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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 Influence of Online Customer Reviews and Celebrity Endorsement on Purchase Intention of Skin Mandatory Products Marieski, Tikki Capriati; Sugiat, Maria Apsari
Jurnal Ilmiah Manajemen Kesatuan Vol. 13 No. 5 (2025): JIMKES Edisi September 2025
Publisher : LPPM Institut Bisnis dan Informatika Kesatuan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37641/jimkes.v13i5.3689

Abstract

The Indonesian cosmetics industry faces intense competition, with local brands like Skin Mandatory struggling to maintain consumer purchase intention in e-commerce settings. This study aims to examine how influencer credibility, influencer attractiveness, and online customer reviews shape consumer attitudes, and their subsequent impact on brand loyalty, brand awareness, electronic word-of-mouth (eWOM), and purchase intention. A quantitative approach was employed, collecting data from 400 respondents who purchased Skin Mandatory products via e-commerce platforms using an online questionnaire with a 5-point Likert scale. Data were analyzed using Partial Least Squares Structural Equation Modelling. The findings confirm that influencer credibility, attractiveness, and online reviews have a significant impact on consumer attitudes, which in turn drive brand loyalty, brand awareness, and eWOM, ultimately influencing purchase intention. However, influencer attractiveness and eWOM showed weaker effects, likely due to a mismatch with the brand’s natural skincare image and low consumer engagement in sharing online recommendations. The study concludes that Skin Mandatory should align influencer selection with its brand identity and enhance eWOM through user-generated content campaigns to boost purchase intention. These findings offer practical strategies for local cosmetic brands to strengthen consumer engagement in competitive e-commerce markets.
Customer Satisfaction as Mediator of eWOM and Social Media Marketing Effects on Purchase Intention in Indonesia’s Fitness Industry Pratama, Christophorus Aditya Sunu; Sugiat, Maria Apsari
Jurnal Ilmiah Manajemen Kesatuan Vol. 13 No. 5 (2025): JIMKES Edisi September 2025
Publisher : LPPM Institut Bisnis dan Informatika Kesatuan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37641/jimkes.v13i5.3817

Abstract

The fitness industry in Indonesia has undergone a rapid transformation, particularly after the COVID-19 pandemic, which heightened public interest in health and home-based exercise. This shift has encouraged brands like Gymfitnessindo to adopt digital marketing strategies to influence consumer behavior. This study aims to analyze the impact of Electronic Word of Mouth (eWOM) and Social Media Marketing (SMM) on Purchase Intention, with Customer Satisfaction as a mediating variable and ICT Effectiveness and Endorsement as moderating variables. A quantitative research design was used, collecting data from 220 respondents via purposive sampling using Google Forms. Data analysis was conducted using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results show that eWOM and SMM do not directly affect Purchase Intention. However, both significantly influence Purchase Intention indirectly through Customer Satisfaction. Conversely, ICT Effectiveness and Endorsement do not significantly moderate the relationship between Customer Satisfaction and Purchase Intention. The study concludes that digital marketing strategies are only effective in influencing Purchase Intention when mediated by Customer Satisfaction. This highlights the critical role of satisfaction in the digital purchase journey, especially in high-involvement products such as fitness equipment.
Brand Community Knowledge, Involvement, Trust, Engagement, And Brand Loyalty (Glow Up Agents Community) RM, Andi Ade Rufiani; Sugiat , Maria Apsari
Journal Research of Social Science, Economics, and Management Vol. 5 No. 2 (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.v5i2.940

Abstract

The development of digital technology makes the brand community a key strategy to build loyalty in the beauty industry. This study examines the "Glow Up Agents" community by BHUMI Skincare, using the KITE (Knowledge, Involvement, Trust, Engagement) framework to analyze its influence on brand community engagement and brand loyalty. The PLS-SEM method was used with questionnaire data from active members to 184 respondents. The results showed that the entire hypothesized relationship was positively significant: the KITE dimension influenced member participation, which in turn increased brand loyalty. It affirms the important role of understanding, interaction, and trust. Practical advice includes community optimization, while academic advice recommends exploring additional variables for deeper understanding.
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

Abstract

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 Influence of Digital Content Marketing Fit on Customer Engagement Through Content Engagement in B2B Services Wicaksono, Priambodo Adi; Sugiat, Maria Apsari
Interdisciplinary Social Studies Vol. 4 No. 4 (2025): Regular Issue: July-September 2025
Publisher : International Journal Labs

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55324/iss.v4i4.896

Abstract

In the era of digital transformation, Digital Content Marketing (DCM) has become a key strategy for increasing B2B customer engagement. Telkomsel Enterprise uses various digital platforms to distribute educational content, product promotions, and case studies supporting the customer journey. However, challenges remain in ensuring that content effectively aligns with customer journey stages to maximize engagement and business outcomes. This research aims to analyze the effect of content–customer journey stage fit on content engagement and firm engagement, while testing the mediating role of content engagement and the moderating effects of social media usage frequency and organizational position. This research employed a quantitative approach using scenario-based online experiments. Data were collected from 420 B2B customers of Telkomsel Enterprise who had been exposed to the company's digital marketing content. Analysis was performed using Partial Least Squares Structural Equation Modeling (PLS-SEM) to examine direct, mediating, and moderating relationships. Results show that perceived content–journey fit significantly increases content engagement, which fully mediates its effect on firm engagement. Social media usage frequency strengthens the impact of content–journey fit on content engagement, while higher organizational position weakens the effect of content engagement on firm engagement.
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

Abstract

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

Abstract

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.
Impact of social media marketing activity on brand loyalty Yunanto, Wahyu; Apsari Sugiat, Maria; Ariyanti, Maya
Journal of Multidisciplinary Academic Business Studies Vol. 2 No. 3 (2025): May
Publisher : Goodwood Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35912/jomabs.v2i3.2899

Abstract

Purpose: This study examines the effectiveness of Social Media Marketing Activities (SMMA) in enhancing brand loyalty at PT. Mumpuni Inti Mandiri. It evaluates customer perceptions of SMMA, self-brand connection, brand equity, brand trust, and their influence on brand loyalty. Method: A quantitative positivist approach was applied. Data were gathered through online surveys targeting PT customers. Mumpuni Inti Mandiri. Structural equation Modelling (SEM) using Partial Least Squares (PLS) via SmartPLS 3.2.6 was employed to analyze the data. Validity and reliability tests ensured the accuracy of the instruments. The hypotheses were tested using one-tailed T-statistics. Results: The results show that Customer perceptions of SMMA, self-brand connection, brand equity, brand trust, and brand loyalty were in the high category. SMMA significantly influences self-brand connection, brand equity, and brand trust. Moreover, brand loyalty is affected both directly and indirectly by these mediators. This implies that PT. Mumpuni Inti Mandiri’s social media strategies are effective in fostering emotional connection, consumer trust, and long-term loyalty. Conclusions: SMMA plays a vital role in building brand loyalty by enhancing brand-related psychological factors. Integrated social media marketing efforts have proven to be valuable in creating strong brand-consumer relationships. Limitations: The study’s scope was limited to one company and used self-reported survey data, which may affect generalizability. Contribution and Novelty: This study introduces an integrated model that connects SMMA with brand loyalty through emotional and cognitive pathways, offering insights into effective digital branding strategies in emerging markets.
The Factors Influencing Intention to Use IM3’s Instagram: An Empirical Study Wirawan, Made; Sugiat, Maria Apsari
Golden Ratio of Mapping Idea and Literature Format Vol. 6 No. 1 (2026): July - January
Publisher : Manunggal Halim Jaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52970/grmilf.v6i1.1833

Abstract

The rapid growth of internet users in Indonesia is driven by the advancement of mobile phone technology, cellular operators, and social media platforms. Millennials and Generation Z dominate Indonesia's mobile internet users, primarily using it to access social media. One of the most popular platforms among these generations is Instagram. It’s often used for entertainment, information, trends, and promotions. IM3, a mobile operator targeting Millennials and Generation Z, utilizes Instagram (@IndosatIM3) for product promotion and consumer engagement through engaging and informative content. This study examines how Perceived Ease of Use, Perceived Usefulness, Monetary Benefit, and Information Reliability affect users’ Intention to Use Instagram @IndosatIM3. Data were collected from 341 purposively selected respondents via online questionnaires. Using SmartPLS for data analysis, the study found that Perceived Ease of Use have the strongest positive effects on Intention to Use, while Perceived Usefulness and Information Reliability show no significant effect on Intention to Use. These findings offer practical insights for improving social media marketing strategies aimed at Millennials and Generation Z.
Hubungan Brand Equity, Customer Satisfaction Dan Brand Loyalty Pada E-Grocery Sayurbox Dan Tanihub Septian, Enjar Dwi; Sugiat, Maria Apsari
eProceedings of Management Vol. 10 No. 2 (2023): April 2023
Publisher : eProceedings of Management

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

Abstract

Sejak tahun 2020 sampai dengan saat ini membuat perubahan pola aktifitas yang terjadi dimasyarakat selamapandemi terjadi. Saat ini masyarakat lebih memilih pembayaran secara non-tunai dan belanja kebutuhan sehariharisecara online dengan platform digital. Hal tersebut meningkatan permintaan bahan pokok pada masyarakatuntuk memenuhi kebutuhan sehari-harinya melalui platform digital belanja online SayurBox dan TaniHub sebesar30% sampai 40% selama tahun 2021. Ditambah dengan data JakPat dan Statista yang menyatakan bahwa 7 dari10 pengguna internet di Indonesia lebih memilih belanja I dibandingkan langsung berbelanja ke toko. Dan untukarea Jakarta presentase sebesar 73,3% memilih berbelanja secara online dan 20,6% memilih untuk belanjalangsung ke toko, hal tersebut untuk menghindari keramaian dari kondisi Covid-19. Metode yang digunakan untukpenelitian ini adalah metode kuantitatif deskriptif dan kausal. Penelitian ini menggunakan teknik non-probabilitysampling. Total responden yang dibutuhkan oleh penulis dalam penelitian ini berjumlah 300 responden denganpenentuan jumlah responden menggunakan teknik convenience sampling. Dengan 25 pertanyaan yang diajukan.Pembagian kuesioner melalui Google Forms yang kemudian data akan diuji menggunakan metode penelitianStructural Equation Modeling (SEM) dengan software LISREL 8.80 Windows 10.Kata kunci-ekuitas merrek, kepuasan pelanggan, loyalitas merek, sayurbox, tanihub
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