Articles
<![CDATA[The Role of Attitude Towards Behavior and Utilitarian Benefit in Intention to Purchase Based on Theory of Planned Behavior in Generations Y and Z ]]>
<![CDATA[Candradewi, Yayi]]>;
<![CDATA[Marsasi, Endy Gunanto]]>
<![CDATA[ Ekuitas: Jurnal Pendidikan Ekonomi Vol. 11 No. 2 (2023) ]]>
Publisher : <![CDATA[Fakultas Ekonomi Universitas Pendidikan Ganesha ]]>
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DOI: 10.23887/ekuitas.v11i2.72357
<![CDATA[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.]]>
<![CDATA[The RoIe of Corporate SociaI ResponsibiIity and Perceived Risk on Brand LoyaIty Based on Cognitive MotivationaI ReIationaI Theory ]]>
<![CDATA[Fanti, Fakhira Puteri]]>;
<![CDATA[Marsasi, Endy Gunanto]]>
<![CDATA[ MEC-J (Management and Economics Journal) Vol 8, No 1 (2024) ]]>
Publisher : <![CDATA[Faculty of Economics, State Islamic University of Maulana Malik Ibrahim Malang ]]>
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DOI: 10.18860/mec-j.v8i1.26002
<![CDATA[This research was conducted to determine the reIationship between brand satisfaction, perceived risk, perceived quaIity, and brand IoyaIty to corporate sociaI responsibiIity in Generation Z in corporate sociaI responsibiIity activities. Cognitive MotivationaI ReIationaI Theory is used in research as the main main theory. The method in this uses a quantitative approach using a purposive sampIing technique which produces 180 sampIes. StructuraI Equation ModeIing (SEM) was used as an anaIysis technique proposed with AMOS 24 graphic software. The reIationship hypothesis of corporate sociaI responsibiIity has a significant positive effect on brand satisfaction and perceived quaIity. In other way, brand satisfaction has a positive effect on brand royaIty. The research resuIts of corporate sociaI responsibiIity on brand satisfaction aIso provide knowIedge that CSR activities wiII have an impact on pubIic satisfaction with the activities that have been provided by the company. This research aIso resuIts in CSR activities as weII as the attitude of consumers' assessments that they feeI towards the company. The research resuIts reIated to the practitioner impIications of CSR activities are that the increasing contribution of corporate sociaI responsibiIity to society wiII aIso improve the company's image and provide significant benefits to the company]]>
<![CDATA[Aaker Customer Implementation through Brand Equity in RTV Innovation Marketing Programs ]]>
<![CDATA[Yandri, Firman Okta]]>;
<![CDATA[Marsasi, Endy Gunanto]]>
<![CDATA[ Jurnal Samudra Ekonomi dan Bisnis Vol 15 No 1 (2024): JSEB ]]>
Publisher : <![CDATA[Fakultas Ekonomi Universitas Samudra ]]>
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DOI: 10.33059/jseb.v15i1.8639
<![CDATA[This research aims to analyze the problems that exist in a company in the entertainment sector, namely regional television operating in Riau Melayu, mainly the marketing used. The research was conducted using descriptive qualitative research methods using secondary and primary data obtained through interview, observation, and documentation collection methods. This research obtained results from weaknesses that occurred through SWOT analysis, so an evaluation was carried out to form brand equity in the marketing media that had previously used brand equity. The theory used in this research is the Aaker Brand Equity Theory, where Riau TV is expected to be able to manage the company's existing marketing media through existing social media. This program will form a good perception and experience for its loyal viewers so that Riau TV has a good image in society.]]>
<![CDATA[Application of Technology Adoption Through Value Co-Creation in UT Connect Marketing Program ]]>
<![CDATA[Nugraha, Raditya Dwi]]>;
<![CDATA[Marsasi, Endy Gunanto]]>
<![CDATA[ International Journal of Business Studies Vol. 7 No. 3 (2023): International Journal of Business Studies ]]>
Publisher : <![CDATA[Sekolah Tinggi Manajemen IPMI ]]>
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DOI: 10.32924/ijbs.v7i3.300
<![CDATA[Researchers examined a company engaged in the heavy equipment industry where some marketing has been through digital. This study aims to evaluate the marketing used by companies regarding UT Connect marketing media and UT clicks to support online sales of company products and make it easier for users to access available systems. The study used descriptive qualitative research with observation, in-depth interviews, secondary company data, and documentation collection. This research resulted in an evaluation of UT Connect and UT click to facilitate information transactions to online purchases using the theory of Technology Adoption with the concept of Value Co-Creation, which will be implemented to support the marketing media of PT. United Tractors Tbk in the evaluation of a program called UT Connect.]]>
<![CDATA[The Role of Perceived Usefulness, Perceived Ease of Use, and Task Technology Fit to Increase Perceived Impact on Learning ]]>
<![CDATA[Aulia, Nur Saskia]]>;
<![CDATA[Marsasi, Endy Gunanto]]>
<![CDATA[ SENTRALISASI Vol. 13 No. 1 (2024): Sentralisasi ]]>
Publisher : <![CDATA[Universitas Muhammadiyah Sorong ]]>
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DOI: 10.33506/sl.v13i1.3031
<![CDATA[This study aims to explore Task-Technology Fit, Perceived Usefulness, and Perceived Ease of Use on users' Attitudes toward Video Conferencing applications, as well as their impact on Perceived Impact on Learning. Researchers added Task-Technology Fit as an element of novelty and used the Technology Acceptance Model as the main theory used. This research uses a survey method with the participation of 170 respondents who actively use Video Conference applications in various contexts and are of all ages with productive age specifications. The results of the analysis show that there is a significant positive correlation between Task-Technology Fit and Perceived Usefulness, as well as Task-Technology Fit and Perceived Ease of Use. In addition, a significant positive relationship was detected between Perceived Ease of Use and Perceived Usefulness. Furthermore, Perceived Usefulness and Perceived Ease of Use have a positive impact on users' Attitudes toward Video Conferencing applications. Apparently, user Attitude also has a proven positive influence on the Perceived Impact on Learning. Structural Equation Modeling (SEM) was used as the analysis technique conducted using AMOS Graphics 24. The practical implications of these findings involve recommendations for Video Conferencing application developers to improve features and design to enhance user experience. Hopefully, these findings can support the development of video conferencing-based technologies to be more effective and have a positive impact on virtual learning and interaction.]]>
<![CDATA[Implementation of Omnichannel Improves Business Performance Based on Integrated Marketing Communication ]]>
<![CDATA[Siregar, Ahmad Nazri]]>;
<![CDATA[Marsasi, Endy Gunanto]]>
<![CDATA[ SENTRALISASI Vol. 13 No. 2 (2024): Sentralisasi ]]>
Publisher : <![CDATA[Universitas Muhammadiyah Sorong ]]>
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DOI: 10.33506/sl.v13i2.3067
<![CDATA[This research will examine a company engaged in the food and beverage industry. This research aims to create a business design based on the Business Model Canvas (BMC) approach and SWOT (Strength, Weaknesses, Opportunity, Threat) analysis as an innovation to improve the company's business performance. The object of this research is PT Tongku Raja Nauli located in Padangsidimpuan city. This research was conducted in the Micro, Small and Medium Enterprises (MSMEs) industry engaged in food processing made from egg rolls. The data collection procedure in this research is to use a qualitative approach by obtaining through direct observation, company records, in-depth interviews, and documentation in the form of photos and videos. The results of the SWOT analysis on the nine elements of the Business Model Canvas (BMC) show that there are internal and external factors that are strengths and weaknesses for the company in carrying out its business model and also what are the opportunities and threats from external that affect the business processes of PT Tongku Raja Nauli. This research resulted in the Tongku Snack Innovation program, a program that optimizes the Company's marketing. This program is assisted by Integrated Marketing Communication theory with the concept of Omnichannel Marketing which is proven to help companies increase sales, competitiveness and business continuity.]]>
<![CDATA[Implementing Value Co-Creation by Developing Service Dominant Logic Through Telkom Marketing Content Innovation Program ]]>
<![CDATA[Ujiati, Nurul Nugraheni Ratna]]>;
<![CDATA[Marsasi, Endy Gunanto]]>
<![CDATA[ SENTRALISASI Vol. 13 No. 3 (2024): Sentralisasi ]]>
Publisher : <![CDATA[Universitas Muhammadiyah Sorong ]]>
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DOI: 10.33506/sl.v13i3.3667
<![CDATA[The objective of this study is to examine the digital innovation and marketing strategies employed by PT Telkom Indonesia in order to gain a competitive advantage within the telecommunications industry. The research method is descriptive qualitative, with data collected through interviews, observation, and content analysis. The research demonstrates that PT Telkom Indonesia has effectively developed a digital marketing program that enhances customer productivity and innovation. However, there are still some areas that require improvement, such as social media content planning. The implementation of Value Co-Creation (VCC) and Service Dominant Logic (SDL) strategies has been shown to be effective in increasing customer loyalty and strengthening the company's position in a competitive market. This research offers a significant contribution to the understanding of effective marketing strategies in the telecommunications industry. Based on the results of this study, practical recommendations for the optimization of PT Telkom Indonesia's digital marketing can be considered.]]>
<![CDATA[Social Commerce Investigation: The Role of Satisfaction and Loyalty on Repurchase Intention ]]>
<![CDATA[Gemilang, Ahcmad Rivai Sinar]]>;
<![CDATA[Marsasi, Endy Gunanto]]>
<![CDATA[ Jurnal Ilmiah Poli Bisnis Vol 15 No 1 (2023): Volume 15 Nomor 1 ]]>
Publisher : <![CDATA[Politeknik Negeri Padang ]]>
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DOI: 10.30630/jipb.v15i1.992
<![CDATA[This study aims to find evidence of the effect of satisfaction and loyalty on repurchase intentions in social commerce through social exchange theory. This research focuses on five variables: reputation, information quality, satisfaction, loyalty, and repurchase intention. This research is motivated by satisfaction, which is not optimal in shaping repurchase intentions. Loyalty is an aspect of novelty in this research. The research method used is a quantitative approach. Data collection techniques support this research through online questionnaires. The data used in this study are primary as many as 219 respondents. Data processing analysis uses the Structural Equation Modeling (SEM) method and is supported by SPSS 25 and IBM AMOS 22 software. This study's results indicate that satisfaction significantly affects loyalty and repurchase intentions in social commerce. The results also found that loyalty has no significant effect on repurchase intentions. Satisfaction is an important factor for a user to have the intention to repurchase in the same place. A good reputation and quality information social commerce provides influence this.]]>
<![CDATA[IoT-Based Integrated Marketing Communication in Closing Quality Agent Marketing Program ]]>
<![CDATA[Ajeng, Nova Jelita Desilia]]>;
<![CDATA[Marsasi, Endy Gunanto]]>
<![CDATA[ Jurnal Informatika Ekonomi Bisnis Vol. 5, No. 1 (March 2023) ]]>
Publisher : <![CDATA[SAFE-Network ]]>
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DOI: 10.37034/infeb.v5i1.229
<![CDATA[The researcher examines a digital economy-based manufacturing industry company where the company has a Closing Quality Agent program that aims to screen the network below, namely screening Closing Quality Agent program that aims to filter the network under it, namely screening qualified and serious agents in running this business. The applicable Closing Quality Agent will have an impact on the entire network if the agent does not pass the qualification. This research was conducted to try to help and evaluate existing programs in the company The method for analyzing this research is qualitative by direct observation, in-depth interviews, collection of documentation, and secondary data of the company. Research is carried out in the company through the marketing division. Based on research that has been carried out, this program is less effective in maximizing its digital system. This research resulted in a program evaluation using the theory of Integrategrated Marketing Communication with the implementation of the Internet of Things which is expected to be implemented in the company system in supporting the Closing Quality Agent program is carried out.]]>
<![CDATA[Implementation of Integrated Marketing Communication Through The concept of Omnichannel Marketing in the Laksana Boga Campaign Marketing Program ]]>
<![CDATA[Churina, Muluchah Fatharani]]>;
<![CDATA[Marsasi, Endy Gunanto]]>
<![CDATA[ Jurnal Informatika Ekonomi Bisnis Vol. 5, No. 4 (December 2023) ]]>
Publisher : <![CDATA[SAFE-Network ]]>
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DOI: 10.37034/infeb.v5i4.724
<![CDATA[Importance of equity brand in retail companies to chase enhancement advantage in finance. Retail companies must Keep going continuously and increase equity chili brand emphasizes the role important from equity brands on customers. Laksana Boga is a Center for Souvenirs and Snacks in Majenang. The company provides various souvenir products and snacks equipped with the various needs of the daily public. On souvenir products available various flavors start from salty, savory, sweet, and spicy flavors. The company needs to be optimal in system management, especially in marketing. Not optimal activity marketing is done- the company is marked with a need for consistent promotion on online channels. Study This use method studies descriptive qualitative through observation, activity interviews, a secondary data company, and collection documentation. Research results conclude that the company needs to implement Integrated Marketing Communication through Omnichannel Marketing in marketing programs Laksana Boga Campaign to maximize activity marketing on business. An increase in business revenue demonstrates the success of the marketing campaign program, i.e. 30% in the previous three periods.]]>
