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Silvia Margaretha
Fakultas Bisnis dan Ekonomika Universitas Surabaya Raya Kalirungkut Surabaya 60293
Economics, Econometrics & Finance Social Sciences

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CONSUMERS’ INTENTION TO SWITCH FROM PRINTED BOOK TO E-BOOK IN SURABAYA Liander, Kevin; Margaretha, Silvia; Anandya, Dudi
Journal of Management and Business Vol 15, No 1 (2016): MARCH 2016
Publisher : Department of Management - Faculty of Business and Economics. Universitas Surabaya.

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (270.258 KB) | DOI: 10.24123/jmb.v15i1.280

Abstract

The objective of this research is to know the factors that drives consumer to changes their reading behaviour from printed books to e-book using the switching behaviour theory. There are 5 variables that were used in this research, and those variables are new product attributes, social influences, price, switching cost, and intention to switch. This research finds that compatibility, convenience and switching cost have a significant impact on intention to switch, as well as the moderating effect of low switching cost between the relation of compatibility and social influences with intention to switch. 
THE IMPACT OF SOCIAL MEDIA MARKETING ON BRAND LOYALTY: THE MEDIATION EFFECT OF BRAND-VALUE CONSCIOUSNESS TOWARDS ADIDAS BRAND IN INDONESIA Hermanus, Archie Edrick; Margaretha, Silvia; Indarini, Indarini
Manajemen dan Bisnis Vol 15, No 2 (2016): SEPTEMBER 2016
Publisher : Department of Management - Faculty of Business and Economics. Universitas Surabaya.

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24123/jmb.v15i2.281

Abstract

The purpose of this study is to investigate the impact of social media marketing on brand loyalty with the mediation effect of brand-value consciousness towards Adidas brand in Indonesia. The analysis method in this study is using structural equation modeling (SEM). Object of this current study is highschool students (or equal) and college students who is using social media and follow Adidas on social media, on the amount of 150 people. Data processing using softwares such as SPSS – PASW Statistics version 18 for Windows OS and IBM – AMOS version 22 for Windows OS. The results of this study indicated that social media marketing has a significant effect on brand loyalty; brand consciousness and value consciousness mediate the relationship beetwen social media marketing and brand loyalty.
Co-Authors . Indarini Dewi ANGGRAENI Dudi Anandya Hermanus, Archie Edrick Liander, Kevin