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All Journal Journal of Economic, Bussines and Accounting (COSTING) Cakrawala Repositori Imwi Proceeding of the International Conference on Family Business and Entrepreneurship (ICFBF)
Triana Rahajeng Hadiprawoto
Universitas Indonesia
Economics, Econometrics & Finance

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The effect of omnichannel perceived value and integration toward customer satisfaction: technology readiness as moderator Daniel Clarence Marthin; Triana Rahajeng Hadiprawoto
Proceeding of the International Conference on Family Business and Entrepreneurship 2022: Proceeding of 6th International Conference on Family Business and Entrepreneurship
Publisher : President University

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (614.124 KB) | DOI: 10.33021/icfbe.v3i1.3768

Abstract

In recent years, companies within various industries made attempts to transform themselves into omnichannel organizations. In doing so, most companies focus on providing a seamless customer experience which plays a major role in an omnichannel strategy. Previous research has shown that seamless customer experience could affect customer omnichannel journey positively. Furthermore, it builds a strong relationship between customer omnichannel journey and customer behavior. Another research has shown that omnichannel integration quality and omnichannel perceived value could have a positive effect on customer satisfaction. However, there is a lack of omnichannel research specifically regarding the characteristics of customers who engage in an omnichannel environment considering the digitalization era and how customers might navigate interaction with technology differently. Therefore, this paper aims to find out whether customer characteristics, such as technology readiness, are able to moderate the effect between omnichannel perceived value and customer satisfaction. This study uses Partial Least Square to analyze the data from a sample of 200 respondents who have used the omnichannel platform of a particular hospital in Indonesia, specifically a combination of online channels (e.g., website, third party app, hospital mobile app) and an offline channel (visiting hospital directly). The respondents have given a questionnaire consisting of 40 items and a 5-point Likert to examine each item. The result is that perceived value has a positive impact on customer satisfaction as well as integration quality to customer satisfaction. There is also a positive impact on customer satisfaction to customer loyalty.
The Role of Involvement in the formation of Attitude and Purchase Intention on Brand's Social Media (Case Study: TikTok) Shahril Shahputra Azis; Triana Rahajeng Hadiprawoto
Cakrawala Repositori IMWI Vol. 6 No. 4 (2023): Cakrawala Repositori IMWI
Publisher : Institut Manajemen Wiyata Indonesia & Asosiasi Peneliti Manajemen Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52851/cakrawala.v6i4.381

Abstract

Interactivity defines as the medium ability to provide synchronous communication by emphasizing the speed of response and quality of information. Previous research has examined the role of interactivity in enhancing customer's engagement and involvement towards mobile retail advertising. Moreover, brand familiarity and information quality are also factors that can increase involvement on social media based on the results of other studies that have been conducted in the context of social media. Furthermore, involvement is proven to be one of the factors that leverage the formation of positive attitude. As the result, purchase intention will be strengthened due to positive attitude towards a brand. This study aims to investigate the role of interactivity as one of the supporting predictors in increasing customer involvement in the context of social media. Data were collected from 195 Indonesian respondents who are classified as an active TikTok users with an age range of 18-48 years. Respondents were selected using predetermined sample criteria based on recommendations from previous studies. The results show that interactivity can positively shape involvement on a brand's social media. While other factors such as information quality and brand familiarity play a more dominant role in shaping customer involvement. Additionally, social media involvement positively influences attitude which leads to a higher intention to purchase. However, involvement was not proven to be one of the factors that escalate purchase intention.
Analisis Pengaruh Strategi Marketing 4.0 Pada Intensi Pembelian Dan Peran Moderasi Kategori Produk Mario Yehuda; Triana Rahajeng Hadiprawoto
Journal of Economic, Bussines and Accounting (COSTING) Vol 7 No 3 (2024): Journal of Economic, Bussines and Accounting (COSTING)
Publisher : Institut Penelitian Matematika, Komputer, Keperawatan, Pendidikan dan Ekonomi (IPM2KPE)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31539/costing.v7i3.9059

Abstract

Dunia pemasaran memasuki era baru Marketing 4.0, dimana adanya perubahan fokus kepada penciptaan dan pengelolaan interaksi dengan konsumen dan dengan demikian menciptakan proses komunikasi tingkat tinggi antara brand dan konsumen (Kotler et al., 2017). Penelitian ini bertujuan untuk memahami efektivitas Marketing 4.0 dalam industri otomotif dan fast moving consumer goods (FMCG). Penelitian ini menganalisis hubungan elemen Marketing 4.0, product category, customer satisfaction, dan purchase intention. Penelitian ini menggunakan sampel sebanyak 660 responden melalui metode random sampling, terdiri dari 395 responden dari kategori produk FMCG dan 265 responden dari konsumen produk otomotif. Responden disaring melalui beberapa pertanyaan terkait domisili dan periode pembelian produk. PLS-SEM digunakan sebagai metode untuk menganalisis hubungan antara elemen Marketing 4.0 & purchase intention. Temuan dalam penelitian ini menunjukkan bahwa Brand Image dan Brand Integrity secara signifikan mempengaruhi kepuasan konsumen secara positif. Brand Integrity, Brand Interaction, dan Customer Satisfaction juga secara signifikan mempengaruhi Purchase Intention. Penelitian ini juga menunjukkan bahwa tidak ada perbedaan signifikan antara hubungan elemen Marketing 4.0 dan Purchase Intention pada product category yang berbeda dalam level signifikansi 95%. Namun, penelitian ini menemukan bukti empiris perbedaan signifikan antara dua produk kategori pada hubungan Brand Identity terhadap Purchase Intention pada level signifikansi 90 %.
The Role of Involvement in the formation of Attitude and Purchase Intention on Brand's Social Media (Case Study: TikTok) Shahril Shahputra Azis; Triana Rahajeng Hadiprawoto
Cakrawala Repositori IMWI Vol. 6 No. 4 (2023): Cakrawala Repositori IMWI
Publisher : Institut Manajemen Wiyata Indonesia & Asosiasi Peneliti Manajemen Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52851/cakrawala.v6i4.381

Abstract

Interactivity defines as the medium ability to provide synchronous communication by emphasizing the speed of response and quality of information. Previous research has examined the role of interactivity in enhancing customer's engagement and involvement towards mobile retail advertising. Moreover, brand familiarity and information quality are also factors that can increase involvement on social media based on the results of other studies that have been conducted in the context of social media. Furthermore, involvement is proven to be one of the factors that leverage the formation of positive attitude. As the result, purchase intention will be strengthened due to positive attitude towards a brand. This study aims to investigate the role of interactivity as one of the supporting predictors in increasing customer involvement in the context of social media. Data were collected from 195 Indonesian respondents who are classified as an active TikTok users with an age range of 18-48 years. Respondents were selected using predetermined sample criteria based on recommendations from previous studies. The results show that interactivity can positively shape involvement on a brand's social media. While other factors such as information quality and brand familiarity play a more dominant role in shaping customer involvement. Additionally, social media involvement positively influences attitude which leads to a higher intention to purchase. However, involvement was not proven to be one of the factors that escalate purchase intention.
Co-Authors Daniel Clarence Marthin Mario Yehuda Shahril Shahputra Azis