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All Journal JURNAL DINAMIKA MANAJEMEN DAN BISNIS Al-Kharaj: Journal of Islamic Economic and Business Indonesian Collaboration Journal of Community Services (ICJCS) Buletin Abdi Masyarakat (BAM) Jurnal Social Society Escalate : Economics and Business Journal Ekopedia: Jurnal Ilmiah Ekonomi Jurnal Ilmu Sosial dan Humaniora Research in Education, Technology, and Multiculture IJEMA Journal of Business Application
Meta Bara Berutu
Universitas Negeri Jakarta
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Environmental Science Languange, Linguistic, Communication & Media Social Sciences Other

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Peran Influencer Gaming Dalam Meningkatkan Customer Engagement dan Purchase Intention pada Pemain Mobile Legends Alya Chantika; Usep Suhud; Meta Bara Berutu
Ekopedia: Jurnal Ilmiah Ekonomi Vol. 2 No. 1 (2026): JANUARI-MARET
Publisher : Indo Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63822/qc692y59

Abstract

This study aims to examine the effects of influencer attributes, attractiveness, expertise, trustworthiness, and credibility on customer engagement and purchase intention among Mobile Legends players. A quantitative approach with an explanatory research design was employed. Data were collected through an online questionnaire distributed to 252 Mobile Legends players who met the research criteria. The measurement instrument used Likert scale, and data were analyzed using Structural Equation Modeling (SEM) with the assistance of IBM SPSS and AMOS. The findings indicate that influencer attributes have a positive and significant impact on both customer engagement and purchase intention. However, customer engagement shows a positive but insignificant effect on purchase intention. These results suggest that high levels of engagement do not necessarily translate directly into purchase intention in the context of online gaming.
Analisis Green Marketing, Green Advertising, dan Brand Image dalam Membentuk Purchase Decision dan Customer Satisfaction dalam Studi Kasus Pengguna Skincare di DKI Jakarta Michael Lambok; Usep Suhud; Meta Bara Berutu
Ekopedia: Jurnal Ilmiah Ekonomi Vol. 2 No. 1 (2026): JANUARI-MARET
Publisher : Indo Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63822/w33k8117

Abstract

This study aims to analyze the effects of green marketing, green advertising, and brand image on purchase decision and customer satisfaction among The Body Shop skincare users in the DKI Jakarta area. A quantitative approach was employed using a survey method through online questionnaires. The population consisted of The Body Shop skincare users aged 21–55 years living in DKI Jakarta, with 400 respondents selected using purposive sampling. Data were analyzed through validity and reliability tests, as well as hypothesis testing using SEM. The results indicate that green marketing and brand image have a positive and significant effect on purchase decision, while green advertising has no direct effect. Furthermore, brand image and purchase decision positively and significantly influence customer satisfaction. In contrast, green marketing and green advertising do not have a direct effect on customer satisfaction.
Pengaruh Expertise, Trustworthiness, dan Attractiveness Influencer, Terhadap Brand Expected Value Terhadap Purchase Intention pada Studi Kasus Influencer Dr Tirta dan Merek Sepatu Lokal Dennis Trama Karindra; Usep Suhud; Meta Bara Berutu
Ekopedia: Jurnal Ilmiah Ekonomi Vol. 2 No. 1 (2026): JANUARI-MARET
Publisher : Indo Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63822/s576r946

Abstract

This study aims to examine and analyze the influence of influencer expertise, trustworthiness, and attractiveness on brand expected value and purchase intention, using the case of Dr. Tirta and local footwear brands. The study involved 250 respondents who had previously viewed local footwear review content by Dr. Tirta on social media and were domiciled in DKI Jakarta. The analytical methods employed included validity and reliability testing using SPSS, as well as model fit and hypothesis testing using AMOS 29. The data were analyzed using Structural Equation Modeling (SEM). The findings indicate that expertise has a direct effect on purchase intention and also significantly influences brand expected value, along with the attributes of trustworthiness and attractiveness. However, brand expected value does not have a significant effect on purchase intention, suggesting the presence of other variables that influence this relationship. Therefore, factors such as brand preference and promotional strategies remain important in shaping consumer purchase decisions.
Analisis Faktor-Faktor Pembentuk Customer Satisfaction dan Repurchase Intention Konsumen Produk Tas Lokal Farizka Hayyu Artanti; Usep Suhud; Meta Bara Berutu
Ekopedia: Jurnal Ilmiah Ekonomi Vol. 2 No. 1 (2026): JANUARI-MARET
Publisher : Indo Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63822/6dx56759

Abstract

This study aims to analyze the effects of product design, content marketing, and e-service quality on customer satisfaction and repurchase intention among consumers of the local bag brand Merché. A quantitative research approach was employed using a survey method involving 240 Merché consumers in the DKI Jakarta area. Data were analyzed using Structural Equation Modeling (SEM) with the assistance of SPSS and AMOS software. The results indicate that product design, content marketing, and e-service quality have a positive and significant effect on customer satisfaction. Furthermore, product design and customer satisfaction also have a positive and significant effect on repurchase intention. However, content marketing and e-service quality do not have a significant direct effect on repurchase intention. These findings suggest that customer satisfaction plays a crucial role in encouraging repurchase intention, while product design is the only variable that directly influences both dependent variables. This study contributes theoretically by extending the application of Expectation Confirmation Theory in the context of digital marketing for local fashion brands and provides practical insights for fashion businesses in formulating strategies focused on enhancing customer satisfaction and long-term consumer loyalty
Should I Buy It Again?: Analisis Faktor Determinan terhadap Purchase Decision dan Repurchase Intention Brand di Tiktok Shop via Live Shopping Vinco Valerio; Usep Suhud; Meta Bara Berutu
Ekopedia: Jurnal Ilmiah Ekonomi Vol. 2 No. 1 (2026): JANUARI-MARET
Publisher : Indo Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63822/p7h58123

Abstract

This study aims to analyze the factors influencing purchase decision and repurchase intention in TikTok live shopping. The variables examined include social influence, information quality, and interactivity, using a quantitative research approach. Data were collected through an online survey distributed to respondents who had previously made purchases via TikTok’s live shopping feature. SEM was employed to examine the relationships among variables. The results indicate that information quality and interactivity have a significant positive effect on purchase decision, while interactivity also contributes to repurchase intention. Conversely, social influence shows a negative effect on purchase decision and does not significantly affect repurchase intention. These findings suggest that clear product information and active engagement by live shopping hosts play a crucial role in driving audience conversion. This study contributes theoretically by reinforcing Social Presence Theory and provides practical insights for businesses in developing effective live shopping strategies that emphasize trust, interaction quality, and customer satisfaction.
Faktor Faktor yang Mempengaruhi Purchase Intention Codashop pada Generasi Z di Kota Depok Fathannaufal Amiludin; Diena Noviarini; Meta Bara Berutu
Ekopedia: Jurnal Ilmiah Ekonomi Vol. 2 No. 3 (2026): JULI-SEPTEMBER
Publisher : Indo Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63822/feat8r80

Abstract

This study aims to analyze the effects of perceived ease of use, perceived usefulness, perceived playfulness, and attitude on purchase intention toward Codashop top-up services among Generation Z in Depok. This research employed a quantitative approach using a survey method. The population consisted of Generation Z in Depok who had used Codashop at least once. The sample was selected using purposive sampling, resulting in 198 respondents. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS. The results show that perceived ease of use and perceived playfulness have a positive and significant effect on purchase intention. Meanwhile, perceived usefulness and attitude do not have a significant effect on purchase intention. The R-square value of 0.308 indicates that the four independent variables explain 30.8% of the variance in purchase intention, while the remaining variance is explained by other variables outside the model. This study contributes theoretically to digital consumer behavior research and practically to Codashop in improving user experience and marketing strategies for Generation Z.
Improving User Engagement of the Livin Mandiri Application: An Analysis of the Role of Gamification and User Experience with User Satisfaction as a Mediator Maulana Rifky Yudhira; Umi Widyastuti; Meta Bara Berutu
Escalate : Economics and Business Journal Vol. 2 No. 03: Creative Resilience and Market Innovation: Strategies for Sustainable Business Growth
Publisher : Takaza Innovatix Labs Ltd.

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61536/escalate.v2i03.343

Abstract

The rapid advancement of digital banking services has led financial institutions to strengthen user interaction through user experience and gamification strategies. This study aims to analyze the effect of user experience and gamification on user engagement in the Livin by Mandiri application, with user satisfaction as a mediating variable. This quantitative study used primary data collected through online questionnaires distributed to 234 users in the Jakarta area. Data were analyzed using the Partial Least Squares-Structural Equation Modeling (PLS-SEM) method with SmartPLS 4 software. The results show that both user experience and gamification significantly influence user satisfaction, while user satisfaction positively affects user engagement. However, user experience and gamification do not directly influence engagement. The study concludes that user satisfaction serves as a crucial mediating factor linking system design and motivational features to sustainable engagement in digital banking services.
Entrepreneurial Fuel for Success: The Influence of Opportunity and Skills on Student Entrepreneurial Motivation Shandy Aditya; Meta Bara Berutu; Zidane Ramadhan
JURNAL DINAMIKA MANAJEMEN DAN BISNIS Vol. 7 No. 2 (2024): Jurnal Dinamika Manajemen dan Bisnis
Publisher : LPPM Universitas Negeri Jakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21009/JDMB.07.2.3

Abstract

This research aims to analyze the influence of skills and opportunities on entrepreneurial motivation among Indonesian students. Using quantitative methods, this research collected data from 314 students who were randomly selected through a digital questionnaire. Regression analysis shows that both skills and opportunities have a significant positive influence on entrepreneurial motivation, with skills having a more dominant impact. These results indicate that developing entrepreneurial skills through education or related programs can increase students' entrepreneurial motivation. It is hoped that these findings can contribute to the entrepreneurship literature in the Indonesian context and help develop more effective entrepreneurship programs in higher education.
Analisis Efektivitas Live Streaming “PVN Shoes” pada E-Commerce Prakasta Karisma Putra; Terrylina Arvinta Monoarfa; Meta Bara Berutu
Journal of Business Application Vol. 4 No. 1 (2025): Journal of Business Application
Publisher : Univiversitas Dr. Djar Wattiheluw

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

This study aims to evaluate the effectiveness of "PVN Shoes" live streaming on the Shopee E-Commerce platform using the Stimulus-Organism-Response (SOR) framework. The descriptive analysis indicates that the E-Commerce Anchor Attribute dimension demonstrates a high level of effectiveness. The host plays a crucial role in enhancing audience interaction and influencing purchasing decisions, as viewers tend to feel more confident and emotionally connected to the promoted products. Similarly, the Immersion dimension reveals a significant positive impact, where audience engagement and deep experiential involvement contribute to a more enjoyable and interactive viewing experience. This fosters a stronger connection between the viewers and the products, encouraging active participation during live sessions. Moreover, the Perceived Scarcity dimension also shows high effectiveness, with the perception of limited product availability triggering a sense of urgency and competitive behavior among viewers. This psychological response stimulates quicker purchasing decisions and heightens consumer enthusiasm for PVN Shoes. Overall, the study concludes that the three dimensions Anchor Attribute, Immersion, and Perceived Scarcity elicit effective audience responses to PVN Shoes’ live streaming events. However, several aspects within each dimension require further improvement to enhance the overall audience experience and increase both interaction quality and purchase conversion rates.
Co-Authors Alya Chantika Andrian Haro Azahra Putri Dewi Mumpuni Corry Yohana Dennis Trama Karindra Diena Noviarini Diena Novirini Erika Shofia Faradysa Farizka Hayyu Artanti Fathannaufal Amiludin Inkreswari Retno Hardini Keisha Andani Devitasari Maulana Amirul Adha Maulana Rifky Yudhira Michael Lambok Muhammad Fachri Siregar Nasywa Fatihah Adam Harahap Osly Usman Prakasta Karisma Putra Rahma Fitriana Rio Danuarta Sihombing Saptono, Ari Shandy Aditya Shandy Aditya Susanti, Santi Susetyo Bagas Bhaskoro Terrylina A. Monoarfa Terrylina Arvinta Monoarfa Tivani Shakilla Ervi Tri Hesti Utaminingtyas Umi Widyastuti Usep Suhud Vinco Valerio Zidane Ramadhan