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All Journal The International Journal of Accounting and Business Society MIX : Jurnal Ilmiah Manajemen Jurnal Studi Manajemen dan Bisnis Jurnal Ekonomi dan Bisnis NUSANTARA : Jurnal Ilmu Pengetahuan Sosial Jurnal Mandiri Aptisi Transactions on Technopreneurship (ATT) Jurnal Doktor Manajemen (JDM) International Journal of Financial, Accounting, and Management Dinasti International Journal of Management Science Journal of Global Business and Management Review Dinasti International Journal of Digital Business Management Enrichment : Journal of Management BERDAYA: Jurnal Pendidikan dan Pengabdian Kepada Masyarakat Aliansi : Jurnal Manajemen dan Bisnis Dinasti International Journal of Economics, Finance & Accounting (DIJEFA) Jurnal Pengabdian kepada Masyarakat Kompleksitas: Jurnal Ilmiah Manajemen, Organisasi, dan Bisnis Mediastima Jurnal Pengabdian Teratai International Journal of Islamic Business and Management Review Jurnal Abdimas Perbanas Jurnal Manajemen dan Perbankan (JUMPA) Annals of Human Resource Management Research Reviu Akuntansi, Manajemen, dan Bisnis Journal of Accounting and Finance Management (JAFM) Jurnal Kewirausahaan, Akuntansi, dan Manajemen TRI BISNIS Jurnal Manajemen dan Pemasaran Jasa Management Research Studies Journal Populer: Jurnal Penelitian Mahasiswa Worksheet : Jurnal Akuntansi Jurnal Manajemen, Akuntansi, Ekonomi JEBD Jurnal Ilmiah Manajemen Surya Pasca Scientia Adpebi International Journal of Multidisciplinary Sciences Manajemen : Jurnal Ekonomi Jurnal Bakti Dirgantara Pelita : Jurnal Penelitian, Terapan dan Aplikatif Journal of Business, Finance, and Banking
Yohanes Ferry Cahaya
Universitas Dirgantara Marsekal Suryadarma
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Automotive Engineering Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Public Health Social Sciences Other

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Analysis of Consumer Purchasing Decisions through Personal Selling and Image At Auto2000 Bandung Erick Setiawan Singadilaga; Yohanes Ferry Cahaya
JURNAL KEWIRAUSAHAAN, AKUNTANSI DAN MANAJEMEN TRI BISNIS Vol 8 No 2 (2026): Jurnal Kewirausahaan, Akuntansi dan Manajemen Tri Bisnis (JKAMTB)
Publisher : STIE Tri Bhakti

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59806/jkamtb.v8i2.806

Abstract

The increasingly competitive automotive industry requires companies to strengthen their marketing strategies to influence consumer purchasing decisions. Although previous studies have examined the role of personal selling and Image, limited research has explored their combined influence on consumer purchasing decisions in the automotive dealership sector. This study aims to analyze the effects of personal selling and Image on the consumer purchasing decision process at AUTO2000 Bandung. A quantitative survey approach was employed involving 88 customers selected through probability sampling. The findings reveal that both personal selling and Image have positive and significant effects on the consumer purchasing decision process, with personal selling emerging as the more dominant factor. Furthermore, the two variables jointly explain 56% of the variation in consumer purchasing decisions. These findings highlight the importance of strengthening sales interactions and maintaining a positive Image to improve consumer purchasing decisions and provide practical insights for marketing strategies in the automotive industry.
The Influence of Price and Brand Image on Consumer Decision in Airport Taxi Services: Evidence from Puskopau Taxi at Halim Perdanakusuma Airport Nadia Harimbi Singadilaga; Yohanes Ferry Cahaya; Sri Yanthy Yosepha
JURNAL KEWIRAUSAHAAN, AKUNTANSI DAN MANAJEMEN TRI BISNIS Vol 8 No 2 (2026): Jurnal Kewirausahaan, Akuntansi dan Manajemen Tri Bisnis (JKAMTB)
Publisher : STIE Tri Bhakti

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59806/jkamtb.v8i2.807

Abstract

The rapid growth of Indonesia’s transportation industry has intensified competition among transportation service providers, including airport taxi operators. In this increasingly competitive environment, companies are required to understand the factors influencing consumer decisions in selecting transportation services. Price and brand image are among the marketing factors frequently associated with consumer decision-making behavior. This study aims to analyze the influence of price and brand image on consumers’ decisions to choose Puskopau Taxi services at Halim Perdanakusuma Airport. The study employed a quantitative approach using an explanatory survey method. The research population consisted of users of Puskopau Taxi services at Halim Perdanakusuma Airport, with a sample of 99 respondents selected using accidental sampling, a non-probability sampling technique. Data were collected through questionnaires and analyzed using multiple linear regression, t-tests, F-tests, and the coefficient of determination (R²). The findings indicate that price does not have a significant effect on consumer decision-making (p = 0.732). In contrast, brand image has a positive and significant effect on consumer decisions (p < 0.001). Simultaneously, price and brand image significantly influence consumer decisions, as indicated by an F-value of 23.043 (p < 0.001). The coefficient of determination (R²) of 0.324 indicates that 32.4% of the variation in consumer decisions is explained by the research model, while the remaining 67.6% is influenced by other factors outside the model. The study concludes that brand image is the dominant factor influencing consumers' decisions to choose Puskopau Taxi services. These findings provide practical insights for transportation service providers in formulating marketing strategies that prioritize strengthening brand image to improve consumer preference and competitiveness.
Strategi Digital Marketing KBRI Bratislava dalam Mempromosikan Kebudayaan Indonesia Dian Palupi Respatiningdyah; Yohannes Ferry Cahaya
Populer: Jurnal Penelitian Mahasiswa Vol. 5 No. 2 (2026): Juni: Populer: Jurnal Penelitian Mahasiswa
Publisher : Universitas Maritim AMNI Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58192/populer.v5i2.4589

Abstract

The development of digital technology has transformed communication strategies in public diplomacy. The Embassy of the Republic of Indonesia (KBRI) in Bratislava utilizes digital marketing to promote Indonesian culture in the Slovak Republic and strengthen Indonesia’s image abroad. This study aims to analyze KBRI Bratislava’s digital marketing strategies and examine their relationship with public diplomacy and Indonesia’s soft power. The research employed a descriptive qualitative approach using the grounded theory method. Data were collected through interviews with KBRI Bratislava officials, recipients of the Darmasiswa Program and Indonesian Arts and Culture Scholarship (BSBI), and Slovak citizens involved in cultural promotion activities. Secondary data were obtained from the 2025 KBRI Bratislava Performance Report, activity documentation, and social media content. The findings show that digital marketing is implemented through social media, official websites, the Virtual Indonesia House Slovakia platform, digital publications, cultural promotion, gastronomic diplomacy, educational promotion, and tourism promotion. These strategies increase public engagement, strengthen nation branding, and support Indonesia’s public diplomacy more broadly. This study concludes that digital marketing is an effective instrument of modern diplomacy for promoting Indonesian culture abroad.
Co-Authors *, Markonah AA Sudharmawan, AA Abdullah Alwyni, Farouk Adolf Kusuma Pratama Agrameri, Alvino Ahmad Faisal Ahmad Faisal Alamsyah, Inas Salma Alesyus Sinar Fajar Alex Sondra, William Alloysius Pamruda Dhika Mahendra Alloysius Pamurda Dhika Mahendra Alloysius Pamurda Dhika Mahendra Alvino Agrameri Andriany, Dessy Anggreani , Noeorlina Anita Setyarachma Anna Nur Intan Lumban Gaol Annathasia P Erasashanti Annathasia Puji Erasashanti Annathasia Puji Erasashanti Annathasia Puji Erasashanti Annathasia Puji Erasashanti Annathasia Puji Erasashanti Annathasia Puji Erasashanti Ardelia, Talitha Mega Asai, Markonah Asep Risman Aspani, Rony Azra Rifda Komala Bilqis, Devia Fairus Bongsu Kurniawan Budi, Yohanes Ch Endah Winarti Ch. Endah Winarti Ch. Endah Winarti Ch. Endah Winarti Chairul , Al Ghifary Dadang Sulistyo Desmar Panji Suryananto Devia Dewi Puspaningtyas Faeni Dewi Septiani Dian Kurniawati Dian Palupi Respatiningdyah Eddy Setyanto Embun Prowanta Endang Swasthika Erick Setiawan Singadilaga Farida Elmi Firda Aisyah Aisyah Pratiwi Harahap, Aswin Syapii Hedwigis Esti Riwayati Hedwigis Esti Riwayati Heni Pujiati Herni Pujiati Hidayat, R. Taufik Hikmah Abdul Rachman Hosam Alden Riyadh A.Alazeez I Dewa Ketut Kerta Widana I Dewa Ketut Kerta Widana I Dewa Ketut Kertawidana Ilham Nawang Armanda Ilham Nawang Armanda Indra Siswanti Irma Selliamanik Irnawasih Isnanto, Samto Hadi Jakia Rajoana Johan Hendri Prasetyo Johan Hendri Prasetyo Johan Hendri Prasetyo Karima, Syafika Khairunnisa Khairunnisa Lanang Firmansyah Lenny Christina Nawangsari Leo Agung, Leo lina basafira dewi Markonah Markonah Markonah Markonah Markonah Markonah Markonah Markonah Markonah, Markonah Meriyana Dhamayanti Rachman Muhammad Rizky Darmawan Muljanto Siladjaja Nabilah Fiqih Gozali Nadia Harimbi Singadilaga Nadya Fitrimady Noerlina Anggraeni NOVITA DAMAYANTI Nurmaliza, Nurmaliza Nyi Mas Rizki Noviyah Nyi Mas Rizky Noviyah Ovalia Ovalia Rukmana Pamcasasti, Ranthy Purnomo, Lucky Bayu Putri Nofzil, Friska Rahardi, Patrick Dwi Ramdan, Amir Ramdhani, Rija Randa, Putera Muhammad Ratih Puspitaningtias Faeni Ratih Puspitaningtyas Faeni Ratih Puspitaningtyas Faeni Ratna Wijayanti Rheza Dwi Andzar Rina Marlina L Riska Intania Hastari Perbanas Institute Riyadi, Christianto Rizki Yuniarti Robby Kurniawan Sadipung, Theresia Oktavia Santi Dwi Jayanti Santoso, Faid Pratama Arif Saripudin Saripudin Shafa Ailsa Hasdani Shirley M.C. Yeung Sidapung, Theresia Oktavia Simroangkir, Panubut Siti Aminah Siti Safaria Siti Soimaturrohmah Sofa Yulandari Sekolah Tinggi Ilmu Ekonomi Y.A.I Sri Wahyuni Sri Yanthy Yosepha Sugihyanty, Eneng Suharyanto Sumarno Manrejo Sumarno Manrejo Sunarto Sunarto Sungkono Sungkono Suryanto Suryanto Suryanto Suryanto Suryanto Suryanto Syamsunasir, Syamsunasir Taufik Akbar Theresa Oliveira Theresia Theresia Oktavia Sadpung Theresia Oktavia Sadpung Usmeila, Evrida Vania Gitta Khansa Putri Vera Sylvia Saragi Sitio Verdina Wardhiningtyas Wahyu Romadhon Wahyuningisih, Erna Widyarsih AV Rahajeng Widyarsih, A.V Rahajeng Wita, Nurul Kurnia Yananto Mihadi Putra Yosepha, Sri Yanthy