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All Journal JIMKesmas (Jurnal Ilmiah Mahasiswa Kesehatan Masyarakat) Jurnal Inovator GERVASI: Jurnal Pengabdian kepada Masyarakat Journal Of Management Science (JMAS) International Journal of Economics, Business and Accounting Research (IJEBAR) eCo-Buss Ilomata International Journal of Management Enrichment : Journal of Management JURNAL USM LAW REVIEW Infotech: Journal of Technology Information Ilomata International Journal of Management Eksos Yayasan Cita Cendikiawan Al Khwarizmi Linguistic, English Education and Art (LEEA) Journal Jurnal Ilmiah Manajemen, Bisnis dan Kewirausahaan Jurnal Teknik Informatika Journal of Accounting Research, Utility Finance and Digital Assets (JARUDA) Jurnal Multidisiplin West Science Madani: Multidisciplinary Scientific Journal Jurnal Bisnis dan Kewirausahaan Jurnal Riset Ilmiah MERDEKA: Jurnal Ilmiah Multidisiplin Epaper Bisnis: International Journal Entrepreneurship and Management JEMBA: Journal of Economics, Management, Business, and Accounting Journal of Communication Management and Organization Primary Journal of Multidisciplinary Research
Harry Setiawan
Fakultas Ekonomi Dan Bisnis Universitas Tanjungpura
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Dampak Nilai Altruistik, Biosferik, Kolektivistik, dan Konsumsi Terhadap Perilaku Hijau IKEA Indonesia nesty eka listiyani; Fahruna, Yulyanti; Purmono, Bintoro Bagus; Afifah, Nur; Setiawan, Harry
Jurnal Bisnis dan Kewirausahaan Vol. 14 No. 1 (2025): Jurnal Bisnis dan Kewirausahaan
Publisher : Lembaga Penelitian, Publikasi dan Pengabdian pada Masyarakat (LP3M) Nobel Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37476/jbk.v14i1.4945

Abstract

Penelitian ini mengkaji pengaruh nilai-nilai dan pola konsumsi terhadap sikap dan niat membeli produk ramah lingkungan di IKEA Indonesia. Dengan menggunakan metode survei purposive sampling, penelitian melibatkan 205 responden di Indonesia yang diberikan kuesioner dengan skala Likert 1-5. Data yang terkumpul kemudian dianalisis menggunakan Structural Equation Modeling (SEM) melalui software AMOS versi 26. Hasil penelitian menunjukkan adanya dinamika menarik dalam perilaku konsumen terhadap produk ramah lingkungan. Nilai-nilai biosferik dan fungsional terbukti memiliki pengaruh positif yang signifikan terhadap sikap pembelian produk ramah lingkungan. Ketika konsumen memiliki sikap positif yang didasari oleh nilai-nilai tersebut, niat mereka untuk membeli produk ramah lingkungan juga meningkat. Namun, ditemukan bahwa nilai sosial justru memberikan pengaruh negatif terhadap sikap pembelian ramah lingkungan, yang pada gilirannya dapat menurunkan niat pembelian. Temuan ini memberikan implikasi penting bagi strategi pemasaran hijau perusahaan. Dengan memahami faktor-faktor yang mempengaruhi sikap dan niat pembelian konsumen, perusahaan dapat merancang kampanye pemasaran yang lebih efektif untuk meningkatkan permintaan produk ramah lingkungan. Lebih jauh lagi, strategi yang tepat tidak hanya akan meningkatkan penjualan, tetapi juga memperkuat citra merek dan memberikan kontribusi positif bagi pertumbuhan ekonomi berkelanjutan.
THE INFLUENCE OF INSTAGRAM ADVERTISING AND DIGITAL TECHNOLOGY ON BRAND AWARENESS AND PURCHASE DECISIONS IN THE ERA OF SOCIETY 5.0 Irene, Novi; Listiana, Erna; Barkah, Barkah; Fitriana, Ana; Setiawan, Harry
International Journal of Economics, Business and Accounting Research (IJEBAR) Vol 8 No 4 (2024): IJEBAR, VOL. 08 ISSUE 04, DECEMBER 2024
Publisher : LPPM ITB AAS INDONESIA (d.h STIE AAS Surakarta)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29040/ijebar.v8i4.15536

Abstract

The goal of this study is to investigate how, in the era of Society 5.0, digital marketing strategies affect Maybelline lipstick product purchases in Indonesia. The main focus of this study is on how Instagram advertising and digital technologies affect customer purchasing decisions and increase brand recognition. Purposive sampling was used to select 300 respondents, who were then surveyed to collect quantitative data. The data was examined using Structural Equation Modeling (SEM). The results showed that Instagram ads and digital technology significantly improve brand recognition, which influences customer purchasing decisions. These findings show how effective digital marketing strategies are at increasing sales of cosmetics, especially in the context of changing customer behavior in the Society 5.0 era.
THE POWER OF INFLUENCE: HOW CELEBRITY ENDORSEMENT AND ONLINE REVIEWS SHAPE GEN Z'S PURCHASE INTENTION IN BEAUTY PRODUCTS Putri, Shafira Ananda; Juniwati, Juniwati; Purmono, Bintoro Bagus; Afifah, Nur; Setiawan, Harry
International Journal of Economics, Business and Accounting Research (IJEBAR) Vol 8 No 4 (2024): IJEBAR, VOL. 08 ISSUE 04, DECEMBER 2024
Publisher : LPPM ITB AAS INDONESIA (d.h STIE AAS Surakarta)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29040/ijebar.v8i4.15554

Abstract

This study looks into the impact of influencer credibility, attractiveness, and online customer reviews on Gen Z purchase intentions in Indonesia's beauty market, focusing on the collaboration between beauty influencer Tasya Farasya and local brand Somethinc. The study's goal is to provide a comprehensive understanding of how influencer characteristics and online reviews influence consumer attitudes, brand awareness, trust, and electronic word of mouth (eWOM), which, in turn, affect purchase intentions. This study provides novel insights into the role of influencer marketing in Indonesia's expanding beauty industry. Data were collected quantitatively from 216 Gen Z respondents selected through convenience sampling. Respondents needed to follow at least one beauty influencer and be familiar with Tasya Farasya and Somethinc. To assess the relationships between variables, data were analyzed using Structural Equation Modeling (SEM) with AMOS 26. Sobel tests were used to evaluate the mediating roles of eWOM, brand awareness, and brand trust. The findings show that influencer credibility, attractiveness, and online reviews significantly improve consumer attitudes toward beauty brands, resulting in increased eWOM, brand awareness, trust, and purchase intentions. These findings provide strategic insights for beauty brands that want to engage Gen Z consumers and strengthen brand loyalty through influencer partnerships.
THE INFLUENCE OF PRODUCT PLACEMENT, CELEBRITY ENDORSEMENT, AND BRAND INTEGRATION IN KOREAN DRAMAS ON BRAND RECOGNITION AT KOPIKO PRODUCT AND BRAND IMAGE AS MEDIATING Wulandari, Sukma; Setiawan, Harry; Afifah, Nur; Purmono, Bintoro Bagus
International Journal of Economics, Business and Accounting Research (IJEBAR) Vol 8 No 4 (2024): IJEBAR, VOL. 08 ISSUE 04, DECEMBER 2024
Publisher : LPPM ITB AAS INDONESIA (d.h STIE AAS Surakarta)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29040/ijebar.v8i4.15557

Abstract

This study aims to analyze the influence of product placement, celebrity endorsement, and brand integration in Korean dramas on brand recognition using a brand image as a mediating variable. This research responds to the growing popularity of Korean dramas as a cross-cultural marketing platform, especially for the Indonesian coffee candy brand Kopiko. The research approach used was quantitative, with a total of 230 respondents who watched Korean dramas featuring Kopiko, and the data were analyzed using structural equation modeling (SEM). The results show that product placement, celebrity endorsement, and brand integration have a positive impact on brand recognition, with brand image playing an important mediating role. This research provides valuable insights for international marketers, demonstrating that strategic placement in high-engagement media can enhance brand image and recognition. Future research could explore broader applicability in digital media and evaluate the effectiveness of these strategies in different cultural markets.
EDUKASI PENGELOLAAN UANG SAKU SISWA SEKOLAH DASAR MELALUI POSTER KREATIF DI DESA PUNGGUR BESAR Safmi, Ima Kumala; Setiawan, Harry; Kalista, Lola; Dinhida
GERVASI: Jurnal Pengabdian kepada Masyarakat Vol. 9 No. 1 (2025): GERVASI: Jurnal Pengabdian Kepada Masyarakat
Publisher : LPPM IKIP PGRI Pontianak

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31571/gervasi.v9i1.8303

Abstract

Program edukasi pengelolaan uang saku di SDN 02 Sungai Kakap bertujuan meningkatkan pemahaman siswa tentang literasi keuangan menggunakan metode Service Learning (SL) yang menghubungkan pembelajaran langsung dengan pengalaman nyata. Selama tiga hari, siswa kelas V dan VI mengikuti tiga tahapan utama: persiapan, pelaksanaan, dan evaluasi. Kegiatan mencakup pemberian materi, diskusi, pembuatan poster untuk kelas V, serta simulasi keuangan bagi kelas VI. Evaluasi dilakukan melalui pre-test, post-test, observasi, dan wawancara. Hasilnya menunjukkan peningkatan pemahaman siswa tentang menabung dari 33,33% menjadi 93,33%, serta kesadaran mengenai kebutuhan dan keinginan dari 26,67% menjadi 83,33%. Kreativitas siswa juga berkembang melalui poster yang mereka buat. Kesimpulannya, poster kreatif ini efektif dalam membangun literasi keuangan sejak dini dan dapat diterapkan di lebih banyak sekolah.
The Impact of User Experience, and Word-of-Mouth, with Customer Satisfaction as a Mediating Factor in the Oxygen WiFi Network Ilmi Farisi Khumaini; Maria Christiana Iman Kalis; Bintoro Bagus Purmono; Nur Afifah; Harry Setiawan
ePaper Bisnis : International Journal of Entrepreneurship and Management Vol. 2 No. 2 (2025): ePaper Bisnis : International Journal of Entrepreneurship and Management
Publisher : Asosiasi Riset Ilmu Manajemen Kewirausahaan dan Bisnis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61132/epaperbisnis.v2i2.377

Abstract

This study aims to analyze the influence of User Experience and Word of Mouth on Customer Satisfaction in the Oxygen.id Home service, one of the internet providers in Indonesia. In today’s digital era, the quality of internet service is measured not only by connection speed and stability but also by the user’s experience when interacting with the service. User Experience encompasses aspects such as ease of use, interface design, responsiveness, and emotional comfort during service usage. A well-designed User Experience can enhance positive perceptions of the service and lead to increased Customer Satisfaction. Customer Satisfaction plays a crucial role as a bridge between User Experience and Word of Mouth. Satisfied customers tend to be more willing to recommend the service to others, either directly or through social media. Word of Mouth serves as a trusted form of organic promotion and has a significant impact on attracting potential new customers. Therefore, Word of Mouth is not only an outcome of good service but also a part of an effective growth strategy in a competitive industry. This study employs a quantitative approach by collecting data through surveys of active Oxygen.id Home users. The analysis results indicate a strong relationship between User Experience, Customer Satisfaction, and Word of Mouth, with Customer Satisfaction acting as a significant mediating variable. These findings emphasize the importance for service providers to continuously optimize User Experience in order to increase customer loyalty and expand market reach through the power of Word of Mouth.
Pengaruh Consumers Ethnocentrism, Social Media Usage, dan E-WOM Terhadap Repurchase Intention Dengan Brand Association Sebagai Variabel Mediasi Azamahir, Muhammad Nabil; Setiawan, Harry; Afifah, Nur; Purmono, Bintoro Bagus
Madani: Jurnal Ilmiah Multidisiplin Vol 3, No 5 (2025): Volume 3, Nomor 5, June 2025
Publisher : Penerbit Yayasan Daarul Huda Kruengmane

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.5281/zenodo.15600447

Abstract

Consumer ethnocentrism merupakan kecenderungan konsumen untuk lebih memilih produk dalam negeri dibandingkan produk asing karena alasan loyalitas, nasionalisme, dan persepsi moral terhadap dampak ekonomi. Di Indonesia, fenomena ini semakin relevan seiring dengan meningkatnya kesadaran masyarakat terhadap pentingnya mendukung produk-produk lokal dalam menghadapi persaingan global. Penulisan ini bertujuan untuk menyelidiki bagaimana faktor-faktor seperti Consumer Ethnocentrism, Social media usage (SMU), dan e-WOM, mempengaruhi Repurchase Intention produk fashion lokal 3second (Three Second) di Indonesia, dengan Brand Association sebagai variabel yang menghubungkan. Penulisan ini menggunakan pendekatan kuantitatif dengan teknik purposive sampling. Analisis data dilakukan menggunakan SmartPLS versi 4 dengan metode PLS-SEM. Hasil penulisan memperlihatkan jika Consumers Ethnocentrism, SMU, dan e-WOM secara positif dan signifikan memengaruhi Repurchase Intention, melalui Brand Association, baik secara langsung maupun tidak langsung. Hasil ini memperlihatkan jika brand association sangat penting dalam meningkatkan korelasi antara variabel-variabel ini dan niat pembelian ulang. Implikasi praktisnya adalah bahwa strategi pemasaran yang mendorong kebanggaan terhadap produk lokal melalui etnosentrisme konsumen, penggunaan media sosial yang efektif, dan ulasan konsumen yang positif (e-WOM) dapat meningkatkan brand association dan niat pembelian ulang konsumen terhadap produk lokal seperti 3second. Dengan kata lain, semakin tinggi tingkat etnosentrisme konsumen, semakin kuat pula brand associationa terhadap merek lokal, yang pada akhirnya meningkatkan kemungkinan pembelian ulang.
Efek Kualitas Pelayanan Terhadap Citra Gojek Pada Mahasiswa Universitas Islam Riau Sujatmiko, Ary; Setiawan, Harry
The Journal of Communication Management and Organization Vol. 1 No. 1 (2022): Journal of Communication Management and Organization
Publisher : Riauan Consulting and Communication

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55985/jcmo.v1i1.10

Abstract

This study aims to determine the effect of service quality on the image of Go-Jek on FIKOM students, Islamic University of Riau. This type of research is associative with a total population of 1,246 people. The sampling used was simple random sampling, which is a random sampling technique of 93 people. The statistical measurement of the sample in this study was conducted to determine the significance of each difference in the mean value of each variable. From the results of the t test, the tcount value of 7.475 is greater than ttable of 1.985 so the quality of service has a significant effect on Go-Jek's image, while the R2 test with a correlation coefficient (R) of 0.617 means that there is a strong relationship between service quality and Go-Jek image. Coefficient of determination (R2) is 0.380, which means that service quality has an influence of 38% on Go-Jek's image, the remaining 62% is influenced by factors not examined.
Pengaruh In-Game Reward, Flow Experience, dan Content Marketing terhadap Loyalitas Pemain Mobile Legends Indonesia melalui Kepuasan Arielsandy, Elvien; Harry Setiawan; Nur Afifah; Bintoro Bagus Purmono
MERDEKA : Jurnal Ilmiah Multidisiplin Vol. 2 No. 6 (2025): Agustus
Publisher : PT PUBLIKASI INSPIRASI INDONESIA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62017/merdeka.v2i6.4841

Abstract

Industri game mobile terus mengalami lonjakan pertumbuhan, dan salah satu yang mendominasi pasar Indonesia adalah Mobile Legends: Bang Bang, yang secara aktif menerapkan berbagai pendekatan pemasaran demi mempertahankan keterlibatan pemain. Studi ini mengkaji bagaimana faktor In-game Reward, Flow Experience, dan Content Marketing berpengaruh terhadap loyalitas pemain, dengan Kepuasan Pelanggan sebagai perantara utama. Persaingan yang ketat di sektor game digital mendorong pentingnya interaksi emosional antara pemain dan game untuk mempertahankan posisi kompetitif. Pendekatan kuantitatif digunakan dalam penelitian ini, dengan analisis model persamaan struktural (SEM) melalui perangkat lunak SmartPLS 4, berdasarkan data dari pemain aktif Mobile Legends yang dipilih secara purposif. Hasil menunjukkan bahwa ketiga variabel memiliki pengaruh positif terhadap kepuasan, dan kepuasan tersebut memediasi secara signifikan terhadap loyalitas. Kesimpulan ini menyoroti peran penting dari pengalaman bermain yang menyenangkan dan konten yang relevan dalam meningkatkan loyalitas jangka panjang pemain. Temuan ini memberikan wawasan strategis bagi pengembang untuk menciptakan pengalaman yang memuaskan dan membangun koneksi emosional yang lebih kuat antara pemain dan game.
Pengaruh Perceived Quality Dan Design Uniqueness Terhadap Customer Loyalty Jersey Custom @Ideografi_Pontianak Dengan Brand Engagement Sebagai Mediasi Irfan Syahyudi; Nur Afifah; Hasanudin; Bintoro Bagus Purmono; Harry Setiawan
MERDEKA : Jurnal Ilmiah Multidisiplin Vol. 2 No. 6 (2025): Agustus
Publisher : PT PUBLIKASI INSPIRASI INDONESIA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62017/merdeka.v2i6.4857

Abstract

Industri fashion, khususnya jersey custom, mengalami pertumbuhan pesat seiring dengan meningkatnya preferensi konsumen terhadap produk yang unik dan berkualitas tinggi. Penelitian ini bertujuan untuk menganalisis pengaruh perceived quality dan keunikan desain terhadap loyalitas pelanggan, dengan brand engagement sebagai variabel mediasi. Pendekatan kuantitatif digunakan dalam penelitian ini dengan metode PLS-SEM, di mana data dikumpulkan melalui kuesioner online dari konsumen yang telah membeli atau mempertimbangkan untuk membeli jersey custom di @ideografi_pontianak. Hasil penelitian ini diharapkan dapat memberikan wawasan bagi pelaku bisnis jersey custom dalam meningkatkan strategi pemasaran dan membangun loyalitas pelanggan melalui kualitas produk dan desain yang inovatif. Hasil penelitian menunjukkan bahwa brand engagement menjadi kunci penghubung antara persepsi terhadap kualitas dan desain dengan loyalitas pelanggan. Oleh karena itu, membangun interaksi yang kuat dengan konsumen melalui media sosial, pelayanan, serta pengalaman merek yang konsisten merupakan langkah penting untuk meningkatkan daya saing merek di pasar jersey custom yang kompetitif.
Co-Authors Adinda Purnama Sari Agnes Agnes Ahmad Shalahuddin, Ahmad Akhmad Yani Ana Fitriana Ana Fitriana Andika, Wahyu Andry, Johannes Fernandes Anwar Azazi Ardion, Ardion Arfita Yuana Dewi Arielsandy, Elvien Arman Jaya Ayu Umyana Azamahir, Muhammad Nabil Barkah Barkah, Barkah Bintoro Bagus Purmono Burhan Chamisyahuri, Chamisyahuri Damsar Daud, Ilzar Depandi Enda Dinhida Erna Listiana Fahruna, Yulyanti Fitria Lestari Pujiastuti Ginting, Jusia Amanda Giriati, Giriati Grace, Michelle Hasanudin Hasanudin Hasanudin Helma Malini Helma Malini, Helma Hermawati, Yuni Ilmi Farisi Khumaini Indrayani Irene, Novi Irfan Syahyudi Juniwati Juniwati Kalista, Lola Maharani, Evita Mandala, Miko Maria Christiana Iman Kalis Maulidia, Rahma Muammar Khaddafi Muhammad Afif nesty eka listiyani Ngurah Suryantara, I Gusti Nur Afifah Oprilyani, Adhinda Dwi Pangestu, Adjie Purmono, Bintoro Bagus Putri, Shafira Ananda Rafles Ginting Ramadhan Tosepu Safmi, Ima Kumala Sepannur Bandri Setiadi, Galang Simatupang, Ervina C.M. Sujatmiko, Ary Violin Waldi Wulandari, Sukma