Garuda - Garba Rujukan Digital

The impact of Quick Service Restaurant Brand Extension Evaluations on Purchase Intention and eWOM Desmond Edbert Hartono; Michael Kyrieko; Fathony Rahman; Bernardinus Yudianto
Kajian Branding Indonesia Vol 3 No 1 (2021): Kajian Branding Indonesia
Publisher : Universitas Prasetiya Mulya

Brand extension has been popularly used in the marketing field. It is because, when a firm extends their brand, they have a purpose to introduce their new brand/product without any challenge by connecting with the parent brand. Thus, between the parent brand and extension brand are not apart from association and similarity. Brand image has a part in the ability of consumers to make association to the parent brand and its extension. So, brand image and extension similarity is considered to be important when evaluating brand extension. Brand extension evaluation also will affect consumers’ purchase intention. In this study, the effect of eWOM through social media was also tested to the brand extension evaluation. In this research we use Starbucks and Starbucks Reserve as an object of the study with a within subject experiment. The first study was done using 2x2 (Brand image fit: Utilitarian/Symbolic, Brand extension similarity: High Similarity/Low Similarity), tested the effect of purchase intention and the second study was 2x2 (Brand image fit: Utilitarian/Symbolic, Brand extension similarity: High Similarity/Low Similarity) to measure the effect of eWOM. The findings in the first study shows the positive effect of purchase intention on extension similarity. If brand extension similarity and brand image are combined there will be interaction. The second study only shows the main effect, both on image and similarity. In the second study there is no interaction.

Hubungan E-Wom, Consumer Ethnocentrism, Brand Equity dan Purchase Intention pada Sepatu Merek Indonesia Nicholas Skiefer; Caroline Suwandi; Fathony Rahman; Antonius W. Sumarlin
Kajian Branding Indonesia Vol 5 No 1 (2023): Kajian Branding Indonesia
Publisher : Universitas Prasetiya Mulya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21632/kbi.5.1.67-83

Amidst the flood of imported goods from China over the past 20 years, the Indonesian government launched the national movement called Bangga Buatan Indonesia (Gernas BBI). This phenomenon provides an opportunity to generate consumer ethnocentrism and brand equity to help Indonesian SMEs improve their loyalty and competitiveness towards their brands. This study builds on previous research on the relationship between e-wom, consumer ethnocentrism, and brand equity, by replacing brand equity to make it more relevant and adding purchase intention to determine which factors can drive purchasing interest and what motivates that interest. To make this study more relevant to the current situation, the researchers also adopted a theoretical study. SEM analysis was conducted with 320 respondents using non-probability techniques. The results showed that positive e-wom has a greater influence on the purchase intention of domestic shoe brands. To compete against foreign shoe brands, owners of domestic shoe brands must rely more on positive e-wom than consumer ethnocentrism.

The Effect of Gaze and Product Salience on Digital Visual Engagement: An Experimental Research Jonathan Alpha Andreas; Kenny Irawan; Fathony Rahman
Eligible : Journal of Social Sciences Vol. 1 No. 2 (2022): ELIGIBLE : Journal of Social Sciences
Publisher : Lembaga Layanan Pendidikan Tinggi Wilayah III DKI Jakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53276/eligible.v1i2.16

This study investigates the effects of gaze and product salience in visual content, which can build engagement on social media. The variables used were visual social semiotics, digital visual engagement, attitude, and the purchase intention. Two hundred participants were recruited using Amazon Mechanical Turk. To see the interaction between gaze and product salience, a 2x2 experimental design was used. Regression was used to see the relationship between digital visual engagement with attitude and purchase intention. This study offers empirical evidence that there is an interaction between gaze and product salience on digital visual engagement, with a positive effect on digital visual engagement from the direct gaze and high product salience condition. Furthermore, this study found a relationship between digital visual engagement with attitude and purchase intention. The results show that digital visual engagement positively influences attitude and purchase intention. This hypothesis is tested on a single product category. Further studies might replicate this experiment with other products, visual content, online platforms, and factors based on visual social semiotics theory. This study offers managers knowledge on making visual content that will produce more engagement, especially in social media ads, which can influence the attitude and purchase intention of their audience.

Pengaruh Flow Experience dan Parasocial Interaction pada Dorongan Pembelian Impulsif di Live Streaming Commerce Agatha, Chindy; Emilio, Sean; Rahman, Fathony
Kajian Branding Indonesia Vol 5 No 2 (2023): Kajian Branding Indonesia
Publisher : Universitas Prasetiya Mulya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21632/kbi.5.2.99-125

Live streaming commerce is one of the results of technological development which is able to make human’s online shopping experience similar to offline shopping experience. Previous studiestend to discuss the factors that influence impulsive buying from one perspective, either flow experience or parasocial interaction. Therefore, this study aims to fill the gap by examining the influenceof flow experience and parasocial interaction towards the consumers’ urge to buy impulsively in live streaming commerce in Java Island through the Stimulus-Organism-Response (S-O-R) theory. The analysis of Structural Equation Modeling (SEM) was conducted on a sample of 409 respondents collected through convenience sampling technique who filled out an online questionnaire. This study resulted in three main findings: (a) platform design, time pressure, and personalized recommendation positively influence flow experience, (b) similarity, expertise, and likability positively influence parasocial interaction, and (c) parasocial interaction positively influence urge to buy impulsively in the context of live streaming commerce in Java Island.

The Effect of Gaze and Product Salience on Digital Visual Engagement: An Experimental Research Andreas, Jonathan Alpha; Irawan, Kenny; Rahman, Fathony
Eligible : Journal of Social Sciences Vol. 1 No. 2 (2022): ELIGIBLE : Journal of Social Sciences
Publisher : Lembaga Layanan Pendidikan Tinggi Wilayah III DKI Jakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53276/eligible.v1i2.16

This study investigates the effects of gaze and product salience in visual content, which can build engagement on social media. The variables used were visual social semiotics, digital visual engagement, attitude, and the purchase intention. Two hundred participants were recruited using Amazon Mechanical Turk. To see the interaction between gaze and product salience, a 2x2 experimental design was used. Regression was used to see the relationship between digital visual engagement with attitude and purchase intention. This study offers empirical evidence that there is an interaction between gaze and product salience on digital visual engagement, with a positive effect on digital visual engagement from the direct gaze and high product salience condition. Furthermore, this study found a relationship between digital visual engagement with attitude and purchase intention. The results show that digital visual engagement positively influences attitude and purchase intention. This hypothesis is tested on a single product category. Further studies might replicate this experiment with other products, visual content, online platforms, and factors based on visual social semiotics theory. This study offers managers knowledge on making visual content that will produce more engagement, especially in social media ads, which can influence the attitude and purchase intention of their audience.

The Effects of Sonic Logo and Visual Logo Repetition Towards Brand Recall, Recognition, Attitude, and Purchase Intention Pramana, Louise Valencia; Putri, Naomi Valerisha Astridira; Rahman, Fathony; Prasetya, Prita
Journal of Consumer Sciences Vol. 9 No. 3 (2024): Journal of Consumer Sciences
Publisher : Department of Family and Consumer Sciences, Faculty of Human Ecology, IPB University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29244/jcs.9.3.338-361

Most Indonesian e-commerce brands use sensory marketing, such as repetition of sonic logos and visual logos, in their advertisements. This research investigates the impact of repeated exposure to sonic logo and visual logos in advertisements on brand recall, brand recognition, attitudes toward the brand, and purchase intention. This study employed an experimental design with three repetition levels: one, three, and seven repetitions. The sample comprises individuals from the target market of Indonesian e-commerce platforms, selected through probability random sampling. The total sample is 300, with 100 participants in each group. The hypotheses were tested using one-way analysis of variance (ANOVA) to determine the significance of differences between groups. The results indicate that the repetition of sonic logo and visual logos in advertisements significantly enhances brand recall and recognition, positively influences attitudes toward the brand, and increases purchase intention. Industry players are advised to use sonic logos and visual logo repetition considering its significant effect on a brand. The recommended number of repetitions is three times to assess the effect of changes in the brand. Although additional repetitions beyond three may further enhance these effects, the incremental benefit diminishes.

Faktor yang Memengaruhi Willingness To Pay More Generasi Z Terhadap Produk Personal Care Eco- Friendly di Area BSD-GS Chandra, Cherill; Putra Atmodjo, Nicholas Hokio; Rahman, Fathony; Murniadi, Khrisnamurti
Kajian Branding Indonesia Vol 6 No 2 (2024): Kajian Branding Indonesia
Publisher : Universitas Prasetiya Mulya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21632/kbi.6.2.159-176

Environmental issues are currently being widely discussed, especially among young people, particularly Generation Z. This has naturally led to new trends and opportunities, namely the adoption of green consumption patterns and the shift towards environmentally friendly products. However, environmentally friendly personal care products tend to be more expensive than conventional products. A fundamental question arises: what factors influence Generation Z's willingness to pay more for environmentally friendly personal care products? By combining studies conducted by Anil Kumar and Rituparna Basu and by Francesca De Canio on willingness to pay more and its relevance to the influence of eco-labels, the Theory of Planned Behavior or TPB will be used as the main theoretical basis in this research. The research method used is quantitative with a sampling technique using convenience sampling involving 278 Generation Z respondents residing in BSD-GS. Data collection was carried out through the distribution of online structured questionnaires. The results of this study prove that the presence of eco-labels and environmentally friendly product packaging itself has a significant influence on the willingness to pay more of Generation Z consumers in the BSD-GS area. In the context of this research, the Theory of Planned Behavior and awareness of personal health and environmental issues also do not play a role in influencing Generation Z's willingness to pay more for eco-friendly products, especially in the personal care category.

Examining Savvy Salespeople Practicing Entrepreneurship And Client-Oriented Selling To Enhance Cross-Border Sales Widiastono, Hubert; Rahman, Fathony; Yosevina, Christiana
International Research Journal of Business Studies Vol. 16 No. 2 (2023): August - November 2023
Publisher : Universitas Prasetiya Mulya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21632/irjbs.16.2.189-209

Organizational marketing, sometimes referred to as business-to-business (B2B) marketing, typically deals with a limited clientele, resulting in a close relationship between customers and salespeople. The link must be managed carefully for the salesmen to employ entrepreneurial strategies to increase clients’ readiness to repurchase products and ultimately meet the company’s sales target, especially for those working in international markets. However, no well-validated model has been developed to demonstrate that salespeople who engage in corporate entrepreneurship and client-focused sales of the company do better in cross-border sales. The goal of the study is to test and validate a conceptual model that claims salespeople who engage in corporate entrepreneurship and client-centered selling perform better in cross-border sales when the company has a high capacity for absorption. Data analysis was done as part of the quantitative research method utilized in this study.

Pengaruh E-WOM pada TikTok terhadap Purchase Intention Produk Rose All Day Bryant, Vanessa; Panggabean, Sheli Angraini; Widjojo, Handyanto; Rahman, Fathony
Kajian Branding Indonesia Vol 7 No 2 (2025): Kajian Branding Indonesia
Publisher : Universitas Prasetiya Mulya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21632/kbi.7.2.87-102

E-WOM (Electronic Word of Mouth) is an online marketing technique that is spread through verbal communication in the digital world. TikTok is one of the most widely used platforms for E-WOM. This research aims to examine the influence of E-WOM on the purchase intention of Rose All Day products. To understand the influence of E-WOM, we applied the IAM (Information Adoption Model) by Sussman and Siegel (2003) and IACM (Information Acceptance Model) by Erkan and Evans (2016). This research adopts a quantitative approach with purposive sampling technique, utilizing the AMOS-SEM software to analyze data. Researchers conducted a survey of 223 samples of Rose All Day’s followers on TikTok. The results show that there is a positive influence between argument quality and source credibility towards information usefulness, information usefulness towards information adoption, as well as information adoption positively influences purchase intention. Based on these findings, several suggestions are made for Rose All Day’s management in understanding the role and benefits of argument quality, review quality, source credibility and needs of information of E-WOM on TikTok towards information usefulness, and encourage consumers to spread positive word-of-mouth to increase purchase intention.

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