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All Journal Studi Ilmu Manajemen dan Organisasi Proceeding National Conference Business, Management, and Accounting (NCBMA) Jurnal Informatika Ekonomi Bisnis
Rayo, Edwina Fabiola
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Economics, Econometrics & Finance Social Sciences

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LIKE, COMMENT AND SHARE: THE INTERPLAY OF SOCIAL MEDIA MARKETING, BRAND GESTALT AND BRAND PERSONALITY Rayo, Edwina Fabiola; Rayo, Natashia Merrylien; Mandagi, Deske W.
Proceeding National Conference Business, Management, and Accounting (NCBMA) 7th National Conference Business, Management, and Accounting
Publisher : Faculty of Economics and Business Universitas Pelita Harapan

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

Abstract

Although there is a lot of research that discusses social media marketing, there is still not much that discusses the relationship between social media marketing and brand personality, especially not yet found research on social media marketing and brand personality involving brand gestalt variables. Therefore, this study aims to analyze the influence of social media marketing (SMM) on brand personality with brand gestalt as mediating variable on Starbucks Indonesia customers. This study used a quantitative descriptive method using primary data obtained from 232 respondents of Starbucks Indonesia customers within 3 months. The data analysis process uses the Structural Equation Model (SEM) which is carried out through the SmartPLS statistical program. The results of the study show that SMM does not have a direct positive and significant impact on brand personality but has a positive and significant impact on brand gestalt dimensions and their gestalt dimensions also have a positive and significant impact on brand personality. Furthermore, brand gestalt dimension fully mediates the effect of SMM on brand personality. This research provides additional literacy on SMM, brand personality and brand gestalt and provides information to practitioners in using SMM and brand gestalt in forming their brand personality.
Capacity Strategies a Comparative Perspective in Manufacturing vs Service Industries Rayo, Edwina Fabiola; Inaray, Ayu Christa Pratiwi; Lule, Benny
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.v5i4.759

Abstract

The main aim of this research is to provide a deeper understanding of how wise capacity planning can become a key success factor across various industrial sectors. It can have a positive impact on organizations by achieving optimal operational efficiency and delivering services or products that satisfy consumers. This study employs a qualitative approach focusing on literature review to explore and comprehend capacity strategies in a comparative context between manufacturing and service industries. Capacity planning holds significant importance for the expansion of all companies, particularly those operating in industrial sectors. Businesses can leverage these strategies to meet client needs, save on operational costs, and facilitate sustainable expansion. It’s crucial for companies to comprehend and address current obstacles. Key factors include accurate demand forecasting, effective company constrain management, and the ability to adapt and respond to market fluctuations. In today’s era of digitalization, companies have opportunities to employ sophisticated technologies like ERP, big data analytics, and machine learning to effectively achieve their capacity planning goals. Implementing these tools can result in more accurate forecasting and enable faster adaptation to market fluctuations. To enhance operational efficiency and align output with business objectives, companies need to engage in effective planning.
Social Media Marketing as a Key Determinant of Brand Gestalt and Brand Personality Rayo, Edwina Fabiola; Rayo, Natashia Merrylien; Mandagi, Deske W.
Studi Ilmu Manajemen dan Organisasi Vol. 5 No. 2 (2024): Oktober
Publisher : Penerbit Goodwood

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35912/simo.v5i2.3542

Abstract

Purpose: This study aims to explore the relationship between social media marketing (SMM), brand personality, and brand gestalt, with a particular focus on the mediating role of brand gestalt among.Methodology: The research was conducted among 232 customers of Starbucks Indonesia, utilizing a quantitative descriptive approach. The Structural Equation Modelling (SEM) method was employed, with data analysis carried out using the SmartPLS statistical program.Results: The study found that SMM has a positive and significant impact on the dimensions of brand gestalt, namely story, sensescape, servicescape, and stakeholders. These dimensions, in turn, significantly influence brand personality. Additionally, the brand gestalt dimensions fully mediate the relationship between SMM and brand personality.Conclusions: This study aims to examine the impact of social media marketing on brand personality, with brand gestalt serving as a mediating variable, focusing on Starbucks consumers in Indonesia.Limitations: The study is limited by its focus on Starbucks Indonesia customers, which may affect the generalizability of the findings to other brands or regions.Contribution: The study is one of the first empirical works to integrate social media marketing, brand personality, and brand gestalt. It offers valuable insights for practitioners on how to effectively leverage SMM and brand gestalt to shape brand personality.
LIKE, COMMENT AND SHARE: THE INTERPLAY OF SOCIAL MEDIA MARKETING, BRAND GESTALT AND BRAND PERSONALITY Rayo, Edwina Fabiola; Rayo, Natashia Merrylien; Mandagi, Deske W.
Proceeding National Conference Business, Management, and Accounting (NCBMA) 7th National Conference Business, Management, and Accounting
Publisher : Faculty of Economics and Business Universitas Pelita Harapan

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

Abstract

Although there is a lot of research that discusses social media marketing, there is still not much that discusses the relationship between social media marketing and brand personality, especially not yet found research on social media marketing and brand personality involving brand gestalt variables. Therefore, this study aims to analyze the influence of social media marketing (SMM) on brand personality with brand gestalt as mediating variable on Starbucks Indonesia customers. This study used a quantitative descriptive method using primary data obtained from 232 respondents of Starbucks Indonesia customers within 3 months. The data analysis process uses the Structural Equation Model (SEM) which is carried out through the SmartPLS statistical program. The results of the study show that SMM does not have a direct positive and significant impact on brand personality but has a positive and significant impact on brand gestalt dimensions and their gestalt dimensions also have a positive and significant impact on brand personality. Furthermore, brand gestalt dimension fully mediates the effect of SMM on brand personality. This research provides additional literacy on SMM, brand personality and brand gestalt and provides information to practitioners in using SMM and brand gestalt in forming their brand personality.
Co-Authors Benny Lule Deske W. Mandagi Inaray, Ayu Christa Pratiwi Rayo, Natashia Merrylien