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This Author published in this journals
All Journal Journal The Winners The South East Asian Journal of Management
Jimmy, So Yohanes
Unknown Affiliation
Social Sciences

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Understanding the Influences of Hedonic Personality towards Advertising Avoidance on Social Media Desmonda, Diera; Jimmy, So Yohanes; Annas, Mohammad
The South East Asian Journal of Management Vol. 18, No. 1
Publisher : UI Scholars Hub

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Abstract

Research Aims: This study aims to investigate and explore how the hedonic personality that exists in each individual can influence avoidance behaviour towards advertisements on social media platforms. Design/Methodology/Approach: A quantitative approach with a purposive sampling technique was employed to collect data from 198 respondents who have shopped or at least searched for products on social media. The data were then analysed using the Structural Equation Modelling (SEM) technique. Research Findings: The results showed that hedonic personality affected advertising avoidance behaviour. Through multigroup analysis, this research found differences in how men and women respond to an advertisement. On the other hand, the intrusive level of an advertisement had a direct effect on ad avoidance behaviour on social media. Theoretical Contribution/Originality: This study contributes knowledge by exploring and linking hedonic personality with ad avoidance behaviour. In addition, this study analyses how those relationships are different between men and women. Managerial Implication in the South East Asian Context: The results of this study are expected to provide insights for advertisers and encourage them to consider the hedonic style when determining the target customers. Also, the results inform that the model or ad content should be differentiated when targeting men or women. Research Limitation & Implications: This study is limited in several ways, such as the demographic reach and number of respondents. Additionally, the number of social media platforms is only limited to Instagram and Facebook.
The Effect of Physical Experience and Integrated Information on Customer Purchase Behavior in Online-to-Offline Commerce Christine, christine; Jimmy, So Yohanes; Utomo, Prio
Journal The Winners Vol. 26 No. 1 (2025): The Winners (In Progress)
Publisher : Bina Nusantara University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21512/tw.v26i1.12584

Abstract

Online-to-Offline (O2O) is a business model increasingly being developed and widely implemented by companies in Indonesia. Therefore, the research examines the factors influencing purchasing behavior in Indonesian O2O commerce through economic theories, namely Perceived Risk and Perceived Benefit. The research procedures were carried out using a quantitative approach, and the data obtained were analyzed with Partial Least Square Structural Equation Modeling. The sample data was selected using a purposive sampling method and collected through an online survey instrument from 248 millennial customers who had made O2O purchases. The results show that all exogenous variables had significant effects, except for Physical Experience, which did not significantly affect Perceived Risk. Meanwhile, Integration Online-to-Offline Information (IOOI) had the most significant impact on enhancing customer purchase intention. The results also showed that Perceived Benefits had a significant impact on customer purchase intention. This research offers a novel perspective by exploring how integrated customer behavior across digital and physical channels influenced purchasing decisions within the Indonesian context, where existing literature was limited. The results provide valuable insights for companies in formulating strategies to deliver effective physical experiences and IOOI. Companies should ensure that the information available across online and offline channels is complementary and consistent to maximize customer purchase intention.
Co-Authors Annas, Mohammad Christine Christine Desmonda, Diera Prio Utomo