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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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Tokopedia Kalbe Animal Health Digital Marketing Strategy to Increase Product Sales Simanjuntak, Sandra Gordiola; 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 global Covid-19 pandemic has significantly impacted various sectors of life. In the economic sector, many companies have faced declines in sales, losses, and even bankruptcy. For instance, PT Agroveta Husada Dharma, a company focused on animal health, has experienced a decrease in sales for livestock due to selling prices for live chickens and cows being consistently below the cost of production. The restrictions on community activities during the pandemic have compelled companies to leverage digital technology for marketing efforts, enabling them to continue operations. This research is a qualitative descriptive study utilizing a case study method with the aim of determining the digital marketing strategies employed by Tokopedia Kalbe Animal Health to boost sales during the Covid-19 pandemic. Data collection involved in-depth interviews, participant observation, and documentation. The study's findings revealed that PT Agroveta Husada Dharma's sales increased as a result of implementing an adaptive digital marketing strategy on Tokopedia, specifically using the SOSTAC framework.
Analysis of the Influence of Online Comments, Logistics Service Quality, Promotion Incentive Information, and Promotion Time Limit on Impulsive Buying Behavior through Perceive Trust and Perceive Value in Shopee Application Users in Surabaya Yuliana; Hananiel Mennoverdi Gunawan
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 development of trade in Indonesia has the attraction of how a person buys goods through online media is increasing rapidly. By researching Shopee with customers in Surabaya, the aim is to determine the influence of Online comments (OC), Logistic Service Quality (SQ), Promotion Incentive Information (PI), Promotion Time Limit (PL) on Perceive Trust (PT) and Perceive Value (PV). This study also examines the influence of Perceive Trust (PV) and Perceive Value (PV) respectively on Impulsive Buying Behaviour (BB). The results of the regression test showed that Online comment (OC), Logistic Service Quality (SQ), Promotion Incentive Information (PI), Promotion Time Limit (PL) had a significant effect on Perceive Trust (PT). Online comment (OC), Logistic Service Quality (SQ), Promotion Incentive Information (PI), Promotion Time Limit (PL) have a significant effect on Perceive Value (PV). Perceive Trust (PV) and Perceive Value (PV) each have a significant effect on Impulsive Buying Behaviour (BB).
The Influence of Physical Quality, Staff Behavior, Perceived Price and Fairness, and Lifestyle Congruence on Brand Loyalty through Customer Satisfaction Among Guests at Whiz Prime Hotel Megamas Manado in Manado City Rachel Anly Marilyn L Wullur; Hananiel Mennoverdi Gunawan
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 study aims to examine the influence of Physical Quality, Staff Behavior, Perceived Price and Fairness, and Lifestyle Congruence on Brand Loyalty through Customer Satisfaction among guests at Whiz Prime Hotel Megamas Manado in Manado City. This research uses a quantitative method, with data processed using SPSS. A questionnaire was distributed to 60 respondents residing in Manado who had visited within the last five years. Staff Behavior and Customer Satisfaction were found to be the strongest predictors of Brand Loyalty. Lifestyle Congruence and Physical Quality also had significant effects on Brand Loyalty, although to a lesser extent, while Perceived Price and Fairness had no significant effect. For Customer Satisfaction, the greatest influence was from Staff Behavior, followed by Perceived Price and Fairness and Lifestyle Congruence; Physical Quality was not significant. Customer Satisfaction strongly drives Brand Loyalty, indicating that enhancing customer satisfaction can significantly boost loyalty. To increase Brand Loyalty, companies should focus on improving Staff Behavior, Perceived Price and Fairness, and Lifestyle Congruence.
Determinants of Life Insurance Purchase Intent Among Millennials Isana Sri Christina Meranga
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 study aims to investigate the factors influencing millennials' intentions to purchase life insurance. A conceptual framework was developed based on the Theory of Reasoned Action (TRA). Data was collected through electronic questionnaires from 270 sample of Indonesian millennials. The gathered data was analyzed using PLS-SEM 4. The findings reveal that attitude, subjective norms, personal values, motivation, and learning significantly influence millennials' intentions to purchase life insurance. A positive attitude, driven by perceived benefits and long-term financial security, emerged as a key determinant. Social influence, as reflected in subjective norms, also played a crucial role. Personal values, particularly those related to family security and financial stability, further reinforced the importance of life insurance. This research contributes to the literature by analyzing the factors influencing millennials' intention to purchase life insurance. By identifying key determinants like attitude, social norms, personal values, motivation, and learning, this study provides valuable insights for insurers to develop effective marketing strategies.
From Stage to Skin: Unpacking K-Pop’s Power as Ambassadors for Scarlett Skincare in Indonesia Sylvia Samuel; Daniel Widjaja
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 examines the impact of K-Pop celebrity endorsements on consumer purchase decisions within the Indonesian skincare market, specifically focusing on Scarlett Skin Care products. Using a quantitative research design, data were collected from 350 Indonesian consumers and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) in SmartPLS. The results demonstrate that promotional activities exert the strongest and most statistically significant influence on purchase decisions, positioning promotion as a crucial driver of consumer interest in Scarlett products. While K-pop endorsements achieved high visibility and appeal among respondents, they displayed a negligible direct effect on purchase decisions, with a slight negative influence detected. Moreover, the interaction between income level and celebrity endorsement was found to be non-significant, indicating that the appeal of K-Pop endorsements does not vary substantially across income segments. Viral marketing also showed no significant moderation by income, with only a marginally significant interaction observed between income and promotion.
The Influence of Marketing Mix on Customer Satisfaction and Loyalty at Daja House Restaurant Lampung Indonesia Nindya Yuliani Arnis; Dewi Wuisan; Gabriel Kennard Chan; Benny Aristo
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 study aims to analyze the influence of the marketing mix, consisting of food quality, price, location, and service quality, on customer satisfaction and loyalty at Daja House Restaurant in Bandar Lampung. Data for this study was collected through an online questionnaire with 181 respondents who had visited the restaurant more than three times in the last six months. The analysis method used a quantitative approach with a 5-point Likert scale to measure consumer perceptions of the studied variables. The results indicate that each variable in the marketing mix has a positive and significant effect on customer satisfaction, and customer satisfaction has a direct impact on loyalty. This study emphasizes the importance of a positive consumer experience in creating loyalty, especially in the service industry. Practically, this research provides recommendations for the management of Daja House Restaurant to continue improving food quality, adjusting competitive prices, enhancing the layout and comfort of the environment, and training staff to provide responsive and friendly service. In this way, customer satisfaction and loyalty can be increased, ultimately supporting business sustainability amid intense competition.
The Influence of Price, Service Quality, Trust and Product Quality on Scarlett Customer Satisfaction Erika Tania; Dewi Wuisan; Kyle Christopher Suhail; Danet Arya Patria
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 analyse the influence of price, service quality, trust, and product quality on customer satisfaction for Scarlet products. This research uses a quantitative research approach where data is collected through an online Google Forms questionnaire. This research was conducted in Indonesia and took respondents from Tangerang. The sample in this research was 160 respondents. Data were analysed using the outer model. The outer model consists of validity and reliability tests, while the inner model was tested using R-square, hypothesis testing (bootstrapping), and multicollinearity testing. This research shows that price has a negative and significant effect on customer satisfaction. Meanwhile, service quality, trust and product quality positively and significantly affect customer satisfaction.
The Influence of Corporate Social Responsibility Disclosures on Firm Value: Does Firm Maturity Matters? Lina; Kimberly Edelweiss
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 study aims to provide empirical evidence regarding the influence of corporate social responsibility on firm value. In addition, this study also wants to prove the moderating role of firm maturity on the influence of corporate social responsibility disclosure on firm value. The research sample was all companies except the financial sector which are included in the main board listed on the Indonesia Stock Exchange from 2020 to 2022. The results of the study indicate that corporate social responsibility disclosure has a positive influence on firm value. Firm maturity has not been proven to strengthen the influence of corporate social responsibility disclosure on firm value.
The Impact of Gamification on Gen Z’s Behavioral Intention through ECommerce Shopee: Does Reward Moderate the Relationship? Joe Eklesia Apostolos Sujarwo; Cynthia Anna Wijayanti
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 study explores the impact of gamification on the behavioral intention of Generation Z users within the Indonesian Shopee e commerce platform, examining rewards as a moderating factor. Using the Technology Acceptance Model (TAM) framework, the research analyzes how perceived enjoyment, usefulness, ease of use, and social interaction influence users’ intentions to engage with gamified features. Data from 178 respondents were analyzed via Structural Equation Modeling (SEM) using SmartPLS. Findings indicate that gamification positively affects perceived enjoyment, usefulness, ease of use, and social interaction, enhancing behavioral intention. However, rewards as a moderating factor did not significantly impact these relationships. The study emphasizes gamification's role in boosting engagement on digital platforms among Generation Z consumers, though the role of rewards in moderating this effect may vary. This research contributes to understanding how gamified elements enhance user engagement and loyalty on e-commerce platforms.
The Market Reaction to Firms’ ESG Disclosures: Does Audit Quality Matter? Mulyadi Noto Soetardjo; Viochica Verawati
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 study aims to examine the effect of Environmental, Social, and Governance (ESG) Disclosure on capital market reaction, in this case, the Firm Value. Also, this study examines whether the relationship between ESG Disclosure and Firm Value is influenced by the moderating effect of audit quality. This study regresses three primary variables: Firm Value (measured using Price to Book Value), ESG Disclosure (measured based on the ESG Disclosure Score by BGK Foundation), and Audit Quality (is dummy variable with 1 for good audit quality). Using the purposive sampling method this study utilizes 202 firm-years sample from non-financial sector companies for the period 2018-2021. The major finding reveals that ESG Disclosure has a negative effect on Firm Value. Related to the influence of moderating variables, this study finds that Audit Quality is able to strengthen the positive effect of ESG Disclosure on Firm Value or weaken the negative effect of ESG Disclosure on Firm Value. The implication of this study shows that Audit Quality plays a role in decision making process related to Firm Value and ESG Disclosure.

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