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All Journal Ekonomi Bisnis Jurnal Pendidikan Ekonomi (JURKAMI)
Sri Murtiasih
Gunadarma University
Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Social Sciences

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DIGITAL MARKETING COMMUNICATION: A CASE STUDY OF COVID-19 PURCHASING DECISION RELATED TO SOCIAL MEDIA AND E-WOM Sri Murtiasih; Erny Pratiwi; Masodah Masodah; Purnawarman Musa
Jurnal Ilmiah Ekonomi Bisnis Vol 28, No 2 (2023)
Publisher : Universitas Gunadarma

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35760/eb.2023.v28i2.7931

Abstract

The COVID-19 pandemic that occurred all across the globe affected the economy. The firm is responsible for promotions, and clients use different types of technology to make purchases. Digital marketing employs social media to promote a product using electronic communication tools, which assist customers in making better-educated buying choices and persuade them to purchase a product or service. This study used purposeful sampling to acquire data, and the sample size was computed using answers from 441 participants who completed online surveys. Participants must be at least 20 years old and active purchasers in the retail internet industry. The suggestion indicates that customers may obtain a product or service via social media or e-WOM. Our SEM-based analysis revealed conformity with the value CFI is 0.954, the value RFI is 0.918, the value NFI is 0.931, and the value RMSEA is 0.066.  Consequently, advertising using digital marketing on social media during the COVID-19 epidemic has substantially influenced consumers' purchasing decisions.
ANALISIS TINGKAT KESENJANGAN ANTARA HARAPAN DAN KENYATAAN KUALITAS PELAYANAN PADA NASABAH BANK KB BUKOPIN PASCA AKUISISI Wijayanti Nugraeni; Sri Murtiasih
Jurnal Pendidikan Ekonomi (JURKAMI) Vol 11, No 1 (2026): JURKAMI
Publisher : STKIP Persada Khatulistiwa Sintang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31932/jpe.v11i1.6152

Abstract

Business acquisitions in the banking industry aim to expand markets, strengthen capital structures, and enhance institutional competitiveness. However, structural changes resulting from acquisitions often impact customer perceptions and satisfaction with the services provided. In this context, it is important to evaluate how the quality of post-acquisition services is received by customers, particularly in the case of Bank KB Bukopin, which has officially merged with KB Kookmin Bank from South Korea.  This study aims to analyze customer perceptions of the quality of Bank KB Bukopin's services after the acquisition process, using the SERVQUAL approach, which covers five main dimensions, namely Tangibles, Reliability, Responsiveness, Assurance, and Empathy. This research is quantitative in nature, with data collected through questionnaires distributed to Bank KB Bukopin customers.  The analysis was conducted using the GAP Analysis method to determine the difference between customer expectations and the actual perceived service performance. Furthermore, the analysis results were mapped into a Cartesian Diagram to identify service improvement priorities. The results showed that several indicators were still below customer expectations, especially in the dimension of responsiveness. Therefore, KB Bukopin Bank needs to focus primarily on improving service speed, complaint handling effectiveness, and more efficient communication. These findings are expected to form the basis for a service quality improvement strategy that is more targeted and relevant to the dynamic needs of customers.
Co-Authors Erny Pratiwi Masodah Masodah Musa, Purnawarman Wijayanti Nugraeni