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Analysis of Local Fashion Competition Readiness through Consumer Shopping Intention: A Media and Brand Authenticity Approach Edy Yulianto Putra; Warna Gamelia; Hepy Hefri Ariyanto
Jurnal Manajemen dan Kewirausahaan Vol. 12 No. 2 (2024): December (2024)
Publisher : University of Merdeka Malang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26905/jmdk.v12i2.14083

Abstract

The fashion industry in Indonesia faces competitive challenges as digital technology develops. The emergence of new local fashion brands and consumers' easy access to global brands through digital platforms have created intense competition. To compete effectively, a deep understanding of shopping intentions is crucial for local fashion brands. Therefore, this study was designed to determine the variables influencing local fashion purchase intention, specifically focusing on advertising, entertainment, e-WOM, interaction, and trendiness, while also examining the mediating roles of brand trust and brand engagement on digital media. The analysis was conducted using SmartPLS 3 and SPSS, analyzing data from 350 respondents who are local fashion users in the Riau Islands Province. The results indicate that e-WOM, interaction, trendiness, brand trust, and brand engagement positively and significantly influence the purchase intention of local fashion users. Notably, e-WOM emerged as a strong driver of brand trust, enhancing the likelihood of consumers engaging with and purchasing from local brands. Furthermore, interaction with brands and perceived trendiness played critical roles in shaping consumer perceptions and fostering loyalty. This research is expected to provide valuable insights for local brands, enabling them to refine their marketing strategies in this highly competitive digital era. By leveraging the identified factors, local fashion brands can enhance their appeal, build stronger relationships with consumers, and ultimately improve their market positioning against global competitors. The findings underscore the importance of adapting to digital trends and consumer preferences to thrive in the evolving fashion landscape
STRATEGI PENGEMBANGAN IDENTITAS DAN PENINGKATAN BRAND AWARENESS PADA UMKM LOYAL SNACK MELALUI SOSIAL MEDIA Putra, Edy Yulianto; Vanessa, Vanessa
Bussman Journal : Indonesian Journal of Business and Management Vol. 5 No. 3 (2025): Bussman Journal | September - Desember 2025
Publisher : Gapenas Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53363/buss.v5i3.480

Abstract

This internship was conducted at UMKM Loyal Snack, a small business specializing in cheese sticks since 2017, which has primarily operated through offline sales and telephone orders without a strong brand identity or digital presence. The aim of this internship was to develop the brand identity and increase brand awareness of Loyal Snack by implementing digital marketing strategies. The research methods included observation, interviews with the business owner, and documentation of promotional activities and customer interactions. The strategies applied involved creating a logo and slogan, establishing TikTok and Instagram social media accounts, and managing WhatsApp Business as a communication and promotional channel. Additionally, promotions through Instagram Ads in the form of stories and posts, as well as creating a Linktree link to facilitate access to all digital platforms, were implemented. The results showed a significant increase in brand recognition, enhanced customer engagement, and expanded market reach. Digital marketing proved to be an effective solution to overcome marketing challenges faced by UMKM and foster business growth in the digital era
A Model Determining Purchase Intention of Halal Skincare Products Amid The Boycott Movement: The Mediating Role of Perceived Influence Putra, Edy Yulianto; Sepvinin, Cherllyn; Nurjanah, Listia
Media Ekonomi dan Manajemen Vol 41, No 1 (2026): January 2026
Publisher : Fakultas Ekonomika dan Bisnis UNTAG Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56444/mem.v41i1.6478

Abstract

The resurgence of consumer boycott movements against multinational brands following global geopolitical conflicts has reshaped purchasing behavior in Muslim-majority markets. This study examines the determinants of purchase intention toward halal skincare products in the context of a boycott movement. Drawing on the Stimulus–Organism–Response (SOR) framework, it investigates the effects of interactional factors, audience characteristics, sponsored marketing, and consumer attitudes on purchase intention, with perceived influence serving as a mediating variable. A quantitative explanatory research design was employed using a cross-sectional survey of 466 skincare consumers in Batam City, Indonesia. Data were collected through a structured questionnaire using validated measurement scales and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results indicate that interactional factors, audience characteristics, sponsored marketing, and consumer attitudes have significant positive effects on purchase intention, both directly and indirectly through perceived influence. Among these variables, perceived influence emerges as the strongest determinant of purchase intention. The study underscores the importance of leveraging social interaction, influencer-based marketing, and value-congruent communication to strengthen local halal skincare brands amid ongoing socio-political disruptions.
Exploring the Effect of Quality, Sophistication, Brand Image, and Marketing Mix on Willingness to Pay: Does Trust Mediate the Relationship? Kesumahati, Erilia; Lim, Jack Sen; Putra, Edy Yulianto
Media Ekonomi dan Manajemen Vol 41, No 1 (2026): January 2026
Publisher : Fakultas Ekonomika dan Bisnis UNTAG Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56444/mem.v41i1.6646

Abstract

The premium imported car market involves high perceived risk and intense competition, making consumer trust a key determinant of willingness to pay premium prices. While product quality, brand image, and marketing strategies are considered important drivers of consumer trust, empirical evidence explaining their combined effects particularly the role of sophistication remains limited in emerging markets. This study aims to examine the effects of product quality, service quality, sophistication, brand image, and marketing mix on trust and its impact on consumers’ willingness to pay for premium imported cars. This quantitative study involved 367 owners of premium imported cars in Indonesia, selected using purposive sampling. Data was analyzed using Structural Equation Modeling Partial Least Squares (SEM-PLS) with SmartPLS 3. The results show that product quality, service quality, brand image, and marketing mix have significant positive effects on trust, while sophistication does not have a significant effect on trust. In addition, trust significantly influences consumers’ willingness to pay premium prices. These findings highlight the importance of trust-building mechanisms through quality, branding, and marketing strategies. The study contributes to trust and signaling theory by clarifying which brand and marketing attributes effectively drive willingness to pay in the premium automotive context.
FACTORS INFLUENCING GREEN HOME APPLIANCE PURCHASE INTENTION AMONG CONSUMERS IN RIAU ISLANDS Ariyanto, Hepy Hefri; Syahputra, Ulung; Putra, Edy Yulianto
JMK (Jurnal Manajemen dan Kewirausahaan) Vol 11 No 1 (2026): January
Publisher : Universitas Islam Kadiri

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32503/jmk.v11i1.7419

Abstract

The main factors influencing consumers' inclinations to buy energy-efficient household equipment in Indonesia's Riau Archipelago are examined in this study. The study assesses the contributions of consumer attitudes, subjective norms, environmental awareness, eco-labeling, governmental laws, and willingness to pay a premium by using the Theory of Planned Behavior (TPB) framework with expanded variables. The results of a quantitative survey with 481 participants and multiple regression analysis show that government regulations, consumer attitudes, and willingness to pay all have a significant and beneficial impact on consumers' intentions to make green purchases. On the other hand, eco-labeling, environmental knowledge, and subjective norms have no discernible impact. These results highlight the role that human attitudes and public policies play in influencing sustainable purchasing patterns, offering useful information for companies and legislators looking to advance green technologies.
Exploring How Anthropomorphic Voices Shape Brand Loyalty Today Christiarini, Renny; Gautama, Jocky; Putra, Edy Yulianto
Jurnal Manajemen Strategi dan Aplikasi Bisnis Vol 8 No 2 (2025)
Publisher : Lembaga Pengembangan Manajemen dan Publikasi Imperium

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36407/jmsab.v8i2.1773

Abstract

This study explores the impact of human-like brand voices on customer loyalty, focusing on how brand trust and affection act as connecting factors, while also considering how worries about privacy can alter the effects in voice assistant interactions. Drawing from surveys of 353 young adults specifically Gen Z and millennials in Indonesia, the results show that viewing a voice assistant as more human-like boosts both trust in the brand and deeper emotional bonds, which in turn strengthen overall loyalty. On top of that, concerns over privacy tend to lessen the positive connection between this human-like perception and trust, highlighting the importance of creating voice assistants that blend relatable human traits with solid privacy protections. Overall, these findings help broaden our understanding of how consumers connect with brands through AI-driven exchanges.
Purchase Intention Analysis in Augmented Reality Marketing: SOR Implementation Framework Christiarini, Renny; Rooney; Putra, Edy Yulianto
Ilomata International Journal of Management Vol. 7 No. 1 (2026): January 2026
Publisher : Yayasan Sinergi Kawula Muda

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61194/ijjm.v7i1.1949

Abstract

The rapid competition in the developing industry makes it increasingly important for business actors and marketers to pay attention to several important factors that can determine consumer purchasing decisions, namely based on the SOR framework. The researcher intend to expand literature by extending the S-O-R framework to the context of AR-based marketing in the telecommunications sector, by introducing a novel conceptual model connecting augmentation, product informativeness, and personalized recommendations to purchase intention via choice beliefs and perceived usefulness. The research approach used is quantitative research, by distributing questionnaires to 308 telecommunications service users in Batam City. The findings reveal that augmentation and product informativeness have a significant effect on choice trust. Product informativeness also have a significant direct effect on purchase intentions, although personalized recommendations cannot prove a significant relationship with purchase intentions. Regarding its mediation effect, researchers proved that choice trust is able to mediate the relationship between augmentation and product informativeness with purchase intentions. Perceived usefulness is able to mediate the relationship between product informativeness and purchase intentions, personalized recommendations do not significantly influence purchase intentions. It is important for telecommunication service companies to boost purchase intentions by building trust in choice, benefits felt by customers by maximizing the usefulness of augmentation-related features, product informativeness, and ability to provide effective recommendations for customers. Future researchers can make efforts to implement further research related to augmented reality marketing factors in their influence on purchase intentions, with different variable or research object.
Optimalisasi Media Digital Sebagai Sarana untuk Promosi UMKM Soitom Cherllyn Sepvinin; Edy Yulianto Putra
Al-Zayn: Jurnal Ilmu Sosial, Hukum & Politik Vol 4 No 1 (2026): 2026
Publisher : Yayasan pendidikan dzurriyatul Quran

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61104/alz.v4i1.3244

Abstract

Perkembangan media digital saat ini menuntut pelaku UMKM untuk mengoptimalkan strategi pemasaran agar mampu bersaing dan meningkatkan jangkauan konsumen. UMKM Soitom, usaha kuliner Thailand di Kota Batam, masih menghadapi keterbatasan dalam pemanfaatan media digital sehingga visibilitas dan brand awareness belum optimal. Penelitian ini bertujuan untuk meningkatkan efektivitas promosi Soitom melalui optimalisasi media digital, termasuk pembuatan konten video, pengelolaan media sosial, dan aktivasi layanan pemesanan online. Metode pengumpulan data menggunakan wawancara langsung dengan pemilik usaha serta observasi aktivitas operasional dan strategi pemasaran yang telah diterapkan. Hasil implementasi menunjukkan peningkatan signifikan pada visibilitas digital, terlihat dari bertambahnya jumlah views, interaksi, dan pengikut pada TikTok dan Instagram. Konten video terbukti lebih menarik audiens dibandingkan promosi berbasis foto. Aktivasi GoFood mempermudah akses pelanggan sehingga meningkatkan potensi transaksi harian. Penggunaan iklan berbayar juga memperluas jangkauan promosi kepada target konsumen yang lebih relevan. Selain itu, pendampingan yang diberikan membuat tim internal Soitom lebih mampu mengelola media digital secara mandiri. Kesimpulannya, optimalisasi media digital efektif meningkatkan promosi, interaksi pelanggan, dan daya saing UMKM Soitom di industri kuliner Kota Batam
Penerapan Strategi Digital Marketing pada UMKM Pempek Vegetarian Bunga Mas: Implementation of Digital Marketing Strategies in Family Car Wash MSMEs Ervin Setyawan Al Wen Jun; Edy Yulianto Putra
Jurnal Kolaboratif Sains Vol. 8 No. 12: Desember 2025
Publisher : Universitas Muhammadiyah Palu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56338/jks.v8i12.9663

Abstract

Usaha Mikro, Kecil, dan Menengah (UMKM) memiliki peran penting dalam mendukung perekonomian, namun masih banyak yang menghadapi keterbatasan dalam pemanfaatan teknologi digital, khususnya pada aspek pemasaran. UMKM Pempek Vegetarian Bunga Mas merupakan usaha kuliner yang memiliki keunikan produk, tetapi belum memiliki kehadiran digital yang memadai. Permasalahan utama yang dihadapi meliputi tidak terdaftarnya lokasi usaha pada Google Maps, belum optimalnya pemanfaatan media sosial sebagai sarana promosi, serta belum digunakannya WhatsApp Business sebagai media komunikasi dan pemesanan. Kegiatan Pengabdian kepada Masyarakat ini bertujuan untuk menerapkan strategi digital marketing guna meningkatkan visibilitas usaha, jangkauan pemasaran, dan profesionalitas komunikasi dengan pelanggan. Metode yang digunakan adalah pengumpulan data primer melalui wawancara dan observasi langsung terhadap aktivitas usaha mitra. Implementasi kegiatan meliputi pendaftaran lokasi usaha pada Google Maps, pembuatan dan pengelolaan akun media sosial Instagram dan penerapan WhatsApp Business. Hasil kegiatan menunjukkan bahwa penerapan strategi digital marketing mampu meningkatkan kemudahan konsumen dalam menemukan lokasi usaha, memperluas jangkauan promosi, serta mempermudah proses komunikasi dan pemesanan. Selain itu, pemilik UMKM memperoleh pemahaman dan keterampilan dalam mengelola pemasaran digital secara mandiri. Dengan demikian, penerapan strategi digital marketing memberikan kontribusi positif terhadap pengembangan dan keberlanjutan UMKM Pempek Vegetarian Bunga.
Purchase Intention Analysis in Augmented Reality Marketing: SOR Implementation Framework Christiarini, Renny; Rooney; Putra, Edy Yulianto
Ilomata International Journal of Management Vol. 7 No. 1 (2026): January 2026
Publisher : Yayasan Sinergi Kawula Muda

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61194/ijjm.v7i1.1949

Abstract

The rapid competition in the developing industry makes it increasingly important for business actors and marketers to pay attention to several important factors that can determine consumer purchasing decisions, namely based on the SOR framework. The researcher intend to expand literature by extending the S-O-R framework to the context of AR-based marketing in the telecommunications sector, by introducing a novel conceptual model connecting augmentation, product informativeness, and personalized recommendations to purchase intention via choice beliefs and perceived usefulness. The research approach used is quantitative research, by distributing questionnaires to 308 telecommunications service users in Batam City. The findings reveal that augmentation and product informativeness have a significant effect on choice trust. Product informativeness also have a significant direct effect on purchase intentions, although personalized recommendations cannot prove a significant relationship with purchase intentions. Regarding its mediation effect, researchers proved that choice trust is able to mediate the relationship between augmentation and product informativeness with purchase intentions. Perceived usefulness is able to mediate the relationship between product informativeness and purchase intentions, personalized recommendations do not significantly influence purchase intentions. It is important for telecommunication service companies to boost purchase intentions by building trust in choice, benefits felt by customers by maximizing the usefulness of augmentation-related features, product informativeness, and ability to provide effective recommendations for customers. Future researchers can make efforts to implement further research related to augmented reality marketing factors in their influence on purchase intentions, with different variable or research object.
Co-Authors Abue Abue Adeline Adeline Adeline Agnes Doraresta Khatarina Tokan Agustina Fitrianingrum Al Wen Jun, Ervin Setyawan Alex Alex Aliandrina, Dessy Alissya Maidha Fitri Alissya Maidha Fitri Alvina, June Angelin Angelin Angelina Chang Angelina, Novi Angie Angie Angie Angie, Angie Antalius, Yosep Deki Aprianti, Khairani Aqnes Yurian Jayana Arianto, Hepy Hefri Ariyanto, Hepy Hefri Butarbutar, Hotni Mutiara Caroline Marninda Carolyn, Cory Celine Verliem Chandra, Budi Cherllyn Sepvinin Christiarini, Renny Cicillia Chandra Putri Cuandra, Fendy Dedy Cahyono Delfina Muthia Sabella Delnecca Delnecca Dennis Sidartha Tan Dennys Ng Dessy Aliandrina Destiana Safitri Dewi Dewi Dewi Dion Dewa Barata Dion Dewa Barata Eddison, Thomas Elinda Nurul Hasana Dewi Binti Shahbi Elzagi, Verliana Enjelita Enjelita Ericko Ericko Erika Erika Erilia Kesumahati Erlin Erlin Erlin Ervin Setyawan Al Wen Jun Eva Awaliya, Nindi Suhendri, Goharwin, Tiara Plorist Sibarani, Wildani, Feby Safa Zabrina, Eviyani, Estin Rose Fahlevi, Renza Fang, Yockie Fariono Fariono Fatimah Febriani Febiana, Anjela Rini Febriani, Fatimah Febrine Febrine Feby Fitria Salim Feby Fitria Salim Fendy Cuandra Fendy Cuandra Fidia Fifyanty Fifyanty Fiona Jocelyn Fiona Jocelyn Firdaus, Nydia Salsabila Fitri, Alissya Maidha Gamelia, Warni Gautama, Jocky Giorgyna Giorgyna Gita Aulia Golan Hasan, Golan Hafizh Akmal Henderson, Henderson Hisham, Muhammad Rivaldy Hutagalung, Rince Monica Ibrahim, Mukdad Idha Bekti Saskia Lewaimang Ihza, Nurul Ilham syahputra Inocenth Ramdhany Ivone, Ivone Jacky, Jacky Jason Jason Jeffry Kurniawan Jeffry Kurniawan Jessy Jessy Jessy, Jessy Jhon Wilson Jolinna, Cindy Yulianto Joscelind Him Joy Happy Jones julnando lim June Alvina Juwita Depari, Irene Kartika Dewi, Jenny Kelfi Yanti Limanda Kelly tan Kelvin Lie Kelvin Tang Kevin Alexander Khesi, Khesi Kurniawaty, Dewi Kusumo, Pradino Lady Lady Lady Lady, Lady Lenda Lenda Leona Stephanie Lesilolo Leonardo Aprilson Lily Purwianti Lim, Jack Sen Lucky Aprianto Macnico, Peter Maharani, Dita Ayu Sri Mahendra, Rizky Adi Mardiana Ng Marheni, Dewi Khornida Maryati Maryati Mar’ie Wijaya Maytanius, Jerry Meikel Meikel Meikel Meikel Meliana Meliana Melisa Putri Pane Melisa Putri Pane Melissa Lestari Melissa Melissa Melodya, Deslyn Mey, Nabila Arinov Michael Setiawan Michelle Caroline Setijograha Muhammad Syachrani Hafidz Muhammad Tsabit Tamani Nainggolan, Ferdinand Nanda Salsabila Natasya Sapitri Nevi Ariyu De Utami Ng, Dennys Ng, Selina Nicholas, Nicholas Nida Ohanna Nisa Ardhany Damanik Nuraisyah Nuraisyah Nurjanah, Listia Owen Evander Pahlevi, Renza Pauline Natalia Prabowo, Muhammad Ilham Putro Pratama, Desi Pulung Peranginangin Pulung Peranginangin Putra, Herman Eka Putri Tazkia Putri, Inda Meyllya Raisy Raisy Raisy Raisy, Raisy Ratih Anggraini, Ratih Rebecca Friska Rena Richad, Richad Ricky Novendo Rismayana Rismayana Risvi, Hellena Riyan Juliansyah Rizqi Anantia Rizqi Anantia Rooney Saltycia Chairika Sama, Hendi Sama, Hendi Sari Wahyuni, Lily Sudhartio, Selina Ng Sepvinin, Cherllyn Serina Serina Setyawan, Agustinus Sevilla Nadia Amada Shelomitha Diah Revi Ayuni Sherina Sherina, Sherina Sherly Sherly Shevia Sibagariang, Michael Iken Bonar Anju Siti Rohani Stanley Frenovsky Leowardi Stefanus Andrian Suandri, Hardi Susanto, Stefhani Syahputra, Ulung Syarla Audini Saqina Syelen, Syelen Tan Phey Lien Tan, Charles Tan, Elvy Tasya Tasya Gebee Hasvia Tasya Tasya Tata Fransiska Putri Tjang Fang Fang Tony Wibowo, Tony Tri Suhartati Usyel, Zulhad Abdurrahim Valeria Valeria Vanessa Vanessa Venny Chou Vina Liesty Indriani Vina Liesty Indriani Vina Vina Vincent Vincent Viviana Angesty Viviana Angesty Warna Gamelia Wibowo, Tony Wikandriya Pradinang Willam William Wilson, Jhon Wirren Chang Wisnu Yuwono Wui Ching Xena Amanda Yeffy Yeffy Yenny Permata Liegestu Yeronica, Fernanda Yockie Fang Yuliana Shintia Yvonny Yvonny