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INDONESIA
Journal of Business & Banking
Published by Universitas Hayam Wuruk Perbanas
ISSN : 20887841     EISSN : 23033460     DOI : http://dx.doi.org/10.14414/jbb
Core Subject : Economy,
Economics, Econometrics & Finance
Arjuna Subject : -
Articles 324 Documents
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Peran TikTok sebagai Platform Promosi Digital dalam Mendorong Intensi Pembelian Produk Kuliner Lokal Ni Komang Mela Tri Utari; Esa Setiawati; Ni Luh Laksmi Rahmantari; I Putu Dharmawan Suryagita Susila Putra; I Gusti Ayu Lia Yasmita
Journal of Business & Banking Vol 15 No 2 (2025): November (2025) - April (2026)
Publisher : Universitas Hayam Wuruk Perbanas

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14414//jbb.v15i02.5623

Abstract

This study aims to analyze the role of TikTok as a digital promotion platform in encouraging purchase intention toward local culinary products at the MSME Es Teler Tidar Sukodono. The development of digital technology has significantly transformed consumer behavior, particularly in the process of information searching and purchasing decision-making. This study employs a descriptive approach using a mixed-method design, combining qualitative data obtained through interviews and observations with quantitative data collected through questionnaires distributed to 50 respondents. The data were analyzed using descriptive percentage techniques and qualitative interpretation. The results indicate that promotion through TikTok achieved an average score of 94.24%, which falls into the “very feasible” category. This finding suggests that TikTok is effective in increasing consumer purchase intention. Furthermore, interview results reveal that engaging visual content, the use of trends, and interactive features on TikTok are able to enhance product attractiveness and influence purchasing decisions.
Peran Strategis eWOM, Content Marketing, Online Customer Review dan Rating dalam Meningkatkan Purchase Intention dimediasi Branch Image Aniek M Ilfitriah; Mochamad Nurhadi
Journal of Business & Banking Vol 15 No 2 (2025): November (2025) - April (2026)
Publisher : Universitas Hayam Wuruk Perbanas

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14414/jbb.v15i02.5533

Abstract

Industri perawatan kulit telah berkembang pesat, sehingga konsumen terpapar berbagai macam produk dan merek yang dipromosikan melalui strategi pemasaran online. Oleh karena itu, perusahaan harus menerapkan pendekatan pemasaran yang efektif untuk meningkatkan niat beli konsumen. Studi ini meneliti pengaruh electronic word of mouth (eWOM), content marketing, online customer review, online customer rating terhadap purchase intention pada produk perawatan kulit Scarlett, dengan brand image sebagai variabel mediasi. Pendekatan kuantitatif dengan data primer yang dikumpulkan melalui teknik purposive sampling melibatkan 233 responden. Data dianalisis menggunakan Partial Least Squares Structural Equation Modeling (PLS-SEM) dengan software SmartPLS 4.0. Hasil evaluasi model pengukuran mengkonfirmasi bahwa semua konstruk valid dan reliabel. Analisis model struktural menunjukkan bahwa eWOM, content marketing dan online customer rating memiliki pengaruh positif yang signifikan terhadap purchase intention, baik secara langsung maupun tidak langsung melalui brand image sebagai variabel mediasi. Sebaliknya, online customer review menunjukkan efek negatif tetapi tidak signifikan terhadap purchase intention, dan brand image tidak memediasi hubungan ini. Temuan ini menyoroti pentingnya strategis dalam mengelola eWOM, kualitas konten, dan sistem peringkat dalam memperkuat citra merek dan merangsang niat pembelian konsumen di industri perawatan kulit.
Salespeople’s Customer Orientation and Customer Satisfaction: An SDL Perspective Hayat Yusuf; Ardiansyah Goeliling; Astil; Syahra
Journal of Business & Banking Vol 15 No 2 (2025): November (2025) - April (2026)
Publisher : Universitas Hayam Wuruk Perbanas

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14414/gb9bq372

Abstract

This study aims to examine the influence of service quality and salespeople’s customer orientation on perceived value and customer satisfaction, as well as the mediating role of perceived value and the moderating role of brand image in the relationship between perceived value and customer satisfaction. This research was conducted on bank credit customers in Kendari City using a quantitative approach with an explanatory research design. Data were collected through a survey using a structured questionnaire distributed to 340 respondents. The data were analyzed using Structural Equation Modeling to test the diresct, indirect, and moderation effects in the proposed research model. The results show that service quality and salespeople’s customer orientation have positive effects on perceived value and customer satisfaction. Perceived value also has a positive effect on customer satisfaction, indicating that customers tend to be more satisfied when they perceive that bank credit services provide benefits that are worth the cost, time, effort, and risk involved. In addition, perceived value mediates the relationship between service quality and customer satisfaction, as well as the relationship between salespeople’s customer orientation and customer satisfaction. The findings also confirm that brand image strengthens the effect of perceived value on customer satisfaction.
The Effect of Behavioral Propensity on Financial Risk Tolerance among Investor: The Role of Religiosity as a Moderating Variable William Christhoper; Werner R. Murhadi; Endang Ernawati
Journal of Business & Banking Vol 15 No 2 (2025): November (2025) - April (2026)
Publisher : Universitas Hayam Wuruk Perbanas

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14414/jbb.v15i02.5668

Abstract

This research aims to examine the effect of behavioral propensities variables that included propensity for regret, propensity for trust, happiness in life, propensity to attribute success to luck, propensity for overconfidence, and propensity for social interaction, on the variable of financial risk tolerance, as well as the moderating effect of religiosity. This study employs a quantitative approach using SEM (Structural Equation Modelling) analysis methods. This research was conducted by distributing questionnaires to investors aged 17 and above in Surabaya. The findings indicate that propensity for trust and propensity for social interaction significantly influence financial risk tolerance. However, propensity for regret, happiness in life, propensity to attribute success to luck, and propensity for overconfidence do not affect financial risk tolerance. Furthermore, regarding the moderating variable, religiosity influences all six behavioral propensity variables— propensity for regret, propensity for trust, happiness in life, propensity to attribute success to luck, propensity for overconfidence, and propensity for social interaction—toward financial risk tolerance.

Page 33 of 33 | Total Record : 324

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