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All Journal Jurnal Manajemen Teknologi Journal of Business and Management The Indonesian Journal of Business Administration Gadjah Mada International Journal of Business Journal of Regional and City Planning Jurnal Administrasi Kesehatan Indonesia The Asian Journal of Technology Management (AJTM) Binus Business Review Syntax Literate: Jurnal Ilmiah Indonesia Journal of Innovation, Business and Entrepreneurship Almana : Jurnal Manajemen dan Bisnis International Journal of Applied Business Research Jurnal Doktor Manajemen (JDM) Indonesian Journal of Electrical Engineering and Computer Science Jurnal Transportasi Multimoda Journal of the Civil Engineering Forum Journal of Consumer Study and Applied Marketing
Belgiawan, Prawira Fajarindra
School of Business and Management, Institut Teknologi Bandung
Humanities Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Health Professions Industrial & Manufacturing Engineering Law, Crime, Criminology & Criminal Justice Social Sciences Transportation Other

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Understanding Consumer Behavior in Online Education: Factors Influencing Purchase Intention of Paid Online Course Amalia, Hanif Mentari; Belgiawan, Prawira Fajarindra
Syntax Literate Jurnal Ilmiah Indonesia
Publisher : Syntax Corporation

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36418/syntax-literate.v10i1.17369

Abstract

The evolution of technology has significantly influenced educational methodologies, leading to a surge in the popularity of online learning platforms. This study aims to investigate the factors influencing the purchase intentions of paid online courses in Indonesia. Utilizing a quantitative research design, the study examines the impact of several variables: certificate, performance expectation, perceived lecturer expertise, testimonial, brand trust, perceived financial cost, and personal trial experience on the decision-making process of consumers considering paid online courses. Variables examined in this research was obtained from the previous research and preliminary research to confirm the importance of these variables. Sample used in this research are 237 respondent that fit the criteria of having experience in using Online Paid Course, since this resarch used judgmental sampling. Data are gathered using questionnaire and analyze using SPSS 27.0. The findings reveal that perceived lecturer expertise and personal trial experience significantly enhance purchase intentions, underscoring the importance of credible instructors and the opportunity for prospective students to experience courses before enrollment. Perceived financial cost also plays a critical role, indicating that cost-effective pricing strategies are essential for attracting and retaining learners. Some group with different motivation and type has different important variable for them. Future research are recommended to explore on more specific themes like career switchers or detailed evaluations of an OPC provider's brand, considering user experience and other key aspects that influence brand perception and purchase decisions in the evolving field of online education.
Factors Influencing Purchase Intention with Brand Awareness as a Mediator on Fabric Product in Textile Industry Hapsari, Yustisiana Tika; Belgiawan, Prawira Fajarindra
Jurnal Doktor Manajemen (JDM) Vol 8, No 1 (2025): APRIL 2025
Publisher : Universitas Mercu Buana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22441/jdm.v8i1.33231

Abstract

The rapid growth of the textile and fashion industry in Indonesia is increasingly driven by digital transformation and changes in consumer behavior. MSTEX, a local textile company established in 2013, is known for its affordable prices and consistent fabric quality. However, the company faces challenges in strengthening brand awareness and attracting new customers in the online B2B market. This study aims to analyze how social media marketing, word-of-mouth, product attributes (price and quality), and brand awareness influence purchase intention. A quantitative method approach is used in this study, while quantitative data are collected through a questionnaire involving 201 active social media users, resellers, and business customers. Data are analyzed using IBM SPSS 23 and SMART PLS (PLS-SEM) to test the hypotheses and examine the structural relationships.The findings show that word-of-mouth significantly influences brand awareness, while social media marketing does not. Product quality and price also influence customer purchase intention. In addition, brand awareness has a strong positive effect on purchase intention. This study contributes theoretically by supporting existing consumer behavior and brand equity models and expands the application of digital marketing constructs in B2B textile settings. From a managerial perspective, the results offer insights into how textile businesses can prioritize marketing strategies that resonate with their target markets and enhance brand visibility in the digital space.
Battery Electric Vehicle Adoption in Indonesia: Insights from Consumer Preferences and Stakeholder Perspectives Adzhani, Indira Ayu; Pramono, Bambang; Santoso, M. Setyawan; Wirayat, Mohamed Yusuf Faridian; Okdinawati, Liane; Belgiawan, Prawira Fajarindra
Journal of the Civil Engineering Forum Vol. 11 No. 3 (September 2025)
Publisher : Department of Civil and Environmental Engineering, Faculty of Engineering, Universitas Gadjah Mada

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22146/jcef.22067

Abstract

Indonesia’s adoption of battery electric vehicles (BEVs) remains limited, posing a challenge to the government’s ambitious targets for 2030 and beyond. This study adopts a mixed-methods approach, combining qualitative insights from focus group discussions and stakeholder interviews with quantitative analysis using a mixed multinomial logit (MMNL) model. The stated preference survey includes 1,360 respondents across six provinces in Java, providing broader geographic coverage than most prior studies in Indonesia. The analysis covers both two-wheeler (2W) and four-wheeler (4W) BEVs, while also differentiating preferences by brand, an often-overlooked factor in the Indonesian context. The MMNL results confirm that charging time, range, operational cost, and price significantly influence BEV preferences, with variations across vehicle segments and brand types. Shared concerns from both supply- and demand-side perspectives include affordability, underdeveloped charging infrastructure, and limited product-market fit. However, divergent priorities are evident: industry stakeholders emphasize the need for technological upgrades, consistent policy signals, and improvements in upstream supply chains, while consumers prioritize convenience and final purchase or operating costs, showing less sensitivity to advanced technical specifications. This study contributes to the literature by offering an integrated demand–supply perspective on BEV adoption in an emerging economy, while also introducing brand differentiation and wider geographic sampling as key novelties. Policy recommendations include accelerating fast-charging infrastructure, standardizing batteries, localizing battery production, and implementing stronger disincentives for internal combustion engine (ICE) vehicles. The strategic enforcement of Presidential Instruction No. 7/2022 is also highlighted as a critical step to demonstrate government commitment. Together, these insights provide actionable guidance for accelerating a more inclusive and effective transition to electric mobility in Indonesia.
Strategy Development to Improve Brand Awareness and Sales Performance Nofela, Nabilla Putri; Belgiawan, Prawira Fajarindra
Almana : Jurnal Manajemen dan Bisnis Vol 8 No 2 (2024): August
Publisher : Bandung: Prodi Manajemen FE Universitas Langlangbuana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36555/almana.v8i2.2612

Abstract

The rapid growth of the beauty and skincare industry in Indonesia is driven by the extensive use of digital platforms for product promotion and marketing. Noera Beauty Care, a local beauty brand, faces challenges in enhancing its brand awareness and sales performance. This study aims to analyze the influence of digital marketing, content marketing, endorsement influence, and brand engagement on brand awareness and its impact on purchase intention. A mixed-method approach was employed, combining qualitative interviews with the CEO and head of marketing and quantitative surveys of 200 active social media users. The data were analyzed using PLS-SEM. The findings indicate that digital marketing, content marketing, and endorsement influence significantly impact brand awareness, while brand engagement does not. Brand awareness positively affects purchase intention. Based on these findings, several marketing strategies are proposed, such as product innovation through collaboration with influencers, creating live shopping or virtual try-on sessions, website updates and development, evaluation, and adjustment of marketing strategies, investing in IT infrastructure, strengthening relationships with consumers through loyalty programs, and creating educational content and quizzes to increase public knowledge about the benefits of Noera products.
Co-Authors Adzhani, Indira Ayu Akhmad Rizal Arifudin Amalia, Hanif Mentari Anggiana, Hanna Annisa Rahmani Qastharin Anzy Indrashanty Arsallia, Sheryta Bambang Pramono Cariera, David Christina Ari Pramono Putri Dedy Cahyadi Dimas Bayu Endrayana Dharmowijoyo Dirgoaji, Chrisnanda Mukti Elviana R. Simbolon Faridian Wirayat, Mohamed Yusuf Ferica, Michelle Fitri Aprilianty Gumilang, Muhammad Pring Ligar Hapsari, Yustisiana Tika Harimukti Wandebori Hasriwan Putra Herawati Herawati Herma Juniati Idham, Idham Ikhsani, Nadine Maura Ikhsani, Nadine Maura Intariani, Diah Dewi Irawati Andriani Liane Okdinawati LIANE OKDINAWATI, LIANE Listantari Listantari Maria Magdalena Marlia Herwening Mayangsari, Lidia Muhamad Abdilah Ramdani MUHAMAD RIZKI Muhammad Rafi Fathurahman Muharrama, Rivadi Ariq Mursyid Hasan Basri Mustika Sufiati Purwanegara Natalie, Gabriella Nisful Laila Nofela, Nabilla Putri Nur Alim, Muhammad Iqbal Putri, Navissa Syahnindita Raden Aswin Rahadi Ramadhan, Mochamad Ramadhan, Yusuf Afif Reslyana Dwitasari Reza Ashari Nasution Rita Pasaribu Rudito, Priyanto Sakti, Satrio Pramanta Salsabila, Unik Hanifah Samardhya, Kalyana Anjani Santoso, M. Setyawan Satara, Ashifa Satria Fadil Persada Setiawan, Christoforine Agatha Subekti, Muhammad Raka Rio Imam Subiakto Soekarno Suci Susanti Sudarso Kaderi Wiryono Sudrajad, Oktofa Yudha Sugiyanto Sugiyanto Sushandoyo, Dedy Suwarno, Bukky Tanzil, Devina Tri Basuki Joewono Umiyatun hayati Triastuti Utari, Beatrice Amabella Wardhana, Sokha Wawan Dhewanto Win Akustia Windasari, Nila Armelia Wirayat, Mohamed Yusuf Faridian Yessi Gusleni Yudha, Jerry Pima yuveline aurora