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ANALISA PENGARUH SERVICE QUALITY TERHADAP BEHAVIORAL INTENTIONS DENGAN PERCEIVED VALUE DAN CUSTOMER SATISFACTION SEBAGAI VARIABEL INTERVENING PADA PENDIDIKAN TINGGI Trixie Nova Bella Tandijaya
Jurnal Manajemen Pemasaran Vol. 12 No. 2 (2018): OKTOBER 2018
Publisher : Institute of Research and Community Outreach - Petra Christian University

The importance of maintaining the quality of education of a country, making education in Indonesia also continues to make improvements both from the Elementary School level to the University level. At the University level alone, there is increasing competition between the State and Private Universities to produce more and more qualified graduates. So many universities are starting to think of strategies to win the competition. One of them by maintaining the Service Quality they provide. This study aims to determine the effect of Service Quality on Behavioral Intention or the tendency to behave, with perceived value and customer satisfaction as intervening variable high education students 2012-2016. The results of this study indicate that service quality has a positive and significant influence on perceived value and behavioral intentions, perceived value positively and significantly influence customer satisfaction and behavioral intentions, and customer satisfaction positively and significantly influence behavioral intentions. The results of this study also show that perceived value and customer satisfaction as intervening variables do not successfully mediate the relationship between service quality and behavioral intentions

VIRAL MARKETING MESSAGE, CONSUMERS’ ATTITUDE TOWARDS VIRAL MARKETING, COMPETITIVENESS ABILITY, AND BUSINESS PERFORMANCE Trixie Nova Bella Tandijaya; Samuel Hatane
Jurnal Manajemen Pemasaran Vol. 15 No. 2 (2021): Oktober 2021
Publisher : Institute of Research and Community Outreach - Petra Christian University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.9744/pemasaran.15.2.83-96

Empowerment of technology and the use of digital media that are currently practiced through appropriate marketing strategies and tactics will be able to make businesses survive in the midst of the Covid-19 pandemic. Viral marketing strategy is a low-cost effective marketing strategy for mass targeting. Powerful viral promotions can reach thousands of consumers, can inspire them to buy certain branded products, and create a competitive advantage for businesses. This study takes the Tanggulangin leather craft SMEs as one of the centers of the leather industry in Indonesia, with the research variables being viral marketing message strategies, consumer attitudes towards viral marketing, competitiveness ability, and business performance. The study was conducted on 235 respondents who met the requirements of the research provisions. Data analysis using SmartPLS 3. The results obtained are that viral marketing massage has a direct positive effect on consumer attitudes towards viral marketing, competitiveness, and business performance. Consumer attitudes towards viral marketing have a direct positive effect on competitiveness and business performance. In addition, consumer attitudes towards viral marketing partially mediate the relationship between viral marketing messages and competitiveness, and competitive ability partially mediates the relationship between consumer attitudes towards viral marketing and business performance.

PENGARUH BRAND ATTACHMENT TERHADAP REPURCHASE INTENTION DENGAN BRAND COMMITMENT SEBAGAI VARIABEL INTERVENING PADA CUSTOMER CRUNCHAUS SALADS Agnes Fonny; Trixie Nova Bella Tandijaya
Jurnal Manajemen Pemasaran Vol. 16 No. 1 (2022): April 2022
Publisher : Institute of Research and Community Outreach - Petra Christian University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.9744/pemasaran.16.1.37-48

Nowadays, business competition have been increasingly fierce. Brands must be able to establish close relationships with consumers to win the market. One of the customer-brand relationships that can bind both sides to touch the psychological side of consumers is brand attachment. This study aims to analyze the effect of brand attachment on repurchase intention with brand commitment as an intervening variable on Crunchaus Salads customers. The results of this study prove that the consumer's attachment and commitment to the brand can affect the repurchase behavior of the brand. Abstrak: Semakin ketatnya persaingan bisnis saat ini, menjadikan brand harus mampu menjalin hubungan relasi yang dekat dan erat dengan konsumen agar brand dapat memenangkan pasar. Salah satu hubungan relasi antara customer-brand yang mampu mengikat kedua pihak hingga menyentuh sisi psikologis konsumen adalah brand attachment. Penelitian ini bertujuan untuk menganalisa pengaruh brand attachment terhadap repurchase intention dengan brand commitment sebagai variabel intervening pada customer Crunchaus Salads. Hasil penelitian ini membuktikan bahwa keterikatan dan komitmen konsumen terhadap brand dapat mempengaruhi perilaku pembelian ulang pada brand tersebut.

PENERAPAN TECHNOLOGY ACCEPTANCE MODEL (TAM) TERHADAP PERILAKU KONSUMEN MOBILE BANKING DI SURABAYA Widya Wulandari; Edwin Japarianto; Trixie Nova Bella Tandijaya
Jurnal Manajemen Pemasaran Vol. 16 No. 2 (2022): Oktober 2022
Publisher : Institute of Research and Community Outreach - Petra Christian University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.9744/pemasaran.16.2.126-132

Perkembangan digitalisasi yang terjadi telah mengubah kebutuhan serta perilaku pelanggan pada saat ini, salah satunya pada sektor Perbankan. Bank merupakan perusahaan dengan fokus yang berorientasi kepada pelanggan dan pihak bank berusaha untuk memenuhi kebutuhan pelanggan dengan menciptakan aplikasi mobile banking yang bisa membantu transaksi perbankan dengan menggunakan smartphone. Penelitian ini bertujuan untuk menganalisa penerapan Technology Acceptance Model (TAM) dengan melibatkan perceived usefulness, behavioral intention to use dan attitude toward using sebagai variabel intervening pada perilaku konsumen mobile banking di Surabaya. Hasil dari penelitian ini memperlihatkan bahwa manfaat kegunaan dari suatu sistem teknologi dapat mempengaruhi minat perilaku penggunaan sistem teknologi tersebut yang disertai dengan sikap penggunaan secara positif.

PENGARUH PERCEIVED EASE OF USE, PERCEIVED USEFULNESS, SECURITY DAN TRUST TERHADAP INTENTION TO USE APLIKASI JAGO Ricardo Ananta Kurnia; Trixie Nova Bella Tandijaya
Jurnal Manajemen Pemasaran Vol. 17 No. 1 (2023): April 2023
Publisher : Institute of Research and Community Outreach - Petra Christian University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.9744/jmp.17.1.64-72

Intention to use merupakan salah satu faktor penting yang harus diperhatikan oleh pengembang bank digital dalam membuat keputusan untuk tetap menjadi pilihan utama pengguna bank digital. Penelitian ini bertujuan untuk mengetahui pengaruh dari perceived ease of use, perceived usefulness, security dan trust terhadap intention to use. Jenis penelitian yang dilakukan adalah penelitian kuantitatif dengan teknik purposive sampling menggunakan software smartPLS v4. Hasil penemuan ini menemukan bahwa perceived ease of use dan security tidak memiliki pengaruh secara langsung terhadap intention to use, namun perceived usefulness dan trust memiliki pengaruh yang signifikan dan positif terhadap intention to use aplikasi JAGO.

PENGARUH EXPERIENTIAL MARKETING TERHADAP CUSTOMER LOYALTY MELALUI CUSTOMER ENGAGEMENT SEBAGAI VARIABEL INTERVENING DARI IKEA CIPUTRA WORLD Aureleen Lee Santoso; Edwin Japarianto; Trixie Nova Bella Tandijaya; Fransisca Andreani
Jurnal Manajemen Pemasaran Vol. 17 No. 2 (2023): Oktober 2023
Publisher : Institute of Research and Community Outreach - Petra Christian University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.9744/pemasaran.17.2.81-89

Tujuan dari dilaksanakannya penelitian ini adalah untuk menganalisis pengaruh dari Experiential Marketing yang dilakukan di outlet terhadap Customer Loyalty pada IKEA Ciputra World dan dimediasi oleh Customer Engagement. Pengumpulan data untuk penelitian ini dilakukan dengan cara survey secara langsung di IKEA Ciputra World dan secara online melalui Line, Whatsapp, dan Instagram. Jumlah responden yang berhasil diperoleh dan diolah datanya sebesar 116 responden. Responden penelitian adalah customer IKEA Ciputra World yang pernah berkunjung dan melakukan pembelian sebanyak minimal 2x dalam 6 bulan terakhir. Alat yang dilakukan untuk proses pengolahan data adalah pendekatan model struktural dengan teknik Partial Least Square (PLS-SEM). Hasil dari penelitian ini menunjukkan bahwa Experiential Marketing berpengaruh secara signifikan terhadap Customer Loyalty, Experiential Marketing berpengaruh secara signifikan terhadap Customer Engagement, Customer Engagement berpengaruh secara signifikan terhadap Customer Loyalty, dan Customer Engagement meng-intervening secara signifikan antara Experiential Marketing terhadap Customer Loyalty.

PENGARUH PERCEIVED EASE OF USE TERHADAP BEHAVIOR INTENTION TO USE DENGAN PERCEIVED USEFULNESS SEBAGAI VARIABEL INTERVENING PADA GOOGLE WORKSPACE FOR EDUCATION Sindy Natalia Wijaya; Edwin Japarianto; Trixie Nova Bella Tandijaya
Jurnal Manajemen Pemasaran Vol. 18 No. 1 (2024): April 2024
Publisher : Institute of Research and Community Outreach - Petra Christian University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.9744/pemasaran.18.1.15-24

Sistem pendidikan pada situasi COVID-19 mengalami perubahan, dimana pelajar diharuskan beradaptasi dengan teknologi untuk bertemu dan berkomunikasi secara online. Salah satu perusahaan yang membantu pelajar untuk beradaptasi dengan teknologi pendidikan yang memberikan nuansa pembelajaran offline dialihfungsikan menjadi online adalah google workspace for education. Penelitian ini bertujuan untuk menganalisis faktor kemudahan (perceived ease of use) melalui faktor manfaat (perceived usefulness) dalam menggunakan google workspace for education di masa depan (behavior intention to use). Hasil penelitian menunjukkan bahwa semakin mudah pengaplikasian fitur google workspace for education yang didukung dengan penyajian manfaat maka mahasiswa terdorong dalam pemakaian masa depan. Selain itu, variabel yang paling berpengaruh adalah pengaruh perceived ease of use terhadap perceived usefulness dan hal ini menegaskan bahwa variabel tersebut tidak dapat terpisahkan serta saling mendukung.

PENGARUH HEDONIC SHOPPING VALUE TERHADAP IMPULSE BUYING MELALUI SHOPPING LIFESTYLE SEBAGAI VARIABEL MODERASI DARI BERSHKA PAKUWON MALL Vionetta Agnes Giveline; Edwin Japarianto; Trixie Nova Bella Tandijaya
Jurnal Manajemen Pemasaran Vol. 18 No. 2 (2024): Oktober 2024
Publisher : Institute of Research and Community Outreach - Petra Christian University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.9744/pemasaran.18.2.81-94

Penelitian ini bertujuan untuk menganalisis pengaruh Hedonic Shopping Value terhadap Impulse Buying dengan Shopping Lifestyle sebagai variabel moderasi di Bershka Pakuwon Mall. Data berasal dari sampel 121 pelanggan Breshka Pakuwon Mall yang peneliti survei menggunakan kuesioner secara langsung di lokasi penelitian dan secara online melalui media sosial. Untuk menguji hipotesis penelitian, peneliti menggunakan Partial Least Square Structural Equation Modelling (PLS-SEM). Hasil penelitian menunjukkan bahwa Hedonic Shopping Value berpengaruh signifikan terhadap Impulse Buying pelanggan Bershka Pakuwon Mall. Lebih jauh, Shopping Lifestyle memoderasi hubungan antara Hedonic Shopping Value terhadap Impulse Buying pelanggan Bershka Pakuwon Mall.

Utilizing digital storytelling for natural textile marketing of Wastra Sejahtera Jombang Ivena Margareta; Serli Wijaya; Oviliani Yenty Yuliana; Trixie Nova Bella Tandijaya
Abdimas: Jurnal Pengabdian Masyarakat Universitas Merdeka Malang Vol. 10 No. 4 (2025): November 2025
Publisher : University of Merdeka Malang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26905/abdimas.v10i4.15279

The Wastra Sejahtera Community Group (Pokmas) at Mojotrisno Village, Jombang Regency, is a group of natural weaving artisans facing challenges in traditional marketing, leaving many products unsold. This community service project aims to improve Pokmas’ sales performance through digital marketing with Digital Storytelling (DST) content. DST was chosen to raise brand awareness and reach wider audiences, with strategies tailored to Pokmas’ conditions, product quality, and target market. This project used a qualitative approach that included interviews with consumers who love Indonesian cloth (wastra) to understand the essential values in making consumption decisions and observed competitor strategies. We used field data to determine the DST strategy for Pokmas Wastra Sejahtera, including creating examples of DST content and training for Pokmas. We developed strategies based on consumer needs that influenced the form and content, especially in the lifestyle category and the elements that formed DST. Additionally, we simplified the DST strategy so Pokmas could adapt to structured digital marketing activities. Through this community service project, Pokmas understood and felt the benefits of exposure to a broader market when they started selling on TikTok. Through the training they find the need for DST to tell the uniqueness of wastra products.

Smart Tourism Technology as a Driver of Vivid Memory and Behavioral Intention: Evidence from Domestic Tourists in Indonesia Trixie Nova Bella Tandijaya; Regina Jokom; Hatane Semuel; Sienny Thio
Jurnal Bisnis dan Manajemen Vol. 13 No. 1 (2026): Jurnal Bisnis dan Manajemen Volume 13 Nomor 1 Tahun 2026
Publisher : Jurnal Bisnis dan Manajemen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26905/jbm.v13i1.16981

While the integration of Smart Tourism Technology (STT) is recognized as critical for destination competitiveness, empirical understanding of how individual digital touchpoints translate into lasting cognitive imprints and behavioral outcomes remains fragmented. This study examines how STT attributes shape Vivid Memory and Behavioral Intention among domestic tourists in Indonesia. Employing a quantitative approach, data were collected from 389 tourists who had visited four priority destinations (Bali, Yogyakarta, Surabaya, and Manado) and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings reveal that the Informativeness and Personalization dimensions enhanced Vivid Memory, whereas Accessibility and Interactivity do not show significant effects. Furthermore, Vivid Memory is proven to have a dominant influence on Behavioral Intention. These results indicate that smart technology does not automatically drive post-visit intentions; rather, its effect is psychologically mediated by the vividness of the memories it helps create. Theoretically, this study challenges monolithic smart tourism paradigms by demonstrating an asymmetric, dual-factor mechanism where baseline operational tech functions merely as a hygiene prerequisite, whereas content-driven attributes act as true motivational memory triggers. Practically, it guides destination managers to shift resource allocation from generic digital infrastructure toward AI-enabled personalization and digital narrative storytelling to maximize tourist memory retention.

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