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Nang Among Budiadi
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INDONESIA
Jurnal Bisnis dan Kewirausahaan
Published by Universitas Setia Budi
ISSN : -     EISSN : 23021322     DOI : https://doi.org/10.31001/jbk
Core Subject : Economy, Science, Social,
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences
Jurnal Ilmiah Bisnis dan Kewirausahaan merupakan media publikasi ilmiah yang diterbitkan dua kali setahun oleh Fakultas Ekonomi Universitas Setia Budi, yang bertujuan untuk memberikan sarana komunikasi ilmiah melalui penyampaian berbagai hasil penelitian, artikel ilmiah, tinjauan buku, serta pemikiran-pemikiran inovatif dalam bidang bisnis, kewirausahaan, manajemen, akuntansi, dan perpajakan.
Arjuna Subject : Bisnis, Menejemen, dan Akutansi (semua kategori) - Bisnis, Menejemen, dan Akutansi (Lain-Lain)
Articles 62 Documents
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Mengapa Pengguna Tetap Menggunakan Halodoc? Analisis Faktor-Faktor Pembentuk Nilai Persepsian Rahma Sarita; Didik Setyawan; Ariefah Yulandari; Yulianto Yulianto
Jurnal Bisnis dan Kewirausahaan Vol 18 No 2 (2025): Jurnal Bisnis Kewirausahaan
Publisher : Fakultas Ekonomi - Universitas Setia Budi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31001/jbk.v18i2.3102

Abstract

ABSTRACT This study aims to examine the influence of perceived value on the intention to continue using the Halodoc app. The intention to continue using the Halodoc app is influenced by the perceived value of the app. Perceived value impacts the intention to continue using the Halodoc app. Data were obtained through a questionnaire distributed to the general public who had previously used the Halodoc app. A total of 236 people were sampled. The sampling technique used was purposeful sampling. Hypothesis testing was conducted using SEM (Structural Equation Modeling) analysis with path analysis. The results of this study indicate that two hypotheses are supported and two are not supported. The relationship between perceived value and intention to continue using the Halodoc app is positive. The risk barrier variable has no effect on perceived value. The complexity variable has no effect on perceived value. Relative benefit has a positive effect on perceived value.
Mengapa Influencer Mampu Mendorong Pembelian? Analisis Peran Kepercayaan Merek dan Kesadaran Merek Meiyana Linda Purwanti; Waluyo Budi Atmoko; Ariefah Yulandari; Yulianto Yulianto
Jurnal Bisnis dan Kewirausahaan Vol 18 No 1 (2025): Jurnal Bisnis Kewirausahaan
Publisher : Fakultas Ekonomi - Universitas Setia Budi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31001/jbk.v18i1.3111

Abstract

Abstract This study aims to analyze the influence of influencers on purchasing behavior through brand trust, brand awareness, and purchase intention among Instagram users in Surakarta City. This study used a quantitative approach with a causal design and a cross-sectoral survey. Data were obtained through an online questionnaire distributed to 200 respondents aged at least 17 years who actively use Instagram. Data analysis was conducted using Structural Equation Modeling (SEM) with AMOS and logistic regression. The results showed that influencers have a positive influence on brand trust. Brand trust also has a positive influence on brand awareness and purchase intention, while brand awareness has a positive influence on purchase intention. Furthermore, purchase intention was shown to have a positive influence on purchase behavior. These findings indicate that influencers' effectiveness in driving purchase behavior occurs through increased brand trust, brand awareness, and purchase intention. Therefore, companies need to select credible influencers to improve the effectiveness of their digital marketing strategies.

Page 7 of 7 | Total Record : 62

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