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All Journal Jurnal Ilmiah Mahasiswa FEB Erudio: Journal of Educational Innovation Asia-Pacific Management and Business Application JURNAL EKONOMI PENDIDIKAN DAN KEWIRAUSAHAAN Inobis: Jurnal Inovasi Bisnis dan Manajemen Indonesia Jurnal Pengabdian kepada Masyarakat Nusantara International Journal of Economic, Business, Accounting, Agriculture Management and Sharia Administration (IJEBAS) Jurnal Manajemen Pemasaran dan Perilaku Konsumen Jurnal Management Risiko dan Keuangan Jurnal Kewirausahaan dan Inovasi Jurnal Ilmiah Administrasi Publik
Radityo Putro Handrito
Unknown Affiliation
Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Social Sciences

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MARKETING STRATEGY SUCCESS: A CASE STUDY OF PT AVIA AVIAN TBK. Sukoco, Regina Yolanda; Waluyowati, Nur Prima; Handrito, Radityo Putro
Erudio Journal of Educational Innovation Vol 13, No 1 (2026): Erudio Journal of Educational Innovation
Publisher : Faculty of Administrative Science, Universitas Brawijaya

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Abstract

According to the Indonesian Central Bureau of Statistics (BPS) 2025 report, Indonesia’s economy exhibited sustained growth throughout the 2022–2024 period. This macroeconomic stability has served as a primary catalyst for the expansion of various industrial sectors. This phenomenon positively correlates with the expansion of diverse industrial sectors, notably within the construction industry. Concurrently, strategic opportunities within the building materials market have experienced significant growth, with the decorative coatings (paint) segment emerging as a particularly high-potential vertical. This potential is evidenced by the persistent market share competition between prominent domestic and multinational brands. Notably, the strategic marketing initiatives executed by PT Avia Avian Tbk. have yielded superior outcomes relative to competitors employing analogous frameworks. Despite intensive market saturation, PT Avia Avian Tbk. has maintained its position as a dominant domestic entity within the Indonesian retail paint segment. The primary objective of this research is to evaluate and delineate the underlying drivers of PT Avia Avian Tbk.'s market leadership. Adopting a qualitative case study methodology—specifically an explanatory single-case embedded design, the study utilizes primary data gathered through semi-structured interviews with ten key persons both internal and external stakeholders. The findings indicate that PT Avia Avian Tbk.’s competitive dominance is predicated upon a robust, integrated distribution infrastructure, complemented by iterative product innovation and asymmetric marketing strategies. These three pillars collectively facilitate a sustainable competitive advantage within the retail landscape.
The Influence of Perceived Usefulness, Perceived Ease of Use, Perceived Risk on Intention to Reuse Aini, Maya Faridhotul; Handrito, Radityo Putro
Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 5 No. 1 (2026)
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/jmppk.2026.05.1.24

Abstract

Purpose – This study aims to examine the effects of perceived usefulness, perceived ease of use, and perceived risk on Generation Z users' intention to reuse the DANA e-wallet in Malang City, Indonesia, based on the Technology Acceptance Model (TAM). Design/Methodology/Approach – A quantitative research design was employed using a non-probability purposive sampling technique. Data were collected from 260 Generation Z DANA users in Malang City. The research instruments were tested for validity, reliability, and classical assumptions before hypothesis testing. Data were analyzed using multiple linear regression with IBM SPSS Statistics 26. Findings – The results indicate that perceived usefulness has a positive and significant effect on intention to reuse the DANA e-wallet. Perceived risk also has a significant effect on intention to reuse, whereas perceived ease of use does not significantly influence users' intention to reuse. These findings suggest that users place greater emphasis on the practical benefits and perceived risks of digital wallet services than on ease of use when deciding whether to continue using the application. Originality/Value – This study extends the application of the Technology Acceptance Model by examining users' post-adoption behavior in the context of digital wallet services. The findings demonstrate that, among Generation Z users, perceived usefulness and perceived risk are more influential determinants of reuse intention than perceived ease of use, providing valuable insights for digital payment service providers seeking to improve customer retention.
Co-Authors Agung Yuniarto M.S Aini, Maya Faridhotul Akhdan, Rafii Hanif Ana Sofia Aryati ANDIKA Angela Evlyn Ari Irawan Budiman, Jason Christopher Dennis Shabri Alfani Dimas Aditya Pradana Dunga Dwi Barinta Dwi Indah Lestari Fadlansyah, Fauzan Fatchur Rohman Fathur Rahman Fathur Rahman Firlana Rahmania Ghossa, Inez Shabrina Hanavi, Moch Sukron Hanifah, Salma Imaniar Ilmi Pariasa Ismatullah, Azka Dani Khalid, Khalid Muhammad Kurnianto, Anton Lavennia, Shella Lestari, Dwi Indah Muhammad, Ferdian Harya Nanang Suryadi Negara, Noor Adi Sukma Prabawa, Dewa Made Surya Pradita Damayanti Puspa, Widya Putra, Putu Wirasanjaya Putra, Ronald Fajar Ardiva Putranto, Ahnaf Raka Radityo, Hening Pram Robimadin, Cahya Nugeraha Salsabeela, Amalia Sasongko, Totok Aris Shah, Mohamed Ashraff Sukoco, Regina Yolanda Taufiq Ismail Utami, Sischa Adetya Waluyowati, Nur Prima