Endy Marsasi
Universitas Islam Indonesia, Management, Faculty Member
Research Interests:
Importance of equity brand in retail companies to chase enhancement advantage in finance. Retail companies must Keep going continuously and increase equity chili brand emphasizes the role important from equity brands on customers. Laksana... more
Importance of equity brand in retail companies to chase enhancement advantage in finance. Retail companies must Keep going continuously and increase equity chili brand emphasizes the role important from equity brands on customers. Laksana Boga is a Center for Souvenirs and Snacks in Majenang. The company provides various souvenir products and snacks equipped with the various needs of the daily public. On souvenir products available various flavors start from salty, savory, sweet, and spicy flavors. The company needs to be optimal in system management, especially in marketing. Not optimal activity marketing is done- the company is marked with a need for consistent promotion on online channels. Study This use method studies descriptive qualitative through observation, activity interviews, a secondary data company, and collection documentation. Research results conclude that the company needs to implement Integrated Marketing Communication through Omnichannel Marketing in marketing pro...
Indonesia's gaming sector is expanding quickly in this day and age, which has an effect on the country's digital market economy. One aspect of Indonesia's expanding gaming sector is online game shops. The purpose of this study... more
Indonesia's gaming sector is expanding quickly in this day and age, which has an effect on the country's digital market economy. One aspect of Indonesia's expanding gaming sector is online game shops. The purpose of this study was to determine the effect of information quality, social psychological distance, perceived value, and trust on Generation Z customers' purchase intentions in game shop e-commerce. This study uses a quantitative approach by distributing questionnaires. With 260 samples overall, non-probability sampling is the approach used. Structural Equation Modeling (SEM) utilizing AMOS 26 Graphics software is the analytical technique used. The overall conclusions of the study are that social psychological distance has a positive, significant impact on trust and also acts as a mediator between the effects of information quality and trust. Information quality has a significant positive impact on social psychological distance. Information quality influences p...
This study aims to find evidence of the effect of satisfaction and loyalty on repurchase intentions in social commerce through social exchange theory. This research focuses on five variables: reputation, information quality, satisfaction,... more
This study aims to find evidence of the effect of satisfaction and loyalty on repurchase intentions in social commerce through social exchange theory. This research focuses on five variables: reputation, information quality, satisfaction, loyalty, and repurchase intention. This research is motivated by satisfaction, which is not optimal in shaping repurchase intentions. Loyalty is an aspect of novelty in this research. The research method used is a quantitative approach. Data collection techniques support this research through online questionnaires. The data used in this study are primary as many as 219 respondents. Data processing analysis uses the Structural Equation Modeling (SEM) method and is supported by SPSS 25 and IBM AMOS 22 software. This study's results indicate that satisfaction significantly affects loyalty and repurchase intentions in social commerce. The results also found that loyalty has no significant effect on repurchase intentions. Satisfaction is an importan...
Objectives: This study aims to determine the effect of perceived relationship marketing investments, self-image congruency, and customer gratitude on satisfaction, trust, and affective commitment perceived by-product customers who are... more
Objectives: This study aims to determine the effect of perceived relationship marketing investments, self-image congruency, and customer gratitude on satisfaction, trust, and affective commitment perceived by-product customers who are associated with local brands. Methodology: This study uses a quantitative approach by distributing questionnaires. Hypothesis testing was carried out using SEM (Structural Equation Model) analysis technique on AMOS 24.0 software. The object used is the brand of consumer goods products. This research was conducted by surveying 305 Y and Z generation customers who have used or are currently using the product.Finding: The results of this study indicate that gratitude has a positive and significant effect on trust and affective commitment, and also has a negative and significant effect on overall satisfaction.Conclusion: This research shows that when the customer has felt the relationship marketing investment that a product or organization has made then fr...
The researcher examined one of the companies engaged in the Food and beverage retail industry in the Coffee shop field. Product distribution is carried out through offline stores and e-commerce. This research is conducted to find... more
The researcher examined one of the companies engaged in the Food and beverage retail industry in the Coffee shop field. Product distribution is carried out through offline stores and e-commerce. This research is conducted to find weaknesses and contribute by proposing a program. The method for analyzing this research is qualitative by direct observation, in-depth interviews, documentation collection, and the company's secondary data. The study was conducted through the marketing division. Based on the research conducted, it was found that the problems obtained were in the aspect of product presentation, which was considered ineffective and efficient. Based on the existing weaknesses, he contributed by proposing a program with the title Cashless Can be Fun. This program implements Artificial Intelligence with partners who work with Artificial Intelligence-based applications. This application encourages consumers to place orders and payments at the desk cashlessly. The ai...
PT Central Biotech Indonesia is a company with rolling technology that has a Farmer Doctor Program which aims to be able to get maximum customers by using direct product management and being able to satisfy customers. The farm doctor who... more
PT Central Biotech Indonesia is a company with rolling technology that has a Farmer Doctor Program which aims to be able to get maximum customers by using direct product management and being able to satisfy customers. The farm doctor who will be run is able to attract customers with the quality of the company's products. This research was conducted with the aim of evaluating and assisting companies in promoting products in the marketing department. The method used to analyze this research is qualitative, which is carried out by observing directly, in-depth interviews, collecting documentation, and secondary data carried out at the company. From the research that has been done in marketing the product, it is less effective in maximizing the application of marketing carried out in marketing the company's products. Research conducted in companies can evaluate programs using utility theory with the application of Adopt Innovations which are implemented in conducting communicatio...
This study describes the effect of equity theory on perceived value. Equity theory assumes that, generally, a person likes to act with comparability or fairness. The purpose of this research is to understand the perceived value of... more
This study describes the effect of equity theory on perceived value. Equity theory assumes that, generally, a person likes to act with comparability or fairness. The purpose of this research is to understand the perceived value of consumers and the exchange of information carried out by consumers, which can later encourage someone to buy a good or service. The gap in research, namely perceived value, is that previous studies have different results. Based on this explanation, the aim is to see the effect of corporate social responsibility, perceived value, electronic-word-of-mouth, satisfaction, and loyalty on product purchases in the industry consumer goods. In this study, the EWOM variable becomes a novelty. The research object used is the industry consumer goods. The data was distributed using google forms to 276 respondents. Respondents with productive age are 17-64 years old, know social responsibility, and have a domicile in Java. The test utilizes SEM-AMOS 26 and SPSS-26. In u...
Still, the existence of Covid-19 affects all layers of elements, especially for automotive companies, both two-wheeled and four-wheeled. National motorcycle sales are known to be affected quite hard by Covid-19. The distribution and sales... more
Still, the existence of Covid-19 affects all layers of elements, especially for automotive companies, both two-wheeled and four-wheeled. National motorcycle sales are known to be affected quite hard by Covid-19. The distribution and sales of motorcycles experienced a decline in motorcycles sold throughout Indonesia only reaching 123,782 units, or a decrease of 78 percent compared to the previous month. People's purchasing power at the time weakened due to declining incomes. Therefore, marketing strategy plays an important role in maintaining business growth in the long term. This research aims to evaluate and improve the effectiveness of existing programs within the company. The research methods used are qualitative, including direct observation, interviews, documentation collection, and primary and secondary data. The results of this research are expected to help companies in innovating and overcome weaknesses. Astra Motor Purworejo can implement Integrated marketing communicat...
The purpose of this research is to recognize the influence of self-congruity and trust on brand loyalty in expedition services based on image congruity theory. The number of illustrations taken using 209 people, with universal criteria in... more
The purpose of this research is to recognize the influence of self-congruity and trust on brand loyalty in expedition services based on image congruity theory. The number of illustrations taken using 209 people, with universal criteria in Yogyakarta and Central Java. Truts variable becomes a novelty in this research. This research is based on image congruity theory which presents the suitability of cognitive-based self-image with consumer self-concept. The gap in this research is self-congruity, which has different results in previous studies. In this research using quantitative procedures, the method of taking illustrations uses purposive sampling. The information testing process uses IBM SPSS 22 and SEM Application- AMOS 24. The results of this research prove that there are four supported hypotheses and one hypothesis is not supported. Trust on brand loyalty does not affect and is not significant.
Research Interests:
The researcher examines a digital economy-based manufacturing industry company where the company has a Closing Quality Agent program that aims to screen the network below, namely screening Closing Quality Agent program that aims to filter... more
The researcher examines a digital economy-based manufacturing industry company where the company has a Closing Quality Agent program that aims to screen the network below, namely screening Closing Quality Agent program that aims to filter the network under it, namely screening qualified and serious agents in running this business. The applicable Closing Quality Agent will have an impact on the entire network if the agent does not pass the qualification. This research was conducted to try to help and evaluate existing programs in the company The method for analyzing this research is qualitative by direct observation, in-depth interviews, collection of documentation, and secondary data of the company. Research is carried out in the company through the marketing division. Based on research that has been carried out, this program is less effective in maximizing its digital system. This research resulted in a program evaluation using the theory of Integrategrated Marketing Communication ...
Research Interests:
Research Interests:
Tujuan dari penelitian ini adalah untuk mengetahui dimensi Ekuitas Merek yang mempengaruhi Ekuitas Merek mie instan Indomie pada mahasiswa S1 yang merantau di Yogyakarta. Teori deteksi sinyal dapat mendeteksi stimulus yang diterima dan... more
Tujuan dari penelitian ini adalah untuk mengetahui dimensi Ekuitas Merek yang mempengaruhi Ekuitas Merek mie instan Indomie pada mahasiswa S1 yang merantau di Yogyakarta. Teori deteksi sinyal dapat mendeteksi stimulus yang diterima dan menghasilkan keputusan; teori tersebut digunakan untuk menghasilkan formulasi strategi untuk meningkatkan Ekuitas Merek. Sampel berjumlah 182 responden sesuai dengan kriteria, yaitu responden yang menyukai mie instan, menyukai produk mie instan Indomie, dan mahasiswa S1 yang telah merantau di Yogyakarta. Analisis data penelitian ini menggunakan Structural Equation Modeling untuk mengetahui hubungan sebab akibat antara variabel bebas dan variabel terikat. Pengujian penelitian ini menggunakan program SPSS 24 dan AMOS 22. Hasil penelitian menunjukkan bahwa Asosiasi Merek, Loyalitas Merek, Kesadaran Merek, dan Citra Merek berpengaruh positif dan signifikan terhadap Ekuitas Merek. Kontribusi akademis dari penelitian ini memberikan bukti empiris dari variab...
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Toko Kue Balok Parikesit Sisingamangaraja merupakan toko kue yang menjual produk kue balok parikesit yang berlokasi di Jalan Sisingamangaraja No 1, Kec.Mergangsan, Kota Yogyakarta. Segmen pelanggan yang disasar oleh Toko Kue Balok... more
Toko Kue Balok Parikesit Sisingamangaraja merupakan toko kue yang menjual produk kue balok parikesit yang berlokasi di Jalan Sisingamangaraja No 1, Kec.Mergangsan, Kota Yogyakarta. Segmen pelanggan yang disasar oleh Toko Kue Balok Parikesit Sisingamangaraja saat ini merupakan penduduk usia 18-35 tahun di sekitar kecamatan Mergangsan kota Yogyakarta terutama pada penduduk perorangan. Kondisi pandemi Covid-19 yang muncul pada awal tahun 2020 memberikan dampak penurunan penjualan hingga perubahan positioning Toko Kue Balok Parikesit Sisingamangaraja dibenak konsumen. Penelitian ini bertujuan untuk mengetahui strategi mempertahankan usaha dan memberikan usulan strategi bersaing pada Toko Kue Balok Parikesit Sisingamangaraja menggunakan Business Model Canvas, model bisnis ini memetakan sembilan blok yang saling berhubungan. Langkah awal dalam melakukan pemetaan sembilan blok adalah melakukan analisis pada lingkungan bisnis melalui wawancara mendalam, observasi dan analisis SWOT. Hasil d...
Management and career planning to face the environmental change and organization, which quickly is not easy to. Therefore is needed by design and forming return to develop their career. There are some reason is; why needed by management... more
Management and career planning to face the environmental change and organization, which quickly is not easy to. Therefore is needed by design and forming return to develop their career. There are some reason is; why needed by management and good career planning, because career planning become the do it yourself project, entire combination of interest management required by every organizational type have been known better, and people start their career by thinking organization as something that have to be created by “ no to be followed”. All individual capable to develop the knowledge, skill will place his self in its own career efficacy. In career development, each of individual have to develop the new interest which deal with self management and its career, and also everyone require to learn how to develop the knowledge and adaptation to his self. Career satisfaction is often made by as successfulness indicator program career at one particular organization. Organizational with the ...
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Penelitian ini betujuan untuk menganalisis pengaruh financial risk dan privacy risk terhadap loyalty konsumen untuk membeli produk fashion secara online melalui e-commerce yang dipengaruhi oleh perceived satisfaction dan purchase... more
Penelitian ini betujuan untuk menganalisis pengaruh financial risk dan privacy risk terhadap loyalty konsumen untuk membeli produk fashion secara online melalui e-commerce yang dipengaruhi oleh perceived satisfaction dan purchase intention. Teori pada penelitian ini menggunakan Theory of Perceived Risk (TPR) dengan loyalty sebagai novelti untuk menggambarkan faktor yang dapat mempengaruhi keputusan konsumen untuk membeli produk fashion secara online. Gap pada penelitian ini adalah satisfaction yang mana terdapat perbedaan hasil dalam penelitian terdahulu. Penelitian ini menggunakan variabel financial risk, privacy risk, perceived satisfaction, purchase intention, dan loyalty yang akan diteliti untuk mengetahui pengaruhnya pada pembelian produk fashion secara online melalui e-commerce. Populasi mengarah kepada pengguna e-commerce yang berusia mulai dari 15 tahun dan tinggal di Pulau Jawa. Penulis menggunakan metode kuantitatif melalui penyebaran kuesioner melalui google form dan ter...
Tourism is a sector that is influenced by halal lifestyle trends. This study aims to analyze the effect of religiosity, subjective norms, halal perceptions, and attitudes on the intention to visit halal tourist destinations. The grand... more
Tourism is a sector that is influenced by halal lifestyle trends. This study aims to analyze the effect of religiosity, subjective norms, halal perceptions, and attitudes on the intention to visit halal tourist destinations. The grand theory in this study is the Theory of Planned Behavior with Halal Perception as a novelty that describes consumer views on the application of sharia principles applied to tourist sites, as well as the availability of halal products and services in halal tourist destinations. The gap in this study is the attitude where there are differences in results in previous studies. This research utilizes a quantitative approach by distributing questionnaires to 221 respondents who are Muslims from the Islamic community and live in East Java. The research testing process is assisted by using the SEM-AMOS 24.0 program. This study shows that religiosity positively and significantly influences subjective norms, halal perceptions, and attitudes. Halal perceptions posi...
Bukit Asam Tbk is a coal mining company owned by the Indonesian state. This research was conducted to try to help create new marketing programs by applying for programs. The method for analyzing this research is qualitative by direct... more
Bukit Asam Tbk is a coal mining company owned by the Indonesian state. This research was conducted to try to help create new marketing programs by applying for programs. The method for analyzing this research is qualitative by direct observation, in-depth interviews, collection of documentation, and secondary data of the company. The research was conducted in the company through the marketing division. This research resulted in a marketing program using the MNC concept with the implementation of joint ventures which are expected to be implemented in the PT. Bukit Asam Tbk.
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This study explores the concepts of brand attitude and brand loyalty among generation z to generate purchase intention in the fast food restaurant industry. Researchers use quantitative methods and use surveys to obtain primary data. The... more
This study explores the concepts of brand attitude and brand loyalty among generation z to generate purchase intention in the fast food restaurant industry. Researchers use quantitative methods and use surveys to obtain primary data. The data obtained were then processed using SPSS and AMOS. The total respondents collected in this study were 204 generation Z people who consumed products at fast food restaurants. Variables used in this study include brand attitude, purchase intention, electronic word of mouth, and brand loyalty. The brand loyalty variable in this study will act as a renewal variable mediating between the electronic word of mouth and purchase intention variables. The results of this study show that electronic word of mouth positively affects brand attitude variable but has no effect on brand loyalty variable. Brand attitude variable has a significant impact on brand loyalty variable and purchase intention variable. Brand loyalty variable has a significant effect on pu...
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Social responsibility is achieving goals for the community, one of which is purchase intention, which is influenced by customer company identification, trust, general attitude, and purchase intention based on the sustainability theory on... more
Social responsibility is achieving goals for the community, one of which is purchase intention, which is influenced by customer company identification, trust, general attitude, and purchase intention based on the sustainability theory on marketing, especially when companies maintain their status and standing in the business world. This study aims to determine the effect of the relationship between hypotheses on bottled mineral water products from the research gap. The object research focused on bottled mineral water product companies with the subject of bottled mineral water consumers from all walks of life. This research used Structural Equation Modeling (SEM) with 232 respondents who participated in responding to the research questionnaires. The results of the study indicate the rejection of one hypothesis that connects the influence between trust and purchase intention on bottled mineral water products due to privacy issues among consumers.
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This research gap is the relationship between trust and behavioral intention. Trust will be an element of novelty in this study that affects behavioral intention. This research is based on the Theory of Reasoned Action, which explains... more
This research gap is the relationship between trust and behavioral intention. Trust will be an element of novelty in this study that affects behavioral intention. This research is based on the Theory of Reasoned Action, which explains attitudes, which are influenced by subjective norms and determine behavior. This research aims to assess the effect of the relationship between hypotheses in the modern market industry, especially minimarkets. It used the structural equation modeling (SEM) method to distribute samples from a total of 245 respondents in the questionnaire. The testing was done using the IBM SPSS 25 program and SEM-AMOS 24 software. The results of this study indicate the rejection of one hypothesis that connects the influence of Smart Shopper Self Perception on behavioral intention in customers in the modern market industry, namely minimarkets.
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Although existing studies on consumers typology are extensively conducted, insights on consumers typology in adapting their shopping attitude and behaviour during the COVID-19 pandemic remain unexplored. Current studies on consumer... more
Although existing studies on consumers typology are extensively conducted, insights on consumers typology in adapting their shopping attitude and behaviour during the COVID-19 pandemic remain unexplored. Current studies on consumer responses to the COVID-19 pandemic tend to focus on the following themes: panic buying behaviour, consumer spending and consumer consumption. This study explores a typology of adaptive shopping patterns in response to the COVID-19 pandemic. The study involved a survey of 465 Indonesian consumers. Principal component analysis is used to identify the variables related to adaptive shopping patterns. Cluster analysis of the factor scores obtained on the adaptive shopping attitude and behaviour revealed the typology of Indonesian shoppers’ adaptive patterns. Multivariate Analysis of Variance (MANOVA) analysis is used to profile the identified clusters based on attitude, behaviour and demographic characteristics. Results revealed five adaptive shopping patterns...
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Research Interests:
Purpose – This research determined the influence of utilitarian motivation, ideal self-concept, and consumers' perceptions on intention to use Islamic banking products by identifying their characteristics as Muslims. Methodology –... more
Purpose – This research determined the influence of utilitarian motivation, ideal self-concept, and consumers' perceptions on intention to use Islamic banking products by identifying their characteristics as Muslims. Methodology – This is a quantitative research with primary data collected from a sample of 367 respondents, selected using a purposive sampling method through a survey method. The data collected were analyzed using a Likert scale of 1-5 to go through the SEM test. Findings – It critically examined the utilitarian motivation to focus on research gaps and to determine evidence of the effect of the ideal self-concept capable of increasing intention to use. The result shows that both factors affect the intention to use. Originality – This research collaborated with two theories, namely functional attitude and self-concept. Contributions were added in the form of an ideal self-concept and the researchers’ relationship to utilitarian motivation.
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This study empirically builds a conceptual model that describes the effects of brand attachment, self-image congruence, and brand experience on purchase intention. The focus of this research is to examine the debate over the findings of... more
This study empirically builds a conceptual model that describes the effects of brand attachment, self-image congruence, and brand experience on purchase intention. The focus of this research is to examine the debate over the findings of previous researchers regarding the influence of hedonic motivation and self-image congruence in attachment theory-based models using brand attachment as the central variable. The contribution of this study is to investigate the relationship between hedonic motivation and self-image congruence because, so far, no research has tested the effect of hedonic motivation on self-image congruence. Attachment theory and self-congruity theory are used to solve this problem. The sample selection used a purposive sampling strategy with the characteristics of respondents in Indonesia who had used luxury brands. The number of samples that were successfully collected and tested included 354 respondents. The hypothesis was tested using the Structural Equation Model ...
Research Interests: Psychology and Self Image
This study empirically builds a conceptual model that describes the effects of brand attachment, self-image congruence, and brand experience on purchase intention. The focus of this research is to examine the debate over the findings of... more
This study empirically builds a conceptual model that describes the effects of brand attachment, self-image congruence, and brand experience on purchase intention. The focus of this research is to examine the debate over the findings of previous researchers regarding the influence of hedonic motivation and self-image congruence in attachment theory-based models using brand attachment as the central variable. The contribution of this study is to investigate the relationship between hedonic motivation and self-image congruence because, so far, no research has tested the effect of hedonic motivation on self-image congruence. Attachment theory and self-congruity theory are used to solve this problem. The sample selection used a purposive sampling strategy with the characteristics of respondents in Indonesia who had used luxury brands. The number of samples that were successfully collected and tested included 354 respondents. The hypothesis was tested using the Structural Equation Model ...