Garuda - Garba Rujukan Digital

Factors Influencing Customer Repurchase Intention towards Online Product in Online Shopping Website (B2C E-commerce) " Pratiwi, Anastasia Galuh; Kusumawati, Nurrani
Journal of Business and Management Vol 9, No 2 (2020)
Publisher : Journal of Business and Management

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Abstract. The development of e-commerce business could create an opportunity that has to be generated by e-commerce players, especially B2C E-commerce in order to become successful business by retaining customers through repurchase intention. This research aims to determine the factors influencing customer repurchase intention, to determine the effect of customer satisfaction towards repurchase intention, and to determine the factor that has biggest influence on customer repurchase intention in B2C E-commerce website. The data of this research obtained through in-depth interview to 11 informants who live in Java, aged 15-44 years old, and ever repurchase in B2C E-commerce website. The data that has been collected analyzed by using manual coding. The result shows that price, product quality, sales promotion, and customer satisfaction are the factors influencing online repurchase intention. Furthermore, product quality is the factor that has biggest influence towards online repurchase intention. This research also shows customers tend to repurchase when they feel satisfied with online shopping experience provided by the website. Therefore, satisfaction is animportant key to be considered by B2C E-commerce because it can encourage customer’s intention to repurchase in the website itself.Keywords: B2C E-Commerce, Online Repurchase Intention, Customer Satisfaction, Price, Product Quality, Sales Promotion.

Brand equity of Compass rebranding Wiraputra, Rafif; Kusumawati, Nurrani
Journal of Business and Management Vol 9, No 2 (2020)
Publisher : Journal of Business and Management

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Abstract. The growth of sneakers is followed by the rise of Indonesian sneakers market, as local brands are competing to show and improve their quality, and one of them is Compass. Compass is a local sneakers brand that was founded in 1998, but they had a financial crisis and rebrand in June 2018. Rebranding aims to create new values and perception by customers towards the brand, and rebranding can be said to be successful if customers have a good perception of quality. Aligned with that, brand equity will increase as the value of the brand ncreases, which will increase customer perception towards the brand. This research aims to determine the influence of rebranding and perceived quality on Compass’s brand equity. Therefore, to gain the best results, the researcher has determined several variables to support this research. Data collection is gathered by questionnaire, questionnaire items are based on theory and previous research and distributed through Google Forms. Data were gathered from 415 respondents and will be analyzed using the Partial Least Square Structural Equation Modeling (PLS-SEM) method. The results showed that both of rebranding and perceived quality have significant influence on brand equity.Keywords: Sneakers industry, brand equity, rebranding, perceived quality, PLS-SEM.

Analysis of product quality, relationship marketing, and customer satisfaction on b2b towards repurchase intention (case study: Cv. Primadona & Co) Ali, Alwi; Kusumawati, Nurrani
Journal of Business and Management Vol 9, No 2 (2020)
Publisher : Journal of Business and Management

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Abstract. Based on data from the Ministry of Industry (2016), Indonesia has 183 export companies that own the commodity Charcoal. Including CV Primadona & Co. In 30 years in the charcoal commodity CV Primadona & Co experienced ups and downs in the world of international business. The problem is customers who do not want to repurchase and business in Indonesia has experienced very rapid progress. This makes the company have decreased revenue since the last 6 years. In terms of data collection methods, this research is classified as qualitative using in-depth interviews as a means to gather the data. Observation are applied to collect the data. For B2B, the study would be more straightforward because of the use of in-depth interviews to identify and clarify the secret issues in phenomena that are difficult to fully understand. To collect qualitative data, interviews were conducted with 20 companies that have ever bought at Cv. Primadona & Co. The company is located in Korea, Europe and the Middle East. Important factors for repurchasing are demand on the market, quality, price, service, quick response. Some companies have already had the best quality, had a marketing relationship, and have received satisfaction from purchasing. Demand depends on the needs of each country. Quality can be seen from the burning that doesnâ€™t emit sparkles, can withstand burning up to 3 to 5 hours, and no white ash. Customers look for the cheapest price to buy. Satisfying services such as after sales service and guaranteed products become the power to attract customers to repurchase.Keywords: Customer Satisfaction, Product Quality, Relationship Marketing, Repurchase Intention

How Muslim Youth Community Brand Sells Merchandise Case: Shift Youth Movement Kusumawati, Nurrani; Arrahim, Dzikry
The Asian Journal of Technology Management (AJTM) Vol 14, No 1 (2021)
Publisher : School of Business and Management Institut Teknologi Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.12695/ajtm.2021.14.1.6

Abstract. Shift is a Muslim youth movement community in Indonesia. As one of the Islamic Brand in Indonesia, Shift starts selling the merchandise to broaden the brand. However, selling the brand's merchandise is not easy work to do. A couple of factors might affect customer purchase intention, such as brand loyalty and brand image. This research aims to find a strategy on how Islamic Brand sell merchandises. This study will discuss several variables, such as brand knowledge, brand satisfaction, brand identification, brand image, brand loyalty, and perceived quality to purchase intention. The data collection uses the questionnaire as the method and analyses it on Partial Least Square Structural Equation Modeling (PLS-SEM). The questionnaires are distributed by online platforms with sample size of 436 respondents who knew about Shift Brand and Shift's Merchandise. The outcomes are brand knowledge, brand satisfaction, brand identification, influence brand image and brand loyalty. Brand loyalty has a positive impact on purchase intention; however, brand image and perceived quality insignificant impact purchase intention. The Shift must develop a strategy to strengthen brand knowledge, brand satisfaction, and brand identification; therefore, it can increase brand loyalty, leading to purchase intention.Keywords: Brand loyalty, brand image, perceived quality, purchase intention, Islamic brand, and partial least square.

PENGARUH IKLAN VIDEO YANG MENGGUNAKAN INFLUENCER SEBAGAI MODEL DI MEDIA SOSIAL TERHADAP KEPUTUSAN PEMBELIAN PELANGGAN UNTUK PRODUK PERAWATAN TUBUH Vanessa Gloria; Nurrani Kusumawati
Marketgram Journal Vol. 1 No. 2 (2023): Marketgram Journal (MJ)
Publisher : PT Naureen Digital Education

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The presence of video advertising can be an effective strategy for providing new sensory experiences to users and driving purchasing decisions for body care products. However, there are still video ads on social media platforms (Instagram, YouTube, and TikTok) are less effective in influencing customers or their audiences to make purchasing decisions, notably in the beauty and body care industries. As a result, the purpose of this study is to examine the impact of expected factors altered by video advertising that leverages influencers as models on social media on customers' purchasing decisions for body care goods. This study combines qualitative and quantitative analysis, open coding approaches are used to examine qualitative data, and Partial Least Squares Structural Equation Modeling (PLS-SEM) is used to study quantitative data. The study's findings suggest that video advertising has a positive influence on customers' purchasing decisions for body care items. Furthermore, empathy, preferred social media, and purchase intention all have a significant and positive impact on customers' purchasing decisions. These findings are likely to provide insights into ways for exploiting and optimizing the potential of video advertising that uses influencers as models in influencing customers' purchasing decisions for social media-available body care items

BRAND AUTHENTICITY: A STUDY ON ITS IMPACT ON BRAND LOYALTY THROUGH BRAND RELATIONSHIP QUALITY IN THE LOCAL FOOTWEAR INDUSTRY Marshella Tristandinata; Nurrani Kusumawati
Journal of Social and Economics Research Vol 6 No 1 (2024): JSER, June 2024
Publisher : Ikatan Dosen Menulis

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54783/jser.v6i1.541

This study investigates the impact of brand authenticity (BA) on brand loyalty in the local footwear industry, using brand relationship quality as a mediating factor. Building on Lee and Chung's (2020) framework, the research identifies key attributes of brand authenticity (BA)—product authenticity, communication authenticity, brand originality, and price authenticity—and examines their impact on brand loyalty through brand relationship quality, specifically brand satisfaction, trust, and commitment. A mixed-methods approach was employed. The study first conducted a quantitative analysis using an online survey and PLS-SEM to examine the relationships between the brand authenticity attributes, brand relationship quality, and subsequently, brand loyalty. This was followed by qualitative semi-structured interviews, analyzed through thematic coding, to validate and elaborate on the quantitative findings and confirm the key BA attributes in the local footwear context. The study confirmed that product authenticity, encompassing design newness and product originality, enhances brand satisfaction, trust, and commitment. Communication authenticity, encompassing advertising authenticity and company authenticity, positively affects satisfaction and trust, while brand originality impacts satisfaction and commitment. Price authenticity enhances satisfaction and trust but does not significantly influence long-term commitment. The results indicate that brand satisfaction and commitment mediate the relationship between BA and brand loyalty, while brand trust does not. The research offers practical insights for local footwear brands to enhance authenticity and build stronger consumer relationships by focusing on original product designs, transparent communication, a distinctive brand story and image, and fair pricing practices. Theoretical implications include validating and adapting Lee and Chung's (2020) framework for the footwear industry, contributing industry-specific insights into the role of brand authenticity in shaping consumer loyalty within the local Indonesian footwear sector, guiding future research and brand management strategies.

How User-Generated Content Influences Hotel Booking Decisions on Traveloka Syaqufa, Ambarin; Kusumawati, Nurrani
Mandalika Journal of Business and Management Studies Vol 2 No 2 (2024): Mandalika Journal of Business and Management Studies
Publisher : Mandalika Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59613/mjbms.v3i1.132

Digital transformation has become a critical focus worldwide, including the rapid adoption of innovative technologies with diverse applications across various markets and industries. In the midst of emerging features from the development of these applications, experiences shared by other customers through UGC are perceived as more trustworthy than brand-promoted content compared to content from social media, which has key factors including perceived credibility, usefulness, homophily, and information quality. UGC has fundamentally transformed the travel industry by changing how information is obtained and shared, affecting how tourists plan their trips and impacting customer satisfaction and purchase decisions like Traveloka. This study aims to explore the relationship between UGC factors, customer attitude towards UGC, and customer trustworthiness for utility in purchase decisions in the hotel sector in Traveloka. This research adopts a comprehensive approach by combining qualitative and quantitative analysis. Qualitative data was collected by analyzing automatic coding techniques with the NVivo tool. Meanwhile, quantitative data was analyzed using the Partial Least Squares Structural Equation Modeling (PLS-SEM) method. In the qualitative stage, the research targeted travel enthusiasts who have booked hotels on OTA platforms, especially Traveloka users, with a minimum number of respondents of 12, and in the quantitative method, the minimum number of respondents was 200. The qualitative stage also explored an additional variable, perceived risk, which was further analyzed quantitatively in relation to attitude towards UGC. The findings of this study emphasize the significant impact of perceived reliability, perceived usefulness, information quality, perceived homophily, and perceived risk that influence attitude towards UGC for utility towards purchase decisions in the hotel sector. This research provides an understanding of the new role of several factors in UGC, explores their impact on attitude towards UGC and its use in hotel purchase decisions, and provides valuable guidance for optimizing strategies and maximizing the potential of UGC features in the travel industry in the hotel sector.

Factors That Affecting Customer Intention To Use Telemedicine Applications Continuously After Covid-19 Pandemic In Indonesia Fandika, Gilang; Kusumawati, Nurrani
Journal Integration of Management Studies Vol. 1 No. 2 (2023)
Publisher : Integrasi Sains Media

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58229/jims.v1i2.111

During the COVID-19 Pandemic, telemedicine has had a high use rate since the government issued a policy limiting people's movement to reduce transmission. It is because telemedicine can be a way to solve this issue since it can provide and support health care when distance separates the users only using electronic communication technologies. However, through this remote assessment, patients and physicians lose the opportunity to interact in person, which might impact doctor-patient communication. Furthermore, covid-19 cases in Indonesia have shown a downward trend, making the government have no regulation limiting people's movement. Now, people can see their physicians directly for some conditions. Therefore, this research will analyze factors influencing customer intention to consult through telemedicine applications and determine which factors more significantly influence customer intention. This research is conducted through a qualitative approach by semi-structured interviews and a quantitative approach by an online survey of customers who ever experience using telemedicine applications. The researcher uses open coding to analyze the interview result and descriptive statistics and PLS-SEM to analyze the survey result. The author gets seven respondents from interviews and 317 from online surveys. The results indicate that perceived benefit, satisfaction, saving time, saving cost, and performance expectancy influence customer intention to use telemedicine applications continuously. Furthermore, satisfaction and saving costs are the factors that significantly influence customer intention to use telemedicine applications continuously. The finding of this research is expected to give insight into telemedicine applications in Indonesia about making their strategies to enhance their customer intention to use continuously.

Investigating the Impact of Service Quality on Customer Satisfaction and Subsequent Customer Loyalty in Bank Jago Siregar, Rachael Gracella Veronita; Kusumawati, Nurrani
Journal Integration of Management Studies Vol. 1 No. 2 (2023)
Publisher : Integrasi Sains Media

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58229/jims.v1i2.113

In an increasingly competitive banking industry, it is important for banks to understand consumer satisfaction and build consumer loyalty in order to maintain market share and achieve sustainable growth. This research focuses on Bank Jago users, with the aim of analyzing the relationship between service quality, consumer satisfaction, and consumer loyalty in that context. This study uses a quantitative approach with purposive sampling method to collect and analyze data from 318 respondents who are Bank Jago users in the Bandung and Jabodetabek areas who have experience using Bank Jago services for at least 1 year. The data collection method was conducted through a questionnaire-based survey that was disseminated to a sample of bank users. The collected data were then analyzed using descriptive statistics and PLS-SEM to test the relationship between the observed variables. The results of the analysis show that service quality, especially in the indicators of Efficiency, Responsiveness, Site Organization, and User Friendliness provided by Bank Jago has a positive effect on customer satisfaction. The higher the quality of services provided by the bank, the higher the level of satisfaction felt by users. In addition, this study also revealed that consumer satisfaction has a positive influence on consumer loyalty in Bank Jago users. In other words, the more satisfied users are with the banking services provided by Bank Jago, the more likely they are to remain loyal as Bank Jago users in the future. This research makes an important contribution to Bank Jago in understanding the factors that affect the satisfaction and loyalty of their users. The findings of this research can be the basis for Bank Jago to improve the quality of their services, optimize user experience, and maintain consumer loyalty amid intense banking industry competition. In addition, this research also contributes to a broader understanding of the importance of service quality in creating consumer satisfaction and building consumer loyalty in the context of the banking industry.

Harmonizing Algorithms and User Satisfaction: Evaluating The Impact of Spotify's Discover Weekly on Customer Loyalty Natasha Janice; Nurrani Kusumawati
Journal Integration of Management Studies Vol. 2 No. 2 (2024)
Publisher : Integrasi Sains Media

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58229/jims.v2i2.168

Integrating artificial intelligence (AI) in music streaming platforms has significantly transformed user experiences, with personalized features playing a key role. This study investigates the impact of Spotify's "Discover Weekly" feature on Indonesian users' satisfaction and customer loyalty. The research examines how the quality of service experience, perceived usefulness, and user engagement interplay to influence the effectiveness of "Discover Weekly" in enhancing user experience and fostering loyalty to Spotify. Using a mixed-methods approach, the study utilizes qualitative analysis through automated coding with Nvivo software (18 respondents) and quantitative analysis using Partial Least Squares Structural Equation Modeling (PLS-SEM) with 397 respondents. The target demographic is Generation Z, familiar with or using the "Discover Weekly" feature. Findings reveal a significant positive impact of service quality experienced through "Discover Weekly" on user satisfaction and subsequent loyalty to Spotify. Additionally, there is a strong positive relationship between user satisfaction and word-of-mouth promotion, suggesting that satisfied users are more likely to recommend "Discover Weekly" to others. Recommendations include enhancing playlist discoverability, refining music content, and encouraging positive word-of-mouth promotion. Future research should explore personalized playlists on other platforms, analyze different demographic profiles, and evaluate additional features offered by Spotify to provide a broader understanding of user experience and loyalty dynamics.

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