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Sutiono, Heru Tri
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Religion Arts Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Social Sciences Other

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Analysis of Consumer Behavior in the Usage of OVO in the Special Region of Yogyakarta Province: Integration of Theory Acceptance Model and Extended Theory of Planned Behavior Rifki, Akbar Faiz; Sugandini, Dyah; Sutiono, Heru Tri
Journal of Business Innovation and Research Vol. 3 No. 1 (2024): JOURNAL OF BUSINESS INNOVATION AND RESEARCH
Publisher : UPN Veteran Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31315/jubir.v3i1.12252

Abstract

This research aims to investigate consumer behavior in using OVO in DIY Province through the integration of the Theory Acceptance Model (TAM) and the Extended Theory of Planned Behavior (TPB). The object of this research was carried out in DIY Province with a total sample of 203 respondents who met the criteria. Research data was obtained through distributing questionnaires online which was then processed via Smart PLS to determine the influence between the variables tested. The research results found that perceived benefits and perceived ease of use influence attitudes towards using the OVO application. Besides that, attitudes, subjective norms and perceived behavioral control have a significant effect on behavioral intentions in using the OVO application. Research shows that perceived usefulness (β=0.405) has a stronger influence on attitudes compared to perceived ease of use (β=0.151). Meanwhile, perceived behavioral control (β=0.532) has a higher influence on behavioral intentions compared to attitudes (β=0.241) and subjective norms (β=0.130).
The Mediating Role of Green Trust in the Effect of Green Perceived Value and Green Brand Image on Green Purchase Intention for Eco-Fashion in the Special Region of Yogyakarta Ningsih, Lina Tusia; Sutiono, Heru Tri; Effendi, Mohamad Irhas
Strata International Journal of Social Issues Vol. 2 No. 2 (2025): August
Publisher : CV. Strata Persada Academia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59631/sijosi.v2i2.427

Abstract

This study investigates the mediating role of green trust in the relationship between green perceived value and green brand image on green purchase intention within the eco-fashion industry in the Special Region of Yogyakarta, Indonesia. Amid increasing environmental awareness and policy initiatives encouraging sustainable consumption, eco-fashion adoption remains low due to limited consumer trust and perceived environmental benefit. Using a quantitative, cross-sectional design, data were collected from 180 environmentally conscious individuals through a structured online questionnaire. The constructs—green perceived value, green brand image, green trust, and green purchase intention—were measured using validated instruments and analyzed via Partial Least Squares Structural Equation Modeling (PLS-SEM). The results reveal that both green perceived value and green brand image have a significant positive impact on green purchase intention and green trust. Furthermore, green trust mediates the effect of both independent variables on purchase intention, highlighting its central role in shaping consumer decisions in sustainable fashion contexts. These findings underscore the importance for eco-fashion brands to strengthen environmental value and credibility through transparent and ethical practices.
The Influence of Corporate Image, Price, and Word of Mouth on Repurchase Decisions with Customer Satisfaction as a Mediating Variable: A Study of Stone Crusher UPOYO Mandiri Sejahtera in Sleman Kusumadevi, Dyaning Septiana; Sugandini, Dyah; Sutiono, Heru Tri
Strata International Journal of Social Issues Vol. 2 No. 2 (2025): August
Publisher : CV. Strata Persada Academia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59631/sijosi.v2i2.428

Abstract

This study investigates the influence of corporate image, price, and word of mouth on repurchase decisions, with customer satisfaction as a mediating variable, in the context of the heavy equipment material industry. Using a quantitative correlational design, the research was conducted on 100 purposively selected buyers of Stone Crusher Upoyo Mandiri Sejahtera in Sleman, Indonesia. Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings reveal that corporate image and word of mouth significantly affect repurchase decisions, while price does not. Furthermore, although corporate image, price, and word of mouth positively influence customer satisfaction, satisfaction does not significantly impact repurchase behavior and fails to mediate any of the proposed relationships. These results underscore the unique dynamics of high-value B2B industrial purchasing behavior, where repurchase decisions are primarily driven by rational factors such as product life cycles, project requirements, and capital investment planning, rather than emotional constructs like satisfaction. Theoretically, this study contributes to the refinement of consumer behavior models by highlighting the limited mediating role of satisfaction in industrial contexts. Practically, it suggests that companies should focus on improving post-sale service responsiveness, pricing transparency, and strategic loyalty programs to enhance customer retention in cyclical and investment-intensive markets.
Mediation of Brand Equity in The Influence of Integrated Marketing Communication on Purchase Intention of Mie Gacoan Restaurant in Yogyakarta Mahendra Putri, Windi; Sutiono, Heru Tri; Kusmantini, Titik
Manajemen dan Kewirausahaan Vol. 5 No. 1 (2024): Manajemen & Kewirausahaan
Publisher : Manajemen FEB Unima

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53682/mk.v5i1.8436

Abstract

This study aims to determine the effect of Integrated Marketing Communication (IMC) on Purchasing Intention at Gacoan noodle restaurants mediated by Brand Equity. The method in this study uses Partial Least Squares (PLS) using SmartPLS 3. The population in this study were Gacoan Noodle Customers in Gajayan Yogyakarta with the sampling technique used, namely purposive sampling, and obtained a research sample of 100 samples. For the feasibility of the model using GoF, the results show that the feasibility value is 0.51 and can be said to be high. For the relationship between variables directly, IMC has a significant positive effect on Purchasing Intention and Brand equity has a significant positive effect on Purchasing Intention. For the relationship between variables indirectly, the results show that Integrated Marketing Communication (IMC) has a significant positive effect on Purchasing Intention which is mediated by Brand Equity.
Green Marketing and Green Innovation on Green Purchase Intention Through Green Brand Image in Consumer Skincare Putri, Atika Nur Dhyas; Sugandini, Dyah; Sutiono, Heru Tri
West Science Business and Management Vol. 2 No. 02 (2024): West Science Business and Management
Publisher : Westscience Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/wsbm.v2i02.1010

Abstract

This study aims to determine the influence of green marketing and green innovation on green purchase intention through green brand image. The study is quantitative and a non-probability sampling method with a purposive sampling technique is used to collect primary data through a questionnaire comprised of the demographic profile of the respondents. The population of the study is all the consumers of Avoskin in Special Region of Yogyakarta whose age 17 and over also have concern for the environment. Statistical tests are performed with the help of SmartPLS 3.0 on 113 respondents. The results indicate that partially green marketing and green innovation have a positive and insignificant effect on green purchase intention, but simultaneously green marketing and green innovation have a positive and significant effect through green brand image and green brand image has a positive and significant effect on green purchase intention. This research adds contributions to the social and environmental literature. It can assist managers in developing methods to increase consumers green purchase intention by building a green brand image.
The Influence of Advertising Attractiveness and Online Customer Reviews on Trust – Mediated Purchase Decision on Consumers of Hotel Services in the Tiket.com Application Rahayu, Dwi; Sutiono, Heru Tri; Wisnalmawati, Wisnalmawati
West Science Business and Management Vol. 2 No. 03 (2024): West Science Business and Management
Publisher : Westscience Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/wsbm.v2i03.1151

Abstract

The purpose of this research is to determine the influence of Advertising Attractiveness and Online Customer Reviews on Purchase Decisions through Trust. The sample for this research consisted of 95 people who had not used or had ever used hotel services on the Tiket.com Application. This research uses a quantitative descriptive approach. The collected data is then processed using SmartPLS 3.0 software. The findings of this research show that Advertising Attractiveness has a positive and significant effect on Purchase Decisions, Online Customer Reviews has a positive and insignificant effect on Purchase Decisions, then Trust mediates the influence of Advertising Attractiveness and Online Customer Reviews on Purchase Decisions and Trust has a positive and significant effect on Purchase Decisions.
Smart Tourism Technology and Communication on Rural Destination: Analyze Memorable Experiences, Tourist Satisfaction, and Revisit Intention Pamuji, Windy Anindya; Sugandini, Dyah; Sutiono, Heru Tri
Jurnal Ilmu Komunikasi Vol 22 No 3 (2024): Desember 2024
Publisher : Univeritas Pembangunan Nasional "Veteran" Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31315/jik.v22i3.13416

Abstract

The COVID-19 pandemic has caused the tourism and creative economy (Parekraf) sector to experience a significant negative impact. Destinations have an opportunity to build infrastructure for information and communication technology because of the COVID-19 pandemic. The smart tourism communication technology dimensions in this study refer to accessibility communication, informativeness communication, interactivity communication, and personalization communication. Quantitative methods were used with data collected through online questionnaires from 150 respondents and processed using the Partial Least Square programmed. The findings indicate that the four attributes of smart communication tourism technologies – informativeness, accessibility, interactivity, and personalization of communication – contribute to the creation of a pleasant and memorable experience for tourists. This research aids in the creation of a theoretical framework that integrates ME with the idea of smart tourism and mega-events. The results can assist the rural tourism sector in comprehending how smart tourism communication technologies affect travelers' pleasure, experience, and desire to return.
Pengaruh Digital Marketing dan Electronic Word of Mouth terhadap Keputusan Pembelian dan Kepuasan Pelanggan Azhara, Muhammad; Sutiono, Heru Tri; Wisnalmawati, Wisnalmawati
Jurnal Ilmu Administrasi dan Bisnis Vol 21 No 2 (2023)
Publisher : Program Studi Ilmu Administrasi Bisnis, UPN Veteran Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31315/jurnaladmbisnis.v21i2.12718

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh digital marketing dan electronic word of mouth terhadap keputusan pembelian dan kepuasan pelanggan di kappy komputer Yogyakarta. Populasi dalam penelitian ini adalah Pelanggan Kappy komputer Yogyakarta, Ukuran sampel diambil sebanyak 100 responden, dengan metode probability sampling khususnya simple random sampling. Pengumpulan data dilakukan melalui penyebaran kuisioner. Teknik analisis yang digunakan adalah metode analisis PLS (Partial Least Square). Hasil penelitian ini menunjukan bahwa: 1) Terdapat pengaruh positif digital marketing  terhadap keputusan pembelian. 2) Terdapat pengaruh positif electronic word of mouth terhadap keputusan pembelian. 3) Terdapat pengaruh positif digital marketing  terhadap kepuasan pelanggan. 4) Tidak ada pengaruh positif electronic word of mouth  terhadap kepuasan pelanggan. 5)Terdapat pengaruh positif keputusan pembelian terhadap kepuasan pelanggan.
Mediation of Brand Equity in The Influence of Integrated Marketing Communication on Purchase Intention of Mie Gacoan Restaurant in Yogyakarta Mahendra Putri, Windi; Sutiono, Heru Tri; Kusmantini, Titik
Manajemen dan Kewirausahaan Vol. 5 No. 1 (2024): Manajemen Kewirausahaan
Publisher : Manajemen FEB Unima

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53682/mk.v5i1.8436

Abstract

This study aims to determine the effect of Integrated Marketing Communication IMC on Purchasing Intention at Gacoan noodle restaurants mediated by Brand Equity The method in this study uses Partial Least Squares PLS using SmartPLS 3 The population in this study were Gacoan Noodle Customers in Gajayan Yogyakarta with the sampling technique used namely purposive sampling and obtained a research sample of 100 samples For the feasibility of the model using GoF the results show that the feasibility value is 0 51 and can be said to be high For the relationship between variables directly IMC has a significant positive effect on Purchasing Intention and Brand equity has a significant positive effect on Purchasing Intention For the relationship between variables indirectly the results show that Integrated Marketing Communication IMC has a significant positive effect on Purchasing Intention which is mediated by Brand Equity < em>< p>
Co-Authors Anis Siti Hartati Azhara, Muhammad Danang Yudhiantoro, Danang Diantoro, Aris Kusumo Dwi Rahayu Dyah Sugandini Effendi, Mohamad Irhas Finda, Perdana Fiara Hayumurti, Aruna Kintamani Herkamilan, Verdi Kusumadevi, Dyaning Septiana Mahendra Putri, Windi Nawawi, Mohammad Hisyam Ningsih, Lina Tusia Pamuji, Windy Anindya PUTRI WULANDARI Putri, Atika Nur Dhyas Rahmadati, Ashila Metta Rifki, Akbar Faiz Robani, Anidah Sabihaini Sri Harjanti Sri Kussujaniatun Titik Kusmantini Tugiyo, Tugiyo Uyun, Nadia Azkal Wisnalmawati Wisnalmawati