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All Journal iBuss Management Seminar Nasional Teknik Kimia Kejuangan JUTIK : Jurnal Teknologi Informasi dan Komputer International Journal of Management, Economic and Accounting
Michael Gunawan
Unknown Affiliation
Biochemistry, Genetics & Molecular Biology Chemical Engineering, Chemistry & Bioengineering Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Environmental Science Social Sciences

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The Impact of Brand Authenticity, Brand Experience, and Self-Congruity Toward Brand Loyalty as Mediated by Brand Love: A Case of Apple Inc. Michael Gunawan; Vincenzio Evan Siemon
iBuss Management Vol 8, No 2 (2020): iBuss Management
Publisher : iBuss Management

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Abstract

As the global marketplace faces fiercer competition and changing consumer demands, the notion of branding as a competitive advantage has never been more relevant. One recent notable case is found in Apple Inc., a leading global technological corporation with a stock market value matching one-third of the UK’s economy. Despite having long been the world’s number one company in brand value, Apple has shown signs of decline with its weakening profits due to a brand loyalty crisis. Such a case brings the researchers’ attention into exploring and synthesizing existing understandings of brand loyalty, which resulted in the creation of a new marketing model intended for aiding the sales of brand-focused companies. This research inspects the importance of brand love, a concept which is still largely unexplored, as a mediating variable for brand loyalty and its antecedents: brand authenticity, brand experience, and self-congruity. Data were collected using a self-administered questionnaire with a sample of 106 Apple users living in Surabaya, Indonesia, one of the world’s most important markets for Apple, and processed using bootstrapping. Results show that brand authenticity, brand experience, and self-congruity directly affect brand loyalty, and brand love partially mediates the effect of brand authenticity toward brand loyalty.Keywords: Brand Loyalty, Brand Authenticity, Brand Experience, Self-congruity,Brand Love
Kajian Awal Sintesis Senyawa Bio-hidrokarbon Dari Sorbitol Dengan Menggunakan Asam Format Sebagai Reduktor Michael Gunawan; Tedi Hudaya; Tatang Hernas Soerawidjaja
Prosiding Seminar Nasional Teknik Kimia "Kejuangan" 2018: PROSIDING SNTKK 2018
Publisher : Seminar Nasional Teknik Kimia Kejuangan

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Analysis Of Leadership And Colleagues On Employee Job Satisfaction With The Work Environment As An Intervening Variable In CV. ANUGERAH PRIMA METALINDO Michael Gunawan; Wilchan Robain; M. Chaerul Rizky
International Journal of Management, Economic and Accounting Vol. 3 No. 1 (2025): February 2025
Publisher : Yayasan Multidimensi Kreatif

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The success of an organization depends heavily on the quality of human resources in it. Competency-based human resource development aims to improve productivity, work quality, and customer satisfaction, which ultimately benefits the organization. Employees who are satisfied with their work will be more committed, productive, and highly dedicated to the company, while employees who are dissatisfied with their work tend to experience turnover and decreased productivity. This study aims to analyze the influence of leadership and co-worker relationships on employee job satisfaction through work environment factors. The results of the study show that leadership has a positive and significant effect on the work environment in CV. Anugerah Prima Metalindo, as well as colleagues who have a positive and significant influence on the work environment. In addition, leadership and colleague relationships also have a positive and significant effect on employee job satisfaction. The work environment also has a positive and significant influence on employee job satisfaction. This study also reveals that leadership and colleague relationships have a positive and significant influence on employee job satisfaction through the work environment as a connecting variable in CV. Anugerah Prima Metalindo.
OPINI PUBLIK TERHADAP ULASAN VIDEO RUU TNI MENGGUNAKAN TF-IDF, NAÏVE BAYES DAN SMOTE Patrisius Satria Hendrawan; Michael Gunawan; Hafiz Irsyad; Abdul Rahman
Jurnal Teknologi Informasi dan Komputer Vol. 12 No. 1 (2026): JUTIK : Jurnal Teknologi Informasi dan Komputer, Edisi April 2026
Publisher : LPPM Universitas Dhyana Pura

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36002/jutik.v12i1.3955

Abstract

The rapid development of digital technology has encouraged the public to actively express their opinions on public issues through social media platforms, including YouTube. The comment section on videos discussing the Draft Law on the Indonesian National Armed Forces (RUU TNI) has become a space for the public to convey support or rejection. This study aims to analyze public opinion regarding the RUU TNI by classifying YouTube comments into two sentiment categories: positive and negative. The methods employed include text preprocessing, feature extraction using TF-IDF, sentiment classification with the Naïve Bayes algorithm, and data balancing using the SMOTE technique to address class imbalance. The evaluation results show that the model achieved 80.7% accuracy before SMOTE; however, the recall and f1-score for the positive class were very low due to the imbalanced dataset. After applying SMOTE, the accuracy slightly decreased to 80.38%, but there was a significant improvement in the evaluation metrics for the positive class, with recall reaching 86.21% and f1-score 81.3%. WordCloud visualization also revealed dominant keywords that represent each sentiment. These findings indicate that the Naïve Bayes algorithm, when combined with SMOTE, is more effective in producing a balanced sentiment classification and is recommended for use in analyzing imbalanced textual data related to public opinion.
Co-Authors , Wilchan Robain Abdul Rahman Hafiz Irsyad Hudaya, Tedi M. Chaerul Rizky Patrisius Satria Hendrawan Tatang Hernas Soerawidjaja Vincenzio Evan Siemon