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Eva Yuniarti Utami
Universitas Sebelas Maret, Indonesia
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education

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THE INFLUENCE OF BRAND CULTURE ON PURCHASING DECISIONS WITH USER GENERATED CONTENT AS A MODERATING VARIABLE Muhammad Risal Tawil; Sandi Setiadi; Esti Tri Endarwati; Reni Dian Octaviani; Eva Yuniarti Utami
JURNAL ILMIAH EDUNOMIKA Vol 8, No 2 (2024): EDUNOMIKA
Publisher : ITB AAS Indonesia Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29040/jie.v8i2.13584

Abstract

Abstract This research is quantitative research with an explanatory approach, namely an approach that uses previous main references as the main source for establishing a basis for finding novelty and research gaps in the research being conducted. The data used in this research is primary data obtained from online distribution of Hyundai employees spread throughout Indonesia. The questionnaire contains statements of agree, strongly agree, normal/average, disagree, and strongly disagree from the 16 question items asked. The data was analyzed using Smart PLS 4.0. The result in this article show that the Brand Culture variable has a positive relationship and a significant influence on purchasing decisions because the P-Values value is positive and is below the 0.05 significance level, namely 0.005, which is more significant than in a number of Brand studies. Image of purchasing decisions which are at 0.012 and 0.024,. This is because the Culuter Brand can provide an icon that is clear, unique and attracts attention. Usually related to culture, the Culture Brand can reach loyal and even fanatical consumers. These results are in line with research . Apart from that, in the third row of Productivity, the third table also shows the same results if the User Generated Content variable can strengthen the influence of the Brand Culuter variable on Purchasing Decisions due to the same thing, namely the P-Values value which is positive and is below the 0.05 significance level. which is 0.000 more significant than the direct tester's 0.05. This expertise is due to the existence of User Generated Content, the dissemination of information about products can spread widely, become known to many people, and delay a number of potential consumers from making purchasing decisions. Keywords: Brand Culuter, Pruchase Decision, User Generated Content
THE INFLUENCE OF DIGITAL MARKETING AND INTELLECTUAL CAPITAL ON ORGANIZATIONAL PEFORMANCE WITH CONSUMER SATISFICATION AS A MODERATING VARIABLE Frans Sudirjo; Rieneke Ryke Kalalo; Eva Yuniarti Utami; Tuti Sulastri; Wira Pramana Putra
JURNAL ILMIAH EDUNOMIKA Vol 8, No 1 (2024): EDUNOMIKA
Publisher : ITB AAS Indonesia Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29040/jie.v8i1.11541

Abstract

Organizational performance is the thing that companies pay the most attention to and is the most important goal compared to other goals that must be well maintained and achieved by an organization/company. There are a number of factors that can influence organizational performance, including digital marketing and intellectual capital. In contrast to a number of previous studies, this research adds the Consumer Satisfaction variable which the researchers believe can strengthen the influence of the independent variable on the dependent variable used in this research. This research is quantitative research with an explantory approach. In this research, primary data was distributed to 250 employees of PT. Indofood with employee criteria in the fields of HRD, Human Resources and Finance spread throughout Indonesia. The data used was analyzed with smart PLS 3.0 software. The results of this research show that the Digital Marketing and Intellectual Capital variables have a positive relationship and have a significant influence on the Organizational Performance variable because the p-values are below the significance level and point in a positive direction. Apart from that, the Consumer Satisfaction variable can moderate the relationship between the Digital Marketing variable and the Organizational Performance variable and the Intellectual Capital variable with the Organizational Performance variable Keywords: Digital Marketing, Intellectual Capital, Organizational Peformance, Consumer Satisfication
DIGITAL FREE TOURISM: STRATEGY FOR DEVELOPING TOURISM IN INDONESIA Indra Permana; Tono Mahmudin; Nourma Wulanda; Riki Adriant; Eva Yuniarti Utami
JURNAL ILMIAH EDUNOMIKA Vol 8, No 2 (2024): EDUNOMIKA
Publisher : ITB AAS Indonesia Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29040/jie.v8i2.13514

Abstract

Abstract This research aims to (1) describe the potential of digital free in developing Indonesian tourism; and (2) know the strategy for developing Indonesian tourism through digital free. This research uses SWOT analysis. The results of this research show that (1) the digital free concept is considered appropriate to be applied in several natural destinations in Indonesia that have limited internet access; (2) strategies for developing Indonesian tourism through digital free based on SWOT analysis, including SO strategy through promoting digital free tourism to the public, WO strategy by developing the concept of digital free tourism to attract tourists, ST strategy through collaboration with tourism stakeholders to provide digital free tourism, and WT strategy through educating tourism managers to develop digital free tourism. Keywords: Digital free, tourism, develop
THE EFFECT OF PEOPLE'S BUSINESS CREDIT ON THE PERFORMANCE OF MSMES WITH DIRECT CASH ASSISTANCE AS A MODERATION VARIABLE Jufri Jacob; Eva Yuniarti Utami; Wati Rosmawati; Sri Juminawati; Yulian Sahri
JURNAL ILMIAH EDUNOMIKA Vol 8, No 2 (2024): EDUNOMIKA
Publisher : ITB AAS Indonesia Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29040/jie.v8i2.13592

Abstract

Abstract This research is quantitative research with an exploratory approach, an approach that uses a number of previous studies as the main reference in order to obtain elements of novelty and research gaps in the research being carried out. The data used in this research is primary data that researchers obtained through online distribution to rural communities who have MSMEs with a net income of under 5 million. The questionnaire that the researchers distributed contained several statements, namely strongly agree, agree, normal/so-so, disagree and strongly disagree. These data were analyzed using the smart PLS 4.0 analysis tool. The result in this research show that the the Community Business Credit variable can have a positive relationship and have a significant influence on MSME performance because the P-Values value is positive and is below the significance level of 0.05, namely 0.013. This is because People's Business Credit can make MSME capital stronger so that MSME stakeholders can innovate more, produce more varied products, and other things so that ultimately they can improve MSME performance. In contrast to the results of the first hypothesis, in the results of the second hypothesis, the third table of the Path Coefficient shows results that are inversely proportional if the Direct Cash Assistance variable cannot influence employee performance because the P-Values value is above the 0.05 significance level, namely 0.062. This is because the Direct Cash Assistance does not relate to business needs but rather personal needs and other things. Thus, the first hypothesis in this research can be accepted and the second hypothesis in this research cannot be accepted. Keywords: People's Business Credit, Performance Of Msmes, Direct Cash Assistance
THE EFFECT OF SOCIAL MEDIA USE ON EMPLOYEE PERFORMANCE WITH TALENT MANAGEMENT AS A MODERATING VARIABLE Ni Luh Kardini; Eva Yuniarti Utami; Suseno Hendratmoko; Ikram Yakin; J Fuji Inzani SL
JURNAL ILMIAH EDUNOMIKA Vol 8, No 2 (2024): EDUNOMIKA
Publisher : ITB AAS Indonesia Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29040/jie.v8i2.13554

Abstract

Abstract This research is quantitative research with an exploratory approach, namely an approach that uses a number of previous studies as the most fundamental benchmark for building arguments, novelty and research gaps in the research being carried out. The data used in this research is primary data that researchers collected by distributing online questionnaires to Astra employees spread throughout Indonesia. These data were analyzed using the smart PLS 4.0 analysis tool. The result in this research show shows that the Social Media variable has a positive relationship and a significant influence on employee performance. This is because the P-Values value is positive and is below the significance level of 0.05, namely 0.004. This result is because the better employees are at using social media, the easier it will be for employees to complete work, such as if they don't know how to do something, they can search on YouTube, Google and other platforms, and can ask someone who knows better. Apart from that, social media can make it easier to communicate without meeting in person, simplify difficult administration, and so on which can make it easier for employees to complete their work so that they can improve employee performance. Apart from that, in the second row of the table, the three path coefficients show the same results if the Talent Management variable can moderate the influence of the Social Media variable on Employee Performance because of the same thing, namely the P-Values value which is positive and is below the significance level of 0.05, namely 0.000, which is more significant. from direct testing 0.004. Thus, the first and second hypotheses in this research can be accepted and proven. Keywords: Social Media, Talent Management, Employee Performance
Co-Authors Esti Tri Endarwati Frans Sudirjo Ikram Yakin Indra Permana J Fuji Inzani SL Jacob, Jufri Mahmudin, Tono Muhamad Risal Tawil Ni Luh Kardini Nourma Wulanda Octaviani, Reni Dian Rieneke Ryke Kalalo Riki Adriant Sandi Setiadi Sri Juminawati Suseno Hendratmoko Tuti Sulastri Wati Rosmawati Wira Pramana Putra Yulian Sahri