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All Journal Al Ishlah Jurnal Pendidikan Jurnal Locus Penelitian dan Pengabdian
Hartoyo Hartoyo
Institut Pertanian Bogor
Aerospace Engineering Automotive Engineering Decision Sciences, Operations Research & Management Education Electrical & Electronics Engineering Languange, Linguistic, Communication & Media Mathematics Other

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The Analysis of Brand Extension Reputation on the Intention in Choosing Private University in Indonesia Evi Sofia; Lilik Noor Yuliati; Hartoyo Hartoyo; Agus W. Soehadi
AL-ISHLAH: Jurnal Pendidikan Vol 14, No 3 (2022): AL-ISHLAH: Jurnal Pendidikan
Publisher : STAI Hubbulwathan Duri

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (670.692 KB) | DOI: 10.35445/alishlah.v14i3.1941

Abstract

Brand reputation is important when choosing an education. Universities that already have a brand reputation can more easily attract prospective new students. There is a phenomenon where Private Universities are using extended brand reputation to compete. The purpose of this research is to analyze the impact of brand extension reputation on the intention in choosing private universities. The quantitative research method of Structural Equation Modeling uses a structured questionnaire. The questionnaires have been distributed to the students, and have been completed by email. It is a self-administrated method. The survey was conducted on students at  one of Aperti (Aliansi Perguruan Tinggi) BUMN (Badan Usaha Milik Negara) with a total sample of 400 respondents using quota sampling. The results showed that the parent brand of BUMN had a significant influence on the extended brand of  Aperti BUMN, which impacted student intention  when choosing the university. Brand extension reputation has an indirect effect on intention  through output expectation
Model Pembentukan Niat Beli Kursus Online Berbayar di Bidang IT Shofiyah Rahmah Muthmainnah; Hartoyo Hartoyo; Sufrin Hannan
Jurnal Locus Penelitian dan Pengabdian Vol. 5 No. 5 (2026): JURNAL LOCUS: Penelitian dan Pengabdian
Publisher : Riviera Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58344/locus.v5i5.5793

Abstract

Transformasi digital telah mendorong peningkatan kebutuhan keterampilan teknologi informasi (IT) dan memicu pertumbuhan pesat kursus online. Namun, tingginya jumlah pengguna tidak diimbangi dengan tingkat konversi ke layanan berbayar yang optimal. Penelitian ini bertujuan menganalisis faktor-faktor yang memengaruhi niat beli (purchase intention) kursus online berbayar di bidang IT dengan mengintegrasikan variabel performance expectancy, platform trust, personal trial experience, dan perceived ease of use, serta peran mediasi attitude dan willingness to pay. Penelitian menggunakan pendekatan kuantitatif melalui survei terhadap 155 responden di DKI Jakarta yang pernah membeli kursus online berbayar. Analisis data dilakukan menggunakan metode PLS-SEM dengan bantuan SmartPLS. Hasil penelitian menunjukkan bahwa faktor-faktor persepsi dan pengalaman pengguna berpengaruh signifikan dalam membentuk sikap terhadap kursus online, yang selanjutnya memengaruhi kesediaan membayar dan niat beli. Temuan ini menegaskan pentingnya pendekatan terintegrasi dalam memahami perilaku konsumen digital. Implikasi manajerial menunjukkan bahwa penyedia kursus online perlu meningkatkan kualitas pengalaman pengguna, membangun kepercayaan platform, serta menawarkan strategi trial yang efektif untuk meningkatkan konversi pengguna berbayar.
Co-Authors Agus Wijaya Soehadi Evi Sofia Lilik Noor Yuliati Shofiyah Rahmah Muthmainnah Sufrin Hannan