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Pengaruh Customer Engagement di Media Sosial terhadap Brand Intimacy pada Produk Fashion Lokal Indonesia Classica Harsya Nawastha; Yeshika Alversia
Jurnal Manajemen dan Usahawan Indonesia Vol 43, No 2 (2020): Jurnal Manajemen dan Usahawan Indonesia
Publisher : Fakultas Ekonomi dan Bisnis, Universitas Indonesia

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Industri fashion merupakan industri yang perkembangannya selalu meningkat dan Indonesia berkontribusi terbesar ke-sembilan di dunia. Perkembangan industri fashion dalam negeri didukung dengan adanya kampanye untuk mencintai produk lokal. Fashion brand lokal memanfaatkan media sosial sebagai wadah untuk berkomunikasi dengan pelanggannya untuk menciptakan customer engagement. Sehingga penting untuk mengetahui faktor yang mendorong customer engagement seperti advice seeking, self-image expression dan fashion involvement. Selain itu, customer engagement juga berpengaruh akan terbentuknya brand intimacy. Penelitian ini membangun customer engagement sebagai second-order construct yang di dalamnya terdapat consumption, contribution, dan creation. Survei dilakukan secara online dengan 262 responden yang kemudian diolah datanya menggunakan pemodelan Partial Least Squares - Structural Equation Modeling (PLS-SEM). Hasil penelitian menunjukkan bahwa faktor yang mempengaruhi customer engagement adalah advice seeking, self-image expression, dan fashion involvement, customer engagement memiliki pengaruh terhadap brand intimacy.

Analisis Pengaruh Cues Terhadap Trust, Attitude, dan Online Shopping Intention di Instagram Larasati Chandra Githa Purnamaningrum; Yeshika Alversia
Jurnal Manajemen dan Usahawan Indonesia Vol 44, No 2 (2021): Jurnal Manajemen dan Usahawan Indonesia
Publisher : Fakultas Ekonomi dan Bisnis, Universitas Indonesia

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Tujuan dari penelitian ini adalah untuk mengetahui cues (sinyal/petunjuk) dalam posting Instagramberupa attractiveness, popularity serta argument quality dapat mempengaruhi kepercayaan yang akan mempengaruhi sikap terhadap berbelanja menggunakan Instagram, dan kemudian mengarah pada niat membeli produk kecantikan lokal Indonesia melalui Instagram. Penelitian ini menggunakan metode purposive sampling dengan sampel yang digunakan adalah pengguna aktif Instagram yang merupakan pengikut dari salah satu merek kecantikan lokal Indonesia di Instagram, berusia 17 tahun ke atas, serta belum pernah melakukan pembelian dari merek kecantikan lokal tersebut. Kuesioner penelitian disebarkan secara online dan terdapat total 226 responden. Penelitian ini menggunakan Partial Least Square-Structured Equation Modelling (PLS-SEM) dalam mengolah data. Hasil dari penelitian ini menunjukkan bahwa post popularity serta argument quality dapat membangun trust pada posting Instagram merek kecantikan lokal yang kemudian mengarah pada attitude terhadap berbelanja menggunakan Instagram dan purchase intention melalui Instagram. Sedangkan, post attractiveness tidak memengaruhi kepercayaan pada posting Instagam merek kecantikan lokal. Sehingga, pada penelitian ini menunjukkan bahwa konsumen lebih mengandalkan cues dari popularity serta argument quality dari posting untuk mengurangi ketidakpastian dalam berbelanja produk kecantikan lokal melalui Instagram.

CUSTOMER COMPLAINT RESPONSE STRATEGY IN SERVICE FAILURE: STUDY OF ONLINE SHOPPER IN INDONESIA Yeshika Alversia; Rizky Wijayanti
AFEBI Management and Business Review Vol 4, No 1 (2019)
Publisher : Asosiasi Fakultas Ekonomi dan Bisnis Indonesia

The shifting pattern of shopping habit into a digital nowadays perceived by the business players as the trigger of the growth in e-commerce and e-marketplace. Indonesia is currently one of the largest markets in Southeast Asia for online shopping. On the other hand, it is inevitable that there are still many obstacles and problems that defer the optimized growth of e-marketplace in Indonesia. There are customer concerns about issues that may arise when they do online shopping. Service failures that often arise eventually encourage customers to complain. Failure in service that lead to the emergence of various complaints from customers is an inevitable thing. Each company must prepare an optimal strategy to manage those complaints. The objective of this research is to find out whether there is a difference effect of service failure explanation in the form of excuse, justification, reference and apology on customer satisfaction and repurchase, in the high level of problem condition compared to the low level of problem condition, for the case of online shopper e-marketplace in Indonesia. Furthermore, this research is conducted with the purpose to build the best strategy of giving response using service failure explanation (i.e. excuse, justification, reference and apology). Researchers use a scenario-based experiment as the method and then all the data were analysed using T-test and ANOVA. Total 325 respondents of online shoppers in Indonesia were collected, and the results revealed that apology and justification are the best choices for responding customers’ complaints.

The Influence of Attitude And Subjective Norms On Student’s (Future) Intention and Future Decision Of Higher Level Studies: A Case Study of Five Universities with BHMN Status in Indonesia Gayatri, Gita; Alversia, Yeshika; Astuti, Rifelly Dewi
ASEAN Marketing Journal Vol. 2, No. 1
Publisher : UI Scholars Hub

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Since government regulation (PP) Nu 61/1999 came into effect, competitions were heating up among state-owned universities (PTN) in attracting high school graduates. This research aims to understand students’ attitudes toward tertiary education institutions, their promotion activities and other external factors such as family, and the impact of those attitudes in choosing tertiary education institution if they were to take further study and in recommending certain tertiary education institution to other people. The sample chosen was approximately 500 first-year tertiary students from UI, ITB, IPB, UGM dan Unair.The result of this study found that students are strongly influenced by their positive attitude toward tertiary education institution, being shaped mainly by the perception on lecturers’ quality and education facility, as well as external influence that motivates them to acquire similar characteristics with that of a certain reference group exists in the respective tertiary education institution.

Sustainable Beauty: Pengaruh Eco-Label, Product Attributes, Perceived Consumer Effectiveness (PCE), dan Environmental Awareness terhadap Green Purchase Behavior Klareza Putri Djajadiwangsa; Yeshika Alversia
INOBIS: Jurnal Inovasi Bisnis dan Manajemen Indonesia Vol. 6 No. 1 (2022): INOBIS: Jurnal Inovasi Bisnis dan Manajemen Indonesia - Edisi Desember 2022
Publisher : Forum Inovasi Bisnis dan Manajemen

Meningkatnya pencemaran lingkungan serta adanya urgensi untuk meningkatkan kepedulian lingkungan masyarakat Indonesia, menyebabkan perusahaan turut berkontribusi melalui penerapan green marketing. Sementara itu, sektor kosmetik di Indonesia saat ini sedang tumbuh signifikan. Green marketing juga turut diimplementasikan pada industri tersebut dengan munculnya berbagai merek kosmetik lokal yang mengusung konsep sustainable beauty. Gen Z menjadi salah satu faktor pendorong booming-nya industri kosmetik di Indonesia. Maka, pelaku bisnis sustainable beauty perlu mengetahui faktor-faktor yang dianggap berpengaruh terhadap green purchase behavior pada Gen Z. Penelitian ini mengidentifikasi beberapa faktor yang dianggap berpengaruh, melalui survei terhadap 335 responden yang dilakukan melalui kuesioner daring dan data dianalisis menggunakan Structural Equation Modelling (SEM). Hasil penelitian menunjukan bahwa faktor yang mempengaruhi green purchase behavior Gen Z terhadap produk green cosmetics merek lokal adalah eco-label, PCE, environmental attitude, dan ecological affection. Penelitian ini juga menunjukkan bahwa meningkatkan ecological affection dapat dilakukan baik secara langsung melalui PCE ataupun melalui environmental attitude terlebih dahulu.

CUSTOMER COMPLAINT RESPONSE STRATEGY IN SERVICE FAILURE: STUDY OF ONLINE SHOPPER IN INDONESIA Yeshika Alversia; Rizky Wijayanti
AFEBI Management and Business Review Vol. 4 No. 1 (2019): June
Publisher : Asosiasi Fakultas Ekonomi dan Bisnis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47312/ambr.v4i1.225

The shifting pattern of shopping habit into a digital nowadays perceived by the business players as the trigger of the growth in e-commerce and e-marketplace. Indonesia is currently one of the largest markets in Southeast Asia for online shopping. On the other hand, it is inevitable that there are still many obstacles and problems that defer the optimized growth of e-marketplace in Indonesia. There are customer concerns about issues that may arise when they do online shopping. Service failures that often arise eventually encourage customers to complain. Failure in service that lead to the emergence of various complaints from customers is an inevitable thing. Each company must prepare an optimal strategy to manage those complaints. The objective of this research is to find out whether there is a difference effect of service failure explanation in the form of excuse, justification, reference and apology on customer satisfaction and repurchase, in the high level of problem condition compared to the low level of problem condition, for the case of online shopper e-marketplace in Indonesia. Furthermore, this research is conducted with the purpose to build the best strategy of giving response using service failure explanation (i.e. excuse, justification, reference and apology). Researchers use a scenario-based experiment as the method and then all the data were analysed using T-test and ANOVA. Total 325 respondents of online shoppers in Indonesia were collected, and the results revealed that apology and justification are the best choices for responding customers’ complaints.

Pengaruh Customer Engagement di Media Sosial terhadap Brand Intimacy pada Produk Fashion Lokal Indonesia Nawastha, Classica Harsya; Alversia, Yeshika
Jurnal Manajemen dan Usahawan Indonesia Vol. 43, No. 2
Publisher : UI Scholars Hub

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The fashion industry is one of the industries that is constantly expanding and Indonesia is the ninth largest contributor globally. Domestic growth of the fashion industry is supported by the campaign to love local products. Local fashion brands utilize the social media as a channel to communicate directly with their customers to develop a strong customer engagement. Therefore, it is important to know which factors influenced customer engagement, such as advice seeking, self image expression, and fashion involvement. Moreover, customer engagement also plays a role in the formation of brand intimacy. This study develops customer engagement as a second-order construct which consists of consumption, contribution, and creation. The survey was conducted online with 262 respondents which was then analyzed using Partial Least Squares - Structural Equation Modeling (PLS-SEM). The findings show that advice seeking, self-image expression, and fashion involvement infuences customer engagement. Subsequently, customer engagement influences brand intimacy.

Analisis Pengaruh Cues Terhadap Trust, Attitude, dan Online Shopping Intention di Instagram Purnamaningrum, Larasati Chandra Githa; Alversia, Yeshika
Jurnal Manajemen dan Usahawan Indonesia Vol. 44, No. 2
Publisher : UI Scholars Hub

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The purpose of this research is to determine the cues (signals/clues) in Instagram posts which are attractiveness, popularity and argument quality that can affect trust which will affect attitudes towards shopping using Instagram, and thus affect purchase intentions of Indonesian local beauty products through Instagram. The sample used in this study are active Instagram users aged 17 years and over who follow one of Indonesia’s local beauty brands in Instagram, and have not made purchases from the local beauty brand that they are followed. There were 226 respondents in this study and used pur- posive sampling. The research questionnaire was distributed online and used Partial Least Square- Structured Equation Modeling (PLS-SEM) to analyzed the data. The results of this study indicate that post popularity and argument quality can build trust in local beauty brand Instagram posts which then lead to attitude towards shopping using Instagram and purchase intention through Instagram. Meanwhile, post attractiveness does not affect trust in local beauty brand Instagram posts. Thus in this study it shows that consumers are more rely on cues from popularity and argument quality of Instagram posts to reduce uncertainty in shopping for local beauty products on Instagram.

Analisis Pengaruh Atribut Religius dalam Konten Promosi di Media Sosial Terhadap Behavioural Intention Konsumen Muslim Primaputri, Rizkia Amalia; Alversia, Yeshika
Jurnal Manajemen dan Usahawan Indonesia Vol. 46, No. 1
Publisher : UI Scholars Hub

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This study investigates the effect of religious-related attributes in social media promotion materials towards Muslim consumers’ behavioural intention, with consumer’s offensiveness mediating. Theories are applied to a case where Hanamasa Indonesia’s promotion materials were treated with skeptical e-WOMs since a customer revealed her experience was contrast to what appears visually and audibly on the restaurant’s social media posts. This quantitative study utilized 204 samples in a SEM (structural equation modelling) analysis and resulted: 1) visual attributes cause negative e-WOM indirectly, 2) consumer’s offensiveness mediates visual attributes on social media promotion materials to cause negative e-WOM, 3) consumer’s responsiveness mediates visual attributes on social media promotion materials to their offensiveness and 4) how consumers perceive the importance of Halal logo prevents them from getting offended.

Persepsi Konsumen terhadap Nilai dan Risiko dari Fashion Rental: Penerapan Circular Fashion di Indonesia Cicilia Kusnadi; Yeshika Alversia
Journal of Economic, Bussines and Accounting (COSTING) Vol 7 No 2 (2024): COSTING : Journal of Economic, Bussines and Accounting
Publisher : Institut Penelitian Matematika, Komputer, Keperawatan, Pendidikan dan Ekonomi (IPM2KPE)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31539/costing.v7i2.8806

Tujuan dari penelitian ini adalah untuk menganalisis persepsi nilai dan resiko konsumen terhadap konsumsi circular fashion di Indonesia, khususnya pada platform penyewaan online. Penelitian ini juga menyelidiki peran moderasi dari consumer involvement terhadap hubungan antara product attitude dan behaviour intention, yaitu WOM Intention dan Purchase intention, Penelitian ini merupakan penelitian kuantitatif yang menggunakan kuesioner online untuk mendapatkan data survei dari 301 responden di beberapa kota di Indonesia. Survei dilakukan di antara pengguna platform penyewaan online di Indonesia. Untuk menguji hipotesis yang disimpulkan dari tinjauan literatur, pemodelan persamaan struktural digunakan. Pendekatan Partial Least Square digunakan untuk memvalidasi validitas, reliabilitas, dan hubungan skala model yang diusulkan. Hasil penelitian ini menunjukkan bahwa emotional value, social value , financial risk, aesthetic risk , dan sanitary risk secara signifikan mempengaruhi product attitude. Peran moderasi dari consumer involvement ditemukan dalam hubungan antara social value dan product attitude, serta product attitude dan wom intention. Penelitian ini merupakan penelitian pertama yang mengevaluasi bagaimana konsumen Indonesia memandang nilai dan risiko dari platform penyewaan, dan apakah consumer involvement akan berpengaruh terhadap purchase intention dan wom intention. temuan ini juga dapat membantu pemasar circular fashion di Indonesia untuk membuat strategi promosi yang lebih disesuaikan.

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