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All Journal CommIT (Communication & Information Technology) Jurnal ASPIKOM Prosiding University Research Colloquium
Yulius Slamet
Universitas Sebelas Maret
Humanities Computer Science & IT Environmental Science Law, Crime, Criminology & Criminal Justice Medicine & Pharmacology Social Sciences

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Influence of Brand Awareness, Brand Association, Perceived Quality, and Brand Loyalty of Shopee on Consumers’ Purchasing Decisions Andi Supiyandi; Sri Hastjarjo; Yulius Slamet
CommIT (Communication and Information Technology) Journal Vol. 16 No. 1 (2022): CommIT Journal
Publisher : Bina Nusantara University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21512/commit.v16i1.7583

Abstract

Shopping through e-commerce is one of the new tools in the current era. Various brands offer the large selection of products or services making shopping through e-commerce like shopping in the city center, but online. Currently, many e-commerce companies are running similar services because e-commerce is important to build a strong brand from the audience and shows the value of the products or services they offer. The aim of the research is to see how significant the influence of Shopee’s brand equity is on consumer purchasing decisions in Indonesia. The research applies a quantitative approach with linear regression analysis to see the causal relationship between variables, with the help of the SPSS 23 application for windows. Data are collected by distributing structured questionnaires online to 100 respondents from various segments of age, gender, and area of residence. The results show that the variables of brand equity including brand awareness, perceived quality, and brand loyalty have an influence on consumer purchasing decisions. However, brand association has no effect on purchasing decision. The most influential variable on purchasing decisions is brand loyalty from all the variables used. Moreover, it is suggested that Shopee application managers should pay more attention to factors that affect brand equity since it has a positive and significant influence on online purchasing decisions.
How Novice Entrepreneurs Learn About Digital Marketing Communication Strategies? Miftahul Rozaq; Sri Hastjarjo; Yulius Slamet
Jurnal ASPIKOM - Jurnal Ilmu Komunikasi Vol 6, No 2 (2021)
Publisher : Asosiasi Pendidikan Tinggi Ilmu Komunikasi (ASPIKOM)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24329/aspikom.v6i2.936

Abstract

This study aims to investigate the process of learning digital communication strategies by novice entrepreneurs who have limited knowledge, information, and access to formal training by learning through observations on social media to develop their business. This study used a qualitative approach with a case study design of six start-up entrepreneurs from micro, small and medium enterprises in Surakarta, Indonesia. In-depth interviews were conducted with six start-up entrepreneurs to study the social media situation in modeling and the meaning of the social media communication strategy being modeled. The results showed that role modeling occurred based on the needs of novice entrepreneurs to learn social media communication strategies. Also, the correct meaning of social media communication strategies is a determining factor that leads to the self-efficacy of novice entrepreneurs to make similar imitation decisions, develop observed strategies, or create new versions of strategies.
Strategi Pelestarian Situs Sangiran sebagai Cagar Budaya Dwiana Kusmartanti; Argyo Demartoto; Yulius Slamet
Prosiding University Research Colloquium Proceeding of The 7th University Research Colloquium 2018: Bidang Sosial Ekonomi dan Psikologi
Publisher : Konsorsium Lembaga Penelitian dan Pengabdian kepada Masyarakat Perguruan Tinggi Muhammadiyah 'Aisyiyah (PTMA) Koordinator Wilayah Jawa Tengah - DIY

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (535.917 KB)

Abstract

Penelitian ini bertujuan untuk: menganalisis strategi pelestarian Situs Manusia Purba Sangiran dan dampak yang ditimbulkan dari program pelestarian tersebut di masyarakat. Penelitian ini merupakan penelitian kualitatif dengan strategi penelitian studi kasus eksplanasi.Data diperoleh melalui informan, dokumen dan arsip.Teknik pengumpulan data menggunakan wawancara, observasi, dan dokumentasi. Teknik sampling yang digunakan dalam penelitian ini adalah non-probability sampling menggunakan maximum variation sampling atau sampel variasi maksimum yaitu memilih informan dengan karakteristik informan dari Balai Pelestarian Situs Manusia Purba (BPSMPS), tokoh masyarakat dan masyarakat setempat yang bekerja di dalam dan diluar area Museum Sangiran.Hasil penelitian menunjukan bahwa strategi yang dilakukan BPSMPS untuk melestarikan Situs Manusia Purba Sangiran Sebagai Situs Warisan Dunia dilakukan dengan melibatkan partisipasi masyarakat Desa Krikilan dan pemberian reward serta sertifikat kepada masyarakat yang menyerahkan hasil temuan fosil. Adapun bentuk partisipasi masyarakat dalam proses pelestarian diantaranya; melibatkan masyarakat sebagai teknolok dalam proses penggalian fosil, membuka lapangan pekerjaan di area Museum Sangiran untuk menyerap tenaga kerja masyarakat sekitar dan meningkatkan pengawasan penemuan fosil, melibatkan Kelompok Teater Sangir dalam misi pengenalan pariwisata Museum Sangiran dan memberikan pelatihan kerajinan souvenir, pelatihan manajemen homestay dan pelatihan menjadi tourguide. Dari program-program pemberdayaan tersebut memunculkan dampak secara positif maupun negatif dalam pengelolaan Sangiran.Dampak positif yang nampak berupa peningkatan ekonomi masyarakat, budaya dan ilmu pengetahuan.Sementara itu kesenjangan sosial dan adanya rasa cemburu antar masyarakat menjadi dampak negatif yang ditemui dari pelestarian yang ditemui di Sangiran.
Co-Authors Andi Supiyandi Argyo Demartoto Dwiana Kusmartanti Rozaq, Miftahul Sri Hastjarjo