Garuda - Garba Rujukan Digital

Green Marketing dan CSR Terhadap Keputusan Pembelian dengan Pengetahuan Konsumen Sebagai Variabel Moderasi Mahendra, Dominico Freza; Nugraha, Albert Kriestian N.A.
Jurnal Penelitian dan Pengembangan Sains dan Humaniora Vol 5, No 1 (2021): April
Publisher : Universitas Pendidikan Ganesha

Penelitian ini bertujuan untuk menganalisis green marketing dan CSR terhadap keputusan pembelian dengan pengetahuan konsumen sebagai variabel moderasi pada konsumen generasi milenial di swalayan Super Indo Salatiga. Penelitian ini menggunakan pendekatan kuantitatif dengan menggunakan data primer melalui kuesioner online. Pengambilan kuesioner dilakukan dengan teknik purposive sampling dengan jumlah sampel yang digunakan dalam penelitian sebesar 200 responden. Penelitian dilakukan dengan metode analisis regresi berganda dan diuji menggunakan SPSS. Hasil pengujian menunjukkan bahwa green marketing tidak berpengaruh terhadap keputusan pembelian, sedangkan CSR berpengaruh positif terhadap keputusan pembelian. Pengujian dengan moderasi mendapatkan hasil variabel pengetahuan konsumen tidak dapat memperkuat atau memperlemah green marketing dalam mempengaruhi keputusan pembelian. Namun, hasil moderasi variabel pengetahuan konsumen memperlemah pengaruh corporate social responsibility terhadap keputusan pembelian.

The Influence of Social Factors, Trust, Website Quality, and Perceived Risk on Repurchase Intention in E-Commerce Axellino Tegar Hieronanda; Albert Kriestian Novi Adhi Nugraha
Jurnal Bisnis dan Manajemen Vol 8, No 2 (2021): Jurnal Bisnis dan Manajemen Volume 8 Nomor 2 Tahun 2021
Publisher : University of Merdeka Malang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26905/jbm.v8i2.6275

In recent years, internet shopping has become a culture to fulfill their needs, goods, and services. Many users of e-commerce services can be a chance to develop new business models, although the users may experience a certain amount of risk associated with their purchase. The purpose of this study is to examine (from a consumer perspective) the main aspects that affecting consumer's repurchase intentions through an e-commerce website. Specifically, the current study investigated the impact of social factors, trust, website quality, and perceived risk on repurchase intentions at Shopee e-commerce by using structural equation model analysis. The population is individual Shopee users in Indonesia. A sample consists of 238 respondents was obtained using the purposive sampling technique. The results indicate that social factors, trust, and website quality do not affect repurchase intentions in e-commerce. In contrast, risk affects repurchase intentions in e-commerce.

Pengaruh Penempatan Produk Dan Kesesuaian Iklan Pada Minat Beli Yang Dimoderasi Sikap Merek Di Advergames Theresia Mannuela Gultom; Albert Kriestian NAN
Benefit: Jurnal Manajemen dan Bisnis Volume 1 No 1 Juni 2016
Publisher : Program Studi Manajemen Fakultas Ekonomi dan Bisnis Universitas Muhammadiyah Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.23917/benefit.v1i1.2368

This study was conducted to determine the influence of Product Placement and Congruity Ads toward buying interest which is moderated by consumers’ attitude on “advergames” brand. The participant of this study was 100 students of Satya Wacana Christian University, which consist of 87 male students and 13 female students. All of the participants have ever played “PES 2016” game on their mobile games application. The sampling technique was purposive sampling, with questionnaire as the data collection method. The analysis used in this study was regression analysis interaction. The result showed that there was no moderation effect of product placement and congruity ads toward purchase intention, twotypes of products in the context of the game.

Country of origin dan keputusan pembelian konsumen otomotif: Peran nilai terpersepsi sebagai pemediasi Niko Handoyo; Albert Kriestian Novi Adhi Nugraha
Jurnal Ekonomi dan Bisnis Vol 23 No 1 (2020)
Publisher : Fakultas Ekonomika dan Bisnis Universitas Kristen Satya Wacana

The current research aims to test the influence of country of origin on car purchase decision through an intervening variable, perceived value. New product faces the big challenge to generate positive consumer responsess as it comes from a country associated with past negative stereotype. This research tests a structural model for validating whether country of origin is a relevant variable in consumer purchase decision of high involvement product such as automotive product. A proposed structural model comprises an exogenous variable (country of origin), an intervening variable (perceived value), and endogenous variable (consumer purchase decision). This research applies non-probability sampling method and purposive sampling technique to collect ninety respondents which were the owner of Wuling car. They filled-out the structured- questionnaires. The data was analyzed by using the structural equation modeling partial least squares (SEM-PLS) which consised of two stages: measurement model and structural model evaluations. The result indicates that perceived value partially mediates the relationship between country of origin and consumer puchase decision.

Evaluasi Layanan Penjualan Makanan Secara Offline dan Online Yehuda Anugrah Kristanto; Albert Kriestian Novi Adhi Nugraha
Ekonika : Jurnal Ekonomi Universitas Kadiri Vol. 8 No. 1 (2023): April
Publisher : Fakultas Ekonomi Universitas Kadiri

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30737/ekonika.v8i1.3586

This study examines the differences between attribute importance and product evaluation of food services offline and online. The research is a quantitative approach in nature. The research population is all people who have bought food offline and online, with a sample of 262 people. The variables in this study consist of product attributes and purchase decisions. The product attributes in this study consist of varied menus, low prices, promos, practicality, service speed, suitability of product descriptions with the served food, and store ambiance. An online questionnaire is a tool for data collection. The results showed (1) there is no difference in attribute importance between the two preference groups except for ambiance in food consumption, and (2) there are differences in service evaluation between the two preference groups when evaluating offline and online food service.

PENDAMPINGAN DAN PENINGKATAN PEMAHAMAN TENTANG PEMANFAATAN MEDIA DIGITAL UNTUK MENDUKUNG KEGIATAN PEMASARAN PADA UMKM SALATIGA CHIFFON Alexander Okta Nugroho; Arif Yunanto; Natanael Kristolife Ardana Hadi; Herry Wijaya Shie; Hizkia Chrisandrea; Albert Kriestian Novi Adhi Nugraha
SELAPARANG: Jurnal Pengabdian Masyarakat Berkemajuan Vol 7, No 4 (2023): December
Publisher : Universitas Muhammadiyah Mataram

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31764/jpmb.v7i4.20586

ABSTRAKPandemi Covid-19 telah memicu perubahan perilaku konsumen dalam menggunakan media digital dalam proses jual beli. Tantangan ini menjadi krusial bagi Usaha Mikro, Kecil, dan Menengah (UMKM) untuk memanfaatkan media digital guna mengembangkan usaha dan aktivitas bisnisnya. Merespons tantangan ini, pengabdian masyarakat dilaksanakan dengan tujuan agar UMKM dapat mengoptimalkan pemanfaatan media digital dalam implementasi digital marketing untuk meningkatkan nilai jual dan daya saing pada aktivitas bisnis mereka.Tim Kelompok 2 Kelas Mata Kuliah Pemasaran Digital UKSW, yang terdiri dari lima anggota beserta seorang pembimbing, berkolaborasi dengan mitra sasaran pengabdian masyarakat, yakni UMKM Salatiga Chiffon. Penerapan digital marketing yang belum optimal menjadi permasalahan pemasaran UMKM Salatiga Chiffon. Sebagai solusi, pendampingan dan peningkatan pemanfaatan media digital dilakukan di UMKM Salatiga Chiffon agar dapat mengadopsi strategi digital marketing yang mendukung kegiatan pemasaran.Melalui berbagai tahap pendampingan, kegiatan ini berhasil membantu UMKM Salatiga Chiffon dalam mengoptimalkan penggunaan media sosial yang sedang populer di masyarakat untuk keperluan pemasaran, pembuatan website yang terintegrasi dengan media sosial, dan sosialisasi terkait pembuatan konten untuk menjaga kelangsungan aktivitas pemasaran secara digital. Hasil kegiatan ini dapat ditunjukkan oleh kemampuan pengelola dan karyawan UMKM Salatiga Chiffon yang dapat memaksimalkan penggunaan aplikasi dan media yang tersedia untuk mendukung aktivitas digital marketing Kata kunci: digital marketing; media digital; UMKM; website; pendampingan ABSTRACTThe Covid-19 pandemic has triggered changes in consumer behavior in using digital media in the buying and selling process. This poses is a crucial challenge for Micro, Small, and Medium Enterprises (MSMEs) to leverage digital media to develop their business activities. In response to this challenge, community service is carried out with the aim of optimizing the use of digital media in implementing digital marketing for MSMEs to increase the value and competitiveness of their business activities.The team from Group 2 of the Digital Marketing Course at UKSW, consisting of five members and one supervisor, collaborates with the target community service partner, namely UMKM Salatiga Chiffon. The suboptimal implementation of digital marketing poses a problem for the marketing of UMKM Salatiga Chiffon. As a solution, guidance and improvement of digital media utilization are carried out at UMKM Salatiga Chiffon to adopt digital marketing strategies that support marketing activities.Through various stages of guidance, this activity has successfully assisted UMKM Salatiga Chiffon in optimizing the use of social media, which is currently popular in society for marketing purposes, the creation of a website integrated with social media, and socialization related to content creation to maintain the continuity of digital marketing activities. The results of this activity are demonstrated by the ability of the managers and employees of UMKM Salatiga Chiffon to maximize the use of available applications and media to support digital marketing activities. Keywords: digital marketing; digital media; MSMEs; website; accompaniment

Pengaruh konten buzzer terhadap keputusan pembelian melalui keterlibatan konsumen Putri, Christina Ari Pramono; Nugraha, Albert Kriestian Novi Adhi; Purwati, Yenny
Jurnal Riset Ekonomi dan Bisnis Vol 17, No 1 (2024): APRIL
Publisher : Universitas Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26623/jreb.v17i1.8885

Tujuan utama dari penelitian ini adalah untuk menginvestigasi dampak langsung dari konten viral yang dibuat oleh buzzer @kuliner_salatiga terhadap keputusan pembelian produk kuliner UMKM dan dampak tidak langsung melalui interaksi konsumen. Kebaruan dari penelitian ini adalah model hubungan antara viral konten oleh buzzer terhadap keputusan pembelian dan hasil penelitian ini dapat diaplikasikan di organisasi maupun daerah lainnya. Untuk mendapatkan bukti empiris, 201 responden mengisi kuesioner online dan data dianalisis menggunakan Partial Least Square-Structural Equation Modeling (PLS-SEM). Hasil penelitian menunjukkan bahwa konten viral buzzer @kuliner_salatiga berpengaruh langsung terhadap keputusan pembelian. Selain itu, peran keterlibatan konsumen secara parsial memediasi hubungan antara konten viral buzzer dan keputusan pembelian konsumen. Temuan ini menawarkan wawasan yang berguna dalam mendorong penggunaan konten buzzer untuk pemasaran bisnis kuliner, dan pentingnya keterlibatan buzzer dengan pengguna sehingga dapat mempengaruhi keputusan pembelian konsumen.The primary objective of this research is to investigate the direct impact of viral content created by the @kuliner_salatiga Buzzer on the purchasing decisions of culinary MSME products and the indirect impact through consumer interactions. The novelty of this study lies in the model of the relationship between viral content by Buzzer and purchasing decisions, which can be applied in other organizations or regions. To obtain empirical evidence, 201 respondents completed an online questionnaire, and the data were analyzed using Partial Least Square-Structural Equation Modeling (PLS-SEM). The research findings indicate that viral content by the @kuliner_salatiga Buzzer has a direct influence on purchasing decisions. Additionally, consumer involvement partially mediates the relationship between Buzzer's viral content and consumer purchasing decisions. These findings offer valuable insights into encouraging the use of Buzzer content for culinary business marketing and the importance of Buzzer engagement with users to influence consumer purchasing decisions.

Green Marketing dan CSR Terhadap Keputusan Pembelian dengan Pengetahuan Konsumen Sebagai Variabel Moderasi Mahendra, Dominico Freza; Nugraha, Albert Kriestian N.A.
Jurnal Penelitian dan Pengembangan Sains dan Humaniora Vol. 5 No. 1 (2021): April
Publisher : Universitas Pendidikan Ganesha

Penelitian ini bertujuan untuk menganalisis green marketing dan CSR terhadap keputusan pembelian dengan pengetahuan konsumen sebagai variabel moderasi pada konsumen generasi milenial di swalayan Super Indo Salatiga. Penelitian ini menggunakan pendekatan kuantitatif dengan menggunakan data primer melalui kuesioner online. Pengambilan kuesioner dilakukan dengan teknik purposive sampling dengan jumlah sampel yang digunakan dalam penelitian sebesar 200 responden. Penelitian dilakukan dengan metode analisis regresi berganda dan diuji menggunakan SPSS. Hasil pengujian menunjukkan bahwa green marketing tidak berpengaruh terhadap keputusan pembelian, sedangkan CSR berpengaruh positif terhadap keputusan pembelian. Pengujian dengan moderasi mendapatkan hasil variabel pengetahuan konsumen tidak dapat memperkuat atau memperlemah green marketing dalam mempengaruhi keputusan pembelian. Namun, hasil moderasi variabel pengetahuan konsumen memperlemah pengaruh corporate social responsibility terhadap keputusan pembelian.

E-Marketplace Brand Equity: A Study on Generational Cohort Asmara, Yan Enggal; Nugraha, Albert Kriestian Novi Adhi
Journal of Management and Entrepreneurship Research Vol. 6 No. 1 (2025)
Publisher : Universitas Islam Nahdlatul Ulama Jepara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34001/jmer.2025.6.06.1-56

Objective: This study examines generational differences in e-marketplace brand equity (eMBE) across Generation Y and Z, and compares the platforms Tokopedia and Shopee. Research Design & Methods: A quantitative approach was employed through surveys, in which respondents assessed the dimensions of eMBE by filling out a self-administered questionnaire. This study utilized quota sampling and ANOVA tests for data analysis. Findings: Significant differences were observed in emotional connection and trust between generations, with Generation Z rating emotional connection higher than Generation Y. Trust differences arose from varying perceptions of risk, with Generation Y expressing greater concern. In terms of platform comparisons, differences in online experience, trust, and fulfillment were noted, with Tokopedia receiving higher ratings despite its smaller market share. No significant differences were found in responsive service nature or green dedication across generations or platforms. Implications and Recommendations: The findings indicate that emotional connection is a key factor for Generation Z, while Generation Y places more emphasis on trust. Tokopedia’s superior ratings in online experience and fulfillment suggest it holds potential to challenge Shopee’s market leadership. Both platforms should enhance responsiveness and emphasize green initiatives to align with consumer concerns. Social Implications: This study promotes eMBE as a tool to encourage better services and sustainable practices. Contribution & Value Added: This research provides insights into the role of generational and platform-specific factors in shaping eMBE. It offers strategic guidance for e-marketplaces to refine their customer engagement and trust-building approaches.

Strategi Diferensiasi Sekolah Dasar Swasta Berbasis Keberagaman dan Program Unggulan di Tengah Persaingan Sekolah Negeri Magay , Deky; Sette, Landro; Ismanto, Bambang; Nugraha, Albert Kriestian N.A.
Indonesian Journal on Education (IJoEd) Vol. 2 No. 1 (2025)
Publisher : LPPI Yayasan Almahmudi bin Dahlan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70437/mbqxqm19

Penelitian ini bertujuan untuk menganalisis strategi diferensiasi yang diterapkan oleh sekolah dasar swasta, khususnya SD Kristen Satya Wacana Salatiga, dalam meningkatkan daya saing di tengah dominasi sekolah negeri yang menawarkan pendidikan gratis. Fokus utama analisis adalah pada pemanfaatan keberagaman siswa dan program unggulan sebagai daya tarik utama sekolah. Penelitian ini menggunakan pendekatan kualitatif deskriptif dengan metode studi kasus. Data dikumpulkan melalui wawancara langsung dengan kepala sekolah dan dianalisis secara tematik berdasarkan teori diferensiasi dan pemasaran pendidikan. Hasil penelitian menunjukkan bahwa SD Kristen Satya Wacana telah mengimplementasikan sejumlah strategi pemasaran, antara lain pembentukan panitia BBDB, promosi langsung ke TK dan gereja, pelibatan guru dan siswa dalam kegiatan seni, serta penggunaan media sosial sebagai sarana komunikasi dan promosi. Keunikan sekolah terletak pada keberagaman suku, agama, dan budaya siswa, serta eksistensi program ekstrakurikuler yang mendorong siswa berprestasi dalam ajang nasional. Strategi ini dianggap efektif dalam membentuk citra sekolah sebagai lembaga yang inklusif, progresif, dan responsif terhadap kebutuhan masyarakat. Namun, tantangan dari sekolah negeri tetap signifikan, khususnya terkait biaya dan persepsi masyarakat. Oleh karena itu, disarankan agar sekolah memperkuat promosi digital, mengembangkan program beasiswa, serta menyelaraskan program unggulan dengan kebutuhan pasar dan kurikulum internasional. Strategi diferensiasi berbasis nilai dan keberlanjutan menjadi kunci dalam mempertahankan posisi sekolah swasta di era persaingan terbuka.

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