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Erdiansyah, Rezi
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ANALYSIS OF VARIABLES INFLUENCING CONSUMER PURCHASE INTENTION ON TOKOPEDIA Dwilestari, Charisma; Erdiansyah, Rezi
International Journal of Application on Economics and Business Vol. 1 No. 3 (2023): Agustus 2023
Publisher : Graduate Program of Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/ijaeb.v1i3.934-945

Abstract

With the progression of time and technology, society is increasingly abandoning traditional methods and shifting towards online transactions. This change brings consequences in how products are promoted and how consumers are convinced to make purchases. Therefore, this research aims to identify potential variables that may influence consumer purchase intention on the Tokopedia e-commerce platform. The variables under investigation include e-WOM (electronic Word-of-Mouth), online reviews, brand familiarity, and trustworthiness. The analysis method employed is Partial Least Squares (PLS). Research data was obtained through a survey involving over 300 active Tokopedia users. The analysis results demonstrate that brand familiarity, e-WOM, and online reviews have a positive and significant impact on consumer purchase intention. Additionally, it was found that trustworthiness acts as a mediator between brand familiarity, e-WOM, online reviews, and consumer purchase intention. This study provides a significant contribution to the understanding of factors influencing consumer purchase intention on the e-commerce platform, specifically Tokopedia. These findings can serve as a basis for developing more effective marketing strategies to enhance consumer purchase intention and trust in Tokopedia as an e-commerce platform. The practical implications of this research emphasize the importance of considering brand familiarity, e-WOM, online reviews, and trustworthiness in efforts to increase consumer purchase intention on Tokopedia.
ANALYSIS OF FACTORS AFFECTING EMPLOYEE SATISFACTION AND ITS IMPLICATIONS ON JOB PERFORMANCE IN INFORMATION TECHNOLOGY WORKERS Kurniawan, Indra; Erdiansyah, Rezi
International Journal of Application on Economics and Business Vol. 1 No. 4 (2023): November 2023
Publisher : Graduate Program of Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/ijaeb.v1i4.2547-2558

Abstract

During the pandemic, there was a change in work methods which caused the company and employees to start adapting to the new work system to maintain the company's performance. Because there has been a change in the work system from conventional to a flexible work system due to the COVID-19 pandemic, researchers want to examine the relationship between work life balance, employee benefits and remote working, what impact can there be with changes to the previous work system for conventional work systems, into a flexible work system and its relationship to employee satisfaction so that it is ultimately related to job performance. Previous studies have shown that work-life conflict has a negative impact on employee job performance. The main objective of this study is to obtain the relationship and role of the factors that can affect worker satisfaction, as well as what impact this has on employee performance. The research method used to explain the relationship between variables in this study is descriptive quantitative. From the research results, it was found that job performance will be even better if employee satisfaction is achieved, as mediation of work life balance, employee benefits and remote working. Although the three independent factors can also affect employee performance directly, the results of the research show that better results will be achieved if worker satisfaction is achieved first so that even better employee performance will be achieved as a result of the work methods adopted after COVID-19.
Brand Image, Celebrity Endorsement dan Keputusan Pembelian Shanvara, Sharla; Erdiansyah, Rezi
Kiwari Vol. 3 No. 1 (2024): Kiwari
Publisher : Fakultas Ilmu Komunikasi Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/ki.v3i1.29351

Abstract

The fashion business must keep up with people's lifestyles. One of them is through social media to approach the community and consumers. This study wants to find out how the influence of brand image and celebrity endorsement on Kiyorawears consumer purchasing decisions. Researchers used two independent variables, namely X1 brand image and X2 celebrity endorsement and the dependent variable Y purchasing decisions. Research shows that a good brand image in front of consumers can help increase purchasing decisions for Kiyorawears products. While celebrity endorsement can help Kiyorawears to be better known and trusted by consumers and the public and ultimately can increase the number of purchasing decisions by consumers. Bisnis fashion harus mengikuti perkembangan mengikuti gaya hidup masyarakat. Salah satunya melalui media sosial untuk melakukan pendekatan dengan masyarakat serta konsumen. Penelitian ini ingin mengetahui bagaimana pengaruh brand image dan celebrity endorsement terhadap keputusan pembelian konsumen Kiyorawears. Peneliti menggunakan dua variabel independent yaitu X1 brand image dan X2 celebrity endorsement serta variabel dependent Y keputusan pembelian. Penelitian menunjukkan bahwa Brand image yang baik di hadapan konsumen dapat membantu meningkatkan keputusan pembelian produk Kiyorawears. Sementara celebrity endorsement dapat membantu Kiyorawears untuk lebih dikenal serta dipercaya oleh konsumen serta masyarakat dan pada akhirnya dapat meningkatkan jumlah keputusan pembelian oleh konsumen.
Advertising Awareness dan Brand Equity pada Grabfood Endrico Suciati, Nicolas; Erdiansyah, Rezi
Kiwari Vol. 3 No. 1 (2024): Kiwari
Publisher : Fakultas Ilmu Komunikasi Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/ki.v3i1.29377

Abstract

This very rapid technological progress is driving transformation and innovation in various fields. Many fields are experiencing changes caused by technological developments themselves, such as education, work, shopping, and the world of advertising. Grabfood is a food or beverage delivery service that has organizations in many countries and one of them is organized in Indonesia. A quantitative research method was used in the conduct of this study. The data collection technique itself was complete by delivering questionnaires for a survey to collect quantitative information. The population that the researchers used in this study were individuals who use the GrabFood application who live in West Jakarta. Sampling technique with purposive sampling. According to the findings of study, brand equity for Grabfood in West Jakarta is positively impacted by advertising awareness. Based on research findings conducted by the author, advertising awareness has a positive effect on Grabfood's Brand equity in West Jakarta. H1 is accepted and H0 is rejected, which means that there is an influence of Advertising Awareness on Grabfood's Brand Equity. And this means that the hypothesis formulated in this research can be accepted. From the discussion above, based on the results of research carried out by researchers, it is that advertising awareness has a positive effect on Grabfood's Brand equity in West Jakarta. Kemajuan teknologi yang sangat pesat ini mendorong transformasi dan juga inovasi-inovasi dalam berbagai macam bidang. Banyak sekali bidang yang mengalami perubahan yang di sebabkan dari perkembangan teknologi itu sendiri, seperti pendidikan, pekerjaan, perbelanjaan, maupun dunia periklanan. Salah satu layanan pesan-antar makanan dan minuman yang paling banyak diminati adalah Grabfood. berorganisasi di banyak negara dan salah satu nya berorganisasi di negara . Penelitian ini dilakukan menggunakan jenis penelitian kuantitatif. Teknik pengambilan data sendiri menyebarkan kuesioner sebagai bagian dari survei yang dilakukan untuk mengumpulkan data secara kuantitatif. Individu membentuk populasi yang peneliti gunakan untuk penelitian ini adalah pengguna aplikasi GrabFood yang berdomisili di Jakarta Barat. Teknik yang menggunakan purposive sampling sebagai metode sampel. Berdasarkan temuan penelitian yang telah dilakukan penulis adalah bahwa advertising awareness memiliki efek positif pada Brand equity Grabfood Di Jakarta Barat. H1 diterima dan H0 ditolak yang berarti terdapat pengaruh Advertising Awareness Terhadap Brand equity Grabfood. Dan artinya hipotesis yang dirumuskan pada penelitian ini dapat di terima. Dari pembahasan diatas, berdasarkan dari hasil penelitian yang sudah dikerjakan oleh peneliti, adalah bahwa advertising awareness memiliki efek positif pada Brand equity Grabfood Di Jakarta Barat.
Kepuasan Pelanggan Berbasis Kualitas Pelayanan dan Komunikasi Pemasaran Cakrawijaya, Richard; Erdiansyah, Rezi
Kiwari Vol. 3 No. 1 (2024): Kiwari
Publisher : Fakultas Ilmu Komunikasi Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/ki.v3i1.29416

Abstract

Communication is a process of understanding and thinking that can be conveyed individually or between individuals. Marketing is an activity where a company exchanges value between itself and consumers. This research was conducted with the aim of seeing how marketing communication influences customer satisfaction at Digibank by DBS Jakarta. The author uses quantitative descriptive methods. The results of this research show that there is a positive influence between service quality in terms of customer satisfaction at Digibank by DBS Jakarta. There is a positive influence between marketing communications in terms of customer satisfaction at Digibank by DBS Jakarta. Then there is a positive influence between service quality and marketing communications in terms of customer satisfaction at Digibank by DBS Jakarta. Komunikasi merupakan sebuah proses pemahaman dan pemikiran yang dapat disampaikan individu atau antar individu. Pemasaran adalah sebuah kegiatan dimana suatu perusahaan menukarkan nilai antara mereka dengan konsumen. Penelitian ini dilakukan dengan tujuan untuk melihat bagaimana pengaruh komunikasi pemasaran dalam hal kepuasan pelanggan di Digibank by DBS Jakarta. Penulis menggunakan metode deskriptif kuantitatif. Hasil penelitian ini menunjukkan adanya pengaruh positif antara kualitas pelayanan dalam hal kepuasan nasabah di Digibank by DBS Jakarta. Adanya pengaruh positif antara komunikasi pemasaran dalam hal kepuasan nasabah di Digibank by DBS Jakarta. Kemudian terdapat pengaruh positif antara kualitas pelayanan dan komunikasi pemasaran dalam hal kepuasan nasabah di Digibank by DBS Jakarta.
Strategi Pemasaran Digital Menggunakan Fitur Boosting pada Instagram Ads Gerald, Kristoffer; Erdiansyah, Rezi
Kiwari Vol. 3 No. 2 (2024): Kiwari
Publisher : Fakultas Ilmu Komunikasi Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/ki.v3i2.30264

Abstract

In the era of globalization, information is very dependent on existing technological advances which are currently developing very rapidly. In recent times online shops have also become a topic of conversation in Indonesia. With the existence of online social media and features that support the occurrence of online buying and selling transactions, the new innovations that exist have an impact and are very influential on physical traders because they can threaten business and reduce turnover. If they cannot adapt, physical traders will be left behind by progress. existing technology. This research investigates the impact of using Instagram ads on product sales among Instagram users. Adopting a quantitative approach, this research selected respondents using purposive and non-probability sampling techniques. To collect data, researchers used an online questionnaire via Google Form which was distributed to 100 Instagram users who use the platform to develop businesses and use Instagram boost ads. The collected data will be analyzed using SPSS version 22. The research results show that the use of Instagram boost ads is associated with increased product sales among Instagram users who focus on selling activities. Pada era globalisasi informasi sangat bergantung pada kemajuan teknologi yang ada seperti sekarang ini yang sangat berkembang pesat. Dalam beberapa waktu terakhir online shop juga menjadi perbincangan di Indonesia. Dengan ada nya media sosial online dan fitur-fitur yang mendukung untuk terjadinya transaksi jual beli online dengan inovasi baru yang ada membuat dampak dan sangat berpengaruh bagi pedagang fisik karena dapat mengancam bisnis dan mengurangi omset jika tidak dapat menyesuaikan maka para pedagang fisik akan tertinggal oleh kemajuan teknologi yang ada. Penelitian ini menginvestigasi dampak penggunaan Instagram ads terhadap penjualan produk di kalangan pengguna Instagram. Mengadopsi pendekatan kuantitatif, penelitian ini memilih responden dengan teknik sampling purposive dan non-probability. Untuk mengumpulkan data, peneliti menggunakan kuesioner online melalui Google Form yang disebarkan kepada 100 pengguna Instagram yang menggunakan platform tersebut untuk mengembangkan usaha dan menggunakan Instagram boost ads. Data yang terkumpul akan dianalisis menggunakan SPSS versi 22. Hasil penelitian menunjukkan bahwa penggunaan Instagram boost ads berhubungan dengan peningkatan penjualan produk di kalangan pengguna Instagram yang berfokus pada kegiatan berjualan.
Pengaruh Efektivitas Media Sosial Terhadap Public Awareness Dalam Mematuhi Protokol Kesehatan Pandemi Covid-19 Jauwhari, Claudia Elga; Erdiansyah, Rezi
Koneksi Vol. 6 No. 2 (2022): Koneksi
Publisher : Fakultas Ilmu Komunikasi Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/kn.v6i2.15685

Abstract

At the beginning of 2020, Covid-19 hit all corners of the earth. Public awareness is a very important component to prevent the spread of Covid-19 and be able to prepare for handling this pandemic. Data shows so many people who aren’t aware of the dangers and consequences of Covid-19. This behavior of the community also has an influence on how to deal with the Covid-19 outbreak. Therefore, various efforts and ways are needed to provide informations and educations to the public about the importance of complying with health protocols. This study aims to (1) obtain the public's mindset about the use of social media such as Facebook, Instagram, Twitter, WhatsApp, YouTube, and others in the implementation of preventing the Covid-19 outbreak, (2) finding out the effect of using media effectiveness on awareness public regarding the implementation of the prevention of the Covid-19 outbreak. The research method that will be used by researchers is to use descriptive research methods and quantitative research methods. The people of West Jakarta will be the total population in this study. The sample used is 100 people. Data collection technique is to use indirect communication techniques. The research instrument used is a questionnaire (questionnaire). This research instrument uses a Likert scale with the validity test that is used by the researcher is Product Moment coefficient. Then, Cronbach's Alpha test is used for reliability test. The result of this study is that the effectiveness of the media has an influence on the awareness of the people of West Jakarta in complying with health protocols. Pada awal tahun 2020, Covid-19 telah melanda ke seluruh penjuru bumi. Kesadaran masyarakat menjadi komponen yang sangat penting untuk mencegah penyebaran Covid-19 serta mampu mempercepat penanganan pandemi ini. Data memperlihatkan bahwa masih banyak masyarakat yang tidak menyadari bahaya dan akibat dari Covid-19. Perilaku dari masyarakat pun memiliki pengaruh terhadap cara dalam menangani wabah Covid-19. Maka dari itu, diperlukan berbagai upaya dan cara untuk menyebarluaskan informasi dan edukasi ke seluruh masyarakat tentang seberapa pentingnya mematuhi protokol kesehatan. Penelitian ini bermaksud untuk (1) mengetahui pola pikir masyarakat tentang pemanfaatan efektivitas media sosial seperti Instagram, Facebook, Twitter, WhatsApp, YouTube, dan lain-lain dalam pelaksanaan pencegahan wabah Covid-19, (2) mencari tahu adanya pengaruh pemanfaatan efektivitas media sosial terhadap kesadaran masyarakat tentang pelaksanaan pencegahan wabah Covid-19. Metode penelitian yang dipakai adalah dengan menggunakan metode penelitian deskriptif dan juga dengan menggunakan metode penelitian kuantitatif. Jumlah populasi dalam penelitian yang digunakan adalah masyarakat Jakarta Barat. Sampel yang digunakan adalah 100 orang masyarakat. Teknik pengambilan data adalah dengan menggunakan teknik komunikasi tidak langsung. Instrumen penelitian yang dipakai adalah angket (kuesioner). Instrumen penelitian ini memakai skala Likert dengan uji validitas yang digunakan adalah koefisien Product Moment. Kemudian, untuk uji reliabilitas memakai uji Cronbach’s Alpha. Hasil penelitian ini adalah dalam mematuhi protokol kesehatan, efektivitas media sosial memiliki pengaruh terhadap kesadaran masyarakat Jakarta Barat.
Co-Authors Agdesuri, Syahadatan Beva Anggriani, Monika Anshari, Achmad Yasser Aulery, Stasya Cakrawijaya, Richard Chandra, Vincent Patrick Citrasumidi, Kevin Doddy Salman Dwilestari, Charisma Eko Harry Susanto Endrico Suciati, Nicolas Fandy Fandy, Fandy Gabriel, Patrick Gerald, Kristoffer Hadi Surya, Dalvin Halim, Audrey Zebe Agathon Herawan, Stella Aurelia Herlianti Marta, Nofaria Heryanto, Rio Indra Kurniawan Irvan, Ignatius Jauwhari, Claudia Elga Junita Junita Kusuma, Ryan Tirta Lavenia, Gabrielle Lorenza, Vegent Marfudin, Marfudin Nainggolan, Herti Yuliana Nathania, Eunike Claresta Oktaliany, Vallentcia Naomi Putri, Banafsha Shafa Kurnia Rahmat, Sandia Ivan Septa, Elza Eldiana Shanvara, Sharla Sisca Aulia Sofjan, Stella Susanto, Erna Susanto, Mitha Sutandi, Felicitas Velin Tantama, Willson Indra Tjandra, Marvin Saputra Valentino, John Wijaya, Gabrielle Margaretha Wijaya, Paulina Winda Putri, Gabriela Wiryana, Novandy Yusanida Wulandari, Dwi Ratih Yapriliadi, Samuel Baresta Yovianty, Livia