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All Journal Jurnal Ekonomi, Manajemen, Akuntansi dan Keuangan
Mulyana
Universitas Islam Sultan Agung Semarang
Economics, Econometrics & Finance Other

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Model Peningkatan Brand Loyalty Melalui Brand Image, Brand Awareness, dan Brand Trust (Studi pada Pengguna Produk Wardah di Kota Semarang) Diah Rahmawati; Mulyana
Jurnal Ekonomi, Manajemen, Akuntansi dan Keuangan Vol. 7 No. 1 (2026): January
Publisher : Penerbit Jurnal Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53697/emak.v7i1.3226

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh brand image dan brand awareness terhadap brand loyalty dengan brand trust sebagai variabel mediasi pada konsumen kosmetik Wardah di Kota Semarang. Sebanyak 100 responden ditetapkan menggunakan rumus Lemeshow dengan metode purposive sampling. Analisis data dilakukan secara kuantitatif melalui pendekatan Structural Equation Modeling–Partial Least Square (SEM–PLS). Hasil penelitian menunjukkan bahwa brand image tidak berpengaruh signifikan terhadap brand loyalty, sementara brand awareness dan brand trust memiliki pengaruh positif dan signifikan. Selain itu, brand image dan brand awareness berpengaruh positif terhadap brand trust, yang berperan sebagai mediator penting dalam memperkuat loyalitas konsumen terhadap merek. Hasil ini menegaskan bahwa brand trust menjadi faktor sentral dalam menciptakan hubungan jangka panjang antara konsumen dan merek Wardah. Oleh karena itu, perusahaan perlu berfokus pada peningkatan kepercayaan merek melalui konsistensi komunikasi, transparansi, dan peningkatan kualitas produk.
The Effect of Workload and Work Fatigue on Turnover Intention with Job Stress as an Intervening Variable Eka Yulianti; Mulyana
Jurnal Ekonomi, Manajemen, Akuntansi dan Keuangan Vol. 7 No. 1 (2026): January
Publisher : Penerbit Jurnal Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53697/emak.v7i1.3227

Abstract

This research investigates how workload and work fatigue influence employees’ turnover intention, with job stress serving as a mediating factor, focusing on the Digital H3i Division of PT Indosat Tbk Semarang. Employing a quantitative approach with an explanatory design, the study involved 100 respondents chosen through a saturated sampling technique due to the limited and accessible population. Data were gathered using questionnaires and analyzed using Structural Equation Modeling (SEM) through the Partial Least Square approach in SmartPLS 4. The findings reveal that both workload and work fatigue significantly and positively affect job stress, which in turn significantly impacts turnover intention. Additionally, workload and work fatigue also directly and significantly influence employees’ intention to leave. Job stress acts as a key mediator linking workload and fatigue to turnover intention. These results suggest that increasing workload and fatigue elevate stress levels, which subsequently heighten employees’ desire to resign. The study highlights the need for PT Indosat Tbk’s management to ensure workload balance, allow adequate rest periods, and promote a supportive work environment to mitigate stress and reduce turnover. Proper stress management can help the company maintain a stable, motivated, and loyal workforce
Co-Authors Diah Rahmawati Eka Yulianti