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PENGARUH PUBLIC RELATION, ADVERTISING, DAN WORD OF MOUTH TERHADAP BRAND AWARENESS PRODUK UMKM: STUDI KASUS PADA TOKO X CAKE AND BAKERY Daniel Joel Immanuel Kairupan; Olivia Ayu Yovanda
Jurnal Riset Manajemen dan Bisnis Vol. 16 No. 1 (2021): Jurnal Riset Manajemen dan Bisnis
Publisher : Fakultas Bisnis Universitas Kristen Duta Wacana

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ABSTRAK Pemasaran merupakan sebuah aktivitas yang telah biasa terjadi dalam perusahaan untuk menciptakan, mengkomunikasikan, menyampaikan serta menawarkan produk atau jasa yang bernilai kepada konsumen. Untuk mendapatakan perhatian dari konsumen, perlu adanya strategi pemasaran dari perusahaan yang dapat menggambarkan tingkat kesadaran konsumen terhadap produk yang ditawarkan atau brand awareness. Brand awareness merupakan suatu sikap positif yang diberikan masyarakat kepada perusahaan. Brand awareness dipengaruhi oleh beberapa faktor, antara lain public relation, advertising, dan word of mouth. Perusahaan perlu memperhatikan faktor-faktor yang mempengaruhi brand awareness sehingga awareness yang dihasilkan tinggi. Penelitian ini bertujuan untuk mengetahui sekaligus menjelaskan pengaruh public relation, advertising, dan word of mouth terhadap brand awareness di Toko X Cake and Bakery. Penulis memilih perusahaan ini dikarenakan perusahaan tersebut saat ini memiliki permasalahan pada penguatan brand awareness. Jumlah sampel yang digunakan adalah sebanyak 160 responden yang terdiri dari pelanggan Toko X maupun yang bukan pelanggan. Pengumpulan data dilakukan dengan cara menyebarkan kuesioner secara online. Teknik analisis yang digunakan yaitu analisis regresi linear berganda. Metode pengujian hipotesis menggunakan alat bantu program SPSS v26.0. Setiap variabel yang diuji telah valid dan reliabel, serta telah layak secara model menurut uji asumsi klasik. Hasil penelitian menunjukkan bahwa variabel public relation, advertising, dan word of mouth berpengaruh positif dan signifikan terhadap brand awareness. Kata kunci: public relation, advertising, word of mouth, brand awareness ABSTRACT Marketing is an activity that is common in companies to create, communicate, deliver and offer products or services of value to consumers. To get the attention of consumers, it is necessary to have a marketing strategy from the company that can describe the level of consumer awareness of the products offered or brand awareness. Brand awareness is a positive attitude given by the community to the company. Brand awareness is influenced by several factors, including public relations, advertising, and word of mouth. Companies need to pay attention to the factors that affect brand awareness so that the awareness generated is high. This study aims to determine as well as explain the influence of public relations, advertising, and word of mouth on brand awareness at X Cake and Bakery Stores. The author chose this company because the company currently has problems in strengthening brand awareness. The number of samples used were 160 respondents consisting of customers of Store X and non-customers. Data was collected by distributing online questionnaires. The analysis technique used is multiple linear regression analysis. The hypothesis testing method uses the SPSS v26.0 program tool. Each variable tested was valid and reliable, and was modelly feasible according to the classical assumption test. The results showed that the variables of public relations, advertising, and word of mouth had a positive and significant effect on brand awareness. Kata kunci: public relation, advertising, word of mouth, brand awareness

Strategic Factors that Influence the Decision to Purchase Running Sportswear in Indonesia Kairupan, Daniel Joel Immanuel
KINERJA Vol. 29 No. 1 (2025): KINERJA
Publisher : Faculty of Business and Economics Universitas Atma Jaya Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24002/kinerja.v29i1.9740

Based on the National Survey of the Central Statistics Agency (Susenas BPS), running is the majority sport preferred by 41.45% of respondents. Interest in running as a sporting activity continues to increase in society, creating an atmosphere supporting the running community's growth. Social aspects, health, and lifestyle trends are several factors that influence this development. Based on several previous studies, several of these things affect the decision to purchase running sportswear. So, this research examines the purchasing decision of running sportswear with a sample of running enthusiasts in Indonesia. The respondents of this research are running enthusiasts in Indonesia. Data collection was carried out by distributing questionnaires online. The statistical tool used is Smart Partial Least Square (SmartPLS 3.0). The results show that purchase decisions are influenced by several factors, namely reference groups, lifestyle, and consumer preferences. The results obtained can be used by running sportswear companies to pay more attention to marketing strategies by always adapting to the dynamics of the times, including understanding market trends, changes in consumer behavior, and new technologies that may impact marketing strategies.

Remote System, Does It Have an Impact on the Performance of Zoomers Employees? Kairupan, Daniel Joel Immanuel
KINERJA Vol. 27 No. 2 (2023): KINERJA
Publisher : Faculty of Business and Economics Universitas Atma Jaya Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24002/kinerja.v27i2.6832

The initial concept of a remote system (WFH) regulates flexible working hours, which can help employees determine work-life balance. The remote system gives employees the freedom to use their creativity to complete their tasks and responsibilities, which will greatly affect employee performance and work productivity. Central Statistics Agency (2020) shows data that the Zoomers generation is recorded as the generation that controls the next industry as active workers. The research method uses quantitative methods. This study uses the Smart-PLS 3.0 statistical tool with a sample of employees belonging to the Zoomers generation. Of the five hypotheses, three hypotheses were accepted, and two were rejected. The findings of this study can be an insight for businesspeople on whether the WFH pattern is still needed in increasing employees' productivity and performance.

The relationship between social influence, perceived usefulness, and perceived ease of use on Tokopedia's continued use intention by Gen Z in Surabaya Povannes, Tyaga Adinata; Immanuel Kairupan, Daniel Joel
Jurnal Mantik Vol. 9 No. 1 (2025): May: Manajemen, Teknologi Informatika dan Komunikasi (Mantik)
Publisher : Institute of Computer Science (IOCS)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35335/mantik.v8i5.6224

A This study aims to examine the influence of Social Influence, Perceived Usefulness, and Perceived Ease of Use on the Continued Use Intention of Generation Z on the Tokopedia platform in Surabaya, using the Technology Acceptance Model (TAM) framework. As a technology-savvy generation, Gen Z often engages with e-commerce platforms such as Tokopedia to shop and fulfill their daily needs. This study applies TAM to explore how Social Influence, together with Perceived Usefulness and Perceived Ease of Use, influence Gen Z's decision to continue using Tokopedia sustainably. Understanding these factors is essential to assess what makes Gen Z decide to continue using Tokopedia in Surabaya. The population in this study is Gen Z (born between 1997-2012) in Surabaya who use the Tokopedia e-commerce platform to carry out online shopping activities. Samples will be taken from 119 respondents based on G*Power calculations. This study uses a quantitative method with data collection through an online questionnaire assisted by an online platform distributed to Gen Z Tokopedia users in Surabaya. Regression analysis was used to evaluate the influence of social influence, Perceived Usefulness, and Perceived Ease of Use on the use of sustainability in Tokopedia

THE INFLUENCE OF THE ATTRACTIVENESS OF PROMOTIONS AND PRODUCT DESIGN ON THE DECISION TO PURCHASE THE HONDA ALL NEW BRIO SATYA Kairupan, Daniel Joel Immanuel; Laksono, Deni Budi
Jurnal Ilmiah Manajemen dan Bisnis (JIMBis) Vol 3 No 2 (2024): Mei
Publisher : Sekolah Tinggi Ilmu Ekonomi Indonesia (STIESIA) Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24034/jimbis.v3i2.6545

This research aims to analyze the influence of promotional attractiveness and product design on consumer purchasing decisions. The influence of these factors on consumer behavior has become a major concern in modern marketing studies, as they have a significant role in shaping purchasing preferences. In this context, a quantitative approach is used to collect data from respondents consisting of active consumers in various industrial sectors. This research draws samples from a consumer population representing a variety of demographic backgrounds and product preferences. Survey methods are used to collect primary data related to consumer perceptions about the attractiveness of promotions and product designs as well as their purchasing decisions. Data analysis was carried out using multiple linear regression techniques to identify the relationship between the variables studied. The analysis tool uses SPSS 26. The research results show that both promotional appeal and product design have a significant influence on consumer purchasing decisions. These findings provide valuable insights for marketing practitioners to design effective strategies to increase sales and consumer satisfaction.

Study on the Development and Use of E-commerce in the Special Region of Yogyakarta with De Lone and Mc. Lean IS Success Model Kairupan, Daniel; Badrudin, Rudy; Dodo, Yakobu Aminu
KINERJA Vol. 26 No. 2 (2022): KINERJA
Publisher : Faculty of Business and Economics Universitas Atma Jaya Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24002/kinerja.v26i2.5505

The high growth of e-commerce in Indonesia is influenced by several things. Because of changes in people's behavior and the advancement of the quality of information and the quality of services. This includes the Special Region of Yogyakarta (DIY), which is one of the areas with the highest level of e-commerce service users in Indonesia. This research was conducted to study the development and use of e-commerce in the Special Region of Yogyakarta (DIY). This needs to be done because even though DIY is one of the areas with the highest level of e-commerce service users in Indonesia, the level of e-commerce business activity in Indonesia, especially DIY, is still relatively new, so there are still many shortcomings in its implementation. Researchers use e-commerce metrics suggested by DeLone and Mc.Lean (2004) as the foundation of the instrument. Research data processing using Smart Partial Least Square (Smart-PLS) 3.0. The analytical model used in this study is a structural equation model (SEM) and inductive analysis using goodness of fit model (inner model) research which serves to determine the suitability of a model used in this study. From the data processing that has been done, there are 2 independent variables that have no significant effect on the dependent variable. From this finding it is expected that companies engaged in e-commerce services can focus on achieving net benefits by paying attention to several variables that have a significant influence. The findings of this study also support several previous studies that have been tested previously.

Remote System, Does It Have an Impact on the Performance of Zoomers Employees? Kairupan, Daniel Joel Immanuel
KINERJA Vol. 27 No. 2 (2023): KINERJA
Publisher : Faculty of Business and Economics Universitas Atma Jaya Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24002/kinerja.v27i2.6832

The initial concept of a remote system (WFH) regulates flexible working hours, which can help employees determine work-life balance. The remote system gives employees the freedom to use their creativity to complete their tasks and responsibilities, which will greatly affect employee performance and work productivity. Central Statistics Agency (2020) shows data that the Zoomers generation is recorded as the generation that controls the next industry as active workers. The research method uses quantitative methods. This study uses the Smart-PLS 3.0 statistical tool with a sample of employees belonging to the Zoomers generation. Of the five hypotheses, three hypotheses were accepted, and two were rejected. The findings of this study can be an insight for businesspeople on whether the WFH pattern is still needed in increasing employees' productivity and performance.

Strategic Factors that Influence the Decision to Purchase Running Sportswear in Indonesia Kairupan, Daniel Joel Immanuel
KINERJA Vol. 29 No. 1 (2025): KINERJA
Publisher : Faculty of Business and Economics Universitas Atma Jaya Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24002/kinerja.v29i1.9740

Based on the National Survey of the Central Statistics Agency (Susenas BPS), running is the majority sport preferred by 41.45% of respondents. Interest in running as a sporting activity continues to increase in society, creating an atmosphere supporting the running community's growth. Social aspects, health, and lifestyle trends are several factors that influence this development. Based on several previous studies, several of these things affect the decision to purchase running sportswear. So, this research examines the purchasing decision of running sportswear with a sample of running enthusiasts in Indonesia. The respondents of this research are running enthusiasts in Indonesia. Data collection was carried out by distributing questionnaires online. The statistical tool used is Smart Partial Least Square (SmartPLS 3.0). The results show that purchase decisions are influenced by several factors, namely reference groups, lifestyle, and consumer preferences. The results obtained can be used by running sportswear companies to pay more attention to marketing strategies by always adapting to the dynamics of the times, including understanding market trends, changes in consumer behavior, and new technologies that may impact marketing strategies.

ANALISIS PEMBERDAYAAN PEREMPUAN PADA NEW VENTURE CREATION: ENTREPRENEURIAL SELF-EFFICACY SEBAGAI VARIABEL PEMODERASI Kairupan, Daniel Joel Immanuel; Primandaru, Noormalita
Modus Vol. 32 No. 2 (2020): MODUS
Publisher : Faculty of Business and Economics Universitas Atma Jaya Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24002/modus.v32i2.3515

ABSTRACTThis study focuses on the effects of education empowerement, financial empowerment, and access of technology on new venture creation, with entrepreneurial self-efficacy as a moderating variable, and housewives as the research subject. This study is a cross-sectional field research and uses non-probability purposive sampling method. The research sample is the women in a Family Welfare Movement (Pembinaan Kesejahteraan Keluarga/PKK) group in the coastal village of Bantul. The analysis is conducted by using Partial Least Square (PLS) and based on a structural equation modeling (SEM) in simultaneously testing the measurement model and structural model. Keywords: new venture creation; entrepreneurial self-efficacy; education empowerement; financial empowerment; access of technology ABSTRAKPenelitian ini berfokus pada pengaruh education empowerement, financial empowerment, dan access of technology terhadap new venture creation dan entrepreneurial self-efficacy sebagai variabel pemoderasi pada perempuan ibu rumah tangga. Setting yang digunakan adalah setting alamiah yang juga disebut field research. Dari sisi dimensi waktu, penelitian ini termasuk dalam kategori penelitian cross-sectional. Teknik pengambilan sampel menggunakan non probability sampling tipe purposive sampling. Sampel dalam penelitian ini adalah perempuan yang tergabung dalam kelompok Pembinaan Kesejahteraan Keluarga (PKK) di Desa kawasan pesisir Bantul. Model analisis yang digunakan adalah model analisis Partial Least Square (PLS) mengikuti pola model persamaan struktural (SEM) berbasis varian yang secara stimultan dapat melakukan pengujian model pengukuran sekaligus pengujian model struktural. Kata kunci: new venture creation; entrepreneurial self-efficacy; education empowerement; financial empowerment; access of technology

HUBUNGAN ANTARA TREND FASHION, LITERASI KEUANGAN, LOCUS OF CONTROL, GAYA HIDUP, DAN PERILAKU KONSUMTIF MAHASISWA DI DAERAH ISTIMEWA YOGYAKARTA Kairupan, Daniel Joel Immanuel; Suoth, Alfario Thimoty
Modus Vol. 36 No. 2 (2024): VOL 36 NO 2 (2024)
Publisher : Faculty of Business and Economics Universitas Atma Jaya Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24002/modus.v36i2.8828

The use of smartphones, especially social media applications, has been widely used and used as a place to show what activities they do daily. From social media, the public can also see the activities of the celebrities they idolize. This has become a trigger for the community, especially students, to follow the lifestyle of their idols, for example in terms of fashion. The current fashion trend is very popular among students so that they still look cool and not out of date. Because they often follow fashion trends, students begin to be influenced by a consumptive lifestyle. To overcome this, self-control and financial literacy are needed to prevent students from behaving consumptively. This study aims to determine the effect of fashion trends, financial literacy, and locus of control on consumptive lifestyles. Data collection was carried out using a questionnaire distributed via Google Forms. The sampling technique used purposive sampling with a total sample of 185 respondents. The data were analyzed using multiple linear regression using SPSS 26 for Windows. The results showed that the fashion trend variable had a positive and significant effect on the consumptive lifestyle and the financial literacy and locus of control variables had a negative and significant effect on the consumptive lifestyle. Keywords: trend fashion; financial literacy; locus of control; consumptive lifestyle; consumptive behavior. Penggunaan smartphone khususnya aplikasi media sosial sudah banyak digunakan dan dijadikan sebagai wadah untuk menunjukkan aktivitas apa saja yang dilakukan oleh pengguna smartphone sehari-hari. Dari media sosial, masyarakat juga bisa melihat aktivitas para selebriti yang diidolakannya. Hal ini menjadi pemicu bagi masyarakat khususnya mahasiswa untuk mengikuti gaya hidup idolanya, misalnya dalam hal fashion. Trend fashion saat ini sangat digemari oleh kalangan pelajar sehingga tetap terlihat keren dan tidak ketinggalan jaman. Karena sering mengikuti tren fashion, pelajar mulai terpengaruh gaya hidup konsumtif. Untuk mengatasi hal tersebut diperlukan pengendalian diri dan literasi keuangan agar siswa tidak berperilaku konsumtif. Penelitian ini bertujuan untuk mengetahui pengaruh trend fashion, literasi keuangan, dan locus of control terhadap gaya hidup konsumtif. Pengumpulan data dilakukan dengan menggunakan kuesioner yang disebar melalui Google Forms. Teknik pengambilan sampel menggunakan purposive sampling dengan jumlah sampel sebanyak 185 responden. Data dianalisis menggunakan regresi linier berganda dengan menggunakan SPSS 26 for Windows. Hasil penelitian menunjukkan bahwa variabel tren fashion berpengaruh positif dan signifikan terhadap gaya hidup konsumtif dan variabel literasi keuangan serta locus of control berpengaruh negatif dan signifikan terhadap gaya hidup konsumtif. Kata kunci: trend fashion; literasi keuangan; locus of control; gaya hidup konsumtif; perilaku konsumtif.

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