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The Effects of Advertising Strategies on Consumer Trust: A Case of Skin Care Products in Taiwan Anatasia, Velly; Sunitarya, Sunitarya; Adriana, Vinda
Binus Business Review Vol 7, No 2 (2016): Binus Business Review
Publisher : Bina Nusantara University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21512/bbr.v7i2.1585

The main aim of this study was to develop advertising strategies in order to increase consumer trust. Four advertising elements: celebrity endorsement, branding, product attribute, and third party certification were investigated. Data were collected to answer two research questions: (1) To investigate the advertising strategies of skin care products leading to consumer trust, (2) To know the effects of advertising strategies in skin care products on consumer trust. A 5-point Likert scale survey was distributed to the female population in Taipei area. Via online and personal approaches, 266 questionnaires were returned. Targeting on 18-30 years old female skin care product users who stay in Taipei area more than six months, 240 qualified questionnaires were analyzed. The four independent variables are found having a significant relationship with trust in skin care advertising, in which branding has the greatest influence on increasing consumer trust. The control variable which is financial status is not found having statistically significant effect on consumer trust. To conclude, this study is dedicated to the communities in order to optimize their marketing strategies.

The Effects of Advertising Strategies on Consumer Trust: A Case of Skin Care Products in Taiwan Velly Anatasia; Sunitarya Sunitarya; Vinda Adriana
Binus Business Review Vol. 7 No. 2 (2016): Binus Business Review
Publisher : Bina Nusantara University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21512/bbr.v7i2.1585

The main aim of this study was to develop advertising strategies in order to increase consumer trust. Four advertising elements: celebrity endorsement, branding, product attribute, and third party certification were investigated. Data were collected to answer two research questions: (1) To investigate the advertising strategies of skin care products leading to consumer trust, (2) To know the effects of advertising strategies in skin care products on consumer trust. A 5-point Likert scale survey was distributed to the female population in Taipei area. Via online and personal approaches, 266 questionnaires were returned. Targeting on 18-30 years old female skin care product users who stay in Taipei area more than six months, 240 qualified questionnaires were analyzed. The four independent variables are found having a significant relationship with trust in skin care advertising, in which branding has the greatest influence on increasing consumer trust. The control variable which is financial status is not found having statistically significant effect on consumer trust. To conclude, this study is dedicated to the communities in order to optimize their marketing strategies.

The Influence of Strategic Orientation on Family Business Survival Mediated by Innovation in Service Industry Velly Anatasia; Willy Arafah; Bahtiar Usman
Dinasti International Journal of Management Science Vol. 5 No. 2 (2023): Dinasti International Journal of Management Science (November - December 2023)
Publisher : Dinasti Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31933/dijms.v5i2.2116

This research aimed to investigate the influence of strategic orientation on SME family businesses survival mediated by innovation in service industry. In this study, we analyze the impact of strategic orientation includes entrepreneurial orientation, market orientation, technological and orientation on the innovation of SME family businesses as well as the impact of those strategic orientations on SME family businesses survival. A total 225 owners or managers of SME family businesses participated in this study. The sample was collected based on purposive method. The respondent population of this research is all family business owners or managers located in DKI Jakarta and Tangerang area and have been running their business for at least two years and survive during Covid-19 Pandemic. To analyze the relationship among latent variables, we implemented Structural Equation Model (SEM). The results show that only market orientation has a higher direct effect on family business survival, while entrepreneurial orientation and technological orientation requires mediation role from innovation. In this study, market orientation had the highest impact on family business survival with or without mediated by innovation. The results of this study provide insight for SMEs family business owners or managers, in order to use their strategic orientations through implemented innovation to adapt unpredictable situation and crisis that emerge due to Covid-19 pandemic, in order to survive. This study was limited to the sample of business that is in service industry and located on DKI Jakarta and Tangerang only. For the further research the model can be broaden to add the role of government support for the family business survival and overspread to another location in Indonesia.

The Key Determinants of Brand Loyalty in Indonesia's Cosmetics Market Anatasia, Velly; Tannia, Tannia; Robert, Alexander; Florencia, Livia Evangelina
Dinasti International Journal of Economics, Finance & Accounting Vol. 6 No. 1 (2025): Dinasti International Journal of Economics, Finance & Accounting (March-April 2
Publisher : Dinasti Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/dijefa.v6i1.4056

The global annual spending on cosmetics is estimated to be around billions, with numerous industry players competing fiercely to expand their market share. Companies in the cosmetics sector aim to secure a leading position by fostering customer loyalty, which is closely linked to brand loyalty. As a result, brand loyalty becomes a crucial factor in achieving success in a highly competitive market. This study investigates the impact of brand loyalty on the purchasing behavior of female consumers in Jakarta, the capital city of Indonesia. The research focuses on seven aspects of brand loyalty: brand name, product quality, price, design, promotion, service quality, and store environment. This study utilizing descriptive analysis, factor loading, and multiple regression methods to tested its hypotheses. Data was collected through self-administered questionnaires distributed to 125 female respondents who regularly use cosmetics. The findings revealed a strong correlation between promotion and brand loyalty. Additionally, the results demonstrated a positive and significant relationship between the factors of brand loyalty (brand name, product quality, price, design, promotion, service quality, and store environment) and loyalty to cosmetic brands.

Mengenali Teknik Pemecahan Masalah melalui Permainan Rantai Kertas - Studi Kasus Siswa Menengah Atas Anatasia, Velly; Tannia, Tannia; Susilo, Sophia Reni; Siratan, Elkunny Dovir; Florencia, Livia Evangelina
To Maega : Jurnal Pengabdian Masyarakat Vol 8, No 2 (2025): Juni 2025
Publisher : Universitas Andi Djemma

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35914/tomaega.v8i2.3251

Education plays a crucial role in every individual's life, providing opportunities to acquire knowledge, develop skills, and shape attitudes. One essential aspect of education is how students cultivate leadership skills and actively participate in organizations. However, students often face various challenges while carrying out organizational tasks, and a lack of problem-solving skills can hinder their effectiveness. To address this issue, a community service activity was conducted to provide creative problem-solving training for students involved in school organizations. This training aimed to equip students with both the mental resilience and practical skills needed to handle problems, whether anticipated or unexpected. A total of 29 students from SMK Tarakanita South Jakarta participated in this experiential learning program. The learning approach used in this program was experiential learning, which emphasizes learning through direct experience. Additionally, the Participatory Rural Appraisal (PRA) approach was integrated into the activities. The evaluation results demonstrated a statistically significant improvement in the student's knowledge and behavior after participating in the paper chain game activity. The findings suggest that important life skills including problem-solving skills can be effectively taught from a young age using experiential learning methods. This article also discusses the program’s design, outcomes, and challenges encountered during implementation.

Case Study on the Impact of Workload, Motivation, and Discipline on Employee Performance at PT. Caturkarda Depo Bangunan, Tbk Bancin, Modesta; Susilo, Sophia Reni; Anatasia, Velly
Journal of Business & Applied Management Vol 18, No 1 (2025): Journal of Business & Applied Management
Publisher : Universitas Bunda Mulia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30813/jbam.v18i1.8715

This study investigates the impact of workload, work motivation, and work discipline on employee performance within the receiving division of PT. Caturkarda Depo Bangunan Tbk, a building materials retailer in Indonesia. A significant decline in this division's performance, from "Excellent" to "Fair" between January and June 2024, prompted this research. The study's novelty lies in examining the interplay of these three factors within this specific organizational context, addressing inconsistencies in prior research regarding their impacts on performance. Employing a quantitative approach, primary data were collected through questionnaires (n=85) and interviews with the division manager. Path analysis using SmartPLS 4 was utilized to analyze the data. The findings reveal a significant positive relationship between workload and employee performance (p=0.008), supporting Hypothesis 1. However, contrary to expectations, work motivation did not significantly influence performance (p=0.532), rejecting Hypothesis 2. Hypothesis 3 was supported, demonstrating a significant positive relationship between work discipline and employee performance (p=0.000). The R-squared value of 0.770 indicates that 77% of employee performance variance is explained by the three examined variables. The study concludes that while workload and work discipline significantly affect employee performance in this context, work motivation requires further investigation and potential intervention strategies to enhance its impact. The results provide valuable insights for PT. Caturkarda Depo Bangunan Tbk to improve its employee performance by focusing on workload management and reinforcing work discipline.

COMMUNITY ENGAGEMENT INITIATIVE: INVESTMENT STRATEGIES IN REAL BUSINESS AND EQUITIES WORKSHOP FOR HIGH SCHOOL STUDENTS Anatasia, Velly; Robert, Alexander; Panca, Sierryn Christabelle; Putri, Sheva Ariani
Jurnal Pengabdian dan Kewirausahaan Vol 9, No 2 (2025): Jurnal Pengabdian dan Kewirausahaan
Publisher : Universitas Bunda Mulia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30813/jpk.v9i2.9050

Semakin berkembangnya dunia digital dewasa ini, membuat kesempatan untuk mempelajari investasi menjadi semakin mudah dan mungkin untuk dilakukan sejak dini. Namun masih belum adanya pembahasan mengenai literasi keuangan yang cukup baik, dan bagaimana pemanfaatan literasi keuangan tersebut untuk membangun bisnis nyata membuat masih kurangnya pengetahuan generasi muda khususnya siswa sekolah menengah ke atas akan bagaimana strategi investasi di bisnis nyata yang baik dan mengelola keuntungan yang didapat dengan memaksimalkannya lewat investasi saham. Untuk meningkatkan literasi keuangan generasi muda, prodi Manajemen, Universitas Bunda Mulia melaksanakan pengabdian kepada masyarakat di Sekolah Santa Maria Della Strada, Jakarta Utara. Metode pelaksanaan mencakup penyampaian materi, diskusi interaktif, dan praktik menggunakan aplikasi investasi (Stockbit). Materi difokuskan pada perbedaan strategi investasi bisnis dan saham, risiko yang menyertainya, serta pentingnya diversifikasi portofolio. Metode yang digunakan di dalam kegiatan ini adalah metode kualitatif yang didasari pada observasi dan kuantitatif untuk mengukur seberapa besar dampak dari pemahaman pengelolaan sumber daya keuangan yang bijaksana untuk dapat meningkatkan pengetahuan akan investasi dan mendorong jiwa kewirausahaan. Diharapkan kegiatan ini tidak hanya mampu menumbuhkan kesadaran dan keberanian siswa untuk memulai investasi sejak dini serta mengelola sumber daya keuangan secara strategis namun juga dapat berdampak nyata dalam perkembangan pasar modal dan tumbuhnya perekonomian Indonesia.

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