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All Journal Sebelas Maret Business Review SEMAR Airlangga Journal of Innovation Management Journal of Management and Entrepreneurship Research
Rany, Tarysha Aulya Putri
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Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Languange, Linguistic, Communication & Media Social Sciences

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From Perception to Purchase: How Anthropomorphism Shapes Buying Intentions through Product Knowledge Zahrudy, Fahrais; Rany, Tarysha Aulya Putri
Journal of Management and Entrepreneurship Research Vol. 6 No. 3 (2025)
Publisher : Universitas Islam Nahdlatul Ulama Jepara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34001/jmer.2025.9.06.3-69

Abstract

Objective: The current study examines the effect of three types of anthropomorphic design (appearance, emotional, and image) on consumer purchase intention by taking into account product knowledge as a cognitive mediator. The research thus contributes to the knowledge on how symbolic product cues influence cognition other than causing emotional responses. Research Design & Methods: A quantitative explanatory design was used to explore relationships between variables by using Partial Least Squares Structural Equation Modeling (PLS-SEM). The study used purposive sampling to collect data on 215 Indonesian Pop Mart consumers that was analysed using SmartPLS 4. Findings: Results indicate that appearance anthropomorphism has full mediation on intention by affecting it only through product knowledge. On the other hand, emotional cues lead intention non-cognitively. Image anthropomorphism follows both routes, showing partial mediation. These results show that the anthropomorphic designs trigger different cognitive and emotional processes. Implications & Recommendations: In the modern business language, the use of emotional appeal can no longer be the only foundation of effective branding. The deliberate addition of symbolic clarity and product meaning is required in effective practice. In such circumstances, anthropomorphic design becomes most effective when it is both informative and affectively appeals. Contribution & Value Added: This study refines the S-O-R framework by highlighting product knowledge as a symbolic mediator and reveals how different anthropomorphic cues activate cognitive vs. emotional pathways in consumer behavior.
Beauty Meets Technology: The Impact of Fit Confidence and Augmented Reality on User Continuance Rany, Tarysha Aulya Putri; Angelia, Dinda Ayu Sieradianto
Airlangga Journal of Innovation Management Vol. 6 No. 4 (2025): Airlangga Journal of Innovation Management
Publisher : Universitas Airlangga

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.20473/ajim.v6i4.81717

Abstract

As augmented reality (AR) technology becomes increasingly integrated into e-commerce, virtual makeup try-on applications offer users a more personalized and immersive shopping experience. This study examines the influence of fit confidence and perceived augmentation on continuance usage intention among Generation Z users in Indonesia, grounded in the Stimulus–Organism–Response (SOR) framework. Using a quantitative research design, data were collected through structured online questionnaires targeting users who have interacted with AR-based virtual makeup try-on features from beauty brands and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) via SmartPLS 3.0 using 124 samples. The results show that fit confidence significantly enhances both utilitarian and hedonic value, while perceived augmentation only increases utilitarian value and directly influences continuance usage intention. Furthermore, hedonic value but not utilitarian value significantly drives continuance usage intention, and perceived ease of use strengthens the effects of fit confidence on both utilitarian and hedonic value. Theoretically, the findings extend the SOR framework by demonstrating that fit confidence plays a more dominant role than perceived augmentation in shaping both utilitarian and hedonic value within AR-based beauty applications. Practically, beauty brands and e-commerce platforms should focus on enhancing the accuracy and realism of AR try-on features, as well as designing more enjoyable and engaging user experiences. Improving perceived ease of use is also essential, as it intensifies the positive impacts of fit confidence on user value perceptions, ultimately encouraging sustained engagement with virtual makeup try-on technologies.
Online customer reviews vs influencer endorsements: Which drives purchase intention through trust? Permatasari, Harnung Indah; Rany, Tarysha Aulya Putri; Firizqi, Henny; Firdaus, Husban Yarjuna
Sebelas Maret Business Review Vol 9, No 2 (2024): December 2024
Publisher : Universitas Sebelas Maret

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.20961/smbr.v9i2.98544

Abstract

Digital marketing has changed the traditional paradigm, focusing on enhancing product image, competitiveness, and market share through deeper consumer interaction through online platforms. Concentrating on improving product image through features and enhancements, rather than price reduction, is a more effective strategy today. Digital marketing accentuates consumer interaction and brand equity strengthening through platforms facilitating consumer reviews and influencer endorsements. Nonetheless, the influencer's audience fits with the target demographic and the impression they carry needs to be considered by manufacturers. This study addresses the complex relationship between influencer endorsement and online customer reviews on purchase intention combined with trust as a mediator. Data from 333 respondents in Indonesia were analyzed using Structural Equation Modeling (SEM) in SmartPLS. Online reviews, as a form of electronic word-of-mouth (eWOM), significantly influence purchase decisions by increasing trust through objectivity and transparency of product quality and value information. However, influencer endorsement in digital marketing, which is more cost-efficient than conventional media, did not show a significant effect. This research offers important insights for manufacturers in managing their digital marketing strategies by considering the critical role of customer reviews and consumer trust.
Memanfaatkan Media Sosial Untuk Pemasaran Digital Di UMKM Binaan OK OCE Indonesia Rany, Tarysha Aulya Putri; Saktiawan, Bimo; Wulandari, Trisninik Ratih; Risfandy, Tastaftiyan
SEMAR (Jurnal Ilmu Pengetahuan, Teknologi, dan Seni bagi Masyarakat) Vol 13, No 2 (2024): November
Publisher : LPPM UNS

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.20961/semar.v13i2.87587

Abstract

Di tengah persaingan para pebisnis menggunakan Instagram sebagai wadah promosinya, masih banyak pemilik bisnis lain yang belum bisa menggunakan media sosial Instagram secara baik salah satunya UMKM (Usaha Mikro Kecil dan Menengah). Maka dari itu, latar belakang dari kegiatan pendampingan ini bertujuan untuk membantu para UMKM terlebih yang terdampak pandemi Covid-19 untuk bisa menggunakan fitur-fitur pada Instagram secara efektif dalam memasarkan produk penjualannya dengan mengikuti kegiatan pendampingan yang dilakukan selama empat bulan. Pada proses kegiatan ini, objek yang akan diambil adalah beberapa UMKM yang berlokasi di Pulau Jawa dan mitra yang merupakan anggota binaan OK OCE Indonesia. Kami membagi kegiatan ke dalam tiga tahap yaitu sebelum pendampingan, saat pendampingan, dan setelah dilakukan pendampingan. Hasil dari pendampingan yang dilakukan terhadap masing-masing UMKM terkait dengan penggunaan Instagram sebagai tempat memasarkan produknya, mengalami progress yang signifikan terlebih dalam mengelola akun Instagram dan memanfaatkan fitur-fitur yang ada. Ini dibuktikan dimana UMKM binaan yang telah diberikan pendampingan atau treatment mengalami kenaikan followers Instagram dan komentar positif. Harapan ke depan, kegiatan pendampingan semacam ini dapat dilakukan secara rutin bisa tahunan ataupun bulanan. Sehingga UMKM dapat terbuka dengan teknologi baru dan tren yang sedang terjadi demi mendukung keberlangsungan kemajuan UMKM Indonesia. Kata kunci: Media Sosial, Pemasaran Digital, UMKM, Pengabdian
Co-Authors Angelia, Dinda Ayu Sieradianto Firdaus, Husban Yarjuna Firizqi, Henny Permatasari, Harnung Indah Saktiawan, Bimo Tastaftiyan Risfandy, Tastaftiyan Trisninik Ratih Wulandari, Trisninik Ratih Zahrudy, Fahrais