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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) Jurnal Keuangan dan Bisnis 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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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.
Optimizing Customer Engagement and Sat-isfaction on Loyalty through Self-Congruity Theory Solekhah, Amira Alda Arisani; Marsasi, Endy Gunanto
Jurnal Manajemen Bisnis Vol. 16 No. 1 (2025): March 2025
Publisher : Universitas Muhammadiyah Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.18196/mb.v16i1.24576

Abstract

Research aims: This study explores the factors that shape the intention of Generation Z, aged 20 to 29, in Java to utilize online travel agents. Additionally, it investigates the application of self-congruity theory in understanding consumer behavior. A unique aspect of this research is the inclusion of a novel variable: satisfaction.Design/Methodology/Approach: This research adopts a quantitative approach, utilizing a survey method to gather insights. The data analysis was performed using Structural Equation Modeling (S.E.M.), drawing on responses from 198 participants. The study specifically focuses on Generation Z as its primary subject.Research Findings: This study found that self-congruity influences customer trust and customer engagement, which ultimately contributes to the satisfaction and loyalty of online travel agent users. The satisfaction variable highlights its crucial role in reinforcing the connection between customer engagement and loyalty.Theoretical Contribution/Originality: This study enriches the academic literature by adding the satisfaction variable as a novelty and highlights the critical role of self-concept and trust in building customer loyalty.Practitioners/Policy Implications: To increase loyalty, online travel agent companies must align their brand image with consumers' self-concept, build trust through consistent service, and manage customer engagement wisely.Research Limitations/Implications: This research is limited by fewer samples, the uneven distribution of respondents, and the geographical coverage only on the island of Java.
How Gratitude and Self-Image Congruency Can Affect the Satisfaction, Trust and Affective Commitment? Wiganda, Siska; Marsasi, Endy Gunanto
MIX: JURNAL ILMIAH MANAJEMEN Vol 13, No 2 (2023): MIX: JURNAL ILMIAH MANAJEMEN
Publisher : Universitas Mercu Buana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22441/jurnal_mix.2023.v13i2.003

Abstract

Objectives: This study aims to determine the effect of perceived relationship marketing investments, self-image congruency, and customer gratitude on satisfaction, trust, and affective commitment perceived by-product customers who are associated with local brands. Methodology: This study uses a quantitative approach by distributing questionnaires. Hypothesis testing was carried out using SEM (Structural Equation Model) analysis technique on AMOS 24.0 software. The object used is the brand of consumer goods products. This research was conducted by surveying 305 Y and Z generation customers who have used or are currently using the product.Finding: The results of this study indicate that gratitude has a positive and significant effect on trust and affective commitment, and also has a negative and significant effect on overall satisfaction.Conclusion: This research shows that when the customer has felt the relationship marketing investment that a product or organization has made then from then positive feelings and a greater sense of gratitude will arise for the product or organization. Keywords: Affective Commitment; Customer Gratitude; Perceived Relationship Marketing Investment; Satisfaction; Self-Image Congruence; Trust.
Perceived Ease Of Use, Perceived Usefulness And Satisfaction To Maximize Behavioral Intention With The Technology Acceptance Model In Generation Y And Z Consumers Denovan, Rheza Farrel; Marsasi, Endy Gunanto
Jurnal Pamator : Jurnal Ilmiah Universitas Trunojoyo Vol 18, No 1: January - March 2025
Publisher : LPPM Universitas Trunojoyo Madura

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21107/pamator.v18i1.29461

Abstract

Video conferencing services have become an essential part of modern digital life, especially in the world of remote work. Video conferencing platforms allow people to stay connected and collaborate effectively. This study aims to identify the impact of perceived usefulness and ease of use and verify the impact of satisfaction and attitude in maximizing behavioral intentions. This study adds satisfaction variables as a novelty to this study and uses the Technology Acceptance Model as the main theory. The method in this study uses a quantitative approach with a purposive sampling technique that produces 203 samples. This study uses SEM analysis with the help of Amos Graphic software as a data processing tool. This study found that the perception of trust has a significant positive effect on perceived ease. This study also proves that perceived ease has a significant positive effect on perceived usefulness and attitude. Perceived usefulness has a significant positive effect on satisfaction and a significant negative effect on attitude. Behavioral intentions in this study are significantly positively influenced by attitudes but not by satisfaction. This research can also help companies and managers in the video conferencing services industry. Companies or managers can understand the factors that influence perceived usefulness, perceived ease of use, and satisfaction in developing marketing strategies. Discussion of several variables that influence consumer behavioral intentions on video conferencing services. Behavioral intentions are not only influenced by satisfaction and attitude toward use, but there are still other factors that can encourage consumers' behavioral intentions to continue using services on an ongoing basis.
Attitude and Perceived Value on Intention to Revisit and Loyalty: A Theory of Planned Behavior Approach in Fast Food Retail Ridha Septia Haruni Usman; Endy Gunanto Marsasi
Equity: Jurnal Ekonomi Vol 13 No 1 (2025): Equity : Jurnal Ekonomi
Publisher : Universitas Bangka Belitung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33019/equity.v13i1.441

Abstract

Fast food retail is a service that focuses on serving fast food. The development of this industry is relatively high and of course, this increases competition within it. The theory used as the grand theory in this research is the Theory of Planned Behavior. The Theory of Planned Behavior states that the factors influencing actual behavior are perceived behavioral control, attitude, and subjective norms.This study examines four factors influencing intention to revisit and customer loyalty: perceived value, subjective norm, attitude and quality. Researchers added perceived value as a novelty in this research. The object of this research is the fast food retail. The subjects in this research were fast food retail consumers ranging in age from 15 years to 50 years or generations Y and Z. Researchers used a quantitative approach in this study with a purposive sampling technique, which resulted in 200 samples. This research uses SEM analysis with AMOS Graphic software to manage data. The findings indicate that perceived value significantly affects attitude, while subjective norms do not significantly influence intention to revisit and loyalty. Moreover, attitude and quality play crucial roles in shaping customer loyalty and intention to revisit.
Optimizing Customer Engagement and Satisfaction on Loyalty through Self-Congruity Theory Solekhah, Amira Alda Arisani; Marsasi, Endy Gunanto
Jurnal Manajemen Bisnis Vol. 16 No. 1: March 2025
Publisher : Universitas Muhammadiyah Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.18196/mb.v16i1.24576

Abstract

Research aims: This study explores the factors that shape the intention of Generation Z, aged 20 to 29, in Java to utilize online travel agents. Additionally, it investigates the application of self-congruity theory in understanding consumer behavior. A unique aspect of this research is the inclusion of a novel variable: satisfaction.Design/Methodology/Approach: This research adopts a quantitative approach, utilizing a survey method to gather insights. The data analysis was performed using Structural Equation Modeling (S.E.M.), drawing on responses from 198 participants. The study specifically focuses on Generation Z as its primary subject.Research Findings: This study found that self-congruity influences customer trust and customer engagement, which ultimately contributes to the satisfaction and loyalty of online travel agent users. The satisfaction variable highlights its crucial role in reinforcing the connection between customer engagement and loyalty.Theoretical Contribution/Originality: This study enriches the academic literature by adding the satisfaction variable as a novelty and highlights the critical role of self-concept and trust in building customer loyalty.Practitioners/Policy Implications: To increase loyalty, online travel agent companies must align their brand image with consumers' self-concept, build trust through consistent service, and manage customer engagement wisely.Research Limitations/Implications: This research is limited by fewer samples, the uneven distribution of respondents, and the geographical coverage only on the island of Java.
Co-Authors Achmad Aflah Aufa Afaf, Irfan Ajeng, Nova Jelita Desilia Albana, Deasa Nurrhausan Alifia Indah Putri Shaliha Aliya Khoirunnisa Amanda, Tasya Aulia Andaresti, Sherly Indira Anggraini, Melfi Cahya Asih Dewi Yuanita 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 Rahmawati, Siska Ramli Semmawi, Ramli 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 Yuanita, Asih Dewi Yumi, Raudah Rakhmah Zain, Lauda Radhea Zuhdi Syaiful Anhar