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All Journal Journal of Management and Business Review Management Studies and Entrepreneurship Journal (MSEJ) Budimas : Jurnal Pengabdian Masyarakat Jurnal Pengabdian kepada Masyarakat Nusantara Journal of Social Research Jurnal Abdimas Perbanas Jurnal Desain Komunikasi Visual Nirmana Jurnal Manajemen, Akuntansi, Ekonomi Moneter : Jurnal Keuangan dan Perbankan Jurnal Ekonomi, Manajemen, Akuntansi
Patria Laksamana
Perbanas Institute
Religion Arts Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Social Sciences Other

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Pengaruh Social Media Marketing dan Green Knowledge terhadap Purchase Decision yang Dimediasi oleh Brand Image dan Brand Trust Reeta Lastika Salsabila; Patria Laksamana
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

Abstract

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.
Media Literacy Strategy for Youth Generation Based on Segmentation in Jakarta using the AHP Model and K-Means Clustering Hardy R Hermawan; Hermanto Siregar; Patria Laksamana
Jurnal Desain Komunikasi Visual Nirmana Vol. 26 No. 1 (2026): JANUARY 2026
Publisher : Institute of Research and Community Outreach - Petra Christian University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.9744/nirmana.26.1.12-21

Abstract

The high digital penetration in  Jakarta has not been matched by adequate media literacy, particularly among the younger generation. This study proposes an integrative model combining the Analytical Hierarchy Process (AHP) and K-Means Clustering to design a data-driven and behaviorally segmented media literacy strategy. Data were collected through in-depth interviews with 15 practitioners and experts, as well as a survey of 202 young respondents aged 15–24 from five regions of  Jakarta. The AHP approach was used to identify priority dimensions of media literacy, encompassing cognitive, technical, ethical, and participatory aspects. K-Means clustering was employed to group individuals based on their digital competency characteristics and to empirically map literacy segmentation patterns. The results reveal three main clusters with significant differences in media usage patterns, ethical awareness, and critical capacities. These findings confirm the importance of adaptive and evidence-based media literacy strategies, rather than merely normative interventions. This integrative model is expected to form the basis for policymaking and the design of media literacy programs in Indonesian urban areas.
  Pengaruh Literasi Asuransi, Promosi, Dan Kualitas Pelayanan Terhadap Keputusan Pembelian Produk Asuransi Kecelakaan Diri Melalui Kepercayaan Ahmad Fauzi; Patria Laksamana
Management Studies and Entrepreneurship Journal (MSEJ) Vol. 7 No. 1 (2026): Management Studies and Entrepreneurship Journal (MSEJ)
Publisher : Yayasan Pendidikan Riset dan Pengembangan Intelektual (YRPI)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37385/c6spvn43

Abstract

This study aims to examine the effect of insurance literacy, promotion, and service quality on the purchase decision of personal accident insurance products, with trust serving as a mediating variable, at PT Mitra Proteksi Madani Insurance Broker. This research employed a quantitative approach using a survey method involving the company's customers. Primary data were collected through questionnaires and analyzed using the Structural Equation Modeling–Partial Least Squares (SEM-PLS) method. The findings indicate that insurance literacy, promotion, and service quality have a positive effect on trust. Promotion and service quality also have a positive and significant effect on purchase decisions, whereas insurance literacy does not have a significant direct effect on purchase decisions. Furthermore, trust does not have a significant direct effect on purchase decisions but acts as a mediating variable in the relationship between insurance literacy, promotion, service quality, and purchase decisions. These findings suggest that improving insurance literacy, implementing effective promotional strategies, and enhancing service quality, supported by stronger customer trust, can encourage consumers' purchase decisions regarding personal accident insurance products. This study is expected to contribute to the development of consumer behavior theory in the insurance industry and provide practical insights for insurance brokerage companies in developing marketing strategies and improving service quality to enhance customers' purchase decisions.
Co-Authors Adi Darmawan Ahmad Fauzi Chandra Wijaya Denia Maulani Fitriani, Nani Hardy R Hermawan Hermanto Siregar Maula Matin Muhammad Iqbal Muhammad Yusuf Reeta Lastika Salsabila Salsabila, Reeta Lastika Saripudin Saripudin Saripudin Sorongan, Fangky Suharyanto Suharyanto Suharyanto Yafie, Muhammad Fauzan