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All Journal ProBisnis : Jurnal Manajemen Eduvest - Journal of Universal Studies
Mayla Surveyandini
Universitas Wijayakusuma Purwokerto, Indonesia
Aerospace Engineering Humanities Computer Science & IT Economics, Econometrics & Finance Health Professions Industrial & Manufacturing Engineering Neuroscience Social Sciences

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Efek Content Marketing terhadap Purchase Intention Produk Perbankan pada pengguna Mobile Banking di Purwokerto: Peran Consumer Engagement dan Consumer Trust Riska Sirli Arif Fina; Mayla Surveyandini; Wisnu Wijayanto
ProBisnis : Jurnal Manajemen Vol. 17 No. 1 (2026): February: Management Science
Publisher : Lembaga Riset, Publikasi dan Konsultasi JONHARIONO

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Abstract

Penelitian ini bertujuan untuk mengetahui efek content marketing terhadap purchase intention produk perbankan pada pengguna mobile banking yang dimediasi oleh consumer engagement dan di moderasi oleh consumer trust. Metode penelitian yang digunakan adalah pendekatan kuantitatif dengan menggunakan data primer yang diperoleh melalui kuesioner. Metode pengambilan sampling yang digunakan pada penelitian ini adalah metode nonprobability sampling dengan Teknik Accidental Sampling, populasi penelitian ini adalah pengguna mobile banking yang ada di Purwokerto dengan jumlah sampel sebanyak 100 responden. Data analisis menggunakan software Smart PLS 4.0.9.9 dengan dengan Teknik analisis Outer model, inner model, pengujian kelayakan model, dan pengujian hipotesis. Hasil analisis menunjukkan bahwa content marketing berpengaruh positif dan signifikan terhadap consumer engagement, consumer engagement berpengaruh positif dan signifikan terhadap purchase intention, tetapi content marketing tidak berpengaruh terhadap purchase intention, baik langsung maupun dengan melalui consumer engagement, hal ini dikarenakan sebelum nasabah menggunakan mobile banking, nasabah sudah terikat dengan merek atau Perusahaan, Keterikatan tersebut terbentuk melalui pengalaman penggunaan produk sebelumnya. Oleh karena itu, keputusan untuk menggunakan atau membeli produk perbankan tidak lagi dipengaruhi secara signifikan oleh content marketing yang disajikan. Temuan ini memberikan implikasi praktis bagi pihak perbankan untuk mengembangkan strategi content marketing yang lebih informatif, edukatif, dan relevan agar dapat meningkatkan niat penggunaan layanan.
Community-Based Participatory Action Research Methodology To Improve Financial Literacy And Financial Inclusion Of Women Entrepreuner Dian S. P. Koesoemasari; Sri Lestari; Harsuti Harsuti; Mayla Surveyandini; Diva Aulia Putri; Mutiara Naomi Juliantika; Juvita Ananda Putri
Eduvest - Journal of Universal Studies Vol. 4 No. 10 (2024): Journal Eduvest - Journal of Universal Studies
Publisher : Green Publisher Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59188/eduvest.v4i10.39010

Abstract

Financial literacy and financial inclusion are indispensable for business actors, especially women entrepreneurs. Financial literacy is financial knowledge related to the ability to manage finances, such as making budgets, interest rate knowledge, investments, savings, and so on. Meanwhile, financial inclusion is the availability of access to financial institutions, financial products and services. Until now, there is still a gap in knowledge and financial inclusion among business actors, especially women entrepreneurs, towards financial technology. If business actors have good financial literacy and financial inclusion, they can take advantage of financial technology services for the sustainability of their business. The target group for this community service is a women's business group that is a member of the Banyumas micro small and small entrepreneurs association (ASPIKMAS) in Cilongok District. There were 30 counseling participants. Counseling is carried out face-to-face. The result of this activity is that women entrepreneurs are more familiar with financial technology services and can choose the right services needed to ensure the sustainability of their business.
The Influence of Visual Merchandising, E-WoM, Discounts, and Hedonic Shopping Motivation on Impulse Buying Mr. DIY Consumers in Purwokerto Yanti Dwi Saputri; Mayla Surveyandini; Akbar Pahlevi
ProBisnis : Jurnal Manajemen Vol. 16 No. 06 (2025): December: Management Science
Publisher : Lembaga Riset, Publikasi dan Konsultasi JONHARIONO

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Abstract

This type of research is quantitative research using a survey method. The population in this study consists of consumers who shop at Mr. DIY stores in Purwokerto, the number of which is unknown. The minimum sample size was determined using the Lemeshow formula, and questionnaires were distributed to 110 respondents using accidental sampling. The analysis tool used was multiple linear regression analysis. The analysis results showed that the adjusted R2 value was 53.1%, and the t-test proved that visual merchandising, e-wom, discounts, and hedonistic shopping motivation had a positive and significant partial effect on impulse buying among Mr.DIY consumers in Purwokerto. This study implies that Mr. DIY needs to ensure that the window display remains clean, bright, and neatly arranged, and ensure that promotional product signs are clearly written. Mr. DIY must increase consumer trust and purchasing interest. Mr. DIY can manage discounts with a well-thought-out strategy, such as offering discounts at certain times or for certain products only. Mr. DIY Purwokerto should adjust its marketing and promotion strategies to attract customers. For further researchers with similar topics, they can add other independent variables or mediating or moderating variables.
Co-Authors Akbar Pahlevi Dian S. P. Koesoemasari Diva Aulia Putri Harsuti Harsuti Juvita Ananda Putri Mutiara Naomi Juliantika Riska Sirli Arif Fina Sri Lestari Wisnu Wijayanto Yanti Dwi Saputri