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All Journal Jurnal Administrasi Bisnis JBTI : Jurnal Bisnis : Teori dan Implementasi PROCEEDING IC-ITECHS 2014 Jurnal Ilmu Sosial dan Ilmu Politik IJEBD (International Journal Of Entrepreneurship And Business Development) TIJAB (The International Journal of Applied Business) JMBI UNSRAT (Jurnal Ilmiah Manajemen Bisnis dan Inovasi Universitas Sam Ratulangi) Kiryoku: Jurnal Studi Kejepangan IKRA-ITH EKONOMIKA JOURNAL OF APPLIED BUSINESS ADMINISTRATION Aptisi Transactions on Management Jurnal Bisnis Terapan Dinasti International Journal of Management Science International Journal of Business Studies Abdi: Jurnal Pengabdian dan Pemberdayaan Masyarakat Journal of Global Business and Management Review MANDAR: Management Development and Applied Research Journal EKONOMI, KEUANGAN, INVESTASI DAN SYARIAH (EKUITAS) Coopetition : Jurnal Ilmiah Manajemen Warta Pengabdian Andalas: Jurnal Ilmiah Pengembangan Dan Penerapan Ipteks International Journal on Social Science, Economics and Art IJORER : International Journal of Recent Educational Research Jurnal Abdimas Bina Bangsa Bima Journal : Business, Management and Accounting Journal Jurnal Abdimas Kartika Wijayakusuma International Journal of Travel, Hospitality and Events IJCOSIN : Indonesian Journal of Community Service and Innovation TRANSAKSI International Journal of Entrepreneurship, Business, and Creative Economy International Journal of Management, Entrepreneurship, Social Science and Humanities (IJMESH) International Journal of Entrepreneurship and Sustainability Studies Engagement: Jurnal Pengabdian Kepada Masyarakat Journal Of Management Analytical and Solution (JoMAS) Asian Journal of Management, Entrepreneurship and Social Science Komunitas: International Journal of Indonesian Society and Culture
Hermawan, Daniel
Universitas Katolik Parahyangan
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Journal : TIJAB (The International Journal of Applied Business)

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The Influence of Guerrilla Marketing on Buying Interests in Indonesian Fashion Local Brands Karen Millennia Puspa Nugroho; Daniel Hermawan
TIJAB (The International Journal of Applied Business) Vol. 6 No. 2 (2022): NOVEMBER 2022
Publisher : Universitas Airlangga

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.20473/tijab.v6.I2.2022.37580

Abstract

The modern age has had an impact on commercial sectors, particularly the fashion industry. There are already an increasing number of local brands that are in demand from the general public, particularly ladies. But the local fashion brand's marketing strategy is not wholly responsible for its success. The typical marketing strategy is now less effective due to technology innovation. Thus, a non-traditional strategy using digital marketing tools like web hunt can make it simpler for Indonesian fashion local products to be noticed and purchased by many people in various places. Therefore, the goal of this study is to analyse how guerrilla marketing has an impact on Indonesian consumers' shopping habits and local fashion brands. The quantitative approach combined with a descriptive analysis was the research methodology employed in this study. A survey of 103 respondents who fit the requirements for the data collecting process—product owners and potential customers of a regional fashion brand in Indonesia—was utilized to gather the information. The study's findings show that guerrilla marketing has an impact on Indonesian local fashion brands' consumer behaviour at the same time. However, in part, the emotional arousal factor has the greatest impact on consumers' purchasing decisions. Therefore, it may be said that guerrilla marketing has little effect on consumer behaviour.
Co-Authors Allikanaya, Primaura Meiracaesara Andika, Vania Claresta Angelica, Maria Beta Wijanarko Pranoto, Laurentius Darmanto, Rayner Evan Dumanauw, Josh Samuel Ellen Cenora Erlina Erlina Fahrurrozi, Naufal Andyka Felicia Devina Arum Andita Florentyna, Dyta Nadya Franklin Asido Rossevelt Fransiska Anita Subari Fransiska Anita Subari Halim, Kevin Gunawan Helmi, Hamdi Here, Imanuel Alexander Jenifer, Jenifer Karamang, Ezra Karen Millennia Puspa Nugroho Karerin Narisa Putri Keisha Safina Syauta Li, Zhiwen Markus, Monica Mesakh Abednego Setiawan Michael Swintio Halim Michelle Santi Kurniawan Muzadi, Alifya Ainun Nurfatha, Dianajmi Nurhalimah, Naura Rosya Pratama, Rahmadiansyah Rangga, Paulus Pradipta Roni Tua Salman Praja, Rinaldhi Sariputta, Stephen Shafwan, Fauzan Indra Sihombing, Heriyandi Pandapotan Sihotang, Desjantri Silfitri Suryajaya Eltanto, Kevin Syayu Zhukhruffa Theresia Gunawan Tobing, Albert Mangapul Parulian Lumban Tonda, Yoseph Maxidiaz Corala Trivena Muabuai, Ribka Yoke Pribadi Kornarius