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All Journal Indonesian Business Review Kajian Branding Indonesia
Murniadi, Krishnamurti
Unknown Affiliation
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Social Sciences

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Pengaruh Konten pada Intensi Konsumen untuk Membeli Produk Kecantikan di Tiktok Lavina, Gabriella; Mediana, Xecilia; Widjojo, Handyanto; Murniadi, Krishnamurti
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.6.1.31-41

Abstract

TikTok as the fastest growing social media has expanded to the e-commerce industry. Influencer affiliate marketing strategy takes part in their success. The contents of TikTok have these attributes: utilitarianism from their information quality and hedonism from the humor and originality of its creators. Referring to the Stimulus Organism Response (SOR) theory, humor, originality, and quality is a great stimulus to attract responses from the audience. With this research, the writer seeks for an understanding of how attributes persuade the audience’s attitudes and intention to purchase from TikTok as an application. Questionnaires consisting of 5 variables and 23 indicators will be distributed to TikTok users. The data analysis for this study will be conducted using SmartPLS Structural Equation Modeling (SEM). The result indicates that a positive attitude is proven to moderate the relationship between originality, quality and purchase intention. These findings contribute theoretically and practically that might help business owners, influencer affiliates and TikTok in decision making or strategizing.
The Effects of Anonymity in Business Ethics Class Discussions Using Various Gender Compositions Murniadi, Krishnamurti; Trilaksono, Teddy
Indonesian Business Review Vol 9 No 1 (2026): Indonesian Business Review
Publisher : Universitas Prasetiya Mulya

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

The gender makeup of the group and anonymity have a significant impact on small group talks. Business Ethics is one business course that frequently incorporates debate. Anonymity is the state in which meeting attendees are unidentified, hence removing any physical clues, especially in corporate ethics case group discussions. The gender makeup of the group, on the other hand, is crucial to its level of attraction since members of the group tend to associate with people who are similar to them and to be prejudiced against those who are different. This study investigated if anonymity lowers the degree of attraction between groups with varying gender makeup. Participants were divided into six groups for the experiment. There were three groups that communicate in offline classroom settings and three groups that communicated via computer-mediated communication (CMC). In both settings, there were male-only groups, female-only groups, and mixed-gender groups. An actual gender-related case and four discussion questions were used to activate gender identification. Findings suggested that female-only groups members had significantly higher level of group attraction in offline classroom settings than CMC, while there was no significant difference in group attraction between offline and CMC settings in in male-only and mixed-gender groups.
Co-Authors Handyanto Widjojo Lavina, Gabriella Mediana, Xecilia Teddy Trilaksono