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Influencer Marketing di Tiktok: Pengaruh Humor Dan Hedonic Experience Salsabila, Syaira; Fakhri, Erie Awalil
Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 2 No. 4 (2023)
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/jmppk.2023.02.4.06

Social media have been used by most Indonesians as essential information sources that are helpful for consumer’s decision making. Here influencers play a prominent role in the information sharing process by mediating retailers and prospective consumers. One of the social media having a rapid growth is TikTok, which is frequently used as marketing media by influencers. This application is characterized by its informal and entertaining characteristics. Therefore, the objective of this research is to identify the magnitude of the impacts of influencer marketing and humor on customer engagement through hedonic experience and opinion leadership as the mediating variables. This explanatory research was conducted on young TikTok users who follow Ganta (@iniganta), an influencer account. The research data was harvested via quota sampling technique and was analyzed using SEM-PLS. This study finds that originality and quality participate in the creation of customer engagement indirectly and that humor can help attract consumer’s attention through hedonic experience. Abstrak Sosial media telah digunakan oleh sebagian besar masyarakat Indonesia sebagai sumber informasi penting yang berguna bagi proses pengambilan keputusan konsumen. Influencer memegang peran penting dalam proses pembagian informasi ini, yaitu sebagai perantara antara retailer dan calon konsumen. Saat ini. Sosial media yang tengah berkembang pesat adalah TikTok. TikTok sering digunakan sebagai media pemasaran influencer. TikTok dicirikan dengan kontennya yang informal dan menghibur. Maka dari itu, penelitian ini bertujuan untuk mengetahui seberapa besar dampak influencer marketing dan Humor terhadap customer engagement melalui hedonic experience dan opinion leadership sebagai variabel mediasi. Penelitian ini adalah explanatory research yang dilakukan pada kalangan muda pengguna TikTok yang mengikuti akun influencer Ganta (@iniganta). Pengambilan data dalam penelitian ini dilakukan menggunakan teknik quota sampling. Data yang diperoleh dianalisis menggunakan SEM-PLS. Hasil penelitian yang dilakukan menunjukkan bahwa orisinalitas dan kualitas berperan dalam menciptakan keterlibatan pelanggan sedangkan humor dapat membantu menarik perhatian konsumen melalui hedonic experience.

Pengaruh Electronic Word of Mouth Terhadap Purchase Intention: Brand Image Sebagai Mediator Qatrunnada, Rayhan Camila; Fakhri, Erie Awalil
Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 3 No. 4 (2024)
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/jmppk.2024.03.4.08

Social media are improving and play a crucial role as a promotional instrument for various industries including beauty industry. The objective of this research is to analyze the effect of electronic word of mouth (eWOM) via TikTok on people’s intention to purchase Skintific’s skincare products through the mediation of brand image. The research population is TikTok users who know about Skintific’s products. Using purposive sampling, 140 with the minimum age of eighteen years who know about the said product and who have searched the products’ review in TikTok were selected as the respondents. The data of this quantitative research was acquired from a survey using Google Forms questionnaires and was analyzed using Structural Equation Modeling – Partial Least Squares (SEM-PLS) in SmartPLS 3.2.9. The results show that all of the research hypotheses are accepted in that eWOM positively and significantly influences brand image, brand image positively and significantly affects purchase intention, eWOM significantly impacts purchase intention, and brand image partially mediates the relationship between eWOM and purchase intention. Abstrak Media sosial terus berkembang dan berperan penting sebagai alat promosi di berbagai industri, termasuk dalam industri kecantikan. Tujuan dari penelitian ini adalah untuk menganalisa bagaimana pengaruh electronic word of mouth (eWOM) di media sosial Tiktok terhadap minat beli produk skincare Skintific melalui brand image. Penelitian ini mengadopsi pendekatan kuantitatif, dan data dikumpulkan melalui metode survei. Alat pengumpulan data yang digunakan adalah kuesioner yang disebar melalui platform Google Form. Populasi dari penelitian ini merupakan pengguna aplikasi Tiktok yang mengetahui produk Skintific. Penelitian ini menggunakan data sampel sebesar 140 responden yang diambil menggunakan teknik purposive sampling dengan kriteria responden berumur diatas 18 tahun, mengetahui tentang produk Skintific, dan pernah mencari review skintific di aplikasi Tiktok. Analisis data menggunakan Structural Equation Modeling-Partial Least Squares (SEM-PLS) dengan software SmartPLS 3.2.9 Temuan dari penelitian ini mengindikasikan bahwa semua hipotesis yang diajukan dalam penelitian ini dapat diterima. Hasil penelitian ini menunjukkan bahwa eWOM berpengaruh positif dan signifikan terhadap brand image, brand image berpengaruh positif dan signifikan terhadap purchase intention, eWOM berpengaruh signifikan terhadap purchase intention, brand image memediasi hubungan antara eWOM dengan purchase intention secara parsial.

Peran Supply Chain Innovation Memediasi Entrepreneur Orientation dan Innovation Performance Sektor Perikanan Susilowati, Christin; Fakhri, Erie Awalil; Barinta, Dunga Dwi; Abanan, Muchammad Zuhri Ramadhani; Aini, Maya Faridhotul
Jurnal Akuntansi, Keuangan, dan Manajemen Vol. 6 No. 2 (2025): Maret
Publisher : Penerbit Goodwood

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35912/jakman.v6i2.3860

Alegre, J., & Chiva, R. (2013). Linking entrepreneurial orientation and organizational learning capability to innovation performance. Journal of Business Research, 9(3), 430-450. Amin, M., & Rahmawati, S. (2020). The effect of entrepreneurial orientation on innovation performance. . Asian Journal of Innovation and Policy, 3(1), 3-18. Bai, C. R., J. . (2016). Exploring the relationship between supply chain collaboration and innovation capabilities. Journal of Business Logistics, 37(2), 116-131. Barreto, L. S. (2024). Measuring innovation performance in small and medium enterprises: A unidimensional approach. Journal of Innovation Management, 21(3), 317-343. Carter, S. (2023). Entrepreneurial behaviors and innovation in small businesses. Small Business Economics, 45(4), 23-38. Cuthbertson, R. F., P. I. (2022). Supply chain innovations and firm performance: The moderating role of industry dynamism. Industrial Marketing Management, 8(2), 25-37. Gao, T., Tang, X., Wang, X., & Chen, L. (2017). Supply chain innovation and performance: Evidence from Chinese manufacturing firms. International Journal of Operations & Production Management, 37(10), 1457-1474. Ghobadi, S. (2023). The role of entrepreneurial orientation in organizational resilience. Journal of Entrepreneurship Research, 35(2), 145-162. Hilmersson, M. (2014). The effects of entrepreneurial orientation on firm performance. Entrepreneurship Research Journal, 4(2), 167-190. Malacina, R. T., A. (2022). Innovations in supply chain systems: Drivers and challenges. Operations and Supply Chain Management Journal, 15(3), 51-62. Mingyue Fan, Q., Wang, X., & Liu, S. (2021). Entrepreneurial orientation and SME innovation performance. Journal of Small Business Management, 59(4), 134-152. Mittal, S., Khan, M. A., Romero, D., & Wuest, T. (2018). A critical review of smart manufacturing & Industry 4.0 maturity models: Implications for SMEs. Journal of Manufacturing Systems, 49(1), 194-214. Müller, R., Pemsel, S., & Shao, J. . (2021). Supply chain integration and Industry 4.0: Impacts on innovation and firm performance. Journal of Cleaner Production, 34(2), 256-270. Ndubisi, N. O. I., K. (2012). Relationship between entrepreneurial orientation, innovation, and firm performance. Journal of Business Research, 65(4), 673-678. Purnomo, H., Kusumaningtyas, N., & Nugroho, A. (2022). Exploring the role of entrepreneurial orientation in SMEs innovation. International Journal of Innovation, Creativity, and Change, 17(2), 45-58. Putra, A. A. (2021). Pengaruh Integrasi Supply Chain (Sci) Terhadap Kinerja Operasional Umkm Di Kabupaten Bantul. Rosenbusch, N., Brinckmann, J., & Bausch, A. (2011). Is innovation always beneficial? A meta-analysis of the relationship between innovation and performance in SMEs. Journal of Business Venturing, 26(4), 761-787. Sarsah, S. A., Boafo, A. J., & Kwesi, B. (2020). Entrepreneurial orientation and innovation performance in emerging markets. International Business Research, 13(3), 12-25. Tajeddini, K., Ratten, V., & Denisa, M. (2020). Revisiting the relationship between entrepreneurial orientation and innovation performance in SMEs. Journal of Small Business Economics, 39(5), 945-962. Tambunan, T. (2019). Development of SMEs in ASEAN with a focus on Indonesia. Journal of Southeast Asian Economies, 38(3). Wang, Y., Zhang, S., & Liu, Y. (2017). The role of entrepreneurial orientation in dynamic business environments. Journal of Business Strategy, 38(3), 49-57. Wong, W., Tan, F., & Lee, K. (2016). Assessing the impact of supply chain innovation on performance: Evidence from SMEs. Journal of Supply Chain Management, 47(3), 89-105.

A Strategic and The Business Development of Bumbu Bu Erna Salsabilla, Adibah Ardelia; Fakhri, Erie Awalil
Jurnal Kewirausahaan dan Inovasi Vol. 4 No. 1 (2025)
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

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

Bumbu Bu Erna is an MSME in Probolinggo Regency that have been producing and selling ready-to-use cooking spices and herbs for ten years. The foci of this study are analyzing the branding strategy and developing the said business. The purposes of branding strategy are creating differences and providing added value to certain products. Using quantitative approach, this study identifies key factors for the company’s performance and the market acceptance toward the products of Bumbu Bu Erna. The results of the analysis suggest that the application of effective and innovative branding strategies can increase consumer’s brand awareness and preference. In addition, comprehensive evaluations on the current business conditions can provide insights for product developments and service improvements to meet the growing market demands.

Pengaruh Pengalaman, Pendidikan dan Pelatihan, dan Situasi Audit terhadap Skeptisisme Profesional Auditor (Studi pada Auditor Independen di Kota Malang) Fakhri, Erie Awalil
Jurnal Ilmiah Mahasiswa FEB Vol. 4 No. 2
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

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Skeptisisme professional diperlukan oleh auditor untuk mendeteksi indikasi kecurangan dan risiko audit. Penelitian ini bertujuan untuk menguji pengaruh pengalaman, pendidikan dan pelatihan, dan situasi audit terhadap skeptisisme profesional pada auditor. Objek penelitian ini adalah auditor yang bekerja pada Kantor Akuntan Publik di Kota Malang. Sebanyak 62 data berhasil dikumpulkan menggunakan metode survei dengan teknik convenient sampling. Analisis data dilakukan dengan menggunakan metode Partial Least Square (PLS) dengan aplikasi SmartPLS. Hasil pengujian menunjukkan bahwa pengalaman, pendidikan dan pelatihan, dan situasi audit berpengaruh positif terhadap skeptisisme profesional pada auditor. Kata kunci: Pengalaman, pendidikan dan pelatihan, situasi audit, skeptisisme professional auditor.

Formulation of Business Development Strategies to Achieve Competitive Advantage Khanza, Adillah Dhianida; Fakhri, Erie Awalil
Jurnal Kewirausahaan dan Inovasi Vol. 4 No. 4 (2025)
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/jki.2025.04.4.25

The rapid growth of the creative industry in Indonesia highlights the urgent need for busi-ness development strategies that can help small and medium enterprises remain competi-tive and sustainable. This qualitative study focuses on business development planning for Candyco Handmade Crochet. It identifies three main challenges faced by Candyco: lim-ited marketing strategies, production management causing stock imbalances, and signifi-cant competition from similar businesses offering diverse products at competitive prices. The research analyzes data to propose a comprehensive market development strategy emphasizing innovative marketing through live shopping, efficient production manage-ment, and better brand differentiation. The findings reveal that the strategies increase the opportunities for Candyco to expand market reach, achieve revenue targets, and improve competitiveness in the handmade crochet sector. This study is expected to contribute to business development planning in the creative industry and provide effective standard operating procedures (SOP) for Candyco’s operational activities. Moreover, the results can serve as a practical reference for other creative SMEs seeking to strengthen market posi-tioning and achieve sustainable growth.

What Encourages Users to Go Premium? An Analysis of Value, Price Perception, and Brand Experience on Spotify Seta, Meiyin Frendita Mutiara; Fakhri, Erie Awalil
Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 4 No. 2 (2025)
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/jmppk.2025.04.2.19

The use of digital music streaming services continues to increase along with the growth in the number of internet users, yet the conversion rate from free to paid users remains relatively low. The objective of this research is to identify the effects of perceived value, perceived price, and brand experience on the intention of Spotify users to purchase Spotify Premium. This quantitative explanatory research elucidates and proves the relationship between its dependent and independent variables. Using non-probability sampling method and purposive sampling technique, 160 users of free Spotify were selected as the respondents. The data was harvested via online questionnaires and was analyzed using multiple linear regression in SPSS ver. 25. This study finds that the three variables, which are perceived value, perceived price, and brand experience, have positive and significant impacts on the intention to purchase Spotify Premium.

Sustainable Branding Strategy: How Green Image and Trust Influence Purchase Intention in The Bottled Water Industry Giat Mahathir Jasman; Fakhri, Erie Awalil
Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 4 No. 3 (2025)
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/jmppk.2025.04.3.18

The increasing consumption of bottled water has raised environmental concerns, especially regarding plastic waste generation, which demands companies to implement sustainable business strategies. This study aims to examine the influence of green brand image and green brand trust on purchase intention in the context of Le Minerale, a leading bottled water brand in Indonesia. This research used a quantitative explanatory approach with a probability sampling technique through simple random sampling. Data were collected through a questionnaire distributed to 170 respondents from Generation Z in Malang City. The data were analyzed using Partial Least Square-Structural Equation Modeling (PLS-SEM). The results indicate that green brand image has a positive and significant effect on purchase intention, meaning that a strong environmentally friendly brand image increases consumer interest in purchasing the product. Furthermore, green brand trust also has a positive and significant effect on purchase intention, indicating that consumer trust in the brand's environmental commitment enhances purchase intention. This study implies that companies need to strengthen sustainable branding strategies to foster consumer trust and environmentally friendly brand perception.

MeasurÄ±ng Consumer-Based Brand EquÄ±ty: EvÄ±dence From IndonesÄ±a's AthletÄ±c Footwear Market Fakhri, Erie Awalil
APMBA (Asia Pacific Management and Business Application) Vol. 9 No. 3 (2021)
Publisher : Department of Management, Faculty of Economics and Business, Brawijaya University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/ub.apmba.2021.009.03.2

Premium athletic footwear products provided by global apparel brands instead of cheap and generic products due to recent trends such as athleisure is becoming trend in Indonesia in the last decades. This occurring phenomenon creates new opportunities for multinational apparel brands to further explore the Indonesian market. Therefore, it is crucial for such companies to understand how Indonesians view sports brands by measuring brand equity and what factors influence it. This study aims to examine the effects of brand awareness, brand loyalty, brand association and perceived quality on consumer-based brand equity. The research objects of this study are Indonesians who live in Java and have purchased athletic footwear products from multinational sportswear brands. A total of 275 data was collected using mail survey method. Data analysis was performed using Partial Least Square (PLS) with the SmartPLS software. The study revealed that brand loyalty and brand association influence consumer-based brand equity, while brand awareness and perceived quality did not obtain enough evidence to support their influence on consumer-based brand equity. Practical implications also discussed in this article.

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