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All Journal Journal of Consumer Sciences International Journal of Applied Business Research Jurnal Riset dan Inovasi Pembelajaran Journal of Marketing Innovation Bakti Budaya: Jurnal Pengabdian kepada Masyarakat BHAKTI PERSADA Jurnal Aplikasi IPTEKS (Journal of Applied Sciences and Technology) Jurnal Bisnis dan Kewirausahaan ASEAN Marketing Journal
Amalia, Fatya Alty
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The Influence of Live-Streaming Shopping Activities on Attitude Toward Purchase Intention Elsholiha, Hilwah Dibagiyya; Najib, Moh Farid; Amalia, Fatya Alty
Journal of Marketing Innovation (JMI) Vol. 3 No. 2 (2023)
Publisher : Politeknik Negeri Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35313/jmi.v3i2.96

Abstract

The rapid development of marketing media, particularly live streaming services, is anticipated to be incorporated into the social, voice, and visual widespread in the future, which can influence customers' behavior while making purchasing decisions at any moment. The purpose of this paper is to determine the influence of live-streaming shopping activities on attitudes toward purchasing intentions. The purposeful ways to sample were implemented for this research, with questionnaires distributed digitally to TikTok social media users who had seen live-streaming promotions in Indonesia. The third version of SmartPLS was used to process the data collected from up to 443 respondents. The research results show each variable that significantly influences purchase intention includes credibility, informativeness, and interactivity through the intermediary, namely the variable attitude towards advertising. The researchers can use the data processing findings from the current research, which revealed customer attitudes toward advertising in the form of trust in sellers and trust in platforms, also to measure the influence of each variable interpreted as advertising value on consumer behavior, namely product purchase intention in TikTok live stream promotions.
Exploring The Reasons Of Indonesian Young Adult Consumers Toward Sustainably Packaged Food & Beverages Product Gunawan, Arie Indra; Amalia, Fatya Alty; Ramadhan, Muhamad; Bansah, Pearl Fafa
Journal of Marketing Innovation (JMI) Vol. 4 No. 1 (2024)
Publisher : Politeknik Negeri Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35313/jmi.v4i1.106

Abstract

Sustainable packaging in the F&B industry is now widely used and developed by companies to address climate change issues or reduce costs and increase consumer product value. However, targeted consumers do not always buy products in sustainable packaging for various unknown reasons. The originality of this study is the creativity of young adults as participants, as most researchers do not have a deeper understanding of why consumers are most likely and least likely to purchase sustainably packaged products. It is a consumer survey. In addition, this study contributes to a comprehensive understanding of young adult consumers, purchasing intent, and awareness of sustainable packaging of F&B products. The purpose of this qualitative study was to thoroughly investigate why consumers are most likely and least likely to purchase sustainable packaged F&B products. Twenty-two young adult consumers aged 18-24 were asked the open-ended questions to gain a more in-depth understanding of the topic under the study. Most participants associate sustainable packaged F&B products with price, quality, and appearance as reasons for deciding whether to buy the product. However, some participants also mentioned digital marketing efforts: social media marketing, influencer use, and trend tracking, as reasons for being involved in the product. This study suggests that companies are leveraging digital and traditional strategies to create a complete green marketing mix that reaches a broader range of customers.
The Moderating Effect of Subjective Norms on Functional Beverages Purchase Intention Sosianika, Adila; Kania, Rafiati; Amalia, Fatya Alty
Jurnal Internasional Penelitian Bisnis Terapan Vol 8 No 01 (2026)
Publisher : Politeknik Negeri Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35313/ijabr.v8i01.389

Abstract

Young generations in Indonesia have rarely consumed functional beverages, which prominently can improve health status. Promoting healthy beverages is quite challenging in Indonesia. Thus, an understanding of purchasing intention of functional beverages is deemed necessary. Drawing upon the theory of planned behaviour (TPB), this paper proposes a theoretical model portraying the role of attitude, perceived behavioral control, and subjective norms as an interplay factor between purchase intention. In addition, this study also examines the moderating effect of subjective norms toward influencing other factors in purchase intention. A total of 406 valid questionnaires were collected from Generation Y and Z consumers in West Java, Indonesia. The partial least squares structural equation modelling (PLS-SEM) was chosen to analyze the research hypothesis. The results show attitude, subjective norms, and perceived behavioral control directly influence purchase intention. However, only attitude toward purchase intention still negatively influences functional beverage purchase intention. Interesting to note that subjective norms only moderate the attitude of the young generation toward the intention to purchase its beverages. This finding of subjective norms as the moderating effect has emphasized the influence of collectivist cultural setting on Indonesian consumers' healthy consumption.
Co-Authors Andani, Adiva Rakhma Arie Indra Gunawan Bansah, Pearl Fafa Dwi Suhartanto Elsholiha, Hilwah Dibagiyya Fathin, Firya Fadhila Guteres, Alexandre Desausa Insani, Rabani Jannata Kania, Rafiati Lina Setiawati Maulida, Dhita Nur Moh Farid Najib Rafdinal, Wahyu Ramadhan, Muhamad Senalasari, Widi Sosianika, Adila Sumarjan, Norzuwana