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All Journal Jurnal Manajemen Teknologi Journal of Consumer Science E-Dimas: Jurnal Pengabdian kepada Masyarakat Jurnal Ecodemica : Jurnal Ekonomi Manajemen dan Bisnis Jurnal Manajemen Indonesia Journal of Consumer Sciences Kinetik: Game Technology, Information System, Computer Network, Computing, Electronics, and Control Jurnal Mitra Manajemen JURNAL TEKNIK INFORMATIKA DAN SISTEM INFORMASI SEIKO : Journal of Management & Business EQIEN - JURNAL EKONOMI DAN BISNIS Demandia : Jurnal Desain Komunikasi Visual, Manajemen Desain, dan Periklanan BUDGETING : Journal of Business, Management and Accounting International Journal Of Science, Technology & Management (IJSTM) Economics and Digital Business Review Journal of Economics and Business UBS Charity : Jurnal Pengabdian Masyarakat International Journal of Educational Research and Social Sciences (IJERSC) Jurnal Abdi Masyarakat Indonesia Indonesian Journal of Multidisciplinary Science Jurnal Inovasi Masyarakat Jurnal Pengabdian Masyarakat Akademisi Utsaha: Journal of Entrepreneurship Journal of Management, Accounting, General Finance and International Economic Issues (MARGINAL) Jurnal Ilmiah MEA (Manajemen, Ekonomi, dan Akuntansi) eProceedings of Engineering Economics Professional in Action (E-Profit) Jurnal Ekonomi, Teknologi dan Bisnis eProceedings of Management Community Service Seminar and Community Engagement (COSECANT) Journal of Computer Engineering: Progress, Application and Technology Enrichment: Journal of Multidisciplinary Research and Development INTERNATIONAL JOURNAL OF ECONOMICS AND MANAGEMENT REVIEW Journal Integration of Social Studies and Business Development KISA INSTITUE : Journal of Economics, Accounting, Business, Management, Engineering and Society Jesocin : Journal of Jabar Economic Society Networking Forum Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah Jesocin : Journal of Economics, Accounting, Business, Management, Engineering and Society International Journal of Management and Business Applied International Journal of Economics, Business and Innovation Research Journal of Multidisciplinary Academic Business Studies International Journal of Accounting and Management Information Systems
Maya Ariyanti
Universitas Telkom
Religion Aerospace Engineering Agriculture, Biological Sciences & Forestry Arts Humanities Astronomy Automotive Engineering Biochemistry, Genetics & Molecular Biology Chemical Engineering, Chemistry & Bioengineering Chemistry Civil Engineering, Building, Construction & Architecture Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Earth & Planetary Sciences Economics, Econometrics & Finance Education Electrical & Electronics Engineering Energy Engineering Environmental Science Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Mathematics Mechanical Engineering Public Health Social Sciences Transportation Other

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The Influence Of Social Media Marketing On Purchase Intention With E-Wom And Brand Awareness As Intervening Variables On Indibiz Services (Instagram @Indibiz.Id) Rifki Hariadi, Maghfira; Ariyanti, Maya
International Journal of Science, Technology & Management Vol. 6 No. 1 (2025): January 2025
Publisher : Publisher Cv. Inara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.46729/ijstm.v6i1.1260

Abstract

The development of digital technology and social media has changed consumer behavior in making purchases, including business to business marketplaces that can help the business world in Indonesia, especially small and medium enterprises (SMEs) go digital and move up a class, one of which is Indibiz. The presence of Indibiz has not been fully socialized in the MSME community, resulting in a lack of understanding of the added value offered by the product. This study aims to analyze the influence of social media marketing on purchase intention with brand awareness and e-WOM as intervening variables in Indibiz services. This study uses a quantitative approach with data collection techniques through questionnaires. The research sample was active followers of Instagram @indibiz.id totaling 400. Data were analyzed using Structural Equation Modeling PLS. The results of the study showed there is a positive and significant influence between Social Media Marketing on e-WOM, Brand Awareness, and Purchase Intention. There is also a positive and significant influence of e-WOM on Brand Awareness. In addition, e-WOM and Brand Awareness contribute significantly to purchase intention. e-WOM and Brand Awareness also play a role in mediating the relationship. These results emphasize the importance of managing marketing on social media to strengthen relationships with MSMEs and increase purchase intention.
Factors Influencing Purchase Intention To Buy Electric Motorcycles In Indonesia With Attitude As A Mediation Variable Pramono, Indro; Ariyanti, Maya; Iskamto, Dedi
International Journal of Science, Technology & Management Vol. 6 No. 1 (2025): January 2025
Publisher : Publisher Cv. Inara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.46729/ijstm.v6i1.1264

Abstract

The adoption of electric motorcycles in Indonesia requires further study. Electric vehicles (EVs) are widely regarded as the most suitable green technology for application in the automotive sector, offering a means to reduce energy consumption and CO2 emissions. This study develops a model of electric motorcycle adoption intention based on the Theory of Planned Behavior (TPB). The objective of this research is to identify the factors influencing consumer intentions to adopt electric motorcycles. Data were collected through a questionnaire distributed to 390 respondents. The research hypotheses were tested using Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings reveal that environmental concerns, perceived economic benefits, social influence, and brand awareness have a significant positive impact on consumer attitudes toward electric motorcycles. However, government policies do not significantly affect consumer attitudes or interest in purchasing electric motorcycles in Indonesia. Additionally, perceived risk demonstrates a negative correlation with attitudes, indicating that concerns such as limited range, inadequate charging infrastructure, and battery life issues negatively affect consumer perceptions. Meanwhile, consumer attitudes were found to have a significant positive influence on purchase intentions. These findings provide valuable insights for both the government and electric motorcycle manufacturers. Understanding consumer behavior is essential for designing effective strategies to promote electric motorcycle adoption in Indonesia.
Pelatihan Pemasaran Digital Desa Wisata Desa Mekarmaju, Ciwidey, Jawa Barat Kharisma, Mita; Ariyanti, Maya; Tyas Pawitra, Mohammad
Jurnal Pengabdian Masyarakat Akademisi Vol. 4 No. 1 (2025)
Publisher : Jurnal Pengabdian Masyarakat Akademisi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54099/jpma.v4i1.1203

Abstract

Program pengabdian kepada masyarakat yang diinisiasi oleh Fakultas Ekonomi dan Bisnis, Universitas Telkom, berfokus pada pemasaran digital untuk mempromosikan Desa Mekarmaju, Ciwidey, sebagai destinasi wisata. Program ini, yang merupakan bagian integral dari komitmen universitas terhadap Tri Dharma Perguruan Tinggi, bertujuan untuk meningkatkan visibilitas dan aksesibilitas desa melalui strategi pemasaran digital yang efektif. Kegiatan awal meliputi pengenalan komunitas dan pelatihan pemasaran digital, yang dilaksanakan di Universitas Telkom pada tanggal 29 Agustus 2024 dengan partisipasi 50 orang dari desa tersebut. Dalam pembahasan terkait pelaksanaan kegiatan tersebut, diuraikan konten pelatihan yang mencakup penggunaan media sosial, pembuatan konten, pengelolaan website, optimisasi mesin pencari, dan analitik data. Penerapan alat pemasaran digital ini telah mengatasi isu kunci seperti visibilitas terbatas dan kekurangan pemasaran tradisional, sehingga secara signifikan meningkatkan kunjungan wisatawan dan memberdayakan masyarakat lokal. Hasilnya menunjukkan bahwa pemasaran digital tidak hanya meningkatkan daya tarik wisata tetapi juga mendongkrak ekonomi lokal dengan meningkatkan keterampilan digital penduduk desa. Inisiatif ini menunjukkan potensi pemasaran digital dalam mengubah pariwisata pedesaan dan menyarankan bahwa keterlibatan digital yang berkelanjutan dapat berkontribusi pada pengembangan komunitas yang berkelanjutan. Kegiatan masa depan akan bertujuan untuk mengkonsolidasikan keuntungan ini dan memperluas jangkauan Desa Mekarmaju sebagai destinasi wisata pedesaan yang utama.
Pemberdayaan UMKM Minuman Pasar Sinpasa Melalui Pelatihan Digital Marketing Berbasis Konten Video Millanyani, Heppy; Ariyanti, Maya; Rifaldi Windya Giri, Refi
Jurnal Pengabdian Masyarakat Akademisi Vol. 4 No. 1 (2025)
Publisher : Jurnal Pengabdian Masyarakat Akademisi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54099/jpma.v4i1.1207

Abstract

Program pelatihan ini bertujuan untuk memberdayakan UMKM minuman di Pasar Sinpasa melalui penguasaan keterampilan digital marketing dengan fokus pembuatan dan optimasi konten video. Pelatihan ini terdiri dari teori tentang branding dan strategi pemasaran digital, serta praktik langsung pembuatan video menggunakan aplikasi berbasis smartphone. Program ini juga menghadapi kendala teknis seperti keterbatasan perangkat, namun berhasil diatasi dengan pendekatan berbasis solusi. Artikel ini membahas metodologi, hasil, dan rekomendasi untuk pelaksanaan program serupa di masa depan. Kata Kunci: UMKM, Digital Marketing, Konten Video, Branding, Media Sosial Abstract This training program aims to empower beverage MSMEs (Micro, Small, and Medium Enterprises) at Sinpasa Market by enhancing their digital marketing skills with a focus on creating and optimizing video content. The training includes theoretical sessions on branding and digital marketing strategies, as well as hands-on practice in video production using smartphone-based applications. The program faced technical challenges, such as limited access to equipment, but these were successfully addressed through solution-oriented approaches. This article discusses the methodology, outcomes, and recommendations for implementing similar programs in the future. Keywords: MSMEs, Digital Marketing, Video Content, Branding, Social Media
Strategi Pemasaran Base Transceiver Station (BTS) Long Range (Lora) PT. Dayamitra Telekomunikasi (Mitratel) Sebagai Konektivitas Perangkat Internet of Things (IOT) Ilham Majid Rabbani; Maya Ariyanti
Journal of Economics and Business UBS Vol. 12 No. 1 (2023): Regular Issue
Publisher : UniSadhuGuna Business School

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52644/joeb.v12i1.149

Abstract

Internet of Things (IoT) adalah sebuah teknologi revolusi industri 4.0, dimana semua benda yang berada di sekitar kehidupan sehari hari dapat berbicara dengan benda benda lainnya menggunakan sensor serta konektivitas internetnya. Melampaui teknologi sebelumnya, IoT dapat memudahkan kehidupan manusia di berbagai sector industry, seperti kesehatan, keamanan, mitigasi bencana serta hal hal lainnya yang dapat diukur menggunakan system IoT ini. PT. Dayamitra Telekomunikasi (Mitratel) selaku anak perusahaan PT. Telkom. Tbk ditunjuk untuk mengembangkan jaringan berbasis Long Range (LoRa) untuk digunakan sebagai konektivitas perangkat yang menggunakan IoT. Hal ini tentunya diperlukan sebuah susunan strategi pemasaran baru dikarenakan bisnis model Mitratel sebelumnya adalah infrastruktur telekomunikasi, dan LoRa merupakan salah satu jaringan telekomunikasi yang ditujukan untuk konektivitas perangkat IoT.
The Effect of Social Media Marketing Activities on Brand Loyalty by Examining the Mediating Roles of Brand Trust and Brand Equity at Bank Syariah Indonesia Amri, Gatot; Ariyanti, Maya
INTERNATIONAL JOURNAL OF ECONOMICS AND MANAGEMENT REVIEW Vol 3 No 2 (2025): Current issue 8
Publisher : SMARTINDO

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58765/ijemr.v3i2.271

Abstract

Purpose - This study aims to analyze the influence of social media marketing activities on brand loyalty, by considering the mediating roles of brand trust and brand equity at Bank Syariah Indonesia. The research is motivated by the phenomenon of declining brand loyalty at BSI, as evidenced by fluctuations in customer loyalty and a downward trend, particularly in the collection of third-party funds under the Wadiah scheme. Design/methodology/approach - A quantitative approach was employed using a survey method, with questionnaires distributed to 342 active BSI customers. The data were analyzed using Structural Equation Modeling–Partial Least Squares (SEM–PLS) to assess the relationships among the variables. Originality -  The results indicate that social media marketing activities do not have a significant direct effect on brand loyalty. However, they significantly influence brand trust and brand equity, which in turn enhance brand loyalty. Moreover, brand trust and brand equity were found to play strong mediating roles in strengthening the impact of social media activities on brand loyalty. Findings and Discussion - These findings indicate that effective social media management can be a key strategy in building long-term relationships with customers while enhancing trust and brand value for BSI in the Islamic banking market, both nationally and globally. Conclusion - This study also contributes theoretically to the field of digital marketing and provides practical recommendations for the development of communication strategies in Islamic banking specifically, as well as for businesses in general. Purpose - This study aims to analyze the influence of social media marketing activities on brand loyalty, by considering the mediating roles of brand trust and brand equity at Bank Syariah Indonesia. The research is motivated by the phenomenon of declining brand loyalty at BSI, as evidenced by fluctuations in customer loyalty and a downward trend, particularly in the collection of third-party funds under the Wadiah scheme. Design/methodology/approach - A quantitative approach was employed using a survey method, with questionnaires distributed to 342 active BSI customers. The data were analyzed using Structural Equation Modeling–Partial Least Squares (SEM–PLS) to assess the relationships among the variables. Originality -  The results indicate that social media marketing activities do not have a significant direct effect on brand loyalty. However, they significantly influence brand trust and brand equity, which in turn enhance brand loyalty. Moreover, brand trust and brand equity were found to play strong mediating roles in strengthening the impact of social media activities on brand loyalty. Findings and Discussion - These findings indicate that effective social media management can be a key strategy in building long-term relationships with customers while enhancing trust and brand value for BSI in the Islamic banking market, both nationally and globally. Conclusion - This study also contributes theoretically to the field of digital marketing and provides practical recommendations for the development of communication strategies in Islamic banking specifically, as well as for businesses in general.
Mapping the Learning Journey of Students and Parents in an Inclusive Music School: Case Study of Sunar Sanggita Mahayasa, I Made Prasetya Wiguna; Ariyanti, Maya; Ghina, Astri
Journal Integration of Social Studies and Business Development Vol. 3 No. 2 (2025): Article in Press
Publisher : Integrasi Sains Media

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58229/jissbd.v3i2.394

Abstract

This study analyzes customer journey mapping of parents and students in Sunar Sanggita, a social enterprise that empowers the blind as music teachers. Through a qualitative approach involving in-depth interviews with 16 respondents, this study identified the stages of the consumer journey and pain points associated with using inclusive music course services. The results reveal four primary pain points: a lack of transparency regarding information about blind teachers, concerns about teachers' abilities, dependence on teaching assistants, and a scarcity of events to motivate students. Despite the initial challenges, the majority of respondents appreciated the social value gained from the experience of learning with blind teachers. This research contributes to the development of empathy-based service strategies for social enterprises that empower people with disabilities, while also providing insights into enhancing the quality of the consumer experience in the context of inclusive music education.
The Influence Of Celebrity Endorsement On Repurchase Intention With The Role Of Brand Image, Brand Credibility, And Brand Trust As Mediation On The Somethinc Brand Christalia, Windy; Ariyanti, Maya; Iskamto, Dedi
Jurnal Ekonomi Teknologi dan Bisnis (JETBIS) Vol. 4 No. 7 (2025): JETBIS : Journal of Economics, Technology and Business
Publisher : Al-Makki Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.57185/jetbis.v4i7.187

Abstract

The beauty industry in Indonesia is increasingly competitive with local brands such as Somethinc using celebrity endorsements as a marketing strategy. This study analyzes the influence of celebrity endorsement (attractiveness, trustworthiness, and expertise) on repurchase intention with brand image, brand credibility, and brand trust as mediation variables. The research method used a quantitative approach with 397 respondents analyzed using Partial Least Square-Structural Equation Modeling (PLS-SEM). The results of the study show that celebrity endorsements have a significant effect on brand image, brand credibility, and brand trust. Brand image and brand credibility have been shown to have a positive effect on repurchase intention, while brand trust does not show a significant influence. In mediation analysis, brand image mediates the relationship between trustworthiness and expertise and repurchase intention, while brand credibility mediates the relationship between attractiveness and expertise and repurchase intention. However, brand trust does not significantly mediate the relationship between celebrity endorsement and repurchase intention. This research provides practical implications that companies need to select endorsers based on trust and expertise, as well as build a strong brand image and credibility to increase consumer loyalty.
AN ANALYSIS OF CONTINUANCE INTENTION ON THE DISNEY+ PLATFORM USING THE SOR AND ECT MODELS Davin, Hans; Ariyanti, Maya
UTSAHA: Journal of Entrepreneurship Vol. 4 Issue 3 (2025)
Publisher : jfpublisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56943/joe.v4i3.788

Abstract

The development of the internet has disrupted many industries, particularly the media and entertainment sectors. People’s habits have shifted from traditional television to streaming services. One of the most popular streaming platforms in Indonesia is Disney+, which holds the second-largest market share in the country. However, Disney+ is currently facing a decline in user numbers, driven by a range of operational issues and controversies. This study aims to identify the factors influencing users’ intention to continue using Disney+, utilizing the SOR (Stimulus-Organism-Response) and ECT (Expectation Confirmation Theory) models. Data were collected through a questionnaire, yielding 402 valid responses from active Disney+ users. A quantitative research approach was employed, utilizing IPMA (Importance–Performance Map Analysis) as an extension of SEM-PLS (Structural Equation Modeling – Partial Least Squares) to identify the factors that exert the most significant influence and demonstrate high performance in shaping continued usage intention. The IPMA results indicate that entertainment and attitude are variables with a substantial impact on continued usage intention but exhibit low performance. Therefore, it is recommended that Disney+ allocate its resources to improve these two areas. On the other hand, the variable hedonic value demonstrates both high influence and high performance, suggesting that users’ hedonic experience must be consistently maintained to ensure their sustained interest in using the Disney+ platform.
Pengaruh Brand Awareness Dan Brand Image Terhadap Keputusan Pembelian Skincare Emina Cosmetics Putri, Kartika Aulia; Ariyanti, Maya
eProceedings of Management Vol. 11 No. 5 (2024): Oktober 2024
Publisher : eProceedings of Management

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

Abstract

Penjualan kosmetik terus meningkat untuk memenuhi permintaan konsumen, dan industri kecantikan secarakeseluruhan mengalami pertumbuhan yang luar biasa. Menurut statistik, sektor kecantikan di Indonesia sedangberkembang pesat, yang berarti persaingan ketat di antara para pelaku bisnis dalam merebut perhatian dan keputusanpembelian. Masyarakat Indonesia semakin tertarik dengan produk perawatan kulit sebagai hasil dari menjamurnyamerek-merek perawatan kulit lokal. Upaya pemasaran untuk Emina Cosmetics, salah satu perusahaan perawatan kulitpaling populer di Indonesia, harus berpusat pada brand awareness dan brand image untuk mempertahankan keputusanpembelian konsumen yang positif terhadap merek tersebut. Mengingat banyaknya produk perawatan kulit yangdiproduksi secara lokal, masing-masing dengan keunggulannya yang unik, Emina perlu menyusun rencana pemasaranyang baik untuk dapat bersaing. Tujuan dari penelitian ini adalah untuk mengetahui bagaimana persepsi konsumenterhadap merek Emina Cosmetics mempengaruhi keputusan mereka untuk membeli produk perawatan kulit. Penelitianini mensurvei 155 pelanggan Emina Cosmetics di Indonesia dan menggunakan metodologi kuantitatif berdasarkanteknik pengambilan sampel non-probabilitas. Survei online yang dibuat dan didistribusikan menggunakan GoogleForms berfungsi sebagai alat pengumpulan data utama. Metode PLS-SEM digunakan untuk menganalisis data.Temuan dari pengujian hipotesis menunjukkan bahwa ada hubungan yang positif dan signifikan antara brandawareness, brand image, dan keputusan pembelian produk perawatan kulit Emina Cosmetics. Pelanggan lebihcenderung membeli produk perawatan kulit dari Emina Cosmetics ketika mereka mengenal merek tersebut danmemiliki kesan yang baik terhadap merek tersebut. Selain itu, kami menemukan korelasi yang baik dan signifikansecara statistik antara pengenalan merek Emina Cosmetics dan persepsi merek yang baik. Kata Kunci-brand awareness, brand image, keputusan pembelian.
Co-Authors Adhi Prasetio Adhi Prasetyo Ahmad Darajat Basallama Aina, Rizqi Ajeng Luthiyatul Farida Amri, Gatot Anak Agung Gede Sugianthara Anna Tsamarah Yudiawati Astri Ghina Candiwan Christalia, Windy Davin, Hans Dedi Iskamto Denta Rahmadani Dewi Purwati Dewi, Fianti Krisna Dezila, Raissa Dian Pertiwi Wulandari Dwi Fitrizal Salim Elly Suryani Eva Nurazizah Eva Nurhazizah Fauzi, Adryan Fitra Ayu Larasati Gadang Ramantoko Gioliano Putra Goenandar, Billy Hanifah Aprillia, Wahyuning Helni Mutiarsih Jumhur Heppy Millanyani Heris, Faradisya Hilman Fauzi, Hilman Ilham Majid Rabbani Ilma Aliya Sahal Januar, Rifat Kharisma, Mita Lili Adi Wibowo Lira Parahita Agni Putri Mahayasa, I Made Prasetya Wiguna Mardotillah, Aini Restu Maria Apsari Sugiat Mita Kharisma Muhammad Saiful Arifin Nadia Putri Karenina Navira Wirvani Nia Handayani Nur Lela sari Nurohman, Choirudin Alza Nurul Hafizah Pramono, Indro Pratiwi, Daulika Putri Fariska Sugestie Putri, Kartika Aulia Rachman, Mochamad Arif Rachmat Ramadhani, Muh. Raissa Dezila Ratih Hendayani Refi Rifaldi Windya Giri Reza Armanda Lubis Reza Azkia Rahmi Ricky Agusiady Rifki Hariadi, Maghfira Rinarika, Dewi Rizka Utami, Fany Rudy Hermanto, Muchamad Ruli Kuniawati, Novia Saleh, Rusdi Setiana, Gege Arum Siska P Yudowati Soeparwoto Dharmoputra Sri Widiyanesti Taufik Hidayah, Riski Tiara Salsabila Fasya Trinadisha, Thalia Sabina Tyas Pawitra, Mohammad Veronita, Rika Virghina Dhia Elwitrisnasafitri Vyanna Zuleika Wahyudi Wahyuningtyastuti, Indrajati Yumna Tazkia Yunanto, Wahyu Yusza Reditya Murti Zaenal Aripin Zahra Aqilla Putri Chandra Zahra Rahmi Hanifah Zaki Chandra Negara