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All Journal Primanomics : Jurnal Ekonomi & Bisnis East Asian Journal of Multidisciplinary Research (EAJMR) Journal of Artificial Intelligence and Digital Business Journal of Marketing Management and Innovative Business Review
Londong, Jerliyen Pramita
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Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Industrial & Manufacturing Engineering Social Sciences

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Pengaruh Sosial Media Marketing dan Advertising Terhadap Keputusan Berlangganan Spotify Mahasiswa Fakultas Ekonomi dan Bisnis Universitas Kristen Indonesia Paulus Londong, Jerliyen Pramita; Paridi, Andryanus; Patandean, Eben Hezer; Patanduk, Josua Krisna
Journal of Marketing Management and Innovative Business Review Vol. 1 No. 1 (2023): Mariobre, December 2023 (ISSN : 3031-4208)
Publisher : Master of Management Study Program, Universitas Kristen Indonesia Paulus

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63416/mrb.v1i1.168

Abstract

This research aims to see the influence of the use of Social Media Marketing and Advertising on Spotify subscription decisions among students at Paulus Indonesian Christian University. This research was carried out at the UKIP Makassar campus, where all students were the population of this research. Samples were taken using the Slovin formula and results were obtained from 100 people. The analysis was carried out using the SmartPLS version 4 application. The research results showed that both Social Media Marketing and Advertising had a positive and significant influence on UKIP Students' decision to subscribe to Spotify.
Perilaku Konsumen di Era Influencer Digital Londong, Jerliyen Pramita
Journal of Marketing Management and Innovative Business Review Vol. 2 No. 2 (2024): Mariobre, December 2024 (ISSN : 3031-4208)
Publisher : Master of Management Study Program, Universitas Kristen Indonesia Paulus

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63416/mrb.v2i2.260

Abstract

Penelitian ini bertujuan untuk memahami tingkat pengaruh influencer digital terhadap proses keputusan pembelian mahasiswa, berdasarkan studi perbandingan antara mahasiswa dari perguruan tinggi negeri dan swasta. Dengan pendekatan kuantitatif dan tujuan eksploratif/deskriptif, penelitian survei empiris dilakukan terhadap 100 mahasiswa program studi Manajemen, 50 mahasiswa perguruan tinggi negeri, dan 50 mahasiswa perguruan tinggi swasta. Hasil yang lebih umum menunjukkan semakin familiarnya penggunaan jejaring sosial, terutama dalam proses pembelian produk/jasa, selain fakta bahwa sebagian besar narasumber adalah pengikut influencer digital, sebagian besar di jejaring sosial online. Instagram, sebuah fakta yang memperkuat pengaruh produsen konten untuk media sosial jenis ini.
The Influence of Transformational Leadership on Employee Performance at CU Sauan Sibarrung Tana Toraja La'biran, Dian Tiku Rombe; Tandirerung, Ch. Jeane; Londong, Jerliyen Pramita
RIGGS: Journal of Artificial Intelligence and Digital Business Vol. 4 No. 2 (2025): Mei - Juli
Publisher : Prodi Bisnis Digital Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/riggs.v4i2.1184

Abstract

Study This aiming For analyze influence leadership transformational to performance employees at Sauan Credit Union Sibarrung Tana Toraja. Research use approach quantitative with data collection through questionnaire against 20 employees remain . Data analysis was performed using the Pearson correlation test , the coefficient determination , and t-test through SPSS application . Research results show that leadership transformational influential positive and significant to performance employees , with mark correlation of 0.606 and the contribution influence by 34.5%. Findings This strengthen that dimensions leadership like charisma , motivation inspiring , stimulating intellectual , and individual attention real increase quality work , responsibility answer , and initiative employees . This study recommend importance strengthening style leadership transformational in managerial strategies to create environment productive , innovative and sustainable work . These results can made into base for development policy leadership in cooperative and institution finance based on community .
The Role of Digital Online Communication, Mobile Social Media, Word of Mouth on Customer Loyalty at Tindo Store Ambadatu, Gracelia Betania; Paridi, Andryanus; Londong, Jerliyen Pramita
East Asian Journal of Multidisciplinary Research Vol. 3 No. 9 (2024): September 2024
Publisher : PT FORMOSA CENDEKIA GLOBAL

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55927/eajmr.v3i9.10967

Abstract

This research is a quantitative study which aims to determine the simultaneous and partial influence of the marketing mix consisting of digital online communication, mobile social media and word of mouth on customer loyalty to Tindo Store t-shirt fashion products Primary and secondary data for this study were collected directly from respondents' questionnaires. Parents and youth groups from both inside and outside of Toraja make up the research's population. Thirty respondents were selected for the study's sample using the purposive sampling technique. The Partial Least Square 3.0 (PLS) approach is the data analysis technique used. Based on the findings of the PLS30 analysis, it was determined that digital online communication has a significant impact on customer loyalty, with a value of 93.4%; mobile social media has an insignificant impact, with a value of 0.14%; and word-of-mouth has an insignificant impact, with a value of 0.37%. Using PLS30, it was determined that digital online communication has a significant impact on customer loyalty, with a value of 88.9%.
The Influence of Brand Image, Brand Equity, and Influencers on Yamaha Motorcycle Purchase Decisions among University Students Tallamma, Bonanchya Rampow; Jaya, Amir; Londong, Jerliyen Pramita
Journal of Marketing Management and Innovative Business Review Vol. 3 No. 2 (2025): Vol. 3 No. 2 (2025): Mariobre, December 2025 (e-ISSN: 3031-4208)
Publisher : Master of Management Study Program, Universitas Kristen Indonesia Paulus

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63416/mrb.v3i2.390

Abstract

Previous research has reported mixed findings regarding the effectiveness of brand image and brand equity in shaping young consumers’ purchasing decisions in the digital era. This study examines the impact of brand image, brand equity, and influencers on Yamaha motorcycle purchasing decisions among university students, with a focus on identifying the most influential factors in contemporary digital marketing contexts. A quantitative method was applied through a survey of 96 Yamaha motorcycle users from Paulus Christian University of Indonesia, Makassar. Data were analyzed using Structural Equation Modeling (SEM) with SmartPLS 4. The results reveal an unexpected pattern: brand image (t-statistic = 1.069, p = 0.285) and brand equity (t-statistic = 1.142, p = 0.253) did not have a significant effect on purchase decisions. In contrast, influencers exerted a strong and statistically significant positive influence (t-statistic = 6.021, p = 0.000, f² = 0.504), explaining 52.3% of the variance in purchase decisions. These results challenge traditional assumptions regarding brand power and indicate a paradigm shift from brand-centered to social influence-centered marketing among digital-native consumers. From a practical standpoint, the findings suggest that Yamaha and other automotive companies should reallocate marketing resources from conventional brand image enhancement toward more authentic and personalized influencer marketing strategies targeting the student segment.
Digital Marketing and Brand Image as Drivers of Customer Loyalty at PT Bank OCBC NISP Tbk Pettarani Makassar Branch Alvionita, Devi; Jaya, Amir; Londong, Jerliyen Pramita
Journal of Marketing Management and Innovative Business Review Vol. 3 No. 2 (2025): Vol. 3 No. 2 (2025): Mariobre, December 2025 (e-ISSN: 3031-4208)
Publisher : Master of Management Study Program, Universitas Kristen Indonesia Paulus

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63416/mrb.v3i2.401

Abstract

The development of digital technology has brought significant changes in various sectors, including the banking industry. These changes encourage financial institutions, including PT Bank OCBC NISP Tbk KC Pettarani Makassar, to further develop more relevant and effective marketing strategies, one example of which is through the implementation of digital marketing. Digital marketing plays an important role in shaping brand image. However, in practice, not all financial institutions are able to implement this strategy optimally. At OCBC Bank, the digital marketing strategy is considered not yet capable of attracting attention and building customer loyalty to the maximum. This condition directly impacts the brand image formed in the minds of customers, which ultimately affects their loyalty. This research aims to identify various factors influencing the decline of customer loyalty and to formulate appropriate digital marketing strategies to enhance that loyalty. The research method used in this study is Structural Equation Modeling - Partial Least Squares or SEM-PLS. The results of this study provide insights that digital marketing does not have a direct impact on customer loyalty. Customer loyalty is more influenced by the brand image of Bank OCBC. This is evidenced by the path coefficient value of brand image towards loyalty being higher than the path coefficient value of digital marketing towards customer loyalty.
The Influence of Ease of Use, Practicality, and Product Information on Generation Z Consumer Purchase Decisions on the Shopee Application in Makassar City Mangngappi, Adel Gedis; Jaya, Amir; Londong, Jerliyen Pramita
Primanomics : Jurnal Ekonomi & Bisnis Vol. 24 No. 1 (2026): Primanomics : Jurnal Ekonomi dan Bisnis
Publisher : Fakultas Bisnis

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31253/pe.v24i1.4284

Abstract

The development of digital technology and the rapid growth of e-commerce have changed consumer shopping behaviour, especially among Generation Z, who are highly dependent on digital platforms. This study aims to analyse the influence of convenience, practicality, and product information on the purchasing decisions of Generation Z consumers who use the Shopee application in Makassar City. Purposive sampling was utilised to pick 100 respondents for the quantitative, explanatory research design study. Using the SmartPLS 4 program, Structural Equation Modeling–Partial Least Squares (SEM-PLS) was used to analyse the data. Convenience had a positive and significant impact on purchasing decisions (β = 0.370; t = 3.069; p = 0.002), practicality had a positive and significant impact (β = 0.312; t = 2.073; p = 0.038), and product information had a positive but not significant impact (β = 0.259; t = 1.873; p = 0.061). With an R-Square value of 0.831, the study model has good predictive potential. On the Shopee platform, Generation Z's purchase decisions are primarily influenced by convenience.
Analisis Pengaruh Kemudahan Penggunaan dan Persepsi Manfaat Terhadap Keputusan Pengunaan QRIS Sebagai Metode Pembayaran Digital Pada Generasi Milenial harmanses, vanessa; Jaya, Amir; Londong, Jerliyen Pramita
RIGGS: Journal of Artificial Intelligence and Digital Business Vol. 4 No. 4 (2026): November - January
Publisher : Prodi Bisnis Digital Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/riggs.v4i4.4527

Abstract

Perkembangan teknologi pembayaran digital di Indonesia mendorong perubahan perilaku transaksi masyarakat, salah satunya melalui penggunaan Quick Response Code Indonesian Standard (QRIS) sebagai metode pembayaran non-tunai yang terstandarisasi secara nasional. QRIS dirancang untuk memberikan kemudahan, efisiensi, serta kenyamanan dalam proses transaksi, sehingga semakin banyak digunakan oleh berbagai lapisan masyarakat, khususnya Generasi Milenial yang dikenal adaptif terhadap teknologi digital. Penelitian ini bertujuan untuk menganalisis pengaruh Kemudahan Penggunaan dan Persepsi Manfaat terhadap Keputusan Penggunaan QRIS di kalangan Generasi Milenial di Kota Makassar. Penelitian ini menggunakan pendekatan kuantitatif dengan penyebaran kuesioner daring kepada 100 responden yang memenuhi kriteria sebagai Generasi Milenial dan telah menggunakan QRIS. Teknik pengambilan sampel yang digunakan adalah snowball sampling. Analisis data dilakukan dengan metode Partial Least Square–Structural Equation Modeling (PLS-SEM) menggunakan perangkat lunak SmartPLS 4 untuk menguji hubungan antarvariabel penelitian Hasil penelitian menunjukkan bahwa Kemudahan Penggunaan berpengaruh positif dan signifikan terhadap Keputusan Penggunaan QRIS. Selain itu, Persepsi Manfaat terbukti memberikan pengaruh positif yang lebih dominan, di mana manfaat seperti efisiensi, kenyamanan, dan kecepatan transaksi menjadi faktor pendorong utama dalam keputusan penggunaan. Temuan ini mendukung kerangka Technology Acceptance Model (TAM) yang menjelaskan bahwa persepsi kemudahan dan manfaat merupakan faktor penting dalam penerimaan teknologi. Secara keseluruhan, hasil penelitian menegaskan bahwa kedua variabel tersebut memiliki peran signifikan dalam mendorong Generasi Milenial untuk menggunakan QRIS sebagai metode pembayaran digital.
Pengaruh Kompensasi terhadap Kinerja Karyawan PT. Sumber Sederhana di Makassar Tandi, Jhon; Tandirerung, Jeane; Londong, Jerliyen Pramita
RIGGS: Journal of Artificial Intelligence and Digital Business Vol. 4 No. 4 (2026): November - January
Publisher : Prodi Bisnis Digital Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/riggs.v4i4.4813

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh kompensasi terhadap kinerja karyawan pada PT. Sumber Sederhana di Makassar. Kompensasi merupakan salah satu instrumen penting dalam manajemen sumber daya manusia yang berfungsi sebagai balas jasa atas kontribusi karyawan, baik dalam bentuk finansial maupun nonfinansial. Pemberian kompensasi yang adil, layak, dan transparan diharapkan mampu meningkatkan motivasi, loyalitas, serta kinerja karyawan secara berkelanjutan. Penelitian ini menggunakan pendekatan kuantitatif dengan metode asosiatif untuk mengetahui hubungan dan pengaruh antara variabel kompensasi sebagai variabel independen dan kinerja karyawan sebagai variabel dependen. Populasi dalam penelitian ini adalah seluruh karyawan PT. Sumber Sederhana yang berjumlah sembilan orang, sehingga teknik pengambilan sampel yang digunakan adalah sampel jenuh. Pengumpulan data dilakukan melalui kuesioner dengan skala Likert, observasi, dan dokumentasi. Teknik analisis data meliputi uji koefisien korelasi, koefisien determinasi, dan uji statistik t dengan bantuan program SPSS. Hasil penelitian menunjukkan bahwa kompensasi memiliki hubungan yang sangat kuat dan signifikan terhadap kinerja karyawan. Temuan ini mengindikasikan bahwa semakin baik sistem kompensasi yang diterapkan perusahaan, baik dari aspek gaji, tunjangan, insentif, maupun kompensasi nonfinansial, maka semakin tinggi pula tingkat kinerja yang ditunjukkan oleh karyawan. Kompensasi terbukti menjadi faktor dominan dalam mendorong peningkatan kinerja, meskipun masih terdapat faktor lain di luar penelitian yang turut memengaruhi. Oleh karena itu, perusahaan disarankan untuk terus memperbaiki sistem kompensasi agar lebih adil, transparan, dan tepat waktu guna meningkatkan kinerja dan loyalitas karyawan.
Influencer Marketing, Social Media Marketing, dan Online Customer Review terhadap Keputusan Pembelian Skincare The Originote Rapa’, Rinna Tiku; Jaya, Amir; Londong, Jerliyen Pramita
RIGGS: Journal of Artificial Intelligence and Digital Business Vol. 4 No. 4 (2026): November - January
Publisher : Prodi Bisnis Digital Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/riggs.v4i4.4933

Abstract

Penelitian ini bertujuan untuk menelaah pengaruh Influencer Marketing, Social Media Marketing, dan Online Customer Review terhadap Keputusan Pembelian produk skincare The Originote pada Generasi Z di Kota Makassar. Fenomena meningkatnya penggunaan media sosial sebagai sarana pemasaran mendorong perusahaan skincare untuk memanfaatkan influencer, konten digital, serta ulasan pelanggan sebagai upaya memengaruhi perilaku konsumen. Penelitian ini menggunakan metode survei dengan pendekatan kuantitatif. Sebanyak 100 anggota Generasi Z yang telah menggunakan produk perawatan kulit The Originote menjadi responden dan diminta mengisi kuesioner untuk pengumpulan data. Teknik purposive sampling digunakan sebagai strategi penentuan sampel, sedangkan analisis data dilakukan melalui pendekatan Structural Equation Modeling–Partial Least Squares (SEM-PLS) menggunakan aplikasi SmartPLS. Hasil penelitian menggambarkan bahwa Influencer Marketing memiliki pengaruh positif namun tidak signifikan secara statistik terhadap keputusan pembelian, sehingga influencer belum menjadi faktor utama dalam mendorong pembelian produk The Originote. Sebaliknya, Social Media Marketing dan Online Customer Review terbukti berpengaruh positif dan signifikan terhadap keputusan pembelian. Konten pemasaran yang informatif, menarik, interaktif, serta didukung ulasan konsumen yang kredibel dan autentik, berperan penting dalam membangun kepercayaan serta memengaruhi keputusan pembelian Generasi Z. Diharapkan temuan ini dapat menjadi masukan bagi perusahaan dalam merancang strategi pemasaran digital yang lebih efektif, relevan, dan sesuai dengan karakteristik serta preferensi konsumen Generasi Z, sehingga mampu meningkatkan daya saing dan loyalitas pelanggan.
Co-Authors Alvionita, Devi Ambadatu, Gracelia Betania Bandhaso, Mira La'bi harmanses, vanessa Jaya, Amir Jesika, Jesika La'biran, Dian Tiku Rombe Mangngappi, Adel Gedis Paridi, Andryanus Patandean, Eben Hezer Patanduk, Josua Krisna Rapa’, Rinna Tiku Tallamma, Bonanchya Rampow Tandi, Jhon Tandirerung, Ch. Jeane Tandirerung, Jeane