Article Per Year (5 Year)
p-Index From 2021 - 2026
3.403
P-Index
This Author published in this journals
All Journal Jurnal Manajemen dan Organisasi Jurnal Manajerial Jurnal Informatika Ekonomi Bisnis Jurnal Pengabdian kepada Masyarakat Nusantara Vivabio : Jurnal Pengabdian Multidisiplin eProceedings of Management Community: Jurnal Pengabdian Pada Masyarakat Jurnal Manajemen Dan Akuntansi Medan Jurnal Informatika Ekonomi Bisnis
Prasetyo Hartanto
Universitas Telkom
Agriculture, Biological Sciences & Forestry Biochemistry, Genetics & Molecular Biology Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Health Professions Languange, Linguistic, Communication & Media Public Health Social Sciences

Published : 22 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 22 Documents
Search

 1   2   3 
The Role of Key Opinion Leaders and Customer Experience on Purchase Decisions: The Mediating Effect of Brand Image Hartanto, Prasetyo; Supriyono, Lawrence Adi; Juniarto, Antonius
Jurnal Manajemen Dan Akuntansi Medan Vol. 8 No. 1 (2026): Jurnal Manajemen Dan Akuntansi Medan Januari 2026
Publisher : Yayasan Cita Cendikiawan Al Kharizmi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47709/jumansi.v8i1.7859

Abstract

Background: Indonesia has become one of the countries with the highest number of mobile game downloads, with a total of 3.65 billion downloads in 2023, emerging as one of the largest mobile game markets in the world. This study examines the role of Key Opinion Leaders and Customer Experience in purchasing decisions for hero skins in the Mobile Legends game, with Brand image as a mediating variable. This study aims to understand the relationship between variables and their impact on consumer behavior. Research method: The type of research used in this study is quantitative exploratory. Exploratory research is a type of research that examines the causal relationship between the variables used in this study. The population used in this study are consumers who have purchased Mobile Legends skins within the past year. The sample size in this study is 253 respondents. Research results: The descriptive analysis results for each indicator in the Key Opinion Leader, Customer Experience, Brand Image, and Purchase Decision variables are valid and reliable. The hypothesis in this study is accepted and has a high enough influence and significance. Conclusion: Based on the results of this study, it was found that Key Opinion Leaders and Customer Experience have a positive influence, both directly and indirectly, on Purchase Decision through Brand Image. These findings indicate that an approach that combines digital strategies through KOL and improved Customer Experience can strengthen Brand Image and encourage consumer purchasing decisions. This reinforces the important role of digital marketing communication and customer experience in the context of the creative and digital industries.
The Role of Perceived Value as a Mediating Variable in Purchasing Decisions on Shopee E-Commerce: A Study of Gen Z Nugroho, Irfan Adi; Hartanto, Prasetyo
Jurnal Informatika Ekonomi Bisnis Vol. 8, No. 1 (March 2026)
Publisher : SAFE-Network

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37034/infeb.v8i1.1364

Abstract

This study aims to analyze the role of perceived value as a mediating variable in the relationship between brand trust and online customer reviews on purchasing decisions in Shopee e-commerce among Generation Z. This study uses a positivist and deductive approach, with a quantitative method through a survey of Generation Z respondents who actively shop on Shopee. The data obtained were analyzed using the Structural Equation Modeling (SEM) method to test the relationship between the research variables, with individual analysis units, minimal research involvement, and a noncontrived research setting. The results showed that Brand Trust and Online Customer Reviews had a positive effect on Perceived Value and Purchasing Decisions, and Perceived Value was proven to mediate the relationship between the independent variables and purchasing decisions. These findings have implications for e-commerce players in improving consumer trust and shopping experience to encourage purchasing decisions.
Co-Authors A Andhika Adi Nugroho, Irfan Adiibah, Fathya Affriza Brilyan Relo Pambudi Agus Putra Ahmad Fahreza, Ahmad Amalia Shifa Aldila Andhika, A Andini, Siwi Putri Ardolof Toar, Yandri Chusnul Maulidina Hidayat Cindi, Ramitha Janira Damas Ario Wicaksono, Dading Fegi Nisrina, Safira Juniarto, Antonius Kumala Sari, Cempaka Laij, Fransisca Lawrence Adi Supriyono Maulid, Dhijar Mulidina Hidayat, Chusnul Nisrina, Safira Fegi Novita, Wanda Nugroho, Irfan Adi Pradana, Vittrah Puspo Dewi Dirgantari Putri Andini, Siwi Ramitha Janira Cindi Ramitha Janira Cindi Ratih Hurriyati Rezky Ramadhan B.K, Muh Putra Toar, Yandri Ardolof BL