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All Journal BUDGETING : Journal of Business, Management and Accounting Journal of Management and Bussines (JOMB)
Wardanu, Aditya Putra
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Humanities Social Sciences

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Meningkatkan Customer Engagement melalui Brand Image dan Content Visual: Perspektif pengguna DNVB di Indonesia Wardanu, Aditya Putra; Noviarkahman Zagladi, Arief
Journal of Management and Bussines (JOMB) Vol 6 No 6 (2024): Journal of Management and Bussines (JOMB)
Publisher : IPM2KPE

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31539/jomb.v6i6.13415

Abstract

This study aims to analyze the influence of Brand Image (BI), Interest Audience (IA), and Content Visual (CV) on Customer Engagement (CE) among Digitally Native Vertical Brands (DNVB) users in Indonesia. 286 samples were used in this study. The results of this study indicate that BI has a significant positive influence on CV, indicating that a good brand image contributes to a positive perception of the quality of visual content. In addition, IA also has a significant effect on CE, indicating that content that is relevant to the audience's interests can increase their engagement. The results of the analysis show that CV has a positive effect on CE, indicating that attractive visual content can encourage user interaction. This study also found an indirect effect of BI through CV and IA on CE, indicating that brand image not only has a direct impact but also through increasing audience interest and the quality of visual content. In conclusion, this study emphasizes the importance of managing brand image and presenting high-quality visual content in increasing customer engagement in today's digital era. Therefore, DNVB companies are advised to continue to improve the quality of visual content and ensure that content matches audience interests to build stronger relationships with consumers. Keywords: Brand Image, Content Visual, Interest Audience
Literature Review : Kebebasan dan Tanggung Jawab dalam Media : Tantangan di Dunia Digital Wardanu, Aditya Putra; Tri Amukti, Fajar Dio Wahyu; Winarno, Agung
Journal of Management and Bussines (JOMB) Vol 7 No 1 (2025): Journal of Management and Bussines (JOMB)
Publisher : IPM2KPE

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31539/jomb.v7i1.13371

Abstract

This study aims to explore the relationship between freedom and responsibility in social, political, and legal contexts. The main focus of the study is how individual freedom can be implemented in a balanced manner with social responsibility to create harmony in society. The method used is a systematic literature review by filtering relevant research articles in the period 2014–2024. Of the 50 articles identified, 20 articles were selected based on relevance, content quality, and publishing sources. The results of the study indicate that freedom without responsibility can lead to social conflict, abuse of freedom, and societal instability. In the context of media, freedom of expression in the digital era brings benefits in the form of wider access to information, but also poses challenges such as the spread of false information and hate speech. Therefore, digital media regulation is needed to maintain a balance between individual rights and public interests. In addition, effective public policies must consider social responsibility to prevent abuse of freedom in various aspects, including freedom of religion, freedom of the press, and freedom of expression in education. The conclusion of this study emphasizes that freedom must be accompanied by responsibility in order to provide maximum benefits to society at large. Wise regulation, code of ethics, and legal oversight are important factors in balancing both concepts to create a stable, harmonious, and sustainable social environment. Keywords: Keywords: Journalistic Ethics, Individual Freedom, Public Policy, Media Regulation, Social Responsibility
Pengaruh Teknologi Keuangan Terhadap Inklusi Keuangan (Studi pada Penggunaan E-Wallet pada Mahasiswa S2 Univeristas Negeri Malang) Wardanu, Aditya Putra; Fadhilah Nur Oktaviani; Shafa Annisa Puspasari; Ely Siswanto
BUDGETING : Journal of Business, Management and Accounting Vol. 6 No. 2 (2025): BUDGETING : Journal of Business, Management and Accounting
Publisher : Institut Penelitian Matematika Komputer, Keperawatan, Pendidikan dan Ekonomi (IPM2KPE)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31539/budgeting.v6i2.13317

Abstract

This research aims to analyze the effect of financial technology on financial inclusion among Masters Students at the State University of Malang. This study uses quantitative methods with descriptive and explanatory research types. The sampling technique uses non probability sampling and is carried out using purposive sampling. The sample in this research was Master's students at the UM who used e-wallets for financial transactions. The data collection technique uses a questionnaire. The data obtained was then analyzed using simple regression analysis techniques with using SPSS software.   Keywords: E-Wallet, Financial Inclusion, Financial Technology.
Humor, Identitas, dan Keterlibatan: Dampak Meme Marketing dan Representasi Maskulinitas Merek terhadap Customer Engagement Wardanu, Aditya Putra
Journal of Management and Bussines (JOMB) Vol. 7 No. 3 (2025): Journal of Management and Bussines (JOMB)
Publisher : IPM2KPE

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31539/w8xy4518

Abstract

This study aims to analyze the influence of meme marketing and brand representation (masculinity) on customer engagement of followers of humor Instagram accounts in Indonesia. The research method used is a quantitative approach with descriptive and explanatory design. Data were collected by distributing questionnaires using a Likert scale to 206 respondents selected using purposive sampling techniques. Data analysis was carried out using the Partial Least Square (PLS) method with the help of WarpPLS 7.0 software. The results of the study indicate that both meme marketing and brand representation have a positive and significant effect on customer engagement. Specifically, meme marketing has a slightly stronger influence than brand representation. This finding confirms the importance of humor-based content strategies and masculine representations that are in accordance with the cultural identity of the target audience in increasing user engagement. The conclusion of this study is that the combination of meme marketing strategies and masculine brand representations synergistically creates strong and sustainable engagement on social media, especially Instagram.   Keywords: Meme Marketing, Brand Representation, Brand Masculinity, Customer Engagement
Co-Authors Agung Winarno Ely Siswanto Fadhilah Nur Oktaviani Noviarkahman Zagladi, Arief Shafa Annisa Puspasari Tri Amukti, Fajar Dio Wahyu