Garuda - Garba Rujukan Digital

PENGARUH EFFECTIVENESS DAN INTUITIVENESS E-WALLET GOPAY TERHADAP MINAT PENGGUNAAN APLIKASI GOJEK BAGI KALANGAN MAHASISWA Tarigan, Arihta; Frangoulis, Alfredo
Ultima Management : Jurnal Ilmu Manajemen Vol 15 No 2 (2023): Ultima Management : Jurnal Ilmu Manajemen
Publisher : Universitas Multimedia Nusantara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31937/manajemen.v15i2.3356

Abstract- This study aims to investigate the impact of the effectiveness and intuitiveness of GoPay on the interest in using the Gojek application among university students, particularly those at Bunda Mulia University. Data were collected through an online survey involving a sample of 100 students, selected based on the Slovin formula and representing the total number of students at Bunda Mulia University. The results of the data analysis using multiple linear regression showed that the effectiveness and intuitiveness of GoPay have a significant positive influence on the interest in using the Gojek application. These findings provide a better understanding of the factors influencing the acceptance and usage of the Gojek application among students, serving as a guide for the development of future app-based payment services. Keywords: Effectiveness; E-Wallet; Fintech; Intuitiveness; Interest

PENGARUH PERSONAL BRANDING OWNER DAN STRATEGI PEMASARAN MELALUI INSTAGRAM MANGKOKKU TERHADAP MINAT BELI Tarigan, Arihta; Kembau, Agung Stefanus; Setiawan, Sean Nicholas; Wijaya, Hubert; Chandra, Steven
Ultima Management : Jurnal Ilmu Manajemen Vol 16 No 1 (2024): Ultima Management : Jurnal Ilmu Manajemen
Publisher : Universitas Multimedia Nusantara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31937/manajemen.v16i1.3553

Abstract - The purpose of this research is to see the influence of owner branding and marketing strategies via Instagram social media on buying interest in Mangkokku, where one of the founders of Mangkokku is Kaesang Pangarep who is the son of the president of the Republic of Indonesia. The number of respondents in this study was 100 and lived in Tangerang. The variables of this research include the personal branding of Mangkokku owner Kaesang Pangarep and also the marketing strategy via Mangkokku's Instagram account. This research uses a quantitative approach method by distributing questionnaires and processing the data using the SPSS application. This research concludes that the personal branding of the owner of Mangkokku does not influence people's buying interest in Tangerang City, but marketing strategies using social media Instagram influence people's buying interest in Tangerang City. Thus, to influence purchasing interest, Mangkokku must focus more on marketing strategies through social media, rather than just displaying the personal branding image of Kaesang Pangarep. Keyword : Instagram; Personal Branding; Retail Marketing; Social Media

PENGARUH BRAND IMAGE DAN E-WOM TERHADAP MINAT BELI SKINCARE SOMETHINC PADA SHOPEE Tarigan, Arihta; Gunawan, Yesha
Journal of Management Small and Medium Enterprises (SMEs) Vol 17 No 2 (2024): JOURNAL OF MANAGEMENT Small and Medium Enterprises (SME's)
Publisher : Universitas Nusa Cendana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35508/jom.v17i2.17244

Information technology's advancement has significantly impacted how people communicate, do business, and shop. A platform called Shopee is available to assist consumers with their online transactions. The category with the highest sales on Shopee is beauty and skincare which makes the trend in beauty products. A local brand called Somethinc is active on Shopee and uses positive Brand Image and Electronic Word of Mouth (eWOM) to leverage this trend as a marketing tactic. This study aimed to determine the relationship between Brand Image, Product Rating, Product Review, and Purchase Intention. This research uses a quantitative method with a Google Forms questionnaire distributed through social media. This study used SPSS 26 to process data from 130 respondents who satisfied requirements such as age and Jabodetabek residence. The results of this study indicate that Brand Image, Product Rating, and Product Review have a significant impact on Purchase Intention. Keywords: Brand Image; Electronic Word of Mouth; Product Rating; Purchase Intention

STRATEGIC ROLE OF CONSUMER ETHNOCENTRISM, SOCIAL MEDIA MARKETING, AND BRAND AMBASSADORSHIP IN SHAPING PURCHASE DECISIONS FOR LOCAL INDONESIAN SKINCARE BRANDS ON E-COMMERCE PLATFORMS Yang, Elaine; Kembau, Agung Stefanus; Tarigan , Arihta; Lendo, Fresi Breatrix
JMBI UNSRAT (Jurnal Ilmiah Manajemen Bisnis dan Inovasi Universitas Sam Ratulangi). Vol 11 No 2 (2024): JMBI UNSRAT Volume 11 Nomor 2
Publisher : FEB Universitas Sam Ratulangi Manado

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35794/jmbi.v11i1.56377

The rapid advancement of technology in Indonesia has significantly impacted various economic sectors, with the beauty industry, particularly skincare, experiencing remarkable growth. This research investigates the factors influencing purchase intention and purchase decision for local skincare brands, exemplified by brands such as Somethinc, Scarlett Whitening, and Ms. Glow. Employing a quantitative approach, the study explores the relationships between key variables. Primary data was gathered through an online questionnaire from 140 qualified respondents out of an initial 142. Secondary data was sourced from existing journals, articles, and books. The data was analyzed using SmartPLS version 3.0 with a purposive sampling technique, determined by the Cochran formula. The findings reveal that Social Media Marketing, Brand Ambassadors, and Consumer Ethnocentrism significantly and positively affect both purchase intention and purchase decision. Furthermore, purchase intention itself positively and significantly influences purchase decision. The study also demonstrates that purchase intention can partially mediate the relationship between Social Media Marketing and Consumer Ethnocentrism on purchase decision, but does not mediate the relationship between Brand Ambassadors and purchase decision through purchase intention. These insights offer valuable implications for the strategic marketing of local skincare brands in Indonesia. Keywords: Skincare, Local Brand, Social Media Marketing, Brand Ambassador, Consumer Ethnocentrism, Purchase Intention, Purchase Decision, Somethinc, Scarlett Whitening, Ms.Glow.

Pengaruh Content terhadap Minat Beli dan Loyalitas Konsumen pada Produk Fashion dengan Influencer Sebagai Mediasi pada Shopee Tarigan, Arihta; Lumika, Caroline Ketty
J-MAS (Jurnal Manajemen dan Sains) Vol 9, No 2 (2024): Oktober
Publisher : Universitas Batanghari

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33087/jmas.v9i2.1921

This research was conducted to see the influence of content marketing in attracting customers in attracting customers in purchasing intention and consumer loyalty to fashion products. Looking at the phenomenon of influencer that have penetrated in digital media as well as its role in delivering content, this research will look at whether creative content, innovative content and interactive content have an influence on purchasing intention and consumer loyalty mediated by Influencer. This research uses quantitative methods with descriptive approaches and data collection using questionnaires with Google Forms. The results of this research show that creative content has a significant effect on influencers, innovative content has a significant effect on influencer, interactive content has no significant effect on influencer, influencer have a significant effect on purchase intention, and purchase intention has a significant effect on consumer loyalty. Indirectly, creative, innovative and interactive content has a significant effect on purchasing intention through influencer as mediation. Creative and interactive content has no significant effect on consumer purchase intention and consumer loyalty through influencer as mediation, and innovative content has a significant effect on consumer purchase intention and consumer loyalty through influencer as mediation.

Pelatihan Strategi Digital Marketing di SMA Attisa Dipamkara Karawaci Tangerang Tarigan, Arihta; Rompas, Angelina Patricia; Putra, Arya; Sutanto, Bryan Pradika; Jannifer, Cesare; Thio, Hendrik; Vincentius, Malvin
Jurnal Abdimas Ekonomi dan Bisnis Vol. 5 No. 1 (2025): Jurnal Abdimas Ekonomi dan Bisnis
Publisher : LPPM Universitas Bina Sarana Informatika

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31294/abdiekbis.v5i1.3579

Seminar Pengabdian kepada Masyarakat yang dilaksanakan oleh Universitas Bunda Mulia Serpong di SMA Attisa Dipamkara Karawaci Tangerang bertujuan untuk menginspirasi dan memotivasi siswa menggunakan teknologi digital untuk berkarya. Dimana abdimassi ini juga sesuai juga dengan mata pembelajaran yang ada di SMA Attisa Dipamkara. Mengusung tema "Saatnya Mulai Berkarya Lewat Layar," kegiatan ini relevan dengan peminatan Bisnis Digital di sekolah tersebut dan Jurusan Bisnis Digital di universitas. Metode pelaksanaan melibatkan satu kunjungan insidental dengan format semi-formal, ditargetkan untuk siswa kelas XI yang sedang dalam fase transisi menuju pendidikan lanjut atau dunia kerja. Pendekatan yang digunakan mencakup presentasi multimedia, contoh kasus, serta sesi tanya jawab dan diskusi aktif. Sesi pertama fokus pada pengembangan kreativitas, sesi kedua pada personal branding, sesi ketiga membahas peluang bisnis online, dan sesi keempat berupa kuis interaktif. Hasil kegiatan menunjukkan bahwa 90% menyatakan bahwa pelatihan sangat edukatif dan materi yang disampaikan sangat sesuai dengan kondisi saat ini, juga 87% menyatakan materi yang disampaikan sangat jelas dan pemaparan materi sangat kreatif dan aktif. Mereka terdorong untuk mengeksplorasi bakat dan minat mereka dalam dunia digital, memahami pentingnya personal branding, dan melihat peluang bisnis online. Antusiasme siswa terhadap topik bisnis digital terlihat dari banyaknya pertanyaan cerdas yang mereka ajukan, menunjukkan minat mendalam untuk mempelajari lebih lanjut.

PENGARUH EFFECTIVENESS DAN INTUITIVENESS E-WALLET GOPAY TERHADAP MINAT PENGGUNAAN APLIKASI GOJEK BAGI KALANGAN MAHASISWA Tarigan, Arihta; Frangoulis, Alfredo
ULTIMA Management Vol 15 No 2 (2023): Ultima Management : Jurnal Ilmu Manajemen
Publisher : Universitas Multimedia Nusantara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31937/manajemen.v15i2.3356

Abstract- This study aims to investigate the impact of the effectiveness and intuitiveness of GoPay on the interest in using the Gojek application among university students, particularly those at Bunda Mulia University. Data were collected through an online survey involving a sample of 100 students, selected based on the Slovin formula and representing the total number of students at Bunda Mulia University. The results of the data analysis using multiple linear regression showed that the effectiveness and intuitiveness of GoPay have a significant positive influence on the interest in using the Gojek application. These findings provide a better understanding of the factors influencing the acceptance and usage of the Gojek application among students, serving as a guide for the development of future app-based payment services. Keywords: Effectiveness; E-Wallet; Fintech; Intuitiveness; Interest

PENGARUH PERSONAL BRANDING OWNER DAN STRATEGI PEMASARAN MELALUI INSTAGRAM MANGKOKKU TERHADAP MINAT BELI Tarigan, Arihta; Kembau, Agung Stefanus; Setiawan, Sean Nicholas; Wijaya, Hubert; Chandra, Steven
ULTIMA Management Vol 16 No 1 (2024): Ultima Management : Jurnal Ilmu Manajemen
Publisher : Universitas Multimedia Nusantara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31937/manajemen.v16i1.3553

Abstract - The purpose of this research is to see the influence of owner branding and marketing strategies via Instagram social media on buying interest in Mangkokku, where one of the founders of Mangkokku is Kaesang Pangarep who is the son of the president of the Republic of Indonesia. The number of respondents in this study was 100 and lived in Tangerang. The variables of this research include the personal branding of Mangkokku owner Kaesang Pangarep and also the marketing strategy via Mangkokku's Instagram account. This research uses a quantitative approach method by distributing questionnaires and processing the data using the SPSS application. This research concludes that the personal branding of the owner of Mangkokku does not influence people's buying interest in Tangerang City, but marketing strategies using social media Instagram influence people's buying interest in Tangerang City. Thus, to influence purchasing interest, Mangkokku must focus more on marketing strategies through social media, rather than just displaying the personal branding image of Kaesang Pangarep. Keyword : Instagram; Personal Branding; Retail Marketing; Social Media

The Influence of Social Media Marketing and Brand Image on Intention to Purchase Residential Apartments Tarigan, Arihta; Noverin, Devina Tasya
Jurnal Ilmiah Manajemen dan Bisnis Vol 10, No 1 (2024): Jurnal Ilmiah Manajemen dan Bisnis
Publisher : Universitas Mercu Buana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22441/jimb.v10i1.23017

The rising attraction towards the real estate sector in the Jabodetabek region, particularly apartments due to land limitations, has prompted developers to adopt social media platforms for marketing their offerings. A notable player, PT PP Properti Tbk, employs Instagram as a tool for showcasing its products. This study’s objective is to assess how social media marketing and brand image impact the inclination to buy residential apartment products by PT PP Properti Tbk. This research is a descriptive quantitative investigation that establishes and elucidates links between variables. It focuses on individual variables without drawing parallels or associations with others. The sampling technique comprises a questionnaire, distributed to 122 respondents. These respondents are consumers who have follow and engaged with call-to-action (CTA) on the Instagram account @ppproperti. Data analysis was facilitated through SPSS 26 software, encompassing validity, reliability, and hypothesis testing. The research findings highlight that both social media marketing and brand image, collectively and individually, wield a favourable influence on the purchase intention for residential apartment products under PT PP Properti Tbk. These findings offer valuable insights for refining strategies in Instagram-based social media marketing and brand image, aimed at nurturing purchase intention. Furthermore, PT PP Properti Tbk can implement these research outcomes to heighten consumer interest in their residential apartment products in the times ahead.

Analisis Path: Peran Live Streaming, Citra Merek, dan Kualitas terhadap Keputusan Pembelian Shopee dengan Mediasi Voucher Tarigan, Arihta; Noor, Laili Savitri; Maharani, Keythline Priscilla Putri
Jurnal Nusantara Aplikasi Manajemen Bisnis Vol 9 No 2 (2024): Jurnal Nusantara Aplikasi Manajemen Bisnis
Publisher : UNIVERSITAS NUSANTARA PGRI KEDIRI

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29407/nusamba.v9i2.21791

Research aims: This study aims to determine the role of brand image, product quality, and live streaming in buying decisions on Shopee to profound marketing strategy optimization, implementing voucher promotion strategies, developing live services, and understanding consumer trends in the e-commerce industry with discount voucher as the intervening variable. Methods: This research used quantitative associative methods with data collection based on online questionnaires and analyzing data through path analysis. Research Finding: Based on the results of this study, it can be concluded that brand image and live streaming have a significant effect on discount vouchers, which in turn influence purchase decisions, with a significant indirect impact primarily through live streaming.. Theoretical contribution/Originality: This study enriches the literature by confirming that these factors significantly influence purchasing decisions, particularly on e-commerce platforms like Shopee, and highlights the importance of social media and digital promotions in influencing consumer behaviour. Practitioner/Policy implication: An e-commerce company should prioritize marketing strategies that involve a strong brand image, guaranteed product quality, and live streaming as an interactive medium to attract consumer interest. Research limitation: The research results cannot be generalised to the entire population because data collection uses the SEM (Structural Equation Modeling) method with limited respondents.

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