Article Per Year (5 Year)
p-Index From 2021 - 2026
0.408
P-Index
This Author published in this journals
All Journal Indonesian Journal of Business Analytics (IJBA) Indonesian Journal Economic Review (IJER)
Silvia Ekasari
STIE Manajemen Bisnis
Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

Published : 2 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 2 Documents
Search

 1 
A Study of Culinary Business Marketing Strategies Using Influencers Amidst Weakening Consumer Purchasing Power Luckhy Natalia Anastasye Lotte; Silvia Ekasari; Dadang Suhardi; Susanto; Halim Dwi Putra
Indonesian Journal of Business Analytics Vol. 6 No. 2 (2026): April 2026
Publisher : PT FORMOSA CENDEKIA GLOBAL

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55927/ijba.v6i2.16463

Abstract

The culinary business economy operates within a highly complex environment where operational efficiency meets constantly evolving consumer psychology. A closer look reveals that the sector's economic foundation lies in managing production costs, which are highly sensitive to changes in fiscal policy and volatility in upstream food commodity prices.  The purpose of this study is to provide a study of culinary business marketing strategies using influencers amidst weakening consumer purchasing power. This research uses a qualitative approach in the form of a strategic study. This study is supported by secondary data such as books, journals, and related sources. The results of this study indicate that marketing strategies using influencers amidst weakening consumer purchasing power require a paradigm shift from simply creating desire to justifying spending on culinary businesses. Today's consumers are more selective and tend to seek real value rather than mere visual trends. The study of culinary marketing strategies using influencers in challenging economic conditions includes a shift in selection, content emphasis, strong call-to-action promotional strategies, utilization of short video platforms, and rigorous measurement of return on investment.
Transcendent Brand Meaning, Perceived Brand Authenticity, Moral Brand Consistency, Emotional Brand Synchronicity, and Communal Brand Identification in Building Brand Loyalty: A Concurrent Triangulation Mixed-Methods Approach Elizabeth Elizabeth; Silvia Ekasari; Heny herawati; Gusti Noorlitaria Achmad; Syamsul Syamsul
Indonesian Journal Economic Review (IJER) Vol. 6 No. 3 (2026): September
Publisher : Divisi Riset, Lembaga Mitra Solusi Teknologi Informasi (L-MSTI)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59431/ijer.v6i3.1009

Abstract

This study investigates the combined influence of five brand dimensions Transcendent Brand Meaning (TBM), Perceived Brand Authenticity (PBA), Moral Brand Consistency (MBC), Emotional Brand Synchronicity (EBS), and Communal Brand Identification (CBI) on Brand Loyalty (BL), employing a concurrent triangulation mixed-methods design. Drawing on 200 valid consumer responses collected through structured surveys and semi-structured interviews, quantitative data were analyzed via SPSS 26.0 using validity, reliability, normality, correlation, regression, F-test, t-test, PCA, ANOVA, and Chi-Square procedures, while qualitative insights were integrated to triangulate findings. Results revealed that the model was statistically significant (F = 89.247, p < 0.001), explaining 69.3% of variance in brand loyalty. Perceived Brand Authenticity (β = 0.318, p < 0.001) and Emotional Brand Synchronicity (β = 0.284, p < 0.001) emerged as the strongest predictors, followed by Communal Brand Identification (β = 0.207, p < 0.01), Moral Brand Consistency (β = 0.152, p < 0.05), and Transcendent Brand Meaning (β = 0.129, p < 0.05). All hypotheses were supported. Qualitative themes reinforced that consumers seek brands that align with personal values, demonstrate consistent moral conduct, and foster emotional and communal bonds. The study contributes an integrated framework linking symbolic, ethical, emotional, and social brand attributes to loyalty, addressing critical gaps in the branding literature by examining these five constructs simultaneously through a mixed-methods lens.
Co-Authors Dadang Suhardi Elizabeth Elizabeth Gusti Noorlitaria Achmad Heny herawati Luckhy Natalia Anastasye Lotte Putra, Halim Dwi Susanto Syamsul Syamsul