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All Journal Proceeding National Conference Business, Management, and Accounting (NCBMA) Proceeding of International Conference on Entrepreneurship (IConEnt)
Sylvia Samuel
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Economics, Econometrics & Finance Social Sciences

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From Stage to Skin: Unpacking K-Pop’s Power as Ambassadors for Scarlett Skincare in Indonesia Sylvia Samuel; Daniel Widjaja
Proceedings of the International Conference on Entrepreneurship (IConEnt) Vol. 4 (2024): Proceedings of the 4th International Conference on Entrepreneurship (IConEnt)
Publisher : Universitas Pelita Harapan

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Abstract

This research examines the impact of K-Pop celebrity endorsements on consumer purchase decisions within the Indonesian skincare market, specifically focusing on Scarlett Skin Care products. Using a quantitative research design, data were collected from 350 Indonesian consumers and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) in SmartPLS. The results demonstrate that promotional activities exert the strongest and most statistically significant influence on purchase decisions, positioning promotion as a crucial driver of consumer interest in Scarlett products. While K-pop endorsements achieved high visibility and appeal among respondents, they displayed a negligible direct effect on purchase decisions, with a slight negative influence detected. Moreover, the interaction between income level and celebrity endorsement was found to be non-significant, indicating that the appeal of K-Pop endorsements does not vary substantially across income segments. Viral marketing also showed no significant moderation by income, with only a marginally significant interaction observed between income and promotion.
UNDERSTANDING THE IMPACT OF DIGITAL BEHAVIOR ON SKINCARE PURCHASES Sylvia Samuel; Daniel Widjaja
Proceeding National Conference Business, Management, and Accounting (NCBMA) 8th National Conference Business, Management, and Accounting
Publisher : Faculty of Economics and Business Universitas Pelita Harapan

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Abstract

Social media interactions in the rapidly evolving digital marketplace increasingly shape consumer purchasing behavior. This study investigates the influence of Electronic Word of Mouth (e-WOM) and price perception on purchase intention, with brand image as a mediating variable, using the Indonesian skincare brand Skintific as a case study. Utilizing a quantitative approach with Structural Equation Modeling (SEM) on data from 372 TikTok users in West Jakarta, the findings reveal that e-WOM significantly impacts purchase intention but does not significantly affect brand image. Conversely, price perception exerts a strong influence on brand image and, indirectly, on purchase intention. Brand image significantly mediates the relationship between independent variables and purchase intention. These insights suggest that while e-WOM remains essential for influencing immediate purchasing decisions, price perception plays a more substantial role in shaping brand image, which drives long-term consumer loyalty. The study contributes to digital marketing literature by highlighting the nuanced interplay between user-generated content, pricing strategies, and consumer behavior in social commerce.
Trust, Online Reviews, and Ratings as Drivers of Purchase Intention: Evidence from Generation Z Shopee Users in Greater Jakarta Sylvia Samuel; Daniel Widjaja
Proceedings of the International Conference on Entrepreneurship (IConEnt) Vol. 5 (2025): Proceedings of the 5th International Conference on Entrepreneurship (IConEnt)
Publisher : Universitas Pelita Harapan

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Abstract

E-commerce growth in Indonesia has been accelerated by the rise of platforms such as Shopee, where trust and electronic word of mouth (e-WOM) play critical roles in consumer decision-making. While prior studies have examined reviews, ratings, and trust separately, few have integrated them into a unified model and tested their combined influence among Generation Z consumers. This digitally native cohort dominates online shopping. This study examines the impact of trust, online customer reviews, and online customer ratings on purchase intention, with gender serving as a potential moderator, in the context of Greater Jakarta. Using a quantitative approach and PLS-SEM analysis of survey data from 350 Shopee users, the results reveal that online customer reviews, ratings, and trust significantly and positively affect purchase intention, with online customer ratings exerting the most substantial effect. Unexpectedly, gender and its moderating effects were not significant, suggesting that male and female Gen Z consumers evaluate trust and e-WOM cues similarly. These findings extend the Theory of Planned Behavior and the Elaboration Likelihood Model by demonstrating how central (reviews, trust) and peripheral (ratings) cues jointly influence consumer intentions in an emerging market context. Practically, the study offers actionable implications for platforms and sellers, highlighting the need to strengthen trust-building mechanisms, ensure credible rating systems, and encourage authentic reviews. The research contributes by integrating trust and e-WOM variables into a single model, demonstrating their relevance in Indonesia, and revealing a generational shift in gender differences in online consumer behavior.
Empowering Hospital Staff to Enhance Service Excellence: A Community-Based Intervention in Central Java Sylvia Samuel; Hendra Achmadi; Margaretha Pink Berlianto; Dewi Wuisan; Yohana Meilani Palupi
Proceedings of the International Conference on Entrepreneurship (IConEnt) Vol. 5 (2025): Proceedings of the 5th International Conference on Entrepreneurship (IConEnt)
Publisher : Universitas Pelita Harapan

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This study reports on a community service project conducted at Rumah Sakit Baptis, Central Java, to improve hospital service excellence through staff empowerment. The project addressed key challenges, including weak interdepartmental collaboration, ineffective communication, difficulties in delivering sensitive information, and limited awareness of patient-centered service quality. Using a participatory approach, the intervention included workshops, role-playing exercises, counseling sessions, and the introduction of standardized communication protocols. The results showed clear improvements in staff competencies, particularly in empathy, teamwork, and communication with patients and families. Staff reported greater confidence in handling sensitive conversations, while patients observed a more approachable and responsive service. Cross-departmental collaboration also improved, resulting in reduced delays and enhanced coordination. Initial patient satisfaction surveys indicated a positive shift in perceptions of care quality. These findings highlight that even in resource-limited hospital contexts, meaningful improvements can be achieved through structured training and cultural change. The project contributes both practical recommendations for hospital management and theoretical insights by applying the SERVQUAL and patient-centered care frameworks to the Indonesian healthcare setting.
Connectivity Emotional Brand, Brand Love, Bridging Transition Process from Satisfaction to Loyalty (Evidenced from Samsung) John Tampil Purba; Sylvia Samuel; Diego; Hardi Basoeki; Song Yup Lee
Proceedings of the International Conference on Entrepreneurship (IConEnt) Vol. 5 (2025): Proceedings of the 5th International Conference on Entrepreneurship (IConEnt)
Publisher : Universitas Pelita Harapan

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Abstract

This study aims to analyze the positive effects of brand satisfaction, brand love, and emotional brand attachment on brand loyalty and customer loyalty. The research was conducted over four months, from August to November 2021, using a quantitative approach through online questionnaires distributed via Google Forms. A total of 300 respondents participated in this study. Data analysis was performed using SPSS and SEM AMOS software. The results indicate that all six proposed hypotheses are statistically significant. Brand satisfaction, brand love, and emotional brand attachment positively influence brand loyalty. Furthermore, brand satisfaction, brand loyalty, and emotional brand attachment also have a positive impact on customer loyalty. These findings highlight the importance of emotional and experiential factors in building long-term relationships between brands and consumers.
Service Failure and Recovery: The Best Defense Is a Good Attack Dewi Wuisan; Hendra Achmadi; Oscar Jayanagara; Sylvia Samuel; Gracia Shinta S. Ugut
Proceedings of the International Conference on Entrepreneurship (IConEnt) Vol. 5 (2025): Proceedings of the 5th International Conference on Entrepreneurship (IConEnt)
Publisher : Universitas Pelita Harapan

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Abstract

Service failure is an inevitable aspect of any service-oriented business. When failures occur, the organization’s response is critical in shaping customer perceptions, satisfaction, and loyalty. This paper explores the notion that "the best defense is a good attack" in the context of service failure and recovery strategies. Proactive recovery initiatives, such as clear communication, swift actions, and personalized solutions, often outperform reactive or passive approaches in mitigating the negative effects of service failures. By employing a strategic recovery process, businesses not only address the immediate dissatisfaction but also create opportunities to strengthen customer relationships and even enhance brand reputation. The study examines key components of successful service recovery, including the role of empathy, transparency, and empowerment of frontline employees. It highlights the importance of preemptive measures such as employee training and the establishment of service recovery protocols. Furthermore, this paper discusses the psychological impact of recovery efforts on customers, emphasizing the significance of perceived justice—distributive, procedural, and interactional. Drawing from real-world examples and empirical studies, this research provides actionable insights for managers aiming to transform service failures into opportunities for improvement and differentiation. By adopting a mindset of proactive engagement, businesses can turn potentially negative experiences into moments that foster customer trust and loyalty. Ultimately, the findings suggest that an offensive approach in service recovery is not merely damage control but a strategic advantage in the competitive service landscape.
Characteristics of Customer Who Makes Allocation for Pension Plan in Indonesia Hendra Achmadi; Isana Sri Christina Meranga; Sylvia Samuel
Proceedings of the International Conference on Entrepreneurship (IConEnt) Vol. 5 (2025): Proceedings of the 5th International Conference on Entrepreneurship (IConEnt)
Publisher : Universitas Pelita Harapan

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Abstract

This study sought to determine which characteristic from Indonesian people are most likely to make allocation for pension, and how to identify the key factors driving these purchases pension products. Recognizing Indonesia's relatively low allocation in pension plan, researchers analyzed a targeted sample of 199 data points from 38 companies across various sectors. Using the CRISP-DM data mining methodology, to determine what characteristics from customer with over 20 % allocation into the pension product, and in this study found that marriage status, income, industry, education, sex, domicile, electricity, position, age, status of property. The CRISP-DM process, which included defining objectives, data collection, preparation, modeling, and property ownership, as a characteristic of customer to invest in pension. This research uses data mining methodology with resulted in a model with 73.33 % accuracy. 1 The analysis revealed that the result demonstrated the highest stock market allocation by customers is based on industry (0,2), Listrik (0,13), Makan (0,12), transport (0,11), Pendidikan (0,10), income (0,06).
Trust, Online Reviews, and Ratings as Drivers of Purchase Intention: Evidence from Generation Z Shopee Users in Greater Jakarta Sylvia Samuel; Daniel Widjaja
Proceedings of the International Conference on Entrepreneurship (IConEnt) Vol. 5 (2025): Proceedings of the 5th International Conference on Entrepreneurship (IConEnt)
Publisher : Universitas Pelita Harapan

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

Abstract

E-commerce growth in Indonesia has been accelerated by the rise of platforms such as Shopee, where trust and electronic word of mouth (e-WOM) play critical roles in consumer decision-making. While prior studies have examined reviews, ratings, and trust separately, few have integrated them into a unified model and tested their combined influence among Generation Z consumers. This digitally native cohort dominates online shopping. This study examines the impact of trust, online customer reviews, and online customer ratings on purchase intention, with gender serving as a potential moderator, in the context of Greater Jakarta. Using a quantitative approach and PLS-SEM analysis of survey data from 350 Shopee users, the results reveal that online customer reviews, ratings, and trust significantly and positively affect purchase intention, with online customer ratings exerting the most substantial effect. Unexpectedly, gender and its moderating effects were not significant, suggesting that male and female Gen Z consumers evaluate trust and e-WOM cues similarly. These findings extend the Theory of Planned Behavior and the Elaboration Likelihood Model by demonstrating how central (reviews, trust) and peripheral (ratings) cues jointly influence consumer intentions in an emerging market context. Practically, the study offers actionable implications for platforms and sellers, highlighting the need to strengthen trust-building mechanisms, ensure credible rating systems, and encourage authentic reviews. The research contributes by integrating trust and e-WOM variables into a single model, demonstrating their relevance in Indonesia, and revealing a generational shift in gender differences in online consumer behavior.
Empowering Hospital Staff to Enhance Service Excellence: A Community-Based Intervention in Central Java Sylvia Samuel; Hendra Achmadi; Margaretha Pink Berlianto; Dewi Wuisan; Yohana Meilani Palupi
Proceedings of the International Conference on Entrepreneurship (IConEnt) Vol. 5 (2025): Proceedings of the 5th International Conference on Entrepreneurship (IConEnt)
Publisher : Universitas Pelita Harapan

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

Abstract

This study reports on a community service project conducted at Rumah Sakit Baptis, Central Java, to improve hospital service excellence through staff empowerment. The project addressed key challenges, including weak interdepartmental collaboration, ineffective communication, difficulties in delivering sensitive information, and limited awareness of patient-centered service quality. Using a participatory approach, the intervention included workshops, role-playing exercises, counseling sessions, and the introduction of standardized communication protocols. The results showed clear improvements in staff competencies, particularly in empathy, teamwork, and communication with patients and families. Staff reported greater confidence in handling sensitive conversations, while patients observed a more approachable and responsive service. Cross-departmental collaboration also improved, resulting in reduced delays and enhanced coordination. Initial patient satisfaction surveys indicated a positive shift in perceptions of care quality. These findings highlight that even in resource-limited hospital contexts, meaningful improvements can be achieved through structured training and cultural change. The project contributes both practical recommendations for hospital management and theoretical insights by applying the SERVQUAL and patient-centered care frameworks to the Indonesian healthcare setting.
Connectivity Emotional Brand, Brand Love, Bridging Transition Process from Satisfaction to Loyalty (Evidenced from Samsung) John Tampil Purba; Sylvia Samuel; Diego; Hardi Basoeki; Song Yup Lee
Proceedings of the International Conference on Entrepreneurship (IConEnt) Vol. 5 (2025): Proceedings of the 5th International Conference on Entrepreneurship (IConEnt)
Publisher : Universitas Pelita Harapan

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

Abstract

This study aims to analyze the positive effects of brand satisfaction, brand love, and emotional brand attachment on brand loyalty and customer loyalty. The research was conducted over four months, from August to November 2021, using a quantitative approach through online questionnaires distributed via Google Forms. A total of 300 respondents participated in this study. Data analysis was performed using SPSS and SEM AMOS software. The results indicate that all six proposed hypotheses are statistically significant. Brand satisfaction, brand love, and emotional brand attachment positively influence brand loyalty. Furthermore, brand satisfaction, brand loyalty, and emotional brand attachment also have a positive impact on customer loyalty. These findings highlight the importance of emotional and experiential factors in building long-term relationships between brands and consumers.
Co-Authors Berlianto, Margaretha Pink Cynthia Wijayanti Daniel Widjaja Diego Golrida Karyawati Gracia S Ugut Hardi Basoeki Hendra Achmadi, Hendra Isana Sri Christina Meranga Juniarty Oscar Jayanagara Purba, John Tampil Song Yup Lee Sung Suk Kim Wuisan, Dewi Yohana Meilani Palupi