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All Journal Jurnal Manajemen. MIX : Jurnal Ilmiah Manajemen Jurnal Komunikasi MITRA: Jurnal Pemberdayaan Masyarakat Jurnal Muara Ilmu Ekonomi dan Bisnis International Journal of Business Studies Jurnal Manajemen Bisnis dan Kewirausahaan Jurnal Bakti Masyarakat Indonesia Journal of Applied Data Sciences Journal of Sustainable Community Development (JSCD) Jurnal Abdimas Sangkabira Jurnal Manajerial Dan Kewirausahaan Prosiding Seri Seminar Nasional Eduvest - Journal of Universal Studies International Journal of Application on Economics and Business Jurnal Serina Ekonomi dan Bisnis Ambidextrous : Journal of Innovation, Efficiency and Technology in Organization Jurnal Manajemen Maranatha Jurnal Serina Abdimas
Hetty Karunia Tunjungsari
Faculty Of Economics And Business, Universitas Tarumanagara, Jakarta, Indonesia
Aerospace Engineering Agriculture, Biological Sciences & Forestry Humanities Chemical Engineering, Chemistry & Bioengineering Civil Engineering, Building, Construction & Architecture Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Environmental Science Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Materials Science & Nanotechnology Neuroscience Public Health Social Sciences Other

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PENGARUH TIKTOK LIVE TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA PENGGUNA TIKTOK DI JAKARTA Kamil, Mas M. Rafi Futuwah; Tunjungsari, Hetty Karunia
Jurnal Muara Ilmu Ekonomi dan Bisnis Vol. 9 No. 1 (2025): Jurnal Muara Ilmu Ekonomi dan Bisnis
Publisher : Lembaga Penelitian dan Pengabdian Kepada Masyarakat, Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/jmieb.v9i1.34974

Abstract

Perkembangan teknologi telah mengubah interaksi antara perusahaan dan konsumen, terutama melalui media sosial seperti TikTok yang menawarkan live streaming interaktif. Penelitian ini bertujuan untuk mengeksplorasi pengaruh TikTok Live terhadap keputusan pembelian konsumen di Jakarta. Pendekatan kuantitatif digunakan dengan data yang dikumpulkan melalui survei online dari 250 responden pengguna TikTok yang aktif mengikuti sesi TikTok Live dan melakukan pembelian. Pengujian hipotesis dilakukan dengan software statistik Smart PLS versi 3.0. Terdapat 7 hipotesis yang diajukan dalam penelitian ini, termasuk 2 hipotesis mediasi, dan seluruh hipotesis dinyatakan diterima secara statistik. Hasil penelitian menunjukkan bahwa TikTok Live memiliki pengaruh signifikan terhadap intensi membeli konsumen dalam TikTok Live. Terdapat mediasi parsial perceived enjoyment dan perceived utility dalam pengaruh perceived digital celebrity pada live stream shopping intention. Temuan ini memberikan wawasan berharga bagi perusahaan dalam merancang strategi pemasaran digital yang efektif. Integrasi TikTok Live sebagai bagian dari strategi pemasaran digital dapat meningkatkan intensi pembelian konsumen secara signifikan. Studi ini juga berkontribusi pada literatur pemasaran digital dengan memperluas pemahaman tentang pengaruh live streaming di media sosial terhadap perilaku konsumen. Implikasi praktis termasuk pengembangan konten TikTok Live yang menarik dan otentik, serta kolaborasi dengan influencer untuk meningkatkan intensi pembelian konsumen selama sesi live streaming.   Technological advanvements have changed the interaction between companies and consumers, especially through social media such as TikTok which offers interactive live streaming. This study aims to explore the influence of TikTok Live on consumer purchasing decisions in Jakarta. The quantitative approach was used with data collected through an online survey of 250 TikTok user respondents who actively participated in TikTok Live sessions and made purchases. Hypothesis testing was carried out with Smart PLS statistical software version 3.0. There are 7 hypotheses proposed in this study, including 2 mediation hypotheses, and all hypotheses are statistically accepted. The results of the study show that TikTok Live has a significant influence on consumers' purchase intentions in TikTok Live. There is a partial mediation of perceived enjoyment and perceived utility in the influence of perceived digital celebrities on live stream shopping intention. These findings provide valuable insights for companies in designing effective digital marketing strategies. The integration of TikTok Live as part of a digital marketing strategy can significantly increase consumer purchase intention. The study also contributes to the digital marketing literature by broadening the understanding of the influence of live streaming on social media on consumer behavior. Practical implications include the development of engaging and authentic TikTok Live content, as well as collaborations with influencers to increase consumer purchase intent during live streaming sessions.
Pengaruh nilai konsumsi terhadap niat beli pada aplikasi pengantar makanan di Bandar Lampung dengan mediasi media sosial Sriatmojo, Wibowo; Tunjungsari, Hetty Karunia
Jurnal Manajemen Bisnis dan Kewirausahaan Vol 9 No 5 (2025): Jurnal Manajemen Bisnis dan Kewirausahaan
Publisher : Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/jmbk.v9i5.35332

Abstract

The use of food delivery applications indicates that Indonesia is one of the largest markets in Southeast Asia. However, the majority of businesses in this sector face challenges that threaten their development and growth. Among the various issues encountered, a key focus lies in enhancing consumers' purchase intention through the utilization of digital technology. This study aims to examine the influence of consumption values—namely functional value, conditional value, and social value—on purchase intention in online food delivery applications, with social media as a mediating variable. A non-probability sampling method with purposive sampling approach was used in this research. Instrument to collect the data was by distributing questionnaires via Google Form. 219 respondents were successfully collected with 216 respondents meeting the research criteria. Data testing and analysis was carried out by using PLS-SEM. The R-squared value shows that 67% of the variation that occurs in the dependent variable can be explained by the independent variable. The results of the study indicate a significant influence of the direct relationship between functional value and conditional value on purchase intention. Social value and functional value also have a significant influence on purchase intention, with social media as a mediator.These findings highlight the importance of the relationship between consumption value dimensions and social media in shaping consumers' purchase intentions. Penggunaan aplikasi pengantar makanan menunjukkan Indonesia sebagai salah satu pasar terbesar di Asia Tenggara, tetapi sebagian besar pelaku usaha menghadapi masalah yang mengancam perkembangan dan pertumbuhan mereka. Dari berbagai masalah yang dihadapi, salah satu fokus utama adalah bagaimana meningkatkan niat beli konsumen dengan memanfaatkan teknologi digital. Penelitian ini dilakukan dengan tujuan untuk mengkaji pengaruh nilai konsumsi yakni nilai fungsional, nilai kondisional dan nilai sosial terhadap niat beli pada aplikasi pengantar makanan online dengan mediasi media sosial. Metode pengambilan sampel yang digunakan adalah non-probabilitas dengan pendekatan purposive sampling. Instrumen pengumpulan data dilakukan dengan menyebarkan kuesioner melalui Google Form. Sebanyak 219 responden berhasil dikumpulkan, dengan 216 responden memenuhi kriteria penelitian. Pengujian dan analisis data dilakukan menggunakan PLS-SEM. Nilai R-squared menunjukan bahwa 67% variasi yang terjadi pada variabel dependen dapat dijelaskan oleh variabel independen. Hasil penelitian menunjukkan adanya pengaruh signifikan hubungan langsung nilai fungsional dan nilai kondisional terhadap minat beli. Nilai sosial dan nilai fungsional juga berpengaruh signifikan terhadap minat beli, dengan media sosial sebagai mediator. Temuan ini menunjukan penting hubungan dimensi pada nilai konsumsi dan media sosial dalam mempengaruhi pilihan niat beli konsumen.
THE INFLUENCE OF BRAND AWARENESS AND BRAND IMAGE ON PURCHASE INTENTION MEDIATED BY PERCEIVED VALUE AND BRAND TRUST AMONG USERS OF THE HAPPYFRESH E-COMMERCE PLATFORM IN JAKARTA Jonathan, Darren; Tunjungsari, Hetty Karunia
International Journal of Application on Economics and Business Vol. 3 No. 2 (2025): May 2025
Publisher : Graduate Program of Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/ijaeb.v3i2.1112-1125

Abstract

In this study, brand awareness and brand image were tested for their influence on perceived value and brand trust toward customers' purchase intention. The research focused on users of the Happyfresh e-commerce platform in Jakarta, involving 215 samples. Data collected using a questionnaire instrument (G-form) was analyzed by the researchers using SmartPLS4 software. The findings revealed that all exogenous variables in this study significantly influenced through perceived value and brand trust toward customers' purchase intention. Perceived value and brand trust were also proven to be essential mediators in the relationship between all exogenous variables and the purchase intention of Happyfresh in Jakarta. Furthermore, the results showed that brand awareness positively and directly impacted purchase intention. However, brand image was found to have a positive but insignificant effect on purchase intention, indicating that while brand image plays an important role, it does not directly determine purchase intention without the support of competitive and consistent brand awareness. In addition to its contribution to academic literature, this study provides practical insights for Happyfresh regarding the importance of proper brand awareness in enhancing perceived value, brand trust, and sustainable purchase intention. On the other hand, brand image requires a more strategic, integrated, and sustainable approach to strengthen long-term relationships with customers.
THE INFLUENCE OF LOCAL FOOD SATISFACTION AND DESTINATION IMAGE ON OVERALL TOURIST EXPERIENCE THROUGH TOURIST PERCEPTION Buana, Salsabila Ayunda Martsa; Tunjungsari, Hetty Karunia
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.v3i1.527-537

Abstract

This study comprehensively investigates the multifaceted influence of Local Food Satisfaction and Destination Image on the Overall Tourist Experience, with a particular focus on analyzing the mediating role of Tourist Perception. In today's tourism environment, where genuine experiences and favorable impressions are essential to traveler choices and contentment, a deep comprehension of these influencing elements is vital for achieving success in the destination. Using a quantitative method, this study gathered data from 200 participants who possessed previous tourism experiences, via the dissemination of a structured questionnaire. Data examination was performed via Structural Equation Modeling (SEM) to empirically evaluate the proposed direct and indirect connections between the variables in the conceptual framework. The results clearly demonstrate that both Local food satisfaction and a favorable destination image have a strong and significant impact on tourists’ views of a location. Additionally, our findings affirm that Tourist Perception serves as an essential partial mediator, successfully conveying the beneficial impact of local food gratification and destination perception towards an improved complete tourist experience. The real-world applications of this study offer significant direction for destination coordinators, travel promoters, and various participants in formulating enhanced approaches to improve the visitor experience, by highlighting the enhancement of exceptional local food options and the strengthening of a genuine and favorable destination image
PENGUATAN KOMPETENSI NUMERASI DAN LITERASI DIGITAL SISWA SD MELALUI PROGRAM SMART VILLAGE DI DESA CIHERANG Setyaningsih, Endah; Calvinus, Yohanes; Fransisca Iriani Roesmala Dewi; Hetty Karunia Tunjungsari; Sri Tiatri; Jap Tji Beng; Mei Ie; Novario Jaya Perdana; Desi Arisandi
Jurnal Bakti Masyarakat Indonesia Vol. 8 No. 1 (2025): Jurnal Bakti Masyarakat Indonesia
Publisher : Lembaga Penelitian dan Pengabdian kepada Masyarakat, Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/jbmi.v8i1.34502

Abstract

Program Smart Village Universitas Tarumanagara dilaksanakan di Desa Ciherang, Kecamatan Pacet, Kabupaten Cianjur, untuk meningkatkan kompetensi numerasi dan literasi digital siswa sekolah dasar menghadapi Asesmen Nasional Berbasis Komputer (ANBK). Kegiatan ini berlangsung selama tiga hari pada Oktober 2024, melibatkan lima sekolah dasar yaitu SDN 01 Ciherang, SDN 02 Ciherang, SDN Caringin Nunggal, SDN Maleber, dan SDN Panyaweuyan. Metode kegiatan mencakup pengenalan literasi digital, pembelajaran numerasi interaktif, serta pre-test dan post-test untuk mengevaluasi peningkatan kompetensi siswa. Pendekatan pembelajaran yang digunakan bersifat interaktif dengan ice breaking dan permainan edukatif yang menarik minat belajar siswa. Data pre-test menunjukkan siswa menghadapi tantangan signifikan dalam memahami soal-soal ANBK, khususnya numerasi dan pengoperasian komputer. Setelah sesi intervensi, hasil post-test menunjukkan peningkatan signifikan pada pemahaman numerasi dan kepercayaan diri siswa dalam menggunakan komputer. Program ini secara langsung mendukung pencapaian Sustainable Development Goals (SDGs), khususnya SDG 4 tentang pendidikan berkualitas dan SDG 9 terkait inovasi dan infrastruktur teknologi di pedesaan. Tantangan utama selama kegiatan berupa keterbatasan fasilitas teknologi, rendahnya literasi awal siswa, serta kendala bahasa lokal yang menghambat komunikasi efektif. Melalui kolaborasi mahasiswa lintas disiplin ilmu dan interaksi yang hangat antara siswa dan mahasiswa, kegiatan ini berhasil menciptakan lingkungan belajar yang kondusif, menyenangkan, serta efektif. Program Smart Village UNTAR ini memberikan model intervensi pendidikan yang inovatif yang dapat direplikasi untuk mendukung transformasi pendidikan digital di daerah lain di Indonesia.
The Employee Engagement, Managerial Support, and Performance Recognition as Drivers of Innovation: Exploring Relationships in a Global Business Environment Agung Surya Dwianto; Mohamad Sajili; Hetty Karunia Tunjungsari
Ambidextrous Journal of Innovation Efficiency and Technology in Organization Vol. 1 No. 01: Ambidextrous Leadership and Organizational Agility: Redefining Innovation and Efficie
Publisher : Takaza Innovatix Labs Ltd.

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61536/ambidextrous.v1i01.31

Abstract

This article explores the intricate dynamics of employee engagement, managerial support, and performance recognition as drivers of innovation in the context of a global business environment. Utilizing multiple linear regression analysis on data gathered from Telkomsel in Jakarta, the study reveals that while employee engagement showed a positive relationship with innovation, it did not reach statistical significance. In contrast, managerial support and performance recognition exhibited significant positive impacts on the Drivers of Innovation. The overall model was highly significant (Sig. F = 0.000), with a substantial R Square value of 0.689, indicating that nearly 69% of the variance in innovation could be explained by these factors collectively. These findings offer actionable insights for businesses seeking to enhance their innovative capacities, emphasizing the critical role of leadership support and employee recognition in fostering an adaptive and creative organizational culture within the complex landscape of the global business arena.
The Influence of Workplace Incivility, Perceived Supervisor Support, and Job Satisfaction in Mediating Organizational Identification Has an Influence on Employee Performance in Teachers at the Yos Sudarso Karawang School Chandra, Chiquita Christella; Tunjungsari, Hetty Karunia
Eduvest - Journal of Universal Studies Vol. 4 No. 10 (2024): Journal Eduvest - Journal of Universal Studies
Publisher : Green Publisher Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59188/eduvest.v4i10.1351

Abstract

This research describes the results of the analysis which concludes that workplace incivility has a negative influence on organizational identification, while perceived supervisor support and job satisfaction show a positive influence, although not always significant. Apart from that, it was found that organizational identification has a positive and significant influence on employee performance. These findings support previous research which reports that the relationship between these variables is complex and can influence employee performance. Therefore, this research not only provides a better understanding of the factors that influence teacher performance at the Yos Sudarso Karawang school, but also highlights the importance of paying attention to organizational identification in an effort to improve individual performance in an organizational context. In addition, through clear identification of the problem, scope, problem formulation, objectives and benefits of research, this research also contributes to further understanding of important issues in education in Indonesia.
TESTING THE EFFECT OF SUBJECTIVE NORM MODERATION ON LUXURY PRODUCTS Ariamurti, Febby; Tunjungsari, Hetty Karunia
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.v1i3.1339-1350

Abstract

The aim of this research is to examine the moderating role of subjective norm values. This study uses primary data with the target population being consumers who wish to purchase luxury products in the next year in Jakarta. The data collection process was carried out by distributing questionnaires online through the media google form. The sample collection method uses non-probability sampling with purposive sampling with 200 respondents. The data analysis technique used is Structural Equation Modeling (SEM) with SmartPLS software version 3.2.9. The results of this study found that attitudes, subjective norms and perceptions of behavioral control influence purchase intention and attitudes toward purchase intentions with moderation of subjective norms but perceptions of behavioral control on buying interest with moderation of subjective norms have no effect.
THE INFLUENCE OF BRAND INTERACTIVITY, INVOLVEMENT, SOCIAL MEDIA CBE ON LOYALTY: TRUST AS A MEDIATION VARIABLE Cahyadi, Febrianne Clarissa; Tunjungsari, Hetty Karunia
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.v1i3.1749-1757

Abstract

Previous research conducted by Samarah (2021) [8] found that brand interactivity and brand engagement had an effect on social media customer brand engagement. In addition, social media customer brand engagement has an effect on brand loyalty, both directly and through the brand trust mediation variable. Meanwhile, research conducted by Li et. al (2020) [9] revealed that customer engagement has an effect on brand attachment and brand trust, then brand attachment and brand trust have an effect on brand loyalty. However, in this study it was found that customer involvement did not directly affect brand loyalty. This study aims to examine the effect of brand interactivity, brand involvement, and social media consumer brand engagement on brand loyalty. Then to test the effect of brand trust as a mediation between brand engagement and brand loyalty. The study used 240 samples selected using purposive sampling technique and analyzed using PLS-SEM. The results of this study indicate that brand interactivity, brand involvement, and social media consumer brand engagement have effects on brand loyalty. This research also shows that brand trust mediates the effect of brand engagement on brand loyalty. From this research, brand involvement has the biggest direct effect on brand loyalty. This shows that Tokopedia must continue to maintain interactivity, involvement, engagement, and trust so that consumers are increasingly loyal to the company.
INTERNATIONAL BRAND IMAGE DEVELOPMENT FOR MSMES: CASE OF LEGIT CRACKERS Tunjungsari, Hetty Karunia; Ie, Mei; Utama, Didi Widya; Mawardi, Viny Christanti; Solikhah, Nafia; Yukianti, Chiara Rizka; Buana, Salsabila Ayunda Martsa
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.v1i4.2754-2761

Abstract

The growth of MSMEs drives Indonesia's economic growth in significant contribution. Businesses that are quite popular with MSMEs are businesses in the culinary sector. Legit Crackers is an MSME that produces snacks in the form of high quality and low-calorie mackerel fish crackers. Fish crackers are a popular snack among Indonesian people, with various types and various flavors. However, like many other MSME’s businesses, the fish cracker business also faces a number of problems that need to be overcome. One solution is to develop product formulas and brand images. This is important because good product quality can influence the awareness, trust and confidence of potential buyers. For Legit Crackers, a low-calorie snack business that was founded in 2017, building a brand image is a challenge. To increase marketing potential, good quality and unique product development, packaging and promotions are carried out. Development of a comprehensive strategic plan to overcome production efficiency problems, improve business image, and open access to international markets. This research aimed to innovate and develop market potential for low-calorie snack products. It is hoped that this will improve consumer brand image towards Legit Crackers, develop the low-calorie snack market potential and penetrate the global market.
Co-Authors Abimantrana, Intar Adelia Adi Zakaria Afiff Agung Surya Dwianto Akbar Bimadi Albino, Danovan Putra Alvin Alvin Christianto Alvindy Angeline Suwandi Anggit Mardiana Permatasari Anny Valentina Antonia, Caren Evelyn Ardianto, Jesica Ariamurti, Febby Ariawan Gunadi Asri, Marselinus Aurea Beryl Nathania Bomer Bagus Mulyawan bagus Mulyawan Barasa, Robert Tua Bernadeth Tongli Buana, Salsabila Ayunda Martsa Buana, Salsabilla Ayundha Martsha Cahya, David Dwi Cahyadi, Febrianne Clarissa Calvinus, Yohanes Canny, Canny Chairy Chairy Chairy Chairy Chandra, Chiquita Christella Chandra, Richard Christian Wiradendi Wolor Christofen Michael Darren Clarice Alverina Cynthia Cynthia Dafit Ari Hardiyanto Dany Lumanau Demetrius, Felix Dennis Lunardy Denzel Edgar Desi Arisandi Desmond Desmond Edwin Handoko Ellen Ellen Endah Setyaningsih Eric Cantona Ernesto, Farrel Fajar Saputra Fellycia Chandra Frangky Selamat Frangky Selamat Frangky Selamat Frangky Slamet Franky Selamat Fransisca Iriani Roesmala Dewi Gabriela Widya Wulandari Handoko Gozali, Tiffany Hardion, Rifaldo Hartojo, Graciella Jocelyn Helen Helen Heliza Septiani Herman, Abdullah Arbian Hery Widijanto Heryanto, Jacky Hoo, Wong Chee Ibnaty Fauziah Ismayani, Elygia Putri Jap Tji Beng Jerico, Hernando Jonathan, Darren Kamil, Mas M. Rafi Futuwah Kennedy Lianto Kevin Adhi Dhamma Setiawan Khoiron Khoiron Komar, Husin Kusnadi, Darren Kusuma, Jesslyn Putri Leviani, Marissa Lie, Vincent Liong, Angelica David Livina, Livina Louis Geraldi Marcellita Oktaviani Marchia, Viella Marlie, Virla Morelin Mei Ie Mei Ie Mellisa, Mellisa Melshaf Miccolie, Jose Almeyda Michelle Augustine Mohamad Sajili Monica, Angelina Mutiara, Maitri Widya Nelviluvita Nelviluvita Novario Jaya Perdana Novraldy Xaverius Lihawa Patricia Sarlin Gozali Phang, Stephanie Pison Febrian Selamat, Frangky Septihani Michella Wijaya Sherly Friszkilia Alexander Solikhah, Nafia Sri Tiatri Sriatmojo, Wibowo Stephanie Stephanie Sudharmono, Johny Supriwanto, Supriwanto Syahrivar, Jhanghiz Theresia Viony Wijaya Utama, Didi Widya Vanessya Blandina Dasmasela Velen Velen Victoria Valentina Vindi Jessika Sampe Viny Christanti M Vony Riyanto Widarko, Ronald Widya Nur Hidayati William Vernandez Willyanto, Vinnie Wulan Purnama Sari Yohanes Arief Pratama Yukianti, Chiara Yukianti, Chiara Rizka Yuszana, Alfa