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All Journal Journal of Business and Management Journal of Innovation, Business and Entrepreneurship Journal of Consumer Study and Applied Marketing Mandalika Journal of Business and Management Studies Journal Integration of Management Studies Journal of Innovation in Teaching and Instructional Media
Fitri Aprilianty
School of Business and Management, Institute of Technology Bandung, Indonesia
Decision Sciences, Operations Research & Management Education Languange, Linguistic, Communication & Media Mathematics Social Sciences Other

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The effects of virtual community towards purchase intention of luxury streetwear in Indonesia Fadhillah, Rezzy Azizah; Aprilianty, Fitri
Journal of Business and Management Vol 9, No 2 (2020)
Publisher : Journal of Business and Management

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Abstract. The luxury streetwear trend in Indonesia have just became blooming lately. Along with this trend, social media has a big role to initiate the virtual community as a place to share and exchange some information about the luxury streetwear product, the event, and sometimes they are also doing transaction in it. This research intends to find out the luxury streetwear virtual community model structured in Indonesia, identify factors that influence customers purchase intention of luxury streetwear products in Indonesia, and test the effect of virtual community towards purchase intention of luxury streetwear in Indonesia. This study using semi structured interview and online survey method to collect the data, while using open coding and PLS-SEM to analyze the relationship between the variable (hedonic and utilitarian motivation, need of uniqueness, virtual community participation, brand community’s generated content, perceived interactivity, perceived brand quality, brand awareness, brand association, attitude towards luxury streetwear virtual community, brand loyalty and purchase intention). The result indicates that virtual community participation has positive influence on purchase intention in Indonesia. The finding of this research is expected to enhance both the luxury streetwear community and luxury streetwear marketers’ knowledge to maximize the luxury streetwear business.Keywords: Luxury Streetwear, Purchase Intention, SEM-PLS, Virtual Community
Developing marketing strategy for family tourist attraction (case study: the heritage palace) Widyaviriya, Avian Marques; Aprilianty, Fitri
Journal of Business and Management Vol 9, No 2 (2020)
Publisher : Journal of Business and Management

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Abstract: Opened on 9 June 2018, The Heritage Palace is the first tourist attraction to offer 3D trick art museum, transport museum, vintage furniture museum, reverse house and classic art-deco-style outdoor garden in the same building. In the development, The Heritage Palace faced many marketing obstacles that were ineffective and unsuitable. This research aims to establish a successful marketing strategy for The Heritage Palace. Internal data from Porter's Value Chain Analysis whereas external data from PESTLE analysis and Porter Five Forces. SWOT analysis conducted to summarize external and internal factors affecting company efficiency, particularly in marketing effort. Additionally, data collection was conducted through interviews with Heritage Palace 's marketing head and social media evaluations (Instagram analysis using Socialbakers and Facebook Audience Analysis). Researchers use the problem tree method to formulate root cause problems based on SWOT data from the organization. Marketing strategies proposed for The Heritage Palace are increasing awareness ofrented facilitation, create a tactical pricing strategy for group visitors, make a discount on ticket prices on the opening day, make a social media campaign about COVID-19 and hire a social media content creator to increase the attractiveness of @theheritagepalace Instagram content.Keywords: COVID-19, Marketing Strategy, The Heritage Palace
Generation Z Repurchase Behaviour Analysis of Online Profit Thrift Shop in Indonesia Nur Yanto, Ananda; Aprilianty, Fitri
Journal of Business and Management Vol 9, No 2 (2020)
Publisher : Journal of Business and Management

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Abstract. There are two types of thrift shops, non-profit and profit. In the current era, thrift businesses are starting to emerge, especially online profit thrift shops. This has resulted in an increase in Generation Z customers category online thrift stores over the past few years. Generation Z is known to be quite difficult to encourage do repurchase again at the same shop. Hence, an extra strategy is needed for online thrift store marketers that can encourage consumers to make repurchase intentions at the same online profit thrift store. The researcher explores the factors (perceived usefulness, enjoyment of online stores, trustworthiness of online shops, need for uniqueness, price orientation) of two major dimensions (store image and motif thrift) adopted from related journals. This study will use a survey method in collecting data from respondents and PLS-SEM. The results of this research indicate that enjoyment of online stores, need for uniqueness, and price orientation influences the repurchasing behavior of Generation Z on profit-winning online stores. The results of this research are expected to increase knowledge of the profit thrift store marketers, about generation Z Indonesia and to maximize sales of thrift products online in Indonesia.Keywords: Generation Z, Online Profit Thrift Stores, PLS-SEM, Repurchase Intention
Assessment of the impact of social media marketing attributes on consumer subscribe intention and instagram performance of netflix Indonesia Nooryawan, Muhammad Naafi; Aprilianty, Fitri
Journal of Business and Management Vol 9, No 2 (2020)
Publisher : Journal of Business and Management

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Abstract. Netflix is a world-leading media services. They offer thousands of movies and TV series, including its own produced series through its subscription video on demand (SVOD) service. In entering the Indonesian market, Netflix Indonesia opts for an atypical social media marketing (SMM) approach compared to its Indonesian market competitors. However, despite the differentiation strategy, it does not result in a remarkable growth of users. This study aimed to examine how SMM will influence the subscribe intention among Netflix Indonesia Instagram audience. Then, the result will be used to assess and give recommendations on Netflix Indonesia SMM practice recommendation to improve its consumer subscribe intention through its Instagram. A quantitative survey was conducted among 209 respondents who have interacted with Netflix Indonesia on Instagram within the three months data collection period. The results indicate that SMM is significantly related to consumer subscribe intention. It further demonstrates that customer engagement is a full mediator and perceivedvalue is a partial mediator in how SMM influence subscribe intention. This study implies that SVOD service marketers should pay more attention to creating contents that correspond with the audience liking and preference to ensure higher engagement that will stimulate subscribe intention as a result. The academic and management implications based on the empirical results of this study is expected to enhance marketer understandings on how SMM could improve subscribe intention and maximize its potential. Keywords: Netflix Indonesia, subscription video on demand, SMM, subscribe intention, social media engagement, perceived value.
The influence of local cosmetics video-sharing review on female dailynetwork youtube channel towards viewers purchase intention Fathiha, Zhalysha Yoanda; Aprilianty, Fitri
Journal of Business and Management Vol 9, No 2 (2020)
Publisher : Journal of Business and Management

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Abstract. The competition of cosmetics industry in Indonesia are getting fierce since there are so many brands that emerges so the effort to lead the market must be harder. In order to survive this fierce competition, nowadays local cosmetic marketers market their product in many ways and online channel is one of the way uses to deliver their marketing message. FemaleDailyNetwork YouTube channel is an account that provides various information and review about cosmetic products that have launched in Indonesia. This research aims to identify the factors that influence viewers purchase intention of local cosmetic and analyze the decision process of viewers to buy local cosmetic products upon the value of communication perceived from watching Video-Sharing Review onFemaleDailyNetwork Youtube Channel. This study explores factors (number of views, likes,comment, and replies, perceived credibility, perceived video characteristics, perceived usefulness, attitude toward purchase, and purchase intention). The data was collected through semi-structured interview and survey then analyzed by open coding and CB-SEM. The result indicates that perceived video characteristics, perceived usefulness, and attitude toward purchase are influencing customers’ purchase decision. The finding of this research is expected to improve FemaleDailyNetwork YouTube channel as the marketing strategy for local cosmetics products in Indonesia. Keywords: FemaleDailyNetwork, Local Cosmetics, Purchase Intention, Video-sharing review, YouTube
The Impact of Greenwashing Towards Brand Trust and Brand Loyalty: A Study of Nike Move to Zero Initiatives Diandra, Patricia; Aprilianty, Fitri
Mandalika Journal of Business and Management Studies Vol 2 No 2 (2024): Mandalika Journal of Business and Management Studies
Publisher : Mandalika Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59613/mjbms.v3i1.133

Abstract

Green marketing is vital for companies to meet consumer demand for sustainable products. However, greenwashing—where companies falsely claim environmental benefits—poses a significant challenge, particularly in the fashion industry, by eroding consumer trust and undermining genuine sustainability efforts. Nike, a leading brand in athletic apparel and footwear, launched the Move to Zero initiative aiming for zero waste and zero carbon emissions by 2025. Despite this, some consumers suspect greenwashing, leading to scepticism about Nike’s sustainability claims. A notable lawsuit has suggested that Nike misled consumers about the actual environmental impact of its products, potentially harming brand trust and loyalty. This study investigates the impact of greenwashing on brand trust and loyalty in the context of Nike's initiative. Using a quantitative approach, surveys were distributed to Nike customers in Indonesia aware of the Move to Zero initiative. Data analysis using descriptive statistics and the PLS-SEM method revealed significant concerns about greenwashing. Many respondents believe Nike's sustainability claims are more marketing than genuine commitment, are sceptical about the effectiveness of the initiatives, and feel Nike needs more transparency about its sustainability practices and impact. The PLS-SEM analysis showed that greenwashing significantly tarnishes the green brand image, leading to a diminished perception of Nike’s environmental efforts. A strong green brand image positively influences brand trust, but overall trust scores were low due to perceived greenwashing. Brand trust positively impacts brand satisfaction, which in turn influences brand loyalty. However, dissatisfaction due to perceived greenwashing lowers both trust and loyalty. The PLS-SEM analysis also indicated significant variance in brand trust and loyalty explained by preceding variables. The findings highlight the importance of transparency and authenticity in green marketing to foster brand loyalty. This research offers valuable insights for Nike and other brands on enhancing trust and loyalty through genuine sustainability efforts and avoiding greenwashing.
Developing Effective User Acquisition Strategies for The Early Stages of The Socles App Thalia, Rachel; Aprilianty, Fitri
Mandalika Journal of Business and Management Studies Vol 3 No 1 (2025): Mandalika Journal of Business and Management Studies
Publisher : Mandalika Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59613/mjbms.v4i1.142

Abstract

The The rapid growth of social media has transformed global interactions, often leading to superficial connections, particularly among younger generations. Socles, an early-stage social media startup in Indonesia, seeks to address this issue by fostering genuine relationships through its Socles App, which is designed specifically for Generation Z. The platform emphasizes authenticity and meaningful connections by encouraging offline interactions and offering interactive social games. However, Socles faces significant challenges in acquiring its initial user base, which is critical for its growth. To overcome these challenges, this study applies a strategic management approach to develop targeted user acquisition strategies, with a focus on capturing and retaining user interest in a competitive digital landscape. Utilizing the AIDA model—Attention, Interest, Desire, and Action—the research framework evaluates Socles' internal situation and analyzes the external environment through tools such as PESTEL and Porter’s Five Forces models. Additionally, competitor and trend analyses, along with market insights, are incorporated to inform strategic recommendations. A SWOT analysis synthesizes these findings to guide actionable strategies. The study employs qualitative data from interviews with internal teams and potential users, along with quantitative data from surveys of Indonesian university students, to gain a comprehensive understanding of market preferences. The research concludes with strategic recommendations aimed at enhancing Socles' overall business readiness. This approach offers valuable insights for other startups in the social media industry looking to learn from the Socles case.
The Impact of Fashion x Culinary Co-Branding on Customer Evaluation Maharani, Khansa; Aprilianty, Fitri
Journal Integration of Management Studies Vol. 1 No. 2 (2023)
Publisher : Integrasi Sains Media

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58229/jims.v1i2.106

Abstract

Existing literature has extensively explored the influence of co-branding on customer evaluation, particularly concerning variables such as brand personality, product fit, brand fit, brand attachment, and brand awareness. However, a research gap in implementing co-branding exists in the specific context of fashion x culinary. Consequently, this study aims to investigate the impact of these variables on customer evaluation of fashion x culinary co-branding products. To achieve this, a quantitative research methodology is employed, involving collecting data from 498 cases, which is subsequently analyzed using the Partial Least Squares Structural Equation Modeling (PLS-SEM) approach. The findings reveal a significant influence of fashion x culinary co-branding on customer evaluation. Notably, the indirect effect of perceived co-brand personality on customer evaluation, mediated by brand awareness, emerges as the most influential factor. These findings contribute to the existing body of research on co-branding and brand alliances by offering new insights and recommendations that have the potential to enhance industry practices.
Developing Marketing Strategy for Used Car Business Post Pandemic: Case Study of Mobil88 Semarang Kwan, Vincent; Aprilianty, Fitri
Journal of Consumer Studies and Applied Marketing Vol. 1 No. 1 (2023)
Publisher : Integrasi Sains Media

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58229/jcsam.v1i1.42

Abstract

The used car industry has a fairly good market in Indonesia. 2020 the used car market collapsed due to Covid-19 but began recovering in 2021. Unfortunately, Mobil88 Semarang did not experience this sales surge, instead seeing a 42% sales loss in 2021. The main problem is the ineffectiveness of Mobil88 Semarang's marketing strategy, which results in low brand awareness and market penetration. Therefore, this research aims to develop a creative, effective, and competitive marketing strategy for developing Mobil88 Semarang. This study included external and internal analysis, which will be summarized in the SWOT analysis. This study will employ both qualitative and quantitative research methods. The qualitative approach is utilized to collect in-depth data by interviewing the head of the Mobil88 Semarang branch, existing customers, and potential customers of Mobil88 Semarang. The data obtained from qualitative methods were analyzed using open coding. In addition, a quantitative approach using a questionnaire is applied in this study to validate several concerns. Creating a buyer persona, leveraging social media platforms, and developing cashback programs are among the recommendations for Mobil88 Semarang to solve the company's main issues.
The Effects Of Fan Activity And Views On Purchase Decision In The Genshin Impact Fanwork Market: a Literature Synthesis Nathania, Gabriella Callista Firsty; Aprilianty, Fitri
Journal of Consumer Studies and Applied Marketing Vol. 1 No. 1 (2023)
Publisher : Integrasi Sains Media

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58229/jcsam.v1i1.45

Abstract

Since the beginning of the industry, role-playing games (RPGs) have been among the most widely played game categories. As one of the worldwide top-grossing role-playing games in 2022, Genshin Impact is currently the 4th most popular game In Indonesia. With this popularity, many commercialized Genshin Impact fanworks circulated daily in the fan community, more popularly known as fandom. However, not all fanworks are accepted in the fandom and are considered "problematic works." Therefore, this research aims to know what factors support the purchase decision of Genshin Impact fanworks in Indonesia and the impact of negative factors of Genshin Impact fanworks on the purchase decision of Indonesian Genshin Impact fans. The findings of this study are expected to be of help to Genshin Impact fan workers in Indonesia.
Co-Authors Bailey, Bernard Diandra, Patricia Fadhillah, Rezzy Azizah Fathiha, Zhalysha Yoanda Khodiyat, Andre Kwan, Vincent Maharani, Khansa Markandya, Almira Nathania, Gabriella Callista Firsty Nooryawan, Muhammad Naafi Nur Yanto, Ananda Pranoto, Bagus Unggul Qaistira, Navissa Ulfath Qori, Chubbiansyah Rasuani, Mirna Rasun, Gerald Kristianto Rasyidah, Avi Rayhana Resty Nabila, Regina Riady, Reyhan Salwa Qotrunnada Soempeno, Rio Dzaki Susmita, Isna Thalia, Rachel Widyaviriya, Avian Marques