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All Journal Jurnal Ekonomi, Akuntansi dan Perpajakan Proceeding Seminar Nasional Riset Terapan Administrasi Bisnis dan Mice (SNRT)
Dhea Novtalia Wijaya
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Economics, Econometrics & Finance

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Strategi Pemasaran Perusahaan Starbucks Terhadap Penurunan Saham Akibat Boikot Produk Erwin Permana; Dhea Novtalia Wijaya; Lutfita Khoirunisa; Samsyurizal
Jurnal Ekonomi, Akuntansi, dan Perpajakan Vol. 1 No. 2 (2024): Mei : Jurnal Ekonomi, Akuntansi, dan Perpajakan (JEAP)
Publisher : Asosiasi Riset Ekonomi dan Akuntansi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61132/jeap.v1i2.309

Abstract

Starbucks is one of the international coffee companies affected by falling shares due to a boycott triggered by their alleged support for alleged Israeli crimes. To overcome this market turmoil, Starbucks is trying to carry out a series of strategies so that it can still be accepted by the market. This research aims to analyze Starbucks' marketing strategy regarding the decline in shares due to product boycotts. The research was conducted using a descriptive qualitative approach. Data was obtained through search results and observations on various sites and related databases. The research results show that Starbucks has implemented a marketing strategy that focuses on clarifying its stance and commitment to human values, launching aggressive promotions, launching new products, collaborating with K-Pop idols, improving customer service, and taking advantage of the Ramadan momentum. In addition, Starbucks has also emphasized its dedication to social responsibility and human rights through statements on Starbucks' official website and Instagram. The company is concerned about all forms of actions that incite hatred and violence, and also expresses sympathy for the victims and support for global peace initiatives. These efforts aim to restore Starbucks' brand image and rebuild customer trust, while addressing the concerns that led to the product boycott. By focusing on these human values, promotions, and improving customer service, Starbucks is working to regain its market position and continue to grow in the international coffee industry
Pengaruh Consumer Innovativeness dan Brand Reputation terhadap Minat Beli Produk Fashion Baru melalui E-commerce Shopee Dhea Novtalia Wijaya; Iis Mariam; Riza Hadikusuma
Seminar Nasional Riset Terapan Vol. 14 No. 01 (2025): SNRT XIV TAHUN 2025
Publisher : Administrasi Niaga Politeknik Negeri Jakarta

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Abstract

The rapid growth of e-commerce in Indonesia, particularly in the fashion sector, has transformed consumer buying behavior. Shopee, as one of the leading platforms, has attracted millions of users, making it a key marketplace for new fashion products. This study aims to examine the influence of consumer innovativeness and brand reputation on consumers’ purchase intention toward new fashion products through Shopee. This research employed a quantitative approach with a survey method. The data were collected through questionnaires distributed to 130 respondents in Jakarta who had purchased fashion products via Shopee. Data analysis techniques included validity and reliability testing, classical assumption tests, multiple linear regression analysis, and hypothesis testing using t and F tests with SPSS. The results showed that both consumer innovativeness and brand reputation significantly influence purchase intention, both partially and simultaneously. The findings emphasize the importance of building brand reputation and understanding consumer innovation traits to boost sales through e-commerce platforms.
Co-Authors Erwin Permana Iis Mariam Lutfita Khoirunisa Riza Hadikusuma Samsyurizal