Business Administration http://repository.president.ac.id/xmlui/handle/123456789/9 2026-04-08T23:43:16Z 2026-04-08T23:43:16Z Herdiana, Naufal Radithya http://repository.president.ac.id/xmlui/handle/123456789/13681 2026-02-18T07:01:48Z 2025-01-01T00:00:00Z

ANALYSIS OF EWOM BRAND CREDIBILITY AND SERVICE QUALITY ON CUSTOMER LOYALTY: A STUDY ON TOYOTA KIJANG INNOVA ZENIX Herdiana, Naufal Radithya PURPOSE - This study aims to determine whether the independent variables of ewom, brand credibility and service quality affect brand loyalty with the object of research, namely Toyota Kijang Innova Zenix. DESIGN/METHODOLOGY/APPROACH - This research uses quantitative methods. For data collection using google forms distributed to Toyota kijang innova zenix users in Jabodetabek. The research sample obtained 250 respondents and then processed the data using smart pls software v.3.2.9 and spss statistics v.26. FINDINGS – The results of this research, the four hypotheses have been accepted in accordance with the theory in chapter two, ewom has a positive effect on brand trust, brand credibility has a positive effect on brand trust, service quality has a positive effect on brand trust and finally brand trust has a positive effect on brand loyalty. ORIGINALITY VALUE – The results of this study successfully answered one independent variable as a differentiator, namely electronic word of mouth, which was not discussed in previous studies.

2025-01-01T00:00:00Z Hawari, Alif Izzuddin http://repository.president.ac.id/xmlui/handle/123456789/13680 2026-02-18T06:58:32Z 2025-01-01T00:00:00Z

FROM AUTHENTICITY TO ASPIRATION: A SYNERGISTIC ANALYSIS OF DUAL NARRATIVE STRATEGIES IN BUILDING BRAND TRUST AND DRIVING CONVERSION IN GEN Z AUDIENCES (CASE STUDY: YOUR24 SME BRAND ON INSTAGRAM PLATFORM) Hawari, Alif Izzuddin Purposes - This study aims to investigate how well a synergistic dual-narrative approach, guided by the Elaboration Likelihood Model (ELM), cultivates trust and aspirations. The study examines YOUR24's content pillars ("Ocehan Owner" and "Rumah Idaman") and examines their effects on audience loyalty and purchase intention using frameworks such as StoryBrand, Narrative Transportation, and the AIDA consumer journey. Design/Methodology/Approach - With an interview protocol correlated with multiple theoretical frameworks, this study takes a qualitative approach. The synergistic dual- narrative model, which includes the Intention-Action Gap and Marketing ROI, will be examined in light of interview data pertaining to audience perceptions of authenticity, emotional impact, trust, and engagement. Findings - According to the developed theoretical framework, audience engagement, loyalty, and purchase intention can all be significantly impacted by the dual-narrative strategy, which makes use of the ELM's Central Route (trust) and Peripheral Route (aspiration). The integration of diverse models underscores the moderating function of trust and pinpoints possible weaknesses in the consumer journey, including the Intention-Action Gap. Originality/Value - By combining well-known models of persuasion and consumer behaviour, this study provides a thorough theoretical framework for examining synergistic dual-narrative tactics. It offers a fresh perspective on how content pillars help brands foster aspiration and trust, as well as how they affect marketing results. In addition to providing useful insights for the creation of comprehensive and successful digital content strategies, this research advances the theory of narrative marketing.

2025-01-01T00:00:00Z Livia, Elizabeth http://repository.president.ac.id/xmlui/handle/123456789/13679 2026-02-18T06:55:04Z 2025-01-01T00:00:00Z

THE INFLUENCE OF BRAND IMAGE, PRICE, AND PROMOTION ON REPURCHASE INTENTION MEDIATED BY CONSUMER SATISFACTION: A CASE OF PT. SALIM IVOMAS PRATAMA TBK Livia, Elizabeth Purpose – This study aims to examine the influence of brand image, price, and promotion on repurchase intention of Bimoli cooking oil products, with consumer satisfaction as a mediating variable, particularly during a period of increasing national cooking oil consumption in Indonesia. Methodology – This research employed a quantitative method using an online survey distributed via purposive and convenience sampling. A total of 288 valid responses were collected from individuals who had previously purchased Bimoli cooking oil. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) through SmartPLS software to test the relationships among variables. Findings – The results revealed that brand image, price, and promotion have a significant positive effect on consumer satisfaction. Furthermore, consumer satisfaction has a significant effect on repurchase intention. The study also confirmed that consumer satisfaction successfully mediates the relationship between brand image, price, promotion, and repurchase intention. Originality/Value – This research provides a new perspective by combining brand image, price, and promotion in a single integrated model with consumer satisfaction as a mediator. This study differs from previous research by shifting the geographical focus from countries like Malaysia to a nationwide analysis of Indonesian consumers, thereby enhancing the understanding of strategic marketing influences on repurchase behavior in Indonesia’s cooking oil industry, using Bimoli as a case study

2025-01-01T00:00:00Z Indah, Nadia Tarisa Rizki http://repository.president.ac.id/xmlui/handle/123456789/13678 2026-02-18T06:50:33Z 2025-01-01T00:00:00Z

DIGITAL MARKETING IN PERFORMANCE OF MICRO, SMALL, AND MEDIUM ENTERPRISES (MSMEs) IN BEKASI DISTRICT Indah, Nadia Tarisa Rizki Purpose In today’s digital era, many Micro Small and Medium Enterprises (MSMEs) depend on online tools to develop their business, and some others have made it their key strategy. With the trend in the market to shift into the digital business era, therefore, through this study is expected to find out how four digital marketing strategies within social media marketing, SEO, e-commerce, and content marketing affect the business performance of MSMEs in the Bekasi District. Findings Data were collected from 142 MSME owners through an online survey and analyzed using SmartPLS. The results show that social media marketing and SEO positively affect business performance in the Bekasi District because they are simple, affordable, and easy to use. Content marketing also helps. However, e- commerce does not have much impact, likely because many businesses are still not ready to use it. Recommendation MSMEs should focus more on social media and SEO. Digital marketing training is also important so business owners can improve their skills and prepare to use more advanced platforms like e-commerce.

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