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Agus Setyo Pranowo

Universitas Pakuan

Author-ID : 3955964

Religion Agriculture, Biological Sciences & Forestry Arts Humanities Chemical Engineering, Chemistry & Bioengineering Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Energy Engineering Environmental Science Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Materials Science & Nanotechnology Mathematics Public Health Social Sciences Transportation Other

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Local Clothing Purchase Decisions among Students in Palembang under the Influence of Imported Apparel: Lifestyle, Expected Value, and Price Perception through Brand Image Hamid Halin; Nandan Limakrisna; Agus Setyo Pranowo
Jurnal Ekonomi Bisnis, Manajemen dan Akuntansi Vol. 4 No. 3 (2025): Jurnal Ekonomi Bisnis, Manajemen dan Akuntansi
Publisher : CV. Picmotiv

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61930/jebmak.v4i3.1325

This study analyzes the dynamics of local clothing purchasing decisions by students in Palembang amidst the dominance of imported products. Despite the widespread campaign to support domestic products, young consumers' preferences for local products still face challenges. The novelty of this study lies in testing a comprehensive structural model that integrates Lifestyle , Expected Value , and Price Perception as predictor variables, with Brand Image as a mediating variable on Purchase Decisions . Data were collected from 366 student respondents in Palembang and analyzed using Structural Equation Modeling (SEM). The results showed that Brand Image significantly mediated the influence of the three independent variables ( Lifestyle , Expected Value , and Price Perception ) on Purchase Decisions . Empirically, Brand Image has the strongest direct influence on Purchase Decisions (path coefficient 0.390) compared to other variables. This finding confirms that in the context of purchasing local fashion products , price and value factors must be managed through strengthening brand image first. Managerial implications suggest that local producers should prioritize investment in strong branding strategies that align with consumer lifestyles.

Strategic Approach to Increase Purchase Interest in Alternative Energy Vehicles in Bogor Susilo, Susilo; Muharam, Hari; Pranowo, Agus Setyo
Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE) Vol 9 No 1 (2026): Sharia Economics
Publisher : Universitas KH. Abdul Chalim Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31538/iijse.v9i1.8236

This research investigates the influence of product quality, social media marketing, and price perception on consumers' intention to purchase electric vehicles, with brand awareness serving as a mediating factor. Conducted in Bogor City, the study employed a quantitative method involving 385 respondents selected through purposive sampling. Data analysis was performed using SEM-LISREL 8.80. The findings reveal that product quality has a significant impact on both brand awareness (t = 3.48) and purchase intention (t = 3.61). Social media marketing also significantly influences brand awareness (t = 2.02) and purchase intention (t = 4.24), while price perception affects brand awareness (t = 2.36) and purchase intention (t = 3.44). Furthermore, brand awareness mediates the relationship between these variables and purchase intention (t = 4.20). The findings indicate that social media marketing is the most dominant factor affecting purchase intention, highlighting the importance of developing intensive and interactive digital marketing strategies. Practically, companies should focus on enhancing brand awareness and building positive consumer perceptions through social media, supported by high-quality products and competitive pricing, to accelerate electric vehicle adoption in Bogor.

The Mediating Role of Brand Image on Product Quality, Price, and Location Toward Millennial Cluster Property Purchase Decisions in Bogor Regency Efson Sairi; Agus Setyo Pranowo; Hari Muharam
Economics and Business Journal (ECBIS) Vol. 4 No. 5 (2026)
Publisher : PT. Maju Malaqbi Makkarana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47353/ecbis.v4i5.448

The increasing development of cluster property in Bogor Regency has intensified competition among developers, particularly in attracting millennial consumers who are more critical, rational, and digitally informed in making housing purchase decisions. This study aims to analyze the mediating role of brand image in the influence of product quality, price, and location on millennial cluster property purchase decisions in Bogor Regency. A quantitative approach was employed using a descriptive and verificative research design. Data were collected through questionnaires distributed to 220 millennial consumers who had experience purchasing or were directly involved in purchasing cluster property in Bogor Regency. The research instrument was measured using a five-point Likert scale and analyzed using structural equation modeling to test direct and indirect effects. The results show that product quality, price, and location have positive and significant effects on brand image. Product quality, price, location, and brand image also have positive and significant effects on purchase decision. Furthermore, brand image partially mediates the effects of product quality, price, and location on purchase decision. These findings indicate that millennial property purchase decisions are shaped by both rational property attributes and psychological trust in developer reputation.

Price Perception and Online Promotion Effects on Brand Awareness and Purchase Decisions for Kaiamuslimwear Kurta Desi Sulastri; Hari Muharam; Agus Setyo Pranowo
Economics and Business Journal (ECBIS) Vol. 4 No. 5 (2026)
Publisher : PT. Maju Malaqbi Makkarana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47353/ecbis.v4i5.449

This study examines the influence of price perception and online promotion on brand awareness and its implication for purchase decision for KaiaMuslimWear kurta products. The issue addressed in this study is the need for KaiaMuslimWear to strengthen its competitive position in the Muslim fashion market, particularly in the men’s kurta category, where consumers are exposed to various product alternatives, competitive prices, and intensive digital promotion. This study used a quantitative approach with a descriptive and verificative design. Data were collected through an online questionnaire distributed to 200 KaiaMuslimWear consumers and analyzed using SPSS 27 and LISREL 8.80 with Structural Equation Modeling. The results show that price perception and online promotion have positive and significant effects on brand awareness and purchase decision. Brand awareness also has a positive and significant effect on purchase decision. Furthermore, brand awareness significantly mediates the effect of price perception and online promotion on purchase decision. These findings indicate that purchase decision is shaped through an integrated process involving perceived price fairness, online promotional effectiveness, and consumer awareness of the brand.

Customer Experience and E-Wom Effects on Brand Image and Patient Revisit Intention at Dental Clinics In Bogor Siti Holilah; Agus Setyo Pranowo; Herdiyana
Economics and Business Journal (ECBIS) Vol. 4 No. 5 (2026)
Publisher : PT. Maju Malaqbi Makkarana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47353/ecbis.v4i5.450

This study aims to analyze the influence of customer experience and electronic word of mouth (e-WOM) on brand image and their impact on patient revisit intention at dental clinics in Bogor City. The study was motivated by the increasingly competitive dental service industry, the growing role of digital reviews, and the need to strengthen patient retention in dental healthcare services. A quantitative explanatory approach was employed using an online survey of 200 patients who had visited dental clinics in Bogor City at least once. The data were analyzed using descriptive statistics and Structural Equation Modelling with LISREL 8.80. The results show that customer experience has a positive and significant effect on brand image and patient revisit intention. e-WOM also has a positive and significant effect on brand image and revisit intention. Furthermore, brand image positively affects revisit intention and partially mediates the relationship between customer experience and e-WOM on revisit intention. These findings indicate that dental clinics should integrate service experience management, credible digital reputation, and consistent brand image development to increase patient retention.

Service Quality and Social Media Marketing Activities as Determinants of Revisit Intention: Customer Satisfaction as an Intervening Variable Regina; Agus Setyo Pranowo; Sufrin Hannan
Economics and Business Journal (ECBIS) Vol. 4 No. 5 (2026)
Publisher : PT. Maju Malaqbi Makkarana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47353/ecbis.v4i5.451

This study examines service quality and social media marketing activities as determinants of revisit intention, with customer satisfaction as an intervening variable at Flui Restaurant & Cafe Bogor. The research was motivated by the decline in customer visits despite the restaurant’s strategic location, unique waterfall concept, and active social media promotion. A quantitative explanatory approach was applied using a cross-sectional survey of 400 customers who had visited Flui Restaurant & Cafe Bogor. Data were collected through a structured questionnaire using a five-point Likert scale and analyzed using Structural Equation Modeling with LISREL 8.80. The results show that service quality has a positive and significant effect on customer satisfaction and revisit intention. Social media marketing activities also have a positive and significant effect on customer satisfaction and revisit intention. Furthermore, customer satisfaction significantly influences revisit intention and partially mediates the relationship between service quality and revisit intention, as well as between social media marketing activities and revisit intention. These findings indicate that increasing revisit intention requires an integrated strategy involving consistent service quality, interactive social media marketing, and customer satisfaction improvement

Customer Value in Social Media Marketing and Service Quality Effects on Britama Prioritas Decisions at BRI Sukabumi Alya Aprilianti; Agus Setyo Pranowo; Jan Horas V. Purba
Economics and Business Journal (ECBIS) Vol. 4 No. 5 (2026): July
Publisher : PT. Maju Malaqbi Makkarana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47353/ecbis.v4i5.461

This study examines the role of customer value in mediating the relationship between social media marketing and service quality toward the decision to become a BritAma Prioritas customer at Bank Rakyat Indonesia Sukabumi Branch. The key issue addressed in this study is the need to understand how digital marketing communication and priority banking service quality can be converted into meaningful value that influences premium customer decisions. This research employed a quantitative explanatory approach involving 386 BritAma Prioritas customers as respondents. Data were collected through structured questionnaires using a five-point Likert scale and analyzed using Confirmatory Factor Analysis and Structural Equation Modeling. The results show that social media marketing and service quality have positive and significant effects on customer value. Social media marketing, service quality, and customer value also positively and significantly influence customer decision. Customer value was found to be the strongest predictor of customer decision and significantly mediated the effects of both social media marketing and service quality. These findings indicate that customer acquisition in priority banking depends not only on promotional activities and service performance, but also on customers’ holistic value evaluation.

Digital Technology-Based Marketing For Neglasari Tourist Village Bogor Regency Aditya Prima Yudha; Fitria Virgantari; Agus Setyo Pranowo; Dewi Maharani; Adelio Awwaqin Putra Hasrin; Restu Fadhillah
International Journal Of Community Service Vol. 4 No. 4 (2024): November 2024 (Indonesia - Thailand - Malaysia)
Publisher : CV. Inara in Colaboration with www.stie-sampit.ac.id

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.51601/ijcs.v4i4.822

Tourist villages are currently becoming an alternative form of tourism by promoting the concept of interaction between nature, culture, and local wisdom. Bogor, as one of the regencies in West Java province, has various interesting tourist destinations to visit, both by local and international tourists. The location of Bogor Regency, surrounded by mountains such as Gunung Gede Pangrango, Gunung Halimun, and Gunung Salak, has various natural tourism potentials. One of the tourist villages in Bogor Regency that offers nature tourism is the Neglasari tourist village. The Neglasari tourist village is traversed by the Cisasa River. The flow of the Cisasa River is utilized by the managers of the Neglasari Tourist Village to offer water tourism packages such as body rafting and river tubing. This river tourism business has been operating since 2021. The Neglasari tourist village is not yet very popular and is not frequently visited by tourists. The average visitation rate is only 4-5 groups of visitors or 20-50 people each month. This is due to the lack of massive promotion and marketing. To increase tourist awareness, digital marketing needs to be carried out with a good concept and done sustainably by utilizing digital marketing platforms such as websites and social media. The community service team from the Faculty of Economics and Business, Pakuan University, conducted training and mentoring programs related to digital marketing for Neglasari Tourism Village. The results of this community service activity include the Neglasari Tourism Village website, social media promotion flyers, content marketing guide modules, and promotional videos for Neglasari Tourism Village.

The Effect of Service Quality and Online Promotion on Customer Loyalty Through Customer Satisfaction at F3B Beauty House Febrina Isra Hertiane; Hari Muharam; Agus Setyo Pranowo
Economics and Business Journal (ECBIS) Vol. 4 No. 5 (2026): July
Publisher : PT. Maju Malaqbi Makkarana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47353/ecbis.v4i5.512

Customer loyalty is essential for the sustainability of aesthetic clinics, particularly amid increasing competition and the growing use of digital promotional channels. This study examines the effects of service quality and online promotion on customer loyalty, with customer satisfaction as a mediating variable at F3B Beauty House. A quantitative explanatory design with a cross-sectional survey approach was employed. Data were collected through an online questionnaire from 361 customers selected using purposive sampling. Eligible respondents were at least 18 years old, had completed at least two visits or transactions within the previous 12 months, and had been exposed to the clinic’s online promotions. The data were analyzed using partial least squares structural equation modeling. The results show that service quality and online promotion positively and significantly affect customer satisfaction and customer loyalty. Customer satisfaction also has a positive and significant effect on customer loyalty and demonstrates the largest practical effect. Furthermore, customer satisfaction partially mediates the effects of service quality and online promotion on customer loyalty. The model explains 66.9% of the variance in customer satisfaction and 68.3% of the variance in customer loyalty. These findings emphasize the importance of integrating consistent service quality, interactive online promotion, and satisfactory customer experiences to strengthen sustainable customer loyalty.

Determinants of Increased Customer Loyalty at PT Logistik Indonesia Network Thru Customer Satisfaction as an Intervening Variable Widarma; Sufrin Hannan; Agus Setyo Pranowo
International Journal of Economics Accounting and Management Vol. 2 No. 5 (2026): IJEAM - January 2026
Publisher : PT. INOVASI TEKNOLOGI KOMPUTER

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.60076/ijeam.v2i5.1695

This study aims to examine the influence of service quality and price perception on customer loyalty, with customer satisfaction as an intervening variable. This research is expected to increase customer loyalty at PT Logistik Indonsia Network. The sampling method used Purpossive and Simple Random Sampling by distributing questionnaires to 173 B2B respondents of PT Logistik Indonesia Network. The questionnaire data was processed using SMART PLS software version 4.0.9.9. The research results indicate that service quality and price perception have a positive and significant impact on customer satisfaction. Service quality has a positive but insignificant impact on customer loyalty, while price perception has a positive and significant impact on customer loyalty. Customer satisfaction is able to mediate between service quality and price perception toward customer loyalty. This finding confirms that in the B2B logistics industry, customer loyalty enhancement strategies are not sufficient by simply improving service quality, but must also be balanced with competitive pricing and the creation of satisfying customer experiences. PT Logistik Indonesia Network can consider optimizing service effectiveness, improving delivery timeliness, and developing more flexible pricing schemes to enhance customer satisfaction and loyalty.

Co-Authors Adelio Awwaqin Putra Hasrin Aditya Yudha Primantoro, Aditya Yudha Alimin, Ismet Alya Aprilianti Amelia, Rizka Wahyuni Anggraini, Anggun Anugerah Dachi Azwar Haekal, Azwar Cicih Minarsih Desi Sulastri Desy Lestari Dewi Maharani Efson Sairi Ende, Ende Erlan Herdiatna Febrina Isra Hertiane Fitria Virgantari Gandung, Muhammad H Mulyadi Hamid Halin Hamzah Hamzah Hanan, Sufrin Hari Gursida Hari Muharam Hediansyah Hendro Sasongko Henry Lasut Herdiyana Herdiyana, Herdiyana herdiyana, Herdiyana Ibrahim, Iman Ida Zuniarti Ida Zuniarti, Ida Imbron, Imbron Isbat Isbat Isbat, Isbat Ismet Alimin Jan Horas V. Purba Jhoni Iskandar Kurniawan, Prasetyo Kusumadevi, Mutiara , Porista Lasut, Henry Lia Mazia, Lia M.S Disman Maftuchach, Viniyati Marpaung, Anju Muflihan, Elgin Muhamad Rizky Ainurrakhman Muhammad Rusdi Ridjal Muharram, Hari Nanang Qosim Yusuf Nandan Limakrisna Nandan Limakrisna Nandan Limakrisna Nasution, Novrihan Leily Ngadino Surip Diposumarto, Ngadino Surip Nono Arief Rachman Novrian Nurlaela, Ida Paksi, Faris Eka Priyo Sambodo R. Indra Kusuma Jaya Rahmaida, Elga Regina Restu Fadhillah Rezal, Yonggi Noval Salmah Salmah Santi Atsiriani Septiani, Fauziah Sienifa, Yuhelmis Siti Holilah Soewarto Hardhienata Sofi’i, Imam Solihin, Dede Sufrin Hannan Sulistiyo, Ajik Sunendar, Ade Suryana Suryana Susilo Susilo Towaf Totok Irawan Universitas Pakuan Widarma Widia Astuti Wihartika, Doni Winda Septiana Windi Windi Windi Windi, Windi Yayan Hadiyat Yayan Hendayana Yogo Prawiro Derijo Yoyo Indah Gunawan Yuary Farradia Yuhelmis Sienifa yusnita, nancy Yusuf, Nanang Qosim Zulkifli Musannip Efendi Siregar

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