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Proceeding of International Conference on Entrepreneurship (IConEnt)
Published by Universitas Pelita Harapan
ISSN : -     EISSN : 29882664     DOI : -
Core Subject : Economy,
Economics, Econometrics & Finance
Proceeding of International Conference on Entrepreneurship (IConEnt) berisi artikel-artikel ilmiah dari para peneliti dari lingkup internasional yang mengikuti konferensi IConEnt yang akan diadakan rutin setiap tahun oleh Fakultas Ekonomi dan Bisnis Universitas Pelita Harapan.
Arjuna Subject : Bisnis, Menejemen, dan Akutansi (semua kategori) - Bisnis, Menejemen, dan Akutansi (Lain-Lain)
Articles 370 Documents
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The Influence of Social Comparison, Materialism, and Negative Affect on Impulsive Buying with Confidence as A Moderating Variable Among E-Commerce Consumers in Jakarta Levi Jehian; Sihombing, Sabrina O.
Proceedings of the International Conference on Entrepreneurship (IConEnt) Vol. 4 (2024): Proceedings of the 4th International Conference on Entrepreneurship (IConEnt)
Publisher : Universitas Pelita Harapan

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Abstract

Impulsive buying behaviour has become a crucial topic in consumer research in the era of e-commerce growth in Jakarta and the rise of paylater services in Indonesia. This study aims to analyse the influence of social comparison, materialism, and negative affect on impulsive buying, with confidence as a moderating variable. Data were collected through an electronic questionnaire from 230 respondents aged 18–30. After conducting reliability and validity tests, hypothesis testing was performed using PLS-SEM. The results show that five out of seven hypotheses are supported. Social comparison has a significant positive impact on materialism and negative affect but does not significantly affect impulsive buying. Furthermore, materialism was found to increase both negative affect and impulsive buying behaviour. The findings also indicate that negative affect does not have a significant impact on impulsive buying. Confidence successfully moderates the relationship between social comparison and both materialism and impulsive buying, suggesting that individuals with higher levels of confidence are more capable of resisting impulsive urges and are less influenced by social pressure. This study provides important insights for businesses to design more ethical and effective marketing strategies while helping consumers make wiser financial decisions.
Exploring the Influence of EWOM on Purchase Intention: The Mediating Roles of Trust, Value CO-Creation, and Brand Image in Apple Product Grady Deven; Sihombing, Sabrina O.
Proceedings of the International Conference on Entrepreneurship (IConEnt) Vol. 4 (2024): Proceedings of the 4th International Conference on Entrepreneurship (IConEnt)
Publisher : Universitas Pelita Harapan

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Abstract

The rise of digital communication has transformed traditional word of mouth (WoM) into electronic Word of Mouth (eWOM), significantly influencing consumer behavior. This study investigates the impact of eWOM on purchase intention, with a focus on Apple products among Indonesian students. The research explores the mediating roles of trust beliefs, value co-creation, hedonic brand image, and functional brand image in this relationship. Utilizing a quantitative approach, data were collected from 240 respondents through an online questionnaire, and the results were analyzed using Structural Equation Modeling-Partial Least Squares (SEM-PLS). The findings demonstrate that eWOM has a positive effect on purchase intention, with trust beliefs and value co-creation acting as significant mediators. Moreover, both hedonic and functional brand image were found to positively mediate the relationship between eWOM and purchase intention. These results highlight the importance of eWOM as a strategic tool in influencing consumer decisions, especially for premium brands like Apple. The study provides insights for marketers on leveraging trust, value creation, and brand image to enhance purchase intention through eWOM.
Analysis of the Influence of Information Quality, Quantity, and Credibility, as Well as Information Needs and Attitude Towards Information on Information Usefulness and Information Adoption in Enhancing Online Purchase Intention Among Generation Z Through EWOM Mirelle Valentine Limowa; Sabrina O. Sihombing
Proceedings of the International Conference on Entrepreneurship (IConEnt) Vol. 4 (2024): Proceedings of the 4th International Conference on Entrepreneurship (IConEnt)
Publisher : Universitas Pelita Harapan

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Abstract

Consumer purchase intention is a response that develops in a consumer after receiving stimulation from the product they see, in order to easily influence consumers, PIKARU products innovate through social media with interactive and dynamic content to make the spread of information, opinions, and recommendations faster. The purpose of this study is to ascertain how sociaI media's eIectronic word-of-mouth (e-wom) infIuences Generation Z's desire to buy Pikaru products online. The research sample for this quantitative study, which has 350 respondents overall, includes Gen Z residents in JABODETABEK who are between the ages of 18 and 24 and use Pikaru hair care. A questionnaire that used a Likert scale for measuring was used to collect data. The testing approach used in this study is StructuraI Equation ModeIing-PartiaI Least Square (SEM-PLS) analysis. The resuIts show that online purchasing intentions are highly infIuenced by the following variables: information quality, quantity, credibility, needs, attitude towards information usefulness, and adoption.
Effect of Media Channels, Media Content, Word of Mouth on Negative Consumer Well-Being with Self-Regulation, Fear of Missing Out and Panic Buying as Mediation Variables Andrew Santo; Sihombing, Sabrina O.
Proceedings of the International Conference on Entrepreneurship (IConEnt) Vol. 4 (2024): Proceedings of the 4th International Conference on Entrepreneurship (IConEnt)
Publisher : Universitas Pelita Harapan

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Abstract

The widespread phenomenon of panic buying is often influenced by psychological mechanisms involving self regulation, Fear of Missing Out (FoMO), and social influences. This study aims to analyze the impact of self regulation and FoMO on panic buying behavior and the negative effects of both on consumer well-being. The Labubu keychain, a product that went viral on social media, serves as a case study to illustrate this phenomenon. Most consumers feel compelled to make impulsive purchases due to product scarcity exacerbated by FoMO. Based on the theoretical model, self-regulation acts as a mechanism to mitigate the negative effects of FoMO, reducing the likelihood of impulsive purchases. This research also highlights the importance of a deeper understanding of these psychological mechanisms for marketers and policymakers, in order to promote more thoughtful and sustainable purchasing behaviors.
The Influence of Price Perception, Online Customer Review, and Brand Image on Purchasing Decisions for Converse Shoes Riky Azhar Maulana; Ignatius Ario Sumbogo
Proceedings of the International Conference on Entrepreneurship (IConEnt) Vol. 4 (2024): Proceedings of the 4th International Conference on Entrepreneurship (IConEnt)
Publisher : Universitas Pelita Harapan

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Abstract

This research aims to determine and analyze the influence of price perceptions, online customer reviews, and brand image on purchasing decisions for Converse shoes on Shopee e-commerce. Using multiple linear regression analysis with IBM SPSS Statistics 26 as an analysis tool. The sample used was users and prospective users of Converse shoes domiciled in DKI Jakarta who purchased the Shopee e-commerce application with a total of 153 respondents. Survey via Google Forms online and using a Likert scale. The sampling technique is non-probability sampling with a purposive sampling method. The results show that price perception, online customer reviews, and brand image partially influence the decision to purchase Converse shoes on Shopee e-commerce. Price perception, online customer reviews, and brand image simultaneously have a significant influence on the decision to purchase Converse shoes on Shopee e-commerce.
Determinant Variables Influencing Patient Intention and Decision Making at Q Dent Smile Dental Clinic Shella Presilia
Proceedings of the International Conference on Entrepreneurship (IConEnt) Vol. 4 (2024): Proceedings of the 4th International Conference on Entrepreneurship (IConEnt)
Publisher : Universitas Pelita Harapan

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Abstract

Q Dent Smile dental clinic is facing difficulties in attracting new patients. To address this issue, the research aims to identify the influence of brand image and firm generated content (FGC) on patient intention, which impacts their decision to choose Q Dent Smile. This study employs the SEM PLS method with a sample of 200 data. The results indicate that FGC positively influences brand image. In addition, brand image and FGC positively influences the patient intention. Brand image also has a direct positive effect on the decision to choose a dental clinic. However, FGC does not directly influence the decision to choose the dental clinic. However, in an indirect test, patient intention significantly mediates the influence of FGC on clinic choice.
The Influence of Hedonic Motivation, Facilitating Conditions, and Behavioral Intention on the Use of Shopee Paylater Behavior Among Gen Z Moderated by Gender Ryan Christian; Siti Nurjanah
Proceedings of the International Conference on Entrepreneurship (IConEnt) Vol. 4 (2024): Proceedings of the 4th International Conference on Entrepreneurship (IConEnt)
Publisher : Universitas Pelita Harapan

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Abstract

The digital era has significantly changed consumer shopping behavior, with digital financial technology emerging as the fastest growing digital service sector in Indonesia. One of the fastest growing services in this sector is paylater services, which allow payments to be postponed to be settled at a later date. This study investigates the factors that influence the adoption and usage behavior of one of the largest paylater services in Indonesia, Shopee Paylater, among Generation Z, using the Extended Unified Theory of Acceptance and Use of Technology (UTAUT) model as the basis for this study. This study identifies key factors such as hedonic motivation, facilitating conditions, behavioral intention, and use behavior, with gender as a moderating variable. The purpose of this study is to provide insight into Gen Z consumer behavior in adopting Shopee Paylater, as well as to help paylater service providers understand, adapt, and optimize their products for this demographic. The results of this study indicate that the hedonic motivation and facilitating conditions variables influence the behavioral intention to adopt Shopee Paylater services, and the facilitating conditions and behavioral intention variables influence the use behavior of Shopee Paylater users. The moderating variable in the form of gender asslso has an important role in determining the intention to adopt Shopee Paylater services.
Strategy for Optimizing Effa Design's Tiktok Content to Increase Engagement Rate Syarifah Fadhilah; Siti Nurjanah
Proceedings of the International Conference on Entrepreneurship (IConEnt) Vol. 4 (2024): Proceedings of the 4th International Conference on Entrepreneurship (IConEnt)
Publisher : Universitas Pelita Harapan

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Abstract

In the digital era, TikTok has become a vital tool for business promotion with over 1 billion active users. The "Effa Design" TikTok account, focusing on graphic design, has 31,200 followers and an Engagement Rate (ER) of 5.25%. Despite this, increasing the ER remains a priority. Key strategies include content quality, posting consistency, follower interaction, hashtag usage, and trend following. Challenges include TikTok's algorithm, competition, and rapid trend changes. This qualitative case study aims to identify effective strategies to boost the ER of "Effa Design." Data were collected from the account owner, TikTok experts, and followers through interviews, observation, and documentation, and validated using triangulation. Analysis revealed strategies like niche consistency, content variation, hooks, active interaction, relevant hashtags, and personal branding. Interviews emphasized consistent, relevant content and routine evaluations based on TikTok insights. The CESM Framework was applied, focusing on building trust and commitment, enhancing customer engagement through satisfaction and positive emotions, and considering behavioral intentions, WOM, and performance.
The Impact of Entertainment, Interactivity, Trendiness, Customization, and EWOM on Consumer’s Willingness to Pay a Premium Price for Samsung Smartphones : Mediating Effects of Brand Awareness, Image, and Loyalty through Instagram Axel Nathan Gabriello; Sabrina O. Sihombing
Proceedings of the International Conference on Entrepreneurship (IConEnt) Vol. 4 (2024): Proceedings of the 4th International Conference on Entrepreneurship (IConEnt)
Publisher : Universitas Pelita Harapan

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Abstract

In this research, this study investigates the effect between SMMA and the willingness to pay a premium price for Samsung smartphones. With an emphasis on the mediating functions of brand awareness, brand image, and also brand loyalty. It particularly examines how these activities affect consumer behavior. Data was collected through a survey of 288 participants who own Samsung smartphones and are frequent Instagram users, using a quantitative methodology. To investigate further the use of structural equation modeling (SEM) was employed. The study show that brand awareness and brand image act as mediators between SMMA, brand loyalty, and willingness to pay a premium price. According to these results, social media content that is both personalized and engaging can improve brand perception, which in turn would cause to a rise in customer loyalty and a higher willingness to pay for high-end goods. This study gives marketers valuable information about on how to make use of social media activities in acts to improve pricing and brand value.
Building Brand Trust by Increasing Brand Awareness, Shaping Brand Image, and Engaging Brand Ambassadors Tresia Deanra; Prida Ariani Ambar Astuti
Proceedings of the International Conference on Entrepreneurship (IConEnt) Vol. 4 (2024): Proceedings of the 4th International Conference on Entrepreneurship (IConEnt)
Publisher : Universitas Pelita Harapan

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Abstract

The role of branding is vital for companies striving to establish and nurture consumer trust. Developing a strong brand image and fostering trust involves various strategic approaches, including the use of influential brand ambassadors and increasing overall brand awareness. This study specifically focuses on evaluating the impact of brand ambassadors Vincent and Desta, as well as the level of brand awareness, on brand trust. In this context, brand image serves as an important intermediary factor. Adopting a positivistic paradigm combined with a quantitative research approach, this study utilizes an explanatory survey methodology directed at Instagram followers of @oronaminc.id. Following data collection, the information is meticulously processed with the SEM-PLS technique for comprehensive analysis. The findings reveal that the presence of brand ambassadors does not exert a direct and statistically significant influence on brand trust; however, their effect becomes significant when mediated through brand image. In contrast, brand awareness demonstrates a robust direct influence on brand trust and significantly contributes to enhancing brand trust through the intermediary of brand image. These insights underscore the importance of both awareness and image in effectively building brand trust within the competitive landscape of consumer beverages.

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