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All Journal Journal of Business and Management Journal of Innovation, Business and Entrepreneurship
Chaerudin, Rendra
School of Business and Management, Institut Teknologi Bandung
Decision Sciences, Operations Research & Management

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The influence of celebrity endorsement and instagram ads feature on instagram to increase online customer’s purchase intention towards natural ingredients based cosmetic brand Kusumaningrum, Andriaty; Chaerudin, Rendra
Journal of Innovation, Business and Entrepreneurship Vol 4, No 2 (2019)
Publisher : Journal of Innovation, Business and Entrepreneurship

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In Indonesia, Instagram become one of four application that most likely to be used with an increasing number of active users up to 1 billion in 2019 globally, Instagram’s growth eventually creates business opportunities because the amount of potential market gathered in one platform. With the goal of the endorsement done by small and medium enterprises to advance the promotion of their items and brand, celebgram has turned into a pattern among people in general, and their well-known can be same with other celebrities by only utilizing Instagram. Instagram Ads is a strategy for paying to post supported substance on the Instagram stage to come to a bigger and more focused on group of onlookers. Purchase intention has another perspective that the customer will buy an item after assessment. is affected by various factors such as price of the product, design, packaging, knowledge about the product, quality, celebrity endorsement, fashion and sometimes family relation as well. These connection between Celebrity Endorsement, Instagram Ads and purchase intention helps Small and Medium Enterprises to utilize Instagram as one of their marketing platform. The purpose of this study is to determine the effectiveness of marketing process using Celebrity Endorsement and instagram Ads as the tool. This research is expected to be useful and can be implemented for Small Medium Enterprise specifically for Naturale Indonesia also natural ingredients based cosmetic industry. This research used quantitative method by using probability sampling, data collection technique using Slovin formula with error of 10% and get 100 sample respondents. The analysis used is multiple linear regression to test the hypothesis. The results of this study indicates that both Celebrity Endorsement and InstagramAds has positive impact to increase customer’s purchase intention towards natural ingredients based cosmetic.\Keywords: Celebrity Endorsement, Instagram Ads, Natural Ingredients Based Cosmetic, Purchase Intention
Understanding Generational Perceptions: The Influence of Free Service towards Premium Service Purchase Intention in OMS Platform Andryani, Hana Aiko; Chaerudin, Rendra
Journal of Business and Management Vol 10, No 3 (2021)
Publisher : Journal of Business and Management

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The Online Music Streaming (OMS) platform is one of the biggest contributors towards music industry’s revenue. However, the revenue stream of OMS platform is limited into two sources; premium service and paid advertisements. Most of the users are using the free service of the platform and they are spread between three consecutive generations; generation X, Y, and Z. This research purpose is to (1) identify the difference in how each generation’s age and behavior affect their perceptions towards the free OMS platform; (2) determining its impact towards the intention to convert into premium user. This research involved 402 respondents from Indonesia and is analyzed using the SEM-PLS method. The results show that only generation X has different influence towards their perceptions on OMS platform. Generation Y and Z has significant influence towards their perceived usefulness, perceived enjoyment, and perceived trust. However, the perceived usefulness is the only perception that has significant impact towards their purchase intention. Meanwhile, generation X was found to have insignificant influence towards their perceived trust and none of the perceptions have a significant influence towards their purchase intention of premium service in OMS platform. This research is expected to benefits the OMS Industry and future studies. Keywords : Consumer Perception, Digital Platform, Generational Cohorts, Music Streaming, PartialLinear Regression, Purchase Intention.
INFLUENCE OF E-SERVICE QUALITY TOWARDS CUSTOMER LOYALTY IN THE SUBSCRIPTION VIDEO ON DEMAND (SVOD) SERVICE IN INDONESIA (CASE STUDY: NETFLIX) Bachtiar, Muhammad Affan Huzairy; Chaerudin, Rendra
Journal of Business and Management Vol 10, No 2 (2021)
Publisher : Journal of Business and Management

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Subscription video on demand (SVOD) seems to be getting popular as a choice of entertainment by consumers in the form of video such as movies and series including in Indonesia. SVOD can be accessed through the internet and can be accessed by many electronic devices connected to the internet. But with the rising of SVOD popularity, the competition in the industry became fierce with many new SVOD providers starting to spring up, and maintaining customer loyalty also becomes hard as companies trying to get as many customers as possible in the market therefore, it needs a strategy to maintain customer loyalty. The author chose to research how e-service quality can influence the customer loyalty of SVOD in Indonesia because SVOD is services provided on the internet and can be accessed either with web or app therefore e-service quality becomes an important factor to assess the service they provide. So, this research aims to see which e-service quality dimension has a significant impact on customer loyalty. The SVOD that became the object of this research is Netflix because they already have a long presence in Indonesia and have a substantial number of customers. Electronic service quality (E-service) quality is the ability of a company to provide service for customers through the online market. Customer loyalty is the commitment of customers to repurchase or patronize the same product and recommend it. The research is quantitative and was conducted by giving questionnaires to Netflix consumers in Jakarta and Bandung and the author managed to collect 110 data and analyze them with SEM-PLS method. The author found that e-service quality dimensions which are: Product portfolio, Information quality, visual appeal, and ease of use have a significant and positive influence on customer loyalty of Netflix customers in Indonesia.Keywords: E-service quality, Customer loyalty, (Subscription video-on-demand) SVOD, Netflix
Co-Authors Andryani, Hana Aiko Bachtiar, Muhammad Affan Huzairy Kusumaningrum, Andriaty