Garuda - Garba Rujukan Digital

Pengaruh Social Media Marketing terhadap Customer Engagement dengan Loyalitas Merek dan Kepercayaan sebagai Variabel Mediasi Rachmadhaniyati, Rachmadhaniyati; Sanaji, Sanaji
Jurnal Ilmu Manajemen Vol 9, No 3 (2021)
Publisher : UNESA In Collaboration With APSMBI (Aliansi Program Studi dan Bisnis Indonesia)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26740/jim.v9n3.p%p

The rapid development of technology has an impact that can be seen from changes in people's lifestyles. Some marketers take advantage of this technological development by marketing their products through social media. For this reason, marketers must also be able to adjust marketing channels through social media so that users can access them easily. Marketing tools through social media are the marketplace, Facebook, Twitter, Instagram, and others. This study aims to determine the effect of social media marketing on customer engagement with brand loyalty and trust as mediating variables on online shop actors. This study uses 200 samples collected through an online questionnaire with a purposive sampling technique with criteria of at least 16 years of age, active social media users, and having shopped online. We used the Partial Least Square (PLS) method to test the hypothesis. The results of this study indicate that social media marketing affects customer engagement. This study also proves that brand loyalty and trust have a significant relationship with social media marketing. However, it was found that trust did not affect customer engagement. That is, trust is not able to strengthen the influence of social media marketing on customer engagement.

Antecedents and consequences of value co-creation in online shopping Sanaji, Sanaji; Handriana, Tanti; Usman, Indrianawati
BISMA (Bisnis dan Manajemen) Vol. 15 No. 1 (2022)
Publisher : Universitas Negeri Surabaya, Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26740/bisma.v15n1.p20-39

Customer involvement is necessary for the value co-creation process in online purchases. This study intends to confirm the effect of online shopping experience on customer value co-creation behaviour, represented by participation behaviour and customer citizenship behaviour on repurchase intention and negative electronic word-of-mouth (eWOM). An online survey was conducted to collect data from the customers as respondents. This study used Partial Least Square-Structural Equation Modelling (PLS-SEM) to test the hypotheses. The results show that the data supports four of the seven hypotheses. The online shopping experience positively affects customer participation and citizenship behaviour and then influences repurchase intention, but it does not affect negative eWOM. The results of this study provide an understanding of the importance of a customer experience, customer participation, and customer citizenship behaviours to encourage value co-creation by the customer, which is expected to increase repurchase intention. Previous studies have not linked value co-creation behavior to actual behavioral characteristics. The originality of this study discovers negative eWOM and repurchase factors due to CPB and CCB.

Intention to Buy Halal Cosmetic Products by Young Adult Muslim Iriani, Sri Setyo; Sanaji, Sanaji; Sayuti, Nazura Mohamed; Arshad, Azlin Syafinaz
Jurnal Manajemen Bisnis Vol 15, No 1: March 2024
Publisher : Universitas Muhammadiyah Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.18196/mb.v15i1.20207

Research aims: This paper aims to determine and analyze the influence of personal attitudes, subjective norms, and perceptions of controlling behavior of young adult Muslims on purchase intention of halal cosmetic products and factors that have the most significant influence on purchase intentionDesign/Methodology/Approach: The research approach is quantitative, the population in this study is an infinite number of Indonesian young adult Muslim women, using convenience and purposive sampling as a sampling technique with 120 respondents. Data collection technique using an online questionnaire via Google formResearch findings: This research found that subjective norms and perceived behavioral control influence purchase intention on halal cosmetic products among young adult Muslim women. This research also found that personal attitude did not influence the purchase intention of halal cosmetic products among young adult Muslim women.Theoretical Contribution/Originality: This study explores awareness about halal cosmetic products in addition to contributing to the literaturePractitioners/Policy Implications: This research implies that cosmetic manufacturers need to apply a halal label to their cosmetics to enter the market of young adult Muslim womenResearch Limitations/Implications: This study has several limitations, including the dissemination of online questionnaires has not been able to capture respondents optimally; and have not been able to do in-depth interviews to explore why the variable has an effect or not

Testing The Theory Of Planned Behavior And Perceived Risk To Predict Intention To Used Of Pay Later Services Lubi, Ach.; Sanaji, Sanaji
Journal of Business and Management Review Vol. 4 No. 9 (2023): (Issue-September)
Publisher : Profesional Muda Cendekia Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47153/jbmr49.7882023

The phenomenon of increasing pay later consumers significantly from year to year has made many companies engaged in the technology industry vying to provide pay later services. However, from this there was a massive arrears made by consumers. Based on this phenomenon, the purpose of the authors in conducting this research is to determine the preference for the intention of using fintech and e-commerce consumers for pay later services by using TPB as a reference for this research and then adding one independent variable, namely perceived risk. This study use online survey and data will be analyzed using multiple regression analysis. The results of this study indicate that attitudes, subjective norms, perceived behavioral control, and perceived risk have a positive effect on the intention to use pay later services. Meanwhile, perceived risk has the smallest effect on the intention to use pay later services.

Intention to Buy Halal Cosmetic Products by Young Adult Muslim Iriani, Sri Setyo; Sanaji, Sanaji; Sayuti, Nazura Mohamed; Arshad, Azlin Syafinaz
Jurnal Manajemen Bisnis Vol. 15 No. 1: March 2024
Publisher : Universitas Muhammadiyah Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.18196/mb.v15i1.20207

Research aims: This paper aims to determine and analyze the influence of personal attitudes, subjective norms, and perceptions of controlling behavior of young adult Muslims on purchase intention of halal cosmetic products and factors that have the most significant influence on purchase intentionDesign/Methodology/Approach: The research approach is quantitative, the population in this study is an infinite number of Indonesian young adult Muslim women, using convenience and purposive sampling as a sampling technique with 120 respondents. Data collection technique using an online questionnaire via Google formResearch findings: This research found that subjective norms and perceived behavioral control influence purchase intention on halal cosmetic products among young adult Muslim women. This research also found that personal attitude did not influence the purchase intention of halal cosmetic products among young adult Muslim women.Theoretical Contribution/Originality: This study explores awareness about halal cosmetic products in addition to contributing to the literaturePractitioners/Policy Implications: This research implies that cosmetic manufacturers need to apply a halal label to their cosmetics to enter the market of young adult Muslim womenResearch Limitations/Implications: This study has several limitations, including the dissemination of online questionnaires has not been able to capture respondents optimally; and have not been able to do in-depth interviews to explore why the variable has an effect or not

Pengaruh Customer Engagement terhadap Online Purchase Intention dengan Customer Operant Resources Sebagai Variabel Intervening pada Layanan Platinum Mahasiswa di Vidio.com Ratnawati, Lela Septatiana; Sanaji, Sanaji
Jurnal Maksipreneur Vol 14 No 1 (2024)
Publisher : Universitas Proklamasi 45

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30588/jmp.v14i1.2088

This study aims to analyze the impact of Customer Engagement on Customer Operant Resources and Online Purchase Intention among Vidio.com users who are university students in Indonesia. The research sample comprises 280 respondents aged 18-23 years who have accessed free content on Vidio.com in the past six months. Data were collected through adapted questionnaires, and their validity and reliability were tested. The analysis results show that Customer Engagement has a significant effect on Customer Operant Resources, indicating that customer engagement positively influences operant resources. Additionally, Customer Engagement also significantly affects Online Purchase Intention, indicating that customer engagement increases online purchase intention. However, the interaction between Customer Operant Resources and Customer Engagement does not have a significant effect on Online Purchase Intention. This study contributes theoretically by enriching the literature on the role of Customer Engagement and Customer Operant Resources in the context of subscription to Vidio.com. Practical implications for Vidio.com management include strategies to increase engagement through attractive and interactive content to boost users' purchase intentions. Suggestions for future researchers include expanding the sample size and examining additional variables that might affect online purchase intentions. This study also provides insights for fellow users on the importance of active engagement on the platform to achieve a better experience.

Pengembangan Rencana Bisnis Untuk Menumbuhkan Jiwa Wirausaha Pelajar Indonesia di Filipina Witjaksono , Andre Dwijanto; Hartono, Ulil; Sanaji, Sanaji; Artanti, Yessy; Meidiaswati, Harlina; Ramadhan, Muhammad Rizky
Abimanyu : Jornal of Community Engagement Vol 6 No `1 (2025): February 2025
Publisher : Universitas Negeri Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26740/abi.v6n`1.p1-7

The purpose of this service activity is to improve the understanding of management management, through a business plan development program to foster an entrepreneurial spirit for Indonesian students in the Philippines who are members of the Indonesian Students Association of the Philippines. (PPIF). The activity was carried out based on the results of the initial situation analysis of the FEB UNESA community service team, on financial and other constraints experienced by students and students during further studies in the Philippines. Activities are carried out with the stages of preparation, implementation, ending with monitoring and evaluation. In the preparation stage, training materials were prepared according to the needs of the participants as well as field coordination. PKM activities were carried out on July 6 and 7, 2024 at the Adventist International Institute of Advanced Studies (AIIAS) campus on Aquinaldo Highway, Km. 45.5, Lalaan I, Silang, Cavite 4118, Philippines. The evaluation results showed an increase in participants' understanding of the basic concepts of entrepreneurship, management in general, operations management of businesses, as well as how to find and develop business model canvas ideas by considering financial feasibility through capital budgeting. Participants were very enthusiastic about the training and understood the material provided. Overall, participants were satisfied with the implementation and quality of the training, with an evaluation score of 4.80 on a scale of 1-5. The high value of participant satisfaction was due to the fact that the training was conducted according to schedule in a comfortable atmosphere.

Analisis pengaruh Strategi Pemasaran terhadap Kinerja Usaha melalui Kemampuan Pemasaran pada UMKM Tenun di Kota Bima: Pendekatan Technology Acceptance Model (TAM) Muhajirin, Muhajirin; Sanaji, Sanaji; Andjarwati, Anik Lestari
JURNAL DIMENSI Vol 14, No 2 (2025): JURNAL DIMENSI (JULI 2025)
Publisher : Universitas Riau Kepulauan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33373/dms.v14i2.7780

Abstract This study aims to analyze the influence of Marketing Strategy on Business Performance through Marketing Capability in Weaving SMEs in Bima City: A Technology Acceptance Model (TAM) Approach. Amid the significant potential of weaving SMEs in both local and global markets, challenges in the adoption of digital technology remain a major obstacle. This research adopts a quantitative approach using a survey method involving 100 weaving SME actors selected through purposive sampling. Data analysis was conducted using the Partial Least Squares - Structural Equation Modeling (PLS-SEM) method. The results indicate that marketing strategy has a significant effect on both marketing capability and business performance. Furthermore, marketing capability is proven to mediate and strengthen the relationship between marketing strategy and business performance. These findings underscore the importance of enhancing digital-based marketing capabilities as a fundamental pillar in improving the performance and competitiveness of weaving SMEs in the digital transformation era. The practical implications of this study encourage synergy among business actors, government, and supporting institutions to accelerate inclusive and sustainable digital technology adoption in the SME sector based on local wisdom.

MARKETING STRATEGY TO DRIVE IMPULSE BUYING AND HEDONIC SHOPPING ON SHOPEE E-COMMERCE: A NEUROMARKETING-BASED APPROACH Fanggidae, Ronald; Sanaji, Sanaji; Sulistyowati, Raya; Sumbawati, Novi
Journal of Management Small and Medium Enterprises (SMEs) Vol 18 No 2 (2025): JOURNAL OF MANAGEMENT Small and Medium Enterprises (SME's)
Publisher : Universitas Nusa Cendana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35508/jom.v18i2.22398

This article explores marketing strategies aimed at increasing impulse buying and hedonic shopping behavior on the e-commerce platform Shopee, using a neuromarketing approach. The article highlights the rapid growth of online shopping in Indonesia, especially among the younger demographic, and uses the Zaltman Metaphor Elicitation Technique (ZMET) to explore consumer perceptions and motivations. Key findings suggest that emotional responses and sensory stimuli significantly influence impulse buying, with factors such as attractive promotions, product variety, and ease of payment playing a significant role. The study offers valuable insights for marketers to develop effective strategies tailored to consumer behavior on Shopee while also acknowledging limitations such as the small sample size and qualitative nature of the study. Keywords: Hedonic Shopping; Impulse Buying; Neuromarketing; Marketing Strategy

The Influence of Usefulness, Ease of Use, and Trust on E-Commerce Use Intention Mediated by Attitude Ernawati, Sri; Sanaji, Sanaji; Andjarwati, Anik Lestari
Jambura Science of Management Vol 7, No 2 (2025): Jambura Science of Management - July 2025
Publisher : Universitas Negeri Gorontalo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37479/jsm.v7i2.31794

Purpose: This study aims to investigate the influence of perceived usefulness, perceived ease of use, and trust on the intention to use e-commerce applications, specifically in the context of post-pandemic consumer behavior. By introducing attitude as a mediating variable, the research seeks to uncover the psychological pathway through which these perceptual factors shape user intentions. Furthermore, the study addresses a contextual gap by focusing on users in West Nusa Tenggara, contributing to a more localized understanding of e-commerce adoption in emerging regions.Design/Methodology/Approach: This study adopts a quantitative research design employing an explanatory survey approach, which entails gathering data directly from respondents. The primary research tool is a questionnaire based on a Likert scale, comprising a series of structured questions for participants to respond to. The study sample includes 100 participants, selected through purposive sampling. To examine both the direct and indirect relationships among the research variables, data analysis is performed using Structural Equation Modeling (SEM) with the aid of SmartPLS software.Findings: The results of the study show that the perceived ease of use and perceived trust have a direct and significant influence on the intention to use e-commerce shoppe applications, while perceived usefulness does not have a direct effect but significantly contributes to shaping users’ attitudes. Attitude is proven to be a strong mediating variable that bridges the relationship between users’ perceptions (usefulness, ease of use, and trust) and their intention to use.

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