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All Journal Jurnal Mantik Jurnal Manajemen Bisnis dan Kewirausahaan Jurnal Ekonomi Jurnal Manajemen dan Pemasaran Jasa Journal of Artificial Intelligence and Digital Business Indonesia Accounting Research Journal
Prayitno, Sentot Basuki
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Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Electrical & Electronics Engineering Engineering Languange, Linguistic, Communication & Media Social Sciences

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Building Loyalty in Indonesia 's E-Commerce Giants: The interplay of Service, Trust, and Satisfaction Satyawan, Nicole Nadya Aurelie; Prayitno, Sentot Basuki
Indonesia Accounting Research Journal Vol. 12 No. 1 (2024): September: Accounting, Management
Publisher : Institute of Accounting Research and Novation (IARN)

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Abstract

With the tight lockdown regulations and restrictions, the online shopping trend has resurfaced and made its way to the top due to the COVID-19 pandemic, which led to an increase in online shopping users for about 51% in less than a year. While it offers a multitude of advantages, including convenience, vast selection, and competitive pricing, the inherent lack in physical product interaction can lead to negative experiences if expectations are not met. This study aims to investigate the path towards customer loyalty that includes service quality, trust, and customer satisfaction within Indonesia’s e-commerce giants. Tokopedia and Shopee were chosen as the primary focus of this study due to their market dominance that would capture the substantial portion of Indonesia’s e-commerce industry and draw more generalizable conclusions. Additionally, this study also incorporates the five dimensions of SERVQUAL theory, namely reliability, responsiveness, assurance, empathy, and tangibility, which was less investigated in previous research, especially in Indonesia. An online survey method was employed and distributed through social media platforms to collect the data, and a quantitative analysis was then performed using the data collected from 213 valid respondents who are Indonesian citizens, currently residing in Indonesia, and have recent online shopping experiences through both Tokopedia and Shopee. The empirical results offer valuable insights into customer loyalty within the Indonesian e-commerce context. This study reveals that service quality significantly affects trust, both service quality and trust significantly affect customer satisfaction, and satisfaction was also found to significantly affect customer loyalty. The research emphasizes the paramount importance of prioritizing service excellence across all customer touchpoints, which translates into actions such as developing and implementing standardized service protocols, investing in employee training programs that equip staff with exceptional service delivery skills, and actively soliciting customer feedback to identify areas. By understanding the interplay between service quality, trust, satisfaction, and ultimately, customer loyalty, e-commerce businesses in Indonesia can develop effective strategies to not only attract new customers but also cultivate a loyal and dedicated following.
Assessing factors determining people’s decision to adopt electric motorcycles (EMs) through the lens of the technology acceptance model (TAM) Wilson, Nicholas; Prayitno, Sentot Basuki
Jurnal Manajemen Bisnis dan Kewirausahaan Vol 7 No 6 (2023): Jurnal Manajemen Bisnis dan Kewirausahaan
Publisher : Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/jmbk.v7i6.26239

Abstract

Over recent years, the Indonesian government has been consistently encouraging its citizens to transition from traditional, fuel-based vehicles to environmentally friendly electric-powered vehicles. Among these electric vehicles, Electric Motorcycles (EMs) have made their way into the Indonesian market. However, the adoption of EMs remains relatively low compared to conventional motorcycles due to various factors. This study aims to comprehensively analyze the determinants affecting individuals’ decisions to adopt EMs, focusing on the Technology Acceptance Model (TAM) framework. Next, to collect data from respondents, a survey method employing questionnaires was utilized, employing a purposive sampling technique to ensure that all participants met the predetermined criteria. Specifically, respondents were individuals who had adopted EMs from various brands within the past year. A 5-point Likert scale was employed to gauge respondents’ opinions and perceptions. Over approximately four months, from March 2023 to July 2023, questionnaires were distributed, resulting in the successful collection of 58 valid responses. Subsequently, Partial Least Squares Structural Equation Modeling (PLS-SEM) was employed to analyze the gathered data. The findings of the analysis reveal that two key factors, namely, perceived ease of use and perceived usefulness, exert significant and positive influence on individuals’ decisions to adopt electric motorcycles (EMs). Dalam kurun waktu beberapa tahun terakhir, pemerintah Indonesia secara aktif dan masif mendorong masyarakatnya untuk mulai beralih dari kendaraan BBM konvensional ke kendaraan listrik (electric vehicle) yang lebih ramah lingkungan. Adapun salah satu jenis kendaraan listrik (electric vehicle) yang dijual (dan tersedia) di Indonesia adalah motor listrik (electric motorcycle). Namun, terlepas dari berbagai usaha yang telah dilakukan oleh pemerintah, serta dikarenakan oleh satu dan lain hal, jumlah masyarakat yang telah membeli dan menggunakan motor listrik ini cenderung masih sangat sedikit dibandingkan dengan jumlah masyarakat yang membeli motor konvensional berbahan bakar minyak. Alhasil, berdasarkan pada fenomena ini, maka studi ini mencoba untuk menganalisis faktor-faktor yang cenderung mampu memengaruhi keputusan masyarakat di dalam mengadopsi motor listrik di Indonesia dari perspektif Technology Acceptance Model (TAM). Mengimplementasikan metode survei dengan kuesioner digunakan sebagai alat untuk mengumpulkan data dari para responden, metode sampling berupa purposive sampling diterapkan dengan tujuan untuk memastikan agar seluruh responden yang berpartisipasi telah memenuhi kriteria yang ditentukan dalam penelitian ini. Adapun kriteria responden yang ditetapkan adalah masyarakat Indonesia yang telah mengadopsi motor listrik (merek apa pun) dalam kurun waktu 1 tahun terakhir. Berikutnya, sebanyak 58 data berhasil dikumpulkan dari para responden, dimana, seluruh data ini kemudian dianalisis dengan menggunakan metode PLS-SEM. Berdasarkan pada hasil analisis data yang telah dilakukan, peneliti menyimpulkan bahwa kedua faktor yang diuji, yaitu perceived usefulness dan perceived ease of use, secara signifikan memengaruhi keputusan seseorang di dalam mengadopsi motor listrik.
Customer Purchase Intention For Sanitary Napkins On E-Commerce Platforms In Jakarta Area Andita, Matthew; Prayitno, Sentot Basuki
Jurnal Ekonomi Vol. 13 No. 04 (2024): Edition October -December 2024
Publisher : SEAN Institute

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Abstract

Softex has been on the top of mind for Indonesian consumers for sanitary pads for the last decade. The study aims to investigate how purchase intention can be affected by brand awareness, electronic word-of-mouth, and product packaging design indicators towards a brand on the online marketplace, in this case, the brand is Kimberly-Clark Softex. The independent variables of the study are brand awareness, electronic word-of-mouth, and product packaging design; and the dependent variable of the study is online purchase intention. By analyzing indicator factors above, the study aims to see how brand awareness, electronic word-of-mouth and product packaging design variables may affect purchase intention on the online marketplace. Moreover, the study also seeks to aim on the strongest indicators out of the variables on which has the strongest effect towards consumer’s purchase intention of Softex sanitary napkin products on Indonesian e-commerce. The study uses quantitative methods and questionnaires will be utilized for the data collection. Respondents in this study selected by using non-probability sampling. Based on the findings of the study, the indicators which are in the scope of the study which are brand awareness, electronic word-of-mouth, and product packaging design shows significance and positive influence towards purchase intention of KC-Softex on the e-commerce and highest significant impact is brand awareness.
Analyzing the impact of viral marketing and brand awareness on crocs’ purchase intentions among millennials and gen z Zakiyyah, Nada Hasya; Prayitno, Sentot Basuki
Jurnal Mantik Vol. 9 No. 1 (2025): May: Manajemen, Teknologi Informatika dan Komunikasi (Mantik)
Publisher : Institute of Computer Science (IOCS)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35335/mantik.v8i5.6325

Abstract

This study aims to determine how Crocs' viral marketing strategy influences consumer behavior among Millennials and Gen Z. This study explores how Crocs' viral marketing and brand awareness influence purchase intention among Millennials and Gen Z. With the highest penetration rate in 2023, Jakarta, Bogor, Depok, Tangerang, and Bekasi were selected as the research locations. To collect data, the author conducted an anonymous survey via Google Forms, using the Likert Scale for measurement. A total of 197 respondents participated in the survey. The data were analyzed using multiple linear regression with IBM SPSS 26 and SmartPLS 4.0 software. Although the findings revealed overlapping variations that led to the merging of independent variables into one construct for hypothesis testing, the results showed that viral marketing and brand awareness had a positive impact on Crocs' purchase intention in the Jabodetabek area. This suggests that Crocs' digital marketing efforts have successfully engaged Millennials and Gen Z, encouraging them to consider purchasing Crocs products. The positive impact of this marketing strategy highlights how targeting specific consumer segments through a tailored approach can be effective. The results underscore the importance of understanding and leveraging digital marketing to connect with younger consumers. For businesses looking to engage Millennials and Gen Z, investing in viral marketing and building strong brand awareness is critical. This study provides valuable insights for businesses and researchers, demonstrating the effectiveness of digital marketing in influencing purchase intent among younger consumers. By focusing on digital and viral marketing strategies, companies can better connect with this influential consumer group and drive future growth
The paradox of flash sales: How time-limited offers influence impulsive buying tendency in the emerging market (e-Commerce in Jakarta, Indonesia) Pangaribuan, Christian Haposan; Wanda, Meisya; Prayitno, Sentot Basuki; Wismiarsi, Tri; Barlian, Erland; Roemawi, Nathania Ferinda
Jurnal Manajemen dan Pemasaran Jasa Vol. 18 No. 2 (2025): September
Publisher : Lembaga Penerbit Fakultas Ekonomi dan Bisnis

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25105/jmpj.v18i2.22350

Abstract

The shift to online shopping, especially in Indonesia, appeals to many people due to its easy access and promotions like big discounts and free shipping. The rapid growth of e-commerce supports this phenomenon, which in turn leads to an increase in impulsive buying habits and the popularity of flash sales programs. The aim of this study is to find out how price discounts, flash sale programs, and consumer trust affect impulsive buying tendency during flash sale programs. In this respect, we performed a survey on the 214 young participants in Jakarta, Indonesia. Questionnaires were used for primary data collection. To ascertain the validity and reliability of the questionnaire, a pre-test was conducted. This study used PLS-SEM to test the direct and mediating effects of attitude toward flash sales and consumer trust. The study finds that while consumer trust and price discounts do not directly influence impulsive buying, a positive attitude toward flash sales programs significantly mediates between price discounts and impulsive buying. The results demonstrate that price discounts have a greater influence on attitude toward flash sales than on consumer trust. The findings provide important insights for companies looking to implement discount strategies and offer potential avenues for future research.
The influence of green marketing on consumer purchase interest Prayitno, Sentot Basuki
Jurnal Ekonomi Vol. 13 No. 01 (2024): Jurnal Ekonomi, Edition January - March 2024
Publisher : SEAN Institute

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Abstract

The introduction of Green Marketing has encouraged companies to adopt environmental issues as part of their marketing strategy. Increasingly environmentally conscious market demands have driven attention to these issues. The purpose of writing this paper is to determine the effect of green marketing on consumer purchasing interest. This research is a literature study that focuses on the topic of the influence of Green Marketing on consumer buying interests, with inclusion criteria: publications in journals, 2013-2023 year range. The data was taken through Google Scholar, MDPI, Taylor & Francis, and analyzed using the comparative method. The result of this work is that green marketing has an important role in encouraging companies to adopt environmental issues in marketing strategies to increase consumer buying interest. The effect varies depending on contextual factors such as location, industry, and market conditions. In an era where consumers' environmental awareness is getting higher, a green marketing strategy must be comprehensive, including aspects of product quality, price, distribution, promotion, and corporate social responsibility. Increased consumer knowledge about the benefits of green marketing can influence purchase intention and purchasing decisions, and companies need to educate consumers about environmentally friendly products and meet their expectations regarding price and product quality.
Rebranding in Action: How Rebranding of Kopi Janji Jiwa Enhances Customer Loyalty in the Jabodetabek Area Bujana, I Putu Gede; Prayitno, Sentot Basuki
RIGGS: Journal of Artificial Intelligence and Digital Business Vol. 5 No. 1 (2026): Februari - April
Publisher : Prodi Bisnis Digital Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/riggs.v5i1.7553

Abstract

This study highlights the effects of brand attachment, brand distinctiveness, and consumer attitudes on Kopi Janji Jiwa's brand loyalty for Indonesia, resulting in dealing with product rebranding. The paper provides four hypotheses to investigate the direct and indirect effects of brand attachment on brand loyalty as well as the moderating influence of brand distinctiveness based on the Consumer-Brand Relationship theory and the Theory of Planned Behavior.  Data was gathered via a web survey targeted at Kopi Janji Jiwa customers and examined using descriptive and inferential statistics. The findings show that brand loyalty is much enhanced by brand attachment, therefore emphasizing the important part emotional ties play in customer retention during rebranding initiatives. Although consumer attitude does not shield the link between attachment and loyalty, brand distinctiveness has a significant moderating influence; when consumers view the brand as unique, the effect of brand attachment on loyalty is strengthened. The results imply that instead of concentrating just on visual changes, rebranding projects should concentrate on the maintenance and promotion of emotional connections and uniqueness, therefore offering useful guidance for brand managers in the coffee sector as well as others. The study theoretically expands the function of brand distinctiveness as a contextual enhancer of emotional influence and validates the importance of emotional components in consumer-brand relationships, so challenging conventional attitude-based loyalty models and so contributing to branding literature.
Co-Authors Andita, Matthew Barlian, Erland Bujana, I Putu Gede Nicholas Wilson Nurfaiza, Nazia Pangaribuan, Christian Haposan Roemawi, Nathania Ferinda Satyawan, Nicole Nadya Aurelie Tri Wismiarsi, Tri Wanda, Meisya Zakiyyah, Nada Hasya