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Maria Apsari Sugiat

Universitas Telkom

Author-ID : 3989673

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 Law, Crime, Criminology & Criminal Justice Library & Information Science Mechanical Engineering 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

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

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

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.

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

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

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

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

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

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 Impact of Digital Marketing to Purchase Intention in Training Organizations Setyowati, Devi; Sugiat, Maria Apsari
The Eastasouth Management and Business Vol. 4 No. 01 (2025): The Eastasouth Management and Business (ESMB)
Publisher : Eastasouth Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/esmb.v4i01.689

The growing penetration of the internet and advances in digital technology have significantly enhanced the marketing efforts of training organizations (LPKs) in Indonesia. Although many LPKs utilize digital marketing to support candidate placement in Japan, data from two institutions in East and West Java reveal that most trainees enrolled through channels other than social media. This study examines the impact of digital marketing on purchase intention in Indonesian LPKs. Using data collected from 384 respondents and analyzed with SEM-PLS 4.0, the results confirm a positive and significant relationship between digital marketing and purchase intention. These findings highlight the need for LPKs to develop stronger digital content strategies that resonate with their target audiences. The study is limited to two provinces and a quantitative method, which may not fully capture broader socio-cultural factors.

The use of UTAUT model to understand user intention and user behavior of mobile banking BIMA PT Bank Jateng Putro, Christophorus Bagus Ratnanto; Sugiat, Maria Apsari
Journal of Multidisciplinary Academic Business Studies Vol. 2 No. 4 (2025): August
Publisher : Goodwood Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35912/jomabs.v2i4.3191

Purpose: This study explores factors influencing users’ behavioral intention and actual usage of the BIMA mobile banking application by PT Bank Jateng. It applies the Unified Theory of Acceptance and Use of Technology (UTAUT), enhanced with contextual variables such as mobile self-efficacy, perceived enjoyment, and satisfaction. Research/methodology: A quantitative approach was conducted through a survey of 384 BIMA users. Data were analyzed with Structural Equation Modeling (SEM) using SmartPLS. Reliability and validity were tested with AVE and Composite Reliability, while model fit was assessed through SRMR, NFI, R², and Q² values. Results: Of 13 hypothesized paths, 10 were supported. Mobile self-efficacy strongly affected perceived enjoyment, which significantly influenced performance expectancy, effort expectancy, and satisfaction. Satisfaction emerged as the most influential factor on intention to use, which in turn impacted usage behavior. Social influence and facilitating conditions also contributed positively. However, performance expectancy did not significantly affect satisfaction, and both effort expectancy and facilitating conditions showed no significant effect on intention to use. Conclusions: Emotional factors like enjoyment and satisfaction, together with social influence, dominate over functional aspects in shaping adoption and continued use of mobile banking, suggesting a shift toward user experience-driven digital banking strategies. Limitations: The study is limited to one application, cross-sectional design, and PLS-SEM, reducing broader generalization. Contribution: This research extends UTAUT by incorporating emotional and contextual variables, providing practical insights for enhancing user experience and digital adoption in regional banking.

The use of UTAUT model to understand user intention and user behavior of mobile banking BIMA PT Bank Jateng Putro, Christophorus Bagus Ratnanto; Sugiat, Maria Apsari
International Journal of Accounting and Management Information Systems Vol. 3 No. 1 (2025): February
Publisher : Goodwood Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35912/ijamis.v3i1.3252

Purpose: This study aims to explore the factors influencing users’ behavioral intention and actual usage behavior of the BIMA mobile banking application by PT Bank Jateng. It applies the Unified Theory of Acceptance and Use of Technology (UTAUT), enriched with contextual variables including mobile self-efficacy, perceived enjoyment, and user satisfaction. Research/methodology: A quantitative method was adopted through a structured survey of 384 BIMA users. Data were analyzed using Structural Equation Modeling (SEM) via SmartPLS. Validity and reliability were tested using AVE and Composite Reliability, while model fit was assessed through SRMR, NFI, R², and Q² values. Results: Out of 13 hypothesized relationships, 10 were supported. Mobile self-efficacy significantly influenced perceived enjoyment, which in turn strongly affected performance expectancy, effort expectancy, and satisfaction. Consumer satisfaction emerged as the most influential factor affecting intention to use, which subsequently impacted usage behavior. Social influence and facilitating conditions also significantly influenced behavioral outcomes. However, performance expectancy did not significantly influence satisfaction, and both effort expectancy and facilitating conditions showed no significant impact on intention to use. Conclusions: Emotional factors like perceived enjoyment and satisfaction, along with social influences, play a more dominant role than purely functional factors (e.g., effort or performance expectancy) in determining adoption and continued use of mobile banking. The findings suggest a shift from technical-centric to user experience-centric approaches in digital banking development. Limitations: This study focuses solely on the BIMA mobile banking app using a cross-sectional design and PLS-SEM method. It does not account for moderating or mediating variables and may limit generalizability beyond the study context. Contribution: The study extends the UTAUT model by adding emotional and contextual factors to better explain mobile banking usage and offers practical insights for improving user experience and digital adoption in regional banking.

Co-Authors Abdan A. Kuncoro Affiya Yunishafira Agus Achmad Suhendra Amay, Duta Anggardajaya, Moh. Ramadhan Anton Mulyono Azis Anwar, Nadila Sandrina Arry Mustikawan Athilayusa, Avania Christophorus Aditya Sunu Pratama De Vario, Ridho Dedi Iskamto Devi Setyowati Dian Indiyati Dimas Hermawan, Dimas Duta Amay Fachrizal, Fiqhi Fadillah Sutrisno Fahlevi, Agam Aulia Fahmirakhman Abdullah, Reyhan Felix, Modefica Adelina Fiqhi Fachrizal Heni Muthia Utami Hidayati, Eva Laela Ibrahim Hanif Ignatius Adi Susantyo Irni Yunita Isce Kustiawan Ismail, Muhammad Ravi Lia Yuldinawati Luthfiamer Luthfiamer Made Wirawan, Made Marthen Ragowino Bira Maya Ariyanti Maya Aryanti Muhammad Dafi Aswinda Nasution Muslim Amin Panji Addakhil Bangsa Puspita Wulansari Putro, Christophorus Bagus Ratnanto Ramadhan Anggardajaya Rashad, Feroz Dinu Ratna Komala Putri Riski Taufik Hidayah Roni Irawan Septian, Enjar Dwi Setyowati, Devi Sharaya Farisha Sucma, Fahrizal Alfaridzi Tikki Capriati Marieski Tri Widarmanti Yuda Pramana Yunanto, Wahyu

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