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All Journal 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 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) Jurnal Informatika Ekonomi Bisnis IIJSE Ekuitas Jurnal Pnedidikan Ekonomi JER Jurnal Ilmiah Bisnis dan Ekonomi Asia (Jibeka)
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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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.
The Role of Shopping Engagement and Customer Experience on Intention to Buy based on Technology Acceptance Model in Gen Z Dwipradhana, Nanda Ayoe Rizky; Marsasi, Endy Gunanto
JDM (Jurnal Dinamika Manajemen) Vol 15, No 1 (2024): March 2024
Publisher : Department of Management, Faculty of Economics and Business, Universitas Negeri Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.15294/jdm.v15i1.49800

Abstract

The research aims to find out the relationship between shopping gamification, focused attention, shopping enjoyment, and intention to buy mediated by shopping engagement in Generation Z in online food delivery apps. Indonesian consumer’s shopping habits on the internet have grown rapidly recently. The majority of Indonesian consumers prefer to use mobile apps on their smartphones. Customer experience added as a novelty to the research and Technology Acceptance Model is used as the main theory in this study. The method in this study uses a quantitative approach using purposive sampling technique that produces 195 samples. This study found that customer experience did not influence shopping engagement. Purchasing intentions are positively influenced by shopping engagement. This study is useful for online food delivery app managers so it can provide exclusive offers to users to increase shopping engagement. This research shows that a good customer experience may be able to increase customer engagement while shopping, however it does not necessarily have a positive impact on customer loyalty levels.
How Service Quality and Perceived Privacy Can Affect the Customer Satisfaction in Generations Y and Z? Nurfaizi, M Iqbal; Marsasi, Endy Gunanto
Media Ekonomi dan Manajemen Vol 40, No 1 (2025): January 2025
Publisher : Fakultas Ekonomika dan Bisnis UNTAG Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56444/mem.v40i1.5445

Abstract

The impetus for this research is the suboptimal concept of service quality and perceived privacy toward customer satisfaction for online food delivery. This study seeks to ascertain the influence of service quality, perceived security, and privacy on enhancing customer satisfaction via SERVQUAL Theory. Data were collected by distributing questionnaires using the purposive sampling method to 190 generation Y and Z participants who used online food delivery. Data were analyzed using CB-SEM to test the relationship between latent variables through parameter estimation, hypothesis testing. The results of this study indicate that service quality and customer perceived value do not significantly affect customer satisfaction. However, this study reveals that service quality, perceived security, perceived privacy, and customer perceived value have a significant effect on trust, and trust significantly affects customer satisfaction. The novelty of the research in this study is the addition of the perceived privacy variable. The findings of this study provide insight into the development of SERVQUAL Theory. This study extends the application of the theory by adding perceived privacy and perceived security as important variables relevant to online food delivery. This study provides insight for companies to design effective marketing strategies to build trust and increase customer satisfaction.
Application of Customer Value to Increase Perceived Value through Special Business Request Marketing Program Simanullang, Lusiana; Marsasi, Endy Gunanto
Kontigensi : Jurnal Ilmiah Manajemen Vol 12 No 2 (2024): Kontigensi: Jurnal Ilmiah Manajemen
Publisher : Program Doktor Ilmu Manajemen, Universitas Pasundan, Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56457/jimk.v12i2.600

Abstract

This research was conducted at PT Telkom Indonesia, a company engaged in telecommunications, to evaluate the implementation of the Special Business Request (SBR) marketing program in increasing perceived value by customers. The SBR program is an initiative that offers discounts on large projects to strengthen cooperation with government customers. This research uses a qualitative descriptive method, collecting data from the company through in-depth interviews, observation, documentation, and secondary data. The evaluation was conducted on the effectiveness of the SBR program in increasing customer satisfaction and perceived value, using customer value theory, which emphasizes the difference between the benefits obtained by customers and the costs they incur. The results showed that the SBR program effectively increased customer perceived value, helping PT Telkom Indonesia win significant projects and strengthening long-term relationships with government customers. Recommendations are given to refine the program and introduce more personalized marketing strategies based on individual customer needs to achieve optimal results.
Trust and Subjective Norms to Optimize Loyalty to Influencers through Social Exchange Theory Fauziah, Salisa; Marsasi, Endy Gunanto
APMBA (Asia Pacific Management and Business Application) Vol 13, No 2 (2024)
Publisher : Department of Management, Faculty of Economics and Business, Brawijaya University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/ub.apmba.2024.013.02.5

Abstract

This study uses social exchange theory to determine the role of expertise, authenticity, and subjective norms on trust in optimizing product attitude, loyalty to influencers and purchase intention. Social exchange theory considers the impact of the relationship between two individuals. Researchers added subjective norms as a novelty in this study. The object of the research focuses on perfume products. The subjects in this study were Generation Y and Z. Researchers used a quantitative approach, primary data was collected by distributing questionnaires using purposive sampling. The analysis technique used the Structural Equation Modeling (SEM) test. The results showed that the relationship between subjective norms on trust and trust on product attitude, loyalty to influencers, and purchase intention has a positive and significant influence. The relationship between expertise and authenticity variables to trust has an insignificant effect. These findings provide important insights for companies to develop social media marketing strategies that utilize subjective norms and trust to build product attitudes, loyalty to influencers, and purchase intention.
Footwear Industry Investigation: The Impact of Attitude and Habits on Use Intention in Generation Z Based on Theory of Planned Behavior Pradana, Ferdika Adhi; Marsasi, Endy Gunanto
Jurnal Aplikasi Manajemen Vol. 22 No. 4 (2024)
Publisher : Universitas Brawijaya, Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/ub.jam.2024.022.04.13

Abstract

The increasingly tight competition in the sneaker footwear industry encourages companies to formulate targeted marketing strategies, focusing on creating relevant added value for consumers and building loyalty and strong long-term relationships with consumers. Although the sneaker footwear industry is growing rapidly, in-depth research linking economic benefits, trust, hedonic benefits, attitudes, and habits to the intention to use sneaker products still needs to be completed. This study aims to identify and analyze the influence of attitudes and habits on the use intention of sneaker users in several major cities in Indonesia. The theory of planned behavior is used to understand human behavior. It highlights a person's attitudes, subjective norms, beliefs, and behavior. This study uses a quantitative approach. Primary data was collected by distributing questionnaires to 185 respondents and analyzed using Structural Equation Modeling (SEM). Data analysis uses SPSS 29 and Amos Graphic 26 software. The results of this study indicate that economic benefits and hedonic benefits have a significant effect on attitude, while trust does not have a significant effect on attitude. This study reveals that economic benefits, hedonic benefits, and habits have a significant effect on use intention, and attitude has a significant positive effect on habits. The novelty of this study's research is the addition of habits variables, which are expected to provide a deeper view of the influence of consistency and repetition of consumer behavior on use intention toward sneakers. The findings of this study provide important insights for companies to develop effective marketing strategies that utilize economic benefits, trust, hedonic benefits, attitudes, and habits to increase product use intention.
Influencer’s Trustworthiness and Attitude to Increase Purchase Intention in Generation Z Based on Theory of Planned Behavior Sabina, Azkiya Salis; Marsasi, Endy Gunanto
Jurnal Pamator : Jurnal Ilmiah Universitas Trunojoyo Vol 17, No 1: January - March 2024
Publisher : LPPM Universitas Trunojoyo Madura

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21107/pamator.v17i1.23984

Abstract

The aim of this study is to examine the correlation between the trustworthiness of influencers and the attitude of Generation Z in influencing their intention to make purchases, utilizing the theory of planned behavior. This study utilizes a quantitative approach and applies a purposive sampling procedure to collect a total of 218 samples. The analysis is performed using Structural Equation Modeling (SEM) and aided by AMOS 24 Graphics software. This study discovered a significant positive correlation between online customer reviews and attitude. Attitude has a significant positive correlation with brand loyalty, purchase intention, and electronic word of mouth. Brand loyalty also has a significant positive correlation with purchase intention. There are new findings, namely a significant positive correlation between influencer's trustworthiness and attitude, and electronic word of mouth has a significant negative correlation to purchase intention. This study has implications for companies regarding product quality and consistency of product ratings that cause eWOM to have a negative relationship with purchase intentions. This research has an update on the variable, namely the influencer's trustworthiness, to measure influencer trust in consumers.
Social Media Promotion of Local Brand Skincare on Generation Z’s Buying Decision Qotrunnada, Cielomita Brilian; Marsasi, Endy Gunanto
Jurnal Manajemen Bisnis dan Keuangan Vol 4 No 1 (2023): April 2023
Publisher : https://jurnal.binamandiri.ac.id/

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.51805/jmbk.v4i1.106

Abstract

The background of this study is because of the unoptimal concept of promotion (through) social media and the brand image among Generation Z regarding using Instagram to purchase skincare products. Brand image is used as an element of novelty to determine consumer response to purchasing decisions. The gap in this study is brand awareness of purchasing decisions, which still differs from previous studies results. This research was conducted to determine the effect of promotion (through) social media on increasing brand awareness, brand image, and purchasing decisions among consumers. The Social Learning Theory underpins this research, namely a theory that discusses the mediation process between stimuli, responses, and an individual's behavior, which is learned through observing the environment. The research object focused on local brand skincare product companies, and the subjects focused on generation Z, who use local skincare brands. Questionnaires were distributed to 220 respondents to gather the necessary data. This study conducted tests using IBM SPSS Statistics 26 software and SEM-AMOS 24. The results revealed that all hypotheses were supported. Promotion (through) social media, brand awareness, and brand image affect the purchase intention.
Implementation of Brand Image through Service Quality in PERISAI Agency Marketing Program Fadhilah, Laila Luthfiana; Marsasi, Endy Gunanto
Jurnal Manajemen Bisnis dan Keuangan Vol 5 No 1 (2024): April 2024
Publisher : https://jurnal.binamandiri.ac.id/

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.51805/jmbk.v5i1.150

Abstract

This research is a study that examines insurance service companies that have several products. This study aims to determine the application of brand image through service quality in PERISAI agency marketing. This study uses descriptive qualitative research methods and data collected through observation, interviews, company secondary data, and documentation. The analysis technique used is SWOT analysis. The results of this study indicate that the marketing strategy of the PERISAI program provides good benefits for the community (agents and participants). PERISAI was formed with the hope that workers can have access to services for the protection programs contained in BPJS Ketenagakerjaan. The programs contained in BPJS Ketenagakerjaan include death benefits (JKM), work accident insurance (JKK), old age security (JHT), and pension benefits (JP). This evaluation is carried out in order to increase the number of BPJS Ketenagakerjaan membership, especially in the field of non-wage recipient workers. This evaluation uses the theory of service quality with the concept of brand image which will be applied to the PERISAI marketing program at BPJS Ketenagakerjaan.
Co-Authors Achmad Aflah Aufa Afaf, Irfan Ajeng, Nova Jelita Desilia Alifia Indah Putri Shaliha Aliya Khoirunnisa Amanda, Tasya Aulia Andaresti, Sherly Indira Anindya Panyekar Asih Dewi Yuanita Aulia, Nur Saskia Berlian Annisa Hermawan Billy Pratama Candradewi, Yayi cantika kusuma Churina, Muluchah Fatharani Deasa Nurrhausan Albana 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 Karimah, Salsa Amirul Lauda Radhea Zain Melfi Cahya Anggraini Mohamad Rizan Mufaddhol, Agil Muhammad Azizi Muhammad Taufikkur Rahman Afandi Niken Safitri Nova Jelita Desilia Ajeng Nugraha, Raditya Dwi Nurfaizi, M Iqbal Odhyza Prakarsa Razak Pradana, Ferdika Adhi Putri Andari, Dhea Almyra Qotrunnada, Cielomita Brilian Rahmawati, Siska Ramli Semmawi Raudah Rakhmah Yumi Ridha Septia Haruni Usman Rizma, Febrita Aulia Sabina, Azkiya Salis Sarah Barqiah 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 Yumi, Raudah Rakhmah Zuhdi Syaiful Anhar