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Journal of Innovation in Business and Economics
ISSN : 25809431     EISSN : 25812025     DOI : -
Core Subject : Economy,
The Journal of Innovation in Business and Economics (JIBE) is published by the Department of Economics and Business at University of Muhammadiyah Malang in 2017. Previously this journal was known as Jurnal Media Ekonomi that was initially published in 2000. In 2011 until 2016, this journal was renamed as Ekonomika Bisnis: Jurnal Penelitian dan Pemikiran. JIBE is a generalist; academic review covering all fields of business, management, accounting, and economics. The journal seeks to examine the emerging and state of the art future innovations in business, economics and management made possible by advances in information, communication, and technologies. We welcome contributions covering all fields of business innovations including, but not limited to information, communication and technologies applications in business, cost and revenue model, business ethics, business strategy, applications of innovation in business and management, entrepreneurship & innovation, information systems, international business & cross-cultural studies, marketing, organization studies, general management as well as micro and macro economics.
Arjuna Subject : -
Articles 222 Documents
Dynamic pricing and consumer inertia: An empirical analysis Togar Mulia Sirait, Ronnie; Ginting, Maretta; Suryani, Wan
Journal of Innovation in Business and Economics Forthcoming articles
Publisher : Faculty of Economics and Business, University of Muhammadiyah Malang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22219/jibe.v8i02.36013

Abstract

This study aims to examine the impact of dynamic pricing on Gen Z consumer inertia. This study defines consumer inertia as the tendency to continue using the same product or service. In addition to focusing on dynamic pricing, this study also involves several control variables: consumer reviews, loyalty, brand image, and influencer marketing. They use 103 respondents who frequently purchase personal care products from online marketplaces. Through regression analysis using Ordinary Least Squares (O.L.S.), Generalized Least Squares (G.L.S.), and Robust Least Squares (R.L.S.), we found that dynamic pricing and consumer reviews have a significant effect on consumer inertia. Specifically, price reductions on competing products and positive reviews for these items encourage Gen Z to switch brands. In contrast, loyalty, brand image, and influencer marketing do not significantly affect consumer inertia. The findings of this study suggest that brands seeking to capture Gen Z's market share should focus on price competition and product quality transparency instead of building loyalty, brand image, and promoting influencer marketing.
How does brand image moderate the factors influencing purchase intention? Ginting, Maretta; Togar Mulias Sirait, Ronnie; Suryani, Wan
Journal of Innovation in Business and Economics Vol. 9 No. 01 (2025): Journal of Innovation in Business and Economics
Publisher : Faculty of Economics and Business, University of Muhammadiyah Malang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22219/jibe.v9i01.38656

Abstract

This study examines the moderating role of brand image in the relationship between influencers, loyalty, price, and influencer marketing on purchasing decisions. Using a survey of 103 online shoppers and the robust least squares model, the findings indicate that brand image, price, and consumer reviews generally have a positive impact on purchasing decisions, while influencer marketing and loyalty are not significant factors. Furthermore, brand image negatively moderates the effects of price and consumer reviews. This suggests that although lower prices encourage purchases, a strong brand image can reduce consumers' price sensitivity. Similarly, consumers may rely more on brand image than on consumer reviews when forming purchase intentions. These findings highlight the critical role of brand image in purchasing decisions, as it can make products less sensitive to both price and negative consumer reviews.

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