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All Journal Jurnal Manajemen Teknologi Journal of Business and Management The Indonesian Journal of Business Administration Gadjah Mada International Journal of Business Indonesian Journal of Business and Entrepreneurship (IJBE) Journal of Regional and City Planning JURNAL SOSIAL HUMANIORA (JSH) The Asian Journal of Technology Management (AJTM) Binus Business Review Journal of Business Management Education (JBME) Jurnal Manajemen Indonesia Journal of Innovation, Business and Entrepreneurship ASEAN Marketing Journal
Reza Ashari Nasution
School of Business and Management, Institut Teknologi Bandung, Indonesia
Humanities Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Social Sciences Transportation

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The Effect of Customer Experience Towards Engagement in Soco by Sociolla Febilincia, Siti Dzulqadah; Nasution, Reza Ashari
Jurnal Manajemen Teknologi Vol 19, No 3 (2020)
Publisher : SBM ITB

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.12695/jmt.2020.19.3.3

Abstract

Abstract. Though usage of m-commerce is increasing, the engagement for the platform is low. This research aims to optimize engagement through variable that influences customer experience. Data gathering is done through online survey and use PLS SEM method to analyze the final data. Based on the result of 407 respondents, customer experience has a significant effect towards engagement. Though, customer experience will have stronger effect towards engagement through satisfaction. The most influential antecedents in customer experience is Telepresence. The more immersed the customers in an app, the more it brings to positive customer experience. The findings provide managerial implications for marketers in multi-channel retail, specifically in beauty industry, who uses m-commerce as their channel to set strategy in optimizing customer experience and engagement in mobile application.Keywords: Customer experience; engagement; satisfaction; m-commerce; mobile applicationAbstrak. Meskipun penggunaan m-commerce meningkat, engagement untuk platform ini masih cukup rendah. Penelitian ini bertujuan untuk mengoptimalkan engagement melalui variabel yang mempengaruhi customer experience. Pengumpulan data dilakukan melalui survei online dan menggunakan metode PLS SEM untuk menganalisis data akhir. Berdasarkan hasil dari 407 responden, customer experience memiliki pengaruh yang signifikan terhadap engagement. Akan tetapi, pengalaman pelanggan akan memiliki efek yang lebih kuat terhadap keterlibatan melalui kepuasan. Faktor yang paling berpengaruh dalam pengalaman pelanggan adalah Telepresence. Semakin banyak pelanggan terikat dalam suatu aplikasi, semakin banyak membawa pengalaman pelanggan yang positif. Temuan ini memberikan implikasi manajerial bagi pemasar di multi-channel retail, khususnya di industri kecantikan, yang menggunakan m-commerce sebagai saluran mereka untuk mengatur strategi dalam mengoptimalkan pengalaman pelanggan dan keterlibatan dalam aplikasi mobile.Kata kunci: Aplikasi seluler; customer experience; engagement; kepuasann; m-commerce
Identifying usage intention factors of branded running tracker applications in Indonesia using utaut2 model Yusuf, Muhammad Vevaldy; Nasution, Reza Ashari
Journal of Business and Management Vol 9, No 2 (2020)
Publisher : Journal of Business and Management

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Abstract

Abstract. Increased public awareness of health and fitness topics, as well as the development of cellular technology, have introduced mHealth technology (mobile health) to the health sector, which is expected to continue to grow over the next few years. mHealth is widely available in the community in the form of mobile applications that can be easily accessed via smartphones. Initially designed to meet health and medical needs, several people have developed the use of the mHealth app into a lifestyle. One of them is the use of a running tracker application that is popular among sports activists who need this application to support them by providing information and statistics regarding their running performance. This trend has begun to attract the attention of companies to also publish their own branded running tracker applications, which shows the identity of the brand through the application name or brand logo, as part of their marketing communication strategy. When the applications cannot maintain their current users and acquiring the new one, the applications will also fail tosurvive in the market and missed the opportunity to attract potential consumers to get into the brand. On the other hand, Indonesia with their number of population and increasing running trend is a promising prospect for application publishers and marketers to expand their market to Indonesia. In order to be able to acquire more of their application users, it is very important to identify the factors that encourage consumers to start adopting a running tracker application for Indonesian market. This study attempts to identify the behavioral intention factors from the perspective of consumer technology adoption by adapting the UTAUT2 acceptance model and investigate the relationship between the behavioral intention to the actual use of running tracker applications.Online surveys have been distributed to running tracker application users in Bandung and Jakarta, Indonesia, to collect the primary data needed to predict accurate results for this study. The results of the PLS-SEM analysis showed that effort expectancy factors, hedonic motivation, and habits, had an impact on the behavioral intention to use the running tracker application. This analysis is expected to expand the discussion regarding the  acceptance of mHealth applications, especially in the subcategory of fitness and sports. Also as a recommendation for application developers and marketers to consider features that can encourage more users to adopt a running tracker application.Keywords: Behavioral Intention, mHealth Apps, Mobile Apps, Running Tracker Apps, Technology Acceptance, UTAUT2
Repurchase Intention in Result of Omnichannel (Starbucks Loyalty Card Asia Afrika) Hartasti, Desideria Putri; Nasution, Reza Ashari
Journal of Business and Management Vol 9, No 2 (2020)
Publisher : Journal of Business and Management

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Abstract. As the development of the internet, technology, and digitalization over time, it becomes vital for humans to be able to adapt to the situation. People expect convenience when they want to buy something or when they become a member of a loyalty program offered by a firm. Moreover, everyday teenagers and adults cannot be separated from their smartphones, laptops, and internet wherever they go. A smooth and seamless customer journey and experience are essential characteristics expected by these people. This development also occurs in the context of marketing, where there is a shift from multi-channel strategy to the omnichannel one. This omnichannel strategy has been applied by various companies or industries to improve the customer journey. Starbucks Asia Afrika outlet has also implemented omnichannel through its loyalty program, Starbucks Loyalty Card / Starbucks Reward Card. With this loyalty program, customers can access and compare various information about products, prices, services, or promos offered through various channels that integrated. Not only that, but the Starbucks Loyalty Card can also use as a substitute for payments at Starbucks outlets, and people can top up the balance on the card anytime, anywhere. By combining Simple Linear Regression and Multiple Linear Regression analysis, this research tries to explore whether the existence of a loyalty program in an omnichannel experience will affect customer loyalty, customer satisfaction and repurchase intention. The questionnaire was distributed to 227 respondents who have Starbucks Loyalty Card and used the card at Starbucks Asia Afrika outlet at least once, to be able to examine whether or not the experience gained by respondents will have an impact on the intention to repeat buying in the future. The results showed that the loyalty program in the omnichannel experience had a positive effect on customer loyalty and customer satisfaction. What is more, this loyalty program in omnichannel experience also has a positive effect on repurchase intention. Because the loyalty program is integrated into various channels, adding more feature in all channel where customers can deliver their opinions, suggestions, and report a problem would increase performance expectancy and service improvements. By that, Starbucks can directly follow up or evaluate to make improvements and customers will feel their needs and desires being heard and taken seriously. This analysis expected to improve various existing businesses by implementing omnichannel strategy to improve relationships with customers and also make businesses more profitable and sustainable.Keywords: Omnichannel, loyalty program, loyalty program in omnichannel experience, customer loyalty, customer satisfaction, repurchase intention, Starbucks Asia Afrika.
The relationship between customer experience with customer satisfaction and online customer review in buying the product in tokopedia Gara, Gd Pandya Wicaksana; Nasution, Reza Ashari
Journal of Business and Management Vol 9, No 2 (2020)
Publisher : Journal of Business and Management

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Abstract

Abstract. Tokopedia is one of the most widely used online platforms by the public. This research aimed at determining 1) the relationship between online customer review and customer experience in buying the product in Tokopedia 2) the relationship between online customer review and customer satisfaction in buying the product in Tokopedia, 3) the relationship between customer experience and customer satisfaction in buying the product in Tokopedia. The population of this study was Tokopedia users since January 2020 until June 2020 in Bandung Raya. The sample were 100 respondents who were selected using Purposive Sampling Technique. Due to the Pandemic Covid-19, the data were gained only from the distribution of the questionnaire through Line, Instagram and WhatsApp. Classical Assumption Test and Multiple Linear Regression methods were used to analyze the data assisted by SPSS. Based on the research that had been conducted, the results showed that 1) There was a positive relationship between online customer review and customer experience in buying the product in Tokopedia, 2) There was a positive relationship between online customer review and customersatisfaction in buying the product in Tokopedia, 3) There was a positive relationship between customer experience and customer satisfaction in buying the product in Tokopedia.Keywords: Online Customer Review, Customer Experience, Customer Satisfaction, Tokopedia.
Analysis of channel integration quality on channel attributes towards customer purchase preference fore coffee Indonesia Ramadhan, Mohammad Nugraha; Nasution, Reza Ashari
Journal of Business and Management Vol 9, No 2 (2020)
Publisher : Journal of Business and Management

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Abstract

Abstract. Customer demand on purchase experience across all integrated channel has driven retailer industries, especially food and beverage retailers to make a technological advancement of channel integration through omnichannel retailing to remain competitive. Channel-service configuration, and channel integration quality is the main aspects regarding the customer engagement of the omnichannel strategy. However, development of omnichannel practice on the food and beverage retailing industries drives customer confusion to choose their channel preference regarding the purchase stage. Despite the new seamless customer experience given, omnichannel practice has a big cost to develop it. This research aimed to analyse the key driver regarding the channel attributes, and impact of customer experience towards customer channel purchase preference of Fore Coffee Indonesia by identifying the key drivers that affect the perceived quality, price, and convenience. The data of this research is obtained using an online questionnaire through 200 respondents and further be analysed using SEM-PLS. This research findings based on the data analysis shows that channel attributes and channel experience have a positive relationship towards channel purchase preference. Channel experience has the highest impact influencing customer purchase preference on the omnichannel platform. This research findings are expected to provide a broader perspective to food and beverage retail industry that managed to make a technological advancement of omnichannel strategy, where channel attributes and channel experience should be considered to gain improvement for the company. Whereas, content consistency, process consistency, and breadth of channel-service choice also need to be maintained to achieve a consistent channel attributes among all available channel.Keywords: Omnichannel; Channel Choice Preferences; Integration Quality; Channel-service Configuration; Channel Experience; Channel Attributes
Analyzing Factors Affecting Customer Experience of Jenius Digital Banking in Indonesia Cestlavie, Syfa; Nasution, Reza Ashari
Journal of Business and Management Vol 9, No 2 (2020)
Publisher : Journal of Business and Management

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Abstract

Indonesia sought opportunity in fintech and digitized financial development to improve access to financial services in Indonesia. Reflecting on one of the national banks in Indonesia, BTPN, that invented Jenius digital banking with its great customer experience, is successfully reaching 1,2 million users. Thus, there is an open opportunity for Indonesia to improve digitized financial development by enhancing the customer experience as the strategy. The research attempts to examine what is the most significant factor that affects positive customer experience in Jenius digital banking and the relationship of the accumulated experiences toward customer satisfaction and loyalty. Online questionnaire was conducted using Likert Scale designed for 229 respondents in Jakarta and Bandung with a purposive sampling method. The questionnaire was measured by SEM Analysis to explain the relationship between the exogenous and endogenous variables This study finds perceived value is the most significant factor of customer experience in Jenius digital banking. Another finding is the customer experience with accumulation of significant factors which are perceived value, convenience, service quality and employee-customer engagement positively affects customer satisfaction as well as customer satisfaction towards customer loyalty in Jenius digital banking. Keywords: Customer Experience, Customer Satisfaction, Customer Loyalty, Digital Banking, Perceived Value 
An explorative study of social media content marketing influence on purchase intention of cake Purnomo, Anselmus Hansel Tanthio; Nasution, Reza Ashari
Journal of Business and Management Vol 9, No 2 (2020)
Publisher : Journal of Business and Management

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Abstract

Abstract. The Indonesian cake market is already crowded which means numbers of competitor for businesses and tons of choices for customers. It can be difficult for cake business in an already crowded market to stand out and in the same time it can be confusing for customers - which eventually end up going to the same cake store to save time. Even if social media such as Instagram helps both sides to exchange information faster, there will still be a lot of cake businesses on Instagram which can overwhelm the customers. Combined with Instagram, content marketing can be the answer to both build relationship with customer and increase purchase intention. The question is: when purchasing a cake, what information do customers need and what information do brands need to share? This study aims to discover types of contents in content marketing on Instagram that cake brand needs to be shared and why, based on the customer itself. Through the analysis using initial and focused coding, the researcher found there are 13 types of content that increase purchase intention, which are: Brand's social responsibility, People's opinion of the product, Brand's credibility, Information to help purchase, Product's validation, Product's visual display, What is in the product, Product's experience, Product's production process, Discount-related notification, Story Behind it, Product’s Information, Interactive activity with the brand. As for the reason why, the researcher discovered the following reasons: Make purchase process easier, Chance of getting better deals financially, Understand the reason for the price, Feeling better of using money, Actual product experience, Know how to get good experience, Social Trend, Increase brand's trustability, Validations of the product, Create a curiosity that needs to be answered, Visually Satisfying, Clear expectation of the result, and Share valuable knowledge. This research finds that to increase one’s purchase intention, brands should start by giving various type of content that explains the product and followed by content that is not directly about the product, rather about what’s around the product (method of purchase, discount, the brand itself, etc.). The need for validation of the information also can be seen.Keywords: cake market, content marketing, Instagram, purchase intention, types of content.
The Proposal of Co-Branding Strategy PT. XYZ and SAS in Automotive Sector in SPAIN Market to Increase PT. XYZ Reputation in International Market Putra A, Freggy Griyatta; Nasution, Reza Ashari
The Indonesian Journal of Business Administration Vol 1, No 9 (2012)
Publisher : The Indonesian Journal of Business Administration

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Abstract

The development of the lubricant market in the Asia-Pacific, Africa, Middle East, and South America is an opportunity for PT.XYZ in the future. PT. XYZ wants to improve their brand image through co-branding with the SAS company as one of the local oil company in Spain. The study also analyzes the co-branding strategy through Joint Venture of PT. XYZ with SAS to improve the company's brand image in the international market. The conceptual framework of this research started from the goal of PT. XYZ to increase the brand image in the international market. The author analyzes the Joint Venture form between PT. XYZ with SAS and the alternatives that could be run by both companies thus this research recommends the most effective co-branding form for the PT. XYZ and SAS. The result of analysis of Joint Venture states that it is the most effective collaboration to increase the brand image of the PT. XYZ in the international market. However, the economic crisis in Spain made the Joint Venture form is more risky. Therefore, the author conducted an analysis of alternative forms of co-branding that can be run among Ingredient Branding, Product Creation, Promotion Joint, Joint Marketing, Branding and Joint by using Advantages and Disadvantages method. The result of the analysis states that the Ingredient Branding is the most effective alternative for current situation. In implementing the Ingredient Branding strategy, the research recommends the most appropriate alternative of Ingredient Branding strategy, canvas business model and implementation activity that can be run by PT. XYZ. Keywords: Co-branding, Joint Venture, Ingredient Branding.
The Potential of Facebook Utilization in Women’s Undergarments Luxury Fashion Brand Aprilianty, Fitri; Nasution, Reza Ashari
The Asian Journal of Technology Management (AJTM) Vol 10, No 2 (2017)
Publisher : School of Business and Management Institut Teknologi Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.12695/ajtm.2017.10.2.5

Abstract

Abstract. The dynamic of global economy drives luxury fashion businesses to change. The primary channel of retailing for luxury fashion brand undergarment is offline stores because Luxury brands are expected to evoke uniqueness and exclusivity through high quality, premium pricing, and controlled distribution. With the exponential growth of various social media, however, luxury brands face challenges in how to maintain brand integrity while keep up with the social media trend. Facebook pages have emerged as a commonly used marketing communication tools and marketing channel, because visiting luxury fashion brand Facebook may stimulate consumers’ interest in using Facebook for shopping. The purpose of this paper is to examine how women’s undergarments luxury fashion brand using Facebook as a marketing tool and how consumers are interacting with the brand by measuring the number of fans, comments, and accuracy of information provided. This paper is based upon a content analysis, inquiring into 30 women’s undergarment luxury fashion brand Facebook pages. Data analysis revealed many undergarment luxury fashion brands appear to have in promoting their products and engaging customers through Facebook. One major problem was the absence of an updated Facebook page.  The findings of this study can enable luxury brands to forecast the future purchasing behavior of their customers and provide a guide to managing their marketing activities as well. Keywords:  Facebook, luxury fashion brand, women’s undergarment, content analysis
Consumer Perceived Value Analysis of New & Incumbent Brands of Gudang Garam & Sampoerna Nasution, Reza Ashari; Ardin, Ifad
The Asian Journal of Technology Management (AJTM) Vol 3, No 1 (2010)
Publisher : School of Business and Management Institut Teknologi Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (235.392 KB)

Abstract

Gudang Garam and Sampoerna are the biggest cigarette companies in Indonesia. Both ofthem haveboth incumbent and new brands. Gudang Garam has Surya 16 as its incumbentbrand and just released Surya Slim as its new brand, while Sampoerna has A Mild as itsincumbent brand and introduced Avolution as its new brand. The companies pursued differentapproaches in introducing the new brands.Print ads are the main source of information abouttheir strategy. It conveys messages about value to be offfered to the market. Analysis of visualand text or copy elements of the ads are analyzed and mapped into the Consumer PerceivedValue (CPV) framework from Sweeney & Soutar. The framework is divided into fourdimensions: emotional, social, quality and value for money. Qualitative analysis shows howthe two companies introduced their new brands and its relation to the incumbent brands.Keywords:brand, innovation, consumer perceived value, advertising, cigarette industry
Co-Authors Agung Yoga Sembada Amanda Permata Dewi Angela Saskia Widjajanto Annisa Rahmani Qastharin Aprilianty, Fitri Ardin, Ifad Arnita, Devi Arnita, Devi Atik Aprianingsih Atik Aprianingsih Azhari, Dimas Ammar Azizah Nur Aisyah Azzahra, Dwine Fatimah Basilius Prabawa Brodjonegoro Belgiawan, Prawira Fajarindra Cestlavie, Syfa Dadan Juanda Damayanti Octavia Farjumzal, Farjumzal Febilincia, Siti Dzulqadah Febiya Anggayesti Handayani Febrina Piecella Musbar, Febrina Piecella Ferica, Michelle Fitri Puspita Freggy Griyatta Putra A Gara, Gd Pandya Wicaksana Gatot Yudoko Hadiansyah, Laksmi Saraswati Haekal Pirous Hartasti, Desideria Putri Ira Fachira Iriani, Nadya Jaka Purwanto Jerry Frans, Jerry Kamila, Alivia Puti Kaninia Radiatni Krisnati Desiana Lidia Mayangsari Lukni Burhanuddin Ahmad Marcia Louise Mandagi, Marcia Louise Marshal Mardiansyah Mayangsari, Lidia Nathasia, Ervina Nila Armelia Windasari Nisful Laila Novika Candra Astuti Novika Candra Astuti Persada, Satria Fadil Puji Prabowo Purnomo, Anselmus Hansel Tanthio Purwita Sundari, Ita Putra, Aditya Dwi Qodariah, Elis Rachmi Rida Utami, Rachmi Rida Raden Aswin Rahadi Ramadhan, Mohammad Nugraha Rifa Rachmah Rifqiya, Afwan Rusnandi, Linda Sendy Lediana Sato, Jun Sidi Sidik Permana Stella Olivia Rawis Steven Paoh, Spencer Sudarso Kaderi Wiryono Surya Dewati, Okky Syauqy Lukman Widyoretno Adiani Windasari, Nila Armelia Wiradiputra, Andika Yudo Anggoro Yusuf, Muhammad Vevaldy Zulfy Bagja Nugraha