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All Journal Asia-Pacific Management and Business Application Jurnal Manajerial Gema Wiralodra Jurnal Ekonomi, Manajemen dan Perbankan (Journal of Economics, Management and Banking) Jurnal Ilmiah MEA (Manajemen, Ekonomi, dan Akuntansi)
Daulay, Muhammad Yasser Iqbal
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences Other

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“Kejutan! Hadiah Ulang Tahun dari Brand”: Strategi Membangun Cinta atau Gimmick Semata? Kinanti, Mutiara; Daulay, Muhammad Yasser Iqbal
Jurnal Ekonomi, Manajemen dan Perbankan (Journal of Economics, Management and Banking) Vol. 11 No. 1 (2025): Jurnal Ekonomi, Manajemen dan Perbankan (Journal of Economics, Management and
Publisher : STIE Indonesia Banking School

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35384/jemp.v11i1.711

Abstract

Birthdays are special moments that many people look forward to. Birthday celebrations are often held in different ways and styles, ranging from private celebrations to lavish parties. The purpose of this study was to determine the direct effect of brand relationship quality influenced by brand warmth and brand intimacy as mediating variables to generate brand love through birthday treats. This research uses a quantitative approach with a survey method where data was collected using a Likert scale-based questionnaire based on relevant literature. Respondents in this study were consumers who received birthday gifts from brands, and the sample size was determined Structural Equation Modeling (SEM) was used to conduct data analysis to test the relationship between variables. According to this study, brand relationship quality (BRQ) plays an important positive and significant role in brand love. This influence is realized both directly and through the mediation of brand warmth and brand intimacy. This study makes a theoretical contribution by enhancing our understanding of the emotional mechanisms that link consumer and brand experiences. Practically, these findings can help marketers develop a strategy of "birthday treats" offered by brands in the food and beverage (F&B) sector, which have been found to be able to improve the quality of the relationship between brands and consumers, which ultimately strengthens consumers' love for the brand.
Boycott Or Buy? Exploring Consumer to Brand Betrayal and Brand Hate in The F&B Industry Nurkhalisa, Nabila; Daulay, Muhammad Yasser Iqbal
Jurnal Manajerial Vol. 12 No. 02 (2025): Jurnal Manajerial
Publisher : Program Studi Manajemen Universitas Muhammadiyah Gresik

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30587/jurnalmanajerial.v12i02.9576

Abstract

Background – Boycotts are a form of rejection that has been going on for a long time and has a significant impact on product sales, production and marketing . Aim – This study further explores the relationship between negative word of mouth, brand hate, brand betrayal and desire for avoidance in the context of the boycott phenomenon against fast food restaurants, McDonald's. Design / methodology / approach – This study focuses on consumers in Indonesia who have purchased McDonald's products both before and after the boycott. The method used in this study is quantitative with purposive sampling technique and the analysis tool is Smart-PLS-based Structural Equation Modeling (SEM). Findings – The results of this study show that there is an influence between the NWOM variable on brand hate and brand betrayal, brand hate influences desire for avoidance. However, NWOM and brand betrayal have no effect on desire for avoidance. Nevertheless, NWOM mediated by hatred of the brand is proven to directly influence the desire for avoidance, while when mediated by hatred of the brand, the effect is insignificant. Conclusion – This study reveals that a person's decision to continue buying or avoiding a boycotted brand is not solely influenced by negative information, but is also influenced by various factors, such as the need for the product. Research implications – Based on the results of this study, companies need to pay more attention to managing negative sentiment, especially on social media, to prevent the emergence of hatred towards brands that have the potential to cause long-term loss of consumers. Limitations – The limitation of this study is the limited number of consumers who boycott. Not all individuals will avoid boycotted brands due to religious beliefs, sympathy, or geographical limitations covering only one country.
Transitioning from public figures to entrepreneur: Analyzing the impact of influencer credibility on eliciting consumer purchase intention Rani, Rani; Daulay, Muhammad Yasser Iqbal
Gema Wiralodra Vol. 15 No. 1 (2024): Gema Wiralodra
Publisher : Universitas Wiralodra

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31943/gw.v15i1.648

Abstract

Influencer endorsements are one of the most popular marketing communications tools used by cosmetic products to shape consumer behavior. This study aims to analyze the effect of social media influencers' endorsement on consumer behavior in purchasing cosmetic products and explore the attributes of influencers who significantly impact this behavior. This research design uses a quantitative descriptive approach, which focuses on measuring variables to find patterns, relationships, and generalizations that can be applied to a wider population. Data analysis in this study used the SEM model with the help of SmartPLS 4.0 software. The research sample consisted of 128 people, with respondents categorized as having used mother-of-pearl products in Bengkulu City. According to the research findings, only 122 individuals were deemed eligible to be included as respondents. The research was conducted in November 2023. The research results show that an influencer's expertise, attractiveness, and suitability can increase their credibility. In contrast, an influencer's credibility can influence a person's intention to purchase cosmetic products. This is evidenced by a t-statistic value exceeding 1.96 and a p-value below 0.05. Meanwhile, the trust variable has an insignificant effect on credibility and purchase intention if mediated by credibility. This is evidenced by a T-statistic value below 1.96 and a p-value over 0.05. All hypotheses in this study can be declared accepted except hypothesis 1 and hypothesis 6a.
BRAND EXPERIENCE : MEMBANGUN BRAND LOVE PENGGUNA IPHONE DENGAN PERCEIVED BRAND VALUE DAN BRAND PRESTIGE Pratama, Andhika Putra Budi; Daulay, Muhammad Yasser Iqbal
Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA) Vol 9 No 1 (2025): Edisi Januari - April 2025
Publisher : LPPM STIE Muhammadiah Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31955/mea.v9i1.5390

Abstract

Penelitian ini bertujuan untuk mengeksplorasi dampak brand experience terhadap brand love di kalangan Generasi Z pengguna iphone di Indonesia, dengan perceived utilitarian, hedonic dan brand prestige sebagai variabel mediasi. Menggunakan teori Consumer-Brand Relationship (CBR) yang dikemukakan oleh Susan Fournier (1998). Penelitian ini mengkaji bagaimana interaksi emosional dan fungsional antara konsumen dan merek dapat membentuk keterikatan yang kuat. Data dikumpulkan secara daring melalui penyebaran kuesioner kepada 190 responden. Pengolahan data dilakukan menggunakan perangkat lunak SmartPLS 3.0 untuk menganalisis hubungan antar variabel. Penelitian ini diharapkan berguna bagi pemasar dalam mengembangkan strategi yang dapat memperkuat hubungan emosional antara merek dan konsumen, khususnya di segmen Generasi Z yang semakin berpengaruh dalam pasar teknologi. Hasil penelitian menunjukkan terdapat pengaruh signifikan brand experience, perceived utilitarian brand value dan brand prestige terhadap brand love. Namun variabel perceived hedonic brand value tidak berpengaruh signifikan baik secara langsung dan sebagai mediasi terhadap brand love.
Antecedents to Websıte E-Commerce Satısfactıon and Loyalty Darta, Effed; Daulay, Muhammad Yasser Iqbal; Abdillah, Willy
APMBA (Asia Pacific Management and Business Application) Vol. 9 No. 2 (2020)
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.2020.009.02.4

Abstract

This study explores the major determinants of feedback on shopping satisfaction. This research is essential to provide empirical evidence about the factors that can ensure customer satisfaction and loyalty. By surveying respondents that are users of e-commerce website services, this study uses the construct validity test using the Partial Least Square (PLS) method with SmartPLS software application version 2.0. The results explain the visual involvement variable does not correlate with customer satisfaction and loyalty. The interactivity website variable has a strong relationship with customer satisfaction and loyalty. Therefore, customers need service communication interactivity for service providers and merchants. This research contributes to the development of consumer experience theory and online consumer experience.
Co-Authors Darta, Effed Kinanti, Mutiara Nurkhalisa, Nabila Pratama, Andhika Putra Budi RANI RANI, RANI Willy Abdillah