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All Journal JPBM (Jurnal Pendidikan Bisnis dan Manajemen) Management Analysis Journal
Lysandra Priscilla
Universitas Padjadjaran
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Social Sciences

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The Tiroca Model of PT Goto Gojek Tokopedia Tbk Lysandra Priscilla; Alvi Diani Khoirunissa; Popy Rufaidah
Management Analysis Journal Vol 12 No 3 (2023): Management Analysis Journal
Publisher : Universitas Negeri Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.15294/maj.v12i3.68535

Abstract

This research aims to analyze the strategy of PT GoTo Gojek Tokopedia Tbk. by using the TIROCA model (Tangible, Intangible Resources, and Organizational Capabilities Analysis) as a basis for identifying the company's strengths and weaknesses. This research uses the qualitative research method with a case study approach to explore the company's strategic strengths and weaknesses through tangible assets, intangible assets, and organizational capabilities. The results showed that the company's sustainable competitive advantage comes from technology as a tangible resource, brand reputation as an intangible resource, and the company's ability to manage product development and improve the quality of human resources as an organizational resource capability. This research contributes to expanding the understanding of PT GoTo's business strategy and provides advice for making the right decisions in developing the business in the future.
Customer Variety-Seeking and Brand Switching Intention: An Exploration of the Mediating Role of Customer Engagement Lysandra Priscilla; Popy Rufaidah
JPBM (Jurnal Pendidikan Bisnis dan Manajemen) Vol 9, No 3: November 2023
Publisher : Universitas Negeri Malang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.17977/um003v9i32023p217

Abstract

This study focuses on determining the impact of customer variety-seeking on brand switching intention by exploring the mediation role of customer engagement in streaming services in Indonesia. The data were gathered using a purposive sampling technique, and valid responses from 124 respondents were analyzed. The study results showed that customer variety-seeking significantly improves customer engagement. This study also found a non-significant direct effect of customer variety-seeking on brand switching intention and a negative significant effect of customer engagement on brand switching intention. In indirect relationships, customer engagement has a significant negative role in mediating customer variety-seeking and brand switching intentions. Aligned with social exchange theory, brand switching intention was found to be minimal since customer engagement is a significant mediator of customer variety-seeking and this switching. The findings have emphasized fostering customer engagement to increase customer retention.Keywords: Customer variety-seeking, Customer engagement, Brand switching intention, Social exchange theory
Co-Authors Alvi Diani Khoirunissa Popy Rufaidah