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All Journal Buletin Studi Ekonomi Indonesian Journal of Business and Entrepreneurship (IJBE) Jurnal Manajemen Teori dan Terapan Binus Business Review Jurnal Inovasi Hasil Pengabdian Masyarakat (JIPEMAS) Journals of Economics and Business
Angga Febrian
Universitas Teknokrat Indonesia
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Industrial & Manufacturing Engineering Other

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Investigating The Antecedents of Consumer Brand Engagement to Luxury Brands on Social Media Angga Febrian; Larasati Ahluwalia
Indonesian Journal of Business and Entrepreneurship (IJBE) Vol. 7 No. 3 (2021): IJBE, Vol. 7 No. 3, September 2021
Publisher : School of Business, IPB University (SB-IPB)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.17358/ijbe.7.3.245

Abstract

The purpose of this study is to analyze the antecedent consumer involvement and brand self expressiveness and brand community identification of the three dimensions of consumer brand engagement (CBE) (cognitive, emotional, behavior) in the luxury brand on social media. The data was collected through an online questionnaire which was filled in by 125 respondents who have experience in buying luxury brands using purposive sampling. The empirical study was conducted using structural equation modeling SmartPls. The results of the study stated that Consumer Involvement has a negative impact, brand self expressiveness and consumer brand identification have a positive impact on dimensions of CBE. Tests were also conducted to see the consequences of CBE, namely an increase in brand image and brand loyalty. Managers of luxury brand companies must increase CBE by utilizing and managing consumers following social media and creating communities to make it easier for consumers to get to know the advantages of luxury brand products. This study is a pioneer, as it extends the consumer engagement model to the social media context luxury brand by adding brand community identification as an antecedent CBE. Keywords: consumer brand engagement, brand image, brand loyalty, luxury brand, social media
STRATEGI PEMASARAN DALAM MEMPENGARUHI KEPUTUSAN PEMBELIAN MELALUI NIAT SEBAGAI MEDIASI ANGGA FEBRIAN; Cinthia Annisa Vina Hapsari
Buletin Studi Ekonomi VOL.24.NO.2.AGUSTUS 2019
Publisher : Buletin Studi Ekonomi

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (621.336 KB) | DOI: 10.24843/BSE.2019.v24.i02.p09

Abstract

Marketing Strategy in Influencing Purchasing Decisions through Intention as Mediation. Changes in an increasingly dynamic era make companies have to be able to quickly follow developments that have an impact on how to do the right marketing strategy in increasing sales. Using variable marketing mix and service quality that can affect consumer intentions in buying a car. This study aims to see the effect of intention in mediating consumer purchasing decisions. The sample used is consumers who have bought cars from 2015 to 2018 in Lampung. Using the help of SmartPls software analysis software in data processing. The results of the study explained that the marketing mix had no significant effect on purchase intention while the service quality had no significant effect on purchase intention.
Analisis Pengaruh Ekuitas Merek pada Kepuasan dan Keterlibatan Pelanggan yang Berimplikasi pada Niat Pembelian di E-Commerce Angga Febrian; Larasati Ahluwalia
Jurnal Manajemen Teori dan Terapan | Journal of Theory and Applied Management Vol. 13 No. 3 (2020)
Publisher : Universitas Airlangga

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.20473/jmtt.v13i3.19967

Abstract

Semakin banyaknya persaingan pada penyedia layanan belanja online e-commerce, membuat perusahaan harus mempunyai keunggulan yang lebih dibandingkan dengan kompetitor sejenis. Strategi yang dapat dilakukan salah satunya adalah meningkatkan ekuitas merek perusahaan yang dapat memberikan nilai lebih bagi pelanggan sehingga dapat meningkatkan penjualan. Penelitian ini dilakukan dengan pendekatan secara kuantitatif melalui penyebaran kuisioner terhadap pengguna e-commerce yang ada di Indonesia. Analisis data menggunakan alat SmartPls 3.0 dengan tujuan melihat realibilitas dan validitas instrumen dan pengujian hipotesis. Hasil penelitian menyatakan bahwa terdapat pengaruh yang signifikan terhadap kepuasan pelanggan dan berimplikasi pada niat pelanggan, namun hasil lain menyatakan bahwa tidak adanya pengaruh brand equity terhadap customer engagement dikarenakan adanya model bisnis yang berbeda antara e-commerce B2B dan B2C. pada akhirnya penelitian ini berkontribusi pada pembangunan model penelitian terkait pemasaran ekuitas merek dan penggunaan strategi ekuitas merek yang dapat digunakan oleh pemasar online.  
The Impact of Customer Satisfaction with EWOM and Brand Equity on E-Commerce Purchase Intention in Indonesia Moderated by Culture Angga Febrian; Muhtad Fadly
Binus Business Review Vol. 12 No. 1 (2021): Binus Business Review
Publisher : Bina Nusantara University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21512/bbr.v12i1.6419

Abstract

The digital era, which increasingly becomes massive in people’s lives, impacts the traditional sales methods.E-commerce companies compete in winning the competition to create superior customer value. An effective andefficient marketing strategy is needed that can influence customer purchase intention. The research focused onthe effect of customer satisfaction, which created eWOM and increased brand equity on purchase intention byadding culture (collectivist culture) as the moderator variables. The research applied a quantitative approach. Thedata were obtained from 280 respondents selected by non-probability sampling. Respondents were customerswho had already bought products through e-commerce in Indonesia. The questionnaire instrument was adoptedbased on theories from the previous researchers. The data used the Likert scale and were analyzed using theSmartPLS 3.0. The results state a significant relationship between the independent and dependent variables. Allindependent variables have a significant influence on the dependent variable. However, culture as the moderatorvariable cannot get significant results in the relationship between all the variables. It gets irrelevant results. Hence,the results show that the moderator variable is more appropriate as the independent variable. It can directlyaffect purchase intention. The research contributes to testing culture as the moderator variable that makes theindependent variables generalize the findings.
Pemasaran digital dengan memanfaatkan landing page pada perusahaan start-up Angga Febrian; Lia Febria Lina; Vera Apri Dina Safitri; Agus Mulyanto
Jurnal Inovasi Hasil Pengabdian Masyarakat (JIPEMAS) Vol 4, No 3 (2021): Jurnal Inovasi Hasil Pengabdian Masyarakat (JIPEMAS)
Publisher : University of Islam Malang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33474/jipemas.v4i3.10103

Abstract

The increasing use of social media such as Instagram and Facebook can be utilized to reach a wider and more targeted consumer by creating the right content organically (free of charge), and doing paid advertising on these platforms. However, his lack of knowledge about how to make real content and paid advertising is an obstacle for marketers to take advantage of it. So that we need the right strategy in marketing products through these media. The marketer's job is to increase the number of followers on social media and customer interactions because there is a positive relationship between the number of followers and sales. This training aims to help startups in Lampung to maximize the use of social media, in this case, we provide training in creating landing pages and financial preparation training. Partners in this activity are sharia motorcycle taxi transportation companies (OJESA). In the end, this activity can be beneficial for partners by increasing knowledge about digital marketing by utilizing landing pages in advertising and managing finances. Partners can use the facilities provided by the platform in advertising. As well as understanding effective and efficient advertising tactics and strategies.
PERAN CELEBRITY ENDORSER DAN EFEKTIVITAS IKLAN MELALUI MEDIA TELEVISI PADA MINAT BELI ( Survei pada konsumen situs belanja online shopee) agung gunawan; Dian Novita; Angga Febrian
Journals of Economics and Business Vol 1, No 1 (2021): Volume 1, No 1, 2021
Publisher : Universitas Teknokrat Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (259.546 KB) | DOI: 10.33365/jeb.v1i1.78

Abstract

Celebrity endorser dan efektivitas iklan merupakan salah bentuk strategi komunikasi pemasaran yang dilakukan baik secara offline atau online untuk menarik perhatian minat konumen. Metode yang digunakan dalam penelitian ini adalah metode kuantitatif. Penelitian ini menggunakan sampel dari 280 responden yang pernah menggunakan shopee dan memahami peran celebrity endorser. SPSS 16.0 digunakan dalam teknik analisis data dengan menggunakan uji regresi linier beganda dan uji t, untuk melihat pengaruh celebrity endorser pada dimensi (attractiveness, expertise, and trustworthiness) dan efektivas iklan dimensi (empathy, persuasion, impact, communication) pada minat beli. Hasil penelitian secara parsial menunjukan bahwa dukungan celebrity endorser pada dimensi (attractiveness, expertise, and trustworthiness) mempengaruhi minat beli konsumen jika celebrity yang digunakan sesuai dengan produk yang diiklankan dan evektivitas iklan pada dimensi (empathy, persuasion, impact, communication) mempunyai pengaruh terhadap minat beli, dimana semakin tinggi evektivitas iklan di televisi semakin tinggi pula minat beli konsumen. Penelitian selanjutnya dapat menambahkan variabel lain selain celebrity endorser dan efektivitas iklan pada minat beli.
Co-Authors agung gunawan Agus Mulyanto Cinthia Annisa Vina Hapsari Dian Novita Larasati Ahluwalia Lia Febria Lina Muhtad Fadly Vera Apri Dina Safitri