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This Author published in this journals
All Journal International Journal of Accounting and Management Information Systems Journal of Digital Business and Marketing
Indrawati Indrawati
Telkom University, Indonesia
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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The effect of marketing mix on purchasing decisions modified with variables of education level and monthly allowance (Study on By.U products) Sunaman Boangmanalu; Indrawati Indrawati
Journal of Digital Business and Marketing Vol. 1 No. 1 (2025): February
Publisher : Goodwood Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35912/jdbm.v1i1.3312

Abstract

Purpose: This study examines how Telkomsel’s by.U product influences the purchasing decisions of the youth segment in Central Jakarta through the 7Ps marketing mix (product, price, place, promotion, people, process, and physical evidence). Education level and monthly allowance were included as moderating variables. Research Methodology: A quantitative approach was applied, and primary data were collected through questionnaires from 348 respondents. Data analysis employed Partial Least Squares Structural Equation Modeling (PLS-SEM) using SmartPLS 4.0, including validity, reliability, path coefficients, and multi-group analysis for moderation effects. Results: Four elements—price, promotion, people, and process—showed positive and significant effects on the purchase intention. Education level (senior high school) and monthly allowance (low allowance) significantly moderated the relationship between purchase intention and purchase decisions. Promotion had the strongest influence, highlighting the role of attractive offers and relevant promotional content. Internet service quality has emerged as a critical factor in youth preferences for video, music, and gaming services. Conclusions: To expand by.U’s market share, Telkomsel should focus on competitive pricing, appealing promotional strategies, enhancing service processes, and maintaining high Internet quality. Targeted marketing should consider the education level and spending capacity for optimal impact. Limitations: This study is limited to the youth market of Central Jakarta, reducing its generalizability. Only the education level and monthly allowance were tested as moderators. Contribution: This study provides empirical evidence of the effectiveness of the 7Ps marketing mix for digital-native telecommunications products.
A measurement tool to explore customer willingness to use the MyTelkomsel Super App through expected service synergies Muharlis Muharlis; Indrawati Indrawati
International Journal of Accounting and Management Information Systems Vol. 3 No. 1 (2025): February
Publisher : Goodwood Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35912/ijamis.v3i1.3251

Abstract

Purpose: The adoption of Super Apps in the digital service landscape has become increasingly prevalent, yet limited studies have explored the factors influencing users’ willingness to use the Super App. This research aims to address this gap by developing a valid and reliable measurement tool to assess the determinants of customer willingness to use the MyTelkomsel Super App through Expected Service Synergies as the mediating variable. Research/methodology: Drawing upon the framework by Fang, Liao, and Li (2024), the study incorporates established constructs such as Perceived External Prestige, Brand Competence, Complementarity, Compatibility, and Perceived Fit. A key modification involves the addition of Trust to enhance the model's explanatory power. A pilot test, involving 30 MyTelkomsel users, was conducted to evaluate the instrument's validity and reliability using Corrected Item-Total Correlation and Cronbach’s Alpha. Results: The results confirm that all 14 constructs and 48 items meet the criteria for Corrected Item-Total Correlation and Cronbach’s Alpha, indicating that this measurement is deemed suitable for future large-scale empirical research. Conclusions: This study successfully develops a reliable and valid measurement tool for assessing customer willingness to use the MyTelkomsel Super App, with Expected Service Synergies serving as a mediating variable. Limitations: This study is limited to pilot testing involving only 30 users, which may affect the generalizability of the results. Contribution: The research contributes to the literature by introducing an extended measurement model tailored to Super App contexts, supporting future empirical studies and practical implementation in digital service development.
Co-Authors Muharlis Muharlis Sunaman Boangmanalu