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All Journal Jurnal Manajemen Terapan dan Keuangan Jurnal Ekonomi, Bisnis dan Kewirausahaan (JEBIK) Jurnal Manajemen Bisnis Jurnal Ekonomi dan Kewirausahaan JDM (Jurnal Dinamika Manajemen) Ekuitas: Jurnal Pendidikan Ekonomi Media Ekonomi dan Manajemen JAM : Jurnal Aplikasi Manajemen Indonesian Journal of Business and Entrepreneurship (IJBE) Jurnal Pamator : Jurnal Ilmiah Universitas Trunojoyo Madura JURNAL EKONOMI AKUNTANSI DAN MANAJEMEN EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi dan Bisnis MIX : Jurnal Ilmiah Manajemen IMAGE Jurnal Maneksi (Management Ekonomi Dan Akuntansi) Asia-Pacific Management and Business Application Jurnal Ekonika : Jurnal Ekonomi Universitas Kadiri Jurnal Organisasi Dan Manajemen Management and Economics Journal (MEC-J) JMBI UNSRAT (Jurnal Ilmiah Manajemen Bisnis dan Inovasi Universitas Sam Ratulangi) SENTRALISASI JURNAL MANAJEMEN BISNIS Jurnal Samudra Ekonomi dan Bisnis Kajian Bisnis STIE Widya Wiwaha JPEK (Jurnal Pendidikan Ekonomi dan Kewirausahaan) Jurnal Ilmiah Poli Bisnis Value: Jurnal Manajemen dan Akuntansi International Journal of Business Studies Jurnal Informatika Ekonomi Bisnis BASKARA: Journal of Business and Entrepreneurship Community Development Journal: Jurnal Pengabdian Masyarakat Jurnal Darma Agung Inobis: Jurnal Inovasi Bisnis dan Manajemen Indonesia Cakrawala Repositori Imwi Equity: Jurnal Ekonomi Jurnal Ecogen Jurnal Manajemen Bisnis dan Keuangan Kontigensi: Jurnal Ilmiah Manajemen Jurnal Ilmiah MEA (Manajemen, Ekonomi, dan Akuntansi) Amkop Management Accounting Review (AMAR) Jurnal Keuangan dan Bisnis Jurnal Informatika Ekonomi Bisnis Ekuitas Jurnal Pnedidikan Ekonomi JER Jurnal Ilmiah Bisnis dan Ekonomi Asia (Jibeka) Jurnal Dinamika Manajemen
Endy Gunanto Marsasi
Universitas Islam Indonesia
Humanities Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Energy Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Materials Science & Nanotechnology Public Health Social Sciences Other

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IMPLEMENTATION OF CUSTOMER RELATIONSHIP MANAGEMENT BASED OF ARTIFICIAL INTELLIGENCE IN THE DHARMA BOOST MARKETING PROGRAM cantika kusuma; Endy Gunanto Marsasi
Cakrawala Repositori IMWI Vol. 6 No. 3 (2023): Cakrawala Repositori IMWI
Publisher : Institut Manajemen Wiyata Indonesia & Asosiasi Peneliti Manajemen Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52851/cakrawala.v6i3.195

Abstract

Dharma Mitra Abadi is a leader in the DIY and Central Java regions which uses the best branded tools, continues to maintain and develop the quality of its services. Committed with PT. Abbott with the best brand diagnostic tools, until appointed as the sole agent. PT. Dharma Mitra Abadi is a medical device company that utilizes direct marketing to promote its products. The company has implemented the Dharma Boost program, which utilizes digital media and e-commerce tools such as online electronic applications, websites, mobile applications, social media, animation, video, data visualization, and location-based services. This research aims to evaluate and improve the effectiveness of these existing programs within the company. The research method used is qualitative, including direct observation, in-depth interviews, collection of documentation, and analysis of company secondary data. The research is being conducted within the marketing division of the company. The goal is to help the company innovate and address any marketing challenges. By incorporating Artificial Intelligence into its Customer Relationship Management, PT. Dharma Mitra Abadi hopes to optimize its use of digital marketing.
ELECTRONIC WORD OF MOUTH BASED EXPECTATION CONFIRMATION THEORY IN BANARAN REVOLUTION PROGRAM Billy Pratama; Endy Gunanto Marsasi
Value : Jurnal Manajemen dan Akuntansi Vol. 18 No. 1 (2023): Januari - April 2023
Publisher : Prodi Ilmu Manajemen, Fakultas Ekonomi Universitas Muhammadiyah Cirebon

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32534/jv.v18i1.3740

Abstract

Persebaran pandemi Covid-19 memincu pemerintah membatasi kegiatan masyarakat. Banyak pelaku usaha yang mengalami penurunan pendapatan, salah satunya ialah restoran. Bandaran 9 Resto meruapakan perusahaan yang bergerak di bidang resto yang ada di Jawa Tengah. Walaupun perkembangan teknologi sangat pesat, namun Bandaran 9 Resto masih mangalami kendala dalam hal pemasaran. Oleh karena itu,, upaya yang dapat dilakukan ialah program Banana Revolution dengan cara memaksimalkan pemasaran melalui internet. Tujuan dari penelitian ini yaitu meningkatkan penjualan Bandaran 9 Resto melalui konsep Electronic Word Of Mouth (e-WOM) dengan menggunakan Expectation Confirmation Theory (ECT). Penelitian ini menggunakan metode deskriptif kualitatif. Hasil penelitian ini yaitu pemasaran menggunakan konsep e-WOM dengan basis ECT sangat tepat digunakan Banaran 9 Restoran dalam mempromosikan restorannya.. Kata Kunci: Pemasaran, Diferensiasi, Teori Konfirmasi Harapan
The Role of Attitude Towards Behavior and Utilitarian Benefit in Intention to Purchase Based on Theory of Planned Behavior in Generations Y and Z Yayi Candradewi; Endy Gunanto Marsasi
Ekuitas: Jurnal Pendidikan Ekonomi Vol. 11 No. 2 (2023)
Publisher : Fakultas Ekonomi Universitas Pendidikan Ganesha

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.23887/ekuitas.v11i2.72357

Abstract

The fragrance industry is experiencing fast growth in Indonesia. The demand for perfume, particularly in the designer and luxury segments, is experiencing significant growth. This study aims to investigate the impact of ATB, PBC, utilitarian benefits, and marketing mix on intention to purchase. This study employs the TPB as its primary theoretical framework. The population comprises customers belonging to Generation Y and Generation Z. The data collecting strategy employs purposive sampling is incorporated into the nonprobability sampling strategy. The sample comprised 189 respondents. The results of the reliability test suggest that the data can be relied upon. The present study utilized a quantitative research methodology and conducted data analysis using IBM SPSS 27 and AMOS Graphic 24 software applications. The findings of the data analysis suggest that there is a statistically significant positive relationship between attitude and purchase intention. Additionally, the results suggest that utilitarian benefit has a notably favorable effect on behavior-related attitudes. Furthermore, the findings of this study suggest that there is no statistically significant relationship between the marketing mix and purchase intention. Consumers' propensity to purchase perfume may be affected by their utilitarian benefit and attitude.
The Effect of Attitude and Trust on Behavioral Intention In The Modern Market Industry Hafiz Jodith Arfansyah; Endy Gunanto Marsasi
Jurnal Economic Resource Vol. 6 No. 1 (2023): March-August
Publisher : Fakultas Ekonomi & Bisnis Universitas Muslim Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.57178/jer.v6i1.568

Abstract

This research gap is the relationship between trust and behavioral intention. Trust will be an element of novelty in this study that affects behavioral intention. This research is based on the Theory of Reasoned Action, which explains attitudes, which are influenced by subjective norms and determine behavior. This research aims to assess the effect of the relationship between hypotheses in the modern market industry, especially minimarkets. It used the structural equation modeling (SEM) method to distribute samples from a total of 245 respondents in the questionnaire. The testing was done using the IBM SPSS 25 program and SEM-AMOS 24 software. The results of this study indicate the rejection of one hypothesis that connects the influence of Smart Shopper Self Perception on behavioral intention in customers in the modern market industry, namely minimarkets.
IMPLEMENTATION OF INTEGRATED MARKETING COMMUNICATION BASED ON OMNICHANNEL MARKETING IN THE JUNIQUE MARKETING PROGRAM Safitri, Niken; Marsasi, Endy Gunanto
Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA) Vol 7 No 1 (2023): Edisi Januari - April 2023
Publisher : LPPM STIE Muhammadiah Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31955/mea.v7i1.2860

Abstract

Still, the existence of Covid-19 affects all layers of elements, especially for automotive companies, both two-wheeled and four-wheeled. National motorcycle sales are known to be affected quite hard by Covid-19. The distribution and sales of motorcycles experienced a decline in motorcycles sold throughout Indonesia only reaching 123,782 units, or a decrease of 78 percent compared to the previous month. People's purchasing power at the time weakened due to declining incomes. Therefore, marketing strategy plays an important role in maintaining business growth in the long term. This research aims to evaluate and improve the effectiveness of existing programs within the company. The research methods used are qualitative, including direct observation, interviews, documentation collection, and primary and secondary data. The results of this research are expected to help companies in innovating and overcome weaknesses. Astra Motor Purworejo can implement Integrated marketing communication through the concept of omnichannel marketing. To optimize the use of digital marketing.
THE EFFECT OF PERCEIVED VALUE AND EWOM ON LOYALTY IN THE INDUSTRY CONSUMER GOODS BASED ON EQUITY THEORY Tasya, Athala Insyira; Marsasi, Endy Gunanto
Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA) Vol 7 No 1 (2023): Edisi Januari - April 2023
Publisher : LPPM STIE Muhammadiah Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31955/mea.v7i1.2867

Abstract

This study describes the effect of equity theory on perceived value. Equity theory assumes that, generally, a person likes to act with comparability or fairness. The purpose of this research is to understand the perceived value of consumers and the exchange of information carried out by consumers, which can later encourage someone to buy a good or service. The gap in research, namely perceived value, is that previous studies have different results. Based on this explanation, the aim is to see the effect of corporate social responsibility, perceived value, electronic-word-of-mouth, satisfaction, and loyalty on product purchases in the industry consumer goods. In this study, the EWOM variable becomes a novelty. The research object used is the industry consumer goods. The data was distributed using google forms to 276 respondents. Respondents with productive age are 17-64 years old, know social responsibility, and have a domicile in Java. The test utilizes SEM-AMOS 26 and SPSS-26. In using SEM, it wants to provide information to previous researchers. Furthermore, the result is that there is a negative influence on one of the five positive hypotheses. The variable perception of value is rejected, so there is no interest in purchasing consumer goods that cause loyalty.
THE ROLE OF VALUE CO-CREATION IN THE APPLICATION OF SERVICE-DOMINANT LOGIC THEORY IN ODOO INNOVATION MARKETING PROGRAMS Afaf, Irfan; Marsasi, Endy Gunanto
Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA) Vol 7 No 3 (2023): Edisi September - Desember 2023
Publisher : LPPM STIE Muhammadiah Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31955/mea.v7i3.3446

Abstract

Researchers examined a company engaged in software development, providing several applications or software to help run the company. This study aims to propose a marketing program to evaluate the features contained in the company's products. This study used a descriptive qualitative method with data collection through observation, in-depth interviews, company secondary data, and documentation collection. This research resulted in an analysis of the proposed Odoo Innovation program, namely adding features to the Odoo application. The theory of Service-Dominant Logic assists the proposed program with the concept of Value Creation to assist companies in increasing sales. Service-dominant logic, with the idea of Value Co-Creation, can help the company's marketing develop and become a strength for PT Panemu Solusi Industri.
Implementation of Integrated Marketing Communication Based on Purchase Intention in The Artisan Tea Marketing Program Syahban, Khofifah Rahmat; Marsasi, Endy Gunanto
Jurnal Manajemen Bisnis Vol. 11 No. 1 (2024): March
Publisher : Pusat Penerbitan dan Publikasi Ilmiah, FEB, Universitas Muslim Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33096/jmb.v11i1.625

Abstract

This study delves into a plantation industry company operating with B2B and B2C marketing but needs more digital marketing expertise. Their production base is situated in Wonosobo Regency, known for supplying raw materials to market leaders, positioning them as market followers. PT. Perkebunan Teh Tambi introduced the "Volka" brand's Tea Artisan program. The primary aim of this research is to formulate the company's digital marketing strategy. Qualitative research methods such as in-depth interviews, direct observations, document collection, and secondary data analysis within the company's marketing division are utilized. The ultimate goal is to aid the company's market expansion through digital marketing, improving Purchase Intention via Integrated Marketing Communication theory, with an anticipated optimization of digital marketing's utility.
Application of Public Service Dominant Logic Through Value Cocreation in the Commercial Exchange Program Mufaddhol, Agil; Marsasi, Endy Gunanto
Image : Jurnal Riset Manajemen Vol 11, No 2 (2023): Image : Jurnal Riset Manajemen
Publisher : Universitas Pendidikan Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.17509/image.2023.017

Abstract

This study examines a regional television broadcasting media company operating in Riau, Malay. This research was conducted to evaluate the problems in the company, especially the marketing used by the Riau Television company to provide facilities that support marketing in the Niaga Niaga Program. The research method is descriptive qualitative with primary and secondary data. This study used observation, interviews, and documentation as data collection methods. This study provides the results of an evaluation of the Bursa Niaga program from Riau Televisi, which creates shared value between broadcasters and users using the Public Service Dominant Logic or PDSL theory with the concept of Value Co-Creation implemented as an effort to develop marketing media from Riau Televisi. This research is expected to encourage Riau Television to degrowth the company, especially in marketing, which creates value on the social media that Riau Televisi uses.
Exploration of Perceived Behavioral Control and Intention to Purchase to Increase Actual Behavior Amanda, Tasya Aulia; Marsasi, Endy Gunanto
Image : Jurnal Riset Manajemen Vol 12, No 1 (2024): Image : Jurnal Riset Manajemen
Publisher : Universitas Pendidikan Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.17509/image.2024.002

Abstract

This study aims to determine whether perceived behavioral control and intention to purchase can increase actual behavior towards product purchases in generations Y and Z using the theory of planned behavior (TPB). This research uses a quantitative approach with a purposive sampling technique. The data type used is primary data, with collection techniques using questionnaires distributed to 215 respondents. This research uses Structural Equation Modeling (SEM) analysis with AMOS 24 Graphics software. The findings of this study indicate that utilitarian value, hedonic value, and trust have a significant positive effect on intention to purchase, subjective norms has a significant positive effect on perceived behavioral control, and intention to purchase has a significant positive effect on actual behavior. New findings in this study are that perceived behavioral control has a significant positive effect on the intention to purchase, and the subjective norms has a significant negative effect on the intention to purchase. This research can be useful for companies in optimizing marketing strategies by maintaining brand image, product innovation, and creating good perceptions with consumers. This study has a variable update, namely perceived behavioral control.
Co-Authors Achmad Aflah Aufa Adawiyah, Robbiah Afaf, Irfan Ajeng, Nova Jelita Desilia Albana, Deasa Nurrhausan Alifia Indah Putri Shaliha Aliya Khoirunnisa Amanda, Tasya Aulia Andaresti, Sherly Indira Anggraini, Melfi Cahya Aulia, Nur Saskia Azizi, Muhammad Barqiah, Sarah Berlian Annisa Hermawan Billy Pratama Candradewi, Yayi cantika kusuma Churina, Muluchah Fatharani Deni Saputra Denovan, Rheza Farrel Dwipradhana, Nanda Ayoe Rizky Fadhilah, Laila Luthfiana Fanti, Fakhira Puteri farhan ratna Fauziah, Salisa Gemilang, Ahcmad Rivai Sinar Haedar, Shafiq Hafiz Jodith Arfansyah Handoyo, Sus Jauhar, Lutfiana Musleh Karimah, Salsa Amirul Lauda Radhea Zain Mohamad Rizan Mufaddhol, Agil Muhammad Taufikkur Rahman Afandi Nafisyah, Ulin Niken Safitri Nova Jelita Desilia Ajeng Nugraha, Raditya Dwi Nurfaizah, Ninda Nurfaizi, M Iqbal Odhyza Prakarsa Razak Panyekar, Anindya Pradana, Ferdika Adhi Putri Andari, Dhea Almyra Qotrunnada, Cielomita Brilian Ramli Semmawi, Ramli ratna, farhan Raudah Rakhmah Yumi Ridha Septia Haruni Usman Rizma, Febrita Aulia Sabina, Azkiya Salis Sarah Barqiah Simanullang, Lusiana Siregar, Ahmad Nazri Solekhah, Amira Alda Arisani Syahban, Khofifah Rahmat Tasya, Athala Insyira Trinandari Prasetya Nugrahanti Ujiati, Nurul Nugraheni Ratna Usman, Ridha Septia Haruni Wiganda, Siska Yandri, Firman Okta Yayi Candradewi Yenni Kurnia Gusti Yuanita, Asih Dewi Yumi, Raudah Rakhmah Zain, Lauda Radhea Zuhdi Syaiful Anhar