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All Journal Quantitative Economics and Management Studies Jurnal Manajemen dan Usahawan Indonesia ASEAN Marketing Journal
Aswin Dewanto Hadisumarto
Universitas Indonesia
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Industrial & Manufacturing Engineering Mathematics Social Sciences

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Pengaruh Aktivitas Social Media Marketing Terhadap Brand Trust, Brand Equity, dan Brand Loyalty Pada Platform Social Media Instagram Alfian Dally Irawan; Aswin Dewanto Hadisumarto
Jurnal Manajemen dan Usahawan Indonesia Vol 43, No 1 (2020): Jurnal Manajemen dan Usahawan Indonesia
Publisher : Fakultas Ekonomi dan Bisnis, Universitas Indonesia

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Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh aktivitas social media marketing yang dilihatdari dimensi entertainment, interaction, trendiness, customization, dan word-of-mouth, terhadapbrand trust, brand equity dan brand loyalty yang dilakukan oleh sosial media Instagram. Penelitianmenggunakan metode Structural Equation Modelling (SEM) dengan sampel sebanyak 617 respondenyang merupakan penduduk Indonesia dengan rentang usia 17 hingga 35 tahun dan telah menggunakansosial media Instagram minimal selama enam bulan. Hasil penelitian menunjukkan bahwaaktivitas social media marketing yang dilihat berdasarkan entertainment, interaction, trendiness, customization,dan word-of-mouth memiliki pengaruh yang positif terhadap brand trust, brand equity,dan brand loyalty. Selanjutnya, brand trust memiliki pengaruh positif dalam memediasi aktivitassocial media marketing terhadap brand equiy dan brand loyalty, serta brand equity juga memilikipengaruh positif dalam memediasi aktivitas social media marketing terhadap brand loyalty.
The Study of Relationship among Experiential Marketing, Service Quality, Customer Satisfaction, and Customer Loyalty Zena, Puti Ara; Hadisumarto, Aswin Dewanto
ASEAN Marketing Journal Vol. 4, No. 1
Publisher : UI Scholars Hub

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Abstract

Experiential marketing is one of the marketing approaches that gives a great framework to combine experience and entertainment elements into a product or service. Some of businesses in Indonesia have already used this approach and one of them is Strawberry Cafe which provides many kinds of free board games for the customer. The purpose of this research is to understand the impact of experiential marketing used by Strawberry Cafe related to customer satisfaction and loyalty. The data were collected from 142 respondents but after screening, only 80 that met the requirements and could be analyzed. Structural Equation Modeling (SEM) using LISREL software was used to analyze the data. This research found that itexperiential marketing used by Strawberry Cafe can affect customer loyalty.
Decision Making on Options for Development of Rest Area Facilities According to Highest And Best Use Using the Analytic Network Process Method (Case Study: Rest Area on Trans Sumatera Toll Road Tebing Tinggi–Parapat Section) Hamdani Hamdani; Aswin Dewanto Hadisumarto
Quantitative Economics and Management Studies Vol. 4 No. 5 (2023)
Publisher : PT Mattawang Mediatama Solution

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35877/454RI.qems1858

Abstract

The paper establishes and analyzes research regarding community needs for the concept of rest areas on the Trans Sumatra Toll Road Section of Tebing Tinggi - Parapat. The background of the research is due to the fact that the current planning of rest areas is still not effective yet in concept and does not pay much attention to the commercial aspect. Even though with the optimal commercial side of the rest area, the cost of maintaining the rest area can be funded from the income earned. Thus, the Company does not need to incur additional costs for maintenance, considering the Company's financial burden due to the construction of JTTS which is not financially feasible. The analysis used in this study is the Analytic Network Process (ANP) Model which will later be divided into 3 clusters namely the destination cluster, the criteria cluster, and the alternative cluster. The objective cluster is the final goal to be achieved in this study. Cluster criteria is the assessment criteria used in this study based on analysis of existing benchmark rest areas, literature studies, and expert validation. Alternative cluster is development options obtained from the results of the highest and best use analysis.
Co-Authors Alfian Dally Irawan Hamdani Hamdani Zena, Puti Ara