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Journal : EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi dan Bisnis

The Influence of Attitude and Perceived Risk to Optimize Intention to Adopt Based on Theory of Planned Behavior in Generation Z Alifia Indah Putri Shaliha; Endy Gunanto Marsasi
EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi dan Bisnis Vol 12 No 2 (2024): April
Publisher : UNIVED Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37676/ekombis.v12i2.5427

Abstract

This study aims to determine the effect of attitude and perceived risk on intention to adopt based on the theory of planned behavior (TPB) in Generation Z. This study employs a quantitative methodology, utilizing a purposive sampling technique. The data utilized in this study is primary data, which was collected through the distribution of questionnaires. The study has a sample size of 210 respondents. The data was evaluated using Structural Equation Modeling (SEM) analysis with the use of AMOS 24 Graphics software. The findings of this study indicate that attitude is significantly influenced by perceived utility, perceived trust, and subjective norm. Furthermore, attitude significantly impacts the intention to adopt. The study's recent discoveries indicate that perceived danger exerts a detrimental and noteworthy impact on attitude, while perceived ease of use exerts a detrimental but inconsequential impact on attitude. The findings of this study emphasize the significance of comprehending customer risk perceptions in relation to service utilization. Companies should take into account the factors that impact consumer opinions. This can be accomplished by implementing effective marketing techniques, enhancing customer service, or providing an optimal user experience. This study provides an update on the variables by including the perceived risk variable to assess the perceived risk experienced by consumers.
Omnichannel Based Integrated Marketing Communication At Tripatria Innovation Marketing Program Aliya Khoirunnisa; Endy Gunanto Marsasi
EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi dan Bisnis Vol 12 No 4 (2024): Oktober
Publisher : UNIVED Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37676/ekombis.v12i4.6706

Abstract

This study explores the application of an Integrated Marketing Communication (IMC)-based omnichannel approach in Tripatria's Innovation Marketing Program. This program aimed to increase brand awareness and consumer trust through an integrated online marketing strategy. The program, conducted over six months, successfully engaged general consumers and healthcare professionals, leading to increased interactions on social media and product purchases. The findings highlight the significant impact of a well-executed omnichannel strategy on consumer behavior and brand perception and emphasize the need for continuous innovation and adaptation in marketing strategies to remain competitive in the dynamic healthcare market. Future research should investigate the long-term effects of such marketing programs on customer loyalty and retention.