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All Journal Jurnal Entrepreneur dan Entrepreneurship International Journal of Economics, Business and Accounting Research (IJEBAR) Accounting Profession Journal (APAJI) Jurnal Ilmiah MEA (Manajemen, Ekonomi, dan Akuntansi)
Putra, Sinar Dharmayana
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Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences Other

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Relationships between Service Quality, Brand Image, Customer Satisfaction, and Customer Loyalty of UC Makassar Wijaya, Justin; Putra, Sinar Dharmayana
Jurnal Entrepreneur dan Entrepreneurship Vol. 12 No. 2 (2023): Jurnal Entrepreneur dan Entrepreneurship
Publisher : Universitas Ciputra Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37715/jee.v12i2.4084

Abstract

Economic development in recent years has been driven among others by the service industry. The fierce competitive situation has driven competing businesses to continually develop themselves to provide superior quality services and an excellent brand image to gain customer satisfaction and loyalty. This study aims to examine the relationships between service quality, brand image, customer satisfaction, and customer loyalty of UC Makassar. We collect research data from 68 students using a convenient sampling technique. We adopted the conceptual model from prior studies. PLS-SEM was conducted to test the relationships in the conceptual models. The outcomes indicate that customer satisfaction has a positive impact on customer loyalty. The findings also found that service quality positively affects brand image and customer satisfaction but not loyalty. Likewise, brand image has a positive effect on customer satisfaction but not on loyalty. The implications of this research, limitations, and directions for further research can be found below.
THE EFFECT OF DIGITAL MARKETING ON PROMOTION AND MARKETING PERFORMANCE IN MICRO ENTERPRISES IN KALIMANTAN Putra, Sinar Dharmayana; Michael Ricky Sondak; Erwin Parega; Sean Michael Owen Wijaya; Valencia Fenessa Turisno
Accounting Profession Journal (APAJI) Vol. 7 No. 2 (2025): Accounting Profession Journal (APAJI)
Publisher : Program Studi Akuntansi Fakultas Ekonomi dan Bisnis Universitas Kristen Indonesia Paulus

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35593/apaji.v7i2.354

Abstract

Digital marketing has become a key pillar in modern business strategies, including for micro-enterprises in Kalimantan. This study aims to analyze the impact of digital marketing on the marketing performance of micro-enterprises in the region. By utilizing quantitative and qualitative data, this study found that the adoption of digital marketing increases visibility, operational efficiency, and customer engagement. In addition, this study also highlights the challenges faced by micro-enterprises in implementing digital marketing strategies. The results of this study are expected to provide insights for stakeholders and business actors in optimizing the use of digital marketing.
ALAT KOMUNIKASI DIGITAL : KONTRIBUSI KONTEN DALAM MENINGKATKAN KO-KREASI USAHA MIKRO KECIL MELALUI MEDIASI KAMPANYE VIRAL Erwin, Erwin; Suade, Yuyun Karystin Meilisa; Putra, Sinar Dharmayana
Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA) Vol 8 No 3 (2024): Edisi September - Desember 2024
Publisher : LPPM STIE Muhammadiah Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31955/mea.v8i3.4386

Abstract

Alat komunikasi digital telah menjadi kebutuhan bagi pelaku Usaha Mikro dan Kecil (UMK) dalam menjalankan aktivitas pemasaran usahanya, didukung oleh banyaknya tren dan strategi di media sosial yang semakin berkembang. Penelitian ini bertujuan untuk menganalisis kemampuan kampanye viral dalam memediasi pengaruh dari konten media sosial terhadap peningkatan ko-kreasi UMK sebagai sebuah strategi pemanfaatan alat komunikasi digital. Responden penelitian sebanyak 189 pelaku UMK yang menggunakan media sosial di Sulawesi Selatan. Data dikumpulkan menggunbakan kuesioner dengan skala likert, dianalisis dengan menggunakan Partial Least Square Structural Equation Model (PLS-SEM) dan pemrosesan data menggunakan WarpPLS Versi 8.0. Hasil penelitian menunjukkan bahwa konten pemasaran dapat memberikan kontribusi yang baik bagi ko-kreasi UMK di media sosial dan kampanye viral selain dapat memberikan kontribusi langsung terhadap ko-kreasi UMK, justru ditemukan dapat memediasi pengaruh konten pemasaran terhadap ko-kreasi dengan kontribusi yang lebih besar dibandingkan dengan pengaruh langsung dari konten pemasaran terhadap ko-kreasi UMK di media sosial.
Bahasa Inggris Perdana, Cipta canggih; Putra, Sinar Dharmayana; Suade, Yuyun Karystin Meilisa; Monalisa, Monalisa
International Journal of Economics, Business and Accounting Research (IJEBAR) Vol 9 No 4 (2025): IJEBAR, VOL. 09 ISSUE 04, DECEMBER 2025
Publisher : LPPM ITB AAS INDONESIA (d.h STIE AAS Surakarta)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29040/ijebar.v9i4.18539

Abstract

This study examines when and how viral marketing and social proof shape purchase intention in social commerce, and whether Fear of Missing Out (FOMO) mediates these effects. Drawing on Social Influence Theory, we model viral marketing and social proof as antecedents, FOMO as a mediator, and purchase intention as the outcome. Data were collected from 231 active social commerce users in Indonesia and analyzed using variance-based structural equation modeling (PLS-SEM). The measurement model met accepted criteria for reliability and convergent validity. The structural results show that viral marketing exerts a positive and significant direct effect on purchase intention while also increasing FOMO. Social proof significantly elevates FOMO but does not directly influence purchase intention, indicating that endorsement cues operate primarily through affective urgency rather than as stand-alone drivers. FOMO has a positive and significant effect on purchase intention and mediates the paths from both viral marketing and social proof to purchase intention, implying partial mediation for viral marketing and full mediation for social proof. These findings advance theory by integrating normative and informational influence with an affective mechanism central to the attention economy. Managerially, they suggest prioritizing diffusion design and credible validation cues that ethically heighten urgency, while monitoring authenticity and overload to prevent reactance.
KNOWLEDGE SHARING IN ECOPRINT SMES: INNOVATION AND SUSTAINABILITY IMPLICATIONS Suryadi, Dyan Fauziah; Putra, Sinar Dharmayana; Utami, Adya
International Journal of Economics, Business and Accounting Research (IJEBAR) Vol 9 No 4 (2025): IJEBAR, VOL. 09 ISSUE 04, DECEMBER 2025
Publisher : LPPM ITB AAS INDONESIA (d.h STIE AAS Surakarta)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29040/ijebar.v9i4.18562

Abstract

This study explores the lived experience of knowledge sharing among ecoprintartisans in South Sulawesi, Indonesia, and its implications for innovation andsustainability in creative small and medium enterprises (SMEs). Using aphenomenological approach, in-depth interviews and participant observationswere conducted with local artisans to uncover how tacit and explicit knowledgeare exchanged and interpreted within their communities of practice. The findingsreveal that ecoprint knowledge is predominantly tacit and embodied, transmittedthrough observation, imitation, and shared experience rather than formaldocumentation. Knowledge sharing occurs within strong community networksgrounded in trust and solidarity, facilitated by both physical workshops and digitalplatforms. Openness in sharing—especially of failures—acts as a catalyst forcollective innovation, while the process itself reinforces environmental, economic,and cultural sustainability. This research contributes to extending knowledgemanagement theory beyond corporate settings by demonstrating that in creative,sustainability-oriented SMEs, knowledge sharing functions not merely as amanagerial process but as an ethical, communal, and generative practice thatsustains both innovation and heritage.
Co-Authors Dyan Fauziah Suryadi Erwin Erwin Erwin Parega Michael Ricky Sondak Monalisa Monalisa Sean Michael Owen Wijaya Suade, Yuyun Karystin Meilisa Utami, Adya Valencia Fenessa Turisno