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All Journal Proceeding SENDI_U DeReMa (Development Research of Management) Jurnal Manajemen Ekspektra: Jurnal Bisnis & Manajemen JOURNAL OF APPLIED BUSINESS ADMINISTRATION JOURNAL FOR BUSINESS AND ENTREPRENEURSHIP Journal of Enterprise and Development (JED) JOURNAL OF BUSINESS AND ECONOMICS RESEARCH (JBE) Journal La Bisecoman TRANSAKSI Jurnal Informatika Ekonomi Bisnis
Pristiana Widyastuti
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Social Sciences Other

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The Art of Selling: Examining the Visual Aesthetic, Storytelling, and Impulsive Buying Decisions Widyastuti, Pristiana
Journal of Applied Business Administration Vol 8 No 1 (2024): Journal of Applied Business Administration
Publisher : Pusat P2M Politeknik Negeri Batam

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30871/jaba.v8i1.7315

Abstract

This research examined the visual aesthetic, storytelling, and impulsive buying decisions of home décor products on Instagram. This research uses quantitative analysis with statistical tests. Data analysis using the Structural Equation Modeling (SEM) approach is a statistical method used to test cause-and-effect relationships between variables in a model. The statistical tool used is SmartPLS; it provides various statistics to evaluate model fit. The sample size was conducted on 100 Indonesian Instagram user accounts who had at least once purchased a product after viewing Instagram content related to home decoration using the link linked to the Instagram account. The results of studies presented that visual aesthetics have a significant influence on impulse buying behavior. In contrast, storytelling does not have a similar impact. Attractive visual aesthetics can increase consumers' tendency to make impulse purchases. On the other hand, a second study suggests that while storytelling may be compelling in building emotional connections with consumers, its lack of ability to create sufficient positive impressions may not be enough to encourage impulse buying.
Investigating Impulse Buying Behavior in Live Streaming Shopping with SOR Model Perspective Widyastuti, Pristiana
Jurnal Informatika Ekonomi Bisnis Vol. 5, No. 4 (December 2023)
Publisher : SAFE-Network

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37034/infeb.v5i4.732

Abstract

This research aims to investigate impulse buying behavior in live-streaming shopping with SOR Model Perspective. This research is conducted using a quantitative approach and statistical tests. The research method uses the Structural Equation Model (SEM). The statistical tool is using SmartPLS. The sampling technique uses non-probability with a purposive sampling approach based on certain criteria, Indonesian people who have watched and bought products online via live streaming. To collect samples from an infinite population, the sample size was determined to be 96 respondents. The study results reveal that online purchasing behavior on live-streaming platforms is stimulated by interactivity factors. Interactive experiences can increase the desire to immediately own the product or service. Hedonic and utilitarian can mediate impulse buying in live-streaming shopping. Viewers are captivated by products or services that provide aesthetic satisfaction (hedonic) or functional solutions (utilitarian) and impulsively buy because of the visual or emotional impact of live-streaming
Driving Brand Engagement: Exploring Brand Touchpoints and Self-Congruity in Local Furniture Retail Widyastuti, Pristiana
Journal of Business and Economics Research (JBE) Vol 5 No 3 (2024): October 2024
Publisher : Forum Kerjasama Pendidikan Tinggi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47065/jbe.v5i3.5852

Abstract

This study investigates the relationships between brand touchpoints, self-congruity, and brand engagement in Indonesia's local furniture market. A quantitative approach focused on customer touchpoints and self-congruity as independent variables, with brand engagement as the dependent variable. The sample comprised 100 respondents who had made multiple purchases from various furniture stores, both online and offline, located in the Greater Jakarta area. Data collection involved questionnaires utilizing a Likert scale to measure relevant indicators. Structural Equation Modeling (SEM) was used for data analysis, specifically confirmatory SEM and SmartPLS as tools to assess causal relationships among the variables. The study's results present significant relationships between customer touchpoints and self-congruity with brand engagement. The path coefficients show that customer touchpoint has a positive and significant impact on brand engagement, with a t-statistic value of 4.694, more than 1.96 (P-value lower than 0.05). Then, self-congruity has a positive and significant impact on brand engagement, with a t-statistic value of 3.737, more than 1.96 (P-value lower than 0.05). Effective customer touchpoints enhanced customer engagement significantly, while self-congruity contributed to a deeper emotional connection between customers and brands. The findings suggest that consumers are likelier to engage with brands that reflect their personal styles and identities, fostering loyalty and commitment. This research highlights the importance of creating meaningful brand interactions and aligning brand messaging with consumer identities to enhance engagement within brand touchpoints.
Eco-Friendly Beauty: What an Eco-Branding and Consumer Values Drive Purchase Intentions Pristiana Widyastuti
Journal La Bisecoman Vol. 5 No. 6 (2024): Journal La Bisecoman
Publisher : Newinera Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37899/journallabisecoman.v5i6.1792

Abstract

This study investigates the relationship between eco-branding and eco-consumerism toward purchase intention for local beauty products in Indonesia. The total sample size was determined as 120 samples. The study employed purposive sampling, a non-probability sampling method where respondents were selected based on predefined criteria. The study utilized Partial Least Squares Structural Equation Modeling (PLS-SEM) as the primary analytical technique. The data analysis was conducted using SmartPLS, a powerful tool for PLS-SEM. The research findings indicate that eco-branding significantly impacts purchase intention for beauty products in Indonesia. Consumers are strongly inclined toward products that demonstrate their commitment to sustainability through various environmental practices. Eco-consumerism significantly influences purchase intention for beauty products. Respondents expressed that choosing eco-friendly products is not only a moral obligation but also a reflection of their sustainability and environmental stewardship values.
Brand resonance and brand salience in luxury cosmetic products with symbolic value as the mediating variable Widyastuti, Pristiana
Journal of Enterprise and Development (JED) Vol. 5 No. 3 (2023): Journal of Enterprise and Development (JED)
Publisher : Faculty of Islamic Economics and Business of Universitas Islam Negeri Mataram

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.20414/jed.v5i3.8338

Abstract

Purpose — Intense competition compels every product to innovate. Luxury brands must employ various strategies to attract consumers, one of which is fostering strong customer relationships, measured by the extent of customers' connection to the brand. This study aims to conduct a more in-depth analysis of the cosmetic luxury brand, using brand resonance as the dependent variable, brand salience as the independent variable, and symbolic value as the mediating variable.Method — This research employs an explanatory research design with a quantitative approach. The study's population consists of consumers of luxury cosmetic brands in Indonesia, with a sample size of 96 respondents. Data analysis is conducted using Partial Least Squares (PLS), a variant of Structural Equation Modeling (SEM) capable of performing both model testing and structural model testing simultaneously. The statistical tool employed for this analysis is SmartPLS 4, which provides user-friendly access to multivariate analysis methods.Result — The results indicate that brand salience does not have a significant effect on brand resonance. However, it was found that symbolic value can serve as a mediator in the relationship between brand salience and brand resonance. Brand resonance is a crucial aspect of maintaining consumer loyalty and can be achieved by strengthening the brand's association with customers.Contribution — This research contributes by examining the influence of brand salience on brand resonance, a less-explored aspect of brand management, and introduces the concept of symbolic value as a potential mediator.
PENGARUH DIGITAL MARKETING, CREATIVE CONTENT, DAN SOCIAL MEDIA INTERACTION PT. VOFFICE INDONESIA TERHADAP BRAND PERCEPTION MASYARAKAT GEN Z YANG BERDOMISILI DI DKI JAKARTA Kadarisman, Vesheila Yedida; Widyastuti, Pristiana
TRANSAKSI Vol. 16 No. 1 (2024): TRANSAKSI
Publisher : Program Studi Administrasi Bisnis, FIABIKOM, Unika Atma Jaya

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Abstract

PT. vOffice Indonesia merupakan perusahaan berbasis digital yang bergerak di industri virtual office. Adanya kemajuan yang pesat dalam dunia teknologi mengubah sikap dan rutinitas masyarakat dalam kehidupan sehari-hari, terutama pada masyarakat Gen Z. Data tersebut memungkinkan PT. vOffice Indonesia untuk menarik persepsi positif dari masyarakat Gen Z. Penelitian ini bertujuan untuk meneliti pengaruh dari digital marketing, creative content, dan social media interaction terhadap brand perception di kalangan Gen Z di DKI Jakarta, dengan fokus pada PT. vOffice Indonesia. Metode penelitian yang digunakan adalah kuantitatif dengan mengumpulkan data dari 70 responden Gen Z yang berdomisili di DKI Jakarta. Pengolahan data menggunakan uji statistik melalui SPSS Statistics 25. Hasil penelitian menunjukkan bahwa digital marketing berpengaruh negatif dan tidak signifikan terhadap brand perception, creative content berpengaruh positif dan signifikan terhadap brand perception, dan social media interaction berpengaruh positif dan signifikan terhadap brand perception. Hal ini menunjukkan bahwa creative content dan social media interaction merupakan cara yang sangat menarik brand perception Gen Z di era ini. Digital marketing, creative content, dan social media interaction berpengaruh positif dan signifikan terhadap brand perception. Jika ketiga strategi digabungkan, maka akan saling menguatkan dan memperoleh brand perception yang positif.
PENGARUH KUALITAS LAYANAN (SERVQUAL) DAN MUTU PRODUK TERHADAP KEPUASAN PELANGGAN SUBWAY DI PROVINSI DKI JAKARTA Ramli, Michael Efraem Christianto; Widyastuti, Pristiana
TRANSAKSI Vol. 16 No. 2 (2024): TRANSAKSI
Publisher : Program Studi Administrasi Bisnis, FIABIKOM, Unika Atma Jaya

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Abstract

Persaingan internasional saat ini ditandai dengan maraknya bisnis secara global di berbagai belahan dunia. Perkembangan tren yang begitu cepat turut serta melibatkan bisnis dalam bidang industri kuliner. Bisnis di industri kuliner kian terus bertambah seiring dengan permintaan konsumen yang meningkat. Subway menjadi perusahaan yang memanfaatkan peluang tersebut dengan terus memberikan pelayanan yang berkualitas agar para pelanggan dapat merasakan pengalaman mengesankan dengan kenyaman yang didapat. Selain itu, keinginan konsumen yang bermacam-macam dimanfaatkan oleh Subway untuk dapat menyajikan produk yang bermutu agar para pelanggan dapat merasakan keistimewaan dalam produknya. Tujuan penelitian ini adalah untuk meneliti pengaruh dari kualitas layanan (servqual) dan mutu produk terhadap kepuasan pelanggan Subway di Provinsi DKI Jakarta. Metode penelitian yang digunakan pada penelitian ini adalah metode penelitian kuantitatif yang melibatkan 97 responden dengan teknik analisis deskriptif melalui SPSS Statistics 29. Hasil dari penelitian menunjukkan bahwa kualitas layanan (servqual) berpengaruh positif dan signifikan terhadap kepuasan pelanggan dan mutu produk berpengaruh positif dan signifikan terhadap kepuasan pelanggan. Hal ini menunjukkan bahwa kualitas layanan (servqual) dan mutu produk merupakan cara yang menarik pelanggan terhadap kepuasan akan produk yang digunakan.
Co-Authors Julianti, Gabriella Nissa Kadarisman, Vesheila Yedida Mochammad Angga Prasetyo Ramli, Michael Efraem Christianto Simanjuntak, Regina Brigita Sitorus, Ribka