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eProceedings of Management
Published by Universitas Telkom
ISSN : 23559357     EISSN : -     DOI : https://doi.org/10.34818/eoe
Core Subject : Economy, Science,
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance
merupakan media publikasi karya ilmiah lulusan Universitas Telkom yang berisi tentang kajian management. Karya Tulis ilmiah yang diunggah akan melalui prosedur pemeriksaan (reviewer) dan approval pembimbing terkait.
Arjuna Subject : Bisnis, Menejemen, dan Akutansi (semua kategori) - Bisnis, Menejemen, dan Akutansi (Lain-Lain)
Articles 1,862 Documents
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Pengaruh Celebrity Endorsement Dan Online Consumer Review Terhadap Minat Beli Produk Eat Sambel Di E-commerce Shopee Firdausi, Vanesa Rizkia; Giri, Refi Rifaldi Windya
eProceedings of Management Vol. 11 No. 4 (2024): Agustus 2024
Publisher : eProceedings of Management

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In today's digital era, social media plays a significant role in influencing consumer purchase intentions. In the digitalera, marketing through celebrities has become an important strategy in e-commerce, including for Eat Sambalproducts on Shopee. This marketing is considered effective in enhancing product image and quickly attractingconsumers. The success of celebrity marketing lies not only in visual appeal but also in credibility and social influencethat shape consumer perceptions and purchase intentions. Online consumer reviews are also crucial in increasingpurchase interest as they help consumers learn more about the product. This study aims to investigate the influenceof celebrity endorsement and online consumer reviews on the purchase intention of Eat Sambal products on Shopee,with variables of celebrity credibility, celebrity appeal, and online consumer reviews mediated by attitude, brandloyalty, brand awareness, and e-WoM towards purchase intention. Data were collected through online surveys andanalyzed using SEM with SmartPLS4. The results of the study show that celebrity credibility, and online consumerreviews significantly influence consumer attitudes, which then affect brand loyalty, brand awareness, and e-WoM.This research provides insights for companies regarding effective digital marketing strategies through celebrityendorsement and online consumer reviews in e-commerce. Keywords-celebrity endorsement, online consumer review, consumer perception, purchase intention, digitalmarketing.
Pengaruh E-service Quality Dan Harga Terhadap Keputusan Pembelian Layanan Berlangganan Streaming Music Pada Spotify Ragana, Shalana Hardja; Arianti, Maya
eProceedings of Management Vol. 11 No. 4 (2024): Agustus 2024
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this research is Spotify, which offers songs, podcasts, and audiobooks, and has over 200 million paid subscribers.Although Spotify's prices are higher compared to other platforms, users are expected to receive satisfactioncommensurate with the price they pay based on the quality of the service. E-service quality encompasses all customerinteractions on the website. The aim of this study is to explore respondents' perceptions of service quality, pricing,and purchase decisions regarding Spotify's music streaming service. This research also aims to determine whetherservice quality and pricing influence consumer purchase decisions for Spotify, despite frequent service interruptions.This study is quantitative with a descriptive approach. Data was collected through surveys with questionnaires filledout by respondents. The population and sample of this study consist of individuals who have purchased Spotify serviceswith various professions in Indonesia, without population limitations. A non-probability sampling technique withpurposive sampling was used, resulting in 100 respondents. The results of the study show that 76.7% of the purchasedecision variable is influenced by e-service quality and price, while the remaining 23.3% is influenced by other factorsnot included in this analysis. Keywords-e-service quality, price, purchase decision, streaming music.
Analisis Validasi Produk Dengan Menggunakan Value Proposition Canvas Pada Startup Nominus Taufiqurrohman, Muhammad Rizal; Hasbi, Imanuddin
eProceedings of Management Vol. 11 No. 4 (2024): Agustus 2024
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NoMinus is a StartUp that provides a platform in the form of an Instagramshop where users can sell and buy new andpre-loved clothes. NoMinus offers a variety of products, including men's, women's, and children's clothing. ProductValidation Analysis needs to be carried out by NoMinus to minimize the risk of failure and find out which areas needimprovement and adjustment. Product validation analysis in this research uses the Value Proposition Canvas. Datacollection in this study used questionnaire, interview and observation methods. Respondents in this study totaled 100people. The results showed that customers were satisfied with the products and services offered by NoMinus. but thereare several areas that need more attention. therefore the Value Proposition Canvas can be used to create aninnovation to help NoMinus minimize the risk of failure.Keywords-NoMinus, pre-loved, value proposition canvas and product validation analysis
Pengaruh Electronic Word Of Mouth (ewom) Terhadap Niat Beli Produk Scarlett Di Shopee Oktaviani, Amelia; Tantra, Tarandhika
eProceedings of Management Vol. 11 No. 4 (2024): Agustus 2024
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In the digital era, electronic word of mouth (e-WOM) has become an important marketing strategy to increaseconsumer buying interest. With more than 212 million Indonesian internet users as of January 2023, the growth of ecommerce platforms is increasing rapidly. The Internet gives consumers more choices according to their preferences,which are now often influenced by e-WOM. Expression of products is now more often done electronically, so e-WOMcan change consumer preferences. This research aims to analyze the influence of e-WOM on consumer buying interestin Scarlett products on Shopee. To understand the impact of e-WOM, this research adopts a model from previousresearch. It is hoped that the results of this research will help Scarlett improve its marketing strategy and provideguidance for MSMEs in the beauty industry in developing their business through e-WOM and Shopee. Research datawas collected from 401 respondents who filled out a Google Form questionnaire with certain criteria, such asIndonesian people who are male and female and buyers of Scarlett products on Shopee. The methodology used isdescriptive quantitative with data collection techniques via Likert scale questionnaires, then processed using SMART - PLS. The research results show that the application of information has a positive and significant influence onpurchasing interest. This model is able to predict interest in purchasing Scarlett products by 90.5%. Apart from that,a significant indirect effect on purchase intention was also found in the structural model. This research is limited tothe beauty business sector and the majority of respondents are women, so the findings cannot be generalized to otherbusiness sectors or various genders. Future research is recommended to consider additional factors that may improvethe model's ability to predict information adoption. In addition, future research can apply this model to other businesssectors or different e-commerce platforms. Keywords-information adoption model, purchase intention, electronic word-of-mouth, Shopee.
Pengaruh Harga Emas Dan Nilai Tukar Rupiah Dolar Di Indonesia Terhadap Indeks Harga Saham Gabungan (ihsg) 2020 - 2022 Zulkarnaen, Fadillah Hafizh; Santoso, Teguh Iman
eProceedings of Management Vol. 11 No. 4 (2024): Agustus 2024
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Entering 2020, the global economy is facing great pressure due to the COVID-19 pandemic, which has causedinstability in various countries. The impact can be seen on capital markets and currency exchange rates. Fluctuationsin the "Composite Stock Price Index" (IHSG) in Indonesia reflect volatility in the money market and capital market,the decline in the value of the rupiah against the US dollar, and changes in global gold prices. Gold prices werehighest in August 2020 and lowest in January 2020, while the rupiah exchange rate reached its peak in April 2020and fell in January 2020. JCI showed recovery, reaching its peak in April 2022 after a sharp decline in March 2020.This research examines how the JCI is influenced by gold prices and currency exchange rates between 2020 and 2022.These findings highlight the complexity and interconnectivity between global commodity markets, exchange rates, andthe performance of the Indonesian capital market. This research provides insight for investors, policy makers andacademics in understanding the factors that influence the JCI, especially in the context of global economic shockssuch as the COVID-19 pandemic. Secondary data was taken from Bank Indonesia and Investing.com reports for 2020-2022, analyzing world gold prices, the rupiah exchange rate against the dollar, and the IHSG. Analysis shows thatthe JCI is not significantly influenced by the exchange rate or gold price. Keywords-Composite Stock Price Index (IHSG); gold price, rupiah exchange rate.
Implementasi Figma Dalam Pengembangan Prototipe Situs Usaha Rintisan Nominus Juang Prayoga Jati, Surya; Hasbi, Imanuddin
eProceedings of Management Vol. 11 No. 4 (2024): Agustus 2024
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In creating a website, designers are required to create a website that suits human needs, habits, and capabilities. Tofulfill these requirements, designers need tools that can be used, one of which is Figma because this software hasseveral advantages. In developing the NoMinus online shop. Writer uses the Empathy Map to provide comprehensiveinformation about user satisfaction and disappointment when interacting with existing online buying and sellingwebsites. The results of testing through quisionnaries showed that the user interface and user experience of the existingonline shop website received a variety of responses from users. After getting that result, writer created a websiteprototype based on the existing test results. The prototype that the writer has created is an online shop website that isexpected to meet customer needs and make the NoMinus online shop website be a user-friendly website.Keywords-NoMinus, website, empathy map, Figma, prototype
Pengaruh Internal Locus Of Control Dan Self Efficacy Terhadap Minat Menjadi Studentpreneur Di Indonesia Wibowo, Wahyu Anggie; Dudija, Nidya
eProceedings of Management Vol. 11 No. 4 (2024): Agustus 2024
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The number of unemployed in Indonesia has quite fantastic figures. This has an impact on economic instability.Steps in realizing entrepreneurial activities by the population can be started by providing provisions to the nation'snext generation so that their mentality becomes more mature entrepreneurs. The issue of this study is how muchinternal locus of control and self-efficacy influence the interest in becoming a studentpreneur in Indonesia.Meanwhile, the aim of this research is to find out how much influence internal locus of control and self-efficacy haveon interest in becoming a studentpreneur in Indonesia.The study method used in this study is a quantitative method. Data collection was gathered by distributingquestionnaires via social media. After that, data processing was carried out using Structural Equation Modeling(SEM). The results of this research show that the influence exerted by internal locus of control on over a desire to starta studentpreneur in Indonesia is relatively small, namely 9.4% and the influence exerted by studentpreneurs oninterest in becoming a studentpreneur is relatively large, namely reaching 100%. Then simultaneously the influenceexerted by internal locus of control and self-efficacy on over a desire to start a studentpreneur is also relativelylarge, namely 94.6%. Keywords-internal locus of control, self efficacy, studentpreneur, SEM
Pengaruh Budaya Organisasi Dan Komitmen Organisasi Terhadap Kinerja Karyawan Bank Muamalat Purwokerto Iswari, Zara Devinda; Syarifuddin
eProceedings of Management Vol. 11 No. 4 (2024): Agustus 2024
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Bank Muamalat Purwokerto is one of the first banks in Indonesia to operate its business based on Islamic Shariaprinciples. Human resources is a crucial factor in any organization to ensure organizational performance,whether it is non bisnis or institution. People must be managed well to achieve perfomance. Several factorsinfluencing the performance of Bank Muamalat Purwokerto, including organizational culture, organizationalcommitment, and employee performance. The purpose of this study is to analyze the influence of organizationalculture and organizational commitment on the performance of employees of Bank Muamalat Purwokerto. Thisresearch was conducted using quantitative methods, employing descriptive and causal approaches, involving 33respondents. The study utilizize multiple linear regression analysis using through SPSS software version 29. Theresults of the analysis showed that the organizational culture, organizational commitment, and overall employeeperformance were in the good category. Partial hypothesis testing revealed that organizational commitmentsignificantly affects employee performance, while organizational culture does not significantly impact employeeperformance. Organizational culture and organizational commitment collectively account for 66.2% of theinfluence on employee performance, while the remaining 33.8% can be attributed to other variables not discussedin this study.Keywords-organizational culture, organizational commitment, employee performance
Pengaruh Social Media Marketing Terhadap Brand Equity, Brand Trust, Dan Brand Loyalty Pada Instagram Traveloka Tarisa; Giri, Refi Rifaldi Windya
eProceedings of Management Vol. 11 No. 4 (2024): Agustus 2024
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This research is entitled “The Effect of Social Media Marketing on Brand Equity, Brand Trust, and Brand Loyalty on Traveloka Instagram”.on Traveloka Instagram”. The main focus is to understand the influence of social media marketing activities onbrand trust, brand equity, and brand loyalty on Traveloka's Instagram platform. The background of this research is based onthe tourism industry in Indonesia is growing rapidly along with the widespread use of social media that affects marketing methods.which affects marketing methods. The phenomena in this study were explored using a questionnaire survey method using a Likert scale.questionnaire survey method that uses a Likert scale with the criteria of Instagram social media users and the Traveloka application in the DKI Jakarta area and analysis of social media users.Traveloka in the DKI Jakarta area and SEM-PLS analysis. The purpose of this study is to identify the influence ofsocial media marketing on Traveloka's brand trust, brand equity, and brand loyalty on Instagram. This is importantconsidering the growth of Indonesia's tourism sector and the important role of social media in online marketing strategies.travel agents (OTA) marketing strategy. The results showed that social media marketing has a significant influence on brand equity, brand trust, and brand loyalty.on brand equity, brand trust, and brand loyalty. In addition, the factor that needs to be considered is brand trust because it has the greatest influence than other variables, indicating that trust is the most important.because it has the greatest influence than other variables, which indicates that consumers' trust in the brand affects their perceived value and their desire to remain loyal to the brand.consumers' trust in the brand affects their perception of value and their desire to remain loyal to the brand.brand. The benefits of this research include theoretical contributions in the field of management, especially in the aspects of social media marketing, brand trust, brand equity, and brand equity.media marketing, brand trust, brand equity, and brand loyalty, as well as practical benefits for academics and companies in planning marketing strategies and business development.in planning marketing strategies and business development. Keywords-social media marketing, brand trust, brand equity, brand loyalty, online travel agents.
Pengaruh Social Media Marketing Terhadap Customer Response Melalui Mediasi Brand Equity Pada Easybook Famius, Mochammad Rayhan Shaquille; Giri, Refi Rifaldi Windya; Nurhazizah, Eva
eProceedings of Management Vol. 11 No. 4 (2024): Agustus 2024
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The growing digitalization era strengthens the role of social media. Social media can now be used bybusinesses as a marketing strategy, not just for individual use. Various online travel agents inIndonesia, which have a service focus on bus ticket bookings, use Instagram social media as a means of marketing.its marketing. One of them is EasyBook. However, its implementation still gets a poor response from customers.from customers. This can be seen from the average number of engagements which indicates e-Wom and commitment on EasyBook's Instagram needs to be improved.on Instagram EasyBook needs to be improved. The purpose of this research is to find out how socialsocial media marketing affects customer response mediated by brand equity. Brand equity is seen as howconsumers perceive the value of the brand, in this case brand awareness and brand image. Quantitative methodused in this study with 385 respondents who have the criteria as Indonesians as EasyBook Instagram followers or individuals who have beenEasyBook Instagram followers or individuals who have seen EasyBook Instagram content and individuals who have used EasyBook.have used EasyBook. PLS - SEM was used as the data analysis technique. The results show thatsocial media marketing shapes brand equity before finally shaping customer response. Investment inbrand equity can increase customer response. Keywords-Social media marketing, brand equity, brand awareness, brand image, customer response, e-WOM,commitment.

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