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Maria Apsari Sugiat

Telkom University

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 Public Health Social Sciences Transportation

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Customer Satisfaction as Mediator of eWOM and Social Media Marketing Effects on Purchase Intention in Indonesia’s Fitness Industry Christophorus Aditya Sunu Pratama; Maria Apsari Sugiat
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

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.

The Influence of Hospital Brand Image, Sharia Service Standards, and Psychospiritual Factors on Patient Loyalty in Indonesian Sharia Hospitals Fatnan Setyo Hariwibowo; Maya Ariyanti; Maria Apsari Sugiat; Riski Taufik Hidayah
Jurnal Ilmiah Manajemen Kesatuan Vol. 13 No. 6 (2025): JIMKES Edisi November 2025
Publisher : LPPM Institut Bisnis dan Informatika Kesatuan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37641/jimkes.v13i6.4353

This study examines the impact of hospital brand image, Sharia service standards, and psychospiritual factors on patient loyalty in Sharia hospitals. Sharia hospitals in Indonesia are growing amid demand for Islam-aligned healthcare. Revenue and patients rise yearly but miss targets: 12-15 percent growth versus 20 percent goal, and 5-7 percent versus 15 percent. This signals loyalty issues involving brand image, Sharia quality, religiosity, trust, attitudes, and satisfaction. The aim is to analyze their interactions. Quantitative surveys with purposive sampling target patients from the past three years. Structural Equation Modeling analyzes 315 responses. Results reveal brand image drives Sharia standards; religiosity and trust form attitudes; standards and attitudes build satisfaction, the top loyalty predictor. Direct paths are significant; satisfaction variance is 53.1 percent, and loyalty 34.8 percent, via mediation. Improving brand and Sharia elements raises satisfaction and loyalty for growth targets. Prioritize digital marketing and spiritual care for retention.

The Mediating Role of Perceived Information Quality and Destination Image in the Influence of Generated Content on Tourists’ Intention to Visit Luthfiamer Luthfiamer; Maria Apsari Sugiat; Anton Mulyono Azis
Ekonomis: Journal of Economics and Business Vol 10, No 1 (2026): Maret
Publisher : Universitas Batanghari Jambi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33087/ekonomis.v10i1.2660

This study aims to examine the influence of generated content on tourists’ intention to visit Derawan Islands by employing the Stimulus-Organism-Response (S-O-R) theoretical framework. In this model, generated content, both user-generated (UGC) and firm-generated content (FGC), acts as a stimulus that affects tourists’ perceptions of information quality (perceived information quality) and destination image, which in turn influence their intention to visit. The research is motivated by the significant decline in Indonesia’s tourism sector due to the COVID-19 pandemic, which also impacted the Derawan Islands through reduced international tourist visits. In the post-pandemic context, tourist behavior and preferences have shifted considerably, with increasing demand for credible and engaging digital information. This study employs a quantitative approach to assess the relationships between these variables. The findings indicate that generated content has a significant positive effect on both perceived information quality and destination image, which serve as mediators influencing tourists’ intention to visit. These results highlight the importance of content-driven digital marketing strategies in restoring the attractiveness of tourism destinations. This research offers theoretical contributions to the development of digital tourism literature and practical insights for destination managers seeking to enhance their promotional effectiveness in the digital era.

The impact of luxury hotel experience on brand equity and electronic word-of-mouth in Jakarta's hospitality industry anindya vika; Maria Apsari Sugiat
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

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.

A TAM-Based Analysis of Perceived Factors Influencing Satisfaction and Continued Use of MyBCA Mobile Banking Duta Amay; Maria Apsari Sugiat
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.

Brand Community Knowledge, Involvement, Trust, Engagement, And Brand Loyalty (Glow Up Agents Community) Andi Ade Rufiani RM; Maria Apsari Sugiat
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

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.

Impact of social media marketing activity on brand loyalty Wahyu Yunanto; Maria Apsari Sugiat; Maya Ariyanti
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

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 use of UTAUT model to understand user intention and user behavior of mobile banking BIMA PT Bank Jateng Christophorus Bagus Ratnanto Putro; Maria Apsari Sugiat
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.

PENGARUH CELEBRITY CHARACTERISTICS TERHADAP COMPANY REPUTATION MOBILE LEGEND GAME Ramadhan Anggardajaya; Maria Apsari Sugiat
Journal of Indonesia Business Research (JIBR) Vol. 2 No. 2 (2024): September 2024
Publisher : Telkom University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25124/jibr.v2i2.8390

Salah satu bentuk strategi pemasaran yang saat ini sering dipakai demi tujuan tersebut adalah strategi Celebrityendorsement. Karakteristik pribadi Celebrity endorser sangat berpengaruh terhadap efektivitas dari sebuah prosesendorsement. Karakteristik yang diperhatikan yaitu attractiveness, likeability, expertise, dan trustworthiness.Penelitian ini bertujuan untuk menganalisis pengaruh endorsement bagi reputasi perusahaan dan melihat pengaruhcelebrity endorsement bagi company reputation yang dimoderasi masing-masing variabel celebrity characteristic(attractiveness, likeability, expertise, dan trustworthiness).Penelitian ini dieksplorasi dengan metode kuantitatif.Teknik pengumpulan data melalui kuisioner pengguna atau user Mobile Game, Mobile Legend di Indonesia sebanyak286 sampel diambil berdasarkan teknik standar teknik Structural Equation Model menggunakan rumus slovin yangdiolah menggunakan software Smart-PLS. Penelitian ini menggunakan metode non-probability untuk pengujianhipotesis dengan tahapan PLS-SEM (Partial Least Squares Structural Equation Modelling). Hasil penelitianmenunjukkan bahwa celebrity attractiveness mempunyai pengaruh positif dan signifikan terhadap reputasiperusahaan, celebrity expertise mempunyai pengaruh positif dan signifikan terhadap reputasi perusahaan, celebritytrustworthiness mempunyai pengaruh positif dan signifikan terhadap reputasi perusahaan, dan celebrity likeabilitymempunyai pengaruh positif dan signifikan terhadap reputasi perusahaan

Dari E-WOM ke Pembelian: Menjelajahi Pengaruh Citra Merek, Kuantitas, dan Kredibilitas di GoFood Muhammad Dafi Aswinda Nasution; Apsari Sugiat, Maria
JURNAL MANAJEMEN MOTIVASI Vol 22 No 1 (2026): Jurnal Manajemen Motivasi
Publisher : Universitas Muhammadiyah Pontianak

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29406/jmm.v22i1.9172

This study examines the influence of Electronic Word of Mouth (E-WOM) quantity and credibility on online purchase intention through the mediating role of brand image in the context of GoFood. A quantitative causal research design was employed with structured questionnaires distributed via Google Forms to 384 Indonesian GoFood users aged 18 years and above. Data were analyzed using Partial Least Squares Structural Equation Modeling via SmartPLS 4. Results indicate all six hypotheses are statistically supported. E-WOM quantity demonstrated the strongest effect on EWOM credibility, followed by E-WOM credibility on brand image, and brand image on purchase intention.

Co-Authors Abdan A. Kuncoro Ade Setiawan Affiya Yunishafira Agus Achmad Suhendra Amay, Duta Andi Ade Rufiani RM Anggardajaya, Moh. Ramadhan anindya vika Anton Mulyono Azis Anton Mulyono Aziz Anwar, Nadila Sandrina Arry Mustikawan Athilayusa, Avania Christophorus Aditya Sunu Pratama Christophorus Bagus Ratnanto Putro De Vario, Ridho Dedi Iskamto Devi Setyowati Dian Indiyati Dimas Hermawan, Dimas Duta Amay Fachrizal, Fiqhi Fadillah Sutrisno Fahlevi, Agam Aulia Fahmirakhman Abdullah, Reyhan Fatnan Setyo Hariwibowo 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 Luthfiamer Made Wirawan, Made Marthen Ragowino Bira Maya Ariyanti Maya Ariyanti Maya Ariyanti Maya Aryanti Muhammad Dafi Aswinda Nasution Muslim Amin Panji Addakhil Bangsa Priambodo Adi Wicaksono 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 Wahyu Yunanto Yuda Pramana Yunanto, Wahyu

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