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All Journal Jurnal Manajemen Jurnal Komunikasi Indonesia
Yuli Harwani, Yuli
Unknown Affiliation
Humanities Computer Science & IT Economics, Econometrics & Finance Environmental Science Languange, Linguistic, Communication & Media Social Sciences

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MEMAHAMI PERAN EKUITAS MEREK SEBAGAI KEUNGGULAN BERSAING TERHADAP PENGAMBILAN KEPUTUSAN DALAM PEMILIHAN PERGURUAN TINGGI Harwani, Yuli
Jurnal Manajemen Vol 21, No 3 (2017): October 2017
Publisher : Fakultas Ekonomi dan Bisnis, Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/jm.v21i3.259

Abstract

This study aims to understand the role of brand equity as a competitive advantage associated with the decision-making process in the selection of universities. The research method used in this research is descriptive method. The object of this research as many as 100 people in West Jakarta, especially in the area of Kembangan and Kebon Jeruk. The approach used in this research is Structural Equation Model (SEM) with Smart PLS analysis tool. The results showed that brand equity has a positive and significant impact on competitive advantage. Brand equity has a positive and significant impact on decision stability. However, competitive advantage shows no effect on decision making.
The Impact of Digital Communication on Online Purchasing Behavior among Indonesian Millennials: A Case Study of Tokopedia Panigoro, Erwin; Harwani, Yuli; Permana, Dudi; Imaningsih, Erna Sofriana; Mahadewi, Erlina P.
Jurnal Komunikasi Indonesia Vol. 12, No. 2
Publisher : UI Scholars Hub

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Abstract

This article discusses the impact of digital communication on the online purchasing behavior of millennials in Indonesia, with a particular focus on transaction flow through the online commerce platform Tokopedia. The study aims to show that Tokopedia's digital communications determine users' attitudes and purchasing behavior. In this paper, the quantitative research method of causal design is adopted, and 210 respondents selected by simple random sampling are used as the sample size. The variables examined in this study include perceptions related to digital communication and online purchasing behavior, which are manipulated through different dimensions and indicators. The results show that perceived digital communication has a significant and positive impact on online purchasing behavior. Additionally, the study suggested that Tokopedia should develop a digital communication strategy to improve customer experience. Further research could expand the sample size and examine other variables for a more complete understanding of consumer behavior.
Co-Authors Dudi Permana, Dudi Erna Sofriana Imaningsih Hesti Maheswari Mahadewi, Erlina P. Panigoro, Erwin