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All Journal Jurnal Ekonomi Manajemen Inaba of Community Services Journal
Mohammad Soleh Soeaidy
Universitas Siliwangi
Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Languange, Linguistic, Communication & Media Public Health Social Sciences

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STIMULI PADA GENERASI MILLENNIAL UNTUK MAU MEMBAYAR HARGA PREMIUM FASHION MUSLIM MELALUI STATUS MEREK DAN PREFERENSI MEREK Mohammad Soleh Soeaidy; Adhitya Rahmat Taufiq; Andina Eka Mandasari
Jurnal Ekonomi Manajemen Vol 4, No 1 (2018): Mei 2018
Publisher : Program Studi Manajemen Fakultas Ekonomi Universitas Siliwangi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37058/jem.v4i1.692

Abstract

Although research on the consumption status and fashion industry continues to grow, there is still a gap to do research on consumption status and product roles. The gap is to study the interaction between status awareness, perceived brand status and brand preference, and how this interaction affects consumers' willingness to pay (WTP) the premium price for a Muslim fashion brand in a developing country such as Indonesia (Eastman and Eastman, 2011; 'Cass and Choy, 2008). The method used in this research is to use survey research method. This study used a sample of 200 respondents consisting of millennial women in the city of Tasikmalaya. To know how the influence of status awareness variable (X) to brand status (Y1), brand preference (Y2) and willingness to pay (Y3) then used Structural Equation Modeling (SEM) analysis tool. Based on the analysis results, status awareness significantly affects the brand status and brand preference. This means that status awareness can determine the brand status and brand fashion preferences used by the millennial generation of Muslims in Tasikmalaya City. Brand status and brand preference have a significant effect on the willingness to pay. This means brand status and brand preference can determine willingness to pay to the millennial generation of Muslims in Tasikmalaya City. Keywords: Status Awareness; Brand Status; Brand Preference; Willingness to Pay; Millennials. Meskipun penelitian tentang konsumsi status dan industri fashion terus berkembang, masih ada celah untuk melakukan penelitian pada konsumsi status dan peran produk. Celah tersebut adalah untuk mempelajari interaksi antara kesadaran status, Status merek yang dirasakan dan preferensi merek, dan bagaimana interaksi ini mempengaruhi kesediaan konsumen untuk membayar (WTP) harga premium untuk sebuah merek fashion muslim di negara berkembang seperti Indonesia (Eastman dan Eastman, 2011; O'Cass dan Choy, 2008).Metode yang digunakan dalam penelitian ini adalah dengan menggunakan metode penelitian survey. Penelitian ini menggunakan sampel sebesar 200 responden yang terdiri dari para wanita generasi millennial di kota Tasikmalaya.Untuk mengetahui bagai mana pengaruh dari variabel kesadaran status(X) terhadap status merek(Y1),preferensi merek (Y2) dan kesediaan untuk membayar (Y3)makadigunakan alat analisis Structural Equation Modeling(SEM).Berdasarkan hasil analisis, Kesadaran status berpengaruh signifikan terhadap status merek dan preferensi merek. Artinya kesadaran statusdapat menentukan status merek dan preferensi merek fashion yang digunakan oleh generasi millennial muslim di Kota Tasikmalaya. Status merek dan preferensi merek berpengaruh signifikan terhadap kesediaan membayar. Artinya status merek dan preferensi merekdapat menentukan kesediaan membayarpada generasi millennial muslim di Kota Tasikmalaya.  Kata Kunci: Kesadaran Status; Status Merek; Preferensi Merek; Kesediaan untuk Membayar; Millennial
IMPLEMENTATION OF STALL HEALTH PROTOCOLS IN TOURIST AREA Dian Kurniawan; Mohammad Soleh Soeaidy; Gusti Tia Ardiani; Andina Eka Mandasari
Inaba of Community Services Journal Vol. 2 No. 1 (2023): Volume 2 No. 1, June 2023
Publisher : Universitas INABA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56956/inacos.v2i01.152

Abstract

At the beginning of 2020, the world was shocked by the emergence of the Covid-19 virus, which spreads so massively and quickly and has fatal consequences for the human body. This has forced the world to make many changes, including making contact with humans to avoid the broader spread of the virus. These social restrictions have a significant impact on people's lives, one of the most felt impacts is the increasingly sluggish economic and business activities in Indonesia, including the tourism sector. As one element of a tourist location, stalls in tourist attractions must implement the CHSE (Cleanliness, Health, Safety, Environment Sustainability) protocol initiated by the Ministry of Tourism and Creative Economy to ensure the safety of tourists who want to explore Indonesia. Therefore, an idea was made as a problem solver for stall business actors to understand and apply health protocols in every business activity. This activity provides guidance in the form of counselling and assistance regarding the application of standard health protocols in business activities during the transition period of the Covid-19 pandemic. This is intended to reduce the risk of spreading the Covid-19 virus. In addition, this service activity can be one of the activities that provide practical benefits for stall business actors so that they can continue to carry out business activities during the transition period of the Covid-19 pandemic.
Co-Authors Adhitya Rahmat Taufiq Allicia Deana Santosa Ardiani, Gusti Tia Deden Mulyana dian Kurniawan Dian dan Irman, dian Kurniawan Mandasari, Andina Eka