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All Journal Asian Management and Business Review Journal of Artificial Intelligence and Digital Business PRAGMATIS Jurnal Manajemen dan Bisnis
Trimarjono, Adrianto
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Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Electrical & Electronics Engineering Engineering Social Sciences

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Pengaruh Service Excellence, Promosi, Dan Variasi Produk Terhadap Kepuasan Pelanggan Jelita Cosmetics (Studi Kasus Pada Mahasiswa Fakultas Ekonomi dan Bisnis Universitas Wijaya Kusuma Surabaya) Ramadhan, Rahmat Hidayatullah; Trimarjono, Adrianto
PRAGMATIS Vol 6, No 1 (2025): March
Publisher : Faculty of Economic and Business Wijaya Kusuma Surabaya University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30742/pragmatis.v6i1.4557

Abstract

This research aims to analyze the influence of service excellence, promotions and product variations on customer satisfaction at Jelita Cosmetics, with a case study of students at the Faculty of Economics and Business, Wijaya Kusuma University, Surabaya. The research method used is quantitative by collecting data through questionnaires and literature study. The research population is active students of the Faculty of Economics and Business, Wijaya Kusuma University who are customers of Jelita Cosmetics, with a sample of 75 respondents selected using a simple random sampling technique. Data analysis was carried out using multiple linear regression, classical assumption tests, as well as t tests and f tests for hypothesis testing. The research results show that the three independent variables, namely service excellence, promotion and product variety, have a positive and significant effect on customer satisfaction. Service excellence contributes through friendly, responsive and professional service, while promotion influences customer perceptions and purchasing decisions through strategy. interesting things such as discounts and loyalty programs. Product variety plays an important role in meeting customer needs by providing diverse product choices according to preferences.
Pengaruh Strategi FoMO Marketing, Celebrity Endoser dan Brand Trust terhadap Perilaku Impulsive Buying pada Konsumen Generasi Z Pengguna Tiktok Shop di Surabaya Amanda, Irinne; Trimarjono, Adrianto
RIGGS: Journal of Artificial Intelligence and Digital Business Vol. 4 No. 4 (2026): November - January
Publisher : Prodi Bisnis Digital Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/riggs.v4i4.5233

Abstract

Penelitian ilmiah ini dilaksanakan dengan tujuan utama untuk menginvestigasi serta menganalisis secara mendalam mengenai pengaruh dari strategi pemasaran berbasis Fear of Missing Out atau FoMO Marketing, penggunaan Celebrity Endorser, serta tingkat Brand Trust terhadap kecenderungan perilaku pembelian impulsif di kalangan konsumen Generasi Z yang aktif menggunakan fitur TikTok Shop di wilayah Surabaya. Fenomena peningkatan transaksi tidak terencana atau impulse buying yang kian marak di kalangan generasi muda menjadi latar belakang krusial dalam studi ini, terutama karena dipicu oleh masifnya strategi pemasaran digital pada platform social commerce. Pemilihan TikTok Shop sebagai objek utama didasarkan pada posisinya yang unik dalam menggabungkan unsur hiburan dengan transaksi jual beli, ditambah fakta bahwa Indonesia merupakan pasar terbesar bagi TikTok secara global dengan total pengguna mencapai angka 108 juta jiwa. Secara metodologi, penelitian ini menggunakan pendekatan kuantitatif melalui teknik pengambilan sampel purposive sampling yang melibatkan 100 responden dari kelompok Generasi Z di Surabaya. Proses pengolahan dan analisis data dilakukan menggunakan metode regresi linear berganda dengan bantuan perangkat lunak IBM SPSS Statistics versi 23. Hasil temuan dalam penelitian ini membuktikan secara empiris bahwa variabel FoMO Marketing, Celebrity Endorser, dan Brand Trust secara parsial memiliki pengaruh yang positif serta signifikan terhadap perilaku pembelian impulsif. Hal ini menunjukkan bahwa strategi pemasaran yang tepat dan kepercayaan pada merek sangat menentukan keputusan belanja instan konsumen di TikTok Shop.
Pengaruh Brand Image, Content Marketing dan Online Customer Review terhadap Keputusan Pemakaian Aplikasi Indrive di Surabaya Studi Kasus pada Mahasiswa Universitas Wijaya Kusuma Surabaya Erika A.S, Angela Marici; Trimarjono, Adrianto
RIGGS: Journal of Artificial Intelligence and Digital Business Vol. 4 No. 4 (2026): November - January
Publisher : Prodi Bisnis Digital Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/riggs.v4i4.5721

Abstract

Perkembangan teknologi transportasi digital di Indonesia memicu persaingan ketat, di mana inDrive hadir sebagai penantang melalui fitur unik negosiasi harga. Meskipun menawarkan keunggulan kompetitif, inDrive masih memiliki pangsa pasar yang rendah dibandingkan kompetitor utama. Penelitian ini bertujuan untuk menguji dan menganalisis pengaruh brand image, content marketing, dan online customer review terhadap keputusan pemakaian aplikasi inDrive pada mahasiswa Universitas Wijaya Kusuma Surabaya (UWKS). Metode penelitian yang digunakan adalah kuantitatif asosiatif kausal. Pengambilan sampel dilakukan melalui teknik probability sampling dengan rumus Slovin, menghasilkan 100 responden mahasiswa aktif UWKS. Data dikumpulkan melalui kuesioner berskala Likert dan dianalisis menggunakan regresi linear berganda melalui perangkat lunak SPSS. Hasil penelitian menunjukkan bahwa secara parsial, brand image tidak berpengaruh signifikan terhadap keputusan pemakaian (Sig. 0,787 > 0,05), demikian pula dengan online customer review yang tidak menunjukkan pengaruh signifikan (Sig. 0,443 > 0,05). Namun, content marketing terbukti berpengaruh positif dan signifikan secara parsial (Sig. 0,038 < 0,05). Secara simultan, ketiga variabel independen berpengaruh signifikan terhadap keputusan pemakaian (Sig. 0,037 < 0,05). Nilai Adjusted R Square sebesar 0,107 menunjukkan bahwa model hanya mampu menjelaskan 10,7% variasi keputusan pemakaian, sedangkan sisanya dipengaruhi oleh faktor lain di luar penelitian ini seperti harga dan kualitas layanan. Simpulan penelitian ini menegaskan bahwa bagi segmen mahasiswa, konten pemasaran yang informatif dan relevan lebih efektif mendorong keputusan penggunaan dibandingkan citra merek atau ulasan daring.
From sensory impressions to revisit intention: Multisensory tourism experiences in East Java’s tourism villages Soebandhi, Santirianingrum; Kristiningsih, Kristiningsih; Trimarjono, Adrianto; Ramiza Syahri, Aqila
Asian Management and Business Review Volume 6 Issue 2, 2026
Publisher : Master of Management, Department of Management, Faculty of Business and Economics Universitas Islam Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.20885/AMBR.vol6.iss2.art6

Abstract

The increasing shift toward experiential tourism highlights the importance of understanding how sensory elements influence tourists’ perceptions and behavioral intentions, particularly in village-based destinations that emphasize authenticity and immersion. This study aims to examine the roles of sight, sound, taste, smell, and touch in shaping memorable tourism experiences and influencing revisit intention in tourism villages in East Java, Indonesia. The population of this study consisted of tourists who had visited selected tourism villages in East Java, and data were collected from 300 respondents using an online questionnaire. A purposive sampling technique was applied to select visitors who had experienced one of the identified tourism villages within the previous two years. The proposed relationships were analyzed using partial least squares structural equation modeling (PLS-SEM), including measurement model assessment to evaluate reliability and validity, followed by structural model evaluation and mediation analysis through bootstrapping. The findings indicate that auditory and tactile dimensions have the strongest influence on the formation of memorable tourism experiences, followed by visual and taste-related dimensions, while olfactory factors do not demonstrate a significant effect on either memorable tourism experiences or revisit intention. These results suggest that sensory elements involving stronger visitor engagement, particularly sound and touch through natural soundscapes, traditional music, and hands-on cultural activities, are more effective in creating lasting impressions, while visual and taste-related elements play a supportive role in shaping tourists’ overall experience. From a practical perspective, this study highlights the importance for destination managers and local tourism stakeholders to prioritize the development of sensory-rich offerings that emphasize sound and touch in order to enhance destination appeal and encourage repeat visits. Theoretically, this research contributes to the multisensory tourism literature by clarifying the relative importance of sensory dimensions in shaping meaningful tourism experiences within village-based and experience-oriented destinations.
Co-Authors Amanda, Irinne Erika A.S, Angela Marici Kristiningsih, Kristiningsih Ramadhan, Rahmat Hidayatullah Ramiza Syahri, Aqila Soebandhi, Santirianingrum