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All Journal JIIP (Jurnal Ilmiah Ilmu Pendidikan) Journal of Digital Marketing and Halal Industry Khidmatuna : Jurnal Pengabdian Kepada Masyarakat Indo-Fintech Intellectuals: Journal of Economics and Business Klabat Journal of Management
Aditiya Pratama Nugroho
Universitas Semarang, Indonesia
Religion Arts Humanities Computer Science & IT Economics, Econometrics & Finance Education Energy Languange, Linguistic, Communication & Media Mathematics Social Sciences Other

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The Role of Brand Personality: Dimensions of Online Customer Review on Online Booking Intention at Star Hotels in Malang City Aditiya Pratama Nugroho; DC Kuswardani; Adijati Utaminingsih
JIIP - Jurnal Ilmiah Ilmu Pendidikan Vol. 6 No. 11 (2023): JIIP (Jurnal Ilmiah Ilmu Pendidikan)
Publisher : STKIP Yapis Dompu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54371/jiip.v6i11.2684

Abstract

This activity has a research objective to analyze the role of brand personality variables as mediation and the independent variables negative review, visual cue, and review length on booking intention. The method used is quantitative with a purposive sampling technique, in collecting data using a questionnaire statement, the data collected is 190 respondents. The test used is descriptive analysis and also the Structural Equation Model (SEM) using smart PLS 3.2.9 software. The results show that negative reviews, visual cues, and review length positively and significantly affect brand personality and booking intention. Furthermore, the effect of brand personality on booking intention also found positive and significant results. The results of the indirect effect show that negative reviews, visual cues, and review length through Brand personality on booking intention have a positive and significant effect, meaning that brand personality can mediate the relationship between negative reviews, visual cues, and review length on booking intention.
Dampak Penerapan Protokol Kesehatan dan Promosi terhadap Keputusan Pemesanan Konsumen pada Hotel Berbintang di Kota Malang Aditiya Pratama Nugroho; Adelia Sandra Swastika Putri; Liyandri Rasbina Tarigan
Indo-Fintech Intellectuals: Journal of Economics and Business Vol. 4 No. 3 (2024): Indo-Fintech Intellectuals: Journal of Economics and Business
Publisher : Lembaga Intelektual Muda (LIM) Maluku

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54373/ifijeb.v4i3.1504

Abstract

Post covid 19 pandemic is an important issue in the business world, especially in the hospitality sector, the implementation of health protocols is one of the references for consumers' sense of security to stay at the hotel, besides that massive promotions are carried out by hotels to attract consumer interest in making reservations in the post-pandemic era covid 19. This study aims to analyze the effect of implementing health protocols and promotions on booking decisions for star hotels in Malang city. the method used is purposive sampling, with 120 respondents. the test used is multiple linear regression. The results showed that the health protocol variable had a positive and significant effect on booking decisions for star hotels in Malang city, then the promotion variable had no effect on booking decisions for star hotels in Malang city. The F test shows that the health protocol and promotion variables have a positive and significant effect on booking decisions for star hotels in Malang city
Discount Vouchers and Perceived Benefits: Decision to Use Grabfood Online Food Ordering Application in Semarang City Nugroho, Aditiya Pratama; Putri, Adelia Sandra Swastika; Prabowo, Heri
Klabat Journal of Management Vol. 6 No. 1 (2025): Klabat Journal of Management
Publisher : Faculty of Economics and Business, Universitas Klabat

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.60090/kjm.v6i1.1227.1-17

Abstract

This study examines the influence of discount vouchers and perceived benefits on consumer decisions to use the GrabFood online food ordering application in Semarang, Indonesia. The research seeks to analyze how these factors interact to shape user behavior, offering insights for optimizing marketing strategies in the competitive food delivery sector. Using a quantitative approach and Structural Equation Modeling Partial Least Squares (SEM-PLS) for data analysis, the study collected responses from 130 GrabFood users in Semarang. The findings indicate that both discount vouchers and perceived benefits significantly impact consumers’ decisions to adopt GrabFood. Discount vouchers not only directly enhance perceived financial savings but also strengthen users’ perceptions of the overall value of the service, thereby encouraging app usage. Additionally, perceived benefits, such as convenience and service quality, mediate the relationship between discount vouchers and user decisions. These results underscore the importance of strategic pricing and effective value communication in driving user engagement and retention within the food delivery industry
Pelatihan Pemasaran Digital Di Desa Wisata Ngesrepbalong Kecamatan Limbangan Kabupaten Kendal Aditiya Pratama Nugroho; C Tri Widiastuti; Adelia Sandra Swastika Putri
Khidmatuna: Jurnal Pengabdian Kepada Masyarakat Vol. 5 No. 2 (2025): Khidmatuna: Jurnal Pengabdian kepada Masyarakat
Publisher : Institut Agama Islam Sunan Kalijogo Malang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.51339/khidmatuna.v5i2.2947

Abstract

Desa Ngesrepbalong di Kecamatan Limbangan, Kabupaten Kendal, memiliki potensi besar untuk dikembangkan sebagai desa wisata. Namun, rendahnya pengetahuan pemuda lokal tentang pemasaran digital menghambat upaya promosi yang lebih luas. Program pengabdian masyarakat ini bertujuan untuk meningkatkan kemampuan pemasaran digital bagi Karang Taruna desa tersebut. Metode yang digunakan meliputi observasi, sosialisasi, pelatihan, pendampingan, dan evaluasi melalui pretest dan posttest. Hasil kegiatan menunjukkan peningkatan signifikan dalam pengetahuan dan keterampilan pemasaran digital peserta, khususnya dalam penggunaan media sosial seperti Instagram, Facebook, dan YouTube. Pelatihan ini membantu memperluas jangkauan promosi desa wisata dan meningkatkan jumlah pengunjung. Dengan demikian, program ini berhasil mendukung pengembangan desa wisata Ngesrepbalong sebagai destinasi wisata unggulan di Kabupaten Kendal.   Kata kunci : desa wisata, pemasaran digital, Karang Taruna, pengembangan pariwisata, media sosial.  
Digital Experience and Reuse Intention in Online Food Delivery Platforms Nugroho, Aditiya Pratama; Nizar Fauzan; Setiawan, Aprilian Dani Bagus; Pratiwi, Arshanda
Journal of Digital Marketing and Halal Industry Vol. 7 No. 1 (2025)
Publisher : Fakultas Ekonomi dan Bisnis Islam UIN Walisongo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21580/jdmhi.2025.7.1.23885

Abstract

This study explores the determinants influencing the reuse intention of the GrabFood application among Generation Z consumers in Semarang City, Indonesia. Amid the rapid growth of online food delivery services, understanding the behavioral drivers of digital-native consumers remains underexplored, particularly in the context of Southeast Asian markets. This research contributes to the literature by integrating constructs from the Technology Acceptance Model (TAM) with marketing perspectives such as brand personality and promotional incentives, offering a comprehensive framework to examine user retention behavior. Utilizing a quantitative approach, data were collected from 210 Gen Z respondents through structured questionnaires employing a 7-point Likert scale. The analytical method employed was Structural Equation Modeling using Partial Least Squares (SEM-PLS), enabling robust assessment of the measurement and structural models. The findings reveal that brand personality, perceived usefulness, and voucher discounts significantly influence reuse intention, whereas perceived ease of use does not exhibit a direct effect. These results suggest that while functionality matters, emotional brand connections and tangible value propositions (such as discounts) are more salient in driving continued app usage among Gen Z users. The study offers practical implications for marketers and digital platform providers, highlighting the importance of aligning brand attributes with generational preferences and emphasizing value-driven promotions to enhance customer loyalty and sustained engagements.
Co-Authors Adelia Sandra Swastika Putri Adelia Sandra Swastika Putri C Tri Widiastuti DC Kuswardani Heri Prabowo Liyandri Rasbina Tarigan Pratiwi, Arshanda Putri, Adelia Sandra Swastika Setiawan, Aprilian Dani Bagus utaminingsih, adijati