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All Journal Jurnal Administrasi Bisnis Journal of Social And Economics Research Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah journal of social and economic research
Istiharini
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Agriculture, Biological Sciences & Forestry Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Industrial & Manufacturing Engineering Law, Crime, Criminology & Criminal Justice Social Sciences

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Pengaruh Nostalgia Proneness terhadap Ad-evoked Vicarious Nostalgia Iklan Kodak Eastman pada Konsumen Indonesia Prasetya, Nicolas; Gunawan, Theresia; Istiharini
Jurnal Administrasi Bisnis Vol. 19 No. 2 (2023)
Publisher : Business Administration Department - Universitas Katolik Parahyangan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26593/jab.v19i2.6952.%p

Abstract

Generation Z consumer interest in products and services that evoke feelings of nostalgia has grown since the COVID-19 pandemic took place. This is due to the social distancing policy which causes various psychological problems, such as; loneliness, anxiety, and depression. Nostalgia itself is believed to be a powerful antidote in overcoming this problem. This phenomenon is shown in one way or another in the rise of the analog photography trend, particularly through the boom in demand for Kodak films which are popular with Generation Z consumers who do not have personal references to nostalgic Kodak advertising content. Based on this research, it is proven that nostalgia proneness or consumers' tendency to feel nostalgic emotions will affect the intensity of nostalgic emotions generated through the nostalgic advertisements produced, even though they are historical in nature or they do not have personal experience with these advertisements. This research also proves that references and trends are one of the important factors for Generation Z consumers in Indonesia to have a strong tendency to feel nostalgia that is vicarious, especially in understanding the content of the Kodak advertisements they see.
Pengaruh Brand Ambassador, e-WOM Quality dan Sender’s Expertise terhadap Purchase Intention: Studi Kasus pada New Honda BR-V N7X Edition di PT Honda Prospect Motor Ayu Wulandari; Istiharini
Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah Vol. 7 No. 7 (2025): Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/alkharaj.v7i7.8464

Abstract

This study aims to analyze the influence of Brand Ambassador, electronic Word of Mouth (e-WOM) quality, and sender’s expertise on consumer purchase intention toward the New Honda BR-V N7X Edition. A quantitative approach was employed using a survey method, with data collected from 99 respondents who were exposed to PT Honda Prospect Motor's digital marketing campaign. The results of multiple linear regression analysis indicate that all three independent variables simultaneously have a significant effect on consumer purchase intention, with sender’s expertise being the most dominant factor. These findings provide strategic implications for companies in optimizing influencer-based digital marketing strategies.
THE INFLUENCE OF BOYBAND RIIZE AS A CELEBRITY ENDORSER ON CONSUMERS’ PURCHASE INTENTION TOWARD ETUDE PRODUCTS Mutiara, Ni Ketut Sonia; Istiharini
Journal of Social and Economics Research Vol 7 No 2 (2025): JSER, December 2025
Publisher : Ikatan Dosen Menulis

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54783/jser.v7i2.968

Abstract

This study aims to explore the influence of celebrity endorser specifically the K-pop group RIIZE and online customer reviews on consumers’ purchase intention toward Etude products, with trust serving as a mediating variable. The research is grounded in the growing importance of digital marketing, where public figures and user-generated content increasingly shape brand perception and buying behavior, especially among younger, social-media-savvy consumers. A quantitative approach was employed using Structural Equation Modeling (SEM) with AMOS 26.0 to analyze data gathered from 370 respondents, most of whom belong to Generation Z. The variables measured in this study include celebrity endorser, online customer review, trust, and purchase intention, using online questionnaires as the data collection method. The results reveal that celebrity endorsement significantly influences both consumer trust and purchase intention. Trust also plays a role in encouraging purchase intention, although it does not significantly mediate the relationship between celebrity endorsement and intention to buy. In contrast, online customer reviews do not show a significant impact, either directly or indirectly, on trust or purchase intention. These insights offer practical implications for marketers to design visually engaging and emotionally resonant strategies that align with the preferences and behaviors of digital-native consumers, especially those from Generation Z.
Efektivitas Pemasaran Digital Vs Pemasaran Tradisional pada Dealer Mobil Honda Jabodetabek Aditya Ivan; Theresia Gunawan; Istiharini
Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah Vol. 7 No. 6 (2025): Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/alkharaj.v7i6.7317

Abstract

This study aims to analyze the comparative effectiveness of digital marketing and traditional marketing strategies at Honda dealerships in the Jabodetabek area. With the rapid advancement of technology, the marketing landscape has shifted significantly, requiring businesses to adapt and optimize their strategies to remain competitive. Traditional marketing methods, such as exhibitions, print advertising, and telemarketing, have long been utilized to reach potential customers. However, the rise of digital marketing leveraging platforms like social media, websites, and online advertisements offers new opportunities for cost-effective, targeted, and measurable marketing strategies. This research employs a quantitative approach using a survey method, involving sales consultants selected based on their sales performance. The collected data were analyzed using descriptive statistics and crosstab analysis to examine the relationship between demographic factors and marketing effectiveness. The findings indicate that social media is the most effective digital marketing channel, while dealer and international exhibitions remain highly relevant in traditional marketing. Conversely, telemarketing and print advertising are perceived as less effective. The study concludes that integrating digital and traditional marketing is crucial to maximizing sales performance. It is recommended that sales consultants receive skill training in digital marketing tools, allowing them to leverage technology effectively while maintaining personal customer engagement through traditional methods.
THE INFLUENCE OF BOYBAND RIIZE AS A CELEBRITY ENDORSER ON CONSUMERS’ PURCHASE INTENTION TOWARD ETUDE PRODUCTS Mutiara, Ni Ketut Sonia; Istiharini
Journal of Social and Economics Research Vol 7 No 2 (2025): JSER, December 2025
Publisher : Ikatan Dosen Menulis

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54783/jser.v7i2.968

Abstract

This study aims to explore the influence of celebrity endorser specifically the K-pop group RIIZE and online customer reviews on consumers’ purchase intention toward Etude products, with trust serving as a mediating variable. The research is grounded in the growing importance of digital marketing, where public figures and user-generated content increasingly shape brand perception and buying behavior, especially among younger, social-media-savvy consumers. A quantitative approach was employed using Structural Equation Modeling (SEM) with AMOS 26.0 to analyze data gathered from 370 respondents, most of whom belong to Generation Z. The variables measured in this study include celebrity endorser, online customer review, trust, and purchase intention, using online questionnaires as the data collection method. The results reveal that celebrity endorsement significantly influences both consumer trust and purchase intention. Trust also plays a role in encouraging purchase intention, although it does not significantly mediate the relationship between celebrity endorsement and intention to buy. In contrast, online customer reviews do not show a significant impact, either directly or indirectly, on trust or purchase intention. These insights offer practical implications for marketers to design visually engaging and emotionally resonant strategies that align with the preferences and behaviors of digital-native consumers, especially those from Generation Z.
Pengaruh Konten Media Sosial Instagram Dealer Honda Jakarta Center dan Ulasan Pelanggan pada Google Review Terhadap Keputusan Pembelian Melalui Kepercayaan Pelanggan pada Bengkel HJC Retail Zuhria Nirahai; Istiharini
Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah Vol. 7 No. 9 (2025): Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/alkharaj.v7i9.8415

Abstract

This study aims to measure the influence of social media content and customer reviews on purchase decisions through trust as an intervening variable. The total number of respondents in this study is 108 individuals who are customers of the Honda Jakarta Center workshop, have Instagram accounts, and follow the official Instagram account of Honda Jakarta Center. Data analysis in this research was conducted using the PLS 3.0 tool. The results of the study indicate that social media content influences trust, customer reviews influence trust, social media content influences purchase decisions, customer reviews influence purchase decisions, and trust mediates the relationship between both social media content and customer reviews with purchase decisions.
Pengaruh Brand Image dan Electronic Word of Mouth Terhadap Niat Beli Mobil Honda dengan Sikap Konsumen Sebagai Variabel Moderasi Siska Anzelin; Istiharini; Theresia Gunawan
Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah Vol. 7 No. 9 (2025): Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/alkharaj.v7i9.8447

Abstract

This study examines the influence of brand image and electronic word of mouth (e-WOM) on purchase intention of Honda Cars, with consumer attitude as a moderating variable. Using a quantitative approach, data were collected from 140 respondents through questionnaires. The analysis technique used is SEM-PLS with SmartPLS 4.0. The results show that brand image and e-wom positively and significantly influence purchase intention. Consumer attitude does not significantly moderates the relationship between brand image and purchase intention, nor does it significantly moderate the relationship between e-Wom and purchase intention. The findings suggest that managing digital reputation and enhancing consumer perceptions are vital for increasing Honda’s market share.
Pengaruh Kredibilitas Idol Group JKT48 Sebagai Celebrity Endorser Produk Erigo Terhadap Niat Beli Konsumen Bani Ady Ramadhan; Istiharini; Theresia Gunawan
Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah Vol. 7 No. 5 (2025): Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah 
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/alkharaj.v7i5.7083

Abstract

This study aims to examine the impact of the credibility of the idol group JKT48 as a celebrity endorser on consumer purchase intentions for Erigo products. In the rapidly growing digital marketing era, the use of celebrity endorsers has become a key strategy in influencing consumer purchase decisions. JKT48, as an idol group with significant influence, was chosen to test how much their credibility affects consumer purchase intentions for Erigo, a local fashion brand that is rapidly growing. This study employs a quantitative approach with a survey method. Data were collected through questionnaires distributed to respondents who are fans of JKT48 and users of Erigo products. The variables tested include three dimensions of credibility: trustworthiness, expertise, and attractiveness, and their influence on consumer purchase intentions. The results of the study indicate that the credibility of JKT48 as a celebrity endorser influences consumer perception of Erigo products, which in turn affects consumer purchase intentions. The dimensions of trustworthiness, expertise, and attractiveness all prove to have a significant impact on consumers' positive perceptions and purchase intentions for Erigo products. These results confirm that the credibility of JKT48 as a celebrity endorser can strengthen consumer views on the quality and value of Erigo products, which leads to increased purchase intentions.
Pengaruh Citra Merek Terhadap Niat Pembelian Mobil Honda WR-V dengan Preferensi Konsumen Sebagai Variabel Mediasi dan Demografi Sebagai Variable Kontrol Sandris, Dede Mohamad; Istiharini; Theresia Gunawan
Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah Vol. 7 No. 5 (2025): Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah 
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/alkharaj.v7i5.7309

Abstract

This study analyzes the influence of Brand Image and Consumer Preference on Purchase Intention of the Honda WR-V, along with the moderating role of demographics in the Greater Jakarta area, Indonesia. A quantitative approach was adopted by collecting primary data through surveys of 315 respondents familiar with the Honda brand and planning to purchase a Honda WR-V within the next year. The survey utilized closed-ended questions and was analyzed using Structural Equation Modeling (SEM) with a Partial Least Square (PLS) approach. The results indicate that Brand Image has a positive influence on Purchase Intention, both directly and through Consumer Preference. Consumer Preference also significantly influences Purchase Intention. However, demographics do not moderate the relationship between Brand Image, Consumer Preference, and Purchase Intention
Pengaruh Nostalgia Proneness terhadap Ad-evoked Vicarious Nostalgia Iklan Kodak Eastman pada Konsumen Indonesia Prasetya, Nicolas; Gunawan, Theresia; Istiharini
Jurnal Administrasi Bisnis Vol. 19 No. 2 (2023)
Publisher : Business Administration Department - Universitas Katolik Parahyangan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26593/jab.v19i2.6952.%p

Abstract

Generation Z consumer interest in products and services that evoke feelings of nostalgia has grown since the COVID-19 pandemic took place. This is due to the social distancing policy which causes various psychological problems, such as; loneliness, anxiety, and depression. Nostalgia itself is believed to be a powerful antidote in overcoming this problem. This phenomenon is shown in one way or another in the rise of the analog photography trend, particularly through the boom in demand for Kodak films which are popular with Generation Z consumers who do not have personal references to nostalgic Kodak advertising content. Based on this research, it is proven that nostalgia proneness or consumers' tendency to feel nostalgic emotions will affect the intensity of nostalgic emotions generated through the nostalgic advertisements produced, even though they are historical in nature or they do not have personal experience with these advertisements. This research also proves that references and trends are one of the important factors for Generation Z consumers in Indonesia to have a strong tendency to feel nostalgia that is vicarious, especially in understanding the content of the Kodak advertisements they see.
Co-Authors Aditya Ivan AYU WULANDARI Bani Ady Ramadhan Mutiara, Ni Ketut Sonia Prasetya, Nicolas Sandris, Dede Mohamad Siska Anzelin Theresia Gunawan Theresia Gunawan Zuhria Nirahai