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All Journal Proceeding National Conference Business, Management, and Accounting (NCBMA)
Oliandes Sondakh
Universitas Pelita Harapan Surabaya
Economics, Econometrics & Finance Social Sciences

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MEMBANGUN LOYALTY TOWARD BRAND PADA SHOPEE: PERAN PERCEIVED ENJOYMENT DAN SUBJECTIVE NORM Oliandes Sondakh; Renna Magdalena; Arvin Gunawan
Proceeding National Conference Business, Management, and Accounting (NCBMA) 9th National Conference Business, Management, and Accounting
Publisher : Faculty of Economics and Business Universitas Pelita Harapan

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Abstract

The development of e-commerce platforms not only focuses on transaction activities but also presents entertainment features such as digital games to increase user engagement. One such feature is Shopee Games, which is designed to provide an interactive experience for users. This study aims to analyze the influence of Perceived Enjoyment and Subjective Norm on Attitude toward Brand and its implications for Loyalty toward Brand among Shopee Games users. This study uses a quantitative approach with a survey method of 99 respondents who are Shopee Games users. The data analysis technique was carried out using Partial Least Squares - Structural Equation Modeling (PLS-SEM) with the help of SmartPLS software. The results show that Subjective Norm has a positive effect on Attitude toward Brand, while Perceived Enjoyment has no significant effect on Attitude toward Brand. In addition, Attitude toward Brand is proven to have a positive influence on Loyalty toward Brand. These findings indicate that social influence has an important role in shaping user attitudes towards Shopee, which ultimately can increase brand loyalty. This study implies that companies need to strengthen community-based marketing strategies and social influence to increase user loyalty towards game features in e-commerce platforms.
PENGARUH DIGITAL SKILL, DIGITAL COLLABORATION, DIGITAL INNOVATIVENESS TERHADAP DIGITAL LEADERSHIP PADA GEN-Z DI SURABAYA Felicia Juliani Leliga; Oliandes Sondakh
Proceeding National Conference Business, Management, and Accounting (NCBMA) 9th National Conference Business, Management, and Accounting
Publisher : Faculty of Economics and Business Universitas Pelita Harapan

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Abstract

The development of digital technology has driven changes in how individuals collaborate, innovate, and lead in various contexts, including academic settings. Therefore, understanding the factors influencing digital leadership skills is crucial to supporting the younger generation's readiness for the era of digital transformation. This study aims to analyze the influence of Digital Skill, Digital Collaboration, and Digital Innovativeness on Digital Leadership in students. This study used a quantitative approach with a survey method. The population in this study were active students, while the research sample consisted of 99 respondents selected using a purposive sampling technique. Data was collected through a questionnaire measured using a five-level Likert scale. Data analysis was performed using multiple linear regression analysis with the help of SPSS software. Before conducting the regression analysis, the data were first tested through validity and reliability tests, as well as classical assumption tests including normality, multicollinearity, heteroscedasticity, and linearity tests. The results showed that DS, DC, and DI had a positive and significant influence on DL. Among the three variables, DC had the most dominant influence on DL. The results of this study indicate that improvements in DS, DC, and DI aspects can support the improvement of DL. Therefore, developing digital competencies, strengthening collaboration, and increasing innovation are important factors in supporting the effectiveness of DL in the academic environment.
Co-Authors Arvin Gunawan Felicia Juliani Leliga Renna Magdalena