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All Journal E-Bisnis : Jurnal Ilmiah Ekonomi dan Bisnis Jurnal Sosioteknologi Panggung Jurnal Manajemen Indonesia Journal of Economic, Bussines and Accounting (COSTING) J-MAS (Jurnal Manajemen dan Sains) JPEK (Jurnal Pendidikan Ekonomi dan Kewirausahaan) Besaung : Jurnal Seni Desain dan Budaya Jurnal Ilmiah Edunomika (JIE) EKONOMI, KEUANGAN, INVESTASI DAN SYARIAH (EKUITAS) Budapest International Research and Critics Institute-Journal (BIRCI-Journal): Humanities and Social Sciences International Journal Of Science, Technology & Management (IJSTM) Asian Management and Business Review Jurnal Pengabdian Masyarakat : Pemberdayaan, Inovasi dan Perubahan Jurnal Pengabdian Masyarakat Akademisi Annals of Human Resource Management Research Jurnal Ilmiah MEA (Manajemen, Ekonomi, dan Akuntansi) Eduvest - Journal of Universal Studies eProceedings of Management Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah Jurnal Inovasi Global SOCIRCLE : Journal Of Social Community Services Jurnal Penelitian Pendidikan Indonesia Adpebi Science Series Jurnal Ragam Pengabdian International Journal of Accounting and Management Information Systems
Heppy Millanyani
Universitas Telkom
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Dampak Consumer-Based Brand Equity pada Consumer Attitude dan Consumer Intention terhadap Electronic Word Of Mouth (E-WOM) pada Brand Somethinc Muhammad Ramadheo Nugraha; Heppy Millanyani; Eva Nurhazizah
Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah Vol. 6 No. 8 (2024): Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/alkharaj.v6i8.3546

Abstract

The purpose of this study is to ascertain how Consumer-Based Brand Equity affects Consumer Attitudes and intentions when it comes to electronic word-of-mouth (e-WOM) for the Somethinc brand. The Consumer-Based Brand Equity hypothesis is used in this study to evaluate a model that illustrates how Consumer Attitude, intention, and e-WOM for the Somethinc brand are influenced by Consumer-Based Brand Equity.This study uses a cross-sectional approach and is quantitative in nature. Indonesian customers of Certain brands make up the population. Purposive sampling was used to determine the sample size, and 150 respondents met the criterion of being current Somethinc brand consumers. Using the SmartPLS 3.0 software, structural equation modeling, or SEM, is the data analysis method employed.The study's findings show that: (1) Consumer Attitude Toward the Somethinc brand is positively and significantly impacted by Brand Image . (2) Consumer Attitudes toward the Somethinc brand are positively and significantly impacted by brand awareness. (3) Consumer Intention to participate in e-WOM for the Somethinc brand is positively and significantly impacted by Brand Image . (4) Consumer Intention to participate in electronic word-of-mouth (e-WOM) for the Somethinc brand is positively correlated with brand awareness.The study's findings and suggestions indicate that the Somethinc brand needs to strengthen and enhance its Brand Image in the eyes of consumers through strategies such as broader advertising campaigns, a strong presence on social media, and active consumer engagement. Future research is recommended to test the model on other brands and compare the results, as well as to examine other factors that may influence e-WOM.
Pengaruh Customer engagement Terhadap Brand loyalty Dengan Variabel Mediasi Brand attachment dan Customer trust (Studi Pada Pelanggan Agoda Indonesia) Putra, Dicky Andika; Millanyani, Heppy
eProceedings of Management Vol. 12 No. 5 (2025): Oktober 2025
Publisher : eProceedings of Management

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

Abstract

Dalam beberapa tahun terakhir, perkembangan teknologi digital telah membawa dampak signifikan terhadapberbagai industri, termasuk industri pariwisata. Kemudahan dalam mencari dan memesan tiket pesawat, hotel,serta paket wisata secara daring telah menarik banyak pengguna untuk beralih ke Platform digital. Di tengahpertumbuhan ini, loyalitas merek menjadi salah satu kunci keberhasilan Platform digital seperti Agoda dalammempertahankan pangsa pasar yang kompetitif. Penelitian ini menggunakan metode kuantitatif untuk mencapaitujuan tersebut. Teknik pengambilan sampel secara non-probability sampling dengan memakai metode purposivesampling. Sampel yang digunakan sebanyak 291 responden dengan kriteria pelanggan Agoda di Indonesia yangpernah melakukan transaksi. Kemudian, pengguna Instagram yang mengikuti akun media sosial Instagram@agodaindonesia serta pernah berinteraksi dengan akun tersebut baik menyukai, memberi komentar, ataupunmembagikan postingan yang ada pada akun Instagram @agodaindonesia minimal selama 3 bulan terakhir.Pengumpulan data dilakukan melalui kuesioner online melalui Google Form. Adapun teknik analisis data yangdilakukan yakni dengan Structural Equation Modeling (SEM) yang diproses menggunakan SmartPLS. Meskipuncustomer engagement secara mandiri juga berdampak positif dan signifikan terhadap brand loyalty, dampaknyaakan jauh lebih kuat jika didukung oleh ikatan emosional yang mendalam.Kata Kunci: Teknologi digital, pariwisata, pelanggan, loyalitas merek
What motivates indonesian customers to transact with specific merchants? investigating preferences in the BRImo application using the UTAUT model Putra, M. Rezky Dwi; Millanyani, Heppy
International Journal of Accounting and Management Information Systems Vol. 3 No. 2 (2025): August
Publisher : Goodwood Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35912/ijamis.v3i2.3691

Abstract

Purpose: This study examines the key factors that motivate Indonesian customers to transact with specific merchants through the BRImo application. Despite having 35 million users, BRImo underperforms compared to m-BCA in transaction volume due to technical and usability issues. Methodology: Data were collected through online questionnaires distributed via social media to 400 respondents. The data were processed using Excel and analyzed using PLS-SEM to assess direct and indirect effects among UTAUT-related variables. Results: Only three of fourteen hypotheses were supported. Effort Expectancy significantly influences Behavioural Intention (T = 2.195; p = 0.028), Promotional Activities show the strongest effect (T = 213.548; p = 0.000), and Behavioural Intention significantly affects Use Behaviour (T = 9.698; p = 0.000). Traditional UTAUT predictors Performance Expectancy, Social Influence, and Perceived Enjoyment were not significant. Conclusion: BRImo adoption is driven primarily by ease of use and strong promotional activities. BRI should prioritize improving app performance and expanding promotional programs to increase user engagement and competitiveness. Limitations: The study uses self-reported online data and a sample limited to active social media users, which may limit generalizability. It also excludes contextual factors such as security, literacy, and cultural influences. Contributions: The study provides insight into mobile banking adoption in Indonesia, showing the limited relevance of traditional UTAUT variables and emphasizing the roles of usability and promotional strategies.
The effect of social media marketing, electronic word-of-mouth, brand image on purchase intention Aldan Mutia Ramadhan; Heppy Millanyani
JPPI (Jurnal Penelitian Pendidikan Indonesia) Vol. 10 No. 4 (2024): JPPI (Jurnal Penelitian Pendidikan Indonesia)
Publisher : Indonesian Institute for Counseling, Education and Theraphy (IICET)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29210/020244176

Abstract

Social media has the huge impact nowadays era. Every sector uses social media as one tool to engaged with to viewer instead of marketing.  This research focuses on the process of selecting a coffee shop, exploring the influence of factors such as social media marketing, brand image, and eWOM on consumer purchase intention. The study employs the SEMPLS method to investigate the relationships between Social Media Marketing, eWOM, Brand Image, and Purchase Intention among consumers in Kuningan. Data were collected from consumer responses in Kuningan. This research is using quantitative approach, data collected using a questionnaire with the sample size comprises 150 consumers in Kuningan. Whereas it. Findings indicate that social media marketing significantly influences purchase intention, brand image, and electronic word-of-mouth (eWOM) within the coffee industry of Kuningan. Positive eWOM correlates with higher purchase intentions. However, contrary to expectations, brand image did not demonstrate a significant impact on purchase intention. For coffee shop owner, these findings offer actionable insights into crafting effective marketing strategies tailored to the unique dynamics of smaller town contexts. By understanding and leveraging these nuances, businesses can better position themselves amidst fierce socicompetition, ultimately enhancing their market presence and consumer appeal.
The Influence of Electronic Word of Mouth on Intentions to Purchase Ticket Hotel Booking Through Traveloka Platform Fanesa Widya Oktavia Butar Butar; Heppy Millanyani
Eduvest - Journal of Universal Studies Vol. 5 No. 7 (2025): Eduvest - Journal of Universal Studies
Publisher : Green Publisher Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59188/eduvest.v5i7.51805

Abstract

The advancement of technology has transformed various industries, including tourism. Online Travel Agents (OTA) have revolutionized travel booking, offering convenience and accessibility. Platforms like Traveloka allow customers to compare prices, read reviews, and make informed decisions. Electronic Word of Mouth (eWOM) plays a crucial role in influencing consumer behavior, as positive online reviews significantly impact purchasing decisions and brand perception. This research aims to analyze the impact of electronic Word of Mouth (eWOM) on hotel ticket purchase intentions through the Traveloka platform, with a focus on the mediating role of eWOM adoption. Specific objectives include examining the significance of eWOM dimensions, consumer trust, and review credibility in influencing purchase decisions. This research employs the Structural Equation Modeling-Partial Least Squares (SEM-PLS) methodology to analyze relationships between eWOM dimensions and hotel ticket purchase intentions. SEM-PLS is chosen for its ability to handle complex models and evaluate latent constructs. The findings are expected to provide insights into the significance of eWOM in shaping consumer behavior and offer strategic implications for Traveloka and similar OTAs in optimizing marketing strategies.
Building Digital Marketing Readiness of BUMDes and Rural MSMEs in Rancakalong Village Eman Sulaiman; Heppy Millanyani; Vigory Gloriman Manalu; Kharisma Ellyana
SOCIRCLE : Journal Of Social Community Services Vol. 5 No. 2 (2026): SOCIRCLE: Journal Of Social Community Services
Publisher : PT. Berkah Digital Teknologi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58468/socircle.v5i2.54

Abstract

This community service program aimed to build the digital marketing readiness of BUMDes managers, women farmer groups, rural micro, small, and medium enterprise actors, local product producers, and village tourism representatives in Rancakalong Village, Sumedang Regency, West Java. The activity was conducted on 19 May 2026 and involved 21 participants. A participatory and experiential approach was applied through needs assessment, short lectures, demonstrations, smartphone-based practice, mentoring, output review, and follow-up planning. The training covered product mapping, smartphone product photography, promotional caption writing, WhatsApp Business, online marketplace preparation, product labels and packaging, and digital promotion of village tourism resources. The implementation evidence showed that the partner community had diverse economic potential, including local food, herbal beverages, coffee, processed fish products, cultural attractions, and nature-based tourism. However, marketing activities still relied mainly on personal WhatsApp accounts, word-of-mouth communication, and local customer networks. The program generated an initial mapping of priority products and tourism resources, draft promotional content, product-information components, and recommendations for developing shared digital marketing channels under BUMDes coordination. The principal practical finding was that village digital marketing readiness depends not only on access to digital devices but also on product presentation, content quality, customer-oriented communication, product legality, and institutional coordination. Continued mentoring is required to strengthen packaging, certification, marketplace management, and consistent content production.
The Influence Of Electronic Word Of Mouth Via Tiktok On Visit Intention To Dunia Fantasi Ancol Harahap, Inayah Nailah; Millanyani, Heppy
Jurnal Ragam Pengabdian Vol. 3 No. 2 (2026): Mei-Agustus, Sustainable Development Goals (SDGs): Multidisciplinary Perspectiv
Publisher : Lembaga Teewan Journal Solutions

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62710/z4712w55

Abstract

The growth of TikTok as platform of social media has changed the way individuals search for or evaluate tourism-related information before making travel decisions. Electronic word of mouth (eWOM) shared through TikTok, for example user reviews, travel videos, and destination recommendations, has shifted into a crucial information source for compatible visitors. However, not all online information is automatically accepted by users, raising the question of what makes eWOM content useful enough to adopt when making decisions. This study evaluates the influence of the quality of arguments, the credibility of source, and the requirement for information on information usage, information adoption, and visit intention related to Dunia Fantasi Ancol, using the Information Adoption Model (IAM) as the theoretical framework. A quantitative approach was applied using an online questionnaire distributed to 385 TikTok accounts who had been exposed to Dufan-related eWOM content. Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings are expected to deepen understanding of the way TikTok-based eWOM affects users' information evaluation and adoption before visit intention is formed. For practitioners, the results offer insights to help tourism operators improve their digital communication strategies on TikTok. Academically, this study gives a contribution to the reference regarding the implementation of IAM in the context of TikTok-based eWOM and tourism.
The Effect of Local Food Consumption of Domestic Tourists on Sustainable Tourism in Bandung City Febriyanti, Eva; Millanyani, heppy; Manalu, Vigory
Jurnal Ragam Pengabdian Vol. 3 No. 2 (2026): Mei-Agustus, Sustainable Development Goals (SDGs): Multidisciplinary Perspectiv
Publisher : Lembaga Teewan Journal Solutions

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62710/3bzyn924

Abstract

This study examines the relationship between domestic tourists’ local food consumption and Sustainable Tourism in Bandung City, Indonesia, using a framework adapted from Apak and Gürbüz (2023). Local food consumption is assessed through tourists’ Local Food Experience, which covers seven aspects: Exciting Experience, Cultural Experience, Health, Prestige, Taste/Quality, Price, and Interaction. Data were collected from domestic tourists who had visited Bandung City and consumed local food within the previous twelve months, then analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings indicate that Local Food Experience is positively associated with Economic, Socio-cultural, and Environmental Sustainability, with the strongest relationship found in the economic dimension. These results suggest that culinary tourism development should place greater emphasis on strengthening local food businesses, expanding employment opportunities for local communities, and promoting authentic culinary products. Clearer communication about local sourcing and waste-reduction practices is also needed to make the environmental value of local food consumption more visible to tourists.
Effects of Source Credibility and Short Video Platform Quality on Tourist Attitudes and Travel Intention: Moderating Role of Parasocial Interaction Tomatala, Almanda; Millanyani, Heppy; Manulu, Vigory
Jurnal Ragam Pengabdian Vol. 3 No. 2 (2026): Mei-Agustus, Sustainable Development Goals (SDGs): Multidisciplinary Perspectiv
Publisher : Lembaga Teewan Journal Solutions

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62710/rvzc3q02

Abstract

Short video platforms have become important digital spaces for accessing travel information and shaping tourism-related intentions. In Indonesia, tourism content on TikTok, Instagram Reels, YouTube Shorts, and Facebook Reels continues to expand, yet the combined influence of social and technological factors on tourists’ attitudes remains underexplored. This study examines the effects of source credibility and short video platform quality on tourists’ attitudes and travel intention, as well as the moderating role of parasocial interaction. A quantitative approach was employed through an online survey of Indonesian users who had watched tourism-related short videos. A total of 351 valid responses were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results show that perceived expertise and perceived trustworthiness significantly influence attitude toward destination, whereas perceived attractiveness has no significant effect. Perceived usefulness, perceived ease of use, and perceived enjoyment significantly influence attitude toward short video platforms. Both attitude toward destination and attitude toward short video platforms positively affect travel intention. However, attitude toward short video platforms does not affect attitude toward destination, and parasocial interaction does not moderate the relationship between source credibility and attitude toward destination. These findings emphasize the importance of credible tourism information and positive platform experiences in enhancing travel intention.
Co-Authors Adabina Firlyani, Raisa Aherliwan Rudawan, Rikman Alamsah, Deden Burhanudin Aldan Mutia Ramadhan Alysha Safitri Amalia Djuwita Andrieta Shintia Dewi Anesti Dila Ariyatman Angga Rusdinar Anggar Erdhina Adi Apon, Nathaleo Michel Ardio Sagita Ardy Aprilian Anwar Athallah Naufal, Muhammad Azahra, Tazkia Cantika Martianti Damayanti Octavia Eman Sulaiman Eva Nurhazizah Fajar Sidiq Adi Prabowo Fanesa Widya Oktavia Butar Butar Febriyanti, Eva Fitri, Fatharani Aghnia Gadis Andari Muslim Galuh Sudarawerti Ghasani Rahman, Navira Harahap, Inayah Nailah Harry Sugih Anugrah Ilham Meidarlis Yefri Ilmayanti Nur Suriah Indira Rachmawati Iwut Tritoasmoro, Iwan Juliana, Ratna Khairani Ratnasari Siregar Kharisma Ellyana Linahtadiya Andiani M Ningdyah, Anrilia Ema Manalu, Vigory Manulu, Vigory Martha Tri Lestari Maya Ariyanti Monica Esperanza Muhammad Ramadheo Nugraha Mumtaza, Firga Alia Nadino Rinaldi, Muhammad Adrian Daffa Nugrahani, Rah Utami Nurlianti, Fitri Nurvita Trianasari Oktaviani, Intan Pramasti, Galuh Sekar Putra, Dicky Andika Putra, M. Rezky Dwi Raden Faris Fathin Ramadhan, Aldan Mutia Refi Rifaldi Windya Giri Riswanda, Aisyah Zahra Rizka Utami, Fany Rucika Rahmadina Salsabila, Fathya Hasya Salsabila, Naura Santos, Yosefine Gardiella Dos Sri Nurani Puspa Dewi Sri Rustiyanti Sriati Dwiatmini SURYANTI Sutanto, Rava Fachrie Syahla, Mutiara Syifa Alifia Tarandhika Tantra Tomatala, Almanda Vigory Gloriman Manalu Wanda Listiani Yuhana Astuti