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Chrisanty V. Layman
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Milestone: Journal of Strategic Management
Published by Universitas Pelita Harapan
ISSN : -     EISSN : 27753565     DOI : -
Core Subject : Social,
Social Sciences
Milestone: Journal of Strategic Management aims to foster leading scientific research on international strategic business management. It provides a central and independent forum for the critical evaluation and dissemination of research and to publish the highest quality research with evaluation, evidence and conclusions that are relevant to strategic management while engaging strategic management scholars and practitioners. Milestone: Journal of Strategic Management places a strong emphasis on both knowledge and practice, facilitating the exchange of ideas and discoveries on research issues. The journal is intended to give both an academic and practical focus, reflecting the trends, interests in on going strategic initiatives, phenomenon related to business strategic management. This journal topic covers scientific publications related to business, strategic management, organizational behaviour, and international management.
Arjuna Subject : Bisnis, Menejemen, dan Akutansi (semua kategori) - Strategi dan Menejemen
Articles 5 Documents
 1 
Search results for , issue "Vol. 3 No. 1 April 2023" : 5 Documents clear
RELATIONSHIPS BETWEEN KOREAN BRAND AMBASSADOR, PRICE, AND PRODUCT QUALITY TO CUSTOMER PURCHASE DECISION ON LOCAL SKINCARE PRODUCT Ali Akbar Fuadi; Getruda Filumena Yulius; Christian Haposan Pangaribuan
Milestone: Journal of Strategic Management Vol. 3 No. 1 April 2023
Publisher : Universitas Pelita Harapan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.19166/ms.v3i1.6342

Abstract

Nowadays, skincare has evolved into a social trend. People are competing to get the best suitable skincare, while local companies are competing to make skincare that is market-acceptable in terms of image, price, and quality. The usage of Korean brand ambassadors has been a topic in the local skincare industry with some of the recognized brands competing to partner with them. This paper aims to determine if the effort provides a positive relationship with customers’ purchase decision compared to other factors, which are the price and product quality. Using a Likert scale questionnaire distributed to Korean wave fans from high school and college students with a random sampling method, the data is constructed using the regression model. The questionnaire collected 52 participants who have used at least one of the local skincare products that use Korean brand ambassadors. It is found that the brand ambassador and price variable is not significant for the model tested, while product quality positively affects the customers’ purchase decision. The model shows that there is a market segmentation that does not consider the Korean brand ambassador even though they are fans of the Korean wave. Moreover, the market segmentation is also willing to spend more for the product that offers better quality. Therefore, the model suggests that local skincare brands focus more on improving the quality of their product.
THE IMPACT OF CELEBRITY ENDORSEMENT ON CONSUMER BEHAVIOR WITHIN THE SHOPEE ONLINE SHOPPING PLATFORM Muhammad Ivan Syaugy; Dewi Wuisan
Milestone: Journal of Strategic Management Vol. 3 No. 1 April 2023
Publisher : Universitas Pelita Harapan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.19166/ms.v3i1.6741

Abstract

This study aims to investigate the impact of celebrity endorsement on consumer behavior in the Shopee marketplace. The research employed a quantitative approach and collected data through an electronic questionnaire using Google Forms, with a total of 160 respondents from Indonesian consumers living in Greater Jakarta who have seen Shopee advertisements and shopped in the marketplace. Validity and reliability tests were performed in the measurement model, while the R-square test, T-statistics, and P-value tests were utilized in the structural model to evaluate the relationship among the variables. The results suggest that the attractiveness of celebrity endorsers does not significantly affect ad recall by consumers, whereas the credibility of the endorser has a significant impact on both ad recall and purchase intention of consumers.Bahasa Indonesia Abstrak: Penelitian ini bertujuan untuk meneliti dampak dari dukungan selebriti pada perilaku konsumen di pasar Shopee. Penelitian ini menggunakan pendekatan kuantitatif dan mengumpulkan data melalui kuesioner elektronik menggunakan Google Forms, dengan total 160 responden dari konsumen Indonesia yang tinggal di Jakarta yang telah melihat iklan Shopee dan berbelanja di pasar. Uji validitas dan reliabilitas dilakukan dalam model pengukuran, sementara uji R-square, T-statistik, dan nilai P digunakan dalam model struktural untuk mengevaluasi hubungan antara variabel-variabel. Hasilnya menunjukkan bahwa daya tarik dukungan selebriti tidak berpengaruh signifikan pada ingatan iklan oleh konsumen, sedangkan kredibilitas endorser berdampak signifikan pada ingatan iklan dan niat beli konsumen.
CREATIVITY, PROACTIVE PERSONALITY, AND ENTREPRENEURIAL INTENTION: THE ROLE OF ENTREPRENEURIAL ALERTNESS Sean Lawrence; Patricia Patricia
Milestone: Journal of Strategic Management Vol. 3 No. 1 April 2023
Publisher : Universitas Pelita Harapan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.19166/ms.v3i1.6865

Abstract

Millions of people live in uncertainty even more after the COVID-19 pandemic. Therefore, creativity, proactive personality, entrepreneurial alertness, and entrepreneurial intention are required to reach the break-even point or gain business opportunities during the pandemic. This research aims to analyze the effects of university students' creativity and proactive personality towards entrepreneurial intention through a mediating role of entrepreneurial alertness in Indonesia. The research is quantitative and it uses non-probability sampling. The respondents for this study are 370 university students in Indonesia. The data was gathered using an online questionnaire and tested using Structural Equation Modeling-Partial Least Square (SEM-PLS) with SmartPLS 4.0 by conducting validity, reliability, and hypothesis tests. Based on the hypothesis testing, the research shows that creativity has a positive effect on entrepreneurial alertness, proactive personality has a positive effect on entrepreneurial alertness, entrepreneurial alertness has a positive effect towards entrepreneurial intention, creativity has a positive effect towards entrepreneurial intention through a mediating role of entrepreneurial alertness, and proactive personality has a positive effect towards entrepreneurial intention through a mediating role of entrepreneurial alertness.
THE COMPETITIVE ADVANTAGE OF SIDO MUNCUL: USING PESTLE, PORTER’S FIVE FORCES, AND SWOT MATRIX ANALYSIS Ardi Kho; Jacob Donald Tan; Michael Prayogo Nugroho; Stefani Mutiara Kornelius; Sonnia Prayoga; Stephen Adi
Milestone: Journal of Strategic Management Vol. 3 No. 1 April 2023
Publisher : Universitas Pelita Harapan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.19166/ms.v3i1.6919

Abstract

Sido Muncul is a company engaged in herbal medicine, pharmaceutical, traditional medicine, health food and beverage, cosmetics, and herbal processing. It is continuously innovating its products and keeping an eye on market needs. Sido Muncul gains a place in the hearts of consumers and is one of its business strategies. In addition, Sido Muncul is also expanding into foreign markets to market and sell its products. This study uses the description of PESTLE analysis, Porter 5 Forces, and SWOT Matrix because it experiences significant challenges from competitors, regulations, the economy, internal companies, and changes in consumer behavior. Based on the PESTLE, Porter 5 Forces, and SWOT Matrix analysis, Sido appears to have strength in market growth and has unique products and competencies to survive in competition, gain profits and continue improving efficiency and product innovation. The company needs to improve: the younger generation does not use herbal products for health.
ARE MILENIALS AND GENERATION Z STILL INTERESTED IN ENTERPRISES POST COVID? Axel Leonardo Valentino; Chrisanty V. Layman
Milestone: Journal of Strategic Management Vol. 3 No. 1 April 2023
Publisher : Universitas Pelita Harapan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.19166/ms.v3i1.6935

Abstract

Entrepreneurial intention is a bridge to start entrepreneurial activity. Increasing entrepreneurial activity in society will help improve the economy, standard of living and welfare of the community. The millennial and z generations, which are the generations with the largest population in Indonesia, play an important role in this regard. The purpose of this research is to find out what factors can influence entrepreneurial intentions in the millennial and z generations in Indonesia. The results of this research data sample are 277 respondents who are individuals belonging to the millennial generation and z generation. The sample respondent data that was successfully collected was then tested using the SmartPLS 4 application to find out the results of the validity, reliability and hypothesis testing results. The results of testing the hypothesis in this study indicate that family support has a positive effect on subjective norms, perceived behavioral control, and dominance. Then the relationship between perceived behavioral control and entrepreneurial intentions through mediating attitudes towards entrepreneurship and the relationship between family support and entrepreneurial intentions through mediation of perceived behavioral control and attitudes towards entrepreneurship proves to be positive. Meanwhile, subjective norms and dominance do not have a positive effect on entrepreneurial intentions through the same mechanism.Bahasa Indonesia Abstrak: Intensi kewirausahaan merupakan jembatan untuk dimulainya aktivitas kewirausahaan. Dengan meningkatnya aktivitas kewirausahaan di masyarakat akan membantu meningkatkan perekonomian, taraf hidup dan kesejahteraan masyarakat. Generasi milenial dan generasi Z yang merupakan generasi dengan jumlah populasi paling banyak di Indonesia memainkan peranan penting dalam hal ini. Tujuan dari penelitian untuk mengetahui faktor-faktor apa saja yang dapat mempengaruhi intensi kewirausahaan pada generasi milenial dan generasi Z di Indonesia. Hasil sampel data penelitian ini yaitu 277 responden yang merupakan individu yang tergolong ke dalam generasi milenial dan generasi Z. Sampel data responden yang berhasil dikumpulkan kemudian dilakukan pengujian dengan menggunakan aplikasi SmartPLS 4 untuk mengetahui hasil uji validitas, reliabilitas, dan hasil uji hipotesis. Hasil pengujian hipotesis pada penelitian ini menunjukkan bahwa dukungan keluarga berpengaruh positif terhadap norma subjektif, perceived behavioural control, dan dominance. Kemudian hubungan antara perceived behavioural control dan intensi kewirausahaan melalui mediasi sikap terhadap kewirausahaan serta hubungan antara dukungan keluarga dan intensi kewirausahaan melalui mediasi perceived behavioural control dan sikap terhadap kewirausahaan terbukti positif. Sedangkan norma subjektif serta dominance tidak berpengaruh secara positif terhadap intensi kewirausahaan melalui mekanisme yang sama.

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