Article Per Year (5 Year)
p-Index From 2021 - 2026
0.444
P-Index
This Author published in this journals
All Journal Kajian Branding Indonesia International Research Journal of Business Studies
Yosevina, Christiana
Unknown Affiliation
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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

Found 2 Documents
Search

 1 
Persepsi Konsumen dari Personal Brand Korean Celebrity Endorser terhadap Brand Love dengan Mediasi Lokal Brand Equity Evelyn, Brigitta; Christina, Nathania; Yosevina, Christiana; Amelia, Novi
Kajian Branding Indonesia Vol 6 No 1 (2024): Kajian Branding Indonesia
Publisher : Universitas Prasetiya Mulya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21632/kbi.6.1.1-14

Abstract

The phenomenon of the Korean wave in Indonesia has changed and influenced the perception of Indonesian society. In view of this phenomenon, various Indonesian local brands in the skincare industry use Korean Celebrity as a celebrity endorser in their marketing strategy that will have an effect on local brand equity to ultimately affect brand love. The theories applied to the study are celebrity endorsers, local brand equity, and brand love. The study also used a quantitative approach through the dissemination of a questionnaire with a total of 288 respondents and statistical tests to find a supposed relationship with SEM methods using AMOS 24 software. The findings of this study produced information in the world of marketing in the local brand industry Indonesia, that is there was a significant positive relationship between expertise and local brand equity, but the results of this research showed no influence between attractiveness and local brand equity.
Examining Savvy Salespeople Practicing Entrepreneurship And Client-Oriented Selling To Enhance Cross-Border Sales Widiastono, Hubert; Rahman, Fathony; Yosevina, Christiana
International Research Journal of Business Studies Vol. 16 No. 2 (2023): August - November 2023
Publisher : Universitas Prasetiya Mulya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21632/irjbs.16.2.189-209

Abstract

Organizational marketing, sometimes referred to as business-to-business (B2B) marketing, typically deals with a limited clientele, resulting in a close relationship between customers and salespeople. The link must be managed carefully for the salesmen to employ entrepreneurial strategies to increase clients’ readiness to repurchase products and ultimately meet the company’s sales target, especially for those working in international markets. However, no well-validated model has been developed to demonstrate that salespeople who engage in corporate entrepreneurship and client-focused sales of the company do better in cross-border sales. The goal of the study is to test and validate a conceptual model that claims salespeople who engage in corporate entrepreneurship and client-centered selling perform better in cross-border sales when the company has a high capacity for absorption. Data analysis was done as part of the quantitative research method utilized in this study.
Co-Authors Amelia, Novi Christina, Nathania Evelyn, Brigitta Fathony Rahman Widiastono, Hubert