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Rowlan Takaya
Trisakti University
Decision Sciences, Operations Research & Management

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THE EFFECT OF CELEBRITY ENDORSMENT ON BRAND IMAGE AND TRUST BRAND AND IT'S IMPACT TO PURCHASEINTENTION CASE STUDY: OPPO SMARTPHONE Rowlan Takaya
Business and Entrepreneurial Review Vol. 17 No. 2 (2017): OCTOBER 2017
Publisher : Universitas Trisakti

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (820.155 KB) | DOI: 10.25105/ber.v17i2.5228

Abstract

The problem of this research investigates the importance of celebrity endorsment onThe brand image and brand trust towards of purchase intention on Oppo smartphone.The objectives of this research was analyzed the effect of celebrity endorsement to brand image, the effect of celebrity endorsement to brand trust, the effect brand image to purchase intention, the effect brand trust to purchase intention and the effect celebrity endorsement to purchase intention.The methodology of this research was survey research, where the instrument of this research is questioner. The population of this research is the citizen of Jakarta who knows the smartphone Oppo products. A sample of this research is 150 respondents using purposive sampling methode. Validity test of the instrument use Confirmatory Factor Analysis and the reliabilitas test use Alpha Cronbach technique. The methode analised with AMOS program version 22.0Finding and contribution in this research was celebrity endorsment positively affects the brand image and brand trust, brand image and brand trust positivily affects to purchase intention. Credibility is considered the most important characteristic of a brand and is a key focus of this research.Research limitations/ implication in this research was this research used a smartphone product to test the model and I collected data only from Jakarta. Such. A direct recommendation is that future studies should be conducted using a broarder consumer sampel to achieve generalizability and in another country may yield different result.
THE EFFECT OF CONSUMER VALUE AND PERSPECTIVE OF VALUE TO INTENTION TO BUY THROUGH ATTITUDE ON ORGANIC PERSONAL CARE PRODUCTS IN JAKARTA Rowlan Takaya
Business and Entrepreneurial Review Vol. 18 No. 1 (2018): APRIL 2018
Publisher : Universitas Trisakti

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (882.398 KB) | DOI: 10.25105/ber.v18i1.5306

Abstract

The problem of this research was to identify the impact of consumer value and perspective of value to intention to buy through attitude, which is addressed to organic personal care product. The objective of this research was to analyze the effect of consumer value and perspective of value to intention to buy through attitude in organic personal care product. The methodology of this research was quantitative approach. Data were collected by 140 users of skin and hair care’s users at mall in Jakarta. The variable factors that used on this research are consumer value (health consciousness, environmental consciousness and appearance consciousness), perspective of value, attitude and intention to buy. Data analysis used Structural Equation Modelling (SEM). Finding and contribution in this research was environmental consciousness, appearance consciousness, and perspective of value have positive effect on attitude; and attitude has positive effect on intention to buy organic personal care products. Research limitation/implication in this research was the data only being collected in Jakarta. These findings here provide suggestion in order to increase intention to buy organic personal care, a product owner need to focus on ecological beauty, values and informational knowledge of organic benefit in their communication campaign.
EFFECT OF ENDORSER CREDIBILITY, BRAND CREDIBILITY, SELF-BRAND CONNECTION ON BRAND EQUITY Rowlan Takaya
Business and Entrepreneurial Review Vol. 18 No. 2 (2018): OCTOBER 2018
Publisher : Universitas Trisakti

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (775.381 KB) | DOI: 10.25105/ber.v18i2.5309

Abstract

Purpose – The purpose of this research was to study the impact of endorser credibility, brand credibility, self-brand connection on endorsed brand equity of the endorsed brand.Design/methodology/approach - The analytical method using Amos 24 and Structural Equation Modeling (SEM) to analyze the questionnaire data in Jakarta. There are 417 eligible questionnaires were analyzed.Findings – To study the effect of endorser credibility on brand credibility, endorser credibility to brand equity, brand credibility to brand equity, endorser credibility to self-brand connection and self brand connetion to brand equity.Research limitation – The research was based in this study using college student customer of Vivo Smartphone at Jakarta as a research object.Research implication – Managers can consider using celebrities as a tool to develop meaningful connectivity connections with consumers. The results of this study support the use of celebrity endorsers as a means of increasing brand equity directly.Originality/value – This study examines the impact of celebrity endorsers in delivering, influencing, and depicting the product significantly so that consumers buy the product, so that the target marketing made through the endoser can be achieved.
The Influence of Authentic Leadership and Strategic Management Skills on Organization Performance Mediated by Knowledge Management at TNI Academy Wisnu Pramandita; Dadan Umar; Dedie S. Martadisastra; Rowlan Takaya
Business and Entrepreneurial Review Vol. 21 No. 1 (2021): APRIL 2021
Publisher : Universitas Trisakti

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (1007.11 KB) | DOI: 10.25105/ber.v21i1.9231

Abstract

This study aims to analyze the influence of Authentic Leadership and Strategic Management Skills on Organizational Performance mediated by Knowledge Management at the Indonesia Armed Force (TNI) Academy. This study tested seven hypotheses with structural equation modeling using the LISREL Ver.8.7 application. The sample of this research is 304 personnel of the TNI Academy.The results of this study found six hypotheses were accepted and one hypothesis was rejected. The rejected hypothesis was the direct influence of Strategic Management Skills on Organizational Performance. While the hypothesis of the indirect effect of Strategic Management Skills on Organizational Performance through Knowledge Management is acceptable. This means that Knowledge Management is an intervening variable that is very important for the implementation of increasing Strategic Management Skills. The results of this study encourage policy and managerial decision-makers within the TNI Academy to implement Knowledge Management optimally to maximize the impact on Organizational Performance from policy implementation and managerial decisions to improve Authentic Leadership and Strategic Management Skills. The novelty of this study is that Strategic Management Skills do not have a significant effect on Organizational Performance at the TNI Academy, giving different results from the theory in general. This can be overcome by implementing Knowledge Management properly in the TNI Academy.
Co-Authors Dadan Umar Dedie S. Martadisastra Wisnu Pramandita