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All Journal JSITP DFAME Digital Financial Accounting Management Economics Journal
Dien Hawa, Sarah
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Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences Other

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Pengaruh Transformasi Digital Terhadap Keberlanjutan Bisnis UMKM Batik Banyumas Melalui Kinerja Pemasaran Sebagai Variabel Mediasi Dien Hawa, Sarah; Cipta Raharja, Mahardika; Rianto, Sugeng
Jurnal Sistem Informasi dan Teknologi Peradaban Vol. 4 No. 1 (2023): Jurnal Sistem Informasi dan Teknologi Peradaban
Publisher : Prodi Sistem Informasi Universitas Peradaban

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58436/jsitp.v4i1.1607

Abstract

Berdasarkan data dari dinas koperasi dan industri kabupaten Banyumas, 1.500 UKM batik yang tersebar di seluruh wilayah Banyumas namun jumlah tersebut mengalami penurunan menjadi sekitar 1.400 karena dampak pasca pandemi covid19. Penelitian ini bertujuan untuk menguji pengaruh transformasi digital terhadap kinerja pemasaran dan keberlanjutan bisnis. Penelitian ini juga menguji variabel kinerja pemasaran sebagai variabel mediasi antara transformasi digital dan keberlanjutan bisnis. Menggunakan 97 responden, hasilnya adalah transformasi digital dan kinerja pemasaran mempunyai pengaruh positif terhadap keberlanjutan bisnis dan kinerja pemasaran memediasi pengaruh transformasi digital dan keberlanjutan bisnis.Keyword: UMKM Batik, Transformasi Digital, Kinerja Pemasaran, Keberlanjutan Bisnis
Peningkatan Ekuitas Merek pada Produk Layanan Transaksi Digital m-BCA: Array Dien Hawa, Sarah; Syauqi, Achmad
Jurnal Sistem Informasi dan Teknologi Peradaban Vol. 3 No. 1 (2022): Jurnal Sistem Informasi dan Teknologi Peradaban
Publisher : Prodi Sistem Informasi Universitas Peradaban

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (125.624 KB) | DOI: 10.58436/jsitp.v3i1.1234

Abstract

BCA is one of the banks authorized to issue m-BCA as a digitalize transactions. M-BCA has increased in its transaction and user. M-BCA alwayss be number one Top Brand Index as mobile banking kategory. This study is a survey research that aims to the effect of corporate image, customer sensory experience, brand trust, and perceived value to brand equity. The study was conducted at Indonesia. The sample in this research is 150 m-BCA users as respondents. Sampling technique used is method of accidental sampling method. Data collection techniques methods using questionnaires. The measurement scale uses a Likert scale 7. Data analysis used is analysis using multiple linear regression with the help of SPSS statistics 25. The results showed that: (1) Corporate image have a positive effect on brand equity; (2) customer sensory experience have a positive effect on brand equity; (3) brand trust have a positive effect on brand equity; (4) perceived value have a positive effect on brand equity.
PENGARUH KUALITAS PRODUK, HARGA, DAYA TARIK IKLAN DAN CITRA MEREK PADA KEPUTUSAN PEMBELIAN PADA HONDA BEAT MOTORIZED VEHICLE Dien Hawa, Sarah; Rianto, Sugeng; Saumi Andrean Nofa, Muhammad
DFAME Digital Financial Accounting Management Economics Journal Vol 2 No 1 (2024): FEBRUARI
Publisher : Awatara Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61434/dfame.v2i1.136

Abstract

Honda Beat Motorcycle is the most popular by most people, both young people and parents because of its stylish and simple design. This can be proven based on the results of the Top Brand Award survey which is ranked first in the Top Brand Index category as shown below. Consumers who have a positive perception of a brand, meaning that the brand has a strong impression compared to other brands. This study aims to determine the effect of Product Quality, Price, Advertising Attractiveness and Brand Image on Purchasing Decisions for Honda Beat Motorbikes. The data used in this study are primary data obtained through a questionnaire. This reseach using 97 sample who who have already used Honda beat. The analysis method used is multiple linear regression analysis. The results of the analysis show that Product Quality, Price, Advertising Attractiveness and Brand Image have a positive effect on Purchasing Decisions for Honda Beat Motorbikes.
Co-Authors Achmad Syauqi Cipta Raharja, Mahardika Saumi Andrean Nofa, Muhammad Sugeng Rianto