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All Journal Jurnal Manajemen Teknologi Journal The Winners SITEKIN: Jurnal Sains, Teknologi dan Industri Jurnal Minds: Manajemen Ide dan Inspirasi The International Journal of Accounting and Business Society Syntax Literate: Jurnal Ilmiah Indonesia Budapest International Research and Critics Institute-Journal (BIRCI-Journal): Humanities and Social Sciences Journal of Economics and Business UBS International Journal of Science and Society (IJSOC) Journal Of World Science Jurnal Locus Penelitian dan Pengabdian Journal Research of Social Science, Economics, and Management
Willy Gunadi
Binus Business School, Bina Nusantara University, Jakarta
Religion Aerospace Engineering Arts Humanities Automotive Engineering Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Environmental Science Health Professions Industrial & Manufacturing Engineering Law, Crime, Criminology & Criminal Justice Materials Science & Nanotechnology Mathematics Social Sciences Other

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Dampak Visual Complexity Terhadap Minat Beli Konsumen dalam Bisnis Ritel Gunadi, Willy; Stephanie, Diana Melliza
Jurnal Manajemen Teknologi Vol 20, No 1 (2021)
Publisher : SBM ITB

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.12695/jmt.2021.20.1.1

Abstract

Abstrak. Seiring dengan meningkatnya perekonomian di Indonesia, tingginya daya beli konsumen juga berdampak pada kemunculan brand baru yang jumlahnya meningkat secara signifikan di pasar ritel. Bisnis teh kemasan yang mulanya didominasi oleh dua pemain sekarang sangat kompetitif dengan lebih dari 20 brand teh, juga peningkatan konsumsi cokelat sebesar lebih dari 25 persen per tahun yang membuat jajaran display cokelat di supermarket semakin meluas. Hal ini menjadi tantangan bagi produsen dan retailer untuk menyusun strategi penjualan demi mendapatkan keuntungan sebesar-besarnya. Penelitian ini bertujuan untuk melihat pengaruh tingkat kompleksitas display terhadap proses evaluasi konsumen dan keinginan konsumen untuk membeli suatu produk. Penelitian ini juga akan menganalisa pengaruh karakter field dependence serta tujuan belanja konsumen terhadap daya tarik produk (perceived attractiveness). Penelitian ini dilakukan melalui 3 studi eksperimen dengan metode ANOVA 2x2. Studi 1 menganalisa stimuli abstrak, studi 2 menganalisa produk real dan studi 3 menambahkan analisa eye tracking. Hasil penelitian ini menyatakan bahwa semakin kompleks display suatu produk, maka daya tarik produk akan dinilai semakin rendah, terutama bagi konsumen utilitarian dengan karakter field dependent.Kata kunci: Kemasan, processing fluency, minat beli, ritel, kompleksitas visualAbstract. Along with the rapid economic growth in Indonesia, high buying power led to significant emergence of new-comers brand in retail market. Bottled tea business that used to dominated by two brands, now become highly competitive with more than 20 brands in the market, also an increase in chocolate consumption by more than 25 percent per year making chocolate display in supermarkets become remarkably widespread. This is challenge for manufacturers and retailers to develop strategy to gain maximum profit. This research aims to analyze the effect of display's visual complexity on consumers evaluation process and purchase intention. This research also analyzes the effect of consumer field dependence and shopping goal on perceived target attractiveness. This research consists of 3 experimental studies, each in ANOVA 2x2. Study 1 analyze abstract stimuli, study 2 analyze real product and study 3 complements with eye tracking data. The results prove that the more complex is the product's display, the more product target attractiveness will be rated lower, especially for utilitarian customer with field dependent character.Keywords: Package, processing fluency, purchase intention, retail, visual complexity
Indonesian Mom-Influencers: The New Representative Faces of Corporations through Instagram Studying the Effect of Endorsers and Corporate Credibility on Consumer Attitude and Purchase Intention Aditya, Febiyana; Rachma, Nabila; Kosasih, Dicky Mikhael; Gunadi, Willy
Jurnal Manajemen Teknologi Vol 20, No 3 (2021)
Publisher : SBM ITB

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.12695/jmt.2021.20.3.2

Abstract

Abstract. Mom-influencers are a new medium used by businesses to reach a market segment of young mothers. This phenomenon has developed as young mothers increasingly turn to social media for up-to-date information on how to parent and what products they need. This study explores the effect of the credibility of mom-influencers as endorsers and corporate credibility on consumers' attitudes towards advertisements, attitudes towards the brand, and purchase intention. This study targeted Indonesian participants who followed an Instagram-verified mom-influencer page on their Instagram account. The data were collected with an online questionnaire and processed using partial least squares structural equation modelling (PLS-SEM). The results show that corporate credibility determines Indonesian consumers' attitudes towards advertisements and brands, as well as purchase intention. Meanwhile, source credibility boosts corporate awareness by gaining consumer attention through promotions.Keywords: Attitude, Credibility, Mom-Influencers, Purchase IntentionAbstrak. Mom-influencer adalah media baru yang digunakan oleh bisnis untuk menjangkau segmen pasar ibu-ibu muda. Fenomena ini telah berkembang ketika ibu-ibu muda semakin banyak beralih ke media sosial untuk mendapatkan informasi terkini tentang cara menjadi orang tua dan produk apa yang mereka butuhkan. Studi ini mengeksplorasi efek kredibilitas mom-influencer sebagai endorser dan kredibilitas perusahaan pada sikap konsumen terhadap iklan, sikap terhadap merek, dan niat beli. Penelitian ini menyasar peserta Indonesia yang mengikuti akun mom-influencer yang terverifikasi Instagram di akun Instagram mereka. Pengumpulan data dilakukan melalui kuesioner online dan diproses menggunakan partial least squares structural equation modelling (PLS-SEM). Hasil yang didapat menunjukkan bahwa kredibilitas perusahaan menentukan sikap konsumen Indonesia terhadap iklan dan merek, serta niat pembelian. Sementara itu, kredibilitas dari sumber meningkatkan kesadaran perusahaan dengan mendapatkan perhatian konsumen melalui promosi.Kata kunci: Sikap, Kredibilitas, Mom-Influencers, Niat Beli
The Effect of Ad Content and Ad Length on Consumer Response towards Online Video Advertisement Djoko Raditya; Willy Gunadi; Dennis Setiono; Jonathan Rawung
The Winners Vol. 21 No. 2 (2020): The Winners
Publisher : Bina Nusantara University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21512/tw.v21i2.6797

Abstract

The research aimed to determine the moderating effect of advertisement (ad) length on the relationships between ad content and the intention of skipping, as well as ad irritation. The research attempted to fill in the lacuna in the academic  literature on the said issue. In doing so, it examined consumers' responses towards the consumers' intention of adskipping and irritation. The experimental research utilized four video ads with varying durations and containing both entertaining and boring content, with long and short ad length. The research sample comprised 120 respondents spend at least more than 1 hour online. The research employed convenience sampling and the method of Univariate Analysis of Variance Linear Model. IBM SPSS Statistics was used for data analysis. The results reveal that the content and length of an online video ad have a direct effect on consumers' ad irritation and intention of skipping. The research concludes that the perceived entertainment of an online video ad significantly affects consumers' intention of skipping and ad irritation. Furthermore, the length of video ads has a major impact on their intention of skipping and ad irritation. 
Factors Influencing Online Video Advertising That Have an Impact on Brand Awareness, Brand Image, and Purchase Intention Halley Putri Kharisma; Kezia Melodia Adiprasetya; Syafi Fabio Djohan; Willy Gunadi
Budapest International Research and Critics Institute-Journal (BIRCI-Journal) Vol 5, No 2 (2022): Budapest International Research and Critics Institute May
Publisher : Budapest International Research and Critics University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33258/birci.v5i2.4705

Abstract

Along with the development of the evolution of social media, online video marketing can be accessed easily. Therefore, several aspects are needed so that online video advertising can be attractive to consumers. This study investigates the impact of entertainment, informativeness, credibility, customization, and irritation on ad values that affect brand awareness and brand image, which leads to purchase intention in online video advertising. Data was collected through online questionnaires given to 150 people who live in Java who are interested in buying products or services because they watch advertisements on YouTube. This study uses Structural Equation Modeling (SEM) with the SmartPLS. The results show that entertainment, informativeness, credibility, customization have positively affected ad value, while irritation has negatively affected ad value on YouTube. On the other hand, ad value through YouTube affected both brand awareness and brand image. Brand image positively affected purchase intention, however brand awareness did not affect purchase intention.
The Influence of Service Quality, Perceived Value, Customer Satisfaction and Brand Trust towards Customer Loyalty in Subscription Video on Demand Prabjit, Prabjit; Salim, Cynthia Viorenza; Kusumawardhani, Annisya; Gunadi, Willy
Budapest International Research and Critics Institute-Journal (BIRCI-Journal) Vol 4, No 4 (2021): Budapest International Research and Critics Institute November
Publisher : Budapest International Research and Critics University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33258/birci.v4i4.3140

Abstract

Due to the pandemic, the subscription of video on demand is increasing. This study provides a framework for customer loyalty of Subscription Video On Demand (SVOD). This study aims to determine how service quality, perceived value, customer loyalty, satisfaction, and brand trust affect SVOD. Data we recollected by using questionnaires through online forms from 200 subscribers of video on demand from Greater Jakarta who had used their expenses to pay the SVOD. Explanatory research method is applied in this research. The data were analyzed using structural equation modeling and using SmartPLS to analyze the data. According to the data analysis results, satisfaction positively impacted service quality, brand trust, and perceived value. Moreover, loyalty in SVOD influence negatively, whereas brand trust gives a substantially positive influence on loyalty in SVOD.
Exploring the Impulsive Buying Behavior on TikTok Live Platform Chandra, Hanry Caesar; Tanil, Silviyani; Sarendra, Tania Citra; Gunadi, Willy
Jurnal Manajemen Teknologi Vol. 22 No. 3 (2023)
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/jmt.2023.22.3.3

Abstract

Abstract. This study aimed to analyze the relationship between Influencer Credibility on the TikTok live platform, Customers' Hedonic Motives, and Online Impulsive Buying Behavior with the moderating effect of Sensory Shopping Experience. Using a self-selection sampling method, a questionnaire was used to gather the data from TikTok users who have experienced shopping impulsively in the TikTok live shopping event where an influencer becomes the host. Out of 297 questionnaires distributed, there were 263 completed responses that can be further analyzed. SEM-PLS was used to analyze the data from 263 samples and evaluate the hypotheses. The findings showed that Influencer credibility positively influences consumers' hedonic motives, which influence online impulsive buying behavior. On the other hand, the sensory shopping experience does not have a significant effect in moderating the relationship between hedonic motives and online impulsive buying behavior. Keywords: Influencer credibility, hedonic motives, online impulsive buying behavior, sensory shopping experience Abstrak. Penelitian ini bertujuan untuk menganalisis hubungan antara Kredibilitas Influencer pada platform TikTok Live, Motif Hedonik Pelanggan, Perilaku Pembelian Impulsif Online, dengan efek moderasi dari Pengalaman Belanja Sensorik. Metode sampling self-selection digunakan dalam penelitian ini, dengan menggunakan kuesioner untuk mengumpulkan data dari pengguna TikTok yang memiliki pengalaman berbelanja impulsif dalam TikTok live shopping di mana seorang influencer menjadi host. Dari 297 kuesioner yang didistribusikan, terdapat 263 tanggapan yang lengkap yang dapat dianalisis lebih lanjut. Analisis SEM-PLS digunakan untuk menganalisis data dari 263 sampel dan mengevaluasi hipotesis. Temuan menunjukkan bahwa Influencer Credibility secara positif mempengaruhi Motif Hedonik Pelanggan di mana motif tersebut mempengaruhi Perilaku Pembelian Impulsif Online. Namun, pengalaman belanja sensorik tidak memiliki pengaruh yang signifikan dalam memoderasi hubungan antara motif hedonik dan perilaku pembelian impulsif online. Kata kunci: Kreditibilitas influencer, motif hedonik, perilaku pembelian impulsif online, pengalaman belanja sensorik
The Effect of Service Recovery on Customer Satisfaction, eWOM, and Repurchase Intention in the Online Travel Agent (OTA) Industry in Indonesia with Service Failure Severity as Moderator Gani, Leilani; Fonda, Lie; Prasetyo, Singgih Hadi; Gunadi, Willy
Jurnal Manajemen Teknologi Vol. 23 No. 1 (2024)
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/jmt.2024.23.1.1

Abstract

Abstract. This study aims to determine the effect of service recovery on service failure severity, customer satisfaction, eWOM, and repurchase intention. This study adopts an online survey method by distributing 196 online questionnaires to Indonesian OTA users who experienced service failures within the past year. The proposed study model undergoes examination using a partial least square-structural equation model (PLS-SEM). The result reveals that service recovery variables positively and significantly affected customer satisfaction, eWOM, and repurchase intention, however, the severity of the service failure did not significantly impact the relationship between service recovery and customer satisfaction. This study aims to provide valuable insight that enables OTA industry practitioners in Indonesia to develop more effective service recovery strategies. It contributes to developing justice theory and the service failure severity factor as moderators of service failures in the Indonesian OTA industry and their effect on customer satisfaction, eWOM, and repurchase intention. Keywords: Service Recovery, Justice Theory, Online Travel Agent, Service Failure Severity, eWOM, Repurchase Intention Abstrak. Penelitian ini bertujuan untuk melihat pengaruh dari service recovery terhadap variabel service failure severity, customer satisfaction, eWOM dan repurchase intention. Penelitian dilakukan dengan menyebarkan 196 kuesioner menggunakan metode online survey yang melibatkan responden pengguna OTA di Indonesia yang pernah mengalami kegagalan layanan dalam satu tahun terakhir. Pengujian dilakukan atas model penelitian yang diusulkan menggunakan partial least square - structural equation model (PLS-SEM). Hasil penelitian menunjukan bahwa variabel service recovery mempengaruhi customer satisfaction, eWOM, dan juga repurchase intention secara positif dan signifikan, namun variabel service failure severity tidak memiliki pengaruh yang signifikan dalam memoderasi pengaruh dari service recovery terhadap customer satisfaction. Penelitian ini memberikan wawasan bagi manajemen industri OTA di Indonesia dalam merancang strategi service recovery yang efektif. Penelitian ini berkontribusi pada perluasan justice theory dan faktor service failure severity sebagai moderasi terhadap kegagalan layanan di industri OTA di Indonesia serta pengaruhnya terhadap customer satisfaction, eWOM, dan repurchase intention. Katakunci: Service Recovery, Justice Theory, Online Travel Agent, Service Failure Severity, eWOM, Repurchase Intention
TINJAUAN LITERATUR SISTEMATIS: PERAN INOVASI SEBAGAI VARIABEL MEDIASI DAN MODERASI TERHADAP KINERJA USAHA MIKRO, KECIL DAN MENENGAH Nasir, Munawir; M. Hamsal; Arta M. Sundjaja; Willy Gunadi
Jurnal Minds: Manajemen Ide dan Inspirasi Vol 11 No 2 (2024): December
Publisher : Management Department, Universitas Islam Negeri Alauddin Makassar, Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24252/minds.v11i2.48356

Abstract

Systematic literature review focusing on innovation variables as moderating and mediating exogenous variables on MSMEs performance is relatively rare. This study aimed to determine factors affecting MSMEs performance mediated or moderated by innovation variables. The article search used the Google Scholar database. Of 500 articles, 320 were excluded based on title and abstract and 180 were screened for eligibility, resulting in 35 articles for review. The study found that innovation mediated 30 exogenous variables on MSMEs performance. There were 15 innovation variables; Innovation and Innovation Capability were the most used by researchers. Additionally, innovation variables such as Product Innovation, Innovation Culture, Innovation, Process Innovation, and Innovation Capability moderated about six exogenous variables on MSMEs performance. Innovation research with moderating models was still relatively small compared to mediation models.
Hubungan Konflik Pekerjaan dan Keluarga dengan Kesempatan Promosi Jabatan pada Karyawan Wanita di Sektor Pertambangan Andini, Arininta Nadya; Abdillah, Faturrahman; Bramantyo, Prima Laksana; Gunadi, Willy
Syntax Literate Jurnal Ilmiah Indonesia
Publisher : Syntax Corporation

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36418/syntax-literate.v10i1.17267

Abstract

Penelitian ini mengkaji dampak desain pekerjaan dan beban kerja terhadap konflik antara pekerjaan dan keluarga pada karyawan wanita di sektor pertambangan, serta hubungan antara konflik tersebut dengan kinerja dan kesempatan promosi. Menggunakan metode snowball sampling, studi ini melibatkan 122 wanita yang bekerja di industri pertambangan. Hasil penelitian menunjukkan bahwa konflik pekerjaan-keluarga secara signifikan menurunkan kinerja karyawan. Konflik ini terjadi ketika tuntutan pekerjaan mengganggu tanggung jawab keluarga, yang mengakibatkan penurunan produktivitas. Desain pekerjaan yang buruk dan beban kerja tinggi memperburuk ketidakseimbangan ini. Temuan ini menegaskan perlunya kebijakan perusahaan yang mendukung kesetaraan gender dan pengembangan karir wanita, seperti kebijakan fleksibilitas kerja dan dukungan keluarga. Penelitian ini memberikan wawasan untuk pengembangan kebijakan yang lebih inklusif, serta kontribusi terhadap peningkatan produktivitas dan kesetaraan gender di sektor pertambangan.
Analysis of Gen Z's Continuous Intention to Use Tiktok Shop in DKI Jakarta Through the UTAUT2 Perspective Sam Pradita, Ferdyn Nurwenda; Adityaputra, Muhammad Rizki; Gunadi, Willy
Journal Research of Social Science, Economics, and Management Vol. 5 No. 3 (2025): Journal Research of Social Science, Economics, and Management
Publisher : Publikasi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59141/jrssem.v5i3.1107

Abstract

Along with technological development, platforms that combine e-commerce and social media—known as social commerce—have emerged. In Indonesia, TikTok Shop has grown rapidly, as reflected by the increase in Gross Merchandise Value (GMV). TikTok Shop enables users to shop online while engaging with social media in a single application without switching platforms. This study aims to analyze the phenomenon of the growing use of TikTok Shop by examining the role of attributes from the Unified Theory of Acceptance and Use of Technology 2 (UTAUT2), such as performance expectancy, effort expectancy, social influence, facilitating conditions, hedonic motivation, habit, and gender, as well as additional variables including perceived price-saving orientation, risk, and trust. Data were collected through an online questionnaire involving 200 Generation Z respondents aged 17 to 29 years, residing in DKI Jakarta, who had made purchases through TikTok Shop within the past three months. Using a quantitative approach with the analysis of the Partial Least Squares Structural Equation Model (PLS-SEM), the results showed that habit, price-saving orientation, and trust exerted a positive and significant influence on the intention to use TikTok Shop. Conversely, performance expectancy, effort expectancy, social influence, facilitating conditions, hedonic motivation, and perceived risk did not demonstrate significant influence. Furthermore, gender did not moderate the relationships among these variables. These findings confirm that habit, cost-saving orientation, and trust play dominant roles in fostering the continuous intention of TikTok Shop use among Generation Z, offering valuable insights for service providers to develop more effective strategies.
Co-Authors Abdillah, Faturrahman Aditya, Febiyana Adityaputra, Muhammad Rizki Alfiandi, Muhammad Fadi Amanda, Melissa Andini, Arininta Nadya Arta M. Sundjaja Bramantyo, Mahardian Ardhi Bramantyo, Prima Laksana Bustan, Stella Octaviani Chandra, Hanry Caesar Deni Irawan, Deni Dennis Setiono Dewabroto, Wisnu Sakti Djoko Raditya Fatma Yufita Melisiana Angkasapuri Fauzia G, Frisca Fonda, Lie Gani, Leilani Halley Putri Kharisma Ian, Sebastian Jeisa Sumarauw, Zoya Jonathan Rawung Kartono, Rano Kezia Melodia Adiprasetya Kosasih, Dicky Mikhael Kusumawardhani, Annisya Lestadi, Arief Kristianto M. Hamsal Marsya Safira Sutrisno Meo, La Bansi Muhammad Syukur Nasir, Munawir Nidya, Firdiyanti Peruzzi, Mochammad Rafii Prabjit, Prabjit Pramono, Yogi Prasetyo, Singgih Hadi Puspitasari M A Taha, Ria Kurnia Rachma, Nabila Roseline, Klaudia Sagita Putri, Defara Salim, Cynthia Viorenza Sam Pradita, Ferdyn Nurwenda Sarendra, Tania Citra Sari Puspita, Ni Putu Pradipta Sisilia, Heng Stephanie, Diana Melliza Syafi Fabio Djohan Tamba, Partogi Tandra, Geraldi Tanil, Silviyani Vini Marianie Vici Wawolumaja, Joana Elisa Wirasti, Arinka Retna