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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 Cerdika: Jurnal Ilmiah Indonesia Eduvest - Journal of Universal Studies Journal of Consumer Study and Applied Marketing Journal Integration of Management Studies
Belgiawan, Prawira Fajarindra
School of Business and Management, Institut Teknologi Bandung
Aerospace Engineering 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 Neuroscience Public Health 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.
Digital Engagement and Brand Experience as Drivers of Purchase Intention in the Packaged Bread Market Sakti, Satrio Pramanta; Rudito, Priyanto; Belgiawan, Prawira Fajarindra
Journal Integration of Management Studies Vol. 3 No. 3 (2025)
Publisher : Integrasi Sains Media

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58229/jims.v3i3.393

Abstract

In response to the growing importance of digital engagement in the fast-moving consumer goods (FMCG) sector, this study examines the impact of social media engagement and sales promotion on brand awareness, customer experience, and purchase intention in Indonesia's packaged bread market. Employing the AISAS model as a theoretical lens and Structural Equation Modelling (SEM) using SmartPLS, data were gathered from 200 consumers across Java. Findings reveal that social media engagement and sales promotion significantly enhance brand awareness, which in turn has a strong influence on the customer experience. Importantly, how customers feel about their experience is the most significant factor in determining whether they will purchase, and product specifications do not matter. Because the study's findings indicate that digital interaction influences consumer behaviour more than product qualities, a gap in existing quantitative research on low-involvement products in emerging markets is addressed. The outcomes give academic insight and advice on tactics brands can use to earn steady customer loyalty.
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.
Factors Influencing Consumers’ Resistance Towards Property Rental Payments In Proptech Apps Shafira, Jasmine; Belgiawan, Prawira Fajarindra
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.v4i10.1674

Abstract

This study investigates the reasons behind resistance to using the payment functionalities of proptech apps among users who have adopted the search features but not the payment feature. To explore this, the study employs Innovation Resistance Theory (IRT), mixed with variables from UTAUT2. Previous research showed that various barriers can influence user resistance to app payments. A mixed-methods approach is used in this research, combining qualitative preliminary testing and quantitative main testing. The study adopts convenience sampling to gather data. Data were collected through questionnaire and analyzed using Multiple Linear Regression Analysis in SPSS 27.0. The findings reveal that three main barriers—Risk, Tradition, and Image—significantly influence users from making payments through proptech apps. The Risk Barrier pertains to concerns over security and privacy. The Tradition Barrier involves users' preference for conventional method ways over alternatives. The Image Barrier relates to the perception of the app's reputation and trustworthiness. Future research recommendation include conducting discriminant analysis to compare non-adopters of proptech app payments distinct groups, incorporate demographic elements such as age, income, and gender as moderating variables and including additional independent variables that can expand the research scope. This study contributes to the existing literature by addressing user resistance to increase the adoption of digital payment functionalities in proptech applications. The findings can help app developers and marketers design better strategies to overcome these barriers and promote wider acceptance of proptech app payments.
Proposed Marketing Strategies to Increase Product Awareness for Instant Drip Bag Coffee Nugraha, Ivan Zacky; Belgiawan, Prawira Fajarindra
Cerdika: Jurnal Ilmiah Indonesia Vol. 5 No. 2 (2025): Cerdika: Jurnal Ilmiah Indonesia
Publisher : Publikasi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59141/cerdika.v5i2.2507

Abstract

The coffee industry in Indonesia has experienced significant growth, driven by evolving consumer preferences and the increasing popularity of coffee culture. Portacaba Roastery, a Bandung-based coffee company, has established itself as a key supplier of ground coffee to businesses but faces challenges in expanding its market to direct consumers, particularly for its instant drip bag coffee products. This study aims to identify the main causes of low product awareness and develop effective marketing strategies to increase consumer recognition of Portacaba’s instant coffee offerings. Using a qualitative research approach, data collection was conducted through in-depth interviews with stakeholders, including Portacaba's owners and potential customers. The research utilizes Porter’s Five Forces, SWOT analysis, and consumer behavior analysis to evaluate market conditions and competitive positioning. Findings indicate that limited brand awareness, high competition, and a lack of differentiation in marketing approaches hinder the growth of Portacaba’s instant coffee segment. To address these challenges, the study proposes a multi-faceted marketing strategy, including content marketing, social media engagement, influencer partnerships, targeted digital advertising, and customer loyalty programs. By implementing these strategies, Portacaba can strengthen its market presence, enhance consumer engagement, and drive sales of its instant drip bag coffee.
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 Dedy Sushandoyo 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 Jasmine Shafira, Jasmine Liane Okdinawati LIANE OKDINAWATI, LIANE Lidia Mayangsari 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 Nugraha, Ivan Zacky Nur Alim, Muhammad Iqbal Oktofa yudha Sudrajad Persada, Satria Fadil 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 Setiawan, Christoforine Agatha Subekti, Muhammad Raka Rio Imam Subiakto Soekarno Suci Susanti Sudarso Kaderi Wiryono Sugiyanto Sugiyanto 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