Garuda - Garba Rujukan Digital

Analysis of the Influence of Mobile Marketing and Social Media Marketing on Purchase Intention with Customer Engagement as an Intervening Variable in the Property Industry Maula Matin; Patria Laksamana
Journal of Social Research Vol. 2 No. 5 (2023): Journal of Social Research
Publisher : International Journal Labs

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55324/josr.v2i5.932

This study is entitled "Analysis of the Effect of Mobile Marketing and Social Media Marketing on Purchase Intention with Customer Engagement as an intervening variable in the Property Industry". The two variables that will be studied in this study Mobile Marketing and Social Media Marketing are used as independent variables. The Purchase Intention variable as the dependent variable and the Customer Engagement variable as the intervening variable. The purpose of this study is to obtain an overview of Mobile Marketing and Social Media Marketing and analyze the relationship of these two variables to Purchase Intention. The empirical study was conducted on internet users in the Jabodetabek area with internet use focused on finding information related to property. The research methods used are survey methods and data collection methods through questionnaires. This study used a sample of 100 respondents. The data analysis method uses SEM (Structural Equation Model) from AMOS 22.0 statistical software. The results of this study show that mobile marketing and social media marketing have a positive impact on customer engagement. From this study it was also found that mobile marketing and social media marketing have no effect on purchase intention. The final conclusion of the study, mobile marketing and social media marketing have a positive impact on the property industry. The presence of both is able to reach a wider market so it needs to be maximized in use.

DIGITAL COMMUNITY SERVICE DEVELOPMENT AND SOCIAL ENTREPRENEURSHIP PT. KERETA API INDONESIA (PERSERO) Patria Laksamana; Saripudin saripudin; Suharyanto Suharyanto
BUDIMAS : JURNAL PENGABDIAN MASYARAKAT Vol 5, No 2 (2023): BUDIMAS : Jurnal Pengabdian Masyarakat
Publisher : LPPM ITB AAS Indonesia Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29040/budimas.v5i2.11374

PT Kereta Api Indonesia (KAI) menghadapi tantangan besar akibat pandemi COVID-19 yang terus berubah. Dalam upaya untuk bertahan dan tumbuh di tengah ketidakpastian ini, perusahaan ini telah mengadopsi pendekatan adaptasi yang proaktif. Rencana bisnis tahun 2020 - 2024 PT KAI mencakup beberapa elemen kunci, termasuk identifikasi pasar baru dan peluang bisnis potensial, pengembangan strategi pemulihan yang kuat, serta investasi dalam kampanye promosi guna meningkatkan minat penumpang.Salah satu aspek utama dari rencana ini adalah penelaahan ulang pasar dan penyesuaian kebutuhan pelanggan. PT KAI telah memprioritaskan identifikasi pasar baru yang muncul sebagai dampak dari perubahan tren perjalanan akibat pandemi. Ini mencakup peningkatan layanan kereta api jarak jauh yang dapat menjadi alternatif bagi penumpang yang enggan terbang atau menggunakan moda transportasi lain. Selain itu, perusahaan telah merancang strategi pemulihan yang berfokus pada peningkatan kualitas layanan, keamanan, dan kebersihan untuk meningkatkan kepercayaan penumpang. Investasi dalam teknologi dan inovasi juga menjadi bagian integral dari upaya pemulihan, termasuk pengembangan aplikasi mobile yang mempermudah pemesanan tiket dan memantau jadwal kereta. Terakhir, PT KAI berkomitmen untuk memperkuat promosi dan pemasaran produknya, dengan fokus pada kampanye yang menarik perhatian pelanggan potensial. Ini mencakup promosi paket perjalanan dan penawaran khusus untuk menarik penumpang kembali ke kereta api. Rencana PT KAI untuk tahun 2020 - 2024 mencerminkan komitmen perusahaan dalam menghadapi tantangan pandemi dengan beradaptasi, berinovasi, dan memberikan layanan berkualitas tinggi kepada pelanggan. Keyword : Layanan prima, Covid-19, Akses Digital, KAI, Integrasi. Abstract: PT Kereta Api Indonesia (KAI) is facing significant challenges due to the ever-changing COVID-19 pandemic. In an effort to survive and grow amidst this uncertainty, the company has adopted a proactive approach to adaptation. PT KAI's 2020-2024 business plan encompasses several key elements, including the identification of new markets and potential business opportunities, the development of a robust recovery strategy, and investment in promotional campaigns to boost passenger interest.One of the main aspects of this plan is the review of markets and the adjustment of customer needs. PT KAI has prioritized identifying emerging new markets as a result of changing travel trends due to the pandemic. This includes enhancing long-distance rail services that can serve as an alternative for passengers who are reluctant to fly or use other modes of transportation. Furthermore, the company has designed a recovery strategy focused on improving service quality, safety, and cleanliness to enhance passenger trust. Investments in technology and innovation are also an integral part of the recovery effort, including the development of mobile applications that facilitate ticket booking and monitor train schedules.Lastly, PT KAI is committed to strengthening the promotion and marketing of its products, with a focus on campaigns that capture the attention of potential customers. This includes the promotion of travel packages and special offers to entice passengers back to the railways. PT KAI's plan for 2020-2024 reflects the company's commitment to facing the pandemic's challenges by adapting, innovating, and delivering high-quality services to customers. Keywords : Digital Services dan Experience, Covid-19, Digital access, KAI, integration

Pelatihan Online Content Marketing dan Desain Bagi Pemula Dengan Menggunakan Aplikasi Canva Adi Darmawan; Laksamana, Patria; Saripudin; Suharyanto
Jurnal Abdimas Perbanas Vol. 3 No. 1 (2022): Jurnal Abdimas Perbanas
Publisher : Institut Keuangan-Perbankan Dan Informatika Asia Perbanas

Graphic design and marketing content are two important things in both conventional and digital marketing activities. A good quality of design and content is needed, not only from the aspect of content, design and visual appearance, but also to several other aspects, namely concepts, trends, market segments, costs, and including the applications used. The Canva Graphic Design application is one of the option that can be used for beginners because it has a number of advantages and is easy to operate. In addition, it is also necessary to properly understand the communication aspect so that the content and designs created can be easily accepted and recognized by the public, as well as the legal aspects in order to avoid potential legal problems that may arise as a result of violating the provisions of the Act within the scope of Intellectual Property Rights (IPR). This training is expected to improve the skills and abilities of the participants, especially beginners, to be more creative and innovative in producing good quality content marketing and designs in a relatively easy, fast and inexpensive way. In addition, in general, it is also expected to increase the creative economy business in Indonesia. Keywords: Content Marketing, Design Grafis, Branding

Layanan Prima dan Digitalisasi UMKM Sepatu, Sentra PIK Pulogadung Laksamana, Patria; Saripudin, Saripudin; Suharyanto, Suharyanto; Sorongan, Fangky
Jurnal Abdimas Perbanas Vol. 5 No. 1 (2024): Jurnal Abdimas Perbanas
Publisher : Institut Keuangan-Perbankan Dan Informatika Asia Perbanas

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56174/jap.v5i1.552

The Covid-19 pandemic has had a significant impact on the retail sector, including the MSME leather shoes industry. One of them is the PIK Pulogadung area, which is known as a shopping center in Jakarta, which has experienced a decrease in customer visits resulting in a decrease in sales turnover. In addition, the lack of support from building managers in carrying out promotions and the Covid-19 pandemic are the biggest challenges for leather shoe stores in PIK Pulogadung. The solution to helping the leather shoe MSME industry is to provide excellent service and digitization. By prioritizing excellent service and adopting a digitization strategy, MSME leather shoe stores can improve operational efficiency, expand market reach, and provide customers with a superior shopping experience. Accessibility and Infrastructure Improvement, Education and Training Improvement, Technology Empowerment, Market Development and Promotion, Provision of Financial Support, Formation of Networks and Collaboration. With these steps, it is hoped that the small industrial village in Pulo Gadung can continue to grow and develop as an industrial center that is competitive, creates jobs, and makes a positive contribution to the regional economy

Pengaruh Kualitas Layanan dan Brand Image Terhadap Loyalitas dengan Kepuasan Nasabah Sebagai Variabel Intervening Pada Produk UlaMM Reguler di PNM Cabang Bogor Yusuf, Muhammad; Laksamana, Patria
Jurnal Manajemen, Akuntansi, Ekonomi Vol. 4 No. 1 (2025): Jurnal Manajemen, Akuntansi, Ekonomi
Publisher : CV. Era Digital Nusantara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59066/jmae.v4i1.1223

Penelitian ini bertujuan menguji pengaruh kualitas layanan dan brand image terhadap loyalitas nasabah melalui kepuasan nasabah ULaMM PT. PNM Cabang Bogor. Penelitian menggunakan pendekatan kuantitatif dengan Structural Equation Modeling (SEM) melalui program SmartPLS 4.0. Sampel penelitian terdiri dari 158 nasabah ULaMM PT. PNM Cabang Bogor dengan pengumpulan data menggunakan kuesioner. Hasil analisis menunjukkan bahwa kualitas layanan dan brand image berpengaruh positif terhadap kepuasan nasabah. Kepuasan nasabah juga terbukti berpengaruh positif terhadap loyalitas nasabah. Selain itu, terdapat pengaruh langsung yang positif antara kualitas layanan dan brand image terhadap loyalitas nasabah. Temuan penting lainnya menunjukkan bahwa kepuasan nasabah secara signifikan dapat memediasi pengaruh kualitas layanan dan brand image terhadap loyalitas nasabah ULaMM PT. PNM Cabang Bogor. Hasil penelitian ini dan memberikan implikasi manajerial bahwa upaya meningkatkan kualitas layanan dan membangun brand image yang positif merupakan strategi penting dalam menciptakan kepuasan nasabah yang pada akhirnya akan memperkuat loyalitas nasabah terhadap produk dan layanan PT. PNM.

Pengaruh Social Media Marketing dan Green Knowledge terhadap Purchase Decision yang Dimediasi oleh Brand Image dan Brand Trust Salsabila, Reeta Lastika; Laksamana, Patria
EKOMA : Jurnal Ekonomi, Manajemen, Akuntansi Vol. 4 No. 5: Juli 2025
Publisher : CV. Ulil Albab Corp

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56799/ekoma.v4i5.8917

Penelitian ini bertujuan untuk menganalisis pengaruh Pemasaran Media Sosial dan Pengetahuan Hijau terhadap Keputusan Pembelian, dengan Citra Merek dan Kepercayaan Merek sebagai variabel mediasi. Penelitian ini dilakukan pada konsumen air minum dalam kemasan Le Minerale di wilayah Jabodetabek yang merupakan pengguna media sosial aktif. Pendekatan penelitian kuantitatif digunakan, pengumpulan data melalui kuesioner online yang disebarkan kepada 160 responden, dengan 155 tanggapan yang valid untuk analisis. Temuan penelitian mengungkapkan bahwa Pemasaran Media Sosial dan Pengetahuan Hijau secara signifikan dan positif mempengaruhi Keputusan Pembelian. Namun, peran mediasi Citra Merek dan Kepercayaan Merek tidak ditemukan signifikan dalam hubungan ini. Temuan ini memberikan implikasi manajerial bagi perusahaan untuk mengoptimalkan strategi pemasaran digital mereka dan meningkatkan edukasi konsumen tentang keberlanjutan untuk mempengaruhi keputusan pembelian mereka.

Social Media Marketing on Brand Awareness, Brand Preference and Brand Image: A Comparison of Facebook, X and Instagram Laksamana, Patria; Iqbal, Muhammad; Maulani, Denia
Moneter: Jurnal Keuangan dan Perbankan Vol. 13 No. 1 (2025): APRIL
Publisher : Universitas Ibn Khladun Bogor

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

This study aims to empirically explore the influence of social media marketing on three fundamental dimensions of brand equity—brand awareness, brand preference, and brand image—within the banking sector. Data were collected from users of three widely used social media platforms: Facebook, X, and Instagram. A total of 283 valid responses were obtained, and the data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) to evaluate the hypothesized relationships. A structured questionnaire was developed to test all research hypotheses, and a non-probability convenience sampling technique was employed, primarily due to its practicality, ease of implementation, and efficiency in accessing a broad audience within a limited timeframe and budget. PLS-SEM was chosen for its robustness in analyzing complex models with latent constructs and its suitability for theory building. The path analysis confirmed that social media marketing exerts a positive and statistically significant influence on brand awareness, brand preference, and brand image. Furthermore, the platform-specific findings reveal that Instagram is the most effective channel for enhancing brand image, while X is more effective in improving brand awareness and brand preference. These insights provide practical value for marketing professionals by informing strategic decisions on platform selection and content prioritization in social media campaigns.

Strategi Inovasi E-Commerce UMKM Sabila Florist Wijaya, Chandra; Laksamana, Patria; Saripudin, Saripudin; Suharyanto, Suharyanto
Jurnal Pengabdian kepada Masyarakat Nusantara Vol. 6 No. 3 (2025): Edisi Juli - September
Publisher : Lembaga Dongan Dosen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55338/jpkmn.v6i3.6520

Sabila Florist merupakan salah satu usaha mikro kecil dan menengah (UMKM) yang bergerak di bidang florist dan berlokasi di Jakarta. Usaha ini menghadapi kendala dalam memperluas jangkauan pasar serta meningkatkan daya saing di era digital karena keterbatasan dalam pemanfaatan media pemasaran online. Kegiatan pengabdian ini bertujuan untuk meningkatkan kompetensi pelaku usaha dalam memahami dan menerapkan strategi pemasaran digital sebagai upaya mendukung pertumbuhan dan nilai ekonomi usaha. Metode pelaksanaan dilakukan melalui pendekatan pelatihan dan pendampingan langsung terhadap satu mitra utama, yaitu Sabila Florist, dengan melibatkan dua orang pengelola inti. Materi yang diberikan mencakup pelatihan penggunaan media sosial, aktivasi Google My Business, pembuatan konten promosi digital, serta strategi pemasaran melalui platform marketplace. Hasil kegiatan menunjukkan adanya peningkatan pemahaman strategi digital marketing, peningkatan kemampuan komunikasi daring (softskill), serta potensi peningkatan nilai ekonomi usaha melalui transaksi berbasis online.

The Role Customer Relationship Marketing, Service Quality, Brand Image, and Customer Satisfaction in Customer Loyalty in FMCG Industry Fitriani, Nani; Yafie, Muhammad Fauzan; Laksamana, Patria
Journal of Management and Business Review Vol 22, No 2 (2025)
Publisher : Research Center and Case Clearing House PPM School of Management

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34149/jmbr.v22i2.631

Amid the intense competition in the Fast-Moving Consumer Goods (FMCG) industry, companies must continuously seek ways to build long-term relationships with customers to maintain their loyalty. Customer Relationship Marketing (CRM), service quality, brand image, and customer satisfaction are key factors in sustaining customer loyalty. This study aims to analyze the influence of CRM, service quality, brand image, and customer satisfaction on customer loyalty in Indonesia's FMCG industry. This study employed a quantitative method with a sample of 100 respondents in Jakarta representing FMCG consumers. Data were collected through questionnaires distributed to FMCG users in Jakarta. The collected data were processed using SPSS before further analysis. Statistical test results show that the CRM variable has a significant positive correlation with customer loyalty. The service quality variable also has a significant positive correlation with customer loyalty. In contrast, the findings reveal that the brand image variable does not have a positive correlation and does not influence customer loyalty. Similarly, the customer satisfaction variable shows no positive correlation and no significant or strong relationship with customer loyalty. However, CRM, brand image, service quality, and customer satisfaction, simultaneously, have a significant and positive effect on customer loyalty.

The Role Customer Relationship Marketing, Service Quality, Brand Image, and Customer Satisfaction in Customer Loyalty in FMCG Industry Fitriani, Nani; Yafie, Muhammad Fauzan; Laksamana, Patria
Journal of Management and Business Review Vol 22, No 2 (2025)
Publisher : Research Center and Case Clearing House PPM School of Management

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34149/jmbr.v22i2.631

Amid the intense competition in the Fast-Moving Consumer Goods (FMCG) industry, companies must continuously seek ways to build long-term relationships with customers to maintain their loyalty. Customer Relationship Marketing (CRM), service quality, brand image, and customer satisfaction are key factors in sustaining customer loyalty. This study aims to analyze the influence of CRM, service quality, brand image, and customer satisfaction on customer loyalty in Indonesia's FMCG industry. This study employed a quantitative method with a sample of 100 respondents in Jakarta representing FMCG consumers. Data were collected through questionnaires distributed to FMCG users in Jakarta. The collected data were processed using SPSS before further analysis. Statistical test results show that the CRM variable has a significant positive correlation with customer loyalty. The service quality variable also has a significant positive correlation with customer loyalty. In contrast, the findings reveal that the brand image variable does not have a positive correlation and does not influence customer loyalty. Similarly, the customer satisfaction variable shows no positive correlation and no significant or strong relationship with customer loyalty. However, CRM, brand image, service quality, and customer satisfaction, simultaneously, have a significant and positive effect on customer loyalty.

Title

Found 13 Documents
Search

Abstract

Abstract

Abstract

Abstract

Abstract

Abstract

Abstract

Abstract

Abstract

Abstract

Title Search

Found 13 Documents Search

Abstract

Abstract

Abstract

Abstract

Abstract

Abstract

Abstract

Abstract

Abstract

Abstract

Title

Found 13 Documents
Search