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All Journal Journal of Economics and Business UBS International Journal of Economics, Management and Accounting
Ngatno NGATNO
Diponegoro University, Indonesia
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Can Money Buy Advocacy? The Moderating Role of Referral Programs in B2B SAAS Muh Arif Mahfudin; Ngatno Ngatno
Journal of Economics and Business UBS Vol. 15 No. 2 (2026): Journal of Economics and Business UBS
Publisher : Cv. Syntax Corporation Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52644/706km704

Abstract

The cost of acquiring new customers in SaaS companies requires companies to have an effective strategy. A strategy that is often applied is a referral program, although its effectiveness is unclear. This study discusses customer advocacy influenced by Trust, Security, Customer Satisfaction and Ease of Use in the financial SaaS environment. This study extends the UTAUT framework by integrating the moderating role of the Referral Program on the relationship between driving variables and advocacy. Respondents were 202 from "CARDS" users, namely SaaS companies in Indonesia in the field of Fintech Education. The results of the analysis using SEM-PLS showed that Customer Satisfaction was the main driving factor for Customer Advocacy (β = 0.438, p < 0.001), followed by Trust (β = 0.254, p < 0.01). Meanwhile, Security and Ease of Use did not significantly influence advocacy. The most important finding is that the Referral Program does not directly encourage advocacy actions (β = 0.038) but significantly moderates the relationship if customer satisfaction and trust have been established. In this study, it can be concluded that in B2B SaaS, especially in fintech in the educational institution sector, monetary incentives are not the main thing in driving advocacy, but rather post-adoption behavior is driven by performance results.
The Implementation of Stimulus Organism Response on Repeat Purchase Intention for fashion products on Tokopedia (Study of Generation Z in Semarang City) Diki Febrianto Marbun; Ngatno Ngatno; Andi Wijayanto
International Journal of Economics, Management and Accounting (IJEMA) Vol. 2 No. 2 (2024)
Publisher : Lafadz Jaya Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47353/ijema.v2i2.179

Abstract

This study was conducted to examine the effect of social media interactivity on perceived utilitarian value, the influence of social media interactivity on perceived hedonic value, the influence of social media interactivity on repeat purchase intention, the influence of perceived utilitarian value on repeat purchase intention, the influence perceived hedonic value on repeat purchase intention, the role of perceived utilitarian value mediates the reliationship between social media interactivity and repeat purchase intention, the role of perceived hedonic value mediates the reliationship between social media interactivity and repeat purchase intention. This research was carried out in the Semarang City area. The sample in this study amounted to 100 generation z who shop for fashion products on Tokopedia. The analytical method used in this research is SEM with Smart PLS 3. The results of this study indicate that social media interactivity was able to create perceived utilitarian value and perceived hedonic value. It was found that there was a significant influence of social media interactivity on repeat purchase intention, an insignificant influence of perceived utilitarian value on repeat purchase intention, a significant influence of perceived hedonic value on repeat purchase intention, the role of perceived utilitarian value which was unable to mediate the relationship between social media interactivity and repeat purchase intention, and found the role of perceived hedonic value which can mediate the relationship between social media interactivity and repeat purchase intention.
Co-Authors Andi Wijayanto Diki Febrianto Marbun Muh Arif Mahfudin