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All Journal Jurnal Witana Jurnal Bisnis dan Kewirausahaan IJBAE
Pranata, Sudadi Pranata
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Dari Layar ke Kepercayaan: Bagaimana Dukungan Selebriti dan Faktor Lingkungan Membentuk Loyalitas Pelanggan dalam Mobile Banking Chaerunisa, Danya Rizki Chaerunisa; Pranata, Sudadi Pranata; Purnamasari, Dewi Laily Purnamasari
Jurnal Bisnis dan Kewirausahaan Vol 2 No 2 (2025): Juli
Publisher : ICON Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.71154/1pca2775

Abstract

This study investigates how mobile banking services influence customer loyalty, with a focus on the mediating role of celebrity endorsement and the moderating effect of environmental factors. Drawing on the Elaboration Likelihood Model (ELM), the study tests five hypotheses using a structural equation modeling (SEM-PLS) approach. The results show that mobile banking services significantly influence both customer loyalty and perceptions of celebrity endorsements. However, celebrity endorsements do not significantly affect customer loyalty, nor do they mediate the relationship between mobile banking services and loyalty. Additionally, environmental factors were found not to moderate the relationship, indicating that loyalty is shaped more by internal service quality than external conditions. The findings emphasize the dominant role of central cues—such as functionality, reliability, and convenience—in digital service experiences, suggesting that peripheral cues like celebrity endorsements are insufficient to foster loyalty in utilitarian services like banking. Practically, the study recommends that financial institutions invest more in service innovation and customer-centric mobile platforms than in celebrity-based promotions. Theoretically, the research expands the ELM framework by illustrating its limitations in high-involvement digital service contexts. Future studies are encouraged to explore alternative mediators and extend the model across different service industries and cultural settings.
Exploring the Mediating Role of Innovative Capability between Entrepreneurial Leadership and MSME Performance Triwibowo, Rony Nur; Noegroho, Asharryadi; Pranata, Sudadi Pranata
International Journal Business and Entrepreneurship Vol 2 No 1 (2025): March
Publisher : ICON Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.71154/tyhvw942

Abstract

This study sought to ascertain the impact of entrepreneurial leadership on the performance of food and beverage MSMEs in Cilacap. The research sample comprised 130 MSME participants. The sample was obtained using an online survey. This study employed Smart PLS 3.0 for analysis. The study indicates that entrepreneurial leadership positively influences MSME performance and innovative capability. Innovative capability favourably influences MSME performance and mediates the relationship between entrepreneurial leadership and MSME success. This study's drawback lies in its focus on food and beverage MSMEs in Cilacap, hindering the generalizability of the findings to other sectors or locations with distinct features. This study enhances the literature by empirically confirming the mediating function of Innovative Capability between Entrepreneurial Leadership and the performance of MSMEs, specifically within Indonesia's food and beverage industry. These findings emphasize the necessity for MSME leaders to cultivate entrepreneurial attributes and promote an atmosphere conducive to innovation. Organizations can enhance their performance metrics by investing in the Innovative Capabilities dimension, which encompasses a strategy emphasis on innovation, a conducive company culture, and practical knowledge management. Policymakers and practitioners can utilize these insights to build training programs and policies that foster leadership development and innovation in MSMEs. Additional research is advised to investigate other mediating or moderating variables, like technological advancements, market situations, or organizational frameworks.
PENGARUH PERKEMBANGAN DIGITAL MARKETING DAN WORD OF MOUTH TERHADAP MINAT BELI WARDAH Rina, Agustina; Pranata, Sudadi Pranata; Lukita, Chandra
Jurnal Witana Vol 1 No 1 (2023)
Publisher : Jurnal Witana

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

Abstract

Perkembangan teknologi sangat pesat, berbagai aktivitas mulai memanfaatkan teknologi dalam menjalankan usahanya. Perkembangan ini harus diterapkan dalam setiap perusahaan agar dapat mengikuti perkembangan zaman dan dapat bersaing dengan perusahaan yang lain salah satunya yaitu produk kecantikan Wardah. Seseorang memiliki minat untuk membeli suatu produk karena mengetahui kualitas yang diinformasikan melalui media sosial dan orang sekitar. Tujuan penelitian ini adalah untuk mengetahui pengaruh perkembangan digital marketing terhadap minat beli Wardah di marketplace shopee, mengetahui pengaruh word of mouth terhadap minat beli Wardah di marketplace shopee dan Untuk mengetahui pengaruh perkembangan digital marketing dan word of mouth terhadap minat beli Wardah di marketplace shopee. Metode penelitian yang digunakan yaitu metode kuantitatif dengan pendekatan asosiatif. Responden dalam penelitian berjumlah 100 yang berusia 16-25 tahun di kota Cirebon yang pernah membeli produk Wardah di Shopee. Teknik pengumpulan data menggunakan Software Partial Least Square (PLS). Hasil penelitian perkembangan digital marketing berpengaruh positif dan signifikan terhadap minat beli Wardah, word of mouth berpengaruh positif dan signifikan terhadap minat beli Wardah dan perkambangan digital marketing dan word of mouth berpengaruh positif dan signifikan terhadap minat beli Wardah.
Co-Authors Chaerunisa, Danya Rizki Chaerunisa Noegroho, Asharryadi Purnamasari, Dewi Laily Purnamasari Rina, Agustina Triwibowo, Rony Nur