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All Journal Jurnal Riset Bisnis dan Manajemen
Wibowo, Lili
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Economics, Econometrics & Finance

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BUILDING BRAND IMAGE IN THE REFILL PERFUME INDUSTRY THROUGH CUSTOMER EXPERIENCE CREATION AND WORD OF MOUTH Sujono, Hernandi; Hurriyati, Ratih; Wibowo, Lili; Hendrayati, Heny
Jurnal Riset Bisnis dan Manajemen Vol. 18 No. 1 (2025): February Edition
Publisher : Faculty of Economic and Business, University of Pasundan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.23969/jrbm.v18i1.18771

Abstract

The rise in perfume usage has led to many brands or companies establishing refill perfume businesses. The refill perfume industry currently faces challenges in building a strong brand image. This research aims to examine the influence of customer experience and word of mouth in establishing the brand image of the refill perfume industry. The method used in this study is a quantitative descriptive approach with Structural Equation Modeling-Partial Least Square (SEM-PLS). The analysis tool used is SmartPLS. The population for this study consists of refill perfume consumers from each branch of refill perfume stores in five major cities in West Java Province: Bandung, Tasikmalaya, Garut, Bekasi, and Cirebon. The minimum sample size taken is 332 respondents, using cluster sampling. The results of this study indicate the influence and significance of customer experience and word of mouth in building the brand image of the refill perfume industry.
CHARACTERISTICS OR STRATEGY? THE MODERATING ROLE OF MARKET KNOWLEDGE IN SHAPING SMES’ INTERNATIONAL MARKETING DECISIONS Koeswandi, Tika; Gaffar, Vanessa; Wibowo, Lili; Andriana, Denny; Primaskara, Ery
Jurnal Riset Bisnis dan Manajemen Vol. 18 No. 1 (2025): February Edition
Publisher : Faculty of Economic and Business, University of Pasundan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.23969/jrbm.v18i1.24326

Abstract

In an increasingly globalized market, SMEs face distinct challenges in making effective international marketing decisions (IMD). This study explores how International Entrepreneurial Marketing Strategy (IEMS) and internal SME characteristics influence IMD, with market knowledge as a moderating variable. Based on a survey of 220 export-oriented SMEs in West Java, Indonesia, moderated regression analysis reveals that both SME characteristics and IEMS significantly affect IMD. However, market knowledge only strengthens the influence of IEMS on IMD, without moderating the effect of internal characteristics. These findings highlight the strategic value of market knowledge in enhancing entrepreneurial marketing effectiveness. Integrating internal capabilities with contextual insight enables SMEs to make informed, agile, and competitive decisions. The study offers valuable theoretical contributions and practical implications for policymakers and international marketing strategists in emerging market contexts.
Co-Authors Andriana, Denny Heny Hendrayati Koeswandi, Tika Primaskara, Ery Ratih Hurriyati Sujono, Hernandi Vanessa Gaffar