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This Author published in this journals
All Journal Eduvest - Journal of Universal Studies INJECT Interdisciplinary Journal of Communication
Puti Halimah
Universitas Padjadjaran
Religion Aerospace Engineering Computer Science & IT Environmental Science Health Professions Languange, Linguistic, Communication & Media Neuroscience Social Sciences

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Women's Leadership in Humanitarian Institutions Asar Humanity Foundation Puti Halimah
INJECT (Interdisciplinary Journal of Communication) Vol. 9 No. 1 (2024)
Publisher : FAKULTAS DAKWAH UIN SALATIGA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.18326/inject.v9i1.602

Abstract

Women have leadership potential in humanitarian institutions. However, women are considered unsuitable to become leaders because they are soft and emotional. This research aims to provide an overview of women's leadership (Nyai) in leading Islamic boarding schools. The method used in this research is qualitative case study research. This research gathered information from four selected informants: the CEO, institutional managerial level leaders, and Asar Humanitarian Foundation staff. From the research results, it was found that the leadership of the humanitarian organization Asar Humanity Foundation (Nyai) considered the charismatic, transformational, transactional, and visionary leadership styles to be suitable to implement. However, the leadership style that was most suitable for the CEO of this organization was transformational leadership. Transformational leadership is considered to inspire the team under the CEO, which aligns with institutional values ​​that all members of the organization should internalize.
Analysis of Customer-Based Brand Equity Strategy Through The Digital Branding Process in The Social Sharing Happiness Campaign As A Social Crowdfunding Startup Puti Halimah; Uud Wahyudin; Trie Damayanti
Eduvest - Journal of Universal Studies Vol. 5 No. 4 (2025): Eduvest - Journal of Universal Studies
Publisher : Green Publisher Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59188/eduvest.v5i4.1823

Abstract

This study examines the influence of consumer-based brand equity through the digital branding process on consumer loyalty in the Sharing Happiness social campaign. With the increase in internet users in Indonesia, people's behavior in donating has also undergone a transformation, switching to digital platforms. This study uses a quantitative method with a correlational approach to analyze the relationship between brand equity and consumer loyalty, which is measured through repeat purchase, retention, and referral. The results of the analysis show that high brand equity has a positive impact on consumer loyalty. Simultaneous and partial hypothesis tests show that the Customer Based Brand Equity strategy significantly affects consumer loyalty in the form of repeat donations, positive comments, and referrals. This research provides insights for business people and marketers about the importance of branding strategies in the digital era to increase consumer loyalty in the crowdfunding sector. This finding is expected to be a reference for the development of adaptive and innovative marketing communication strategies in the face of dynamic changes in consumer behavior.
Co-Authors Trie Damayanti Uud Wahyudin