Articles
<![CDATA[INFLUENTIAL DETERMINANTS OF THE INTENTION TO USE DIGITAL BANK ]]>
<![CDATA[Gunawan, Vindi]]>;
<![CDATA[Tjokrosaputro, Miharni]]>
<![CDATA[ International Journal of Application on Economics and Business Vol. 2 No. 2 (2024): May 2024 ]]>
Publisher : <![CDATA[Graduate Program of Universitas Tarumanagara ]]>
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DOI: 10.24912/ijaeb.v2i2.3500-3509
<![CDATA[Lately, some traditional banking industries have opened their digital bank to fulfill world digitalization in many areas. This research was conducted to test the perceived usefulness and convenience of the intention to use digital banks mediated by attitude toward service. This research uses a quantitative research model with non-probability sampling techniques. This research will fill the gap in terms of study locations, which have different characteristics for each country, the subject of this research is the population of digital bank users in Indonesia, the sample collection technique. The results of this study show that Perceived usefulness has a positive but insignificant effect on intention to use. Furthermore, it shows that Attitude, Convenience, and Perceived Usefulness toward service positively and significantly affects intention to use. Additionally, Attitude toward service can mediate perceived usefulness and intention to use. This study shows that attitude toward service and convenience can increase the intention to use a digital bank. However, perceived usefulness cannot increase the intention to use a digital bank.]]>
<![CDATA[THE EFFECT OF SOCIAL MEDIA MARKETING ON AWARENESS AND BRAND IMAGE OF LOCAL FASHION THROUGH CONSUMER BRAND ENGAGEMENT ]]>
<![CDATA[Reyvina, Reyvina]]>;
<![CDATA[Tjokrosaputro, Miharni]]>
<![CDATA[ International Journal of Application on Economics and Business Vol. 2 No. 2 (2024): May 2024 ]]>
Publisher : <![CDATA[Graduate Program of Universitas Tarumanagara ]]>
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DOI: 10.24912/ijaeb.v2i2.3417-3429
<![CDATA[This study aimed to determine whether Social media marketing affects a positive and significant role in awareness and brand image of local fashion through consumer brand engagement. This type of study is descriptive, and data collection is cross-sectional. A survey method was used in this study, and data were collected by questionnaire using a 5-point Likert scale. The data of this study were collected from 208 responses from Indonesians born between 1981 to 2012 who wear or ever have used local fashion brands using a probability sampling technique with convenience sampling method, and the data was then analyzed using smartPLS software version 3.2.8 by testing the outer model analysis and inner model analysis. This research is expected to fill research gaps on brand awareness and brand image through consumer brand engagement for local fashion brands in which local fashion brands face a challenge in creating and implementing social media marketing strategies that attract consumers. According to the findings of this study, social media marketing positively and significantly impacts local fashion brand awareness and brand image through consumer brand engagement. This research is thought to contribute to academics and practitioners about the Effect of Social media marketing through consumer brand engagement and their effects on awareness and brand image.]]>
<![CDATA[Understanding Consumers’ Intentions to Purchase Electric Motorcycles: Insights from the Theory of Planned Behavior ]]>
<![CDATA[Tjokrosaputro, Miharni]]>;
<![CDATA[Indrawan, Satriya Cahya]]>
<![CDATA[ Jurnal Manajemen Vol. 29 No. 2 (2025): June 2025 ]]>
Publisher : <![CDATA[Fakultas Ekonomi dan Bisnis, Universitas Tarumanagara ]]>
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DOI: 10.24912/jm.v29i2.2608
<![CDATA[Global warming is a global issue, and electric vehicles provide an effective solution to help lower CO2 emissions. This study adopts and employs a descriptive quantitative approach to examine the factors influencing the purchase intention of electric motorcycles through the Theory of Planned Behavior (TPB) lens. Specifically, it investigates how perceived behavioral control and subjective norms affect purchase intention, with consumer attitudes mediating these effects. Using a purposive sample of 206 respondents, 202 of whom were valid participants currently using electric motorcycles, data were gathered through online surveys and analyzed with SmartPLS-SEM. Findings of this study resulted that subjective norms and perceived behavioral control significantly affect purchase intention, with attitude mediating between subjective norms and purchase intention. These insights offer valuable guidance for industry professionals, especially in promoting electric motorcycle adoption and fostering positive consumer attitudes.]]>
<![CDATA[Pengaruh persepsi penggunaan aplikasi terhadap customer satisfaction dan repurchase intention pada sebuah aplikasi e-groceries ]]>
<![CDATA[Mellisa, Mellisa]]>;
<![CDATA[Tjokrosaputro, Miharni]]>
<![CDATA[ Jurnal Manajemen Bisnis dan Kewirausahaan Vol 9 No 4 (2025): Jurnal Manajemen Bisnis dan Kewirausahaan ]]>
Publisher : <![CDATA[Universitas Tarumanagara ]]>
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DOI: 10.24912/jmbk.v9i4.34650
<![CDATA[This research aims to examine the influence of perceived usefulness and perceived enjoyment on customer satisfaction and repurchase intention in the context of e-groceries application usage, collected through questionnaires from 269 respondents who are active users of e-groceries applications. Data analysis was conducted using the PLS-SEM method via the SmartPLS 4.0 application. The research results indicate that perceived usefulness has a positive and significant effect on customer satisfaction and repurchase intention. Furthermore, perceived enjoyment also proves to have a positive and significant effect on customer satisfaction and repurchase intention. The implication of this research is that to encourage the development of e-groceries applications, developers need to focus on enhancing the usability and enjoyment aspects of the application that can be felt by users to increase customer satisfaction and encourage their intention to repurchase. Penelitian ini memiliki tujuan untuk menguji pengaruh persepsi kegunaan dan persepsi kesenangan terhadap kepuasan pelanggan dan niat pembelian ulang dalam konteks penggunaan aplikasi e-groceries yang dikumpulkan melalui kuesioner dari 269 responden yang merupakan pengguna aktif dari aplikasi e-groceries. Analisis data dilakukan dengan menggunakan metode PLS-SEM melalui aplikasi SmartPLS 4.0. Hasil penelitian menunjukkan bahwa persepsi kegunaan berpengaruh positif dan signifikan terhadap kepuasan pelanggan dan niat pembelian ulang. Selain itu, persepsi kesenangan juga terbukti memiliki pengaruh positif dan signifikan terhadap kepuasan pelanggan dan niat pembelian ulang. Implikasi dari penelitian ini yaitu yang menjadi dorongan agar aplikasi e-groceries ini dapat berkembang, maka pembuat aplikasi perlu fokus dalam meningkatkan kegunaan dan aspek kesenangan aplikasi yang dapat dirasakan oleh pengguna untuk meningkatkan kepuasan pelanggan dan mendorong niat mereka untuk melakukan pembelian ulang.]]>
<![CDATA[Pengaruh brand image dan health consciousness terhadap purchase intention produk multigrain: Mediasi consumer attitude ]]>
<![CDATA[Anastasia, Anastasia]]>;
<![CDATA[Tjokrosaputro, Miharni]]>
<![CDATA[ Jurnal Manajemen Bisnis dan Kewirausahaan Vol 9 No 4 (2025): Jurnal Manajemen Bisnis dan Kewirausahaan ]]>
Publisher : <![CDATA[Universitas Tarumanagara ]]>
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DOI: 10.24912/jmbk.v9i4.34655
<![CDATA[Health consciousness becomes an important topic to be focus on these days. Indonesian becomes more aware towards their health after pandemic. Due to the issues of low fulfillment in daily intake of dietary fiber, hence the study about the factor affecting purchase intention of high fiber multigrain product, becomes an important to be performed. This study was conducted in Indonesia, with 220 data which was collected through Google Form Questionnaire. Data analysis was performed using PLS-SEM method. Result showed that Consumer Attitude has a partial mediating effect between both Brand Image and Health Consciousness towards Purchase Intention of multigrain product. There is positive and significant direct effect of Brand Image, Health Consciousness and Consumer Attitude towards Purchase Intention. Broad implication of this study includes the evaluation and improvement of factors affecting Purchase Intention of multigrain product, increase the purchase intention and solving the issue of dietary fiber’s fulfillment in Indonesia. Kesadaran Kesehatan menjadi topik penting untuk fokus dibahas pada hari-hari ini. Masyarakat di Indonesia menjadi lebih sadar akan kesehatannya setelah pandemi. Dikarenakan adanya masalah tentang rendahnya tingkat kecukupan serat harian, maka penelitian untuk mengetahui faktor yang mempengaruhi Niat Membeli produk tinggi serat menjadi penting untuk dilakukan. Penelitian ini dilakukan di Indonesia, dengan 220 data yang dipakai dari pengisian Kuesioner Google Form. Data Analisis dilakukan dengan menggunakan PLS-SEM. Hasil menunjukkan bahwa Sikap Konsumen memediasi secara parsial hubungan Citra Merek dan Kesadaran Kesehatan terhadap Niat Membeli produk Multigrain. Terdapat adanya pengaruh langsung yang positif dan signifikan antara Citra Merek, Kesadaran Kesehatan dan Sikap Konsumen terhadap Niat Membeli. Implikasi hasil studi ini secara luas adalah untuk mengevaluasi dan meningkatkan faktor yang mempengaruhi Niat Membeli Produk Multigrain sehingga Niat Membeli dapat ditingkatkan dan masalah pemenuhan kecukupan serat harian dapat diatasi.]]>
<![CDATA[Perceived usefulness, brand identity, dan purchase intention mobil listrik Korea: Brand image sebagai mediator ]]>
<![CDATA[Manurung, Boris]]>;
<![CDATA[Tjokrosaputro, Miharni]]>
<![CDATA[ Jurnal Manajemen Bisnis dan Kewirausahaan Vol 9 No 5 (2025): Jurnal Manajemen Bisnis dan Kewirausahaan ]]>
Publisher : <![CDATA[Universitas Tarumanagara ]]>
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DOI: 10.24912/jmbk.v9i5.35326
<![CDATA[This study investigates the influence of perceived usefulness and brand identity on the purchase intention of Korean electric vehicles (EVs), with brand image as a mediating variable. Utilizing a quantitative approach, data were collected from 213 prospective EV consumers in Indonesia and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results reveal that perceived usefulness and brand identity do not directly affect purchase intention. However, both significantly impact purchase intention indirectly through brand image, which serves as a full mediator. These findings suggest that marketing strategies for Korean EVs should focus on enhancing perceived usefulness and brand identity to strengthen brand image, thereby increasing consumer purchase intention. The study offers practical implications for marketers and contributes to the academic discourse on consumer behavior by emphasizing the crucial mediating role of brand image, particularly in the context of sustainable vehicle adoption. Penelitian ini mengkaji pengaruh perceived usefulness (persepsi kegunaan) dan brand identity (identitas merek) terhadap purchase intention (niat beli) mobil listrik Korea, dengan brand image (citra merek) sebagai variabel mediasi. Dengan menggunakan pendekatan kuantitatif, data dikumpulkan dari 213 calon konsumen mobil listrik di Indonesia dan dianalisis menggunakan metode Partial Least Squares Structural Equation Modeling (PLS-SEM). Hasil penelitian menunjukkan bahwa perceived usefulness dan brand identity tidak berpengaruh langsung terhadap purchase intention. Namun, keduanya memiliki pengaruh tidak langsung yang signifikan melalui brand image, yang berperan sebagai mediator penuh. Temuan ini menyarankan bahwa strategi pemasaran mobil listrik Korea perlu difokuskan pada peningkatan persepsi kegunaan dan identitas merek guna memperkuat citra merek, sehingga dapat meningkatkan niat beli konsumen. Studi ini memberikan implikasi praktis bagi para pemasar serta kontribusi akademik dalam kajian perilaku konsumen dengan menekankan peran mediasi citra merek yang krusial, khususnya dalam konteks adopsi kendaraan berkelanjutan.]]>
<![CDATA[FACTORS AFFECTING PURCHASE INTENTION OF THE ICE CREAM INDUSTRY ]]>
<![CDATA[Tjayadi, Stefanni]]>;
<![CDATA[Tjokrosaputro, Miharni]]>;
<![CDATA[Ariniputri, Nadia]]>
<![CDATA[ International Journal of Application on Economics and Business Vol. 1 No. 3 (2023): Agustus 2023 ]]>
Publisher : <![CDATA[Graduate Program of Universitas Tarumanagara ]]>
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DOI: 10.24912/ijaeb.v1i3.1681-1693
<![CDATA[The contemporary beverage business has recently begun attracting much attention from Indonesian consumers, especially in Jakarta. The contemporary beverage industry has recently garnered significant attention among consumers in Jakarta, Indonesia. This investigation aimed to ascertain whether there is a relationship between Electronic Word of Mouth (E-WOM) and Perceived Price with respect to customer Purchase Intention for ice cream, with Trust serving as a mediating factor. The study's participants were residents of Jakarta, with a sample size of 225 individuals selected through purposive sampling. Data analysis was conducted using the Partial Least Square Structural Equation Modeling (PLS-SEM) technique. The findings of this research reveal that E-WOM, perceived price, and trust influence consumer purchase intentions for ice cream products in Jakarta. Furthermore, this study highlights the mediating role of trust in the relationship between E-WOM and consumer purchase intentions.]]>
<![CDATA[FACTORS AFFECTING PURCHASE INTENTION OF HEALTHY DRINKS ]]>
<![CDATA[Lie, Brenden]]>;
<![CDATA[Tjokrosaputro, Miharni]]>;
<![CDATA[Ariniputri, Nadia]]>;
<![CDATA[Krisnaputra, Ariel]]>;
<![CDATA[Devotyasto, Mario]]>
<![CDATA[ International Journal of Application on Economics and Business Vol. 1 No. 4 (2023): November 2023 ]]>
Publisher : <![CDATA[Graduate Program of Universitas Tarumanagara ]]>
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DOI: 10.24912/ijaeb.v1i4.2639-2649
<![CDATA[Today, choosing healthy foods and providing adequate nutrients is crucial for the body. Someone better choose clean foods and beverages that have undergone hygienic processing to prevent contamination with harmful ingredients. One of the products that can assist customers in meeting their nutritional needs to increase endurance and avoid illness is healthy beverages. This study examined how health awareness, food safety, and perceived advantages affect the buying intention of healthy drinks. This research employs a non-probability approach with purposive selection. 224 respondents were recruited by disseminating surveys online via Google Forms, and the data was evaluated using SmartPLS4.0-SEM. The results of this study show that health consciousness, food safety, and perceived benefits all have positive but minor effects on purchase intentions for healthy beverages in Jakarta. The results of this study suggest that food safety and health consciousness can increase consumer demand for healthful drinking products. Therefore, healthy drinks can pay attention to these factors to increase consumer interest in buying healthy beverage products.]]>
<![CDATA[MUSEUM VISIT INTENTION: THE EFFECT OF SOCIAL MEDIA MARKETING AND INFLUENCER'S CREDIBILITY ]]>
<![CDATA[Putri, Catherine Chandra]]>;
<![CDATA[Tjokrosaputro, Miharni]]>
<![CDATA[ International Journal of Application on Economics and Business Vol. 2 No. 1 (2024): February 2024 ]]>
Publisher : <![CDATA[Graduate Program of Universitas Tarumanagara ]]>
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DOI: 10.24912/ijaeb.v2i1.2997-3006
<![CDATA[Social media marketing and influencer credibility are viewed as marketing tools in the destination industry. This study explores the influence of social media marketing and influencer credibility on visit intention at the Moja Museum destination. The study expanded the source credibility theory to the use of social media marketing and influencer credibility on the intention to visit. The respondents obtained in this research were 261 who knew the Moja Museum destination and had watched the social media content of @azizsyafiullah and other influencers regarding Moja Museum. Data collection was obtained from distributing questionnaires via Google Form by using purposive sampling techniques. The measurement of this study used a 5-point Likert scale. Analyses on this study were conducted on 236 valid respondents by using Structural Equation Modeling. Results indicated that social media marketing and influencer credibility significantly positively influence visit intention. The implications of this research state that the increases uses of social media marketing and influencer credibility as a marketing method can influence the intention to visit a destination.]]>
<![CDATA[UPAYA PENGENALAN MANAJEMEN PEMASARAN PADA SISWA BINAAN ASAK SATHORA ]]>
<![CDATA[Tjokrosaputro, Miharni]]>;
<![CDATA[Lorents, Kennt]]>;
<![CDATA[Angelica, Christine]]>
<![CDATA[ Jurnal Serina Abdimas Vol 1 No 1 (2023): Jurnal Serina Abdimas ]]>
Publisher : <![CDATA[Lembaga Penelitian dan Pengabdian Kepada Masyarakat Universitas Tarumanagara ]]>
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DOI: 10.24912/jsa.v1i1.24323
<![CDATA[Marketing management is a science that may be applied to various sectors. The field of marketing is regarded as one of the business world's spearheads. As a result, high school students should be introduced to marketing management as early as possible so that they comprehend the necessity of marketing management early on. This voluntary work project will teach ASAK Sathora High School students in Jakarta about marketing management. The counseling method was employed in this activity. The implementation of this planned activity will be carried out on Wednesday, 9 November 2022, directly at the St. Thomas Rasul church, Bojong Indah, West Jakarta. This community service activity started with counseling as an effort to introduce ASAK Sathora High School students to Marketing Management in various fields. The output target to be achieved is publication articles/proceedings. Manajemen Pemasaran adalah salah satu rumpun ilmu yang dapat berguna bagi semua bidang. Pada dunia bisnis, bidang pemasaran dikenal sebagai salah satu ujung tombak dunia usaha. Oleh karenanya, pengenalan tentang manajemen pemasaran sebaiknya dapat diperkenalkan sedini mungkin pada siswa SMA, sehingga siswa SMA dapat memahami pentingnya manajemen pemasaran sejak dini. Program pengabdian masyarakat ini bertujuan untuk memperkenalkan manajemen pemasaran kepada siswa SMA binaan ASAK Sathora, Jakarta. Metode yang dipakai dalam kegiatan ini adalah metode penyuluhan. Pelaksanaan kegiatan ini rencananya akan dilaksanakan pada hari Rabu, tanggal 9 November 2022, secara langsung di gereja Santo Thomas Rasul, Bojong Indah, Jakarta Barat. Kegiatan pengabdian kepada masyarakat ini dimulai dari penyuluhan sebagai upaya untuk memperkenalkan siswa SMA Binaan ASAK Sathora pada Manajemen Pemasaran di berbagai bidang. Target luaran yang akan dicapai adalah artikel publikasi / prosiding.]]>
