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All Journal Jurnal Ekonomi Proceeding of International Conference on Entrepreneurship (IConEnt) International Journal of Economics, Accounting, and Management
Hananiel M. Gunawan
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Economics, Econometrics & Finance

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The Influence of Perceived Value on Purchase Intention Through Brand Image at Kambaniru Beach Hotel & Resort, East Sumba Theresia Silvie Lena Leba; Hananiel M. Gunawan
International Journal of Economics Accounting and Management Vol. 2 No. 2 (2025): IJEAM - July 2025
Publisher : PT. INOVASI TEKNOLOGI KOMPUTER

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.60076/ijeam.v2i2.1426

Abstract

Consumer perception is part of a brand's journey to obtain an image that can be viewed better than before because consumers have evaluated and observed as a whole based on information that has been dug up from various sources. When consumers make a consideration, the variables that need to be evaluated from various existing factors use several types such as in this study using quality of benefits value, monetary value, social status value, information value, preference value, which are expected in this study, will affect the brand image of the object of the researcher's research, namely the Kambaniru Hotel in East Sumba. When the brand image increases, it will eventually give rise to the intention to buy or transact (purchase intention). This study uses a non-probability sampling method that is aimed directly at consumers who have stayed at the Kambaniru Hotel, East Sumba during the period of October 2024. The collection of respondent data is shared online to make it easier for researchers to collect data so that it can be processed later. This study uses SEM (Structural Equation Modeling) analysis with the PLS-SEM application. The results of this study indicate that social status has an influence on brand image and can increase a person or potential consumer to intend to stay at the Kambaniru Hotel when they visit East Sumba
Analysis Of The Effect Of Social Media Marketing, Social Influence, Facilitating Conditions, Performance Expectancy, And Effort Expectancy Affect Brand Awareness Through Brand Loyalty As An Intervening Variable For Scarlett Whitening Consumers In Kupang City Trixi soraya haba; Yanuar dananjaya; Hananiel M. Gunawan
Jurnal Ekonomi Vol. 13 No. 02 (2024): Jurnal Ekonomi, Edition April - June 2024
Publisher : SEAN Institute

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Abstract

In today's modern era, the development of the beauty product business is multiplying. People, especially women, are increasingly aware of the importance of cosmetics as a daily necessity, and the demand for someone to look attractive in front of the public is one of the reasons the cosmetics industry is growing well in Indonesia. For women, appearance and beauty are essential because they are supported by popularity, social status, life, and career choices influenced by one's physical attractiveness. Beauty and body care products can meet women's needs for beauty, which is also a means for consumers to explain social self-identity in the eyes of society (Ferrinadewi, 2016). Google collected the data from this study from electronic questionnaires from 105 respondents who had purchased skincare at Scarlett Whitening in Kupang City. This study using SPSS was used to assess the relationship between variables. This study shows that Social Media Marketing, Social Influence and Facilitating Conditions, Performance Expectancy, and Effort Expectancy significantly affect Brand Awareness and Loyalty. This shows that retail businesses, especially sales, should consider these variables to increase sales.
Fostering Entrepreneurial Spirit: Building Business Plans Based On Creativity Oliandes Sondakh; Janice C. Siahaya; Hananiel M. Gunawan; Felicia Juliani Leliga
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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One form of the tridharma of higher education is carrying out Community Service (PKM). The UPH Surabaya campus Management study program conducts PKM in the form of an entrepreneurship workshop. This workshop, which is applied in community service, aims to increase the confidence of class X students to try new things and become entrepreneurs from an early age. This activity is designed to provide an in-depth understanding of the principles of becoming a true entrepreneur as well as training practical skills that can be directly applied in entrepreneurial activities. Through a participatory approach, participants are expected to be able to produce simple products with limited resources, and even promote the results of their business in an interesting way. The expected result is an increase in the capacity of participants who can then become young entrepreneurs who participate in efforts to boost the Indonesian economy in the future.
Co-Authors Felicia Juliani Leliga Janice C. Siahaya Oliandes Sondakh Theresia Silvie Lena Leba Trixi soraya haba Yanuar Dananjaya