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Avid Leonardo Sari
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UIN Sunan Gunung Djati, Kampus 2 - Gedung FEBI Jalan Cimencrang, Panyileukan, Cimencrang, Gedebage, Kota Bandung, Jawa Barat 40292
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INDONESIA
Branding: Jurnal Manajemen & Bisnis
Published by Universitas Islam Negeri Sunan Gunung Djati Bandung
ISSN : -     EISSN : 29638852     DOI : https://doi.org/10.15575/jb
Core Subject : Economy,
Economics, Econometrics & Finance
BRANDING: Jurnal Manajemen & Bisnis (issn: 2963-8852) is a peer-reviewed journal published two times a year (April and October) by Department of Management, Faculty of Economic and Islamic Business. This journal is intended to be the journal for publishing articles reporting the results of research on management. BRANDING: JBM invites manuscripts in the various topics include, but not limited to, functional areas of marketing management, finance management, strategic management, operation management, human resource management, e-business, knowledge management, management accounting, management control system, management information system, international business, business economics, business ethics and sustainable, and entrepreneurship. BRANDING: Jurnal Manajemen & Bisnis includes research related to: 1. Marketing Management 2. Financial Management and Banking 3. Human Resource Management 4. Operations Management 5. Strategic Management 6. Knowledge Management 7. Business, Innovation, Economy 8. Entrepreneurship 9. Syariah Management 10. Related topics
Arjuna Subject : Bisnis, Menejemen, dan Akutansi (semua kategori) - Bisnis, Menejemen, dan Akutansi (Lain-Lain)
Articles 87 Documents
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THE SHIFT FROM CONVENTIONAL MARKETING COMMUNICATIONS TO NEW MEDIA IN THE DIGITAL ERA Iing Saefudin
Branding: Jurnal Manajemen dan Bisnis Vol 4 No 2 (2025): BRANDING: Jurnal Manajemen dan Bisnis
Publisher : UIN Sunan Gunung Djati Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.15575/jb.v4i2.56516

Abstract

Changing consumer behavior, which is increasingly digital-centric, is forcing businesses to revamp their communication strategies to remain relevant and competitive. This study aims to analyze the shift in marketing communications from conventional to new media and identify the driving factors and their impact on the effectiveness of message delivery to consumers. The research employed a descriptive qualitative method through literature review and document analysis related to digital marketing trends. Secondary data collection was obtained from scientific journals, books, and the latest digital marketing industry reports. The results indicate that the transition to new media is driven by the advantages of interactivity, cost efficiency, the ability to precisely target audiences (hyper-targeting), and the accountability of real-time data measurement metrics. This strategic shift has implications for changing consumer behavior, leading to more independent, critical, and empowered consumers who base their trust on peer-to-peer reviews. However, marketers also face the challenges of information overload and the risk of an instant reputation crisis, which necessitate the implementation of a cross-channel (omnichannel) media convergence strategy. The shift to new media is not simply a replacement for physical media, but rather an essential transformation in modern business communications that demands the integration of sophisticated digital technology and authentic, transparent human relationships with consumers.
THE ROLE OF DIGITAL LITERACY AND PUBLIC EDUCATION IN COUNTERING ARTIFICIAL INTELLIGENCE-BASED POLITICAL DISINFORMATION R. Yogie Prawira
Branding: Jurnal Manajemen dan Bisnis Vol 3 No 2 (2024): BRANDING: Jurnal Manajemen dan Bisnis
Publisher : UIN Sunan Gunung Djati Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.15575/jb.v3i2.56570

Abstract

The rapid development of Artificial Intelligence (AI) technology, such as deepfakes and algorithm-based narratives, has disrupted political communication and threatened the integrity of democracy. This qualitative research aims to explore in depth the role of digital literacy and public education as a public defense strategy against AI-based political disinformation. A descriptive qualitative approach was used to understand how the public interprets, identifies, and responds to the threat of this information manipulation. The results reveal two main findings. First, AI-based political disinformation has been shown to create an illusion of truth. Conventional digital literacy has failed to counter because existing curricula remain stuck in basic functional skills and have not integrated aspects of AI literacy or confirmation bias mitigation. Second, current strategies for countering hoaxes have been reactive through take-down and debunking, thus being outpaced by machine replication. This study concludes that public knowledge strengthening must transition to a proactive approach through pre-bunking. The effectiveness of this downstream strategy must be supported by a collaborative multi-stakeholder governance model at the upstream level, through the implementation of adaptive regulations such as mandatory watermarking of AI content and regular algorithm audits on social media platforms to maintain a digital democracy ecosystem with integrity.
THE EFFECT OF CUSTOMER EXPERIENCE AND BRAND TRUST ON CUSTOMER LOYALTY AT PT SUMMIT OTO FINANCE PANGKALAN BUN Sunarti
Branding: Jurnal Manajemen dan Bisnis Vol 5 No 1 (2026): BRANDING: Jurnal Manajemen dan Bisnis
Publisher : UIN Sunan Gunung Djati Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.15575/jb.v5i1.57286

Abstract

In the landscape of automotive financing, delivering seamless credit, client interactions, and bolstering market reputation is no longer optional but essential for survival. For any enterprise, securing customer allegiance is an imperative, as it drives recurring business, fortifies long-term retention, and creates a competitive edge. Central to achieving such loyalty is the guarantee that every service touchpoint is perceived as dependable, uniform, and valuable, encouraging clients to repeatedly engage with the brand. This reality places an onus on PT Summit Oto Finance Pangkalan Bun Branch to evaluate the quality of its service delivery and the degree of confidence consumers place in its name. This investigation seeks to determine, through a quantitative methodology, the influence of experiential quality and brand credibility on the faithfulness of the branch’s clientele. Employing purposive sampling, the study gathered data from 90 participants via questionnaires, observation, interviews, and documentation, with analysis conducted using SPSS’s multiple regression. The outcomes reveal positive relationships: the calculated t-value for the experience-loyalty link (2.361) surpasses the critical threshold (1.987), and the t-value for brand trust (5.228) exceeds the same benchmark. Jointly, these predictors demonstrate a combined effect, evidenced by an F-value of 38.860 against a table value of 3.10. With an R² of 0.472, the model explains 47.2% of loyalty variance, leaving 52.8% attributable to elements. Indeed, these insights suggest that reinforcing brand trust through consistently positive encounters is pivotal for nurturing loyalty. Ultimately, the company must enhance overall service consistency, clear transparency, and clarity to sustain strong client relationships.
MODEL SINERGITAS INDUSTRI HALAL DAN KEUANGAN SYARIAH DALAM PENGUATAN EKOSISTEM EKONOMI ISLAM BERKELANJUTAN Aldriantara Sofyan; Muhammad Hasanudin
Branding: Jurnal Manajemen dan Bisnis Vol 5 No 1 (2026): BRANDING: Jurnal Manajemen dan Bisnis
Publisher : UIN Sunan Gunung Djati Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

Perkembangan industri halal dan keuangan syariah menunjukkan peran strategis dalam mendukung penguatan ekosistem ekonomi Islam berkelanjutan di berbagai negara, termasuk Indonesia. Integrasi antara industri halal dan keuangan syariah dipandang mampu menciptakan sistem ekonomi yang tidak hanya berorientasi pada profit, tetapi juga pada nilai keberlanjutan, keadilan, dan kesejahteraan masyarakat. Penelitian ini bertujuan untuk menganalisis model sinergitas industri halal dan keuangan syariah dalam memperkuat ekosistem ekonomi Islam berkelanjutan. Metode penelitian yang digunakan adalah literature review dengan menelaah berbagai artikel ilmiah, buku akademik, laporan lembaga internasional, dan regulasi yang relevan dengan tema penelitian. Proses pengumpulan literatur dilakukan melalui seleksi sumber-sumber ilmiah yang memiliki keterkaitan dengan pengembangan industri halal, sistem keuangan syariah, dan konsep ekonomi Islam berkelanjutan. Hasil kajian menunjukkan bahwa sinergitas industri halal dan keuangan syariah memiliki hubungan yang saling mendukung dalam menciptakan rantai nilai halal yang terintegrasi. Keuangan syariah berperan sebagai instrumen pendukung pembiayaan, investasi, dan penguatan kapasitas usaha pada sektor industri halal. Di sisi lain, industri halal menjadi ruang implementasi nyata bagi pengembangan produk dan layanan keuangan syariah yang lebih inklusif dan kompetitif. Penelitian ini juga menemukan bahwa penguatan regulasi, digitalisasi, inovasi produk, dan kolaborasi antar pemangku kepentingan menjadi faktor penting dalam membangun ekosistem ekonomi Islam yang berkelanjutan. Model sinergitas antara industri halal dan keuangan syariah dapat menjadi strategi penguatan ekonomi Islam yang adaptif terhadap tantangan global dan perkembangan ekonomi modern.
AUTHENTICITY OR PROMOTIONAL CONTENT? THE INFLUENCE OF USER-GENERATED CONTENT AND CONTENT WRITING ON CUSTOMER ENGAGEMENT IN MALANG COFFEE SHOP Reni Rupianti; Hardian Dwi Utomo; Nur’ Adilla; Firda Meisaroh
Branding: Jurnal Manajemen dan Bisnis Vol 5 No 1 (2026): BRANDING: Jurnal Manajemen dan Bisnis
Publisher : UIN Sunan Gunung Djati Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.15575/jb.v5i1.57383

Abstract

This study aims to examine the influence of User-Generated Content (UGC) and Content Writing on Customer Engagement in coffee shops in Malang City. As the coffee industry in Malang continues to grow rapidly, businesses are increasingly utilizing social media to build relationships with consumers. This research employed a quantitative approach using a survey method involving 186 respondents selected through purposive sampling. Data analysis was conducted using Multiple Linear Regression. The results indicate that both UGC and content writing have a positive and significant influence on customer engagement. Furthermore, the findings reveal that UGC has a stronger influence than content writing in driving customer engagement. The study suggests that coffee shop owners should prioritize organic content from users to strengthen their brand presence. This research provides a practical model for coffee shop owners in Malang to optimize their digital marketing strategies by leveraging business dashboard analysis to monitor engagement metrics.
PERAN ANALYST COVERAGE DALAM MEMODERASI PENGARUH KINERJA KEUANGAN TERHADAP HARGA SAHAM: STUDI EMPIRIS PADA PERUSAHAAN LQ45 Erick; Oktavia
Branding: Jurnal Manajemen dan Bisnis Vol 5 No 1 (2026): BRANDING: Jurnal Manajemen dan Bisnis
Publisher : UIN Sunan Gunung Djati Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.15575/jb.v5i1.56046

Abstract

Penelitian dilakukan dengan tujuan menganalisis apakah kinerja keuangan berpengaruh signifikan terhadap harga saham LQ45 dan menganalisis apakah analyst coverage memoderasi pengaruh kinerja keuangan terhadap harga saham LQ45. Penelitian dilakukan menggunakan pendekatan kuantitatif. Data dikumpulkan dari laporan tahunan (annual report) dan laporan keuangan (financial report) perusahaan dalam indeks LQ45 yang terdaftar di Bursa Efek Indonesia (BEI) untuk periode 2020–2024. Jumlah responden dalam penelitian ini sebanyak 38 perusahaan, Untuk analisis data, penelitian ini menggunakan pendekatan Analisis Regresi Berganda dan Moderated Regression Analysis (MRA). Hasil penelitian menunjukkan bahwa Pertama, Kinerja Keuangan berpengaruh positif terhadap Harga Saham, hanya ketika diukur dengan ROA, sedangkan apabila diukur dengan OCF atau CR, hasilnya tidak signifikan. Kedua, Analyst coverage memperlemah pengaruh Kinerja Keuangan terhadap Harga Saham, ketika kinerja keuangan diukur dengan ROA, dan ketiga, implikasi hasil penelitian ini adalah ROA menjadi variabel paling penting dalam mempengaruhi harga saham perusahaan-perusahaan indeks LQ-45.
PENGARUH MOTIVASI INTRINSIK, MOTIVASI EKSTRINSIK DAN DISIPLIN KERJA TERHADAP KINERJA GURU SMA NEGERI 5 DI PALANGKA RAYA Nur Intan; Usup Riassy Christa; Nurlia Eka Damayanti; Vivy Kristinae
Branding: Jurnal Manajemen dan Bisnis Vol 5 No 1 (2026): BRANDING: Jurnal Manajemen dan Bisnis
Publisher : UIN Sunan Gunung Djati Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.15575/jb.v5i1.57466

Abstract

Mutu pengajaran berakar pada efikasi tenaga pendidik, namun disparitas stimulasi personal dan kepatuhan regulatif masih menjadi hambatan sistemis. Riset ini bermaksud membedah impresi dorongan internal, insentif eksternal, dan regulasi perilaku terhadap performa mengajar di SMA Negeri 5 Palangka Raya. Mengonseptualisasikan metodologi kuantitatif berdesain deskriptif, seluruh populasi yang mencakup 65 aparatur edukatif dilibatkan sebagai subjek melalui pendekatan sensus. Data yang dihimpun via instrumen kuesioner berskala interval lima tingkat dianalisis menggunakan pemodelan persamaan struktural berbasis komponen terkecil parsial berbantuan SmartPLS 4.0. Hasil empiris mengonfirmasi bahwa dorongan internal serta regulasi perilaku memicu imbas positif dan fundamental bagi efikasi pendidik, sementara insentif eksternal tidak memperlihatkan signifikansi. Secara simultan, konstelasi ketiga variabel menerangkan 45.6% variabilitas performa mengajar, sedangkan 54.4% sisanya merupakan determinasi determinan lain di luar jangkauan model. Dengan demikian, penguatan dorongan internal dan regulasi perilaku menjadi urgensi krusial demi memproyeksikan lompatan mutu edukasi.
INFLATION PRESSURE AND INTEREST RATE RESILIENCE IN INDONESIAN MINING STOCK PRICES Nove Anggrayini
Branding: Jurnal Manajemen dan Bisnis Vol 5 No 1 (2026): BRANDING: Jurnal Manajemen dan Bisnis
Publisher : UIN Sunan Gunung Djati Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.15575/jb.v5i1.57584

Abstract

This study uses a quantitative design with secondary data from Statistics Indonesia, Bank Indonesia, and the Indonesia Stock Exchange to examine how inflation and interest rates affect the stock prices of mining companies listed on the IDX during 2020–2022. The three-year time window encompasses the pandemic shock, stalled recovery, spikes in inflation, and tighter monetary policy an ideal macro-financial laboratory. Purposeful sampling selected 60 of the 67 mining companies in the energy sector, resulting in 180 company-year observations. All classical assumptions were met, allowing for estimation through multiple linear regression. The results are clear. Inflation has a negative and significant impact on mining stock prices. However, interest rates exhibit a positive and significant effect contrary to conventional predictions. Together, the two variables explain 98.7% of the variation in stock prices. This high explanatory power suggests that fluctuations in this sector are almost entirely driven by these two macro factors. The direction of the interest rate effect requires special attention. Standard theory holds that rising interest rates raise the cost of capital, attracting investors to fixed-income assets, and depressing equity valuations. However, in commodity-based sectors, tightening is often accompanied by rising global commodity prices driven by strong demand or supply disruptions, which improves mining companies' earnings prospects. Consequently, mining stocks can rise precisely when monetary authorities tighten policy. This finding not only reinforces the centrality of macroeconomic variables in mining stock fluctuations but also challenges conventional transmission channels: in resource industries, the interest rate-stock price relationship can operate inversely. Indeed, this counterintuitive pattern warrants further examination.
THE INFLUENCE OF PRODUCT, PRICE, AND LOCATION ON STUDENTS' DECISIONS IN CHOOSING HIGHER EDUCATION INSTITUTIONS: A STUDY OF UNIVERSITIES WITH "GOOD" ACCREDITATION IN BANDUNG Muhamad Wahyu Wicaksono; Ezra Karamang; Iqbal Insanul Kamil
Branding: Jurnal Manajemen dan Bisnis Vol 5 No 1 (2026): BRANDING: Jurnal Manajemen dan Bisnis
Publisher : UIN Sunan Gunung Djati Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.15575/jb.v5i1.58027

Abstract

This study aims to analyze the influence of product, price, and location on students’ decisions in choosing higher education institutions accredited as “Good” in Bandung. A quantitative approach with multiple linear regression analysis was employed. The findings reveal that, partially, only the product variable has a positive and significant effect on students’ decisions, while price and location have no significant influence. Simultaneously, the three variables significantly affect students’ decisions, explaining 47.9% of the variance, while the remaining 52.1% is influenced by other factors outside the research model. These findings indicate that educational product quality, including lecturers, academic services, facilities, and graduate career prospects, is the main consideration in institutions selection. Therefore, universities should prioritize improving educational service quality to enhance competitiveness.
ANALISIS PENGARUH MANAJEMEN RISIKO DAN EFISIENSI OPERASIONAL TERHADAP KINERJA KEUANGAN YANG DIMODERASI PERENCANAAN KEUANGAN PERUSAHAAN: STUDI KASUS PADA PT XYZ Marcelino; Lambok DR Tampubolon; Eka Desy
Branding: Jurnal Manajemen dan Bisnis Vol 5 No 1 (2026): BRANDING: Jurnal Manajemen dan Bisnis
Publisher : UIN Sunan Gunung Djati Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.15575/jb.v5i1.53747

Abstract

Studi ini meneliti bagaimana manajemen risiko dan efisiensi operasional membentuk kinerja keuangan, sambil memasukkan perencanaan keuangan sebagai mekanisme moderasi dalam PT XYZ. Analisis ini dimotivasi oleh penurunan signifikan dalam kinerja penjualan perusahaan pada tahun 2024, setelah periode pertumbuhan yang stabil dari tahun 2020 hingga 2023. Pergeseran ini terkait erat dengan perubahan dinamika pasar yang dipengaruhi oleh intervensi pemerintah dalam program nasional pemasangan genteng, yang telah mengubah pola permintaan dalam industri bahan bangunan. Kinerja keuangan dievaluasi menggunakan indikator berbasis profitabilitas, termasuk Return on Assets (ROA), Return on Equity (ROE), dan Net Profit Margin (NPM), bersama dengan ukuran pendukung seperti Laba dan Weighted Average Cost of Capital (WACC). Dalam kerangka ini, manajemen risiko diwakili oleh rasio Kas terhadap Aset Lancar, sedangkan efisiensi operasional ditangkap melalui optimasi biaya dalam aktivitas pengadaan. Berdasarkan kerangka konseptual dan kesenjangan penelitian yang ada, studi ini mengembangkan empat hipotesis yang membahas efek langsung manajemen risiko dan efisiensi operasional terhadap kinerja keuangan, serta peran moderasi perencanaan keuangan dalam memperkuat hubungan ini. Penelitian ini memperluas literatur empiris dengan berfokus pada perusahaan skala besar di sektor manufaktur dan konstruksi, yang masih kurang dieksplorasi dalam studi sebelumnya. Dari perspektif praktis, temuan ini diharapkan dapat menawarkan implikasi strategis untuk pengambilan keputusan manajerial, khususnya dalam meningkatkan tata kelola keuangan, mengoptimalkan praktik mitigasi risiko, dan meningkatkan efisiensi operasional untuk mendukung penciptaan nilai perusahaan jangka panjang.

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