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Etnosentrisme Konsumen, Kerentanan Pengaruh Normatif, Permusuhan Konsumen terhadap Kesediaan untuk Membeli Ledy Yolanda; R. Arief Helmi; Rita Komaladewi; Fachri Eka Saputra
Journal of Management and Bussines (JOMB) Vol 5 No 1 (2023): Journal of Management and Bussines (JOMB)
Publisher : IPM2KPE

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31539/jomb.v5i1.4787

This study aims to examine the impact of consumer ethnocentrism, vulnerability to normative influence, and consumer hostility towards purchasing foreign products in Indonesia in the context of Indonesian franchised products. This research method is quantitative. Questionnaires are used to collect sample data. 350 questionnaires were distributed by direct delivery survey to targeted respondents, and 208 were returned for processing. The data analysis used is PLS 3.3.0. The results showed, a) consumer ethnocentrism towards consumer hostility has a value of t count > t table, namely 2.193 > 1.96; b) susceptibility to normative influences on consumer hostility has a value of t count > t table, namely 2.144 > 1.96; c) consumer ethnocentrism towards purchasing foreign products has a value of t count > t table, namely 6.858 > 1.96; d) susceptibility to normative influence on the purchase of foreign products has a value of t count < t table, namely 0.827 < 1.96; e) consumer hostility towards purchasing foreign products has a value of t count > t table, namely 3.524 > 1.96. In conclusion, a) consumer ethnocentrism has a positive relationship with consumer hostility; b) susceptibility to normative influence is positively related to consumer hostility; c) consumer ethnocentrism has a negative relationship with purchasing foreign products; d) vulnerability to normative influences is not related to the purchase of foreign products; e) consumer hostility is negatively related to the purchase of foreign products. Keywords: Consumer Ethnocentrism, Susceptibility to Normative Influences, Purchase of Foreign Products, Consumer Hostility

Faktor penentu niat beli produk organik di kalangan generasi z di Indonesia Yolanda, Ledy; Fatikhah, Sabna Ainazah
JRTI (Jurnal Riset Tindakan Indonesia) Vol 9, No 2 (2024): JRTI (Jurnal Riset Tindakan Indonesia)
Publisher : IICET (Indonesian Institute for Counseling, Education and Therapy)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29210/30034935000

Kesadaran Generasi Z terhadap isu kesehatan dan lingkungan semakin meningkat, namun pemahaman mengenai faktor psikologis yang memengaruhi niat pembelian produk organik, khususnya buah dan sayur, masih terbatas. Penelitian ini bertujuan untuk menganalisis pengaruh perceived consumer effectiveness (PCE), perceived healthiness (PH), dan subjective norms (SN) terhadap purchase intention (PI) produk organik di kalangan Generasi Z di Indonesia. Penelitian menggunakan pendekatan kuantitatif dengan desain deskriptif dan verifikatif. Data dikumpulkan melalui survei online dari 300 responden Generasi Z yang dipilih menggunakan purposive sampling. Teknik analisis data yang digunakan adalah regresi linier berganda. Hasil penelitian menunjukkan bahwa PCE (β = 0,35, p < 0,01), PH (β = 0,28, p < 0,05), dan SN (β = 0,22, p < 0,05) berpengaruh signifikan terhadap PI, dengan PCE sebagai faktor dominan. Temuan ini memberikan wawasan baru tentang pentingnya faktor psikologis dalam membentuk niat pembelian produk organik. Penelitian ini merekomendasikan agar pemasar menekankan manfaat lingkungan dan kesehatan dalam strategi pemasaran serta mengembangkan kampanye berbasis komunitas untuk meningkatkan norma subjektif di kalangan Generasi Z

Market Penetration Traffic Referencing Seasonal Patterns based on Marketing Value Andriyansah, Andriyansah; Puji, Sri Lestari; Maesaroh, Imas; Ayuni, Devi; Minrohayati, Minrohayati; Firmansyah, Firmansyah; Yolanda, Ledy
International Journal of Economics Development Research (IJEDR) Vol. 6 No. 1 (2025): International Journal of Economics Development Research (IJEDR)
Publisher : Yayasan Riset dan Pengembangan Intelektual

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37385/ijedr.v6i1.7064

This study analyses market penetration traffic as a strategic instrument integrating value-based marketing with market performance. Using a descriptive qualitative approach, this study identifies three zones of market penetration traffic: green, yellow, and red. The findings show that the effectiveness of market penetration depends on the company's ability to integrate value-based marketing with market sensing capability. The green zone requires maintenance and expansion strategies, the yellow zone needs strategy optimisation, and the red zone necessitates fundamental transformation. The findings indicate the importance of continuously monitoring traffic indicators for marketing strategy adjustment. Managerial implications emphasise the development of effective feedback mechanisms to optimise market penetration and customer value creation.

Studi kasus pengaruh nilai persepsi terhadap minat pembelian batik besurek di kalangan gen z dan milenial Alam, Muhammad Karisma; Yolanda, Ledy; Andesta, Andesta
JRTI (Jurnal Riset Tindakan Indonesia) Vol 10, No 1 (2025): JRTI (Jurnal Riset Tindakan Indonesia)
Publisher : IICET (Indonesian Institute for Counseling, Education and Therapy)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29210/30035850000

Penelitian ini bertujuan untuk menganalisis pengaruh dimensi perceived value yang mencakup nilai ekonomi, emosional, fungsional, dan sosial terhadap purchase intention atau niat beli Batik Besurek pada Generasi Z dan Milenial di Bengkulu. Menggunakan pendekatan kuantitatif, data diperoleh melalui survei terhadap 428 responden yang dipilih secara purposif. Teknik analisis data yang digunakan adalah Structural Equation Modelling dengan pendekatan Partial Least Squares (SEM-PLS). Hasil penelitian menunjukkan bahwa nilai sosial, emosional, dan ekonomi berpengaruh positif dan signifikan terhadap niat beli Batik Besurek, dengan nilai sosial sebagai prediktor paling dominan. Sebaliknya, nilai fungsional tidak menunjukkan pengaruh yang signifikan. Temuan ini menunjukkan bahwa konsumen muda lebih terdorong oleh aspek sosial dan emosional dalam pengambilan keputusan pembelian produk budaya lokal. Implikasi dari hasil ini mengarah pada pentingnya strategi pemasaran yang menekankan pada nilai budaya, identitas, dan kebanggaan sosial daripada hanya menonjolkan kualitas fungsional produk.

Flexible Work Arrangements (FWA) dan Era Pasca-Pandemi: Tinjauan Bibliometrik terhadap Tren Penelitian Global Madurani, Dina Noval; Rahmamita, Deane; Kariza, Nadya; Yolanda, Ledy; Fatikhah, Sabna Ainazah
SCIENTIFIC JOURNAL OF REFLECTION : Economic, Accounting, Management and Business Vol. 8 No. 3 (2025): SCIENTIFIC JOURNAL OF REFLECTION: Economic, Accounting, Management, & Business
Publisher : Sekolah Menengah Kejuruan (SMK) Pustek

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37481/sjr.v8i3.1135

The rapid transformation of work patterns due to the COVID-19 pandemic has intensified scholarly interest in Flexible Work Arrangements (FWA), making it a critical topic in recent academic discourse. This study aims to explore trends and developments in FWA research over the past five years (2020–2025) through a bibliometric analysis using R Studio. A total of 135 selected articles from the Scopus database were analyzed using citation analysis, bibliographic coupling, and co-authorship mapping to examine topical evolution, identify influential research and authors, and understand patterns of academic collaboration in FWA studies. The findings reveal a significant rise in FWA-related publications, reflecting the global shift in work culture. The United Kingdom, Australia, and the United States lead in global publication output, with strong contributions from institutions such as Edith Cowan University and the University of Rome Tor Vergata. Prominent scholars, including Kelliher C, and leading journals in management and human resources have shaped the core discourse on FWA. However, the study also highlights a notable research gap in contributions from developing countries, including Indonesia. These findings underscore the need for further contextual and evidence-based research to inform adaptive and inclusive FWA policies amid a continuously evolving global work landscape.

Analysis of Consumer Motivation as a Predictor in Increasing Purchase Intention: An Empirical Study on Organic Product Consumers in Malang City Yolanda, Ledy; Madurani, Dina Noval; Al Anshori, Muhammad Zakariya
Journal of Research in Social Science and Humanities Vol 5, No 3 (2025)
Publisher : Utan Kayu Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47679/jrssh.v5i3.421

This study aims to analyze the role of consumer motivation as a predictor of increasing purchase intention for organic products in Malang City. Specifically, this research will investigate various aspects of consumer motivation, such as utilitarian, hedonic, and ecological motivations, that impact consumer purchasing decisions. Utilitarian motivation focuses on the functional and health benefits of products, while hedonic motivation assesses the emotional satisfaction and positive experiences gained by consumers. On the other hand, ecological motivation relates to consumer awareness of environmental issues and product sustainability. The type of research used is quantitative, with sampling done using the purposive sampling method. The research findings indicate that consumer motivation (utilitarian, hedonic, and ecological) influences their purchase intention toward organic products. This research is expected to contribute to producers in designing more effective marketing strategies by understanding the motivational factors that drive consumers to purchase organic products and to offer vital perspectives on the development of the organic product business in an increasingly competitive market.

Innovative Marketing Strategies for Enhancing Neighbourhood Conversational Commerce Andriyansah; Maria, Maya; Riana, Kurnia Endah; Pujiastuti, Sri Lestari; Yolanda, Ledy
Ilomata International Journal of Management Vol. 6 No. 4 (2025): October 2025
Publisher : Yayasan Sinergi Kawula Muda

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61194/ijjm.v6i4.1882

Conversational commerce (c-commerce) leveraging messaging platforms like WhatsApp presents new opportunities for local neighbourhood engagement in service-oriented markets. Aim: This study investigates how WhatsApp-based conversational agents influence consumer buying behaviour within a local workplace context, introducing the concept of Conversational Commerce of Neighbourhood. Methods: Employing a user-centred design approach, we collected quantitative data from 110 active employees at the Faculty of Economics and Business, Universitas Terbuka, via surveys and observations of a WhatsApp prototype, and conducted qualitative interviews to triangulate findings. Results: Quantitative results show that 73% of respondents reported higher satisfaction with WhatsApp-based local communications, and 65% indicated a higher likelihood of purchasing after personalised interactions; however, 25% expressed concerns about data privacy. Regression analysis indicates significant positive effects of WhatsApp usage on customer satisfaction (p < 0.001), with interaction frequency (p < 0.01) and tailored user satisfaction having substantial influence (coefficient for user satisfaction = 0.85). Qualitative insights highlight the value of personal touch, faster responses, and stronger branding perception in fostering loyalty. Conclusions: When designed with local cultural contexts and transparent data practices, neighbourhood-focused c-commerce via WhatsApp can enhance consumer engagement and purchasing outcomes, offering practical guidance for local businesses and contributing to the theoretical understanding of e-commerce and human–computer interaction in local settings.

Pendampingan Digital Marketing untuk Meningkatkan Penjualan BUMDes Makmur Anugerah Lestari di Ciomas Fatikhah, Sabna Ainazah; Yolanda, Ledy; Sudaryanto, Muhammad Adam; Manggarani, Cynthia Ayu
Jurnal Pengabdian Kepada Masyarakat Vol. 5 No. 3 (2025): Jurnal Pengabdian Kepada Masyarakat
Publisher : Institut Agama Islam Sultan Muhammad Syafiuddin Sambas

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37567/pkm.v5i3.4306

The Makmur Anugerah Lestari Village-Owned Enterprise (BUMDes), which oversees various business units and micro, small, and medium enterprises (MSMEs) in Sukamakmur Village and its surrounding areas, continues to face challenges in marketing strategies, as most MSME actors still rely on conventional methods that are less effective in reaching broader markets. Through a Community Service Program (PKM), a team from the Faculty of Economics and Business, Universitas Terbuka, conducted training and mentoring on digital marketing to strengthen the capacity of BUMDes and its assisted MSMEs. The program focused on enhancing the participants’ skills in utilizing digital technologies, developing promotional strategies through social media, and marketing products via e-commerce platforms. The training was conducted using a participatory approach, combining material delivery, hands-on practice, technical assistance, monitoring, and evaluation. The results of the program indicated an improvement in participants’ understanding of digital marketing concepts and their ability to implement online marketing strategies more effectively.

Innovative Marketing Strategies for Enhancing Neighbourhood Conversational Commerce Andriyansah; Maria, Maya; Riana, Kurnia Endah; Pujiastuti, Sri Lestari; Yolanda, Ledy
Ilomata International Journal of Management Vol. 6 No. 4 (2025): October 2025
Publisher : Yayasan Sinergi Kawula Muda

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61194/ijjm.v6i4.1882

Conversational commerce (c-commerce) leveraging messaging platforms like WhatsApp presents new opportunities for local neighbourhood engagement in service-oriented markets. Aim: This study investigates how WhatsApp-based conversational agents influence consumer buying behaviour within a local workplace context, introducing the concept of Conversational Commerce of Neighbourhood. Methods: Employing a user-centred design approach, we collected quantitative data from 110 active employees at the Faculty of Economics and Business, Universitas Terbuka, via surveys and observations of a WhatsApp prototype, and conducted qualitative interviews to triangulate findings. Results: Quantitative results show that 73% of respondents reported higher satisfaction with WhatsApp-based local communications, and 65% indicated a higher likelihood of purchasing after personalised interactions; however, 25% expressed concerns about data privacy. Regression analysis indicates significant positive effects of WhatsApp usage on customer satisfaction (p < 0.001), with interaction frequency (p < 0.01) and tailored user satisfaction having substantial influence (coefficient for user satisfaction = 0.85). Qualitative insights highlight the value of personal touch, faster responses, and stronger branding perception in fostering loyalty. Conclusions: When designed with local cultural contexts and transparent data practices, neighbourhood-focused c-commerce via WhatsApp can enhance consumer engagement and purchasing outcomes, offering practical guidance for local businesses and contributing to the theoretical understanding of e-commerce and human–computer interaction in local settings.

Faktor penentu niat beli produk organik di kalangan generasi z di Indonesia Yolanda, Ledy; Fatikhah, Sabna Ainazah
JRTI (Jurnal Riset Tindakan Indonesia) Vol. 9 No. 2 (2024): JRTI (Jurnal Riset Tindakan Indonesia)
Publisher : IICET (Indonesian Institute for Counseling, Education and Therapy)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29210/30034935000

Kesadaran Generasi Z terhadap isu kesehatan dan lingkungan semakin meningkat, namun pemahaman mengenai faktor psikologis yang memengaruhi niat pembelian produk organik, khususnya buah dan sayur, masih terbatas. Penelitian ini bertujuan untuk menganalisis pengaruh perceived consumer effectiveness (PCE), perceived healthiness (PH), dan subjective norms (SN) terhadap purchase intention (PI) produk organik di kalangan Generasi Z di Indonesia. Penelitian menggunakan pendekatan kuantitatif dengan desain deskriptif dan verifikatif. Data dikumpulkan melalui survei online dari 300 responden Generasi Z yang dipilih menggunakan purposive sampling. Teknik analisis data yang digunakan adalah regresi linier berganda. Hasil penelitian menunjukkan bahwa PCE (β = 0,35, p < 0,01), PH (β = 0,28, p < 0,05), dan SN (β = 0,22, p < 0,05) berpengaruh signifikan terhadap PI, dengan PCE sebagai faktor dominan. Temuan ini memberikan wawasan baru tentang pentingnya faktor psikologis dalam membentuk niat pembelian produk organik. Penelitian ini merekomendasikan agar pemasar menekankan manfaat lingkungan dan kesehatan dalam strategi pemasaran serta mengembangkan kampanye berbasis komunitas untuk meningkatkan norma subjektif di kalangan Generasi Z

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