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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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Membangun Kepercayaan: Peran Komunitas Online dan E-WOM dalam Membentuk Niat Pembelian iPhone Ardianto, Jesica; Tunjungsari, Hetty Karunia
Jurnal Manajerial Dan Kewirausahaan Vol. 6 No. 3 (2024): 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.v6i3.31592

Abstract

Peningkatan penggunaan teknologi media sosial dan pertumbuhan industri smartphone yang pesat telah membuka peluang besar bagi perusahaan untuk memahami faktor-faktor yang mempengaruhi minat beli konsumen, khususnya dalam konteks pembelian produk iPhone di Indonesia. Dalam menghadapi persaingan yang ketat, perusahaan perlu memahami peran online communities, e-WOM, dan brand trust dalam membentuk niat pembelian konsumen. Penelitian ini bertujuan untuk menguji pengaruh online communities dan e-WOM pada purchase intention smartphone iPhone dengan brand trust sebagai mediasi. Populasi penelitian ini adalah konsumen yang menggunakan produk iPhone di Indonesia. Data dikumpulkan melalui kuesioner online yang disebarkan kepada konsumen iPhone di Indonesia, sampel dari penelitian ini sebanyak 201 responden. Dalam penelitian ini, metode penelitian yang digunakan adalah metode kuantitatif, pemilihan sampel menggunakan non-probability sampling dengan teknik convenience sampling. Teknik analisis data menggunakan SmartPLS 4. Hasil penelitian menunjukkan bahwa online communities memiliki pengaruh positif dan signifikan pada purchase intention. Online communities memiliki pengaruh positif dan signifikan pada brand trust. Begitu pula e-WOM, yang juga memiliki pengaruh positif dan signifikan pada purchase intention. Selain itu, e-WOM memiliki pengaruh positif dan signifikan pada brand trust. Brand trust juga terbukti berpengaruh positif dan signifikan pada purchase intention. Selanjutnya, ditemukan bahwa brand trust memediasi hubungan antara online communities dan purchase intention, serta antara e-WOM dan purchase intention. The increasing use of social media technology and the rapid growth of the smartphone industry have opened up great opportunities for companies to understand the factors that influence consumer purchase intention, especially in the context of purchasing iPhone products in Indonesia. In the face of intense competition, companies need to understand the role of online communities, e-WOM, and brand trust in shaping consumer purchase intentions. This study aims to examine the effect of online communities and e-WOM on purchase intention of iPhone smartphones with brand trust as mediation. The population of this study is consumers who use iPhone products in Indonesia. Data was collected through an online questionnaire distributed to iPhone consumers in Indonesia, the sample of this study was 201 respondents. In this study, the research method used was quantitative method, sample selection using non-probability sampling with convenience sampling technique. Data analysis techniques using SmartPLS 4. The results showed that online communities have a positive and significant influence on purchase intention. Online communities have a positive and significant influence on brand trust. Likewise, e-WOM, which also has a positive and significant influence on purchase intention. In addition, e-WOM has a positive and significant influence on brand trust. Brand trust is also proven to have a positive and significant effect on purchase intention. Furthermore, it was found that brand trust mediates the relationship between online communities and purchase intention, as well as between e-WOM and purchase intention.
Pengukuran Destination Awareness Wisatawan Domestik pada Candi Muaro Jambi Hetty Karunia Tunjungsari; Frangky Selamat; Chairy Chairy
Jurnal Komunikasi Vol. 11 No. 2 (2019): Jurnal Komunikasi
Publisher : Fakultas Ilmu Komunikasi Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/jk.v11i2.5796

Abstract

This research focuses on measuring the destination awareness of domestic tourists in a number of tourist destinations in Indonesia. Questionnaire-based survey was conducted by researchers to find out how domestic tourists' destination awareness of tourist destinations: Borobudur, Monas, Ulundanu Temple, Tana Toraja, and Muaro Jambi Temple. The main purpose of this destination awareness measurement is to confirm presupposition that in general there are still very limited domestic tourists who are aware of Muaro Jambi Temple as one of tourist’s destination in Indonesia. Research hypothesis is proposed with the allegation that there are differences in the destination awareness of domestic tourists towards the tourist destinations of Borobudur, Monas, Ulundanu Temple, Tana Toraja, and Muaro Jambi Temples. Muaro Jambi Temple is suspected to have the lowest level of awareness compared to other tourist destinations. The hypothesis in this study is supported by data, the level of awareness of domestic tourists over Muaro Jambi Temple is lower than the level of awareness of the Borobudur, Monas, Ulundanu Temples, and Tana Toraja. Theoretically the results of this study bring scientific contributions related to the field of destination marketing, specifically related to the destination awareness of a domestic tourist destination. Practically, the results of this study can become the basis for establishing destination marketing policies aimed at increasing domestic tourist awareness of various tourist destination in Indonesia. Penelitian ini berfokus pada pengukuran destination awareness wisatawan domestik sejumlah destinasi wisata di Indonesia. Survei berbasis kuesioner dilakukan oleh peneliti untuk mengetahui bagaimana destination awareness wisatawan domestik terhadap destinasi wisata Candi Borobudur, Monas, Pura Ulundanu, Tana Toraja, dan Candi Muaro Jambi. Tujuan utama pengukuran destination awareness ini adalah untuk mendapatkan dukungan terhadap dugaan peneliti bahwa secara umum wisatawan domestik yang mengenal Candi Muaro Jambi sebagai pilihan destinasi wisata di Indonesia masih sangat terbatas. Hipotesis dalam penelitian ini diajukan dengan dugaan bahwa terdapat perbedaan destination awareness wisatawan domestik terhadap destinasi wisata Candi Borobudur, Monas, Pura Ulundanu, Tana Toraja, dan Candi Muaro Jambi. Candi Muaro Jambi diduga memiliki tingkat awareness yang paling rendah dibandingkan dengan destinasi wisata lain yang diteliti. Hipotesis dalam penelitian ini didukung oleh data, tingkat awareness wisatawan domestik atas Candi Muaro Jambi lebih rendah dibandingkan dengan tingkat awareness atas Candi Borobudur, Monas, Pura Ulundanu, dan Tana Toraja. Secara teoretis, hasil penelitian ini memberikan kontribusi ilmiah terkait dengan bidang pemasaran destinasi, khususnya terkait dengan destination awareness suatu destinasi wisata domestik. Secara praktis, hasil penelitian ini dapat menjadi dasar pembentukan kebijakan pemasaran destinasi yang bertujuan untuk meningkatkan awareness wisatawan domestik terhadap berbagai destinasi wisata yang ada di Indonesia.
Kompetensi Kewirausahaan Merupakan Jembatan Penghubung antara Pelatihan Kewirausahaan Digital dengan Niat Berwirausaha Mellisa, Mellisa; Tunjungsari, Hetty Karunia
Jurnal Manajerial Dan Kewirausahaan Vol. 6 No. 4 (2024): 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.v6i4.32746

Abstract

Tujuan dari penelitian in adalah untuk menguji data mengenai berapa besar pengaruh antara pelatihan kewirausahaan digital pada niat berwirausaha dengan kompetensi kewirausahaan sebagai media penghubung antara variabel dependen dan variabel independen yang terdapat pada penelitian ini. Penelitian ini merupakan penelitian kualitatif yang seluruh data yang dihasilkan berasal dari data primer yang dikumpulkan sebanyaj 256 responden yang pernah mengikuti pelatihan kewirausahaan digital dengan menggunakan Google Forms dalam mengumpulkan data. Penelitian ini juga menggunakan desain penelitian deskriptif cross-sectional, yaitu dengan mengukur data satu kali pada waktu yang bersamaan. Skala likert juga digunakan dalam penelitian ini dengan tujuan untuk menyatakan setuju atau tidaknya responden terhadap pertanyaan yang diberikan dalam kuisioner tersebut. Teknik pengambilan sampel pada penelitian ini menggunakan non-probability sampling yaitu purposive sampling yang artinya hanya responden tertentu yang lolos dalam screening question pada kuisioner yang telah dibagikan. Tentunya, dalam mengolah data pada penelitian ini dibutuhkan uji data dengan menggunakan SmartPLS-SEM (Partial Least Square – Structural Equation Modelling) versi 4. Hasil yang didapat dalam penelitian ini yaitu terdapat pengaruh positif dan signifikan antara pelatihan kewirausahaan digital pada niat berwirausaha, terdapat pengaruh positif dan signifikan antara pelatihan kewirausahaan digital pada kompetensi kewirausahaan, terdapat pengaruh positif dan signifikan antara kompetensi kewirausahaan pada niat berwirausaha, dan terdapat pengaruh positif dan signifikan dari kompetensi kewirausahaan yang menjadi jembatan penghubung antara pelatihan kewirausahaan digital dengan niat berwirausaha. The purpose of this study is to test the data on the influence of digital entrepreneurship training on entrepreneurial intention, with entrepreneurial competence as a mediating variable between the dependent variable and the independent variable in this study. This research is qualitative research in which all data generated comes from primary data collected by 256 respondents who have participated in digital entrepreneurship training using Google Forms to collect data. This study also uses a descriptive cross – sectional research design, which is by measuring data once at the same time. Likert scale is also used in this study with the aim of stating whether the respondents agree or not with the questions that has been given in the questionnaire. The sampling technique in this study uses non-probability sampling, namely purposive sampling, which means that only certain respondents that has passed the screening question on the questionnaire that has been distributed. Of course, in processing the data in this study, data testing is needed using SmartPLS – SEM (Partial Least Square – Structural Equation Modelling) version 4. The results obtained in this study are that 1) there is a positive and significant effect between digital entrepreneurship training on entrepreneurial intention 2) there is a positive and significant effect between digital entrepreneurship training on entrepreneurial competence 3) there is a positive and significant effect between entrepreneurial competence on entrepreneurial intention, and 4) there is a. positive and significant effect from entrepreneurial competence which becomes a bridge between digital entrepreneurship training and entrepreneurial intention.
DEVELOP A LOW-CALORIE PRODUCT BRAND IMAGE THROUGH PRODUCTION PROCESS INNOVATION FOR LEGIT CRACKERS MSMES Yukianti, Chiara Rizka; Tunjungsari, Hetty Karunia
International Journal of Application on Economics and Business Vol. 2 No. 4 (2024): November 2024
Publisher : Graduate Program of Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/ijaeb.v2i4.486-493

Abstract

Legit Crackers is an MSME that produces snacks in the form of high quality and low-calorie mackerel fish crackers. The growth of MSMEs also drives Indonesia's economic growth so it can be said that MSMEs have a large contribution. Fish crackers are a popular snack among Indonesian people, with various types and interesting flavors. However, like many other MSME 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 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. In this context, the Universitas Tarumanagara PKM team is committed to assisting Legit Crackers in improving its business brand image. PKM activities aim to help Legit Crackers partners 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.
OPTIMALISASI MEDIA SOSIAL SEBAGAI BENTUK REBRANDING PAKDE DJAMOE DALAM MENINGKATKAN VISIBILITAS DI PASAR MODERN Yukianti, Chiara; Willyanto, Vinnie; Tunjungsari, Hetty Karunia
Jurnal Bakti Masyarakat Indonesia Vol. 7 No. 3 (2024): 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.v7i3.32767

Abstract

PT Jaya Mitra Kemilau is a company led by Mr. Charles Saerang Ong. Herbal medicine products are increasingly less popular with the younger generation who are more interested in modern health products and herbal drinks that are more popular on social media, even though herbal medicine is widely known to have various health benefits. The traditional image attached to Pakde Djamoe is considered less attractive to millennials and Gen Z, who tend to prefer products with modern packaging and a lifestyle that is in line with current trends. In addition, the use of social media as a marketing tool has not been optimally utilized by this business, resulting in limitations in reaching younger consumers. In addition to image issues, herbal medicine is considered less practical for consumption by the younger generation who are looking for convenience. This is exacerbated by the lack of interactive education about the health benefits of herbal medicine through digital channels. Consumer education must be an important part of Pakde Djamoe's marketing strategy. Social media can be used to promote the health benefits of herbal medicine in a more attractive and relevant way for the younger generation. The PKM Team from Tarumanagara University is committed to helping Pakde Djamoe carry out a fresher rebranding and build a social media-based marketing strategy. The implementation method used is to provide assistance in the form of rebranding Mr. Charles Saerang Ong into a Nusantara herbal medicine figure through social media optimization. The results of this PKM activity are in the form of social media content published on TikTok and Instagram, which are expected to expand market reach, increase public understanding of the benefits of traditional herbal medicine, and increase product visibility among the younger generation. ABSTRAK PT Jaya Mitra Kemilau merupakan perusahaan yang dipimpin oleh Bapak Charles Saerang Ong. Produk jamu semakin kurang diminati oleh generasi muda yang lebih tertarik pada produk kesehatan modern dan minuman herbal yang lebih populer di media sosial, meskipun jamu dikenal luas memiliki berbagai manfaat kesehatan. Citra tradisional yang melekat pada Pakde Djamoe dianggap kurang menarik bagi milenial dan Gen Z, yang cenderung lebih memilih produk dengan kemasan modern dan gaya hidup yang sesuai dengan tren kekinian. Selain itu, penggunaan media sosial sebagai alat pemasaran belum dimanfaatkan secara optimal oleh usaha ini, yang mengakibatkan keterbatasan dalam menjangkau konsumen yang lebih muda. Selain masalah citra, jamu dianggap kurang praktis untuk dikonsumsi oleh generasi muda yang mencari kemudahan. Hal ini diperparah dengan minimnya edukasi yang interaktif mengenai manfaat kesehatan jamu melalui saluran digital. Edukasi konsumen harus menjadi bagian penting dari strategi pemasaran Pakde Djamoe. Media sosial dapat dimanfaatkan untuk mempromosikan manfaat kesehatan jamu secara lebih menarik dan relevan bagi generasi muda. Tim PKM dari Universitas Tarumanagara berkomitmen untuk membantu Pakde Djamoe melakukan rebranding yang lebih segar dan membangun strategi pemasaran berbasis media sosial. Metode pelaksanaan yang digunakan adalah melakukan pendampingan dalam bentuk rebranding Bapak Charles Saerang Ong menjadi tokoh jamu Nusantara melalui optimalisasi media sosial. Hasil dari kegiatan PKM ini berupa konten media sosial yang dipublikasikan di TikTok dan Instagram, yang diharapkan dapat memperluas jangkauan pasar, meningkatkan pemahaman masyarakat tentang manfaat jamu tradisional, serta meningkatkan visibilitas produk di kalangan generasi muda
Marketing 4.0: Analisis pengaruh affiliate marketing, livestreaming dan flash sale terhadap keputusan pembelian di Tiktokshop Khoiron, Khoiron; Tunjungsari, Hetty Karunia
Jurnal Manajemen Bisnis dan Kewirausahaan Vol 9 No 1 (2025): Jurnal Manajemen Bisnis dan Kewirausahaan
Publisher : Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/jmbk.v9i1.33838

Abstract

This study aims to analyze the influence of digital marketing strategies—affiliate marketing, livestreaming, and flash sales—on consumer purchase decisions on TikTokShop. Using a quantitative approach with an online survey of 400 respondents, this research identifies the significant impact of these three strategies on consumer purchase behavior. The findings indicate that flash sales exert the strongest effect on purchasing decisions, creating urgency through time-limited discounts that effectively boost sales conversion. Affiliate marketing, which leverages influencers to foster consumer trust, and livestreaming, which enables direct interaction between sellers and buyers, also significantly enhance purchase intent. These insights offer practical implications for businesses aiming to optimize their social media strategies, particularly on TikTokShop, to drive higher sales conversions. Penelitian ini bertujuan untuk menganalisis pengaruh strategi pemasaran digital, yaitu affiliate marketing, livestreaming, dan flash sale, terhadap keputusan pembelian konsumen di TikTokShop. Dengan menggunakan pendekatan kuantitatif dan survei online terhadap 400 responden, penelitian ini mengidentifikasi pengaruh signifikan dari ketiga strategi tersebut terhadap keputusan pembelian konsumen. Hasil analisis menunjukkan bahwa flash sale memiliki pengaruh paling kuat terhadap keputusan pembelian, diikuti oleh affiliate marketing dan livestreaming. Flash sale, yang menciptakan urgensi melalui diskon waktu terbatas, terbukti efektif dalam meningkatkan konversi penjualan. Affiliate marketing yang melibatkan influencer meningkatkan kepercayaan konsumen, sementara livestreaming memungkinkan interaksi langsung antara penjual dan konsumen, yang juga berperan dalam memperkuat niat beli. Temuan ini memberikan wawasan bagi pelaku bisnis dalam mengoptimalkan strategi pemasaran mereka di platform digital untuk meningkatkan konversi penjualan.
Brand loyalty as mediator of brand image-repurchase intention relationship of premium-priced, high-tech product in Indonesia Hetty Karunia Tunjungsari; Jhanghiz Syahrivar; Chairy Chairy
Jurnal Manajemen Maranatha Vol 20 No 1 (2020): Jurnal Manajemen Maranatha
Publisher : Universitas Kristen Maranatha

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.28932/jmm.v20i1.2815

Abstract

This research aims to examine whether there is a mediating role of brand loyalty in the relationship between brand image and repurchase intention of premium-priced, high-tech product in Indonesia. We chose Apple brand in this research through a preliminary study involving 50 respondents. From the self-administered survey, we concluded Apple were perceived as the premium-priced, high-tech product. After the preliminary study, we collected 210 users of Apple products to participate in our research. Hypotheses testing were done using linear regression in IBM SPSS Statistics version 24 and Hayes’ Macro Process version 3.3 model 4. Research findings show that all hypotheses were supported by the data, brand image significantly and positively influences repurchase intention and brand loyalty mediates the influence of brand image on repurchase intention. Research implications are discussed further in this article.
Pengujian efek kualitas dan risiko keamanan pada intensi pembelian makanan dengan mediasi traceability Hetty Karunia Tunjungsari; Kennedy Lianto; Chairy Chairy
Jurnal Manajemen Maranatha Vol 21 No 1 (2021): Jurnal Manajemen Maranatha
Publisher : Universitas Kristen Maranatha

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.28932/jmm.v21i1.4073

Abstract

There are several consumer considerations in buying and consuming food such as the quality and safety of the food and traceability of the food itself. This study examines the effect of food quality and perception of food risk on purchase intention. We also examine mediating effect of traceability in the influence of quality and safety on consumer purchase intentions. The survey was conducted online to obtain data consisting of 100 fast food consumers. The research hypothesis testing was carried out using SmartPLS statistical software. The results showed food quality and perception of food risk have significant influence on purchase intention. However, there was no mediating effect of traceability in the influence of food quality and safety on consumer purchase intentions. This research theoretically expands the literature in the field of consumer behavior, particularly related to food marketing. The results of this study can practically be used as a basis for formulating food marketing strategies, especially related to steps that can be used to maintain food quality, safety, and traceability as an effort to increase consumer purchase intentions.
Pengaruh persepsi kegunaan dari ulasan online, kepercayaan konsumen, dan persepsi risiko pada intensi membeli produk busana secara online Livina, Livina; Tunjungsari, Hetty Karunia
Jurnal Manajemen Bisnis dan Kewirausahaan Vol 9 No 2 (2025): Jurnal Manajemen Bisnis dan Kewirausahaan
Publisher : Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/jmbk.v9i2.32361

Abstract

This study aims to analyze the influence of perception of the usefulness of online reviews, consumer trust, and risk perception on the intention to buy fashion products online. In the ever-evolving digital era, consumer behavior in purchasing products has shifted from traditional methods (offline) to online platforms. Online purchases are now increasingly common among the global community, including in Indonesia, through various platforms such as the brand's official website, social media, and online marketplaces. This study is focused on five main objectives, namely: (1) to examine the influence of the perception of the usefulness of online reviews on consumer confidence, (2) to evaluate the influence of consumer trust on risk perception, (3) to examine the influence of the perception of the usefulness of online reviews on the intention to buy fashion products online, (4) to analyze the influence of consumer trust on the intention to buy fashion products online, and (5) to examine the influence of risk perception on the intention to buy products fashion online. The results of this research are expected to provide new insights to marketing practitioners in the fashion industry related to factors that affect consumers' purchase intentions online, as well as offer more effective marketing strategies. In addition, this research also contributes to the academic literature related to consumer behavior in the context of e-commerce in Indonesia, especially in the category of fashion products, as well as opening up opportunities for further research development in the future. Penelitian ini bertujuan untuk menganalisis pengaruh persepsi kegunaan ulasan online, kepercayaan konsumen, dan persepsi risiko terhadap intensi membeli produk busana secara online. Dalam era digital yang terus berkembang, perilaku konsumen dalam melakukan pembelian produk telah bergeser dari metode tradisional (offline) menuju platform online. Pembelian secara online kini semakin umum dilakukan oleh masyarakat global, termasuk di Indonesia, melalui berbagai platform seperti situs resmi merek, media sosial, dan online marketplace. Penelitian ini difokuskan pada lima tujuan utama, yaitu: (1) menguji pengaruh persepsi kegunaan ulasan online terhadap kepercayaan konsumen, (2) mengevaluasi pengaruh kepercayaan konsumen terhadap persepsi risiko, (3) mengkaji pengaruh persepsi kegunaan ulasan online terhadap intensi membeli produk busana secara online, (4) menganalisis pengaruh kepercayaan konsumen terhadap intensi membeli produk busana secara online, dan (5) meneliti pengaruh persepsi risiko terhadap intensi membeli produk busana secara online. Hasil penelitian ini diharapkan dapat memberikan wawasan baru kepada para praktisi pemasaran di industri busana terkait faktor-faktor yang mempengaruhi intensi pembelian konsumen secara online, serta menawarkan strategi pemasaran yang lebih efektif. Selain itu, penelitian ini juga berkontribusi pada literatur akademis terkait perilaku konsumen dalam konteks e-commerce di Indonesia, khususnya dalam kategori produk busana, serta membuka peluang untuk pengembangan penelitian lebih lanjut di masa mendatang.
Faktor-faktor yang memengaruhi kinerja penjualan tenaga pemasar asuransi jiwa di Indonesia Ismayani, Elygia Putri; Tunjungsari, Hetty Karunia
Jurnal Manajemen Bisnis dan Kewirausahaan Vol 9 No 2 (2025): Jurnal Manajemen Bisnis dan Kewirausahaan
Publisher : Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/jmbk.v9i2.33896

Abstract

This study aims to determine the effect of capabilities of the sales organization on personal capabilities of salespeople and how this in turn leads to sales behavior and performance, taking into account the intensity of competition as a moderating variable. The research method employed is quantitative, utilizing a systematically distributed questionnaire through Google Forms distributed to 200 life insurance marketers. The study approach involves validity analysis, data analysis, hypothesis testing, and moderation analysis. The results of the study indicate that sales management capabilities and personal selling at the organizational level had a positive and significant effect on individual sales capabilities and customer-oriented sales behavior and sales. In addition, competitive intensity moderates the relationship between customer-oriented sales behavior and sales performance, as well as the relationship between sales-oriented sales behavior and sales performance. Penelitian ini mengkaji bagaimana kemampuan dari organisasi penjualan memengaruhi kemampuan pribadi tenaga penjualan dan bagaimana hal ini selanjutnya menimbulkan perilaku dan kinerja penjualan, dengan mempertimbangkan intensitas persaingan sebagai variabel moderasi. Metode penelitian yang digunakan adalah kuantitatif dengan menggunakan kuesioner melalui Google Form yang disebar kepada 200 orang tenaga pemasar asuransi jiwa. Pendekatan penelitian melibatkan analisis validitas, analisis data, pengujian hipotesis, dan analisis moderasi. Hasil penelitian menunjukkan bahwa kemampuan manajemen penjualan dan personal selling di level organisasi berpengaruh positif dan signifikan terhadap kemampuan penjualan individu dan perilaku penjualan yang berorientasi pada pelanggan serta penjualan. Selain itu, intensitas persaingan memoderasi hubungan antara perilaku penjualan yang berorientasi pelanggan dan kinerja penjualan, serta hubungan antara perilaku penjualan yang berorientasi penjualan dan kinerja penjualan.
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