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All Journal JURNAL BISNIS STRATEGI JURNAL SAINS PEMASARAN INDONESIA Diponegoro Journal of Management Jurnal Ekonomi Pembangunan: Kajian Masalah Ekonomi dan Pembangunan Syntax Literate: Jurnal Ilmiah Indonesia Jurnal Maksipreneur: Manajemen, Koperasi, dan Entrepreneurship Budapest International Research and Critics Institute-Journal (BIRCI-Journal): Humanities and Social Sciences Jurnal Ilmiah ASET Research Horizon Economic and Business Horizon
Harry Soesanto
Jurusan Manajemen Fakultas Ekonomika Dan Bisnis Universitas Diponegoro
Religion Arts Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Law, Crime, Criminology & Criminal Justice Social Sciences Other

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Pengaruh Kualitas Pelayanan, Persepsi Harga, dan Kepuasan terhadap Minat Beli Ulang dengan Citra Toko sebagai Variabel Intervening Andra, Agam Atylla; Soesanto, Harry
Syntax Literate Jurnal Ilmiah Indonesia
Publisher : CV. Ridwan Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (606.133 KB) | DOI: 10.36418/syntax-literate.v6i6.3099

Abstract

Kepuasan konsumen merupakan sebuah rasa yang dimiliki oleh konsumen yang diutarakan ketika membeli sebuah produk yang dibeli. Adanya kualitas produk yang dimiliki oleh perusahaan, maka konsumen dapat diberikan sebuah layanan yang sangat baik. Penelitian ini bertujuan untuk mengetahui dan menganalisis pengaruh kualitas pelayanan, persepsi harga dan kepuasan terhadap minat beli ulang dengan citra toko sebagai variable intervening pada Toko Kurnia di Karangjati, Kabupaten Semarang. Metode penelitian yang digunakan yaitu kuantitatif. Sumber data yang digunakan dalam penelitian ini adalah data primer. Teknik pengambilan sampel dengan kuesioner oleh 150 responden. Penelitian ini diolah menggunakan Structural Equation Modeling (SEM). Hasil penelitian menunjukkan bahwa semua hipotesis di terima.
Systematic Literature Review: Green Marketing Berlian, Umayya Hanif; Nurpratiwi, Embun Rahmah; Mu’ammar, Naufal; Dirgantara, I Made Bayu; Soesanto, Harry
Research Horizon Vol. 4 No. 4 (2024): Research Horizon - August 2024 (Thematic Issue)
Publisher : LifeSciFi

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Abstract

This journal conducts a Systematic Literature Review on green marketing or what is often referred to as green marketing and its influence on business aspects and environmental aspects that focus on environmentally friendly products (green products) and the environment (environmental). Green marketing is the activity of producing and marketing products that are reusable and environmentally friendly. Recently, public awareness about environmental sustainability has increased, encouraging companies to use green marketing and green product practices. This journal systematically reviews the literature that reviews green marketing in business aspects, namely environmentally friendly products and environmental aspects. This journal is a literature review using the Watase Uake website. Initial data amounted to 173 articles published from 2014-2024 according to the Scopus database, then in this article, there were 55 journals analyzed using several criteria. This journal is an input for the development of further research, especially in the realm of green marketing in business and environmental aspects.
The Role of Celebrity Endorser, Product Attractiveness in Improving Brand Image Mardiyono, Aris; Soesanto, Harry
Jurnal Maksipreneur Vol 13 No 1 (2023)
Publisher : Universitas Proklamasi 45

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30588/jmp.v13i1.1505

Abstract

The purpose of this study is to develop the concept of celebrity endorsers, and product attractiveness to purchasing decisions with brand image as an intervening variable. A sample of 137 respondents consisted of fashion blazer owners in the city of Semarang. Retrieval of data by purposive random sampling method. The analysis tool uses Structural Equation Modeling with the application of the Moment of Structural Analysis program version 21. The findings of this study, the influence of celebrity endorsers, product attractiveness, and brand perception in a favorable and significant way. Celebrity endorsers, product attractiveness, and brand perception affect purchasing decisions in a positive and significant way.
The Influence of Influencer Marketing and Brand Engagement on Purchase Intention Hadi, Hanna Shafira; Kinanti, Prasasti Sekar; Khasanah, Imroatul; Soesanto, Harry
Economic and Business Horizon Vol. 4 No. 2 (2025): May
Publisher : LifeSciFi

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Abstract

In the digital era, companies are increasingly leveraging the internet to market their products and engage with consumers. One of the most commonly adopted strategies today is influencer marketing. This approach has gained popularity in tandem with the rapid development of digital technologies, as businesses strive to maintain meaningful connections with their customers. Influencer marketing capitalizes on the credibility and appeal of influencers to foster meaningful and sustained relationships between brands and consumers by leveraging the interactive and communicative features of social media platforms. This study aims to examine how influencers’ attractiveness, trustworthiness, and expertise influence consumers’ purchase intentions, with brand engagement serving as a mediating variable. The research population consists of Indonesian individuals who are aware of or have seen influencers promoting products and have made a purchase. A total of 110 respondents participated in the study. Data collected through questionnaires were analyzed using the AMOS 24.0 software. The findings reveal that influencers’ attractiveness, trustworthiness, and expertise positively impact brand image and purchase intention. Additionally, brand engagement significantly influences purchase intention.
Sustainable Digital Marketing Strategy for Long Term Business Growth Maulida, Husna; Waluyo, Zahra Amany Alya; Soesanto, Harry
Economic and Business Horizon Vol. 4 No. 2 (2025): May
Publisher : LifeSciFi

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Abstract

In the era of rapid digital transformation and increasing market competition, businesses are challenged to move beyond short-term marketing tactics and adopt sustainable digital marketing strategies to ensure long-term growth. This study explores the essential components of a sustainable digital marketing strategy that supports enduring business success. Using a qualitative research method with a literature study approach, this article analyzes academic sources, industry reports, and relevant case studies to identify key strategic elements. The findings show that businesses must develop a deep understanding of their market and audience, maintain consistency in branding, optimize for SEO, leverage social media, implement effective content marketing, utilize data analytics, apply targeted email marketing, and invest continuously in learning and innovation. These components collectively form the foundation for sustainable digital marketing practices. The study contributes to the field by offering practical guidance for business leaders, marketers, and policymakers in designing strategies that not only drive long-term customer engagement and loyalty but also strengthen competitive positioning in a rapidly evolving digital landscape.
Cash to Digital Transformation: Policy Challenges and Opportunities in Improving Financial Inclusion Dahliani, Klara Paskarena; Soesanto, Harry
Economic and Business Horizon Vol. 4 No. 2 (2025): May
Publisher : LifeSciFi

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Abstract

The transition from cash-based payment systems to digital finance has emerged as a global phenomenon driven by advances in financial technology and a growing emphasis on financial inclusion. While this transformation offers significant opportunities to expand access to formal financial services, it also presents a number of policy challenges, particularly in developing countries with low levels of digital literacy. This study aims to explore the policy challenges and opportunities associated with the cash-to-digital transformation in enhancing financial inclusion. A qualitative research method with a literature study approach is used, analyzing academic publications, policy reports, and case studies from various countries. The research findings reveal that the success of this transformation depends on several important factors, including the readiness of digital infrastructure, public trust in the digital financial system, and the development of adaptive and inclusive regulations. The main contribution of this study lies in providing policy recommendations for governments, financial regulators, and fintech industry players in designing sustainable and inclusive digital transformation strategies. These findings are expected to serve as a foundation for policy makers to create a more effective digital financial ecosystem in promoting financial inclusion.
Influence of Service Quality, Price, Promotion and Loyalty Through Satisfaction Lazada Semarang Ratnasari, Maria Gratia Adi; Wibowo, Estri Ayu; Soesanto, Harry
Economic and Business Horizon Vol. 4 No. 2 (2025): May
Publisher : LifeSciFi

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Abstract

This study aims to evaluate the influence of price perception, service quality, and promotion on Lazada customer loyalty in Semarang, with customer satisfaction as a mediating variable. This study is motivated by the results of previous studies that showed inconsistent findings regarding the relationship between these variables. Using a quantitative approach and survey method, data were collected through questionnaires distributed to 100 active Lazada users in Semarang, who were selected randomly. Data analysis was carried out using the Partial Least Squares - Structural Equation Modeling (PLS-SEM) technique using SmartPLS software. The results showed that service quality, fair price perception, and promotion have a positive influence on customer satisfaction. In addition, satisfaction was shown to play a significant mediating role in strengthening customer loyalty. These findings highlight the importance of integrating digital transformation and sustainable marketing in building a valuable customer experience. The strategic implications of this study provide direction for Lazada to increase retention and loyalty through quality service, competitive prices, and relevant and socially responsible promotional communications.
Co-Authors Adi, Rifqi Nugroho Ahyar Yuniawan Alfi Ramdhani Putrakoranto Andra, Agam Atylla Andriyani Andriyani Apriando, Joni Putra aprianti, prilia nurfina Arief Hidayat Aris Mardiyono Arriskoni, Muhammad Anas Astarina Aria Dewi, Astarina Augusty Tae Ferdinand Aula, Maulida Berlian, Umayya Hanif Budiawan Dwi Putranto, Budiawan Dwi Christianto, Andreas Andy Dahliani, Klara Paskarena Dani Pratiwi, Dani Devi Resti, Devi Devi Riani, Devi Farida Indriani Gemilang,, Izhhar Ghani Annafi Satriadi, Ghani Annafi Giovani Erlitna, Kesia Hadi, Hanna Shafira Hanif, Muhammad Haidar Hasanah, Emy Yatul Hibba Al Kanzu, Hibba I Made Bayu Dirgantara I Made Sukresna Imroatul Khasanah Kinanti, Prasasti Sekar Kurniawan, Hendy Kurniawan, Rizal Mahdi Lestari, Yessi M. Rizky Putra Perdana, M. Rizky Putra Mahfudz Mahfudz Mahfudz Mahfudz Mariska, Angela Maulida, Husna Meirina Indah Permatasari, Meirina Indah Mindo Yumanda Siboro, Mindo Yumanda Mudiantono Mudiantono Mutmainah, Arifia Chamiatun Mu’ammar, Naufal Nababan, Jelita Safitri Najib, Muhammad Alfiyan Nida Fadhila, Nida Novita, Elvira Nugraha Fitra Andani, Nugraha Fitra Nurpratiwi, Embun Rahmah Nurul Hidayati Perkasa KS, Nicholas Anggada Pratidina, Nissa Gin Ajeng Ramadhan, Gear Ratna, Maria Moniqua Ratnasari, Maria Gratia Adi Reinisa Ramadhani, Reinisa Rindiet Akbar Wibawanto Rionaldo, Richo Rr. Selli Nisrina Faradila, Rr. Selli Nisrina Sari, Bekti Pradina Satria Avianda Nurcahyo Subeno, Edi Sugiarto S Sugiono Sugiono Sulistiyawati, Erika Sumarno . Susilo Toto Raharjo Sutopo Sutopo Syuhada Sufian Thauhid, Sandy Baytu Ulumiyah, Lailis Vega Cyndra Ragatantya, Vega Cyndra Venny Faradika Anggi, Venny Faradika Waluyo, Zahra Amany Alya Wibowo, Estri Ayu Widhiaswara, Isnaeni Agustin Wisnu Pamenang Yashinta Asteria Norhermaya, Yashinta Asteria Yolanda, Rilla Yuda Supriyanto Yulianto, Muhammad Rizal Yulianto, Yana