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Analisis Sosial Media Marketing terhadap Purchase Intention Hartanto, Prasetyo; Hurriyati, Ratih; Dirgantari, Puspo Dewi
Jurnal Informatika Ekonomi Bisnis Vol. 4, No. 4 (December 2022)
Publisher : SAFE-Network

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (228.785 KB) | DOI: 10.37034/infeb.v4i4.180

Abstract

The purpose of this study is to analyze the effect of Social Media Marketing on Customer Purchase Intentions. The data used in this study were obtained directly from distributing online. The number of respondents in this study was 115 people. The results of testing the hypothesis in this study indicate that: Firm- Created Social Media Communication has a positive and significant effect on User-Generated Social Media Communication,and Brand Passion. Meanwhile, User-Generated Social Media Communication has no effect on Brand Passion. The results of the study also show that Brand Passion has a positive and significant effect on Brand Loyalty and Purchase Intention. Brand Loyalty also has a positive and significant effect on consumer Purchase Intention. As for the limitations in this study, it only uses one company brand as the object studied, so the results cannot be generalized to coffee shop company brands as a whole and also the selection of respondents is only in Indonesia so it is not can represent the behavior of Starbucks consumers as a whole spread across many countries. Furthermore, this study has not been able to reveal the overall factors that influence purchase intention due to limited variables in this study which are only limited to social media marketing which is divided into two parts; firm-created social media communication and user-generated social media communication, brand passion and brand loyalty so that there are other variables that are not included in this study.
Analisis Digital Advertising Terhadap Purchase Intention melalui Brand Awareness Sebagai Variabel Intervening Muchtar, Muhammad; Hurriyati, Ratih; Dirgantari, Puspo Dewi; Sigarlaki, Faizal Fardhani
Jurnal Informatika Ekonomi Bisnis Vol. 4, No. 4 (December 2022)
Publisher : SAFE-Network

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (433.971 KB) | DOI: 10.37034/infeb.v4i4.183

Abstract

Indonesia memimpin jajaran tertinggi pertumbuhan e-commerce tercepat di Dunia di banding sembilan negara lainnya dengan nilai pertumbuhan 78%. Fenomena perkembangan e-commerce ini menyebabkan banyaknya perusahaan-perusahaan startup yang bergerak dibidang e-commerce terus bermunculan. Yang menandakan bahwa bisnis e-commerce menjadi sebuah ladang bisnis yang potensial. Shopee termasuk jenis e-commerce C2C, yaitu C to C (Consumer to Consumer) yang merupakan perdagangan antara individu dengan konsumen. C to C dapat dikatakan transaksi dimana konsumen menjual produk secara langsung kepada konsumen lain dengan menggunakan media elektronik atau online. Shoope merupakan perusahaan e-commerce yang memiliki pangsa pasar tertinggi diantara e-commerce lainnya namun menduduki posisi ketiga di tahun 2022 sebagai e-commerce yang paling diminati. Hal tersebut mengindikasikan bahwa purchase intention mengalami penurunan pada e-commerce Shoppe dan peneliti tertarik untuk menelitinya. Tujuan penelitian ini untuk mengetahui gambaran dan pengaruh variabel digital advertisng terhadap purchase intention yang dimediasi oleh brand awerness. Metode penelitian menggunakan metode kuantitatif dengan analisis deskriptif. Sampel penelitian sebanyak 100 responden. Hasil penelitian menunjukkan bahwa digital advertising berpengaruh positif signifikan terhadap brand awerness, brand awerness berpengaruh positif signifikan terhadap purchase intention, digital advertising berpengaruh positif signifikan terhadap purchase intention. Selain itu, adanya peran brand awerness dalam memediasi pengaruh digital advertising terhadap purchase intention.
Market Driven Strategi Tokopedia: Peran Kinerja pemasaran memediasi pengaruh Orientasi Pasar terhadap Keunggulan Bersaing Ahmad Gunawan; Ratih Hurriyati; Puspo Dewi Dirgantari
Jurnal Akuntansi dan Pajak Vol 23, No 2 (2023): JAP : Vol. 23, No. 2, Agustus 2022 - Januari 2023
Publisher : ITB AAS INDONESIA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29040/jap.v23i2.7144

Abstract

Market-driven strategies contribute to the segmentation of the target market and determine positions against alternatives to build a company's competitive advantage. Strategic market segmentation is used by many companies to understand how customers' needs and the desire that vary to design effective marketing strategies. In addition, the application of grouping and predictive modeling provides an understanding to project managers to create loyalty or advanced programs that require a more specific approach to specific customers. This research aims to reveal the influence of market orientation on marketing performance, marketing performance on competitive advantage, market orientation to competitive advantage and the role of marketing performance mediating the influence of market orientation on competitive advantage. The data was collected through interviews and questionnaires. Hypotheses are tested with path analysis techniques and Sobel tests. The results of hypothesis testing show that all the suggested hypotheses are accepted. Market orientation has a positive and significant effect on marketing performance, market orientation has a positive and significant effect on competitive advantage, marketing performance has a positive and significant effect on competitive advantage and marketing performance is able to mediate the influence of market orientation on competitive advantage.
Context of knowledge and network capabilities: a framework for achieving innovation strategies for SMEs in Bandung City Ahmad Johan Johan; Ratih Hurriyati; Puspo Dewi Dirgantara
Manajemen dan Bisnis Vol 21, No 2 (2022): September 2022
Publisher : Department of Management - Faculty of Business and Economics. Universitas Surabaya.

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24123/jmb.v21i2.584

Abstract

Small and medium enterprises in Indonesia are currently facing stiff competition because more and more competitors are emerging. To win the competition, local companies must pay attention to the strategies adopted so as to produce innovations that can be a strength for the organization itself. Factors that influence the creation of innovation it self include knowledge management and network capability. The purpose of this study is to investigate how knowledge management and network capability affect the creation of innovation. This research uses descriptive research. Data was collected through a survey by distributing questionnaires to 200 respondents and returning 170 respondents. The results of the study indicate that there is a positive influence between knowledge management on network capability and the creation of innovation, besides that network capability has a significant effect on the creation of innovation.
Marketplace Strategic Positioning Analysis Yasir Maulana; Ayus Ahmad Yusuf; Puspo Dewi Dirgantari; Ratih Hurriyati
Al-Amwal : Jurnal Ekonomi dan Perbankan Syari'ah Vol 15, No 1 (2023)
Publisher : UIN Siber Syekh Nurjati Cirebon

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24235/amwal.v15i1.12017

Abstract

This study aims to examine the impact of positioning strategy variables consisting of Attributes, Benefits, Users, Competitors, Category, and Price on Consumer Purchase Decisions.  The objects in this Research are Uniku management department students.  The population is all Uniku management department students buying stuff from the online marketplace.  The sample amount in this study is 140 respondents—the instrument of data collection using questionnaires that have fulfilled the validity and reliability requirements.  We use multiple linear regression to analyze the impact.  Based on the study results, the Attribute, User, Competitor, and Category variables have no effect on Purchase Decisions in the Tokopedia Marketplace.  Meanwhile, the Benefit and Price variables partially have a significant positive effect on Purchase Decisions in the Tokopedia Marketplace.  The regression coefficients of Attributes, Benefits, User, Categories, and Prices simultaneously affect Purchase Decisions in the Tokopedia Marketplace
PURCHASE INTENTION BEHAVIOR IN CO-BRANDING PRODUCTS WITH SOCIAL MEDIA AS A MODERATING VARIABLE Sumantri, Dadan; Fahmi, Radiyul; Fathurrohman, Firdaus; Hurriyati, Ratih; Dirgantari, Puspo Dewi; Mulyadi, Hari
Jurnal Ekonomi Bisnis dan Kewirausahaan Vol 13, No 1 (2024): Jurnal Ekonomi Bisnis dan Kewirausahaan (JEBIK)
Publisher : Fakultas Ekonomi dan Bisnis, UNTAN

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26418/jebik.v13i1.72839

Abstract

This research aims to investigate the influence of co-branding on consumer attitudes and purchase intentions, with social media as a moderating variable. This study focuses on the Hard13 Noir Low and High co-branded products, with a sample of 200 respondents selected using purposive sampling. The data was collected through a questionnaire distributed online using Google Forms and analyzed using Partial Least Square-Structural Equation Modeling (PLS-SEM) method. The research results show that product and brand fit positively and significantly influence attitudes towards co-branded products. Attitudes toward co-branded products have also significantly influenced consumer purchasing intentions. In addition, social media was found to strengthen the relationship between product fit and brand fit with attitudes towards co-branded products and the relationship between attitudes towards co-branded products and purchase intentions. These findings can help companies manage the co-branding strategy, develop more effective marketing strategies, and suggest that using the social media can increase the consumer buying interest, especially as they face dynamic market challenges in the digital and post pandemic era.JEL: M3, O3.
Implementation of Blue Ocean Strategy in Facing Business Competition: A Startup Case Study of Lapangbola.Com Hermawan, Adam; Hurriyati, Ratih; Hendrayati, Heny; Sultan, Mokh Adib
Jurnal Manajemen Bisnis Vol. 15 No. 1: March 2024
Publisher : Universitas Muhammadiyah Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.18196/mb.v15i1.20486

Abstract

Research aims: This study discusses the specific blue ocean strategy employed by lapangbola.com to emerge successful in the business competition.Design/Methodology/Approach: This study employed a descriptive qualitative methodology, utilizing interviews with relevant individuals (Operations and Marketing managers) from lapangbola.com. The analysis was conducted using the Blue Ocean Strategy, employing a strategy canvas, a four-step framework, and a six-step framework for data gathering.Research findings: A business competition strategy employs a blue ocean strategy approach that originates from business innovation, encompassing product development, operational enhancements, and the utilization of efficient digital marketing channels.Theoretical Contribution/Originality: This research serves as valuable information for decision-makers, particularly in startup firms, seeking to enhance their business growth by adopting a blue ocean strategy approach. The successful implementation of this technique by lapangbola.com, a startup business in the sports industry, further exemplifies its effectiveness.Practitioners/Policy Implications: Startup companies or businesses in the digital industry might employ a blue ocean strategy, characterized by a rigorous, flexible, and inventive approach, to analyze the market and formulate an effective formula for company development.Research Limitations/Implications: The limitations of this research are found in the secondary data (literature studies) used, this is because not many businesses have consciously implemented blue ocean strategy simultaneously using canvas strategies, 4-step frameworks and 6-step frameworks. More in-depth analysis is needed on the implementation of the blue ocean business strategy that will be carried out at each startup.
Antecedents of smart tourism destination perceived attractiveness and behavioral intention for digital natives Lastaripar Goeltom, Andar Danova; Hurriyati, Ratih; Gaffar, Vanessa; Wibowo, Lili Adi
JPPI (Jurnal Penelitian Pendidikan Indonesia) Vol 10, No 4 (2024): JPPI (Jurnal Penelitian Pendidikan Indonesia)
Publisher : Indonesian Institute for Counseling, Education and Theraphy (IICET)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29210/020243269

Abstract

In order to achieve high levels of satisfaction from the digital native generation, tourism destinations must adapt to how they interact and present content that matches their technological preferences. This study aims to measure the perception of STD attractiveness for digital natives by exploring antecedent factors and their impact on intentional behavior. This study uses a quantitative approach. The data was collected by distributing online questionnaires with sample aged 18 to 41 years who have traveled by involving the process of transactions, bookings, and searching for information digitally in the last 1 year. 318 responses were collected that were considered adequate for further processing in the analysis process. Measurements were made using the SEM-PLS technique. The study has found that digital natives view of interactivity and digital security can influence their assessment of STD attractiveness. This study model partially explains some of the factors that make up STD values and their relationship to intentional behavior. This study can consider strategies for strengthening digital interaction and security in the context of STDs for DMOs to build the attractiveness of destinations to attract tourist visits. This study provides a more specialized perspective by focusing on assessing digital natives as the main opinion.
Positive vs. Negative E-WOM: Understanding the More Significant Role in Mediating E-Commerce Quality on Online Impulse Buying Arissaputra, Rivaldi; Sultan, Mokh Adib; Hurriyati, Ratih; Gaffar, Vanessa; Asmara, Maisa Azizah; Sentika, Sarah
Jurnal Aplikasi Manajemen Vol. 22 No. 2 (2024)
Publisher : Universitas Brawijaya, Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/ub.jam.2024.022.02.11

Abstract

Electronic Word-of-Mouth (e-WOM) can convey product information about ratings, desires, requests and experiences. Therefore, it plays an important role in influencing purchases. This study aims to identify e-commerce quality, positive e-WOM and negative e-WOM on online impulse buying. E-commerce users sometimes act impulsively in purchasing after seeing some responses contained in e-WOM as information about the products. Positive product responses are not enough to convince e-commerce users to act impulsively, considering negative product responses is also an essential consideration for e-commerce users. This research uses a quantitative approach using a survey method of 315 respondents sampled from the population of e-commerce users in West Java, which was processed using smartPLS. This study found that e-commerce quality directly impacts online impulse buying, positive e-WOM, and negative e-WOM. Positive e-WOM does not directly impact online impulse buying, while negative e-WOM does. Another result shows that negative e-WOM successfully mediates the relationship between e-commerce quality and online impulse buying, while positive e-WOM fails to moderate the relationship between e-commerce quality and online impulse buying. This research contributes to e-commerce and consumer behaviour knowledge, serving as a reference for scholars by exploring how e-commerce quality relates to online impulse buying through positive and negative e-WOM among e-commerce users.
MARKETING PERFORMANCE IMPROVEMENT MODEL THROUGH DIGITAL INNOVATION OF BANKING PRODUCTS: MODERATION ROLE OF DIGITAL LITERACY Faizal, Mohamad; Hurriyati, Ratih; Hendrayati, Heny; Sultan, Mokh.
Jurnal Riset Bisnis dan Manajemen Vol. 17 No. 2 (2024): August Edition
Publisher : Faculty of Economic and Business, University of Pasundan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.23969/jrbm.v17i2.18448

Abstract

This study aims to explore the improvement of marketing performance by digital service quality through digital innovation of banking products, with digital literacy moderation. The design of this study is an explanatory survey of 384 Bank Mandiri customers who use the Livin' by Mandiri application in Region VI/Java 1 under the West Java Regional Office. Data analysis is a descriptive and verification method using Partial Least Square (PLS). The findings are that Bank Mandiri's marketing performance can be implemented well through digital innovation of banking products, which is based on the quality of digital services, strengthened by digital literacy. The novelty is related to placing the Digital Innovation of Banking Product variable as a mediator, and Digital Literacy as a moderation. The implication is that Bank Mandiri needs to elaborate digital innovation of banking products to ensure the products and services align with customer expectations and needs in marketing performance.
Co-Authors Aam Rachmat Mulyana Adam Hermawan Adib Sultan, Adib Adieb Sultan, Moch. Afdol Muftiasa Aghnia Fadilah, Ratu Agus Rahayu Agustini, Kamelia Ahmad Gunawan Al Qorni, Alfi W Alfy, Riadh Alia Zulfah Fahriyyah, Alia Alifya Putri Maharani Sondra Amalia Madi, Riski Amelia, Emi Andar Danova L. Goeltom Andar Danova Lastaripar Goeltom Andre Suryaningprang Andrey Satwika Yogaswara Anggi F, Muhamad Anggitasari, Siti Rafi Anggraeni, Tuti Ani Rakhmanita Annisa Megaswara Ardelia Azhar Arifianti Ari Riswanto, Ari Arifianti, Ardelia Azhar Aripin, Arip Nur Arry Widodo Arus Reka Prasetia Asaretkha Adjane Annisawati Asep Kurniawan Asep Munawar Asimah, Vincent Kweku Awalludin, Dudi Aynie, Rahmi Qurrota Ayuningtyas Yuli Hapsari Ayus Ahmad Yusuf Bambang Widjadjanta Bambang Widjajanta Bambang Widjajanta, Bambang Bayu Indra Setia Bintari, Vivi Indah Budi Harto Budi Prasetiyo, Budi Chaerunnisa Chaerunnisa, Chaerunnisa Chairul Furqon, Chairul Chatarina Umbul Wahyuni Christianingrum D. Disman Damayanti, Fenny Dani Dagustani Depy Muhamad Pauzy Destri Mailinda Tianingrum Dewi Mayangsari Dirgantari, Dwi Puspo Dirgantari, Puspo Disman Disman Disman Disman Disman Disman Disman, Disman Edi Firdaus Effendy, Femmy Ekarini, Mira Indriyulia Eko Susanto Elvira Azis Elyusufi, Abdul Muhaimin Emi Amelia Emi Amelia Erik Syawal Alghifari ERNAWATI Erni Martini Fahmi, Radiyul Fairuz Rifqi Abdurahman Faizal Fardhani Sigarlaki Faizal, Yopa Fajar Gumelar Maulana Fajar Ramadhan Fathurrohman, Firdaus Femmy Effendy Femmy Effendy Ferry Arfiansyah Firdausi Sulaksana, Ratu Dintha Insyani Zukhruf Firman Hidayat Firmansyah, Haidar Al Fardan Fitria Ashafira Friliyantie, Deska Galang Putra Nusantara, Galang Putra Gatot Iwan Kurniawan Gilang Bhirawa Noraga Girang Razati Girang Razati, Girang Gusni . Hadi Nasbey Hamsani Hamsani Hari Mulyadi, Hari harisandi, Prasetyo Hartati, Ajeng Sri Hartono, Pierdijono Hasan, Pupung Puad Heny Hendrayanti Heny Hendrayati Herdina, Nova Hernandi Sujono Hidayat, Firman Hidayat, Yosep Hidayat, Yusuf Murtadlo Hifzhil Rahman Hilda Monoarfa Hilmi Muttaqien, Hilmi Hilmi, Rafiqi Zul Igus Rahmat Ginanjar Imran, Muh. Erwinto Indradewa, Rhian Irawan, Rini Larasati Irna Widiastuti, Irna Ittaqullah, Nurul Iwan Setiawan Jalaludin, Engga Januar, Muhammad Johan, Ahmad Julia Famor Pratami Jumadil Saputra Kamaludin, Ahmad Kania Widyatami Kartika, Diana Ani Kartika, Titing Kharisma Sumiati Khelvin Aidil Fitriansyah, Khelvin Aidil Kusumah, Echo Perdana L. Lisnawati Lili Adi Wibowo Lisnawati Lisnawati Luckyardi, Senny M Maghfur, M M Sandi Marta Mac-Doqu, Francis Kortey Maisa Azizah Asmara Marcellia Susan Maryani, Dedeh Masharyono Masharyono Maulana, Teguh Nurakmal Maulana, Yono Maulidyna, Risna Medidjati, R. Adam Megantara, Khandinar Shidik Mirza Abdi Khairusy Moch. Adieb Sultan Mohamad Faizal, Mohamad Mohamad Reza Nurpratama Mokh Adib Sultan, Mokh Adib Mokh Adieb Sultan Monoarfa, Hilda Mubdi Mulya Isfahami Muchtar, Muhammad Muftiasa, Afdol Muhammad Fatwa F Muhammad Muchtar Muji Gunarto Mulyana, Helmi Munir Nur Komarudin Murugesu, Karina Devi Muthalib, Dzulfikri Azis Nabilah Ramadhan Nasrul Ni Putu Nurwita Pratami Wijaya Ningsih, Nurul Hutami Nugraha, Rifki Candra Nurpratama, Mohamad Reza Nurwita Pratami, Ni Putu Pamuji Aminullah, Zakariya Pangestu, Erry S.R Pranadita, Nugraha Prasetyo Harisandi Prasetyo Hartanto Prihadi, M Dana Pupung Puad Hasan Purnomo Purnomo Purnomo Purwanto Purwanto Puspo Dewi Dirgantara Puspo Dewi Dirgantari Puspo Dewi Dirgantari Puspo Dewi Dirgantari Puspo Dirgantari Rahmayani Ode, Hesty Ramadhan, Didit Ramadhani, Indi Ramadhian, M. Arief Rahman Rasyiddin, Ahmad Ratu Dintha Insyani Zukhruf Firdausi Sulaksana Rd. Dian Herdiana Utama, Rd. Dian Herdiana Rennyta Yusiana Rennyta Yusiana Resti Indriarti Rina Suprina Rini Andari, Rini Rini Larasati Irawan Rini Utari, Rini Rismayanti, Rosi Rivaldi Arissaputra Romlah Rommy Suleman, Nursaban Safroni Isrososiawan Santi Sofyani, Santi Saputri, Windy Eka Sarah, Kania Siti SATRIYAS ILYAS Savitri, Citra Senny Luckyardi Sentika, Sarah Setiawan, Rahyuniati Sigarlaki, Faizal Fardhani Soni, Mohammad Sri Astuti Pratminingsih Sugiharto, Nur Aziz Sugiono, Ahmad Suhono Suhono Suhono Suhono Sujono, Hernandi Sukma Nugraha Sukmayana, Dodi Sultan, Mokh. Sumantri, Dadan Sumaryana , Fitriana Dewi Suryana Suryana Syamsu Yusuf Syamsu Yusuf, Syamsu Taufik, Erwin Taufiq Rahmat Theresia Gunawan Tia Yuliawati Tiar Lina Situngkir Tri Haryanto Triadinda, Dexi Triyono Adi Tristanto Uus Muhamad Husni Tamyiz Vanessa Gaffar Vigory Gloriman Manalu Vika Nurpriyanti, Vika Wahyuddin, Nisaa Nursyabanniyah Wendi Andriatna, Wendi Wibowo, Lili Widjadjanta, Bambang Widy Muchamad Widyatami, Kania Wufron Wufron Yanti, Pitri Yasir Maulana Yogi Suprayogi Yono Maulana Yulandri, Elsa Yuliarti Maghfira Annahli Yuliati - Yuliati Yuliati Yuliawati, Novi Yuniar Sari Ratna Puri, Yuniar Sari Yunior, Ray Yusriani, Sri Yusuf, Abdul Zhixin Li