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All Journal jurnal niara JKBM (JURNAL KONSEP BISNIS DAN MANAJEMEN) Journal of Economic, Bussines and Accounting (COSTING) IRJE (Indonesian Research Journal in Education) SEIKO : Journal of Management & Business SULTANIST: Jurnal Manajemen dan Keuangan Jurnal STEI Ekonomi Jurnal Ilmiah Manajemen Kesatuan International Journal Of Science, Technology & Management (IJSTM) Journal of Economics and Business UBS Interdisciplinary Social Studies Journal of Social Research Golden Ratio of Mapping Idea and Literature Format Jurnal Ilmiah MEA (Manajemen, Ekonomi, dan Akuntansi) Journal Research of Social Science, Economics, and Management The Eastasouth Management and Business eProceedings of Management Enrichment: Journal of Multidisciplinary Research and Development International Journal of Management and Digital Business Digital Innovation : International Journal Of Management Green Inflation: International Journal of Management And Strategic Business Leadership International Journal of Economics, Business and Innovation Research Journal of Multidisciplinary Academic Business Studies International Journal of Accounting and Management Information Systems
Maria Apsari Sugiat
Universitas Telkom
Aerospace Engineering Agriculture, Biological Sciences & Forestry Humanities Automotive Engineering Biochemistry, Genetics & Molecular Biology Chemical Engineering, Chemistry & Bioengineering Chemistry Civil Engineering, Building, Construction & Architecture Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Earth & Planetary Sciences Economics, Econometrics & Finance Education Electrical & Electronics Engineering Energy Engineering Environmental Science Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Library & Information Science Mechanical Engineering Public Health Social Sciences Transportation

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The Marketing Potential Of Augmented Reality to Enhance Brand Attitude Abdan A. Kuncoro; Maria Apsari Sugiat; Muslim Amin
Green Inflation: International Journal of Management and Strategic Business Leadership Vol. 2 No. 1 (2025): February : Green Inflation: International Journal of Management and Strategic B
Publisher : Asosiasi Riset Ilmu Manajemen Kewirausahaan dan Bisnis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61132/greeninflation.v2i1.222

Abstract

The purpose of this study is to examine the impact of Augmented Reality (AR) application usage at IT Telkom Purwokerto on consumer brand attitudes. A total of 200 questionnaires were distributed, with 125 deemed suitable for analysis. The findings reveal that the use of the AR application significantly influences consumer attitudes towards the brand, particularly in terms of user experience, engagement, and perceived realism. The quality of the AR application is shown to have good reliability, and each dimension positively correlates with consumer attitudes. The perceived realism of the AR experience is a crucial factor in shaping positive consumer attitudes towards the brand. The study also identifies a significant relationship between AR application usage, consumer satisfaction, and brand loyalty. Practically, AR can aid IT Telkom Purwokerto in developing more effective marketing models. This study proposes a model to understand the effect of AR applications on positive consumer brand attitudes, assisting marketers in implementing more effective marketing strategies.
The Key of Customer’s Satisfaction and Loyalty: E-Service Quality, Price, and Trust Fiqhi Fachrizal; Maria Apsari Sugiat; Irni Yunita
Journal of Economics and Business UBS Vol. 12 No. 6 (2023): Special Issue
Publisher : UniSadhuGuna Business School

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52644/joeb.v12i6.1281

Abstract

Some companies do not reach sustainability because of the lack of innovation in products, services, and marketing, With the aim of growing the customer count as well as to maintain existing customers. Currently, competition in the telecommunications industry is very tight due to the increasing number of internet providers, such as Indihome, Biznet, Iconnet, and other official and unofficial local ISPs. Internet provider companies must be able to enhance the quality of services and products that are capable of reaching various economic levels, including upper, middle, and lower levels, as the demand for internet continues to grow, even in rural areas. This research endeavors to analyze e-service quality, web design, price, and trust affect the level of satisfaction and loyalty of Indihome customers. The quantitative research design is being utilized. The type of research used is descriptive. New Indihome users in the Datel Situbondo area were the focus of the study who started subscribing since the first semester period of 2022, which totalled 1059 people. Researchers used purposive sampling technique to collect sample of 290 respondents. This research covers Situbondo Representative Office area which is divided into 4 regions, consisting of Situbondo, Mlandingan, Besuki, and Asembagus. Drawing from the research results, e-service quality, price, and trust each have a positively effect on customer satisfaction and customer loyalty. Customer satisfaction is related to customer loyalty. As customer satisfaction rises, so does customer loyalty.
EFEKTIVITAS KAMPANYE CINTA BANGGA PAHAM RUPIAH TERHADAP BRAND PERFORMANCE RUPIAH Fadillah Sutrisno; Maria Apsari Sugiat
Journal of Economic, Bussines and Accounting (COSTING) Vol. 8 No. 2 (2025): COSTING : Journal of Economic, Bussines and Accounting
Publisher : Institut Penelitian Matematika, Komputer, Keperawatan, Pendidikan dan Ekonomi (IPM2KPE)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31539/costing.v8i2.14440

Abstract

Jumlah Uang Tidak Layak Edar (UTLE) yang ditarik dari masyarakat mengalami peningkatan. Oleh karena itu, penting untuk dilakukan penelitian untuk mengetahui pengaruh Brand Image dan Brand Awareness terhadap Brand Attitude dan Brand Performance dari edukasi Cinta Bangga Paham (CBP) Rupiah sehingga diperlukan penelitian yang lebih mendalam. Penelitian ini bertujuan untuk mengetahui apakah brand attitude CBP Rupiah memberikan hubungan antara Brand Awareness dan Brand Image pada Brand Performance CBP Rupiah. Brand Awareness merupakan kemampuan konsumen untuk mengidentifikasi merek dalam kondisi berbeda. Brand Image penting dikarenakan akan menentukan seberapa mudah dalam memori konsumen. Brand attitude merupakan kesiapan untuk menanggapi melalui pengalaman dan memiliki pengaruh terhadap perilaku. Brand Performance didefinisikan sebagai hasil perolehan ekonomi yang diharapkan untuk pencapaian merek yang kuat. Dengan menggunakan pendekatan kuantitatif, penelitian ini mengumpulkan data primer melalui kuesioner Google Forms yang dibagikan kepada 276 responden yang telah mendapatkan edukasi CBP Rupiah. Metode pengambilan sampel yang digunakan adalah purposive sampling, dan analisis data dilakukan dengan menggunakan SEM-PLS melalui software SmartPLS4.0. Hasil penelitian menunjukkan bahwa Brand Awareness dan Brand Image secara langsung memiliki pengaruh positif dan signifikan terhadap Brand Performance. Serta terlihat bahwa Brand Awareness dan Brand Image memiliki pengaruh terhadap Brand Performance melalui Brand Attitude. Saran bagi Bank Indonesia agar dapat meningkatkan Brand Awareness, Brand Image dan Brand Attitude demi tercapainya Brand Performace edukasi CBP Rupiah. Disarankan agar edukasi CBP Rupiah disampaikan lebih mendalam guna mendapatkan pemahaman yang lebih menyeluruh terkait dampak terhadap perekonomian nasional dan dapat terinternalisasi dalam kehidupan sehari-hari.
The impact of luxury hotel experience on brand equity and electronic word-of-mouth in Jakarta's hospitality industry vika, anindya; Sugiat, Maria Apsari
Jurnal STEI Ekonomi Vol. 34 No. 1 (2025)
Publisher : Sekolah Tinggi Ilmu Ekonomi Indonesia Jakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36406/jemi.v34i1.133

Abstract

This study examines the influence of social media marketing activities on brand equity and customer response at Hotel Grand Mercure Jakarta Harmoni. The research investigates how social media marketing activities affect brand awareness and brand image and how these brand equity components impact electronic word-of-mouth (E-WOM) and customer commitment. Using a quantitative approach with data collected from Instagram users through purposive sampling, the study employed Structural Equation Modeling with Partial Least Squares (SEM-PLS) for analysis. Findings reveal that social media marketing activities positively influence brand awareness and image. Furthermore, brand awareness and image significantly affect E-WOM and customer commitment. The research model demonstrates good predictive relevance. These results highlight the strategic importance of effective social media marketing in building brand equity and fostering positive customer responses in the hospitality industry. They give hotel marketers insights to enhance their digital marketing strategies for improved customer engagement and loyalty.
Exploring TikTok Live Shopping : How Uses and Gratifications Theory, Network Size, and Digital Celebrities Drive Continuous Purchase Intentions Hidayati, Eva Laela; Maria Apsari Sugiat; Maya Aryanti
Digital Innovation : International Journal of Management Vol. 2 No. 3 (2025): Digital Innovation : International Journal of Management
Publisher : Asosiasi Riset Ilmu Manajemen Kewirausahaan dan Bisnis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61132/digitalinnovation.v2i3.405

Abstract

This study aims to analyze the influence of Uses and Gratifications Theory (U&G Theory) dimensions—including hedonic gratification (perceived enjoyment), utilitarian gratification (perceived utility and self-presentation), and social gratification (social presence) as well as perceived network size on continuous purchase intention. In addition, the study explores the mediating role of perceptions of digital celebrities in the context of live streaming shopping for modest fashion products on TikTok. A quantitative approach was employed using a survey method involving 429 TikTok users who had purchased modest fashion items through live streaming. The data were analyzed using covariance-based Structural Equation Modeling (SEM) with AMOS software. The findings reveal that perceived utility, self-presentation, and social presence positively influence continuous purchase intention, whereas perceived enjoyment shows no significant effect. Furthermore, perceived network size has a significant impact on perceived enjoyment, perceived utility, and social presence. The study also demonstrates that perceptions of digital celebrities mediate the relationship between perceived network size and all dimensions of U&G Theory. These results enrich the literature on consumer motivation and behavior in live streaming commerce and offer strategic implications for businesses in designing relevant content and collaborations to foster customer loyalty.
A TAM-Based Analysis of Perceived Factors Influencing Satisfaction and Continued Use of MyBCA Mobile Banking Amay, Duta; Apsari Sugiat, Maria
Journal Research of Social Science, Economics, and Management Vol. 4 No. 12 (2025): Journal Research of Social Science, Economics, and Management
Publisher : Publikasi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59141/jrssem.v4i12.920

Abstract

This study aims to analyze the factors that affect the use of myBCA mobile banking among BCA customers. The research model used in this study is the Technology Acceptance Model (TAM) with an expansion of the model by adding the perceived security variable in mobile banking customers, which examines the extent to which the construction of perceived usefulness, perceived ease of use, as a utilitarian aspect and perceived enjoyment as a hedonic aspect, affects satisfaction and continuance intention to use BCA's mobile banking. This study uses a quantitative approach with purporsive sampling using the slovin formula with a total of 400 samples. The data was analyzed using Partial Least Square (PLS) and Structural Equation Modelling (SEM) with SmartPLS data processing tools. The results of this study show that the perceived usefulness variable has no effect on user satisfaction but has a significant positive effect on continuance intention to use. The perceived ease of use variable has a significant positive effect on perceived usefulness, user satisfaction, and perceived enjoyment. The perceived enjoyment variable and the perceived security variable had a significant positive effect on user satisfaction but had no effect on continuance intention to use. The user satisfaction variable has been shown to have a significant positive effect on continuance intention to use.
Pengaruh CRM Terhadap Customer Loyalty Yang Di Moderasi Dengan Customer Trust Pada Segmen RMS PT.Telkom Anwar, Nadila Sandrina; Sugiat, Maria Apsari
eProceedings of Management Vol. 11 No. 5 (2024): Oktober 2024
Publisher : eProceedings of Management

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

Saat ini persaingan industri telekomunikasi dan penyedia layanan internet semakin meningkat dan beragam. Olehkarena itu, PT.Telkom harus memiliki strategi untuk tetap bertahan dan memenangkan persaingan di industripenyedia layanan internet. Salah satunya dengan mengoptimalkan manajemen hubungan pelanggan agar dapatmeningkatkan kepercayaan dan juga loyalitas. Penelitian ini bermaksudkan untuk mengetahui dan menganalisisbagaimana manajemen hubungan pelanggan berdampak pada customer loyalty yang dimoderasi dengan customertrust di PT.Telkom. Hasil penelitian ini didapatkan, komponen yang terdapat di CRM berdampak positif terhadapcustomer loyalty. Customer trust tidak memoderasi seluruh komponen CRM (customer knowledge, customerorientation, customer engagement). Keyword-customer relationship management, customer loyalty, customer trust, B2B, Telkom
The Influence Of Social Media Marketing Activities On Brand Loyalty Through Cognitive Engagement, Emotional Engagement, Brand Trust And Brand Equity Yunishafira, Affiya; Sugiat, Maria Apsari; Hidayah , Riski Taufik
Enrichment: Journal of Multidisciplinary Research and Development Vol. 3 No. 5 (2025): Enrichment: Journal of Multidisciplinary Research and Development
Publisher : International Journal Labs

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55324/enrichment.v3i5.432

Abstract

This study aims to examine the influence of social media marketing (SMM) consisting of entertainment, interaction, trendiness, customization, and electronic word of mouth (eWOM) on brand loyalty for GT Man underwear products. Additionally, it explores the mediating roles of cognitive engagement, emotional engagement, brand trust, and brand equity in enhancing the relationship between SMM and brand loyalty. A quantitative approach was employed using structural equation modeling-partial least squares (SEM-PLS) through SmartPLS 4.0. Data were collected from 400 social media users familiar with GT Man to test both direct and indirect effects among the proposed constructs. The findings indicate that all dimensions of SMM significantly affect the mediating variables and brand loyalty. The strongest direct effect is found between SMM and brand trust, suggesting that consistent, authentic, and responsive social media communication builds greater trust in GT Man. In terms of mediation, cognitive engagement and brand trust serve as the most influential mediators in the formation of brand loyalty. While emotional engagement and brand equity have relatively weaker indirect effects, they still play a significant role in strengthening the impact of SMM. This research contributes to the theoretical understanding of how psychological engagement and brand perceptions shape loyalty in a digital environment. Practically, it suggests that GT Man should develop more educational, emotionally resonant, and interactive social media content to reinforce trust, perceived value, and long-term customer loyalty.
An Analysis Of The Acceptance Of The Mytens Application As A Government Service Platform By Internal Users Across All Telkom Regional Offices In Indonesia: An Intention To Use Study Based On The Utaut2 Model Athilayusa, Avania; Apsari Sugiat, Maria
International Journal of Science, Technology & Management Vol. 6 No. 4 (2025): July 2025
Publisher : Publisher Cv. Inara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.46729/ijstm.v6i4.1352

Abstract

Digital transformation has become a key agenda in enhancing industrial competitiveness in Indonesia, as reflected in the Making Indonesia 4.0 roadmap. PT Telkom Indonesia supports this agenda through the launch of the MyTEnS application, designed to assist in operational management within the company, particularly in the Telkom Regional environment across Indonesia. Although it has been implemented, the adoption of this technology still faces challenges, especially in terms of system quality perception and user trust in the application. This study aims to analyze the factors influencing behavioral intention in the use of the MyTEnS application by internal users, specifically Account Managers and Manager Governmenet Services in TREG Nasional. The study adopts a quantitative approach with a modified Unified Theory of Acceptance and Use of Technology 2 (UTAUT2) framework. The independent variables analyzed include performance expectancy, effort expectancy, social influence, facilitating conditions, price value, habit, and trust. Additionally, two moderating variables, age and gender, were added to examine the influence of the main variables on the intention to use. Data were collected through a survey of 384 MyTEnS users across TREG Indonesia, and analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS) with SmartPLS v3.2.9 software. The results show that performance expectancy, effort expectancy, social influence, facilitating conditions, habit, and trust positively and significantly influence behavioral intention to use the MyTEnS application. Additionally, moderating factors such as age and gender were found to moderate the relationship between several construct variables and behavioral intention. The findings of this study are expected to contribute theoretically to the field of technology adoption and provide practical recommendations for PT Telkom Indonesia in enhancing the adoption and internal use of digital applications, with a focus on improving ease of use, user trust, and better technical support.
The Relationship Between Customer Relationship Management and Customer Loyalty and the Moderation of Customer Trust Setiawan, Ade; Yuldinawati, Lia; Sugiat, Maria Apsari
Journal of Social Research Vol. 4 No. 9 (2025): Journal of Social Research
Publisher : International Journal Labs

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55324/josr.v4i8.2688

Abstract

Customer trust and loyalty are things that help businesses grow. Factors that influence customer trust and loyalty are evidenced by customer satisfaction with the services provided by the company. Companies observe Customer Relationship Management (CRM) not only to increase company revenue, but also believe that Customer Relationship Management (CRM) should be at the heart of all business strategies. Customer Relationship Management (CRM) is used by companies to understand customers and aspects that affect customer satisfaction and loyalty. This study aims to determine how much influence the moderating role, namely customer trust with the customer relationship management (CRM) component and its relationship with customer loyalty at PLN UP3 Kupang. This research applies quantitative methods with a causal approach. A total of 300 respondents who are potential customers or the B2B segment of PLN UP3 Kupang were sampled. The data obtained were analyzed using the Structural Equation Modeling (SEM) method to evaluate the relationship between variables and test the mediation and moderation effects in the conceptual model developed. The results showed that of the five components of Customer Relationship Management which include customer knowledge, customer orientation, customer advocacy, customer engagement, and technological capability, only three variables were proven to have a positive and significant influence on customer loyalty. The three variables are customer knowledge, customer advocacy, and customer trust.
Co-Authors Abdan A. Kuncoro Ade Setiawan Agus Achmad Suhendra Amay, Duta Anggardajaya, Moh. Ramadhan Anton Mulyono Azis Anwar, Nadila Sandrina Athilayusa, Avania Dimas Hermawan, Dimas Fachrizal, Fiqhi Fadillah Sutrisno Fahlevi, Agam Aulia Fahmirakhman Abdullah, Reyhan Felix, Modefica Adelina Fiqhi Fachrizal Heni Muthia Utami Hidayah , Riski Taufik Hidayati, Eva Laela Ibrahim Hanif Irni Yunita Ismail, Muhammad Ravi Lia Yuldinawati Made Wirawan, Made Marieski, Tikki Capriati Maya Ariyanti Maya Aryanti Muslim Amin Panji Addakhil Bangsa Pratama, Christophorus Aditya Sunu Putro, Christophorus Bagus Ratnanto Rashad, Feroz Dinu RM, Andi Ade Rufiani Septian, Enjar Dwi Setyowati, Devi Sucma, Fahrizal Alfaridzi vika, anindya Wicaksono, Priambodo Adi Yuda Pramana Yunanto, Wahyu Yunishafira, Affiya