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All Journal Jurnal Aplikasi Bisnis dan Manajemen (JABM) E-Journal Journal of Management and Business Review IJHCM (International Journal of Human Capital Management) JIMFE (Jurnal Ilmiah Manajemen Fakultas Ekonomi) JMD: Jurnal Riset Manajemen & Bisnis Dewantara Business Review and Case Studies
Aprihatiningrum Hidayati
Sekolah Tinggi Manajemen PPM, Indonesia
Agriculture, Biological Sciences & Forestry Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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Celebrity Endorsement, Perceived Risk, and Purchase Intention: The Moderating Role of Brand Image Kamelia Vanny Danaswari; Aprihatiningrum Hidayati
Jurnal Aplikasi Bisnis dan Manajemen Vol. 10 No. 2 (2024): JABM, Vol. 10 No. 2, May 2024
Publisher : School of Business, Bogor Agricultural University (SB-IPB)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.17358/jabm.10.2.434

Abstract

Background: The rapid advancements in technology, information, and communication have significantly impacted the global economy, including the competitive landscape of businesses.Purpose: This study explores the influence of celebrity endorsement and perceived risk on consumer purchase intention towards local Indonesian skincare products, emphasizing the moderating role of brand image. Design/methodology/approach: The study used a quantitative survey targeting local skincare users in the Jabodetabek area, collected via Google Forms, and analyzed using SPSS 26 with multiple and moderated regression analysis. This research provides new insights into the Indonesian skincare market, highlighting the dual impact of celebrity endorsement and perceived risk on purchase intention, with a focus on brand image's moderating role.Findings/Result: The findings reveal that celebrity endorsement and perceived risk significantly, yet distinctly, influence purchase intention. Importantly, brand image was found to moderate the impact of celebrity endorsement on purchase intention, but did not significantly alter the effect of perceived risk on the same. These results have substantial implications for skincare marketers, suggesting that investments in celebrity endorsement, when combined with robust brand image strategies, and targeted marketing addressing perceived risks, can significantly influence consumer decision-making, thereby enhancing engagement and purchase intention in the competitive skincare market. Conclusion: Celebrity endorsement significantly increases purchase intention, and while brand image moderates this effect, it does not significantly change the impact of perceived risk.Originality/value (State of the art): This research provides new insights into the Indonesian skincare market, highlighting the dual impact of celebrity endorsement and perceived risk on purchase intention, with a focus on brand image's moderating role. Keywords: brand image, celebrity endorsement, perceived risk, purchase intention, local skincare market
INDONESIAN CONSUMER PREFERENCES IN SELECTING MASSIVE OPEN ONLINE COURSES (MOOCS): A CONJOINT ANALYSIS STUDY Nanda Alifia Putri; Aprihatiningrum Hidayati
JIMFE (Jurnal Ilmiah Manajemen Fakultas Ekonomi) Vol 11, No 1 (2025): Vol 11, No. 1 (2025)
Publisher : Universitas Pakuan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34203/jimfe.v11i1.10838

Abstract

ABSTRACTThis paper attempts to measure and analyze consumer preferences when deciding to use massive open online courses (MOOCs). The research examines the challenges faced by Indonesian EdTech companies, particularly MOOCs, in offering diverse training sessions without considering the quality, substance, and efficiency of students' learning. This study employs descriptive quantitative research with a conjoint analysis approach to examine five key attributes: learning methods, teaching staff, prices, educational topics, and supporting services. The population is all Indonesian people aged 15–34, who are the target market of online course service providers. A total of 436 respondents were gathered by distributing online surveys. This study presents findings about the utility value and importance of the factors that influence consumer preferences. These findings reveal that price and topic are the primary factors influencing consumer preferences for online courses. It also shows the kinds of combinations of services and features that customers perceive to be important. This study contributes to the field of marketing, especially consumer preferences.ABSTRAKPenelitian ini bertujuan untuk mengukur dan menganalisis preferensi konsumen dalam menggunakan massive open online courses (MOOCs). Penelitian ini mengkaji tantangan yang dihadapi oleh perusahaan EdTech Indonesia, khususnya MOOCs, dalam menawarkan berbagai sesi pelatihan tanpa mempertimbangkan kualitas, substansi, dan efisiensi pembelajaran siswa. Studi ini menggunakan penelitian deskriptif kuantitatif dengan pendekatan analisis conjoint untuk meneliti lima atribut utama: metode pembelajaran, pengajar, harga, topik pendidikan, dan layanan pendukung. Populasi penelitian adalah masyarakat Indonesia berusia 15–34 tahun, yang merupakan target pasar penyedia layanan kursus online. Sebanyak 436 responden dikumpulkan melalui survei online. Hasil penelitian menunjukkan nilai utilitas dan pentingnya faktor-faktor yang memengaruhi preferensi konsumen. Temuan ini mengungkapkan bahwa harga dan topik merupakan faktor utama yang memengaruhi preferensi konsumen dalam memilih kursus online. Selain itu, penelitian ini menunjukkan kombinasi layanan dan fitur yang dianggap penting oleh pelanggan. Penelitian ini berkontribusi pada bidang pemasaran, khususnya preferensi konsumen.
KUALITAS PROGRAM DAN RELIABILITY SEBAGAI KUNCI KEPUASAN DAN LOYALITAS PELANGGAN MEDIA TELEVISI Maram Azizah; Budi Aryani; Aprihatiningrum Hidayati
JIMFE (Jurnal Ilmiah Manajemen Fakultas Ekonomi) Vol 10, No 2 (2024): Vol 10, No. 2 (2024)
Publisher : Universitas Pakuan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34203/jimfe.v10i2.10462

Abstract

ABSTRAK Penelitian ini bertujuan untuk menginvestigasi pengaruh reliability dan kualitas program televisi terhadap kepuasan dan loyalitas pemirsa di Indonesia. Penelitian ini menggunakan pendekatan kuantitatif dengan survei yang melibatkan populasi pemirsa saluran televisi nasional di Indonesia, dengan sampel sebanyak 384 responden. Data dianalisis menggunakan path analysis untuk menguji hubungan langsung dan tidak langsung antar variabel. Hasil penelitian menunjukkan bahwa secara langsung, reliability dan kualitas program berpengaruh signifikan terhadap kepuasan dan loyalitas pemirsa. Selain itu, secara tidak langsung reliability dan kualitas program berpengaruh signifikan terhadap loyalitas melalui kepuasan. Implikasi praktis penelitian ini adalah pentingnya meningkatkan reliability yang mencakup daya pancar dan pola acara, serta kualitas program yang mencakup keragaman, fleksibilitas, dan daya tarik program untuk meningkatkan kepuasan dan loyalitas pemirsa. Temuan ini memberikan wawasan bagi pengelola media televisi dalam merancang strategi untuk meningkatkan kepuasan dan loyalitas pemirsa saluran media televisi di Indonesia. ABSTRACT This study aims to investigate the effect of the reliability and quality of television programs on viewer satisfaction and loyalty in Indonesia. This study uses a quantitative approach with a survey involving the population of national television channel viewers in Indonesia, with a sample of 384 respondents. Data were analyzed using path analysis to test the direct and indirect relationships between variables. The study's results indicate that, directly, reliability and program quality significantly affect viewer satisfaction and loyalty. In addition, indirectly, reliability and program quality significantly affect loyalty through satisfaction. The practical implications of this study are the importance of increasing reliability, which includes broadcast power and program patterns, as well as program quality, which provides for diversity, flexibility, and program appeal to increase viewer satisfaction and loyalty. These findings provide insight for television media managers in designing strategies to increase viewer satisfaction and loyalty of television media channels in Indonesia.
STRATEGI INTEGRATED MARKETING COMMUNICATIONS (IMC) PRODUK RIVENAR+ TAHUN 2022-2023 Lona Amalia; Aprihatiningrum Hidayati
JIMFE (Jurnal Ilmiah Manajemen Fakultas Ekonomi) Vol 8, No 2 (2022): Vol 8, No. 2 (2022)
Publisher : Universitas Pakuan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34203/jimfe.v8i2.5933

Abstract

ABSTRAKPenelitian ini bertujuan merancang strategi integrated marketing communication yang dapat dilakukan Rivenar+ untuk periode 2022-2023. Penelitian adalah penelitian terapan dengan pendekatan kualitatif deskrptif. Teknik pengumpulan data yang digunakan adalah wawancara kepada divisi pemasaran perusahaan dan studi dokumen berupa hasil survei minat beli konsumen yang telah dibukukan. Teknik analisis yang digunakan adalah analisis konten. Langkah analisis yang dilakukan adalah menganalisis faktor eksternal dan internal. Hasil analisis ini kemudian akan menghasilkan TOWS matrix yang kemudian akan dituangkan ke dalam Strategi IMC. Penelitian ini menghasilkan strategi integrated marketing communications sebanyak tiga program dengan tujuan meningkatkan awareness dan kesukaan masyarakat terhadap brand Rivenar+. Penggunaan iklan secara above the line (ATL) paling banyak digunakan dalam implementasi strategi. Penggunaan iklan memberikan gambaran yang menyeluruh terkait sebuah brand.ABSTRACTThis study aims to design an integrated marketing communication strategy that can be implemented by Rivenar+ for the 2022-2023 period. This research is applied research with a descriptive qualitative approach. The data collection technique used was interviews with the company's marketing division and document studies in the form of survey results of consumer buying interest that had been recorded. The analysis technique used is content analysis. The analysis step taken is to analyze external and internal factors. The results of this analysis will then produce a TOWS matrix which will then be poured into the IMC Strategy. This research resulted in an Integrated Marketing Communications strategy of 3 programs to increase public awareness and likes for the Rivenar+ brand. The use of advertising above the line (ATL) is most widely used in strategy implementation. The use of advertising provides a comprehensive picture of a brand.
Co-Authors Andianto Widjaja Arief Hakim Budi Aryani Ignatius Krido Sadmoko Joni Phangestu Kamelia Vanny Danaswari Kartini Sally Kevin Rousul Lona Amalia Maram Azizah Nanda Alifia Putri Ronny Kountur Stella Wijaya Veronica Jenny Tanzil Verron Saputra Zhafira Maulidina