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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 305 Documents
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The Influence of Service Quality Dimensions towards Customer Loyalty with Customer Satisfaction as the Mediator for Hokky Supermarket Christina Christina
iBuss Management Vol 8, No 2 (2020): iBuss Management
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Abstract

This research paper aims to find the relationship between service quality dimensions and customer loyalty with customer satisfaction as the mediator for Hokky supermarket. This research topic was chosen, as service quality dimensions are able to differentiate the businesses under retail industry, knowing the fact that they sell homogenous goods. Moreover, the author also discussed the most dominant service quality dimensions for Hokky supermarket, which shows the dimension that needs to be improved first before the other dimensions. In total, there were 102 respondents’ answers gathered, which was analyzed by using the multiple linear regressions of path analysis, and the sobel test to test the mediation effect. The data was processed using IBM SPSS software. Then, there were four findings, answering the four research questions. The four findings are (1) empathy has the most dominant positive influence toward customer satisfaction, (2) only empathy and responsiveness that have significant and positive influence on customer satisfaction, (3) customer satisfaction has a significant influence on customer loyalty, and (4) the relationship of empathy and responsiveness with customer loyalty has a full mediation effect of customer satisfaction, while the relationship between assurance and customer loyalty has a partial mediation effect of customer satisfaction. Keywords: Service Quality Dimensions, Customer Satisfaction, Customer Loyalty 
Improving Avery Dennison Employer Branding to Anticipate Future Company Talent Pipeline Problems Hans Christopher William
iBuss Management Vol 8, No 2 (2020): iBuss Management
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Employer branding is a strategy that companies use to reach the target market to acquire and retain employees for improving themselves. Having a strong employer branding is very crucial since it will strongly relate to talent acquisition and growth of the company in the future. Avery Dennison's weak presence as an employer to university students in the Netherlands is something that needs to be improved to ensure their presence and awareness as an employer in the future. The main purpose of this research is to find suitable improvements for Avery Dennison's employer branding to increase their awareness of university students in the Netherlands.Interviews with related parties, research through credible sources, and analysis were conducted by the writer. This was then processed through the SWOT analysis and enhanced through the confrontation matrix to find suitable recommendations for Avery Dennison. The result of the confrontation matrix presents several recommendations for Avery Dennison in the Netherlands. Enhancing online engagement and implementing KPIs are the recommendations given by the writer to improve the employer branding strategy and awareness of the company toward university students.Keywords: Employer Branding Strategy, University Students, Company Awareness, Talent Pipeline
Software Asset Management Improvement and Implementation Timothy Alexander
iBuss Management Vol 8, No 2 (2020): iBuss Management
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Software asset management is a way to manage software assets within the organization through managing and optimizing every phase of a software’s life cycle. Through the advancements of technology and the fact that technology plays a bigger role in companies, software asset management is now considered to be an essential part of business. It is crucial for companies to take software management into account to optimize their costs as well as mitigating legal risks. Therefore, the purpose of this research is to analyse ways to improve and implement a better software asset management strategy for The Kraft Heinz Company’s EMEA (Europe, Middle East, and Africa) zone.The research is done through an analysis of Kraft Heinz’s current software asset management strategy consisting of numerous interviews with the IT and procurement department located in both EMEA and the United States. The findings were then compared against the optimal software asset management strategies which are gathered from numerous literature reviews. The result of the research gives The Kraft Heinz Company an implementation plan consisting of methods to improve their software asset management strategy, ultimately to optimize cost and reduce legal risks. Keywords: Software Asset Management, Cost Optimization, Software Life CycleOptimization, IT Organization Optimization
Attracting Talent: The Role of Social Media and Employer Attractiveness on Job Pursuit Intention Mediated by Corporate Reputation in E-commerce Companies of Indonesia Anthony Julius Tedjokumolo; Benedictus Jevon Tjoanda
iBuss Management Vol 8, No 2 (2020): iBuss Management
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The rapid growth of Indonesia’s digital economy has been mainly driven by the e- commerce segment which was predicted to have a bright future outlook. However, this growth cannot be sustained without the support of digital talent. This situation raises concern, especially because Indonesia is experiencing a deficit of digital talent. The e-commerce companies have to fiercely compete to attract the digital talent they need. Therefore, the main purpose of this research is to understand potential employees’ perceptions of employers and their job pursuit intention through the mediation effect of corporate reputation. The object of this research is Shopee and Tokopedia. In the analysis, 117 data of final year undergraduate students in Information Technology related programs are analyzed with multiple linear regression with path analysis in IBM SPSS 26, and mediation test using Bootstrapping in PROCESS 3.5. Within 95% confidence level, the findings suggest that corporate reputation complementary mediates the relationship of social value and development value to job pursuit intention. While economic value and company-generated social media communication each have an indirect-only mediation to job pursuit intention when mediated by corporate reputation.Keywords: Employer Attractiveness, Company-Generated Social MediaCommunication, Corporate Reputation, Job Pursuit Intention
The Impact of Hedonic Shopping Motivation towards Impulse Buying Behavior moderated by money availability, time availability, and task definition: A case of ZARA in Indonesia Chynthia Fang
iBuss Management Vol 8, No 2 (2020): iBuss Management
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Past studies found that impulse buying is affected by hedonic motivation. Moreover, hedonic people are likely to experience impulse buying behavior during their shopping activity since it involves pleasure seeking. Hedonic motivation can be enhanced through fashion products, such as ZARA, which is the focus of the research. Besides hedonic motivation, several studies have taken into account the moderating effect of situational characteristics (money availability, time availability, and task definition), which often found to moderate the relationship between hedonic motivation and impulse buying. Thus, in this research, the researcher study the effect of hedonic shopping motivation towards impulse buying behavior, moderated by money availability, time availability, and task definition in the case of ZARA in Indonesia. The questionnaire was filled by 100 eligible respondents using simple random sampling, and the data was analyzed using moderated regression analysis. The study found that hedonic motivation affects impulse buying, while money availability, time availability, and task definition are found to moderate the relationship between hedonic motivation and impulse buying. Keywords: Hedonic Shopping Motivation, Impulse Buying Behavior, Money Availability, Time Availability, Task Definition
Improving the Marketing Operations Department’s Business Process Efficiency at the Kraft Heinz Company Jessica Vivi Pribadi
iBuss Management Vol 8, No 2 (2020): iBuss Management
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Sales have skyrocketed ever since Kraft Foods and H.J. Heinz merged in 2015. Along with sales, operations costs also rise immensely. The Marketing Operations Department (MOPS) has to cut costs while at the same time deliver value to the company, but this cannot be done as inefficient processes are present. The challenge for MOPS is to address this inefficiency issue while adopting the new company growth plan of standardization into its agenda. Hence, the objective of this report is to propose numerous recommendations to MOPS to improve its business process efficiency and continuously manage the level of efficiency by using Jeston and Nelis’ Business Process Management theory.Interviews with relevant resources in the marketing projects, personal observation during the work placement, analysis of internal data, and online and offline literature review have helped concluded some notable recommendations: working with the internal communications department to communicate the proposed changes, creating a guidebook explaining the complete process of MOPS, creating an online share point containing all files, having an inhouse artwork designer with possible savings of 30% from annual costs, developing a merged tool combining three major platforms of MOPS, and eliminating redundant, unnecessary phases or tasks within the MOPS process.Keywords: Business Process Efficiency Improvement, Business Process Management, Marketing Operations, Cost-cutting Practices
CitizenM’s South East Asia Market Entry Analysis Sebastian Kornelius
iBuss Management Vol 8, No 2 (2020): iBuss Management
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Abstract

The hospitality/tourism industry is one of the most growing and promising sectors in the world’s economy. Focusing the scope on the South East Asia (SEA) region, the region is considered as the largest tourism growth market and will bring a tremendous impact towards the region’s economy in the near future. This puts SEA in a favourable position for CitzenM to plan out its further expansion towards the region. This research will cover the analysis, strategy formulation and recommendations for the company to successfully penetrate the SEA region. External analysis (PESTEL Analysis) and internal analysis were utilized for both determining the specific potential market and competitive position of the company in the market. Further into the analysis, Porter’s Five Forces, 4C Marketing Mix and 4 Aspect of Service Marketing is used to analyse both the current industry situation within the market and narrowing down the company’s competitive advantages. Strategy formulation and recommendations are generated upon completing the analysis, and has been found that, cost leadership, partnering channels, direct entry mode, and social media influencer endorsement are necessary strategies for CitizenM to implement, in order to, secure its success in penetrating the market, which in return will increase its market share.Keywords: Hospitality Industry, Tourism Industry, Strategy Formulation, South East Asia Market, Market Penetration
The Impact of Customer-Based Brand Equity on Firm Financial Performance Moderated by Brand Likeability: A Case of Indonesian Banking Companies Listed on the Indonesia Stock Exchange Avedeo Julianto; James Owen Chandra
iBuss Management Vol 9, No 2 (2021): iBuss Management
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Traditional banks are under threat. They risk losing business to the rapidly emerging financial technology companies, offering a wide range of financial products and services that manage to attract people’s attention and spur accelerated growth. To stay competitive, one path banks can take is to improve their brands. However, the true effectiveness of brand-building activities needs to be established. Therefore, this study aims to understand the impact of Customer-Based Brand Equity (CBBE) on the financial performance of banking companies listed on the Indonesia Stock Exchange, together with the added moderating effect of brand likeability. The study relied on data collected from over 200 clients from 34 different banks, as well as financial figures from Bloomberg and company annual reports. The gathered data was then processed using a moderated regression analysis. Based on the statistical results, both CBBE and brand likeability were found to have a significant impact on firm financial performance. However, a significant brand likeability moderating effect was not observed. In short, Indonesian banks have an opportunity to stay competitive by improving their brand and perception in customers’ eyes.Keywords:Customer-Based Brand Equity (CBBE), Firm Financial Performance, Brand Likeability.
How Virtual Youtubers Affect People's Purchase Intention: The Case of Kizuna A.I. Daniel Tjahjono; Owen Sentana
iBuss Management Vol 9, No 2 (2021): iBuss Management
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Social media has been becoming a ubiquitous and important platform for the people for social networking and content sharing (Asur & Huberman, 2010). It happened because social media has become the new platform for the people to find information. Furthermore, the ability of online platforms, such as social media caters to consumer psychology (Zhang, 2020). These changes also shift the things on how to become a well-known person. In the past people were well-known because of their accomplishments, yet nowadays because of their daily life issues. Meanwhile, these people are known as celebrities, and could be the new innovation for businesses in marketing their products and services. Therefore, the main purpose of this research is to see the effect of these celebrities on people's purchase intention. In the analysis, 133 data orf consumers located in Indonesia are analyzed with Partial Least Square Structural Equation Modelling (PLS-SEM) in SmartPLS. The findings mentioned that Kizuna A.I. does not directly affect people's purchase intention. However, she is indirectly affecting people's purchase intention through consumer's perception of quality, as well as brand loyalty. Keywords:Celebrity Endorsement, People's Purchase Intention, Consumer's Perception of Quality, Brand Loyalty.
The influence of Extraversion, Agreeableness, Conscientiousness, Neuroticism, Openness to Experience, Optimism, Financial Attitude, Financial Knowledge, and Financial Self-Efficacy on The Financial Behaviour of University Students in Indonesia Rocky Rocky; Shania Nadine Kartawijaya
iBuss Management Vol 9, No 2 (2021): iBuss Management
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The advancement of e-commerce, capital markets, and financial products and services in Indonesia may give incentives for people to spend more. Thus, this may also bring unfavourable economic situations for those who do not have good financial behaviour. Therefore, it is important to know how to have good financial behaviour by knowing what are the factors that influence it. Thesubject for this research is the university students in Indonesia because the number of young investors, especially university students, in Indonesia is growing rapidly. Past studies have suggested that factors that may affect the financial behaviour of university students include: extraversion, agreeableness, conscientiousness, neuroticism, openness to experience, optimism, financial attitude, financial knowledge, and financial self-efficacy. Therefore, this research aims to know whether those nine factors influence the financial behaviour of university students in Indonesia or not. The data was gathered by distributing questionnaires to 129 respondents who are currently university students in Indonesia. The data is analysed using multiple linear regression. The findings suggest that conscientiousness, financial attitude, and financial self-efficacy has a significant influence on financial behaviour. However, extraversion, agreeableness, neuroticism, openness to experience, optimism, and financial knowledge has no significant influence on financial behaviour.Keywords:Financial Behaviour, Extraversion, Agreeableness, Conscientiousness, Neuroticism, Openness to Experience, Optimism, Financial Attitude, Financial Self-Efficacy, Financial Knowledge.

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