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All Journal Jurnal Manajemen Teknologi Jurnal Sosioteknologi Jurnal Manajemen Dan Kewirausahaan Jurnal Mirai Management Jurnal Manajemen Indonesia Jurnal Mitra Manajemen EKONOMIS : Journal of Economics and Business Jurnal Manajemen Strategi dan Aplikasi Bisnis YUME : Journal of Management Majalah Ilmiah UNIKOM Maker: Jurnal Manajemen JURNAL MANAJEMEN JURNAL LENTERA BISNIS Besaung : Jurnal Seni Desain dan Budaya Ilomata International Journal of Management Widya Komunika: Jurnal Komunikasi Pendidikan Cakrawala Repositori Imwi Economics and Digital Business Review Journal of Economics and Business UBS Ilomata International Journal of Management Jurnal Ekonomi Journal of Tourism Sustainability Jurnal Pengabdian Masyarakat : Pemberdayaan, Inovasi dan Perubahan Jurnal Pengabdian Masyarakat Akademisi Jurnal Ilmiah MEA (Manajemen, Ekonomi, dan Akuntansi) eProceedings of Management Community Service Seminar and Community Engagement (COSECANT)
Refi Rifaldi Windya Giri
Universitas Telkom
Religion Arts Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Environmental Science Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Public Health Social Sciences Other

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Journal : eProceedings of Management

 1 
The Influence Of Ewom At @Paimonfess On Purchase Intention Of Virtual Item On Genshin Impact In Indonesia Pramasti, Galuh Sekar; Millanyani, Heppy; Giri, Refi Rifaldi Windya
eProceedings of Management Vol. 12 No. 3 (2025): Juni 2025
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The research background explores how game industries have evolved with free to play game model. Genshin Impact also has gained global attention with its gameplay. In-app purchases have become the main revenue of free to play game model. The big of online community and eWOM have led to the intention of purchasing in-game virtual items. The objective of this research is to measure how much eWOM influence the purchase intention of virtual item in Genshin Impact. This research adopts a quantitative approach by collecting data through surveys via a questionnaire from representative samples. This research found that mediating effects of eWOM Adoption on the influences of eWOM Usefulness and eWOM Credibility on Purchase Intention are all significant. Based on this result to increase the purchase intention of virtual item on Genshin Impact they need to utilizing the role of online community. In order to strengthen the eWOM of Genshin Impact.Keywords: Electronic Word of Mouth, eWOM, Purchase Intention, Virtual Item
Pengaruh Aktivitas Pemasaran Media Sosial Terhadap Continuance Intention, Participation Intention, Dan Purchase Intention Pada Instagram Brand Hmns Parfumery Aryadinata, I Gusti Agung Putra Indra; Giri, Refi Rifaldi Windya
eProceedings of Management Vol. 11 No. 4 (2024): Agustus 2024
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In the current digital era, social media significantly influences consumer purchase intentions. The perfumeindustry in Indonesia leverages social media as a primary marketing tool. This study focuses on the impact ofsocial media marketing activities (SMMAs) on consumer purchase intentions, specifically Continuance Intention,Participate Intention, and Purchase Intention. The theoretical foundation includes key concepts such as SMMAs,intention, social identification, perceived value, and satisfaction. The independent variable is SMMAs, while thedependent variables are Continuance Intention, Participate Intention, and Purchase Intention, with socialidentification, perceived value, and satisfaction as mediators. Data was collected through questionnairesdistributed via Google Forms, with a sample of 385 respondents who are HMNS brand consumers and Instagramusers. The study employs purposive sampling and Structural Equation Modeling (SEM) using SmartPLS 4. Resultsindicate that SMMAs significantly and positively influence social identification, perceived value, and satisfaction.Furthermore, social identification significantly affects perceived value and satisfaction, while perceived valuesignificantly impacts satisfaction. Satisfaction, in turn, positively influences Continuance Intention, ParticipateIntention, and Purchase Intention. This study concludes that SMMAs impact customer intentions and providesstrategic recommendations for HMNS, including responsive customer service, digital campaigns, quality content,interactive content, loyalty programs, and customer testimonials. Keywords-Social Media Marketing Activities (SMMAs), consumer intention, social identification, perceivedvalue, satisfaction.
Pengaruh Celebrity Endorsement Dan Online Consumer Review Terhadap Minat Beli Produk Eat Sambel Di E-commerce Shopee Firdausi, Vanesa Rizkia; Giri, Refi Rifaldi Windya
eProceedings of Management Vol. 11 No. 4 (2024): Agustus 2024
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In today's digital era, social media plays a significant role in influencing consumer purchase intentions. In the digitalera, marketing through celebrities has become an important strategy in e-commerce, including for Eat Sambalproducts on Shopee. This marketing is considered effective in enhancing product image and quickly attractingconsumers. The success of celebrity marketing lies not only in visual appeal but also in credibility and social influencethat shape consumer perceptions and purchase intentions. Online consumer reviews are also crucial in increasingpurchase interest as they help consumers learn more about the product. This study aims to investigate the influenceof celebrity endorsement and online consumer reviews on the purchase intention of Eat Sambal products on Shopee,with variables of celebrity credibility, celebrity appeal, and online consumer reviews mediated by attitude, brandloyalty, brand awareness, and e-WoM towards purchase intention. Data were collected through online surveys andanalyzed using SEM with SmartPLS4. The results of the study show that celebrity credibility, and online consumerreviews significantly influence consumer attitudes, which then affect brand loyalty, brand awareness, and e-WoM.This research provides insights for companies regarding effective digital marketing strategies through celebrityendorsement and online consumer reviews in e-commerce. Keywords-celebrity endorsement, online consumer review, consumer perception, purchase intention, digitalmarketing.
Pengaruh Social Media Marketing Terhadap Brand Equity, Brand Trust, Dan Brand Loyalty Pada Instagram Traveloka Tarisa; Giri, Refi Rifaldi Windya
eProceedings of Management Vol. 11 No. 4 (2024): Agustus 2024
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This research is entitled “The Effect of Social Media Marketing on Brand Equity, Brand Trust, and Brand Loyalty on Traveloka Instagram”.on Traveloka Instagram”. The main focus is to understand the influence of social media marketing activities onbrand trust, brand equity, and brand loyalty on Traveloka's Instagram platform. The background of this research is based onthe tourism industry in Indonesia is growing rapidly along with the widespread use of social media that affects marketing methods.which affects marketing methods. The phenomena in this study were explored using a questionnaire survey method using a Likert scale.questionnaire survey method that uses a Likert scale with the criteria of Instagram social media users and the Traveloka application in the DKI Jakarta area and analysis of social media users.Traveloka in the DKI Jakarta area and SEM-PLS analysis. The purpose of this study is to identify the influence ofsocial media marketing on Traveloka's brand trust, brand equity, and brand loyalty on Instagram. This is importantconsidering the growth of Indonesia's tourism sector and the important role of social media in online marketing strategies.travel agents (OTA) marketing strategy. The results showed that social media marketing has a significant influence on brand equity, brand trust, and brand loyalty.on brand equity, brand trust, and brand loyalty. In addition, the factor that needs to be considered is brand trust because it has the greatest influence than other variables, indicating that trust is the most important.because it has the greatest influence than other variables, which indicates that consumers' trust in the brand affects their perceived value and their desire to remain loyal to the brand.consumers' trust in the brand affects their perception of value and their desire to remain loyal to the brand.brand. The benefits of this research include theoretical contributions in the field of management, especially in the aspects of social media marketing, brand trust, brand equity, and brand equity.media marketing, brand trust, brand equity, and brand loyalty, as well as practical benefits for academics and companies in planning marketing strategies and business development.in planning marketing strategies and business development. Keywords-social media marketing, brand trust, brand equity, brand loyalty, online travel agents.
Pengaruh Social Media Marketing Terhadap Customer Response Melalui Mediasi Brand Equity Pada Easybook Famius, Mochammad Rayhan Shaquille; Giri, Refi Rifaldi Windya; Nurhazizah, Eva
eProceedings of Management Vol. 11 No. 4 (2024): Agustus 2024
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The growing digitalization era strengthens the role of social media. Social media can now be used bybusinesses as a marketing strategy, not just for individual use. Various online travel agents inIndonesia, which have a service focus on bus ticket bookings, use Instagram social media as a means of marketing.its marketing. One of them is EasyBook. However, its implementation still gets a poor response from customers.from customers. This can be seen from the average number of engagements which indicates e-Wom and commitment on EasyBook's Instagram needs to be improved.on Instagram EasyBook needs to be improved. The purpose of this research is to find out how socialsocial media marketing affects customer response mediated by brand equity. Brand equity is seen as howconsumers perceive the value of the brand, in this case brand awareness and brand image. Quantitative methodused in this study with 385 respondents who have the criteria as Indonesians as EasyBook Instagram followers or individuals who have beenEasyBook Instagram followers or individuals who have seen EasyBook Instagram content and individuals who have used EasyBook.have used EasyBook. PLS - SEM was used as the data analysis technique. The results show thatsocial media marketing shapes brand equity before finally shaping customer response. Investment inbrand equity can increase customer response. Keywords-Social media marketing, brand equity, brand awareness, brand image, customer response, e-WOM,commitment.
Analisis Kesenjangan Digital Terhadap Penggunaan Aplikasi Mobile Banking Di Kota Tasikmalaya Ramadhani, Arnandita; Giri, Refi Rifaldi Windya
eProceedings of Management Vol. 11 No. 1 (2024): Februari 2024
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Abstrak Dunia digital menjadi solusi populer bagi orang-orang di zaman ini untuk melakukan transaksi keuangan. Penelitian ini adalah menganalisis kesenjangan digital terhadap penggunaan aplikasi mobile banking di kota Tasikmalaya. Penelitian ini bertujuan menentukan apakah kesenjangan digital yang terdiri dari empat variabel motivation, physical & material access, mobile banking skill, dan usage berdampak positif dan signifikan. Artinya tidak ada kesenjangan digital dalam proses implementasi teknologi digital aplikasi mobile banking di Kota Tasikmalaya, namun terdapat perbedaan cara mengadopsi masyarakat Kota Tasikmalaya dalam sisi variabel moderasi seperti age, education, gender dan location terhadap hubungan antar variabel konstruk. Metode yang digunakan adalah kuantitatif dengan menggunakan analisis PLS-SEM dengan 3 tahapan yaitu uji outer model, inner model dan uji hipotesis. Sebanyak 306 responden pengguna aplikasi mobile banking di kota Tasikmalaya, data hasil kuesioner diolah menggunakan sofware WarpPLS 7.0. Kata Kunci-kesenjangan digital, mobile banking, SEM-PLS
Co-Authors , Aminah Admara, Kinanti Widya Amalia Djuwita Andika Dzulhaji Pratama, Andika Andrieta Shintia Dewi Anggar Erdhina Adi Ardy Aprilian Anwar Arini Arumsari Arsylia, Lulu Aryadinata, I Gusti Agung Putra Indra Assyifa Reska Sisilia Balqis, Siti Benita Bhanuwati Ardi Budiutama, I Komang Arya Sindura Dina Hanifah Dinda Varas Sagita Dyah Ayu Wiwid Sintowoko Dzulhaida, Ratna Eva Nurhazizah Fairuuz Fikar Alfaruqi Famius, Mochammad Rayhan Shaquille Firdausi, Vanesa Rizkia Gadang Ramantoko Ghaniyyah, Az Zahra Sekar Gina Ayyudia Khairani Heppy Millanyani Iis Kurnia Nurhayati Kharisma, Ryan Hafizh Martha Tri Lestari Maya Ariyanti Melya Yosita Meutria Salma Muhammad Ramadhaniansyah Ni Wayan Nanik Suaryani Taro Putri Nugrahani, Rah Utami Pramasti, Galuh Sekar Purnama Sari Purnama Sari Rafid Maulana Akbar Ramadhani, Arnandita rimbun, Rimbun Adillah Herianto Roro Retno Wulan Roshita Sasqhia Putri Ryan Hafizh Kharisma Siti Balqis Sudarso Kaderi Wiryono Tarisa Tarisa, Tarisa Tri Widarmanti Yudial Hukama