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All Journal JAM : Jurnal Aplikasi Manajemen Jurnal Manajemen dan Kewirausahaan (JMDK) Jurnal Ekonomi dan Bisnis Indonesian Journal of Strategic Management At-Tadbir : jurnal ilmiah manajemen Oikonomia: Jurnal Manajemen Jurnal Kedaymas Bima Journal : Business, Management and Accounting Journal
Sekarsari, Larasati Ayu
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Arts Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Languange, Linguistic, Communication & Media Social Sciences

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Motivasi Penggunaan Layanan Internet Banking dan Hubungannya dengan Perbedaan Gender Sihotang, Ellen Theresia; Sekarsari, Larasati Ayu
Jurnal Manajemen dan Kewirausahaan Vol 6, No 2 (2018): December 2018
Publisher : University of Merdeka Malang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26905/jmdk.v6i2.2331

Abstract

This study aims to describe and analyze the motivations of using internet banking with gender as the moderation to representation the consumer behavior which can provide design of marketing strategies based on customers’ desires and needs. The sampling techniques are a purposive and a snowball sampling with 250 respondents in Surabaya. The result shows that perceived of usefulness, perceived ease of use, perceived of security and bank initiatives are motivations that encourage using the internet banking service. However, gender as the moderation does not influence to all these factors in using internet banking services.  https://doi.org/10.26905/jmdk.v6i2.2331
The Influence of Green Awareness, Environmental Knowledge, Attitudes, And Subjective Norms, On The Purchase Intention Of Tote Bags As Environmentally Friendly Products Puspitasari, Astika; Sekarsari, Larasati Ayu
At-Tadbir : jurnal ilmiah manajemen Vol 8, No 2 (2024): At-Tadbir: jurnal ilmiah manajemen
Publisher : Islamic University of Kalimantan MAB Banjarmasin

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31602/atd.v8i2.13154

Abstract

This study examines the relationship between environmental knowledge, product awareness, attitudes, subjective norms on consumer purchase intentions for tote bags as environmentally friendly products in Surabaya. The type of research used is quantitative research through a consumer survey approach. The sampling technique used was purposive sampling. Data collection is done by survey method through google form filled in by respondents. The research sample used was 150 respondents who had bought and used tote bag products in the Surabaya area. In this study, the test used in statistical analysis is hypothesis testing with PLS-SEM (Partial Least Square Structural Equation Modeling) software and WarpPLS 7.0. Based on the management results, (1) Environmental knowledge has a significant effect on Purchase Intention; (2) Product Awareness has a significant effect on Purchase Intention; (3) Attitude has a significant effect on Purchase Intention; and (4) Subjective Norms have no significant effect on Purchase Intention.
Influence of Brand Image, Self-Congruence, and Brand Love on Brand Sacredness and Word-of-Mouth: Insights from Emina Skincare Users Widiastuti, Dinda Rachma Amalia Nurtyas; Sekarsari, Larasati Ayu
BIMA Journal (Business, Management, & Accounting Journal) Vol. 5 No. 2 (2024)
Publisher : Perkumpulan Dosen Muda (PDM) Bengkulu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37638/bima.5.2.229-236

Abstract

Purpose: This study examines the effects of brand image, self-congruence, and brand love on brand sacredness and word-of-mouth (WOM) among Emina Skincare users in Indonesia. Methodology: A quantitative survey approach was employed, collecting data through structured questionnaires from 150 respondents. Structural Equation Modeling (SEM) with WarpPLS 7.0 was used to analyze the relationships between variables. Results: The findings reveal that brand image and self-congruence significantly influence brand love, which enhances brand sacredness and WOM. Findings: The study highlights the importance of emotional drivers like brand love in fostering brand sacredness and encouraging positive WOM. Originality: This research contributes uniquely to understanding emotional attachment and brand advocacy in the local cosmetics market in Indonesia. Novelty: It addresses the gap in studying emotional branding and consumer behavior in emerging markets. Conclusions: Emina and similar brands should align their brand image with consumer identities, enhance emotional connections, and foster brand sacredness to encourage loyalty and positive WOM. Type of Paper: Survey-based quantitative research paper.
Analysis of Halal Brand Image, Perceived Quality, And Brand Satisfaction On Wardah Consumer Purchase Intention Septyarini, Ermaya Harni; Sekarsari, Larasati Ayu
BIMA Journal (Business, Management, & Accounting Journal) Vol. 5 No. 2 (2024)
Publisher : Perkumpulan Dosen Muda (PDM) Bengkulu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37638/bima.5.2.189-206

Abstract

Purpose: This study analyzes the effects of Halal Brand Image, Perceived Brand Quality, and Halal Brand Satisfaction on consumer purchase intention for Wardah products in Indonesia. Methodology: A quantitative survey method was used, with data collected through questionnaires distributed to Wardah product users. Structural Equation Modeling (SEM) with WarpPLS 7.0 was applied to test the relationships between variables. Results: The findings reveal that Halal Brand Image, Perceived Brand Quality, and Halal Brand Satisfaction significantly influence consumer purchase intention for Wardah products. Findings: The study highlights the critical role of maintaining a strong halal brand image, improving perceived quality, and fostering satisfaction to drive consumer interest in halal cosmetics. Originality: This study contributes to the literature on purchase intention for halal cosmetics in the Indonesian market, addressing gaps in understanding these variables. Novelty: The research explores the interplay between branding, perceived quality, and satisfaction in the halal cosmetics context. Conclusions: Practical insights are offered to Wardah and similar brands to craft effective marketing strategies that align with consumer expectations in the halal cosmetics industry. Type of Paper: Survey-based quantitative research paper.
UNDERSTANDING FEMALE SEGMENTS BASED ON BENEFIT OF LOYALTY PROGRAM Sutarso, Yudi; Sekarsari, Larasati Ayu; Ilfitiah, Aniek Maschudah; Martha, Laila Saleh
Jurnal Aplikasi Manajemen Vol. 21 No. 2 (2023)
Publisher : Universitas Brawijaya, Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/ub.jam.2023.021.02.19

Abstract

loyalty programs in banking need to look at the dynamics of female consumers, especially when digital businesses dominate marketing transactions. In the literature, segmentation studies are mostly carried out on retail services, airlines, and hotels, which are rare in banking, especially related to loyalty program services. Therefore, this study is expected to close the gap without a segmentation study in a banking context. This study aims to identify the female customer segment by assessing the bank's loyalty program and relating it to its perceived convenience, security, and reliability. The study employed the two most prominent banks in Indonesia, with 208 female customers as respondents. The purposive sampling method was used as a method of selecting samples. Data were reduced using factor analysis and categorized using cluster analysis. The main result identifies four factors underlying the benefits of loyalty programs: quality of communication, policy, rewards, and website quality. Three segments of loyalty program female consumers were identified: apathetic (25%), active (31%), and passive segments (44%). In further analysis, three segments of females were analyzed regarding the bank saving account's convenience, reliability, and security. Results confirm that all three segments were unique and distinguished one from another. This study's implication guides managing the types of female customers at the bank, especially loyalty programs.
ANALYSIS OF THE INFLUENCE OF BRAND TRUST, BRAND EXPERIENCE, BRAND LOVE & BRAND SACREDNESS ON BRAND FIDELITY ON SKINTIFIC CONSUMERS Sekarsari, Larasati Ayu; Umrulloh, Ditayatul
Indonesian Journal of Strategic Management Vol. 8 No. 1 (2025): Indonesian Journal of Strategic Management
Publisher : Universitas Kuningan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25134/ijsm.v8i1.11308

Abstract

This study aims to determine the effect of Brand Trust, Brand Experience, Brand Love and Brand Sacredness on Brand Fidelity in Skintific product users. The research used a quantitative method with hypothesis testing, where data was collected through a questionnaire distributed via google form to 158 respondents who had purchased and used Skintific products. This study used a purposive sampling technique. Data were analyzed using Structural Equation Modeling (SEM) based on WarpPLS version 7.0. The results of this study indicate that Brand Trust and Brand Experiencer have a significant effect on Brand Love. Brand Love has a significant effect on Brand Sacredness and Brand Fidelity. In addition, Brand Sacredness also has a significant effect on Brand Fidelity in Skintifc product users.
Why Gen Z Loves Rucas: The Role of Self-Congruence, Brand Authenticity, and Brand Satisfaction in Building Brand Love Zuliyono, Tighanda Putra; Sekarsari, Larasati Ayu
Oikonomia: Jurnal Manajemen Vol. 21 No. 2 (2025): Oikonomia: Jurnal Manajemen
Publisher : Fakultas Ekonomi dan Bisnis Universitas Nasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47313/oikonomia.v21i2.3970

Abstract

Purpose of this study is to examine the influence of self-congruence, brand authenticity, and brand satisfaction on brand love for the local fashion brand Rucas among Generation Z. Methodology This study employs a quantitative method with primary data collected through an online survey using Google Forms. The respondents in this research consist of Generation Z consumers aged 19–27 years who reside in Surabaya and use Rucas brand products. The study adopts a purposive sampling technique with a total sample of 205 respondents. Data analysis is conducted using the WARPLS version 7.0 software, employing both descriptive and statistical analysis approaches. Findings The results of the study indicate that self-congruence has a significant effect on brand love and brand satisfaction. Additionally, brand authenticity has also been shown to significantly influence both brand satisfaction and brand love. Brand satisfaction significantly affects brand love. Suggestions include expanding the population and sample to encompass more local fashion brands and adding other variables, such as brand loyalty, to enrich the analysis of consumers' emotional relationships with brands
Mempersiapkan Generasi Emas: Pengembangan Softskill Siswa SMA Muhammadiyah 2 Sidoarjo di Era Industri 5.0 Sekarsari, Larasati Ayu; Prawitowati, Tjahjani; Setiawan, Nurcholis; Maschudah Ilfitriah, Aniek; Yulianti, Emma
Jurnal KeDayMas: Kemitraan dan Pemberdayaan Masyarakat Vol. 6 No. 2 (2025): Juli 2025
Publisher : Research Center and Community Services (PPPM) Universitas Hayam Wuruk "Perbanas" Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14414/kedaymas.v6i2.5281

Abstract

Era Revolusi Industri 5.0 menuntut generasi muda untuk tidak hanya menguasai keterampilan teknis, tetapi juga keterampilan non-teknis atau softskill seperti kemampuan komunikasi, berpikir kritis, kerja sama tim, dan personal branding. Kegiatan pengabdian kepada masyarakat ini bertujuan untuk meningkatkan kesadaran dan kemampuan siswa dalam mengembangkan softskill melalui pelatihan interaktif dan aplikatif. Sasaran kegiatan adalah siswa kelas XII.4 dan XII.9 SMA Muhammadiyah 2 Sidoarjo dengan total peserta 60 orang. Metode pelaksanaan mencakup empat tahapan: persiapan, pelatihan, pendampingan,dan evaluasi,. Pelatihan dilaksanakan selama dua hari dengan pendekatan experiential learning yang melibatkan ceramah interaktif, simulasi, diskusi, dan praktik penyusunan deskripsi diri bertema “Who am I?”. Hasil evaluasi menunjukkan peningkatan signifikan pada pemahaman siswa berdasarkan perbandingan nilai pretest dan posttest. Peningkatan tertinggi terlihat pada materi digital marketing dan personal branding. Kegiatan ini tidak hanya berhasil meningkatkan aspek kognitif siswa, tetapi juga memperkuat keterampilan refleksi diri, komunikasi, dan rasa percaya diri. Dengan demikian, pelatihan ini memberikan kontribusi nyata dalam mempersiapkan siswa menghadapi tantangan dunia kerja dan pendidikan tinggi di masa depan. Program pengabdian ini diharapkan dapat direplikasi di sekolah lain sebagai bentuk sinergi antara perguruan tinggi dan pendidikan menengah dalam mencetak generasi emas Indonesia.
Understanding the attributes of digital wallet customers: Segmentation based on perceived risk during the Covid-19 pandemic Sutarso, Yudi; Sekarsari, Larasati Ayu; Hidayati, Ersa Annisatul; Andariksa, Hane; Putri, Meytita Zafira
Jurnal Ekonomi dan Bisnis Vol. 25 No. 2 (2022)
Publisher : Fakultas Ekonomika dan Bisnis Universitas Kristen Satya Wacana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24914/jeb.v25i2.5676

Abstract

This research emphasizes the importance of digital wallet customer segmentation, mainly based on customer risk perceptions during the Covid-19 pandemic. The fundamental contribution of the study was to explain the concept of perceived risk in a digital wallet, also to confirm risk factors in digital wallets, and identify segments based on perceived risk factors. The respondents are 270 digital wallet users of OVO, Gopay, and Dana obtained in Surabaya, Indonesia, during the Covid-19 pandemic, which was taken using the purposive sampling technique. The multiple analysis data were carried out using factor analysis, cluster analysis, and difference test techniques. An essential finding of this study shows that perceived risk factors consist of security, financial, social, and operational risks. There are three segments based on the perceived risk: low-risk, medium-risk, and high-risk. Each segment has different characteristics and managerial implications.
Co-Authors Andariksa, Hane Aniek Maschudah Ilfitriah Emma Yulianti Hidayati, Ersa Annisatul Ilfitiah, Aniek Maschudah Martha, Laila Saleh Puspitasari, Astika Putri, Meytita Zafira Septyarini, Ermaya Harni Setiawan, Nurcholis Sihotang, Ellen Theresia Tjahjani Prawitowati Umrulloh, Ditayatul Widiastuti, Dinda Rachma Amalia Nurtyas Yudi Sutarso Zuliyono, Tighanda Putra