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All Journal Sains: Jurnal Manajemen dan Bisnis
Widikusyanto, Muhammad Johan
Universitas Sultan Ageng Tirtayasa
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Smoking Behavior Demarketing Model: Focus on Behavior, Not Intention Widikusyanto, Muhammad Johan
Sains: Jurnal Manajemen dan Bisnis Vol 16, No 1 (2023)
Publisher : Universitas Sultan Ageng Tirtayasa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35448/jmb.v16i1.19837

Abstract

This research aims to develop a demarketing model that directly tests the influence of various factors on smoking behavior and formulate various strategies to reduce smoking behavior based on the model. The field of Marketing Science is typically employed to support or enhance the marketing of a product. The research on Demarketing Tobacco Use has evolved from using only one variable in the marketing mix to using all or four variables in the marketing mix. However, the existing Demarketing Tobacco Use or cigarette strategy still has limitations and needs to be further developed. The current Demarketing Tobacco Use strategy only tests the intention to quit smoking. This research is more accurate because it directly tests various factors that influence smoking behavior, not just testing the intention to smoke. The questionnaire was distributed to active smokers with a total of 595 respondents. The collected data was then analyzed using SEM. The findings of this study indicate that product, price, and promotion of cigarettes influence smoking behavior, while distribution does not. Based on these findings, several strategies can be formulated to reduce smoking behavior.Keywords: Demarketing; Marketing Mix; Smoking Behavior; Strategy
The Role of Augmented Reality in Online Purchasing Decisions of Beauty Products on the E-commerce Platform Shopee Lusianingrum, Farah Putri Wenang; Purbohastuti, Arum Wahyuni; Widikusyanto, Muhammad Johan
Sains: Jurnal Manajemen dan Bisnis Vol 17, No 2 (2025)
Publisher : Universitas Sultan Ageng Tirtayasa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35448/jmb.v17i2.32377

Abstract

The proliferation of augmented reality (AR) in the commercial sector remains constrained in terms of its psychological effects on online purchase behavior. The main aim of the research is to examine the influence of augmented reality on purchasing behavior for cosmetic goods on the Shopee platform based S-O-R theory. The online research study gathered comprehensive data from 200 participants. Purposive sampling selected the respondents. In this study, the analytical instrument used for data processing is Smart PLS. The S-O-R theoretical framework validated and corroborated all hypotheses. The interactivity and vividness of augmented reality significantly improve the user experience for cosmetic goods buyers on Shopee. Moreover, augmented reality interaction and vividness promote an increase in online purchase intent among customers of cosmetic products on Shopee. Furthermore, user experience and online buying intentions effectively drive consumers to make online purchasing decisions for cosmetic products on Shopee.
Co-Authors Lusianingrum, Farah Putri Wenang Purbohastuti, Arum Wahyuni