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All Journal International Journal of Application on Economics and Business
Keni Keni
Faculty of Economics and Business, Universitas Tarumanagara, Jakarta, Indonesia
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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The Role of Perceived Fit, Attitude, and Need for Uniqueness on Intention to Purchase Co-Branded Product in Indonesia Romeyna Willim; Keni Keni; Ai Ping Teoh
International Journal of Application on Economics and Business Vol. 1 No. 1 (2023): February 2023
Publisher : Graduate Program of Universitas Tarumanagara

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Abstract

This research was conducted to empirically examine the role of perceived fit, attitude, and need for uniqueness to increase intention to purchase co-branded product in Jakarta. A total of 202 respondents were collected with non-probability convenience sampling technique, but only 150 data were usable as samples. An online questionnaire was distributed using Google Form with 5-point Likert scale for each indicator. All data were analyzed using PLS-SEM method. The results showed that perceived fit does not positively and significantly impact intention to purchase co-branded product. In addition, attitude and need for uniqueness can positively and significantly impact intention to purchase co-branded product. The results of this study contribute to get a better understanding of co-branding and to help the marketers formulate better co-branding strategies.
Store Atmosphere and Quality of Personal to Predicate Repatronage Intentions at Local Convenience Stores: The Role of Customer Satisfaction as A Mediation Variable Yosua Tantri Saman; Keni Keni; Rajendran Muthuveloo
International Journal of Application on Economics and Business Vol. 1 No. 1 (2023): February 2023
Publisher : Graduate Program of Universitas Tarumanagara

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Abstract

The purpose of this study is to empirically test store atmosphere, quality of personal, and customer satisfaction as predictors of repatronage intentions at local convenience stores. The online questionnaire was distributed using Google Forms with a 5-point Likert scale for each indicator. The number of samples is 170 respondents. All data were analyzed using Partial Least Square–Structural Equation Modeling (PLS-SEM) method, using SmartPLS 3.0 software. The results of this study indicate that store atmosphere, quality of personal, and customer satisfaction can positively predict repatronage intentions. The results show that the company can determine the right operational strategy by taking into account the factors that can increase repatronage intentions so that they can compete with competitors.
Co-Authors Ai Ping Teoh Rajendran Muthuveloo Romeyna Willim Yosua Tantri Saman