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All Journal Jurnal Orientasi Bisnis dan Entrepreneurship PROGRESIF
Anthonino, Dean Salomo
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Humanities Economics, Econometrics & Finance Education Social Sciences Other

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The Influence of Endorser Promotion and Brand Attachment on Repurchase Intention with Mediation Brand Commitment Faruqi, Faris; Larasati, Melyan Eka; Nursanita, Nursanita; Anthonino, Dean Salomo
Jurnal Orientasi Bisnis dan Entrepreneurship (JOBS) Vol 5 No 1 (2024): JUNE 2024
Publisher : Lembaga Penelitian Universitas YARSI

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33476/jobs.v5i1.4187

Abstract

The study delves into the influence of exogenous variables, specifically endorser promotions (X1) and brand attachment (X2), on the endogenous variable, repurchase intention (Y), mediated by brand commitment (Z). Conducted via quantitative methods and SmartPLS software, it targets Barenbliss consumers exposed to TikTok promotions. Primary data was collected through Google Forms and Excel. Findings reveal direct effects: (1) Endorser promotions positively impact repurchase intention, (2) Brand attachment lacks a direct effect on repurchase intention, (3) Endorser promotions positively affect brand commitment, while (4) Brand attachment does not directly impact brand commitment. Additionally, (5) Brand commitment positively influences repurchase intention. Indirect effects include: (6) Endorser promotions impacting repurchase intention through brand commitment, and (7) No indirect effect of brand attachment on repurchase intention via brand commitment. The study underscores the importance of bolstering endorser promotions on TikTok to enhance repurchase intentions. Strengthening brand commitment through high-quality collaborations fosters sustained repurchase intentions. While brand attachment's direct impact may be lacking, nurturing emotional connections with consumers remains vital. Integrating effective endorser promotions with strategies to cultivate brand attachment nurtures loyalty and fosters enduring consumer relationships.
Pelatihan Peningkatan Penerapan Standar Operasional Prosedur (SOP) Dalam Meningkatkan Layanan Akademik Almurni, Siti; Mustika, Maya; Mais, Rimi Gusliana; Nafisah, Siti; Anthonino, Dean Salomo; Maronrong, Ridwan
PROGRESIF: Jurnal Pengabdian Komunitas Pendidikan Vol 4 No 1 (2024)
Publisher : Bagian Pengelolaan Jurnal dan Penerbitan - Sekolah Tinggi Ilmu Ekonomi Indonesia Jakarta (BPJP - STEI)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36406/progresif.v4i1.939

Abstract

The purpose of carrying out this activity is to answer the needs of educators at Universidade Dilli, Timor Leste to learn and apprentice on the implementation of the standard operating procedures for Study Program Education, Research and Community Service at STIE Indonesia Jakarta. The target of this activity is the teaching staff of Universidade Dilli, Timor Leste to understand and increase their knowledge related to the SOP implemented at STIE Indonesia Jakarta with the hope of becoming an understanding for improving the SOP implemented by Universidade Dilli, Timor Leste. The method of carrying out this activity is a detailed explanation of the running system, SOP training and a 10-day internship which is held offline in the YPFJ Room, Indonesian College of Economics, Jakarta, East Jakarta on the SOP for Implementation of Research, Community Service and Education (PRODI) STIE campus Indonesian Jakarta. This socialization provides awareness to teaching staff, so that it can improve the performance of teaching staff at Universidade Dilli, Timor Leste.
Co-Authors Almurni, Siti Faruqi, Faris Larasati, Melyan Eka Mustika, Maya Nursanita, Nursanita Ridwan Maronrong Rimi Gusliana Mais Siti Nafisah