Article Per Year (5 Year)
p-Index From 2020 - 2025
1.431
P-Index
This Author published in this journals
All Journal JURNAL BISNIS STRATEGI Diponegoro Journal of Management JURNAL EKONOMI DAN BISNIS AIRLANGGA JEMA: Jurnal Ilmiah Bidang Akuntansi dan Manajemen International Journal of Social and Management Studies (IJOSMAS) InJEBA : International Journal of Economics, Business and Accounting
Afina Hasya
Program Studi Teknik Industri, Fakultas Teknik, Universitas Diponegoro
Religion Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Social Sciences Other

Published : 8 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 2 Documents
Search
Journal : Diponegoro Journal of Management

 1 
THE INFLUENCE OF BRAND IMAGE, SOCIAL INFLUENCE, STATUS CONSUMPTION, PRICE QUALITY INFERENCE, AND ATTITUDE TOWARDS THE PURCHASE INTENTION OF COUNTERFEIT ELECRONIC PRODUCTS VIA TIKTOK SHOP IN SEMARANG (A STUDY ON THE PREVALENCE OF COUNTERFEIT PRODUCTS) Daffa Luqman Raf, Gofita Athallarizq; Cahyaningratri, Cahyaningratri; Hasya, Afina
Diponegoro Journal of Management Volume 13, Nomor 2, Tahun 2024
Publisher : Faculty of Economics and Business Diponegoro University

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

Abstract

ABSTRACT The development of technology has made it possible for counterfeiters to make high-quality goods, sell them online to customers throughout the world, and imitate the branding of real products remarkably well. One platform that has emerged as one of the most popular channels for counterfeiters to conduct their operation is TikTok. The platfrom has allowed the activity where online counterfeit sellers can engage with online buyers. To aid the investigation of how brand image, social influence, status consumption, and price quality inference affects the attitudes of Gen Z in Semarang towards counterfeit electronic products, as well as the moderating effect of customer attitude towards counterfeit electronic products towards purchase intention of counterfeit electronic products, the Theory of Planned Behavior was used. The data that were obtained from 178 respondents in Semarang City was analyzed using Partial Least Structures Structural Equation Modeling (PLS-SEM). From the findings in this study, brand image, social influence, and status consumption have a positive relationship towards customer attitude towards counterfeit electronic products as well as a significant one. Price quality inference, however, was found to only have a positive relationship without significance. On top of that, customer attitude towards counterfeit electronic products also has a positive and significant relationship towards purchase intention of counterfeit electronic products. With this in mind, all the hypotheses except one were accepted. Under those circumstances, the managerial implications that this study provide would discuss the idea of creating marketing campaigns to emphasize the difference between genuine and counterfeit products which will be aimed to spread slowly to the whole customer base. Additionally, cheaper genuine products may also be proposed to help combat counterfeit products within the aspect of status consumption. Consequently, customer attention would shift in the direction of being favorable of genuine products.
DEVELOPING AN EFFECTIVE EMPLOYER BRANDING STRATEGY AT ABC LIGHTING COMPANY FOR EARLY CAREERS THROUGH EMPLOYEE ADVOCACY Rachman, Amelia Martia; Darmastuti, Ismi; Hasya, Afina
Diponegoro Journal of Management Volume 12, Nomor 6, Tahun 2023
Publisher : Faculty of Economics and Business Diponegoro University

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

Abstract

ABSTRACT This paper is written to carry out the required company research for Amelia Martia Rachman’s final graduation project in International Business at Diponegoro University, Indonesia and at Saxion University of Applied Sciences, Netherlands. This research paper focuses on assessing and developing the employer branding strategy for early career talents at ABC Lighting Company in order to develop an efficient plan as the company is currently looking for an appropriate approach to strengthen its brand awareness within potential early career talents. Desk research, including newspapers, articles, records of data, and a survey of 24 respondents regarding ABC Lighting Company’s employer branding efforts were conducted to obtain the data for this research. The findings of this study will be used to help the company develop a plan to improve its employer branding strategy to attract young professionals as well as to boost the intern-turnover rate into full-time employees. It will give a further insight into the key elements of an effective employer branding strategy, dimensions of employer branding, candidate journey funnel, effective employer branding channels for Generation Z, the characteristics and work values of Generation Z, as well as the potential challenges and opportunities for Generation Z-focused employer branding.
Co-Authors Andriyani Andriyani Cahyaningratri, Cahyaningratri Daffa Luqman Raf, Gofita Athallarizq Hendrick Hernando Ismi Darmastuti Kamilah, Fadilah Haya Kardison Lumban Batu Lasta, Gracy Adira Qalid Md Sabri, Aznul Rachman, Amelia Martia Sukiman Sukiman