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All Journal Jurnal Siasat Bisnis Jurnal Manajemen Universitas Bung Hatta e-Jurnal Apresiasi Ekonomi
Rahayu, Elisa Dwi
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Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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MARKETING STIMULI AND AUTHORS' INTENTIONS TO CHOOSE A PUBLISHER FOR PUBLISHING THEIR BOOKS: THE MEDIATION ROLE OF PERCEIVED USEFULNESS Rahayu, Elisa Dwi; Anjaningrum, Widiya Dewi
Jurnal Apresiasi Ekonomi Vol 12, No 1 (2024)
Publisher : Institut Teknologi dan Ilmu Sosial Khatulistiwa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31846/jae.v12i1.856

Abstract

The indie publishing industry faces many challenges in the digital era. Therefore, every publisher must be able to find the determining factor in attracting authors to publish their books. This study aims to determine the strength of the impact of marketing stimuli on purchasing intentions mediated by perceived usefulness. A total of 150 participants of the "Book Writing Camp" at PT. Litera Media Tama has been selected using purposive sampling techniques. Quantitative research using online questionnaires has been conducted for one month. The results of the second-order PLS-SEM analysis prove all hypotheses, where marketing stimuli strongly impact the intention of authors to publish their books at the Litera Media Tama publisher if the author feels high perceived usefulness. In other words, the mediating role of perceived usefulness felt by consumers is significant in the relationship between marketing stimuli and purchasing intentions for publishing services. Further research can be conducted through qualitative studies to explore more in-depth information and expand the respondents, not only from the participants of the "Book Writing Camp" PT. Litera Media Tama and other publishers can partially test each marketing stimulus on purchasing intentions to determine which marketing stimulus positively impacts purchasing intentions for publishing services.
Strong Intention and Trust in Selecting a Publisher: When Price and Service Quality are Waxed Rahayu, Elisa Dwi; Rahmawati, Ike Kusdiyah; Handoko, Yunus
JURNAL MANAJEMEN UNIVERSITAS BUNG HATTA Vol 20 No 2 (2025): Jurnal Manajemen Universitas Bung Hatta
Publisher : Management Department, Faculty of Economics and Business, Universitas Bung Hatta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37301/jmubh.v20i2.28336

Abstract

Decisive factors for indie publishers to win authors' hearts to publish their books Anjaningrum, Widiya Dewi; Rahayu, Elisa Dwi; Viloria, Vivien Amor
Jurnal Siasat Bisnis VOL 30, NO 1 (2026)
Publisher : Management Development Centre (MDC) Department of Management, Faculty of Business and Economics Universitas Islam Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.20885/jsb.vol30.iss1.art8

Abstract

Purpose – This study aimed to determine the significant impact of marketing stimuli on perceived usefulness, the appreciably effect of social media interaction on content quality, and the remarkably influence of perceived usefulness and content quality on purchase intentions.Design/methodology/approach – This is quantitative research, where quantitative data were obtained from the distribution of online questionnaires. The research sample was all participants of the "Book Writing Camp" up to Batch 21 (2023) who had published their books at PT. Litera Media Tama, totaling 162 people. A sophisticated PLS-SEM analysis was used to examine the data gathered.Findings – The results showed that perceived usefulness and content quality on the publisher's social media greatly determine the author's choice. To increase perceived usefulness, publisher must strengthen marketing stimuli such as relative service innovation, service and price advantage, and promotional effort. Meanwhile, publisher must interact more with consumers on social media to improve content quality.Research limitations – Limitations of this study are that the data collecting process was conducted online and only at one publisher. Therefore, the results obtained from this study may vary if applied to other publishers.Practical implications – Publishers should optimize marketing stimuli to strengthen perceived usefulness and increase interaction with followers on social media to improve content quality. Therefore, publishers can effectively attract very motivated writers to publish their books with that publisher.Originality/value – The originality of this work lies in the utilization of Planned Behaviour Theory inside a sophisticated conceptual framework that has yet to be employed in prior research. In addition, the framework tested on Indie publishers in developing countries, a practice that has yet to be explored.
Co-Authors Anjaningrum, Widiya Dewi Rahmawati, Ike Kusdiyah Viloria, Vivien Amor Yunus Handoko