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All Journal Inersia : Jurnal Teknik Sipil dan Arsitektur Jurnal Ekonomi Jurnal Muara Ilmu Ekonomi dan Bisnis Jurnal Manajemen Bisnis dan Kewirausahaan Jurnal Manajerial Dan Kewirausahaan International Journal of Application on Economics and Business Jurnal Serina Ekonomi dan Bisnis Journal of Indonesian Social Sciences and Humanities
Carunia Mulya Firdausy, Carunia Mulya
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Civil Engineering, Building, Construction & Architecture Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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Pengaruh Brand Awareness, Perceived Quality, dan E-Wom terhadap Purchase Intention Produk Cetaphil di Jakarta Delvina, Shasya; Firdausy, Carunia Mulya
Jurnal Manajerial Dan Kewirausahaan Vol. 7 No. 3 (2025): Jurnal Manajerial dan Kewirausahaan
Publisher : Fakultas Ekonomi dan Bisnis, Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/jmk.v7i3.34692

Abstract

Dengan meningkatnya persaingan dalam industri perawatan kulit, penting untuk memahami faktor-faktor yang memengaruhi niat beli konsumen. Penelitian ini bertujuan untuk menganalisis pengaruh brand awareness, perceived quality, dan electronic word of mouth (E-WOM) terhadap purchase intention pada produk Cetaphil di Jakarta. Penelitian ini menggunakan survei, dimana data dikumpulkan melalui kuesioner yang disebarkan kepada konsumen Cetaphil di Jakarta. Responden dipilih menggunakan metode purposive sampling. Analisis data dilakukan menggunakan SEM-PLS untuk mengetahui pengaruh antara variabel independen (brand awareness, perceived quality, dan E-WOM) dengan variabel dependen (purchase intention). Hasil penelitian menunjukkan bahwa brand awareness, perceived quality, dan E-WOM memiliki pengaruh positif dan signifikan terhadap purchase intention produk Cetaphil di Jakarta. Dari ketiga variabel tersebut, E-WOM memiliki pengaruh paling dominan dalam meningkatkan niat beli konsumen. Temuan ini memberikan implikasi bagi strategi pemasaran Cetaphil, di mana perusahaan dapat lebih fokus pada peningkatan kualitas produk dan memperkuat strategi komunikasi digital untuk memperluas cakupan word of mouth secara elektronik. Increasing competition in the skin care industry, it is important to understand the factors that influence consumer purchase intentions. This study aims to analyze the influence of brand awareness, perceived quality, and electronic word of mouth (E-WOM) on purchase intention for Cetaphil products in Jakarta. With increasing competition in the skincare industry, it is crucial to understand the factors influencing consumer purchase intention. This research employs a quantitative approach using a survey method, where data were collected through questionnaires distributed to Cetaphil consumers in Jakarta. Respondents were selected using a purposive sampling method. Data analysis was conducted using SEM-PLS to examine the influence between the independent variables (brand awareness, perceived quality, and E-WOM) and the dependent variable (purchase intention). The results reveal that brand awareness, perceived quality, and E-WOM have a positive and significant effect on purchase intention for Cetaphil products in Jakarta. Among these variables, E-WOM has the most dominant influence in enhancing consumer purchase intention. These findings have implications for Cetaphil's marketing strategy, suggesting that the company should focus on improving product quality and strengthening digital communication strategies to expand the reach of electronic word of mouth.
Pengaruh perceived ease of use dan perceived usefulness terhadap intention to use aplikasi myBCA digital banking dengan perceived satisfaction sebagai mediator Budiman, Grisvian Irvan; Firdausy, Carunia Mulya
Jurnal Manajemen Bisnis dan Kewirausahaan Vol 9 No 5 (2025): Jurnal Manajemen Bisnis dan Kewirausahaan
Publisher : Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/jmbk.v9i5.35321

Abstract

This study aims to analyze the influence of perceived ease of use and perceived usefulness on intention to use the myBCA application with perceived satisfaction as a mediator. Data were collected from 160 users of myBCA digital banking application in the Greater Jakarta area (Jabodetabek) through purposive sampling and analyzed using SmartPLS version 4.1.0.0. The results reveal that perceived usefulness and perceived satisfaction have a positive and significant effect on intention to use the myBCA application, while perceived ease of use does not have a significant effect on intention to use the myBCA application. Nevertheless, both perceived ease of use and perceived usefulness significantly influence perceived satisfaction. Furthermore, perceived satisfaction fully mediates the effect of perceived ease of use on intention to use the myBCA application and partially mediates the effect of perceived usefulness on intention to use the myBCA application. Penelitian ini bertujuan untuk menganalisis pengaruh perceived ease of use dan perceived usefulness terhadap intention to use aplikasi myBCA dengan perceived satisfaction sebagai mediator. Data dikumpulkan dari 160 pengguna aplikasi myBCA di wilayah Jakarta, Bogor, Depok, Tangerang, dan Bekasi (Jabodetabek) melalui teknik purposive sampling dan dianalisis menggunakan SmartPLS versi 4.1.0.0. Hasil analisis mengungkapkan bahwasanya perceived usefulness dan perceived satisfaction berpengaruh positif dan signifikan terhadap intention to use aplikasi myBCA, sementara perceived ease of use tidak berpengaruh signifikan terhadap intention to use aplikasi myBCA. Meskipun demikian, baik perceived ease of use maupun perceived usefulness berpengaruh signifikan terhadap perceived satisfaction. Selanjutnya, perceived satisfaction memediasi secara penuh pengaruh perceived ease of use terhadap intention to use aplikasi myBCA serta memediasi secara parsial pengaruh perceived usefulness terhadap intention to use aplikasi myBCA.
One Method to Improve The Official Poverty Line in Indonesia Firdausy, Carunia Mulya
Journal of Indonesian Social Sciences and Humanities Vol. 6 No. 1 (2016): Journal of Indonesian Social Sciences and Humanities
Publisher : RMPI-BRIN

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

Abstract

Poverty is one of the long standing problems in Indonesia. Using the national absolute poverty line, it was estimated that the proportion of the poor has declined from 40.1% in 1976 to 10.5% in 2014. However, many people claim that the above percentage of the poor is only true in terms of statistics. The poor argue that the amount of rupiah expenditure set as the official poverty line is inadequate to fulfil their basic needs. This paper, based on a field survey of 360 respondents of the poor and the non-poor in three villages in three different provinces located in the Eastern, Western and Central parts of Indonesia, aims at examining a method to improve the national poverty line and to determine the minimum rupiah expenditure of the poverty line using a subjective approach. The method used to examine this research question is by - using questionnaires, Focus Group Discussion (FGD) and in depth interviews. Sample respondents were asked their perceptions on variables, dimensions and indicators that should be accommodated in formulating the subjective poverty line. They were also questioned about the minimum rupiah expenditure threshold to define the subjective poverty line. The study found that the official poverty line that has been determined by the government was far below the subjective poverty line that was defined by the respondents. Also, the variables, dimension and indicators that should be accommodated in the national poverty line should not only be food items, but also access to employment, housing, health and education for children. The minimum rupiah expenditure of the poverty line was argued to be more than Rp 500 000 equal to US$40 per capita per month. This minimum rupiah expenditure of the subjective poverty line is almost double that of the official poverty line set at the average of Rp 300 000 or US$24 per capita per month. Therefore, the government not only needs to revise the present poverty line, but also needs to revise policies and programs to eliminate poverty by taking into account the dimension and variables of poverty viewed by the poor and the non-poor. If not, the incidence of poverty will remain with us.
ANALYSIS OF FACTORS INFLUENCING MCDONALD'S CONSUMER PURCHASE DECISION IN JAKARTA Fortuna, Clarissa; Firdausy, Carunia Mulya
International Journal of Application on Economics and Business Vol. 1 No. 3 (2023): Agustus 2023
Publisher : Graduate Program of Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/ijaeb.v1i3.1328-1338

Abstract

This study aims to analyze factors affecting the purchase decision of consumers on McDonald's fast-food restaurant in Jakarta. The sample selection method used the non-probability sampling method with a convenience sampling technique. The number of samples collected was 120 respondents. Method to collect the data was by using questionnaire and this data was analyzed by employing multiple regression analysis. The results show the quality of product and price have no significant effects on purchasing decisions of McDonalds’consumers in Jakarta. While promotion, location and brand image have significant influence on purchasing decision of McDonalds’consumers in Jakarta. The implication of the results of this research is that McDonalds needs to keep improving the promotion, location, and brand image to improve consumers’ purchase decision in a better shape.
INNOVATION AS A MEDIATOR FOR FAMILY SUPPORT AND SOCIAL NETWORK TOWARDS WOMEN'S SMES PERFORMANCE Puspitowati, Ida; Firdausy, Carunia Mulya; Handoyo, Sarwo Edy
International Journal of Application on Economics and Business Vol. 1 No. 4 (2023): November 2023
Publisher : Graduate Program of Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/ijaeb.v1i4.1829-1841

Abstract

Women's SMEs contribute to the economy, so attention to business performance is important to improve. Efforts to improve the performance of women SMEs require knowledge of the factors that play an important role in SME performance. This research was conducted on women SMEs in Belitung district by examining several factors that affect performance, namely social networks, family support and product innovation. In previous studies, there were differences in the results of several researchers on the influence of determining factors on performance, so this research will fill this gap as well as test the role of product innovation as a mediator of social networks and family support on business performance. By using the cross-section method, 113 women’s SMEs were obtained who have been running a business for a minimum of 1.5 years and are engaged in the processing industry. Data analysis with Partial Least Square-Structural Equation Modeling (PLS-SEM), SmartPLS v.4.0 was used in data processing. The path coefficient results show that social network variables and product innovation have a positive and significations effect, while family support has no significations effect on SME performance. Product innovation partially mediates social networks towards women’s SMEs performance, while product innovation fully mediates family support on women’s SMEs performance. Family support has no significations effect towards women’s SMEs performance, this illustrates that women’s SMEs lack family support in their business activities.
FACTORS INFLUENCING DKI JAKARTA CONSUMERS’ PURCHASE DECISIONS AT MCDONALD’S Citamani, Nikita Louis; Firdausy, Carunia Mulya
International Journal of Application on Economics and Business Vol. 2 No. 1 (2024): February 2024
Publisher : Graduate Program of Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/ijaeb.v2i1.2852-2862

Abstract

Consumers’ decisions to buy fast food produced by McDonald’s are believed to be influenced by many factors. However, studies advanced in the literature that examine these factors are not well-documented. The purpose of this study was to determine whether or not brand awareness, brand image and emotional branding influence consumer purchasing decisions on McDonald’s products in DKI Jakarta. 100 survey responses were gathered via purposive sampling method. Questionnaire ditributed in Google Form by Social Media platform such as Whatsapp, Telegram and Instagram. Method to analyse the data was by using multiple linear regression method. The Result of this study indicates that Brand Awareness and Emotional Branding partially influence the Purchase Decision. In contrast, Brand Image showing no positive influence. However, Brand Awareness, Brand Image and Emotional Branding have positive influence to Purchase Decision of McDonald’s consumers in DKI Jakarta simultaneously. Therefore, McDonald’s should improve its Brand Awareness, Brand Image and Emotional Branding so that consumer decisions to buy their products in Indonesia continue to increase.
THE INFLUENCE OF CELEBRITY ENDORSEMENT ON PURCHASE INTENTION K-MEALS MCDONALD'S: THE ROLE OF BRAND CREDIBILITY Ezra, Anggriana; Firdausy, Carunia Mulya
International Journal of Application on Economics and Business Vol. 2 No. 1 (2024): February 2024
Publisher : Graduate Program of Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/ijaeb.v2i1.3259-3268

Abstract

This research aims to analyze the influence of celebrity endorsement, brand credibility, and purchase intention on consumers of McDonald's K-Meals products. The study's population consists of consumers of K-Meals McDonald’s products in the Jakarta, Depok, Tangerang, and Bekasi area. The sampling method used was non-probability sampling with a purposive sampling technique for 120 respondents and the data was analyzed using descriptive analysis methods. The research instrument testing includes outer model testing, inner model testing, and hypothesis testing using smartPLS-SEM 4.0. The results of this study indicate that celebrity endorsements directly influence the purchase intention of K-Meals McDonald’s products. Brand credibility positively mediates the relationship between celebrity endorsement and purchase intention for McDonald's K-Meals products. McDonald's is expected to be able to optimize promotional strategies by using celebrity endorsements which can strengthen McDonald's brand credibility to meet market preferences and needs in Indonesia.
PENGARUH KUALITAS PRODUK DAN KUALITAS PELAYANAN TERHADAP KEPUASAN PELANGGAN KOPI STARBUCKS DI JAKARTA Natalie, Sherlyne Gracea; Firdausy, Carunia Mulya
Jurnal Serina Ekonomi dan Bisnis Vol 3 No 2 (2025): September 2025
Publisher : Lembaga Penelitian dan Pengabdian kepada Masyarakat Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/jseb.v3i2.38617

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh kualitas produk dan kualitas pelayanan terhadap kepuasan pelanggan kopi Starbucks di Jakarta. Sumber data berasal dari 130 responden pelanggan kopi Starbucks di Jakarta. Instrumen pengumpulan data menggunakan kuesioner yang diberikan melalui google form. Metode sampling yang dgunakan yakni metode non-probability sampling dengan teknik purposive sampling. Data dianalisis menggunakan metode statistik PLS- SEM dengan aplikasi SmartPLS 4.0. Hasil penelitian ini menunjukan bahwa kualitas produk berpengaruh positif terhadap kepuasan pelanggan sedangkan kualitas pelayanan berpengaruh negatif terhadap kepuasan pelanggan. Oleh karena itu, Starbucks perlu mingkatkan kualitas dari pelayanan yang mereka punya agar dapat memberikan kepuasan yang lebih kepada pelanggannya. This study aims to analyze the effect of product quality and service quality on Starbucks coffee customer satisfaction in Jakarta. The data source comes from 130 respondents who are Starbucks coffee customers in Jakarta. The data collection instrument used a questionnaire administered via google form. The sampling method used is non-probability sampling method with purposive sampling technique. The data were analyzed using the PLS-SEM statistical method with the SmartPLS 4.0 application. The results of this study indicate that product quality has a positive effect on customer satisfaction while service quality has a negative effect on customer satisfaction. Therefore, Starbucks needs to improve the quality of the services they have in order to provide more satisfaction to their customers.
Co-Authors Ananda, Ruth Andreas Andreas Budiman, Grisvian Irvan Citamani, Nikita Louis Delvina, Shasya Ezra, Anggriana Fortuna, Clarissa Gunawan, Chendra Handoyo , Sarwo Edy Handoyo, Mishelly Sherina Henryanto Wijaya Ida Puspitowati Indra Widjaja Ismunarbowo, Damar Wisang Jasim, Theresia Yosita Jayapradesta, Jordi Jonathan, Mario Natanael Kinasih, Cyntia Amilia Kusuma, Christian Chandra Leonardo, Charles Liem, Caroline Jesica Emily Making, Andreas Richardus Najid Najid, Najid Natalie, Sherlyne Gracea Natanael, Andrew Leonardi Pamungkas, Hendrikus Atmanda Dwi Pulu, Meidy Rosalie Putri, Linda Bahari Richard Andrew Rumiris, Rumiris ryan, ryan Safaria, Fery Sarwo Edy Handoyo, Sarwo Edy Setiawan, Ade Jordy Suci, Michelle Kristina tri wahyuni Wacana, Joshua Duta Wijaya, Michael Hansen William, Ricky Yoga, Nyoman Alit Suciatiningrum