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All Journal Desimal: Jurnal Matematika Jurnal Ekonomi dan Bisnis Indonesia Jurnal EK dan BI International Journal of Business, Management and Economics Jurnal Pengabdian Masyarakat Nusantara eCo-Fin Jurnal Manajemen dan Bisnis AKSIOMA : Jurnal Manajemen Prosiding Seminar Nasional dan Call Paper STIE Widya Wiwaha Escalate : Economics and Business Journal
Agus Santoso
Universitas Teknologi Sumbawa
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Mathematics Social Sciences

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Pengaruh Kualitas Fitur, Influencer Marketing dan Harga Terhadap Keputusan Berlangganan Canva Premium Pad Generasi Z dikota Sumbawa Rati Putriani; Agus Santoso
Jurnal Ekonomi dan Bisnis Indonesia Vol 11 No 1 (2026): JURNAL EKONOMI DAN BISNIS INDONESIA
Publisher : Fakultas Ekonomi dan Bisnis, Universitas Teknologi Sumbawa

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Abstract

This study aims to analyze the effects of feature quality, Influencer Marketing, and price on subscription decisions for Canva Premium among Generation Z in Sumbawa City. This research employed a quantitative approach using a survey method. Data were collected through questionnaires distributed to Generation Z respondents who had used Canva Premium, selected using purposive sampling. The data were analyzed using multiple linear regression accompanied by partial t-tests. The results indicate that feature quality and price have a positive and significant effect on Canva Premium subscription decisions. In contrast, Influencer Marketing does not have a significant effect on subscription decisions. These findings suggest that Generation Z places greater emphasis on functional and rational considerations, such as ease of use, feature completeness, and price affordability, rather than promotional influence from influencers. This study is expected to contribute theoretically to digital consumer behavior research and provide practical insights for companies in developing more effective digital service marketing strategies tailored to the characteristics of Generation Z.
DOMINASI WORD OF MOUTH DALAM MEMBENTUK KEPUTUSAN PEMBELIAN PADA UMKM BAKSO MBAH MO SAMOTA Agus Santoso; Adilla Nisaela Khairamiranti
Jurnal Ekonomi dan Bisnis Indonesia Vol 11 No 2 (2026): Jurnal Ekonomi dan Bisnis Indonesia (JEBI)
Publisher : Fakultas Ekonomi dan Bisnis, Universitas Teknologi Sumbawa

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Abstract

This study aims to analyze the influence of digital marketing, influencer, and word of mouth (WOM) on purchase decisions at Bakso Mbah Mo Samota MSME in Sumbawa. This research used a quantitative, associative approach. The population consisted of consumers who had purchased products from Bakso Mbah Mo Samota. The sampling technique used was non-probability purposive sampling, yielding 150 respondents. Data analysis was conducted using multiple linear regression analysis. The results showed that digital marketing and influencer variables did not have a significant effect on purchase decisions.Meanwhile, word of mouth had a positive and significant effect on purchase decisions. Simultaneously, digital marketing, influencer, and word of mouth significantly affected purchase decisions. The findings indicate that recommendations and consumer experiences have a greater influence on purchase decisions in local culinary businesses than digital promotional activities. Consumers tend to rely more on direct experience and social recommendations from their surroundings when making purchasing decisions.
The Influence of TikTok User-Generated Content on Destination Image and Visit Intention: Evidence from Whale Shark Tourism in Sumbawa Sarifahtullah Sarifahtullah; Agus Santoso
International Journal of Business, Management and Economics Vol. 7 No. 2 (2026): International Journal of Business, Management and Economics
Publisher : Training & Research Institute - Jeramba Ilmu Sukses (TRI-JIS)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47747/ijbme.v7i2.3472

Abstract

This study examines the influence of TikTok User-Generated Content (UGC) on destination image and visitation intentions for whale shark tourism in Sumbawa, with destination image as the mediating variable. Based on the Stimulus–Organism–Response (S-O-R) theory, this study investigates how TikTok tourism content influences tourists’ perceptions and behavioral intentions. A quantitative explanatory approach was used in this study. Data were collected via an online questionnaire from 100 active TikTok users who had viewed Sumbawa Whale Shark content. Data were analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS). The findings indicate that TikTok UGC has a positive and significant influence on destination image and visit intention. Destination image also positively and significantly influences visit intention and acts as a mediator in the relationship between UGC and visit intention. These results indicate that authentic and visually appealing tourism content on TikTok can effectively shape positive perceptions of the destination and drive visitation intent. This study further confirms the relevance of the S-O-R framework in explaining digital tourist behavior. This research contributes to the tourism marketing literature by expanding the application of TikTok-based UGC in shaping destination image and tourist behavioral intent, particularly among Generation Z travelers
THE INFLUENCE OF DIGITAL MARKETING ON PURCHASE DECISIONS WITH SOCIAL CURRENCY AS AN INTERVENING VARIABLE IN FAMILY UNIFORM PURCHASES IN SUMBAWA Magfirah Aulia Ramdhani; Ria Alvina; Muhammad Fikri Anugrah; Agus Santoso
Prosiding Seminar Nasional dan Call Paper STIE Widya Wiwaha Vol 4 No 1 (2025): International Seminar Proceedings and Call for Paper STIE Widya Wiwaha
Publisher : Sekolah Tinggi Ilmu Ekonomi Widya Wiwaha

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32477/semnas.v4i1.1298

Abstract

The development of digital marketing and the ease of access to information have driven significant changes in consumer behavior toward fashion products, including the rising trend of purchasing family set apparel. This study aims to analyze the influence of digital marketing on family set purchase decisions in Sumbawa and to evaluate the role of social currency as a mediating variable. This study employed a quantitative approach, and the data were analyzed using PLS-SEM. The study population consisted of residents of Sumbawa District who had purchased family set products, with samples selected through non-probability purposive sampling. The findings indicate that digital marketing has a positive and significant effect on both purchase decisions and social currency. However, social currency shows a weak, insignificant effect on purchase decisions, functioning only as a partial mediator with limited mediating strength. Respondents in this study have the following characteristics, who tend to purchase products priced below Rp200,000 and prefer COD payment, reflecting cautious consumption patterns driven more by economic considerations.
The Role of User Satisfaction in Mediating Transaction Security and Customer Engagement on Loyalty in Using E-Wallet Services (Dana) Shafira Marwah Alfiya; Agus Susanto
Escalate : Economics and Business Journal Vol. 2 No. 01: Behavioral Finance, AI, and the Digital Economy: Pathways to Competitive Advantage
Publisher : Takaza Innovatix Labs Ltd.

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61536/escalate.v2i01.442

Abstract

The rapid growth of digital payment systems has intensified competition among e-wallet providers, making user loyalty a critical challenge. This study examines the role of user satisfaction as a mediating variable in the relationship between transaction security and customer engagement on loyalty toward the DANA e-wallet service. The research was conducted using a quantitative approach, with data collected through questionnaires distributed to DANA users in Sumbawa City. A total of respondents were selected using purposive sampling, and the data were analyzed using Structural Equation Modeling with Partial Least Squares (SEM-PLS). The results show that user satisfaction has a positive and significant effect on user loyalty. Transaction security and customer engagement both significantly influence user satisfaction, while their direct effects on loyalty are not fully consistent without the presence of satisfaction. Further analysis confirms that user satisfaction significantly mediates the effect of transaction security and customer engagement on loyalty. These findings indicate that loyalty toward e-wallet services is not formed solely through technical features or interaction intensity, but through users' evaluative experiences that lead to satisfaction. Transaction security creates a sense of trust and comfort, while customer engagement enriches user experience; However, both factors contribute to long-term loyalty only when they result in user satisfaction. This study highlights the strategic importance of prioritizing user satisfaction to transform secure systems and engagement initiatives into sustainable loyalty within digital financial services.
The Effect of Service Quality on Customer Loyalty through Customer Satisfaction on the DANA Application in Sumbawa City Salsabilla Tusaini Harun; Agus Santoso
Escalate : Economics and Business Journal Vol. 2 No. 01: Behavioral Finance, AI, and the Digital Economy: Pathways to Competitive Advantage
Publisher : Takaza Innovatix Labs Ltd.

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61536/escalate.v2i01.444

Abstract

The rapid development of financial technology has led to an increasing use of digital wallet applications in Indonesia, including DANA as one of the widely used cashless payment platforms. However, the growth in the number of users is not always accompanied by strong customer loyalty, given the intense competition among digital wallet providers offering similar features and promotional strategies. This condition encourages companies to continuously improve service quality in orders to enhance customer satisfaction and maintain long-term customer loyalty.This study aims to analyze the effect of service quality on customer satisfaction and customer loyalty, as well as the role of customer satisfaction as a mediating variable among DANA application users in Sumbawa City. This research employs a quantitative approach using a survey method. Data were collected through questionnaires distributed to DANA users in Sumbawa City using non-probability sampling with a purposive sampling technique. Data analysis was conducted using Structural Equation Modeling (SEM) with a Partial Least Squares (PLS) approach. The results indicate that service quality has a positive and significant effect on customer satisfaction and customer loyalty. However, customer satisfaction does not have a significant effect on customer loyalty and does not mediate the relationship between service quality and customer loyalty. These findings suggest that although service quality can enhance customer satisfaction, such satisfaction is not sufficient to directly foster long-term customer loyalty.
Co-Authors Abdul Salam Adilla Nisaela Khairamiranti Fahlia Fahlia Fendy Maradita Fietroh, Muhammad Nur Hanifa Sri Nuryani Hartini Hartini Ismiyarti, Wilia Lukmanul Hakim Magfirah Aulia Ramdhani Muhammad Fikri Anugrah Nuramaliyah, Nuramaliyah Nurasia Nurasia Ony Dwi Saputra Safariyant Purnama, Yuni Rati Putriani Ria Alvina Salsabilla Tusaini Harun Sarifahtullah Sarifahtullah Shafira Marwah Alfiya Sherwin Ary Busman Sudodo, Yandri