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All Journal Assets : Jurnal Ekonomi, Manajemen dan Akuntansi Media Trend: Berkala Kajian Ekonomi dan Studi Pembangunan Jurnal Manajemen dan Kewirausahaan (JMDK) Jurnal Manajemen Indonesia Jurnal Manajemen Pemasaran JURNAL EKSBIS JMK Jurnal Manajemen dan Kewirausahaan Jurnal Manajemen dan Inovasi (MANOVA) Jurnal Ekonomi The Journal Gastronomy Tourism Jurnal Manajemen Maranatha
Burhanudin Burhanudin
Faculty Of Economics And Business , University Of Hayam Wuruk Perbanas
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Social Sciences

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The Consequences Of Social Comparison On Price-Quality Schema, Prestige Sensitivity, And Willingness To Purchase Burhanudin Burhanudin; Shalva Sabrina Putri
Jurnal Manajemen dan Inovasi (MANOVA) Vol. 6 No. 2 (2023): Juli
Publisher : Program Studi Manajemen Fakultas Ekonomi dan Bisnis Islam Universitas Islam Negeri Sunan Ampel Surabaya

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

Abstract

Consumers interact with other consumers and often compare themselves with others. This consumer tendency shows social comparison. Masstige, which stands for prestige for the masses, may involve this case. However, it has received less attention in previous studies. This study examines the consequences of social comparison on price-quality schema, prestige sensitivity, and willingness to purchase a masstige brand. This study also examines the mediation of price-quality schema and prestige sensitivity on the effect of social comparison on willingness to purchase. A consumer survey was conducted to test these effects, and 240 respondents participated. The data in this study were analyzed using structural equation modeling. The analysis results show that social comparison affects price-quality schema and prestige sensitivity and subsequently affects willingness to purchase. This study also found mediation of price-quality schema and prestige sensitivity on the effect of social comparison on willingness to purchase. The above findings indicate that marketers of masstige brands can utilize social comparison to market their products.
Chinese Ice Cream in Indonesia: Analyzing Halal Brand Image, Halal Brand Loyalty, Halal Brand Trust and Purchase Intention Burhanudin Burhanudin; Reza Nur Saifullah Daldiri
Gastronomy Tourism Journal Vol 10, No 2 (2023)
Publisher : Universitas Pendidikan Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.17509/gastur.v10i2.63353

Abstract

Beverages and ice cream have emerged as a current trend favored by some consumers. However, research on halal drinks and ice cream in Indonesia is still limited. The purpose of this study is to examine the impact of the halal brand image on halal brand loyalty and halal brand trust, and subsequently, on purchase intention. This research employs a consumer survey to explore the relationships between these variables. The study focuses on respondents who are Muslims and have purchased one of Mixue's products, totaling 208 participants. The analysis method employed in this study is PLS-SEM. The results of the analysis reveal a significant influence of halal brand image on both halal brand loyalty and halal brand trust. Furthermore, halal brand loyalty significantly affects purchase intention, whereas halal brand trust does not show a significant impact on purchase intention. Halal brand loyalty, but not halal brand trust, mediates the relationship between halal brand image and purchase intention.
FASHION BRANDING STRATEGY TO ENCOURAGE ONLINE STORE PATRONAGE INTENTION Burhanudin Burhanudin; Diva Eriel Noviza
Jurnal Manajemen Pemasaran Vol. 17 No. 2 (2023): Oktober 2023
Publisher : Institute of Research and Community Outreach - Petra Christian University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.9744/pemasaran.17.2.121-134

Abstract

Companies are developing their brand image to drive online store patronage intention. Online store patronage intention is crucial in marketing as it shows consumers’ willingness to buy product in the online store and recommend the store to other consumers. However, it is currently unclear how brand image drives online store patronage intention in the context of fashion as well as the mediating variables in this relationship. This study aims to examine the influence of brand image on online store patronage intention directly and indirectly through customer perceived value and customer satisfaction. This study conducted a survey to test the proposed relationships. There were 221 respondents participating in the survey. To analyze the data, this study employed a structural equation modeling approach by evaluating the measurement model, followed by an evaluation of the structural model. This study found brand image affects online store patronage intention directly and indirectly through customer perceived value and customer satisfaction.
The Influence of Social Comparison Orientation on Attitudinal Loyalty, Brand Happiness, and Willingness to Purchase a Masstige Brand Rachman Tri Fridian; Burhanudin Burhanudin
Jurnal Manajemen dan Kewirausahaan Vol 11, No 2 (2023): December (2023)
Publisher : University of Merdeka Malang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26905/jmdk.v11i2.10501

Abstract

Individuals often compare themselves to others because of the rise of social media, which can make them want to buy something like a luxury brand. However, reaching luxury brand will be difficult because in addition to the high price, the product is also made in limited quantities. Therefore, masstige brand is an alternative that companies can use. This study aims to determine the effect of social comparison orientation on willingness to purchase masstige brands and their impact on attitudinal loyalty and brand happiness. In this study, there were 211 participants. Structured equation modeling was used to analyze data. The results of analysis show social comparison orientation has an impact on willingness to purchase a masstige brand, resulting in attitudinal loyalty and brand happiness.
Faktor prediktor social commerce intention Rizky Laili Kurniasari; Burhanudin Burhanudin
Jurnal Manajemen Maranatha Vol 22 No 1 (2022): Jurnal Manajemen Maranatha
Publisher : Universitas Kristen Maranatha

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.28932/jmm.v22i1.5074

Abstract

Social media is currently transforming from a medium of communication to a medium of communication and shopping. This role makes a greater understanding on social commerce intention important, however, research on social commerce intention within the Indonesian context is scarce.  This study examines the effect of guidance shopping affordance on trust in the seller and flow experience, and then on social commerce intention. The survey was then conducted to examine the proposed relationships. In recruiting the respondents, this study used a judgment sampling with the criteria of having a purchasing experience at TikTok Shop. A total of 249 respondents participated in the survey. This study used structural equation modeling to analyze the data. Consistent with the prediction, the results show guidance shopping affordance significantly affects trust in the seller and flow experience. Both trust in the seller and flow experience significantly affect social commerce intention.
Co-Authors Alam Winulang Aurora Rahyu Fasya Bagus Suminar Binta Febryanti Diva Eriel Noviza Faishol Baihaqi Heny Safitri Hudan Ningrum Maimona Noer Kamalia Nurpatria Puspayudha Putranagara Mahardhika Rachman Tri Fridian Raden Roro Windy Rahman Recha Rahmad Simanjuntak Reza Nur Saifullah Daldiri Rhea Ledesma-Gumasing Riswandha Ramadhani Rizky Laili Kurniasari Selfi Laela Sari Shalva Sabrina Putri Sutan Mahendra Adika Wijaya Syed Muntasir Husain Bokhari Yuliana Cintya Jinus