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All Journal JURNAL SAINS PEMASARAN INDONESIA JOURNAL OF BUSINESS AND ECONOMICS RESEARCH (JBE) Public Health and Preventive Medicine Archive
Fitrianto, Mohammad Eko
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Public Health

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Pemasaran Sosial; Sejarah, Isu, dan Perkembangan Masa Kini Fitrianto, Mohammad Eko
Jurnal Sains Pemasaran Indonesia (Indonesian Journal of Marketing Science) Vol 21, No 3 (2022): Desember
Publisher : Master of Management Diponegoro University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14710/jspi.v21i3.248-271

Abstract

Tujuan: Paper ini membahas sejarah pemasaran sosial, serta isu-isu yang berkembangan saat ini. Konsekuensi dari perluasan konsep pemasaran (dari organisasi bisnis ke non-bisnis) yang berdampak pada banyak hal dibahas secara umum, dan arah perkembangan disiplin ilmu pemasaran sosial dengan tantangannya dimasa kini.Metode: Paper konseptual ini menggunakan metode penelusuran sejarah dan aspek filosofi dari pemasaran sosial untuk memberikan pemahaman dan penjelasan dari fenomena pemasaran saat ini. Temuan: Fakta tentang konsekuensi dari perluasan konsep pemasaran, membuka peluang banyak hal. bahwa terdapat relevansi apa yang disampaikan pada era sebelumnya tentang pemasaran sosial, dan membutuhkan penyempurnaan dan penyesuaian dengan kondisi sekarang.Marketing-like activity menjadi inti dari perluasan konsep pemasaran menjadi pemasaran sosialMarketing mix sebagai perangkat pemasaran sosial yang diadopsi dari pemasaran tradisional menuai beragam respon, mulai dari menambahkan, merevisi, maupun meninggalkannya.Perluasan pada fokus target audience, bukan hanya downstream, tapi juga midstream dan upstream.Untuk melaksanakan perubahan terencana pada perilaku, digunakan pendekatan teori-teori perilaku seperti: social learning theory, theory of planned behavior, maupun theory diffusion of innovations.Pembahasan: Perkembangan pemasaran sosial menangkap beberapa isu-isu sosial baru yang muncul karena perkembangan masyarakat, seperti: isu teknologi (sisi gelap teknologi), kesehatan, lingkungan, peradaban dan lain-lain.Keterbatasan: Paper ini merupakan kajian literatur yang membahas pemasaran sosial secara luas dan umum terkait isu-isu pemasaran sosial. Paper ini belum melakukan pembahasan lebih dalam pada topik-topik tertentu.Originality/value: Paper ini mencoba merangkum isu-isu yang berkembang, cara penanganannya dan kemudian sintesa dengan tantangan yang dihadapi.
Compliance with COVID-19 health protocols in a restricted offline learning setting in Palembang, Indonesia: a structural equation modeling Fitrianto, Mohammad Eko; Nofiawaty; Wahab, Zakaria; Hanafi, Agustina
Public Health and Preventive Medicine Archive Vol. 12 No. 2 (2024)
Publisher : Universitas Udayana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53638/phpma.2024.v12.i2.p05

Abstract

Background and purpose: The COVID-19 pandemic has brought about new-normal conditions across all sectors. At the onset of the return to offline learning, new health protocol regulations were introduced. This study aimed to predict student behaviour in the post-COVID-19 learning process using the Health Belief Model (HBM) within a restricted face-to-face learning context.  Methods: This cross-sectional survey involved 331 students from both public and private universities in South Sumatra Province, selected through convenience sampling from those participating in post-pandemic face-to-face learning. Data were collected between April and July 2022 using an online questionnaire that covered sociodemographic characteristics and perceptions based on the HBM framework. Descriptive analysis was conducted, and behavioural predictions were tested using Structural Equation Modelling (SEM).  Results: The majority of participants were female (54.4%), aged 18–21 years (64.4%), predominantly undergraduate students (84%), and residing in Palembang (63.3%). Regarding vaccination status, 54.4% had received the second dose, 39% the third dose, 5.7% only the first dose, and 0.9% were unvaccinated. Perceived benefits (β=0.129, p=0.034), cues to action (β=0.319, p<0.001), and self-efficacy (β=0.442, p<0.001) were found to be significant predictors of students’ compliance with health protocols.  Conclusion: Students’ compliance with health protocols is influenced by health-related information and their level of self-efficacy. The Health Belief Model proves effective in predicting this behaviour in a post-COVID-19 context. Policymakers are encouraged to promote compliance to health protocols through positive messaging, such as public service announcements.   
Pilot Study Peran Penggunaan Augmented Reality (AR) Dalam Meningkatkan Keputusan Belanja Produk Online Stone, Alisia Silver; Azwardi, Azwardi; Fitrianto, Mohammad Eko
Journal of Business and Economics Research (JBE) Vol 6 No 3 (2025): October 2025
Publisher : Forum Kerjasama Pendidikan Tinggi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47065/jbe.v6i3.8558

Abstract

The rapid advancement of digital technology has led to the emergence of Augmented Reality (AR) as an interactive innovation in e-commerce. However, many consumers still experience uncertainty regarding the suitability of products purchased online. This study aims to analyze the role of AR usage in enhancing actual purchase decisions for cosmetic products in online shopping. A descriptive quantitative approach was applied, involving 56 female respondents aged 18–35 who had prior experience shopping for cosmetics using AR features. Data were collected through an online questionnaire and analyzed descriptively. The results show that 53.6% of respondents found AR features very helpful and 30.4% found them quite helpful in ensuring product suitability and increasing purchase confidence. Furthermore, 51.8% of respondents considered AR very easy to use, indicating that this technology provides tangible benefits in the decision-making process. The main challenges identified were poor internet connection, limited device compatibility, and lack of information about AR availability. This study concludes that the use of AR plays a significant role in strengthening consumer confidence and actual purchase decisions, offering valuable implications for developing digital marketing strategies based on interactive consumer experiences.
Co-Authors Agustina Hanafi Azwardi Azwardi Nofiawaty Stone, Alisia Silver Zakaria Wahab, Zakaria