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All Journal International Journal of Management Science and Information Technology (IJMSIT) Cakrawangsa Bisnis
Ralina Transistari
Sekolah Tinggi Ilmu Manajemen YKPN
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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Pengaruh Komunikasi Pemasaran Terpadu terhadap Ekuitas Merek: Studi pada Hotel Cakra Kembang Yogyakarta Lisiya Fatma Umami; Ralina Transistari
Cakrawangsa Bisnis: Jurnal Ilmiah Mahasiswa Vol 1, No 1 (2020): April
Publisher : Sekolah Tinggi Ilmu Manajemen YKPN Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35917/cb.v1i1.122

Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh komunikasi pemasaran terpadu terhadap ekuitas merek pada Hotel Cakra Kembang secara simultan maupun parsial. Variabel independen yang digunakan adalah iklan, promosi penjualan, penjualan personal, hubungan masyarakat, pemasaran langsung, pemasaran interaktif, dan corporate design, sedangkan variabel dependennya  adalah ekuitas merek. Metode analisis yang digunakan adalah Regresi Linier Berganda. Data dikumpulkan dengan kuesioner yang dibagikan kepada 91 responden yang menginap di Hotel Cakra Kembang Yogyakarta pada bulan November 2019. Hasil penelitian menunjukkan bahwa komunikasi pemasaran terpadu yang terdiri atas iklan, promosi penjualan, penjualan personal, hubungan masyarakat, pemasaran langsung, pemasaran interaktif, dan corporate design secara simultan berpengaruh terhadap ekuitas merek pada Hotel Cakra Kembang Yogyakarta. Sedangkan secara parsial hanya pemasaran langsung dan corporate design yang berpengaruh positif terhadap ekuitas merek pada Hotel Cakra Kembang Yogyakarta.
Push, Pull, And Mooring Effects on Gen Z’s Switching Intention in TikTok Shop Putri Shandy Nur Cahyani; Ralina Transistari
International Journal of Management Science and Information Technology Vol. 6 No. 1 (2026): January - June 2026
Publisher : Lembaga Komunitas Informasi Teknologi Aceh (KITA), Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35870/ijmsit.v6i1.6769

Abstract

This study investigates the influence of Push, Pull, and Mooring (PPM) effects on the switching intention of Generation Z users of TikTok Shop in Indonesia. The rapid growth of social commerce, combined with regulatory changes that temporarily halted TikTok Shop operations in October 2023, triggered behavioral shifts among users. Applying the PPM framework, this study analyzes the extent to which push factors (e.g., dissatisfaction, high perceived price), pull factors (e.g., attractiveness of alternatives), and mooring factors (e.g., switching costs, subjective norms) influence users’ intention to switch platforms. Data were collected via a survey of 146 TikTok Shop users aged 17–27 who had used the platform prior to its closure. The data were analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS) via SmartPLS 4.0. The results show that both push and pull effects significantly and positively influence switching intention, with the pull effect emerging as the dominant factor. However, mooring effects do not have a significant influence on switching intention and do not moderate the relationship between push/pull effects and switching intention. These findings offer insights into consumer behavior in social commerce and provide strategic implications for e-commerce platforms seeking to retain users in a competitive market.
Co-Authors Lisiya Fatma Umami Putri Shandy Nur Cahyani