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All Journal Jurnal Manajemen Teknologi Journal of Business and Management The Indonesian Journal of Business Administration Journal of Economics, Business, & Accountancy Ventura Indonesian Journal of Business and Entrepreneurship (IJBE) The Asian Journal of Technology Management (AJTM) Jurnal Manajemen Indonesia Jurnal Ilmiah Edunomika (JIE) Journal of Economics and Business UBS Entrepreneurship Bisnis Manajemen Akuntansi (E-BISMA) The South East Asian Journal of Management INDONESIAN JOURNAL OF URBAN AND ENVIRONMENTAL TECHNOLOGY International Journal of Entrepreneurship, Business, and Creative Economy Mandalika Journal of Business and Management Studies Journal Integration of Management Studies
Mustika Sufiati Purwanegara
School of Business and Management, Institute of Technology Bandung, Indonesia
Agriculture, Biological Sciences & Forestry Humanities Chemical Engineering, Chemistry & Bioengineering Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Energy Environmental Science Social Sciences

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Pengaruh dimensi etika terhadap sikap konsumen pada viral stealth marketing Sri Rezki N, A Dian; Purwanegara, Mustika Sufiati
Jurnal Manajemen Teknologi Vol 9, No 2 2010
Publisher : SBM ITB

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Abstract

Persaingan bisnis yang semakin tinggi dewasa ini, menuntut para pelaku bisnis dan pemasar untuk lebih cerdas dalam mengkomunikasikan produk mereka kepada konsumen. Pola komunikasi tersebut tidak hanya lebih murah untuk dilakukan tapi juga dapat diterima baik oleh konsumen. Penelitian ini mencoba untuk memahami konsumen lebih dalam mengenai persepsi konsumen dalam menilai faktor etika dari suatu pemasaran dan bagaimana konsumen bersikap terhadap hasil penilainya tersebut. Dan variabel apa saja yang paling dominan mempengaruhi sikap tersebut. Terdapat 12 variabel yang dimasukkan sebagai variabel yang mempengaruhi sikap konsumen tersebut yaitu persepsi terhadap kelengkapan identitas sender, persepsi terhadap kelengkapan deskripsi kondisi produk, persepsi terhadap kebenaran identitas sender, persepsi terhadap kebenaran deskripsi produk, persepsi terhadap intrusion, persepsi terhadap deception, persepsi terhadap fairness, kepercayaan, merekomendasikan, keinginan membeli, menceritakan, dan dimanfaatkan. Metode yang digunakan adalah penelitian lapangan berupa pengumpulan data yang dilakukan dengan cara membagikan kuesioner kepada konsumen yang memiliki account Facebook dan merupakan bagian dari generasi Y. Untuk memecahkan masalah yang diajukan dalam penelitian ini, maka digunakan analisis diskriminan untuk membedakan sikap konsumen terhadap viral marketing. Dari kedua belas variabel tersebut, ternyata terdapat enam variabel yang dapat berpengaruh membedakan sikap konsumen dalam menerima atau menolak viral stealth marketing yaitu variabel persepsi terhadap intrusion (X5), persepsi terhadap deception (X6), persepsi terhadap fairness (X7), kepercayaan (X8), merekomendasikan (X9), dan variabel dimanfaatkan (X12). Dengan mengetahui hal tersebut diharapkan dapat memberi masukan pada pelaku pemasaran dalam mengkomunikasikan produk mereka dan masukan bagi penentu kebijakan dalam melakukan perlindungan terhadap konsumen.Kata kunci: STEALTH Marketing, Etika, Viral Marketing, Sikap Konsumen
Influence of word of mouth communication towards indonesian online shopper purchase intention Purwanegara, Mustika Sufiati; Yuliana, Eka
Jurnal Manajemen Teknologi Vol 9, No 2 2010
Publisher : SBM ITB

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Abstract

Word-of-mouth (WOM) gives the consumer perceptions to engage in retail online shopping can include both utilitarian and hedonic shopping dimensions. To cater to these consumers, online retailers can create  a  cognitively  and  esthetically  rich  shopping  environment,  through  sophisticated  levels  of communication, as the personal influence, online community, and also by sharing they experienceSince the effect of word of mouth communications on marketing and has proven to stimulate online consumer's perceptions, 374 person of House of Taaj Facebookers in all over Indonesia, in which 280 female (75%) and 94 male (25%) has expressed their perceptions toward online purchase intention, and word of mouth. This research presumes that word of mouth from another online consumers, share information and features can influence online shopping intention and entice them to modify or even transform  their  original  shopping  predispositions  by  providing  them  with  attractive  and  enhanced interactive features and controls of buying. To achieve the research objectives and the test hypotheses, factor analysis, and linear regression are used to analyze the significant level of each variable indicator of this study. The result of the test may conclude that the Facebookers perceived more intention to search information by online, caused of the effectiveness of time using online community to search information  and review  the  other  experience.  A more  positive  online  shopping  experience  led  to consumers' positive perceptions for online purchase intention. Thus, this  study may  conclude that indicator variable of perception that really influence the Facebookers online purchase intentions are their perception towards the effectiveness of time that they can be used to evaluate, and find information by online, and the best indicator is their online community that can deliver and influence Facebookers online purchase intention.Keywords: Word Of Mouth, Perception, Purchase Intention, Online Purchase Intention
Influencing Factors and Attractiveness of Shopping Mall to Mall Behaviour of People in Jakarta Sebastian, Ernest Hasiolan; Purwanegara, Mustika Sufiati
Journal of Business and Management Vol 3, No 1 (2014)
Publisher : Journal of Business and Management

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Abstract

Abstract-The aim of this research is to understand the important factors of people in Jakarta when they going to shopping malls and the attractiveness of shopping mall that influencing shopping behaviour of  people in Jakarta. Masive growing of shopping mall in Jakarta made Jakarta to be a city with the most malls in the World, and it make the traditional market reduced. Leisure and completeness of a  shopping mall influenced the  Attractiveness of shopping mall and can be seen with the number of visitors in malls. Many factors of shopping mall considered by customers for choosing their favourite mall. The of the location of the shopping mall, mall shopping behaviour and also factors that make a mall or shopping center becomes more attractive to costumers. Many pro and contra about the growing of shopping mall in Jakarta, eventhough government of Jakarta is planning to forbid the property company to build mall in Jakarta by their regulations. Keywords: Mall Shopping Behaviour, Mall Attractiveness, Government Regulation, Leisure and Completeness, Location, Pro and Contra of Shopping Mall.
The Influencing Factors of Men Consumers Behaviour Towards facial Wash Skin Care Product Laksono, Doni; Purwanegara, Mustika Sufiati
Journal of Business and Management Vol 3, No 4 (2014)
Publisher : Journal of Business and Management

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Abstract

This study focuses on male consumers’ behavior towards men facial wash products, consumers’ values, and the influencing factors of it. The current globalization occurs and impacts to men’s behavior in consuming beauty products. The masculinity mindset has moved from “men are seen by what they produce” to “men are seen by what they consume”. The questionnaire which contains demographic, consumers’ value, loyalty, influencing external factors was conducted by adapting from previous research journal related to men’s consumption behavior. The questionnaires were distributed for men who use facial wash product in Bandung and Jakarta with 250 respondents in age range between 16 to 30 years old. Data were analyzed by using Ms. Excel and IBM SPSS 19 for Windows through descriptive analysis, cross tabulation, linear regression analysis, conjoint analysis, discriminant analysis, and factor analysis. The data showed that there is a relationship between the influencing external factors and consumers’ value towards male consumers in purchasing facial wash products.Keywords: Men facial wash, men’s consumption behavior, skincare
THE ANALYSIS RICE PREFERENCE IN BANDUNG Shafira, Azalia; Purwanegara, Mustika Sufiati
Journal of Business and Management Vol 6, No 3 (2017)
Publisher : Journal of Business and Management

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Abstract

Abstract. Indonesia is the 3rd largest rice producer in the world with 71 million ton rice production a year and 47 million ton rice consumption a year. Even though the production is bigger than the consumption, 472 hundred ton rice is still imported to Indonesia. The data of the rice imports reveals the failure of the local rice production in fulfilling the consumption of Indonesian society. This is partly due to the society’s preference of rice type which is not met with the type produced locally. This phenomenon also demonstrates that a study of society’s rice preference is significant in achieving the national rice consumption sufficiency. So, This research will address the preference of rice consumer in Bandung by analysing the market structre of rice by in depth interview method and questionnaire deployment to the consumer. Then, all the data from the rice consumer is processed through conjoint analysis and cross tabulation chi square to get the real insight of customer preference.The research find most of the respondent preferred to buy a rice which is white clean color, usual brand,not containing lice, the price is about Rp 9000-Rp 15000, and the type of the rice is Pandan Wangi. For Pandan Wangi itself their willingness to buy is quite high especially their willingness to recommend it to their relatives.This research is important to understand the society's rice preference in Bandung in order to improve the distribution process so that the rice demand can be fulfilled appropriately. Keywords:  rice market structure, rice preference, consumer behavior, Pandan Wangi, conjoint analysis
Information Acceptance of EWOM And Purchase Intention Through Haul Videos Youtube Martawilaga, Ayu Indriani; Purwanegara, Mustika Sufiati
Journal of Business and Management Vol 5, No 5 (2016)
Publisher : Journal of Business and Management

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Abstract

Abstract. Haul video is a new platform of EWOM that provides honest feedback towards fashion products that less persuassive and more attractive visual and information than heavy pages of fashion magazine. Based on  TuburalInsights.com on “YouTube Beauty Industry”, YouTube vloggers and haul video control 97% of conversations around beauty and brands on YouTube. They have 10x more videos on their channels than the brand itself. That’s why female consumers are more engage with haul videos that made and spread by ordinary internet user that has passion in fashion. Haul videos can be very beneficial to fashion retailers. However, haul videos can be a source of problem if the haul video give a negative perception towards the brands or products so that it will decrease intention to purchase. Therefore, this study was conducted to enrich and improve the scarcity in previous studies about haul videos. By understanding the factors of haul videos, fashion retailers can use haul video as their new channel promotion effectively. The research excuted in Bandung and Jakarta. Questionnaire with Argument Quality, Source Credibility, Source Attractiveness, Perceived Usefulness, Source Style, Information Acceptance of EWOM, and Purchase Intention are filled by 350 women respondents in age range of 16-35 years old who are internet active user as the object of this research. The data collected was analyzed using Microsoft Excel, IBM SPSS Statistic 23 and processed through Frequency Analaysis, and Multi Linear Regression. The result found that most of haul video watchers come from age 16-20 years old and work as university student. The result found that before have purchase intention, the information acceptance of EWOM through haul videos is needed. The factors that influence the information acceptance of EWOM are Argument Quality, Source Credibility, Source Attractiveness, and Source Style. Factors that influence purchase intention directly are Source Attractiveness and Information Acceptance of EWOM. Based on the result, fashion retailer that wants to make haul videos as their channel promotion can do partnership with haul video makers that credible, have good argument quality, represent the target market of the products, and creative in delivering the haul video. Beside that, fashion retailer should control the content og haul video too.
The Influence of Farmer's Dependency and Power to Performance Hadi, Diandra Adelina; Purwanegara, Mustika Sufiati
Journal of Business and Management Vol 5, No 5 (2016)
Publisher : Journal of Business and Management

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Abstract

Abstract. This research examines the influence of dependency and power to performance in the agriculture sector, from the farmer’s point of view.  Indonesia’s agriculture sector contributes to 33% of the GDP and absorbs 41 million farmers; most of them still live in poverty.  If the performance can be increased, it is hoped that the money generated and the farmer’s welfare can be increased too. Keywords: buyer-supplier relationship, farmers, dependency, power, performance
Study of Supercar Community Influence on its Effect Towards Supercar Buyer's Purchase Intention Adityawarman, Haykel; Purwanegara, Mustika Sufiati
Journal of Business and Management Vol 3, No 1 (2014)
Publisher : Journal of Business and Management

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Abstract

Abstract- Having a supercar, a high-performance sports car is the dream of every car enthusiasts. But not everyone can buy supercar because of its very expensive price. Even though more people can buy a supercar nowadays, but still a lot of considerations have to be made before buying supercar because of its price. To overcome this, supercar sellers are creating a supercar community consists of supercar owners as their member. The existence of the community is advantageous for supercar seller, community can help increase the supercar’s brand image to the customer and decrease the risk that the buyer can think about. To know the buyer’s behavior in deciding to buy supercar, this research revolves in finding what factor influence the buyer’s purchase intention, and what factor that influenced by buyer’s purchase intention. Including the purchase intention itself, there are 12 variables that used in this research. The data collection method that used in this research is using questionnaire and spread to 40 supercar owners that joins supercar community in Jabodetabek area, Bandung, and Bali. After all the data collected, the data analyzed using reliability test, factor analysis test, ANOVA and regression test. After spreading the questionnaire for a month, the data is analyzed. The result of the data analysis is brand recognition does not influence brand image, perceived risk and word of mouth does not influence purchase intention. The rest of the hypothesis is correct and shows significant influence. The core variable, Purchase Intention is influenced by Brand Image, Brand as Self, and Brand Loyalty Behavior with the level of each significance are 0.05, 0.009 and 0.009 Keywords: Supercar, Brand Community, Purchase Intention, Brand Image, Brand Loyalty Behavior
Factors Influencing User's Intention to Play in Innovative Mobile Gaming Usage Laksmana, Jason Aditya; Purwanegara, Mustika Sufiati
Journal of Business and Management Vol 5, No 6 (2016)
Publisher : Journal of Business and Management

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Abstract

Abstract.The games industry changed in the last decade from a market dominated by consoles and online gaming publishers, to the new and increasing shifts in the mobile gaming sector. Based on the research report by various research firms such as Newzoo and Digi-Capital, the mobile gaming industry made $29 billion in 2015 and it’s going to continue growing (with the estimation could produce as high as $49 billion by 2018). This study was examining the factors influencing customers’ mobile game preferences, and factors affecting users’ intention to play. This study also examining the customers’ enthusiasm toward Valve (a game developer company) if they decides to launch their games into mobile game platforms, due to the increasing trends in mobile gaming industry. The findings of the study can be used to provide the mobile game developer companies better understanding about the consumers’ behavior regarding the mobile gaming. The variables that was used in this study was constructed by combining the variables from previous research about intention to play mobile games. Perceived enjoyment, behavior, subject norm, time flexibility, network externalities, and flow experience are the predicted variables that influences customer intention to play. Judgmental and snowball sampling was performed to 420 respondents in Bandung, Jakarta, Solo, Semarang, Yogyakarta, Surabaya, Medan, and Jambi, which mostly consists of high school and university students. Online questionnaire was developed to gather the data. Data processed through confirmatory factor analysis, linear regression, and ANOVA. This research finds that the factors that influences customers’ preferences are the price of the game, game genres, and the reputation of the developers. While the genre of the games that people like to play the most is casual games. Time flow has the strongest influence to intention to play, and followed by subject norm, perceived enjoyment, and behavior. Meanwhile, network externalities and flow experience have no influence towards intention to play. The mobile game developer companies should pay attention about these factors, since it could enhance customers’ level of intention to play, and by understanding the customer preferences, it could generate more profits and revenue. Furthermore, based on the research conducted before, Valve has good brand awareness and the consumer enthusiasm level is high. So if Valve decides to launch their games in mobile platform, while at the same time also pay attention to the factors affecting customers’ preferences and factors influencing customers’ intention to play, they should be successful.Keywords: mobile gaming, customer enthusiasm, influencing factor, intention to use
The Relationship Between Personal Factors and Women Preferences Towards Tenun Ikat Winasis, Indahtyas; Purwanegara, Mustika Sufiati
Journal of Business and Management Vol 3, No 5 (2014)
Publisher : Journal of Business and Management

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Abstract

Indonesia is the largest archipelago in the world that contributes to the richness of textiles tradition. The market of local textile is growing, knowing the fact that there are a lot of potential productions in many regions in Indonesia, such as batik and kebaya. Unfortunately, the exploration of tenun ikat in fashion world is not that much rather than batik and kebaya, whereas major production and usage of tenun ikat is actually big. Therefore, it has to be developed, as tenun ikat definitely has an opportunity in the market, and this final project will be focusing on the preferences towards Tenun Ikat by identifying personal factors’ relationship to consumption behavior towards tenun ikat. The research was executed in Jakarta, Bandung, Central Indonesia, and East Indonesia. Questionnaire regarding personal factors, awareness, consumption behavior, and consumer preferences were filled by 200 female respondents in age range 17 – over 50 years old who interested in Tenun ikat as the object of the research. The data collected is analyzed using Microsoft Excel, IBM’s SPSS 20.0 tool for Mac and processed through Frequency analysis, Cross-tab chi-square analysis, Multivariate: Post Hoc Test Analysis, ONE-WAY ANOVA, and Discriminant. The result found that women are aware of the visual aesthetic product design, and all women in all group of age, group of city origin, group of occupation, and group of monthly expense are used to use tenun ikat as utilitarian goods. It turns out they are already aware of the use tenun ikat for fashion. So, tenun ikat for fashion is definitely has a big opportunity.Keywords: cultural heritage, consumer preferences, consumption behavior, personal factors
Co-Authors A Dian Sri Rezki N Adhi Setyo Santoso Adiani, Widyoretno Anisa, Mutia Antonio Gratiano, Antonio Athalia, Regina Atik Aprianingsih Augustine Merriska Aulianur, Felicia Fajr Azniar Nurina Bhaskara, Ida Bagus Dwija Cahya Agunging Hayuwidi, Cahya Agunging Dermawan Wibisono Doni Laksono Eka Yuliana Erlisafitri Erlisafitri, Erlisafitri Ernest Hasiolan Sebastian Ezron Martin Vivaldi Silalahi Fabila Mahadira Gari Nurahman Hadi, Diandra Adelina Harimukti Wandebori Haykel Adityawarman Ihsan Hadiansah Indahtyas Winasis Johnson, Nuraeni Khema Vimala Krisnati Desiana Laksmana, Jason Aditya Martawilaga, Ayu Indriani Melvina Pascaline Mulya, Ardyanto Nuharini, Hepinda Fajari Nur Budi Mulyono Peyton, Fanny Pinandhika, Anak Agung Ngurah Tata Pradipta Wismaya Alby Pramudita Sarastri Putri Karima Hapsari, Putri Karima Rahmah Chairunisa Raihana, Jasmine Rendika Nugraha Ria Agustriana Busra, Ria Agustriana Rizki Amalia Rully Setiawan Saputro, Irfan Yusuf Satya Aditya Wibowo Setiawan, Romi Shafira, Azalia Sinta, Sinta Tamadara Hilman, Tamadara Valendia, Ida Ayu Saras Willy Harnawan, Willy Yang Sun, Yang