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iBuss Management
Published by Universitas Kristen Petra Surabaya
ISSN : -     EISSN : -     DOI : -
Core Subject : Science,
Decision Sciences, Operations Research & Management
iBuss Management is a student journal of International Business Management program of Petra Christian University.
Arjuna Subject : -
Articles 14 Documents
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Search results for , issue "Vol 11, No 1 (2023): iBuss Management" : 14 Documents clear
The Influence of Celebrity Endorsements towards Purchase Intention, Mediated by Brand Image: the case of Nike and Travis Scott Rachel D. Moeliadji; Reagan K. P. Halim
iBuss Management Vol 11, No 1 (2023): iBuss Management
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Abstract

Nike, an old player that has ruled the athletic footwear and apparel industry recently just dropped a bombshell news. The world is staggered by Nike’s interesting decision by choosing Travis Scott, an American rapper, as their celebrity endorsement. Given this phenomenon, we analyzed the relationship between celebrity endorsement, brand image, and purchase intention if implemented through a cross-industry endorsement strategy. We analyzed the phenomenon utilizing the theory of purchase intention and celebrity endorsement, with the brand image as a mediating variable. The research utilizes simple random sampling through a close-ended questionnaire distributed on social media as our method to collect data. Further, the data will be analyzed through PLS-SEM method by using SMART PLS 4 software. The result of the research shows that celebrity endorsement results in a positive impact on customers' purchase intention and the company's brand image. With the increasing value of Nike's brand image, brand image has a positive mediation impact on the relationship between celebrity endorsement and purchase intention. This research enriches the theory of purchase intention, brand image, and celebrity endorsement, providing a cross-industry element in an intersecting branding strategy for a wider market to conduct a purchase. With further enrichment of the theory, this research enlarges the space for innovation in the marketing and creative industry.Keywords: Nike, branding, influence, celebrity endorsement, customer purchase intention, random sampling.
The influence of brand experience on willingness to pay a premium price mediated by brand love in the case of generation Z on Zoom Ferrell Alexander; Gevin Gunawan Buntoro
iBuss Management Vol 11, No 1 (2023): iBuss Management
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There are some studies that discuss the impact of feelings on behavior after consuming a product or service from a brand. This research paper examines the role of brand experience in the willingness to pay a premium price, mediated by brand love on video conferencing platforms for generation Z in Indonesia. The test showed a satisfactory result where brand experience and brand love have a significant relationship with the willingness to pay a premium price. Moreover, the research also finds that brand love plays an important role as it assists the significant relationship between brand experience and willingness to pay a premium price. This research is using a quantitative study through simple random sampling. The findings will then be analyzed using PLS-SEM. The findings from this study will contribute to business managers and marketers in creating marketing strategies with a focus to capture customers’ willingness to pay a premium price by creating a positive brand experience, as well as brand love for industry that is similar with video conferencing platforms in Indonesia specifically for generation Z. Additionally, this research will also contribute to the literature of marketing in Indonesia as it is discussing the consumer behavior of generation Z in the video conferencing platform.Keywords: COVID-19, Zoom, Generation Z, brand experience, brand love, willingness to pay a premium price.
The Impact of Personalization, Quality of Service, and Hassle-Free Service Toward Customer Experience in the Case of Shopee Indonesia Cynthia Evelin Soewartono
iBuss Management Vol 11, No 1 (2023): iBuss Management
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Abstract

As the utilization of artificial intelligence continues to grow, businesses have become more efficient and productive in engaging with customers. Moreover, many e-commerce companies are investing in AI to offer their customers the best shopping experience. Shopee as one of the leading e-commerce companies in Indonesia is very popular and frequently used by consumers to purchase products. Therefore, the researcher would like to further understand the application of artificial intelligence in Shopee Indonesia. The research framework adopted by Rajkhowa & Das (2020) analyzes how personalization, quality of service, and hassle-free service affects customer experience. The research will use a quantitative approach and focus on Shopee customers in Indonesia. Furthermore, convenience sampling will be used as the sample design with online questionnaires as the data collection technique. The data gathered from 101 respondents were analyzed using PLS-SEM through SmartPLS 4. The results show that only quality of service has a significant impact on customer experience. However, personalization and hassle-free service have no significant impact on customerexperience. In conclusion, this research could provide benefits to academicians as an additional reference and information for further studies as well as e-commerce companies, marketers, and business practitioners as insights regarding the application of AI in increasing and providing good service quality to enhance customer experience.Keywords: personalization, quality of service, hassle-free service, customer experience.
The Effectiveness of Korean Celebrity Endorsement Towards Purchase Intention Mediated by Brand Image in the Case of Somethinc. Dylan Gregory; Jason Evander Chan
iBuss Management Vol 11, No 1 (2023): iBuss Management
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Over the last several years, Indonesia's cosmetics and skincare sector have exploded. Regardless of age or gender, more individuals are becoming more concerned about their physical appearance, health, and self-care. With such a large market, many Indonesian entrepreneurs are starting their own skincare companies, like Somethinc. A significant marketing budget is required for a new brand to gain notoriety and brand awareness. The endorsement of South Korean celebrities is one of the most recent trends followed by Indonesian skincare firms. The utilization of celebrity endorsements and an appealing special package will improve the customer's perception of the company's brand image. A positive perception between the customer and the firm will impact customers' and future purchase intentions. This study aimed to see how celebrity endorsement influenced purchase intentions for Somethinc cosmetics by using the brand image as a mediator. This study was conducted by giving questionnaires to people who were at least 17 years old, lived in Indonesia, using skincare or/and make-up in their daily basis, and aware with the Somethinc brand. The quantitative research uses simple random sampling and the data is analyzed using Smart Partial Least Square (PLSM) technique. The findings show there is a significant influence of celebrity endorsement towards purchase intentio and brand image, also brand image towards purchase intention. In addition, brand image has a complementary or partial mediation between celebrity endorsement and purchase intention.Keywords: celebrity endorsement, brand image, purchase intention, Somethinc.
The Impact of Electronic Word of Mouth (e-WOM) on Consumer’s Purchase Intention towards Local Skincare Brand with Brand Image as The Mediator: A Case of Somethinc Devina Nathania; Livia Anabel Foek
iBuss Management Vol 11, No 1 (2023): iBuss Management
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Abstract

With the increasing trend of online shopping and the emerging local skincare industry in Indonesia, the internet has been connecting consumers with the local skincare brands and stimulating their intention to purchase. The objective of this study was to further analyze the impact of electronic word of mouth (e-WOM) in shaping the image of a brand which then impacts consumer purchase intention towards local skincare brands. Somethinc was the subject of this study since the brand has become one of the fastest-growing local skincare brands in Indonesia. Using random sampling from the probability sampling method, the online survey of this study involved participants who are Indonesian-born and residents aged 19 to 45 years old and are aware of Somethinc’s brand existence on any platform on the internet. The data gathered were analyzed and tested upon the hypothesis using the PLS-SEM method. The result suggested that brand image significantly mediates the relationship between e-WOM and purchase intention, in which e-WOM establishes how consumers perceive the brand image of Somethinc, which subsequently increases their intention to purchase Somethinc’s products. Through this understanding, local skincare brands in Indonesia, Somethinc specifically, will benefit from the result of this study to further improve their strategy and retain more consumers. Keywords: e-WOM, purchase intention, brand image, local skincare brand, Somethinc, online reviews, online recommendations, online platform, social media.
The Effect of Learning Organization Culture and Learning Goal Orientation on Employees’ Intention to Share Knowledge in Furniture Companies in Indonesia Steven Utama
iBuss Management Vol 11, No 1 (2023): iBuss Management
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Abstract

As the furniture industry kept on growing in Indonesia, competitions increased and one of the keys to strive and thrive in the furniture industry is to increased number of knowledge sharing within employees. Ways to increase the practices of knowledge-sharing within employees are through Learning Organization Culture and Learning Goal Orientation. Therefore, the researcher was determined to understand the effect of Learning Organization Culture towards employees’ intention to share knowledge in furniture companies in Indonesia. This research will use the theory of the relationship of Learning Organization Culture and Learning Goal Orientation towards Knowledge Sharing Intention with Knowledge Sharing Attitude as the mediator in the case of furniture companies in Indonesia. This research focused on furniture companies in Indonesia and were done using quantitative approach. The researcher decided to use simple random sampling as the sampling design with online questionnaires as the method to obtain the data. Furthermore, 161 respondents have answered the questionnaire and the results have been analyzed using SmartPLS 4. As the result, it was found that only Learning Goal Orientation that is partly mediated with Knowledge Sharing Attitude in influencing Knowledge Sharing Intention Keywords: knowledge sharing intention, learning organization culture, learning goal orientation, knowledge sharing attitude.
The Influence of Attitude, Subjective Norm, and Perceived Behavioral Control on Purchase Intention of Apple iPhone: A Study of Generation Z Consumers in Indonesia Elvira Benita; Geraldy Pratama Teguh
iBuss Management Vol 11, No 1 (2023): iBuss Management
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As digital technology proliferated and more smartphone brands have emerged globally, researchers are eager to investigate how brands need to adapt to the current demand of consumers, particularly in high-population developing countries like Indonesia. Gen Z consumers have contributed a sizable portion to the Indonesian smartphone market, especially in luxury brands, one of which is the Apple iPhone. As there is still a limited amount of research conducted to explain the market's luxury consumption behavior, this research aims to investigate the key factors that influence Indonesian Gen Z consumers' purchase intention of Apple iPhone using the theory of planned behavior. The research will dive deeper into the significance and relationship between attitude, subjective norm, and perceived behavioral control toward consumers’ purchase intention. A quantitative approach with the simple random sampling method will be conducted to analyze the results using the PLS-SEM, with T-statistics test to examine the research hypotheses. The results of the study indicated that subjective norm is the most important determinant of purchase intentions for Apple iPhone products. Subjective norm is also found to moderate the relationship between attitude and perceived behavioral control towards luxury purchase intentions. The results of the study will greatly assist business institutions and marketing professionals to formulate better marketing strategies in Indonesia that align with the behavior of this demographic segment. Keywords: attitude, subjective norm, perceived behavioral control, purchase intention, Generation Z, luxury brand, theory of planned behavior.
The Influence of Customer Satisfaction, Customer Experience, and Customer Loyalty toward Brand Power in the Case of Spotify Jenifer Jenifer; Felicia Dea
iBuss Management Vol 11, No 1 (2023): iBuss Management
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Abstract

Spotify is currently the world’s most famous online streaming music platform in the world. However, it does not guarantee the brand to be famous in each country. Spotify needs to face the hard reality of the platform losing to JOOX in the Indonesian market. As customers play a vital role in the company’s success in the market, Spotify needs to understand its customers due to its effect on its revenue. This will result in the customer feeling appreciated since they can feel the best experience which will lead to the likelihood of renewing the subscription to the service and improve the brand in the market. Hence, the researchers are captivated in helping Spotify to be the market leader in Indonesia by analyzing the relationship between the customer experience, customer satisfaction, and customer loyalty towards its brand power. This research uses a quantitative approach where the researchers use probability sampling design, especially the simple random sampling method and the selected population is Indonesian people who have used Spotify Indonesia, have known about Spotify's promotion in Indonesia and with the age of above 17 years old with a sample size of 76. The data from 76 respondents were analyzed using PLS-SEM through SmartPLS 4 to examine the results of the outer and inner models. The finding shows that  customer experience, customer satisfaction, and customer loyalty had significant positive effects toward brand power in the case of Spotify.Keywords: brand power, customer loyalty, customer satisfaction, customer experience, Spotify.
The Effect of Brand Pleasure, Brand Arousal, and Brand Dominance towards Brand Loyalty in the case of UNIQLO Indonesia Febe Surya Effendi; Windy Freshia Luhana
iBuss Management Vol 11, No 1 (2023): iBuss Management
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Abstract

Given the growth that has changed significantly, especially during the Covid-19 pandemic, the fashion industry has changed and come back more substantial now. Thus, the fashion industry has become more attractive to explore. This can be seen in one of the global fashion brands, UNIQLO, which aims to dominate the fashion market industry. Therefore, the researchers decided to analyze UNIQLO in Indonesia as the research object. This study will investigate the effect of brand pleasure, brand arousal, and brand dominance on brand loyalty in the case of UNIQLO Indonesia. In addition, this study utilizes a quantitative approach with the simple random sampling method and 75 respondents were engaged. Online questionnaires were used to gather the research data and then were analyzed using multiple linear regression that will be processed using the IBM SPSS approach. Results revealed that brand pleasure, brand arousal, and brand dominance have an effect on brand loyalty. However, brand pleasure has the most significant impact on brand loyalty in the case of UNIQLO Indonesia. Analyzing the relationship between brand pleasure, brand arousal, and brand dominance on brand loyalty towards the fashion industry, specifically UNIQLO Indonesia, will provide many benefits for various parties, including academicians, business professionals, and companies. Keywords: brand pleasure, brand arousal, brand dominance, brand loyalty.
The Influence of Social Media Marketing Activities Towards Purchase Intention Mediated by Customer Relationships in the Case of Tokopedia Indonesia Jason Wijaya; Alvianto Wiratama
iBuss Management Vol 11, No 1 (2023): iBuss Management
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The rapid expansion of social media users in particular has revealed significant shifts in how society interacts. Brands must now pay attention to customer involvement on social media to result in a direct or indirect purchase intention in order to boost sales and revenue. In addition to social media marketing activities (informativeness, interactivity, trendiness, personalization, and word of mouth), the study model analyzes the role of customer relationships as a mediating variable. This study focuses on Tokopedia users in Indonesia who have seen Tokopedia’s marketing contents on Instagram. Using a simple random sampling procedure, a questionnaire was spread throughout social media platforms. Then, the PLS-SEM method was used to evaluate 119 valid respondents. Analysis revealed a positive impact between social media marketing activities on purchase intention, as well as a positive impact on the relationship between customer relationships and purchase intention. Results also indicated that the relationship between social media marketing activities and purchase intention is partially mediated by customer relationships.Keywords: social media marketing activities, customer relationships, purchase intention, Tokopedia Indonesia.

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