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All Journal Jurnal Sinergi Jurnal Siasat Bisnis Jurnal Informatika Ekonomi Bisnis Inobis: Jurnal Inovasi Bisnis dan Manajemen Indonesia
Budi Astuti
Program Studi Manajemen, Fakultas Bisnis Dan Ekonomika, Universitas Islam Indonesia, Yogyakarta
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Social Sciences

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Faktor-Faktor yang Mempengaruhi Niat Mahasiswa untuk Berwirausaha: Aplikasi Theory of Planned Behavior Anik Sri Widawati; Budi Astuti
Sinergi: Kajian Bisnis dan Manajemen Vol. 13 No. 1 (2012)
Publisher : Universitas Islam Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.20885/js.v13i1.3832

Abstract

This study is a replication of research by Shook and Bratianu (2010). Variables that affect student intentions for entrepeneurship in this study are specific desirabilities, subjective norms, self-efficacy, perceived desirability and the perceived feasibility. Sampling was purposive sampling method. The number of samples of this study as much as 306 students. This study uses path analysis model with three channels equation. The result of path analysis in this study are as follows: 1) specifis desirabilities, subjective norms, and self-efficacy has positive and significant impact on entrepreneurial intentions, 2) perceived desirability of modifying the effect of specific desirabilities on intent entrepreneurship, 3) perceived feasibility to modify the effect of self-efficacy on entrepreneurship intentions. Desirabilities specific influence on entrepreneurial intentions became stronger after the mediation by the perceived desirability. Similarly, the influence of self-efficacy on entrepreneurial intentions became stronger after the mediation by the perceived feasibility. While the variables that have the most dominant influence in affecting entrepreneurial intentions are perceived desirability. The conclusion of this study is that the entrepreneurial intentions of students in assesment criteria very well. Therefore, entrepreneurship courses should be made as a compulsory subject for all courses.Keywords:     specific desirabilities, subjective norms, self-efficacy, perceived desirability and the perceived feasibility and entrepreneurship intentions.
ANALISIS EXPERIENTIAL MARKETING TERHADAP EXPERIENTIAL VALUE DI INDUSTRI SMARTPHONE Rydho Styawan; Budi Astuti
Jurnal Siasat Bisnis Vol. 18 No. 2 (2014)
Publisher : Management Development Centre (MDC) Department of Management, Faculty of Business and Economics Universitas Islam Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.20885/jsb.vol18.iss2.art7

Abstract

Persaingan yang ketat di industri smartphone membuat perusahaan mulai menanamkan konsep experiential marketing dan experiential value dalam memposisikan produk untuk mengalahkan pesaing. Saat ini para produsen smartphone berlomba-lomba untuk menawarkan produk dan jasa bagi konsumen berdasarkan pada perkembangan kebutuhan dan keinginan konsumen. Produsen dituntut untuk tidak sekedar menjual produk atau jasa saja, tetapi juga berpikir bagaimana menciptakan produk maupun jasa yang dapat memberikan pengalaman berkesan bagi konsumennya. Penelitian dengan judul “Analisis Experiential Marketing terhadap Experiential Value di Industri Smartphone” ini merupakan replikasi penelitian yang dilakukan oleh Maghnati et al (2012), dengan judul “Exploring the Relationship between Experiential Marketing and Experiential Value in the Smartphone Industry“. Penelitian ini bertujuan mengetahui pengaruh indikator experiential marketing yaitu sense experience, feel experience, act experience, relate experience, think experience terhadap experiential value. Jumlah sampel yang digunakan sebanyak 500 mahasiswa yang diperoleh melalui metode Judgement Sampling dan Quota Sampling yang diambil dari 5 perguruan tinggi di Daerah Istimewa Yogyakarta. Hasil dari Analisis Regresi Linear Berganda dengan pengolahan data menggunakan perangkat lunak SPSS versi 16: sense experience, feel experience, act experience, relate experience, think experience berpengaruh positif signifikan terhadap experiential value. Variabel yang mempunyai pengaruh paling dominan dalam mempengaruhi experiential value adalah variable think experience. Dengan demikian hasil penelitian ini mendukung penelitian Maghnati. et al (2012) yang menemukan bahwa experiental marketing berpengaruh positif signifikan terhadap experiental value. Kata kunci: Sense Experience, Feel Experience, Act Experience, Relate Experience, Think Experience, Experiential Value
Pengaruh Review Beauty Influencer Terhadap Niat Beli Produk Pada Media Sosial YouTube Reyhan Audie Maulida Permana; Budi Astuti
INOBIS: Jurnal Inovasi Bisnis dan Manajemen Indonesia Vol. 6 No. 3 (2023): INOBIS: Jurnal Inovasi Bisnis dan Manajemen Indonesia
Publisher : Forum Inovasi Bisnis dan Manajemen

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (408.324 KB) | DOI: 10.31842/jurnalinobis.v6i3.276

Abstract

Saat ini influencer memiliki peran yang sangat penting dalam memasarkan produk dari brand tertentu kepada audiens mereka. Penelitian dengan variabel yang relatif baru di Indonesia ini, bertujuan untuk mengetahui bagaimana interaction yang diciptakan oleh audiens dengan beauty influencer Lifni Sanders secara online, bersama dengan kredibilitas influencer yang mereka rasakan, bagaimana hal tersebut dapat mempengaruhi niat pembelian audiens terhadap produk brand Somethinc yang juga dimediasi oleh parasocial physical attractiveness, social attractiveness, dan attitude homophily. Jumlah sampel sebanyak 160 responden dengan metode purposive samplin. Hasil analisis SEM menyatakan ketujuh hipotesis signifikan. Hal ini menunjukkan adanya konten influencer yang baik, akan meningkatkan engagement influencer tersebut sehingga berpengaruh pada meningkatnya minat membeli dan kepercayaan terhadap brand produk yang bekerja sama dengan influencer terkait, sehingga marketer dan influencer mendapatkan keuntungan.
Peran Kinerja Produk terhadap Kepuasan Pelanggan PT. Aceplas Indonesia Muhammad Octavian; Budi Astuti
Jurnal Informatika Ekonomi Bisnis Vol. 6, No. 2 (June 2024)
Publisher : SAFE-Network

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37034/infeb.v6i2.882

Abstract

This research aims to determine the role of product performance which is measured based on product quality perceptions on customer satisfaction at PT. Aceplas Indonesia, and the role of product performance which is measured based on service quality on PT customer satisfaction. Aceplas Indonesia. This research approach uses a qualitative approach. The subjects of this research were 1 head of marketing, 1 head of planning, 1 head of production and 2 consumers. In this research, the methods used in collecting data were interviews and documentation. The data analysis technique uses the analysis model from Miles & Huberman. This analysis includes data collection, data reduction, data presentation, and conclusions. The data validity technique uses source triangulation techniques. The research results show that perception of product quality of PT. Aceplas Indonesia has an impact on customer satisfaction, and PT service quality. Aceplas Indonesia has an impact on customer satisfaction.
Co-Authors Anik Sri Widawati Muhammad Octavian Reyhan Audie Maulida Permana Rydho Styawan