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The insurance industry in Indonesia continues to face challenges in strengthening public interest and encouraging consumers to purchase insurance products, despite the growing use of digital marketing strategies. This study aims to examine the effect of Social Media Content, Consumer Testimonials, and Influencer Marketing on Purchase Intention, with Customer Satisfaction as a moderating variabl…
Indonesia\\\'s economic development is inextricably linked to the strategic role of Micro, Small, and Medium Enterprises (MSMEs). MSMEs play a key role in job creation, income equality, and community empowerment across various economic sectors. This study aims to analyze the influence of digital transformation, digital literacy, marketing capability, and digital engagement on market access for …
The Indonesian insurance industry faces increasingly complex challenges due to intensifying competition, dynamic risk conditions, and growing stakeholder demands for corporate performance and firm value. This study examines the effect of Intellectual Capital, measured using the Adjusted Value Added Intellectual Coefficient (A-VAIC), on the firm value of insurance companies in Indonesia. In addi…
Penelitian ini bertujuan untuk mengkaji pengaruh fasilitas kampus, lingkungan kampus, beasiswa, dan efektivitas pelayanan terhadap motivasi belajar mahasiswa S1 di STIE IBS. Pendekatan kuantitatif digunakan melalui survei terhadap 250 responden, dengan analisis Partial Least Square–Structural Equation Modeling (PLS-SEM). Hasil menunjukkan bahwa lingkungan kampus dan efektivitas pelayanan berp…
This study aims to analyze the effect of operating cash flow stability, fixed asset intensity, and capital structure on firm value, with firm size and liquidity as control variables. The research was conducted on logistics sector companies listed on the Indonesia Stock Exchange during the 2020–2024 period. The analytical method employed in this study is panel data regression using EViews soft…
Penelitian ini menyelidiki dampak green marketing sebagai strategi diferensiasi terhadap brand awareness, brand image, dan purchase decision, dengan fokus pada Kopi Tuku, sebuah merek kopi lokal yang terkenal di Indonesia. Dengan pertumbuhan pesat industri kopi, khususnya di kawasan perkotaan, green marketing telah menjadi strategi penting untuk menarik konsumen yang peduli lingkungan. Peneliti…
Penelitian ini bertujuan menganalisis pengaruh brand awareness, customer trust, perceived value, dan digital marketing terhadap purchase decision produk Asuransi Sinarmas melalui PT Jasa Andalan Solusi (PT JAS), dengan customer engagement sebagai variabel mediasi. Studi ini menggunakan pendekatan kuantitatif cross-sectional dengan teknik purposive sampling terhadap 80 responden, serta dianalisi…
Penelitian ini bertujuan menganalisis faktor-faktor yang memengaruhi Intention to Use aplikasi Simobi Plus Mobile Banking dengan mengintegrasikan variabel Risk, Ease of Use, Usefulness, Financial Knowledge, Social Influence dan Financial Cost. Pendekatan yang digunakan adalah kuantitatif dengan metode Partial Least Square–Structural Equation Modeling (PLS-SEM). Data diperoleh melalui kuesione…
Perkembangan e-commerce di Indonesia mendorong perubahan perilaku konsumen, khususnya meningkatnya perilaku pembelian impulsif pada generasi Milenial dan Gen Z. Berbagai stimulus digital seperti kemudahan akses, strategi penjualan, dan fitur kredit digital diduga memengaruhi emosi positif pengguna serta keputusan pembelian impulsif. Penelitian ini bertujuan untuk menganalisis pengaruh kemudahan…
Penelitian ini bertujuan untuk mengkaji faktor-faktor yang memengaruhi keputusan pembelian Generasi Z dalam konteks social commerce, dengan fokus pada TikTok Shop. Secara khusus, penelitian ini menganalisis pengaruh kualitas layanan, daya tarik promosi, dan online customer rating, serta menguji peran moderasi free shipping. Perkembangan social commerce telah menggeser perilaku konsumen dari sea…