Garuda - Garba Rujukan Digital

Create Brand Loyalty of Indonesıan Facebook User Through Brand Engagement: Utılızatıon the Role of Socıal Medıa Marketıng Elements Astri Wulandari; Bethani Suryawardani; Dandy Marcelino
APMBA (Asia Pacific Management and Business Application) Vol 10, No 3 (2022)
Publisher : Department of Management, Faculty of Economics and Business, Brawijaya University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/ub.apmba.2022.010.03.10

There has been a noticeable increase in businesses reaching out to a wider range of potential customers using the internet and social media to market and present their goods. Social media marketing is thought to improve brand loyalty and engagement by utilizing social media aspects such as entertaining, interactive, trend of customization/personalization, and WOM. One of the most prominent social media networks is Facebook, and it is superior to other social media platforms in Indonesia since it has the most users. There has been no study to date that investigates how Facebook as social media platform is seen a brand that offers marketing capabilities and services. This study employed quantitative research methodologies, namely causal analysis utilizing Structural Equation Modeling (SEM) techniques and the SMART PLS 3.2.9 software. This study's sample consists of Facebook or social media users in Indonesia who have viewed marketing or promotional content on their social media. The researcher's sample approach of choice is incidental sampling, with a total of 400 respondents. This study in accordance with the study's goals, may demonstrate that Facebook's social media marketing activities effect customer engagement with a brand and customer loyalty to a brand. Facebook's marketing operations in social media may promote brand engagement by users of these social media, whereby consumer engagement also mediates the link between social media marketing and brand loyalty.

Gaining User Satisfaction of KAI-Access: E‐Service Quality Dimensions as Antecedent Through E‐Trust Andrieta Shintia Dewi; Astri Wulandari; Agus Rahayu; Heny Hendrayati
APMBA (Asia Pacific Management and Business Application) Vol 11, No 3 (2023)
Publisher : Department of Management, Faculty of Economics and Business, Brawijaya University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/ub.apmba.2023.011.03.8

BUMN (Indonesian State Owned Company) companies participating in the development of the digital industry are PT. KAI (Indonesian Railways Companies). In 2014, PT. KAI launched an official mobile application to make it easier for users to find information about trains. Online shopping has become more popular as the internet and e-commerce continue to expand. In order to sell their wares online and stay ahead of the competition, businesses must provide reliable online services. The purpose of this research was to contribute to the literature by examining the link between e-service quality (efficiency, privacy, reliability, emotional benefits, and customer service), e-satisfaction, and e-trust. In this study using explanatory statistics, with SEM (Structural Equation Modeling) analysis techniques through data processing software SMART PLS 3.2.9. The researcher used a random sample method to collect data from 400 participants. The results of this research corroborate the existence of a positive connection between the two primary concepts of the measuring model under investigation: e-satisfaction and e-trust. E-trust is a prerequisite for e-satisfaction, and an app may make Indonesian customers happy if it provides them reasons to trust it. This study's findings indicate that a consumer's level of post-purchase happiness is significantly impacted by how they perceive their trust to have been treated. An improvement in the quality of e-services will have a positive effect on consumers, who will make more purchases in the future.

Explorıng Customer Satısfactıon to Use Mobıle Bankıng: An Extensıon of UTAUT Framework Astri Wulandari; Dandy Marcelino; Bethani Suryawardani
APMBA (Asia Pacific Management and Business Application) Vol 12, No 2 (2023)
Publisher : Department of Management, Faculty of Economics and Business, Brawijaya University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/ub.apmba.2023.012.02.4

The highest population and percentage of internet users on the island of Java are found in the West Java Province. This phenomenon should be consistent with West Java Province's relatively high GRDP level, where the potential for banking is also quite high. However, there is still a challenge for finance, especially banking in the West Java region, namely finding ways to balance, optimism, and pursue innovative opportunities that can aid the adult population of Indonesia who have not yet used digital banking services. In this study, the variables that may affect West Javans' acceptance and usage of mobile banking services are identified. The goal of this study is to identify the variables that influence West Javans' adoption of mobile banking services. The modified UTAUT approach will be used, and the performance expectancy (PE), effort expectancy (EE), social influence (SI), facilitating condition (FC), behavioral intention (BI), and use behavior (UB) variables will be added. 400 respondents who use mobile banking in West Java made up the sample for this study. employing a non-probability sampling approach, such as quota sampling, to gather responses. PLS-SEM with SmartPLS 3.2.9 software was the analytic method used in this investigation. The findings show that levels of performance expectation, effort expectancy, social influence, and enabling circumstances all favorably affect the desire to embrace mobile banking, but perceived danger has the opposite effect. The desire to use mobile banking has been proven to have a favorable influence on utilization, which in turn affects customer service.

Digital Capability and Literacy for MSME Transformation: Perspectives of Digital and Business Performance Wulandari, Astri; Marcelino, Dandy; Suryawardani, Bethani; Adithya, Donny
APMBA (Asia Pacific Management and Business Application) Vol 13, No 2 (2024)
Publisher : Department of Management, Faculty of Economics and Business, Brawijaya University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/ub.apmba.2024.013.02.2

The presence of MSMEs (Micro, Small, and Medium Enterprises) in Indonesia plays a crucial role in driving the Indonesian economy, particularly at the grassroots level. However, the adoption of information technology and digitalization within MSMEs often lacks strategic methods, such as financial analysis or forecasting. MSMEs tend to approach emerging technology solutions with caution. To help MSMEs better understand the advantages of adopting digital transformation, it is essential to evaluate the performance of their digitalization efforts. This study aims to explore how MSMEs in Indonesia can sustain and grow in the digital era by implementing digital business strategies, focusing on digital capabilities and literacy, and examining their influence on perceived business performance. Data collection was conducted through an online survey over six months, from July 2022 to January 2023, targeting 400 MSME respondents across Indonesia. Hypothesis testing was performed using Structural Equation Modeling (SEM) using SmartPLS The findings indicate that digitalization capabilities, on their own, do not have a direct, significant positive impact on perceived business performance. However, when mediated by digitalization performance, these capabilities show a significant and positive effect on perceived business outcomes. Results indicate that the influence of digitalization capabilities and literacy on digitalization performance and perceived business performance ranges from moderate to strong. Additionally, the findings reveal that MSME actors do not yet prioritize perceived business performance in digitalization, as digitalization is still viewed as an additional expense. Therefore, stronger digital literacy is needed regarding the more measurable results of digitalization implementation.

ExplorÄ±ng Customer SatÄ±sfactÄ±on to Use MobÄ±le BankÄ±ng: An ExtensÄ±on of UTAUT Framework Wulandari, Astri; Marcelino, Dandy; Suryawardani, Bethani
APMBA (Asia Pacific Management and Business Application) Vol. 12 No. 2 (2023)
Publisher : Department of Management, Faculty of Economics and Business, Brawijaya University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/ub.apmba.2023.012.02.4

The highest population and percentage of internet users on the island of Java are found in the West Java Province. This phenomenon should be consistent with West Java Province's relatively high GRDP level, where the potential for banking is also quite high. However, there is still a challenge for finance, especially banking in the West Java region, namely finding ways to balance, optimism, and pursue innovative opportunities that can aid the adult population of Indonesia who have not yet used digital banking services. In this study, the variables that may affect West Javans' acceptance and usage of mobile banking services are identified. The goal of this study is to identify the variables that influence West Javans' adoption of mobile banking services. The modified UTAUT approach will be used, and the performance expectancy (PE), effort expectancy (EE), social influence (SI), facilitating condition (FC), behavioral intention (BI), and use behavior (UB) variables will be added. 400 respondents who use mobile banking in West Java made up the sample for this study. employing a non-probability sampling approach, such as quota sampling, to gather responses. PLS-SEM with SmartPLS 3.2.9 software was the analytic method used in this investigation. The findings show that levels of performance expectation, effort expectancy, social influence, and enabling circumstances all favorably affect the desire to embrace mobile banking, but perceived danger has the opposite effect. The desire to use mobile banking has been proven to have a favorable influence on utilization, which in turn affects customer service.

Digital Capability and Literacy for MSME Transformation: Perspectives of Digital and Business Performance Wulandari, Astri; Marcelino, Dandy; Suryawardani, Bethani; Adithya, Donny
APMBA (Asia Pacific Management and Business Application) Vol. 13 No. 2 (2024)
Publisher : Department of Management, Faculty of Economics and Business, Brawijaya University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/ub.apmba.2024.013.02.2

The presence of MSMEs (Micro, Small, and Medium Enterprises) in Indonesia plays a crucial role in driving the Indonesian economy, particularly at the grassroots level. However, the adoption of information technology and digitalization within MSMEs often lacks strategic methods, such as financial analysis or forecasting. MSMEs tend to approach emerging technology solutions with caution. To help MSMEs better understand the advantages of adopting digital transformation, it is essential to evaluate the performance of their digitalization efforts. This study aims to explore how MSMEs in Indonesia can sustain and grow in the digital era by implementing digital business strategies, focusing on digital capabilities and literacy, and examining their influence on perceived business performance. Data collection was conducted through an online survey over six months, from July 2022 to January 2023, targeting 400 MSME respondents across Indonesia. Hypothesis testing was performed using Structural Equation Modeling (SEM) using SmartPLS The findings indicate that digitalization capabilities, on their own, do not have a direct, significant positive impact on perceived business performance. However, when mediated by digitalization performance, these capabilities show a significant and positive effect on perceived business outcomes. Results indicate that the influence of digitalization capabilities and literacy on digitalization performance and perceived business performance ranges from moderate to strong. Additionally, the findings reveal that MSME actors do not yet prioritize perceived business performance in digitalization, as digitalization is still viewed as an additional expense. Therefore, stronger digital literacy is needed regarding the more measurable results of digitalization implementation.

Create Brand Loyalty of IndonesÄ±an Facebook User Through Brand Engagement: UtÄ±lÄ±zatÄ±on the Role of SocÄ±al MedÄ±a MarketÄ±ng Elements Wulandari, Astri; Suryawardani, Bethani; Marcelino, Dandy
APMBA (Asia Pacific Management and Business Application) Vol. 10 No. 3 (2022)
Publisher : Department of Management, Faculty of Economics and Business, Brawijaya University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/ub.apmba.2022.010.03.10

There has been a noticeable increase in businesses reaching out to a wider range of potential customers using the internet and social media to market and present their goods. Social media marketing is thought to improve brand loyalty and engagement by utilizing social media aspects such as entertaining, interactive, trend of customization/personalization, and WOM. One of the most prominent social media networks is Facebook, and it is superior to other social media platforms in Indonesia since it has the most users. There has been no study to date that investigates how Facebook as social media platform is seen a brand that offers marketing capabilities and services. This study employed quantitative research methodologies, namely causal analysis utilizing Structural Equation Modeling (SEM) techniques and the SMART PLS 3.2.9 software. This study's sample consists of Facebook or social media users in Indonesia who have viewed marketing or promotional content on their social media. The researcher's sample approach of choice is incidental sampling, with a total of 400 respondents. This study in accordance with the study's goals, may demonstrate that Facebook's social media marketing activities effect customer engagement with a brand and customer loyalty to a brand. Facebook's marketing operations in social media may promote brand engagement by users of these social media, whereby consumer engagement also mediates the link between social media marketing and brand loyalty.

Gaining User Satisfaction of KAI-Access: Eâ€Service Quality Dimensions as Antecedent Through Eâ€Trust Dewi, Andrieta Shintia; Wulandari, Astri; Rahayu, Agus; Hendrayati, Heny
APMBA (Asia Pacific Management and Business Application) Vol. 11 No. 3 (2023)
Publisher : Department of Management, Faculty of Economics and Business, Brawijaya University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/ub.apmba.2023.011.03.8

BUMN (Indonesian State Owned Company) companies participating in the development of the digital industry are PT. KAI (Indonesian Railways Companies). In 2014, PT. KAI launched an official mobile application to make it easier for users to find information about trains. Online shopping has become more popular as the internet and e-commerce continue to expand. In order to sell their wares online and stay ahead of the competition, businesses must provide reliable online services. The purpose of this research was to contribute to the literature by examining the link between e-service quality (efficiency, privacy, reliability, emotional benefits, and customer service), e-satisfaction, and e-trust. In this study using explanatory statistics, with SEM (Structural Equation Modeling) analysis techniques through data processing software SMART PLS 3.2.9. The researcher used a random sample method to collect data from 400 participants. The results of this research corroborate the existence of a positive connection between the two primary concepts of the measuring model under investigation: e-satisfaction and e-trust. E-trust is a prerequisite for e-satisfaction, and an app may make Indonesian customers happy if it provides them reasons to trust it. This study's findings indicate that a consumer's level of post-purchase happiness is significantly impacted by how they perceive their trust to have been treated. An improvement in the quality of e-services will have a positive effect on consumers, who will make more purchases in the future.

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