Garuda - Garba Rujukan Digital

FROM RECRUITMENT TO RETENTION: STRATEGIC MARKETING COMMUNICATION FOR HIGHER EDUCATION MANAGEMENT IN VIETNAM Ly-Le, Tuong-Minh
DeReMa (Development Research of Management): Jurnal Manajemen Vol. 20 No. 2 (2025): Vol. 20 No.2 (2025): September
Publisher : Universitas Pelita Harapan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.19166/derema.v20i2.10035

This research investigates the dynamics of marketing communication (marcom) within Vietnamese universities, focusing on the balance between student recruitment and stakeholder engagement. The study aims to identify the key marcom activities, channels, and messaging strategies employed, assess the performance indicators and evaluation metrics, and explore how universities engage with stakeholders beyond prospective students. An in-depth interview approach was employed, involving ten representatives from higher education institutions in Vietnam. The findings reveal that Vietnamese universities predominantly focus their marcom efforts on student recruitment, with a combination of digital marketing and traditional methods like open days and school visits. Enrollment figures and digital metrics are the primary performance indicators used to assess effectiveness. However, the study highlights a lack of comprehensive communication strategies that encompass broader institutional goals and stakeholder engagement. The need for a balanced approach and alignment with institutional values is emphasized to enhance overall institutional competitiveness, support strategic planning, and contribute to education management practices. Abstrak dalam Bahasa Indonesia Penelitian ini mengkaji dinamika komunikasi pemasaran (marketing communication / marcom) di universitas-universitas Vietnam, dengan fokus pada keseimbangan antara perekrutan mahasiswa dan keterlibatan pemangku kepentingan. Studi ini bertujuan untuk mengidentifikasi aktivitas, saluran, dan strategi pesan utama yang digunakan dalam marcom; menilai indikator kinerja dan metrik evaluasi; serta mengeksplorasi bagaimana universitas menjalin hubungan dengan pemangku kepentingan selain calon mahasiswa. Pendekatan wawancara mendalam digunakan dalam penelitian ini, melibatkan sepuluh perwakilan dari institusi pendidikan tinggi di Vietnam. Temuan penelitian menunjukkan bahwa universitas di Vietnam secara dominan memfokuskan upaya marcom pada perekrutan mahasiswa, dengan memanfaatkan kombinasi pemasaran digital dan metode tradisional seperti open day dan kunjungan ke sekolah. Angka pendaftaran dan metrik digital menjadi indikator kinerja utama yang digunakan untuk menilai efektivitas. Namun, penelitian ini menyoroti kurangnya strategi komunikasi yang komprehensif yang mencakup tujuan kelembagaan yang lebih luas serta keterlibatan pemangku kepentingan. Kebutuhan akan pendekatan yang seimbang dan selaras dengan nilai-nilai institusi ditekankan guna meningkatkan daya saing kelembagaan secara keseluruhan, mendukung perencanaan strategis, dan berkontribusi pada praktik manajemen pendidikan.

ATTITUDE, SUBJECTIVE NORM, PERCEIVED BEHAVIORAL CONTROL, AND INFORMATION CASCADE EFFECTS ON INVESTMENT INTENTION: FINANCIAL LITERACY AS ANTECEDENT TO ATTITUDE Natalia, Elisse; Sihombing, Sabrina Oktaria
DeReMa (Development Research of Management): Jurnal Manajemen Vol. 20 No. 2 (2025): Vol. 20 No.2 (2025): September
Publisher : Universitas Pelita Harapan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.19166/derema.v20i2.10042

The development of financial technology has brought significant transformation to the global financial sector, including in Indonesia. In Indonesia, the P2PL industry has shown rapid growth. This study aims to examine the influence of investment attitude, subjective norm, perceived behavioral control, and information cascade on the intention to invest in P2PL, with financial literacy as an antecedent of attitude. Although numerous studies have explored the factors influencing investment intention, the variable of information cascade remains under-researched, particularly in the context of P2PL. This is a quantitative study employing a causal research design. The object of the study is peer-to-peer lending (P2PL). Data were collected through a questionnaire consisting of 28 indicators measured on a 5-point Likert scale. The sampling design used is purposive sampling, targeting individuals who have previously invested in P2PL platforms within last three months. The study involved 40 participants in the preliminary study and 280 in the main study. The analysis method used is Partial Least Squares Structural Equation Modeling (PLS-SEM). The preliminary study resulted in the removal of 8 indicators, which were excluded from the actual study. The findings from the actual study show that attitude toward investing, subjective norm, and perceived behavioral control have a positive and significant effect on investment intention, while information cascade does not have a significant effect. Additionally, investment attitude mediates the influence of financial literacy on investment intention. The Importance-Performance Map Analysis (IPMA) results indicate that subjective norm and perceived behavioral control should be prioritized in strategy improvement. Abstrak dalam Bahasa Indonesia Perkembangan teknologi keuangan telah membawa transformasi yang signifikan pada sektor keuangan global, termasuk di Indonesia. Di Indonesia, industri peer-to-peer lending (P2PL) menunjukkan pertumbuhan yang pesat. Penelitian ini bertujuan untuk mengkaji pengaruh sikap terhadap investasi, norma subjektif, persepsi kontrol perilaku, dan information cascade terhadap niat berinvestasi pada P2PL, dengan literasi keuangan sebagai anteseden sikap. Meskipun banyak penelitian telah mengeksplorasi faktor-faktor yang memengaruhi niat berinvestasi, variabel information cascade masih jarang diteliti, khususnya dalam konteks P2PL. Penelitian ini merupakan penelitian kuantitatif dengan desain riset kausal. Objek penelitian adalah peer-to-peer lending (P2PL). Data dikumpulkan melalui kuesioner yang terdiri dari 28 indikator yang diukur menggunakan skala Likert 5 poin. Desain pengambilan sampel yang digunakan adalah purposive sampling, dengan sasaran individu yang telah berinvestasi pada platform P2PL dalam tiga bulan terakhir. Penelitian ini melibatkan 40 responden pada studi pendahuluan dan 280 responden pada studi utama. Metode analisis yang digunakan adalah Partial Least Squares Structural Equation Modeling (PLS-SEM). Studi pendahuluan menghasilkan penghapusan 8 indikator yang tidak digunakan pada studi utama. Hasil penelitian utama menunjukkan bahwa sikap terhadap investasi, norma subjektif, dan persepsi kontrol perilaku berpengaruh positif dan signifikan terhadap niat berinvestasi, sedangkan information cascade tidak berpengaruh signifikan. Selain itu, sikap terhadap investasi memediasi pengaruh literasi keuangan terhadap niat berinvestasi. Hasil Importance-Performance Map Analysis (IPMA) menunjukkan bahwa norma subjektif dan persepsi kontrol perilaku perlu diprioritaskan dalam perbaikan strategi.

UTAUT MODEL IN EXPLAINING GOJEK CONSUMER LOYALTY: THE ROLE OF PERCEIVED VALUE AND TRUST AS MEDIATORS Estefan, Raphael
DeReMa (Development Research of Management): Jurnal Manajemen Vol. 20 No. 2 (2025): Vol. 20 No.2 (2025): September
Publisher : Universitas Pelita Harapan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.19166/derema.v20i2.10177

This study aims to test the UTAUT Model in Explaining Gojek Consumer Loyalty: The Role of Perceived Value and Trust as Mediators. This study uses a quantitative research type. The population in this study were people who played gamification such as TikTok or live streaming platforms as many as 321 people. The data collection method chosen was a questionnaire using a google form. The data analysis method was carried out using the Partial Least Squares Structural Equation Modeling (PLS-SEM) model. The conclusion of this study is that there is a positive influence between business expectations, performance expectations, social influences, facilitating conditions on perceived value. There is no positive and significant influence between perceived vulnerability, perceived severity on perceived value. There is a positive and significant influence between perceived value on trust. There is a positive and significant influence between perceived value on customer loyalty. There is no positive and significant influence between trust on customer loyalty. There is a positive and significant influence between business expectations, performance expectations, social influences, facilitating conditions on customer loyalty mediated by perceived value. There is no positive and significant influence between perceived vulnerability, perceived severity on customer loyalty mediated by perceived value. There is no positive and significant influence between effort expectancy, performance expectancy, social influence, facilitating conditions, perceived susceptibility, perceived severity towards customer loyalty mediated by trust. Abstrak dalam Bahasa Indonesia Penelitian ini bertujuan untuk menguji Model UTAUT dalam Menjelaskan Loyalitas Konsumen Gojek: Peran Nilai yang Dirasakan dan Kepercayaan sebagai Mediator. Penelitian ini menggunakan jenis penelitian kuantitatif. Populasi dalam penelitian ini adalah masyarakat yang memainkan gamifikasi seperti TikTok atau platform live streaming sebanyak 321 orang. Metode pengumpulan data yang dipilih adalah kuesioner dengan menggunakan google form. Metode analisis data dilakukan dengan menggunakan model Partial Least Squares Structural Equation Modeling (PLS-SEM). Kesimpulan dari penelitian ini adalah terdapat pengaruh positif antara ekspektasi bisnis, ekspektasi kinerja, pengaruh sosial, kondisi yang memfasilitasi terhadap nilai yang dirasakan. Tidak terdapat pengaruh positif dan signifikan antara kerentanan yang dirasakan, keparahan yang dirasakan terhadap nilai yang dirasakan. Terdapat pengaruh positif dan signifikan antara nilai yang dirasakan terhadap kepercayaan. Terdapat pengaruh positif dan signifikan antara nilai yang dirasakan terhadap loyalitas pelanggan. Tidak terdapat pengaruh positif dan signifikan antara kepercayaan terhadap loyalitas pelanggan. Terdapat pengaruh positif dan signifikan antara ekspektasi bisnis, ekspektasi kinerja, pengaruh sosial, kondisi yang memfasilitasi terhadap loyalitas pelanggan yang dimediasi oleh nilai yang dirasakan. Tidak terdapat pengaruh positif dan signifikan antara kerentanan yang dirasakan dan tingkat keparahan yang dirasakan terhadap loyalitas pelanggan yang dimediasi oleh nilai yang dirasakan. Tidak terdapat pengaruh positif dan signifikan antara ekspektasi upaya, ekspektasi kinerja, pengaruh sosial, kondisi pendukung, kerentanan yang dirasakan, dan tingkat keparahan yang dirasakan terhadap loyalitas pelanggan yang dimediasi oleh kepercayaan.

DIGITAL DYNAMIC MARKETING CAPABILITY FOR GREEN HOSPITALITY TRANSFORMATION IN EMERGING COUNTRIES : A SYSTEMATIC LITERATURE REVIEW AND EMPIRICAL TREND ANALISYS Sianipar, Ardin; Angelia, Widya; Abdau, Abrar
DeReMa (Development Research of Management): Jurnal Manajemen Vol. 20 No. 2 (2025): Vol. 20 No.2 (2025): September
Publisher : Universitas Pelita Harapan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.19166/derema.v20i2.10244

This study explores the role of Digital Dynamic Marketing Capability (DDMC) in advancing green hospitality in emerging countries by integrating theoretical and empirical insights. A Systematic Literature Review (SLR) following the PRISMA protocol analyzed 30 peer-reviewed articles from 2020 to 2024, sourced from Scopus and Web of Science, and supplemented by empirical data from WTTC, UNWTO, and Statista to validate trends. The findings highlight four key themes: technological adaptability, sustainability-driven digital communication, organizational agility, and customer eco-engagement. DDMC strengthens branding, fosters eco-innovation, and enhances service personalization, though its adoption, particularly of advanced technologies like AI and blockchain, varies across regions due to infrastructural and resource disparities. The study’s reliance on secondary data limits its ability to establish direct causal relationships, suggesting a need for further empirical research. Practically, it offers strategic insights for hospitality leaders and policymakers to develop adaptive, sustainable marketing practices that align with eco-hospitality goals. By extending dynamic capabilities theory to green digital marketing, this paper contributes an original conceptual framework tailored to the unique challenges and opportunities of emerging markets, providing a roadmap for sustainable transformation in the hospitality sector. Abstrak dalam Bahasa Indonesia : Studi ini mengeksplorasi peran Digital Dynamic Marketing Capability (DDMC) dalam memajukan green hospitality di negara berkembang melalui integrasi wawasan teoretis dan empiris. Systematic Literature Review (SLR) dengan protokol PRISMA menganalisis 30 artikel peer-reviewed periode 2020–2024 yang bersumber dari Scopus dan Web of Science, serta dilengkapi dengan data empiris dari WTTC, UNWTO, dan Statista untuk memvalidasi tren. Temuan penelitian menyoroti empat tema utama: kemampuan beradaptasi terhadap teknologi, komunikasi digital berorientasi keberlanjutan, kelincahan organisasi, dan keterlibatan pelanggan dalam isu lingkungan. DDMC memperkuat branding, mendorong inovasi ramah lingkungan (eco-innovation), dan meningkatkan personalisasi layanan, meskipun adopsinya—terutama pada teknologi maju seperti AI dan blockchain—bervariasi antar wilayah akibat perbedaan infrastruktur dan sumber daya. Ketergantungan studi ini pada data sekunder membatasi kemampuannya dalam menetapkan hubungan kausal langsung, sehingga diperlukan penelitian empiris lanjutan. Secara praktis, studi ini memberikan wawasan strategis bagi para pemimpin industri perhotelan dan pembuat kebijakan untuk mengembangkan praktik pemasaran adaptif dan berkelanjutan yang selaras dengan tujuan eco-hospitality. Dengan memperluas teori dynamic capabilities ke dalam pemasaran digital berkelanjutan, penelitian ini menawarkan kerangka konseptual orisinal yang disesuaikan dengan tantangan dan peluang unik di pasar negara berkembang, sekaligus memberikan peta jalan bagi transformasi berkelanjutan di sektor perhotelan.

BUILDING COMPETITIVE ADVANTAGE THROUGH ABSORBTIVE CAPACITY AND OPEN INNOVATION IN INDONESIA SME’S.CASE STUDY IN BALIKPAPAN, INDONESIA Wang, Nathan; Benny Aristo
DeReMa (Development Research of Management): Jurnal Manajemen Vol. 20 No. 2 (2025): Vol. 20 No.2 (2025): September
Publisher : Universitas Pelita Harapan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.19166/derema.v20i2.10270

Small and Medium Enterprises (SMEs) are vital contributors to Indonesia’s economy, particularly in the culinary sector, which faces intense competition and rapidly shifting consumer demands. This study investigates the effects of innovation strategy, absorptive capacity, and open innovation (inbound and outbound) on the performance of culinary SMEs in Balikpapan, East Kalimantan. An explanatory quantitative design was employed, with data collected through structured questionnaires distributed to 180 SMEs and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) in SmartPLS 4. The measurement model confirmed construct validity and reliability, with all outer loadings, Cronbach’s Alpha, Composite Reliability, and Average Variance Extracted (AVE) exceeding recommended thresholds. Results of the structural model indicate that absorptive capacity has a significant positive influence on innovation strategy as well as on inbound and outbound open innovation. Innovation strategy positively affects inbound open innovation, but its relationship with outbound open innovation was not supported. Both inbound and outbound open innovation significantly enhance SME performance, with inbound open innovation showing the stronger effect. The model demonstrated moderate to substantial explanatory power (R² = 0.446–0.757) and good predictive relevance (Q²), particularly for inbound open innovation and SME performance. These findings emphasize the importance of absorptive capacity as the foundation for innovation and competitiveness, while inbound open innovation emerges as the key driver of performance improvement. The study contributes to the SME innovation literature by integrating absorptive capacity, innovation strategy, and open innovation in an emerging economy context, while also offering practical guidance for SME managers and policymakers to strengthen innovation capabilities and foster sustainable growth. Abstrak dalam Bahasa Indonesia : Usaha Mikro, Kecil, dan Menengah (UMKM) merupakan kontributor penting bagi perekonomian Indonesia, khususnya di sektor kuliner yang menghadapi persaingan ketat serta perubahan permintaan konsumen yang cepat. Penelitian ini meneliti pengaruh strategi inovasi, kapasitas serap, dan inovasi terbuka (inbound dan outbound) terhadap kinerja UMKM kuliner di Balikpapan, Kalimantan Timur. Desain penelitian yang digunakan adalah kuantitatif eksplanatori, dengan pengumpulan data melalui kuesioner terstruktur yang dibagikan kepada 180 UMKM dan dianalisis menggunakan Partial Least Squares Structural Equation Modeling (PLS-SEM) pada SmartPLS 4. Model pengukuran mengonfirmasi validitas dan reliabilitas konstruk, dengan seluruh outer loading, Cronbach’s Alpha, Composite Reliability, dan Average Variance Extracted (AVE) melampaui ambang batas yang direkomendasikan. Hasil model struktural menunjukkan bahwa kapasitas serap berpengaruh positif signifikan terhadap strategi inovasi serta inovasi terbuka inbound dan outbound. Strategi inovasi berpengaruh positif terhadap inovasi terbuka inbound, tetapi hubungannya dengan inovasi terbuka outbound tidak didukung. Baik inovasi terbuka inbound maupun outbound terbukti meningkatkan kinerja UMKM secara signifikan, dengan inovasi terbuka inbound menunjukkan pengaruh yang lebih kuat. Model penelitian menunjukkan daya jelaskan yang moderat hingga substansial (R² = 0,446–0,757) serta relevansi prediktif (Q²) yang baik, khususnya untuk inovasi terbuka inbound dan kinerja UMKM. Temuan ini menekankan pentingnya kapasitas serap sebagai fondasi inovasi dan daya saing, sementara inovasi terbuka inbound muncul sebagai penggerak utama peningkatan kinerja. Penelitian ini berkontribusi pada literatur inovasi UMKM dengan mengintegrasikan kapasitas serap, strategi inovasi, dan inovasi terbuka dalam konteks ekonomi berkembang, serta memberikan panduan praktis bagi manajer UMKM dan pembuat kebijakan untuk memperkuat kapabilitas inovasi dan mendorong pertumbuhan berkelanjutan.

TECHNOLOGY-ENABLED IMPLEMENTATION OF INCLUSIVE EDUCATION POLICIES: A SYSTEMATIC REVIEW OF UDL, MTSS, AND LEARNING ANALYTICS Widya Angelia; Sianipar, Ardin; Damayanthi, Natalina
DeReMa (Development Research of Management): Jurnal Manajemen Vol. 21 No. 1 (2026): Vol. 21 No.1 (2026): Mei
Publisher : Universitas Pelita Harapan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.19166/derema.v21i1.10356

This article synthesises evidence on the implementation of inclusive education policies by examining the interplay of technology, pedagogical frameworks, and systemic support in shaping adoption, consistency, adherence, and feasibility across various school contexts. Design/methodology/approach: A Systematic Literature Review (SLR) was conducted in accordance with the PRISMA 2020 guidelines. Seventeen Scopus-indexed articles (2016–2024) were analysed, focusing on study characteristics, theoretical foundations, and implementation indicators. Quality was assessed using JBI checklists. Findings reveal that the combination of assistive technologies, learning management systems, and analytics dashboards enhances adoption and consistency when paired with teacher professional development and Leadership support. The UDL and MTSS frameworks strengthen coherence in curriculum adaptation and monitoring. Nevertheless, affordability, teacher readiness, and infrastructure gaps particularly in LMICs remain significant challenges. Temporal differences emerged: pre-COVID studies emphasised classroom level interventions, while post COVID research highlighted systemic digital infrastructure and accountability. Research limitations include reliance on English only sources, methodological heterogeneity, and potential publication bias. Implications: Policymakers must align inclusion mandates with funding and infrastructure, while school leaders should integrate teacher training and data driven monitoring to support inclusive practices. Researchers are encouraged to adopt mixed method and longitudinal designs across contexts. This study presents a comparative synthesis of pre and post COVID literature, highlighting systemic strategies and justice-oriented perspectives as crucial for sustaining inclusive education.

FRICTIONLESS, FUN, AND FAST: PATHWAYS TO SPONTANEOUS BUYING IN DIGITAL PAYMENTS GRACELA MARISA SANAPANG; Sanny Suliantoro; Levani Chandra; Leony Theresia Talaran; Steven Yoel Jonathan; Anthony Patrick Tjandani
DeReMa (Development Research of Management): Jurnal Manajemen Vol. 21 No. 1 (2026): Vol. 21 No.1 (2026): Mei
Publisher : Universitas Pelita Harapan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.19166/derema.v21i1.10596

This study examines the effect of digital convenience on impulsive buying behavior, with perceived usefulness and hedonic motivation as mediating variables among e-wallet users in Indonesia. A quantitative explanatory research design was employed, with data collected from 157 respondents through purposive sampling using an online questionnaire. Structural Equation Modeling (SEM-PLS) was applied to analyze the relationships between variables. The results indicate that digital convenience does not have a direct effect on impulsive buying, but it significantly influences impulsive buying indirectly through both perceived usefulness and hedonic motivation. Hedonic motivation was found to be the stronger mediator, suggesting that emotional enjoyment plays a more dominant role than cognitive perceptions of usefulness in driving impulsive purchases. These findings highlight the importance of enhancing both functional convenience and hedonic experiences in digital platforms to better understand consumer behavior in the Indonesian e-commerce context.

Cultural Imprinting and Leadership in Higher Education: A Systematic Literature Review from the Perspective of Emerging Countries Natalina Damayanthi
DeReMa (Development Research of Management): Jurnal Manajemen Vol. 21 No. 1 (2026): Vol. 21 No.1 (2026): Mei
Publisher : Universitas Pelita Harapan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.19166/derema.v21i1.10599

This study examines how cultural imprinting, values internalized during early socialization, shapes leadership orientations and strategic leadership practices in higher education, particularly in emerging-country contexts. A systematic literature review (SLR) of peer-reviewed studies published between 2020 and 2025 was conducted following PRISMA guidelines to synthesize leadership, cross-cultural, and imprinting scholarship. The review identifies three thematic domains: (1) cultural imprinting and leadership orientation, (2) contextual variations between Western and emerging-country leadership practices, and (3) strategic implications for internationalization, digital transformation, and graduate reputation. Building on these insights, this study proposes an integrative conceptual framework, the Cultural Imprinting Leadership Framework, synthesizing imprinting theory, cross-cultural leadership perspectives, and strategic leadership in higher education. The study contributes theoretically by extending leadership theory through the integration of cultural imprinting, contextually by highlighting leadership dynamics in emerging countries, and practically by informing culturally grounded leadership development strategies. However, the findings are conceptual and require empirical validation through future cross-cultural and longitudinal research.

BRAND TRUST AND BRAND IMAGE IN SHAPING CONSUMER PURCHASE DECISIONS: A TPB-BASED MEDIATION MODEL OF BRAND LOYALTY Irawan Yuswono; Juliana Juliana; Sauca Ananda Pranidana
DeReMa (Development Research of Management): Jurnal Manajemen Vol. 21 No. 1 (2026): Vol. 21 No.1 (2026): Mei
Publisher : Universitas Pelita Harapan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.19166/derema.v21i1.10791

This study investigates the influence of brand trust and brand image on consumer purchase decisions, with brand loyalty serving as a mediating variable, in the context of Fore Coffee, an Indonesian specialty coffee shop brand that offers freshly prepared beverages for immediate consumption (ready-to-drink coffee). Grounded in the Theory of Planned Behavior (TPB), this research explores how attitudinal and control beliefs shape behavioral intentions and actual consumer actions. Using a quantitative approach, data were collected from 193 working consumers across Semarang, Solo, and Yogyakarta, and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings reveal that both brand trust and brand image significantly influence purchase decisions, both directly and indirectly through brand loyalty. The mediating analysis confirms that brand loyalty partially mediates these relationships, suggesting that emotional commitment reinforces the conversion of brand perceptions into consumer actions. These insights affirm the TPB framework and underscore the importance of cultivating trust and image to foster loyalty and drive purchasing behavior. The study offers practical implications for brand managers and contributes theoretically to consumer behavior literature in emerging digital markets.

PREDICTING CONTINUED USAGE INTENTION BASED ON FIT CONFIDENCE, INNOVATINESS, IMMERSION, AND USER PERCEIVED VALUES William; Sihombing , Sabrina
DeReMa (Development Research of Management): Jurnal Manajemen Vol. 21 No. 1 (2026): Vol. 21 No.1 (2026): Mei
Publisher : Universitas Pelita Harapan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.19166/derema.v21i1.10923

This study aims to analyze the influence of fit confidence, innovativeness, and immersion on continued usage intention through perceived hedonic value, utilitarian value, and social value. The research approach employed a quantitative method with a survey method of AR-based application users, with a purposive sampling technique to ensure respondents were relevant users. Data analysis was conducted using Structural Equation Modeling (SEM) to test the direct and indirect relationships between variables. The results showed that not all proposed hypotheses were empirically proven; however, several variables such as immersion and social value were shown to have a significant influence on continued usage intention. These findings confirm that the level of user engagement and perceived social value are important factors in driving continued usage intention towards AR technology. This study provides theoretical contributions to the digital marketing literature as well as practical implications for developers and marketers in designing engaging and valuable user experiences.

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