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All Journal ETIKONOMI MODUS-Jurnal Ekonomi dan Bisnis JBMP (Jurnal Bisnis, Manajemen dan Perbankan) Syntax Literate: Jurnal Ilmiah Indonesia JMBI UNSRAT (Jurnal Ilmiah Manajemen Bisnis dan Inovasi Universitas Sam Ratulangi) Jurnal Manajemen Pemasaran Jurnal Inovasi Hasil Pengabdian Masyarakat (JIPEMAS) Jurnal Ilmu Perilaku Petra International journal of Business Studies (IJBS) Ultima Management : Jurnal Ilmu Manajemen Journal of Business and Applied Management Jurnal Informatika Ekonomi Bisnis Business Management Journal Program Studi Manajemen Management Studies and Entrepreneurship Journal (MSEJ) Journal of Management - Small and Medium Enterprises (SME's) Economics and Digital Business Review IAIC Transactions on Sustainable Digital Innovation (ITSDI) Journal of Entrepreneurship & Business Jurnal Pengabdian dan Kewirausahaan Jurnal Abdimas Bina Bangsa Milestone: Journal of Strategic Management Journal of Marketing Innovation Journal of Accounting and Finance Management (JAFM) Journal of International Conference Proceedings International Journal of Advanced Multidisciplinary MANAJEMEN ADMINISTRASI BISNIS DAN PEMASARAN JURNAL PENELITIAN BISNIS Asian Journal of Logistics Management Jurnal Informatika Ekonomi Bisnis Informasi interaktif : jurnal informatika dan teknologi informasi Digismantech (Jurnal Program Studi Bisnis Digital)
Agung Stefanus Kembau
Universitas Bunda Mulia
Agriculture, Biological Sciences & Forestry Arts Humanities Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Earth & Planetary Sciences Economics, Econometrics & Finance Education Electrical & Electronics Engineering Environmental Science Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Materials Science & Nanotechnology Mathematics Public Health Social Sciences Other

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Memanfaatkan potensi tiktok: Panduan komprehensif untuk membuat dan mengelola iklan produk gaya hidup di era digital Felix, Antonius; Kembau, Agung Stefanus; Sutrisno, Julius; Yurisca, Devi; Antonia, Claresta
Jurnal Inovasi Hasil Pengabdian Masyarakat (JIPEMAS) Vol 7 No 2 (2024)
Publisher : University of Islam Malang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33474/jipemas.v7i2.21696

Abstract

Proyek pengabdian masyarakat ini, merupakan kerjasama antara Prodi Bisnis Digital dan Naughty Indonesia, bertujuan menjelajahi potensi TikTok sebagai platform periklanan, khususnya untuk produk gaya hidup, sambil memberikan panduan komprehensif terkait membuat dan mengelola iklan di era digital. Perubahan perilaku konsumen digital mengubah cara mereka berinteraksi dengan merek dan produk, menekankan pentingnya strategi pemasaran digital yang efektif. Melalui pendekatan partisipatif, berbagai pemangku kepentingan di Naughty Indonesia dilibatkan. Studi kasus iklan sukses di TikTok dianalisis untuk memberikan wawasan tentang optimasi kinerja periklanan. Selain itu, memfasilitasi pengalaman belajar praktis, memberdayakan karyawan dengan keterampilan yang diperlukan untuk menjalankan kampanye iklan TikTok yang efektif. Pendekatan penelitian kualitatif memungkinkan pemahaman mendalam tentang potensi periklanan TikTok dan dampaknya terhadap strategi pemasaran digital Naughty Indonesia. Sesi pelatihan terstruktur membantu peserta memperoleh wawasan dan belajar strategi merancang kampanye iklan yang sukses di TikTok. Evaluasi menunjukkan umpan balik positif mengenai sifat edukatif, objektif, akuntabel, dan transparan dari program pelatihan. Proyek ini berhasil mengatasi tantangan pemasaran digital Naughty Indonesia, memperkuat posisinya dalam lanskap periklanan digital yang terus berubah. Fokus pada inovasi, kreativitas, dan adaptasi terhadap tren teknologi dan sosial mempersiapkan Naughty Indonesia untuk memperluas jangkauan pemasaran dan meningkatkan keterlibatan audiens di era digital yang berkembang.
Strategic Use of AI Image Generators for Product Development and Market Expansion In The Bakery Business Teodorine, Michelle; Indrawan, Genoveva Brigitta; Manuel, Michael; Kembau, Agung Stefanus
Journal of Accounting and Finance Management Vol. 5 No. 3 (2024): Journal of Accounting and Finance Management (July - August 2024)
Publisher : DINASTI RESEARCH

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/jafm.v5i3.664

Abstract

The evolution of Society 5.0, characterized by advanced technological integration, presents new opportunities for businesses to enhance operations and customer engagement. This study proposes the development of a comprehensive e-commerce website for Olson’s Patisserie, integrated with AI Image Generator technology, to improve digital sales and expand market reach. The proposal is informed by strategic insights from Porter's Five Forces, Fishbone analysis, and the VRIO framework, highlighting the need for enhanced digital marketing, technological integration, and operational efficiency. The website will serve as a central hub for digital marketing, leveraging Meta Ads to boost brand awareness and reach a broader audience. AI features will enable personalized cake design, enhancing customer satisfaction and loyalty through an interactive shopping experience. The platform will also streamline operations with a comprehensive dashboard for order management and real-time analytics, supporting agile decision-making and strategic planning. By addressing identified weaknesses and capitalizing on opportunities, the integration of AI technology into Olson’s Patisserie’s product development process promises to strengthen its competitive position, improve customer engagement, and drive business growth in the dynamic bakery industry.
Tren Belanja Online Wanita Gen-Z: Eksplorasi Faktor-Faktor di Balik Dominasi Wanita Gen-Z pada Platform Shopee Menggunakan Model UTAUT2 Firellsya, Gabriela; Kembau, Agung Stefanus; Bernanda, Devi Yurisca; Christin, Lelly
Jurnal Informatika Ekonomi Bisnis Vol. 6, No. 1 (March 2024)
Publisher : SAFE-Network

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37034/infeb.v6i1.826

Abstract

Fenomena belanja online berkembang pesat, terutama melalui platform e-commerce Shopee yang mengalami pertumbuhan signifikan. Penelitian terkini mengonfirmasi Shopee sebagai pemimpin di Indonesia dengan jumlah pengunjung terbanyak hingga Maret 2023. Keberhasilan Shopee tidak hanya tercermin dalam popularitasnya, mencapai 79% di kalangan wanita, tetapi juga dalam kemampuannya menarik generasi Z, dengan sekitar 68% dari mereka menjadikan Shopee sebagai platform e-commerce favorit. Fokus penelitian ini adalah memperluas penggunaan aplikasi e-commerce Shopee, khususnya di kalangan konsumen wanita Generasi Z (17-26 tahun) di Indonesia, dengan menguji variabel-variabel model UTAUT2. Dalam penelitian ini, pendekatan kuantitatif digunakan dengan data primer yang dikumpulkan melalui survei online dengan 166 responden. Partial Least Squares Structural Equation Modeling (PLS-SEM) menggunakan perangkat lunak smartPLS 3.2.9 digunakan sebagai teknik analisis. Sampel dipilih dengan metode purposeful sampling dan formula Cochran dihitung. Hasil penelitian ini menunjukkan bahwa dari 10 hipotesis yang diuji, 8 hipotesis diterima sementara 2 hipotesis ditolak. Variabel hedonic motivation dan price value memiliki pengaruh signifikan pada behavioral intention, sedangkan behavioral intention juga memiliki pengaruh signifikan pada use behavior. Namun, effort expectancy dan facilitating conditions sama sekali tidak berpengaruh pada behavioral intention, sehingga kedua hipotesis ditolak. Penelitian ini memberikan manfaat dengan memberikan rekomendasi terkait model UTAUT2, yang dapat digunakan untuk membimbing pengembangan e-commerce Shopee di masa depan.
PENGARUH STRATEGI PEMASARAN KONTEN DAN AFILIASI TERHADAP PEMBELIAN IMPULSIF: PERAN MEDIASI PEMASARAN VIRAL DAN KEPERCAYAAN Christanti Christanti; Agung Stefanus Kembau
Modus Vol. 36 No. 2 (2024): VOL 36 NO 2 (2024)
Publisher : Faculty of Business and Economics Universitas Atma Jaya Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24002/modus.v36i2.8787

Abstract

Recently, humans have lived in an era of digitalization where technology cannot be separated from human life. Digitalization has had a significant impact on various areas of life, such as education, health, communication, and business. Through the internet, individuals can interact with each other virtually through social media. This study aims to determine and analyze the mediating effects of viral marketing and trust on the influence of content marketing and affiliate marketing on impulse buying. In the process, this study uses an explanatory quantitative approach using a questionnaire as a data collection tool. While determining the number of samples, this study applied Yamane techniques to obtain 100 samples The analysis technique carried out in this research was PLS (partial least squares) using SmartPLS 3.29 software. From data from 107 Generation Z respondents in Central Java, it can be seen that each content marketing and affiliate marketing variable has a positive and significant effect on viral marketing and impulse buying. The viral marketing variable not mediate the effect of content marketing and affiliate marketing on impulse buying, but a serial mediation effect occurs when the viral marketing variable and the trust variable are tested together to see the effect of content marketing and affiliate marketing on impulse buying. Keywords: viral marketing; trust; content marketing; affiliate marketing; impulsive Saat ini manusia hidup dalam era digitalisasi dimana teknologi tidak dapat dipisahkan dari kehidupan manusia. Digitalisasi telah memberikan dampak signifikan di berbagai bidang kehidupan seperti pendidikan, kesehatan, komunikasi, hingga bisnis. Melalui internet, individu dapat berinteraksi satu sama lain secara virtual melalui media sosial. Penelitian ini bertujuan untuk mengetahui pengaruh pemasaran konten dan pemasaran afiliasi yang terdapat di media sosial terhadap pembelian impulsif dengan pemasaran viral dan kepercayaan sebagai variabel mediator. Dalam prosesnya, penelitian ini menggunakan pendekatan kuantitatif eksplanatori dengan menggunakan kuesioner sebagai alat pengumpulan datanya. Penentuan jumlah sampel dilakukan dengan menerapkan rumus Yamane sehingga diperoleh 100 sampel. Teknik analisis yang digunakan pada penelitian ini adalah PLS (Partial Least Squares) dengan menggunakan software SmartPLS 3.29. Dari data 107 responden generasi Z di Jawa Tengah dapat diketahui bahwa masing-masing variabel pemasaran konten dan pemasaran afiliasi berpengaruh positif dan signifikan terhadap pemasaran viral dan pembelian impulsif. Variabel pemasaran viral saja tidak memediasi pengaruh pemasaran konten dan pemasaran afiliasi terhadap pembelian impulsif, namun terjadi efek mediasi serial ketika variabel pemasaran viral dan variabel kepercayaan bersama-sama diuji untuk melihat pengaruh pemasaran konten dan pemasaran afiliasi terhadap pembelian impulsif. Kata kunci: pemasaran viral; kepercayaan; pemasaran konten; pemasaran afiliasi; pembelian impulsif.
VIRTUAL INFLUENCERS AND DIGITAL ENGAGEMENT: KEY INSIGHTS FROM INDONESIA'S YOUNGER CONSUMERS Agung Stefanus Kembau; Arifmanuel Kolondam; Nancy Henrietta Jessamine Mandey
Jurnal Manajemen Pemasaran Vol. 18 No. 2 (2024): Oktober 2024
Publisher : Institute of Research and Community Outreach - Petra Christian University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.9744/pemasaran.18.2.123-136

Abstract

This study addresses a critical gap in digital marketing by examining the impact of virtual influencers on consumer engagement, focusing on Gen Z and Gen Y in Indonesia’s Jabodetabek region. While virtual influencers are gaining traction globally and locally, limited research has explored the factors that drive consumer interaction in diverse, digitally evolving markets like Indonesia. This study investigates the roles of perceived authenticity, content quality, and technological sophistication, with a particular emphasis on the moderating effect of digital literacy—a factor often overlooked in previous research. Data from 179 respondents were analyzed using Structural Equation Modeling (SEM) with SmartPLS. The findings reveal that perceived authenticity, content quality, and technological sophistication significantly enhance consumer engagement with virtual influencers, especially among digitally literate consumers. Digital literacy plays a critical moderating role, amplifying the impact of these influencer attributes and highlighting the importance of digital fluency in consumer interactions with advanced digital personas. These insights offer a theoretical contribution to the literature on influencer marketing and provide practical guidance for Indonesian brands seeking to connect with younger, tech-savvy audiences. By prioritizing authenticity, high-quality content, and appropriate technological sophistication, brands can strategically leverage virtual influencers to cultivate deeper, more meaningful engagement in Indonesia’s rapidly evolving digital landscape.
Management Strategies to Reduce User Switching Behavior: Analyzing Critical Factors in Augmented Reality Technology Usage in E-commerce Kembau, Agung Stefanus; Malae, Friscilla Elsyabeth; Lendo, Fresi Beatrix
Business Management Journal Vol 20, No 2 (2024): Business Management Journal
Publisher : Universitas Bunda Mulia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30813/bmj.v20i2.6013

Abstract

This study investigates the factors influencing the switching behavior of Augmented Reality (AR) technology users in e-commerce in Indonesia, employing the Push-Pull-Mooring (PPM) framework. Data were gathered from 178 respondents experienced in using AR applications in e-commerce between February and April 2024. Structural Equation Modeling (SEM) analysis revealed that Dissatisfaction, Poor User Experience (UX), Attractiveness of Alternatives, Innovative Features, and Social Influence positively and significantly affect Switching Behavior, whereas Switching Costs significantly inhibit it. The model accounts for 64% of the variability in user switching behavior. These findings highlight that e-commerce platforms must prioritize enhancing user experience quality, addressing dissatisfaction, and introducing innovative features to retain users. Additionally, managing switching costs is crucial to reducing barriers to user switching behavior. By focusing on these areas, e-commerce platforms can develop more effective strategies to improve user retention and satisfaction. Future research should broaden the scope by incorporating additional variables, conducting longitudinal studies, and exploring AR technology's impact across various industries. These insights provide valuable guidance for e-commerce management in optimizing their platforms to meet user needs and preferences.
Strategi Ritel Phygital: Meningkatkan Kepuasan Pelanggan melalui Integrasi Teknologi Digital dan Interaksi Media Sosial Kembau, Agung Stefanus; Setiawan, Gloria Hanny; Lendo, Fresi Beatrix
Journal of Business & Applied Management Vol 17, No 2 (2024): Journal of Business & Applied Management
Publisher : Universitas Bunda Mulia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30813/jbam.v17i2.6175

Abstract

Penelitian ini mengkaji dampak Integrasi Teknologi Digital di Toko Fisik, Pengalaman Belanja Omnichannel, dan Interaktivitas Pelanggan melalui Media Sosial terhadap Kepuasan Pelanggan dalam konteks ritel di Indonesia dengan menggunakan pendekatan Phygital. Penelitian ini dilakukan dengan melibatkan 178 responden yang mengisi kuesioner berbasis skala Likert 1-5. Data yang diperoleh dianalisis menggunakan teknik regresi dan SmartPLS untuk menguji hubungan antara variabel bebas dan variabel terikat. Temuan utama menunjukkan bahwa integrasi teknologi digital, seperti kios layanan mandiri dan augmented reality, secara signifikan meningkatkan kepuasan pelanggan dengan memperkaya pengalaman belanja fisik. Pengalaman belanja omnichannel yang konsisten antara saluran online dan offline juga terbukti meningkatkan kepuasan pelanggan dengan menciptakan pengalaman yang mulus. Selain itu, interaktivitas melalui media sosial berkontribusi pada kepuasan pelanggan dengan memungkinkan keterlibatan langsung dan membangun hubungan yang lebih kuat dengan merek. Temuan ini relevan dengan tren Marketing 5.0 yang menekankan penggunaan teknologi untuk meningkatkan interaksi pelanggan dan pengalaman belanja. Penelitian ini memberikan wawasan penting bagi retailer di Indonesia dalam merancang strategi ritel yang menggabungkan elemen-elemen Phygital untuk memenuhi harapan konsumen yang semakin digital-savvy dan terhubung secara sosial.
STRATEGIC ROLE OF CONSUMER ETHNOCENTRISM, SOCIAL MEDIA MARKETING, AND BRAND AMBASSADORSHIP IN SHAPING PURCHASE DECISIONS FOR LOCAL INDONESIAN SKINCARE BRANDS ON E-COMMERCE PLATFORMS Yang, Elaine; Kembau, Agung Stefanus; Tarigan , Arihta; Lendo, Fresi Breatrix
JMBI UNSRAT (Jurnal Ilmiah Manajemen Bisnis dan Inovasi Universitas Sam Ratulangi). Vol 11 No 2 (2024): JMBI UNSRAT Volume 11 Nomor 2
Publisher : FEB Universitas Sam Ratulangi Manado

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35794/jmbi.v11i1.56377

Abstract

The rapid advancement of technology in Indonesia has significantly impacted various economic sectors, with the beauty industry, particularly skincare, experiencing remarkable growth. This research investigates the factors influencing purchase intention and purchase decision for local skincare brands, exemplified by brands such as Somethinc, Scarlett Whitening, and Ms. Glow. Employing a quantitative approach, the study explores the relationships between key variables. Primary data was gathered through an online questionnaire from 140 qualified respondents out of an initial 142. Secondary data was sourced from existing journals, articles, and books. The data was analyzed using SmartPLS version 3.0 with a purposive sampling technique, determined by the Cochran formula. The findings reveal that Social Media Marketing, Brand Ambassadors, and Consumer Ethnocentrism significantly and positively affect both purchase intention and purchase decision. Furthermore, purchase intention itself positively and significantly influences purchase decision. The study also demonstrates that purchase intention can partially mediate the relationship between Social Media Marketing and Consumer Ethnocentrism on purchase decision, but does not mediate the relationship between Brand Ambassadors and purchase decision through purchase intention. These insights offer valuable implications for the strategic marketing of local skincare brands in Indonesia. Keywords: Skincare, Local Brand, Social Media Marketing, Brand Ambassador, Consumer Ethnocentrism, Purchase Intention, Purchase Decision, Somethinc, Scarlett Whitening, Ms.Glow.
Application-based Elementary Schools Interactive Education Platform Analysis and Design Felix, Antonius; Bernanda, Devi Yurisca; Kembau, Agung Stefanus; Effendy, Filberth; Nathaniel, Regan
IAIC Transactions on Sustainable Digital Innovation (ITSDI) Vol 6 No 2 (2025): April
Publisher : Pandawan Sejahtera Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34306/itsdi.v6i2.684

Abstract

The rapid digital transformation fueled by widespread Internet use has significantly impacted education. As of April 2023, there are over 5.18 billion Internet users worldwide, necessitating innovative educational solutions. This study analyzes and designs an interactive educational platform tailored for elementary students aged 7-12, employing technologies such as Artificial Intelligence (AI) and Augmented Reality (AR) to enhance learning. The platform emphasizes user-friendly interfaces and engaging content to boost children's motivation and participation. Despite the potential of digital educational tools, challenges such as unequal access to technology, screen addiction, and the need for improved digital literacy persist. This study addresses these issues by proposing a platform that provides equitable access and delivers high-quality, safe, and educationally rich content. The design process involved a literature review, iterative user interface development, and collaboration with educational professionals to meet the specific needs of young users. By integrating interactive multimedia and contemporary interface technologies, the platform offers a personalized and differentiated learning experience beyond traditional methods. The study highlights the significant potential of digital learning tools in improving education quality for children while addressing access and security challenges. Ultimately, this research aims to develop effective educational technologies that support sustainable education for young learners in the digital age.
One-hot encoding feature engineering untuk label-based data studi kasus prediksi harga mobil bekas Herdian, Cevi; Kamila, Ahya; Tampinongkol, Felliks Feiters; Kembau, Agung Stefanus; Budidarma, I Gusti Agung Musa
Informasi Interaktif : Jurnal Informatika dan Teknologi Informasi Vol 9 No 1 (2024): JII Volume 9, Number 1, Januari 2024
Publisher : Program Studi Informatika Fakultas Teknik Universitas Janabadra

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37159/jii.v9i1.41

Abstract

Penggunaan machine learning telah meluas di berbagai industri untuk analisis tren dan prediksi. Untuk memprediksi harga mobil bekas yang fluktuatif, penelitian ini menerapkan salah satu teknik Feature Engineering yaitu One-Hot Encoding, sebuah teknik Feature Engineering yang fokus kepada data-data label atau non-numeric. Studi ini mengeksplorasi data harga penjualan mobil bekas sebagai target variabel dan beberapa fitur seperti produsen, tahun keluaran, tipe mesin, jumlah pintu, dan popularitas. Hasil dari proses Feature Engineering ini sangatlah bagus, dimana R-Squared untuk data validasi adalah 0.85 dan untuk data testing adalah 0.86. Hasil penelitian ini memberikan informasi yang berharga bagi para peneliti dan profesional bisnis yang ingin membuat sebuah model prediksi khususnya bagaimana menangani sebuah data yang bentuknya adalah label kategori atau non-numeric.
Co-Authors Ahya Radiatul Kamila Ali Wardhana Anthony Anthony Antonia, Claresta Antonius Felix Antonius Felix Arief Perdana Kumaat Arifmanuel Kolondam Arihta Tarigan Bernanda, Devi Yurisca Brigitta Indrawan, Genoveva Budiarjo, Ken Chandra, Steven Christanti Christanti CHRISTANTI CHRISTANTI, CHRISTANTI Christian Haposan Pangaribuan Christin, Lelly Clarissa Wijaya Cysca Langi Derick Raditya Devi Yurisca Diana Maramis Doa, Fidelia Novena Effendy, Filberth Fandevi Maitri Farady Marta, Rustono Felix, Antonius Felliks Feiters Tampinongkol Fidelia Novena Doa Firellsya, Gabriela Fresi Beatrix Lendo Fricilla Elsyabeth Malae Gabriela Firellsya Grace Felicia Djayapranata Halim Agung Haryadi, Alessandra Herdian, Cevi Hilarius Bambang Winarko, Hilarius Bambang Hong, Kristy Hong, Kristy I Gede Wisnu Satria Chandra Putra I Gusti Agung Musa Budidarma Budidarma Indrawan, Genoveva Brigitta Ivan Christian Santoso J. Makarawung, Reynard Julius Sutrisno Kurniawati, Regina Zaviera Anggi Laimeheriwa , Imagodeo Bideyesa Laimeheriwa, Imagodeo Bideyesa Makarawung, Reynard Justino Nehemia Malae, Friscilla Elsyabeth Mandey, Nancy Henrietta Jessamine Manuel, Michael Nancy Henrietta Jessamine Mandey Nathaniel, Regan Nilam, Edric Budiman Nuraini Kusuma Wardhani Pangaribuan, Christian Haposan Reynard Justino Nehemia Makarawung Reynhold Alward Andreas Lesilolo Richard Benedict Ricky Fernando Sander, Ongky Alex Sanfransisca Sanfransisca Setiawan, Gloria Hanny Setiawan, Sean Nicholas Steffie Debbyana Wijaya Stevania Stevania Sunara, Tristano Aviel Suphangat, Felix Mario Tampinongkol, Felliks Feiters Tarigan , Arithta Teodorine, Michelle Tristano Aviel Sunara Turangan, Kerenhapukh Piay Vekky Supit Vekky Supit Venness, Venness Wijaya, Hubert Yang, Elaine Youngky Viencent Youngky Vincent Yunitalia Yunitalia Yurisca, Devi Zappelin, Alvencius