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All Journal Jurnal Bisnis dan Manajemen JAM : Jurnal Aplikasi Manajemen Jurnal Pengabdian Masyarakat IPTEKS Jurnal Performa : Jurnal Manajemen dan Start-up Bisnis Journal Of Human And Education (JAHE) Parsimonia: Jurnal Akuntansi, Manajemen dan Bisnis Jurnal Abdimas Sosek (Jurnal Pengabdian dan Pembardayaan Masyarakat)
Dewi Mustikasari Immanuel
Universitas Ciputra
Religion Agriculture, Biological Sciences & Forestry Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Social Sciences Other

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THE IMPACT OF PRODUCT DESCRIPTION OF INVOLVEMENT PLATFORM TOWARDS PURCHASE INTENTION AT ONLINE STORES ON THE MARKETPLACE PLATFORM Immanuel, Dewi Mustikasari; Peter, Yosef
Jurnal Aplikasi Manajemen Vol. 20 No. 4 (2022)
Publisher : Universitas Brawijaya, Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/ub.jam.2022.020.04.08

Abstract

This quantitative method research aims to determine whether the product description influences purchase intention, with the mediation of enduring and situational involvement as part of platform involvement. This research is based on the Theory of Planned Behavior (TPB), Involvement theory, and previous research on product description, platform involvement, and purchase intention on online platforms. The number of samples in this study was 95 respondents, with the determination of the sample using a purposive sampling technique, with the respondent’s criteria being online consumers who had made transactions on the Tokopedia and Shopee marketplace platforms. The data analysis method is structural equation modelling Partial Least Square (SEM-PLS) with SmartPLS 3.3.7 software. The results of this study indicate that product description can positively and significantly affect enduring and situational involvement. However, the mediation between the product description and purchase intention is only fully found on the situational involvement variable, while enduring involvement does not affect purchase intention. It is different from the results of previous studies, which stated that enduring and situational involvement influence purchase intention. The implications for further researchers, it is recommended to reuse enduring involvement and purchase intention variables and other variables that can lead to enduring involvement concerning consumer purchase intention. Different types of products, populations, and analytical models, can be used to conduct further research to provide a more complete and appropriate description and data.
The Eclipsing Phenomenon in Celebrity Endorsement, Emotional Response, Purchase Intention Based on the Stimulus-Organism-Response Theory Sumaji, Yoseva Maria Pujirahayu; Kaihatu, Thomas Stefanus; Sutanto, Verrell; Toreh, Fabio Ricardo; Immanuel, Dewi Mustikasari; Azizurrohman, Muhammad
Jurnal Aplikasi Manajemen Vol. 22 No. 1 (2024)
Publisher : Universitas Brawijaya, Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/ub.jam.2024.022.01.04

Abstract

An advertisement must pay attention to the concepts and strategies in advertising because the use of this endorser can be a double-edged knife for the brand. In the vampire effect phenomenon, celebrity endorsers can potentially overshadow the brand so that the audience focuses only on the celebrity, not the brand. Specifically, the phenomenon of a brand that the celebrity endorser overshadows is called high eclipsing an endorsement, and vice versa for the phenomenon of low eclipsing. This research was conducted to develop a framework that discusses the eclipsing phenomenon in celebrity endorsement in the context of stimulus-organism-response (SOR) theory. The participants in this study were undergraduate students in a department at a well-known university in Surabaya. The characteristics of the Participants are domiciled in Surabaya and are between 18-24 years old. Through this study, we can find out how consumers' emotional response is formed when faced with high- and low-eclipsing advertisement stimuli. In addition, this study will also discuss how the differences in purchase intentions are formed from these two different eclipsing endorsement stimuli. The research indicates a significant positive effect between exposure to advertising content featuring both high-eclipsing (HE) and low-eclipsing (LE) celebrity endorsements and emotional response (EM). It implies that leveraging celebrities in advertisements, regardless of their eclipsing status, can evoke a heightened emotional response from the audience. The study suggests a noteworthy association between exposure to advertising content containing celebrity endorsements (CE) and increased purchase intention (PI). Consumers are more likely to desire to purchase a product or service when it is endorsed by a celebrity, indicating the potential effectiveness of this marketing strategy.
PRICE PERCEPTION: EFFECT OF COUPON PRONENESS AND SALE PRONENESS ON CONSUMER IMPULSE BUYING Immanuel, Dewi Mustikasari; Mustikarini, Carolina Novi
Jurnal Aplikasi Manajemen Vol. 16 No. 1 (2018)
Publisher : Universitas Brawijaya, Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (153.624 KB) | DOI: 10.21776/ub.jam.2018.016.01.07

Abstract

The purpose of this research is to find out the consumer’s price perception by considering two factors, namely coupon proneness and sale proneness in order to know its influences on impulse buying of the consumer from one of the biggest department store retail company in Surabaya. Then, the researcher needs to take 385 respondents, which are taken from the infinite population of the department store’s consumer by utilizing questionnaire as a research instrument.The research is quantitative with the data analysis applies multiple regressions by using SPSS program. By the research, the researcher applies independent and dependent variables. The independent variable consists of coupon proneness and sale proneness. The dependent variable consists of impulse buying. The result of the research shows that there is a simultaneous effect of coupon proneness and sale pronenesstowardimpulse buying, however, there is no significant partially effect of sale proneness towards impulse buying. There are also many factors besides coupon proneness and sale proneness which also influence consumer impulse buying.
FOMO, Materialism and the Gen Z Shopping Behavior: The Impact on Online Impulse Buying and Post-Purchase Regret (With a Gender Perspective) Charles, Clivyne Eugenia; Immanuel, Dewi Mustikasari
Jurnal Aplikasi Manajemen Vol. 23 No. 1 (2025)
Publisher : Universitas Brawijaya, Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/ub.jam.2025.023.1.08

Abstract

Online buying patterns have changed dramatically as e-commerce, especially among Generation Z, and the growing influence of digital revolutions rapidly rise. Studies indicate that 72% of Indonesian Gen Z consumers prefer Shopee due to its personalized promotions and interactive shopping features. The urgency of this study results from the growing awareness that materialism and psychological elements like Fear of Missing Out (FOMO) significantly affect impulsive buying decisions, which frequently cause post-purchase dissonance. Given Gen Z's predominance in online purchasing and their significant exposure to digital promotions, it is imperative to investigate the underlying psychological factors behind impulse buying and consequent regret. This study analyzes the effect of FOMO and Materialism on online impulsive buying and post-purchase dissonance, taking gender as the moderating variable. Using Structural Equation Modeling (SEM) with Partial Least Squares (PLS) to examine responses from 444 Gen Z consumers in Indonesia, chosen via purposive sampling, the study takes a quantitative approach. To offer a relevant and contextualized study, the paper centers on Shopee, one of the top e-commerce systems in Indonesia. It is observed that R² explains 62.6% of online impulse buying and 27.1% of post-purchase dissonance, hence showing that the strength of the model is good. The findings support the fact that FOMO and materialism have a significant influence on online impulse buying, which then leads to post-purchase dissonance. Online impulse buying also acts as a mediator, enhancing the effect of FOMO and materialism on post-purchase dissonance. This study did not find any appreciable influence of gender in these interactions. Practical implications are that strategic marketing efforts must be developed to manage consumer expectations and minimize dissonance by offering better post-purchase support systems.
Co-Authors Agatha Belinda Amelia Valentina Hartono Audrina, Sheila Okthalia Azizurrohman, Muhammad Charles, Clivyne Eugenia Christina Sudyasjayanti Christopher Santoso Ichwandi, Valencia Novita Indrawan Wijaya, Hartono Irantha Hendrika Kenang Kasuma, Putri Ayu Krismi Budi Sienatra Liliana Dewi Mariana Merlin Meilina Boediono Metta Padmalia Mustikarini, Carolina Novi Peter, Yosef Risky Yoanina Stefany Romauli Nainggolan S., Alexandria Bianda H. Sherin Brigitta Yuwono Sonata Christian Sutanto, Verrell Thereza May Thomas Stefanus Kaihatu Toreh, Fabio Ricardo Vidya Pitaloka Williams Louis Aditya Yoseva Maria Pujirahayu Sumaji Yuli Kartika Dewi