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All Journal Jurnal Ekonomi Modernisasi Jurnal Pariwisata Journal of Economic, Bussines and Accounting (COSTING) At-Tadbir : jurnal ilmiah manajemen Valid Jurnal Ilmiah Budapest International Research and Critics Institute-Journal (BIRCI-Journal): Humanities and Social Sciences Journal of Management and Bussines (JOMB) Business Preneur : Jurnal Ilmu Administrasi Bisnis Journal of International Conference Proceedings Journal of Business Studies and Management Review
Rita Komaladewi
Fakultas Ekonomi, Universitas Padjadjaran, Bandung
Religion Arts Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Electrical & Electronics Engineering Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Social Sciences

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EFFECT OF LIVE STREAMING E-COMMERCE IN BUILDING CUSTOMER TRUST AND CUSTOMER ENGAGEMENT (STUDY ON TOKOPEDIA CONSUMERS) Jodhi Kartha Yudha; Rita Komaladewi; R. Thomas Budhyawan Yudha
JOURNAL OF BUSINESS STUDIES AND MANGEMENT REVIEW Vol. 6 No. 1 (2022): JBSMR, Vol. 6 No.1, December 2022
Publisher : Management Department, Faculty of Economics and Business, Universitas Jambi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22437/jbsmr.v6i1.20102

Abstract

In recent years, e-commerce in Indonesia is growing rapidly which makes the level of competition between e-commerce is also high and has resulted in the closure of several e-commerce because they are unable to compete. It can be said that live streaming is one of the innovations as a marketing strategy for new e-commerce. To avoid suspicions of different product characteristics photos, fake shops, fraudulent sellers and others and to increase customer trust, Tokopedia Play created a live shopping experience feature. And can increase customer engagement which ultimately consumers buy and revisit. This study aims to examine the effect of live streaming, customer trust, and customer engagement in making online purchases on Tokopedia e-commerce. The independent variable in this study is live streaming. The dependent variable is customer engagement. And the intervening variable is customer trust. Respondents in this study were people who had shopped online through live streaming on Tokopedia Play. This study uses quantitative research methods and PLS analysis. Using a minimum of 105 respondents. The results of the study show that: (1) Live streaming has a positive and significant effect on customer trust. (2) Customer trust has a positive and significant effect on customer engagement. (3) The effect of live streaming on customer trust and on customer engagement is significant and positive.
Value, Satisfaction, Customer Trust and Experience-Based Marketing of Blibli Customers in Bandung Fariz Pramadani; Sucherly Sucherly; Rita Komaladewi
Budapest International Research and Critics Institute-Journal (BIRCI-Journal) Vol 6, No 1 (2023): Budapest International Research and Critics Institute February
Publisher : Budapest International Research and Critics University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33258/birci.v6i1.7492

Abstract

This study aims to examine how customer value and experiential marketing can influence customer trust directly and through customer satisfaction. This study focuses on Blibli customers in Bandung City, the sample size in this study is 210 respondents. The data analysis techniques was carried out using the Structured Equation Model (SEM-PLS) using the SmartPLS 3.0 program with measurements of outer model: convergent validity, discriminant validity, composite reliability, and measurements of the inner model; Coefficient Determinant of (R2), Significance (t-value). The results of the study show that customer value has a direct effect on customer satisfaction, experiential marketing has a direct effect on customer satisfaction, customer value has a direct effect on customer trust, experiential marketing has a direct effect on customer trust, customer satisfaction has a direct effect on customer trust, customer value has an effect on customer trust through customer satisfaction and experiential marketing have an effect on customer trust through customer satisfaction, the conclusion is that customer value and experiential marketing have an effect on customer satisfaction so that Blibli's customer trust in the city of Bandung can increase.  
Etnosentrisme Konsumen, Kerentanan Pengaruh Normatif, Permusuhan Konsumen terhadap Kesediaan untuk Membeli Ledy Yolanda; R. Arief Helmi; Rita Komaladewi; Fachri Eka Saputra
Journal of Management and Bussines (JOMB) Vol 5 No 1 (2023): Journal of Management and Bussines (JOMB)
Publisher : IPM2KPE

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31539/jomb.v5i1.4787

Abstract

This study aims to examine the impact of consumer ethnocentrism, vulnerability to normative influence, and consumer hostility towards purchasing foreign products in Indonesia in the context of Indonesian franchised products. This research method is quantitative. Questionnaires are used to collect sample data. 350 questionnaires were distributed by direct delivery survey to targeted respondents, and 208 were returned for processing. The data analysis used is PLS 3.3.0. The results showed, a) consumer ethnocentrism towards consumer hostility has a value of t count > t table, namely 2.193 > 1.96; b) susceptibility to normative influences on consumer hostility has a value of t count > t table, namely 2.144 > 1.96; c) consumer ethnocentrism towards purchasing foreign products has a value of t count > t table, namely 6.858 > 1.96; d) susceptibility to normative influence on the purchase of foreign products has a value of t count < t table, namely 0.827 < 1.96; e) consumer hostility towards purchasing foreign products has a value of t count > t table, namely 3.524 > 1.96. In conclusion, a) consumer ethnocentrism has a positive relationship with consumer hostility; b) susceptibility to normative influence is positively related to consumer hostility; c) consumer ethnocentrism has a negative relationship with purchasing foreign products; d) vulnerability to normative influences is not related to the purchase of foreign products; e) consumer hostility is negatively related to the purchase of foreign products. Keywords: Consumer Ethnocentrism, Susceptibility to Normative Influences, Purchase of Foreign Products, Consumer Hostility
Strategi Pemasaran Melalui Flywheel Marketing Formula Pada Cv Tiga Rasa Gemilang (Cireng Cipok) Agustin, Melinda Yuni; Rita Komaladewi
Business Preneur: Jurnal Ilmu Administrasi Bisnis Vol. 6 No. 2 (2024): Vol. 6 No. 2 September 2024
Publisher : Program Studi Ilmu Administrasi Bisnis FISIP UNPAS

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.23969/bp.v6i2.7927

Abstract

With the rapid development of time, business phenomena, especially in the food industry, have been evolving rapidly. So far, the marketing of CV Tiga Rasa Gemilang has been using a funnel marketing approach, which is deemed to have not produced optimal results. With the observation conducted, the author expands the marketing of Cireng Cipok using the flywheel marketing approach. The identified problems, design of the marketing plan, and analysis of the TOWS matrix are conducted. The research results project that the implementation of a flywheel marketing strategy focused on customer satisfaction can increase sales and achieve a 10% increase in revenue in the short term, with growth reaching 2.5 times in the medium term and 5 times in the long term. The development focus in the first month is on sales and online promotion. The growth of sales volume in the medium and long term develops exponentially by maintaining and expanding price variations, as well as expanding stores and implementing customer retention programs such as seasonal products, discounts, and membership.
THE EFFECT OF SOCIAL MEDIA MARKETING ON INSTAGRAM TOWARDS PURCHASE INTENTION & PURCHASE DECISION OF ERIGO PRODUCTS Eugenia Clarissa Prabowo; Rita Komaladewi
Journal of Economic, Bussines and Accounting (COSTING) Vol 7 No 6 (2024): COSTING : Journal of Economic, Bussines and Accounting
Publisher : Institut Penelitian Matematika, Komputer, Keperawatan, Pendidikan dan Ekonomi (IPM2KPE)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31539/costing.v7i6.12627

Abstract

The rapid growth of Instagram usage in Indonesia has transformed how brands connect with consumers, making it a vital platform for marketing and brand engagement. This shift is accompanied by an increase in online shopping behavior, accelerated by the post-pandemic environment, which has made consumers more comfortable with digital transactions and purchasing products online. Additionally, the high competition within the fashion industry has driven local brands to adopt innovative digital marketing strategies to stand out and attract consumers. Erigo, a leading local fashion brand, has effectively utilized Instagram to enhance brand visibility and engage directly with its target audience. This study aims to analyze the impact of Social Media Marketing (SMM) on Instagram on purchase intention and purchase decision for Erigo products. A quantitative approach was employed, gathering data from 210 respondents who have interacted with Erigo’s Instagram content. Structural Equation Modeling (SEM) with Partial Least Squares (PLS) was utilized to test the hypotheses. The analysis results indicate that SMM on Instagram significantly enhances both purchase intention and purchase decision, demonstrating the importance of engaging and interactive content in driving consumer behavior. These conclusions suggest that strategic use of Instagram not only increases consumer interest but also effectively drives actual purchases, highlighting the value of digital marketing strategies in maintaining competitiveness and fostering growth in Indonesia’s fashion market.
Co-Authors Agustin, Melinda Yuni Akbar Riskal Amani Aldina Shiratina Anggie Irwansyah Arief Helmi Asep Mulyana Bayu Perisha Carla Elisabeth Stephanie Deru R Indika Dwi Kartini Emi Widya Yusuf Eugenia Clarissa Prabowo Fachri Eka Saputra Fariz Pramadani Ghea Putri Aliffia Hilmy Mu’nis Jajang Burhanudin Jodhi Kartha Yudha Ledy Yolanda M Aqshel Revinzky Puji Ratna Sari R. Arief Helmi R. Thomas Budhyawan Yudha R. Thomas Budhyawan Yudha Raihan Fajri Ramadhan Ramos Purba Sucherly Sucherly Sucherly Sucherly Thomas Budhyawan Yevis Marty Oesman Yudi Aziz Yuyus Suryana