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All Journal International Journal of Social Science and Business Dinasti International Journal of Education Management and Social Science Asian Journal of Management Analytics
Piartrini, Putu Saroyini
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Decision Sciences, Operations Research & Management Education Social Sciences

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The Literature Review on UTAUT 2: Understanding Behavioral Intention and Use Behavior of Technology in the Digital Era Yuliani, Pande Nyoman; Suprapti, Ni Wayan Sri; Widagda K., I GN Jaya Agung; Piartrini, Putu Saroyini
International Journal of Social Science and Business Vol. 8 No. 2 (2024): May
Publisher : Universitas Pendidikan Ganesha

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.23887/ijssb.v8i2.77311

Abstract

In the rapidly developing digital era, technology has become an indispensable aspect of human life, and has penetrated various fields including work, education and lifestyle. Understanding behavioral intentions and technology use behavior has become an important endeavor for individuals and organizations. In response, researchers have developed a variety of models to analyze this behavior, with the Unified Theory of Acceptance and Use of Technology 2 (UTAUT 2) as a comprehensive theoretical framework. This review investigates UTAUT 2 based on research published between 2012 and 2024, exploring its significance in deciphering the complexities of technology adoption in the digital era. By examining factors such as performance expectancies, effort expectancies, social influences, facilitating conditions, hedonic motivation, price values, and habits, this review explains their influence on individual decision making. In addition, it evaluates empirical research, addresses emerging criticism, and explores recent advances, aiming to contribute to the advancement of knowledge in technology acceptance. Despite its advantages, UTAUT 2 faces challenges such as contextual adaptation and predicting dynamic behavior. Nevertheless, the future of this technology remains promising as research efforts continue to refine and expand its application in navigating the ever-evolving digital landscape.
Data-Driven Marketing Strategy to Reach Millennial Consumers Piartrini, Putu Saroyini; Putri, PA Andiena Nindya; Widagdo, Djoko; Launtu, Ansir; Sauri, Sauri
Dinasti International Journal of Education Management And Social Science Vol. 5 No. 4 (2024): Dinasti International Journal of Education Management and Social Science (April
Publisher : Dinasti Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/dijemss.v5i4.2452

Abstract

This article explores the efficacy of data-driven marketing strategies in targeting millennial consumers, a demographic known for its unique preferences and digital savvy. Through a comprehensive literature review, various aspects of data-driven marketing, including customer segmentation, personalized content creation, and omnichannel integration, are analyzed in the context of reaching and engaging with millennials. The review encompasses studies on consumer behavior, digital marketing trends, and data analytics techniques relevant to understanding millennial preferences and behavior. Key findings highlight the importance of data accuracy, privacy considerations, and the role of technology in enhancing marketing effectiveness. Insights from successful case studies and industry best practices provide actionable recommendations for businesses aiming to optimize their marketing efforts towards millennials. This research contributes to the evolving field of data-driven marketing by offering a synthesized understanding of strategies that resonate with the millennial cohort, ultimately fostering long-term brand loyalty and competitive advantage.
The Impact of Social Media Marketing on Purchase Intention and the Mediating Role of Brand Awareness (Taman kopi Bali in Denpasar City Study) Artha, Gde Egha Bramanta; Piartrini, Putu Saroyini
Asian Journal of Management Analytics Vol. 4 No. 3 (2025): July 2025
Publisher : PT FORMOSA CENDEKIA GLOBAL

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55927/ajma.v4i3.15143

Abstract

The rise of coffee culture has transformed consumer behavior, shifting preferences from international chains to emerging local coffee brands such as Taman Kopi Bali. This study examines the the role that brand recognition plays as a mediator in the relationship between social media marketing and potential Taman Kopi customers' propensity to buy. A quantitative method was employed, involving 100 respondents from Dangin Puri Kelod Village in Denpasar City, selected through purposive sampling. Data were collected via offline questionnaires and analyzed using path analysis with SPSS 25.0. The data show the impact of social media marketing on purchase intention and brand identification is significant.   Additionally, brand awareness influences purchase intent directly and acts as a partial mediator between buy intent and social media marketing. These findings suggest that increasing brand recognition through social media marketing might boost consumer purchase intentions.  the value of digital interaction in increasing consumer interest and brand awareness.
The Role of Brand Image in Mediating the Influence of Social Media Marketing on Purchase Intention (Study on JEN Coffee in Denpasar City) Albany, Anak Agung Ngurah Agung Danan; Respati, Ni Nyoman Rsi; Piartrini, Putu Saroyini
Asian Journal of Management Analytics Vol. 4 No. 3 (2025): July 2025
Publisher : PT FORMOSA CENDEKIA GLOBAL

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55927/ajma.v4i3.15144

Abstract

Purchase intention refers to the strong desire of customers to acquire a particular commodity or service because they have high expectations about its value or benefits.   The aim of this research is to determine how purchase intention is influenced by brand image through social media marketing.   The study was conducted at JEN Coffee in Denpasar City.   In this study, 120 participants were selected by a purposive sample strategy.   A survey approach was used to collect data, with a questionnaire acting as the study tool. Descriptive and inferential statistics, as well as path analysis, were employed data processing techniques. The study found that purchase intention was significantly and favorably impacted by social media marketing, that brand image was significantly and favorably impacted by social media marketing, and that brand image was able to mediate the relationship between these two factors. The study's findings suggest that businesses might use social media marketing more frequently to enhance brand perception and raise the possibility that customers would make a purchase.
Co-Authors Albany, Anak Agung Ngurah Agung Danan Artha, Gde Egha Bramanta LAUNTU, ANSIR Ni Wayan Sri Suprapti PA Andiena Nindya Putri Respati, Ni Nyoman Rsi Sauri, Sauri Widagda K., I GN Jaya Agung Widagdo, Djoko Yuliani, Pande Nyoman