Article Per Year (5 Year)
p-Index From 2021 - 2026
0.408
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This Author published in this journals
All Journal Technomedia Journal Startupreneur Business Digital (SABDA Journal)
Harry Agustian
Universitas Raharja
Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media

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Digital Business Strategy in 3D Laser Startupreneur through the DAGMAR Framework Muh Tahir; Nuke Puji Lestari Santoso; Fitra Putri Oganda; Syahrul Mu'Arif Wahid; Harry Agustian; Oliver Sauntos
Technomedia Journal Vol 11 No 1 (2026): June
Publisher : Pandawan Incorporation, Alphabet Incubator Universitas Raharja

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33050/tmj.v11i1.2661

Abstract

Rapid development of digital technology requires startupreneurs to optimize marketing strategies to strengthen consumer loyalty, particularly in emerging industries such as 3D Laser services. This study aims to analyze the effect of DAGMAR based digital marketing, represented by Brand Awareness, Product Information Understanding, and Digital Content Attractiveness, on Product Interest and its implication for Purchase Loyalty in the 3D Laser startupreneur context. This research employed a quantitative approach using a survey method involving 100 respondents. The collected data were analyzed using Structural Equation Modeling Partial Least Square (SEM-PLS) to examine the direct and indirect relationships among the research variables. The findings indicate that Brand Awareness, Product Information Understanding, and Digital Content Attractiveness have positive and significant effects on Product Interest. Furthermore, Product Interest has a positive and significant effect on Purchase Loyalty. The mediation test also confirms that Product Interest significantly mediates the relationship between the three independent variables and Purchase Loyalty. These results emphasize that Product Interest serves as a psychological mechanism connecting DAGMAR  based digital marketing strategies with longterm consumer loyalty. Enhancing Brand Awareness helps consumers recognize and recall the brand, while Product Information Understanding supports informed decision making through clear and relevant product details. Digital Content Attractiveness captures attention and encourages engagement through visual and interactive content. Practically, startupreneurs in the 3D Laser industry should integrate data driven digital marketing strategies to build stronger consumer relationships, encourage repeat purchases, and foster positive word-of-mouth for sustainable business growth.
Impact of Aaker Brand Equity on Trust and Loyalty in Renewable Energy Startups Adam Faturahman; Ari Asmawati; Alfri Adiwijaya; Harry Agustian; Stephanie Stephanie
Startupreneur Business Digital (SABDA Journal) Vol. 5 No. 2 (2026): October
Publisher : Pandawan Sejahtera Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33050/sabda.v5i2.1136

Abstract

This study examines the influence of Aaker’s Brand Equity Model on customer trust and customer loyalty in renewable energy startups, with a particular focus on digital marketing strategies. In the context of rapid technological advancement and growing environmental awareness, renewable energy has emerged as a strategic solution to reduce dependence on fossil fuels and support sustainable development. This research investigates how key dimensions of brand equity, namely brand awareness, perceived quality, and brand association, influence customer trust, which subsequently affects customer loyalty toward renewable energy startups. In addition, the study examines the role of digital marketing in strengthening the relationship between brand equity, customer trust, and customer loyalty. A quantitative approach was employed by collecting data from a purposive sample of 130 respondents who possessed knowledge of or experience with renewable energy products and services. Structural Equation Modeling (SEM) using the Partial Least Squares (PLS) approach was applied to analyze the relationships among the research variables. The results reveal that brand awareness and perceived quality have a positive and significant effect on customer trust, whereas brand association does not significantly influence customer trust. Furthermore, customer trust significantly enhances customer loyalty, confirming its mediating role in the relationship between brand equity dimensions and customer loyalty. These findings highlight the importance of strengthening brand awareness and perceived quality as key drivers of trust and long-term customer loyalty in renewable energy startups. This research contributes to the literature on digital marketing and brand management in the renewable energy sector and provides practical implications for startups seeking to build trust-based customer relationships and achieve sustainable competitive advantage in an increasingly competitive market.
Co-Authors Adam Faturahman Alfri Adiwijaya Ari Asmawati Fitra Putri Oganda Muh. Tahir Nuke Puji Lestari Santoso Oliver Sauntos Stephanie Stephanie Syahrul Mu'Arif Wahid