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All Journal Journal of Business Management Education (JBME) Journal of Accounting and Finance Management (JAFM) Jurnal Ilmiah MEA (Manajemen, Ekonomi, dan Akuntansi) Journal Of Economic Sciences (Ekuisci)
Salya, Aditya
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education

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The Influence of K-Pop Idols as Brand Ambassadors on Chanel's Purchase Intention: Case Study: Jennie Kim as the Face of Chanel Berliana Salsabilla, Zahraa; Salya, Aditya
Jurnal Ekuisci Vol 1 No 2 (2023): Vol 1 No 2 November 2023
Publisher : Ann Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62885/ekuisci.v1i2.101

Abstract

Globalization occurs in all parts of the world, this phenomenon happened quickly and has an impact on all aspects, one of which is cultural aspect. A very popular culture in Indonesia is Korean culture. One of the Korean culture that very popular in Indonesia is Korean music. With this phenomenon, it requires business to seize opportunities and take advantage of this momentum. One of the well-known brands that take advantage of this phenomenon is Chanel. Chanel collaborated with several K-Pop idols to become brand ambassadors, one of which was Jennie. This study aims to analyze the influence of K-Pop Idol as a brand ambassador on purchase intention for Chanel products. The research method used is quantitative method. This study used primary data in the form of a questionnaire through the Google Form distributed to Indonesians aged 12-25 years (Gen Z). The research sample amounted to 138 people. This study used the Spearman Rank test using IBM SPSS software. From the results of this study it was found that Jennie as a brand ambassador has an influence of 67,5% on the intention to buy Chanel products in Indonesian Gen Z and the remaining 32,5% comes from other variables not examined.
The Effect of Digital Marketing Activities on Purchase Decisions Through Electronic Word of Mouth (e-WOM) on Tiktok Platform Nurazizah, Athifa Rahma; Salya, Aditya; Rafiah, Jurnia Khafidhatur; Sudarsono, Rachmat
Journal of Business Management Education (JBME) Vol 9, No 3 (2024)
Publisher : Business Education Program of Universitas Pendidikan Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.17509/jbme.v9i3.76707

Abstract

The rapid growth of the internet has revolutionized marketing, making it more efficient through the use of digital technologies. Digital marketing is now believed to influence consumer purchasing behavior at cafes in Bandung. This study aims to examine the impact of digital marketing activities, specifically Marketing Content and Electronic Promotion, on the Purchasing Decisions of cafe customers in Bandung, with a focus on the mediating role of Electronic Word of Mouth (eWOM). Employing a quantitative descriptive approach and an online survey method, this research involved 201 Bandung residents who are active TikTok users and have patronized local cafes. Data was analyzed using PLS-SEM with SmartPLS 3.0. Findings indicate that both Marketing Content and Electronic Promotion have a significant positive influence on eWOM. Furthermore, all three variables (Marketing Content, Electronic Promotion, and eWOM) positively affect Purchasing Decisions; however, only Marketing Content and eWOM exhibit a statistically significant relationship. The study also confirms the mediating role of eWOM in the relationship between Marketing Content, Electronic Promotion, and Purchasing Decisions. For cafe businesses, creating interactive content such as reviews and experiences on TikTok is recommended to enhance visibility. Future research could delve deeper into or narrow down the scope of this study.
Pengaruh UX Writing Pada Online Food Delivery Gofood terhadap Purchase Intention (Studi Kasus Pada Mahasiswa S1 Universitas Padjadjaran) Magnisa Pohan, Alya; Salya, Aditya
Journal of Accounting and Finance Management Vol. 5 No. 6 (2025): Journal of Accounting and Finance Management (January - February 2025)
Publisher : DINASTI RESEARCH

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/jafm.v5i6.1334

Abstract

Di era digital yang serba cepat ini, online food delivery telah menjadi bagian tak terpisahkan dari kehisupan mahasiswa. GoFood, sebagai salah satu platform online food delivery terkemuka di Indonesia, terus berinovasi untuk meningkatkan user experience dan purchase intention para penggunanya. Salah satu inovasi tersebut adalah dengan menerapkan strategi UX writing yang efektif. Penelitian ini bertujuan untuk menguji pengaruh UX writing terhadap purchase intention pada aplikasi GoFood di kalangan mahasiswa S1 Universitas Padjadjaran. UX writing didefinisikan sebagai seni merancang kata-kata pada sebuah interface untuk menciptakan pengalaman yang informatif, intuitif, dan menyenangkan. Melalui metode online self-administered survey dan analisis statistik Partial Least Squares Structural Equation Modeling (PLS-SEM), penelitian ini mengungkapkan bahwa UX writing berpengaruh positif dan signifikan terhadap purchase intention. Mahasiswa yang merasa terbantu, senang, dan percaya dengan aplikasi cenderung akan lebih tertarik untuk memesan makanan melalui GoFood. Temuan ini memberikan wawasan baru bagi GoFood untuk terus mengoptimalkan kualitas UX wiriting-nya demi meningkatkan pengalaman pengguna dan penjualan.
PENGARUH PENERAPAN HYPER PERSONALIZATION TERHADAP CONSUMER PURCHASE BEHAVIOR MELALUI BEHAVIORAL INTENTION Nazwa, Febriana Wahyuni; Salya, Aditya
Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA) Vol 9 No 1 (2025): Edisi Januari - April 2025
Publisher : LPPM STIE Muhammadiah Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31955/mea.v9i1.5534

Abstract

Kemajuan teknologi, penetrasi internet, dan perubahan perilaku konsumen mendorong pertumbuhan e-commerce yang pesat. Studi ini menganalisis bagaimana penerapan Hyper Personalization pada aplikasi Shopee berdampak pada sikap pelanggan (Attitude), norma subjektif (Subjective Norm), kemudahan penggunaan (Perceived Ease of Use), dan kegunaan yang dirasakan (Perceived Usefulness) melalui niat perilaku (Behavioral Intention). Studi ini menggunakan metode kuantitatif menggunakan Theory of Reasoned Action (TRA) dan Technology Acceptance Model (TAM) dengan total 193 responden pengguna aplikasi Shopee Generasi Z di Kota Bandung. Hasilnya menunjukan bahwa semua variabel independent berpengaruh signifikan terhadap Behavioral Intention yang kemudian memediasi peningkatan Consumer Purchase Behavior. Studi ini memberikan wawasan bagi platform e-commerce dalam mengoptimalkan Hyper Personalization untuk meningkatkan keterlibatan pengguna serta mendorong pembelian yang lebih tinggi.
Co-Authors Berliana Salsabilla, Zahraa Magnisa Pohan, Alya Nazwa, Febriana Wahyuni Nurazizah, Athifa Rahma Rachmat Sudarsono, Rachmat Rafiah, Jurnia Khafidhatur