Garuda - Garba Rujukan Digital

PENGARUH TRUST TERHADAP CUSTOMER ENGAGMENT PADA AKUN LOUISSE SCARLETT FAMILT DIMEDIASI SWIFT GUANXI Yunita, Sherly; Sander, Ongky Alex
Ultima Management : Jurnal Ilmu Manajemen Vol 16 No 1 (2024): Ultima Management : Jurnal Ilmu Manajemen
Publisher : Universitas Multimedia Nusantara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31937/manajemen.v16i1.3512

Abstract- The differences in building consumer involvement in traditional and online commerce make the broadcasters and consumers have limitations in product buying and selling activities. Live streaming is currently used in many fields, including to market products. As live streaming involves many parties, it is difficult for the streamer to build trust in live streaming trading. Additionally, there is a different approach to building customer trust in offline and online channels. This research discusses the swift guanxi variable as a mediator between trust and customer engagement on the Louisse Scarlett Family account, the affiliate that has received many awards in 2022-2023. This study involved 201 respondents who had interacted and made transactions on the Louisse Scarlett Family live streaming. The results of this study show a significant direct influence between trust in broadcasters and swift guanxi and other trust dimensions are not significant in customer engagement. Besides that, trust has a significant effect on swift guanxi and swift guanxi mediates the effect of trust in the product on customer engagement and does not mediate trust in the broadcaster, or trust in the community on customer engagement. Building trust in live streaming trading will form stronger customer engagement and also build a more harmonious and reciprocal relationship in trading Keywords: Trust in Community; Trust in Broadcaster; Trust in Product; Swift Guanxi; Customer Engagement

Customer Priorities in Sustainable Food Sourcing within Jakarta’s Hospitality Sector Tutur Wicaksono; Ongky Alex Sander
Journal of Tourism and Economic Vol. 8 No. 1 (2025): Edisi 15 Jun 2025
Publisher : STIE Pariwisata API Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36594/jtec/dghpc843

This study investigates consumer preferences regarding sustainable food sourcing practices in Jakarta's hospitality sector, a region undergoing significant urban transformation with an increasing focus on sustainability. Despite global trends towards sustainable sourcing, Jakarta’s hospitality sector faces challenges in adopting such practices due to local economic and logistical constraints. Utilizing the Kano Model, this research explores key sustainable food sourcing practices, such as local sourcing, certified suppliers, waste redistribution, and eco-labeling, through a survey conducted with 187 participants. The study categorizes consumer preferences into "must-be," "one-dimensional," "attractive," and "indifferent" categories, identifying waste redistribution, green logistics, and eco-labeling as the highest priority practices. These findings provide actionable insights for hospitality businesses, enabling them to better align sustainability initiatives with consumer expectations, fostering environmental responsibility while meeting customer demands in Jakarta's evolving hospitality landscape. The results offer a nuanced understanding of local consumer preferences, contributing to the broader field of sustainable hospitality practices in emerging economies.

FACTORS INFLUENCING PURCHASE INTENTION OF LOCAL INDONESIAN FASHION BRANDS IN THE DIGITAL ERA Sander, Ongky Alex
J-MIND (Jurnal Manajemen Indonesia) Vol. 10 No. 2 (2025): J-MIND (Jurnal Manajemen Indonesia), August 2025
Publisher : LPPM Universitas Malikussaleh

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29103/j-mind.v10i2.21621

The rise of local fashion brands in Indonesia has shown significant growth, with many now competing on an international scale. However, challenges such as fierce competition, limited brand awareness, and inadequate promotional strategies still hinder the industry. This study explores the influence of Country of Origin, Brand Consciousness, and Brand Awareness on Purchase Intention toward local fashion products in Indonesia. Using a quantitative approach with structural equation modeling (PLS-SEM) and data from 257 Indonesian millennial and Gen Z respondents. The research finds that all three factors significantly affect purchase intention. Brand-conscious consumers are more likely to purchase products that reflect their social status, while higher brand awareness boosts consumer trust and confidence. Additionally, the perception of the product's origin, particularly the "Made in Indonesia" label, strengthens purchase decisions. This study offers valuable insights for local fashion brands to enhance their marketing strategies and highlights areas for future research in exploring other influencing factors.

PENGARUH TRUST TERHADAP CUSTOMER ENGAGMENT PADA AKUN LOUISSE SCARLETT FAMILT DIMEDIASI SWIFT GUANXI Yunita, Sherly; Sander, Ongky Alex
ULTIMA Management Vol 16 No 1 (2024): Ultima Management : Jurnal Ilmu Manajemen
Publisher : Universitas Multimedia Nusantara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31937/manajemen.v16i1.3512

Abstract- The differences in building consumer involvement in traditional and online commerce make the broadcasters and consumers have limitations in product buying and selling activities. Live streaming is currently used in many fields, including to market products. As live streaming involves many parties, it is difficult for the streamer to build trust in live streaming trading. Additionally, there is a different approach to building customer trust in offline and online channels. This research discusses the swift guanxi variable as a mediator between trust and customer engagement on the Louisse Scarlett Family account, the affiliate that has received many awards in 2022-2023. This study involved 201 respondents who had interacted and made transactions on the Louisse Scarlett Family live streaming. The results of this study show a significant direct influence between trust in broadcasters and swift guanxi and other trust dimensions are not significant in customer engagement. Besides that, trust has a significant effect on swift guanxi and swift guanxi mediates the effect of trust in the product on customer engagement and does not mediate trust in the broadcaster, or trust in the community on customer engagement. Building trust in live streaming trading will form stronger customer engagement and also build a more harmonious and reciprocal relationship in trading Keywords: Trust in Community; Trust in Broadcaster; Trust in Product; Swift Guanxi; Customer Engagement

ANALISIS DETERMINAN NIAT PEMBELIAN PADA SKINTIFIC Santosa, Dian Gracellya; Sander, Ongky Alex
Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA) Vol 8 No 1 (2024): Edisi Januari - April 2024
Publisher : LPPM STIE Muhammadiah Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31955/mea.v8i1.3872

Sebelum proses pembelian suatu produk, konsumen akan memiliki suatu kesadaran atau niat beli terhadap produk tersebut. Niat pembelian terjadi ketika seorang individu mempunyai dorongan perilaku untuk membeli produk yang diinginkan. Tujuan dari penelitian ini adalah meneliti pengaruh dari gaya penjualan dengan konten iklan di media sosial, konten promosi penjualan di media sosial, citra merek hedonis, dan citra merek fungsional terhadap niat pembelian pada Skintific. Peneliti melakukan penyebaran kuesioner dan memeproleh sebanyak 275 sampel dengan alat bantu Google Formulir. Penelitian ini menggunakan metode kuantitatif dengan metode survey yang diukur dengan skala likert sebagai teknik pengumpulan data yang akan diolah menggunakan bantuan aplikasi SmartPLS 3.2.9.dengan tahap pengolahan data yaitu analisis model pengukuran, dan juga analisis model stuktural. Adapun hasil penelitian ini menjelaskan adanya hubungan antara gaya penjualan dengan konten iklan di media sosial dan niat pembelian yang signifikan, konten promosi penjualan di media sosial dan niat pembelian yang signifikan, citra merek hedonis dan niat pembelian yang signifikan, citra merek fungsional terhadap niat pembelian yang tidak berpengaruh signifikan.

THE IMPACT OF LEMONILO GREEN MARKETING ON PURCHASE INTENTION Riyanto, Ricarhdus Rikky; Sander, Ongky Alex; Megawati, Yenli; Elim, Rickel Arial Kaisar; Cerlysia, Cerlysia
International Journal of Application on Economics and Business Vol. 1 No. 3 (2023): Agustus 2023
Publisher : Graduate Program of Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/ijaeb.v1i3.1581-1589

Green marketing concept is getting popular in Indonesia and the world. Various food companies start innovating and launching food brands that use environmentally friendly concept. This research aims to identify impact of environmental concern, attitude toward green products purchase and on Lemonilo purchase intention. This research uses quantitative approach method by using primary data sources from e-questionnaire. The research result shows there is a significant impact of environmental concern on attitude toward green products purchase. The research also found that there is a significant impact of attitude toward green products on Lemonilo purchase intention. However, there is no significant impact of environmental concern on Lemonilo Purchase Intention.

Pengaruh Electronic Word of Mouth (E-WOM) di Instagram Terhadap Minat Pembelian pada Merek Kosmetik Lokal yang Dimediasi oleh Citra Merek dan Sikap Merek [The Effect of Electronic Word of Mouth (E-WOM) in Instagram on Local Cosmetic Brand Mediated by Brand Image and Brand Attitude] Manuella, Windy; Sander, Ongky Alex
Milestone: Journal of Strategic Management Vol. 2 No. 2 September 2022
Publisher : Universitas Pelita Harapan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.19166/ms.v2i2.5981

Digitalization facilitates people in terms of accessible and distributable of information and knowledge not only domestically but also globally. Supported by the invention of internet communication media such as social media, nowadays customers can interact among others and share information easily on their social media such as Instagram in terms of product usage experiences and review. Instagram is one of the social media that may affect customers purchase interest and purchase decision. The study will discuss several variables that affect consumers interest in buying. The variables in this research are electronic word of mouth (E-WOM), brand image, brand attitudes and purchase intention. From these variables, researchers develop seven hypotheses that were tested on statistical analysis. The research on consumers purchase interest in local cosmetic brands is a causal study with quantitative research methods. The total sample of this research is 165 respondents and the research data were analysed by using SMART PLS 3.2.9. The results of this study indicates that E-WOM has a significant effect on brand image, E-WOM has a significant effect on brand attitudes, E-WOM has a significant effect on purchase intention, brand attitude has a significant effect on purchase intention, brand image mediates E-WOM on purchase intention and brand attitude mediates E-WOM on purchase intention. Bahasa Indonesia Abstract: Digitalisasi memudahkan masyarakat dalam mengakses informasi dan pengetahuan yang dapat tersebar baik di dalam negeri maupun secara global. Didukung dengan penemuan media komunikasi internet seperti media sosial saat ini, pelanggan dapat saling berinteraksi dan berbagi informasi dengan mudah di media sosial mereka seperti Instagram mengenai pengalaman penggunaan dan review produk. Instagram merupakan salah satu media sosial yang dapat memengaruhi minat dan keputusan pembelian konsumen. Penelitian ini akan membahas beberapa variabel yang memengaruhi minat pembelian konsumen. Variabel dalam penelitian ini adalah electronic word of mouth (E-WOM), citra merek, sikap merek, dan niat beli. Dari variabel-variabel tersebut, Peneliti mengembangkan tujuh hipotesis yang diuji pada analisis statistik. Penelitian minat beli konsumen terhadap merek kosmetik lokal merupakan penelitian kausal dengan metode penelitian kuantitatif. Jumlah sampel penelitian ini adalah 165 responden dan data penelitian dianalisis dengan menggunakan SMART PLS 3.2.9. Hasil penelitian ini menunjukkan bahwa E-WOM berpengaruh signifikan terhadap citra merek, E-WOM berpengaruh signifikan terhadap sikap merek, E-WOM berpengaruh signifikan terhadap niat beli, sikap merek berpengaruh signifikan terhadap niat beli, citra merek memediasi E-WOM pada niat beli dan sikap merek memediasi E-WOM pada niat beli.

Title

Found 17 Documents
Search

Abstract

Abstract

Abstract

Abstract

Abstract

Abstract

Abstract

Title Search

Found 17 Documents Search

Abstract

Abstract

Abstract

Abstract

Abstract

Abstract

Abstract

Title

Found 17 Documents
Search