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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 Social Media Marketing Towards Purchase Intention Sequentially Mediated by Brand Equity and E-WOM: A Case of Erigo Allen Widhi Wiratama; Nicola Nicola
iBuss Management Vol 11, No 2 (2023): iBuss Management
Publisher : iBuss Management

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Abstract

Nowadays, in the digital business world, social media marketing is a very crucial aspect of marketing that a company should use. Brands should know how to engage customers’ purchase intentions through social media marketing. As one of the most popular clothing brands in Indonesia, Erigo shows a great social media marketing in Instagram. However, whether the impact of social media marketing can be translated directly or indirectly to purchase intention is still unknown. This research will examine whether social media marketing significantly influences purchase intention directly or social media marketing significantly influences purchase intention through the mediation of brand equity and e-WOM. The data were gathered by utilizing the simple random sampling technique. Online questionnaires were spread to collect the data. The data was analyzed using Smart-PLS. Result shows that social media marketing has a significant impact on purchase intention, social media marketing has a significant impact on brand equity, brand equity has a significant impact on e-WOM, e-WOM has a significant impact on purchase intention. Moreover, social media marketing has more significant effect towards purchase intention when mediated through brand equity and e-WOM. Furthermore, limitations and future directions are shown in the end.  Keywords: Social media marketing, Brand equity, Electronic word of mouth, Purchase intention, Instagram, Erigo, Indonesia.
The Effect of E-Service Quality Mediated by Customer Satisfaction, Perceived Value, Customer Engagement, and Brand Image on Lazada Indonesia's Customer Loyalty Kevin Nicholas Valentino; Steven Raharjo
iBuss Management Vol 11, No 2 (2023): iBuss Management
Publisher : iBuss Management

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Abstract

This study seeks to objectively investigate the factors influencing Lazada Indonesia's customer loyalty in the country's rapidly expanding e commerce sector. Despite having spent lots of money and investment, Lazada Indonesia was still not the top e-commerce platform in Indonesia, falling behind Tokopedia and Shopee. Thus, the links between brand image, perceived value, customer satisfaction, customer engagement, and e-service quality are investigated and discussed. This study uses a non-probability sampling through convenience sampling technique with 148 respondents collected, while the validity and reliability confirmation process are using the PLS SEM method. Likert scale will also be used within this study. The result is that the path coefficient of most marketing constructs remains significant while the outliers are from brand image towards customer satisfaction, brand image towards customer loyalty, customer satisfaction towards customer loyalty, e-service quality towards brand image, e-service quality towards customer loyalty, and perceived value towards customer satisfaction. For the mediation analysis, this research resulted in complementary mediations, full mediations, and no mediations. The result of this study confirmed that there is a significant effect of several marketing constructs. This research also finds an inverse relation finding means an increase in customer engagement when customer satisfaction is low.Keywords: E-service quality, Customer satisfaction, Customer engagement, Customer loyalty, Perceived value, Brand image.
Marketing Penetration Strategy Recommendations for Versuni in Germany Heating and Cooling Market Katherine Talim
iBuss Management Vol 11, No 2 (2023): iBuss Management
Publisher : iBuss Management

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Abstract

This research discusses the best marketing penetration strategy to be used for the heating and cooling equipment market in Versuni. This report contains an analysis of the various aspects that influence the success of the marketing strategy currently used at Versuni Germany. In addition, this report also contains what Versuni is currently doing, what must be maintained, and external challenges or obstacles that must be overcome. This research contains a qualitative analysis through data from secondary sources and knowledge obtained by conducting a survey of German citizens' preferences for their preferred products and marketing strategies as well as first-hand experience in the company. The results of the research found various aspects that could be improved such as inaccurate market segmentation and products that needed adjustments to meet the needs of the German people. However, it was also found that there were several advantages in Versuni that could be used for marketing strategies such as having a legacy brand. The recommendations proposal includesthe BCG Matrix, Strategic Sweetspot, and Marketing Mix with an implementation plan that is divided into product portfolios that are currently active and product portfolios that are desired for the future. This study also contains the effect of implementing the recommendations on Versuni's financial and supply chain sector.Keywords: Marketing strategy, Market penetration, Heating and cooling equipment, Germany, Recommendations.
The Mediating Role of Organizational Commitment on the Relationship Between Transformational Leadership and Employee Retention for Cafés in Surabaya Stefanie Saphira; Christian Wibisono
iBuss Management Vol 11, No 2 (2023): iBuss Management
Publisher : iBuss Management

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Abstract

Rapid expansion of globalization has made businesses around the world to be more competitive with its rapid changes and opportunities. This worries Indonesia’s food and beverage industry as it is one of the top contributors to the Indonesian economy. The food and business industry covers various forms starting from products such as snacks to services such as cafés or restaurants. This study will focus on the cafés, specifically in Surabaya, East Java, as it is one of the backbones of Indonesia's economy and one of the most common forms of the food and beverage industry. Cafés need to pay attention to their employee retention as it can increase their commitment as well as their skills, thus, ultimately increasing overall productivity. In addition to employee retention, this study would focus on the mediating effect of organizational commitment between transformational leadership towards employee retention. This study model will use simple random sampling by spreading questionnaires throughout social media platforms. Then, the PLS-SEM method will be used to evaluate 334 valid respondents. Results found from the analysis indicate that there is a partial mediating effect of organizational commitment between transformational leadership towards employee retention. Moreover, it is also revealed that there is a positive relationship between transformational leadership and employee retention and between transformational leadership and organizational commitment.Keywords: Transformational leadership, Employee retention, Organizational commitment, Cafés, Surabaya.
The Mediating Effect of Customer Satisfaction Towards The Relationship Between Online and Offline Service Quality to Customer Loyalty at Uniqlo Indonesia Gareth Eugene; Jennifer Tjitra Wiryawati
iBuss Management Vol 11, No 2 (2023): iBuss Management
Publisher : iBuss Management

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Abstract

The tighter competition across the fast fashion industries has gathered more attention towards customer loyalty as it could increase profitability for the company. Furthermore, gaining customer loyalty could be obtained through online and offline service quality offered by the company. In addition, many previous studies have shown that customer satisfaction could mediate the relationship between offline service quality and customer loyalty. Thus, the researchers now would like to add another rising popularity variable called online service quality, which ended up with the research of finding the mediation effect of customer satisfaction between online and offline service quality with customer loyalty. The study was conducted for Uniqlo Indonesia customers, and questionnaires were spread through the social media platform to collect data for analysis. Continued with the PLS-SEM method, which was used to assess 56 out of 78 respondents who were eligible to give results for the research. The analysis showed a full positive mediation of customer satisfaction between offline service quality and customer loyalty. On the other hand, online service quality and customer loyalty have direct-only non-mediation by customer satisfaction.  Keywords: Offline service quality, Online service quality, Customer satisfaction, Customer loyalty, Uniqlo Indonesia, Mediation.

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