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All Journal Ekuitas: Jurnal Pendidikan Ekonomi Bisma: Jurnal Bisnis dan Manajemen Jambura Economic Education Journal Risenologi Proceeding of International Conference on Entrepreneurship (IConEnt) Ekuitas Jurnal Pnedidikan Ekonomi Digismantech (Jurnal Program Studi Bisnis Digital)
I Gede Wisnu Satria Chandra Putra
Universitas Bunda Mulia
Chemistry Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Mathematics Social Sciences Other

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Journal : Digismantech (Jurnal Program Studi Bisnis Digital)

 1 
EVALUASI PENGARUH PRODUCT QUALITY, PRODUCT INNOVATION DAN MARKETING PROMOTION TERHADAP BRAND IMAGE IKEA I Gede Wisnu Satria Chandra Putra
Digismantech (Jurnal Program Studi Bisnis Digital) Vol 1, No 1 (2021): Jurnal Digismantech (Digital Business Management and Technology)
Publisher : Universitas Bunda Mulia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30813/digismantech.v1i1.2264

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh Kualitas Produk, Inovasi Produk dan Promosi Pemasaran terhadap Citra Merek. Objek penelitian ini adalah konsumen IKEA di Alam Sutra - Tangerang. Penelitian ini dilakukan pada 100 responden dengan menggunakan teknik convenience sampling dan menggunakan program SPSS 22.00 sebagai alat pengolahan data. Hasil penelitian ini menunjukkan bahwa secara simultan variabel Kualitas Produk, Inovasi Produk, dan Promosi Pemasaran memengaruhi Citra Merek IKEA di Alam Sutra - Tangerang. Ini telah dibuktikan dari hasil uji simultan (F). Namun hasil (t) uji parsial menunjukkan titik signifikan pada salah satu dari tiga variabel independen yang mendukung hipotesis. Oleh karena itu, asumsi yang diterima adalah, hanya ada pengaruh antara Inovasi Produk dengan Citra Merek IKEA di Alam Sutra – TangerangKata kunci: Kualitas Produk, Inovasi Produk, Promosi dan Pemasaran, Citra Merek This research aimed to analyze the influence of Product Quality, Product Innovation and Marketing Promotion to Brand Image. The object of this research is consumer of IKEA in Alam Sutra - Tangerang. This research was done to 100 respondents by using convenience sampling technique and using the SPSS 22.00 program as a data processing. The result of this research shows that simultaneously, the variable of Product Quality, Product Innovation and Marketing Promotion influence the Brand Image of IKEA in Alam Sutra - Tangerang. It has been proven from the result of (F) simoultant test.  However the result of (t) partial test shows significant point on one of three independent variables that supports the hipothesis. Therefore, the accepted assumption is, there is influence only between Product Innovation to Brand Image of IKEA in Alam Sutra – TangerangKeywords:  Product Quality, Product Innovation, Marketing Promotion, Brand Image
Analisis Faktor-Faktor yang Mempengaruhi Minat Penggunaan QRIS Sebagai Sistem Pembayaran pada Bisnis Retail Superindo Garry Ferdinan; Anastasia Montana; Cindy Tamrin; I Gede Wisnu Satria Chandra Putra
Digismantech (Jurnal Program Studi Bisnis Digital) Vol 4, No 2 (2024): Jurnal Digismantech (Digital Business Management and Technology)
Publisher : Universitas Bunda Mulia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30813/digismantech.v4i2.7555

Abstract

AbstrakPerkembangan teknologi keuangan telah mencapai puncaknya dengan hadirnya Quick Response Code Indonesia Standard (QRIS) sebagai sistem pembayaran digital terbaru dengan efisiensi yang lebih efektif. Quick Response Code Indonesia Standard (QRIS) merupakan sistem pembayaran digital dengan menggunakan satu barcode yang meliputi banyak jenis pembayaran uang digital. Pada penelitian ini, peneliti menggunakan metode kuantitatif dengan pendekatan kausal dengan sistem penyebaran data lewat kuesioner Google Form. Responden yang didapatkan berjumlah 102 responden yang memenuhi syarat untuk diteliti. Pengolahan data menggunakan alat bantu IBM SPSS Statistics 22. Hasil dari pengolahan data dalam penelitian ini menunjukkan bahwa Trust dan Perceived Compatibility berpengaruh terhadap Behavioral Intention. Sedangkan untuk Mobile Usefulness, Mobile Ease Of Use, Social Influence, Facilitating Conditions, Perceived Security, dan Relative Advantage tidak berpengaruh terhadap Behavioral Intention.Kata Kunci: Mobile Usefulness, Mobile Ease Of Use, Social Influence, Facilitating Conditions, Trust, Perceived Security, Perceived Compatibility, dan Relative Advantage. Quick Response Code Indonesia Standard.AbstractThe development of financial technology has reached its peak with the introduction of the Quick Response Code Indonesia Standard (QRIS) as the latest digital payment system, offering more effective efficiency. QRIS is a digital payment system that utilizes a single barcode covering various types of digital currency transactions. In this research, the researcher employed a quantitative method with a causal approach, utilizing data distribution through a Google Form questionnaire. The study included 102 respondents who met the criteria for investigation. Data processing was carried out using the IBM SPSS Statistics 22 tool. The results of the data processing in this study indicate that Trust and Perceived Compatibility have an impact on Behavioral Intention. On the other hand, Mobile Usefulness, Mobile Ease Of Use, Social Influence, Facilitating Conditions, Perceived Security, and Relative Advantage do not influence Behavioral Intention.Keywords: Mobile Usefulness, Mobile Ease Of Use, Social Influence, Facilitating Conditions, Trust, Perceived Security, Perceived Compatibility, and Relative Advantage. Quick Response Code Indonesia Standard.
PENGARUH PEMASARAN MEDIA SOSIAL, KESADARAN MEREK, DAN KETERLIBATAN DENGAN MEREK TERHADAP NIAT MEMBELI (STUDI KASUS: MEREK FLIMTY DI JABODETABEK) Edina Diva Heryanto; Ali Wardhana; Chandra Hosen; I Gede Wisnu Satria Chandra Putra
Digismantech (Jurnal Program Studi Bisnis Digital) Vol 5, No 2 (2025): Jurnal Digismantech (Digital Business Management and Technology)
Publisher : Universitas Bunda Mulia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30813/digismantech.v5i2.9172

Abstract

AbstrakPenelitian ini bertujuan untuk menganalisis pengaruh pemasaran media sosial (social media marketing), kesadaran merek (brand awareness), dan keterlibatan dengan merek (brand engagement) terhadap niat membeli (purchase intention) produk Flimty di kalangan pengguna media sosial di Jabodetabek. Populasi penelitian mencakup pengguna media sosial di wilayah Jabodetabek, dengan sampel sebanyak 155 responden yang dipilih secara non-probability sampling dan telah mengenal atau memiliki niat membeli Flimty. Data dianalisis menggunakan structural equation modeling (SEM) berbasis partial least squares (PLS) dengan bantuan SmartPLS 3. Hasil analisis mengungkap temuan yang menarik yaitu social media marketing terbukti mampu membangun brand engagement, brand awarness dan purchase intention yang dibuktikan dengan nilai p dibawah 0.05. Hal ini mengindikasikan bahwa strategi sosial media marketing yang dilakukan merek Flimty mampu menciptakan ruang interaksi yang mendalam antara merek dan konsumen. Namun, di sisi lain, brand awarness justru kurang efektif dalam menumbuhkan purchase intention yang dibuktikan dengan nilai p diatas 0,05 yang patut diduga sebagai akibat merek yang tergolong baru dan budaya makan orang Indonesia. Temuan ini mengindikasikan bahwa strategi pemasaran Flimty di media sosial berhasil menciptakan interaksi emosional dengan konsumen tetapi belum efektif dalam membangun pengenalan merek yang kuat. Selain itu, brand engagement terbukti memediasi secara signifikan hubungan antara sosial media marketing dan purchase intention, sementara brand awareness tidak memiliki peran mediasi. Implikasi dari penelitian ini menekankan perlunya merek seperti Flimty untuk merancang strategi sosial media marketing yang tidak hanya interaktif tetapi juga fokus pada peningkatan brand awareness melalui konten edukatif dan kampanye yang lebih terarah Kata Kunci: Sosial media marketing, kesadaran merek, keterlibatan merek, niat beli.AbstractThis study was conducted to investigate the influence of social media marketing, brand awareness, and brand engagement on the purchase intention of Flimty products among social media users in the Jabodetabek area. The study population includes social media users in the Jabodetabek region, with a sample of 155 respondents selected through non-probability sampling who are familiar with or have the intention to purchase Flimty. The data was analyzed using structural equation modeling (SEM) based on partial least squares (PLS) with the help of SmartPLS 3. The results of the analysis revealed interesting findings, namely that social media marketing was proven to be able to build brand engagement, brand awareness, and purchase intention, as indicated by a p-value below 0.05. This indicates that the social media marketing strategy carried out by the Flimty brand was able to create a space for deep interaction between the brand and consumers. However, on the other hand, brand awareness was less effective in fostering purchase intention, as evidenced by a p-value above 0.05, which is likely due to the brand being relatively new and the eating culture of Indonesians. This finding indicates that Flimty's social media marketing strategy successfully creates emotional interaction with consumers but is not yet effective in building strong brand awareness. Additionally, brand engagement was found to significantly mediate the relationship between social media marketing and purchase intention, while brand awareness did not mediate this relationship. The implications of this study emphasize the need for brands like Flimty to design social media marketing strategies that are not only interactive but also focus on enhancing brand awareness through educational content and more targeted campaigns.Keywords: Social Media Marketing, Brand Awareness, Brand Engagement, Purchase Intention
PENGARUH VOUCHER GRAB UNLIMITED TERHADAP LOYALITAS MAHASISWA UBM SERPONG DALAM MENGGUNAKAN APLIKASI GRAB Shirleen Alysia Valencia; Yenny Chie Oi Yen; I Gede Wisnu Satria Chandra Putra
Digismantech (Jurnal Program Studi Bisnis Digital) Vol 4, No 1 (2024): Jurnal Digismantech (Digital Business Management and Technology)
Publisher : Universitas Bunda Mulia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30813/digismantech.v4i1.5994

Abstract

Grab merupakan layanan transportasi online yang sangat populer di Indonesia. Penelitian ini membahas pengaruh voucher diskon Grab Unlimited terhadap loyalitas mahasiswa Universitas Bunda Mulia (UBM) Kampus Serpong dalam menggunakan aplikasi Grab. Penelitian ini bertujuan untuk mengevaluasi apakah insentif voucher yang diberikan Grab dapat berdampak terhadap meningkatnya loyalitas pengguna. Metode pengumpulan data dilakukan melalui survei dengan menggunakan kuesioner kepada 102 mahasiswa UBM Serpong yang telah menggunakan aplikasi Grab dengan menggunakan teknik purposive sampling. Metode yang digunakan meliputi uji validitas, reliabilitas, normalitas, serta uji regresi linear sederhana. Hasil uji validitas menunjukkan bahwa semua indikator valid dengan nilai r hitung lebih besar dari 0,3. Uji reliabilitas menunjukkan nilai Cronbach's Alpha sebesar 0,898, yang menunjukkan data yang reliabel. Uji normalitas menggunakan Q-Q plot dan uji Skewness dan Kurtosis menunjukkan bahwa data berdistribusi normal. Uji heteroskedastisitas dengan scatterplot menunjukkan tidak adanya gejala heteroskedastisitas. Data kemudian dianalisis menggunakan teknik regresi linear sederhana untuk menguji hipotesis yang diajukan. Hasil analisis menunjukkan bahwa terdapat pengaruh yang signifikan antara pemberian voucher Grab Unlimited dan loyalitas pengguna terhadap aplikasi Grab (p < 0,05). Implikasi dari penelitian ini adalah pentingnya strategi pemasaran berbasis voucher untuk meningkatkan loyalitas pengguna dalam aplikasi layanan transportasi online. Dengan begitu, perusahaan dapat memanfaatkan strategi pemberian voucher untuk mempertahankan loyalitas pengguna.
Pengaruh Adoption Readiness terhadap Minat Penggunaan Aplikasi Bibit dengan Perceived Trust sebagai Mediasi Vanessa Evangelista Rudy; I Gede Wisnu Satria Chandra Putra; Anastasia Christy Arviana Montana; Regina Violyn Widjaja; Cindy Valentina Tamrin
Digismantech (Jurnal Program Studi Bisnis Digital) Vol 5, No 1 (2025): Jurnal Digismantech (Digital Business Management and Technology)
Publisher : Universitas Bunda Mulia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30813/digismantech.v5i1.8397

Abstract

AbstrakPerkembangan teknologi yang pesat telah memicu inovasi–inovasi baru termasuk dalam bidang ekonomi, dalam bentuk financial technology. Fintech mampu mempermudah transaksi pengguna dalam kehidupan sehari–hari, termasuk dalam berinvestasi. Salah satu perusahaan yang bergerak dalam bidang fintech investasi adalah Bibit. Penelitian ini bertujuan untuk meneliti pengaruh kesiapan adopsi terhadap minat penggunaan aplikasi Bibit dengan perceived trust sebagai mediasi. Penelitian ini menggunakan metode kuantitatif dan mampu mengumpulkan 151 responden melalui penyebaran kuesioner online dan 118 diantaranya merupakan responden yang memenuhi kriteria. Data yang telah didapat kemudian diolah dengan bantuan software SmartPLS. Hasil penelitian ini menunjukan bahwa tingkat kesiapan adopsi pengguna mampu mempengaruhi minat mereka dalam menggunakan aplikasi Bibit dan juga mempengaruhi tingkat perceived trust mereka. Tetapi perceived trust sendiri secara langsung maupun tidak langsung tidak mempengaruhi minat penggunaan aplikasi Bibit. Untuk penelitian selanjutnya, diharapkan peneliti dapat membahas lebih dalam faktor–faktor yang mempengaruhi minat penggunaan.Kata Kunci: Kesiapan adopsi, perceived trust, minat penggunaan.AbstractTechnology grows rapidly and triggers new innovations, including economic innovation in the form of financial technology. Fintech manages to simplify user transactions in everyday life, including investing. One of the companies who operates in the fintech investment sector is Bibit. This research aims to examine theinfluence of adoption readiness on intention to use Bibit with perceived trust as mediation. This research used quantitative methods and was able to collect 151 respondents through distributing online questionnaires and 118 of them met the criteria. The collected data is then processed with SmartPLS software. The results of this research show that user’s adoption readiness has an influence on their intention to use Bibit and their perceived trust. However, perceived trust has no direct nor indirect influence on intention to use Bibit. For further research, it is hoped that researchers can discuss in more detail the factors that influence the intention to use.Keywords: Adoption readiness, perceived trust, intention to use.
AI Literacy, Readiness, and Ecosystem Support in Student AI Adoption Agung Stefanus Kembau; I Gede Wisnu Satria Chandra Putra; Felliks Feiters Tampinongkol; Derick Raditya
Digismantech (Jurnal Program Studi Bisnis Digital) Vol 5, No 2 (2025): Jurnal Digismantech (Digital Business Management and Technology)
Publisher : Universitas Bunda Mulia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30813/digismantech.v5i2.9218

Abstract

Artificial intelligence has rapidly become a routine part of students’ academic workflows, reshaping how they learn, create, and complete tasks. This study examines the extent to which AI literacy and AI readiness influence AI adoption among university students, and whether an AI-supportive learning climate strengthens these relationships. Using data from 187 students in Jakarta, the research employs Partial Least Squares Structural Equation Modeling (PLS-SEM) to evaluate both direct and moderating effects. The findings show that AI readiness is the strongest predictor of AI adoption, highlighting the importance of psychological preparedness, confidence, and openness toward AI tools. AI literacy also demonstrates a significant positive effect, suggesting that conceptual understanding, functional skills, and critical evaluation abilities are essential to meaningful AI integration. Furthermore, an AI-supportive learning climate positively moderates both relationships, indicating that institutional and instructional encouragement amplify the translation of literacy and readiness into actual adoption behavior. To enrich interpretation, the study also presents descriptive evidence of students’ primary purposes for using AI, which are largely tied to core academic activities such as completing assignments and understanding difficult concepts. Despite its contributions, the study is limited by its cross-sectional design, reliance on self-reported data, and focus on an urban sample. These limitations restrict causal inference and may not fully capture the diverse conditions across Indonesian higher education. Future research should incorporate longitudinal designs, broader regional samples, and mixed-method approaches to capture evolving patterns of AI engagement. Overall, the study contributes to a deeper understanding of how individual capabilities and supportive environments jointly shape AI adoption in higher education
Co-Authors Agung Stefanus Kembau Anastasia Christy Arviana Montana Anastasia Montana Chandra Hosen Cindy Tamrin Cindy Valentina Tamrin Derick Raditya Desy Natalia Devina Tasya Noverin Edina Diva Heryanto Eldelin, Eldelin Felliks Feiters Tampinongkol Garry Ferdinan Ginting, Jusia Amanda Halim Agung Karina, Fiona Nattassha, Ruth Rachel Wulan Nirmalasari Wijaya Regina Violyn Widjaja Rustono - Shirleen Alysia Valencia Shirleen Alysia Valencia Tarigan, Arihta Vanessa Evangelista Rudy Yenny Chie Oi Yen