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All Journal JAM : Jurnal Aplikasi Manajemen Jurnal Aplikasi Bisnis dan Manajemen (JABM) E-Journal Fair Value: Jurnal Ilmiah Akuntansi dan Keuangan ASEAN Marketing Journal Jurnal Manajemen dan Usahawan Indonesia
Alversia, Yeshika
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Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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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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Abstract

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.
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.
Factors influencing consumer attitudes towards web series content marketing Santosa, Allicia Deana; Alversia, Yeshika; Rahmawati, Mira
Fair Value: Jurnal Ilmiah Akuntansi dan Keuangan Vol. 4 No. Spesial Issue 5 (2022): Fair Value: Jurnal Ilmiah Akuntansi dan Keuangan
Publisher : Departement Of Accounting, Indonesian Cooperative Institute, Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (396.283 KB) | DOI: 10.32670/fairvalue.v4iSpesial Issue 5.2124

Abstract

Content marketing is growing and nowadays many companies and brands create short movies/series as their content marketing strategies and this practice is becoming a trend. Unfortunately, there’s a lack of research on short movies/series as a content marketing tool since it is a new trend, previous research for a product/brand in a movie is research on product placement. Thus to fill in the research gap, the present study examines the factors influencing consumer attitudes towards the short movie/series created by a company to shed the light on short movies/series as content marketing. The population in this study is comprised of social media users who have watched short movies/series created by a brand as an ad.  225 respondents were selected using a non-probability sampling and main data were collected through a self-administered online questionnaire which was distributed for Indonesian social media users. Structural equation modeling has been used to analyze the data.  The results indicate that narrative enjoyment and attitudes toward the actor positively affect attitudes toward the short movie/series. Persuasion awareness negatively influences attitudes toward the short movie/series and attitudes toward the brand. Attitudes toward the short movie/series positively affect attitudes toward the brand. These findings are expected to contribute to content marketing literature and are useful to managers, marketers, and business people utilizing online media.
EXAMINING PURCHASE INTENTION OF PRIVATE-LABEL BRANDS: THE MODERATING EFFECT OF BRAND CATEGORY Andarini, Effly Juvita; Alversia, Yeshika
Jurnal Aplikasi Manajemen Vol. 21 No. 3 (2023)
Publisher : Universitas Brawijaya, Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/ub.jam.2023.021.03.20

Abstract

Private label is seen as a way to maintain profits, encourage consumption, and as a form of CSR for retail companies when empowering local small businesses. In its development, private labels have evolved into brands that pay attention to value and sustainability. A brand category in Indonesia involves SMEs as product suppliers for PLB. This study examines the influence of factors related to the store on the perception of private-label products produced by SMEs. This study collects online data from 441 Indonesian respondents who are Alfamart and Indomaret customers aged 18 or above and have shopped in the last 3 (three) months, using the non-probability sampling method with a purposive sampling technique. The collected data were tested using SEM Partial Least Squares analysis. The results reflect that store loyalty and brand image have a significant positive impact on attitudes toward buying private labels. In contrast, store loyalty and price consciousness have the least significant positive impact. On the other hand, perceived risk was was found to have a significant negative effect. The Brand Category was found to be moderating in Store Loyalty and Brand Image antecedent variables. This study is expected to be useful for academics and marketing practitioners by expanding private-label studies, especially in relation to SMEs as producers. Moreover, retailers can consider involving more SMEs in their private-label business, which will positively impact society.
Loyalitas Konsumen Plant-Based Meat Alternatives: Pengaruh Motivasi dan Subjective Well-Being: Customer Loyalty on Plant-Based Meat Alternatives: Effect of Motivation and Subjective Well-Being Putra, Falih Ryan Dharmawan; Alversia, Yeshika
Jurnal Aplikasi Bisnis dan Manajemen Vol. 9 No. 3 (2023): JABM Vol. 9 No. 3, September 2023
Publisher : School of Business, Bogor Agricultural University (SB-IPB)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.17358/jabm.9.3.930

Abstract

In Indonesia, the number of vegetarians and vegetarian restaurants selling meat-free, plant-based alternatives, is growing. This is due to consumer encouragement and awareness of the benefits of eating healthier meals. There are, however, various more reasons why consumers should consume alternative meats. The aim of this study was to assess the influence of push and pull motivation on consumer loyalty by examining the subjective well-being of Indonesian vegetarian consumers who had ingested vegetable-based alternative meats. Quantitative research was conducted by delivering questionnaires online to 204 respondents. The study's findings indicate that both push and pull motivation have a positively significant influence on subjective well-being, with the push motivation component having a larger effect. Mood, that carries the highest loading factor value of 0.846, has the greatest influence on push motivation. Natural content, with a loading factor value of 0.808, is the dimension with the greatest influence on pull motivation. Loyalty is also significantly influenced by the two components of subjective well-being, perceived vitality, and affective well-being. The significance of this research is that it will serve as a reference for company management and marketers in developing a promotion strategy for plant-based meat products based on Indonesian vegetarian consumers. Keywords: loyalty, meat alternatives, motivation, plant-based, subjective well-being
Co-Authors Allicia Deana Santosa Andarini, Effly Juvita Gita Gayatri, Gita Nawastha, Classica Harsya Primaputri, Rizkia Amalia Purnamaningrum, Larasati Chandra Githa Putra, Falih Ryan Dharmawan Rahmawati, Mira Rifelly Dewi Astuti