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All Journal Indonesian Journal of Business and Entrepreneurship (IJBE) International Journal of Business Studies Dinasti International Journal of Economics, Finance & Accounting (DIJEFA) Jurnal Indonesia Sosial Teknologi
Hadiprawoto, Triana Rahajeng
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Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Environmental Science Law, Crime, Criminology & Criminal Justice Social Sciences

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SMI Influence On Co-Branding Purchase Andini, Ariesa Putri; Hadiprawoto, Triana Rahajeng
International Journal of Business Studies Vol. 8 No. 1 (2024): International Journal of Business Studies
Publisher : Sekolah Tinggi Manajemen IPMI

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32924/ijbs.v8i1.304

Abstract

This study aims to determine what co-branding factors can influence consumer purchases of local fashion brand collaboration products with social media influencers. There are four co-brand factors that we want to see influence consumer purchases, namely brand coolness, product involvement, and the relationship between the brand itself and influencers. Data collection was carried out through an online survey of 206 female respondents who live in the 10 largest cities in Indonesia and know nine collaboration products of local fashion brands with influencers from various backgrounds. The collected data then will be analyzed using the structural equation partial least squares (SEM-PLS) method to measure the relationship between brand coolness, self-brand connection with influencers, product involvement, influencer expertise, perceived suitability, attitudes towards co-brands, purchase probability considering self -brand connection with fashion brands and a tendency towards novelty seeking, Based on the research concluded that brand coolness has positive influence but no significant effect on perceived fit. Self-brand connection with influencers is unable to moderate the relationship between brand coolness with perceived fit, product involvement has a negative effect but not a significant effect on perceived fit. This study shows that there is a relationship between SMI expertise with perceived fit. Meanwhile, SMI expertise has positive effect but not significant on attitude towards co-brand and expertise has a negative and insignificant effect on purchase probability, perceived fit has positive and significant effect on attitude towards co-brand, noted that attitude towards co-brand positively and significantly has an effect on purchase probability.
The Influence of Brand Communication on Brand Equity via Instagram (Case Study of Bright Gas Products) Wicaksono, Hanggowo; Hadiprawoto, Triana Rahajeng
International Journal of Business Studies Vol. 8 No. 2 (2024): International Journal of Business Studies
Publisher : Sekolah Tinggi Manajemen IPMI

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32924/ijbs.v8i2.327

Abstract

This research aims to analyze the influence brand communication towards brand equity via Instagram user Bright Gas. This research also investigates the role of instagram marketing activites to brand awareness, brand image and perceived quality and its relationships to positive word of mouth and brand instagram re-usage intention, This research is a quantitative research that uses an online questionnaire and obtained a total sample of 301 respondents who were processed using the SmartPLS version 3 application. The partial research results show that instagram marketing activities has significant positive effect on brand awareness, brand image and perceived quality, while brand awareness, brand image and perceived quality partially has a positive and significant effect on positive word of mouth and brand instagram re-usage intention, This research succeeded in finding a form attitudinal loyalty with variable operation positive e-wom and behavioral loyalty on variables brand instagram re-usage intention which specifically researches online platform users.
The Influence of Social Media Brand-Related Communication on Brand Equity and Consumer Response Towards Online Bootcamp Brands in Indonesia Adhisakti, Gregorius; Hadiprawoto, Triana Rahajeng
Dinasti International Journal of Economics, Finance & Accounting Vol. 5 No. 5 (2024): Dinasti International Journal of Economics, Finance & Accounting (November - De
Publisher : Dinasti Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/dijefa.v5i5.3470

Abstract

Education technology industry in Indonesia is experiencing rapid growth, marked by increased adoption and projected revenues, leading to the emergence of companies offering bootcamp services and using social media as a primary promotional tool. This study aims to examine the impact of social media brand-related communication, specifically Firm-Created Content (FCC) and User-Generated Content (UGC), on Brand Equity and consumer response in the online bootcamp market in Indonesia. Using a quantitative approach and online survey method, data were collected from 203 respondents and analyzed using Structural Equation Modeling (SEM). The study reveals that both FCC and UGC are effective tools for building brand equity and enhancing consumer response. Therefore, online bootcamps should focus on developing and implementing effective FCC and UGC strategies to achieve success in this competitive market
The Influence of Chatbot Information Systems on Customer Experience and Social Media Engagement in Marketplaces Cempaka, Annisa Giwang; Hadiprawoto, Triana Rahajeng
Indonesian Journal of Business and Entrepreneurship Vol. 11 No. 1 (2025): IJBE, Vol. 11 No. 1, January 2025
Publisher : School of Business, IPB University (SB-IPB)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.17358/ijbe.11.1.16

Abstract

Background: In the era of the e-commerce boom, the role of chatbots in enhancing customer experience and engagement on social media has become increasingly vital in the dynamics of the marketplace market and industry.Purpose: This research aims to investigate how the information quality, system quality, and service quality of chatbots influence customer satisfaction and positive emotions, leading to increased social media engagement.Design/Methodology/Approach: An online survey was conducted with 305 respondents who use chatbot services on marketplace platforms. Data collected from an online survey are analyzed against the research model using PLS-SEM.Findings/Results: The results show a positive impact and direct influence of information quality, system quality, and service quality on positive emotions and customer social media engagement, but no direct influence was found between satisfaction and customer social media engagementConclusions: The study indicates that the quality of chatbot information and service plays a crucial role in enhancing customer satisfaction and fostering positive experiences. Positive emotions, in turn, significantly drive customer engagement in activities such as co-developing and advocating on social media. Originality/Value (State of the Art): By focusing on the mediating role of positive emotions, the study offers a deeper understanding of how chatbots contribute to customer interaction and social media behavior. Keywords: chatbot services, information system, customer satisfaction, positive emotions, customer social media engagement.
Investigating Social Media Influencers’ Credibility and Religiosity, and The Moderating Role of Hedonic Value on Purchase Intention of Modest Fashion Brands Arianti, Farahdiba; Hadiprawoto, Triana Rahajeng
Indonesian Journal of Business and Entrepreneurship Vol. 10 No. 1 (2024): IJBE, Vol. 10 No. 1, January 2024
Publisher : School of Business, IPB University (SB-IPB)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.17358/ijbe.10.1.168

Abstract

In recent years, modest fashion has grown significantly in Indonesia. Since the pandemic happened in 2020, some well-known modest fashion brands in Indonesia have started to change their focus from offline to online sales, using Instagram as one of the strategies. As a result, the role of social media influencers (SMI) in marketing strategies is expanding. This study's objective is to investigate experimentally how SMI can help brands in creating brand attitude and thus improve purchase intention. Building upon naïve theory, consumer socialization theory, and market signalling theory, this study wants to analyze the mediating role of perceived credibility and religiosity of SMI on modest fashion brands in Indonesia, as well as the moderating effects of hedonic value on the product. This research utilized 246 respondents who are active female Instagram users and used a single cross-sectional quantitative methodology. The data was processed using AMOS 24 with the SEM method. This research offers empirical evidence on the mediating effect of expertise, goodwill, trustworthiness, and religiosity between SMI power and brand attitude. Furthermore, the result of this study also shows that the influence of brand attitude on purchase intention is moderated by the hedonic value of the products. Keywords: social media influencer, modest fashion, perceived credibility, brand attitude, purchase intention
The Influence of Social Interaction, Digital Celebrities Relationship, and Sale Proneness to Online Impulse Buying in Social Commerce Hasiani, Ismeralda Putri; Hadiprawoto, Triana Rahajeng
Jurnal Indonesia Sosial Teknologi Vol. 5 No. 10 (2024): Jurnal Indonesia Sosial Teknologi
Publisher : Publikasi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59141/jist.v5i10.5331

Abstract

This research examines factors influencing consumers' impulse buying behavior in social commerce. This study adopts a quantitative approach. The research was conducted in Indonesia. The research population is TikTok app users who frequently use the TikTok Shop feature. This study reports the responses of 303 respondents using non-probability and purposive sampling techniques. Data were primarily gathered through self-reported online questionnaires. Partial Least Square (PLS) was then used to test the hypothesized relationships. This study's results indicate that social interactions, parasocial relationships with digital celebrities, and sale proneness are proven to influence the urge to buy impulsively, resulting in impulse buying behavior. Our study highlights the importance of online social interaction, parasocial relationships with digital celebrities, and sale proneness in influencing the urge to buy impulsively, resulting in impulse buying behavior. To our knowledge, this study is the first to find what caused impulse buying in social commerce in Indonesia. Almost no previous research has examined sale proneness as a moderating role, especially in developing countries. Social commerce must focus on creating a conducive buying and selling environment in social commerce, creating healthy price competition with conventional business actors and MSMEs, limiting and preventing market monopoly, and limiting or even prohibiting the sale of cheap products originating from China.
Co-Authors Adhisakti, Gregorius Andini, Ariesa Putri Arianti, Farahdiba Cempaka, Annisa Giwang Hasiani, Ismeralda Putri Wicaksono, Hanggowo