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All Journal Kajian Branding Indonesia
Yosevina, Christiana Tercia
Unknown Affiliation
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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Faktor-Faktor yang Memengaruhi Sikap dan Niat Perilaku Mahasiswa pada Pembelajaran Daring di Perguruan Tinggi Wijaya, Geraldi; Taslim, Michelle Chrisca; Yosevina, Christiana Tercia; Amelia, Novi
Kajian Branding Indonesia Vol 7 No 1 (2025): Kajian Branding Indonesia
Publisher : Universitas Prasetiya Mulya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21632/kbi.7.1.9-21

Abstract

The study aims to identify and analyze the factors that are influencing students’ attitudes and behavioral intention toward online learning in higher education institutions. Focusing on variables that have been researched before toward attitude such as Perceived Usefulness, Perceived Ease of Use, Social Influence, Educational and Environmental Conditions, Self Efficacy, and Mindful Agency, this research aims to understand the relationship between these factors and students’ attitudes toward the use of online learning. Primary data was collected from a Google Form questionnaire shared to 200 Indonesian students who have experienced online learning during the pandemic or continue to do so until now. these findings provide deep insights into the factors influencing students’ attitudes and behavioral intentions towards online learning. They can help educational institutions design more effective strategies tailored to students’ needs in the implementation of online learning in the future.
Pengaruh E-Wom terhadap Purchase Intention di Media Sosial: Studi Kasus pada Skintific Widjaja, Beatrice Adabella; Kristanto, Debora Naftaliana; Yosevina, Christiana Tercia; Sumarlin, Antonius W
Kajian Branding Indonesia Vol 7 No 2 (2025): Kajian Branding Indonesia
Publisher : Universitas Prasetiya Mulya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21632/kbi.7.2.153-169

Abstract

This study aims to investigate the influence of Electronic Word of Mouth on consumer Purchase Intention, focusing on the case of Skintific, a skincare brand active on online platforms such as Instagram and TikTok. Data collection will be conducted through an online questionnaire disseminated via social media platforms. The study will be conducted based on an online survey and will utilize the Ordinal scale with statistical evaluations using SPSS and AMOS software, focusing on respondents residing in the Jabodetabek area. These findings suggest that recommendations, reviews, and discussions exchanged by social media users can influence consumer purchasing decisions regarding Skintific products. The practical implications of these findings underscore the importance of maintaining brand reputation, strengthening consumer interactions, and designing marketing campaigns that promote positive messages on social media to enhance purchase intention and overall business success.
Co-Authors Amelia, Novi Kristanto, Debora Naftaliana Sumarlin, Antonius W Taslim, Michelle Chrisca Widjaja, Beatrice Adabella Wijaya, Geraldi