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THEDIFFERENTROLESOFINVOLVEMENTWITHINCORPORATE AND PRODUCT ADVERTISEMENTS Raja Sharah Fatricia
DIGEST MARKETING Vol. 1 No. 2 (2012): DIGEST MARKETING
Publisher : Konsentrasi Manajemen Pemasaran Jurusan Manajemen Fakultas Ekonomi dan Bisnis Universitas Jambi

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

Corporateadvertisementsareofgrowinginterestforcompanies,besidesthattheroleofinvolvementisofgrowinginterestbecausenewmediamakesithardertogetconsumersinvolvedwithamarketingmessage.Thispaperexploresaliteraturereviewoninvolvementandcorporateadvertisementasthereislittletonoresearchdoneonthistopic.Basedontheanalysisitcanbeconcludedthatadvertisinginvolvementisofhighrelevancewithincorporateadvertising,andhasalargerinfluenceonadoutcomesthanpredispositionalinvolvement.Predispositionalinvolvementonlyinfluencescorporateadvertisementoutcomeswhenmediatedbyadvertisementinvolvement.Thusformarketersdevelopingcorporateadvertisements,creatingadvertisementinvolvementisespeciallyimportant.Keywords:Roleofinvolvements,corporateadvertisements,productadvertisements,advertisinginvolvement

SWOT ANALYSIS OF SAINSBURY’S SUPERMARKET RAJA SHARAH FATRICIA
Jurnal Manajemen Terapan dan Keuangan Vol. 5 No. 1 (2016): Jurnal Manajemen Terapan dan Keuangan
Publisher : Program Studi Manajemen Pemerintahan dan Keuangan Daerah Fakultas Ekonomi dan Bisnis Universitas Jambi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22437/jmk.v5i1.3232

Sainsbury’s is the second largest supermarket chain in the UK after Tesco. However, Sainsbury’s has been losing market share to its competitors, the biggest grocery retailer, Tesco and ASDA, the US retailer, which has a market share of 17% now. Hence, in order to increase its market share, Sainsbury’s made a new strategic step by joining Nectar Loyalty Program. The Nectar loyalty program is a crucial part of the strategy of Sainsbury’s. The retailer was convinced that a strong and attention-getting new rewards program could help in improving current market position. The main advantages of using the Nectar Card were based on the ease of achieving rewards by collecting points into one combined account. After one year, Nectar’s collector base was already bigger than the collector base of its largest competitor, Tesco. In addition, based on the satisfaction survey, most of the Nectar’s collectors rated Nectar as better than other loyalty programs. Nectar offers Sainsbury’s detailed information about what their customers are doing day-to-day. Sainsbury’s can use this information to decide which stock to convey in which stores. The Nectar also helps Sainsbury’s in better and more efficient targeting of its customers. The Nectar program that is based on partnership among various sponsors has some advantages and some drawbacks compared to a single vendor loyalty program, like the program of Tesco. Sainsbury’s, as the most important sponsor, has profited from the participation in the program in customer lift, acquisition, retention and up-selling. Now, it is highest time for Sainsbury’s to decide, whether Nectar is the most suitable strategic approach to respond to recent changes in its market position Therefore, the problem statement originating from the case study is as follows: Should Sainsbury’s stay with the Nectar loyalty program in order to gain market share of 5% and increase average share of wallet of its customers by 10% in the upcoming 5 years?

IS MAKING A SHOPPING LIST AN EFFECTIVE WAY OF PREVENTING CONSUMERS FROM MAKING IMPULSE PURCHASE? RAJA SHARAH FATRICIA
Jurnal Manajemen Terapan dan Keuangan Vol. 5 No. 2 (2016): Jurnal Manajemen Terapan dan Keuangan
Publisher : Program Studi Manajemen Pemerintahan dan Keuangan Daerah Fakultas Ekonomi dan Bisnis Universitas Jambi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22437/jmk.v5i2.3273

In this research an experimental study has to be designed. The goal is to develop an experimental procedure that will answer the research question of choice. Subjects for research questions were given to choose from. The research question we have chosen is: “Is making a shopping list an effective way of preventing consumers from making impulse purchases?” This research question is chosen because it seems quite logical that people with a shopping list will only buy the products on that list. They most probably will look only on the list and look for the products in the store rather than looking around in the store and pick products they see and think they’re also nice to have. To make things a bit more interesting, we have modified this research question and added an extra variable is added, being “time”. It might be interesting to see whether people who have a shorter time to shop will only buy the most necessary products. People with less time cannot walk around in the store calmly and evaluate many products for necessity. Our research question is as follows: “Are the use of a shopping list and available time for shopping predictors for impulse buying?”

STRATEGIC ANALYSIS OF TESCO SUPERMARKET Raja Sharah Fatricia
Jurnal Manajemen Terapan dan Keuangan Vol. 6 No. 2 (2017): Jurnal Manajemen Terapan dan Keuangan
Publisher : Program Studi Manajemen Pemerintahan dan Keuangan Daerah Fakultas Ekonomi dan Bisnis Universitas Jambi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22437/jmk.v6i2.4046

Having heavily invested in the entrance of Fresh & Easy to the US market, management is facing several questions and wonders what the best strategy will be in the near future. The central question examined and answered in this report is therefore; Which strategy should Tesco Fresh & Easy pursue in order to make a gross profit of 100 million in the US in 2013?. After a thorough internal and external analysis, a SWOT analysis is made, of which three relevant strategic options are derived. These possible strategic options are evaluated using several evaluation criteria and subsequently, one strategic option is suggested to be the best strategic option for Fresh & Easy in their current situation. This report concludes with It is suggested that implementing a customer intimacy and local focus is the best strategy for Fresh & Easy. Although it does not immediately realize the company’s initial objectives, it will help Fresh & Easy to survive in the US market and to be more profitable (in order to keep existing). Fresh & Easy should target the rapidly growing and ethically diverse population and focus on the ‘True friends’. It must position itself as the neighborhood supermarket that is responsible, interested, familiar, listens, interacts and offers the products that these customers wants. This report concludes with some implementation suggestions and broad financial forecasts. When implementing this customer intimacy and local strategy the right way, Fresh & Easy will most likely make profit after the approximately two years.

Rebuilding Justice: Reimagining Housemaid Protection through the Lens of Human Rights Yetniwati, Yetniwati; Hartati, Hartati; Zulkarnain, Iskandar; Kunarti, Siti; Fatricia, Raja Sharah
Journal of Indonesian Legal Studies Vol. 9 No. 2 (2024): Reforming Legal Frameworks: Justice, Rights, and Innovation in Indonesia and Be
Publisher : Universitas Negeri Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.15294/jils.v9i2.19172

This paper aims to explain and evaluate the safeguarding of housemaids as a human rights issue, the types of legal safeguards available to them, and the establishment of oversight mechanisms governing the interaction between housemaids and their employers. The need for robust protection arises from the current absence of comprehensive legal frameworks in Indonesia to ensure their rights are upheld. In response, a Draft Bill concerning the Protection of Housemaids is under review as part of the 2023 National Legislation Program (Proglenas), and this paper aims to contribute to the legislative process. Using a normative juridical approach, the research finds that protecting housemaids is a critical step in fulfilling human rights, as acts of abuse and physical violence against them are severe violations. Legal safeguards for housemaids encompass preventive measures such as regulating recruitment processes, employment contracts, working hours, rest periods, leave, wages, overtime pay, and participation in health and work accident insurance programs. Additionally, employer-provided housing must meet health and safety standards. A human rights-based approach to managing work conditions is essential for fostering a harmonious relationship between housemaids and employers. Repressive protection includes mechanisms for resolving disputes, both through non-litigation and litigation methods. Effective legal oversight is vital, which can be conducted routinely by labor agencies and supplemented with online supervision tools, such as a complaint application. This application would allow housemaids and employers to submit complaints, integrated with supervisory staff at the labor department. The conclusion emphasizes that the legal protection of housemaids should be firmly rooted in human rights principles to ensure comprehensive and effective safeguards.

NAVIGATING INTERGENERATIONAL TENSIONS IN DIGITAL MARKETING ADOPTION AND IMPLEMENTATION: EVIDENCE FROM INDONESIAN FAMILY MICRO-ENTERPRISES Fatricia, Raja Sharah; Ramadhan, Raihan Fajri; Sabrina, Hanan Laras
Journal of Business Studies and Management Review Vol. 9 No. 1 (2025): JBSMR, Vol 9 No.1 December 2025
Publisher : Management Department, Faculty of Economics and Business, Universitas Jambi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22437/jbsmr.v9i1.50789

Family micro-enterprises (FMEs) constitute the majority of business entities in Indonesia. Despite their vital role as the backbone of regional economies, FMEs face challenges in innovation, including intergenerational tensions during the adoption and implementation of digital marketing. Using a qualitative approach, this study involves 24 informants from 12 FMEs in Sumatra, Indonesia. By applying a dynamic capabilities (DCs) perspective, this study explores how FME successors can navigate intergenerational tensions and turn them into opportunities to adopt and implement digital marketing. The findings identify four sources of intergenerational tensions: (1) founders’ control and comparisons, (2) identity and value preservation, (3) digital literacy gaps, and (4) emotional decency. When strategically managed, these tensions can become spaces for relational negotiations among founders and successors. These negotiations depend on the successors’ DCs, which involve (1) sensing opportunities to engage, (2) seizing opportunities for experimentation, and (3) reconfiguring traditional routines for digital transformation. Therefore, this study contributes to family business and digital marketing literature by showing that DCs, in the context of FMEs, are socially embedded and developed through daily negotiations.

PENGARUH INFLUENCER MARKETING DAN ONLINE CUSTOMER REVIEW TERHADAP KEPUTUSAN PEMBELIAN GARNIER MICELLAR WATER (STUDI KASUS PADA GENERASI Z PROVINSI JAMBI) Novia Maharani Giefta; Raja Sharah Fatricia; Istiqomah Malinda
Jurnal Media Akademik (JMA) Vol. 4 No. 2 (2026): JURNAL MEDIA AKADEMIK Edisi Februari
Publisher : PT. Media Akademik Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62281/vp3s3c17

Penelitian ini bertujuan untuk menganalisis dan mengetahui pengaruh Influencer Marketing dan Online Customer Review terhadap keputusan pembelian produk Garnier Micellar Water pada Generasi Z di Provinsi Jambi. Dalam era digital saat ini, Generasi Z merupakan kelompok konsumen yang sangat aktif dalam menggunakan media sosial serta platform digital sebagai sumber informasi sebelum melakukan pembelian. Oleh karena itu, peran influencer dan ulasan konsumen secara daring menjadi faktor penting yang patut dikaji lebih lanjut. Penelitian ini menggunakan pendekatan kuantitatif dengan metode pengumpulan data melalui penyebaran kuesioner berskala Likert. Data yang digunakan merupakan data primer yang diperoleh langsung dari responden melalui kuesioner berbasis Google Forms. Sampel dalam penelitian ini berjumlah 96 responden yang merupakan konsumen Generasi Z di Provinsi Jambi yang pernah melakukan pembelian Garnier Micellar Water. Teknik pengambilan sampel yang digunakan adalah purposive sampling, dengan kriteria tertentu sesuai tujuan penelitian. Data yang telah terkumpul kemudian dianalisis menggunakan analisis regresi linier berganda dengan bantuan program SPSS versi 30. Hasil penelitian menunjukkan bahwa Influencer Marketing dan Online Customer Review berpengaruh positif dan signifikan terhadap keputusan pembelian, baik secara simultan maupun parsial. Selain itu, Online Customer Review terbukti menjadi variabel yang paling dominan dalam memengaruhi keputusan pembelian Garnier Micellar Water pada Generasi Z di Provinsi Jambi.

The INFLUENCE OF MARKETING CONTENT (SHORT VIDEOS) AND E-WOM ON TIKTOK ON THE PURCHASE INTENTION IN MAKARIZO HAIRCARE: A Study of TikTok Marketing Content and e-WOM on Makarizo Haircare Product Siregar, Meirinda; Fatricia, Raja Sharah; Siregar, Ade Perdana
Journal of Business Studies and Management Review Vol. 9 No. 2 (2026): JBSMR, Vol 9 No.2 June 2026
Publisher : Management Department, Faculty of Economics and Business, Universitas Jambi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22437/jbsmr.v9i2.53913

The rapid growth of digital technology has transformed marketing strategies, particularly through social media platforms such as TikTok. Short-form video content and electronic word of mouth (E-WOM) have become important factors that influence consumer behavior and purchase interest. This study aims to analyze the influence of short video marketing content and electronic word of mouth (E-WOM) on TikTok on consumer purchase intention toward Makarizo haircare products. The research employed a quantitative approach with a causal-associative design. Data were collected through online questionnaires distributed via Google Form to 250 active TikTok users in Indonesia aged 18–34 years who had seen or recognized Makarizo marketing content. The sampling technique used was purposive sampling. Data were analyzed using SPSS through descriptive analysis, classical assumption tests, multiple linear regression analysis, and hypothesis testing using t-test, F-test, and coefficient of determination (R²). The results show that short video marketing content has a positive and significant effect on purchase intention, with a regression coefficient of 0.810 and significance value of 0.000. Electronic word of mouth (E-WOM) also has a positive and significant effect on purchase intention, with a regression coefficient of 0.183 and significance value of 0.000. Simultaneously, marketing content and E-WOM significantly influence purchase intention, with an F-value of 1585.922 and significance value of 0.000. The coefficient of determination (R²) indicates that both variables explain 92.8% of the variation in purchase intention. These findings suggest that effective short video marketing strategies combined with credible electronic word of mouth can significantly enhance consumer purchase interest toward Makarizo haircare products.

The INFLUENCE OF SKEPTICAL ATTITUDE AND ONLINE CUSTOMER REVIEW ON PURCHASE INTENTION OF SOMETHINC SKINCARE PRODUCTS AMONG GENERATION Z IN JAMBI CITY Karinina Sharapova; Raja Sharah Fatricia; Istiqomah Malinda
Journal of Business Studies and Management Review Vol. 9 No. 2 (2026): JBSMR, Vol 9 No.2 June 2026
Publisher : Management Department, Faculty of Economics and Business, Universitas Jambi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22437/jbsmr.v9i2.54162

This study aims to analyze and determine the effect of skeptical attitudes and online customer reviews on the purchase intention of Somethinc skincare products among Generation Z in Jambi City, both partially and simultaneously. This research uses a quantitative approach. The population in this study consists of Generation Z in Jambi City who have used Somethinc skincare products, with a total sample of 96 respondents. The research data were obtained by distributing online questionnaires and were processed using IBM SPSS version 30. The analytical tools employed include validity testing, reliability testing, classical assumption tests (normality test, multicollinearity test, and heteroscedasticity test), multiple linear regression analysis, and hypothesis testing (partial test, simultaneous test and coefficient of determination). The results show that, partially, skeptical attitudes have a negative effect on purchase intention, while online customer reviews have a positive and significant effect on purchase intention. Simultaneously, skeptical attitudes and online customer reviews significantly influence purchase intention. Thus, the better the online customer reviews and the lower the level of consumer skepticism, the higher the purchase intention for Somethinc skincare products among Generation Z in Jambi City.

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