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Cokki, Cokki
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Faktor Penentu Keputusan Pembelian Avoskin: Persepsi Harga, E-WOM, dan Kesadaran Merek Angkasa, Cindy Lawrence; Cokki, Cokki
Jurnal Manajerial Dan Kewirausahaan Vol. 7 No. 2 (2025): Jurnal Manajerial dan Kewirausahaan
Publisher : Fakultas Ekonomi dan Bisnis, Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/jmk.v7i2.33975

Abstract

Penelitian ini mengisi senjang penelitian sebelumnya dengan mengeksplorasi faktor pendorong untuk membeli produk Avoskin di Jakarta. Variabel yang diteliti mencakup kesadaran merek, persepsi harga, electronic word of mouth, dan keputusan pembelian. Melalui sampel 222 pelanggan Avoskin, metode purposive sampling diterapkan untuk mengumpulkan data melalui kuesioner daring dan menganalisis data menggunakan PLS-SEM. Hasil menunjukkan bahwa kesadaran merek dan persepsi harga memengaruhi keputusan pembelian. Selain itu, electronic word of mouth juga memiliki pengaruh secara langsung terhadap keputusan pembelian dan tidak langsung melalui kesadaran merek. This study fills the research gap by exploring the driving factors behind purchasing Avoskin products in Jakarta. The variables examined include brand awareness, price perception, electronic word of mouth and purchase decisions. Using a sample of 222 Avoskin customers, purposive sampling was applied to collect data through an online questionnaire, and the data were analyzed using PLS-SEM. The results indicate that brand awareness and price perception influence purchase decisions. Additionally, electronic word of mouth directly affects purchase decisions and indirectly impacts them through brand awareness.
THEY’RE HEALTHY, THEY’RE SUSTAINABLE ALTERNATIVE FOOD SOURCES. WHY DON’T MALAYSIANS AND INDONESIANS EAT MORE BUGS? Teng, Phuah Kit; Cokki, Cokki; Waei, Ow Mun; Wai, Khoong Tai
International Journal of Application on Economics and Business Vol. 3 No. 1 (2025): February 2025
Publisher : Graduate Program of Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/ijaeb.v3i1.83-94

Abstract

In recent years, the consumption of healthy foods, particularly organic options, has emerged as a key factor in driving sustainable transformation. However, the rising global population, increasing incomes, and urbanization have intensified concerns over food security due to the depletion of natural resources. To address these challenges, governments and businesses have introduced strategies such as adopting innovative, efficient, and cost-effective technologies to enhance agricultural productivity. Despite these efforts, food insecurity remains a significant issue for low-income households in developing countries, including Malaysia and Indonesia. This study aims to explore the influence of trust, food neophobia, perceived benefits, perceived risks, and perceived naturalness on consumer acceptance of edible insects in Malaysia and Indonesia. Data was collected through purposive sampling from 388 respondents, comprising 288 Malaysians and 100 Indonesians, using a structured questionnaire. Hierarchical multiple regression analysis was conducted using SPSS to test the proposed relationships. The findings reveal that trust (in the individual endorsing the product), perceived benefits, perceived naturalness, and food neophobia significantly affect consumer acceptance of edible insects. Moreover, nationality moderated the relationship between perceived risks and perceived benefits, with these factors having a stronger impact on Malaysian and Indonesian consumers. This study contributes to the understanding of consumer behavior in the emerging edible insect market and provides valuable insights for businesses and professionals to develop more effective marketing strategies aimed at increasing demand for edible insect-based food products.
ENHANCING BRAND SALIENCE THROUGH PRODUCT PLACEMENT ON VIRTUAL INFLUENCER’S INSTAGRAM Wijaya, Santrista; Cokki, Cokki
International Journal of Application on Economics and Business Vol. 3 No. 1 (2025): February 2025
Publisher : Graduate Program of Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/ijaeb.v3i1.321-332

Abstract

This study seeks to explore the impact of product placement by virtual influencers on the brand salience of two prominent companies, Gucci and Nike. The research involved the participation of 207 students from Tarumanagara University, employing a convenience sampling technique. Utilizing a pre-test and post-test experimental design without a control group, the study incorporated Instagram content featuring a virtual influencer, Alissa Gladys, created by the researcher. Data were collected through Google Forms distributed during fieldwork and subsequently analyzed using SPSS. The findings of the study reveal a positive influence of virtual influencer product placement on brand salience for both Gucci and Nike. Notably, the effect is characterized as moderate for Gucci and small for Nike. This variance is attributed to the distinct product categories represented by the two brands: Gucci, a luxury fashion brand, and Nike, a ubiquitous sportswear brand integral to everyday life. The study contributes to the understanding of the dynamics between virtual influencers and brand awareness, shedding light on how different product categories may be influenced to varying degrees. The utilization of a controlled experimental design and statistical analysis through SPSS enhances the rigor of the research, providing valuable insights for marketing strategies in the context of virtual influencer product placement.
THE INFLUENCE OF PRODUCT PLACEMENT ON VIRTUAL INFLUENCER: ANALYSIS OF AUDIENCE ATTITUDES Natalya, Yenny; Cokki, Cokki
International Journal of Application on Economics and Business Vol. 3 No. 1 (2025): February 2025
Publisher : Graduate Program of Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/ijaeb.v3i1.333-345

Abstract

This study examines the influence of attitudes towards influencers on attitudes towards product placement and brands, as well as explores the relationship between attitudes towards product placement and Nike brand. Utilizing a sample of 273 students, the research leverages @allysagladys as a virtual influencer on Instagram. The results indicate that attitudes towards influencers affect attitudes towards product placement and brands, while attitudes towards product placement also influence attitudes towards brands. These findings provide valuable insights into understanding the interactions among consumers, influencers, and product placement in the context of social media marketing. The practical implications of these findings can help industry players to optimize their marketing approaches and increase the effectiveness of product promotions through influencers, especially virtual ones.
PRODUCT PLACEMENT ON THE VIRTUAL INFLUENCER’S INSTAGRAM TOWARDS BRAND RECALL Cokki, Cokki; Putri, Angely Olivia; Tiffany, Fransisca; Wijaya, Santrista; Natalya, Yenny
International Journal of Application on Economics and Business Vol. 3 No. 1 (2025): February 2025
Publisher : Graduate Program of Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/ijaeb.v3i1.367-374

Abstract

This study aims to examine the influence of product placement on the virtual influencer’s Instagram account (@allysagladys) towards brand recall. The sample size for this study consists of 60 students from Tarumanagara University in West Jakarta. The method used in this study to collect the data is convenience sampling where questionnaires were distributed directly to the respondents. The results of this study shows that respondents brand recall is affected by product placement on the virtual influencer's account. Additionally, this study suggests that companies should enhance their social media promotion through collaborations with influencers to improve brand recall of their product.
Pembuatan Logo Usaha Gantungan Kunci Mindkey Cokki, Cokki; Yunetta, Cintya; Febriyanti, Anjeli; Meidy, Jessisca; Ocberta, Natalie; Febriani, Wellen
Jurnal Pengabdian kepada Masyarakat Nusantara Vol. 6 No. 2 (2025): Jurnal Pengabdian kepada Masyarakat Nusantara Edisi April - Juni
Publisher : Lembaga Dongan Dosen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55338/jpkmn.v6i2.5716

Abstract

Logo merupakan elemen penting dalam membangun identitas merek dan meningkatkan daya tarik produk. Untuk memperkuat identitas dan daya saing bisnis, Mindkey merancang logo yang selaras dengan tren serta preferensi konsumen. Kegiatan PKM ini bertujuan untuk menciptakan logo yang tidak hanya mencerminkan identitas Mindkey tetapi juga mampu menarik perhatian target pasar. Metode yang digunakan dalam kegiatan ini terdiri dari tiga tahap utama, yaitu persiapan, pelaksanaan, dan evaluasi. Proses perancangan logo melibatkan ahli desain grafis serta dievaluasi melalui survei daring yang melibatkan 110 partisipan dewasa awal menggunakan Google Form. Hasil survei menunjukkan bahwa kualitas logo memperoleh penilaian tertinggi, sedangkan daya tarik visual mendapatkan nilai terendah. Dengan demikian, mayoritas responden menilai bahwa logo yang dihasilkan telah memenuhi aspek desain yang mendukung identitas merek yang kuat dan menarik bagi target pasar. Meskipun logo yang dirancang telah memenuhi sebagian besar kriteria desain yang diharapkan, penerapannya pada berbagai kemasan masih perlu diteliti lebih lanjut untuk memastikan konsistensi identitas merek di berbagai media.
Assessing the Tax Amnesty Program in Indonesia Through System Success and Trust Models Muji, Muji; Maupa, Haris; Cokki, Cokki
International Journal of Engineering, Science and Information Technology Vol 5, No 3 (2025)
Publisher : Malikussaleh University, Aceh, Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52088/ijesty.v5i3.958

Abstract

The success of a Tax Amnesty Program (TAP) in developing countries such as Indonesia depends not only on fiscal policy execution but also on how taxpayers perceive and trust the program. This study integrates the Information System Success Model with the trust construct to empirically examine the factors affecting TAP performance from a citizen-centric perspective. Using a quantitative approach, the research involved 414 Indonesian taxpayers selected through stratified random sampling, with data analysed using SmartPLS 3.0. One hundred eighty-seven valid responses were retained after a filtering process based on TAP knowledge awareness. The proposed model includes six constructs: Information Quality (INQ), Program Quality (PGQ), Service Quality (SVQ), Taxpayer Trust (TPT), Taxpayer Satisfaction (TSF), and Net Benefits (NBF). The structural model revealed that INQ significantly affects both TPT and TSF, and that TSF has the most decisive influence on NBF. However, PGQ and SVQ did not considerably impact TPT, suggesting that trust in TAP may be influenced more by institutional and cultural factors than perceived technical features. The findings highlight the necessity to enhance tax information accuracy and transparency while strengthening public trust and satisfaction. This study provides an integrative model to evaluate TAP success and offers practical insights for policymakers aiming to improve taxpayer participation through trust-based interventions. The novelty lies in quantitatively integrating information systems and behavioural trust constructs within the tax amnesty framework.
Gambaran tingkat kepuasan pasien terhadap customer relationship management atas kualitas pelayanan kesehatan di ruang rawat inap Rumah Sakit Umum Daerah Majalengka Alfarisi, Muhamad Daffa Alfarisi; Cokki, Cokki
Jurnal Manajemen Bisnis dan Kewirausahaan Vol 9 No 3 (2025): Jurnal Manajemen Bisnis dan Kewirausahaan
Publisher : Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/jmbk.v9i3.34345

Abstract

This research was conducted to determine the influence between CRM and the quality of health services on patient satisfaction in the inpatient unit of Majalengka Regional Hospital. This research is quantitative research using a questionnaire. The research results are explained using the Partial Least Squares Structural Equation Modeling (PLS-SEM) method. The research results show that Customer Relationship Management (CRM) has a positive and insignificant effect on the level of patient satisfaction in the inpatient room at Majalengka Regional Hospital. Meanwhile, the quality of health services has a significant positive influence on patient satisfaction. These findings indicate that hospitals need to improve CRM implementation, especially in the technology and communication aspects. Hospitals are advised to continue to concentrate and ensure that each staff carries out their role optimally. Penelitian ini dilakukan untuk mengetahui adanya pengaruh antara CRM dan kualitas pelayanan kesehatan terhadap kepuasan pasien di unit rawat inap RSUD Majalengka. Penelitian ini merupakan penelitian kuantitatif menggunakan kuesioner. Hasil penelitian dianalisis menggunakan metode Partial Least Squares Structural Equation Modeling (PLS-SEM). Hasil penelitian menunjukkan bahwa Customer Relationship Management (CRM) bepengaruh positif dan tidak signifikan terhadap tingkat kepuasan pasien di ruang rawat inap RSUD Majalengka. Sementara itu, kualitas pelayanan kesehatan bepengaruh positif yang signifikan terhadap kepuasan pasien. Temuan ini menunjukkan bahwa rumah sakit perlu memperbaiki implementasi CRM, terutama dalam aspek teknologi dan komunikasi. Rumah sakit disarankan untuk terus memantau dan memastikan bahwa setiap staf menjalankan peran mereka secara optimal.
Perbandingan kesediaan membayar konsumen Jakarta pada merek kafe internasional (Starbucks) vs lokal (Stuja Coffe) Prasetyo, Bagus Edo; Cokki, Cokki
Jurnal Manajemen Bisnis dan Kewirausahaan Vol 9 No 4 (2025): Jurnal Manajemen Bisnis dan Kewirausahaan
Publisher : Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/jmbk.v9i4.34652

Abstract

This study aims to examine the comparison of willingness to pay between international & local cafes in Jakarta. The sample used was 210 undergraduate students selected using a continuous sampling technique. Data were collected using a questionnaire and analyzed using Partial Least Square-Structural Equation Modeling (PLS-SEM) and Partial Least Square-Multigroup Analysis (PLS-MGA). The results of this study indicate that social media marketing activities have a positive effect on willingness to pay. This means that the more effective the social media marketing strategy is implemented, the higher the consumer's willingness to pay for the cafe's products. Furthermore, this study compares consumer perceptions of two types of cafes, namely international cafe (Starbucks) and local cafe (Stuja Coffee). The results show that international cafe get better ratings than local cafe in terms of social media marketing. These results are expected to provide empirical contributions to the development of digital marketing strategies, especially on social media, as well as being a useful reference for academics and practitioners in designing relevant marketing campaigns in the Indonesian coffee industry. Penelitian ini bertujuan untuk menguji perbandingan kesediaan membayar antara international & local cafés di Jakarta. Sampel yang digunakan adalah 210 mahasiswa sarjana yang dipilih menggunakan teknik pengambilan sampel berkelanjutan. Data dikumpulkan menggunakan kuesioner dan dianalisis menggunakan Partial Least Square-Structural Equation Modeling (PLS-SEM) dan Partial Least Square-Multigroup Analysis (PLS-MGA). Hasil penelitian ini menunjukkan bahwa aktivitas pemasaran media sosial berpengaruh positif terhadap kesediaan membayar. Artinya, semakin efektif strategi pemasaran media sosial yang dijalankan, semakin tinggi pula kesedian konsumen untuk membayar produk dari kafe tersebut. Selanjutnya, penelitian ini membandingkan persepsi konsumen terhadap dua jenis kafe, yaitu kafe internasional (Starbucks) dan kafe lokal (Stuja Coffee). Hasilnya menunjukkan bahwa kafe internasional memperoleh penilaian yang lebih baik dibandingkan kafe lokal dalam aspek pemasaran media sosial. Hasil ini diharapkan dapat memberikan kontribusi empiris bagi pengembangan strategi pemasaran digital khususnya pada media sosial, serta menjadi referensi yang berguna bagi akademisi dan praktisi dalam merancang kampanye pemasaran yang relevan di industri kopi Indonesia.
Pengaruh Negara Asal, Kualitas Produk, dan Kualitas Pelayanan terhadap Keputusan Pembelian Produk Fine Foods oleh Customer PT Classic Fine Foods Amelia, Saskia; Cokki, Cokki
Jurnal Manajerial Dan Kewirausahaan Vol. 7 No. 3 (2025): Jurnal Manajerial dan Kewirausahaan
Publisher : Fakultas Ekonomi dan Bisnis, Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/jmk.v7i3.34691

Abstract

Penelitian ini bertujuan untuk menguji pengaruh negara asal, kualitas produk dan kualitas pelayanan terhadap keputusan pembelian produk Fine Foods oleh pelanggan PT. Classic Fine Foods. Penelitian ini didorong oleh keterbatasan studi sebelumnya yang kurang menyoroti faktor-faktor yang memengaruhi keputusan pembelian di sektor B2B, khususnya dalam konteks produk premium seperti Fine Foods. Metode penelitian yang digunakan melibatkan pengumpulan data dari 150 responden yang merupakan pelanggan PT. Classic Fine Foods melalui kuesioner online. Hasil analisis menggunakan metode PLS-SEM menunjukkan bahwa negara asal, kualitas produk dan kualitas pelayanan mempunyai pengaruh yang positif terhadap keputusan pembelian. This study aims to examine the influence of country of origin, product quality, and service quality on the purchasing decisions of fine foods by customers of PT. Classic Fine Foods. The research is motivated by the limitations of previous studies that have not adequately addressed factors influencing purchasing decisions in the B2B sector, particularly in the context of premium products like fine foods. The research method employed involves data collection from 150 respondents, who are customers of PT. Classic Fine Foods, through an online questionnaire. The analysis results, using the PLS-SEM method, indicate that country of origin, product quality, and service quality positively influence purchasing decisions.
Co-Authors Alfarisi, Muhamad Daffa Alfarisi Amelia, Saskia An Lie, Yeoh Angkasa, Cindy Lawrence Ariadi, Ariadi Chrisvinlya, Chrisvinlya Corinna, Bellinda Eunike, Debora Febriani, Wellen Febriyanti, Anjeli Hansel Wijaya, Nathanael Ryan Haris Maupa Hazain, Saraswati Kamalo, Angelica Joanna Charity Kent, Edbert Khatimah, Gita Khusnul Mahlia Muis Meidy, Jessisca Mochamat Helmi Muji, Muji Naibaho, Hanny Veramayanti Br Natalya, Yenny Nuriska, Winda Ocberta, Natalie OKTAVIAN, BILLY Pandy, Ni Putu Noving Paramitha Prasetyo, Bagus Edo Putri, Adinda Zhafira Dyanti Putri, Angely Olivia Sadat, Andi Muhammad Saint, Hayuningrat Odyssey Saleh, Hendra Noor Shirly Gunawan Teng, Phuah Kit Tiffany, Fransisca Tjokrosaputro, Miharni Waei, Ow Mun Wai, Khoong Tai Wijaya, Irenia Binardi Wijaya, Santrista William Chandra Windyaswara, Habibah Afianti Yesika, Tifany Yunetta, Cintya