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All Journal Jurnal Ekonomi Jurnal Bakti Masyarakat Indonesia Jurnal Manajerial Dan Kewirausahaan International Journal of Application on Economics and Business Jurnal Serina Ekonomi dan Bisnis Jurnal Serina Abdimas
Utama, Louis
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Agriculture, Biological Sciences & Forestry Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Environmental Science Health Professions Languange, Linguistic, Communication & Media Public Health Social Sciences Other

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THE IMPACT OF CONSUMER ANIMOSITY ON BOYCOTT INTENTIONS TOWARDS MCDONALD’S: EXAMINING THE INFLUENCE OF COGNITIVE-AFFECTIVE EVALUATION Elviana, Elviana; Utama, Louis
International Journal of Application on Economics and Business Vol. 3 No. 2 (2025): May 2025
Publisher : Graduate Program of Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/ijaeb.v3i2.1023-1031

Abstract

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.
FACTORS AFFECTING THE PURCHASE INTENTION OF IPHONE PRODUCTS AMONG GEN Z Angelica, Katty; Utama, Louis
International Journal of Application on Economics and Business Vol. 3 No. 2 (2025): May 2025
Publisher : Graduate Program of Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/ijaeb.v3i2.1126-1134

Abstract

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.
THE ROLE OF CELEBRITY ATTRACTIVENESS AND CREDIBILITY IN INFLUENCING IMPULSIVE BUYING TENDENCY FOR UNIQLO Mona, Cynthia Vanessa; Utama, Louis
International Journal of Application on Economics and Business Vol. 3 No. 3 (2025): Agustus 2025
Publisher : Graduate Program of Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/ijaeb.v3i3.1557-1567

Abstract

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.
THE IMPACT OF E-WOM QUANTITY AND E-WOM CREDIBILITY ON ONLINE PURCHASE INTENTIONS FOR GARNIER WITH BRAND IMAGE AS A MEDIATING FACTOR Surya, Dominic Kenji Kurnia; Utama, Louis
International Journal of Application on Economics and Business Vol. 3 No. 3 (2025): Agustus 2025
Publisher : Graduate Program of Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/ijaeb.v3i3.1568-1579

Abstract

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.
PENGARUH DAYA TARIK DAN KREDIBILITAS SELEBRITI TERHADAP TENDENSI PEMBELIAN IMPULSIF PRODUK UNIQLO: MINAT BELI SEBAGAI MEDIASI Mona, Cynthia Vanessa; Utama, Louis
Jurnal Serina Ekonomi dan Bisnis Vol 3 No 1 (2025): Februari 2025
Publisher : Lembaga Penelitian dan Pengabdian kepada Masyarakat Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/jseb.v3i1.35696

Abstract

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.
THE EFFECT OF ENTREPRENEURIAL ORIENTATION ON CLOTHING-LINE SMES PERFORMANCE IN TANAH ABANG DURING COVID-19 PANDEMIC Utama, Louis
International Journal of Application on Economics and Business Vol. 1 No. 2 (2023): May 2023
Publisher : Graduate Program of Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/ijaeb.v1i2.69-78

Abstract

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.
ENTREPRENEURIAL ORIENTATION AFFECTS BUSINESS PERFORMANCE: A PERSPECTIVE FROM WOODCRAFTS MSMES IN JAKARTA Zia, Nicholas; Utama, Louis
International Journal of Application on Economics and Business Vol. 1 No. 2 (2023): May 2023
Publisher : Graduate Program of Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/ijaeb.v1i2.90-102

Abstract

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).
THE INFLUENCE OF ENTREPRENEURIAL ORIENTATION ON SME'S PERFORMANCE THROUGH ENTREPRENEURIAL COMPETENCY IN PASAR JAMBI Riante, Christine; Utama, Louis
International Journal of Application on Economics and Business Vol. 1 No. 2 (2023): May 2023
Publisher : Graduate Program of Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/ijaeb.v1i2.79-89

Abstract

This study aims to determine the effect of entrepreneurial orientation on business performance through the entrepreneurial competence of Culinary SMEs in Pasar Jambi. Micro, Small, and Medium Enterprises (SMEs) play an important role in economic development. So entrepreneurs need to develop entrepreneurial orientation and entrepreneurial competencies to maintain their business performance in this uncertain pandemic period. The researcher distributed questionnaires to 59 samples of SMEs in Pasar Jambi using the purposive sampling technique, then processed using SmartPLS-SEM to analyze data and test hypotheses. The study results show a positive relationship among entrepreneurial orientation and entrepreneurial performance, entrepreneurial orientation and entrepreneurial competence, entrepreneurial competence, and entrepreneurial performance. In addition, entrepreneurial competence is mediating entrepreneurial orientation and entrepreneurial performance.
THE INFLUENCE OF STRATEGIC COMPETENCE, ETHICAL COMPETENCE ON NETWORK COMPETENCE TO PREDICTE BUSINESS GROWTH Arifin, Agnes Tasya; Utama, Louis
International Journal of Application on Economics and Business Vol. 1 No. 4 (2023): November 2023
Publisher : Graduate Program of Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/ijaeb.v1i4.2160-2174

Abstract

The purpose of this study is to examine the effect of strategic competence, ethical competence on network competence and to examine the effect of strategic competence on business growth mediated by network competence. The population of this study is 100 SMEs in the field of clothing in Tanah Abang. The purposive sampling method was used by distributing online questionnaires, which were then processed using the smartPLS application. The results of this study are strategic competence, ethical competence has an influence on network competence. Strategic competence can also affect business growth mediated by network competence and ethical competence can also effect business growth mediated by network competence.
INOVASI DAN PENGEMBANGAN PRODUK PADA USAHA PAKAIAN BATIK MILENIAL Prajogi, Muhammad Bintang; Utama, louis; Verawati
Jurnal Serina Abdimas Vol 1 No 1 (2023): Jurnal Serina Abdimas
Publisher : Lembaga Penelitian dan Pengabdian Kepada Masyarakat Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

Batik is one part of the original cultural works of the archipelago which is much admired by audiences from all over the world. However, over time, batik is often identified with formal clothing that is old-fashioned, stiff, and is only worn by elderly people in Indonesia. To increase the value of batik, batik needs to be adapted to the interests of the millennial generation, including visuals on batik so that it has better commercial value and attractiveness. This activity helps one of the batik clothing businesses at Boutique A in developing their business. The products produced in the boutique only focus on women's batik clothing with the target market are adults. The problem with Boutique A is that they don't have batik clothing products for millennials. The advantage of this boutique is that it has a lot of raw materials for batik. This activity helps Boutique A to develop and provide product diversification innovations, especially for the millennials. Innovative products designed specifically for men's batik fashion include batik jackets, batik shirts, and shirts with batik patchwork accents with modern designs. With the creation of this new product, Boutique A will give birth to a new second brand with a different vision, mission and target market. It is hoped that with the development of these new products, Boutique A's business performance will increase. Batik merupakan salah satu bagian dari karya budaya asli Nusantara yang banyak dikagumi oleh khalayak dari berbagai penjuru dunia. Namun seiring berjalannya waktu, batik kerap kali diidentikkan dengan busana formal yang kuno, kaku, dan hanya dikenakan oleh orang-orang tua di Indonesia. Guna meningkatkan nilai batik, kerajinan batik perlu disesuaikan dengan ketertarikan generasi milenial, meliputi visual pada batik sehingga memiliki nilai komersial dan daya tarik yang lebih baik. Kegiatan ini membantu salah satu usaha pakaian batik pada Butik A dalam mengembangkan usahanya. Produk yang dihasilkan dalam usaha butik tersebut hanya berfokus pada pakaian batik wanita dengan target pasar usia dewasa. Permasalahan pada Butik A adalah tidak memiliki produk busana batik untuk kaum milenial. Adapun kelebihan butik ini adalah memiliki bahan baku material batik yang sangat banyak. Kegiatan ini membantu bagaimana Butik A dapat mengembangkan dan memberikan inovasi diversifikasi produk, khususnya untuk target pasar kaum millennial. Produk inovasi yang dirancang khususnya produk fashion batik pria diantaranya jaket batik, kemeja batik, dan kaos dengan aksen patchwork batik dengan desain yang modern. Terciptanya produk baru ini memungkinkan Butik A melahirkan second brand baru dengan visi dan misi serta target pasar yang berbeda. Adanya pengembangan produk baru tersebut, diharapkan kinerja bisnis Butik A semakin meningkat.
Co-Authors Adrian Darmasaputra, Adrian Alecia, Brigitta Angelica, Katty Arifin, Agnes Tasya Aryon, Debora Christina Chandra, Toby Benaya Charity, Angelina Clarissa, Clarissa Cristian, Steven Cynthia, Emelia Delvina, Felita Elviana Elviana, Elviana Ferry Fernando, Ferry Florensia, Silviana Fransiskus Blestio Gunarsa, Kevin Chris Gunawan, Ferry Han, Clevint Jason Humaira, Labiqah Irawan, Jessica Jovan Fernando Louis, Henrich Moses Marchia, Viella Mona, Cynthia Vanessa Mudita, Novi Rahayu Natalia, Angel Nathalie, Livia Ovilea Angelika Prajogi, Muhammad Bintang Putra, Jonathan Riante, Christine Richardo, Fernando Rini Tri Hastuti Ronaldo, Ronaldo Ruslie, Elyvan Silviana Florensia Stefanus, Yordan Ponco Surya, Dominic Kenji Kurnia Sutantio, Angelia Tjan, Georgio Franklin Valencia Vanessa Verawati Vievie, Vievie Vivian , Vivian Widjaya, Oey Hannes Wilbert, Davin Willy, Simon Yeremi, Kevin Yuniarwati, Yuniarwati Zia, Nicholas