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Binarin Tirto Andika
Universitas Islam Indonesia
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Strategi Pemasaran Business to Business (B2B) PT Telkom Witel Yogyakarta sebagai Upaya Membangun Awareness Pelanggan pada Adopsi Platform Pijar Telkom di Sekolah-Sekolah Wilayah Yogyakarta Nasrullah Muhadin; Binarin Tirto Andika
Management Studies and Entrepreneurship Journal (MSEJ) Vol. 7 No. 1 (2026): Management Studies and Entrepreneurship Journal (MSEJ)
Publisher : Yayasan Pendidikan Riset dan Pengembangan Intelektual (YRPI)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37385/msej.v7i1.9726

Abstract

Pentingnya awareness fungsional menjadi tahap penting dalam proses pengambilan keputusan adopsi teknologi oleh lembaga pendidikan. Konsep strategi B2B, diferensiasi produk, dan tahapan brand awareness digunakan sebagai landasan teoritis untuk menguji upaya perusahaan dan respon pelanggan. Penelitian ini menggunakan pendekatan kualitatif dengan metode wawancara mendalam terhadap Account Manager PT Telkom Witel Yogyakarta sebagai pihak penyedia produk digital pendidikan dan perwakilan dari enam sekolah sebagai pihak pelanggan. Hasil penelitian ini menunjukkan bahwa strategi pemasaran B2B Telkom didominasi oleh pendekatan formal Top-Down (melibatkan Dinas Pendidikan) untuk legitimasi dan didukung strategi berbasis pengalaman (trial dan pilot project) untuk membangun awareness fungsional. Diferensiasi produk Pijar Telkom (didukung infrastruktur data center Telkom, harga per sekolah, dan service center 24 jam) menjadi keunggulan kompetitif. Namun, efektivitas strategi ini dalam mencapai adopsi penuh masih terhambat oleh tingkat awareness yang tidak merata, keterbatasan anggaran dan infrastruktur sekolah, serta adanya kepuasan pelanggan terhadap platform pesaing yang telah digunakan. Proses keputusan adopsi di sekolah bersifat kolektif, hierarkis, dan sangat sensitif terhadap jaminan dukungan teknis serta layanan after-sale berkelanjutan dari vendor. Secara keseluruhan, strategi B2B Telkom efektif dalam menciptakan kesadaran awal (Brand Recognition), tetapi perlu memperkuat relationship marketing dan pendampingan pasca-sosialisasi untuk mengatasi hambatan internal pelanggan dan mengkonversi awareness menjadi adopsi penuh.
Analisis Persepsi Manfaat, Kemudahan Dan Kepuasan Konsumen Terhadap Niat Penggunaan Aplikasi Tring By Pegadaian Di Yogyakarta Dengan Pendekatan Technology Acceptance Model (TAM) Devita Putri Pandia; Binarin Tirto Andika
Management Studies and Entrepreneurship Journal (MSEJ) Vol. 7 No. 6 (2026): Management Studies and Entrepreneurship Journal (MSEJ)
Publisher : Yayasan Pendidikan Riset dan Pengembangan Intelektual (YRPI)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37385/6fy63e85

Abstract

Tingkat pengguna aktif aplikasi Tring by Pegadaian di wilayah Yogyakarta masih pada kondisi yang belum stabil, meskipun berbagai kemudahan telah ditawarkan untuk efisiensi konsumen. Data transaksi yang fluktuatif mengindikasikan sebagian konsumen belum sepenuhnya memanfaatkan aplikasi secara berkelanjutan. Kondisi ini menunjukkan adanya kesenjangan antara potensi layanan digital dengan perilaku konsumen yang berada di lapangan. Penelitian ini memiliki tujuan dalam menganalisis persepsi konsumen terhadap manfaat, kemudahan penggunaan, dan kepuasan terhadap niat penggunaan aplikasi Tring by Pegadaian. Pendekatan yang digunakan yaitu Technology Acceptence Model (TAM) yang dikombinasi dengan variabel satisfaction dan familiarity. Data dikumpulkan dengan menggunakan survei daring melalui teknik purposive sampling kepada konsumen yang menggunakan aplikasi di wilayah Yogyakarta. Hasil penelitian ini menggambarkan keberhasilan dari adopsi aplikasi Tring by Pegadaian tidak hanya dipengaruhi oleh manfaat yang  dirasakan oleh konsumen, tetapi juga dapat bergantung pada tingkat kemudahan aplikasi tersebut saat konsumen mengaksesnya. Oleh sebab itu, kualitas layanan digital dari PT Pegadaian perlu untuk ditingkatkan, seperti pada akses kemudahan dalam menggunakan aplikasi agar meningkatkan kepuasan konsumen dan mendorong untuk menggunakan aplikasi secara berkelanjutan. Harapan dari penelitian ini juga dapat memberikan kontribusi praktis bagis perusahaan dalam menyusun strategi perusahaan untuk mengembangkan layanan digital.
Drivers of Impulsive Buying in Live Streaming E-Commerce: The Roles of Scarcity, Uniqueness, Anxiety, and Time Pressure Binarin Tirto Andika; Bayu Novrianda
Jurnal Impresi Indonesia Vol. 5 No. 7 (2026): Jurnal Impresi Indonesia
Publisher : Riviera Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58344/jii.v5i7.7894

Abstract

This study examines impulsive buying behavior in live-streaming e-commerce, a rapidly growing digital shopping model that integrates real-time product demonstrations, consumer interaction, entertainment elements, and promotional stimuli. The background of this research is based on the increasing role of live-streaming commerce in shaping consumer purchasing decisions, particularly when consumers are exposed to scarcity appeals, product uniqueness, anxiety, and time-limited offers. This study aims to analyze the effects of scarcity, uniqueness, anxiety, and time pressure on impulsive buying behavior among consumers who have made transactions through live-streaming platforms. A quantitative approach was employed using survey data collected through Google Forms. Among 324 respondents, 213 met the research criteria and were included in the analysis using SPSS. The research instruments consisted of demographic questions and Likert-scale items designed to measure the study variables. The results show that uniqueness, anxiety, and time pressure have positive and significant effects on impulsive buying behavior, whereas scarcity has a positive but insignificant effect. Time pressure emerged as the strongest predictor, followed by anxiety and uniqueness. These findings indicate that impulsive buying behavior in live-streaming commerce is influenced more by psychological urgency, emotional tension, and perceived product distinctiveness than by scarcity appeals alone. The study concludes that marketers should manage time pressure and emotional cues ethically to encourage responsible consumer engagement.
Analysis of Customer Satisfaction and Loyalty Through the Tiktok Application in the Groceries Department of Hypermart Pakuwon Mall Yogyakarta RA. Kooswinarning Definta Indraswari; Binarin Tirto Andika
Journal Research of Social Science, Economics, and Management Vol. 5 No. 7 (2026): 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.v5i7.1324

Abstract

This research examines customer satisfaction and loyalty through TikTok promotion in the groceries department of Hypermart Pakuwon Mall Yogyakarta. The study focuses on key variables, including TikTok promotion, customer loyalty, word of mouth, and price fairness. Data were collected through a structured questionnaire distributed to 320 Hypermart customers who actively shop at the Pakuwon Mall Yogyakarta outlet. A descriptive analysis approach was employed by calculating average scores and comparing them with predefined assessment standards to evaluate customer perceptions. The findings indicate that TikTok promotion is perceived as effective in increasing customer interest, influencing purchasing decisions, and building positive perceptions of product value. Customer loyalty is categorized as high, as reflected in customers’ willingness to revisit the store and recommend Hypermart to others. Word of mouth also shows a high level, particularly in customers’ preference for choosing Hypermart over competing retailers, although customers’ willingness to actively share product content on social media remains moderate. Furthermore, price fairness is perceived positively, with customers considering Hypermart’s product prices to be fair, reasonable, and affordable. Overall, the results suggest that TikTok promotion contributes positively to strengthening customer loyalty, encouraging favorable word of mouth, and reinforcing perceptions of price fairness. These findings highlight the importance of optimizing digital marketing strategies, especially social media–based promotion, to enhance customer engagement, competitiveness, and long-term loyalty in the retail sector.
Pengaruh Persepsi Kegunaan dan Persepsi Kemudahan terhadap Kepercayaan dan Kepuasan Konsumen pada Aplikasi Dompet Digital Adam Kurniawan; Anas Hidayat; Binarin Tirto Andika
Indonesian Journal of Economics, Business, Accounting, and Management (IJEBAM) Vol 1 No 3 (2023): February 2023
Publisher : PT SOLUSI EDUKASI BERDIKARI

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63901/ijebam.v1i3.17

Abstract

Penelitian ini bertujuan untuk menguji pengaruh variabel persepsi kemudahan dan persepsi kegunaan terhadap kepuasan dan kepercayaan konsumen, serta variabel kepuasan konsumen terhadap kepercayaan. Pengujian dalam penelitian ini menggunakan 258 responden metode yang digunakan untuk pegambilan sampel adalah non probability sampling. Dalam penelitian ini analisis yang digunakan dalam pembuktian hipotesis adalah analisis linear berganda menggunakan program SPSS versi 23.0. Dari keempat variabel tersebut membentuk lima hipotesis, hasil dari analisis kelima hipotesis tersebut yaitu persepsi kemudahan memiliki pengaruh positif signifikan terhadap kepercayaan dan kepuasan konsumen serta persepsi kegunaan memiliki pengaruh postif signifikan terhadap kepercayan dan kepuasan konsumen, yang terakhir kepuasan konsumen memiliki pengaruh positif signifikan terhadap kepercayaan.
Digital Persona vs Real Person: A Study on The Attractiveness of Human and Virtual Influencers in Social Media Advertising Reynaldi Dwi Junianta; Masyithoh Annisaush Sholihah; Binarin Tirto Andika; Dwi Martutiningrum; Muhammad Saddam Sofyandi
Indonesian Journal of Economics, Business, Accounting, and Management (IJEBAM) Vol 2 No 6 (2024): August 2024
Publisher : PT SOLUSI EDUKASI BERDIKARI

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63901/ijebam.v2i6.99

Abstract

This study aims to compare the differences in the attractiveness of product advertising content with human influencers and VTubers using the audience experience approach. The audience's experience is seen through an assessment of the pragmatic and hedonic qualities of the two advertisements viewed. Attrakdiff is used as a method to measure the assessment of both product advertisements. There are 20 respondents who are asked to view both advertisements and fill out two different questionnaires representing advertisements with human influencers and VTubers. The results show that the attractiveness of advertisements with human influencers and VTubers has almost the same attractiveness. There are differences in pragmatic and hedonic-identity quality (human influencers are superior) and hedonic-stimulation (VTubers are superior), which differentiate between the two. Although there are differences in the assessment of the audience's experience in watching content from human influencers and VTubers, both still have almost the same appeal.
Co-Authors Adam Kurniawan Anas Hidayat, Anas Bayu Novrianda Devita Putri Pandia Dwi Martutiningrum Masyithoh Annisaush Sholihah Muhammad Saddam Sofyandi Nasrullah Muhadin RA. Kooswinarning Definta Indraswari Reynaldi Dwi Junianta