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Hetty Karunia Tunjungsari
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International Journal of Application on Economics and Business
Published by Universitas Tarumanagara
ISSN : -     EISSN : 29871972     DOI : https://doi.org/10.24912/ijaeb
Core Subject : Economy, Science, Social,
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences
International Journal of Application on Economics and Business (IJAEB) contains articles on the following topics: Entrepreneurship studies, Business studies, Management studies, Accounting studies, Economics studies
Arjuna Subject : Bisnis, Menejemen, dan Akutansi (semua kategori) - Bisnis, Menejemen, dan Akutansi (Lain-Lain)
Articles 774 Documents
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IMPACT OF PRICE, PRODUCT QUALITY, CORPORATE IMAGE ON CUSTOMER LOYALTY (MEDIATED BY SATISFACTION) AT SHELL FUEL STATIONS IN JAKARTA Christopher, Darrell; Ruslim, Tommy Setiawan
International Journal of Application on Economics and Business Vol. 3 No. 2 (2025): May 2025
Publisher : Graduate Program of Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/ijaeb.v3i2.1099-1111

Abstract

In this study, price, product quality, and corporate image were examined for their influence on customer satisfaction and loyalty. The study focused on customers of Shell gas stations in Jakarta, involving 216 samples. The data collected through a questionnaire instrument (G-form) was analyzed by the researcher using SmartPLS4 software. It was found that all exogenous variables in this study influenced satisfaction and loyalty. Customer satisfaction also proved to be an important mediator in the relationship between all exogenous variables and loyalty in the gas station sector in Jakarta. Additionally, the study results showed that price and product quality had a direct positive impact on loyalty. However, corporate image was found to have a negative but insignificant effect on loyalty, indicating that while a positive image plays an important role, this factor does not directly determine loyalty without the support of competitive and consistent pricing and product quality. Beyond its contribution to academic literature, this study provides practical insights for Shell regarding the importance of fair pricing strategies and the delivery of appropriate product quality to enhance satisfaction and sustain loyalty. On the other hand, corporate image requires a more strategic, integrated, and sustainable approach to strengthen long-term relationships with customers.
THE INFLUENCE OF BRAND AWARENESS AND BRAND IMAGE ON PURCHASE INTENTION MEDIATED BY PERCEIVED VALUE AND BRAND TRUST AMONG USERS OF THE HAPPYFRESH E-COMMERCE PLATFORM IN JAKARTA Jonathan, Darren; Tunjungsari, Hetty Karunia
International Journal of Application on Economics and Business Vol. 3 No. 2 (2025): May 2025
Publisher : Graduate Program of Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/ijaeb.v3i2.1112-1125

Abstract

In this study, brand awareness and brand image were tested for their influence on perceived value and brand trust toward customers' purchase intention. The research focused on users of the Happyfresh e-commerce platform in Jakarta, involving 215 samples. Data collected using a questionnaire instrument (G-form) was analyzed by the researchers using SmartPLS4 software. The findings revealed that all exogenous variables in this study significantly influenced through perceived value and brand trust toward customers' purchase intention. Perceived value and brand trust were also proven to be essential mediators in the relationship between all exogenous variables and the purchase intention of Happyfresh in Jakarta. Furthermore, the results showed that brand awareness positively and directly impacted purchase intention. However, brand image was found to have a positive but insignificant effect on purchase intention, indicating that while brand image plays an important role, it does not directly determine purchase intention without the support of competitive and consistent brand awareness. In addition to its contribution to academic literature, this study provides practical insights for Happyfresh regarding the importance of proper brand awareness in enhancing perceived value, brand trust, and sustainable purchase intention. On the other hand, brand image requires a more strategic, integrated, and sustainable approach to strengthen long-term relationships with customers.
FACTORS AFFECTING THE PURCHASE INTENTION OF IPHONE PRODUCTS AMONG GEN Z Angelica, Katty; Utama, Louis
International Journal of Application on Economics and Business Vol. 3 No. 2 (2025): May 2025
Publisher : Graduate Program of Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/ijaeb.v3i2.1126-1134

Abstract

This study investigates the factors influencing purchase intentions for iPhone products among Generation Z, specifically focusing on students at Tarumanagara University. The research examines the impact of brand trust, perceived value, and brand preference on purchase intention, using the Theory of Planned Behavior (TPB) as a theoretical framework. A quantitative research design with descriptive data analysis was employed, and 171 respondents participated through purposive sampling. Data were collected via an online questionnaire and analyzed with SmartPLS, evaluating the validity, reliability, and structural relationships between variables. Results indicate that brand trust and perceived value significantly enhance brand preference and purchase intention. The findings highlight the importance of fostering brand trust and delivering perceived value to increase Gen Z's interest in purchasing iPhone products. This study provides valuable insights for marketers on strengthening brand loyalty and preference to drive sales within this demographic.
FACTORS AFFECTING CASH HOLDING MODERATED BY FIRM SIZE IN NON-CYCLICALS SECTOR COMPANIES Aurelia, Ophilia; Wirianata, Henny
International Journal of Application on Economics and Business Vol. 3 No. 2 (2025): May 2025
Publisher : Graduate Program of Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/ijaeb.v3i2.1135-1145

Abstract

Cash holding is an important aspect in order to ensure the financial stability of a company. An excessive or insufficient amount of cash holding can lead to financial problems and disrupt the stability of a company. Therefore, it is essential for a company to maintain its level of cash holding in an optimal level. This research seeks to explore the influence of profitability, liquidity, net working capital, capital expenditure, also firm size on cash holding considering the moderating role of firm size in consumer non-cyclicals firms registered on Indonesia Stock Exchange (IDX) from 2021-2023 period. Secondary financial data is employed and chosen through purposive sampling method. Data were processed using Microsoft Excel 2021 and tested using Eviews version 12. The outcomes determined that profitability, liquidity, as well as firm size positively impacts cash holding. Meanwhile, it is discovered that a inverse relationship exists among net working capital and cash holding, and capital expenditure does not impact cash reserves of a company. The moderation test analysis in this study imply that size of a firm is qualified in moderating the impact of profitability and net working capital in determining cash reserves. Conversely, size of a firm does not have the capacity in moderating the influence of liquidity and capital expenditure in determing cash holding.
ENTREPRENEURIAL COMPETENCE AND SELF-EFFICACY AS KEY DRIVERS OF WOMEN'S FASHION MSMES SUCCESS WITH GOVERNMENT SUPPORT IN CENTRAL JAKARTA Lavenia, Lavenia; Ie, Mei
International Journal of Application on Economics and Business Vol. 3 No. 2 (2025): May 2025
Publisher : Graduate Program of Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/ijaeb.v3i2.1146-1154

Abstract

The success of Micro, Small, and Medium Enterprises (MSMEs) is influenced not only by internal factors but also by various external factors that can strengthen or weaken business performance. This study aims to analyze the effect of government support as a moderator of entrepreneurial competence and self-efficacy on business success in women's fashion MSMEs in Central Jakarta. The research employs a purposive sampling technique with 225 respondents, consisting of women’s fashion MSMEs owners in Central Jakarta. Data analysis was conducted using Partial Least Square – Structural Equation Modeling (PLS-SEM) with SmartPLS 4 software. The research instrument consisted of an online questionnaire distributed to respondents meeting the sample criteria. The result show that entrepreneurial competence, self-efficacy, and government support have a positive and significant effect on the business success of women's fashion MSMEs in Central Jakarta. However, government support was not found to strengthen the effect of entrepreneurial competence and self-efficacy on the business success. Thus, entrepreneurial competence, self-efficacy, and government support are vital for success in fashion MSMEs. MSMEs business owners can enhance their success by developing entrepreneurial competence and self-efficacy, focusing on innovation, strategic decision-making, and self-confidence as key drivers of business success in the fashion industry. With government support, including training, and access to capital, fashion MSMEs can grow, compete in broader markets, and contribute to local economic development.
THE ROLE OF ENTREPRENEURIAL ORIENTATION ON THE PERFORMANCE OF FOOD AND BEVERAGE SMEs Dwitama, Michael; Puspitowati, Ida
International Journal of Application on Economics and Business Vol. 3 No. 3 (2025): Agustus 2025
Publisher : Graduate Program of Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/ijaeb.v3i3.1155-1163

Abstract

Through an empirical analysis, this study aims to determine how innovation (IN), proactiveness (PR) and risk-taking (RT) affect the Small and Medium Enterprises performance (SMEs Perf) venture in West Jakarta's food and beverage sector. Based on the theory of Resource Based Vied (RBV) philosophy, this study examines how organizational resources and capabilities relate to performance results. That 66 SMEs owners were surveyed online using Google Forms, and the data is gathered by using a non-probability technique, and using purposive sampling approach. SmartPLS version 4.1.0.5 software and structural equation modeling (SEM) were used for data analysis. IN has a major influence on SMEs Perf, according to the findings, whereas PR and RT have favorable but statistically minor effects on the SMEs Perf of food and beverage in West Jakarta.
THE EFFECT OF SELF-CONTROL, FINANCIAL LITERACY, AND RISK TOLERANCE TOWARD INVESTMENT DECISIONS AMONG STUDENTS Ming, Yeo Wei; Keni , Keni
International Journal of Application on Economics and Business Vol. 3 No. 3 (2025): Agustus 2025
Publisher : Graduate Program of Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/ijaeb.v3i3.1164-1174

Abstract

This study investigates the influence of self-control, financial literacy, and risk tolerance on the investment decisions of university students in Jakarta, Indonesia. The research uses a quantitative methodology to collect primary data through a Google Forms-based questionnaire. The sample comprises 120 students with prior experience in financial investments, such as stocks or mutual funds. Data analysis was conducted using Partial Least Squares - Structural Equation Modeling (PLS-SEM) to evaluate the relationships among the variables. The findings reveal that self-control, financial literacy, and risk tolerance all significantly and positively affect investment decisions. Specifically, self-control fosters disciplined, long-term financial planning, while financial literacy enhances students' ability to assess investment opportunities and make informed choices. Moreover, risk tolerance emerges as a critical factor, with students exhibiting higher risk tolerance being more inclined to engage in investments. The study underscores the role of psychological factors and financial education in shaping students' financial behaviors. It recommends that universities and financial institutions emphasize the development of self-control and financial literacy through targeted educational programs and customized financial products. Additionally, the study calls for future research in diverse geographical and sectoral contexts to enhance the generalizability of the findings.
EXPLORING HOW GENDER MODERATES THE EFFECT OF PERSONALITY TRAITS ON OVERCONFIDENCE BIAS AMONG INVESTORS IN THE INDONESIAN STOCK MARKET Natsir, Khairina; Arifin, Agus Zainul; Wijoyo, Fanny
International Journal of Application on Economics and Business Vol. 3 No. 3 (2025): Agustus 2025
Publisher : Graduate Program of Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/ijaeb.v3i3.1175-1188

Abstract

This research aims to explore the impact of investor personality traits towards overconfidence bias in investment behaviors. Additionally, it examines whether gender differences serve as a moderating factor. The study focuses on three main variables: personality traits, gender, and overconfidence bias. Data for the study is gathered through a primary data collection method using an online questionnaire, distributed via Google Forms. This questionnaire incorporates relevant indicators that effectively represent the variables under investigation and is disseminated across social media platforms, including WhatsApp, Facebook, Instagram, Twitter, and Telegram, to broaden respondent reach. The sample consists of individual stock investors in Indonesia, selected through non-probability sampling. For statistical analysis, Structural Equation Modeling is employed using the SmartPLS software, applying the Partial Least Squares (PLS-SEM) approach based on variance. The evaluation includes an Outer Model Assessment (validity and reliability testing) and an Inner Model Assessment, which involves R-square, Q-square, and Goodness of Fit tests, alongside hypothesis testing. According to this study, neuroticism and conscientiousness positively contribute to overconfidence bias in both genders, while openness has a negative effect on this bias among male and female investors alike. The findings of this study imply that understanding investors' personality traits, such as neuroticism, conscientiousness, extraversion, and openness, is essential for tailoring investment strategies and mitigating overconfidence bias. Financial education focusing on self-awareness and emotional management is crucial to helping investors make more rational decisions and avoid unnecessary risks.
THE EFFECT OF PROFITABILITY, LIQUIDITY, COMPANY SIZE, AND SALES GROWTH ON CAPITAL STRUCTURE IN CONSUMER NON-CYCLICALS COMPANIES LISTED ON THE INDONESIA STOCK EXCHANGE 2021-2023 PERIOD Patricia, Selvia Putri; Dewi, Sofia Prima
International Journal of Application on Economics and Business Vol. 3 No. 3 (2025): Agustus 2025
Publisher : Graduate Program of Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/ijaeb.v3i3.1189-1195

Abstract

The optimal capital structure configuration becomes a crucial determinant in ensuring the survival and long-term growth of a business entity. The study endeavors to furnish empirical substantiation concering the effect of profitability, liquidity, company size, and sales growth on capital structure. The research employs a quantitative approach with a purposive sampling technique, using sample of 34 companies listed on the Indonesia Stock Exchange during the periods of 2021, 2022, and 2023. Data were processed using E-Views version 12 to test the hypotheses. The findings of this study suggest that profitability does not negatively influence the capital structure. Company size and sales growth do not positively influence the capital structure, while liquidity has a negatively influence the capital structure. The implications of this research for companies indicate that they must carefully consider the factors identified in this research when formulating an optimal capital structure, in order to support sustainable growth and effectively manage financial risks. For investors, the findings provide valuable insights into analyzing a company’s capital structure as a foundation for more informed investment decision-making. Furthermore, future research could broaden its scope by exploring other external factors that may influence capital structure decisions.
SOCIAL MEDIA MARKETING AND CELEBRITY ENDORSEMENT IMPACT ON PURCHASE INTENTION MEDIATED BY BRAND AWARENESS Laurence, Angelica; Ekawati , Sanny
International Journal of Application on Economics and Business Vol. 3 No. 3 (2025): Agustus 2025
Publisher : Graduate Program of Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/ijaeb.v3i3.1196-1207

Abstract

The significant expansion of the cosmetics industry has led to heightened competition, compelling businesses to identify key factors that drive consumers' purchase intentions. This study concentrates on examining the elements influencing the purchase intention for Implora cosmetics. A descriptive research approach was applied, using purposive sampling to obtain responses from 275 participants through questionnaires. The data were examined using PLS-SEM to investigate the connections between these four variables. The results indicated that social media marketing, celebrity endorsements, and brand awareness are able to affect consumers' intention to buy Implora products. Additionally, it was found that brand awareness can acts as a mediator between social media marketing and the intention to purchase, as well as between celebrity endorsement and the intention to purchase Implora products. the influence of social media marketing and celebrity endorsements on the intention to purchase. These results underscore the crucial function of these three factors in improving purchase intentions, suggesting that focusing on social media marketing, celebrity endorsements, and brand awareness can help strengthen competitiveness in the market.

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