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All Journal Gema Wiralodra Journal of Consumer Study and Applied Marketing Applied Business and Administration Journal (ABAJ)
Sutrisno, Rivan
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Economics, Econometrics & Finance Social Sciences Other

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Price framing: monetary discount versus percentage discount format Sutrisno, Rivan
Gema Wiralodra Vol. 14 No. 2 (2023): gema wiralodra
Publisher : Universitas Wiralodra

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31943/gw.v14i2.539

Abstract

Marketers often use price promotion as a means of stimulating sales and attracting new customers. Price promotion widely used in the market is either applying monetary discount (e.g., dollar off) or percentage discount (e.g., percentage off) format. However, no guide can be used by marketers as to which promotional format can attract customers better This systematic literature review study offers an argument that address which of the promotional format, either a monetary discount or a percentage discount, are more attractive for customers. It is concluded that the consumers favor the price promotion in monetary discount over the percentage discount format due to easier cognitive processing of the price promotion to get the actual selling price. However, the percentage discount format will attract consumers better for a low-price product since it could induce a more significant number effect.
Haruskah Jenjang Diploma-3 Ditingkatkan Menjadi Sarjana Terapan? Sutrisno, Rivan; Gaffar, Mohammad Rizal; Sutisna, Ma'mun; Pramono, Tangguh Dwi; Firmansyah, Yayan
Applied Business and Administration Journal Vol. 1 No. 1 (2022): Inovasi Digital dan Perilaku Konsumen dalam Pengembangan Bisnis dan Layanan Pub
Publisher : Ebiz Prima Nusa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62201/7v33gs47

Abstract

The Directorate General of Vocational Education, Ministry of Education and Culture, has begun to pay more attention to Vocational education. The real steps of the Directorate General of Vocational Education of the Ministry of Education and Culture can be seen from its two special programs, namely the D2 fast track program for SMK and the D-3 upgrade program to applied bachelor's degree. This study aims to provide a basis for one of the universities in Bandung to determine whether it is the right step to increase the D-3 level to become an Applied Bachelor. Quantitative Descriptive Analysis was conducted to provide a real picture of the condition of existing D-3 students. The results showed that the majority of students chose the D-3 level because they wanted to immediately graduate from college and then work. Meanwhile, students who enter the D-3 level because they are not accepted in the first choice occupy the lowest position on the D-3 level selection criteria indicator and are included in the assessment criteria. Therefore, there is still no urgency to increase the D-3 level to an Applied Bachelor degree from the perspective of higher education consumers, namely college students.
The Rise of Brand Love and E-Vocacy in Electric Vehicle Marketing – A Systematic Review Leo, Gundur; Sutrisno, Rivan; Sakova, Megha
Journal of Consumer Studies and Applied Marketing Vol. 3 No. 2 (2025)
Publisher : Integrasi Sains Media

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58229/jcsam.v3i2.448

Abstract

As the electric vehicle (EV) sector shifts from a niche to a mass market, traditional cognitive-based marketing models are inadequate for explaining deep consumer loyalty. This Systematic Literature Review (SLR) synthesizes the evolution of green marketing stimuli and their impact on consumer advocacy. Adhering to PRISMA guidelines, we analysed 33 high-impact empirical studies (2020–2025) to construct an enhanced Stimulus-Organism-Response (S-O-R) framework integrated with Signalling Theory. The results reveal three critical paradigm shifts. First, generic "Green Marketing" has evolved into specific, high-efficacy signals: Green Innovation (competence), Green Transparency (integrity), and Eco-Prestige (status). Second, the analysis identifies a "Satisfaction Trap," demonstrating that Green Brand Love—an intense emotional attachment—is a significantly stronger predictor of high-value behaviors than cognitive satisfaction. Third, consumer loyalty has shifted from passive repurchase intention to Active Evangelism and E-Vocacy (Electronic Advocacy). The study proposes an Integrated Green Signaling Model that positions Green Trust as a cognitive gateway to Green Brand Love, moderated by Tech-Anxiety. This framework advances prior S-O-R models by explicitly linking signalling efficacy to affective pathways, offering a robust theoretical roadmap for future research in developing markets characterised by infrastructural constraints.
Co-Authors Gaffar, Mohammad Rizal Leo, Gundur Sakova, Megha Sutisna, Ma'mun YAYAN FIRMANSYAH, YAYAN