01 Adrian Denar.pmd Gerdy Ade Irfandy, Ayouvi Poerna Wardhanie, Candraningrat Candraningrat, Analysis and Design of Dinamika University Web Page in Creating Customer Experience and Buying Interest of New Students from Sidoarjo 6161 Analysis and Design of Dinamika University Web Page in Creating Customer Experience and Buying Interest of New Students from Sidoarjo Gerdy Ade Irfandy, Ayouvi Poerna Wardhanie, Candraningrat Candraningrat Program Studi/Jurusan Sistem Informasi, Universitas Dinamika Jl. Raya Kedung Baruk 98 Surabaya, 60298 e-mail: contactgerdyade@gmail.com, ayouvi@dinamika.ac.id, candra@dinamika.ac.id Abstract: The community’s need for higher education in Indonesia continues to grow, seen from the increasing number of higher education institutions every year. Dinamika University as one of 328 Private Universities (PU) in East Java has implemented marketing tools using a website (www.dinamika.ac.id). However, the availability of the website has not been proven to be effective in attracting new students to register at Dinamika University. Especially new students from Sidoarjo, as one of the areas with the highest number of new students at the Dinamika University. From 5134 new students, 3785 students (74%) received admissions information through offline media, 1256 students (24%) through online media, and 93 students (2%) through other media. This study aims to analyze and design the Dinamika University web page that can create buying interest in prospec- tive new students based on significant web page design elements and can be proven through statis- tical methods. This study combines the PLS-SEM as an analytical method and the Double Diamond method in designing web page recommendations using Warp PLS 7.0 and Adobe XD. 100 experi- mental respondents were obtained from the purposive sampling method. In the process of designing web page recommendations, the crazy 8 design method will be used to sketch design, super voting to select design recommendations, and usability testing to test prototypes. This study prove that there is a significant influence between visual web page design on customer experience, verbal web page design on customer experience, verbal web page design on buying interest, customer experi- ence on buying interest, visual web page design on buying interest through customer experience. However, there is also an insignificant effect between visual web page design on buying interest, verbal web page design on buying interest through customer experience. The results of testing the prototype obtained an average score of “Very Good” in its usefulness value. Keywords: double diamond, PLS-SEM, web design elements, customer experience, buying interest of new students prospective INTRODUCTION The community’s need for higher educa- tion in Indonesia continues to grow. This can be seen from the continued development of the number of higher education institutions in In- donesia every year. In 2020, Indonesia has a 270.20 million population with 4593 higher education institutions (Direktorat Jenderal Pendidikan Tinggi Indonesia, 2020). Private Universities (PU) occupy the highest position with 3,044 institutions (66.27%), followed by Religious Universities (RU) with 1,204 institu- tions (27%), Government-Affiliated College (GAC) with 187 (4 .07%), and State Universi- ties (SU) with 122 institutions (2.66%). The high number of universities in Indonesia is in line with the high competition between institu- tions in attracting the interest of new students. The number of new students in 2020 is 2,163,682 (Direktorat Jenderal Pendidikan Tinggi Indonesia, 2020), which is dominated by PU with 4,374,994 (51.572%) new students. Then Business and Finance Journal, Volume 6, No. 2, March 2022 62 followed by SU with 2,994,015 (35.293%) new students, RU with 939,986 (11.081%) new stu- dents, and GAC with 184,218 (2,054%). The difference in the number is influenced by sev- eral reasons, namely the limited capacity of each agency to the varied interests of new students. As an institution with the highest number and market of new students in Indonesia, pri- vate universities need to have a good marketing strategy to increase their competitive advantage and attract new students. In the era of Society 5.0, the marketing strategy of higher education institutions today is also inseparable from inte- gration with the internet (Nastiti & Abdu, 2020). According to (Hananto et al., 2017) businesses that can compete in this era are businesses that have integrated themselves with the internet as part of their competitive advan- tage. In general, higher education institutions use websites to market their services and dis- play agency profiles to new students. Dinamika University as one of 328 private universities in East Java (Direktorat Jenderal Pendidikan Tinggi Indonesia, 2020) has implemented marketing tools using the website on www.dinamika.ac.id. The availability of the website as a market- ing tool has not been proven to be effective in attracting new students to register at Dinamika University. Through observation at the Student Admissions, it was found that 3785 (74%) new students knew information about admissions through offline media (brochures, friends, teach- ers, family, visits, exhibitions, presentations, radio, and newspapers), 1256 (24%) through online media (website and internet), and 93 (2%) through other media. Researchers also conducted pre-research observations on the condition of the Dinamika University website. The results of these observations state that there are still obstacles in accessing the Dinamika University website. Of course, it will be very unfortunate if the website which is the spear- head of Dinamika University marketing has not been fully effective in attracting new students. In the opinion of Schlosser et al. in Bleier et al (2019) states that success in growing competitive advantage online is stimulated through the provider’s understanding in com- piling and arranging verbal and visual elements on web pages to gain a potential customers. This research was made primarly based on study by Bleier et al. (2019), but there are differences in the scope of the discussion. Inter- estingly, until now no further research has been carried out to develop and support the research of Bleier et al. (2019) beyond online shopping. On this basis, this research is very important to do to develop previous research and to find out the main factors of webpage design elements that affect customer experience and buying in- terest in the realm of higher education in Indo- nesia, especially Dinamika University (Anshori et al., 2020). This research will focus on four variables, visual web page design, verbal web page design, customer experience, and buying interest. The novelty in this research is the combination of the PLS-SEM method as an analytical method and the Double Diamond method in designing website recommendations. The combination of the two methods is ex- pected so that the analysis process provides ac- curate and accountable results following the ex- isting statistical theory. Later, the outcomes of this studies are anticipated so as to offer a strategy related to the high number of new student ad- missions competitions at Private Universities (PU), specifically for Dinamika University. Gerdy Ade Irfandy, Ayouvi Poerna Wardhanie, Candraningrat Candraningrat, Analysis and Design of Dinamika University Web Page in Creating Customer Experience and Buying Interest of New Students from Sidoarjo 63 researchers also conducted pre-research obser- vations by distributing questionnaires to 21 re- spondents from university students and the gen- eral public. The results of these observations state that there are still obstacles in accessing the Dinamika University website. Population and Sample The population in the experimental process is 3rd-grade SMA/MA/SMK student in Sidoarjo. While the sample in this study was some 3rd-grade SMA/MA/SMK student in Sidoarjo In determining the minimum sample, refer to the “10-times rule” formula by Hair et al. in Kock & Hadaya (2018). The minimum sample size is 10 times the largest number of arrows that pointing to all variables withinside the PLS inner and outer model. In this study, the arrows pointing to variables in the PLS inner and outer model is 5, so the minimum sample size esti- mate is 50 samples (10 x 5 = 50). Based on Sugiyono (2011) states that the minimum number of samples is in the range of 30-100 samples. So to get the maximum output, this study used 100 respondents and imple- menting the purposive sampling technique in the process. The purposive sampling technique is based on predetermined criteria or condi- tions. The sample criteria in this study are as follows: 1. 3rd-grade students of SMA/MA/SMK in Sidoarjo. 2. Mentally and physically healthy (not color blind and deaf). 3. Interested study in college. Define According British Design Council (2021), define is the stage where there is a process of defining the problem being faced from the uni- RESEARCH METHOD Figure 1 Research Methodology Discover According to British Design Council (2021), discover is the stage where there is a process of in-depth understanding of a problem. In the process, at this stage, it will be carried out in 2 phases, literature study and research approach in the form of observation and experiment. Study of Literature The literature study stage is carried out by looking for references from journals and previ- ous research that contains theories about website design elements, customer experience, buying interest, double diamonds, PLS-SEM, usability testing, and other literature reviews that sup- port this research. Observation This stage is carried out to observe and find out statistical data on new student registra- tion which correlates with the promotion of the Dinamika University website at the Dinamika University Admissions Section. In addition, the Business and Finance Journal, Volume 6, No. 2, March 2022 64 fication of various information and knowledge obtained from the discover stage. In this stage, the instrument testing process will be carried out using validity and reliability tests. In PLS instrument testing can be represented by testing the outer model. After that, the measurement of the relationship between variables will be carried out using the PLS-SEM method using the WarpPLS application. Operational Definition The variable and indicators in this re- search are based on other literature reviews that support this research. According to Bleier et al. (2019), visual web page design contains indicators such as product/institution detail photos, lifestyle photos, photo sizes, and prod- uct/ institution videos. Verbal web page design contains indicators such as language style, prod- uct/institution detailed description, product/ in- stitution feature points, and return policy infor- mation. Customer experience contains indica- tors such as informativeness, entertainment, social presence, and sensory appeals. According to Ferdinand (2006), buying interest contains indicators such as transactional, referential, pre- ferential, and explorative. Table 1 Operational Definitions Instrument Test and Data Analysis The instrument testing consists of validity and reliability tests, but the PLS-SEM can be represented by the outer model test. In the process, according to Candraningrat (2020) the outer model testing will include convergent va- lidity test, discriminant validity test, and reli- ability test on cronbach’s alpha and composite reliability values. In the process, the inner model testing will include the model fit test, path coefficient test, and R2 test. Hypothesis Testing In statistics, a proposed hypothesis can be accepted or rejected through the calculation of its significance level (p-value). In this study, the desired level of significance is 5% or 0.05. So, if the p-value 0.05, then the hypothesis is ac- cepted. Meanwhile, if the p-value > 0.05, then the hypothesis is rejected. Develop According to British Design Council (2021), develop is the stage where there is a process of developing solutions to the problems that have been identified. At this stage, website design rec- ommendations will be developed based on the results obtained from the define stage. Indicators of define stage results that do not have a signifi- cant effect will be ruled out in the website design recommendations. Deliver According to British Design Council (2021), deliver is the stage where the process of testing alternative solutions to problems that have been identified is carried out in a small scope. At this stage, the design or prototype that has been built will be tested by implementing the usability test- ing method. Gerdy Ade Irfandy, Ayouvi Poerna Wardhanie, Candraningrat Candraningrat, Analysis and Design of Dinamika University Web Page in Creating Customer Experience and Buying Interest of New Students from Sidoarjo 65 RESULT AND DISCUSSION Define Experiment Results Characteristics of respondents are used to group respondents based on the similarity of spe- cial characteristics to obtain information. The grouping of respondents can be seen in Table 2. Table 2 Respondent Characteristics Based on Table 3, this research used suit- able indicators because the loading value is by the conditions while maintaining the indicator with a value of 0.40–0.60 (Ridyah, 2020). Table 4 AVE Test Result Characteristics Count Percentage Gender 100 100% Male 32 32% Female 68 68% School Type 100 100% SMA 78 78% MA 15 15% SMK 7 7% School Origin 100 100% MA Negeri Sidoarjo 15 15% SMA Antartika 10 10% SMA Hang Tuah 2 2 2% SMA Hang Tuah 5 1 1% SMA Katolik Untung Suropati 4 4% SMA Negeri 1 Porong 53 53% SMA Petra 4 Sidoarjo 5 5% SMA Walisongo 1 1% SMA Negeri 1 Gedangan 1 1% SMA Negeri 1 Sidoarjo 1 1% SMA Negeri 1 Tarik 1 1% SMA Negeri 2 Sidoarjo 1 1% SMK 10 November 2 2% SMK Antartika 1 1 1% SMK Plus Nahdlatul Ulama 1 1% SMK Negeri 1 Buduran 3 3% Outer Model Testing a) Convergent Validity Table 3 Combined-Loadings and Cross Loading Test Result Based on Table 4, this research used suit- able variables because the average variance ex- tracted (AVE) value is above the expected con- dition. Table 5 Standard Error Test Result Based on Table 5, this research used suit- able indicators because the Standard Error (SE) value is above the expected condition. b) Discriminant Validity Table 6 Discriminant Validity Test Result Business and Finance Journal, Volume 6, No. 2, March 2022 66 Based on Table 6, this research used suit- able indicators because they have the largest load- ing value between indicators and main variables. c) Composite Reliability and Cronbach’s Alpha Table 7 Composite Reliability Test Result Based on Table 9 the model in this study has an APC of 0.275 and a p-value of < 0.001, an ARS of 0.365 and a p-value of < 0.001, an AARS of 0.347 and a p-value of < 0.001, an AVIF of 2.050, an AFVIF of 2.013, GOF of 0.472 (Large), SPR of 0.800, RSCR of 0.979, SSR of 1,000, NLBCDR of 1,000. So, the inner model in this study can be accepted. b) R2 Test Table 10 R2 Test Result Based on Table 7, this research used suit- able variables because the Composite Reliabil- ity value is above the expected condition. Table 8 Cronbach’s Alpha Test Result Based on Table 8, variables used in this study are feasible because the Cronbach’s Al- pha value is above the expected condition. Inner Model a) Model Fit and Path Coefficient Test Table 9 Model Fit and Path Coefficient Test Result Based on Table 10, visual element web page, verbal element web page anda customer experi- ence variable can affected buying interest vari- able by 18.5%. The other 81.5% can be affected by other variables outside of this research. The small value of R2 is because this research only focuses on university web page design by ignor- ing other variables such as facilities, service qual- ity, price, location and brand image. While the visual and verbal web page design can effected buying interest by customer experience by 54.4%. The other 45.6% can be affected by other vari- ables outside of this research. Hypothesis Test Figure 2 Effect Sizes Gerdy Ade Irfandy, Ayouvi Poerna Wardhanie, Candraningrat Candraningrat, Analysis and Design of Dinamika University Web Page in Creating Customer Experience and Buying Interest of New Students from Sidoarjo 67 or !0.05, so it has a significant and positive ef- fect/H1 is accepted. If the quality of the Visual Web Page Design increases by 54.9%, the Cus- tomer Experience will increase by 54.9%. This increase was mainly supported by the institutional detail photo indicator. Thus, it can be concluded that customer experience on the quality of a good visual web page design depends on displaying detailed photos of all elements of the university (academy, facilities, agenda, awards, etc.) on the Dinamika University web page. H2: Customer experience is significantly af- fected by Verbal Web Page Design. The verbal web page design and customer experience value is 0.246 and p-values 0.005 or !0.05, so it has a significant and positive ef- fect/ H2 is accepted. If the quality of the verbal web page design increases by 24.6%, the cus- tomer experience will increase by 24.6%. This improvement was mainly supported by the lan- guage style indicator. Thus it can be concluded that the customer experience on the quality of a good verbal web page design depends on the use of a communicative and easy-to-understand language style on the Dinamika University web page. H3: Buying interest of new students is signifi- cantly affected by visual web page design. The visual web page design and buying interest value is -0.052 and p-values 0.301 or >0.05, so it has no significant effect/H3 is not accepted. This is supported by the Photo Size indicator. Thus, it can be concluded that the buying interest of new students is not affected by the size of the photo displayed on the Dinamika University web page. This hypothesis is supported by various criticism from respon- dents. The existence of a pop-up banner that fills the screen and without an exit button is very annoying. The scroll mode for every single Table 11 Direct Effects Result Table 12 Indirect Effects Result Table 13 Total Effect Result Based on Table 13, the variable Customer Experience (Z) has a positive path of 1 or 0.05. So that the Customer Experience variable (Z) deserves to be intervening and is significant in mediating the Visual Web Page Design (X1) and Verbal Web Page Design (X2) on Buying Inter- est of New Student (Y). Discussion H1: Customer experience is significantly af- fected by Visual Web Page Design. The visual web page design and customer experience value is 0.549 and p-values <0.001 Business and Finance Journal, Volume 6, No. 2, March 2022 68 page full of parallax effects has proven difficult to navigate web pages. The size of photos and videos on the Dinamika University web page is deemed dis- proportionate and inconsistent because the qual- ity of the photos is often blurry, not updated, and using too many dummy photos. When ac- cessed using a cell phone, some sections or content are cropped. Figure 3 Parallax Scroll Mode The layout of the web page, which previously contained 10 sections, received a suggestion for a simpler and more efficient design. Some sec- tions are not even operable and are considered less important to display on the homepage. Re- spondents provide criticism for displaying the facilities/advantages section because some people are interested in a university by its facilities. Figure 4 There Are Too Many Sections Figure 5 Section Cannot be Operated Figure 6 Unnecessary Sections Figure 7 Inconsistent and Disproportionate Photos Figure 8 Blurred Photos Figure 9 Use of Dummy Photos Figure 10 Cropped Section Gerdy Ade Irfandy, Ayouvi Poerna Wardhanie, Candraningrat Candraningrat, Analysis and Design of Dinamika University Web Page in Creating Customer Experience and Buying Interest of New Students from Sidoarjo 69 Thus, the use of visual content, both pop- up banners, layouts, number of sections, scroll mode, photo and video quality on the Dinamika University web page must be improved again to increase positive impressions and buying inter- est in new students. H4: Buying interest of new students is signifi- cantly affected by verbal web page design. Verbal web page design and buying interest value is 0.207 and p-values 0.015 or !0.05, so it has a significant and positive effect / H4 is accepted. If the quality of the verbal web page design increases by 20.7%, the buying interest will increase by 20.7%. This increase was mainly supported by the language style indicator. Thus, it can be concluded that the customer’s buying interest in the quality of a good verbal web page design depends on the use of a communicative and easy-to-understand language style on the Dinamika University web page. H5: Buying interest of new students is signifi- cantly affected by customer experience. The customer experience and buying inter- est value is 0.301 and p-values <0.001 or !0.05, so it has a significant and positive effect/H5 is accepted. If the quality of customer experience increases by 32.1%, buying interest will in- crease by 32.1%. This increase was mainly supported by the informative indicator. Thus, it can be concluded that the buying interest of new students is influenced by a good customer experience depending on the availability of clear and useful information and general descriptions on the Dinamika University web page. H6: Buying interest of new students is signifi- cantly affected by visual web page design through customer experience. The visual web page design and buying interest through customer experience value is 0.177 and p-values 0.005 or 0.05, so it has a significant and positive effect/H6 is accepted. If the quality of the visual web page design in- creases by 17.7%, the purchase interest through customer experience will increase by 17.7%. This increase was mainly supported by the institution detail photo indicator. Thus, it can be concluded that the buying interest of new students is influenced by customer experience on the quality of a good visual web page design depending on the detailed display of photos of all elements of the university (academy, facili- ties, agenda, awards, etc.) on the Dinamika University web page. H7: Buying interest of new students is signifi- cantly affected by verbal web page design through customer experience. Verbal web page design and buying interest through customer experience value is 0.079 and p-values of 0.128 or >0.05, so it has no signifi- cant effect/H7 is not accepted. This is sup- ported by the return policy information indica- tor. Thus, it can be concluded that the buying interest of new students which is influenced by customer experience on the quality of the visual web page design does not depend on the infor- mation displayed on the registration refund policy on the Dinamika University web page. This hypothesis is supported by various criticism from respondents. Media content is too big that makes navigating a web page laggy and often crash when accessed primarily via mobile phones Figure 11 No Return Policy Information Business and Finance Journal, Volume 6, No. 2, March 2022 70 so it reduces their experience and buying inter- est visitors. Refund policy information for reg- istration has not been displayed on the Dinamika University web page. To access it, visitors must open another section on a different web page (www.penmaru.dinamika.ac.id). Information of university’s advantages fea- tures such as facilities has not been displayed on the home page. The lack of description in some parts is also considered to reduce the visitor experience in navigating the Dinamika University web page. University webpage designs into 4 main parts (homepage, faculties/facilities, agenda/news/in- novation/achievements, and blog/post) to im- prove the efficiency of the design resources. Supervoting To get results that are in line with the define stage, the selected respondents are those who meet the purposive sampling criteria. In the process, voting is done online via Google Form. The results of the voting on 31 respon- dents can be seen in Table 14 dan Figure 14. Table 14 Supervoting Result Figure 12 Section without Description Figure 13 Content without Description Thus, the use of verbal content, especially detailed information, descriptions of information as well as communicative and inviting language styles on the Dinamika University web page must be increased again to increase positive impres- sions and buying interest of new students. Develop Crazy 8 Design Sketching is done to provide guidelines in making prototypes. In the process, the research- ers designed and grouped the types of Dinamika Figure 14 Selected Recommendation Design Gerdy Ade Irfandy, Ayouvi Poerna Wardhanie, Candraningrat Candraningrat, Analysis and Design of Dinamika University Web Page in Creating Customer Experience and Buying Interest of New Students from Sidoarjo 71 Design Guideliness Figure 16 Homepage Design Figure 17 Faculties/Facilities In choosing the color, the primary color red (#A71A22) was inspired by the Dinamika Uni- versity logo which has been adjusted to make it comfortable to see. It is combined with gray (#F1F1F1) and white (#FFFFFF) to give a clean impression and place the user’s full concentra- tion on the content (not the background). In Figure 15 Design Guideliness choosing the type of font/typography, we chose a serif font with the characteristics of a no-tail/ stroke to give modern, minimalist, and timeless effects. The serif font chosen is Poppins, designed by Indian Type Foundry. This geometric and open source font has an attractive design language and reads well on various devices. Prototype Business and Finance Journal, Volume 6, No. 2, March 2022 72 Figure 18 Agenda/News Design Usability Testing Task Table 15 Usability Testing Task Figure 19 Blog/Post Design Deliver In this stage, respondent are given the opportunity to operate the Dinamika University website prototype with the tasks that have been prepared by the researcher. The usability test- ing elements are learnability, memorability, er- ror handling, and satisfaction. Usability Testing Result Based on the test results, it can be con- cluded that the score for the learnability ele- ment is 92/100, efficiency is 88/100, memora- bility is 88/100, error handling is 84/100, and satisfaction is 90/100. So that the final average obtained is 88.58064516 ~ 89, thus this proto- type has been classified as very good, feasible, and does not need to be iterated again. CONCLUSION Based on the results of the analysis, design, and implementation, it can be concluded that customer experience is significantly affected by visual web page design, mainly by institution de- tails photo. So that the customer experience on the quality of a good visual web page design de- pends on displaying detailed photos of all elements of the university (academy, facilities, agenda, awards, etc.). The customer experience is signifi- cantly and positively affected by verbal web page design, mainly by language style. So that the cus- tomer experience on the quality of a good verbal web page design depends on the use of a commu- nicative and easy-to-understand language style. The buying interest of new student is not significantly affected by visual web page design, Gerdy Ade Irfandy, Ayouvi Poerna Wardhanie, Candraningrat Candraningrat, Analysis and Design of Dinamika University Web Page in Creating Customer Experience and Buying Interest of New Students from Sidoarjo 73 mainly by photo size. So that the buying inter- est of new students is not affected by the size of the photo displayed. The buying interest of new student is significantly affected by verbal web page design, mainly by language style. So that the customer’s interest in buying through a good quality verbal web page design depends on the use of a communicative and easy-to-under- stand language style.The buying interest of new student is significantly and positively affected by customer experience, mainly by informative- ness. So that the buying interest of new stu- dents is influenced by a good customer experi- ence depending on the availability of clear and useful information and an overview related to the Dinamika University for customers. The buying interest is significantly affected by visual web page design through customer experience, mainly by institutional detail pho- tos. So that the buying interest of prospective new students is influenced by customer experi- ence on the quality of a good visual web page design depending on the detailed display of photos of all elements of the university (acad- emy, facilities, agenda, awards, etc.). The buy- ing interest is not significantly affected by ver- bal web page design through customer experi- ence, mainly by return policy information. 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