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All Journal Journal of Economics, Business, & Accountancy Ventura The Asian Journal of Technology Management (AJTM) Performance : Jurnal Bisnis dan Akuntansi Seminar Nasional Ilmu Terapan
Fauzi, Abu Amar
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Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Electrical & Electronics Engineering Languange, Linguistic, Communication & Media

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The Power of Website and Social Media for Strengthening Brand Image, E-WoM, and Purchase Decision Nurhadi, Mochamad; Suryani, Tatik; Fauzi, Abu Amar
Journal of Economics, Business, and Accountancy Ventura Vol. 25 No. 3 (2022): December 2022 - March 2023
Publisher : Universitas Hayam Wuruk Perbanas

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14414/jebav.v25i3.3093

Abstract

Nowadays, it becomes intriguing to observe the use of websites and social media by SMEs to market their products, especially in terms of seeing customer behavior. Some previous research found the effect of social media on attitude and consumer behaviors area, but less of the focus on website and social media quality and the effect on brand awareness, brand image, E-WoM, and purchase decision and the relationship among these concepts. This research examines the effect of websites and social media from the perspective of quality dimensions on brand awareness and the influence of brand awareness, E-WoM, and brand image on purchase decisions. In addition, this study has conducted purposive sampling for the 397 respondents who had transacted through the SMEs’ website or social media in two major cities in Indonesia: Jakarta and Surabaya. The PLS-SEM analysis technique was conducted in this study. The result found that there is a positive influence of website quality and social media quality on brand awareness, as well as the influence of brand awareness on E-WoM, brand image, and purchase decisions. In addition, this study also found the influence of E-WoM and brand image on purchase decisions. The findings suggest that it is very important for SMEs to formulate a strategy for improving the quality of their website and social media to strengthen their brand awareness of consumers.
Match or Mismatch of Expectation-Realization Behind the Motives in Supporting Social Entrepreneurship Programs Widayat, Prama; Suci, Afred; Maryanti, Sri; Van FC, Lucky Lhaura; Fauzi, Abu Amar; Nanda, Satria Tri
Journal of Economics, Business, and Accountancy Ventura Vol. 26 No. 3 (2023): December 2023 - March 2024
Publisher : Universitas Hayam Wuruk Perbanas

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14414/jebav.v26i3.4110

Abstract

Abundant studies regarding motives in social enterprise have been conducted but have barely explored the gaps between motivational expectations and realizations. Particularly in waste bank studies, such a study has yet to be scholarly discussed. Using expectancy theory and mismatch hypotheses, this study explored the motives in waste bank participation towards owners/managers and customers and measured the gaps between the motive expectations and realizations. Quantitative comparison tests were employed on 45 Indonesian waste bank owners/managers and 162 customers whose data were collected directly and through online surveys. The findings reveal that the most expected motive was the environmental, while the least was the economic; this went for both waste bank owners/managers and customers. The results also show that severe mismatches occurred between expectations and realizations, in which the most significant gap for waste bank owners/managers was educational, while the environmental motive was the biggest for customers. This study's findings enrich the social entrepreneurship literature by showing that the motives per se are insufficient to reveal individuals' actual situations in supporting the social programs, as disparities are very likely to occur between expectations and realities. The gap analysis in this study provides a different alternative to conducting studies related to the underlying motives for supporting social entrepreneurship programs.
Toward Platform-Economy Continuity: Do Descriptive Norms and Perceived Product Attributes Matter to Youths who Use Ride-Hailing Apps? Fauzi, Abu Amar
The Asian Journal of Technology Management (AJTM) Vol. 15 No. 2 (2022)
Publisher : Unit Research and Knowledge, School of Business and Management, Institut Teknologi Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.12695/ajtm.2022.15.2.5

Abstract

Abstract. This study investigates how descriptive norms and perceived product attributes (utilitarian and hedonic benefits) influence the intention of young consumers to continue to adopt ride-hailing apps. We developed a conceptual model drawing upon the socio-technical theory by involving 333 Indonesian users of ride-hailing apps and estimating the model using the statistical tool of PLS-SEM-based software. The findings showed that social aspects (descriptive norms) and technical aspects (utilitarian and hedonic benefits) significantly influence young consumers to adopt ride-hailing apps. Intriguingly, a positive perception of the apps’ benefits is instrumental for encouraging young consumers to continue to adopt ride-hailing apps when descriptive norms appear, when peers in their social circle widely adopt similar apps. This study highlights the unique behavior of young consumers in adopting ride-hailing apps by accentuating the role of descriptive norms and perceived product attributes from the perspective of socio-technical theory. This study provides practical recommendations for digital platform providers, particularly TNCs (Transportation Network Companies), which offer ride-hailing services to address the young consumer segment with a community-based marketing approach to maintain their continued adoption.   Keywords: Continuation intention, platform economy, digital platform, ride-hailing services, socio-technical theory, young consumers
Peran Social Media Marketing Activities dalam Membangun Brand Equity dengan Mediasi Brand Trust, Brand Image, Brand Awareness pada Produk SOMETHINC di Indonesia Nurhadi, Mochamad; Salsabillah, Alif Safira; Suryani, Tatik; Fauzi, Abu Amar
PERFORMANCE: Jurnal Bisnis & Akuntansi Vol 14 No 1 (2024): Performance: Jurnal Bisnis & Akuntansi
Publisher : Fakultas Ekonomi dan Bisnis, Universitas Wiraraja Madura

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24929/feb.v14i1.2948

Abstract

In the digital era, the existence of social media marketing activities is a strong driver for exclusive marketing trends in various industrial sectors, one of which is local product SOMETHINC. The research aims to analyze the role of social media marketing activities in building brand equity and the mediating role of brand awareness, brand image, and brand trust. The data collection method used purposive sampling and obtained data from 258 respondents. Data were analyzed using the Partial Least Square technique with Structure Equation Modeling (PLS-SEM). The results showed that brand trust, brand image, and brand awareness had a significant relationship to brand equity, but social media marketing activities did not significantly shape brand equity. However, the results of the study found that the mediating role of brand trust, brand image, and brand awareness can increase the effectiveness of the role of marketing activities through social media to form brand equity. The research results imply that brand awareness, brand image, and brand trust that consumers have towards SOMETHINC brand are proven to have a positive impact on increasing brand competitiveness in the market. Implementing a targeted and effective marketing strategy will strengthen brand equity in the market.
DETERMINAN KUALITAS WEBSITE PADA PERUSAHAAN SKALA KECIL DAN MENENGAH Suryani, Tatik; Fauzi, Abu Amar; Nurhadi, Mochamad
Seminar Nasional Ilmu Terapan Vol 3 No 1 (2019): Seminar Nasional Ilmu Terapan (SNITER) 2019
Publisher : Universitas Widya Kartika Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (431.946 KB)

Abstract

Kualitas website berperan penting dalam mempengaruhi efektivitas komunikasi pemasaran produk Usaha Kecil dan Menengah (UKM). Meskipun website berperan penting, namun masih sedikit penelitian yang mengkaji tentang kualitas website perusahan dalam konteks UKM di Indonesia. Penelitian ini bertujuan untuk mengeksplorasi penentu kualitas website UKM yang dilakukan dengan menggunakan metode campuran (kualitatif dan kuantitatif). Penelitian melibatkan 32 pelanggan pembelanja berat online produk UKM yang dipilih secara purposive, dan 8 UKM yang dalam pemasarannya banyak menggunakan website serta 5 pakar (pengelola website dan akademisi) dilibatkan dalam Focus Group Discussion untuk memvalidasi hasil. Hasil analisis dengan menggunakan Smart PLS menunjukkan berturut-turut dari dimensi yang paling dominan dalam menentukan kualitas website adalah: E-Service, Kualitas Gambar, Kualitas Informasi, dan Kualitas Sistem. Dimensi E-Service Recovery, E-Servive Efficiency, Availabilitas sistem, Contact, Fullfillment,ketanggapan, dan Privacy.
Co-Authors afred suci, afred Lucky Lhaura Van FC, Lucky Lhaura Mochamad Nurhadi, Mochamad prama widayat, prama Salsabillah, Alif Safira satria tri nanda, satria tri Sri Maryanti Tatik Suryani