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All Journal Journal of Business and Applied Management Business Management Journal Program Studi Manajemen Jurnal Pengabdian dan Kewirausahaan
Kembau, Agung Stefanus
Universitas Bunda Mulia
Agriculture, Biological Sciences & Forestry Arts Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Public Health Social Sciences Other

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Management Strategies to Reduce User Switching Behavior: Analyzing Critical Factors in Augmented Reality Technology Usage in E-commerce Kembau, Agung Stefanus; Malae, Friscilla Elsyabeth; Lendo, Fresi Beatrix
Business Management Journal Vol 20, No 2 (2024): Business Management Journal
Publisher : Universitas Bunda Mulia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30813/bmj.v20i2.6013

Abstract

This study investigates the factors influencing the switching behavior of Augmented Reality (AR) technology users in e-commerce in Indonesia, employing the Push-Pull-Mooring (PPM) framework. Data were gathered from 178 respondents experienced in using AR applications in e-commerce between February and April 2024. Structural Equation Modeling (SEM) analysis revealed that Dissatisfaction, Poor User Experience (UX), Attractiveness of Alternatives, Innovative Features, and Social Influence positively and significantly affect Switching Behavior, whereas Switching Costs significantly inhibit it. The model accounts for 64% of the variability in user switching behavior. These findings highlight that e-commerce platforms must prioritize enhancing user experience quality, addressing dissatisfaction, and introducing innovative features to retain users. Additionally, managing switching costs is crucial to reducing barriers to user switching behavior. By focusing on these areas, e-commerce platforms can develop more effective strategies to improve user retention and satisfaction. Future research should broaden the scope by incorporating additional variables, conducting longitudinal studies, and exploring AR technology's impact across various industries. These insights provide valuable guidance for e-commerce management in optimizing their platforms to meet user needs and preferences.
Strategi Ritel Phygital: Meningkatkan Kepuasan Pelanggan melalui Integrasi Teknologi Digital dan Interaksi Media Sosial Kembau, Agung Stefanus; Setiawan, Gloria Hanny; Lendo, Fresi Beatrix
Journal of Business & Applied Management Vol 17, No 2 (2024): Journal of Business & Applied Management
Publisher : Universitas Bunda Mulia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30813/jbam.v17i2.6175

Abstract

Penelitian ini mengkaji dampak Integrasi Teknologi Digital di Toko Fisik, Pengalaman Belanja Omnichannel, dan Interaktivitas Pelanggan melalui Media Sosial terhadap Kepuasan Pelanggan dalam konteks ritel di Indonesia dengan menggunakan pendekatan Phygital. Penelitian ini dilakukan dengan melibatkan 178 responden yang mengisi kuesioner berbasis skala Likert 1-5. Data yang diperoleh dianalisis menggunakan teknik regresi dan SmartPLS untuk menguji hubungan antara variabel bebas dan variabel terikat. Temuan utama menunjukkan bahwa integrasi teknologi digital, seperti kios layanan mandiri dan augmented reality, secara signifikan meningkatkan kepuasan pelanggan dengan memperkaya pengalaman belanja fisik. Pengalaman belanja omnichannel yang konsisten antara saluran online dan offline juga terbukti meningkatkan kepuasan pelanggan dengan menciptakan pengalaman yang mulus. Selain itu, interaktivitas melalui media sosial berkontribusi pada kepuasan pelanggan dengan memungkinkan keterlibatan langsung dan membangun hubungan yang lebih kuat dengan merek. Temuan ini relevan dengan tren Marketing 5.0 yang menekankan penggunaan teknologi untuk meningkatkan interaksi pelanggan dan pengalaman belanja. Penelitian ini memberikan wawasan penting bagi retailer di Indonesia dalam merancang strategi ritel yang menggabungkan elemen-elemen Phygital untuk memenuhi harapan konsumen yang semakin digital-savvy dan terhubung secara sosial.
LITERASI DIGITAL DAN KEWIRAUSAHAAN: MEMPERSIAPKAN GENERASI MUDA MENGHADAPI TANTANGAN BISNIS DIGITAL Felix, Antonius; Sutrisno, Julius; Bernanda, Devi Yurisca; Makarawung, Reynard J.N.; Kembau, Agung Stefanus; Hong, Kristy
Jurnal Pengabdian dan Kewirausahaan Vol 9, No 1 (2025): Jurnal Pengabdian dan Kewirausahaan
Publisher : Universitas Bunda Mulia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30813/jpk.v9i1.8245

Abstract

The integration of digital literacy in secondary education is vital for fostering students' entrepreneurial skills. The Community Service Program (PKM) "Dream Business" at SMK Permata Indah and SMAK Diakonia aimed to enhance digital literacy and entrepreneurship among students and teachers, with a focus on digital marketing. Using a mixed-method approach (quantitative and qualitative), the program evaluated the effectiveness of the training. Results showed an improvement in participants' understanding, with average positive ratings for educational aspects (3.5) and objectives (3.4), though transparency needed improvement (3.2). The program emphasized TikTok as a marketing tool but also highlighted the need for a broader understanding of digital transformation and data analysis. While participants were introduced to digital tools for marketing, the primary focus remained on leveraging social media, particularly TikTok, for product promotion. This approach differed slightly from literature that stresses the importance of critical evaluation of digital content and the creation of educational, not just commercial, content. The activity prioritized practical social media marketing over broader digital business transformation, leaving gaps in critical content evaluation and advanced data analysis skills. Moving forward, similar programs should deepen material on critical content evaluation, digital analysis tools, and the integration of technology in overall business management. This will ensure participants gain not only digital marketing skills but also a comprehensive understanding of how technology can transform all aspects of business. Such an approach will better prepare the younger generation to face innovative and sustainable digital business challenges.
Co-Authors Bernanda, Devi Yurisca Felix, Antonius Fresi Beatrix Lendo Hong, Kristy Makarawung, Reynard J.N. Malae, Friscilla Elsyabeth Setiawan, Gloria Hanny Sutrisno, Julius