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All Journal International Journal of Application on Economics and Business
Cahyadi, Febrianne Clarissa
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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THE EFFECTS OF ENTREPRENEURIAL ROLE MODEL, ENTREPRENEURIAL EDUCATION, AND INDIVIDUAL ENTREPRENEURIAL ORIENTATION DIMENSIONS ON ENTREPRENEURIAL INTENTION AMONG THE STUDENTS OF A FACULTY OF ECONOMICS AND BUSINESS IN JAKARTA Cahyadi, Febrianne Clarissa; Selamat, Frangky
International Journal of Application on Economics and Business Vol. 1 No. 2 (2023): May 2023
Publisher : Graduate Program of Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/ijaeb.v1i2.112-122

Abstract

The purpose of this study is to examine whether the entrepreneurial role model, entrepreneurial education, and individual entrepreneurial orientation dimensions affect entrepreneurial intentions among the students of a Faculty of Economics and Business, in Jakarta. The sample was selected using non-probability sampling with a total of 144 respondents. Data was measured using Likert scale and a Structural Equation Model (SEM). Data analysis technique was assisted by SmartPLS software version 3.0. The results show that all variables, which are entrepreneurial role model, entrepreneurial education, and individual entrepreneurial orientation dimensions have positive effects on entrepreneurial intention among the students of a Faculty of Economics and Business in Jakarta.
THE INFLUENCE OF BRAND INTERACTIVITY, INVOLVEMENT, SOCIAL MEDIA CBE ON LOYALTY: TRUST AS A MEDIATION VARIABLE Cahyadi, Febrianne Clarissa; Tunjungsari, Hetty Karunia
International Journal of Application on Economics and Business Vol. 1 No. 3 (2023): Agustus 2023
Publisher : Graduate Program of Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/ijaeb.v1i3.1749-1757

Abstract

Previous research conducted by Samarah (2021) [8] found that brand interactivity and brand engagement had an effect on social media customer brand engagement. In addition, social media customer brand engagement has an effect on brand loyalty, both directly and through the brand trust mediation variable. Meanwhile, research conducted by Li et. al (2020) [9] revealed that customer engagement has an effect on brand attachment and brand trust, then brand attachment and brand trust have an effect on brand loyalty. However, in this study it was found that customer involvement did not directly affect brand loyalty. This study aims to examine the effect of brand interactivity, brand involvement, and social media consumer brand engagement on brand loyalty. Then to test the effect of brand trust as a mediation between brand engagement and brand loyalty. The study used 240 samples selected using purposive sampling technique and analyzed using PLS-SEM. The results of this study indicate that brand interactivity, brand involvement, and social media consumer brand engagement have effects on brand loyalty. This research also shows that brand trust mediates the effect of brand engagement on brand loyalty. From this research, brand involvement has the biggest direct effect on brand loyalty. This shows that Tokopedia must continue to maintain interactivity, involvement, engagement, and trust so that consumers are increasingly loyal to the company.
Co-Authors Hetty Karunia Tunjungsari Selamat, Frangky