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All Journal Scriptura JUPIIS: Jurnal Pendidikan Ilmu-ilmu Sosial Jurnal Komunikasi Komunikator Isamic Communication Journal Nyimak: Journal of Communication Jurnal Penelitian Pendidikan IPA (JPPIPA) urnal Interaksi: Jurnal Ilmu Komunikasi Semiotika: Jurnal Komunikasi Humaniora Jurnal Profetik Bricolage : Jurnal Magister Ilmu Komunikasi Value: Jurnal Manajemen dan Akuntansi Warta Ikatan Sarjana Komunikasi Indonesia Jurnal Ekonomi Manajemen Sistem Informasi Jurnal JTIK (Jurnal Teknologi Informasi dan Komunikasi) Community Engagement and Emergence Journal (CEEJ) Community Development Journal: Jurnal Pengabdian Masyarakat Jurnal Kajian Komunikasi dan Pembangunan Daerah PLAKAT : Jurnal Pelayanan Kepada Masyarakat Jurnal Info Sains : Informatika dan Sains Co-Value : Jurnal Ekonomi, Koperasi & Kewirausahaan AKADEMIK: Jurnal Mahasiswa Humanis International Journal of Humanities Education and Social Sciences ASPIRATION Journal Jurnal Ilmu Komunikasi Dan Media Journal Research of Social Science, Economics, and Management Eduvest - Journal of Universal Studies Ranah Research : Journal of Multidisciplinary Research and Development PROCURATIO: Jurnal Manajemen dan Bisnis Jurnal Manajemen dan Pemasaran Digital Jurnal Spektrum Komunikasi Jurnal Komunikasi Indonesia
Cosmas Gatot Haryono
Universitas Ciputra Surabaya
Religion Aerospace Engineering Agriculture, Biological Sciences & Forestry Arts Humanities Biochemistry, Genetics & Molecular Biology Chemical Engineering, Chemistry & Bioengineering Chemistry Civil Engineering, Building, Construction & Architecture Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Materials Science & Nanotechnology Neuroscience Physics Public Health Social Sciences Transportation Other

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Digital Marketing and Product Quality on Purchase Interest and Decisions in Industrial Cafés Melisa Suwardi; Cosmas Gatot Haryono; Fahrul Riza; Irzameingindra Putri Radjamin
International Journal Of Humanities Education and Social Sciences (IJHESS) Vol 5 No 6 (2026): IJHESS JUNE 2026
Publisher : CV. AFDIFAL MAJU BERKAH

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55227/ijhess.v5i6.2348

Abstract

Digitalization has changed the marketing landscape of the food and beverage industry, including in the context of industrial cafes. This study aims to analyze the influence of digital marketing and product quality on purchasing decisions, with purchase intention as a mediating variable. This study answers four main questions: (1) to what extent does digital marketing influence purchase intention, (2) how does product quality influence purchase intention, (3) does purchase intention influence purchasing decisions, and (4) does purchase intention act as a mediator in the relationship between external stimuli and purchasing decisions. This study uses a quantitative approach with Partial Least Squares analysis and PROCESS Macro modeling techniques. The results show that digital marketing and product quality significantly increase purchase intention, with indirect effects of 0.2222 and 0.2257, respectively. Purchase intention was also found to significantly influence purchase decisions (β = 0.347, p < 0.001). Mediation analysis showed that purchase intention acted as a partial mediator. These findings confirm the validity of the Stimulus-Organism-Response (SOR) Model in the consumer behavior of industrial cafes. The researchers suggest that cafe owners integrate attractive digital promotions with product quality improvements to maximize purchase conversion
The Dominant Factors That Influence Preferences For Visiting Grin Cafe Sapto Usodo; Fahrul Riza; Cosmas Gatot Haryono
Journal Research of Social Science, Economics, and Management Vol. 5 No. 3 (2025): Journal Research of Social Science, Economics, and Management
Publisher : Publikasi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59141/jrssem.v5i3.1143

Abstract

This study aims to identify and map the dominant factors influencing customer visit preferences to Grin Kafe, a local café business that has two branches with different characteristics. A quantitative approach is used in this study by applying the Analytical Hierarchy Process (AHP) method, which allows analysis of the relative importance of various factors determining customer visit decisions. The two main variables analyzed include: atmosphere and interior design. Data was collected through a paired comparison questionnaire given to customers who had visited Grin Kafe. The results of the study are expected to provide an overview of the priority of customer perception of these factors, as well as become a strategic basis for the development of services and increase the attractiveness of Grin Kafe, as well as contribute to the development of consumer behavior studies in the local café sector.
The Effects of Pricing, Promotion, and Service Quality on Purchasing Decisions in the Tourism Industry Aslam Khitami; Cosmas Gatot Haryono; Fahrul Riza
PROCURATIO: Jurnal Manajemen & Bisnis Vol. 5 No. 1 (2026): January - June
Publisher : PT. Sangadji Media Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62394/projmb.v5i1.267

Abstract

Purpose – This study examines the effects of price, promotion, and service quality on customers' purchase decisions in the tourism transportation service sector. The study aims to identify the relative importance of these marketing factors in influencing consumer decision-making within experience-based service contexts. Design/method/approach – A quantitative explanatory research design was employed using survey data collected from 100 customers through a structured questionnaire measured on a five-point Likert scale. The proposed model was analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4. Findings – The results reveal that promotion and service quality have significant positive effects on purchase decisions, whereas the effect of price is positive but statistically insignificant. Service quality emerges as the strongest predictor of purchase decisions, indicating that customers place greater emphasis on service experience and promotional effectiveness than on price when selecting tourism transportation services. The structural model explains 54.7% of the variance in purchase decisions (R² = 0.547), suggesting moderate explanatory power. Implications – The findings extend the perceived value perspective by demonstrating that value perceptions in tourism transportation are driven primarily by service quality and promotional effectiveness rather than price considerations. The results also provide managerial insights for tourism transportation providers to strengthen competitiveness by prioritizing service excellence and targeted promotional strategies instead of competing mainly through price reductions. Novelty/Originality – The novelty of this study lies in its finding that price does not significantly influence purchase decisions in the tourism transportation context, in contrast to previous studies in public transportation. This outcome is driven by the demographic characteristics of respondents-particularly their productive age and collective purchasing patterns-which reduce price sensitivity and elevate the importance of service quality. The study further confirms that service quality is the most dominant factor within family-owned bus tourism enterprises, thereby enriching the understanding of consumer behavior in high-involvement, experience-based services.
Pengaruh Strategi Pemasaran Politik dan Niat Memilih terhadap Elektabilitas Calon Legislatif Kabupaten Probolinggo Alfiana Firda Afnaini; Cosmas Gatot Haryono
Ranah Research : Journal of Multidisciplinary Research and Development Vol. 8 No. 4 (2026): Ranah Research : Journal Of Multidisciplinary Research and Development
Publisher : Dinasti Research

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/rrj.v8i4.2130

Abstract

This study aims to analyze the influence of political marketing strategies and voting intention on the electability of legislative candidates in Probolinggo Regency. The study is motivated by the phenomenon that legislative candidates’ electability at the local level is shaped not only by the intensity of campaign activities, but also by social closeness and community-based relationships among voters. This research employed a quantitative approach with an explanatory design. Data were collected through a survey involving 204 respondents who participated in the 2024 Legislative Election and were analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM). The findings reveal that political marketing strategies have a positive and significant effect on both voting intention and electability. In addition, voting intention also has a significant positive effect on electability. Furthermore, voting intention serves as a partial mediating variable in the relationship between political marketing strategies and electability. The findings indicate that electability is not solely influenced directly by political marketing strategies but is also shaped through the formation of voting intention within a relational social context among voters. This study contributes to the development of political marketing literature, particularly in explaining the formation of voting intention and electability in the context of local legislative elections.
Stakeholder Perceptions of Artificial Intelligence in the Indonesian Film Industry Hartanto, Louisa Christine; Pascarina, Patrisia Amanda; Haryono, Cosmas Gatot
JURNAL KOMUNIKASI INDONESIA
Publisher : UI Scholars Hub

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

Abstract

This study explores how stakeholders in the Indonesian film industry perceive the emergence and use of artificial intelligence (AI). Framed by Roger's Diffusion of Innovation theory, this study explores how artificial intelligence (AI) is positioned as an emergent technological innovation, spreading via communication channels across the film industry's social ecosystem. This approach illuminates how distinct categories of adopters collectively construct the meaning of AI and shape their varied responses to its encroachment on creative labour. Employing a qualitative descriptive approach, the study draws on data from two Focus Group Discussions involving directors, actors, government experts, academics, emerging filmmakers, students, and film festival organizers. Thematic analysis identified three key themes: AI adaptation across the innovation adoption spectrum, the tension between productivity and artistic work, and AI as a catalyst for new job creation. The findings indicate that although AI offers substantial gains in efficiency, stakeholders consistently view human creativity, emotional authenticity, and artistic expression as irreplaceable. This study contributes to understanding AI integration in creative industries from the perspective of practitioners in the Global South. These findings offer new insights by demonstrating that AI integration in the creative industries of the Global South is not merely a technical transition but a complex negotiation of creative values and artistic control. The study implies that future policies should focus on developing inclusive human-AI collaboration models that prioritize originality and protect the intellectual property rights of film practitioners. Keywords: artificial intelligence, film industry, stakeholder perceptions, qualitative research
Co-Authors Alfiana Firda Afnaini Anggun Mayanti Anggun Mayanti Arnetta, Devinna Agus Putri Aslam Khitami Burhan Bungin Devina Natalie Dewa Made Weda Githapradana Dwi Sasongko, Yohanes Probo Edward Natanael Elia Ardyan Endi Sarwoko Fahrul Riza Fahrul Riza Fahrul Riza Fariz Hilman Perdana Handi, Esther Freya Angelica Herlina Herlina Herlina, Herlina Ignatia Evelyn Susanti Sitompul Imanuel Deny Krisna Aji Irzameingindra Putri Radjamin Joanne Mareris Sukisman Karen Wulan Sari Kayana, Dheandra Mutiara Kristianto, Bernard Realino Danu Kuncoro Dewi Rahmawati Lautama, Ciawita Atmadiratna Liony Gita Louisa Christine Hartanto Maichel Chinmi Melisa Suwardi Meysca Meysca Monika Teguh Nor Aeni Sonnarya Patrisia Amanda Pascarina Prasetyo, Eko Adit Putri, Nova Kirana Rachmah Ida Ratih Puspa Rena Wida Arias Reyes, Rowena Capulong Rowena Capulong Reyes Rustono - Sabrina Liemansyaputri Santoso, Theodore Sapto Usodo Senaharjanta, Ignasius Liliek Setyawan, Djunaedi Siswanto, Victorie Gracia Suhatta, Alfredo Sukisman, Joanne Mareris Thomas Bambang Pamungkas Vallene Laurencia Viendry Sujarwo Wijaya, Cynthia Wongsodiredjo, Jacklyn Yona Sylphee Young Yuli Kartika Dewi Yuli Kartika Dewi