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All Journal Jurnal Administrasi Bisnis Jurnal Media Wahana Ekonomika Jurnal Bisnis dan Manajemen Jurnal Riset Manajemen dan Bisnis (JRMB) Fakultas Ekonomi UNIAT Journal of Economic, Bussines and Accounting (COSTING) JURNAL MANAJEMEN INDUSTRI DAN LOGISTIK JMBI UNSRAT (Jurnal Ilmiah Manajemen Bisnis dan Inovasi Universitas Sam Ratulangi) SEIKO : Journal of Management & Business OIKOS: Jurnal Kajian Pendidikan Ekonomi dan Ilmu Ekonomi JSHP (Jurnal Sosial Humaniora dan Pendidikan) Almana : Jurnal Manajemen dan Bisnis Jambura Economic Education Journal The International Journal of Business Review (The Jobs Review) JURNAL MANAJEMEN Kumawula: Jurnal Pengabdian Kepada Masyarakat Jurnal Informatika Ekonomi Bisnis JIIP (Jurnal Ilmiah Ilmu Pendidikan) Charity : Jurnal Pengabdian Masyarakat Sawala : Jurnal pengabdian Masyarakat Pembangunan Sosial, Desa dan Masyarakat Jurnal Ekonomi Efektif Jurnal Ilmiah Wahana Pendidikan Prosiding Konferensi Nasional PKM-CSR East Asian Journal of Multidisciplinary Research (EAJMR) Formosa Journal of Multidisciplinary Research (FJMR) Formosa Journal of Applied Sciences (FJAS) Jurnal ADAM : Jurnal Pengabdian Masyarakat Journal of International Conference Proceedings Asian Journal of Management Analytics Jurnal Ilmiah MEA (Manajemen, Ekonomi, dan Akuntansi) International Journal of Integrative Sciences eProceedings of Management International Journal of Scientific Multidisciplinary Research (IJSMR) Indonesian Journal of Interdisciplinary Research in Science and Technology (MARCOPOLO) Jurnal Pengabdian Kepada Masyarakat Jurnal Informatika Ekonomi Bisnis Enrichment: Journal of Multidisciplinary Research and Development Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah Jurnal Indonesia : Manajemen Informatika dan Komunikasi In Search (Informatic, Science, Entrepreneur, Applied Art, Research, Humanism) Multidisciplinary Indonesian Center Journal Jurnal Ekonomi, Bisnis & Entrepreneurship (e-Journal)
R. Nurafni Rubiyanti
Universitas Telkom
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Journal : Journal of International Conference Proceedings

 1 
The Effect of Online Reviews, Rating and Price on Online Hotel Booking Intention in Indonesia: The Moderating Role of Brand Image Rania Salsabila; Nurafni Rubiyanti
Journal of International Conference Proceedings Vol 6, No 2 (2023): 2023 ICPM Bandung Proceeding
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/jicp.v6i2.2398

Abstract

The growth of the internet in the current era shows a change from increasingly advanced technology to online media. Because there are so many good things about the internet, interaction marketing through internet media is growing very fast. Therefore, consumers are increasingly booking hotel rooms through online websites or online platforms. Many hotel bookers prefer and consider online hotel bookings through rating reviews and prices listed on the online application. Because of this, online reviews that have been generated by customers providing reviews about rooms and services, and thus their commentary information about hotel services in terms of quality, price, and level of service, are significantly more convincing to potential customers than advertisements for hotels. This research wants to know how online reviews, ratings, prices influence people's decision to book a hotel or not. We also look at how a hotel's brand image can strengthen the influence of people's decisions to book hotels. This research emphasizes the need for hotel managers to handle online customer reviews, ratings and prices, especially negative reviews, to take advantage of promotional opportunities. Considering that the hotel industry has become one of the industries that supports Indonesia to boost the country's economy and is one of the important industries in Indonesia, this study is expected to contribute and be able to encourage and drive other economic sectors.
The Effect of Social Media Influencer on Purchase Intention with Brand Image and Customer Engagement as Intervening Variables Ellyne Annida Pramesti; Nurafni Rubiyanti
Journal of International Conference Proceedings Vol 6, No 2 (2023): 2023 ICPM Bandung Proceeding
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/jicp.v6i2.2384

Abstract

An individual with a strong presence on social media, known as an influencer, has the ability to bridge the gap between a company and its target audience by conveying a favorable brand image to the audience. Social media influencers have the ability to shape brand image and customer engagement, which can then influence the interest in purchasing that brand. Tasya Farasya is a beauty influencer who often shares reviews about Makeover products. Her posts have created brand image and customer engagement among Makeover's audience. Compared to other beauty influencers, Tasya Farasya is one of the top 10 beauty influencers in Indonesia, with a high figur of followers and engagement rates. However, the Makeover product that Tasya Farasya reviewed is not the top cosmetic product in Indonesia. This can affect the brand image, customer engagement, and interest in purchasing Makeover. This study aims to assess how Tasya Farasya, a social media influencer, affects consumers' purchase intent for Makeover brand, focusing on the influence of brand image and customer engagement factors. In this study, a quantitative approach was employed, whereby data was gathered via a questionnaire. To analyze the data, Structural Equation Model (SEM) was utilized through the use of the SmartPLS software.
How to Create Brand Evangelists: A Conceptual Framework Purwandani, Meirissa; Widodo, Arry; Silvianita, Anita; Rubiyanti, Nurafni
Journal of International Conference Proceedings Vol 6, No 7 (2023): 2023 ICPM Bali Proceeding
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/jicp.v6i7.2793

Abstract

This study aims to investigate the relationship between brand personality, brand symbolism, self-expressiveness, affective commitment, and brand trust on brand evangelism using data from Telkom University Bandung students. The research model used is structural equation modeling (SEM) with a partial least square (PLS) approach. The results showed that brand trust and affective commitment are the most important antecedents of brand evangelism, followed by brand personality, self-expressiveness, and brand symbolism. Brand trust acts as a mediating variable between brand personality, brand symbolism, self-expressiveness, and affective commitment with brand evangelism. This research has several implications for companies in building brand evangelism. Companies need to build a strong brand personality, use the right symbols, increase self-expressiveness, and build strong emotional relationships with consumers.
The Effect of Social Media Influencer on Purchase Intention with Brand Image and Customer Engagement as Intervening Variables Pramesti, Ellyne Annida; Rubiyanti, Nurafni
Journal of International Conference Proceedings Vol 6, No 2 (2023): 2023 ICPM Bandung Proceeding
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/jicp.v6i2.2384

Abstract

An individual with a strong presence on social media, known as an influencer, has the ability to bridge the gap between a company and its target audience by conveying a favorable brand image to the audience. Social media influencers have the ability to shape brand image and customer engagement, which can then influence the interest in purchasing that brand. Tasya Farasya is a beauty influencer who often shares reviews about Makeover products. Her posts have created brand image and customer engagement among Makeover's audience. Compared to other beauty influencers, Tasya Farasya is one of the top 10 beauty influencers in Indonesia, with a high figur of followers and engagement rates. However, the Makeover product that Tasya Farasya reviewed is not the top cosmetic product in Indonesia. This can affect the brand image, customer engagement, and interest in purchasing Makeover. This study aims to assess how Tasya Farasya, a social media influencer, affects consumers' purchase intent for Makeover brand, focusing on the influence of brand image and customer engagement factors. In this study, a quantitative approach was employed, whereby data was gathered via a questionnaire. To analyze the data, Structural Equation Model (SEM) was utilized through the use of the SmartPLS software.
The Effect of Online Reviews, Rating and Price on Online Hotel Booking Intention in Indonesia: The Moderating Role of Brand Image Salsabila, Rania; Rubiyanti, Nurafni
Journal of International Conference Proceedings Vol 6, No 2 (2023): 2023 ICPM Bandung Proceeding
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/jicp.v6i2.2398

Abstract

The growth of the internet in the current era shows a change from increasingly advanced technology to online media. Because there are so many good things about the internet, interaction marketing through internet media is growing very fast. Therefore, consumers are increasingly booking hotel rooms through online websites or online platforms. Many hotel bookers prefer and consider online hotel bookings through rating reviews and prices listed on the online application. Because of this, online reviews that have been generated by customers providing reviews about rooms and services, and thus their commentary information about hotel services in terms of quality, price, and level of service, are significantly more convincing to potential customers than advertisements for hotels. This research wants to know how online reviews, ratings, prices influence people's decision to book a hotel or not. We also look at how a hotel's brand image can strengthen the influence of people's decisions to book hotels. This research emphasizes the need for hotel managers to handle online customer reviews, ratings and prices, especially negative reviews, to take advantage of promotional opportunities. Considering that the hotel industry has become one of the industries that supports Indonesia to boost the country's economy and is one of the important industries in Indonesia, this study is expected to contribute and be able to encourage and drive other economic sectors.
How to Create Brand Evangelists: A Conceptual Framework Purwandani, Meirissa; Widodo, Arry; Silvianita, Anita; Rubiyanti, Nurafni
Journal of International Conference Proceedings Vol 6, No 7 (2023): 2023 ICPM Bali Proceeding
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/jicp.v6i7.2793

Abstract

This study aims to investigate the relationship between brand personality, brand symbolism, self-expressiveness, affective commitment, and brand trust on brand evangelism using data from Telkom University Bandung students. The research model used is structural equation modeling (SEM) with a partial least square (PLS) approach. The results showed that brand trust and affective commitment are the most important antecedents of brand evangelism, followed by brand personality, self-expressiveness, and brand symbolism. Brand trust acts as a mediating variable between brand personality, brand symbolism, self-expressiveness, and affective commitment with brand evangelism. This research has several implications for companies in building brand evangelism. Companies need to build a strong brand personality, use the right symbols, increase self-expressiveness, and build strong emotional relationships with consumers.
The Effect of Relationship Marketing, Customer Engagement and Brand Trust in Increasing Purchase Decisions in Local Trading Company in Indonesia Rahmat, Dafrian Nur; Silvianita, Anita; Rubiyanti, Nurafni; Widodo, Arry
Journal of International Conference Proceedings Vol 7, No 1 (2024): 2024 ICPM Malaysia Proceeding
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/jicp.v7i1.3172

Abstract

A trading company in Bandung experienced a 491% sales increase, prompting research into the factors behind this phenomenon. This study examined the influence of relationship marketing and customer engagement on purchase decisions, mediated by brand trust. The research used a quantitative, causal-descriptive approach with simple random sampling. From a population of product coordinators conducting direct sales and demonstrations, 320 respondents were selected using the Slovin formula. Data were analyzed using Structural Equation Modeling (SEM) with Smart-PLS 02. Results showed that relationship marketing positively and significantly influenced brand trust (t-statistic 9.845; p-value 0.000) and purchase decisions (t-statistic 32.167; p-value 0.000). Customer engagement also significantly impacted brand trust (t-statistic 10.106; p-value 0.000) and purchase decisions (t-statistic 2.103; p-value 0.036). However, brand trust did not significantly mediate the effects of relationship marketing and customer engagement on purchase decisions. The study concluded that relationship marketing had the strongest direct impact on purchase decisions. Companies are encouraged to prioritize relationship marketing and customer engagement strategies while strengthening brand trust to maximize long-term consumer loyalty.
Co-Authors Ade Irma Susanty Adib Alfikry Adji, Sapto Bayu Afifa Syafa Nabila Afwa, Intan Lailya Ahmad, Mokhtarrudin Aji Pratama, Aditya Akhmad Yunani Aldi Akbar Alfarisy, Ghifary Alfayza Diva Azra Amalia Nursyamsiah Anita Silvianita Apriani, Palensia Ririn Aprilia Diahayu Ningtias Arianto, Mahdar Arifin, Novitrio Ramadhan Arry Widodo Arya, Gusti Ayu Agung Deviana Aulia, Aisy Azhar Humaira Syabani Aznul Fazrin bin Abu Sujak bin Abu Sujak, Aznul Fazrin Cahyani, Made Gita Dwi Candra Wijayangka Citra Kusuma Dewi Citra, Khansa Fairuz Clarisa Salsabila De Silva, Muh.Janward Sawanawadu Dematria Pringgabayu Desianti Ramadhan, Putri Dinda Aulia Rahmah Dinda Azzahra Diva, Sherren Aurakhania Dudi Pratomo Ellyne Annida Pramesti Eva Nurhazizah Fadhilah, Farah Nur Fahmi Renaldy Azzam Fahri, Muhammad Afdhal Fajriana Khayatul Zikra Fajrin Subhan Citalaksana Fanisa Tris Wandani Farah Alfanur Farah Oktafani Fathya Febrina Faza Fatizah Amanda Fazrin bin Abu Sujak, Aznul Feldihan, Vitto Fitriani Nur Utami Galih Adhi Prayogo Ghina Alya Audina Ghulam Ilmam H Gita Indah Hapsari Gunawan, Hajid Gunawan, Kusuma Pertiwi Praja Gusfi, Dhiya Athaya Gustano, Yasmine Putri Helda Widyarani Lutviari Herlambang, Kenanga Arumndalu Herra Azzahro, Dhyvha Hidayanti, Salsawinnie Indira Rachmawati Irma Mardiana Islami, Avrillia Putrie Jonneli, Halimah Husna Khairani, Dira Kristiana, Arisqa Adira Kumalasari, Amalina Dewi Kustiwan, Choirunnisa Luthfiyah Kusuma, Tatiana Lestari, Finka Lianto, Fazrian Mahendra Fakhri Mahir Pradana Mangsor, Miza Mardiana, Irma Mardiana, Irma Marsha Adilla Rahmani Mia Rosmiati Miftahuddin, S.Si.,MAB., asep Muhammad Luthfi Nabilla, Zulfa Nathania, Geovanni Nikita Salsabila Salsabila Nurhayati, Lina Nurul Aulia Ramadhina Pangestu, Satiti Permatasari, Intan Ayu Prajna Deshanta Ibnugraha Pramesti, Ellyne Annida Pramuditha, Salsabillah Putri Rizky Amanda Prasetyo, Rizky Bimo Pratama, Rifky Rezky Pratama, Taufik Wira Pulungan, Sarah Fadilla Purwandani, Meirissa Putri Puspita sari Putu Nina Madiawati Qulby, Fariha Lainy R. Amalina Dewi Kumalasari Rafiansyah, Muhammad Rafli, Muhamad Rahmat, Dafrian Nur Raja Razali, Raja Razana Ramadhani, Moch. Romy Ramadina, Tarisya Rizki  Rania Salsabila Ratih Hendayani Rifky Rezky Pratama Rima Mahmuda Said, Muhammad Abiriandy Salsabila, Rania Salsabila, Sabrina Fitri Saragih, Romat Sari, Mutiara Kusuma Setiawan, Ragil Restu Shaomi Fujiyanti Amalia Sherly Artadita Shilmy Diyani Shofiyah Rahmah Muthmainnah Sihombing, Reni Pratiwi Silviannita, Anita Simamora, Indah br Sukmaningrum, Via Ayu Suryadi, Putri Adellia Tarandhika Tantra Tharissa Kesturi Trisha Gilang Saraswati Ulfa Azizah, Ulfa Wahyu Anggoro, Febrian Setyo Yasmine Putri Gustano Yuhana Astuti Yulia Nur Hasanah Zahid, Azham Zulfa, Chofifah