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All Journal Trikonomika: Jurnal Ekonomi Jurnal Ilmiah Manajemen dan Bisnis (JIMB) Almana : Jurnal Manajemen dan Bisnis Jurnal Penelitian IPTEKS Sosiohumanitas: Jurnal Ilmu-Ilmu Sosial dan Humaniora Journal of Global Business and Management Review Enrichment : Journal of Management Jurnal Inspirasi Binsis dan Manajemen Jurnal Ilmiah MEA (Manajemen, Ekonomi, dan Akuntansi) Journal of Social Science Jurnal Penelitian Pendidikan Indonesia In Search (Informatic, Science, Entrepreneur, Applied Art, Research, Humanism)

Indrawati

Telkom University

Author-ID : 2537249

Agriculture, Biological Sciences & Forestry Arts Humanities Chemistry Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Immunology & microbiology Industrial & Manufacturing Engineering Law, Crime, Criminology & Criminal Justice Library & Information Science Materials Science & Nanotechnology Physics Social Sciences Other

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Pengaruh Digital Marketing Mobile Application Terhadap Loyalitas Pelanggan Gojek Aulia Millatina Lisani; Indrawati Indrawati
Jurnal Penelitian IPTEKS Vol 5, No 2 (2020): JURNAL PENELITIAN IPTEKS
Publisher : Universitas Muhammadiyah Jember

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32528/ipteks.v5i2.3665

Dari perkembangan teknologi serta di dukung oleh gaya hidup masyarakat sehingga dapat mempengaruhi kecepatan dalam penyebaran suatu informasi melalui media sosial dan dimanfaatkan sebagai media baru dalam memasarkan suatu produk atau disebut pemasaran digital (digital marketing). Digital marketing dapat digunakan sebagai sarana untuk menginformasikan atau memberikan edukasi kepada konsumen terhadap suatu produk atau merek sehingga konsumen menjadikan konsumen lebih loyal terhadap merek atau produk. Penelitian ini memiliki tujuan untuk mengetahui apakah terdapat pengaruh Digital Marketing Mobile Application terhadap Loyalitas Pelanggan pada layanan yang dimiliki oleh Gojek secara simultan ataupun parsial. Penelitian yang dilakukan menggunakan metode kuantitatif. Variabel-variabel yang dianalisis adalah interactive, incentive programs, site design dan transaction/cost sebagai variabel independen, dan loyalitas oelanggan sebagai variabel dependen. Untuk pengumpulan data, peneliti menggunakan kuesioner secara online melalui googleform dengan jumlah responden sebanyak 400 orang. Teknik sampling yang digunakan yaitu purposive sampling dan metode pengumpulan data dengan kuesioner (Skala Likert) dan studi kepustakaan. Teknik analisis data yang dilakukan melalui model analisis Structural Equation Modellung (SEM) yang di olah dengan bantuan aplikasi SmartPLS 3.0.

Analisis Pengaruh Faktor-faktor Nilai Hijau (Green Values) Terhadap Minat Beli Masyarakat di Kota Bandung Annisa Agnes Magfira; Indrawati Indrawati
SOSIOHUMANITAS Vol 19 No 2: Agustus 2017
Publisher : Lembaga Penelitian Universitas Langlangbuana

Kesadaran masyarakat saat ini akan pentingnya menjaga lingkungan sangat tinggi, terlihat dari kekhawatiran masyarakat melihat kerusakan alam yang saat ini. Tujuan dari penelitian ini adalah untuk menganalisis pengaruh faktor-faktor nilai hijau (green values) tehadap minat beli masyarakat di Kota Bandung. Metode pengumpulan data dilakukan melalui penyebaran kuesioner, peneliti menggunakan responden sebanyak 400 responden yang berdomisili di Kota Bandung. Adapun pengolahan data pada penelitian ini menggunakan software Smart PLS 2.0. Berdasarkan pada hasil pengolahan data dapat diketahui bahwa penilaian responden terhadap variabel Green Consumption Values, Green Trust, Green Attitude dan minat beli menunjukan nilai yang tinggi, dapat diindikasikan bahwa persepsi responden bagus pada variabel tersebut. Sedangkan berdasarkan pada evaluasi pengaruh variabel Green Consumption Values terbukti memiliki pengaruh positif dan signifikan terhadap Green Trust dan Green Attitude. Sedangkan untuk variabel Green Trust dan Green Attitude terbukti memiliki pengaruh positif dan signifikan terhadap minat beli. Berdasarkan pada hasil penelitian, maka perusahaan perlu menciptakan produk yang digunakan sehari-hari bernilai ramah ligkungan supaya masyarakat terbiasa mengkonsumsi produk yang bernilai ramah lingkungan.

Faktor-Faktor Pemasaran Hijau yang Mempengaruhi Loyalitas Konsumen (Studi Pada Hotel Novotel Bandung) Nadya Afradila; Indrawati Indrawati
SOSIOHUMANITAS Vol 20 No 2 (2018): Agustus 2018
Publisher : Lembaga Penelitian Universitas Langlangbuana

Saat ini isu lingkungan hidup merupakan permasalahan yang serius menyangkut kehidupan manusia. Konsekuensi dari hal tersebut membuat masyarakat, organisasi, maupun perusahaan harus meningkatkan tanggung jawab terhadap lingkungan yaitu dengan membangun strategi yang dapat menjamin kelangsungan lingkungan hidup, seperti menerapkan strategi pemasaran hijau. Pemasaran hijau telah banyak diterapkan oleh beberapa industri salah satunya pada industri perhotelan, banyak hotel yang mengembangkan strategi pemasaran hijau untuk memenuhi permintaan konsumen yang sadar lingkungan. Novotel Bandung merupakan satu-satunya hotel di kota Bandung yang telah menerapkan strategi pemasaran hijau, program pemasaran hijau yang dilakukannya bernama program PLANET21. Dimana pada program tersebut menggerakkan perusahaan untuk bertanggung jawab kepada lingkungan. Pada penelitian ini memiliki tujuan untuk mengetahui faktor – faktor pemasaran hijau yang mempengaruhi loyalitas konsumen pada hotel Novotel Bandung. Sampel yang digunakan dalam penelitian ini berjumalah 400 responden yang merupakan pelanggan hotel Novotel Bandung. Pengumpulan data dilakukan melalui penyebaran kuesioner dengan menggunakan google form.

Analysis Of Factors That Determine Continuance Intention In Using Shopee Application During The Pandemic Covid-19 Indrawati Indrawati; Nabila Ayu Shaina
Jurnal Ilmiah Manajemen dan Bisnis Vol 7, No 3 (2021): Jurnal Ilmiah Manajemen dan Bisnis
Publisher : Universitas Mercu Buana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22441/jimb.v7i3.11902

The Covid-19 pandemic has made people spend more time in the digital space for work, communicating, shopping, or just looking for entertainment. Many people end up shopping from home using e-commerce to buy their daily needs. Shopee is one of the e-commerce sites in Indonesia that has won first place with the most visits and the number of transactions has continued to increase, especially during the Covid-19 period. This shows that there has been a change in user interest in adopting the Shopee application. This study aims to analyze the factors that influence Continuance Intention in using the Shopee application. The theoretical approach used in this study is the UTAUT 2 model because the research model has the strongest predictive value. The research data collection was carried out by distributing online questionnaires via Google Form to 400 respondents. This study was tested with PLS-SEM as a technique for analyzing 8 research constructs from the modified UTAUT2 model. The results showed that the factors that influenced the Continuance Intention in adopting the Shopee application from the highest to the lowest were Social Influence, Hedonic Motivation, Habit, Trust, and Performance Expectancy. This model is proven to strongly predict the desire of consumers to continue to adopt the Shopee application in the future because the R² in the study is 74.1%. The influence of the age moderating variable in this study does not affect the Continuance Intention of consumers in adopting the Shopee application. While the influence of the moderating variable gender affects the Trust variable on Continuance Intention.

ANALISIS FAKTOR YANG MEMENGARUHI PEMBENTUKAN MINAT BERLANGGANAN DI INDUSTRI VIDEO-ON-DEMAND DI INDONESIA Nurvi Apriana Yusuf; Indrawati Indrawati
Almana : Jurnal Manajemen dan Bisnis Vol 3 No 1 (2019): Vol. 3 No. 1/ April 2019
Publisher : Program Studi Manajemen, Fakultas Ekonomi, Universitas Langlangbuana

Penelitian ini mengukur minat pengguna video-on-demand di Indonesia dengan menggunakan model penelitian UTAUT2 yang telah dimodifikasi, dimana peneliti menganalisis variabel Performance Expectancy, Effort Expectancy, Social Influence, Facilitating Condition, Hedonic Motivation, Price Value, Habit, dan Content terhadap Behavioral Intention. Data didapat menggunakan survei online dan berhasil mengumpulkan 403 responden yang valid, dengan usia 15-60 tahun, dan telah menggunakan layanan video-on-demand, serta telah melewati masa percobaan (free trial). Seluruh data yang dikumpulkan telah memenuhi kriteria validitas dan realibilitas. Untuk menguji validitas dan realibilitas, peneliti menggunakan software SPSS versi 21. Selain itu, untuk menguji hipotesis, peneliti menggunakan Structural Equation Modeling (SEM) dengan menggunakan software SmartPLS versi 3.0. Hasil pengujian membuktikan bahwa terdapat 4 faktor yang memengaruhi Behavioral Intention, yaitu Habit, Content, Performance Expectancy. Dan Effort Expectancy. Dalam variabel moderator, maka variabel Age (Usia) memengaruhi Habit terhadap Behavioral Intention, sedangkan variabel moderator Gender (Jenis Kelamin) dan Income (Pendapatan) tidak berpengaruh. Penelitian ini juga mendapatkan hasil R^2 sebesar 0,655 dan masuk pada kategori moderat.

Pengaruh social media marketing activities terhadap loyalitas pelanggan pada produk lokal UMKM di aplikasi Shopee Nur Sayyidah Salsabila; Indrawati Indrawati
Jurnal Inspirasi Bisnis dan Manajemen Vol 6, No 1 (2022): JUNI 2022
Publisher : Lembaga Penelitian Universitas Swadaya Gunung Jati

Abstract. The main purpose of this research is to examine the influence of social media marketing activities on customer loyalty through customer equity drivers with three dimensions: value equity, brand equity, relationship equity in local MSMEs products in the Shopee application. Non-probability sampling was utilized, along with purposive sampling. This survey included 275 respondents who used Shopee application users in Indonesia and had purchased local products. In this study, descriptive analysis and SmartPLS 3.0 software was used for SEM analysis. According to the results of this investigation, perceived social media marketing activities have a positive significant influence on value equity, brand equity, and relationship equity. Value equity, brand equity, and relationship equity have a positive significant effect on customer loyalty. Value equity, brand equity, and relationship equity will mediate the relationship between perceived social media marketing activities and customer loyalty. Keywords: Brand Equity; Customer Loyalty; Relationship Equity; Social Media Marketing Activities; Value Equity. Abstrak. Tujuan utama dari penelitian ini adalah untuk mengkaji pengaruh social media marketing activities pada loyalitas pelanggan melalui customer equity drivers’ dengan tiga dimensi: value equity, brand equity, and relationship equity pada produk UMKM lokal di aplikasi Shopee. Non-probability sampling digunakan, bersama dengan purposive sampling. Survei ini melibatkan 275 responden pengguna aplikasi Shopee di Indonesia dan pernah membeli produk lokal. Dalam penelitian ini, analisis deskriptif dan software SmartPLS 3.0 digunakan untuk analisis SEM. Menurut hasil dari investigasi ini, perceived social media marketing activities berpegaruh positif signifikan terhadap value equity, brand equity, dan relationship equity. Value equity, brand equity, dan relationship equity berpengaruh positif signifikan terhadap loyalitas pelanggan. Value equity, brand equity, dan relationship equity akan memediasi hubungan antara perceived social media marketing activities dan loyalitas pelanggan. Kata Kunci: Brand Equity; Loyalitas Pelanggan; Relationship Equity; Social Media Marketing Activities; Value Equity.

THE INFLUENCE OF SHOPEE BRAND LEADERSHIP ON CUSTOMER LOYALTY WITH CUSTOMER SATISFACTION AS INTERVENING VARIABLE Fayza Najeela Pakutandang; Indrawati Indrawati
Jurnal Ilmiah MEA (Manajemen, Ekonomi, & Akuntansi) Vol 6 No 3 (2022): Edisi September - Desember 2022
Publisher : LPPM STIE Muhammadiah Bandung

This study aims to explain how Shopee's brand leadership is and how customers feel in terms of satisfaction and loyalty to the Shopee application. Additionally, it seeks to understand how brand leadership affects satisfaction and loyalty and how satisfaction variables mediate this effect. This study uses quantitative methods with causal and descriptive analysis. Data was collected using a questionnaire distributed to Shopee users in Indonesia. 275 samples were collected and analyzed using SmartPLS 3.0, also used descriptive analysis. Based on descriptive analysis findings, the brand leadership dimensions, satisfaction, and loyalty are in good category. PLS-SEM results show brand leadership has a positive and significant effect on satisfaction. The variables of quality, value, and satisfaction have a positive and significant effect on loyalty, whereas innovativeness and popularity not. Additionally, satisfaction acts as a mediator in the relationship between brand leadership and loyalty.

THE INFLUENCES OF FLASH SALE PROMOTION ON SHOPPING ENJOYMENT AND IMPULSE BUYING OF SHOPEE CONSUMERS INDONESIA Intan Nur Azizah; Indrawati Indrawati
Jurnal Ilmiah MEA (Manajemen, Ekonomi, & Akuntansi) Vol 6 No 3 (2022): Edisi September - Desember 2022
Publisher : LPPM STIE Muhammadiah Bandung

In Indonesia, there is rivalry in e-commerce from not just domestic but also from a number of foreign businesses who promote their goods there. With their Flash Sale offer, Shopee Indonesia distinguishes themselves from the competition. There is no research on the characteristics of flash sales with perceived values and products involve and their implications on online shopping enjoyment and impulse buying. Research on flash sales often examines system faults and their effects on consumer purchases. This study aims to determine how flash sale aspects, such as the products they contain and the perceived values they represent, affect attitudes about them as well as how they affect consumers' enjoyment of online shopping and impulse buying. The study was conducted on flash sale users in Shopee consumers in Indonesia. On this research, data was from 275 respondents through a google form link that was spread using social media such as Whatsapp & Instagram. Data analysis is done through structural equation modelling using the Smart PLS 3 program. Based on the results, there are significant factors influencing the flash sale promotion. Product Involve and Perceived Values has a positive significant influence on Attitude toward Flash Sale. Attitude toward Flash Sale has a significant influence on Shopping Enjoyment and Impulse Buying. This research has implications for e-commerce management to maintain the characteristics of flash sale. The recommendation for further research is to research with other object with the same variables and in different times with up-to-date experts.

Effect of service to satisfaction and the impact on loyalty of Brimo users Cika Ramadhanti; Indrawati Indrawati
Enrichment : Journal of Management Vol. 13 No. 1 (2023): April: Management Science And Field
Publisher : Institute of Computer Science (IOCS)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35335/enrichment.v13i1.1214

Brimo is one of the digital banks owned by Bank Rakyat Indonesia, which has various features that can help the activities of its users. In banking companies, high-quality service to meet customer needs is a demand in surviving in a competitive business environment. It can be analyzed using the dimensions of the e-servqual. This study aims to analyze service and satisfaction and its impact on Brimo user loyalty by using modified e-servqual dimensions: efficiency, reliability, responsiveness, user-friendliness, personal need, assurance, security, and site organization. Research data collection using questionnaires with purposive sampling techniques obtained 406 respondents who matched the criteria. Data processing is carried out using the structural equation model-partial least squares. The research results, namely reliability, user-friendliness, assurance, security, and site organization have a positive and significant effect on customer satisfaction. Other variables, namely efficiency, responsiveness, and personal need, do not have a positive and significant effect on customer satisfaction. Furthermore, customer satisfaction has a positive and significant effect on customer loyalty. The implication of this study is that Brimo is advised to improve its user interface to be more well-organized to increase customer satisfaction.

Influence of factor application between utilizing modified united theory of acceptance and use of the technology 2 model (a study on Shopee users in Indonesia) Rissella Jihan Syanita; Indrawati Indrawati; Astri Ghina
Enrichment : Journal of Management Vol. 13 No. 1 (2023): April: Management Science And Field
Publisher : Institute of Computer Science (IOCS)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35335/enrichment.v13i1.1245

The internet has become a part of people's daily lives to help them fulfil their needs, such as enabling them to trade or do business utilizing e-commerce applications. Shopee is one of the most well-liked e-commerce platforms in Indonesia, boasting 93 million active users. This study used the modified UTAUT 2 model to conduct a descriptive analysis to identify the application user assessment. Subsequently, the SEM PLS analysis was conducted to identify variables influencing the continuation intention of application usage and the impact of the continuation intention on the user behavior of Shopee application users. The study also sought to ascertain the impact of age and gender on the other variables in the study model. As a result, the business can identify user preferences and factors that affect how often users use the Shopee program, enabling it to maintain its appeal in the face of strong competition. The study findings revealed that social influence, perceived security, and risk received lower ratings than other categories. In conclusion, the intention of application users to continue using it was highly influenced by performance expectations, effort expectations, social influence, enabling conditions, headache incentives, habit, and perceived security and risk.

Co-Authors Annisa Agnes Magfira Astri Ghina Aulia Millatina Lisani Cika Ramadhanti Dellaroza Geulis Sepliria Fariz Indra Permana Fayza Najeela Pakutandang Intan Nur Azizah M Rasyad Rizqullah Nabila Ayu Shaina Nadya Afradila Nanda Wahyu Firdaus Nindita Fajriani Nur Sayyidah Salsabila Nurvi Apriana Yusuf Rissella Jihan Syanita Shafa Shafira

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