Amanda Hoei, Juanny Avelia, Ch. Yosevina, Antonius W. Sumarlin
{"title":"Environmental Product and Ecolabelling Knowledge dalam Pembentukan Sikap Ramah Lingkungan","authors":"Amanda Hoei, Juanny Avelia, Ch. Yosevina, Antonius W. Sumarlin","doi":"10.21632/kbi.4.2.150-177","DOIUrl":"https://doi.org/10.21632/kbi.4.2.150-177","url":null,"abstract":"Recently, people, especially generation Z, have begun to become aware of the negative impact the fashion industry has on the environment and feel responsible for this pollution. To overcome the negative impact of the fashion industry on the environment, consumers are starting to use eco-friendly clothing and moving to the slow fashion trend. The purpose of this research is to investigate the factors that can influence the purchase of eco-friendly clothing for Generation Z in Indonesia. The conceptual basis of this research is the knowledge-attitude-behavior model and attitude-behavior-context theory. The research methodology is in the form of quantitative where the researcher collects 281 questionnaire respondents, and the data is processed using the SPSS 26 and AMOS 26 programs. From this study, ecolabelling knowledge, environmental product knowledge, green trust, environmental concern, ecolabelling desire, and environmental attitude are factors that can affect the intention to buy eco-friendly clothes in generation Z in Indonesia.","PeriodicalId":352848,"journal":{"name":"Kajian Branding Indonesia","volume":"74 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-12-13","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"133575971","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
{"title":"Electronic Word-Of-Mouth dalam Pembelian Produk Kecantikan","authors":"Aura Fonda Firdausa, Livina Livina, Istijanto Istijanto, Krishnamurti Murniadi","doi":"10.21632/kbi.4.2.137-149","DOIUrl":"https://doi.org/10.21632/kbi.4.2.137-149","url":null,"abstract":"The purpose of this study is to examine whether the factors of e-WOM involvement (consumer opinions both positively and negatively towards a product or brand that are disseminated via the internet) can influence the intention to purchase skincare products on Instagram in Indonesia, through the Elaboration Likelihood Model (ELM) theory. and Theory of Reasoned Action (TRA). Data analysis was carried out using AMOS Structural Equation Modeling (SEM) with 360 respondent data through online questionnaires and using a non-probability sampling technique, namely judgmental sampling. This study provides findings, namely: (1) the quality of information and the quality of brand Instagram accounts have no effect on e-WOM involvement, (2) information credibility, social support, innovative behavior, and attitudes towards e-WOM have a significant effect on e-WOM involvement, (3) attitudes towards e-WOM have a significant effect on purchase intention, and (4) e-WOM involvement has a significant effect on purchase intention.","PeriodicalId":352848,"journal":{"name":"Kajian Branding Indonesia","volume":"520 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-12-13","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"114000505","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Nyiayu Olivia Miranda Bakrie, G. Chandra, Gemerlang Adhityatama, S. Prasetyaningtyas
{"title":"Ideal Leader Behaviour in the Workplace","authors":"Nyiayu Olivia Miranda Bakrie, G. Chandra, Gemerlang Adhityatama, S. Prasetyaningtyas","doi":"10.21632/kbi.4.2.79-90","DOIUrl":"https://doi.org/10.21632/kbi.4.2.79-90","url":null,"abstract":"Entrepreneurs in Indonesia believe that digital products and services may enable a more efficient and effective way of living. The key to achieving success in the era of digital transformation is to disrupt the market by providing consumers with exceptional value. In order to execute this correctly, businesses must be both effective and effective in achieving this expectation. Today Indonesian large businesses are digitalized and prepared to create disruptive, consumer-focused innovation as a result of this effort. In addition, as of 2022, Indonesia had the highest number of digital start-up enterprises among Southeast Asian nations, with 2,345 registered. Leadership is a factor in the success of digital firms, and digital businesses that must develop for the benefit of other companies are no exception. We believe that significant effort needs to be done in order to grasp the leadership behavior of the executives in payment aggregator firms. This research was conducted at Tangerang Indonesia-based software and consulting business. Since 2014, the company's main focus has been billing aggregation, and it currently has over 150 partners. Interviews were conducted in Indonesian, which would subsequently be translated into English for the purpose of this research. The outcomes showed that corporate leaders of a billing aggregator company have three types of behaviors that are considered desirable for their staff. Relationship-related, performance-related, and conflict-related behaviors are all interconnected. Ideal leaders establish clear boundaries not only between jobs but also between their relationships with employees.","PeriodicalId":352848,"journal":{"name":"Kajian Branding Indonesia","volume":"86 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-12-13","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"125909345","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Sarah Dianti, Difa Sabila Aska, Rudy Handoko, Bernardinus Realino Yudianto
{"title":"Dampak Endorsement dan Product Review pada Intensi Pembelian","authors":"Sarah Dianti, Difa Sabila Aska, Rudy Handoko, Bernardinus Realino Yudianto","doi":"10.21632/kbi.4.1.1-32","DOIUrl":"https://doi.org/10.21632/kbi.4.1.1-32","url":null,"abstract":"Kegiatan endorsement dan berbagi ulasan mengenai pengalaman pribadi dalam menggunakan produk sudah menjadi trend di aktivitas pemasaran sosial media di Indonesia. Melalui survei terhadap responden Indonesia yang telah melihat konten endorsement serta product review melalui media sosial Instagram dan Youtube, berusia 18-35 tahun, dan berdomisili di JABODETABEK dan Bandung, penelitian ini dilakukan untuk mencari tahu seberapa besar pengaruh kegiatan endorsement dan product review terhadap intensi pembelian konsumen terhadap produk Vivo V7. Hasil penelitian menunjukkan bahwa kegiatan endorsement dan product review yang diukur dengan 2 aspek (endorser credibility dan content quality) memiliki pengaruh positif yang signifikan terhadap intensi pembelian konsumen. Terbukti bahwa kualitas dari konten seorang endorser influencer tidak memiliki pengaruh positif terhadap intensi pembelian, sedangkan aspek endorser credibility memiliki pengaruh positif yang signifikan. Berbeda dengan kegiatan endorsement, kedua aspek content quality maupun endorser credibility pada kegiatan product review memiliki pengaruh positif yang signifikan terdapat intensi pembelian konsumen terhadap produk Vivo V7.","PeriodicalId":352848,"journal":{"name":"Kajian Branding Indonesia","volume":"1 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-06-23","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"130227231","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
{"title":"Implementasi Model Utaut Pada Industri Perbankan di Indonesia","authors":"Abdul Rohman","doi":"10.21632/kbi.4.1.60-69","DOIUrl":"https://doi.org/10.21632/kbi.4.1.60-69","url":null,"abstract":"Penelitian ini bertujuan untuk menguji peran penerimaan teknologi dengan menggunakan Model UTAUT dengan tingkat faktor teknologi (Performance Expectancy dan Effort Expectancy), faktor individu (Perceived Anxiety and Attitude toward Use), dan faktor organisasi (Social Influence dan Facilitating Conditions) terhadap Behavior Intentions melalui User Behavior. Data diperoleh dengan menggunakan kuesioner yang disebarkan kepada pegawai Bank di Indonesia dengan sampel sebanyak 248 orang. Analisis Structural Equation Modeling (SEM) digunakan untuk memastikan hubungan yang diusulkan. Studi ini menemukan bahwa enam dimensi faktor individu, organisasi dan teknologi (Performance Expectancy, Effort Expectancy, Perceived Anxiety, Attitude toward Use, Social Influence, Facilitating Conditions) secara signifikan berpengaruh terhadap Behavior Intentions yang dimediasi oleh User Behavior.","PeriodicalId":352848,"journal":{"name":"Kajian Branding Indonesia","volume":"262 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-06-23","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"134257269","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
{"title":"Retailer Segmentation as A Strategy for B2B Marketing using A Two-Level Clustering Analysis","authors":"Prita Prasetya, M. Najib, Febrina Mahliza","doi":"10.21632/kbi.4.1.33-46","DOIUrl":"https://doi.org/10.21632/kbi.4.1.33-46","url":null,"abstract":"This paper aims to explore the possibility of identifying retailer segments. Data is the foundation of segmentation that helps identify the critical value drivers, select the appropriate engagement level and decide the retailer engagement. This study proposes a new approach that considers two-stage clustering for retailer segmentation and behavioural analysis among building materials companies in Indonesia. The alignment could provide a practical managerial approach to finding competitive advantage and a better understanding of sales opportunities. Retailer segmentation can be done differently from the most relevant sales perspective. In this study, we propose an alternative method for retailer segmentation based on two-stage clustering. First, segmentation is based on three categories of the size of order: a very potential group of customers in which the order size is large, a middle group and a group where the order size is small. Second, segmentation based on personal value is a relational perspective that considers the behavioural analysis from the manufacturer-retailer relationship.","PeriodicalId":352848,"journal":{"name":"Kajian Branding Indonesia","volume":"30 24 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-06-23","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"128498603","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
{"title":"The Effect of Primary and Secondary Brand Association on Fast Food Industry","authors":"Novi Amelia","doi":"10.21632/kbi.4.1.70-78","DOIUrl":"https://doi.org/10.21632/kbi.4.1.70-78","url":null,"abstract":"Consumers nowaday are now becoming more health conscious, more environment friendly, and concern about where their meals come from. This shift of consumers’ preferences are threatening the big food industry and one of the way to survive is through rebranding. This study is aimed to see the the effect of primary and secondary brand association on consumer’s perception toward the healthy brand image. We conducted two experimental design, each group of the study used a one group only with pre and post-test experimental design to examine the difference of participant perception between pre-test and post-test. The result showed that the use of primary brand association did not practically changed consumer perception on healthy product, butit was favorable in changing company’s image as the supporter of healthy lifestyle. As for the secondary brand association, the use of it was not favorable for changing consumer perception toward the product nor the company in the case of trying the brand image toward a healthy one.","PeriodicalId":352848,"journal":{"name":"Kajian Branding Indonesia","volume":"12 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-06-23","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"129674291","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Tasya Sierends Devana, Nathanael Christianto, Tasha Devina Christianto, James Christian Setjoadi, Vincent Vincent, Handyanto Widjojo
{"title":"Discovering Key Success Factors of Mid-Star Hotels During a Pandemic","authors":"Tasya Sierends Devana, Nathanael Christianto, Tasha Devina Christianto, James Christian Setjoadi, Vincent Vincent, Handyanto Widjojo","doi":"10.21632/kbi.4.1.47-59","DOIUrl":"https://doi.org/10.21632/kbi.4.1.47-59","url":null,"abstract":"The objective of this research is to discover the factors that influence consumers’ interest in staying at mid-star hotels during the COVID-19 pandemic. A mixed-methods approach combining qualitative and quantitative research was applied. Data from 206 respondents was collected through online surveys that were processed through regression analysis. The findings show three factors that positively and significantly influence consumers’ interest to use mid-star hotels during the pandemic: cleanliness, health protocol, and facilities. Meanwhile, the promotion does not significantly affect the dependent variable. This research could provide insight into the hotel industry, specifically mid-star hotels, to consider and apply those factors into their priorities so that they can generate greater consumer interest in staying at mid-star hotels mid- and post-pandemic.","PeriodicalId":352848,"journal":{"name":"Kajian Branding Indonesia","volume":"44 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-06-23","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"116352137","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
N. Gunawan, Shania Devina Limantoro, Istijanto Istijanto, Rudy Handoko, Fredy Utama Rustandi
{"title":"Faktor Faktor yang Mempengaruhi Pembelian Impulsif Konsumen pada M-Commerce","authors":"N. Gunawan, Shania Devina Limantoro, Istijanto Istijanto, Rudy Handoko, Fredy Utama Rustandi","doi":"10.21632/kbi.3.2.172-192","DOIUrl":"https://doi.org/10.21632/kbi.3.2.172-192","url":null,"abstract":"M-commerce muncul berkat pesatnya perkembangan teknologi sebagai alternatif dalam melakukan bisnis. Kini m-commerce semakin berkembang dan menjadi fenomena di media sosial di Indonesia. Salah satu fenomena menarik adalah perilaku impulsif konsumen dalam m-commerce, yang telah dibuktikan meningkat oleh beberapa penelitian terdahulu. Meskipun demikian, studi terkait faktor pembelian impulsif dan pengaruhnya dalam m-commerce masih terbatas, khususnya di Indonesia. Berdasarkan stimulus-organism-response (S-O-R), penelitian ini berfokus pada faktor situasional yaitu pengaruh interpersonal (interpersonal influence), daya tarik visual (visual appeal), portabilitas (portability), variasi pilihan (variety of selection), dan atribut harga (price attribute) dalam m-commerce untuk meneliti pembelian impulsif. Mengikuti literatur sebelumnya tentang penelusuran dan teori motivasi, studi ini bertujuan untuk meneliti penelusuran hedonik dan utilitarian sebagai dua pendorong utama pembelian impulsif konsumen dalam m-commerce. Studi ini mengadopsi estimasi partial least squares untuk menganalisis data yang diperoleh dari kuesioner online dengan teknik judgemental dan snowball sampling. Tiga temuan utama dalam penelitian ini: yang pertama, daya tarik visual, variasi pilihan dan atribut harga pengaruh interpersonal dan daya tarik visual berpengaruh positif terhadap penelusuran hedonik dan utilitarian namun portabilitas tidak berpengaruh terhadap keduanya, kedua pengaruh interpersonal berpengaruh positif terhadap penelusuran utilitarian, dan ketiga penelusuran hedonik dan utilitarian berpengaruh positif terhadap pembelian impulsif. Secara teoritis, temuan penelitian ini memberikan perspektif baru terhadap teori motivasi konsumen online dengan melihat penelusuran hedonik dan utilitarian sebagai dua motivasi yang berbeda. Secara praktis, perusahaan m-commerce di Indonesia dapat meningkatkan kualitas faktor-faktor situasional untuk meningkatkan kecenderungan pembelian impulsif konsumen.","PeriodicalId":352848,"journal":{"name":"Kajian Branding Indonesia","volume":"4 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2021-12-29","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"121841462","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Christabella Odelia Kwandy, Hans Nicholas, Agus W. Soehadi, Freddy Utama, Harriman Samuel Saragih
{"title":"Pengaruh Brand Story Telling dalam Pembentukan Brand Loyalty dan WOM pada Brand Socendate","authors":"Christabella Odelia Kwandy, Hans Nicholas, Agus W. Soehadi, Freddy Utama, Harriman Samuel Saragih","doi":"10.21632/kbi.3.2.160-171","DOIUrl":"https://doi.org/10.21632/kbi.3.2.160-171","url":null,"abstract":"Perkembangan industri kosmetik di Indonesia dalam beberapa tahun belakangan ini mengalami peningkatan. Hal tersebut tergambar dari ekspor produk kosmetik Indonesia yang mencapai USD 600 juta, lebih tinggi jika dibandingkan dengan tahun 2018 yaitu sebesar USD 556,36 juta. Sampai tahun 2019, Indonesia tercatat memiliki 797 brand industri kosmetik besar dan industri kecil dan menengah (Larissa Huda, 2020). Oleh karena itu, industri kosmetik sangat menarik untuk dijadikan objek penelitian, khususnya untuk brand Secondate, yaitu brand kosmetik lokal yang menggunakan metode brand storytelling dalam kegiatan marketing-nya. Brand storytelling sendiri merupakan salah satu metode terkuat untuk menarik perhatian konsumen (Mossberg dan Johansen, 2006). Penelitian ini bertujuan untuk melihat seberapa besar pengaruh brand storytelling yang dapat mempengaruhi cognitive, sensory, dan affective associations yang kemudian berpengaruh pada brand love sebagai pembentukan brand loyalty dan word of mouth (WOM), khususnya untuk brand Secondate. Penelitian dilakukan secara kuantitatif melibatkan 249 responden yang merupakan konsumen Secondate, brand kosmetik lokal di Indonesia yang menggunakan teknik stortytelling dalam kegiatan aktivasi dan marketing-nya. Data yang didapatkan diuji menggunakan factor analysis dan structural equation model (SEM) di AMOS. Hasil penelitian ini menunjukkan adanya hubungan positif antara brand storytelling terhadap brand associations: cognitive, sensory, dan affective associations, yang mempengaruhi brand love sebagai faktor pembentukan brand loyalty dan word of mouth.","PeriodicalId":352848,"journal":{"name":"Kajian Branding Indonesia","volume":"45 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2021-12-29","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"121123987","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
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