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Social Network and Organizational Leadership at the Higher Education Institution: A Case Study Gugyh Susandy; Yanu Endar Prasetyo
Indonesian Journal of Sustainability Accounting and Management Vol 3, No 1 (2019): June 2019
Publisher : Universitas Pasundan

The roles of social network and informal leadership network are not only crucial to companies or government institutions, but also to the academic institutions. As the interaction within the organization becomes more complex and dynamic, there is a lack of knowledge of the overall picture of informal leadership network at the higher education institution. In this study, we conducted a comprehensive analysis of three types of social networks and informal leadership in Sekolah Tinggi Ilmu Ekonomi Sutaatmadja (STIESA). They are the information network in an internal organization, cooperation network in technical problem solving of the organization, and a personal support network in the organization. The method used in this research was survey and Social Network Analysis (SNA). The respondents in this research were the whole leaders and staffs of STIESA. The findings of this study classified the three social networks and informal leadership and built network matric to be further explored for the strategic decision-making process of the organization. Each type of social network and informal leadership, along with its characteristics, is discussed and explored.

Green Products: Factors Exploring the Green Purchasing Behavior of South Indian Shoppers Rambabu Lavuri; Gugyh Susandy
Indonesian Journal of Sustainability Accounting and Management Vol 4, No 2 (2020): December 2020
Publisher : Universitas Pasundan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.28992/ijsam.v4i2.229

On the basis of the theory of planned behavior (TPB) approach, this exploratory study aims to examine factors exploring the green purchasing behavior of south Indian shoppers. The research study seeks to expand the planned behavior to include three additional variables, namely, environmental concern, knowledge, and media exposure. Data were collected from 429 respondents from three southern Indian states. Purposive and snowball samplings were adopted in the selection of respondents. The data were analyzed using factor analysis, Pearson’s correlation, and multiple regression. The findings concluded that subjective norms have no significant association with the green purchase intention. Variables such as media exposure, environmental concern, environmental knowledge, and perceived behavioral control had a significant impact on the green purchase intention, which, in turn, had a substantial effect on the green purchasing behavior. These results support the TPB model. This research will help green marketers to develop new green strategies and plans to increase sales volumes and build good relationships with targeted green customers.

Reference group and utilitarian shopping motivation and online purchase decision of fashion products in Tokopedia Marketplace Muhammad Rayhan Fauzan; Gugyh Susandy
Marketing Management Studies Vol. 1 No. 1 (2021): Marketing Management Studies
Publisher : Universitas Negeri Padang

This study aims to determine the influence of reference groups and utilitarian shopping motivation on Online purchase decisions for fashion products on Tokopedia. The independent variable (X) examined in this study is the Reference Group (X1) and Utilitarian Shopping Motivation (X2) and the dependent variable (Y) is the Online Purchase Decision. The method using in this research is descriptive survey research methods and explanatory surveys with descriptive and verification research types. Data collection techniques using questionnaires, observation, and literature study. The sample selection by purposive sampling technique with a sample of 100 respondents. This study uses the SPSS 22 application, using multiple regression analysis, the research results show that partially and simultaneously the Reference Group and Utilitarian Shopping Motivation has an effect on Online Purchasing Decisions. Further research is suggested to examine other variables not examined in this study, such as brand image, or brand loyalty and can also be done by replacing the unit of analysis with another marketplace.

The effect of reputation and electronic word of mouth on customer trust Henri Mailudin; Gugyh Susandi
Marketing Management Studies Vol. 1 No. 4 (2021): Marketing Management Studies
Publisher : Universitas Negeri Padang

The purpose of the study was to determine the effect of reputation and electronic word of mouth on customer trust in the Lazada marketplace. The method used in this research is a quantitative method with survey research. The sample selection was done by using purposive sampling technique with a total sample of 100 respondents. The data used is interval data. The statistical method for testing the data is using the SPSS 22 program. By using multiple linear regression analysis, the results of the equation Y= 1.874 + 0.310X1 + 0.210 X2 + e. From the research results, it is known that reputation and electronic word of mouth influence partially or simultaneously on customer trust. From the results of this study, it is known that reputation and electronic word of mouth on customer trust only have an effect of 0.81 or 86.1%, meaning that there are other factors in increasing customer trust that require further research.

The impact of online marketing influencers on consumer purchase decisions Rika Alis Handayani; Gugyh Susandy
Marketing Management Studies Vol. 2 No. 2 (2022): Marketing Management Studies
Publisher : Universitas Negeri Padang

Show Abstract | Download Original | Original Source | Check in Google Scholar

The rise of technology and information systems is increasing, creating new habits that are preferred by people today, such as finding the information necessary for personal or business interests. Social networks have evolved into an information center commonly used by the community to fill free time.The increase in internet users creates a new profession that acts as a reference information center for a particular community of content about a product and conveying the benefits of a product, then if someone is interested in looking at the content and decides to buy the product, a purchase decision is made by the consumer. Buying decisions are influenced by several factors, one of which is influencers. David Gadgetin is a content creator who actively creates content on Smartphones. The Samsung Smartphone is one of the Smartphones David often talks about on his Youtube channel. This study was conducted to determine whether Influencer Marketing has an impact on Samsung Smartphone purchase decisions at the Subang Regency Society. Deliberate sampling was used as the sampling technique, then the collected data was processed using IBM SPSS Statistics 22. The results of this study show that Influencer Marketing influences buying decisions on the Samsung Smartphone with a large influence of Influencer Marketing on buying decisions of 36.5%, while the rest is influenced by other unchecked variables.

FACTORS AFFECTING THE QUALITY OF ONLINE RELATIONSHIPS AND ITS CONSEQUENCES ON SHOPEE AND LAZADA E-MARKETPLACE CUSTOMERS Gugyh Susandy; Reni Dian Octaviani; Diana Sari; Dinar Hoerun Nisa
TSARWATICA (Islamic Economic, Accounting, and Management Journal) Vol 3 No 2 (2022)
Publisher : STIESA Press

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The purpose of this study is to test a model to predict antecedents and consequences of relationship quality in online purchases. Novelty: The importance of this research for the online community is to provide a series of the quality of online relationships factors and the consequences for the quality of online relationships so that e-marketplaces can choose suitable guidelines to maintain their relationships with online customers and ultimately gain customer participation in creating value and strengthen competitive status. Research Methods: This research used explanatory survey method. The hypothesis was tested using the Partial Significance Test. Finding/Results: The results showed that the online system quality and social ties have a positive effect on the online relationships quality. While the results of the research variables of online service quality, online information quality, financial influence, structural ties and vendor reputation have no influence on the online relationships quality. The results also show that the online relationships quality has a positive effect on electronic word of mouth, online customer loyalty, and online customer reviews. Limitations / implications in this research, the online relationships quality is considered a construct that includes trust, commitment and satisfaction with the relationship. However, to achieve more accurate results, further researchers can investigate the separate impact of each dimension of relationship quality (commitment, trust, and satisfaction).

FORMING HALAL TO BRAND? FACTORS AFFECTING CONSUMER'S INTENTION TO BUY HALAL BRANDS Gugyh Susandy; Reni Dian Octaviani; Rita Komaladewi; Susi Yasmin
TSARWATICA (Islamic Economic, Accounting, and Management Journal) Vol 3 No 2 (2022)
Publisher : STIESA Press

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Around the world, many consumers (e.g. Muslim consumers) look for halal brands. The benefits of halal products affect consumer attitudes and behavior in terms of intention to buy halal products and willingness to pay for halal products (Azizi and Chok, 2013). The purpose of this study is to see the factors that influence consumer intention to buy halal brands. It was carried out by determining the branding instrument (brand image, perceived brand quality, brand satisfaction, brand loyalty, and brand loyalty) on the research questionnaire to explain the purchasing behavior of halal brands. Novelty: Indonesia and Malaysia are countries which are potential for not only halal food market, but also as a producer. However, the opportunity as a producer has not been fully utilized. Research Methods: This research used explanatory survey method, data were collected by means of an online questionnaire from sample of 52 respondents consisting of 47 Indonesian respondents (Bandung, Subang, Jakarta, Cianjur, Semarang, Yogyakarta and Majalengka Regent) and 5 Malaysian respondents (students of KUIS, Selangor) and analyzed using SPSS 22. Finding/Results: The research shows that brand image, brand perceived quality, brand satisfaction, brand trust, and brand loyalty have positive effect on brand purchase intention.

Social Network and Organizational Leadership at the Higher Education Institution: A Case Study Gugyh Susandy; Yanu Endar Prasetyo
Indonesian Journal of Sustainability Accounting and Management Vol. 3 No. 1 (2019): June 2019
Publisher : Universitas Pasundan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.28992/ijsam.v3i1.70

The roles of social network and informal leadership network are not only crucial to companies or government institutions, but also to the academic institutions. As the interaction within the organization becomes more complex and dynamic, there is a lack of knowledge of the overall picture of informal leadership network at the higher education institution. In this study, we conducted a comprehensive analysis of three types of social networks and informal leadership in Sekolah Tinggi Ilmu Ekonomi Sutaatmadja (STIESA). They are the information network in an internal organization, cooperation network in technical problem solving of the organization, and a personal support network in the organization. The method used in this research was survey and Social Network Analysis (SNA). The respondents in this research were the whole leaders and staffs of STIESA. The findings of this study classified the three social networks and informal leadership and built network matric to be further explored for the strategic decision-making process of the organization. Each type of social network and informal leadership, along with its characteristics, is discussed and explored.

Green Products: Factors Exploring the Green Purchasing Behavior of South Indian Shoppers Rambabu Lavuri; Gugyh Susandy
Indonesian Journal of Sustainability Accounting and Management Vol. 4 No. 2 (2020): December 2020
Publisher : Universitas Pasundan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.28992/ijsam.v4i2.229

On the basis of the theory of planned behavior (TPB) approach, this exploratory study aims to examine factors exploring the green purchasing behavior of south Indian shoppers. The research study seeks to expand the planned behavior to include three additional variables, namely, environmental concern, knowledge, and media exposure. Data were collected from 429 respondents from three southern Indian states. Purposive and snowball samplings were adopted in the selection of respondents. The data were analyzed using factor analysis, Pearson's correlation, and multiple regression. The findings concluded that subjective norms have no significant association with the green purchase intention. Variables such as media exposure, environmental concern, environmental knowledge, and perceived behavioral control had a significant impact on the green purchase intention, which, in turn, had a substantial effect on the green purchasing behavior. These results support the TPB model. This research will help green marketers to develop new green strategies and plans to increase sales volumes and build good relationships with targeted green customers.

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