Article Per Year (5 Year)
p-Index From 2020 - 2025
0.444
P-Index
This Author published in this journals
All Journal Primanomics : Jurnal Ekonomi & Bisnis International Journal of Review Management Business and Entrepreneurship
Rafa, Gabriela Ditta Aurelya
Unknown Affiliation
Economics, Econometrics & Finance

Published : 2 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 2 Documents
Search

 1 
New Prespective of Brand Personality in Indonesia Rafa, Gabriela Ditta Aurelya; Teofilus, Teofilus; Setiobudi, Auditia
Primanomics : Jurnal Ekonomi & Bisnis Vol. 22 No. 2 (2024): Primanomics : Jurnal Ekonomi dan Bisnis
Publisher : Fakultas Bisnis

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31253/pe.v22i2.2805

Abstract

The footwear industry is one of the industry sectors that has a prospective influence on the growth of the Indonesian economy. The need for footwear is now transforming into a part of a lifestyle. The aim of this research is to look at and analyze what brand personality factors are appropriate in the context of developing countries, especially Indonesia, based on literary studies by Aaker (1997), Geuens (2009), and Davies. (2018). This research provides a new insight into brand personality in the context of Indonesia's perspective. The sample is a local shoe user with a set sample quota in the five provinces that have the most shoe companies registered with the Ministry of Industry. The study used a total of 225 respondents. The results show that the brand's personality dimension has formed. The study provides a new perspective on the brand personality dimension from an Indonesian perspective, given that no study specifically defines brand personality. This research has become interesting because there are still very few articles describing the concept of brand personality in developing countries, which limits researchers' preparation of research. In the future, it is expected that business owners will begin to consider the importance of the essence of a brand so that brand personality is created for local brands in Indonesia. 
The Role of Brand Personality in Moderating the Positive Emotions on Impulse Buying Tendency for Sparta Shoe Brand Rafa, Gabriela Ditta Aurelya
International Journal of Review Management Business and Entrepreneurship (RMBE) Vol. 5 No. 1 (2025): International Journal of Review Management Business and Entrepreneurship (RMBE)
Publisher : Universitas Ciputra Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

This study investigates the influence of positive emotions on impulse buying tendencies, with brand personality serving as a moderating variable. Grounded in the Stimulus-Organism-Response (S-O-R) theory, the research explores how media stimuli specifically Instagram content reflecting brand personality affect consumers' impulsive purchasing behavior. A quantitative approach was employed, involving 260 respondents aged 18–39 who are users of local shoe products and followers of the Instagram account @spartashoes.id. Data were analyzed using Structural Equation Modeling (SEM) with IBM SPSS AMOS. The findings reveal that positive emotions significantly drive impulse buying tendencies. Moreover, brand personality enhances these emotional responses, further increasing the likelihood of impulsive purchases. Key brand personality dimensions that emerged as influential include competence, sophistication, and ruggedness. These traits effectively stimulate emotional engagement and spontaneous consumer decisions. The study highlights the strategic importance for local brands to cultivate a strong brand personality in digital media to better capture consumer interest and competitiveness in Indonesia’s local market landscape
Co-Authors Auditia Setiobudi Teofilus Teofilus, Teofilus