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

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Determinants of Life Insurance Purchase Intent Among Millennials Isana Sri Christina Meranga
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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This study aims to investigate the factors influencing millennials' intentions to purchase life insurance. A conceptual framework was developed based on the Theory of Reasoned Action (TRA). Data was collected through electronic questionnaires from 270 sample of Indonesian millennials. The gathered data was analyzed using PLS-SEM 4. The findings reveal that attitude, subjective norms, personal values, motivation, and learning significantly influence millennials' intentions to purchase life insurance. A positive attitude, driven by perceived benefits and long-term financial security, emerged as a key determinant. Social influence, as reflected in subjective norms, also played a crucial role. Personal values, particularly those related to family security and financial stability, further reinforced the importance of life insurance. This research contributes to the literature by analyzing the factors influencing millennials' intention to purchase life insurance. By identifying key determinants like attitude, social norms, personal values, motivation, and learning, this study provides valuable insights for insurers to develop effective marketing strategies.
PENGARUH BRAND AWARENESS DAN CONSUMER BRAND ENGAGEMENT DALAM MEMEDIASI SOCIAL MEDIA MARKETING TERHADAP PURCHASE INTENTION PADA INDUSTRI KECANTIKAN MS GLOW Ni Kadek Indah Purnama Sari; Isana Sri Christina Meranga
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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Penelitian ini bertujuan untuk menganalisis pengaruh social media marketing, brand awareness, dan consumer brand engagement terhadap purchase intention pada produk skincare MS Glow di Bali. Data penelitian diperoleh dari 250 responden dengan menggunakan metode non-probability purposive sampling. Penelitian ini menggunakan metode kuantitatif dengan pengumpulan data melalui kuesioner Google Form secara online kepada 250 responden yang dipilih melalui teknik pengambilan sampel non-probability purposive sampling dengan skala likert 1-5 yang akan dianalisa dengan metode PLS-SEM software SmartPLS 4. Hasil penelitian menunjukkan bahwa social media marketing berpengaruh positif terhadap brand awareness, social media marketing berpengaruh positif terhadap consumer brand engagement, social media marketing berpengaruh positif terhadap purchase intention, consumer brand engagement berpengaruh positif terhadap purchase intention, dan brand awareness berpengaruh positif terhadap purchase intention. Temuan ini memberikan pemahaman bahwa strategi pemasaran digital yang efektif melalui media sosial dapat meningkatkan keterlibatan konsumen dan niat beli.
Integrating Sensory, Emotional, and Social Customer Experiences to Drive Loyalty in Indonesia’s Coffee Shop Industry Isana Sri Christina Meranga
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 examines the integrated influence of customer experience, encompassing sensory, emotional, and social on consumer repurchase intention coffee shop industry. The study's background is rooted in the shift from a product-centered to an experience-centered economy, as well as the rapid growth of the coffee shop market in Indonesia, which necessitates differentiation strategies for business sustainability. Using a quantitative approach with a cross-sectional study design, data were collected from 300 respondents in the Jabodetabek area through an online survey. Data analysis was conducted using the Partial Least Squares Structural Equation Modeling (PLS-SEM) method. The results show that sensory, emotional, and social experiences have a direct and significant positive influence on repurchase intention. Furthermore, the study confirms a significant mediating role, where emotional and social experiences mediate the relationship between experience dimensions and repurchase intention. The most crucial finding is the confirmation of a sequential mediation model, where sensory experience influences repurchase intention through the sequential mediation of emotional and social experiences. Overall, this research provides empirical evidence that coffee shop businesses must holistically integrate sensory, emotional, and social elements into their strategies to build strong and sustainable customer loyalty.
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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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).
Co-Authors Hendra Achmadi, Hendra Ni Kadek Indah Purnama Sari Sylvia Samuel