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All Journal Jurnal Minds: Manajemen Ide dan Inspirasi Journal of Accounting and Management Innovation JIM UPB (Jurnal Ilmiah Manajemen Universitas Putera Batam) Enrichment : Journal of Management Yayasan Cita Cendikiawan Al Khwarizmi AICS Jurnal Ekonomi Journal of Accounting and Management Innovation Business and Entrepreneurial Review Proceeding National Conference Business, Management, and Accounting (NCBMA) Proceeding of International Conference on Entrepreneurship (IConEnt) Jurnal Ilmiah Bisnis dan Ekonomi Asia (Jibeka)
Alfonsius
Universitas Pelita Harapan
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PENGARUH PERIKLANAN, CITRA MEREK, DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN PRODUK KECANTIKAN ALCOSS Leonardi, Angela Callista; Alfonsius, Alfonsius
Proceeding National Conference Business, Management, and Accounting (NCBMA) 7th National Conference Business, Management, and Accounting
Publisher : Faculty of Economics and Business Universitas Pelita Harapan

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Abstract

Seiring berkembangnya zaman, kosmetik menjadi salah satu kebutuhan wanita yang sangat penting. Dalam kehidupan sehari-hari, wanita tidak bisa lepas dari kosmetik dari pagi hingga malam, baik itu wajah maupun tubuh. Di era sekarang ini, variasi produk kecantikan semakin beragam, dan persaingan di industri perawatan tubuh dan kosmetik semakin ketat. Pada saat yang sama, produk kecantikan dan kosmetik telah banyak mengalami perubahan, dengan berbagai inovasi yang memenuhi kebutuhan dan keinginan konsumen. Tujuan dari penelitian ini adalah untuk mengevaluasi pengaruh antara periklanan, citra merek dan kualitas produk terhadap keputusan pembelian produk kecantikan Alcoss Skincare. Sampel dalam penelitian ini berjumlah 75 responden dan teknik analisis data yang digunakan adalah regresi linear berganda. Hasil penelitian secara simultan menunjukkan bahwa periklanan, citra merek dan kualitas produk berpengaruh terhadap keputusan pembelian produk kecantikan Alcoss Skincare. Secara parsial menunjukkan bahwa periklanan berpengaruh signifikan terhadap keputusan pembelian, citra merek berpengaruh signifikan terhadap keputusan pembelian, dan kualitas produk berpengaruh terhadap keputusan pembelian produk kecantikan Alcoss Skincare.
DIGITAL MARKETING POTENTIAL IN INDONESIA Alfonsius Alfonsius
JIM UPB (Jurnal Ilmiah Manajemen Universitas Putera Batam) Vol 11 No 2 (2023): Volume 11 Nomor 2 2023
Publisher : Universitas Putera Batam

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33884/jimupb.v11i2.7231

Abstract

One of the impacts of the Covid-19 pandemic is the sluggishness of the business and economic world. Therefore, marketers or business actors need to find alternative solutions to market goods or services to consumers. This research aims to examine the potential of digital marketing so that business people can use it to survive. The research method used in this study is qualitative with a descriptive approach. The Covid-19 pandemic has required business actors to shift their marketing, promotion, and transaction strategies from traditional to digital. The results of this study recommend entrepreneurs develop digital marketing as a very effective option for reaching their target consumers.
The role of brand awareness, e-WOM, and perceived quality on purchase intention of Viva cosmetics in Medan Jeybi, Jeybi; Alfonsius, Alfonsius
Enrichment : Journal of Management Vol. 14 No. 1 (2024): April
Publisher : Institute of Computer Science (IOCS)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35335/enrichment.v14i1.1868

Abstract

Viva Cosmetics is one of the oldest cosmetic brands known for their affordable prices and formulations that are suitable for tropical environments. As the beauty industry keeps evolving, there has been a noticeable decrease in the purchase intention of Viva Cosmetics’ products which can be predicted through brand awareness, e-WOM, and perceived quality. This research intends to examine the role of these variables on the purchase intention of Viva Cosmetics among consumers in Medan. Descriptive quantitative and causal method are implemented in this research. Sample is determined using non-probability sampling (accidental sampling) with a total of 97 respondents. Multiple linear regression is used to analyze the data in this research. Results show that brand awareness, e-WOM, and perceived quality partially and significantly influence the purchase intention of Viva Cosmetics in Medan. Brand awareness, e-WOM, and perceived quality also influence the purchase intention simultaneously
COST AND NON-COST FACTORS: THE IMPORTANCE OF REPURCHASE INTENTION TO FACING COMPETITION IN INDONESIAN RETAIL INDUSTRY Alfonsius, Alfonsius; Nicola, Jasmine
Jurnal Ilmiah Bisnis dan Ekonomi Asia Vol 18 No 1 (2024): Jurnal Ilmiah Bisnis dan Ekonomi Asia
Publisher : Institut Teknologi dan Bisnis Asia Malang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32815/jibeka.v18i1.1702

Abstract

In the current situation, certain retail businesses may have encountered difficulties in developing their businesses, particularly home appliance companies. This study aims to analyze the influence of sales promotion and service quality on customer repurchase intention at Ace Hardware Putri Hijau, Medan. Developing customer repurchase intention is crucial for business continuity nowadays. Improving sales promotion and service quality performances may be beneficial since sales promotion involves incentives to stimulate customer purchases and service quality emphasizes fulfilling customer needs, which can lead to achieving the company’s objectives. Questionnaires were distributed to 100 Ace Hardware Putri Hijau, Medan respondents using a purposive sampling method. The data is analyzed based on multiple linear regression analysis. Based on the findings, it is concluded that sales promotion significantly influences customer repurchase intention, and service quality significantly influences customer repurchase intention. Sales promotion and service quality simultaneously have a significant influence on customer repurchase intention.
The Influence Of Green Brand Towards Consumers’ Green Purchase Intention: An Empirical Study Of Lokalate Medan Erika, Erika; Alfonsius, Alfonsius
Jurnal Ekonomi Vol. 13 No. 02 (2024): Jurnal Ekonomi, Edition April - June 2024
Publisher : SEAN Institute

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Abstract

In the era of intense industrial and production development, environmental issues become one of the most mentioned global community’s concerns. Many companies will take this opportunity to help improve their sustainability development by implementing a green marketing strategy. This research discusses the implementation of the green concept by implementing eco-friendly marketing to boost consumers’ purchase intention, also illustrates the important role of green brand and waste management. The purpose of this paper is to determine the causal relationship between variables. This study uses nonprobability sampling namely snowball sampling to target respondents that are Lokalate consumers with an age range of 18-45 years. Data as many as 140 respondents gathered by distributing questionnaires using Google Forms. All measurement items were measured on five point Linkert-type scales. Data analyzed using SPSS 25.0 with multiple linear regression (MLR) analysis. The results of this study indicate that green brand has a significant effect on green purchase intention. The four hypotheses in this paper have been tested. Green brand positioning significantly gives positive influence to green purchase intention. Green brand attitude significantly gives positive influence to green purchase intention and green brand knowledge significantly gives positive influence to green purchase intention. This research resulted in positive impact in the form of improving the economy of UMKM in Indonesia and allows reducing waste to meet the concern of green consumers.
Marketing Mix and Repurchase Intention of Cafe Industry During Covid-19: A Statistical and Data Mining Analysis Alfonsius, Alfonsius; Depari, Genesis Sembiring; Huang, Jen Peng
Jurnal Minds: Manajemen Ide dan Inspirasi Vol 8 No 2 (2021): December
Publisher : Management Department, Universitas Islam Negeri Alauddin Makassar, Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24252/minds.v8i2.22171

Abstract

The COVID-19 pandemic has hit the world and bring unprecedented changes to all industries, including the Micro Small Medium Entrepreneur (MSME) of coffee shop businesses. This study aimed to determine the effect of the marketing mix on customer satisfaction to increase repurchase intention in modern coffee outlets. In addition, statistical modeling, segmentation analysis, and variables weighting using Support Vector Machine were performed. Eventually, product, price, and place positively and significantly affect customer satisfaction, while the promotion does not. Customer satisfaction was found to increase the repurchase intention of the customers. The segmentation analysis and SVM weighting attributes support the product quality as crucial to the marketing mix. It is implied that marketers should devise a marketing approach differently to different clusters since each cluster has distinct characteristics.
THE EFFECT OF ENTREPRENEURIAL LEADERSHIP AND ENTREPRENEURIAL ORIENTATION ON BUSINESS PERFORMANCE OF BAKERY AT MEDAN: THE MEDIATING ROLE OF INNOVATION CAPABILITY Viola Cristy; Alfonsius
Proceeding National Conference Business, Management, and Accounting (NCBMA) 9th National Conference Business, Management, and Accounting
Publisher : Faculty of Economics and Business Universitas Pelita Harapan

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Abstract

This research analyzes the influence of entrepreneurial leadership and entrepreneurial orientation on business performance, with innovation capability serving as a mediating variable. The study focuses on bakery micro, small, and medium enterprises (MSMEs) in Medan, which face challenges related to limited innovation resources and leadership practices. Using a quantitative research method, data were collected from 100 bakery entrepreneurs through structured questionnaires and interviews. The variables Entrepreneurial Leadership, Entrepreneurial Orientation, Innovation Capability, and Business Performance were analyzed using Structural Equation Modeling–Partial Least Squares (SEM–PLS) to test both direct and indirect relationships. The findings demonstrate that entrepreneurial leadership and entrepreneurial orientation have significant positive effects on business performance, both directly and indirectly through innovation capability. Entrepreneurs who display visionary, proactive, and risk-taking behaviors tend to enhance their firm’s innovation capacity, which in turn improves productivity, customer satisfaction, and financial outcomes. The study confirms that innovation capability acts as a strategic bridge, translating entrepreneurial traits into sustainable performance. Bakeries that adopt participative leadership, continuous product innovation, and modern marketing (e.g., influencer collaborations, natural ingredients, proofing technologies) achieve higher competitiveness and long-term success.
The Effect of Social Media Marketing and E-WoM on Purchase Decisions for Cetaphil Skincare Products in Medan Mediated by Brand Trust Kimberly Chow; Alfonsius
Proceedings of the International Conference on Entrepreneurship (IConEnt) Vol. 5 (2025): Proceedings of the 5th International Conference on Entrepreneurship (IConEnt)
Publisher : Universitas Pelita Harapan

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Abstract

Over the past few years, skincare has evolved into a crucial part of the daily routines of a large number of individuals all over the world. The skincare market in Indonesia is expanding at a quick rate, and there is a wide variety of goods accessible, ranging from locally produced brands that are affordable to international brands. This study aims to analyze the effect of social media marketing and Electronic Word of Mouth (E-WoM) on purchase decisions for Cetaphil skincare products in Medan, with brand trust as a mediating variable. The research utilizes a quantitative approach. Data were collected through questionnaires distributed to 140 respondents who have interacted with Cetaphil’s online content or made a purchase. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results indicate that both E-WoM have a significant positive effect on brand trust and purchase decision, while social media marketing shows no significant effect toward brand trust and purchase decision. Furthermore, brand trust plays a partial mediating role in the relationship between the independent variables of E-WoM toward purchase decisions.
Co-Authors Angela Callista Leonardi Arabella Daniel Cassa Augustinus, Daniel Cassa Depari, Genesis Sembiring Erika Erika Ferawaty Gilbert Gilbert Ginting, Sryani Br Huang, Jen Peng Jasmine Nicola Jeybi, Jeybi Kimberly Chow Leonardi, Angela Callista Lila Maria Kaban Lin, Vivian Madeline Elizabeth Micho Christian Nicola, Jasmine Poltak Sinaga Putri, Siti Alyaa Rahardjo, Jeanette Audrey Rudolfo Rizki Damanik Tamara Fransiska Tamara Ulansky Viola Cristy Wijaya, Jesslyn