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All Journal Jurnal Ekonomi, Bisnis dan Kewirausahaan (JEBIK) Indonesian Journal of Business and Entrepreneurship (IJBE) JPBM (Jurnal Pendidikan Bisnis dan Manajemen) Jurnal Samudra Ekonomi dan Bisnis Jurnal Syntax Transformation Action Research Literate (ARL) Journal of Marketing Innovation Eduvest - Journal of Universal Studies e-Jurnal Apresiasi Ekonomi IIJSE
Karto Adiwijaya
Universitas Indonesia
Aerospace Engineering Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mathematics Neuroscience Social Sciences

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Unlocking the Power of Event Sponsorship: How Attitudes and Brand Image Fuel Purchase Intentions Reyhana Zahra Zain; Karto Adiwijaya
Jurnal Syntax Transformation Vol 5 No 6 (2024): Jurnal Syntax Transformation
Publisher : CV. Syntax Corporation Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.46799/jst.v5i6.964

Abstract

Event sponsorship, as part of promotion, offers opportunities for brands to increase visibility through involvement in events that match the interests of the target audience. The method used in this research is quantitative method and will be analyzed with the Structural Equation Model (SEM). The target of this research is the audience of the Reality Club Concert which is presented in Jakarta sponsored by the Kapal Api brand. The sampling method is a non-probability sampling technique with a convenience sampling approach, then continued with a snowball sampling approach which is carried out by relying on personal contacts taken from the results of the previous approach, namely the results of convenience sampling. total respondents were 200 in this study. This study found that sponsor-event congruence significantly improved brand image and attitude toward sponsor, which in turn, improved purchase intention. In contrast, involvement and exposure to the sponsored event had no significant influence on attitude towards the sponsor. Based on the results of the study, it can be concluded that involvement and exposure to sponsored events do not have a significant effect on attitudes towards sponsors. However, sponsor-event congruence has a positive and significant influence on attitude towards the sponsor and brand image. In addition, brand image also has a positive and significant impact on attitude towards the sponsor. Finally, attitude towards sponsor and brand image have a positive and significant influence on purchase intention in the case study of Brand Kapal Api at Reality Club Concert.
The Effect of Social Media Activities on Purchase Intention Study on Somethinc, A Local Skincare Brand in Indonesia Auddie Indira Riyadi; Karto Adiwijaya
JPBM (Jurnal Pendidikan Bisnis dan Manajemen) Vol 9, No 3: November 2023
Publisher : Universitas Negeri Malang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.17977/um003v9i32023p251

Abstract

The sales of the skincare industry in Indonesia increase from year to year. Along with the increase in social media use, it results in newcomers in the local brand sector; one is a brand called Somethinc. This study analyses social media activities (SMA) regarding purchase intention over a local skincare brand in Indonesia. This research was built using quantitative cross-sectional sampling with a total of 258 samples who lived in Jabodetabek. They are following Somethinc on social media, especially its Instagram @somethincofficial, yet they have never purchased Somethinc products. The data were analyzed using the SEM method through the SmartPLS 3.2.9 application. The results show that SMA has direct influences on brand equity, and brand equity influences purchase intention. Moreover, SMA also has a direct effect on purchase intention. This study proves that social media activities (SMA) significantly increase brand awareness, brand image, and purchase intention. The presence of customization, interactions, eWOM, and trendiness further enhance the positive effect. This means that managers must provide the latest and relevant information about their products in all cases. Keywords: Social media activities, Brand equity, Purchase intention, Instagram, Local brand, Skincare
Feasting Through Screens: Unpacking The Power of Social Media Influencers on Culinary Purchasing Intentions Fadhila, Annisa Nadya; Adiwijaya, Karto
Indonesian Journal of Business and Entrepreneurship Vol. 11 No. 1 (2025): IJBE, Vol. 11 No. 1, January 2025
Publisher : School of Business, IPB University (SB-IPB)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.17358/ijbe.11.1.53

Abstract

Background: In the vibrant context of Indonesia's growing culinary scene, food waste poses significant environmental and economic challenges, leading to a rise in consumer demand for sustainability and eco-friendly practices. Purpose: This study examines the role of social media influencers in shaping consumption values and purchase behaviors toward sustainable culinary practices. Design/Methodology/Approach: Data were collected from 260 respondents in Greater Jakarta using purposive sampling via structured online questionnaires, targeting social media users aged 17–43 who follow culinary influencers. The data were analyzed with Structural Equation Modeling (SEM) using SmartPLS software. Findings/Result: The results demonstrate that environmental concerns significantly influence both social and epistemic values. Consumers who are more concerned about environmental issues perceive higher social and epistemic value in sustainable culinary products promoted by influencers, leading to increased purchase intentions. Conclusion: Marketers in the culinary industry should collaborate with influencers who advocate for environmental sustainability to enhance the perceived social and epistemic values of their products, effectively boosting consumer engagement and purchase intentions, and contributing to reduced food waste. Originality/Value (State of the Art): This research enriches the discourse on influencer marketing in the culinary industry by highlighting the role of environmental concerns in shaping consumers’ consumption values and purchase intentions, offering actionable insights for businesses aiming to implement sustainable marketing strategies. Keywords: consumption value, culinary product, environmental concern, epistemic value, generation, income, intimate self-disclosure, spending self-control, purchase intention
Menjelajahi Dinamika Pengambilan Keputusan Bisnis Dalam Pengadaan Cairan Infus: Analisis Pengguna Dan Pengambil Keputusan Di Rumah Sakit Indonesia Utomo, Adi Putro; Adiwijaya, Karto
Action Research Literate Vol. 9 No. 3 (2025): Action Research Literate
Publisher : Ridwan Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.46799/arl.v9i3.2837

Abstract

Dalam penelitian ini, peneliti berusaha menggali lebih dalam mengenai pemilihan cairan infus di rumah sakit di Jakarta. Tujuan utamanya adalah untuk mengidentifikasi atribut-atribut penting yang memengaruhi keputusan dalam memilih produk cairan infus. Metode yang digunakan adalah kualitatif dengan pendekatan fenomenologi, yang melibatkan wawancara dengan decision maker utama dan user/pengguna produk cairan infus di empat rumah sakit di wilayah Jakarta: Rumah Sakit Kanker Dharmais, RSUD Pasar Rebo, RS Kartika Husada, dan RSUD Mampang Prapatan. Hasil penelitian menunjukkan bahwa terdapat tiga atribut yang dominan dalam pemilihan produk cairan infus, yaitu harga, kualitas, dan Tingkat Komponen Dalam Negeri (TKDN). Para decision maker di rumah sakit menganggap bahwa harga sebagai faktor kunci karena berhubungan dengan efisiensi rumah sakit. Di sisi lain, pengguna produk cairan infus menempatkan kualitas sebagai atribut paling penting karena berdampak pada produktivitas kerja, keselamatan pasien dan petugas kesehatan. TKDN juga memainkan peran kuat di rumah sakit pemerintah. Pengambil keputusan pembelian merek tertentu di rumah sakit berasal dari pihak farmasi dan pengadaan. Di rumah sakit swasta, direktur rumah sakit memiliki peran sentral dalam keputusan pembelian obat, dengan atribut harga sebagai kriteria utama. Sedangkan di rumah sakit yang melayani pasien kanker, atribut kualitas menjadi prioritas dalam pemilihan cairan infus. Penelitian ini bisa memberikan gambaran/peluang terkait bisnis cairan infus dengan menerapkan strategi pemasaran yang sesuai dengan kriteria seleksi rumah sakit.
Membangun Loyalitas Merek: Strategi Efektif Produk Low Voltage pada Konsumen B2B Siregar, Bintang Eska Putra; Adiwijaya, Karto
Jurnal Samudra Ekonomi dan Bisnis Vol 16 No 2 (2025): JSEB
Publisher : Fakultas Ekonomi dan Bisnis Universitas Samudra

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33059/jseb.v16i2.10901

Abstract

This study aims to analyze the strategy used by Schneider's low-voltage brand products for sales to B2B consumers. This study uses an in-depth interview method, which is conducted with sources including Schneider representatives and exclusive distributors and retail distributors. The study protocol as a reference for questions conducted in this interview is based on the strategy factor for building brand loyalty. The results provide insight into how low-voltage products build brand loyalty with distributors so that there is a decision to repeat the purchase of the Schneider brand and work together in the long term. This study contributes as an analysis to Schneider to be able to improve its service to distributors, so that it can maintain good loyalty with distributors. The novelty of this study is the addition of strategy factors that build brand loyalty.
Luxury in Education: How Service Features and Customer Perceptions Drive Loyalty and Purchase Decisions in Prestigious Schools Fitrhanefi, Muhyi Nur; Adiwijaya, Karto
Jurnal Samudra Ekonomi dan Bisnis Vol 16 No 2 (2025): JSEB
Publisher : Fakultas Ekonomi dan Bisnis Universitas Samudra

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33059/jseb.v16i2.10922

Abstract

The study aims to analyze the impact of luxury perception on purchasing behavior in the premium educational sector. A quantitative research method was employed using a survey distributed to 336 parents of students enrolled in top five luxury elementary schools in Greater Jakarta. Respondents were selected using purposive sampling based on predefined inclusion criteria, such as being the primary decision-maker for school enrollment and having children currently enrolled in these schools. The findings reveal that price, service quality, prestige, and extraordinary experience significantly influence luxury perception, with service quality emerging as the dominant factor. Data were analyzed using SEM-PLS approach. This research provides practical insights into developing marketing strategies for luxury educational services by emphasizing a balance between objective service features and subjective customer perceptions.
Customer Loyalty in Low-Cost Carriers: the Role of Service Quality, Price Fairness, and Brand Image (Insights from Indonesia) Anggreana Vera Salsabila; Adiwijaya, Karto
Eduvest - Journal of Universal Studies Vol. 5 No. 9 (2025): Eduvest - Journal of Universal Studies
Publisher : Green Publisher Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59188/eduvest.v5i9.51182

Abstract

This study aims to analyze the effect of service quality, price fairness, customer satisfaction, and trust on customer loyalty, with brand image as a moderating variable, on low-cost carrier (LCC) airlines in Indonesia. The LCC industry faces tough challenges, with fluctuations in demand and the need to keep prices affordable without sacrificing service quality. Therefore, price fairness and brand image are key in increasing customer satisfaction, trust and loyalty. This study uses a quantitative approach with descriptive and causal designs, and a structured survey of LCC airline customers. Data were analyzed using PLS-SEM (Partial Least Squares Structural Equation Modeling), which includes service quality dimensions (reliability, tangible, assurance, empathy), price fairness, customer satisfaction, trust, and its effect on customer loyalty. The results showed that service quality has a positive effect on price fairness and customer satisfaction, but not directly on customer loyalty. Price fairness proves to be important to encourage customer satisfaction and customer loyalty, while customer satisfaction acts as a mediator in the relationship, and has a direct effect on trust and customer loyalty. Trust contributes significantly to building customer loyalty. However, brand image does not moderate the relationship between service quality and price fairness, suggesting that LCC customers' decisions are based more on functional evaluation. The findings make theoretical and practical contributions to improving service quality and creating a satisfying customer experience.
Customer Loyalty in Digital Banking: The Role of User Journey and Customer Experience (A Case Study on Bank MAS Mobile) Yusdasani, Khoiriyah Nurul; Adiwijaya, Karto
Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE) Vol 8 No 3 (2025): Sharia Economics
Publisher : Sharia Economics Department Universitas KH. Abdul Chalim, Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31538/iijse.v8i3.7338

Abstract

This study aims to analyze the role of user journey and customer experience in influencing customer loyalty within the context of digital banking services, using Bank MAS as a case study. The research model adopts a quantitative approach by employing the Structural Equation Modeling-Partial Least Squares (SEM-PLS) method on data collected from 280 respondents who use the Bank MAS Mobile application. The variables tested include ease of use, perceived value, quality of support, reliability, perceived risk, and ability to innovate as factors influencing customer experience, along with the role of customer satisfaction as a mediating variable toward customer loyalty. The findings reveal that all independent variables significantly affect customer experience, with ability to innovate emerging as the most dominant factor. Furthermore, customer satisfaction is proven to mediate the relationship between customer experience and customer loyalty. This study contributes theoretically to the development of customer experience models in the local digital banking context and offers managerial implications for enhancing innovation and service quality in the digital banking sector.
Marketing Sustainability to the Base: Exploring Drivers of Green Behavior Among Indonesia’s Low Socioeconomic Populations Zefanya, Abraham; Adiwijaya, Karto
Journal of Marketing Innovation (JMI) Vol. 5 No. 2 (2025)
Publisher : Politeknik Negeri Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35313/jmi.v5i2.205

Abstract

This study investigates the factors influencing the adoption of green behavior among low-income populations in Indonesia, aiming to inform more inclusive sustainability strategies. Employing a qualitative phenomenological methodology, in-depth interviews were conducted with 10 participants in Jakarta, focusing on efforts to reduce single-use plastic consumption. The results reveal that while environmental education enhances green behavioral intentions, its influence on actual behavior change is constrained by financial limitations and a reluctance to incur higher costs unless alternatives are unavailable or personal expectations are fulfilled. Additionally, messages emphasizing personal benefits resonate more than environmental appeals, and local community-driven social norms are more effective in promoting green behavior than external influencers. Policies and regulations were found to moderate the conversion of intention into behavior, while perceived needs and ease of use of conventional items, coupled with financial constraints, form behavioral control factors that can directly affect green behavior adoption. This research extends the Theory of Planned Behavior by providing nuanced insights into green behavior adoption in low-income contexts, offering practical implications for policymakers and stakeholders to design inclusive and effective sustainability initiatives.
DOES SOCIAL MEDIA MARKETING DRIVE INDONESIAN CUSTOMER LOYALTY FOR ECO-BEAUTY PRODUCTS? Chandra, Nicholas Dwi; Adiwijaya, Karto
Jurnal Apresiasi Ekonomi Vol 13, No 3 (2025)
Publisher : Institut Teknologi dan Ilmu Sosial Khatulistiwa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31846/jae.v13i3.969

Abstract

Social media marketing activities of eco-beauty products is widely used by many businesses in Indonesia to increase the society’s environmental awareness and purchase intention. However, the customer loyalty for such product is still relatively low. This research aims to analyze the effect of social media marketing (SMM) on customer loyalty, particularly for eco-beauty products continuous purchase intention (CPI). The research extends the Theory of Planned Behavior (TPB) by integrating the model with the Stimulus-Organism-Response (SOR) Theory, with the addition of SMM as the antecedent, and perceived green product knowledge (GPK), environmental concern (ENC), and satisfaction (SAT) as mediators. The research is performed in Indonesia using questionnaire targeted to active social media users aged 18-44 that have previously purchased eco-beauty products. The data obtained is analyzed using PLS-SEM method. The results show that SMM has no direct effect on CPI. However, SMM has significant positive effects on CPI through the mediation of GPK, ENC, all TPB dimensions, and SAT. This research offers theoretical contribution by elucidating the influence of SMM on customer loyalty for eco-beauty products based on the extension of TPB model. Practically, this research offers insights on creating the effective SMM strategy to boost eco-beauty products continuous purchase.
Co-Authors Akmando, Luthfi Jovan Wandy Anggreana Vera Salsabila Auddie Indira Riyadi Chandra, Nicholas Dwi Fadhila, Annisa Nadya Fitrhanefi, Muhyi Nur Reyhana Zahra Zain Sangkoyo, Adhitya Bayu Candra Siregar, Bintang Eska Putra Utomo, Adi Putro Yusdasani, Khoiriyah Nurul Zefanya, Abraham