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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 80 Documents
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Pengaruh Good Corporate Governance Terhadap Saham Return Perusahaan Perbankan yang Tercatat di BEI Periode 2016-2019 [The Influence of Good Corporate Governance on Stock Returns of Banking Companies Listed on IDX from 2016 to 2019] Natalia, Natalia; Lusmeida, Herlina
Milestone: Journal of Strategic Management Vol. 1 No. 2 September 2021
Publisher : Universitas Pelita Harapan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.19166/ms.v1i2.4368

Abstract

The purpose of this study is to analyze the effect of good corporate governance on stock returns. Return is the level of profit obtained by investors on investment activities. Good corporate governance used in this study is an independent board of commissioners, audit committee, managerial ownership, and institutional ownership. This research was conducted using the annual report documentation method of banking companies listed on the Indonesia Stock Exchange (IDX) from 2016 to 2019. The sampling method in this study was purposive sampling with the number of samples obtained is 106 samples. Data processing is done by quantitative method using multiple linear regression analysis. The results of the study show that the audit committee and institutional ownership have a negative and significant effect on stock returns, while independent commissioners and managerial ownership have no effect on stock returns.BAHASA INDONESIA ABSTRAKTujuan dari penelitian ini adalah untuk menganalisis pengaruh good corporate governance terhadap pengembalian saham. Return adalah tingkat keuntungan yang diperoleh investor atas kegiatan investasi. Good corporate governance yang digunakan dalam penelitian ini adalah dewan komisaris independen, komite audit, kepemilikan manajerial dan kepemilikan institusional. Penelitian ini dilakukan dengan metode dokumentasi laporan tahunan perusahaan perbankan yang terdaftar di Bursa Efek Indonesia (BEI) 2016-2019. Metode pengambilan sampel dalam penelitian ini adalah purposive sampling dengan jumlah sampel yang diperoleh sebanyak 106 sampel. Pengolahan data dilakukan dengan metode kuantitatif dengan menggunakan analisis regresi linier berganda. Hasil penelitian menunjukkan variabel komite audit dan kepemilikan institusional berpengaruh negatif dan signifikan terhadap return saham, sedangkan dewan komisaris independen dan kepemilikan manajerial tidak berpengaruh terhadap return saham.
Kemampuan Pemecahan Masalah, Pemikiran Kritis, dan Perilaku Inovasi Sarjana Strata Satu [Problem-Solving Ability, Critical Thinking, and Innovation Behavior of College Graduates] Franklin, Franklin; Layman, Chrisanty
Milestone: Journal of Strategic Management Vol. 1 No. 2 September 2021
Publisher : Universitas Pelita Harapan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.19166/ms.v1i2.4374

Abstract

During their studies, students get various knowledge and abilities both general to specific in their field of interest. This knowledge will be used when faced with problems in the professional working world. But how much of it contributes to graduates behaviors in the workplace? This study aims to provide an overview of the relationship between Problem Solving, Critical Thinking, Communication, and Teamwork abilities in the practice of Innovation within the company. The study uses is a quantitative research method using a questionnaire conducted during the COVID-19 pandemic, distributed via Google Forms. The study was conducted with a population of undergraduate graduates in Indonesia who are already working, with a target of 205 respondents. Data processing that includes measurement models and structural models is carried out with the help of IBM SPSS AMOS 22.0 software. The results of the study indicate that there is a significant positive relationship between each independent variable on the dependent variable used, namely Innovation.BAHASA INDONESIA ABSTRAKMahasiswa selama berkuliah mendapat berbagai pengetahuan dan kemampuan baik yang sifatnya mendasar maupun lebih spesifik ke bidang peminatannya. Pengetahuan ini yang nantinya akan digunakan ketika dihadapkan pada masalah di dunia kerja. Namun berapa banyak dari hal ini berkontribusi kepada lulusan sarjana ketika memasuki lapangan pekerjaan? Pada penelitian ini bertujuan untuk memberikan suatu gambaran akan hubungan kemampuan Problem Solving, Critical Thinking, Communication, dan Teamwork pada praktik Innovation di perusahaan. Metode penelitian yang digunakan adalah metode penelitian kuantitatif yang menggunakan kuesioner saat pandemi COVID-19 disebarkan via Google Forms. Penelitian dilakukan dengan populasi alumni Strata Satu di Indonesia yang sudah bekerja, dengan target sebanyak 205 responden. Pengolahan data yang mencakup model pengukuran dan model struktural dilakukan dengan bantuan perangkat lunak IBM SPSS AMOS 22.0. Hasil dari penelitian menunjukkan bahwa terdapat hubungan signifikan positif antara masing-masing variabel bebas terhadap variabel terikat yang digunakan yaitu Innovation.
Social Entrepreneurship di Masa Web 2.0 [Social Entrepreneurship in the Age of Web 2.0] Sudirman, Jimmy Sab; Layman, Chrisanty V.
Milestone: Journal of Strategic Management Vol. 2 No. 1 April 2022
Publisher : Universitas Pelita Harapan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.19166/ms.v2i1.5285

Abstract

This study aims to examine the positive influence of web 2.0 strategic support, web 2.0 technology use, absorptive capacity, learning CSR against social entrepreneurship, Whereas the sampling technique for this study determined as a non-probability sampling with purposive sampling technique. Samples were taken in the amount of 266 respondents who have been committed as students who are studying and learning about entrepreneurship. The data were collected by distributing electronic questionnaires Likert scale through social media with Google Form. Moreover, this research uses Partial Least Square - Structural Equation Modelling (PLS-SEM) for the statistical analytic method. This study also uses a descriptive type of research with quantitative data.  The test results from this study concluded that the specified variables are positive influence on each other.BAHASA INDONESIA ABSTRACTPenelitian ini bertujuan untuk menguji pengaruh positif dukungan strategi web 2.0, penggunaan teknologi web 2.0, daya serap, pembelajaran CSR terhadap kewirausahaan sosial. Sedangkan teknik pengambilan sampel untuk penelitian ini adalah non-probability sampling dengan teknik purposive sampling. Sampel yang diambil sebanyak 266 responden yang telah berkomitmen sebagai mahasiswa yang sedang belajar dan belajar tentang kewirausahaan. Pengumpulan data dilakukan dengan menyebarkan angket elektronik skala Likert melalui media sosial dengan Google Form. Selain itu penelitian ini Partial Least Square - Structural Equation Modeling (PLS-SEM) untuk metode statistik analitik. Penelitian ini juga menggunakan jenis penelitian deskriptif dengan data kuantitatif. Hasil uji dari penelitian ini menyimpulkan bahwa variabel yang ditentukan saling berpengaruh positif.
Pengaruh Service Quality dan Patient Safety Expectation Terhadap Customer Satisfaction dan Customer Loyalty Pada AIC Medical Clinic di Masa Pandemi Covid-19 [The Effect of Service Quality and Patient Safety Expectation on Customer Satisfaction and Customer Loyalty on AIC Medical Clinic During the Covid-19 Pandemic] Kho, Ardi; Budianto, Bernard; Antoni, Irene
Milestone: Journal of Strategic Management Vol. 2 No. 1 April 2022
Publisher : Universitas Pelita Harapan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.19166/ms.v2i1.5289

Abstract

This study was conducted during the COVID-19 Pandemic when patients were afraid and avoided going to the clinic so there was a decrease in patient visits to AIC Medical. This study is to find out whether patients prefer patient safety expectations rather than service quality that affects customer satisfaction, and increases customer loyalty. This study was conducted in Jakarta involving 162 patients at AIC Medical Clinic. Data was collected by distributing questionnaires containing 40 statements using a Likert scale of 1-5 based on a non-probability sampling method with a saturation sampling technique. Data were analyzed using the PLS-based SEM method. The research results support some of the proposed models. The findings are service quality, patient safety expectations, and corporate CSR has a positive effect on customer satisfaction. Other research findings that support the relationship between service quality and customer loyalty are positive. The results show that the effect of cultural similarity on customer satisfaction is negative. The findings confirm that customer satisfaction is partial mediation of the relationship between service quality and customer loyalty.BAHASA INDONESIA ABSTRACTPenelitian ini dilakukan pada masa pandemi COVID-19 saat pasien takut dan menghindari untuk ke klinik sehingga terjadi penurunan kunjungan pasien ke AIC Medical Clinic. Penelitian ini untuk mengetahui apakah pasien lebih memilih keamanan atau patient safety expectation daripada service quality yang berpengaruh terhadap customer satisfaction, dan meningkat customer loyalty. Penelitian ini dilakukan di Jakarta dengan melibatkan 162 pasien di AIC Medical Clinic. Pengumpulan data dilakukan dengan menyebarkan kuesioner berisi 40 pernyataan dengan Skala Likert 1-5 berdasarkan metode purposive sampling dengan kriteria pasien yang datang di klinik saat pandemi COVID-19. Data dianalisis dengan metode SEM berbasiskan PLS. Hasil penelitian mendukung sebagian model yang diusulkan, service quality, patient safety expectation dan CSR perusahaan berpengaruh positif terhadap customer satisfaction. Temuan lain penelitian mendukung hubungan service quality terhadap customer loyalty adalah positif. Terdapat pengaruh patient safety expectation terhadap customer satisfaction lebih besar dibandingkan oleh pengaruh service quality, tetapi pengaruh cultural similarity terhadap customer satisfaction adalah negatif. Temuan mengonfirmasi mediasi customer satisfaction mempengaruhi customer loyalty.
Pengaruh Corporate Social Responsibility dan Corporate Image Terhadap Brand Loyalty: Studi Martha Tilaar Group di Toko Pondok Indah Mall 2 [The Influence of Corporate Social Responsibility and Corporate Image on Brand Loyalty: A Study on Martha Tilaar Group Shop at Pondok Indah Mall] Hutabarat, Zoel; Fitrianti, Asih
Milestone: Journal of Strategic Management Vol. 2 No. 1 April 2022
Publisher : Universitas Pelita Harapan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.19166/ms.v2i1.5347

Abstract

This study aims to identify the effect of corporate social responsibility and corporate image on brand loyalty: a study case on Martha Tilaar Group at Pondok Indah Mall 2. This study uses a quantitative method in which the collection process uses an online questionnaire and uses non-probability sampling techniques with purposive sampling where respondents are respondents who have visited the Martha Tilaar Group store located at Pondok Indah Mall 2. The sample in this study involved 156 respondents which had been obtained from the questionnaires distributed and for data analysis using a partial approach least square (PLS)-structural equation modelling (SEM) with SmartPLS application. The results of this study indicate that there are six variables in which the variables of economic responsibility, ethical responsibility and philanthropic responsibility have a positive effect on corporate image and brand loyalty. Meanwhile, the legal responsibility variable has no positive effect on corporate image and brand loyalty.BAHASA INDONESIA ABSTRACTPenelitian ini bertujuan untuk mengidentifikasi pengaruh antara corporate social responsibility dan corporate image terhadap brand loyalty: studi kasus Martha Tilaar Group di Toko Pondok Indah Mall 2. Penelitian ini menggunakan metode kuantitatif yang di mana proses pengumpulan menggunakan penyebaran kuesioner dengan sistem online dan menggunakan teknik sampling non-probabilitas, dengan purposive sampling yang di mana responden merupakan responden yang pernah melakukan kunjungan ke toko Martha Tilaar Group yang bertempat di Pondok Indah Mall 2. Sampel pada penelitian ini melibatkan 156 responden dan data yang terkumpul diuji dengan menggunakan pendekatan partial least square (PLS)-structural equation modelling (SEM) dengan aplikasi SmartPLS. Hasil penelitian ini menunjukan terdapat enam variabel yang di mana variabel economic responsibility, ethical responsibility dan philanthropic responsibility berpengaruh positif terhadap corporate image dan brand loyalty. Sedangkan untuk variabel legal responsibility tidak berpengaruh positif terhadap corporate image dan brand loyalty.
Keunggulan Kompetitif PT MAK Selama Masa Pandemi Covid-19 [PT MAK's Competitive Advantage During the Covid-19 Pandemic] Enrico, Davin; Tan, Jacob Donald
Milestone: Journal of Strategic Management Vol. 2 No. 1 April 2022
Publisher : Universitas Pelita Harapan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.19166/ms.v2i1.5350

Abstract

This research was conducted at a family business in Jakarta, PT MAK, as a business actor in the construction of residential houses and/or shop houses to analyze how PT MAK's strategy is to achieve company performance during the COVID-19 pandemic and identify PT MAK's strategy in achieving excellence. competitive. This research uses a qualitative approach - a single case study - in which the data collection technique uses in-depth interviews with the owner, observations and field notes. Interviews were conducted with 10 informants consisting of 2 owners, 4 employees, 2 clients and 2 partners from this family company. The implication of the results of this study is that members of PT MAK, especially the owners, can find out the company's competitive advantages that can be practiced during this COVID-19 pandemic and beyond so that they can compete with their competitors. Furthermore, it can also use the mini-model theory from the results of this study to compare with other case studies in the same sector, namely contractor services.BAHASA INDONESIA ABSTRACTPenelitian ini dilakukan pada sebuah bisnis keluarga di Jakarta, PT MAK, sebagai pelaku usaha di bidang konstruksi pembangunan rumah-rumah hunian dan/atau ruko untuk menganalisis bagaimana strategi PT MAK dalam mencapai kinerja perusahaan selama masa pandemi COVID-19 serta mengidentifikasi strategi PT MAK dalam mencapai keunggulan kompetitif. Adapun penelitian ini menggunakan metode pendekatan kualitatif - single case study - yang di mana teknik pengumpulan datanya menggunakan wawancara secara mendalam kepada pemilik, observasi dan field notes. Wawancara dilakukan kepada 10 informan yang terdiri dari 2 pemilik, 4 karyawan, 2 klien dan 2 partner dari perusahaan keluarga ini. Implikasi dari hasil studi ini adalah anggota dari PT MAK, khususnya pemilik, dapat mengetahui keunggulan kompetitif perusahaan yang bisa dipraktikkan pada saat masa pandemi COVID-19 ini dan seterusnya agar dapat untuk bersaing dengan kompetitor-kompetitornya. Selanjutnya akademisi juga dapat memanfaatkan mini-model theory dari hasil penelitian ini untuk membandingkan dengan case study lainnya di sektor yang serupa yaitu jasa kontraktor.
Intensi dan Perilaku Berwirausaha di Kota Tangerang Selatan [The Entrepreneurial Intention and Behavior in Tangerang Selatan] Alfian, Florencia Putri; Layman, Chrisanty V.
Milestone: Journal of Strategic Management Vol. 2 No. 1 April 2022
Publisher : Universitas Pelita Harapan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.19166/ms.v2i1.5357

Abstract

This study aims to examine the effect of Entrepreneurship Education, Inspiration, Resources, Subjective Norms, Attitudes, Behavioral Control Perceptions, Entrepreneurial Intentions and Entrepreneurial Behavior. The sampling technique in this study was non-probability sampling, namely purposive sampling where the respondents were students who received Entrepreneurship Education lessons. The number of samples as many as 280 respondents with data collection methods using online questionnaires. The analytical method used is statistical with Partial Least Square - Structural Equation Modeling (PLS-SEM) with SmartPLS 3 application. The results show that Entrepreneurship Education has a positive and significant effect on attitudes and behavioral control, but has no significant effect on subjective norms. Inspiration has a positive and significant effect on attitudes, subjective norms, behavioral control. Resources have a positive effect on subjective norms, attitudes have a positive effect on entrepreneurial intentions. Subjective norms have a positive and significant effect on perceptions of behavioral control, entrepreneurial intentions, but not significant on entrepreneurial intentions. The perception of behavioral control has a positive effect on entrepreneurial intentions and entrepreneurial behavior, but has no significant effect on entrepreneurial behavior.BAHASA INDONESIA ABSTRACTPenelitian ini bertujuan untuk menguji pengaruh Pendidikan Kewirausahaan, Inspirasi, Sumber Daya, Norma Subjektif, Sikap, Persepsi Kontrol Perilaku, Intensi Berwirausaha dan Perilaku Berwirausaha. Teknik pengambilan sampel pada penelitian ini adalah non-probability sampling yaitu purposive sampling di mana responden merupakan Mahasiswa yang mendapatkan pelajaran Pendidikan Kewirausahaan. Jumlah sampel sebanyak 280 responden dengan metode pengumpulan data menggunakan kuesioner secara daring. Metode analisis yang digunakan adalah statistic dengan Partial Least Square - Structural Equation Modeling (PLS-SEM) dengan aplikasi SmartPLS 3. Hasil penelitian menunjukan bahwa Pendidikan Kewirausahaan berpengaruh positif dan signifikan terhadap sikap dan kontrol perilaku, tetapi tidak berpengaruh signifikan terhadap norma subjektif. Inspirasi berpengaruh positif dan signifikan terhadap sikap, norma subjektif, kontrol perilaku. Sumber daya berpengaruh positif terhadap norma subjektif, sikap berpengaruh positif terhadap intensi berwirausaha. Norma subjektif berpengaruh positif dan signifikan terhadap persepsi kontrol perilaku, intensi berwirausaha, namun tidak signifikan terhadap intensi berwirausaha. Persepsi kontrol perilaku berpengaruh positif terhadap intensi berwirausaha dan perilaku berwirausaha, namun tidak berpengaruh signifikan terhadap perilaku berwirausaha.
Pengaruh Market Orientation, Technology Orientation, dan Entrepreneurial Orientation Terhadap Business Performance Pada Usaha Coffee Shop [The Effect of Market Orientation, Technology Orientation, and Entrepreneurial Orientation Towards Business Performance of Coffee Shop Businesses] Thioanda, Nataya Niken; Wardhana, Ali
Milestone: Journal of Strategic Management Vol. 2 No. 2 September 2022
Publisher : Universitas Pelita Harapan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.19166/ms.v2i2.5922

Abstract

The purpose of this study is to determine the effect of market orientation, technology orientation, and entrepreneurial orientation on business performance in the business of coffee shop. This study uses a quantitative approach where 40 coffee shops were used as sample from the results of the survey conducted. The sampling method used is non probability sampling with purposive sampling technique. Data were analyzed using multiple regression analysis method. The results of hypothesis testing with t-test explain that partially market orientation and entrepreneurial orientation have a positive and significant effect on business performance. Meanwhile, technology orientation has no significant effect on business performance. In the results of the F test, it is known that there is an effect of market orientation, technology orientation, and entrepreneurial orientation simultaneously on business performance in the business of coffee shop. Suggestions that can be conveyed in this study are coffee shop needs to implement strategies, especially market orientation and entrepreneurial orientation to understand consumer insight and take advantage of these opportunities in order to improve their business performance.Bahasa Indonesia Abstract: Tujuan dari penelitian ini adalah untuk mengetahui pengaruh orientasi pasar, orientasi teknologi, dan orientasi kewirausahaan terhadap kinerja usaha pada usaha kedai kopi. Penelitian ini menggunakan pendekatan kuantitatif yang melibatkan 40 kedai kopi yang digunakan sebagai sampel dari hasil survei yang dilakukan. Metode pengambilan sampel yang digunakan adalah non probability sampling dengan teknik purposive sampling. Analisis data menggunakan metode analisis regresi berganda. Hasil pengujian hipotesis dengan uji-t menjelaskan bahwa secara parsial orientasi pasar dan orientasi kewirausahaan berpengaruh positif dan signifikan terhadap kinerja usaha. Sedangkan orientasi teknologi tidak berpengaruh signifikan terhadap kinerja bisnis. Pada hasil uji F diketahui bahwa ada pengaruh orientasi pasar, orientasi teknologi, dan orientasi kewirausahaan secara simultan terhadap kinerja usaha pada usaha warung kopi. Saran yang dapat disampaikan dalam penelitian ini adalah coffee shop perlu menerapkan strategi khususnya orientasi pasar dan orientasi kewirausahaan untuk memahami wawasan konsumen dan memanfaatkan peluang tersebut untuk meningkatkan kinerja usahanya.
Hubungan Xenosentrisme Konsumen, Pengaruh Sosial, dan Usia Terhadap Niat Membeli Sepeda Luar Negeri [The Relationships Between Consumer Xenocentrism, Social Influence, and Age Towards the Intention to Buy Foreign Bicycle] Pradipta, Henricus Ivan; Edwin, Joseph; Nugroho, Agung
Milestone: Journal of Strategic Management Vol. 2 No. 2 September 2022
Publisher : Universitas Pelita Harapan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.19166/ms.v2i2.5980

Abstract

Covid-19 has caused cycling trend becoming widespread globally and nationally. This phenomenon occurs simultaneously with the increasing demand for bicycles, especially foreign bicycles in Jakarta. The preference for foreign bicycle brands may indicate the existence of consumer xenocentrism in Jakarta. The increase of cycling communities   creates a social environment that encourages foreign bicycle brand consumptions. Previous research suggests that younger consumer has greater knowledge of foreign brands rather than local brands. This study aims to determine the relationship between consumer xenocentrism, social influence (Ganbold and Gantulga, 2020), and age (Pratono and Arli, 2020) on the intention to buy foreign bicycle brands. This research implements quantitative explanatory methods and SmartPLS for hypothesis testing. Data were taken from 103 respondents who are active bicycle owners and are adults (17-63 years old) in Jakarta. Analysis shows that social influence and age do not have a significant effect on intention to buy foreign bicycle brands. Consumer xenocentrism of foreign admiration has a moderate relationship to the intention to buy foreign bicycle brands, while consumer xenocentrism of domestic rejection has no significant effect. Local bicycle manufacturers are advised to design products imitating their foreign counterparts, considering that consumers have a positive evaluation of them.Bahasa Indonesia Abstract: Covid-19 telah menyebabkan tren bersepeda meluas secara global dan nasional. Fenomena ini terjadi bersamaan dengan meningkatnya permintaan sepeda khususnya sepeda luar negeri di Jakarta. Preferensi merek sepeda asing dapat mengindikasikan adanya xenosentrisme konsumen di Jakarta. Meningkatnya komunitas bersepeda menciptakan lingkungan sosial yang mendorong konsumsi merek sepeda asing. Penelitian sebelumnya menunjukkan bahwa konsumen yang lebih muda memiliki pengetahuan yang lebih besar tentang merek asing daripada merek lokal. Penelitian ini bertujuan untuk mengetahui hubungan antara xenosentrisme konsumen, pengaruh sosial (Ganbold & Gantulga, 2020), dan usia (Pratono & Arli, 2020) terhadap niat membeli sepeda merk luar negeri. Penelitian ini mengimplementasikan metode kuantitatif explanatory dan SmartPLS untuk pengujian hipotesis. Data diambil dari 103 responden pemilik sepeda aktif dan dewasa (17-63 tahun) di Jakarta. Hasil analisis menunjukkan bahwa pengaruh sosial dan usia tidak berpengaruh signifikan terhadap niat beli sepeda merek luar negeri. Xenosentrisme konsumen terkait kekaguman asing memiliki hubungan sedang dengan niat membeli merek sepeda asing, sedangkan xenosentrisme konsumen terkait penolakan domestik tidak berpengaruh signifikan. Produsen sepeda lokal disarankan untuk merancang produk meniru produk luar negeri, mengingat penilaian positif konsumen terhadap mereka.
Pengaruh Electronic Word of Mouth (E-WOM) di Instagram Terhadap Minat Pembelian pada Merek Kosmetik Lokal yang Dimediasi oleh Citra Merek dan Sikap Merek [The Effect of Electronic Word of Mouth (E-WOM) in Instagram on Local Cosmetic Brand Mediated by Brand Image and Brand Attitude] Manuella, Windy; Sander, Ongky Alex
Milestone: Journal of Strategic Management Vol. 2 No. 2 September 2022
Publisher : Universitas Pelita Harapan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.19166/ms.v2i2.5981

Abstract

Digitalization facilitates people in terms of accessible and distributable of information and knowledge not only domestically but also globally.  Supported by the invention of internet communication media such as social media, nowadays customers can interact among others and share information easily on their social media such as Instagram in terms of product usage experiences and review. Instagram is one of the social media that may affect customers purchase interest and purchase decision. The study will discuss several variables that affect consumers interest in buying. The variables in this research are electronic word of mouth (E-WOM), brand image, brand attitudes and purchase intention.  From these variables, researchers develop seven hypotheses that were tested on statistical analysis.  The research on consumers purchase interest in local cosmetic brands is a causal study with quantitative research methods.  The total sample of this research is 165 respondents and the research data were analysed by using SMART PLS 3.2.9. The results of this study indicates that E-WOM has a significant effect on brand image, E-WOM has a significant effect on brand attitudes, E-WOM has a significant effect on purchase intention, brand attitude has a significant effect on purchase intention, brand image mediates E-WOM on purchase intention and brand attitude mediates E-WOM on purchase intention.   Bahasa Indonesia Abstract: Digitalisasi memudahkan masyarakat dalam mengakses informasi dan pengetahuan yang dapat tersebar baik di dalam negeri maupun secara global. Didukung dengan penemuan media komunikasi internet seperti media sosial saat ini, pelanggan dapat saling berinteraksi dan berbagi informasi dengan mudah di media sosial mereka seperti Instagram mengenai pengalaman penggunaan dan review produk. Instagram merupakan salah satu media sosial yang dapat memengaruhi minat dan keputusan pembelian konsumen. Penelitian ini akan membahas beberapa variabel yang memengaruhi minat pembelian konsumen. Variabel dalam penelitian ini adalah electronic word of mouth (E-WOM), citra merek, sikap merek, dan niat beli. Dari variabel-variabel tersebut, Peneliti mengembangkan tujuh hipotesis yang diuji pada analisis statistik. Penelitian minat beli konsumen terhadap merek kosmetik lokal merupakan penelitian kausal dengan metode penelitian kuantitatif. Jumlah sampel penelitian ini adalah 165 responden dan data penelitian dianalisis dengan menggunakan SMART PLS 3.2.9. Hasil penelitian ini menunjukkan bahwa E-WOM berpengaruh signifikan terhadap citra merek, E-WOM berpengaruh signifikan terhadap sikap merek, E-WOM berpengaruh signifikan terhadap niat beli, sikap merek berpengaruh signifikan terhadap niat beli, citra merek memediasi E-WOM pada niat beli dan sikap merek memediasi E-WOM pada niat beli.

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