Frans Sudirjo’s research while affiliated with Universitas 17 Agustus 1945 Semarang and other places

This study investigates the effect of customer experience and video marketing on satisfaction levels and word-of-mouth in the context of TikTok usage in West Java, Indonesia. Utilizing a quantitative approach, data were collected from 230 TikTok users through a structured questionnaire employing a Likert scale (1-5). The analysis, conducted using Structural Equation Modeling - Partial Least Squares (SEM-PLS 3), reveals that customer experience and video marketing significantly influence satisfaction levels and word-of-mouth. Customer experience emerges as the more influential factor in shaping user satisfaction and advocacy. These findings underscore the importance of optimizing both user experience and marketing strategies to enhance consumer engagement and loyalty. This study contributes to the growing body of literature on digital marketing and consumer behavior, offering actionable insights for businesses aiming to succeed on social media platforms.

This study examines the effects of Perceived Value, Customer Satisfaction, and Switching Costs on Customer Loyalty using a quantitative approach with 150 respondents. Data were collected using a Likert scale (1–5) and analyzed using Structural Equation Modeling - Partial Least Squares (SEM-PLS). The findings reveal that all three constructs significantly influence customer loyalty, with perceived value having the strongest impact. Customer satisfaction and switching costs also demonstrate positive and significant relationships with loyalty, highlighting their critical roles. The study concludes that enhancing perceived value, ensuring customer satisfaction, and increasing switching costs collectively strengthen customer loyalty. Practical implications for businesses include strategies to enhance value perception, address customer satisfaction, and create switching barriers. These findings contribute to understanding loyalty formation and offer actionable insights for improving customer retention.

This study investigates the effect of recommendation algorithms and the provision of digital facilities on purchasing patterns and consumer loyalty in e-commerce platforms in Jakarta. Using a quantitative approach, data was collected from 180 respondents through a structured questionnaire utilizing a Likert scale (1-5). The data was analyzed using Structural Equation Modeling with Partial Least Squares (SEM-PLS 3). The results show that recommendation algorithms have a significant positive impact on both consumer loyalty and purchasing patterns, with path coefficients of 0.454 and 0.419, respectively. Additionally, the provision of digital facilities also influences consumer loyalty (0.360) and purchasing patterns (0.405). The study found that enhancing both personalized recommendations and digital infrastructure can significantly improve customer retention and sales, emphasizing the importance of these factors for e-commerce platforms in Jakarta. The model’s R² values suggest that it explains a substantial portion of the variance in consumer loyalty (0.567) and purchasing patterns (0.580), with high predictive relevance. The findings provide practical insights for e-commerce businesses to optimize user experience and strengthen consumer relationships, contributing to improved competitive advantage in the digital market.

This study examines the impact of social media influence and online shopping habits on consumer behavior and social identity in the context of Indonesia’s digital economy. Using a quantitative approach, data were collected from 280 respondents through a Likert-scale questionnaire, and Structural Equation Modeling with Partial Least Squares (SEM-PLS) was employed to analyze the relationships. The results reveal that both social media influence and online shopping habits significantly affect consumer behavior and social identity. Additionally, consumer behavior and social identity were found to contribute strongly to the growth of the digital economy. The findings highlight the pivotal role of digital platforms in shaping consumer actions and identities, driving Indonesia’s digital economy. The study provides practical insights for businesses to leverage social media and e-commerce in influencing consumer behavior and for policymakers to foster a supportive digital infrastructure.

This study explores the impact of an omnichannel strategy and content personalization on customer loyalty in the fashion retail industry in Makassar. Using a quantitative approach, data were collected from 60 respondents through a structured questionnaire and analyzed using SPSS version 26. The study measured the relationships between omnichannel strategy, content personalization, and customer loyalty using a Likert scale (1-5). Results from Pearson correlation and multiple regression analyses indicated significant positive relationships between omnichannel strategy and customer loyalty (r = 0.72, p < 0.01) as well as content personalization and customer loyalty (r = 0.68, p < 0.01). The regression model explained 62% of the variance in customer loyalty, confirming the combined influence of these strategies on fostering customer retention. The findings suggest that fashion retailers in Makassar can enhance customer loyalty by offering seamless omnichannel experiences and personalized content that meets individual preferences.

This study investigates the influence of digital transformation, user experience (UX), and user interface (UI) on customer loyalty in technology startups in Bandung, Indonesia. A quantitative approach was employed, with data collected from 150 respondents using a Likert scale ranging from 1 to 5. The data were analyzed using SPSS version 26, and multiple regression analysis was used to determine the significance of the relationships between the variables. The results reveal that digital transformation, UX, and UI all have positive and significant effects on customer loyalty, with UX being the strongest predictor. These findings provide important insights for technology startups in Bandung, suggesting that enhancing digital processes, optimizing UX, and refining UI design can foster greater customer loyalty. This study contributes to the growing body of literature on the role of digital transformation and customer-centric design in building long-term customer relationships in the startup ecosystem.

This study examines the effects of social capital, innovation, and market orientation on the growth of Micro and Small Enterprises (MSEs) in the Special Capital Region of Jakarta. Using a quantitative research approach, data were collected from 160 MSEs through a structured questionnaire, and the relationships between the variables were analyzed using Structural Equation Modeling-Partial Least Squares (SEM-PLS). The results reveal that all three factors—social capital, innovation, and market orientation—significantly contribute to the growth of MSEs. Innovation was identified as the most critical factor, followed by social capital and market orientation. The findings highlight the importance of fostering innovation, adopting market-oriented strategies, and leveraging social networks for the sustainable growth of MSEs. This study provides valuable insights for entrepreneurs and policymakers on how to support the development of MSEs in competitive urban environments.

With the increasing development of technology, buying and selling businesses also follow technological development trends by using the internet network. Business people must always understand customer needs in order to attract customers' interest in buying, one of which is always following changes and rapid developments in business tastes. This type of research is quantitative research. This research aims to determine the effect of convenience and price on students' online purchasing decisions with discounts as moderation. The sampling technique in quantitative research is carried out randomly, data collection uses research instruments, statistical data analysis with the aim of testing predetermined hypotheses. The population in this study were students who had shopped online, consisting of 160 respondents. The results of this research found that convenience and price influence students' online purchasing decisions. Discounts as moderation are able to moderate the influence of convenience and price on students' online purchasing decisions.

Era digital yang terus berkembang menjadikan minat beli di marketplace sebagai fenomena menarik yang merambah ke berbagai lapisan masyarakat, termasuk kalangan mahasiswa. Perkembangan teknologi dan akses internet yang semakin mudah telah membuka pintu lebar bagi mahasiswa untuk menjelajahi berbagai platform e-commerce. Penelitian ini bertujuan untuk untuk menganalisis faktor-faktor yang memengaruhi minat beli mahasiswa dalam berbelanja secara online. Faktor-faktor yang dipertimbangkan adalah kepercayaan pengguna, pengalaman berbelanja, dan kualitas produk.. Populasi dalam penelitian ini adalah seluruh mahasiswa Fakultas Ekonomika dan Bisnis Universitas 17 Agustus 1945 Semarang. Jumlah sampel yang digunakan dalam penelitian ini adalah 72 pelanggan berdasarkan pelanggan yang pernah melakukan pembelian minimal 2 kali. Metode analisis yang digunakan adalah regresi linier berganda. Hasil penelitian menunjukkan bahwa secara parsial, kepercayaan pengguna, pengalaman berbelanja, dan kualitas produk memiliki pengaruh positif dan signifikan terhadap minat beli mahasiswa. Hasil signifikansi yang diperoleh (p < 0,05) menunjukkan bahwa semakin tinggi kepercayaan pengguna, semakin baik pengalaman berbelanja, dan semakin baik kualitas produk, maka minat beli mahasiswa akan meningkat. Implikasi dari temuan ini adalah pentingnya memperhatikan dan meningkatkan faktor-faktor tersebut dalam upaya meningkatkan minat beli mahasiswa dalam berbelanja secara online.

This research aims to analyze the marketing strategy implemented by BPRS Lantabur Tebuireng Gresik Branch to increase the competitive advantage of Tadhabbur savings products by considering the approaches of Hermawan Kartajaya and Muhammad Syakir Sula. The research method used involved interviews with BPRS marketing managers, direct on-site observation, and literature studies to understand relevant marketing principles. Research found that BPRS Lantabur Tebuireng was successful in implementing a holistic marketing strategy. They offer products that suit customer needs, set competitive prices, carry out promotions through sharia financial education, provide responsive service, utilize technology, and implement social engagement programs. The success of this strategy is supported by high service quality, synergy with local communities, a focus on ethical values, and a humanist approach to marketing. These findings indicate that this approach can be used as an effective model for other Islamic financial institutions to increase the competitive advantage of their products. Thus, implementing a marketing strategy that is holistic and based on sharia values and community welfare can be the basis for strengthening the market position of sharia financial institutions in the banking industry.