Articles
<![CDATA[Social Media Promotion of Local Brand Skincare on Generation Z’s Buying Decision ]]>
<![CDATA[Qotrunnada, Cielomita Brilian]]>;
<![CDATA[Marsasi, Endy Gunanto]]>
<![CDATA[ Jurnal Manajemen Bisnis dan Keuangan Vol 4 No 1 (2023): April 2023 ]]>
Publisher : <![CDATA[https://jurnal.binamandiri.ac.id/ ]]>
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DOI: 10.51805/jmbk.v4i1.106
<![CDATA[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.]]>
<![CDATA[Implementation of Brand Image through Service Quality in PERISAI Agency Marketing Program ]]>
<![CDATA[Fadhilah, Laila Luthfiana]]>;
<![CDATA[Marsasi, Endy Gunanto]]>
<![CDATA[ Jurnal Manajemen Bisnis dan Keuangan Vol 5 No 1 (2024): April 2024 ]]>
Publisher : <![CDATA[https://jurnal.binamandiri.ac.id/ ]]>
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DOI: 10.51805/jmbk.v5i1.150
<![CDATA[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.]]>
<![CDATA[Optimizing Customer Engagement and Sat-isfaction on Loyalty through Self-Congruity Theory ]]>
<![CDATA[Solekhah, Amira Alda Arisani]]>;
<![CDATA[Marsasi, Endy Gunanto]]>
<![CDATA[ Jurnal Manajemen Bisnis Vol. 16 No. 1 (2025): March 2025 ]]>
Publisher : <![CDATA[Universitas Muhammadiyah Yogyakarta ]]>
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DOI: 10.18196/mb.v16i1.24576
<![CDATA[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.]]>
<![CDATA[How Gratitude and Self-Image Congruency Can Affect the Satisfaction, Trust and Affective Commitment? ]]>
<![CDATA[Wiganda, Siska]]>;
<![CDATA[Marsasi, Endy Gunanto]]>
<![CDATA[ MIX: JURNAL ILMIAH MANAJEMEN Vol 13, No 2 (2023): MIX: JURNAL ILMIAH MANAJEMEN ]]>
Publisher : <![CDATA[Universitas Mercu Buana ]]>
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DOI: 10.22441/jurnal_mix.2023.v13i2.003
<![CDATA[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.]]>
<![CDATA[Perceived Ease Of Use, Perceived Usefulness And Satisfaction To Maximize Behavioral Intention With The Technology Acceptance Model In Generation Y And Z Consumers ]]>
<![CDATA[Denovan, Rheza Farrel]]>;
<![CDATA[Marsasi, Endy Gunanto]]>
<![CDATA[ Jurnal Pamator : Jurnal Ilmiah Universitas Trunojoyo Vol 18, No 1: January - March 2025 ]]>
Publisher : <![CDATA[LPPM Universitas Trunojoyo Madura ]]>
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DOI: 10.21107/pamator.v18i1.29461
<![CDATA[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.]]>
<![CDATA[Attitude and Perceived Value on Intention to Revisit and Loyalty: A Theory of Planned Behavior Approach in Fast Food Retail ]]>
<![CDATA[Ridha Septia Haruni Usman]]>;
<![CDATA[Endy Gunanto Marsasi]]>
<![CDATA[ Equity: Jurnal Ekonomi Vol 13 No 1 (2025): Equity : Jurnal Ekonomi ]]>
Publisher : <![CDATA[Universitas Bangka Belitung ]]>
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DOI: 10.33019/equity.v13i1.441
<![CDATA[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.]]>
<![CDATA[Optimizing Customer Engagement and Satisfaction on Loyalty through Self-Congruity Theory ]]>
<![CDATA[Solekhah, Amira Alda Arisani]]>;
<![CDATA[Marsasi, Endy Gunanto]]>
<![CDATA[ Jurnal Manajemen Bisnis Vol. 16 No. 1: March 2025 ]]>
Publisher : <![CDATA[Universitas Muhammadiyah Yogyakarta ]]>
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DOI: 10.18196/mb.v16i1.24576
<![CDATA[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.]]>
<![CDATA[Brand Love and Experience to Accelerate Loyalty Through Attachment Theory in Generation Y and Z ]]>
<![CDATA[Karimah, Salsa Amirul]]>;
<![CDATA[Marsasi, Endy Gunanto]]>
<![CDATA[ International Journal of Business Studies Vol. 9 No. 2 (2025): International Journal of Business Studies ]]>
Publisher : <![CDATA[Sekolah Tinggi Manajemen IPMI ]]>
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DOI: 10.32924/ijbs.v9i2.379
<![CDATA[This study aims to determine the relationship between brand image, satisfaction, experience, and loyalty mediated by attitude and brand love in generations Y and Z. This study adds the experience variable as a novelty in this study and Attachment Theory is used as the main theory. The method in this study uses a quantitative approach with a purposive sampling technique that produces 183 samples. This study found that brand image has a significant positive effect on satisfaction and attitude. The findings of this study indicate that brand love is significantly positively influenced by satisfaction, attitude, and experience. Loyalty is significantly positively influenced by brand love. This study is expected to be useful for companies about various aspects that can encourage brand love and experience in social commerce platform users. This study is then expected to be able to support companies in channeling contributions to marketing strategies and tactics.]]>
<![CDATA[How Perceived Usefulness, Ease of Use, and Quality Affect E-Wallet Intention in Gen Y and Z: A TAM Perspective ]]>
<![CDATA[Haedar, Shafiq]]>;
<![CDATA[Marsasi, Endy Gunanto]]>
<![CDATA[ SENTRALISASI Vol. 14 No. 2 (2025): May ]]>
Publisher : <![CDATA[Universitas Muhammadiyah Sorong ]]>
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DOI: 10.33506/sl.v14i2.4233
<![CDATA[This study aims to evaluate the effect of perceived ease of use, perceived usefulness, and quality on intention to use e-wallets among generations Y and Z. The method used was quantitative, and questionnaires were distributed to 236 respondents in several cities in Java. The study used Structural Equation Modeling with IBM SPSS 29 software and AMOS Graphic 26 to test the proposed hypothesis. The results showed that both subjective norms significantly positively influence perceived ease of use, increasing perceived usefulness. Quality also contributes positively to perceived usefulness and perceived trust. However, the relationship between perceived trust and intention to use was not significantly proven. These findings provide important insights for e-wallet service providers to develop interface design and service quality to encourage wider adoption among young users. The Technology Acceptance Model theory serves as the foundation for this study, which analyses the factors that influence technology acceptance by contributing to developing more effective marketing strategies and product designs for increasing e-wallet usage among the younger generation. ]]>
<![CDATA[Attitude and Perceived Value on Intention to Revisit and Loyalty: A Theory of Planned Behavior Approach in Fast Food Retail ]]>
<![CDATA[Usman, Ridha Septia Haruni]]>;
<![CDATA[Marsasi, Endy Gunanto]]>
<![CDATA[ Equity: Jurnal Ekonomi Vol 13 No 1 (2025): Equity : Jurnal Ekonomi ]]>
Publisher : <![CDATA[Universitas Bangka Belitung ]]>
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DOI: 10.33019/equity.v13i1.441
<![CDATA[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.]]>
