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All Journal Journal of Business and Management The Asian Journal of Technology Management (AJTM) Jurnal Manajemen Indonesia Journal of Innovation, Business and Entrepreneurship Journal of Consumer Study and Applied Marketing
Evy Rachmawati CH, Evy
School Of Business And Management, Institut Teknologi Bandung, Indonesia
Decision Sciences, Operations Research & Management Social Sciences

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Social Media Instagram Effect to Increase Brand Awareness on Dessert Industry Siska, Julia; Rachmawati Chaldun, Evy
Journal of Innovation, Business and Entrepreneurship Vol 3, No 1 (2018)
Publisher : Journal of Innovation, Business and Entrepreneurship

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Abstract

Abstract Dessert has become a trend for culinary connoisseurs in the year 2017. The success of dessert trend because the high users of social media Instagram. Social media Instagram is where the users can easily participate, sharing, and create the content themselves. Many business use these social media as a tool to promote their products and make customers aware with their brand. On the other hand, not all that business success to market their products. The purpose of this research is to find out the correlation between social media instagram effect to increase  brand awareness on dessert industry. Data was collected through questionnaire by using purposive sampling method. This research type which is explain the relationship between variable x and variable y. A total of 304 respondent’s data have been collected and analyzed using Multi linear Regression. The results show that there are significant correlation between independent variables (online community, interaction, sharing of content, accessibility, credibility, and trust) towards the dependent variable (brand awareness). This study is important for business owners because it can help to increase brand awareness in customer’s. Business owners can also make improvements and strengthen marketing channels based on selected variable to be more competitive. Keywords: Brand Awareness, Dessert Industry, Marketing Channel, Social Media Instagram, Trend.
The Influence of Availability, Channel Operationalization, Ability to Listen, Personal Assistance and Content Quality from Customer Assessment Towards Customer Engagement in Instagram. Case Study: Ghala Floral Design Ichsan, Miftahul; Rachmawati Chaldun, Evy
Journal of Innovation, Business and Entrepreneurship Vol 4, No 1 (2019)
Publisher : Journal of Innovation, Business and Entrepreneurship

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Abstract

Abstract. Many businesses have social media right now. Having the customer engagement in social media is therefore an important thing for business to be successful in their social media. The ultimate goal of customer engagement is to retain the customer, to become loyal. Reseacher thus tried to find out from the previous study what influences customer engagement in social media, especially in Instagram. Based on literature reviews and previous research, it is found that the most commonly used parameters to increase customer engagement in Instagram are availability, channel operationalization, customer listening ability, personal assistance, and content quality. This research is conducted on the target market for Ghala Floral Design to help them know what really drives their customer perception to engage with Instagram. Research is conducted through a questionnaire with 200 respondents and analyzed using multiple regression and descriptive analysis, then validated through previous literature and research reviews. The results are that content quality is the most influential factors, followed by channel operationalization, then availability, customer listening, and the least personal assistant. The results of this study can be treated as guidelines and recommendations to Ghala Floral Design to increase their brand engagement through Instagram. Keywords: Customer engagement factors, Ghala Floral Design, Instagram, Marketing strategy
The Impact of Celebrity Endorsement on Brand Awareness of Childrenswear Tsabitha, Nabila; Rachmawati Chaldun, Evy
Journal of Innovation, Business and Entrepreneurship Vol 3, No 1 (2018)
Publisher : Journal of Innovation, Business and Entrepreneurship

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Abstract. The market of childrenswear in Indonesia is emerging and promising. However, as the competitiveness is relatively high, the right marketing strategy is needed to compete in the market. Brand awareness is one of determining factors in the purchasement of a product. That is why a business should really pay attention on its brand awareness. Celebrity endorsement is a marketing strategy which one of its benefits is to increase brand awareness. This research has aim to investigate the impacts of the factors in celebrity endorsement when used by childrenswear brands to increase their awareness.  The data of this research gathered from online questionnaires spread to 210 respondents of Indonesian mothers considered as the target market of childrenswear. The relationship between the independent variables of endorser’s credibility, endorser’s attractiveness, and match up/product fit towards dependent variable of brand awareness is analyzed using multiple linear regression.  Based on the respondents’ assessment, celebrity endorsement done by childrenswear brands perceived positively by the respondent. The result of statistical analysis indicates that there is correllation between celebrity endorsement and brand awareness in 22% variances. However, from the three factors analyzed, only the factor of endorser’s attractiveness has significant impact in raising brand awareness of childrenswear. Keywords:  Brand Awareness, Celebrity Endorsement, Childrenswear, Indonesian Market
Factors of Entrepreneurs on Choosing Culinary-based Business Kurniawan, Indra; Rachmawati Chaldun, Evy
Journal of Innovation, Business and Entrepreneurship Vol 3, No 1 (2018)
Publisher : Journal of Innovation, Business and Entrepreneurship

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Abstract. Entrepreneurship is the important activity for economic growth of the country. One actor of entrepreneurship activity called an entrepreneur. There is still a low number of the entrepreneur in Indonesia with 3,1% in 2016 rather than other Asian countries such as Malaysia, Singapore, and China which has more than 5%. But, that is increasing than years before and it indicates that being an entrepreneur is attractive. Many entrepreneurs running a culinary business which it has contributed one of the biggest GDP (Gross Domestic Product) for Indonesian economic with 41,69% in 2015. The government also support those entrepreneurs and wanted to generate new entrepreneurs in Indonesia and Bandung as one of the cities of the culinary destination. Become an entrepreneur and choosing culinary as the business itself consists of several influence factors. In the process, there is also a failure although barrier of entry in culinary business especially in Indonesia is low. It makes factors influencing entrepreneur on choosing culinary business becomes important to know. This research conducted by using a qualitative method with phenomenological study used and gather the data with purposeful sampling from 10 culinary business entrepreneur in Bandung by using the semi-structured interview. The result analyzes with coding based on the interview result. The result has shown that the most important factor is Opportunity-based with Entrepreneurial Alertness as the category in approaching the opportunity. There are also other factors that influence them in the findings which are Passion, Development Needs, Greater Business Achievement, and Economic Needs. The result can be used for evaluating the business activity and reflection for entrepreneurs that wanted to choose culinary as the business to do.Keywords: Choosing Culinary Business, Culinary Business, Entrepreneurs, Entrepreneurship, Influencing Factors
The influence of perceived quality and perceived price towards the purchase intention of kebaya product: perspective of female students in college Ali Fikri, Ramadhan; Chaldun, Evy Rachmawati
Journal of Innovation, Business and Entrepreneurship Vol 4, No 2 (2019)
Publisher : Journal of Innovation, Business and Entrepreneurship

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Abstract

Indonesia have been roused by social legacy which reflected through nearby conventional clothes and fabrics in fashion industry such as kebaya. Kebaya is one of kind cultural heritage products in the fashion industry has a high value and uniqueness. However, as entrepreneurs create kebaya product, SVAN Company has difficulties to fit the target market which is female students in college. Therefore, this research is conducted to understand the dimension of perceived quality and perceived price towards female students in college purchase intention. Data gather from around 225 respondents, by purposive sampling method with requirements for female students in college for diploma and bachelor, attain the age of 17 years old or above, and currently living in Banten, DKI Jakarta, and West Java Province also income no more than Rp 3.000.000. Multiple Linear Regression Analysis is also used to process the data. As a result, perceived quality and perceived price have significant influence towards female students in college purchase intention simultaneously for kebaya product, which the independent variables could explain more than 40% of the dependent variable.Keywords: perceived quality, perceived price, kebaya, female students in college, purchase intention
Factors that influence customer purchase intention in using online food ordering platform Nuraisyah, Mala; Chaldun, Evy Rachmawati
Journal of Innovation, Business and Entrepreneurship Vol 4, No 2 (2019)
Publisher : Journal of Innovation, Business and Entrepreneurship

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Abstract

The internet has influenced the lifestyle of people in Indonesia, including the Indonesia culinary industry. The culinary industry is the largest creative industry in Indonesia. Based on data from Badan Pusat Statistik (BPS), culinary contributed 33% to the total GDP for the Creative Industry. The purpose of this research is to investigate the factors influencing the customer in using an online food ordering platform. In some papers that are used as a reference, some variables are moderating factors on attitude and then purchase intention. However, in this research, the researcher wants to see the variables directly without using moderating factors attitude or other variables.A quantitative study was conducted among 203 respondents. Data were analyzed using multiple linear regression using SPSS for windows. Empirical results show that there are significant correlation between independent variables (trust and perceived ease of use) towards the dependent variable (purchase intention through online food ordering platform). Meanwhile another dependent variable (novelty, freshness and perceived risk, Perceived of usefulness) was not significant correlation to independent variable.Keywords: CUSTOMER PURCHASE INTENTION, ONLINE FOOD ORDERING PLATFORMS, TRUST, PERCEIVED EASE OF USE, O2O
The Factors Influence Customer Purchase Intention on Cause-Related Marketing in Sadari Sedari Rusdiansyah, Fadel Rasyid; Chaldun, Evy Rachmawati
Journal of Business and Management Vol 10, No 2 (2021)
Publisher : Journal of Business and Management

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Abstract

Sadari Sedari is A nonprofit organization that comes with the aim to strive for education and environmental sustainability through selling secondhand clothes collected from society. Their revenue is a fundamental thing towards their donation amount. Behind the selling activity, the heaps of used-clothes piled up in their storage because of the items that are not sold is become their concern. This study aims to discover the factors that influence customer purchase intention on cause-related marketing in Sadari Sedari and trace the linkage between them. The Theory of Planned Behavior (TPB) is used with additional variables of cause involvement and brand-cause fit. The survey collected 205 respondents within the age dominated of 18-23, domiciled in Jabodetabek and Bandung. The data processed with the PLS-SEM method. The research found the most significant influence to purchase intention is on attitude that affected by brand-cause fit. The research designed with the case study of Sadari Sedari and could be a reference for nonprofit organizations, or businesses to develop a cause-related marketing initiatives. Moreover, these findings could be a reference for researchers to use TPB to evaluate customer purchase intention in cause-related marketing activity.Keywords: Cause-Related Marketing, Consumer Behavior, Non-Profit Organization, Purchase Intention, Sadari Sedari, Theory of Planned Behavior (TPB)
Underlying Internationalization Process Theories for Small and Medium Enterprises (SMEs): A Systematic Literature Review and Classification of Research Streams Evy Rachmawati Chaldun; Gatot Yudoko; Eko Agus Prasetio
Jurnal Manajemen Indonesia Vol 22 No 2 (2022): Jurnal Manajemen Indonesia
Publisher : Fakultas Ekonomi dan Bisnis, Telkom University.

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25124/jmi.v22i2.4063

Abstract

Studies on the internationalization process of SMEs have fascinated the attention of researchers around the world. The dynamics in the internationalization process of SMEs have attracted researchers' interest in analyzing the behavior and the factors that influence it with various theoretical approaches to contribute to the development of international business studies. This paper intended to provide an overview of the various theories applied in investigating SMEs' internationalization process. The review was conducted on 100 journal articles between 2013 and 2020. The investigation results show that 17 different theories have been identified in the internationalization process of SMEs and we classified them into five streams. Based on our findings, from those 17 theories, the five primary published theories in order are (1) Uppsala theory, (2) Network theory, (3) Resource-based theory, (4) international entrepreneurship theory, and (5) institutional theory. This study also provides suggestions and implications for future research. Keywords— Internationalization process; Internationalization SME theory; Small and Medium Enterprises (SMEs)
The Influence of Product Experience on Customer Loyalty of Frozen Food Product Made Fiona Dwi Utami; Evy Rachmawati Chaldun
The Asian Journal of Technology Management (AJTM) Vol. 12 No. 3 (2019)
Publisher : Unit Research and Knowledge, School of Business and Management, Institut Teknologi Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.12695/ajtm.2019.12.3.2

Abstract

Abstract. Indonesia’s frozen food industry is experiencing rapid development. Companies are targeting almost the same target market leads to tight competition. Therefore, many businesses concern about gaining customers while enhancing their customer loyalty. Dealing with a loyal customer is less costly and beneficial for any business. Product experience is one factor that could help to elicit a positive experience to enhance customer loyalty. This research limited to processed meat frozen food products such as sausage, chicken wings, nuggets, et cetera. It aims to get a better understanding of the product experience of a well-known brand, then investigate the influence of it on customer loyalty. Those understanding will be a helpful reference for a small and medium frozen food company with a similar product to design and manage their product experience to enhance their customer loyalty. The ultimate goal is to grow the business to the next level. The research used purposive sampling with 277 qualified quantitative data collected through an online questionnaire. The data were analyzed using multiple linear regression and shows that both hypotheses (aesthetic, meaning, and emotional experience is significant predictors of customer loyalty) are accepted. There is a significant influence of product experience (aesthetic experience, the experience of meaning, and emotional experience) on customer loyalty of frozen food products. The predictors able to explain 50.7% variations of customer loyalty, and experience of meaning became the highest predictors of the variation.Keywords:  Customer loyalty, frozen food, small and medium enterprise, SMEs, product experience
Business Model Formulation For Yarn Store As Cultural Tourism: A Case Study of Mondu Crafts Widodo, Ameera Rahil Sahira; Chaldun, Evy Rachmawati
Journal of Consumer Studies and Applied Marketing Vol. 2 No. 2 (2024)
Publisher : Integrasi Sains Media

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58229/jcsam.v2i2.250

Abstract

This study aims to develop a sustainable business model for the first physical store of Mondu Crafts, a yarn store targeting cultural tourism. Research objectives include analyzing market characteristics, identifying factors affecting the business, and designing a suitable strategy. A mixed-method approach was used, employing questionnaires and interviews, analyzed through descriptive and cross-tabulation methods. Key findings indicate strong interest in Mondu Crafts, especially among females aged 17-35. High-income groups face time constraints, while lower-income groups face budget limitations. Strategies such as offering free, short trial workshops are recommended. Results highlight the trend for one-stop shops, integrating sightseeing, food, activities, and souvenirs. Long-term sustainability suggestions include integrating AI-based language translation services and eco-friendly initiatives. Establishing Mondu Crafts Cafe & Store in Bandung is both market-viable and financially feasible, with potential expansion to Bali for a broader reach. The study provides practical insights for developing a robust Business Model Canvas for a creative economy as a cultural tourism.
Co-Authors Ali Fikri, Ramadhan Astari, Vivi Eko Agus Prasetio Gatot Yudoko Ichsan, Miftahul Indra Kurniawan Made Fiona Dwi Utami Ngabdur Rohman, Ngabdur Nuraisyah, Mala Pohan, Atika Sari Putri, Marcha Monita Ayu Rodeta Sihombing, Rodeta Rusdiansyah, Fadel Rasyid Sanjaya, M Ramadhani Sariputra, Yoko Siska, Julia Syah, Muhammad Mahbub Tsabitha, Nabila Utami, Made Fiona Dwi Widodo, Ameera Rahil Sahira Yuska, Novrisky