Journal Business Administration: Entrepreneurship and Creative Industry

The Relationship between Brand Personality and Brand Loyalty: An Empirical Literature Review

Haryaji Catur Putera Hasman — Thu, 31 Jul 2025 00:00:00 +0700

This study aims to examine the relationship between brand personality and brand loyalty based on empirical research published in the last five years. The review was conducted using a focused narrative literature review approach, analyzing ten scholarly articles obtained from accredited national and international journals. Inclusion criteria included articles published between 2019 and 2024, empirical studies based on primary data, full-text availability, and a clear focus on the relationship between brand personality and brand loyalty. The findings reveal that, in general, brand personality has a positive influence on brand loyalty, either directly or indirectly through mediating variables such as brand trust, brand satisfaction, brand equity, self-congruity, and customer brand identification. Several brand personality dimensions, such as sincerity, competence, and ruggedness, were found to have a stronger effect on brand loyalty compared to other dimensions. These results highlight the strategic importance of brand personality management in fostering customer loyalty. This review is expected to serve as a conceptual reference for researchers and marketing practitioners in understanding the dynamics between brand character and consumer loyalty in an increasingly competitive brand landscape.

Entrepreneurship Starts in the Classroom: Behavioral Mediation in the Education and Intention

Lina Kartikaningrum, Endrik Andika — Thu, 31 Jul 2025 00:00:00 +0700

This study aims to analyze the influence of entrepreneurship education on entrepreneurial intention, with entrepreneurial behavior serving as a mediating variable. Data were collected from 128 students of the Faculty of Economics and Business at the University of PGRI Kanjuruhan Malang using a structured questionnaire. The findings reveal that entrepreneurship education has a significant effect on both entrepreneurial behavior and entrepreneurial intention. Furthermore, entrepreneurial behavior significantly influences entrepreneurial intention. These results support the reinforcement of entrepreneurship curricula in higher education to foster the development of young entrepreneurs within academic environments.

Common Property and Social Capital Governance in the Context of the Cibulao Coffee Forest Farmers Group in Tugu Utara Village, Cisarua District, Bogor Regency

Muhammad Imanuddin Kandias Saraan — Thu, 31 Jul 2025 00:00:00 +0700

This study aims to analyze the governance of common property and strengthening social capital in the Cibulao Coffee Forest Farmer Group (KTH) in Tugu Utara Village, Cisarua District, Bogor Regency. Using a qualitative approach with case studies, data were collected through in-depth interviews, participatory observations, and document studies. The results show that the synergy between collective ownership of forest resources and social capital based on trust, norms, and social networks creates a hybrid institution that supports sustainable forest management and community economic empowerment. However, this success is still limited to the micro scale and faces the risk of institutional exclusion if it is not integrated into the local political system in a participatory and strategic manner. David Easton's model and endogenous growth theory are used to map the challenges and opportunities for the long-term sustainability of the Cibulao Coffee KTH.

The Influence of Cigarette Advertising on Teenagers' Attitudes Toward Cigarette Purchasing Decisions

Ira Nur Dewita Siregar — Thu, 31 Jul 2025 00:00:00 +0700

This study aims to analyze the influence of cigarette advertising on adolescents' attitudes toward cigarette purchasing decisions and the role of the media in supporting the cigarette industry. Cigarettes have become a serious issue in global health due to their addictive substances that have a detrimental impact on health. Cigarette advertising, particularly through television and social media, is considered to greatly influence adolescents' perceptions of cigarettes as symbols of “coolness” and masculinity. This study employs a qualitative approach through Focus Group Discussions (FGD) and online media observation. The research findings indicate that most adolescents are unaware of the connection between advertising and their decision to purchase cigarettes; however, advertising still exerts an indirect influence on the formation of adolescents' opinions and attitudes. The study also found that weak government regulations and the widespread presence of cigarette advertisements exacerbate this situation. Therefore, strict oversight of advertisements and cigarette distribution, particularly those targeting teenagers, is crucial in efforts to control cigarette consumption in Indonesia.