Garuda - Garba Rujukan Digital

Pengukuran Kualitas Layanan di Universitas Kristen Indonesia (UKI) Freddy Simbolon
Binus Business Review Vol. 3 No. 2 (2012): Binus Business Review
Publisher : Bina Nusantara University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21512/bbr.v3i2.1366

The purpose of this study was to determine the service quality that was held by UKI based on student’s perceptions. The method used in this study is the survey method on UKI’s students using questionnaires. The statement in the questionnaires were arrange based on the five dimensions of service quality. Those were tangibles, responbilities, assurances, realibilities, and emphathy. The servqual analysis shows that all attributes get a negative response which means that student’s perception is less than the student’s expectations. The IPM shows attributes that need to get first priority to be improved are library facilities more complete, lecturing process more interactive, handling complaints about the lectures properly, the tuition in accordance with benefits, and the librarian serve students with friendly.

Strategi Pemasaran Global di Pasar Indonesia Freddy Simbolon
Binus Business Review Vol. 4 No. 1 (2013): Binus Business Review
Publisher : Bina Nusantara University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21512/bbr.v4i1.1406

Globalization is a new challenge for companies in the implementation of marketing strategy. Due to globalization, companies are required to compete with world class companies that have large capital and higher quality products. Indonesia currently becomes the market target for global companies to enjoy huge profits, while the Indonesian companies lost the competition. This study aims to obtain global marketing strategy for Indonesian companies in Indonesian market. Research method used is descriptive analisys. Merger between adaptation of marketing strategies and standard marketing strategy is appropriate strategy in Indonesian market.

Political Marketing Mix in Indonesia Parties Freddy Simbolon
Binus Business Review Vol. 7 No. 1 (2016): Binus Business Review
Publisher : Bina Nusantara University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21512/bbr.v7i1.1490

The reform era has changed the paradigm of Indonesian politics. Multiparty system has demanded a political party to be able to compete for their constituents. Article aimed to convey a political marketing concept that can helppolitical parties in planning a strategy to win the election. Research method used descriptive method analysis. The results suggest that the approach of the marketing mix that includes the product, price, place, and promotion areapproaches that are very helpful in presenting a plan to win the marketing strategy of political parties in elections.

The Impact of Relationship Marketing Strategy in Indonesia Retail Industries Freddy Pandapotan Simbolon
Binus Business Review Vol. 7 No. 2 (2016): Binus Business Review
Publisher : Bina Nusantara University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21512/bbr.v7i2.1590

This research aimed to examine the impact of relationship marketing strategy on customer loyalty in Indonesia’s retail industries. A questionnaire derived from previous studies and the relevant literature was completed by 182 retail customers in Jakarta. Multiple regression analysis assessed the impact on customer loyalty of four key constructs of relationship marketing (trust, commitment, communication, and conflict handling). The two variables (trust and commitment) had a significant effect and predicted a good proportion of the variance in customer loyalty. Moreover, they were significantly related to one another. The relationships investigated in this study deserved further research. Since the data analyzed were collected from one sector of the service industry in one region, more studies were required before general conclusions can be drawn. It is reasonable to conclude, on this evidence, that customer loyalty can be created, reinforced, and retained by marketing plans aimed at building trust, demonstrating a commitment to service, communicating with customers in a timely, reliable and proactive fashion, and handling conflict efficiently, reinforces and refines the body of knowledge relating to customer loyalty in service industries.

The Influence of Product Quality, Price Fairness, Brand Image, and Customer Value on Purchase Decision of Toyota Agya Consumers: A Study of Low Cost Green Car Freddy Pandapotan Simbolon; Elvira Rossi Handayani; Menik Nugraedy
Binus Business Review Vol. 11 No. 3 (2020): Binus Business Review
Publisher : Bina Nusantara University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21512/bbr.v11i3.6420

The research aimed to investigate the influence of product quality, price fairness, brand image, and customervalue on purchase decision in the Low Cost Green Car (LCGC). The research applied a quantitative methodwith survey design. It was conducted in Auto2000 Jakarta with a sample of 100 Toyota Agya owners using anaccidental sampling technique. Data analysis for hypothesis test used path analysis calculated with SPSS software.The research findings indicate that product quality, brand image, and customer value significantly influence thepurchase decision of Toyota Agya consumers. Meanwhile, price fairness has no effect on the purchase decision.The results also show that product quality, price fairness, and brand image affect customer value. Based on thesefindings, in developing LCGC, manufacturers must pay attention to product quality, build brand reputation, andcreate more value for consumers.

The Influence of Using Instagram as a Promotional Media in Building Brand Awareness and Its Impact on Purchase Decision of Bulog Products in Shopee Freddy Pandapotan Simbolon; Ridha Ardyaningtyas Nurcholifa; Mouli Safarina
Binus Business Review Vol. 13 No. 1 (2022): Binus Business Review
Publisher : Bina Nusantara University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21512/bbr.v13i1.7917

In the digital era, social media increasingly has an important role as a marketing tool that needs to be optimized to increase a company’s sales and profitability. Social media continues growing and is widely used by all levels of society to become the appropriate media to offer products or services. The research aimed to test and prove the effect of social media marketing using Instagram on purchase decision through brand awareness for Bulog products in Shopee. The research used 397 respondents through purposive sampling with criteria of Instagram users who made transactions of Bulog products in Shopee during the last eight months. Data were collected using a questionnaire and distributed online through Google Form. Then, data were analyzed by Structural Equation Modeling - Partial Least Square (SEM-PLS) with WarpPLS 7.0. The results find that social media marketing through Instagram significantly influences brand awareness. It impacts the purchasing decisions at Perum Bulog in Shopee. Brand awareness also significantly influences purchase decision and mediates the effect of social media marketing on the purchase decision. Hence, companies must make social media the main tool for marketing programs. It can improve marketing personnel’s competence and creativity in creating marketing content on social media.

Social Media Marketing through Instagram and Repurchase Intention: The Mediating Role of Customer Engagement Freddy Pandapotan Simbolon; Verencia Law
Binus Business Review Vol. 13 No. 3 (2022): Binus Business Review
Publisher : Bina Nusantara University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21512/bbr.v13i3.8576

In the digital era, the presence of social media has a strategic function in marketing that can be optimized to strengthen the company’s competitiveness. Besides having an essential role in promoting products and services quickly and massively, social media is also effective in building relationships with customers. Therefore, the company’s ability to optimize social media is a key success factor in winning the competition. The research aimed to determine the effect of social media marketing through Instagram on repurchase intention mediated by customer engagement. The research applied a quantitative approach and involved a sample of 102 Kopi Chuseyo Instagram followers taken through a simple random sampling technique. Data were collected using a questionnaire. Then, a quantitative approach with path analysis was used to analyze the research data. Research findings show that social media marketing has a significant effect on customer engagement and repurchase intention. The findings also mention that customer engagement affects repurchase intention positively and significantly. In addition, customer engagement also mediates the effect of social media marketing on repurchase intention. Therefore, companies should identify the appropriate type of social media according to their products and services to support marketing programs. They should also focus on certain social media to run its marketing program.

Determinants of Customer Loyalty: An Empirical Study from Online Food Delivery Services Laeticia Louisa; Freddy Pandapotan Simbolon
Binus Business Review Vol. 14 No. 3 (2023): Binus Business Review
Publisher : Bina Nusantara University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21512/bbr.v14i3.9233

The rapid growth of information technology and communication today has disrupted various sectors, including the food sector. Consumers’ behavior in ordering food has shifted from offline to online with the presence of a number of food delivery service applications. This situation encourages the growth of online applications that provide food delivery services, so intense competition is unavoidable. The research aimed to investigate the role of e-service quality and sales promotion in influencing customer e-trust and e-satisfaction and its implications for customer loyalty. The research applied a quantitative approach with the survey method. The population was online food delivery service application users who lived in the Jakarta area, with a sample of 250 respondents. Data were collected through a questionnaire designed with a 5-point Likert scale and analyzed using SEM-PLS. The research findings show that customer e-service quality and sales promotion significantly influence customers’ e-trust and e-satisfaction. Other findings show that customers’ e-trust and e-satisfaction significantly affect customer loyalty. The results also indicate that customers’ e-trust and e-satisfaction significantly mediate the effect of e-service quality and sales promotion on customer loyalty. In the era of digital economy, good service and effective promotion still have an important role in increasing trust and satisfaction and a positive impact on increasing consumer loyalty ultimately.

Exploring the Impact of Confirmation, Perceived Usefulness, and Perceived Risk on User Satisfaction and Continuance Intention of Paylater Users Freddy Pandapotan Simbolon; Eunice Klesia
Binus Business Review Vol. 15 No. 3 (2024): Binus Business Review
Publisher : Bina Nusantara University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21512/bbr.v15i3.11829

Financial service innovation is increasingly developing with the massive growth in the use of Information and Communication Technology (ICT). Paylater is a digital financial service product that has recently developed rapidly. Even though many people view paylater negatively, its presence is well-received, especially by young people. Paylater is a new trend in digital payment services, so there is still limited research that discusses the continuance intention of e-commerce users. The research aimed to determine the effect of confirmation, perceived usefulness, satisfaction, and perceived risk on continuance intention. The research, using a questionnaire and a quantitative approach, involved a sample of 209 users of paylater in Jakarta, which was taken through purposive sampling. The research tested hypotheses using the Structure Equation Modelling (SEM) model with the Partial Least Square (SEM-PLS). Research findings show that satisfaction and risk perception have a positive and significant effect on the intention to continue using paylater services. Confirmation and perceived usefulness are also found to positively and significantly influence satisfaction. Therefore, paylater service providers should be more innovative in providing attractive features. Then, paylater users need to improve their financial literacy to be wiser when using it. Last, service providers need a deep understanding to become leaders in providing paylater services, so conducting studies related to continuance intention is essential.

SHORT VIDEO MARKETING AND GEN Z’S PURCHASE INTENTION: THE ROLE OF BRAND ATTITUDE ON TIKTOK Andari, Triana Septi; Simbolon, Freddy Pandapotan
Journal of Social and Economics Research Vol 7 No 1 (2025): JSER, June 2025
Publisher : Ikatan Dosen Menulis

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54783/jser.v7i1.867

Amid the exponential rise of social media platforms particularly TikTok scholars have acknowledged its dual functionality as both a medium of communication and a potent marketing instrument for engaging contemporary consumers. The platform’s hallmark short-form video format has revolutionized the digital marketing landscape, enabling brands to craft interactive and immersive content that significantly affects consumer behavior. This study focuses on evaluating how short video marketing influences the purchase intentions of Generation Z in DKI Jakarta, with brand attitude serving as an intervening variable. Data was obtained from 100 active TikTok users who had previously made purchasing decisions influenced by short video content. Employing a quantitative methodology, the study utilized Partial Least Squares Structural Equation Modeling (PLS-SEM) to analyze the data. The research offers insights into how strategic use of short-form videos can shape consumer attitudes and purchasing behavior. The results demonstrate that variables such as engaging content, scene-based experiences, participatory interactions, perceived usefulness, and celebrity involvement do not exert a significant influence on brand attitude. Conversely, perceived enjoyment emerges as a critical determinant in fostering favorable brand perceptions, underscoring the necessity of producing content that is both enjoyable and captivating. Furthermore, brand attitude exerts a substantial effect on purchase intention, indicating that positive brand perceptions enhance consumers’ likelihood of making purchases. Consequently, marketers are encouraged to prioritize emotional resonance and entertainment value over mere visual appeal, interactivity, or celebrity influence. The study underscores the pivotal role of engaging short video content in cultivating positive brand attitudes and stimulating purchase intentions among Gen Z audiences.

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