Garuda - Garba Rujukan Digital

Country of Origin Image and Brand Equity from Gender Perspective: Do they matter? Astrid Vega Septyanti; Arga Hananto
APMBA (Asia Pacific Management and Business Application) Vol 6, No 2 (2017)
Publisher : Department of Management, Faculty of Economics and Business, Brawijaya University

This study investigated how country of origin image and brand equity dimensions affect overall brand equity. In addition, this study also investigated whether there is gender difference in the hypothesized relationship. A partial least square structural equation modeling with multigroup analysis was carried out on a sample of 171 respondents selected using purposive/convenience sampling technique. The result indicates that country of origin have indirect effect toward brand equity through two dimensions of brand equity (perceived quality and brand loyalty). This study also found that country of origin image’s association with brand awareness/association is stronger for female shoppers than for male shoppers. This study adds more insights about how male and female consumers reacto country of origin image

Do Website Quality, Fashion Consciousness, and Sales Promotion Increase Impulse Buying Behavior of E-Commerce Buyers? Allysha Tiffany Wiranata; Arga Hananto
Indonesian Journal of Business and Entrepreneurship (IJBE) Vol. 6 No. 1 (2020): IJBE, Vol. 6 No. 1, January 2020
Publisher : School of Business, IPB University (SB-IPB)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.17358/ijbe.6.1.74

The prevalence of online shopping also gave rise to irrational shopping behavior like impulse buying, which makes up a large share of e-retailer revenue. This study’s objective was to analyze the factors that affect impulse buying (i.e., website quality, sales promotion, and fashion consciousness) within the context of apparel/fashion product purchase. Besides, this study also sought to examine the role of sales promotion in moderating the relationship between website quality and impulse buying. An online survey with a final sample size of 211 respondents was carried out using Google Forms and analyzed with Confirmatory Factor Analysis and multiple regression analysis (using R Statistical Software) to analyze four hypotheses. The result indicated that website quality did not affect impulse buying, while sales promotion and fashion consciousness was found to affect impulse buying positively. However, the role of website quality was still critical, since it still played a role as a hygiene factor. Once website quality interacted with sales promotion, it could positively affect impulse buying. Keywords: fashion consciousness, impulse buying, sales promotion, website quality

The Uses and Gratifications Theory, Subjective Norm, and Gender in Influencing Students’ Continuance Participation Intention in LinkedIn Reiza Bani Paftalika; Arga Hananto
Binus Business Review Vol. 9 No. 3 (2018): Binus Business Review
Publisher : Bina Nusantara University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21512/bbr.v9i3.4722

This research investigated how subjective norm and motives from Uses and Gratifications Theory (UGT) affected continuance participation intention. In addition, this research examined the role of gender as a moderating variable in the relationship. A moderated regression analysis was conducted on a sample of 246 respondents selected by purposive sampling technique. The result indicates that subjective norm, all uses, and gratifications motives in the model (information seeking, self-discovery, maintaining interpersonal connectivity, social enhancement, and entertainment value) affect continuance participation intention of female students. For male students, information seeking does not significantly affect continuance participation intention. Subjective norm affects male students more strongly than female students. Then, information seeking affects female students more than male students. This research adds more insights into the literature on continuance participation intention, particularly on the role of gender.

The Role of Social Media Marketing Activities on Customer Equity Drivers and Customer Loyalty Vika Ansy Anggraini; Arga Hananto
AFEBI Management and Business Review Vol 5, No 1 (2020)
Publisher : Asosiasi Fakultas Ekonomi dan Bisnis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47312/ambr.v5i1.299

During the past few years, adoption of e-commerce in Indonesia has been increasing along with other trends in information , communication and technology sector such as widespread use of smartphones and social media. To promote its services, e-commerce firms have also embraced social media and carry out social media marketing activities. This study is aimed to test the influence of social media marketing activities toward customer loyalty through customer equity drivers (i.e. Value Equity, Brand Equity, dan Relationship Equity.). A survey was conducted using convenience sampling technique to select respondents. A total of 161 usable responses were used in the main data analysis. This study found support for the five dimensions of social media marketing activities suggested from previous study. Furthermore, this study found that social media marketing activities affect value equity, brand equity and relationship equity. This study also found that two customer equity drivers (brand equity and relationship equity)had a positive effect on customer loyalty, while value equity had a positive effect on customer loyalty, but it was not significant. Discussion and managerial implications were also discussed in this study

Analysis of Relationship between Pioneer Brand Status and Consumer’s Attitude toward a Brand (Case on Yamaha Automatic vs. Honda Automatic Transmission Motorcycle in Indonesia) Hananto, Arga; Taryadi, Taryadi
ASEAN Marketing Journal Vol. 3, No. 1
Publisher : UI Scholars Hub

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

Previous research have indicated that brand pioneership provide some advantages such as high market share barriers to entry and consumers preference as well as higher consumer attitude. This paper intends to explore the relationship between perceived brand pioneership on consumers’ brand attitude. The study focuses on two competing brands from automatic transmission motorcycle category, namely Yamaha and Honda.Based on result from 90 respondents, this study confirms the perception that Yamaha (although not the true pioneer) is perceived by the majority of respondents as the pioneering brand in the automatic transmission motorcycle. This study also found that those respondents who perceived that Yamaha is the pioneer brand tend to ascribe higher brand attitude toward Yamaha than toward Honda. Result from this study adds to the repository of studies concerning brand pioneership as well as adding to repository of knowledge about Indonesian consumer behavior.

Application of Text Mining to Extract Hotel Attributes and Construct Perceptual Map of Five Star Hotels from Online Review: Study of Jakarta and Singapore Five-Star Hotels Hananto, Arga
ASEAN Marketing Journal Vol. 7, No. 2
Publisher : UI Scholars Hub

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

The use of post-purchase online consumer review in hotel attributes study was still scarce in the literature. Arguably, post purchase online review data would gain more accurate attributes thatconsumers actually consider in their purchase decision. This study aims to extract attributes from two samples of five-star hotel reviews (Jakarta and Singapore) with text mining methodology. In addition,this study also aims to describe positioning of five-star hotels in Jakarta and Singapore based on the extracted attributes using Correspondence Analysis. This study finds that reviewers of five star hotels in both cities mentioned similar attributes such as service, staff, club, location, pool and food. Attributes derived from text mining seem to be viable input to build fairly accurate positioning map of hotels. This study has demonstrated the viability of online review as a source of data for hotel attribute and positioning studies.

Analysis Sentiment of Nestle Bear Brand during the Covid-19 Pandemic on Social Media Twitter Fauzan Kamil; Arga Hananto
Cakrawala Repositori IMWI Vol. 6 No. 1 (2023): Cakrawala Repositori IMWI
Publisher : Institut Manajemen Wiyata Indonesia & Asosiasi Peneliti Manajemen Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52851/cakrawala.v6i1.166

Position and brand image are important and crucial in marketing strategy. Brand position and image form strong associations with targeted consumers used to differentiate a brand from its competitors. Companies must understand good marketing strategies to improve their brand position in society based on consumer perspective. During the Covid-19 pandemic, especially in 2021, there was a unique phenomenon, whereby the demand for Bear Brand Milk was greater than the market leader, namely Ultra milk, while Ultra milk was even cheaper than the Bear Brand milk. This phenomenon is discussed on social media, especially Twitter regarding opinions from consumers in purchasing the products. This study aims to determine whether online text reviews can provide an overview of the position and brand image of Bear Brand Milk using LIWC (Linguistic Inquiry and Word Count) sentiment analysis and PCA (Principal Component Analysis). Based on our analysis, we can conclude that LIWC can provide an overview regarding the brand image and brand positioning of Bear Brand milk and Ultra milk. Brand image is obtained from variables that describe psychological variables when using or imagining the brands. Brand Position through PCA analysis describes the difference in gain between the dominant variables in the two brands.

The Role of Social Media Marketing Activities on Customer Equity Drivers and Customer Loyalty Vika Ansy Anggraini; Arga Hananto
AFEBI Management and Business Review Vol. 5 No. 1 (2020): June
Publisher : Asosiasi Fakultas Ekonomi dan Bisnis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47312/ambr.v5i1.299

During the past few years, adoption of e-commerce in Indonesia has been increasing along with other trends in information , communication and technology sector such as widespread use of smartphones and social media. To promote its services, e-commerce firms have also embraced social media and carry out social media marketing activities. This study is aimed to test the influence of social media marketing activities toward customer loyalty through customer equity drivers (i.e. Value Equity, Brand Equity, dan Relationship Equity.). A survey was conducted using convenience sampling technique to select respondents. A total of 161 usable responses were used in the main data analysis. This study found support for the five dimensions of social media marketing activities suggested from previous study. Furthermore, this study found that social media marketing activities affect value equity, brand equity and relationship equity. This study also found that two customer equity drivers (brand equity and relationship equity)had a positive effect on customer loyalty, while value equity had a positive effect on customer loyalty, but it was not significant. Discussion and managerial implications were also discussed in this study

Faktor-Faktor yang Memengaruhi Niat Masyarakat dalam Menggunakan dan Mengadopsi e-Wallet: Studi Kasus Layanan Syariah LinkAja Jannah, Siti Miftahul; Hananto, Arga
Jurnal Manajemen dan Usahawan Indonesia Vol. 45, No. 1
Publisher : UI Scholars Hub

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Perkembangan teknologi membuat masyarakat beralih dari transaksi dengan cash menjadi tran- saksi tanpa cash karena diyakini lebih efisien dan cepat dalam melakukan transaksi salah satunya dengan menggunakan dompet digital. Layanan Syariah LinkAja sebagai dompet digital bersertifikasi syariah MUI memiliki perkembangan pengguna yang cukup pesat sejak awal diluncurkan pada April 2020. Penelitian ini bertujuan untuk menganalisis pengaruh dari perceived usefulness, perceived ease of use, social influence, facilitating conditions, lifestyle compatibility, dan perceived trust ter- hadap intention to use dan adopsi e-wallet Layanan Syariah LinkAja dengan menggunakan model unified theory of acceptance and use of technology (UTAUT). Penelitian ini menggunakan desain riset kuantitatif dengan metode survei secara daring. Menggunakan metode pengambilan sampel non-probability (judgmental sampling), peneliti mendapatkan 212 responden masyarakat Indone- sia beragama Islam yang telah menggunakan Layanan Syariah LinkAja setidaknya dalam tiga bu- lan terakhir. Analisis data pada penelitian ini menggunakan metode Partial Least Square Structural Equation Model (PLS-SEM) dengan SmartPLS 3.0. Penelitian ini menemukan bahwa perceived use- fulness, perceived ease of use, social influence, lifestyle compatibility, dan perceived trust berpen- garuh positif pada intention to use dan adopsi e-wallet. Facilitating conditions berpengaruh negatif pada intention to use dan adopsi e-wallet. Kemudian, penelitian ini juga menemukan bahwa intention to use berhasil memediasi hubungan antara faktor-faktor yang memengaruhi niat masyarakat dan adopsi e-wallet . Peneliti memberikan beberapa implikasi manajerial, seperti perlunya menekankan pada aspek fungsional dan kemudahan penggunaan, serta perlunya meningkatkan akses pembayaran ke produk dan layanan yang menunjang gaya hidup penggunanya.

How Do Firms Use Social Media: Topic Modeling of Twitter Brand Posts of Four Indonesian Skincare Brands Lestari, Annisafira L; Hananto, Arga
ASEAN Marketing Journal Vol. 15, No. 2
Publisher : UI Scholars Hub

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Manuscript type: Empirical paper Research Aims: This paper aims to identify the topics of social media posts (on Twitter) from local skincare brands in Indonesia. Design/methodology/approach: This descriptive study applied text analysis methods, specifically frequency analysis and topic modeling with the Latent Dirichlet Allocation (LDA) method. Data were collected from the top four skincare brands with over 10,000 followers using Twitter Academic API interfaced through the Twarc package in Python. The dataset contained 1290 tweets from Wardah, 17,491 tweets from Avoskin, 1,968 tweets from Somethinc, and 590 tweets from Whitelab. The data analysis used quanteda and topicmodels packages from R software. Research findings: The findings revealed that the brands’ tweets can be categorised into 8-10 topics, which can be distilled further into three significant functions proposed by Saxton and Waters (2014): information, promotion and mobilisation, and community building and dialogue. Theoretical Contribution/Originality: This study adds to the body of knowledge regarding social media marketing by adding insights into how local Indonesian brands carry out their social media marketing efforts. Practitioner/Policy Implication: The findings implied that marketing managers should emphasise providing timely and relevant information as a base that can be used to build dialogic communication efforts with their audience. Research limitation/Implications: This study only looked at four brands in the local skincare product category. In addition, this study applied automated topic modeling with LDA, which needed an a priori number of topics, which might affect the topic labelling. Furthermore, this study’s scope was limited to categorising the brand posts without examining the effects of brand post types on engagement metrics. Future studies can examine more samples by observing other product categories, applying thematic analysis to code each tweet, and comparing the results to topic modeling results. Lastly, future studies can examine the relationship between brand post types/categories and engagement metrics such as likes, comments, and retweets. Keywords: Cosmetics Brands, Social Media Marketing, Skincare, Topic Modeling, Twitter

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