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All Journal E-Jurnal Ekonomi dan Bisnis Universitas Udayana JURNAL SISTEM INFORMASI BISNIS Jurnal Administrasi Bisnis Jurnal Manajemen Teknologi Jurnal Manajemen Bisnis Media Ekonomi dan Manajemen JURNAL ILMIAH MANAJEMEN & BISNIS Journal of Economics, Business, & Accountancy Ventura Jurnal Ilmiah Ekonomi Islam MANAJERIAL Journal of Economic, Bussines and Accounting (COSTING) JURNAL MANAJEMEN INDUSTRI DAN LOGISTIK Dinamisia: Jurnal Pengabdian Kepada Masyarakat J-MAS (Jurnal Manajemen dan Sains) Journal of Entrepreneurship, Management and Industry (JEMI) JURNAL PENDIDIKAN TAMBUSAI Journal of Economic, Management, Accounting and Technology (JEMATech) Jurnal Samudra Ekonomi dan Bisnis JURNAL AKUNTANSI, MANAJEMEN DAN EKONOMI MABIS: Manajemen dan Bisnis Jurnal Sistem Informasi, Manajemen, dan Akuntansi (SIMAK) Abdi Dosen : Jurnal Pengabdian Pada Masyarakat Jurnal Ilmiah Edunomika (JIE) Jurnal Manajemen Jurnal Ilmiah Manajemen Kesatuan Jurnal Ekobis : Ekonomi Bisnis & Manajemen Cakrawala Repositori Imwi Budapest International Research and Critics Institute-Journal (BIRCI-Journal): Humanities and Social Sciences Intervensi Komunitas: Jurnal Pengabdian Masyarakat Community Empowerment Jurnal Ekonomi Surakarta Management Journal Journal of Education Research Journal of Social Research Bussman Journal : Indonesian Journal of Business and Management International Journal of Social Science, Education, Communication and Economics Jurnal Ekonomi Trisakti JUARA: JURNAL WAHANA ABDIMAS SEJAHTERA JURNAL ABDIKARYASAKTI Jurnal Manajemen dan Pemasaran Jasa Media Riset Bisnis & Manajemen JURNAL ABDI MASYARAKAT INDONESIA (JAMIN) Jurnal ekonomi Manajemen dan Bisnis (JUBIS) Jurnal Penelitian Ekonomi Manajemen dan Bisnis EBID:Ekonomi Bisnis Digital Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah Asian Journal of Management, Entrepreneurship and Social Science
Yolanda Masnita Siagian
Universitas Trisakti Indonesia
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Computer Science & IT Decision Sciences, Operations Research & Management Earth & Planetary Sciences Economics, Econometrics & Finance Education Energy Engineering Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mathematics Public Health Social Sciences Transportation Other

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Customer Relationship Proneness: Is It Important for Customer Loyalty? Soumutul, Mauritz Edo; Sagala, Rina Aulia; Dianti, Frisca; Yusran, Husna Leila; Masnita, Yolanda
Jurnal Manajemen Teknologi Vol 21, No 2 (2022)
Publisher : SBM ITB

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.12695/jmt.2022.21.2.2

Abstract

Abstract. As customer satisfaction and loyalty are crucial elements in increasing company profits, companies must strive to establish good relationships with customers, including in mobile services. Opinions in previous research differ regarding the effect of customer extroversion on satisfaction toward impacting customer loyalty. The present study provides related input and potential solutions. It employs relationship marketing theory with the mediating variable of customer relationship proneness (CRP) added in, testing previous research and ultimately not finding a significant relationship between customer personality (extroversion) and customer satisfaction. Data was obtained via the survey method and structural equation modeling (SEM). The questionnaire serving as the main instrument of data collection is measured by a Likert scale, having been administered to 140 customers of mobile service providers. The findings have practical implications for identifying the effects of personality on customer satisfaction and obtaining customer loyalty in mobile services. This information can better enable mobile service providers to target and retain customers.Keywords: Conscientiousness, extroversion, customer relationship proneness, customer satisfaction, customer loyaltyAbstrak. Kepuasan dan loyalitas pelanggan merupakan hal yang menjadi sangat penting untuk meningkatkan keuntungan perusahaan, sehingga perusahaan dituntut untuk selalu dapat menjalin hubungan baik dengan pelanggan khususnya dalam layanan selular. Ditemukan adanya perbedaan pendapat pada penelitian sebelumnya mengenai pengaruh kepribadian extrovert pelanggan terhadap kepuasaan sehingga akan berdampak kepada loyalitas pelanggan. Penelitian ini memberikan masukan atau solusi yang menggunakan teori relationship marketing dengan menambahkan variabel mediasi Customer Relationship Proneness (CRP) untuk menguji penelitian sebelumnya yaitu tidak ditemukannya pengaruh hubungan yang signifikan antara kepribadian pelanggan (extraversian) terhadap kepuasan pelanggan. Data diperoleh dengan menggunakan metode survey dan dioleh menggunakan Structural Equation Modelling (SEM). Instrumen utama pengumpulan data adalah menggunakan kuesioner yang diukur dengan skala likert. Jumlah responden dalam penelitian ini adalah 140 reponden yang merupakan pengguna dari layanan selular, sehingga penelitian ini bermanfaat untuk mengidentifikasi kepribadian kepuasan pelanggan untuk mencapai loyalitas pelanggan dalam layanan selular. Dengan informasi ini, penyedia layanan selular dapat lebih mampu untuk menargetkan dan mempertahankan pelanggan.Kata kunci: Kepribadian kesadaran, kepribadian extrovert, hubungan pelanggan, kepuasan pelanggan, loyalitas pelanggan.
Keterlibatan dari Brand Loyalty terhadap Brand Satisfaction pada pengguna Smartphone Android Dini Rusniawaty; Yolanda Masnita
Jurnal Pendidikan Tambusai Vol. 7 No. 1 (2023): April 2023
Publisher : LPPM Universitas Pahlawan Tuanku Tambusai, Riau, Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (395.843 KB)

Abstract

Penelitian ini bertujuan untuk menguji brand loyalty, brand love, brand attachment, dan brand satisfaction sebaga moderasi. Teknik pengambilan sampel yang digunakan adalah purposive sampling, yaitu pengguna aktif smartphone android dengan jumlah responden 125. Data yang digunakan dengan menyebarkangoogle form. Pengujian hipotesis dengan menggunakan metode SEM. Hasil pengujian membuktikan bahwa brand satisfaction berpengaruh positif terhadap brand loyalty, brand love dan brand attachment. Sekaligus mengetahui adanya moderasi antara brand satisfaction pada brand loyalty, band love, dan brand attachment.
Increasing the Information Quality of social media on the Political Involvement of Millennials Using Social Media Syabillah Laviola Adha; Yolanda Masnita
International Journal of Social Science, Education, Communication and Economics (SINOMICS JOURNAL) Vol. 1 No. 6 (2023): February
Publisher : LAFADZ JAYA Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54443/sj.v1i6.103

Abstract

Political involvement, namely community activity in influencing the methods of preparing and implementing public policies, as well as participating in choosing government leaders. Social media is widely used as a place to engage in political activities. This study aims to examine the quality of social media information, social media reputation, trust, use of social media, and millennial political involvement. The instrument of this research is using a questionnaire created using a Google form that is distributed online. The respondents of this study are millennials. This study contributes to the inconsistency test between social media information quality variables and political involvement. The results of the study prove that there is an influence between the variables use of social media and political involvement. This study also concluded that most of the millennial generation use social media for 3 hours/day to seek information and communicate. Finally, this research can find that the use of social media affects political involvement.
Effectiveness of Digital Music Platforms’ Social Media Interaction on Advertising Trust Using Cognitive Aspects Alviana Aslama Anantia; Yolanda Masnita; Kurniawati Kurniawati
Manajemen dan Bisnis Vol 22, No 1 (2023): March 2023
Publisher : Department of Management - Faculty of Business and Economics. Universitas Surabaya.

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24123/jmb.v22i1.624

Abstract

The COVID-19 pandemic-related economic crisis made many firms to switch their advertising strategy to digital media, with social media being one of the most popular choices due to its lower cost. As a business with rapid growth and being the most popular form of entertainment among internet users, digital music platforms is no exception. Regarding the current phenomenon, it is unknown at this time whether social media marketing is one of the numerous crucial variables causing this service's expansion. Therefore, this research seek to reveal the impact of social media interaction towards advertising trust of digital music platform through knowledge and affection as the cognitive aspects used. This research conducted on a quantitative method with data collection using questionnaires (Google Form), collected from 190 respondents in Jabodetabek whose having subscriptions for at least on one of digital music platform available in Indonesia. The data is analyzed using Partial Least Squares (PLS). The result shows that social media interaction has a significant impact towards advertising trust, both directly and indirectly through knowledge and affection. Among variables tested, the perception of affection is the lowest. It is desired that digital music platform services companies will look into this matter more.
PERAN PEMASARAN MEDIA SOSIAL PADA EKUITAS MEREK MENGGUNAKAN CITRA DAN KEPERCAYAAN MEREK Muhammad Daffa Ramdhani; Yolanda Masnita
Jurnal Ekobis : Ekonomi Bisnis & Manajemen Vol. 13 No. 1 (2023): Jurnal Ekobis: Ekonomi Bisnis dan Manajemen
Publisher : Universitas Teknologi Muhammadiyah Jakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37932/j.e.v13i1.701

Abstract

Pemasaran media sosial merupakan serangkaian proses perusahaan atau pelaku usaha untuk membuat, mengkomunikasikan, dan menyampaikan penawaran produk dan layanan yang tersedia secara online melalui media sosial guna membangun dan menjaga hubungan dengan para pemangku kepentingan. Penelitian ini memiliki tujuan utama untuk menganalisis pengaruh pemasaran media sosial terhadap ekuitas merek dengan menggunakan citra merek dan kepercayaan merek pada merek smartphone tertentu. Untuk penilaian hubungan antarfaktor tersebut, data dikumpulkan melalui kuesioner untuk diisi oleh para individu pengguna merek smartphone tertentu dan aktif menggunakan media sosial yang berada di daerah Jabodetabek. Alat statistik SPSS dan AMOS-SEM digunakan untuk analisis data. Hasil penelitian menunjukkan bahwa pemasaran media sosial berpengaruh positif dan signifikan terhadap citra merek dan kepercayaan merek, namun pemasaran media sosial tidak memberikan pengaruh terhadap ekuitas merek. Selanjutnya, kepercayaan merek berpengaruh positif dan signifikan terhadap ekuitas merek, sedangkan citra merek tidak memberikan pengaruh terhadap ekuitas merek. Kontribusi akan hasil dari penelitian ini diharapkan mampu memberikan wawasan yang signifikan kepada pemasar perusahaan merek smartphone tentang bagaimana mengembangkan ekuitas merek yang kuat di pasar Indonesia dan menciptakan keunggulan kompetitif bagi perusahaan melalui perwujudan pemasaran media sosial, citra merek, serta kepercayaan merek yang kuat.Social media marketing is a process for companies or businessmen to create, communicate, and deliver an offer about online available products and services through social media to build and maintain the relationships with the stakeholders. This study has the main purpose to analyze the effect of social media marketing on brand equity by using brand image and brand trust in a particular smartphone brand. To assess the relationship between these factors, data was collected through a questionnaire to be filled out by individual users of certain smartphone brands and actively using social media in the Jabodetabek area. SPSS and AMOS-SEM statistical tools were used for data analysis. The results of the study show that social media marketing has a positive and significant effect on brand image and brand trust, but social media marketing has no effect on brand equity. Furthermore, brand trust has a positive and significant effect on brand equity, while brand image has no effect on brand equity. The contribution of this study is expected to be able to provide significant insight to marketers of smartphone brand companies on how to develop strong brand equity in the Indonesian market and create competitive advantages for companies through strong embodiment of social media marketing, brand image, and brand trust.
THE EFFECT OF ONLINE MARKETING (WEB BASED & ONLINE ADS) ON BRAND EQUITY NATIONAL SWITCHING COMPANIES THROUGH MGC (MARKETER GENERATED CONTENT) Muhamad Fachreza; Yolanda Masnita; Kurniawati Kurniawati
Jurnal Ekonomi Vol. 12 No. 02 (2023): Jurnal Ekonomi, Perode April - Juni 2023
Publisher : SEAN Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

Online marketing is a way for a marketer to give related information about products/services provided by each company. In reality, this method is expected to be used as a connector for companies to create competitiveness for adding value into products/services. This study aims to see how Online Marketing can affect the Equity brand of a service product which is influenced by the type of media used, the content of the content, the type of content and also the combination of the type of media and the content of the content. In this study, the data taken will be processed using the SEM model. The results of the SEM analysis show that the type of media and content can affect the brand equity of online marketing and also the type of content. However, there are types of content that indirectly do not have a positive effect on brand equity from online marketing.
Peran Mediasi Electronic Word of Mouth dan Brand Experience pada Pengaruh Social Media Marketing terhadap Brand Equity Novin Lesmana; Yolanda Masnita; Kurniawati Kurniawati
Jurnal Administrasi Bisnis Vol 12, No 1 (2023)
Publisher : Universitas Diponegoro

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14710/jab.v12i1.47975

Abstract

This study aims to determine the influence of social media marketing (SMM) on brand equity with electronic word of mouth (E-WOM) and brand experience as mediating variables. The importance of implementing social media marketing with electronic word of mouth and brand experience as mediating variables that will help determine the value of brand equity in the company. This research was conducted on a survey of online training users on a digital platform that provides online training. This type of research is explanatory research, using a quantitative approach. This research was conducted on 200 respondents using online training. Samples were obtained through purposive sampling method. The analysis technique used is multiple linear regression. The results of the study found that social media marketing, E-WOM, and brand experience had a positive and significant effect on brand equity. This study also finds that E-WOM and brand experience have a function as a mediator that mediates the relationship of social media marketing to brand equity.Penelitian ini bertujuan untuk mengetahui pengaruh social media marketing (SMM) terhadap brand equity dengan electronic word of mouth (E-WOM) dan brand experience sebagai variabel mediasi. Pentingnya penerapan social media marketing dengan electronic word of mouth dan brand experience sebagai variabel mediasi dapat membantu mengetahui nilai brand equity pada perusahaan. Penelitian ini menyurvei pengguna pelatihan online pada digital platform yang menyediakan pelatihan online. Jenis penelitian ini adalah explanatory research, dengan menggunakan pendekatan kuantitatif. Penelitian ini dilakukan pada 200 responden pada pengguna pelatihan online. Sampel diperoleh melalui metode purposive sampling. Teknik analisis yang digunakan adalah regresi linier berganda. Hasil penelitian menemukan bahwa social media marketing, E-WOM, dan brand experience memiliki pengaruh positif dan signifikan terhadap brand equity. Penelitian ini juga menemukan bahwa E-WOM dan brand experience memiliki fungsi sebagai mediator yang memediasi hubungan social media marketing terhadap brand equity.
The Determinants of Purchase Intention in Social Commerce Lydia Sintia; Yolanda Masnita Siagian; Kurniawati Kurniawati
Jurnal Manajemen Bisnis Vol 14, No 1: March 2023
Publisher : Universitas Muhammadiyah Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.18196/mb.v14i1.15754

Abstract

Research aims: The research aims to determine the determinants of purchase intention in social commerce.Design/Methodology/Approach: The population of this study was online shoppers. Questionnaires were distributed in Google Forms through various platforms. The sampling technique employed purposive sampling by drawing samples from 372 respondents. The data had been confirmed for their reliability and validity. The data analysis methods utilized were both quantitative and descriptive. Then, Structural Equation Modeling (SEM) was used for quantitative analysis.Research findings: The research uncovered that trust, attitude, and perceived usefulness significantly affected purchase intention. Then, the trust had a significant effect on attitude. Perceived ease of use also significantly affected subjective norms and perceived usefulness. However, this study highlights that subjective norms and alternative evaluations did not affect purchase intention.Theoretical contribution/Originality: This research enriches the reading of researchers on related subjects. Another contribution is that this research demonstrates that strengthening trust, attitude, and perceived usefulness in social commerce will increase purchase intention.Practitioner/Policy implication: This research will help other researchers, managers, investors, and government consider how social commerce opportunities can drive customer purchase intention. Research limitation/Implication: Since this research only discussed social media popular today, further research can discuss other developing social media. In addition, this study only discussed several variables affecting purchase intention. Hence, subsequent research can explain the role of artificial intelligence in encouraging purchase intention in social commerce.
Analysis Of The Factor Of Green Purchasing Behavior On The Customer's Bottled Mineral Water Dian Kusmana; Yolanda Masnita; Kurniawati
Jurnal Manajemen Vol. 27 No. 1 (2023): February 2023
Publisher : Fakultas Ekonomi dan Bisnis, Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/jm.v27i1.1057

Abstract

The goal of this study is to examine the Green Purchasing Behavior factor in customers' bottled mineral water purchases. Data were collected from 192 respondents who consume bottled mineral water in Jakarta. In this study, quantitative research methods are used to analyze the validity, reliability, descriptive statistics, and Fit Model with Structural Equation Modeling (SEM). The results show that Environmental Advertisement has a significant effect on Environmental Knowledge, Environmental Advertisement has a significant effect on Eco Brand, Environmental Advertisement has a significant effect on Green Purchasing Behavior, Eco Brand has a significant effect on Green Purchasing Behavior Customer's bottled mineral water, and Environmental Knowledge has a significant effect on Eco Brand Customer's bottled mineral water. The managerial implication of this research is important for the community to choose bottled drinking water products that are low in pollution or environmentally friendly in order to increase the go green program in Jakarta.
Peran Keterlibatan Konsumen Guna Pencapaian Brand Love Dengan Mendorong Consumers Engagement Asyifa Chesa Pratiwi; Yolanda Masnita
Journal of Economic, Management, Accounting and Technology (JEMATech) Vol 6 No 2 (2023): Agustus
Publisher : Fakultas Teknik dan Ilmu Komputer, Universitas Sains Al-Qur'an (UNSIQ) Wonosobo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32500/jematech.v6i2.4492

Abstract

Consumers engagement, hubungan antara perusahaan dan konsumen yang memberikan nilai tambah pada setiap interaksi pelanggan. Sayangnya consumers engagement belum digunakan dibanyak peruashaan. Sayangnya, consumers engagement belum di terapkan banyaka perusahan. Karena media sosial hanya digunakan hanya untuk mempromosikan brand. Makalah ini mengusulkan solusi dimana consumer engagement media social dapat dicapai dapat dicapai berdasarkan postingan tentang interaksi media sosial dengan pelanggan di media sosial. Penelitian ini menggunakan teknik Google form dan online distributed sampling untuk mengetahui peran konsumen di media sosial dalam mencapai brand love konsumen. Penelitian ini memberikan kontribusi kepada brand untuk membantu pencapaian brand love, khususnya menerapkan customers participation untuk membantu mendorong consumers engagement di terima dengan baik.
Co-Authors Abdul Rahman (Universitas Trisakti - Indonesia) Adhitya Ramadhany Al Rasyid, Lulu Maulitha Aldino Putra Pambudi Alviana Aslama Anantia Amru Bangkit Adhitama Andhika Veraldy (Universitas Trisakti - Indonesia) Andi Mutiara Aurel Sisilya Anggelina, Ria Rosita Anita Dwi Kurniawati Annisa iif Afrianti Ardian Fikri Rizki Ariyanto, Hepy Hefri ASEP HERMAWAN Asyifa Chesa Pratiwi Azizah, Tamara Zharifah Debbie Aryani Tribudhi Desna Ronaldy Yoga Perwira Dian Kusmana Dianti, Frisca Dida Nurhaida Dini Rusniawaty Edward Wilson Gozali Fadhly, Hafiz Faradila, Ade Putri Farid Ahmad Farrah Noer Ramadhanty Fitriani Fitriani Fiyya Sabila Sarra Haliza, Delanea Azlia Hani Wijaya Hapizin Yonani Panjaitan Hermien Triyowati Hermien Triyowati, Hermien Hotman Tohir Pohan Ida Farida Inten Palupi Ismail Ismail Ivansius Ivansius Jati Kasuma Ali Kaluhuran, Anugrah Karisma Alva Syahada KHOMSIYAH Khomsiyah Khomsiyah Khomsiyah Khomsiyah Khomsiyah Khomsiyah Khomsiyah Khomsiyah Krisna Prabowo Sukarno Kurniawati Kurniawati Kurniawati . Kurniawati Kurniawati Kurniawati Kurniawati Kurniawati Kurniawati Kurniawati Kurniawati Kurniawati Kurniawati Latifah Al Khasbi Lydia Sintia Mangku Rasyawal Mariani, Rumondang Dian Mila Karmila Muhamad Fachreza Muhamad Ivan Muhammad Daffa Ramdhani Novin Lesmana Nurjanah, Listia Puspitasari, Pipie Puti Handayani Rahmadini, Desty Devina Renny Risqiani Ruth Noviyanti S.A Marivan HR Sagala, Rina Aulia Sari, Nila Nova Sasono, Annisa Ajeng Putikasari Shankae, Arvin Sihol Harto Parulian Simanjuntak Soeharjoto . Soumutul, Mauritz Edo Sri Vandayuli Riorini Suhendra, Andy Reyhan Syabillah Laviola Adha Willy Arafah, Willy Windhy Puspitasari Wulandari, Maryana Yusran, Husna Leila Yusran, Husna Leila