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All Journal ETIKONOMI Jurnal Administrasi Bisnis JAM : Jurnal Aplikasi Manajemen Economicus: Jurnal Ekonomi dan Manajemen International Journal of Applied Management and Business
Subkhan, Farid
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Electrical & Electronics Engineering Social Sciences Other

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Pengaruh Brand Awareness, Brand Image, dan Brand Personality terhadap Keputusan Pembelian Layanan Hiburan Digital Subscription Video on Demand (SVOD) Subkhan, Farid; Barrygian, Firqi
Jurnal Administrasi Bisnis Vol 13, No 1 (2024)
Publisher : Universitas Diponegoro

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14710/jab.v13i1.62101

Abstract

The era of digitalization and the internet continues to influence consumer behavior changes in accessing digital entertainment services, such as the transition from CD–DVD players and Bluray Discs to Television on Demand (TVOD) and then to Subscription Video on Demand (SVOD) platforms such as Netflix, Amazon Prime Video, Disney+ Hotstar, HBO, Iflix, Vidio, etc. This study seeks to determine the influence of brand equity factors such as brand awareness, brand image, and brand personality on consumer purchase decisions for digital entertainment services “Subscription Video on Demand (SVOD).” The study involves 150 respondents from five major Indonesian cities: Jakarta, Bandung, Surabaya, Medan, and Makassar, using a non-probability sampling method. The respondents are aged from 15 to 55 and have watched SVOD advertising on YouTube. The SPSS was used to conduct the analysis, which employed a multiple linear regression technique. The study's findings show that brand image and personality significantly influence customers' decisions to subscribe to SVOD services, while brand awareness does not. It contributes to brand equity theory in digital services – while in practice, digital entertainment companies must establish a strong brand reputation and character to become consumer preference, as advertising alone does not influence consumer decisions.Era digitalisasi dan internet terus mempengaruhi perubahan perilaku konsumen dalam mengakses layanan media hiburan digital seperti transisi CD–DVD player dan Blueray Disk menjadi Television on Demand (TVOD) dan selanjutnya menjadi Subscription Video on Demand (SVOD) seperti Netflix, Amazon Prime Video, Disney+ Hotstar, HBO, Iflix, Vidio, dan lain-lain. Penelitian ini bertujuan untuk mengukur pengaruh faktor brand equity seperti brand awareness, brand image, dan brand personality terhadap keputusan konsumen dalam pembelian layanan hiburan digital Subscription Video on Demand (SVOD). Penelitian dilakukan terhadap 150 respoden di lima kota besar di Indonesia yaitu Jakarta, Bandung, Surabaya, Medan dan Makassar dengan pemilihan sampel secara non-probabilitas. Responden penelitian ini adalah konsumen usia 15 hingga 55 tahun yang menonton iklan SVOD di YouTube.  Analisis dilakukan dengan pendekatan regresi linear berganda melalui aplikasi SPSS. Hasil temuan penelitian menunjukkan bahwa keputusan konsumen untuk berlangganan layanan SVOD dipengaruhi secara signifikan oleh brand image dan brand personality, sementara brand awareness tidak memiliki pengaruh yang signifikan. Penelitian ini memberikan kontribusi baru terhadap teori brand equity pada layanan hiburan digital SVOD, sedangkan implikasi praktisnya – para pelaku bisnis layanan hiburan digital harus membangun reputasi dan karakter merek yang kuat agar menjadi preferensi konsumen, karena iklan saja tidak mempengaruhi keputusan konsumen.
ANALISIS FAKTOR-FAKTOR YANG MEMPENGARUHI KEPESERTAAN PROGRAM JAMINAN KESEHATAN NASIONAL PADA PEKERJA INFORMAL PERKOTAAN Subkhan, Farid
Economicus Vol. 12 No. 2 (2018): DESEMBER
Publisher : Sekolah Tinggi Ilmu Ekonomi Dewantara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47860/economicus.v12i2.153

Abstract

National Health Insurance (JKN) was born as mandated by Law No. 40 of 2004 on National Social Security System (SJSN) and the Law No. 24 of 2011 on National Social Security Agency which appointed PT. Askes (Persero) which is then referred to BPJS Kesehatan, followed by Presidential Decree No. 12 of 2013 and Presidential Decree No. 111 of 2013 which has mandated that all Indonesian citizens must be incorporated in JKN program no later than January 1st, 2019. The main challenge is how to attract uninsured people to participate in JKN program within the targeted timeframe. This study examine the probability of urban informal workers as the main target of uninsured people to participate in JKN program based on ten independent variables that are price stimulus, discounts stimulus, payment period stimulus, precautionary motive, access motive, and financial planning knowledge which includes risk management, saving management, retirement planning, heirs planning, and household cash flow management. The study was conducted through direct interviews in Greater Jakarta to 150 informal workers. The results of the study indicate that discount stimulus, access motive to insurance, practicing cash flow management, and heirs planning have significant impact to the person's interest on JKN program.
Orchestrating Digital Economy to Foster Economic Resilience of Smart Cities: The Soft System Approach Subkhan, Farid; Maarif, Mohammad Syamsul; Rochman, Nurul Taufiqu; Nugraha, Yudhistira
ETIKONOMI Vol 24, No 1 (2025)
Publisher : Faculty of Economic and Business

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.15408/etk.v24i1.39224

Abstract

Research originality: This study provides new practical knowledge on the digital economy model and strategy to drive the resilient economy of smart cities.Research objective: This study aims to develop a digital economy management model for smart cities, a resilient economy framework for smart cities, and digital economy strategies for smart cities.  Research methods: This study employed a soft system methodology (SSM)-action approach by involving 30 digital economy and smart city experts from Jakarta, Bandung, Semarang, Surabaya, Banyuwangi, and Makassar.Empirical result: This study has successfully developed the digital economy model for smart cities by which digital technology, digital services, and digital finance are the keys. The resilient economy of smart cities is primarily characterized by economies of scale, economic structure, and economic stability. Moreover, the strategies should mainly focus on developing infrastructure and application, digital governance and policy, and digital society.Implication: The policy maker must consider critical policy interventions of the digital economy model and economic resilience goals, including budget priorities to the key digital economy strategies.JEL Classification: M21, O14, O18, P25, R11How to Cite:Subkhan, F., Maarif, M. S., Rochman, N. T., & Nugraha, Y. (2025). Orchestrating Digital Economy to Foster Economic Resilience of Smart Cities: The Soft System Approach. Etikonomi, 24(1), 315 – 334. https://doi.org/10.15408/etk.v24i1.39224.
Analysis of MSME’s Financial and Business Improvement Model through Digital Economy Services and Fintech Strategy Subkhan, Farid; Maarif, Mohammad Syamsul; Rochman, Nurul Taufiqu; Nugraha, Yudhistira
Jurnal Aplikasi Manajemen Vol. 22 No. 2 (2024)
Publisher : Universitas Brawijaya, Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/ub.jam.2024.022.02.10

Abstract

The development of digital technology contributes significant roles to businesses, including micro, small, and medium enterprises (MSMEs). It raises the digital economy and fintech services to the MSMEs market, such as peer-to-peer lending, digital payment, crowdfunding, digital assets, e-commerce, social commerce, etc. This research aims to analyze MSMEs financial and business improvement model by using MSME’s digital economy products and fintech penetration strategy in Indonesia. This study employed a mixed research method by integrating the Delphi technique and the Analytical Hierarchy Process (AHP). The Delphi method was used to identify criteria or construct for the research framework, while AHP was used to evaluate and determine the score and priorities of the MSMEs financial performance criteria, business goals, digital economy’s alternative products, and fintech penetration strategies. The Delphi method consists of round 1 – to explore the research framework, round 2 – to rank the research indicators, followed by AHP at round 3. The study involves 20 expert panels of MSMEs in greater Jakarta. This study found that the use of digital economy products – particularly fintech will enhance MSMEs’ financial performance by increasing sales volume and business profits. It helps them achieving business goals by increasing their revenue and expanding their business. MSMEs need digital payment and mobile banking as vital fintech services. This study also provides strategic guidance to fintech players and government to effectively penetrate fintech products to MSMEs mainly through knowledge dissemination and digital knowledge improvement.
Effect of Executive Characterics and Firm Size on Tax avoidance Pujiastuti, Heni; Subkhan, Farid
International Journal of Applied Management and Business Vol. 1 No. 1 (2023)
Publisher : ADPEBI Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54099/ijamb.v1i1.463

Abstract

Purpose – This study seeks to determine the extent of the role of the executive in playing its policies in determining the cost of taxes.Methodology/approach – To find out more about executive capabilities in determining tax policy, financial statements from issuer manufacturing companies for the 2015 - 2019 period were used. All data was obtained by purposive sampling. SPSS 25 is used in analyzing data and answering the objectives of this study.Findings – The role of Executive  Characteristics has no  influence on Tax Avoidance. Tax Avoidance is influenced by  Executive Characteristics and Firms Size. This is because  executives do not have the  desire to  do tax  avoidance through things that are possible  to  reduce tax payments, taking advantage of transactions that are of  a nature  related parties between branches within the company,Novelty/value – Executive character and Forms Size have no effect on Tax Avoidance, because executives want a good company reputation among stakeholders and there is also no material effect if tax avoidance is carried out
Co-Authors Barrygian, Firqi Heni Pujiastuti Maarif, Mohammad Syamsul Nurul Taufiqu Rochman Yudhistira Nugraha