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The Influence of Functional and Green Values on Gen Z Green Product Purchases and Entrepreneurial Opportunities Saputri, Windy Eka; Hurriyati, Ratih; Gunawan, Theresia
Aptisi Transactions On Technopreneurship (ATT) Vol 6 No 3 (2024): November
Publisher : Pandawan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34306/att.v6i3.514

This paper investigates Generation Z consumers perspective on the functional value related to their green purchase intentions and decisions, with a particular emphasis on the moderating role of green value in green product purchases. While prior studies have explored functional and green values independently, this research addresses a critical gap by examining how green value moderates the relationship between functional value and green purchasing behavior, offering new insights into sustainable consumption. The study explores how factors such as quality, usability, price, and other indicators of the usefulness of green products influence consumer purchasing behavior and purchase intentions. The research focuses on IKEA customers from the Jabodetabek area (Jakarta, Bogor, Depok, Tangerang, Bekasi) and Bandung, gathering data from 580 respondents, which was analyzed using SmartPLS. The findings reveal that functional value directly influences both purchasing intentions and decisions to buy green products. Additionally, the study highlights that green value significantly moderates the relationship between functional value and purchasing decisions, acting as a crucial factor that encourages consumers to purchase environmentally friendly products. These insights suggest that companies should emphasize both functional and green values to effectively boost consumers' intention to purchase green products, particularly among Generation Z.

Pengaruh Kualitas Layanan Terhadap Kepuasan dan Loyalitas Pelanggan Bengkel Honda Jakarta Center Retail Kurniasih, Desti; Istiharini, Istiharini; Gunawan, Theresia
INOBIS: Jurnal Inovasi Bisnis dan Manajemen Indonesia Vol. 8 No. 1 (2024): INOBIS: Jurnal Inovasi Bisnis dan Manajemen Indonesia
Publisher : Forum Inovasi Bisnis dan Manajemen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31842/jurnalinobis.v8i1.355

Penelitian ini bertujuan untuk mengetahui pengaruh kualitas layanan dan kepuasan terhadap loyalitas pelanggan Bengkel Honda Jakarta Center. Metode penelitian yang diterapkan dalam penelitian ini adalah kuantitatif dan menerapkan menerapkan metode korelasional. Metode pengumpulan data dalam penelitian ini menggunakan kuesioner yang disebar kepada pelanggan yang telah melakukan servis dan telah melakukan servis sebelumnya minimal 2 kali di Bengkel Honda Jakarta Center. Pengolahan data dalam penelitian ini menggukanan metode Partial Least Square yang merupakan pendekatan alternatif dalam structural equation modelling (SEM). Total responden dalam penelitian ini adalah 112 responden. Hasil penelitian menunjukan bahwa kualitas layanan berpengaruh terhadap kepuasan dan loyalitas pelanggan, namun kepuasan pelanggan tidak berpengaruh terhadap loyalitas pelanggan serta tidak memediasi hubungan antara kualitas layanan terhadap loyalitas pelanggan.

Rancangan Kerja Sama antara UMKM Sabun dari Susu Kambing dan Perusahaan Hilton Yohanes, Yohanes; Gunawan, Theresia
Syntax Literate Jurnal Ilmiah Indonesia
Publisher : Syntax Corporation

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36418/syntax-literate.v10i3.57897

This study examines the design of a collaboration between SMEs producing goat milk soap and the Hilton hotel chain, aiming to identify an effective and sustainable partnership model. Using a qualitative approach with a case study design, the research involves in-depth interviews, observations, document analysis, and focus group discussions with various stakeholders. The results reveal that successful partnerships require knowledge and technology transfer, production capacity enhancement, quality standardization, and joint marketing strategies. The findings indicate significant potential for improving SME competitiveness, diversifying hotel products, and promoting local economic development. However, challenges such as differences in operational scale, investment needs, and regulatory adaptation need to be addressed. The proposed partnership model emphasizes the importance of long-term commitment, human resource development, and integration of sustainable practices. This research contributes to the understanding of SME-large enterprise partnership dynamics and offers practical implications for policymakers and business practitioners.

Pengaruh Nostalgia Proneness terhadap Ad-evoked Vicarious Nostalgia Iklan Kodak Eastman pada Konsumen Indonesia Prasetya, Nicolas; Gunawan, Theresia; Istiharini
Jurnal Administrasi Bisnis Vol. 19 No. 2 (2023)
Publisher : Business Administration Department - Universitas Katolik Parahyangan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26593/jab.v19i2.6952.%p

Generation Z consumer interest in products and services that evoke feelings of nostalgia has grown since the COVID-19 pandemic took place. This is due to the social distancing policy which causes various psychological problems, such as; loneliness, anxiety, and depression. Nostalgia itself is believed to be a powerful antidote in overcoming this problem. This phenomenon is shown in one way or another in the rise of the analog photography trend, particularly through the boom in demand for Kodak films which are popular with Generation Z consumers who do not have personal references to nostalgic Kodak advertising content. Based on this research, it is proven that nostalgia proneness or consumers' tendency to feel nostalgic emotions will affect the intensity of nostalgic emotions generated through the nostalgic advertisements produced, even though they are historical in nature or they do not have personal experience with these advertisements. This research also proves that references and trends are one of the important factors for Generation Z consumers in Indonesia to have a strong tendency to feel nostalgia that is vicarious, especially in understanding the content of the Kodak advertisements they see.

The Readiness of Consumers to Adopt Green Hotels in Indonesia: Does Trust Matter? Theresia Gunawan; Magdalena Erlina; Fransiska Anita Subari
Indonesian Journal of Sustainability Accounting and Management Vol. 7 No. 1 (2023): June 2023
Publisher : Universitas Pasundan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.28992/ijsam.v7i1.839

The number of hotels and consumers that are concerned about the green concept has been increasing, on the other hand, consumers are also becoming skeptical towards the practice of greenwash. Due to the limited availability of research regarding trust in green hotels in developing countries, the purpose of this study is to examine how the influence of attributes on green hotels can affect attitude, intention to stay, and willingness to pay a premium price, as well as how trust can mediate this relationship. The data were collected through a purposive sampling survey of 152 hotel consumers in Indonesia who could identify 5 of the 15 features of green hotels. The data were analyzed using the partial least squares method. The results confirm that the green hotel attributes do not affect the willingness to pay premium prices either with the existence or the absence of trust as a mediating factor. However, this research reveals that consumer trust is essential because it can be a mediating factor that can raise the willingness to stay at green hotels. This research is valuable to provide insight for hotel managers to develop strategies to increase the trust and sales of targeted green customers.

IMPACT OF WORD-OF-MOUTH MARKETING ON THE PERFORMANCE OF SMALL AND MEDIUM ENTERPRISES IN AFGHANISTAN Mosavi, Hafizullah; Gunawan, Theresia
International Journal of Economics, Business and Accounting Research (IJEBAR) Vol 8 No 1 (2024): IJEBAR : Vol. 8, Issue 1, March 2024
Publisher : LPPM ITB AAS INDONESIA (d.h STIE AAS Surakarta)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29040/ijebar.v8i1.12707

The objective of this research was to figure out the effect of word-of-mouth marketing on the overall performance of Afghan SMEs. The study employed a quantitative research approach, with data being gathered using a standardized questionnaire. Totally, 110 questionnaires were distributed by Google Forms to the owners of SMEs operating in Afghanistan. Collected data were then analyzed through regression tests and by SPSS version 23. Results from this study show that SMEs in Afghanistan benefit significantly from word-of-mouth marketing. Furthermore, the study's findings show that word-of-mouth marketing affects companies regardless of their employee numbers. The findings of the research hold significant value for SMEs owners, as they provide insights into how word-of-mouth marketing influences their companies.

Evaluasi Strategi Bersaing Maxi's Resto Sabira, Zalvatania Salma; Hendrawan, Sanerya; Gunawan, Theresia; Gunawan, Agus
Economic Reviews Journal Vol. 3 No. 2 (2024): Economic Reviews Journal
Publisher : Masyarakat Ekonomi Syariah Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56709/mrj.v3i2.198

As time goes, many people have developed and ran businesses especially culinary businesses. Culinary businesses could be categorized as primary needs or for lifestyle needs. Since the coming of the Covid-19 pandemic made the decline in culinary businesses in Indonesia and it’s hard to hold on to them. One of the surviving restaurant that could survive until now is Maxi’s Resto which located in Bandung City. Maxi’s Resto is a restaurant that has a modern-european concept and located in the heart of Bandung City. Because of the geographical location, Maxi’s Resto has a lot of competitors that proves to be a challenge for the restaurant to be ahead from other restaurants. This research is done using internal analysis which is the Resource Based Theory to know the resources that the company has and the capability also external analysis which is the Porter Five Force to know how macro and micro environment can affect the company. Doing SWOT analysis to group up the factors internal and external of the company. Then IFE, EFE, and IE Matrix is used to count the final score of the processed data. According to the research, it was concluded that Maxi’s Resto has done some adaptive changes to adapt with the environment condition. Maxi’s Resto is still in the process of adaptation and trying to stabilize and recoup the losses that happened during the pandemic. Maxi’s Resto should be more active in the online marketing so they could reach more consumers. Seeing the resource factor that the company possesses, Maxi’s Resto has more prospect to grow very well and able to put itself in a favorable position in the industrial competition now if the company is able to manage their business well.

Pengaruh Service Quality dan Online Marketing terhadap Customer Loyalty dan Repurchase Intention, Studi Kasus Brand Eiger Rafiqi, Farhan; Gunawan, Theresia
Economic Reviews Journal Vol. 3 No. 3 (2024): Economic Reviews Journal
Publisher : Masyarakat Ekonomi Syariah Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56709/mrj.v3i3.222

This research aims to determine the moderating influence of Online Marketing between Service Quality-Customer Loyalty and the mediating influence of Customer Loyalty between Service Quality-Repurchase Intention in the Eiger brand case study. This research is aimed at people who have purchased at least once from the Eiger brand and have seen advertisements on social media. The total sample from the population in this study was 125 respondents who filled out the questionnaire with the help of Google Form. The analysis technique was carried out using Smart PLS with the SEM method. The results of this research prove that Online Marketing does not moderate the influence between Service Quality - Customer Loyalty and Customer Loyalty has a mediating influence between Service Quality - Repurchase Intention.

Pengaruh Nostalgia Proneness terhadap Ad-evoked Vicarious Nostalgia Iklan Kodak Eastman pada Konsumen Indonesia Prasetya, Nicolas; Gunawan, Theresia; Istiharini
Jurnal Administrasi Bisnis Vol. 19 No. 2 (2023)
Publisher : Business Administration Department - Universitas Katolik Parahyangan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26593/jab.v19i2.6952.%p

Generation Z consumer interest in products and services that evoke feelings of nostalgia has grown since the COVID-19 pandemic took place. This is due to the social distancing policy which causes various psychological problems, such as; loneliness, anxiety, and depression. Nostalgia itself is believed to be a powerful antidote in overcoming this problem. This phenomenon is shown in one way or another in the rise of the analog photography trend, particularly through the boom in demand for Kodak films which are popular with Generation Z consumers who do not have personal references to nostalgic Kodak advertising content. Based on this research, it is proven that nostalgia proneness or consumers' tendency to feel nostalgic emotions will affect the intensity of nostalgic emotions generated through the nostalgic advertisements produced, even though they are historical in nature or they do not have personal experience with these advertisements. This research also proves that references and trends are one of the important factors for Generation Z consumers in Indonesia to have a strong tendency to feel nostalgia that is vicarious, especially in understanding the content of the Kodak advertisements they see.

Pengaruh Literasi Digital terhadap Perilaku Kerja Inovatif di Perusahaan BPRS Amanah Rabbaniah Fransisca, Fasya; Caroline, Angela; Kornarius, Yoke Pribadi; Gunawan, Theresia; Gunawan, Agus
MES Management Journal Vol. 3 No. 1 (2024): MES Management Journal
Publisher : MES Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56709/mesman.v3i1.199

Digital transformation has put tremendous pressure on every company that requires its workers to be able to innovate in using technology. This study will show the extent to which digital literacy affects innovative work behavior at the BPRS Amanah Rabbaniah company. The operation of the banking industry relies heavily on digital technology, but the innovation gap is limited due to banking regulations from the government. This study aims to find out the extent to which employee’s innovative work behavior can be influenced by employee digital literacy. This research uses a survey method, where data collection uses a digital questionnaire distributed to 50 employees. The data was processed using a simple linear regression test to prove the effect of digital literacy on innovative work behavior. Furthermore, the data is presented in a frequency distribution table to find the tendency of respondents' answers. The results of data processing show that digital literacy affects innovative work behavior. All indicators in digital literacy have a good category, while in IWB there are 2 indicators that have a sufficient category. The findings of this study indicate that in banking companies the workflow is fully supervised by OJK & existing BI regulations, so that employees get job instructions directly from superiors or leaders where employees cannot simply provide innovative ideas at work but do not rule out the possibility for workers to continue to innovate in the use of digital technology at their work.

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