Journal of Indonesia Marketing Association (IMA)

Study on Intention to Using Digital Banking Study: Bank Jago

2024-05-07T02:39:32+00:00

The growth of digital bank users in Indonesia is quite high compared to other countries in Asia, however, in Indonesia the percentage of digital bank users is still below that of traditional bank users. Bank Jago is the digital bank with the highest user growth among digital banks in Indonesia. The objective of this research is to examine the influence of Perceived Ease, Efficiency, and Trust on the Interest in Using Bank Jago as a Digital Bank. The sample selection technique uses purposive sampling with a predetermined sample size of 170 respondents. Data analysis techniques include quantitative descriptive analysis and structural equation modeling. The analyzed equation model includes the outer model, inner model, and hypothesis testing. Based on the results obtained using PLS-SEM software version 3.0, it is found that there is a significant positive influence between the perceived ease, the efficiency, and trust on the interest in using Bank Jago as a digital bank. There are three suggestions according to the results of this study, one of which is to increase the trust of potential customers, digital banks are expected to evaluate the digital-savvy generation by being active in social media and digital platforms to communicate with the digital-savvy generation and other audiences to assist in marketing, service, and stakeholder engagement.

Mobile Payment Service Adoption: Understanding OVO E-Wallet Customers among GEN Y and GEN Z in Bandung, West Java

2024-05-07T03:05:24+00:00

This study aimed to determine the factors that influence the Y and Z generation consumers in using OVO E-wallet in the city of Bandung. The analysis employed the Unified Theory of Acceptance and Use of Technology (UTAUT) model, namely performance expectancy (PE), social influence (SI), and behavioral intention (BI). The data analysis was carried out using the structural equation model (SEM-PLS) on the final data collected as many as 400 respondents. The obtained results indicated that the performance expectancy (PE) and social influence (SI) have a positive and significant effect on the behavioral intention (BI) regarding the use of OVO mobile payment. In addition, the social influence (SI) moderates the performance expectancy (PE) towards the behavioral intention (BI). Generations Y and Z have high awareness and strong enthusiasm for adopting OVO mobile payment as long as it provides benefits. One strategy to encourage the adoption of OVO mobile payments among the Y and Z generations is to facilitate financial transactions in an expeditious manner. The social influence (SI) is also a factor regarding the adoption of OVO mobile payments. This suggests that generations Y and Z rely more on advice and recommendations from important people (such as family, friends and relatives) in the adoption of OVO mobile wallet.

Efek Bauran Promosi terhadap Keputusan Investasi

2024-05-07T03:13:51+00:00

Penelitian ini bertujuan untuk menguji pengaruh efek bauran promosi terhadap keputusan investasi serta pengaruh advertising, sales promotion dan personal selling terhadap keputusan investasi. Advertising merupakan promosi menggunakan cara periklanan. Sedangkan sales promosi merupakan promosi dengan menekankan pada teknik penjualan seperti diskon, cashback dan sebagainya. Personal selling adalah promosi yang menggunakan skill tenaga penjual. Penelitian ini juga menggunakan Customer Perceived Value sebagai variable intervening yang merupakan penilaian konsumen tentang produk yang akan dibeli dengan membandingkannya dengan alternative produk lain yang sejenis. Populasi yang digunakan dalam penelitian ini adalah seluruh masyarakat Indonesia yang membeli saham di BEI. Sedangkan sampel sebanyak 100 orang responden. Penelitian ini menggunakan model persamaan struktural (SEM) sebagai teknik statistik inferensial. Hasil penelitian menyimpulkan bahwa, Advertising tidak berpengaruh terhadap Customer Perceived Value dan Advertising tidak berpengaruh signifikan terhadap Keputusan Pembelian. Sales Promotion tidak berpengaruh terhadap Customer Perceived Value dan Sales Promotion berpengaruh signifikan terhadap Keputusan Pembelian. Personal Selling berpengaruh signifikan terhadap Customer Perceived Value dan Personal Selling berpengaruh signifikan terhadap Keputusan Pembelian. Customer Perceived Value berpengaruh signifikan terhadap Keputusan Pembelian. Akhirnya, penelitian ini juga menyimpulkan bahwa customer perceived value berperan sebagai variabel intervening terhadap hubungan pengaruh personal selling terhadap keputusan investasi, sedangkan untuk advertising dan sales promotion tidak berperan sebagai variable intervening.

Perilaku Pembelian Ramah Lingkungan: Tinjauan terhadap Persepsi Nilai, Persepsi Risiko, dan Kepercayaan di Niceso Kota Tangerang

2024-05-07T03:32:28+00:00

Penelitian ini bertujuan untuk menganalisis pengaruh persepsi nilai, persepsi resiko dan kepercayaan terhadap perilaku pembelian ramah lingkungan yang dilakukan di Niceso Kota Tangerang. Penelitian ini menggunakan pendekatan kuantitatif, dengan metode asosiatif. Pengumpulan data melalui kuesioner yang dibagikan langsung pada pelanggan Niceso Kota Tangerang berjumlah 180 pelanggan, dengan skala pengukuran 7 item. Pengolahan data menggunakan regresi berganda dengan sofware SPSS versi 28. Hasil penelitian ini menunjukan terdapat pengaruh positif signifikan persepsi nilai dan kepercayaan terhadap perilaku pembelian ramah lingkungan, sedangkan kepercayaan dengan perilaku pembelian ramah lingkungan berpengaruh negatif signifikannya.

Identification of Tourism-Based MSME Marketing Management Strategies

2024-05-07T03:50:11+00:00

Sugihwaras Village is a village located in Ngancar District, Kediri Regency. The Sugihwaras Village area includes plantation areas, forestry areas and the Mount Kelud Tourism Area, which means that some economic activities take place in the agricultural and tourism sectors. A well-known agricultural commodity is pineapple with a typical mainstay product, namely "kelud “Madu” pineapple". The superiority of commodities and the implementation of tourism activities in the Mount Kelud Tourism Area has created new job opportunities, namely Kelud “Madu” Pineapple Traders. In practice, Kelud “Madu” pineapple traders are part of Micro, Small and Medium Enterprises (MSMEs) and as an aspect of Tourism Amenities to support tourism activities in the Mount Kelud Tourism Area. The Kediri Regency Government also supports the potential of “Madu” pineapple in Sugihwaras Village by holding a Pineapple Festival to develop and commercialize the potential of kelud “Madu” pineapple. However, the government's objectives are still not in line with the conditions of MSMEs selling kelud “Madu” pineapples. Therefore, this research seeks to examine marketing management by Kelud “Madu” pineapple traders as supporters of the Mount Kelud Tourism Area. This research uses a qualitative method with an exploratory descriptive approach. Data collection techniques use interviews, observation and documentation. Data analysis consists of data collection, data condensation, data presentation, and drawing conclusions. The research results show that marketing by kelud “Madu” pineapple traders is considered to be quite good in terms of potential, personal, operational, relationship and interaction management. The obstacles encountered by kelud “Madu” pineapple traders are related to the provision of facilities, high purchasing prices, and declining sales. Efforts made by the government include organizing festivals and community training, but there is a need for capital assistance for traders.

Memahami Niat Perilaku Generasi Z Muslim Indonesia dalam Berkunjung ke Pariwisata Halal Malang

2024-05-07T04:02:24+00:00

Adanya pandemi Covid-19 yang menghantam industri pariwisata menyebabkan kota Malang mengalami penurunan wisatawan dan juga pendapatan yang sangat drastis. Untuk menaikkan kembali jumlah wisatawan dan pendapatan di kota Malang, wali kota Malang kemudian mengusulkan untuk mewujudkan Malang menjadi Center of Halal Tourism. Penelitian ini bertujuan untuk membahas apa saja yang dapat mempengaruhi niat berkunjung generasi Z Muslim Indonesia untuk berkunjung ke pariwisata halal Malang. Variabel independen yang di dapat dari hasil Pra Survei yaitu Motivasi, Citra Destinasi, dan Pengetahuan. Sedangkan variabel dependennya yaitu Niat Berkunjung. Objek penelitian ini adalah Generasi Z Muslim Indonesia sebanyak 200 responden dan Teknik pengambilan sampel menggunakan teknik penyebaran dan pengisian kuesioner. Analisis data yang digunakan adalah analisis statistik dalam bentuk SEM-PLS 3.2.9. Hasil penelitian menunjukkan Motivasi memiliki pengaruh positif dan signifikan terhadap niat berkunjung, citra destinasi memiliki pengaruh positif dan signifikan terhadap niat berkunjung, dan pengetahuan memiliki pengaruh positif dan signifikan terhadap niat berkunjung generasi Z ke pariwisata halal Malang. Kesimpulan dari penelitian ini yaitu dari variabel motivasi, citra destinasi, dan pengetahuan memiliki pengaruh positif dan signifikan terhadap niat berkunjung generasi Z ke pariwisata halal Malang. Saran dari penelitian ini adalah untuk dinas pariwisata dan kebudayaan kabupaten malang mencakup motivasi, citra destinasi, dan pengetahuan, serta untuk penelitian selanjutnya.

The Impact of Content Marketing in an E-Commerce Live Shopping Program on Consumer’s Purchasing Decision (Research on Tokopedia Play’s In-House Live Shopping Program: Night Deals)

2024-05-07T04:23:39+00:00

The rise of technology advancement has led to many aspects of life becoming digitized. One of the aspects of life that has been digitized and also reformed through innovation is shopping in the form of Live shopping. Various e-commerce such as Tokopedia, is now utilizing this as their content marketing strategy to gain more attraction and purchase from its users. This study would like to research on the impact of Tokopedia Play Night Deal’s Content Marketing towards a consumer’s purchasing decision. Based on content marketing and purchasing decision theories, this research use quantitative approach. The independent variable in this study is content marketing and the dependent variable is purchasing decision. This study utilizes 102 samples from the greater Jakarta area (JABODETABEK). This research utilizes a simple linear regression analysis. The result of this research is that content marketing has a significant impact towards a consumer’s purchasing decision.