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The Impact of Young Women Imagery on Advertisement Towards Purchase Intention of Pocari Sweat
No full textAdvertisement has been important to share companies’ values and perceptions. Though the portrayal of women in advertising is often shown with common fundamental characteristics. Indonesia’s relatively conservative views on gender, and Pocari Sweat’s often use of women as the dominant character, there is the incentive for Pocari Sweat to re-evaluate the effectiveness of their ads. This study aims to understand how women-dominated advertisement could influence male and female customer’s purchase intention of Pocari Sweat. To achieve these objectives this research incorporates the Stimulus-organism-response model (SOR) as a base framework. Questionnaires are distributed through an online form and received 168 responses from respondents aged 14-50 years old living in Indonesia. Through descriptive analysis and PLS-SEM, this research showed that customers perceive the advertisement to be well made. Males are not affected by the ads as much as females emotionally, and self-congruency for female respondents will have an effect to their purchase intention. This research could provide insights to marketers to be aware of which factors that significantly affect customer purchase intention of male and females. Moreover, demonstrate the significance of self-congruence as a factor to test the effect on purchase intention for low-involvement beverage products such as Pocari Sweat.Keywords: Advertisement, Purchase Intention, Women Imagery, Perception towards Women, Self-congruenc
Proposed Design of Practical Approach in Implementation of Operations Focus, Case Study in PT. X
No full textIn 2020, Indonesia had experience in increasing the number of internet users up to 73,7% of the total population, which had been increased 25.5 million users from the previous years. This phenomenon, coupled with the current pandemic situation, has become one of the key factors from the rapid growth of the e-commerce industry. PT. X is one of the e-commerce based in Indonesia which provides a platform to connect farmers and producers by distributing food products to customers. Currently, PT. X has not yet implemented the Malcolm Baldrige National Quality Award in managing its product quality. Therefore, it needs to be explored the capabilities to manage quality on production processes. This research is presented a qualitative method in which in processing data collection, this research using an interview process with the COO of PT. X. The questions asked are based on the 2021-2022 Baldrige Excellence Builder, which focuses only on criteria number 6, operations focus. The answer was assessed using the Baldrige Scoring Guideline. Based on the results of interviews, data interpretation, and data assessment using the MBNQA framework, it is founded that PT. X's current operation performance is still low. The score gain is 46,75 points out of 85 points. As consequence, several improvements are needed so the company can improve its performance and increase the score to become World Class Company based on the Malcolm Baldrige National Quality Award, including designing and implementing an effective and systematic approach that is fully responsive to its multiple company requirements for the work process and operational effectiveness, the method used in future should address the work process and operational effectiveness with the company's operating environment that is well integrated with the current and future organizational needs, and improve the evaluation and improvement systems and the organizational learning through fact-based innovation.Keywords: performance management, Malcolm Baldrige National Quality Award, e-commerc
How Muslim Youth Community Brand Sells Merchandise Case: Shift Youth Movement
Get PDFAbstract. Shift is a Muslim youth movement community in Indonesia. As one of the Islamic Brand in Indonesia, Shift starts selling the merchandise to broaden the brand. However, selling the brand's merchandise is not easy work to do. A couple of factors might affect customer purchase intention, such as brand loyalty and brand image. This research aims to find a strategy on how Islamic Brand sell merchandises. This study will discuss several variables, such as brand knowledge, brand satisfaction, brand identification, brand image, brand loyalty, and perceived quality to purchase intention. The data collection uses the questionnaire as the method and analyses it on Partial Least Square Structural Equation Modeling (PLS-SEM). The questionnaires are distributed by online platforms with sample size of 436 respondents who knew about Shift Brand and Shift's Merchandise. The outcomes are brand knowledge, brand satisfaction, brand identification, influence brand image and brand loyalty. Brand loyalty has a positive impact on purchase intention; however, brand image and perceived quality insignificant impact purchase intention. The Shift must develop a strategy to strengthen brand knowledge, brand satisfaction, and brand identification; therefore, it can increase brand loyalty, leading to purchase intention.Keywords: Brand loyalty, brand image, perceived quality, purchase intention, Islamic brand, and partial least square.
Factors Affecting Personal Knowledge Management Effectiveness: A Case Study of Automotive Sales Officers in Daerah Khusus Ibukota Jakarta
Get PDFAbstract. Shifting the economy toward a knowledge-based one that requires skilled workers encourages the implementation of personal knowledge management. The automotive industry is closely related to knowledge-based activities and its technological developments require skilled employees. This study aimed to identify factors that can increase the effectiveness of personal knowledge management among sales officers in automotive companies. A survey was distributed to 115 employees at automotive dealers that implemented knowledge management at the head office level but not at their branch offices or dealerships. The studied effectiveness factors included trust, extrinsic rewards, technology application, knowledge sharing, and learning behavior. The collected data passed validity tests, reliability tests, model tests, and hypothesis testing. Thus, data triangulation was conducted via semi-structured interviews. This study found that trust affects knowledge sharing. Moreover, it was found that extrinsic rewards do not affect knowledge sharing and that the application of technology affects learning behavior. Notably, both knowledge sharing and learning behavior were found to affect personal knowledge management effectiveness. Another impactful factor was leadership. Intrinsic rewards make sales officers feel happier and more rewarded for sharing knowledge than financial benefits. Leadership is an aspect that must be considered since good leaders can encourage and create a positive learning environment.Keywords: Extrinsic rewards, knowledge sharing, learning behavior, personal knowledge management, technology use, trustAbstrak. Pergeseran ekonomi menuju ekonomi berbasis pengetahuan yang membutuhkan pekerja terampil mendorong penerapan manajemen pengetahuan pribadi. Industri otomotif erat kaitannya dengan kegiatan berbasis pengetahuan dan perkembangan teknologinya membutuhkan tenaga kerja yang terampil. Penelitian ini bertujuan untuk mengidentifikasi faktor-faktor yang dapat meningkatkan efektivitas manajemen pengetahuan pribadi pada tenaga penjualan di perusahaan otomotif. Survei dilakukan kepada 115 karyawan di dealer otomotif yang menerapkan manajemen pengetahuan di tingkat kantor pusat tetapi tidak di kantor cabang atau diler. Faktor efektivitas yang diteliti meliputi kepercayaan, penghargaan ekstrinsik, penerapan teknologi, berbagi pengetahuan, dan perilaku belajar. Data yang terkumpul lolos uji validitas, uji reliabilitas, uji model, dan uji hipotesis. Dengan demikian, triangulasi data dilakukan melalui wawancara semi terstruktur. Studi ini menemukan bahwa kepercayaan mempengaruhi berbagi pengetahuan. Selain itu, ditemukan bahwa penghargaan ekstrinsik tidak mempengaruhi berbagi pengetahuan dan penerapan teknologi mempengaruhi perilaku belajar. Khususnya, baik berbagi pengetahuan dan perilaku belajar ditemukan mempengaruhi efektivitas manajemen pengetahuan pribadi. Faktor lain yang berpengaruh adalah kepemimpinan. Penghargaan intrinsik membuat tenaga penjualan merasa lebih bahagia dan lebih dihargai karena berbagi pengetahuan daripada keuntungan finansial. Kepemimpinan merupakan aspek yang harus diperhatikan karena pemimpin yang baik dapat mendorong dan menciptakan lingkungan belajar yang positif.Kata kunci: Penghargaan ekstrinsik, berbagi pengetahuan, perilaku belajar, manajemen pengetahuan pribadi, penggunaan teknologi, kepercayaa
Dampak Brand Image, Celebrity Endorsement dan E-WOM terhadap Keputusan Pembelian MS Glow For Men di Indonesia
Get PDFAbstrak. MS Glow For Men adalah salah satu produk skincare lokal yang banyak mendapatkan penghargaan dan berkembang pesat di Indonesia. Namun pada platform gamal men yang merupakan destinasi pria dalam mencari skincare, penjualan dari merek tersebut masih tertinggal jauh jika dibandingkan dengan kompetitornya. Hal tersebut menjadi pertanyaan mengingat banyaknya penghargaan yang telah di raih. Tujuan dari penelitian ini adalah untuk mengetahui dampak dari variabel independen, yaitu brand image, celebrity endorsement dan E-WOM terhadap variabel dependen, yaitu keputusan pembelian. Responden dalam penelitian ini berjumlah 384 konsumen MS Glow For Men. Metode yang dipakai yaitu dengan Structural Equation Modelling (SEM) dimana pengolahan datanya menggunakan aplikasi SmartPLS. Nilai yang dihasilkan melebihi nilai t tabel 1,645, dimana 1,657 pada celebrity endorsement, 5,579 pada E-WOM dan 6,639 pada brand image. Hasil tersebut membuktikan bahwa semua variabel independen berdampak positif secara signifikan terhadap variabel dependen.Kata kunci: Dukungan selebriti, ewom, citra merek, keputusan pembelian, SEM.Abstract. MS Glow For Men is one of the local skincare products that has received many awards and growing rapidly in Indonesia. However, on the Gamal Men platform, which is a male destination for skin care, sales from this brand are still far behind when compared to its competitors. This is a question considering the many awards that have been achieved. The purpose of this study was to determine the impact of the independent variables, namely brand image, celebrity endorsement and E-WOM on the dependent variable, namely purchasing decisions. Respondents in this study found 384 consumers of MS Glow For Men. The method used is Structural Equation Modeling (SEM) where the data processing uses the SmartPLS application. The resulting value exceeds the t table value of 1,645, where 1,657 on celebrity endorsement, 5,579 on E-WOM and 6639 on brand image. These results prove that all independent variables have a significant positive impact on the dependent variable.Keywords: Celebrity endorsement, ewom, brand image, purchase decision, SEM
Enhancing The Awareness of Mechanization Adoption in Agriculture Through Game-Based Learning
Get PDFAbstract. This research implements game-based learning to build rice farmers' awareness of the importance of using mechanization or advanced technology in agriculture. The use of mechanization is one way to increase farming productivity and efficiency, improve the quality and added value of products, and empower farmers. This study examines farmers' attitudes towards the adoption of mechanized methods and proposes a suitable game-based learning approach. First, qualitative methods were employed to develop the game by gathering information, pilot testing, and asking for feedback from farmers. Then, the quantitative method is applied to assess the game's effectiveness using a post- and pretest questionnaire. Cluster analysis was also conducted to determine the proper learning approach based on the farmers' characteristics. The game-based approach is shown to shed light on fostering the adoption of mechanized methods. There are two clusters identified. On average, the first cluster has a younger age, higher educational background, and more positive attitudes toward using mechanized methods. The second cluster, on average, has an older age, a lower educational level, and lower scores in their attitudes toward the adoption of mechanization. The findings also suggest that the farmers in the first cluster may be reached using a pedagogy-based approach, whereas the second is likely to be more receptive to an andragogy-based approach.Keywords: Agriculture; rice farmers; mechanization method; game-based learning; learning approachAbstrak. Penelitian ini menerapkan pembelajaran berbasis permainan untuk membangun kesadaran petani padi akan pentingnya menggunakan teknik mekanisasi dalam pengelolaan lahannya. Selain itu, penelitian ini mengkaji sikap petani terhadap adopsi metode mekanisasi dan mengusulkan pendekatan pembelajaran yang sesuai dengan karakteristik petani. Pertama, metode kualitatif digunakan untuk mengembangkan permainan dengan mengumpulkan informasi, melakukan uji coba, dan meminta umpan balik dari petani. Kemudian, metode kuantitatif diterapkan untuk menilai keefektifan permainan dengan kuesioner post and pre-test. Analisis klaster juga dilakukan untuk mengetahui pendekatan pembelajaran yang tepat berdasarkan karakteristik petani. Pembelajaran berbasis permainan telah terbukti membantu mendorong petani melakukan adopsi metode mekanisasi. Ada dua klaster yang teridentifikasi. Klaster pertama memiliki usia yang lebih muda, latar belakang pendidikan tinggi dan rata-rata memiliki skor sikap menggunakan metode mekanisme yang lebih tinggi. Klaster kedua memiliki usia yang lebih tua, tingkat pendidikan yang lebih rendah juga skor yang lebih rendah dalam sikap mereka terhadap adopsi rata-rata. Hasil penelitian juga menunjukkan bahwa petani di klaster pertama dapat didekati dengan menggunakan pendekatan berbasis pedagogis, sedangkan klaster kedua dapat didekati dengan pendekatan berbasis andragogi.Katakunci: Pertanian; petani padi; metode mekanisasi; pembelajaran berbasis permainan; pendekatan pembelajara
The Factors Influence Customer Purchase Intention on Cause-Related Marketing in Sadari Sedari
No full textSadari Sedari is A nonprofit organization that comes with the aim to strive for education and environmental sustainability through selling secondhand clothes collected from society. Their revenue is a fundamental thing towards their donation amount. Behind the selling activity, the heaps of used-clothes piled up in their storage because of the items that are not sold is become their concern. This study aims to discover the factors that influence customer purchase intention on cause-related marketing in Sadari Sedari and trace the linkage between them. The Theory of Planned Behavior (TPB) is used with additional variables of cause involvement and brand-cause fit. The survey collected 205 respondents within the age dominated of 18-23, domiciled in Jabodetabek and Bandung. The data processed with the PLS-SEM method. The research found the most significant influence to purchase intention is on attitude that affected by brand-cause fit. The research designed with the case study of Sadari Sedari and could be a reference for nonprofit organizations, or businesses to develop a cause-related marketing initiatives. Moreover, these findings could be a reference for researchers to use TPB to evaluate customer purchase intention in cause-related marketing activity.Keywords: Cause-Related Marketing, Consumer Behavior, Non-Profit Organization, Purchase Intention, Sadari Sedari, Theory of Planned Behavior (TPB
Building Stock Portfolio Using Peter Lynch's Investment Strategy in Indonesia Stock Exchange
No full textAbstract. Peter Lynch is one of the most influential and regarded as legendary investor of wall street. He managed to outperform the S&P500 index 13 years in a row, by doubling the S&P500 performance. It would be great to implement this strategy in Indonesia during several market condition, bearish of 2015-2017, bullish of 2016-2018 and sideways of 2017-2019 for Indonesian investors. This brings the question whether it’s applicable during the 3 markets condition in Indonesia Stock Exchange. This research uses primary data that is gathered mainly through Yahoo Finance and Stockbit.com, where this research could get historical data of the stocks, the Jakarta Composite Index, 10 years government bonds of Indonesia and other necessary data for this research. From this research, the result is, Peter Lynch’s investment strategy performs statistically better during bearish market using equally weighted method of portfolio allocation. However, the bullish and sideways market using equally weighted method is not superior compared to the market. Same goes with bearish, bullish and sideways market using market capitalization method. This was confirmed using paired t-test for normally distributed data and Mann-Whitney u-test for data that is not normally distributed. The ratio measures the performance of portfolio and compared it with the benchmark which is the Jakarta Composite Index.Keywords: Peter Lynch, stock, portfolio, Indonesia Stock Exchang
The relationship between customer experience with customer satisfaction and online customer review in buying the product in tokopedia
No full textAbstract. Tokopedia is one of the most widely used online platforms by the public. This research aimed at determining 1) the relationship between online customer review and customer experience in buying the product in Tokopedia 2) the relationship between online customer review and customer satisfaction in buying the product in Tokopedia, 3) the relationship between customer experience and customer satisfaction in buying the product in Tokopedia. The population of this study was Tokopedia users since January 2020 until June 2020 in Bandung Raya. The sample were 100 respondents who were selected using Purposive Sampling Technique. Due to the Pandemic Covid-19, the data were gained only from the distribution of the questionnaire through Line, Instagram and WhatsApp. Classical Assumption Test and Multiple Linear Regression methods were used to analyze the data assisted by SPSS. Based on the research that had been conducted, the results showed that 1) There was a positive relationship between online customer review and customer experience in buying the product in Tokopedia, 2) There was a positive relationship between online customer review and customersatisfaction in buying the product in Tokopedia, 3) There was a positive relationship between customer experience and customer satisfaction in buying the product in Tokopedia.Keywords: Online Customer Review, Customer Experience, Customer Satisfaction, Tokopedia
The effects of virtual community towards purchase intention of luxury streetwear in Indonesia
No full textAbstract. The luxury streetwear trend in Indonesia have just became blooming lately. Along with this trend, social media has a big role to initiate the virtual community as a place to share and exchange some information about the luxury streetwear product, the event, and sometimes they are also doing transaction in it. This research intends to find out the luxury streetwear virtual community model structured in Indonesia, identify factors that influence customers purchase intention of luxury streetwear products in Indonesia, and test the effect of virtual community towards purchase intention of luxury streetwear in Indonesia. This study using semi structured interview and online survey method to collect the data, while using open coding and PLS-SEM to analyze the relationship between the variable (hedonic and utilitarian motivation, need of uniqueness, virtual community participation, brand community’s generated content, perceived interactivity, perceived brand quality, brand awareness, brand association, attitude towards luxury streetwear virtual community, brand loyalty and purchase intention). The result indicates that virtual community participation has positive influence on purchase intention in Indonesia. The finding of this research is expected to enhance both the luxury streetwear community and luxury streetwear marketers’ knowledge to maximize the luxury streetwear business.Keywords: Luxury Streetwear, Purchase Intention, SEM-PLS, Virtual Communit