

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.71282/jurmie.v2i8.868

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh brand awareness, perceived quality, dan brand image terhadap kepuasan pelanggan pada Nineties Coffee di Kabupaten Cirebon. Seiring dengan perkembangan industri makanan dan minuman, terutama kedai kopi, perusahaan dihadapkan pada tantangan untuk mempertahankan kepuasan pelanggan. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei, di mana data dikumpulkan melalui kuesioner kepada 97 responden yang telah membeli produk Nineties Coffee. Hasil penelitian menunjukkan bahwa brand awareness memiliki pengaruh positif signifikan terhadap kepuasan pelanggan, meskipun pada kategori cukup baik, kesadaran merek perlu ditingkatkan melalui promosi yang lebih intensif. Perceived quality juga berpengaruh positif terhadap kepuasan pelanggan, di mana kualitas produk dan layanan yang baik berkontribusi pada peningkatan kepuasan. Namun, brand image memiliki pengaruh yang tidak signifikan, yang menunjukkan bahwa citra merek Nineties Coffee belum cukup membedakan dirinya dari kompetitor. Berdasarkan temuan ini, disarankan agar Nineties Coffee fokus pada penguatan brand awareness, peningkatan kualitas produk dan pelayanan, serta perbaikan citra merek untuk meningkatkan kepuasan pelanggan dan loyalitas mereka.
Pengaruh ESG Disclosure terhadap Nilai Perusahaan dengan Keputusan Investasi sebagai Variabel Moderasi pada Perusahaan Sektor Pertambangan di BEI Periode 2023-2024 Bayu Wirayuda; Mery Sukartini; Desty Cristya Anisa
Jurnal Manajemen Kreatif dan Inovasi Vol. 4 No. 3 (2026): Juli : Jurnal Manajemen Kreatif dan Inovasi
Publisher : Lembaga Pengembangan Kinerja Dosen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59581/jmki-widyakarya.v4i3.6651

Abstract

This study investigates the effect of ESG (Environmental, Social, and Governance) Disclosure on Firm Value with Investment Decision as a moderating variable in mining companies listed on the Indonesia Stock Exchange (IDX) during 2020–2024. The study addresses the issue of whether ESG transparency contributes to market valuation and whether firms’ capital allocation decisions strengthen this relationship. ESG Disclosure is measured using the Bloomberg ESG Disclosure Score, Firm Value is measured by Price to Book Value (PBV), and Investment Decision is represented by Capital Expenditure to Book Value of Assets (CAPBVA). Using purposive sampling, 12 mining companies with complete data were selected, resulting in 60 firm-year observations. Data were analyzed using panel data regression with a Moderated Regression Analysis (MRA) approach through EViews 12. The results indicate that ESG Disclosure has no significant effect on Firm Value (p = 0.408), and Investment Decision does not significantly moderate the relationship (p = 0.839). These findings suggest that the Indonesian capital market has not fully recognized ESG Disclosure as a relevant valuation signal, as investors may still emphasize short-term financial performance and commodity price fluctuations over sustainability reporting.
Co-Authors Bayu Wirayuda Dheana Nurfazlya Mery Sukartini Sahara Salma Zakiatur Rohmah