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Kota yogyakarta,
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INDONESIA
MODUS-Jurnal Ekonomi dan Bisnis
Published by Universitas Atma Jaya Yogyakarta
ISSN : 08521875     EISSN : 25493787     DOI : -
Core Subject : Economy,
Economics, Econometrics & Finance
MODUS Journal published twice a year in March and September. This journal publish empirical and conceptual research in the areas of accounting, economics, business and management and first published in 1983 by the Faculty of Economics, Universitas Atma Jaya Yogyakarta. This journal open to researchers and academics who are interested in writing articles in the fields of accounting, economics, business and management to be published.
Arjuna Subject : -
Articles 411 Documents
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QUALITY OF WORK LIFE: KEPUASAN KERJA PROFESI AKUNTAN Bartolomeus Galih Visnhu Pradana
Modus Vol. 35 No. 1 (2023): Vol. 35 No. 1 (2023): MODUS
Publisher : Faculty of Business and Economics Universitas Atma Jaya Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24002/modus.v35i1.6910

Abstract

This research will look at eight components Quality of Work Life on job satisfaction of an accountant. For employees to experience a high quality of work life, their needs must be met while they are employed by the organization or company. To achieve job satisfaction, it is very important to consider the demands of employees. One of the key elements in the effective implementation of company activities is representative job satisfaction. 107 accountants working in internal companies, public accountants, government accountants, and accountant educators participated in this study. In this study's quantitative technique and hypothesis testing, PLS-SEM is applied. The outcomes of hypothesis testing revealed five major elements Quality of Work Life - Immediate opportunity to use and develop human capacities, Adequate and fair compensation, Safe and healthy working conditions, The social relevance of work life, and Constitutionalism in the work organization has a significant positive impact on job satisfaction in the accounting profession. However, three main factors Quality of Work Life - Opportunity for continued growth and development, Social in the work organization, dan Work and total life space have a favorable, albeit little, effect on how satisfied accounting professionals is with their jobs. Keywords: Quality of Work Life; Job Satisfaction; Accountant Profession Penelitian ini akan melihat delapan komponen Quality of Work Life pada kepuasan kerja akuntan. Agar karyawan dapat mengalami kualitas kehidupan kerja yang tinggi, kebutuhan mereka harus dipenuhi selama mereka dipekerjakan oleh organisasi atau perusahaan. Untuk mencapai kepuasan kerja, sangat penting untuk memperhitungkan tuntutan karyawan. Salah satu elemen kunci dalam pelaksanaan aktivitas perusahaan yang efektif adalah kepuasan kerja yang representatif. 107 akuntan yang bekerja di internal perusahaan, akuntan publik, akuntan pemerintah, dan akuntan pendidik berpartisipasi dalam penelitian ini. PLS-SEM digunakan dalam metodologi kuantitatif dan pengujian hipotesis penelitian ini. Menurut hasil pengujian hipotesis, lima aspek utama Quality of Work Life - Immediate opportunity to use and develop human capacities, Adequate and fair compensation, Safe and healthy working conditions, The social relevance of work life, dan Constitutionalism in the work organization memiliki dampak positif yang signifikan terhadap kepuasan kerja dalam profesi akuntansi. Namun, tiga faktor utama Quality of Work Life - Opportunity for continued growth and development, Social integration in the work organization, dan Work and total life space memiliki dampak yang positif namun tidak signifikan pada kepuasan kerja profesi akuntan Kata kunci: Quality of Work Life; Kepuasan Kerja; Profesi Akuntan
ANALISIS MOTIVASI PENGGUNAAN DOMPET DIGITAL OVO PADA MASYARAKAT DI DAERAH ISTIMEWA YOGYAKARTA Jonathan Herdioko; Ni Kadek Dewi Damayanti
Modus Vol. 35 No. 1 (2023): Vol. 35 No. 1 (2023): MODUS
Publisher : Faculty of Business and Economics Universitas Atma Jaya Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24002/modus.v35i1.6915

Abstract

This study aims to determine the effect of perceived usefulness (PU), perceived ease of use (PEU), privacy and security (PS), and brand image to see the effects on behavioral intention (BI) and actual system use (ASU) on the use of OVO digital wallets in the community in the special area of Yogyakarta. This study uses a quantitative approach with the interval scale method. The number of samples in this study was 105 community respondents in the Special Region of Yogyakarta. The sampling method uses factor analysis techniques. The results of this study indicate that it has no significant effect, so the hypothesis is rejected. Variable testing using path analysis. Keywords: Perceived Usefulness; Perceived Ease of Use; Privacy and Security; Brand Image; OVO Penelitian ini bertujuan untuk mengetahui pengaruh perceived usefulness (PU), perceived ease of use (PEU), privacy and security (PS), dan brand image (citra merek) untuk melihat efek pada behavioral intention (BI) dan actual system use (ASU) terhadap penggunan dompet digital OVO pada masyarakat di daerah istimewa Yogyakarta. Penelitian saat ini menggunakan pendekatan kuantitatif dengan metode interval scale. Sampel diambil pada masyarakat di Daerah Istimewa Yogyakarta dengan total 105 orang. Hasil dari penelitian ini menghasilkan pengaruh yang signifikan, sehingga hipotesis diterima. Pengujian variabel dengan menggunakan analisis jalur. Kata Kunci: Perceived Usefulness; Perceived Ease of Use; Privacy and Security; Brand Image; OVO
PERAN APLIKASI DIGITAL PADA KINERJA BISNIS KEDAI KOPI SKALA MIKRO DI DIY Rogatianus Maryatmo; Devi Victoria Pamenta
Modus Vol. 35 No. 1 (2023): Vol. 35 No. 1 (2023): MODUS
Publisher : Faculty of Business and Economics Universitas Atma Jaya Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24002/modus.v35i1.6967

Abstract

This study aims to determine the relationship between the determinants of the use of digital applications on business performance. Determinants of the use of digital applications are measured using: the age of the business owner, the last education of the business owner, the experience of the business owner, business location, business size, application cost, technology literacy, government, and internet access speed. Meanwhile, business performance is measured using indicators: revenue, sales output, number of employees, and customers. The object of research is the micro-scale coffee shop businesses in the Province of DIY. Data is collected through structured questionnaires and distributed online using Google Forms. A total of 100 respondents were collected using the purposive sampling method. It is employed cross-tabulation and the chi-square test to process the data. The results showed that the speed of internet access relates to sales output, number of employees, and number of customers. Business size and government have a relationship with income. The age of the business owner relates to sales output. In contrast, other variables do not relate to each other. Keywords: business performance; digital application; coffee shop, Yogyakarta Penelitian ini bertujuan untuk mengetahui hubungan antara determinan penggunaan aplikasi digital terhadap kinerja bisnis. Determinan penggunaan aplikasi digital diukur dengan menggunakan: umur pemilik usaha, pendidikan terakhir pemilik usaha, pengalaman pemilik usaha, lokasi usaha, ukuran usaha, biaya aplikasi, literasi teknologi, pemerintah, dan kecepatan akses internet. Sedangkan kinerja bisnis diukur dengan pendapatan, output penjualan, jumlah karyawan, dan jumlah pelanggan. Objek penelitian adalah usaha kedai kopi skala mikro di Provinsi DIY. Data dikumpulkan melalui kuesioner terstruktur dan didistribusikan secara daring menggunakan Google Form. Sebanyak 100 responden berhasil dikumpulkan dengan menggunakan metoda sampel bertujuan. Data diolah dengan menggunakan alat analisis tabulasi silang dan uji kai kuadrat. Hasil penelitian menunjukkan bahwa kecepatan akses internet memiliki hubungan terhadap output penjualan, jumlah karyawan, dan jumlah pelanggan. Ukuran usaha dan pemerintah memiliki hubungan terhadap pendapatan. Umur pemilik usaha memiliki hubungan terhadap output penjualan. Sedangkan variabel lainnya tidak saling berhubungan. Kata Kunci: kinerja bisnis; aplikasi digital; usaha skala mikro; kedai kopi; Yogyakarta
PENGARUH NASIONALISME, TINGKAT PENDAPATAN, KEPERCAYAAN PADA OTORITAS PAJAK TERHADAP KEPATUHAN MEMBAYAR PAJAK PRIBADI Sri Lestari Yuli Prastyatini; Wilis Rahmawati
Modus Vol. 35 No. 1 (2023): Vol. 35 No. 1 (2023): MODUS
Publisher : Faculty of Business and Economics Universitas Atma Jaya Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24002/modus.v35i1.6985

Abstract

Individual taxpayer compliance starts from an internal decision whether to comply or not to pay the tax. It turns out that there are still individual taxpayers who do not fulfill their obligations to pay taxes. Seeing this phenomenon, this study aims to determine several factors that can influence compliance to pay personal taxes, namely nationalism, level of income, and trust in the tax authority, especially in the city of Yogyakarta. The data source used is primary data with quantitative methods from 122 respondents. The sampling method was incidental sampling, namely taking samples that were not accidentally encountered by the researcher and suitable for the sample, then processed based on the multiple linear regression analysis methods of the SPSS application version 20. The results of data processing showed that nationalism, income levels, and trust in the tax authorities were factors has a positive effect on compliance with paying personal taxes in the Yogyakarta City area.                        Keywords: tax; compliance; influence; quantitative; primary Kepatuhan wajib pajak orang pribadi dimulai dari keputusan internal apakah bersikap patuh atau tidak untuk membayar pajak tersebut. Ternyata masih ditemukan wajib pajak orang pribadi yang tidak memenuhi kewajibannya membayar pajak. Melihat fenomena tersebut maka penelitian ini bertujuan untuk mengetahui beberapa faktor yang dapat memengaruhi kepatuhan membayar pajak orang pribadi yaitu nasionalisme, tingkat pendapatan, dan kepercayaan pada otoritas pajak khususnya di wilayah Kota Yogyakarta. Sumber data yang digunakan adalah data primer dengan metode kuantitatif dari 122 responden. Metode pengambilan sampel melalui insidental sampling yaitu mengambil sampel yang tidak segaja ditemui oleh peneliti dan cocok untuk sampel kemudian diolah berdasarkan metode analisis regresi linear berganda dari aplikasi SPSS versi 20. Diperoleh hasil olah data yang menunjukkan bahwa faktor nasionalisme, tingkat pendapatan dan kepercayaan pada otoritas pajak berpengaruh positif terhadap kepatuhan membayar pajak orang pribadi di wilayah Kota Yogyakarta. Kata kunci: pajak; kepatuhan; berpengaruh; kuantitatif; primer
PENGARUH LINGKUNGAN DAN MOTIVASI TERHADAP KINERJA KARYAWAN DENGAN DIMODERASI OLEH KOMITMEN ORGANISASI Yoana Maria Anandya; Januari Ayu Fridayani; Herry Maridjo
Modus Vol. 35 No. 2 (2023): Vol. 35 No. 2 (2023): MODUS
Publisher : Faculty of Business and Economics Universitas Atma Jaya Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24002/modus.v35i2.7325

Abstract

This study aims to determine: (1) the effect of the work environment on employee performance at PT. Armada Finance; (2) the effect of motivation on employee performance at PT. Armada Finance; (3) the role of organizational commitment in moderating the influence of the work environment on employee performance at PT. Armada Finance, and; (4) the role of organizational commitment in moderating the effect of motivation on employee performance at PT. Armada Finance. The population in this study was all employees in the branch of PT. Armada Finance. The sampling technique used in this study is an area non probability sampling technique. The data were obtained by distributing questionnaires to 45 respondents. The data analysis used was Partial Least Square (PLS) with WarpPLS 8.0 application. The results of the study show that: (1) work environment influences employee performance; (2) motivation has no effect on employee performance; (3) in the form of a quasi-moderator, organizational commitment moderates (strengthens) the influence of the work environment on employee performance, and; (4) in the form of a homologiser-moderator, organizational commitment does not moderate the effect of motivation on employee performance. Keywords: organizational commitment; work environment; motivation; employee performance Penelitian ini bertujuan untuk mengetahui: (1) pengaruh lingkungan kerja terhadap kinerja karyawan di PT. Armada Finance; (2) pengaruh motivasi terhadap kinerja karyawan di PT. Armada Finance; (3) peran komitmen organisasi dalam memoderasi pengaruh lingkungan kerja terhadap kinerja karyawan di PT. Armada Finance, dan; (4) peran komitmen organisasi dalam memoderasi pengaruh motivasi terhadap kinerja karyawan di PT. Armada Finance. Populasi dalam penelitian ini adalah seluruh karyawan kantor cabang PT. Armada Finance. Teknik pengambilan sampel yang digunakan dalam penelitian ini adalah teknik sampel non probabilitas area. Data diperoleh dengan membagikan kuesioner kepada 45 responden. Analisis data yang digunakan adalah Partial Least Square (PLS) dengan aplikasi WarpPLS 8.0. Hasil penelitian ini menunjukkan bahwa: (1) lingkungan kerja berpengaruh terhadap kinerja karyawan; (2) motivasi tidak berpengaruh terhadap kinerja karyawan; (3) komitmen organisasi memoderasi (memperkuat) pengaruh lingkungan kerja terhadap kinerja karyawan dengan bentuk quasi moderator, dan; (4) komitmen organisasi tidak memoderasi pengaruh motivasi terhadap kinerja karyawan dengan bentuk homologiser moderator. Kata kunci: komitmen organisasi; lingkungan kerja; motivasi; kinerja karyawan.
PENGARUH SELF-EFFICACY DAN WORKLOAD TERHADAP TURNOVER INTENTION MELALUI WORK LIFE BALANCE SEBAGAI MEDIASI (Studi Empiris Pada PT Putra Albasia Mandiri) Ahmad Shobirin; Dian Marlina Verawati; Axel Giovanni
Modus Vol. 35 No. 2 (2023): Vol. 35 No. 2 (2023): MODUS
Publisher : Faculty of Business and Economics Universitas Atma Jaya Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24002/modus.v35i2.7330

Abstract

Company goals cannot be realized without the involvement of human resources so human resources can be the key to success and the company's capital to have a competitive advantage. The important role of human resources makes companies need to pay attention and manage employees well so that competent employees in the company do not leave the company because they have turnover intention due to a lack of company attention. PT Putra Albasia Mandiri has an employee turnover phenomenon of 26.66% in the 2017-2021 period. This study aims to provide empirical evidence regarding the role of self-efficacy and workload on turnover intention through work-life balance. The objects in this study were production employees of PT Putra Albasia Mandiri. The sampling method used simple random sampling with a total sample of 171 employees. Data analysis was performed using structural equation modeling and the Sobel test. The results of the study provide empirical evidence that self-efficacy affects work-life balance. Workload affects work-life balance. Self-efficacy does not affect turnover intention. Workload does not affect turnover intention. Self-efficacy and workload affect turnover intention through work-life balance. Work-life balance acts as a full mediation in this study. Based on these findings, companies must be more proactive in managing employees to avoid turnover intention and look for other jobs. Employee turnover intention must receive special attention from the company so that there is no trend of high employee turnover from year to year. Keywords: Self-Efficacy, Workload, Work-Life Balance, Turnover Intention. Tujuan perusahaan tidak dapat terwujud tanpa adanya keterlibatan dari sumber daya manusia, sehingga sumber daya manusia dapat menjadi kunci kesuksesan dan modal perusahaan untuk memiliki keunggulan kompetitif. Peran penting sumber daya manusia membuat perusahaan perlu memberikan perhatian dan mengelola karyawan dengan baik, supaya karyawan yang berkompeten di perusahaan tidak keluar dari perusahaan karena mempunyai turnover intention akibat kurangnya perhatian perusahaan. PT Putra Albasia Mandiri memiliki fenomena turnover karyawan sebesar 26,66% dalam kurun waktu 2017-2021. Penelitian ini bertujuan untuk memberikan bukti empiris mengenai peran self-efficacy dan workload terhadap turnover intention melalui work-life balance. Objek dalam penelitian ini adalah karyawan produksi PT Putra Albasia Mandiri. Metode pengambilan sampel menggunakan simple random sampling dengan jumlah sampel sebanyak 171 karyawan. Analisis data dilakukan dengan menggunakan structural equation modelling dan uji Sobel. Hasil penelitian memberikan bukti empiris bahwa self-efficacy berpengaruh terhadap work-life balance. Workload berpengaruh terhadap work-life balance. Self-efficacy tidak berpengaruh terhadap turnover intention. Workload tidak berpengaruh terhadap turnover intention. Self-efficacy dan workload berpengaruh terhadap turnover intention melalui work-life balance. Work-life balance berperan sebagai full mediation dalam penelitian ini. Berdasarkan hasil temuan ini, perusahaan harus lebih proaktif dalam mengelola karyawan untuk menghindari turnover intention dan mencari pekerjaan lain. Turnover intention karyawan harus mendapatkan perhatian khusus oleh perusahaan agar tidak terjadi tren turnover karyawan yang tinggi dari tahun ke tahun. Kata kunci: self-efficacy; workload; work-life balance; turnover intention.
REAKSI INVESTOR PASAR MODAL PADA PENGUMUMAN PENGHAPUSAN KODE BROKER M. Sienly Veronica; Ida Ida
Modus Vol. 35 No. 2 (2023): Vol. 35 No. 2 (2023): MODUS
Publisher : Faculty of Business and Economics Universitas Atma Jaya Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24002/modus.v35i2.7457

Abstract

The policy of removing the broker codes of securities companies on the Indonesia Stock Exchange (IDX) has occurred for the first time in the Indonesian capital market. This policy was expected to prevent investors from buying shares by following transactional activities carried out by brokers, because using the broker code of a securities company, it is possible to know which securities company buys or sells a particular stock. The aim of this research is to  analyze the differences in trading volume, trading frequency, and abnormal returns before and  after the removal of broker codes so that the IDX can find out the effectiveness of the removal of the broker codes of securities companies and to find out whether investors have knowledge or not in making decisions to invest in stocks. The non-probabilistic purposive sampling technique was used and 738 companies listed on the IDX were used as the research sample. This study used an event study approach and data were analyzed using the Wilcoxon Signed Ranks Test. The results show that there were differences in trading volume, trading frequency, and abnormal returns before and after the removal of broker codes. Based on these findings, the removal of broker codes is an event that has information content and investors are expected to be able to conduct a deeper analysis when investing in the capital market. Keywords: trading volume; trading frequency; abnormal returns; broker code removal. Peristiwa kebijakan penghapusan kode broker perusahaan sekuritas pada Bursa Efek Indonesia (BEI) adalah pertama kali terjadi di pasar modal Indonesia. Kebijakan tersebut diharapkan dapat mencegah perilaku ikut-ikutan investor dalam membeli saham dari aktivitas transaksi yang dilakukan oleh broker karena melalui kode broker perusahaan sekuritas dapat diketahui broker dari perusahaan sekuritas mana yang banyak membeli atau menjual saham tertentu. Tujuan riset ini adalah untuk menganalisis perbedaan volume perdagangan, frekuensi perdagangan, dan return tidak normal (abnormal return) sebelum dan sesudah penghapusan kode broker, sehingga BEI dapat mengetahui seberapa efektif penghapusan kode broker perusahaan sekuritas tersebut dan untuk mengetahui investor memiliki pengetahuan atau tidak dalam pengambilan keputusan untuk berinvestasi saham selama ini. Teknik pengambilan sampel yang dipergunakan adalah non-probabilistic sampling dengan jenis purposive sampling, dengan 738 perusahaan yang tercatat di BEI yang akan dipergunakan sebagai sampel penelitian. Riset ini menggunakan pendekatan event study dan data dianalisis menggunakan Wilcoxon Signed Ranks Test. Hasil analisis data menunjukkan adanya perbedaan volume perdagangan, frekuensi perdagangan, dan abnormal return sebelum dan sesudah penghapusan kode broker. Berdasar pada hal tersebut penghapusan kode broker merupakan peristiwa yang memiliki kandungan informasi dan investor diharapkan dapat melakukan analisis lebih dalam pada saat hendak berinvestasi pada pasar modal. Kata kunci:  volume perdagangan; frekuensi perdagangan; abnormal return; penghapusan kode broker.
FAKTOR PENENTU NASABAH DALAM MEMILIH KREDIT DI BANK BPD SULTRA UNIT KOLAKA Rista Ayu Pratiwi; Hendrik; Hanif Kurniadi
Modus Vol. 35 No. 2 (2023): Vol. 35 No. 2 (2023): MODUS
Publisher : Faculty of Business and Economics Universitas Atma Jaya Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24002/modus.v35i2.7507

Abstract

The rapid growth of the banking industry has resulted in fierce competition among banks. Therefore, an effective banking strategy is crucial to compete successfully with other banks. This strategy should not only focus on banking development but also on achieving consumer or customer satisfaction. The core focus of this research is to examine the relationship between customer satisfaction, service quality, and product quality in the context of credit selection at Bank BPD Sultra Kolaka Unit. This research is a quantitative approach. The sampling technique employed in this study is nonprobability sampling, specifically incidental sampling. Data collection was conducted through a survey using both face-to-face and online questionnaires. In this quantitative research, the PLS-SEM software was used for the analysis of data. The research results demonstrate that both hypotheses are supported. Specifically, there is a significant positive relationship between customer satisfaction and service quality, as well as a positive significant relationship between customer satisfaction and product quality. Keywords: customer satisfaction, product quality, service quality, credit, BPD Bank. Pertumbuhan pesat industri perbankan telah menyebabkan persaingan ketat di antara bank-bank. Oleh karena itu, strategi perbankan yang efektif sangat penting untuk bersaing dengan sukses dengan bank-bank lainnya. Strategi ini tidak hanya harus berfokus pada pengembangan perbankan tetapi juga pada pencapaian kepuasan konsumen atau pelanggan. Fokus utama dari penelitian ini adalah untuk menguji hubungan antara kepuasan konsumen, kualitas layanan, dan kualitas produk dalam konteks pemilihan kredit di Bank BPD Sultra Unit Kolaka. Penelitian ini menggunakan pendekatan kuantitatif. Teknik pengambilan sampel yang digunakan dalam penelitian ini adalah nonprobability sampling, khususnya incidental sampling. Pengumpulan data dilakukan melalui survei menggunakan kuesioner tatap muka dan daring. Dalam penelitian kuantitatif ini, digunakan perangkat lunak PLS-SEM untuk analisis data. Hasil penelitian menunjukkan bahwa kedua hipotesis didukung. Secara khusus, terdapat hubungan positif yang signifikan antara kepuasan konsumen dan kualitas layanan, serta hubungan positif yang signifikan antara kepuasan konsumen dan kualitas produk. Kata Kunci: kepuasan konsumen, kualitas produk, kualitas pelayanan, kredit, Bank BPD.
LAYANAN M-BANKING DAN PENGARUHNYA PADA KEPUASAN DAN LOYALITAS: STUDI EMPIRIS BANK BNI Livia Hening Pratiwi; Jeanne Ellyawati
Modus Vol. 35 No. 2 (2023): Vol. 35 No. 2 (2023): MODUS
Publisher : Faculty of Business and Economics Universitas Atma Jaya Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24002/modus.v35i2.7567

Abstract

Amidst the rapid advancement of digital technology, mobile banking (M-Banking) is the most viable solution within the banking industry, particularly for financial institutions characterized by extensive operational territories, which are otherwise hindered by the limited availability of physical service branches. This study examines the effect of M-Banking service quality on customer satisfaction and loyalty in using Bank BNI's M-Banking facilities. By integrating service quality theory (SERVQUAL), technology acceptance model (TAM), and attitude theory, this study examines the effect of perceived M-Banking service quality on customer satisfaction and loyalty. The quality of M-Banking services is measured through security assurance, convenience, efficiency, ease of use, reliability, and responsiveness. Data was collected through a cross-sectional survey using a closed questionnaire of 200 respondents. The sampling method was determined by purposive and snowball sampling. Hypothesis verification was carried out using regression analysis. The study results show that the quality of M-Banking services positively affects customer satisfaction, except for efficiency variable, which is not proven to affect satisfaction. Furthermore, satisfaction has a positive effect on customer loyalty. The study findings show that the better the quality of M- Banking services, the more customer satisfaction will increase, increasing customer loyalty. Keywords:       security assurance; convenience; efficiency; ease of use; reliability and responsiveness Di tengah pesatnya kemajuan teknologi digital, penggunaan mobile banking (M-Banking) menjadi solusi terbaik dalam industri perbankan, terutama bagi bank yang memiliki wilayah operasional yang luas namun terkendala dengan terbatasnya jumlah kantor layanan fisik yang tersedia. Penelitian ini bertujuan untuk menguji pengaruh kualitas layanan M-Banking pada kepuasan dan loyalitas nasabah dalam menggunakan fasilitas M-Banking bank BNI. Dengan mengintegrasikan teori kualitas layanan (SERVQUAL), technology acceptance model (TAM) dan teori sikap, penelitian ini menguji pengaruh persepsi kualitas layanan M-Banking pada kepuasan dan loyalitas nasabah. Kualitas layanan M-Banking diukur melalui jaminan keamanan, kenyamanan, efisiensi, kemudahan penggunaan serta keandalan dan daya tanggap. Data dikumpulkan melalui desain cross-sectional survey menggunakan kuesioner tertutup pada 200 responden. Metode pengambilan sampel ditentukan dengan purposive dan snowball sampling. Verifikasi hipotesis dilakukan dengan menggunakan analisis regresi. Hasil studi menunjukkan bahwa kualitas layanan M-Banking berpengaruh positif pada kepuasan nasabah, kecuali variabel efisiensi yang tidak terbukti memengaruhi kepuasan. Selanjutnya, kepuasan berpengaruh positif pada loyalitas nasabah. Temuan studi menunjukkan bahwa semakin baik kualitas layanan M-Banking, maka akan semakin meningkatkan kepuasan nasabah dan selanjutnya mengarah pada peningkatan loyalitas nasabah. Kata kunci: jaminan keamanan; kenyamanan; efisiensi; kemudahan penggunaan; keandalan dan daya tanggap.
SOCIAL MEDIA DAN MINAT BELI GEN Z (STUDI KASUS INSTAGRAM STARBUCKS INDONESIA) Natasya Sugianto; Andreas Kiky
Modus Vol. 35 No. 2 (2023): Vol. 35 No. 2 (2023): MODUS
Publisher : Faculty of Business and Economics Universitas Atma Jaya Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24002/modus.v35i2.7637

Abstract

Starbucks is a company in the coffee café retail industry that conducts social media marketing via Instagram to market its products and services. In Indonesia, Generation Z users dominate Instagram social media. 4C which consists of context, communication, collaboration, and connection was used to increase consumer buying interest. This study aims to determine the effect of 4C in social media marketing on buying interest partially and simultaneously. This study is quantitative research that uses survey methods. Primary data collection was from the distribution of online questionnaires using Google Forms. Secondary data was collected from previous research, books, survey results, and information from official websites owned by private or government institutions. Population research was from Instagram @starbucksindonesia followers who were classified as Generation Z with a sample of 100 respondents. Samples were collected using a nonprobability technique with a purposive sampling method. The data processing and analysis technique used in this study is multiple linear regression. The study results show a positive effect between context, communication, collaboration, and connection toward buying interest simultaneously and partially. Based on the research results, it would be better if retailers from the MSME to the international scale maximized all 4C variables in social media marketing to increase and maintain consumer buying interest. Messages, information, concepts, and content design preparation must start a month before. So that in the following month, the content schedule that is ready to be posted is available. There must be regular evaluations to check whether the content has achieved its goals. Keywords: buying interest, Instagram, marketing management, social media, social media marketing. Starbucks merupakan perusahaan di industri retail café kopi yang melakukan social media marketing melalui Instagram untuk memasarkan produk dan layanannya. Di Indonesia, Instagram didominasi oleh pengguna yang merupakan generasi Z. 4C yang meliputi context, communication, collaboration, dan connection digunakan dalam membuat konten social media marketing untuk meningkatkan minat beli konsumen. Penelitian ini bertujuan untuk mengetahui pengaruh 4C dalam social media marketing terhadap minat beli secara parsial dan simultan. Penelitian ini berbasis kuantitatif menggunakan metode survei. Pengumpulan data primer dilakukan melalui penyebaran kuesioner secara online menggunakan google form. Data sekunder diperoleh dari penelitian sebelumnya, buku, hasil survei, serta informasi dari website resmi lembaga swasta atau pemerintah. Populasi penelitian diambil dari followers Instagram @starbucksindonesia yang tergolong generasi Z dengan sampel 100 responden. Sampel dikumpulkan menggunakan teknik nonprobability dengan metode purposive sampling. Teknik pengolahan dan analisis data menggunakan regresi linear berganda. Hasil penelitian menunjukkan context, communication, collaboration, dan connection berpengaruh positif terhadap minat beli secara simultan maupun parsial. Berdasarkan hasil penelitian, akan lebih baik jika peretail dari skala UMKM hingga internasional memaksimalkan seluruh variabel 4C dalam social media marketing agar dapat meningkatkan dan mempertahankan minat beli konsumen. Pesan, informasi, konsep, dan desain konten perlu dipersiapkan satu bulan sebelumnya, sehingga jadwal konten yang siap untuk diposting bulan berikutnya sudah tersedia. Evaluasi juga harus rutin dilakukan untuk memeriksa apakah konten yang dibuat telah mencapai tujuan. Kata Kunci: Instagram, manajemen pemasaran, media sosial, minat beli, social media marketing.

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