The Doctoral Program in Economics Faculty of Economics and Business Universitas Diponegoro on February 19, 2024 at 08.00 held a doctoral promotion (VIVA exam) Imroatul Khasanah to defend his dissertation entitled “Halal Value Resonating Quality as an Effort to Improve Marketing Performance Empirical Study of MSMEs for Halal Food Products in Central Java”.
Research the purpose of Imroatul Khasanah to build a conceptual model to fill the gap in the literature regarding the influence of customer brand affinity on brand advocacy by conducting empirical studies on micro, small and medium enterprises (MSMEs) producing halal food products. A mediation variable is needed to moderate the influence of customer brand affinity on brand advocacy. Therefore, the synthesis process of service-dominant logic produces a new variable, namely the halal valueresonating quality.
Aside from incorporating this mediating variable, this research also employs other variables to achieve the research objectives, namely the halal value-configuring capability and halal positional advantage variables, which improve brand advocacy and marketing performance in halal food MSMEs in Central Java.
The respondents of this research were business owners, managers, business owners cum managers of MSMEs in Central Java who ran businesses in halal food products and had received halal certification. A total of 369 samples were processed using Structural Equation Modeling (SEM) procedures with SPSS and AMOS 23 as the analysis tools. All assumptions required by SEM were met. Of the seven hypotheses proposed, all were accepted. Meanwhile, the testing on the mediation hypothesis shows that companies with customer brand affinity and halal value-resonating quality were able to increase their brand advocacy and marketing performance. Theoretically, the findings imply a new perspective on servicedominant logic. The findings also provide managerial implications to improve the MSMEs’ operations.
The Examination Committee consists of Prof. Faisal, SE., M.Si., Ph.D (Chief Examiner, Main Supervisor), Prof. Drs. Agusty Tae Ferdinand, MBA, DBA (Secretary Examiner, Supervisor), Dr. Paulus Wardoyo, M.M (External Examiner), Dr. Farida Indriani, SE., MM (Examiner), Dr. I Made Bayu Dirgantara, S.E., M.M (Examiner ) and I Made Sukresna, S.E., M.Si., Ph.D (Examiner, co-Supervisor ). The Viva exam run two hours and after assessing the dissertation, the Committee decided to award the candidate with PhD title. Congratulation and wish you success in the future career
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