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Aprilianty, Fitri
School of Business and Management, Institute of Technology Bandung, Indonesia
Decision Sciences, Operations Research & Management

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The Potential of Facebook Utilization in Women’s Undergarments Luxury Fashion Brand Aprilianty, Fitri; Nasution, Reza Ashari
The Asian Journal of Technology Management (AJTM) Vol 10, No 2 (2017)
Publisher : School of Business and Management Institut Teknologi Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.12695/ajtm.2017.10.2.5

Abstract

Abstract. The dynamic of global economy drives luxury fashion businesses to change. The primary channel of retailing for luxury fashion brand undergarment is offline stores because Luxury brands are expected to evoke uniqueness and exclusivity through high quality, premium pricing, and controlled distribution. With the exponential growth of various social media, however, luxury brands face challenges in how to maintain brand integrity while keep up with the social media trend. Facebook pages have emerged as a commonly used marketing communication tools and marketing channel, because visiting luxury fashion brand Facebook may stimulate consumers’ interest in using Facebook for shopping. The purpose of this paper is to examine how women’s undergarments luxury fashion brand using Facebook as a marketing tool and how consumers are interacting with the brand by measuring the number of fans, comments, and accuracy of information provided. This paper is based upon a content analysis, inquiring into 30 women’s undergarment luxury fashion brand Facebook pages. Data analysis revealed many undergarment luxury fashion brands appear to have in promoting their products and engaging customers through Facebook. One major problem was the absence of an updated Facebook page.  The findings of this study can enable luxury brands to forecast the future purchasing behavior of their customers and provide a guide to managing their marketing activities as well. Keywords:  Facebook, luxury fashion brand, women’s undergarment, content analysis
Using Electroencephalogram (EEG) to Understand The Effect of Price Perception on Consumer Preference Aprilianty, Fitri; Purwanegara, Mustika Sufiati; Suprijanto, Suprijanto
The Asian Journal of Technology Management (AJTM) Vol 9, No 1 (2016)
Publisher : School of Business and Management Institut Teknologi Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.12695/ajtm.2016.9.1.6

Abstract

Abstract. The research examines the influence of price as product cues on consumer’s perception and evaluation by using the application of electroencephalogram (EEG). This method can give objective information about consumer reactions towards product cues that will drive consumer’s choice. The main research objective was to observe and evaluate consumer’s brain activity in different brain regions while they were being exposed by several price levels (low, medium, high) of underwear as stimuli and focused mainly on liking/disliking the stimuli. The participants consist of 10 female and 10 male consumers within 18-24 years old, have normal vision, right handed, and considered as potential purchasers of underwear. The participant’s brain activity was collected using Emotiv EPOC neuroheadset (EEG) with international 10/20 system and was obtained in Beta frequency bands (13–30 Hz). The result indicated that there was a clear and significant change (p<0.05) in the EEG brain spectral activities of right and left hemisphere in the frontal (F3 & F4), temporal (T7 & T8), and parietal (P7 & P8) regions when participants indicated their attentiveness towards each price level stimulus. The results show, the male and female participant’s tactile sensations in parietal lobe does not give more favorable attention towards particular price stimulus, but the difference price perceptions in parietal lobe can lead to rational preference and give most favored response towards high price stimulus. Analyzing of price perception may help to understand the differences in price-related emotions and preference, which can gain insights into an alternative pricing strategy that can lead to influence consumers buying decision.Keywords:  EEG, Price, Perception, Preference, Underwear.
Co-Authors Purwanegara, Mustika Sufiati Reza Ashari Nasution Suprijanto Suprijanto