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All Journal MODUS-Jurnal Ekonomi dan Bisnis JMBI UNSRAT (Jurnal Ilmiah Manajemen Bisnis dan Inovasi Universitas Sam Ratulangi) Jurnal Manajemen Pemasaran Jurnal Informatika Ekonomi Bisnis Jurnal Abdimas Bina Bangsa
Agung Stefanus Kembau
Universitas Bunda Mulia
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Mathematics Social Sciences Other

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THE ANTESENDEN KEPUASAN KONSUMEN MELALUI KUALITAS LAYANAN ELEKTRONIK PADA PEMBELANJAAN ONLINE URBAN CONSUMER DI DKI JAKARTA Ali Wardhana; Agung Stefanus Kembau; Arief Perdana Kumaat; Tristano Aviel Sunara
JMBI UNSRAT (Jurnal Ilmiah Manajemen Bisnis dan Inovasi Universitas Sam Ratulangi). Vol 10 No 2 (2023): JMBI UNSRAT Volume 10 Nomor 2
Publisher : FEB Universitas Sam Ratulangi Manado

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35794/jmbi.v10i2.49664

Abstract

This study aims to analyze the effect of electronic service quality variables on consumer satisfaction in the context of online shopping and the antecedents of electronic service quality. This study involved 119 respondents who actively shopped online. Data were collected through questionnaires and analyzed using the Partial Least Square (PLS) method. The results showed that the electronic service quality variable has a significant influence on consumer satisfaction in online shopping. In addition, there are 2 variables that have a significant influence on the quality of electronic services, namely security and compliance. However, interestingly, the results of the analysis also state that the consumer service variable has no influence on the electronic service quality variable. The results of this study indicate the importance of business actors in marketplaces or other online shopping places to ensure high service quality to increase consumer satisfaction. In addition, security and compliance must also be a major concern to improve the quality of e-services. This research provides valuable insights for marketplace industry players and other online shopping places in formulating more effective marketing strategies using security and fulfillment variables to increase customer satisfaction. Keywords: Consumer service, Security, Fulfillment, Electronic service quality, Consumer satisfaction
PEMANFAATAN TIKTOK DALAM STRATEGI PEMASARAN: STUDI KASUS NAUGHTY INDONESIA DAN PELATIHAN TIM PEMASARAN DIGITAL Antonius Felix; Devi Yurisca; Agung Stefanus Kembau; Julius Sutrisno; Fandevi Maitri
Jurnal Abdimas Bina Bangsa Vol. 5 No. 1 (2024): Jurnal Abdimas Bina Bangsa
Publisher : LPPM Universitas Bina Bangsa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.46306/jabb.v5i1.1015

Abstract

The use of social media, especially TikTok, has become an effective strategy for Naughty Indonesia in expanding its marketing reach and building close relationships with consumers. Through a proactive and creative approach, Naughty Indonesia has succeeded in building a strong brand image and increasing brand awareness among consumers. The training held for Naughty Indonesia's digital marketing team in the use of TikTok Ads also provided a deep understanding of the platform's potential as an effective marketing tool. The evaluation results showed a positive response from participants, with the majority giving a positive assessment of the quality and benefits of the activity. However, there are suggestions and inputs for further improvement and development, such as improved experiential practices and material development. In conclusion, this dedication succeeded in providing new insights for Naughty Indonesia in utilizing TikTok as an effective marketing strategy in the digital era. This not only provides benefits for the company, but also for the development of digital marketing team competencies in facing challenges and opportunities in the ever-evolving business world
Tren Belanja Online Wanita Gen-Z: Eksplorasi Faktor-Faktor di Balik Dominasi Wanita Gen-Z pada Platform Shopee Menggunakan Model UTAUT2 Gabriela Firellsya; Agung Stefanus Kembau; Devi Yurisca Bernanda; Lelly Christin
Jurnal Informatika Ekonomi Bisnis Vol. 6, No. 1 (March 2024)
Publisher : SAFE-Network

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37034/infeb.v6i1.826

Abstract

Fenomena belanja online berkembang pesat, terutama melalui platform e-commerce Shopee yang mengalami pertumbuhan signifikan. Penelitian terkini mengonfirmasi Shopee sebagai pemimpin di Indonesia dengan jumlah pengunjung terbanyak hingga Maret 2023. Keberhasilan Shopee tidak hanya tercermin dalam popularitasnya, mencapai 79% di kalangan wanita, tetapi juga dalam kemampuannya menarik generasi Z, dengan sekitar 68% dari mereka menjadikan Shopee sebagai platform e-commerce favorit. Fokus penelitian ini adalah memperluas penggunaan aplikasi e-commerce Shopee, khususnya di kalangan konsumen wanita Generasi Z (17-26 tahun) di Indonesia, dengan menguji variabel-variabel model UTAUT2. Dalam penelitian ini, pendekatan kuantitatif digunakan dengan data primer yang dikumpulkan melalui survei online dengan 166 responden. Partial Least Squares Structural Equation Modeling (PLS-SEM) menggunakan perangkat lunak smartPLS 3.2.9 digunakan sebagai teknik analisis. Sampel dipilih dengan metode purposeful sampling dan formula Cochran dihitung. Hasil penelitian ini menunjukkan bahwa dari 10 hipotesis yang diuji, 8 hipotesis diterima sementara 2 hipotesis ditolak. Variabel hedonic motivation dan price value memiliki pengaruh signifikan pada behavioral intention, sedangkan behavioral intention juga memiliki pengaruh signifikan pada use behavior. Namun, effort expectancy dan facilitating conditions sama sekali tidak berpengaruh pada behavioral intention, sehingga kedua hipotesis ditolak. Penelitian ini memberikan manfaat dengan memberikan rekomendasi terkait model UTAUT2, yang dapat digunakan untuk membimbing pengembangan e-commerce Shopee di masa depan.
PENGARUH STRATEGI PEMASARAN KONTEN DAN AFILIASI TERHADAP PEMBELIAN IMPULSIF: PERAN MEDIASI PEMASARAN VIRAL DAN KEPERCAYAAN Christanti Christanti; Agung Stefanus Kembau
Modus Vol. 36 No. 2 (2024): VOL 36 NO 2 (2024)
Publisher : Faculty of Business and Economics Universitas Atma Jaya Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24002/modus.v36i2.8787

Abstract

Recently, humans have lived in an era of digitalization where technology cannot be separated from human life. Digitalization has had a significant impact on various areas of life, such as education, health, communication, and business. Through the internet, individuals can interact with each other virtually through social media. This study aims to determine and analyze the mediating effects of viral marketing and trust on the influence of content marketing and affiliate marketing on impulse buying. In the process, this study uses an explanatory quantitative approach using a questionnaire as a data collection tool. While determining the number of samples, this study applied Yamane techniques to obtain 100 samples The analysis technique carried out in this research was PLS (partial least squares) using SmartPLS 3.29 software. From data from 107 Generation Z respondents in Central Java, it can be seen that each content marketing and affiliate marketing variable has a positive and significant effect on viral marketing and impulse buying. The viral marketing variable not mediate the effect of content marketing and affiliate marketing on impulse buying, but a serial mediation effect occurs when the viral marketing variable and the trust variable are tested together to see the effect of content marketing and affiliate marketing on impulse buying. Keywords: viral marketing; trust; content marketing; affiliate marketing; impulsive Saat ini manusia hidup dalam era digitalisasi dimana teknologi tidak dapat dipisahkan dari kehidupan manusia. Digitalisasi telah memberikan dampak signifikan di berbagai bidang kehidupan seperti pendidikan, kesehatan, komunikasi, hingga bisnis. Melalui internet, individu dapat berinteraksi satu sama lain secara virtual melalui media sosial. Penelitian ini bertujuan untuk mengetahui pengaruh pemasaran konten dan pemasaran afiliasi yang terdapat di media sosial terhadap pembelian impulsif dengan pemasaran viral dan kepercayaan sebagai variabel mediator. Dalam prosesnya, penelitian ini menggunakan pendekatan kuantitatif eksplanatori dengan menggunakan kuesioner sebagai alat pengumpulan datanya. Penentuan jumlah sampel dilakukan dengan menerapkan rumus Yamane sehingga diperoleh 100 sampel. Teknik analisis yang digunakan pada penelitian ini adalah PLS (Partial Least Squares) dengan menggunakan software SmartPLS 3.29. Dari data 107 responden generasi Z di Jawa Tengah dapat diketahui bahwa masing-masing variabel pemasaran konten dan pemasaran afiliasi berpengaruh positif dan signifikan terhadap pemasaran viral dan pembelian impulsif. Variabel pemasaran viral saja tidak memediasi pengaruh pemasaran konten dan pemasaran afiliasi terhadap pembelian impulsif, namun terjadi efek mediasi serial ketika variabel pemasaran viral dan variabel kepercayaan bersama-sama diuji untuk melihat pengaruh pemasaran konten dan pemasaran afiliasi terhadap pembelian impulsif. Kata kunci: pemasaran viral; kepercayaan; pemasaran konten; pemasaran afiliasi; pembelian impulsif.
VIRTUAL INFLUENCERS AND DIGITAL ENGAGEMENT: KEY INSIGHTS FROM INDONESIA'S YOUNGER CONSUMERS Agung Stefanus Kembau; Arifmanuel Kolondam; Nancy Henrietta Jessamine Mandey
Jurnal Manajemen Pemasaran Vol. 18 No. 2 (2024): Oktober 2024
Publisher : Institute of Research and Community Outreach - Petra Christian University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.9744/pemasaran.18.2.123-136

Abstract

This study addresses a critical gap in digital marketing by examining the impact of virtual influencers on consumer engagement, focusing on Gen Z and Gen Y in Indonesia’s Jabodetabek region. While virtual influencers are gaining traction globally and locally, limited research has explored the factors that drive consumer interaction in diverse, digitally evolving markets like Indonesia. This study investigates the roles of perceived authenticity, content quality, and technological sophistication, with a particular emphasis on the moderating effect of digital literacy—a factor often overlooked in previous research. Data from 179 respondents were analyzed using Structural Equation Modeling (SEM) with SmartPLS. The findings reveal that perceived authenticity, content quality, and technological sophistication significantly enhance consumer engagement with virtual influencers, especially among digitally literate consumers. Digital literacy plays a critical moderating role, amplifying the impact of these influencer attributes and highlighting the importance of digital fluency in consumer interactions with advanced digital personas. These insights offer a theoretical contribution to the literature on influencer marketing and provide practical guidance for Indonesian brands seeking to connect with younger, tech-savvy audiences. By prioritizing authenticity, high-quality content, and appropriate technological sophistication, brands can strategically leverage virtual influencers to cultivate deeper, more meaningful engagement in Indonesia’s rapidly evolving digital landscape.
Co-Authors Antonius Felix Arief Perdana Kumaat Arifmanuel Kolondam Bernanda, Devi Yurisca Christanti Christanti Christin, Lelly Devi Yurisca Fandevi Maitri Gabriela Firellsya Julius Sutrisno Nancy Henrietta Jessamine Mandey Tristano Aviel Sunara