Garuda - Garba Rujukan Digital

How User-Generated Content Influences Hotel Booking Decisions on Traveloka Syaqufa, Ambarin; Kusumawati, Nurrani
Mandalika Journal of Business and Management Studies Vol 2 No 2 (2024): Mandalika Journal of Business and Management Studies
Publisher : Mandalika Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59613/mjbms.v3i1.132

Digital transformation has become a critical focus worldwide, including the rapid adoption of innovative technologies with diverse applications across various markets and industries. In the midst of emerging features from the development of these applications, experiences shared by other customers through UGC are perceived as more trustworthy than brand-promoted content compared to content from social media, which has key factors including perceived credibility, usefulness, homophily, and information quality. UGC has fundamentally transformed the travel industry by changing how information is obtained and shared, affecting how tourists plan their trips and impacting customer satisfaction and purchase decisions like Traveloka. This study aims to explore the relationship between UGC factors, customer attitude towards UGC, and customer trustworthiness for utility in purchase decisions in the hotel sector in Traveloka. This research adopts a comprehensive approach by combining qualitative and quantitative analysis. Qualitative data was collected by analyzing automatic coding techniques with the NVivo tool. Meanwhile, quantitative data was analyzed using the Partial Least Squares Structural Equation Modeling (PLS-SEM) method. In the qualitative stage, the research targeted travel enthusiasts who have booked hotels on OTA platforms, especially Traveloka users, with a minimum number of respondents of 12, and in the quantitative method, the minimum number of respondents was 200. The qualitative stage also explored an additional variable, perceived risk, which was further analyzed quantitatively in relation to attitude towards UGC. The findings of this study emphasize the significant impact of perceived reliability, perceived usefulness, information quality, perceived homophily, and perceived risk that influence attitude towards UGC for utility towards purchase decisions in the hotel sector. This research provides an understanding of the new role of several factors in UGC, explores their impact on attitude towards UGC and its use in hotel purchase decisions, and provides valuable guidance for optimizing strategies and maximizing the potential of UGC features in the travel industry in the hotel sector.

The Impact of Greenwashing Towards Brand Trust and Brand Loyalty: A Study of Nike Move to Zero Initiatives Diandra, Patricia; Aprilianty, Fitri
Mandalika Journal of Business and Management Studies Vol 2 No 2 (2024): Mandalika Journal of Business and Management Studies
Publisher : Mandalika Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59613/mjbms.v3i1.133

Green marketing is vital for companies to meet consumer demand for sustainable products. However, greenwashing—where companies falsely claim environmental benefits—poses a significant challenge, particularly in the fashion industry, by eroding consumer trust and undermining genuine sustainability efforts. Nike, a leading brand in athletic apparel and footwear, launched the Move to Zero initiative aiming for zero waste and zero carbon emissions by 2025. Despite this, some consumers suspect greenwashing, leading to scepticism about Nike’s sustainability claims. A notable lawsuit has suggested that Nike misled consumers about the actual environmental impact of its products, potentially harming brand trust and loyalty. This study investigates the impact of greenwashing on brand trust and loyalty in the context of Nike's initiative. Using a quantitative approach, surveys were distributed to Nike customers in Indonesia aware of the Move to Zero initiative. Data analysis using descriptive statistics and the PLS-SEM method revealed significant concerns about greenwashing. Many respondents believe Nike's sustainability claims are more marketing than genuine commitment, are sceptical about the effectiveness of the initiatives, and feel Nike needs more transparency about its sustainability practices and impact. The PLS-SEM analysis showed that greenwashing significantly tarnishes the green brand image, leading to a diminished perception of Nike’s environmental efforts. A strong green brand image positively influences brand trust, but overall trust scores were low due to perceived greenwashing. Brand trust positively impacts brand satisfaction, which in turn influences brand loyalty. However, dissatisfaction due to perceived greenwashing lowers both trust and loyalty. The PLS-SEM analysis also indicated significant variance in brand trust and loyalty explained by preceding variables. The findings highlight the importance of transparency and authenticity in green marketing to foster brand loyalty. This research offers valuable insights for Nike and other brands on enhancing trust and loyalty through genuine sustainability efforts and avoiding greenwashing.

Designing Website as Digital Marketing to Promote Construction Company (A Case Study of PT NLA) Syachfitria, Nabila; Qastharin, Annisa Rahmani
Mandalika Journal of Business and Management Studies Vol 2 No 2 (2024): Mandalika Journal of Business and Management Studies
Publisher : Mandalika Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59613/mjbms.v3i1.134

In this era of globalization, the construction industry continues to grow and significantly contributes to economic growth in Indonesia. However, the industry faces intense business competition and market dynamics that continue to change every year. These conditions pose challenges for companies to continuously develop and adjust their business strategies. One viable business strategy is the use of digital marketing as a promotional tool to reach a wider target audience, enhance the company's positive image, and increase brand awareness. Digital marketing can be implemented by companies through the use of websites to build the company's online presence. A website aims to improve the company's visibility and serve as accessible information for all people. In this context, PT NLA is a construction company in West Java that needs to implement a website as a digital promotional tool. Currently, the company does not have a website to introduce and market its services. As a result, PT NLA has limited information available on various online platforms due to the absence of direct information from an official company website. Therefore, having a company website is crucial for long-term marketing investment. This research aims to analyze and design two prototype website concepts to provide recommendations for the company. The research employs the design thinking method to assist in the analysis and design of the website prototypes for PT NLA. It also uses a mixed-methods approach to enrich the data. Qualitative data will be collected through semi-structured interviews with internal and external company stakeholders, while quantitative data will be used during the testing phase in the form of the System Usability Scale (SUS). The testing phase aims to obtain evaluation scores and feedback from both internal and external company stakeholders regarding the two prototypes designed by the researchers. These prototypes will be tested and evaluated based on the highest scores and validation from the company's internal stakeholders. The research results indicate that the second prototype website concept received the highest scores compared to the first prototype. This concludes that the second prototype is the best website concept that can be implemented by the company.

The Impact of Service Quality and Electronic Service Quality on Customer Satisfaction and Customer Loyalty: A Study on The Customers of Bank Central Asia Febriend, Saskia Deffa; Qastharin, Annisa Rahmani
Mandalika Journal of Business and Management Studies Vol 2 No 2 (2024): Mandalika Journal of Business and Management Studies
Publisher : Mandalika Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59613/mjbms.v3i1.135

The Indonesian banking sector is facing increasing competition due to the rise of digital banks. This has led to evolving customer preferences, with a growing demand for seamless digital banking experiences. While BCA has a strong market position, it faces complaints regarding its mobile banking app, M-BCA, particularly concerning user interface and experience, which indicates potential issues with service quality and electronic service quality. The need to understand the factors influencing customer satisfaction and loyalty in this changing landscape are growing from conventional banks, like BCA. This study investigates the impact of SERVQUAL and e-SERVQUAL on customer satisfaction, electronic customer satisfaction and loyalty among BCA customers in Indonesia, which aims to address the challenges faced by conventional banks in the face of increasing competition from digital banks. A quantitative research approach was employed, involving a survey of 210 Gen Z and Gen Y BCA customers in Jabodetabek and Bandung. Data analysis was conducted using descriptive statistics and Partial Least Squares Structural Equation Modelling (PLS-SEM). The results confirm that both SERVQUAL and e-SERVQUAL significantly and positively influence customer satisfaction, which in turn strongly influence customer loyalty. However, e-SERVQUAL does not have a direct impact on customer loyalty, suggesting a more complex relationship. While digital services are increasingly important, traditional service quality remains a key driver of customer loyalty. The findings underscore the importance for conventional banks like BCA to maintain high service quality standards first and later continuously improve digital offerings to remain competitive in the digital age.

Enhancing PT. LVC Website Marketing Strategy To Generate Leads Through Conversion Rate Optimization (CRO) Matahati, Haiqa; Qastharin, Annisa Rahmani
Mandalika Journal of Business and Management Studies Vol 2 No 2 (2024): Mandalika Journal of Business and Management Studies
Publisher : Mandalika Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59613/mjbms.v3i1.136

PT. LVC is a B2B company that provides consultation services for management, QHSE (Quality, Health, Safety, and Environment), regulatory compliance, and business strategy. PT. LVC is aiming to grow its business due to increasing competition. They operate as a consulting firm offering one-time purchase services tailored to each industry. This makes it challenging to secure repeat sales from previous clients. Currently, their primary source of new clients is through their website because after trying other channels, website is the most effective and digital marketing nowadays have proven to be highly impactful. To increase sales and help PT. LVC grow, their website needs to be optimized to generate leads or potential customers, ultimately boosting revenue. Increasing revenue is PT. LVC current primary objective. To achieve this, the conversion rate optimization theory developed by Chris Goward (2012) will be utilized, with a qualitative approach. First, an assessment was conducted to understand the current website marketing strategy through secondary data from company documents. Primary data will then be collected via interviews to identify which elements can be improved through split testing to achieve a higher conversion rate. The interview results were analyzed using thematic analysis, revealing that the aspects to be optimized include adding a free consultation feature, improving the call to action, and designing the "Contact Us" button. These identified aspects will be varied and tested using split testing. The split testing involves three individuals from different industries within PT. LVC market scope. The key finding from the split testing is the recommendation that it is crucial to recognize potential customers within businesses as individuals and understand their behavior on the website to generate more leads. This research contributes to an understanding of B2B market behavior, specifically for consulting companies.

Influence of Beauty Micro-Influencer Towards Indonesian Purchase Intention of Skincare Products Pratama Gracia Adi, Agustinus Krishna; Qastharin, Annisa Rahmani
Mandalika Journal of Business and Management Studies Vol 2 No 2 (2024): Mandalika Journal of Business and Management Studies
Publisher : Mandalika Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59613/mjbms.v3i1.137

The Indonesian skincare industry has seen robust growth, with revenue reaching $2.06 billion in 2023 and projected to continue rising. This surge is accompanied by increased market competition, marked by a significant influx of new brands. Consumers face challenges in brand selection, often influenced by social media beauty influencers. This thesis explores the role of micro-influencers in shaping consumer purchase intentions, focusing on their credibility and its impact on brand attitude and purchase behavior. This study the concerning the effectiveness of micro-influencers and sets forth research questions and objectives to evaluate the influence of micro-influencer credibility on brand attitude and purchase intention.The theoretical foundations review relevant literature on influencer marketing, particularly the classification and characteristics of influencers. It delves into the concept of purchase intention and the Ohanian model of credibility, which includes attractiveness, trustworthiness, and expertise. This framework establishes the understanding how micro-influencers affect consumer attitudes and behaviors. The methodology outlines the quantitative approach and survey methodology used to collect data from 160 active skincare users in Indonesia. It details the measurement of variables, such as influencer credibility, brand attitude, and purchase intention, and describes the data analysis techniques using SEM-PLS which is employed to test the hypotheses. Data analysis reveals significant correlations between micro-influencer credibility attributes and brand attitude. Attributes such as expertise, trustworthiness, and attractiveness enhance consumer perception of skincare brands. The analysis confirms that a positive brand attitude mediates the relationship between influencer credibility and purchase intention, highlighting the strategic value of credible micro-influencers in marketing. The thesis concludes that micro-influencers play a crucial role in influencing consumer purchase intentions through their impact on brand attitude. Practical recommendations for skincare brands on leveraging micro-influencer partnerships to enhance market reach and consumer trust and for micro-influencer to focus on enhancing expertiseness and trustworthiness among audience. For future research should explore micro-influencers' impact in different cultures, product categories, long-term brand loyalty, and the effects of post frequency, content type, follower engagement, and emerging social media platforms.

Factors That Impact Impulsive Buying in Offline Beauty Stores in Indonesia Widyaputri, Naja Ghassani; Aprianingsih, Atik
Mandalika Journal of Business and Management Studies Vol 2 No 2 (2024): Mandalika Journal of Business and Management Studies
Publisher : Mandalika Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59613/mjbms.v3i1.138

The COVID-19 pandemic significantly impacted the retail industry, especially beauty retail stores, as consumer behavior shifted drastically. With the temporary closure of physical stores and a surge in e-commerce, offline beauty stores saw a substantial drop in sales. As the world transitions to the post-pandemic era, beauty retailers need new strategies to boost in-store sales. Impulse buying behavior is one potential strategy which has been identified as a significant driver of retail sales in offline beauty stores. Therefore, this research aims to analyze the key factors influencing impulse purchases at offline beauty stores in Indonesia and also analyze which variables can positively influence impulse purchases at offline beauty stores in Indonesia. This research used quantitative research using questionnaires with non-probability and purposive sampling is used, so the respondents must have purchased at least once purchased in offline beauty stores, be 18-65 years old, and living in Indonesia. Using a survey method with 250 respondents, data were analyzed through Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings reveal that sales promotions, store environment, and store employees significantly impact impulse buying behavior. These findings can help beauty retail business or similar businesses in the beauty industry in developing strategies to enhance customer experience and increase in-store sales by leveraging the identified influential factors.

Feasibility Study of A New Concept “Warung Mie” Store of XYZ Restaurant in Amsterdam Hana, Felicia; Afgani, Kurnia Fajar
Mandalika Journal of Business and Management Studies Vol 2 No 2 (2024): Mandalika Journal of Business and Management Studies
Publisher : Mandalika Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59613/mjbms.v3i1.139

XYZ restaurant is a takeaway restaurant offering homemade Indonesian dishes located in Amsterdam. After 3 years of operating, restaurant XYZ realized that the majority of customers pick noodles as their most favorite dish, which tends to sell out every day. The restaurant identified an opportunity to focus on noodle-based dishes by establishing a Warung Mie concept store in Amsterdam. This decision is supported by Amsterdam's status as an international city with a diverse culinary scene and the potential growth of the noodle market in the Netherlands. Moreover, many Dutch people are familiar with Indonesian cuisine. The project requires an initial investment of €154,062. Therefore, before implementing the project, the owner would like to analyze its feasibility and associated risks, which is the purpose of this study. There are five stages in constructing the feasibility study: constructing pro forma financial statements, calculating the weighted average cost of capital, calculating free cash flow to the firm (FCFF), conducting a financial feasibility analysis, and performing a risk assessment. The tools used to assess feasibility include the payback period (PP), net present value (NPV), internal rate of return (IRR), and profitability index (PI). Moreover, sensitivity analysis is used to conduct the risk analysis and assess the project's resilience to changes in key variables. Based on the market and financial analysis, the project is feasible and will generate profit in the future. The payback period would be 5 years, 1 month, and 3 days; NPV is €210,176; IRR is 19.5%; and PI is 2.4. The sensitivity analysis highlights that variations in total sales are the most impactful variable to the NPV, followed by salaries and wages. Therefore, restaurant XYZ is advised to focus on improving total sales. Additionally, implementing effective financial monitoring and control systems will help manage sales and salary expenses efficiently, mitigating potential risks associated with fluctuations in these variables.

The Influence of Marketing Mix and Students’ Sense of Belonging Mediated by Attitude on Purchase Intention for ITB Press Merchandise Rasyida, Reyna Aszzura; Aprianingsih, Atik
Mandalika Journal of Business and Management Studies Vol 2 No 2 (2024): Mandalika Journal of Business and Management Studies
Publisher : Mandalika Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59613/mjbms.v3i1.140

Promotional merchandise has become a popular promotional tool in various sectors, including education. With more than twenty thousand students at each Indonesian university and high turnover each year, the market and potential demand remain highly promising. ITB Press, which are currently in their second year as the official merchandise seller for ITB, struggle with low sales and awareness among students. This indicates a need for improved market penetration. This study examines the predictors of purchase intention among their target market, which includes ITB students and alumni, focusing on 4Ps of marketing mix (product, price, place, promotion) and students’ sense of belonging, mediated by attitudes. A comprehensive quantitative approach with path analysis on SPSS was conducted to analyze the relationship between variables. By distributing questionnaires, 221 respondents consisting of ITB active students and alumni were gathered in this research. The findings show that, except for Place, all predictors significantly influence purchase intention, with attitudes serving as a mediating variable. The study reveals that ITB Press merchandise has a positive product perception among students. The primary motivation for purchasing merchandise is the students' pride and connection with ITB and the product itself, with most attention on the design, quality, and variety. Consequently, ITB Press should focus on creating appealing products that fit student preferences to maintain the positive perception, while maintaining a balance between price and promotions. This study highlights the importance of understanding the motivations and perceptions of both students and alumni, providing valuable insights for ITB Press to refine their marketing approach.

The Analysis of Factors Driving Consumer Engagement and Purchase Intention in E-Commerce Live Streaming Aulianur, Felicia Fajr; Purwanegara, Mustika Sufiati
Mandalika Journal of Business and Management Studies Vol 2 No 2 (2024): Mandalika Journal of Business and Management Studies
Publisher : Mandalika Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59613/mjbms.v3i1.141

The rise of e-commerce has enabled consumers to shop anytime and anywhere, access extensive product descriptions, read reviews, compare a wide range of products and prices, and take advantage of offers. Moreover, interactive and personalized shopping experiences have become possible through the latest innovation in e-commerce: live streaming. E-commerce live streaming allows real-time interaction with sellers, combining engagement and convenience, which is highly favored among consumers in Indonesia. One of the main factors influencing the selection of live streaming platforms is the promotional offers provided, as most shopping behaviors are driven by attractive offers. In addition to promotions, the presence of hosts and their interactivity in leading live streaming sessions play a crucial role. Hosts ability to interact with viewers, present informative content, and provide personalized recommendations effectively enhances consumer engagement and purchase intention. However, many local businesses, particularly SMEs, suffer losses due to ineffective host and promotional strategies during live streaming sessions that fail to attract consumers. Therefore, this research aims to provide valuable insights for optimizing live streaming strategies, helping hosts develop more effective approaches and strategies to drive sales in a competitive market. This study focuses on analyzing which host gender, host interactivity, and promotions are more effective strategies in driving higher consumer engagement and purchase intention. The research examines 864 live stream sessions from the three most used and favored e-commerce live streaming platforms in Indonesia: Shopee Live, TikTok Live, and Tokopedia Play. This research applied a descriptive research design with an observational method. The data was analyzed using Descriptive Analysis, Chi-Square Test, Post Hoc Test, and Correlation Analysis through SPSS. The results indicate that host interactivity and promotion are significantly associated with consumer engagement and purchase intention, while host gender does not show a significant association. Moreover, female hosts, responsiveness in interactivity, and flash sales as a promotional strategy appear to be more effective in achieving higher consumer engagement and purchase intention compared to others across all e-commerce live streaming platforms. Shopee Live also emerges as the e-commerce live streaming platform that generates the highest consumer engagement and purchase intention compared to other platforms. The correlation analysis reveals a strong positive relationship between consumer engagement and purchase intention, indicating that higher levels of consumer engagement are associated with higher purchase intentions. These findings highlight the importance of attractive host and promotional strategies in live streaming to maximize consumer engagement and purchase intention in the competitive landscape of e-commerce live streaming.

Home Page

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Reviewer

Google Scholar

Contact Name
Rayyanah Putri Elsafir

Contact Email
yayasanbanusamsudin@gmail.com

Phone
+6285960430213

Journal Mail Official
yayasanbanusamsudin@gmail.com

Editorial Address
Jalan Candi Pawon No.7 Cakranegara, Mataram, Provinsi Nusa Tenggara Barat

Location
Kota mataram,

Nusa tenggara barat

INDONESIA

Abstract

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Home Page

OAI Link

Editorial Team

Contact

Reviewer

Google Scholar

Contact Name Rayyanah Putri Elsafir

Contact Email yayasanbanusamsudin@gmail.com

Phone +6285960430213

Journal Mail Official yayasanbanusamsudin@gmail.com

Editorial Address Jalan Candi Pawon No.7 Cakranegara, Mataram, Provinsi Nusa Tenggara Barat

Location Kota mataram, Nusa tenggara barat INDONESIA

Abstract

Abstract

Abstract

Abstract

Abstract

Abstract

Abstract

Abstract

Abstract

Abstract

Contact Name
Rayyanah Putri Elsafir

Contact Email
yayasanbanusamsudin@gmail.com

Phone
+6285960430213

Journal Mail Official
yayasanbanusamsudin@gmail.com

Editorial Address
Jalan Candi Pawon No.7 Cakranegara, Mataram, Provinsi Nusa Tenggara Barat

Location
Kota mataram,

Nusa tenggara barat

INDONESIA