Articles
<![CDATA[Pengaruh Jumlah dan Kredibilitas E-WOM terhadap Niat Beli Online Garnier dengan Brand Image sebagai Mediasi ]]>
<![CDATA[Surya, Dominic Kenji Kurnia]]>;
<![CDATA[Utama, Louis]]>
<![CDATA[ Jurnal Manajerial Dan Kewirausahaan Vol. 7 No. 2 (2025): Jurnal Manajerial dan Kewirausahaan ]]>
Publisher : <![CDATA[Fakultas Ekonomi dan Bisnis, Universitas Tarumanagara ]]>
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DOI: 10.24912/jmk.v7i2.34002
<![CDATA[Penelitian ini menguji pengaruh e-WOM quantity dan e-WOM credibility terhadap online purchase intention yang dimediasi oleh brand image. Penelitian ini berfokus pada konsumen produk Garnier di Jakarta, dengan melibatkan 160 sampel. Data yang terkumpul dengan instrument kuesioner (G-form) dianalisis oleh peneliti menggunakan perangkat lunak SmartPLS4. Dalam penelitian ini dapat disimpulkan bahwa e-WOM quantity, e-WOM credibility dan brand image berpengaruh positif terhadap online purchase intention produk Garnier di Jakarta. Brand image memediasi pengaruh antara e-WOM quantity dan e-WOM credibility dengan online purchase intention melalui produk Garnier di Jakarta. Mengindikasikan bahwa pentingnya perusahaan, khususnya Garnier, untuk meningkatkan kuantitas dan kredibilitas e-WOM serta memperkuat citra merek guna mendorong niat pembelian konsumen secara online. Perusahaan harus fokus pada upaya untuk memperbaiki kualitas ulasan dan memperkuat citra merek melalui strategi pemasaran yang efektif, agar dapat menarik lebih banyak konsumen dan meningkatkan penjualan di platform daring. Selain itu, perusahaan juga perlu mempertimbangkan pengelolaan reputasi online secara berkelanjutan untuk tetap bersaing di pasar yang kompetitif. This research examines the influence of e-WOM quantity and e-WOM credibility on online purchase intentions which are mediated by brand image. This research focuses on consumers of Garnier products in Jakarta, involving 160 samples. Data collected through a questionnaire instrument (G-form) was analyzed by researchers using SmartPLS4 software. In this research, it can be concluded that e-WOM quantity, e-WOM credibility and brand image have a positive effect on online purchase intentions for Garnier products in Jakarta. Mediating the influence of brand image between e-WOM quantity and e-WOM credibility with online purchase intentions through Garnier products in Jakarta. Indicates the importance of companies, especially Garnier, to increase the quantity and credibility of e-WOM and strengthen brand image to encourage consumer purchasing intentions online. Companies should focus efforts on improving the quality of reviews and strengthening brand image through effective marketing strategies, in order to attract more consumers and increase sales on bold platforms. Apart from that, companies also need to consider managing their online reputation on an ongoing basis to remain competitive in a competitive market.]]>
<![CDATA[Keberlanjutan sebagai Mediator: Pengaruh Orientasi Kewirausahaan terhadap Keunggulan Kompetitif pada UMKM Kuliner ]]>
<![CDATA[Clarissa, Clarissa]]>;
<![CDATA[Utama, Louis]]>
<![CDATA[ Jurnal Manajerial Dan Kewirausahaan Vol. 7 No. 3 (2025): Jurnal Manajerial dan Kewirausahaan ]]>
Publisher : <![CDATA[Fakultas Ekonomi dan Bisnis, Universitas Tarumanagara ]]>
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DOI: 10.24912/jmk.v7i3.34624
<![CDATA[Penelitian ini bertujuan untuk menguji pengaruh orientasi kewirausahaan terhadap keunggulan kompetitif melalui peran mediasi keberlanjutan terhadap UMKM kuliner di Jakarta Utara. Penelitian ini menggunakan pendekatan kuantitatif dengan pengumpulan data melalui survei terhadap 247 pelaku UMKM di bidang kuliner. Analisis data ini dilakukan menggunakan metode structural equation modeling (SEM). Hasil penelitian menunjukkan bahwa orientasi kewirausahaan berpengaruh positif terhadap keberlanjutan, keberlanjutan berpengaruh positif terhadap keunggulan kompetitif dan orientasi kewirausahaan berpengaruh positif terhadap keunggulan kompetitif. Selain itu, keberlanjutan terbukti memiliki peran mediasi terhadap orientasi kewirausahaan dan keunggulan kompetitif. Menunjukkan bahwa penerapan strategi keberlanjutan dapat memperkuat hubungan orientasi kewirausahaan terhadap keunggulan kompetitif. This study aims to examine the effect of entrepreneurial orientation on competitive advantage through the mediating role of sustainability on culinary MSMEs in North Jakarta. This research uses a quantitative approach with data collection through a survey of 247 MSME players in the culinary field. This data analysis was carried out using the structural equation modelling (SEM) method. The results showed that entrepreneurial orientation has a positive effect on sustainability, sustainability has a positive effect on competitive advantage and entrepreneurial orientation has a positive effect on competitive advantage. In addition, sustainability is proven to have a mediating role on entrepreneurial orientation and competitive advantage. Indicates that the implementation of sustainability strategies can strengthen the relationship of entrepreneurial orientation to competitive advantage.]]>
<![CDATA[THE FACTORS INFLUENCING PURCHASE INTENTION AMONG CONSUMERS OF SKINTIFIC PRODUCTS ]]>
<![CDATA[Natalia, Angel]]>;
<![CDATA[Utama, Louis]]>
<![CDATA[ International Journal of Application on Economics and Business Vol. 3 No. 2 (2025): May 2025 ]]>
Publisher : <![CDATA[Graduate Program of Universitas Tarumanagara ]]>
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DOI: 10.24912/ijaeb.v3i2.887-893
<![CDATA[This study aims to examine the influence of firm-created content and user-generated content on purchase intention through brand passion among Skintific product consumers. The sample in this study consists of 160 respondents selected using a purposive sampling technique, with the criteria of being at least 17 years old, having used Skintific products, and having seen the product content on TikTok. Data was collected through an online questionnaire distributed via social media and processed using statistical analysis with the Structural Equation Modeling (SEM) approach. The results show that both firm-created content and user-generated content have a positive and significant effect on brand passion. Furthermore, brand passion has been proven to have a significant impact on purchase intention. These findings indicate that content strategies, whether from companies or users, play an essential role in enhancing consumers' emotional engagement with the brand and fostering their purchase intention for Skintific products.]]>
<![CDATA[THE IMPACT OF CONSUMER ANIMOSITY ON BOYCOTT INTENTIONS TOWARDS MCDONALD’S: EXAMINING THE INFLUENCE OF COGNITIVE-AFFECTIVE EVALUATION ]]>
<![CDATA[Elviana, Elviana]]>;
<![CDATA[Utama, Louis]]>
<![CDATA[ International Journal of Application on Economics and Business Vol. 3 No. 2 (2025): May 2025 ]]>
Publisher : <![CDATA[Graduate Program of Universitas Tarumanagara ]]>
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DOI: 10.24912/ijaeb.v3i2.1023-1031
<![CDATA[This study aims to examine the influence of consumer animosity on boycott intention through cognitive judgment and affective evaluation among McDonald's consumers in Indonesia. The sample in this study consists of 120 respondents selected using a purposive sampling technique, with the criteria of being at least 18 years old, boycotting McDonald's, and residing in the Greater Jakarta area. Data was collected through an online questionnaire distributed via social media and processed using statistical analysis with the Structural Equation Modeling (SEM) approach. The results show that consumer animosity has a significant negative effect on cognitive judgment and affective evaluation. Furthermore, cognitive judgment has been proven to have a significant negative effect on boycott intention, while affective evaluation does not significantly impact boycott intention. These findings indicate that consumer animosity plays a crucial role in shaping consumers' rational assessments and boycott behaviors towards McDonald's in Indonesia.]]>
<![CDATA[FACTORS AFFECTING THE PURCHASE INTENTION OF IPHONE PRODUCTS AMONG GEN Z ]]>
<![CDATA[Angelica, Katty]]>;
<![CDATA[Utama, Louis]]>
<![CDATA[ International Journal of Application on Economics and Business Vol. 3 No. 2 (2025): May 2025 ]]>
Publisher : <![CDATA[Graduate Program of Universitas Tarumanagara ]]>
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DOI: 10.24912/ijaeb.v3i2.1126-1134
<![CDATA[This study investigates the factors influencing purchase intentions for iPhone products among Generation Z, specifically focusing on students at Tarumanagara University. The research examines the impact of brand trust, perceived value, and brand preference on purchase intention, using the Theory of Planned Behavior (TPB) as a theoretical framework. A quantitative research design with descriptive data analysis was employed, and 171 respondents participated through purposive sampling. Data were collected via an online questionnaire and analyzed with SmartPLS, evaluating the validity, reliability, and structural relationships between variables. Results indicate that brand trust and perceived value significantly enhance brand preference and purchase intention. The findings highlight the importance of fostering brand trust and delivering perceived value to increase Gen Z's interest in purchasing iPhone products. This study provides valuable insights for marketers on strengthening brand loyalty and preference to drive sales within this demographic.]]>
<![CDATA[THE ROLE OF CELEBRITY ATTRACTIVENESS AND CREDIBILITY IN INFLUENCING IMPULSIVE BUYING TENDENCY FOR UNIQLO ]]>
<![CDATA[Mona, Cynthia Vanessa]]>;
<![CDATA[Utama, Louis]]>
<![CDATA[ International Journal of Application on Economics and Business Vol. 3 No. 3 (2025): Agustus 2025 ]]>
Publisher : <![CDATA[Graduate Program of Universitas Tarumanagara ]]>
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DOI: 10.24912/ijaeb.v3i3.1557-1567
<![CDATA[The aim of this study is to examine the influence of celebrity attractiveness and celebrity credibility on impulsive buying tendency, as well as to test purchase intention as a mediator between celebrity attractiveness, celebrity credibility, and impulsive buying tendency. The sample used in this study consists of 311 respondents who have purchased Uniqlo products. Data were collected through an online questionnaire distributed via Google Forms using a non-probability sampling technique. The collected data were then processed using PLS-SEM with the assistance of SmartPLS 3 software. The results of this study indicate that: Here’s a more fluent paraphrase of your statement:(a) The attractiveness of a celebrity positively influences impulsive buying tendencies. (b) The attractiveness of a celebrity positively impacts purchase intention. (c) A celebrity’s credibility has a positive effect on impulsive buying tendencies. (d) A celebrity’s credibility positively influences purchase intention. (e) Purchase intention has a positive impact on impulsive buying tendencies. (f) Purchase intention acts as a mediator in the relationship between celebrity attractiveness and impulsive buying tendencies. (g) Purchase intention mediates the effect of celebrity credibility on impulsive buying tendencies.]]>
<![CDATA[THE IMPACT OF E-WOM QUANTITY AND E-WOM CREDIBILITY ON ONLINE PURCHASE INTENTIONS FOR GARNIER WITH BRAND IMAGE AS A MEDIATING FACTOR ]]>
<![CDATA[Surya, Dominic Kenji Kurnia]]>;
<![CDATA[Utama, Louis]]>
<![CDATA[ International Journal of Application on Economics and Business Vol. 3 No. 3 (2025): Agustus 2025 ]]>
Publisher : <![CDATA[Graduate Program of Universitas Tarumanagara ]]>
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DOI: 10.24912/ijaeb.v3i3.1568-1579
<![CDATA[This study looks at how brand image mediates the relationship between e-WOM quantity and e-WOM purchase ability and online purchase intentions. This study, which includes 160 samples, focuses on Garnier product users in Jakarta. Researchers used SmartPLS4 software to evaluate data obtained via a questionnaire instrument (G-form). The study's findings indicate that online purchase intentions for Garnier goods in Jakarta are positively impacted by e-WOM quantity, e-WOM legitimacy, and brand image. Using Garnier goods in Jakarta, this study examines how brand image influences online purchase intentions by balancing e-WOM credibility and quantity. shows how crucial it is for businesses, particularly Garnier, to boost the volume and legitimacy of e-WOM and improve brand perception in order to stimulate online customer purchase intentions. In order to draw in more customers and increase sales on bold platforms, businesses should concentrate their efforts on enhancing the caliber of reviews and bolstering brand image through efficient marketing techniques. Apart from that, companies also need to consider managing their online reputation on an ongoing basis to remain competitive in a competitive market.]]>
<![CDATA[PENGARUH DAYA TARIK DAN KREDIBILITAS SELEBRITI TERHADAP TENDENSI PEMBELIAN IMPULSIF PRODUK UNIQLO: MINAT BELI SEBAGAI MEDIASI ]]>
<![CDATA[Mona, Cynthia Vanessa]]>;
<![CDATA[Utama, Louis]]>
<![CDATA[ Jurnal Serina Ekonomi dan Bisnis Vol 3 No 1 (2025): Februari 2025 ]]>
Publisher : <![CDATA[Lembaga Penelitian dan Pengabdian kepada Masyarakat Universitas Tarumanagara ]]>
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DOI: 10.24912/jseb.v3i1.35696
<![CDATA[Penelitian ini bertujuan untuk menguji daya tarik selebriti dan kredibilitas selebriti pada tendensi pembelian impulsif. Dan menguji minat beli sebagai mediasi daya tarik selebriti dan kredibilitas selebriti pada tendensi pembelian impulsif. Sampel yang digunakan dalam penelitian ini adalah 311 responden yang pernah membeli produk Uniqlo. Data diperoleh dari online kuisioner yang disebar dengan bantuan google form dengan teknik non-probability sampling. Kemudian data yang diperoleh diolah menggunakan PLS-SEM dibantu dengan software SmartPLS 3. Hasil yang diperoleh dalam penelitian ini menunjukkan bahwa a) Daya tarik selebriti berpengaruh positif pada tendensi pembelian impulsif b) Daya tarik selebriti berpengaruh positif pada minat beli c) Kredibilitas selebriti berpengaruh positif pada tendensi pembelian impulsif d) Kredibilitas selebriti berpengaruh positif pada minat beli e) Minat beli berpengaruh positif pada tendensi pembelian impulsif f) Minat beli memediasi hubungan antara daya tarik selebriti dan tendensi pembelian impulsif g) Minat beli memediasi hubungan antara kredibilitas selebriti dan tendensi pembelian impulsif. This study aims to examine the influence of celebrity attractiveness and celebrity credibility on impulsive buying tendency, as well as to test purchase intention as a mediator between celebrity attractiveness, celebrity credibility, and impulsive buying tendency. The sample used in this study consists of 311 respondents who have purchased Uniqlo products. Data were collected through an online questionnaire distributed via Google Forms using a non-probability sampling technique. The collected data were then processed using PLS-SEM with the assistance of SmartPLS 3 software. The results of this study indicate that: (a) Celebrity attractiveness has a positive effect on impulsive buying tendency, (b) Celebrity attractiveness has a positive effect on purchase intention, (c) Celebrity credibility has a positive effect on impulsive buying tendency, (d) Celebrity credibility has a positive effect on purchase intention, (e) Purchase intention has a positive effect on impulsive buying tendency, (f) Purchase intention mediates the relationship between celebrity attractiveness and impulsive buying tendency, and (g) Purchase intention mediates the relationship between celebrity credibility and impulsive buying tendency.]]>
<![CDATA[THE EFFECT OF ENTREPRENEURIAL ORIENTATION ON CLOTHING-LINE SMES PERFORMANCE IN TANAH ABANG DURING COVID-19 PANDEMIC ]]>
<![CDATA[Utama, Louis]]>
<![CDATA[ International Journal of Application on Economics and Business Vol. 1 No. 2 (2023): May 2023 ]]>
Publisher : <![CDATA[Graduate Program of Universitas Tarumanagara ]]>
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DOI: 10.24912/ijaeb.v1i2.69-78
<![CDATA[This study aimed to determine the effect of Creativity and Innovation, Risk Taking, Proactivity, and Autonomy on the Performance of clothing-line SMEs. This data was collected from 55 responders who owned clothing-line SMEs in Tanah Abang, Central Jakarta, from October 2021 to December 2021. The sampling technique that has been used is non-probability sampling with the purposive sampling method and data collection was carried out using a Likert scale questionnaire. This research uses Smart Partial Least Square (PLS) software version 3.0 to analyze. Overall, the results of this study are that Creativity, Innovativeness, and Proactiveness have an influence on the Performance of clothing-line SMEs in Tanah Abang, Central Jakarta, during the Covid-19 pandemic, while Risk Taking and Autonomy has no effect on the Performance of clothing-line SMEs in Tanah Abang, Central Jakarta in During the Covid-19 pandemic.]]>
<![CDATA[ENTREPRENEURIAL ORIENTATION AFFECTS BUSINESS PERFORMANCE: A PERSPECTIVE FROM WOODCRAFTS MSMES IN JAKARTA ]]>
<![CDATA[Zia, Nicholas]]>;
<![CDATA[Utama, Louis]]>
<![CDATA[ International Journal of Application on Economics and Business Vol. 1 No. 2 (2023): May 2023 ]]>
Publisher : <![CDATA[Graduate Program of Universitas Tarumanagara ]]>
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DOI: 10.24912/ijaeb.v1i2.90-102
<![CDATA[The purpose of this study was to determine the effect of risk-taking, proactiveness, innovation, competitive aggressiveness, and Autonomy on the performance of woodcraft MSMEs. The population in this study are entrepreneurs who run MSMEs in woodcraft sector. The sample used in this study were 52 MSMEs entrepreneurs in the woodcraft center at the Outer Ring Road of Jakarta W1 (West Jakarta) and Pahlawan Revolusi Street (East Jakarta). The type of sampling technique used was judgmental sampling. Data collection was done using a questionnaire distributed to entrepreneurs who were willing to become respondents then the data obtained will be processed using SmartPLS 3.0 software. The results of this study point out that risk-taking, proactiveness, and Autonomy have a positive effect on the performance of MSMEs in the woodcraft center on the Outer Ring Road of Jakarta W1 (West Jakarta) and Pahlawan Revolusi Street (East Jakarta), while for innovation and competitive aggressiveness there was no influence on the performance of MSMEs in the woodcraft center on the Outer Ring Road of Jakarta W1 (West Jakarta) and Pahlawan Revolusi Street (East Jakarta).]]>
