Article Per Year (5 Year)
p-Index From 2019 - 2024
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This Author published in this journals
All Journal Formosa Journal of Applied Sciences (FJAS) International Journal of Economics, Business and Innovation Research
Diana Ambarwati
Doctoral Program in Management, Universitas Negeri Malang, Indonesia
Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Social Sciences

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Brand Satisfaction, Brand Trust and Brand Loyalty : The Mediating Role of Brand Performance and The Moderating Role of Market Rationally in Culinary Industry Diana Ambarwati; Sudarmiatin; Indah Yuni Astuti
Formosa Journal of Applied Sciences Vol. 3 No. 4 (2024): April 2024
Publisher : PT FORMOSA CENDEKIA GLOBAL

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55927/fjas.v3i4.8871

Abstract

This research aims to determine whether brand performance predictions have a direct influence on brand loyalty, brand satisfaction and brand trust have a direct influence on brand loyalty, brand satisfaction and brand trust have a direct influence on brand performance and rational market have a direct influence on brand loyalty and market rationally in moderating brand satisfaction and brand trust directly on brand loyalty and brand performance predictions in mediating brand satisfaction and brand trust indirectly on brand loyalty at CV. Wijaya Kembar. The population and sample of 150 customers who bought brand products Wijaya Kembar in March 2024 are used in this quantitative study. This study employed a questionnaire for data collection, and SmartPLS3 was used for analysis. The results showed that market rationality cannot moderate the influence of brand satisfaction and brand trust directly on brand loyalty; market rationality has no direct and negative influence on brand loyalty; brand performance cannot mediate the influence of brand satisfaction and brand trust indirectly and negatively on brand loyalty; brand trust does not have a direct or positive effect on brand loyalty and brand performance; and brand trust does not have a direct or positive effect on brand loyalty but has a direct and positive effect on brand performance variable. at CV. Wijaya Kembar.
E-Commerce Adoption, Social Media Marketing Strategy and MSME Performance : The Mediating Role of Business Sustainability in the Creative Industry Diana Ambarwati; Agus Hermawan; Nuril Aulia Munawaroh
International Journal of Economics, Business and Innovation Research Vol. 3 No. 03 (2024): May, International Journal of Economics, Business and Innovation Research (IJE
Publisher : Cita konsultindo

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Abstract

MSMEs must employ the appropriate technology and comprehend the proper online marketing strategy to use social media and e-commerce efficiently. The creative industry of CV. Putra Wijaya has completed this task the Adia brand. This study attempts to find out if business sustainability predictions have a direct impact on MSME performance, e-commerce adoption dan social media marketing strategy predictions have a direct impact on business sustainability and MSME performance, business sustainability in indirectly mediating e-commerce adoption and social media marketing strategy on MSME performance CV.Putra Wijaya. This study employs a quantitative methodology with a population and sample of 170 customers who bought Adia brand products from February to March 2024. In collecting data, this research used a questionnaire and analyzed using SmartPLS 3. The results of this research show that business sustainability has a direct and positive effect on MSME performance, e-commerce adoption does not have a direct and positive effect on business sustainability, e-commerce adoption also does not have a direct and negative effect on MSME performance, but social media marketing strategy has adirect and positive effect on business sustainability and MSME performance. Business sustainability cannot mediate e-commerce adoption indirectly and positively on MSME performance, but business sustainability can mediate social media marketing strategy indirectly and positively on MSME performance at CV. Putra Wijaya.
Co-Authors Agus Hermawan Indah Yuni Astuti Nuril Aulia Munawaroh Sudarmiatin