Article Per Year (5 Year)
p-Index From 2021 - 2026
0.882
P-Index
This Author published in this journals
All Journal Journal of Business and Management Journal of Innovation, Business and Entrepreneurship Journal of Consumer Study and Applied Marketing Journal Integration of Management Studies
Fitri Aprilianty
School of Business and Management, Institute of Technology Bandung, Indonesia
Decision Sciences, Operations Research & Management Social Sciences

Published : 20 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 20 Documents
Search

 1   2 
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

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

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

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

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

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

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

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

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

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

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 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.
Developing Effective Marketing Strategies for Herviolet After COVID-19 Pandemic: A Case Study of Herviolet Soempeno, Rio Dzaki; Aprilianty, Fitri
Journal of Consumer Studies and Applied Marketing Vol. 1 No. 2 (2023)
Publisher : Integrasi Sains Media

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58229/jcsam.v1i2.70

Abstract

The recent COVID-19 pandemic has limited many ethnic modern-style fashion brand’s selling and promotional activities to almost a halt. Their previous main source of income and publicity through national conventions and exhibitions, became unavailable due to pandemic policies and restrictions. These brands must now find a way to capitalize the usage of digital marketing as a way to promote and sell their product. Herviolet is one of the ethnic modern brands that were affected, and are struggling with their marketing efforts due to an ineffective marketing strategy. As stated by Herviolet’s owner, the company does not have a marketing department, goal, nor strategy. Therefore, this research is designed to create solutions towards Herviolet’s marketing strategy problems that will help them increase their brand awareness and product knowledge. An internal and external analysis will be conducted, with the latter using PESTEL and Porter’s Five Forces Analysis, and will be summarized with a SWOT Analysis. A qualitative methodology will also be conducted, using semi-structured interviews towards Herviolet’s owner and two regular customers, where the interview results will be analyzed using open coding. A monthly social media performance analysis will also be conducted, where the account insights, data, and performance will be analyzed to give an image of Herviolet’s current social media performance. From this research, 3 solutions were developed for Herviolet in order to improve their marketing strategy, brand awareness, and product knowledge.
The Influence of Customers' Trust To Permission E-mail Marketing Acceptance And Purchase Intention of Online Paid Course Salwa Qotrunnada; Aprilianty, Fitri
Journal of Consumer Studies and Applied Marketing Vol. 2 No. 1 (2024)
Publisher : Integrasi Sains Media

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58229/jcsam.v2i1.116

Abstract

The world of education in Indonesia has developed along with technological advances and the use of the Internet, particularly during the pandemic, that make remote learning feasible. Alongside formal education, the demand for skill education has surged, creating an attractive market for online paid course players to penetrate, like MySkill. MySkill adopts various advertising strategies to promote its services, mainly email marketing. However, email marketing does not significantly influence customers' purchase intention of MySkill services. Therefore, this research intends to test the effect of customers' trust on permission email marketing and its subsequent influence on purchase intention. This research utilizes a quantitative approach by online survey and uses descriptive statistics and PLS-SEM to analyze the survey result. The results revealed that customers' trust significantly influences permission email marketing acceptance and purchase intention. Permission email marketing positively affects perceived usefulness and ease of use, increasing customer purchase intention. However, the relationship between perceived ease of use and purchase intention was not statistically significant. These findings are expected to give insight into developing better strategies for purchase intention in the educational technology industry or related industries.
Co-Authors Bailey, Bernard 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 Rasun, Gerald Kristianto Rasyidah, Avi Rayhana Resty Nabila, Regina Riady, Reyhan Salwa Qotrunnada Soempeno, Rio Dzaki Widyaviriya, Avian Marques