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Papers by angga febrian

Entrepreneurial Business and Economics Review

The objective of the article is to investigate the impact of social media content on engagement a... more The objective of the article is to investigate the impact of social media content on engagement and customer equity. The moderating role of the customer relationship is also analyzed. The purpose of this research was to find out the types of content that can increase engagement and customer equity and what is the role of customer relationships in strengthening the influence of that content. Research Design & Methods: The online survey responses were collected from 250 respondents in Indonesia who have shopping experiences due to exposure to social media. I used structural equation modelling (SEM AMOS) to examine the relationship between variables. Findings: Social media content can affect increased customer engagement and equity on social media. Good content must also contain several elements of entertainment that make customers want to linger on social media. Customer relationships can also strengthen the influence of content on social media engagement. Implications & Recommendations: Marketers can strengthen content on social media with good customer relationships, such as being fast and responsive in their feedback. Contribution & Value Added: This study provides new insights into creating a social media content marketing model that can strengthen customer relationships. Article type: research article

Journal of Economics, Business, and Accountancy | Ventura, Jul 29, 2022

The direct impact of the economic downturn due to Covid-19 is mainly perceived by Micro, Small, a... more The direct impact of the economic downturn due to Covid-19 is mainly perceived by Micro, Small, and Medium Enterprises (MSMEs). This study aims to examine how MSMEs can understand customer needs regarding the provision of social media quality that can improve brand image and brand awareness. The survey was conducted on 145 respondents who had online shopping experience using social media by utilizing the structural equation modeling approach. Results show that social media quality can increase brand awareness, brand image, and social media marketing activities. Therefore, marketers who use social media can focus on its constituent indicators including content quality, design quality, information quality, interaction quality, contact availability, and contact relevance. Customers will have a high level of brand awareness and a good brand image if marketers can provide social media quality to meet customer demands. While previous studies found that there is a positive relationship between social media marketing activities on brand image and brand awareness, this study shows the opposite result because customers are not affected by the activities carried out by social media. This is considered a usual activity that other marketers also carry out. The implication of this study is that good social media quality is needed to increase brand awareness, brand image, and social media marketing activities.

Community Development Journal, Jul 25, 2022

Kegiatan tracer study merupakan kegiatan penting yang harus dilaksanakan oleh institusi atau lemb... more Kegiatan tracer study merupakan kegiatan penting yang harus dilaksanakan oleh institusi atau lembaga pendidikan untuk mengetahui keberhasilan proses pendidikan yang telah dilakukan. Hal ini dikarenakan alumni merupakan hasil dari institusi pendidikan yang dapat dijadikan sebagai tolak ukur keberhasilan proses belajar mengajar. Proses tracer study di MA Ma'arif 1 Punggur diawali dari alumni yang diberikan kuesioner oleh Tata Usaha (TU) bidang Kesiswaan ketika mengurus kelulusan ataupun pada saat mengambil ijazah. Salah satu bukti nyata ketidak efektifan dari sistem yang seperti ini adalah tingkat persentase jumlah alumni yang mengisi kuesioner atau survey alumni. Untuk itu akan dilakukan pengabdian kepada masyarkat dalam rangka pengembangan sistem dan pendampingan sistem tracer study secara online agar mempermudah bagian Kesiswaan MA Ma'arif 1 Punggur dalam mengelola data alumni dan pelacakan alumni agar jumlah alumni yang terlacak sesuai dengan target yang telah ditetapkan oleh sekolah. Dari hasil dan pembahasan menunjukkan bahwa penggunaan sistem tracer study yang terkomputerisasi dan dapat diakses secara online dapat meningkatkan jumlah alumni yang mengisi kuesioner.

Advances in economics, business and management research, 2023

Describe Social-media is currently used as a marketing tool that has advantages compared to other... more Describe Social-media is currently used as a marketing tool that has advantages compared to other media. However, not everyone understands how to use social media, especially marketers who are just starting their business and are starting to try to switch to digital marketing Background Problems: creating digital content on social media that can increase engagement is a problem for Novelty marketers: this research becomes the only one that discusses digital content marketing by looking at the uses and gratifications theory in increasing visitor engagement on social media Research Methods: Research data collection is done by distributing questionnaires to social media users who use it to find products which are then processed using a structural equation approach modeling with Smartpls Finding/Results: Uses and gratifications theory with its four dimensions can increase social media engagement. Information sharing has a very big influence on shaping engagement. Conclusion: through UGT, marketers can create the right content to increase engagement. Marketers can focus on creating informative content such as product-related information so that it doesn't just display products that make consumers unattractive.

Binus business review : management, accounting and hospitality management, Feb 16, 2021

The digital era, which increasingly becomes massive in people's lives, impacts the traditional sa... more The digital era, which increasingly becomes massive in people's lives, impacts the traditional sales methods. E-commerce companies compete in winning the competition to create superior customer value. An effective and efficient marketing strategy is needed that can influence customer purchase intention. The research focused on the effect of customer satisfaction, which created eWOM and increased brand equity on purchase intention by adding culture (collectivist culture) as the moderator variables. The research applied a quantitative approach. The data were obtained from 280 respondents selected by non-probability sampling. Respondents were customers who had already bought products through e-commerce in Indonesia. The questionnaire instrument was adopted based on theories from the previous researchers. The data used the Likert scale and were analyzed using the SmartPLS 3.0. The results state a significant relationship between the independent and dependent variables. All independent variables have a significant influence on the dependent variable. However, culture as the moderator variable cannot get significant results in the relationship between all the variables. It gets irrelevant results. Hence, the results show that the moderator variable is more appropriate as the independent variable. It can directly affect purchase intention. The research contributes to testing culture as the moderator variable that makes the independent variables generalize the findings.

Jurnal Inovasi Hasil Pengabdian Masyarakat (JIPEMAS), 2021

Jurnal Aplikasi Manajemen, 2021

Celebrity endorsement is a form of marketing communication done both online and offline as it cre... more Celebrity endorsement is a form of marketing communication done both online and offline as it creates a positive brand attitude. However, its effectiveness in influencing customers’ purchase decision needs to be considered. This quantitative research took the sample from 249 respondents who experience in shopping and comprehend the role of celebrity endorsement. The SmartPls 3.0 was used in data analyzing techniques, and bootstrap testing was also employed. The results show that celebrity endorsement affects customers’ attitudes, but it does not affect their purchasing behavior. Adding brand trust as a moderator variable enhances the influence of celebrity endorsement on brand attitude. Therefore, marketers need to be able to see how big brand trust is owned before deciding to use celebrity endorsement to market their product. Future researchers can apply models in cultures of other countries and focus on the profile of specific celebrities so that the results can be generalized more.

Binus Business Review, 2021

The digital era, which increasingly becomes massive in people's lives, impacts the traditiona... more The digital era, which increasingly becomes massive in people's lives, impacts the traditional sales methods. E-commerce companies compete in winning the competition to create superior customer value. An effective and efficient marketing strategy is needed that can influence customer purchase intention. The research focused on the effect of customer satisfaction, which created eWOM and increased brand equity on purchase intention by adding culture (collectivist culture) as the moderator variables. The research used a quantitative approach. The data were obtained from 280 respondents selected by non-probability sampling. Respondents were customers who had already bought products through e-commerce in Indonesia. The questionnaire instrument was adopted based on theories from the previous researchers. The data used the Likert scale and were analyzed using the SmartPLS 3.0. The results state a significant relationship between the independent and dependent variables. All independent ...

Devotion: Journal Corner of Community Service

Desa Pulau Legundi Kabupaten Pesawaran merupakan pulau yang memiliki keindahan alam, dan berpoten... more Desa Pulau Legundi Kabupaten Pesawaran merupakan pulau yang memiliki keindahan alam, dan berpotensi untuk pengembangan Desa Wisata. Namun, potensi pariwisata di desa ini belum berkembang secara optimal sebagai Desa Wisata yang berdampak pada peningkatan perekonomian masyarakat desa. Oleh karena itu, pengembangan Desa Wisata di desa Pulau Legundi perlu berkelanjutan, melalui Pelatihan dan Pendampingan penyusunan website Interaktif. Kegiatan ini bertujuan untuk mengomunikasikan informasi Desa Wisata Pulau Legundi mengenai keunggulan sumber daya Pulau Legundi seperti pantai berpasir putih, gua di dalam pulau, wisata memancing ikan langsung melalui bagan, dan produk unggulan UMKM yang ada di Pulau Legundi melalui situs web: www.legundiwisata.com, sehingga situs ini dapat menjangkau kesadaran dan kepedulian para calon wisatawan baik Mancanegara maupun Domestik untuk tertarik dan melakukan kunjungan ke Desa Wisata Pulau Legundi, yang pada akhirnya jumlah wisatawan meningkat, dan berdam...

Yumary : Jurnal Pengabdian Kepada Masyarakat, 2021

Purpose: The objectives of Tourism Village development in “Pulau Legundi”, Pesawaran District, La... more Purpose: The objectives of Tourism Village development in “Pulau Legundi”, Pesawaran District, Lampung Province is to know the societies’ motivation in developing entrepreneurship based on tourism village service, the ability of society in understanding how to develop tourism village, and the readiness of society to engage in tourism village development in order to improve their prosperity. Method: The three-step method used is that the first is preparation to identify the potential resources and the societies’ readiness to accept the community service in terms of Tourism Village development, the second is to conduct training and coaching, and then followed by monitoring and evaluation. Results: The results show that the knowledge, spirit and motivation, and understanding insights in developing Tourism Village increase after getting the training and coaching programs. Conclusions: Tourism Village in “Pulau Legundi” Village is very important to be developed to increase the prosperity...