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INDONESIA
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 Impact of Financial Literacy and Risk Perception on the Investment Decisions of Young Adults in Surabaya Pavita Kelviani Chandra; Laura Brigita Pangkey
iBuss Management Vol 9, No 2 (2021): iBuss Management
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Abstract

Investment decisions are important as they allocate an investor’s funds towards assets after further contemplation. As young investors dominate the total amount of investors the last few years, investors should be aware of the factors impacting investment decisions. Despite its importance, little to no studies have researched the impact of financial literacy and risk perception towards investment decisions with young adults of Surabaya as the research target. The research mainly based its theoretical foundation on the research conducted by Saputro and Lestari (2019), which discussed financial literacy and risk perception influence on individuals’ investment decisions. The data for the research is collected through questionnaires with the total of 89 respondents that fulfilled requirements. Then, the data is analyzed by using Multiple Linear Regression through IBM SPSS Statistics. The results indicated that financial literacy and risk perception has a positive significant relationship to investment decisions of young adults in Surabaya simultaneously and individually.Keywords:Investment Decision, Risk Perception, Financial Literacy.
The Effect of Perceived Value towards Purchase Intention of Haikyuu's Takara Tomy Merchandise in Indonesia Cindy Kusuma
iBuss Management Vol 9, No 2 (2021): iBuss Management
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Abstract

Character merchandising is a cultural development and marketing that generates the consumption of media forms such as television programs and video games. One of the television programs that utilize character merchandising is Haikyuu, an anime series. Haikyuu has generated worldwide fanbase and currently collaborates with Takara Tomy, a company which specialized in producing merchandised items from several anime series. This is called co-branding and the researcher wants to examine the effect that the purchase intention will receive if there are perceived value for both Haikyuu characters and Takara Tomy Merchandise with using attitude towards the co-branded merchandise as the mediating variable. The researcher has collected 125 valid data of respondents and used judgement sampling method to determine the population of respondents. The researcher analyzes the data by using Partial Least Square–Structural Equation Modeling (PLS-SEM) in SmartPLS 3.0 software. The findings suggest that the perceived value of Haikyuu characters significantly affects the purchase intention of Haikyuu’s Takara Tomy Merchandise. Furthermore, the attitude towards Haikyuu’s Takara Tomy Merchandise mediates the relationship between the perceived value of Haikyuu characters and the purchase intention of Haikyuu’s Takara Tomy Merchandise. Meanwhile, the perceived value of Takara Tomy Merchandise only has a significant impact towards the purchase intention of Haikyuu’s Takara Tomy Merchandise when the variable is mediated by the attitude towards Haikyuu’s Takara Tomy Merchandise.Keywords:Character Merchandising, Anime, Haikyuu, Takara Tomy, Perceived Value, Customer Attitude, Purchase Intention.
The Role of Brand Personality in Social Media on Brand Loyalty in the Case of Gojek Clarissa Laurella; Kenly Salim
iBuss Management Vol 9, No 2 (2021): iBuss Management
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Abstract

As the usage of the Internet continues to grow, new business opportunities arise rapidly. The number of online service companies snowballs at an unprecedented rate. An excellent example is Gojek, an Indonesian decacorn multi-service platform and digital payment company. As an effort to support its outstanding performance, Gojek utilizes social media to communicate and relay its messages to consumers. The researchers are intrigued by the way social media assisted the success of Gojek and how it can be further explored to support Gojek’s performance and other companies. This research ascertains the role of brand personality in social media on brand loyalty with brand satisfaction as a mediating variable, in the case of Gojek. Data were collected through an online questionnaire with 170 respondents who have used Gojek and have lived in Indonesia for the past six months. Results were processed using the PLS-SEM method. Findings show that brand personality significantly affects brand loyalty. Also, brand satisfaction partly mediates the relationship between brand personality and brand loyalty.Keywords:Brand Personality, Brand Satisfaction, Brand Loyalty, Social Media, Gojek.
The Mediating Effect of Brand Experience towards the Impact of Social Media Marketing Activities on Enhancing Brand Loyalty in the Case of Tokopedia Indonesia Jennifer Giovanni Kalinda; Angela Celine Winatali
iBuss Management Vol 9, No 2 (2021): iBuss Management
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Abstract

The social technology era has made social media becoming a tool for marketing strategies that build long-term customer relationships and form brand loyalty. However, recent studies emphasize that customer experience is one of the main issues that marketers must address, thus encouraging marketing executives to switch the strategies that emphasize brand experience. Several scholars mentioned that brand experience would create brand loyalty which social media is the main platform for businesses to foster customer experiences. Due to customer demand for an unforgettable experience that involves pleasant interactions, a company's social media marketing activities must generate excellent brand experiences that will enhance brand loyalty. Therefore, this study aims to understand the impact of social media marketing activities on brand loyalty mediated by brand experience. The object of this research is Tokopedia Indonesia. In this study, data from 96 respondents who have seen Tokopedia social media and have shopped using Tokopedia will be analyzed using multiple linear regression and path analysis in  the IBM SPSS Version 26 program, and a mediation test with bootstrapping using PROCESS 3.5 is performed. The analysis results show that brand experience is proven to have a partial mediation relationship with social media marketing activities on brand loyalty.Keywords:Brand Experience, Social Media Marketing Activities, Brand Loyalty, Tokopedia.Indonesia
The Impact of Electronic Word of Mouth towards Customers Repurchase Intention with e-Trust and E-Loyalty as the Mediator in Indonesian Ride Hailing Industry: A Case of Go-jek Kevin Darmasaputra
iBuss Management Vol 9, No 1 (2021): iBuss Management
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Abstract

Electronic Word of mouth (eWOM) has changed the fundamental ofmarketing, especially the e-commerce industry. Go-jek (written as Gojek) is a multiservice and digital payment platform founded by Nadiem Makarim, an Indonesian citizen who studies at Harvard University and co-founded by Michaelangelo Moran in 2010. Go-jek is the first ‘Decacorn’ company in Indonesia. Researchers are focusing on the use of Eletronic Word of Mouth that Go-jek has used. In this research, the researcher wants to examine whether quality,quantity, content, intensity can influence repurchase intention of Go-jek. Moreover, this research also examines whether e-trust and e-loyalty act as a mediation between those variables towards online repurchase intention. The researcher has collected 80 valid research data obtained from the questionnaires distributed on Google form.The data are then analyzed with Partial Least Square Structural Equation Modeling (PLS-SEM). The result of the data analysis concluded that eWOM quantity, quality, e-trust, and e-loyalty can affect online repurchase intention. In addition the resultalso found that eWOM content and intensity does not significantly affect online repurchase intention (ORPI). Keywords: Electronic Word of Mouth, Quality, Quantity, Content, Intensity, e-Trust, e-Loyalty, Online Repurchase Intention
The Optimization of Data Integration, Business Function Collaboration, and Customer Experience To Improve and Maintain Workiva's Customer Retention Celine Hauwing
iBuss Management Vol 10, No 1 (2022): iBuss Management
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Abstract

In nowadays fast-paced business era, the SaaS industry, or also known as the Software as a Service, has been projected to expect a huge development in the next five years. Therefore, Workiva, one of the SaaS companies from the US, also follows the growth trend and tries to develop their business by expanding rapidly to more regions in the world. After its success in the American market, by serving for world-wide known customers, like Amazon and Pfizer, now Workiva expands its wings to the region of Europe and APAC. With the great ambitions in mind, obviously, the level of customer retention could be a significant indicator to define customer satisfaction and company's service performance. Thus, this research would discuss the company's performance in terms of service quality, marketing approaches, and product capacity in a thorough and detailed manner. Furthermore, this report would give structured solutions to help Workiva in facing its challenges, especially in terms of service performance and improving its customer retention rate. This research was conducted by evaluating Workiva's marketing approach and product capacity as well as the capability with two main methods, for instance, interviews and secondary research. The researcher suggests that the company could optimize its website to improve customer's marketing journey and to focus on its product development as well as product variety.Keywords: Data integration, Business function collaboration, Customer experience, Customer retention
The Impact of Green Marketing Mix towards Purchase Intention in the Case of H&M Conscious Gerry Benjamin Salim; Joaquin Purwanto
iBuss Management Vol 10, No 1 (2022): iBuss Management
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Abstract

In the late 1990’s coming into the 21st century, fast fashion became booming. Since then, the concept of fast fashion has grown, becoming a standard in the fashion industry. As fast fashion industries have grown into international corporations with a global market coverage, the consumption of fast fashion items has increased significantly. However, because their materials used mainly rely on the fiber derived from coal and petroleum, it adds more carbon emissions that gives a negative impact on the environment. Because of these environmental challenges, people are becoming more conscious of their consumption, particularly in the fashion sector. As a result, fast fashion industries began changing their business practices into more sustainable and selling more environmentally friendly products. Therefore, this study aims to determine the impact of a green marketing mix towards purchase intention in the case of H&M's Conscious product. The sampling method used in this research is simple random sampling. The research data was collected through distributing questionnaires to 142 valid respondents. The data are analyzed using the multiple linear regression test. The results indicate that, in the case of the H&M Conscious product, the green marketing mix significantly influences consumers' purchase intentions. Keywords: Green marketing mix, Purchase intention, Fast fashion, H&M Conscious
The Impact of David GadgetIn’s Credibility, Attractiveness, and Product Match-up to Customer Purchase Intention with the Mediator of Customer Attitude in the Case of Tokopedia Angela Saphira Giovani; Velina Gunawan
iBuss Management Vol 10, No 1 (2022): iBuss Management
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Abstract

The prevalence of e-commerce has started the new era of online shopping and drove up the business even further which also drove up the industry competition. Tokopedia currently leads the online market with one of their marketing strategies by collaborating with endorsers. Therefore, this research aims to analyze the impact of David GadgetIn’ characteristics towards customer purchase intention with the mediator of customer attitude to analyze the effectiveness of the digital marketing strategy of Tokopedia. This research is done through a simple random sampling, with online questionnaires as a data gathering method. The data are gathered from 123 respondents from Indonesia and analyzed using PLS-SEM.  The findings show that credibility is fully mediated by customer attitude to significantly affect purchase intention, while attractiveness is not mediated by customer attitude, and directly influences purchase intention. Lastly, product match-up is neither mediated by customer attitude nor affect purchase intention.Keywords: Endorser, Credibility, Attractiveness, Product match-up, Customer attitude, Purchase intention, David GadgetIn, Tokopedia
The Influence of Celebrity Endorser's Attractiveness, Trustworthiness, and Expertise towards Consumer Purchase Intention with Brand Image as a Mediating Variable: The Case of Samsung and BLACKPINK Thalia Sugita; Nova Hendryani
iBuss Management Vol 10, No 1 (2022): iBuss Management
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Abstract

The global competitiveness of the smartphone industry increases as the world shifts  nto a more digital and innovative-led economy. With the industr's growth, smartphone companies rely on promotion to strengthen their brand image and increase consumers' purchase intention. One of the promotional activities used by smartphone companies is celebrity endorsement. Samsung has also used celebrity endorsement in their promotional activities, and BLACKPINK is their celebrity endorser. Several marketing studies have shown that celebrity endorsement, especially in attractiveness, trustworthiness, and expertise showed a positive influence on brand image and purchase intentions. This research aims to find if there are similar results in Samsung with BLACKPINK as their celebrity endorser. The data will be taken from a minimum of 106 respondents whose ages are above 17. The process will be using simple random sampling and will be analyzed through PLS-SEM software. Findings show that there is a significant influence of attractiveness towards the brand image also brand image towards purchase intention. Moreover, brand image has a full mediation in the relationship between attractiveness and purchase intention. For the rest of the hypotheses, it shows a non-significant relationship. From the results, there are several limitations and suggestions that are described in the paper.Keywords: Celebrity endorsement, Attractiveness, Trustworthiness, EZxpertise, Samsung, Blackpink, Brand image, Purchase intention
The Mediating Effect of Risk Perception and Trust in The Relationship between Online Shopping Experience and Online Repurchase Intention in The Case of Shopee Indonesia Karen Florenza; Celine Lavenia Cahyono
iBuss Management Vol 10, No 1 (2022): iBuss Management
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Abstract

Since COVID-19 hits, people tend to avoid physical interaction, causing a surge in online activities. The sudden change in shopping patterns provided opportunities for e-commerce platforms to flourish. One of the most favourable e-commerce platforms in Indonesia is Shopee. Shopee Indonesia had constantly been chosen as a top-of-mind e-commerce platform. To ensure consumers’ continuous shopping on Shopee Indonesia, analysing factors affecting online repurchase intention is urgent. Shopee has features to provide a meaningful online shopping experience to attract or retain consumers and influence them to repurchase. The researchers aim to scrutinize the mediating effect of risk perception and trust in the relationship between online shopping experience and online repurchase intention in the case of Shopee Indonesia. This research is using simple random sampling in which every element in the population has an equal chance to participate in the questionnaire. This quantitative research will be using online-distributed questionnaires. The data will be evaluated using the PLS-SEM and bootstrapping method. The number of respondents who participated in the survey is 137 respondents. The result shows that the relationship between online shopping experience and online repurchase intention is partially mediated by risk perception, whereas trust has no mediating effect on the relationship.Keywords: Online repurchase intention, Risk perception, Trust, Online shopping experience, E-commerce, Shopee Indonesia

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