Garuda - Garba Rujukan Digital

Pengaruh Social Media Marketing, Brand Awareness, Dan Brand Image Terhadap Brand Loyalty Pada J&T Express Di Surabaya Sri Yunan Budiarsi; Monica Adjeng Erwita; Jessica Netanya Siregar
Majalah Ekonomi Vol 26 No 2 (2021): Desember
Publisher : Fakultas Ekonomi Universitas PGRI Adi Buana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36456/majeko.vol27.no2.a4738

Currently, the internet has a very big influence on the market which must be supported by delivery services so that it can reach consumers. Through the use of internet technology, using social media as a promotional event will create brand awareness and a good brand image, which in turn are expected to foster company loyalty. This study aims to analyze the effect of social media marketing, brand awareness, and brand image on brand loyalty at J&T Express in Surabaya. The sampling technique used was non probability sampling by means of purposive sampling. The sample used in this study was 150 respondents. The characteristics of respondents in this study were respondents who had made transactions at J&T Express in Surabaya. Data were collected using a questionnaire. The data analysis technique used is SEM analysis with the LISREL program. The research results prove that Social Media Marketing has a significant influence on Brand Awareness; Social Media Marketing has a significant influence on Brand Image; Brand Awareness has a significant influence on Brand Loyalty; Brand Image has a significant influence on Brand Loyalty; Social Media Marketing has a significant influence on Brand Loyalty. This research is expected make more use of social media marketing as a tools of communication which later will affect awareness, brand image, and loyalty.

COMMUNITY ENGAGEMENT FOR DEVELOPMENT: GEN Z AS THE AGENT OF INNOVATION TO ACHIEVE SDGs Deatri Arumsari Agung; Monica Adjeng Erwita; Dirgantara Dahana Mokoginta; Gesti Memarista; Aldo Hardi Sancoko; Andy Pratama Sulistyo; Natalia Kristina; Alpi Mawasti; Visi Saujaningati Kristyanto
PeKA: Jurnal Pengabdian Kepada Masyarakat Vol 5, No 2 (2022): Desember
Publisher : LPPM, Universitas Katolik Widya Mandala Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33508/peka.v5i2.4437

The pandemic era has caused a loss of opportunities to obtain information regarding product management through online media. This led to the implementation of this community service activity which aims to help the MSME community in Surabaya to innovate by using online platforms to increase product sales. The Abdimas team of lecturers from the Faculty of Business and the Faculty of Entrepreneurship at UKWMS is also assisted by UKWMS students and international students who are included in generation Z, there is also the provision of international materials by lecturers from TAR UMT Malaysia who support community service activities with continuous innovation to help MSME businesses with social media. The series of activities were carried out using the service-learning method in two sub-themes namely product improvement and social media management for 5 days. The results of community service activities are prototype updates on the packaging, product design, and changes to MSME owners' social media which can later be included in local village bazaar activities and outlets at culinary tourism centers in Surabaya. In addition, students also get many benefits to apply the knowledge gained in class.

Pengaruh digital marketing dan e-service quality terhadap purchase intention melalui customer relationship management Blibli di Surabaya Maria Mia Kristanti; Monica Adjeng Erwita; Hansel Kurniawan
Jurnal Manajemen Bisnis dan Kewirausahaan Vol 7 No 5 (2023): Jurnal Manajemen Bisnis dan Kewirausahaan
Publisher : Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/jmbk.v7i5.23900

The study aims to examine the effect of digital marketing and e-service quality on purchase intention through Blibliâ€™s customer relationship management in Surabaya. The quantitative method of research equipped with the main instrument a questionnaire survey to the owner of the Blibli account was conducted. This research sampling technique is non-probability sampling with a purposive sampling technique. The sample used in this study amounted to 164 respondents. The sample criteria determined are, Blibli account users over 17 years of age, domiciled in the entire city of Surabaya. This study uses structural equation modeling (SEM) data analysis techniques. Data processing is done using SmartPLS software. The results of this study indicate that digital marketing and e-service quality have a significant positive effect on purchase intention in the e-marketplace through Blibliâ€™s customer relationship management in Surabaya, with a 0.781 score of R2 or reached 78% accuracy level between theoretical background, research framework, and methodology. Penelitian bertujuan menguji pengaruh digital marketing dan e-service quality terhadap purchase intention melalui customer relationship management Blibli di Surabaya. Metode kuantitatif dengan instrumen kuesioner diimplementasikan pada survei terhadap sejumlah pemilik akun Blibli. Teknik pengambilan sampel penelitian ini adalah non probability sampling dengan teknik purposive sampling. Sampel yang digunakan dalam penelitian ini sejumlah 164 responden. Kriteria sampel yang ditentukan, yaitu pengguna akun Blibli berusia di atas 17 tahun domisili seluruh kota Surabaya. Penelitian ini menggunakan teknik analisis data Structural Equation Modeling (SEM). Pengolahan data dilakukan menggunakan software SmartPLS. Hasil penelitian ini menunjukkan bahwa digital marketing dan e-service quality berpengaruh positif signifikan terhadap purchase intention pada e-marketplace melalui customer relationship management Blibli di Surabaya, dengan R2 0,781 yang berarti akurasi antara teori, model, dan metodologi penelitian ini tercapai sebesar 78%.

PENGEMBANGAN BERWIRAUSAHA BERBASIS DIGITAL DAN SELF LEADERSHIP Runtu, Julius; Rahmawati, Veronika; Erwita, Monica Adjeng; Wulani, Fenika
PeKA: Jurnal Pengabdian Kepada Masyarakat Vol 6, No 2 (2023): Desember
Publisher : Fakultas Bisnis, Universitas Katolik Widya Mandala Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33508/peka.v6i2.4938

Entrepreneurship development needs to be pursued as early as possible since secondary education. Students who are a digital generation certainly need a positive distribution of digital skills that they generally have today. Digital-based entrepreneurship and self-leadership training is an alternative to helping students train their leadership through concrete activities which can at the same time help them channel their interests and prepare the mentality and skills needed at later stages of education. Student development programs in the form of entrepreneurship and character development programs have been successfully fulfilled in the service in the form of this training. This was proven based on the evaluation after the training which showed that the community service participants considered that the material provided was interesting and new. The resource persons were interactive and clear in providing material, as well as allocating training time that was appropriate to the situation and conditions of the trainees.

The Influence of Brand Image on Brand Loyalty of Holywings Indonesia: The Role of Brand Trust to Building Consumer Engagement to Brands Handayani, Yuliasti Ika; Erwita, Monica Adjeng
Ekonomi Bisnis Ekonomi Bisnis, Volume 26, No.2, July 2021
Publisher : Departemen Manajemen Fakultas Ekonomi dan Bisnis Universitas Negeri Malang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.17977/um042v26i2p76-85

Brands offer several benefits for consumers as well as for companies. A service brand not only indicates the quality of the service but also communicates a commitment to provide a certain type of experience. This study aims to explore the effect of brand image on brand loyalty, and how the role of brand trust in mediating these two variables. The research was conducted on visitors and connoisseurs of Holywings Indonesia bars and restaurants in Surabaya. The data were collected using a questionnaire as a research instrument, and the sample of this study was 100 respondents who live in Surabaya. The results of the study indicate that there is a significant positive relationship between brand image and brand trust, on brand loyalty of bars and restaurants Holywings Indonesia. Moreover, brand trust has a role as an intervening variable although the mediation model only shows a little contribution toward the context studied.

Repurchase Intention of Tokopedia Customers: An Overview of The Effect of Brand Image and Electronic Word of Mouth Through Customer Satisfaction Valentio, Velycia; Erwita, Monica Adjeng
JEM17: Jurnal Ekonomi Manajemen Vol 9 No 1 (2024)
Publisher : Fakultas Ekonomi dan Bisnis, Universitas 17 Agustus 1945 Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30996/jem17.v9i1.10941

This study examines the effect of brand image and electronic word of mouth on repurchase intentionthrough customer satisfaction on Tokopedia. The research objects are all Tokopedia consumers inSurabaya who have made at least one purchase through Tokopedia. The data analysis technique usesStructural Equation Modeling - Partial Least Square (SEM-PLS). The results showed that brand imageaffects customer satisfaction and repurchase intention, electronic word of mouth does not affect customersatisfaction and repurchase intention, and customer satisfaction affects repurchase intention. Brandimage affects repurchase intention through customer satisfaction, while electronic word of mouth doesnot affect repurchase intention through customer satisfaction for Tokopedia consumers. Keywords: Brand Image; Customer Satisfaction; Electronic Word of Mouth; Repurchase Intention

Optimizing Instagram Branded Content: Increase Purchase Intention through Brand Loyalty on Local Clothing Brand Handayani, Yuliasti Ika; Erwita, Monica Adjeng; Kristanti, Mevi Yolanda
Journal of Management and Entrepreneurship Research Vol. 6 No. 2 (2025)
Publisher : Universitas Islam Nahdlatul Ulama Jepara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34001/jmer.2025.6.06.2-63

Objective: This study aims to examine the influence of branded content on Instagram on consumer purchase intention in local clothing brands, with a specific focus on the mediating role of brand loyalty. By understanding this relationship, the research provides insights into how businesses can optimize their digital marketing strategies to drive customer engagement and sales. Research Design & Methods: A quantitative approach was employed, collecting survey data from 230 respondents who are active Instagram users residing in East Java and who actively engage with local clothing brands on the platform. Statistical analysis was conducted using SPSS to test the relationships between branded content, brand loyalty, and purchase intention, ensuring data validity and reliability. Findings: The results indicate that branded content on Instagram positively influences brand loyalty. Brand loyalty significantly enhances consumer purchase intention. Engagement with branded content strengthens emotional connections with the brand, leading to higher purchase likelihood. Implications and Recommendations: Local clothing brands should invest in high-quality branded content and leverage interactive features like Instagram Stories, Reels, and influencer collaborations to strengthen consumer connections and boost brand loyalty. Continuously tracking consumer responses will help refine content marketing strategies for optimal engagement and impact. Contribution & Value Added: This study provides empirical evidence on the role of Instagram-branded content in shaping consumer behavior. It highlights the importance of brand loyalty as a key driver of purchase intention, offering actionable insights for marketers looking to strengthen their brand presence in the digital landscape.

ANALISA MARKETING KONTEN UNTUK MEREK FASHION LOKAL INDONESIA PADA INSTAGRAM Erwita, Monica Adjeng; Handayani, Yuliasti Ika
Jurnal Manajemen Vol. 12 No. 1 (2022): JURNAL MANAJEMEN VOL. 12 NO. 1 JUNI 2022
Publisher : Fakultas Ekonomi Universitas Sarjanawiyata Tamansiswa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30738/jm.v12i1.3065

The purpose of this paper is to analyze digital marketing strategy on Instagram among local brand fashion in Indonesia by assessing the content marketing and consumer engagement to build competitive advantages. This research is using content analysis method. A content analysis of 196 social media posts was conducted from the Instagram accounts of 2 local brand fashions in Indonesia during two months between December 2020 and January 2021. The data collected from each social media post generated by those brands were coded and analyzed in terms of their marketing content and consumer engagement. This research found that brand, product information, photo, and consumer appreciation were frequently appearing and effective for informative marketing content. Meanwhile, conversations about brand and product which are consist of quality, emotion, relations, and services were the frequently appearing topics in the comment column and its effective for consumer engagement. This paper has limitation, it focused only on Instagram. From practitionersâ€™ perspectives, the findings can help local brands to enhance social media marketing effectiveness with content marketing and consumer engagement.

The Content Marketing Analysis on Indonesian Local Brand Fashion on Instagram Erwita, Monica Adjeng; Handayani, Yuliasti Ika
EKOMABIS: Jurnal Ekonomi Manajemen Bisnis Vol. 3 No. 02 (2022): Ekomabis Edisi Juli 2022
Publisher : LPPM Universitas Pelita Bangsa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37366/ekomabis.v3i02.382

The purpose of this paper is to analyze digital marketing strategy on Instagram among local brand fashion in Indonesia by assessing the content marketing and consumer engagement to build competitive advantages. This research is using content analysis method. A content analysis of 196 social media posts was conducted from the Instagram accounts of 2 local brand fashions in Indonesia during two months between December 2020 and January 2021. The data collected from each social media post generated by those brands were coded and analyzed in terms of their marketing content and consumer engagement. This research found that brand, product information, photo, and consumer appreciation were frequently appearing and effective for informative marketing content. Meanwhile, conversations about brand and product which are consist of quality, emotion, relations, and services were the frequently appearing topics in the comment column and its effective for consumer engagement. Penelitian ini bertujuan untuk menganalisis strategi digital marketing Instagram di kalangan brand fashion lokal di Indonesia dengan mengkaji content marketing dan consumer engagement untuk membangun keunggulan bersaing. Penelitian ini menggunakan metode analisis isi. Peneliit melakukan analisis konten terhadap 196 postingan media sosial dilakukan dari akun Instagram 2 merek fashion lokal di Indonesia selama dua bulan antara Desember 2020 dan Januari 2021. Data yang dikumpulkan dari setiap postingan media sosial yang dihasilkan oleh merek-merek tersebut diberi kode dan dianalisis dalam bentuk konten pemasaran dan keterlibatan konsumen mereka. Penelitian ini menemukan bahwa merek, informasi produk, foto, dan apresiasi konsumen sering muncul dan efektif untuk konten pemasaran yang informatif. Sedangkan perbincangan tentang merek dan produk yang terdiri dari kualitas, emosi, relasi, dan layanan menjadi topik yang sering muncul di kolom komentar dan efektif untuk keterlibatan konsumen. Tulisan ini memiliki keterbatasan, hanya terfokus pada Instagram.

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