Garuda - Garba Rujukan Digital

CREATING ONLINE PURCHASE DECISION AND BRAND IMAGE BASED ON ADVERTISING EFFECTIVENESS WITH EPIC MODEL Harrie Lutfie; Dandy Marcelino
MIX: JURNAL ILMIAH MANAJEMEN Vol 10, No 3 (2020): MIX: Jurnal Ilmiah Manajemen
Publisher : Universitas Mercu Buana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22441/mix.2020.v10i3.003

Nowadays the internet has brought drastic and significant changes in all aspects, especially in the dynamics of business development. With online ads carried out by Tiket.com, it is expected that brand image of its services will also increase. Along with increasing brand image after seeing promotions from online advertisements conducted by Tiket.com with the promos that have been provided, it makes tourists want to make purchase decision on Tiket.com. The effectiveness of online advertising is an important factor to support the image of a brand which can lead to purchasing decisions on a product or service. The research method used is quantitative with structural equational model techniques analysis using SmartPLS 2.0 software. The study results showed that contribution of Advertising Effectiveness directly influenced Brand Image was 81,22%. The remaining 18,78% was influenced by other factors that cannot be explained in study. Then contribution of Advertising Effectiveness and Brand Image simultaneously influenced Online Purchasing Decision was 87,59%. The remaining 12,41% was influenced by other factors that cannot be explained in study. It can be concluded that Brand Image has roled as mediator between Advertising Effectiveness and Online Purchasing Decision, because indirect influence was greater than direct influence.

Online Marketing Education and Application Development for MSMEs in Buah Batu District Bandung Astri Wulandari; Bethani Suryawardani; Dandy Marcelino; Gandeva Bayu Satrya; Fatâ€™hah Noor Prawita; Mochamad Yudha Febrianta
Jurnal Penyuluhan Vol. 18 No. 02 (2022): Jurnal Penyuluhan
Publisher : Department of Communication and Community Development Sciences and PAPPI (Perhimpunan Ahli Penyuluhan Pembangunan Indonesia)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25015/18202238834

In today's fast-paced world of information and technology, it's impossible to do anything without a connection to the internet. Due to the rising level of competition in the market, small and medium-sized businesses (SMEs) that are owned and operated by business people need to make use of digital media to raise their brands' visibility and hence their competitiveness. In order to help MSME actors in Buah Batu District continue to grow and develop, the mentorship program for selected partners aims to assist them in developing innovative goods. The MSME actors in Buah Batu District are likely to benefit from assistance related to the district's online web platform, which has been established. It has been determined that in order to help MSME actors (including those designing product labels and packaging) learn about online marketing, the team will offer online marketing education workshops. They will also develop a better product website, integrate the site with helpful applications, and create an updated database system that can be relied upon.

Tourist Preferences in Culinary during Covid-19 Pandemic in Bandung Edwin Baharta; Suryana Heryawan Achmad; Astri Wulandari; Dandy Marcelino
Jurnal Kawistara Vol 12, No 1 (2022)
Publisher : Universitas Gadjah Mada

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22146/kawistara.70605

Tourism is one of the areas that is badly affected by the Covid-19 pandemic and this includes culinary tourism. However, shifts in culinary preference during the pandemic also give a new life in culinary tourism. Bandung, one of Indonesia’s major tourist destination, shows a potential to develop further in its culinary tourism during the pandemic. This however requires a proper strategy through identifying the preferences of tourists in choosing culinary tourism during the pandemic. This research provides a knowledge base for culinary tourism business people regarding tourist preferences in a pandemic situation like today. Data about the preferences of tourists can help culinary tourism business people to develop the right strategy to serve tourists in future and can design the right policies and strategies to respond the expectations and desires of tourists, especially culinary tourism in Bandung. With a sample size of 400 respondents, this study is a descriptive quantitative study employing the conjoint analysis approach, which is the most popular methodology to analyzing tourist preferences. This research found that the possibilities of travelers preferences when travelling Bandung as culinary vacation spot in pandemic are as follows. The aspect of selecting culinary products based on tourist facilities is the preference of tourists in COVID-19 pandemic. Meanwhile, the location of culinary with consideration of easy access or reach becomes choice of tourists in pandemic, in addition to the important of health protocols the cleanliness of locations. Finally, the priority score analysis found that the culinary product selection element has the greatest importance level among the other features.

Conceptual Understanding of Critical Factors That Drive Technopreneur Success in West Java Leni Cahyani; Dandy Marcelino
MIX: JURNAL ILMIAH MANAJEMEN Vol 12, No 2 (2022): MIX: Jurnal Ilmiah Manajemen
Publisher : Universitas Mercu Buana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22441/jurnal_mix.2022.v12i2.012

Objectives: Technology-based entrepreneurship is required in the globalization age. To accomplish this achievement, researchers must understand what factors might impact it. The purpose of this research is to identify what factors can drive the success of digital entrepreneurs (technopreneurs) in West Java. Methodology: This study use explanatory statistics, with Structural Equation Model analysis technique through SMART PLS 2.0. Sampling technique chosen was accidental sampling with 400 respondents. Finding: Partially and simultaneously, all factors have a positive and significant effect on business success. Therefore they have identified the following factor variables: entrepreneurial behavior, skills, educational background, and service quality. Conclusion: Technopreneurs in West Java are encouraged to continue to improve all factor variables as a capital for success. Considering that this research is only conducted on digital entrepreneurs in West Java, other researchers who want to conduct research with similar variables are advised to choose different objects with a wider scope for comparison.

Tourism 4.0: digital media communication on online impulse buying and e-satisfaction Bethani Suryawardani; Astri Wulandari; Dandy Marcelino
BISMA (Bisnis dan Manajemen) Vol. 14 No. 1 (2021)
Publisher : Universitas Negeri Surabaya

The rapid development of ICT changes communication practices and strategies involving government and stakeholder policies in the tourism industry. This is also a challenge and an opportunity for every country in general and tourist destinations to create interesting information on websites and other online media as a promotion. This study aims to find out how digital communication media, especially websites, can influence impulsive buying online and e-satisfaction. The quantitative research approach used surveys of 400 respondents. Data analysed using the Structural Equation Modelling (SEM) technique. The study found that website quality, website personality, and sales promotion influence the impulsive online purchases. Furthermore, website quality, website personality, and impulsive online buying have a simultaneous effect on e-satisfaction. Online travel agents are advised to pay more attention and improve website quality, website personality, and online impulsive buying as the predictor of e-satisfaction.

Problem-Posing Learning Method for Enhancing the Competence of Digital Marketing Students Astri Wulandari; Dandy Marcelino
JPBM (Jurnal Pendidikan Bisnis dan Manajemen) Vol 8, No 2: SEPTEMBER 2022
Publisher : Universitas Negeri Malang

Show Abstract | Download Original | Original Source | Check in Google Scholar

Adopting a new lecture style will enable students to have meaningful learning and actively interact and solve problems. This study attempts to discover the online marketing professional ethics learning process through the problem-posing method. In doing so, this research involved classroom action research, which is provided through four stages: planning, implementation, observation, and reflection. Through the problem-posing method, lecturers can find solutions to problem-solving for the low scores of these students. Based on the implementation of classroom action research in the first and second cycles, it can be seen that the students’ scores are satisfying, which is indicated by the increase in student scores from pre-test to post-test. This implies that the problem-posing method has successfully enhanced students’ competence in the marketing profession ethics course. Meanwhile, based on the non-test observation sheet, it shows that the students’ response to the implementation of the marketing professional ethics course using the problem-posing method in the first and second cycles is good, but there need to be improvements to obtain a better assessment in the future. Keywords: Problem posing method, learning methods, classroom action research.

Strengthening Digital Capabilities and Entrepreneurship For SMEs in the Creative Economy Sector During a Pandemic Leni Cahyani; Rahmat Hidayat; Dandy Marcelino
Jurnal Penyuluhan Vol. 19 No. 01 (2023): Jurnal Penyuluhan
Publisher : Department of Communication and Community Development Sciences and PAPPI (Perhimpunan Ahli Penyuluhan Pembangunan Indonesia)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25015/19202342367

An important aspect in the development of the local economy is MSMEs' ability to support productive human resources, allowing people to live their lives as a means of earning a living. Entrepreneurship is characterized by the ability to transform current resources into goods and selling points via the use of ingenuity. The Covid-19 pandemic sparked the growth of micro, small, and medium-sized businesses (MSMEs). The pandemic of Covid-19 has slowed most economic sectors, particularly MSMEs. Many MSME performers are unable to grow and end up in bankruptcy because of the overabundance. This is the reason why small and medium-sized businesses (SMEs) are embracing digitization initiatives. Using a marketplace (intermediary) and social media as a marketing strategy is the method of digitalization. Digital MSME players must also be able to collaborate with netizens in promoting their goods and services, as outlined in this article. Because of this, the digital MSME development strategy is a viable option to safeguard small businesses from the Covid-19 pandemic. This article uses a process known as a literature review to examine numerous works on the growth of digital small and medium-sized enterprises (SMEs). According to this article, amid the Covid-19 pandemic in Indonesia, the growth of digital MSMEs has emerged as a viable option for saving and establishing a digital enterprise.

Creative Digital Marketing and Advanced Internetworking Assistance Programs for Micro, Small and Medium Enterprises in Buah Batu District Bandung Bethani Suryawardani; Astri Wulandari; Dandy Marcelino; Gandeva Bayu Satrya; Rahmadi Wijaya; Wahyu Lukito; Bijaksana Prabawa
Engagement: Jurnal Pengabdian Kepada Masyarakat Vol 5 No 2 (2021): November 2021
Publisher : Asosiasi Dosen Pengembang Masyarajat (ADPEMAS) Forum Komunikasi Dosen Peneliti

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52166/engagement.v5i2.217

Digital media can support Micro, Small, and Medium Enterprise (MSME) businesses to increase brand awareness of their products, so they can gain competitive advantages and reach a broader market. Unfortunately, not all MSME businesses have the capabilities to utilize digital media to support their businesses. The MSMEs in Buah Batu district face problems that can not be resolved by conventional marketing methods, such as lack of brand awareness and drop in sales which results in the decrease of their revenues and profits. This Community Service aims to improve the MSME's knowledge and skills on creative digital marketing strategy and their understanding of the marketplace so they can create online stores for their businesses. Online stores make it feasible for those MSMEs to broaden their market reach. For the problems related to the IT area, the team will provide network training. The method applied was the service-learning approach. The results of this community service are that the MSMEs in Buah Batu District are capable to create their online shops, promote their products through the marketplace and social media and finally increase their revenues. The output of these community service activities is the design of MSME product packaging and website.

Tourist Preferences in Culinary during Covid-19 Pandemic in Bandung Edwin Baharta; Suryana Heryawan Achmad; Astri Wulandari; Dandy Marcelino
Jurnal Kawistara Vol 12, No 1 (2022)
Publisher : Universitas Gadjah Mada

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22146/kawistara.70605

Tourism is one of the areas that is badly affected by the Covid-19 pandemic and this includes culinary tourism. However, shifts in culinary preference during the pandemic also give a new life in culinary tourism. Bandung, one of Indonesia’s major tourist destination, shows a potential to develop further in its culinary tourism during the pandemic. This however requires a proper strategy through identifying the preferences of tourists in choosing culinary tourism during the pandemic. This research provides a knowledge base for culinary tourism business people regarding tourist preferences in a pandemic situation like today. Data about the preferences of tourists can help culinary tourism business people to develop the right strategy to serve tourists in future and can design the right policies and strategies to respond the expectations and desires of tourists, especially culinary tourism in Bandung. With a sample size of 400 respondents, this study is a descriptive quantitative study employing the conjoint analysis approach, which is the most popular methodology to analyzing tourist preferences. This research found that the possibilities of travelers preferences when travelling Bandung as culinary vacation spot in pandemic are as follows. The aspect of selecting culinary products based on tourist facilities is the preference of tourists in COVID-19 pandemic. Meanwhile, the location of culinary with consideration of easy access or reach becomes choice of tourists in pandemic, in addition to the important of health protocols the cleanliness of locations. Finally, the priority score analysis found that the culinary product selection element has the greatest importance level among the other features.

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