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All Journal Jurnal Manajemen Indonesia JBMP (Jurnal Bisnis, Manajemen dan Perbankan) Jurnal Mitra Manajemen SEIKO : Journal of Management & Business JURNAL NUSANTARA APLIKASI MANAJEMEN BISNIS Almana : Jurnal Manajemen dan Bisnis Sosiohumanitas: Jurnal Ilmu-Ilmu Sosial dan Humaniora Publik: Jurnal Manajemen Sumber Daya Manusia, Administrasi dan Pelayanan Publik Jurnal Riset Bisnis dan Manajemen Quantitative Economics and Management Studies Jurnal Ekonomi Jurnal Ilmiah MEA (Manajemen, Ekonomi, dan Akuntansi) eProceedings of Management Innovative: Journal Of Social Science Research
Osa Omar Sharif
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Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Law, Crime, Criminology & Criminal Justice Mathematics Public Health Social Sciences Other

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THE INFLUENCE OF ELECTRONIC WORD OF MOUTH (E-WOM) ON TIKTOK'S SOCIAL MEDIA PLATFORM ON STARBUCKS INDONESIA'S PURCHASE INTENTION Malva Deandra Perkasa Putri; Osa Omar Sharif
Jurnal Ekonomi Vol. 12 No. 3 (2023): Jurnal Ekonomi, 2023, September
Publisher : SEAN Institute

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Abstract

Currently, of the many industries that are experiencing development, the coffee retail industry is one of the many industries that has rapid development. Of the many coffee shops, Starbucks is one of the most well-liked among teenagers in Indonesia. Starbucks Indonesia experienced a decrease in revenue in 2020, therefore important for Starbucks to communicate through social media or Electronic Word of Mouth (e-WOM) to support consumers in receiving quality and credible information related to products in order to increase consumer Purchase Intention. This study was conducted by sending online surveys to 400 respondents using the Google Form. The descriptive and causal analysis method was used in this study with quantitative methods and data collection through questionnaires. Multiple Linear Regression is the method that used for data analysis in this study and SPSS 25 for windows is used to analyze the data. Based on the data’s outcome data analysis that has been obtained, it can be concluded that e-WOM Quality, Quantity, and Credibility have an impact on purchasing intent that is both positive and significant. The study’s findings are anticipated to be used as evaluation data by Starbucks Indonesia in maintaining and improving the company's performance by providing the best service and meeting the needs of its customers
THE INFLUENCE OF SOCIAL MEDIA MARKETING ACTIVITIES ON BRAND TRUST, BRAND EQUITY AND BRAND LOYALTY (Case Study On Instagram Shopee Indonesia) Mentari Cahya Lestari; Osa Omar Sharif
Jurnal Ekonomi Vol. 12 No. 3 (2023): Jurnal Ekonomi, 2023, September
Publisher : SEAN Institute

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Abstract

In Indonesia, the e-commerce industry is expanding fairly quickly. Social networking is now being used by several e-commerce businesses in Indonesia as a marketing technique. Indonesia's Shopee is one of them. Shopee, one of Indonesia's biggest online marketplaces, has more users than all of its rivals combined. Shopee uses Instagram, one of the social media platforms, to maintain contact with its customers. Shopee can use Instagram to develop and boost brand loyalty, brand equity and trust. This study attempts to ascertain whether Shopee's social media marketing initiatives on Instagram have a favorable impact on brand equity, brand loyalty, and brand trust. Quantitative techniques are used in this study. 385 respondents made up the study's sample. Descriptive analysis and structural equation modeling (SEM) are the analysis methods used. The SmartPLS software was used for the tests in this study. It is possible to draw the conclusion that social media marketing activities have a favorable and considerable impact on brand trust, brand equity and brand loyalty based on the findings of the data analysis that has been gathered. Additionally, brand equity and brand loyalty are positively and significantly impacted by brand trust. characteristics such as brand equity and also have a favorable and significant impact on brand loyalty.
EFFECT OF DIGITAL INFLUENCERS IN BRAND RECOMMENDATIONS ON THE INSTAGRAM SOCIAL MEDIA PLATFORM ON BRAND ENGAGEMENT, BRAND EXPECTED VALUE AND PURCHASE INTENTION SCARLETT WHITENING Dian Aulia Rahmah; Osa Omar Sharif
Jurnal Ekonomi Vol. 12 No. 3 (2023): Jurnal Ekonomi, 2023, September
Publisher : SEAN Institute

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Abstract

This study aims to determine whether there is influence of Digital Influencers on Brand Engagement in Self-Concept, Brand Expect Value and Purchase Intention. The population of this study were followers of Scarlett Whitening's Instagram social media account using purposive sampling, which is a sample collection technique from non-probability sampling. The sample used in this study is at least 400 respondents. The method used is descriptive and causal analysis with quantitative methods and for collecting data through questionnaires. The data analysis technique in this study used Structural Equation Modeling (SEM) using SmartPLS software. Based on the results of the data analysis that has been obtained, it can be concluded that Perceived Influence has a positive and significant influence on Brand Engagement in Self-Concept, Brand Expect Value and Purchase Intention. Besides that, Brand Engagement in Self-Concept also has a positive and significant effect on Brand Expect Value and Purchase Intention. As well as the variables Perceived Influence and Brand Expect Value also have a positive and significant influence on Purchase Intention.
THE INFLUENCE OF TIKTOK LIVE STREAMING AFFORDANCE ON CONSUMER'S GIFT-GIVING AND PURCHASE INTENTION ON SOMETHINC BEAUTY PRODUCTS Jihan Nurfaizah Alana; Osa Omar Sharif
Jurnal Ekonomi Vol. 12 No. 3 (2023): Jurnal Ekonomi, 2023, September
Publisher : SEAN Institute

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Abstract

The popularity of live streaming on social media platforms and e-commerce, particularly on TikTok, has led to increased interest in purchasing products in Indonesia. Somethinc Beauty Products, a new brand established in 2019, has achieved remarkable sales and emerged as the top-selling beauty product in e-commerce. This study examines the impact of the Live Streaming strategy on TikTok on gift-giving and customer buying interest in Somethinc's beauty products. The research focuses on daily active TikTok users aged 16-55 who love shop online and have experience buying or watching Somethinc's live streaming within the past three months. A sample of 440 respondents was selected using purposive sampling. The data was collected through questionnaires and analyzed using SEM-PLS, considering variables such as Telepresence, Flow, Guidance Shopping, Metavoicing, Swift Guanxi, Purchase Intention, and Gift-Giving Intention. The findings indicate that Telepresence is negatively associated with Swift Guanxi, while Flow, Guidance Shopping, and Metavoicing are positively associated with Swift Guanxi. Swift Guanxi, in turn, positively influences both purchase intention and gift-giving intention. Future research should explore alternative indicators for the telepresence variable, consider different live streaming platforms and subjects, and incorporate additional variables for a more comprehensive understanding.
EFFECT OF INFORMATION USEFULNESS AND INFORMATION ADAPTION OF AVOSKIN PRODUCTS ON PURCHASE INTENTION Dwi Ayu Lestari Pracoyo; Osa Omar Sharif
Jurnal Ekonomi Vol. 12 No. 3 (2023): Jurnal Ekonomi, 2023, September
Publisher : SEAN Institute

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Abstract

This study aims to find out how much influence Electronic of Mouth (E-WOM) and its dimensions, namely information quality, information quantiity, information credibility, information usefulness, and information adoption on the interest in buying Avoskin skincare products on TikTok social media Researchers use quantitative methods with the purpose of this study, namely descriptive-causal. Data collection using non-probability sampling method with convience sampling type as much as 400 respondents user Avoskin. This study used questionnaire data collection techniques with ordinal scales and data analysis techniques using Partial Least Square Structural Equation Modeling (PLS-SEM) with the help of SmartPLS software. Based on the results of data analysis, it can be concluded that information quality, information quantity and information credibility have a significant and positive effect on information usefulness. In addition, information usefulness has a positive and significant effect on information adoption. The information adoption variable has a positive and significant effect on purchase intention. The suggestions in this study are that the Avoskin company can maintain and improve the quality, quantity and credibility of information about Avoskin products on the TikTok social media platform so that it can increase consumer buying interest in Avoskin products.
The Influence Of Social Media Marketing Instagram Towards Consumer-Brand Engagement And Brand Knowledge Of Gojek Yunicka Dwi Hapsari Alamsyah; Osa Omar Sharif
Innovative: Journal Of Social Science Research Vol. 3 No. 4 (2023): Innovative: Journal Of Social Science Research
Publisher : Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/innovative.v3i4.3865

Abstract

Berkat pertumbuhan internet, aplikasi layanan transportasi online telah tumbuh secara signifikan di Indonesia. Salah satu pionir layanan transportasi online adalah Gojek, khususnya pada aplikasi ojek online. Penelitian ini bertujuan untuk menganalisis pengaruh Social Media Marketing (Entertainment, Interaction, Trendiness Customization dan E-WOM) yang dilakukan di Instagram terhadap Customer-Brand Engagement dan Brand Knowledge (Brand Awareness dan Brand Image) Gojek. Penelitian ini menggunakan metode kuantitatif dengan analisis kausal dan deskriptif, dimana kuesioner survei dibagikan kepada pengguna instagram baik yang mengikuti atau pernah melihat konten Gojek di Instagram. Data diambil dari 301 responden melalui Google Forms. Penelitian ini menggunakan analisis Structural Equation Modeling (SEM) dengan menggunakan aplikasi Smart PLS 4. Hasil penelitian menunjukkan pengaruh tidak langsung elemen SMM Entertainment, Interaction, Customization, dan E-WOM berpengaruh secara signifikan dan positif terhadap Brand Knowledge, sedangkan pengaruh tidak langsung Trendiness terhadap Brand Awareness dan Brand Image lemah dan tidak signifikan. Studi penelitian ini diharapkan dapat memberikan manfaat bagi perusahaan dan peneliti lainnya. Penulis menyarankan agar perusahaan harus meningkatkan kontenya di media socialnya dengan berfokus pada E-WOM, Entertainment, dan Interaction untuk mendapatkan customer-brand engagement dan meningkatkan brand knowledge.
The Influence of Overall E-Service Quality Towards Customer Satisfaction and Customer Trust of Tokopedia Users in Indonesia Annaya Sabila Putri; Osa Omar Sharif
Quantitative Economics and Management Studies Vol. 4 No. 5 (2023)
Publisher : PT Mattawang Mediatama Solution

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35877/454RI.qems1941

Abstract

This study aims to see whether there is an influence from the dimensions of Overall E-Service Quality towards Customer Satisfaction and Customer Trust of Tokopedia User in Indonesia. This research centers on examining four aspects of e-service quality and investigates how customer satisfaction and customer trust influence customer behavior, encompassing repurchase intention, word of mouth, and revisiting the website. This study employs 305 samples from responded questionnaire using non-probability sampling Conducting an evaluation of the research model through the application of Structural Equation Modeling (SEM) with the use of SmartPLS. The data's dependability and accuracy were assessed through the application of Cronbach's alpha, composite reliability, and average variance extracted. The findings indicated that the quality of e-services is notably impacted in a favorable manner by various factors such as website design, customer service, security/privacy, and fulfillment. Subsequently, the overall quality of e-services exerts a favorable and noteworthy impact on both customer satisfaction and customer trust. Enhancing customer satisfaction significantly boosts their inclination to repurchase, spread positive word of mouth, and revisit the website. Additionally, fostering customer trust also has a positive and noteworthy impact on repurchase intention and word-of-mouth promotion.
THE EFFECTS OF BRAND IMAGE, BRAND SATISFACTION, AND BRAND TRUST ON LOYALTY FORMATION: THE MODERATION ROLE OF BRAND LOVE AND BRAND RESPECT OF MIXUE ICE CREAM & TEA Hilda Zulfa Hayuni; Osa Omar Sharif
Jurnal Ekonomi Vol. 12 No. 04 (2023): Jurnal Ekonomi, 2023
Publisher : SEAN Institute

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Abstract

Trends in the beverage industry in Indonesia continue to develop at an increasingly positive and interesting pace to study. Consumers have long-term relationships with food and beverage brands, but are not reluctant to switch when trust declines due to poor product quality, price increases, and irrelevance. Mixue is in the middle of a hyper-competitive market and must be able to gain customer loyalty. This research is expected to be able to reveal the relationship and the significant effects of brand image, brand satisfaction, and brand trust on brand loyalty through the moderator variables of Lovemarks (brand love and brand respect). The approach used is quantitative and causal using online surveys through questionnaires on Google Forms and data processing using SPSS and SmartPLS 3.2.9. Based on the results of data analysis, it was found that there was a significant and positive influence obtained from the relationship between brand image on brand satisfaction and brand trust, brand satisfaction on brand trust, brand satisfaction and brand trust on brand loyalty, and moderation of brand love on brand satisfaction and brand loyalty relationships. . Meanwhile, the moderating effect on the relationship between other variables did not occur significantly. Suggestions from this study are that Mixue Ice Cream and Tea is expected to be able to maintain and strengthen marketing efforts, improve the quality of its products and services, increase emotional bonds and provide pleasant experiences.
PENGARUH EMOTIONAL BRAND ATTACHMENT TERHADAP CONSUMER-BASED BRAND EQUITY TERHADAP WARDAH Yolanda, Elsamita; Sharif, Osa Omar
Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA) Vol 7 No 2 (2023): Edisi Mei - Agustus 2023
Publisher : LPPM STIE Muhammadiah Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31955/mea.v7i2.3156

Abstract

Industri kosmetik saat ini sedang tumbuh dan berekembang secara pesat di Indonesia. Merek kosmetik lokal yang paling digemari di Indonesia ditahun 2022 adalah Wardah merupakan merek kosmetik lokal yang paling banyak diminati oleh masyarakat Indonesia pada tahun 2022 dengan tingkat loyalitas yang tinggi. Tetapi menurut konsumen pada merek kosmetik Wardah, kualitas yang diberikan tidak dapat memenuhi ekspetasi mereka. Hal ini terjadi dikarenakan kualitas produk yang kurang baik dan tidak cocok untuk dipakai semua jenis kulit. Tujuan pada penelitian ini adalah untuk mengetahui pengaruh pada emotional brand attachment terhadap consumer-based brand equity dengan brand credibility dan consumer satisfaction sebagai variabel mediasi. Dimasukkannya beberapa kovariat yang relevan dengan konteks dan penggunaan matriks data yang disesuaikan dengan varians metode. Penelitian ini menerapkan metode kualitatif dengan menggunakan analisis deskriptif dan kausal. Pada penelitian ini populasi yang digunakan adalah konsumen pada merek kosmetik Wardah yang menggunakan media sosial dan jumlahnya tidak diketahui secara pasti dan menggunakan purposive sampling ialah teknik pengumpulan sampel dari non random sampling. Survey dilakukan menggunakan kuesioner pada 420 responden yang merupakan konsumen dari merek kosmetik Wardah yang menggunakan media sosial di Kota Bandung. Teknik analisis data dalam penelitian ini ialah structural equation modelling (SEM) dengan menggunakan program komputer IBM SPSS AMOS versi 24.0. Hasil analisis pada penelitian ini memperlihatkan bahwa emotional brand attachment memiliki hubungan yang negatif dan tidak memiliki hubungan yang signifikan terhadap consumer-based brand equity. Selain itu, brand credibility dan consumer satisfaction bukan merupakan mediator yang memediasi hubungan antara emotional brand attachment dan consumer-based brand equity.
THE EFFECT OF INFLUENCER ON ENGAGEMENT, EXPECTED VALUE, AND PURCHASE INTENTION Ni Wayan Ayu Padma Audre Yane Putri; Osa Omar Sharif
Jurnal Riset Bisnis dan Manajemen Vol. 14 No. 2 (2021): August Edition
Publisher : Faculty of Economic and Business, University of Pasundan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.23969/jrbm.v14i2.3866

Abstract

All e-commerce in Indonesia is competing with one another to be the best, creating consumer buying interest. Tokopedia, one of the e-commerce, uses influencers on social media to add customer purchase intention as its marketing media. This study was conducted to determine the effect of Influencers on engagement, expected value, and purchase intention at Tokopedia Indonesia. The method used in this study was a quantitative method, with the type of causal research. The population taken was Tokopedia users in Jabodetabek, with a sample of 385 respondents. The technique used was non-probability sampling with convenience sampling. Data was collected by distributing online questionnaires with google forms, and the data analysis technique used was structural equation modelling (SEM). This study showed that the presence of influencers had a positive influence on engagement, expected value, and purchase intention at Tokopedia.
Co-Authors Agieta Mahadewi Gustiadik Ananda Cynthia Lachram Anisa Dyah Utami Annaya Sabila Putri Ardito Faiz Nur Firman Aulia Shalmaa Putri Renadie byanca Nadhifa Citra Kusuma Dewi Dahlaireka, Reva Dian Aulia Rahmah Dwi Ayu Lestari Pracoyo Elfath Ilafi Baradina Rosyada Elika Permata Fahmi Asna Kusuma Fathurahman, Mohammad Gustiadik, Agieta Mahadewi Hafiyanda, Muhammad Ghifari Hasna Rahagi Sampurno Hilda Zulfa Hayuni Jihan Nurfaizah Alana Ketut Dewi Kurnia Sari Khoirunisa, Nafisa Salma Lita Hartalita M. Rezky Dwi Putra Malva Deandra Perkasa Putri Mentari Cahya Lestari Mulyawan, Sarah Khairunnisa Zukhrufiah Nadhifa, byanca Nastiti Pertiwi Ni Wayan Ayu Padma Audre Yane Putri Rahman, Gafin Nur Ratna Kartika Zulya Renadie, Aulia Shalmaa Putri Renata Callista Rizki Firdaus Rosyada, Elfath Ilafi Baradina Sabira, Nafi Nahda Sephia Ramadanti Vidaswari, Made Pradnya Yolanda, Elsamita Yunicka Dwi Hapsari Alamsyah