Journal of Business and Management
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The Influence of K-Pop Girl Group “TWICE” as Brand Ambassador of Scarlett Whitening on Purchase Intention
No full textAbstract. The tight competition, makes personal care industry must have an effort in maintaining the company. The marketing strategy that can be carried out is to use brand ambassador to improve brand image, brand trust and of course to increase the purchase intention of its customers for the brand/product. If a company chooses the wrong brand ambassador, it will have a negative impact on the company\u27s image. This study aims to determine the effect of Twice as a brand ambassador on Scarlett Whitening\u27s brand image, brand trust, and purchase intention. The data for this study were collected through an online survey with 255 respondents. With the criteria of being 12-27 years old this year, knowing the brand/product of Scarlett Whitening, and knowing Twice as the brand ambassador of Scarlett Whitening. The data collected was then analyzed by PLS-SEM to determine the relationship between research variables. This study shows that brand ambassadors have a significant effect on brand image and brand trust. Purchase intention can be significantly influenced by brand image, and brand trust. The results of the mediation state that brand image and brand trust can fully mediate brand ambassadors on purchase intentions. The recommendation given is to do marketing in the form of advertisements, by featuring Twice as the Brand Ambassador of Scarlett Whitening to be better known by customers.Keyword: Twice, Scarlett Whitening, Brand, Brand Ambassador, Brand Image, Brand Trust, Purchase Intentio
The Factors Affect Employee Loyalty with Job Satisfaction As A Mediator Variable To Generation Z During The Internship Program
No full textHuman resources are one of the essential instruments in a company. Generation Z, which is predicted to dominate 20% of workplaces in 2025, brings an opportunity for companies to be able to adapt indirectly and adjust the business they are doing to keep up with existing developments, considering that Generation Z exist in the middle of technological developments. This study aimed to determine what factors influence job satisfaction, directly related to the level of employee loyalty of Institut Teknologi Bandung graduates belonging to Generation Z during their internship. This research is quantitative research using a questionnaire where what is measured is how training, working condition, internship benefits, and salary affect employee loyalty with a mediating variable, namely job satisfaction. The total number of respondents involved was 298, with 151 respondents who met the criteria. Training, internship benefit, and salary positively impact employee loyalty, and the work situation does not directly affect employee loyalty if company does not accommodate a proper working condition and job satisfaction.Keywords: Keywords: generation z, internship program, job satisfaction, employee loyalty
A Study of The Perceptions on Customer Behavioral Intention Of Buy Online Pick Up In Store Services In Convenience Store Industry
No full textThe Omnichannel adoption strategy in Indonesia is still low. After the Covid-19 pandemic, many companies are implementing Buy Online Pick Up in Stores. The purpose of this study is to assess the relationship customer acceptance perception factors on Buy Online Pick Up In Store of KlikIndomaret and Alfagift towards Behavioral Intention. The author used the UTAUT2 Theory. In this study the author uses a mix method approach. In-depth interviews and netnography and analyse it using manual coding and the quantitative approach using questionnaires.The descriptive analysis using Multiple Linear Regression (MLR), Cross Tabulation and Chi-square. The result of this study is the significant positive effect of the customer perception on the intention to use Buy Online Pick Up In Store service was only for Performance Expectancy, Compatibility,Trust, Service Effectiveness and Problem Handling. Other factors have a negative effect of intention to use Buy Online Pick Up In Store service. The demographic also plays important roles especially Age, gender and experience has a positive effect on Trust. In this study, the strategy was obtained which can be used as a benchmark for companies.Keywords : Customer Perception; Behavioral Intention; Buy Online Pick Up In Store; UTAUT2 Theory; Mixed method; Multiple Linear Regression (MLR
Implementation of RPA in Processing Data to Increase Efficiency in Danone’s Supply Chain Department
No full textTechnology development has been an inevitable phenomenon. What human can do as the user of technology is to utilize it for good reasons. For instance, implementing technology to help human deal with their limitations at work. Danone, a multinational food producing company, chose to implement a technology that helps them in processing data. The technology is RPA or Robotic Process Automation, it automates many kinds of process that happen in the department. This study compares the differences between using RPA or just process the data manually. Adding to that, this study also looks for changes that has been made in order to increase their work efficiency beside the implementation of RPA. It was found that implementing RPA to automate repetitive tasks that might drain human energy is working well. The interview respondents mentioned that RPA works exceptionally for time-saving aspect while still offering the same quality of output since they have the same accuracy with the one previously. Although, RPA as an enhancement for their overall performance was added, RPA sometimes encounter errors in its’ running process and found that it was because of the human intervention that happen. This study identifies all the changes and readjustments that happen after using RPA and looking for its’ impact. Also, the study helps the company find any necessary refinement that can increase overall performance of the department. This study also designed 3 scenarios that can be used to prevent further human intervention. Some of them are drawn in flowchart to be added in the RPA order program as a recommendation for the refinement.Keywords: Robotic Process Automation (RPA), Efficiency, Data Processing, Readjustment.
The Influence Of K-Pop Group “Treasure” As Brand Ambassador of Ruang Guru on Consumer Purchase Decisions
No full textBusiness competition has gotten increasingly tough with a huge number of students in Indonesia, as well as the trend of online learning during the outbreak, there is surely a chance for education companies to develop their product market. Ruangguru, an educational startup company, chose TREASURE as the Ruangguru Learning Ambassador as part of the company\u27s marketing strategy to reach a wider audience. Using mixed method approach to understand deeper the problems and came out with conclusion through statistical analysis, PLS-SEM method, found that the about half of the students are aware that TREASURE is the Brand Ambassador of Ruangguru. The purpose of this research is to assess whether Ruangguru made the right decision in selecting TREASURE as the Brand Ambassador, as well as whether TREASURE as the Ruangguru Brand Ambassador influences consumer purchasing decisions. The results revealed that Brand Ambassador and Brand Image variables both have significant influence on the consumer purchasing decisions, while the Brand Awareness has no significant influence. The result of this research hopefully can give benefits to readers, future researchers, and online educational platform management to develop their marketing strategies.Brand Ambassador, Brand Awareness, Brand Image, Purchase Decision, Educatio
Leadership Style and Effectiveness Among Management Students: A Comparative Study Among Two University
No full textIn Indonesia, the vision mission statement and curriculum of university are varied. There may be differences perspective of leadership style among the management students that came from different vision, mission, and curriculum of a university. This research aims to do comparative study of the leadership style and effectiveness of two different universities management students in Indonesia using Situational Leadership Model by Hersey and Blanchard. This research was conducted by distributing LEAD questionnaires that already being adapted to management students of ITB and USU. The research samples consist of the total number of 180 students from the two universities. The answer from the questionnaires interpreted by the table matrix. The effectiveness score compared by using T-test from SPSS. The result of this comparative study shown that management students from ITB and USU have the same dominant leadership style that is Coaching Style. This research also finds that both universities’ management students still indicate a low level of leadership style effectiveness and adaptability leadership. Based on the result of this research, both universities expected to encourage students to learn and understand deeply about situational leadership style.Keywords: Comparative Study, Situational Leadership Model, Management Student
The Impact of Video Content #LifeAtShopee Towards Intention to Aply on SBM ITB Final Year Student
No full textThe rapid growth and development of the e-commerce industry in Indonesia makes e-commerce need to maintain and continue to improve the quality of its services by having qualified human resources to have a high chance of outperforming their competitors. Unfortunately, the limited human resources in the Indonesian market have led to a talent war, especially for the digital industry including e-commerce. Therefore, Shopee as the number one e-commerce company in Indonesia needs to attract the best talent in the market through employer branding programs. One of the media that can be used is social media. One of Shopee\u27s employer branding programs on social media is #LifeAtShopee. Unfortunately, #LifeAtShopee can be used by anyone, including external parties on extensive social media, so further analysis is needed to find out whether unofficial #LifeAtShopee has an influence on employer branding attractiveness and changes the desire of target talent to apply or not. This study aims to know the difference between employer attractiveness and intention to apply before and after talents watch the unofficial #LifeAtShopee content. Data were collected through online questionnaires to SBM ITB final-year students as key target talents of Shopee, then analyzed using Paired Sample T-Test to determine whether there is a difference in the average of the one group pre-test and post-test. The results show that watching #LifeAtShopee content has a significant effect on employer attractiveness and intention to apply.Keywords: Social Media Content, Employer Branding, Employer Attractiveness, Intention to Appl
Motivation of Undergraduate Petroleum Engineering Student of Bandung Institute of Technology Towards Geothermal Energy as Career Choice
No full textIn recent years, the world is facing a global issue related to the sustainability of sustainable life in the future. Various campaigns and programs have begun to be realized in order to maintain the global ecosystem, one of which is by reducing the use of CO2-emitting fuels or also known as fossil fuels. Reducing the use of fossil fuels must of course be substituted in other forms of energy, one of which is renewable energy. Based on the geological conditions of Indonesia, geothermal energy is a renewable energy that has great potential for its development in Indonesia. Of course, the development of geothermal energy requires skilled human resources in this field. Here the researcher makes the students of the Bachelor of Petroleum Engineering Bandung Institute of Technology as research subjects. Students as the next generation in this industry certainly need to prepare skills and knowledge for this opportunity. For that, of course, it takes motivation as an individual mover. Motivation also has a dynamic form and is highly personalized by environmental conditions. In the definition of motivation, each individual has control over himself and has the right to make choices in deciding to make an effort to try to achieve individual goals. This study uses a quantitative approach to collect data from respondents. In this study, each respondent was given 18 questions, which were representative of 5 variables from Maslow Hierarchy of Needs Theory. In this research, it was found that the motivation of the students of petroleum engineering at the Bandung Institute of Technology to see geothermal energy as a career choice is already at a high level.Keywords: Motivation, Geothermal Energy, Renewable Energy, Maslow’s Hierarchy of Theory, Career Choice, Student
The Effect of The Spread Of Covid-19 On International Trade And The Country’s Political, Social, And Economic Differences
No full textThe COVID-19 pandemic has changed the world in an unprecedented way. The spread of COVID-19 can have an impact on international trade and the political, social, economic differences in each country. This study aims to determine how much influence the spread of COVID-19 has on international trade and to find out how much influence the spread of COVID-19 has on political, social, and economic differences in each country. The data was processed using the Partial Least Square (PLS) approach. PLS is a predictive technique that is an alternative to Ordinary Least Square (OLS), Canonical Correlation, or Structural Equation Modeling (SEM). The results of the study found that (1) The spread of COVID-19 had a significant effect of 34.8% on international trade. (2) The spread of COVID-19 has a significant effect of 44.8% on the country\u27s political, social, and economic differences.Keywords: COVID-19, International Trade, politics, social and economy of the country, Partial Least Squar
Analyzing Consumer Perceived Value on MOBA Mobile Games To Increase Mobile Game Loyalty And In-App Purchase Intention
No full textThe meteoric rise of the mobile gaming industry is not paired with the ability of its developer to induce its players’ loyalty and ultimately purchase intention. Understanding the influential factors of what makes a customer loyal and making a purchase is important for the developers as it would increase the profit margin. The purpose of this study is to investigate the customer’s perceived value that influences mobile game loyalty and in-app purchase, or purchase made within the game, for MOBA (Multiplayer Online Battle Arena) mobile game players. The data gathered in order to fulfill the research objective is done by both conducting qualitative preliminary research and distributing quantitative online questionnaires (which successfully gathered 205 respondents, mostly male and undergraduate students) on various social media platforms. It was then analyzed through PLS-SEM analysis, and results of the analysis shows that the customer perceived value that significantly influences mobile game loyalty are reward, access flexibility and playfulness, while good price and mobile game loyalty are the significant influential factors that drive in-app purchase intention. Additionally, recommendations from the researcher based on the influential factors that have been found in this research have been described as well, and future practitioners might look at it as a consideration for their research or business strategy as well.Keywords: Customer Perceived Values, Indonesian MOBA In-app Purchase Intention, Indonesian MOBA Mobile Game Loyalty, MOBA Mobile Gam