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All Journal International Journal of Evaluation and Research in Education (IJERE) Journal of Educational, Health and Community Psychology Gadjah Mada International Journal of Business International Research Journal of Business Studies (E-Journal) Humaniora International Journal of Communication and Society Jurnal Manajemen Jurnal Ekonomi Perusahaan ASEAN Marketing Journal Journal of International Conference Proceedings Journal of Business Studies and Management Review Global Research on Economy, Business, Communication, and Information
Bilson Simamora
Institut Bisnis Dan Informatika Kwik Kian Gie
Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Public Health Social Sciences

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TOWARD A GENERAL THEORY OF CONSUMER MOTIVATION : A CRITICAL REVIEW Bilson Simamora
Journal of Business Studies and Management Review Vol. 4 No. 2 (2021): JBSMR, Vol.4 No.2, June 2021
Publisher : Management Department, Faculty of Economics and Business, Universitas Jambi

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (379.15 KB) | DOI: 10.22437/jbsmr.v4i2.12264

Abstract

Consumer motivation has been known long as a marketing concept. However, most of its concepts belong to other fields, and there is little effort to define and model them. This study aims to redefine it and develop its model. Therefore, the author narrates the history of consumer motivation and critically offers its new definition and its loose and unstructured model through which the more specific models can depart. This study found that the motivation theory goes into a more diverse direction caused by the distinctive nature of consumer behavior nature and context. For that reason, the consumer motivation model should give the spaces in which a specific model for particular behavior can be developed. The study’s loose and unstructured model is found as able to take that function. Further studies can utilize this model in studying motivation to perform or not perform particular consumption behavior in a specific context.
THE IMPACT OF PRICE PERCEPTION AND BRAND IMAGE ON BEHAVIORAL LOYALTY OF INNISFREE SKINCARE CONSUMERS Nurdin, Vinny; Simamora, Bilson
Journal of International Conference Proceedings Vol 6, No 1 (2023): 2023 ICPM Malang Proceeding
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/jicp.v6i1.2256

Abstract

Innisfree is one of the well-known brands originating from South Korea with products that have natural ingredients originating from Jeju Island. In the context of Innisfree, researchers want to study price and brand image perceptions of behavioral loyalty. The aims of this study were to find out (1) how price perceptions affect behavioral loyalty to Innisfree skin care products and (2) whether brand image affects consumer behavior loyalty to Innisfree skin care products. Based on the findings from the research that has been done, the results show that price perception has a positive and significant effect on behavioral loyalty and brand image has a positive and significant effect on behavioral loyalty. Suggestions that can be given to companies are that companies are encouraged to consider making Innisfree products at more affordable prices, making other product variations that are suitable for use by consumers who have acne and oily skin problems, and for future researchers to look for different variables. that can affect the repurchase of a product.
The Mediating Effect of Brand Image on the Influence of Electronic Word of Mouth Towards Purchase Intention for Somethinc Products (Case Study on Followers of the @somethincofficial TikTok Account) Fellysia, Fellysia; Simamora, Bilson
Journal of International Conference Proceedings Vol 6, No 1 (2023): 2023 ICPM Malang Proceeding
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/jicp.v6i1.2249

Abstract

Social media is an appropriate platform for conveying electronic word of mouth related to products, services, and brands to other users. One of the social media that can generate electronic word of mouth is TikTok. Conceptually, experts say electronic word-of-mouth (e-WOM) communication can influence a company's brand image and consumer purchase intentions. However, e-WOM research via Tiktok is still limited in Indonesia. Therefore, to conduct such research, the researchers judgementally recruited 183 respondents as the sample. Using Structural Equation Modeling (SEM) with WarpPLS version 8.0 for data analysis, the researchers found that electronic word of mouth positively affects brand image. Furthermore, electronic word of mouth has a positive and significant effect on purchase intention, and brand image has a positive and significant effect on purchase intention. Moreover, brand image mediates the effect of electronic word of mouth on purchase intention. Future researchers are suggested to use other social media such as Instagram, Facebook, and Twitter.
The Mediating Role of Brand Trust on the Effect of Customer Experience and Engagement on Brand Loyalty: A Lesson From Bukalapak Wijaya, Natalia Rebecca Audrey; Simamora, Bilson
Journal of International Conference Proceedings Vol 6, No 1 (2023): 2023 ICPM Malang Proceeding
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/jicp.v6i1.2250

Abstract

Intense competition among marketplaces in Indonesia caused Bukalapak traffic to decline significantly from 2019 to 2022 amid the growing number of @bukalapak Instagram followers. The authors believe that this decline is related to brand loyalty. Academic works stated that customer experience and engagement influence brand loyalty. However, brand trust mediation on that influence has not been thoroughly investigated. Therefore, this study aims to identify how brand trust mediates the effect of customer experience and engagement on Bukalapak brand loyalty. To satisfy that aim, the researchers judgmentally recruited 210 followers of  @bukalapak Instagram account as the sample. Using Structural Equation Modeling (SEM) with WarpPLS version 8.0 for data analysis, the research found that customer experience and engagement positively influence brand trust. Subsequently, customer experience, customer engagement, and brand trust positively impact brand loyalty. Mediation analysis shows that brand trust mediates customer experience and customer engagement effect on brand loyalty. However, in this research, the researchers has not considered to used other social media besides Instagram. Future research can make the same study in different social media, such as Facebook or Twitter.
The power of brand ambassador Twice influences brand image and purchase intention on Scarlett Whitening beauty products Rosari, Theodora Lady; Simamora, Bilson
Jurnal Ekonomi Perusahaan Vol. 31 No. 1 (2024): March-August 2024
Publisher : Business and Entrepreneurship Department, Kwik Kian Gie School of Business and Information Technology, Jakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.46806/jep.v31i1.1133

Abstract

Previous studies have shown inconsistent results regarding brand ambassadors' influence on purchase intention. This study aims to determine the power of brand ambassadors in influencing brand image and purchase intention of beauty products. This research replicates Oktaviani and Zainurossalamia's (2021) model by differentiating the research context and using the concept of brand ambassadors, brand image, and purchase intention. With Scarlett Whitening's products in mind, the data were collected using questionnaires distributed through Google Forms to 151 respondents selected judgmentally from customers who ever bought and used Scarlett Whitening. Using Structural Equation Modeling (SEM) to analyze the data with the help of WarpPLS 8.0, the study found that brand ambassadors' power positively influences brand image and purchase intention. The author suggests companies consider adding product variants for other skin types. Future researchers can add or use different variables to enrich these research findings.
Points-of-differences that shape consumer preferences for a hype brand: The case of Mixue’s fast growth Christopher, Anthony; Simamora, Bilson
Jurnal Ekonomi Perusahaan Vol. 30 No. 2 (2023): September 2023 - February 2024
Publisher : Business and Entrepreneurship Department, Kwik Kian Gie School of Business and Information Technology, Jakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.46806/jep.v30i2.1139

Abstract

Companies position their brands to consumers using points of difference, attributes, or advantages that consumers strongly associate with the brand and cannot be found in competing brands. Mixue is an ice cream brand that enjoyed significant attention in early 2023. The question is, why did this ice cream outlet receive spectacular attention in such a short time? To answer this question, based on the theory of consumer behavior models that asserts that a company's marketing efforts influence consumer decision-making, the authors theorize that the intentionally created point of difference (PODs) boost consumer preferences. To confirm that applied theory, the authors collected data from 136 respondents who have visited Mixue outlets by distributing questionnaires via Google Forms. The partial least square (PLS), with the help of WarpPLS 7.0 and SPSS 26, reveals that intrinsic and extrinsic product attributes positively and significantly impact consumer preferences. However, these controllable variables only account for 32% of consumer preference and 68% of unidentified non-POD factors. The challenge for the company in maintaining success in the long term is to enhance its uniqueness by increasing the contribution of the PODs. Other researchers are suggested to investigate non-POD factors.
Skala Likert, Bias Penggunaan dan Jalan Keluarnya Simamora, Bilson
Jurnal Manajemen Vol 12 No 1 (2022): November
Publisher : Lembaga Penelitian dan Pengabdian kepada Masyarakat Institut Bisnis dan Informatika Kwik Kian Gie

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.46806/jman.v12i1.978

Abstract

Many researchers refer to any graded scale as a Likert scale. In addition to misnaming, this assumption can lead to errors in the data scale and analysis technique. This paper aims to explain the instrument scales in the survey and the data types they generate. Thus, the position of the Likert scale compared to other measurement scales becomes apparent so that researchers can give the right name to the scale they use and choose the proper data analysis technique according to its type.
Investigasi Aspek-aspek Promosi Penjualan Simamora, Bilson
Jurnal Manajemen Vol 13 No 1 (2023): November
Publisher : Lembaga Penelitian dan Pengabdian kepada Masyarakat Institut Bisnis dan Informatika Kwik Kian Gie

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.46806/jm.v13i1.1100

Abstract

In today's highly developed e-commerce era, sales promotions have become a reliable marketing communication technique for many companies. There is also much research in this field. However, many researchers need to define and operationalize sales promotions as a research variable correctly. With critical review techniques, this study found that aspects of sales promotions that can be used as observation variables are perceived value, credibility, fairness, time frame, uncertainty, congruence, requirements, and consequences. Every sales promotion technique requires different aspects. The researchers should match the sales promotions technique properly with their relevant aspects.
Artribut-atribut Celebrity Endorser JKT48 yang Mempengaruhi Niat Beli Erigo Supriyatno, Christianus Adityo; Simamora, Bilson
Global Research on Economy, Business, Communication, and Information Vol. 1 No. 2 (2023): November 2023 - April 2024
Publisher : Lembaga Penelitian dan Pengabdian kepada Masyarakat (LPPM) Institut Bisnis dan Informatika Kwik Kian Gie

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.46806/grebuci.v1i2.1168

Abstract

A celebrity endorser is an individual known by the wider community and uses this recognition to appear with the name of the consumption of goods in one advertisement. Erigo products are endorsed through celebrity endorser JKT48. It is not yet known whether JKT48 affects the success of the Erigo product. Therefore, the problem of this research is whether using the JKT48 celebrity endorser can influence the purchase intention of Erigo products. This study uses reference group theory as a fundamental theory, which states that reference groups increase consumer confidence and knowledge about products to influence purchase intentions. Respondents in this study were Erigo and JKT48 Instagram followers. The retrieval technique was done by distributing questionnaires online using a Google form with a sample of 155 respondents. The data analysis technique is Structural Equation Modeling (SEM). Data is processed using WarpPLS 7.0 and SPSS 26. The study shows that visibility has no significant effect on purchase intention, credibility has a positive and significant influence on purchase intention, attractiveness has no significant effect on purchase intention, and power has a positive and significant influence on purchase intention. The study inspires that companies must choose the right endorser. Selection of the right endorser can influence purchase intentions because it can increase purchase intentions for the products offered.
The power of a brand ambassador twice influences brand image and purchase intention on Scarlett whitening beauty product Rosari, Theodora Lady; Simamora, Bilson
International Journal of Communication and Society Vol 6, No 1 (2024): June 2024
Publisher : Association for Scientific Computing Electrical and Engineering (ASCEE)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31763/ijcs.v6i1.1302

Abstract

Many beauty products, including Scarlett Whitening products, use brand ambassadors in their promotions. One of the hype beauty products among Indonesians is Scarlett Whitening by Felicya Angelista. Regarding the influence of brand ambassadors on purchase intention, previous studies have shown inconsistent results. This research aims to determine the power of brand ambassadors in influencing brand image and purchase intention for Scarlett Whitening beauty products. This research replicates previous model by differentiating the research context. The concepts used to support this research are brand ambassador, brand image, and purchase intention. The object of this research is Scarlett Whitening's product. Data were collected using questionnaires distributed through Google Forms to 151 respondents who had ever bought and used Scarlett Whitening, selected judgmentally. Using Structural Equation Modeling (SEM) with the help of WarpPLS 8.0 as the data analysis tool, the study found that brand ambassadors' power positively influences the brand image and purchase intention. The author suggests companies consider adding product variants for other skin types. Future researchers can add or use different variables to enrich these research findings.
Co-Authors Christopher, Anthony Elisabeth Vita Mutiarawati Fellysia, Fellysia Natassja, Eileen Nurdin, Vinny Rosari, Theodora Lady Supriyatno, Christianus Adityo Wakari, Tesalonika Sifren Wijaya, Natalia Rebecca Audrey