Article Per Year (5 Year)
p-Index From 2020 - 2025
0.444
P-Index
This Author published in this journals
All Journal BISMA (Bisnis dan Manajemen) ASEAN Marketing Journal
Rachmahani, Hera
Unknown Affiliation
Social Sciences

Published : 2 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 2 Documents
Search

 1 
GIFT GIVING BEHAVIOR AMONG MILLENNIALS, THE USE OF PHOTO ELICITATION INTERVIEW TO DISCOVER CONSUMER INSIGHT Rachmahani, Hera; Kusumasondjaja, Sony
ASEAN Marketing Journal Vol. 12, No. 1
Publisher : UI Scholars Hub

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

Abstract

Manuscript type: Research paper Research Aims: This paper aims to explore gift-giving activities among millennials at the perspective of gift-giver using the photo elicitation interview. The typology of the relationship between gift givers and recieversand the effects of this relationship to the types of products given in gift-giving activities are also evaluated. Design/methodology/approach: This paper is using phenomenological approach and photo elicitation interview with purposive convenience sampling method to obtain gift-givers decision making process in searching gift products. Research Findings: The process of searching, preparing, and delivering of gifts is influenced by several factors, namely the closeness of the relationship, past experiences and the moment of giving the gift. The structure of intimacy creates hierarchy of gift giving given by gift givers. The position and social class of the gift receiver affect the shape, price, and gifts delivery process. Theoretical Contribution/Originality: This research is expected to provide an understanding of the consumer decision-making process in giving gifts at certain moments experienced by consumers. Practitioner/Policy Implication: This paper give insights to the practitioner about the promotional and products design that are associated with the closeness between consumers and gift givers to attract gift-givers giving a gift to the special people around them This study is only discuss gift-giving behavior from gift-givers and does not pay attention to the recipient perspective so it is less comprehensive in discussing gift-giving behavior in the millennial generation
Narrative engagement and entrepreneurial behaviour: A comprehensive study utilising the transportation-imagery model Untarini, Nindria; Hartini, Sri; Rachmahani, Hera; Maulida, Intan Nia
BISMA (Bisnis dan Manajemen) Vol. 16 No. 2 (2024)
Publisher : Universitas Negeri Surabaya, Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26740/bisma.v16n2.p190-212

Abstract

This study explores how narrative engagement influences story-consistent attitudes and entrepreneurial intentions among students in Indonesia. It also examines the mediating roles of enjoyment and perceived relevance in this relationship. Using Structural Equation Modelling (SEM) with Warp-PLS 8, data from 320 students who completed entrepreneurship courses were analysed. Findings reveal that narrative engagement significantly enhances enjoyment and perceived relevance, positively impacting story-consistent attitudes and entrepreneurial intentions. These results suggest that enjoyment and perceived relevance fully mediate the effects of narrative engagement, underscoring the importance of incorporating engaging and relevant narratives in entrepreneurship education to foster a stronger entrepreneurial mindset and intentions. This study offers actionable insights for educators and policymakers to design course content that maximises narrative engagement, thereby effectively shaping students' attitudes and intentions toward entrepreneurship.
Co-Authors Maulida, Intan Nia Nindria Untarini Sony Kusumasondjaja Sri Hartini