Garuda - Garba Rujukan Digital

Model Minat Beli dengan Mediasi Sikap Merek Melalui Penempatan Produk dan Celebrity Endorser Sadewi, Ade Windu; Herman, Herman; Hambalah, Febrina
Jurnal Ilmu Manajemen dan Bisnis Vol 14, No 1 (2023): Jurnal Ilmu Manajemen dan Bisnis. Maret 2023
Publisher : Universitas Pendidikan Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.17509/jimb.v14i1.49369

Companies in the modern era are required to carry out all strategies to maintain their products with the aim of meeting consumer needs. Fast Moving Consumer Goods (FMCG) industry is an industry that moves to meet daily needs ranging from the food, beverage, household needs and body care sectors. The food sector, especially confectionery, generates sales of around US$ 10 Billion annually. One company that has succeeded in exporting its products to foreign countries is PT. Mayora Indah, Tbk with Kopiko which is in demand in various countries. Kopiko in 2021 advertised its products in the Korean drama Vincenzo with Song Joong-ki as the main character. This study aims to determine the effect of product placement and celebrity endorser on purchase intention with brand attitude as a mediator. The method used is quantitative associative explanation. The study was conducted on 130 Surabaya residents who watched the drama Vincenzo with a sample size guideline according to Hair et al. (2017). Data collection techniques using a questionnaire and data analysis Structural Equational Modeling (SEM) with the analysis tool SmartPLS 3.2.9 full version. The results of this study indicate that celebrity endorsers have no significant effect on purchase intention and need mediation from brand attitudes to have a significant effect; product placement has a significant effect on purchase intention with and without brand attitude as a mediator; and brand attitudes have a significant effect on audience purchase intention.

Konsumsi Parfum Mewah oleh Konsumen Indonesia dalam Perspektif Masstige Brand Hambalah, Febrina
PERWIRA - Jurnal Pendidikan Kewirausahaan Indonesia Vol 6 No 2 (2023): PERWIRA - Jurnal Pendidikan Kewirausahaan Indonesia
Publisher : Perkumpulan Pendidik Kewirausahaan Indonesia (Perwira Indonesia)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21632/perwira.6.2.73-81

The use of perfume for Indonesian consumers not only serves to fulfill the user's need for a pleasant aroma, but also shows prestige for the perfume user. Consumers with middle incomes also want to experience this luxury value through Masstige brand perfume. This research aims to explain how purchasing masstige brand perfume is a starting point for consumers to experience the luxury value presented by luxury brands. This research method is through literature study. The data in this research was obtained from the collection of various literature sources relevant to this research topic. The results of this research are that Indonesian consumers consume Masstige brand perfume because they pursue symbolic value, experiential value and functional value. These three values are components contained in the luxury value of a brand.

Analysis of Relationship Marketing Lifestyle Consumer Attitudes on Purchasing Decisions and their impact on Loyalty for MSME Products Made from Sea Products in Sidoarjo Regency. Setyowati, Dyah Eko; Hambalah, Febrina
International Journal of Artificial Intelligence Research Vol 8, No 1.1 (2024)
Publisher : STMIK Dharma Wacana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29099/ijair.v8i1.1.1218

Lifestyle and consumer behavior are influenced by the rapid development of technology, the digital world and the internet of course also have an impact world of marketing. Marketing trends are shifting from conventional (offline) to digital (online). This digital marketing strategy is more prospective because it allows potential customers to obtain information about products and make transactions via the internet. Various digital marketing activities include search engine optimization (SEO), search engine marketing (SEM), content marketing, influencer marketing, content automation, campaign marketing, E-Commerce marketing, social media marketing, social media optimization, e-mail direct marketing, display advertising, e-books, optical disks, games, and various other forms of digital media. Its activities can also be extended to non-internet channels that provide digital media services, such as mobile phones (SMS and MMS).Several indicators that can be used currently include the increase in digital advertising expenditure, growth in smartphone ownership which provides easy internet access, improvements to telecommunications infrastructure in order to increase the quality of data access, and the launch of 4G services. According to Facebook data, 74% of internet users in Indonesia use mobile devices (Utomo, 2016) Quoting the report, We are Social (2023)a digital marketing agency in America, saidFacebook is the platform with the highest number of active users, reaching 2.9 billion as of January 2023. Followed by the YouTube platform with the number of active users reaching 2.2 billion. This research is quantitative research, which according to Creswell is quantitative research as an effort to investigate problems. Where this problem is the basis for researchers to collect data, determine variables and then measure them with numbers so that analysis can be carried out in accordance with applicable statistical procedures. The selection of research locations was carried out using a purposive sampling method, namely a technique for selecting research locations deliberately by considering certain aspects. In this research, hypothesis testing uses the Partial Least Square (PLS) analysis technique with the Smart PLS programThe inner model or what is usually called an influence test or hypothesis test aims to predict relationships between latent variables.From the research conclusions, it can be suggested to marine product business players, to maintain profits and consistently increase sales, good management of relationships, lifestyle and consumer attitudes must be carried out. By maintaining relationships with the media, promotional tools, digital marketing. Consumer lifestyles must also be maintained by holding events that focus on seafood-based foods, including by synergizing with holding Food Festivals, seafood cooking courses, introducing seafood so that Gen Z will be more popular. For consumer attitudes, this can be done with massive publicity, intensive, about the importance of seafood and its benefits, the importance of seafood for body health and stamina.

The Influence of Service Innovation and Service Quality on Customer Satisfaction Users of Mobile Banking Livin' by Mandiri Marsya, Amanda; Hambalah, Febrina
BALANCE: Economic, Business, Management and Accounting Journal Vol 21 No 2 (2024): Juli
Publisher : UMSurabaya Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30651/blc.v21i2.22827

This research was conducted with the aim of determining the influence and analyzing service innovation and service quality on customer satisfaction among Livin' by Mandiri mobile banking users. Using a quantitative approach with a survey method using SPSS version 27 tools. Primary data is used as a data source in form of a questionnaire from respondent responses with sampling using purposive sampling using the Slovin formula, then a sample of 99 respondents was obtained. The result show that simultaneously service innovation and service quality have a positive and significant effect on customer satisfaction for Livin' by Mandiri. It is hoped PT Bank Mandiri will always develop service innovation and service quality that is easier, faster, more accurate and comfortable by following technological developments so that it has an impact on increasing customer satisfaction.

Dampak Dampak Covid-19 Terhadap Perubahan Perilaku Belanja Bahan Makanan Online Serta Konsumsi Makanan Laut Masyarakat Surabaya Hambalah, Febrina; Herman; Kirana, Anggita Fadia
Jurnal Bisnis dan Kewirausahaan Vol. 20 No. 3 (2024): JBK-Jurnal Bisnis dan Kewirausahaan
Publisher : Unit Publikasi Ilmiah, P3M, Politeknik Negeri Bali

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31940/jbk.v20i3.123-132

The COVID-19 pandemic has succeeded in causing panic in people all over the world. Changes in consumer spending behavior globally occur simultaneously, including in Indonesia. The level of consumer awareness to always increase their immunity by consuming fresh food ingredients also encourages online grocery shopping activity. However, amid pandemic situation, there is a dilemma between frugality in order to maintain consumer household stability or maintain the health of each family member. Research on the impact of COVID-19 on changes in online grocery shopping behavior and seafood consumption for the people of Surabaya is expected to answer the question of whether the impact of COVID-19 on changes in online grocery shopping behavior and whether this has an impact on consumer priorities in consuming seafood. The methodology used in this research is qualitative methods with phenomenological approach, namely through in-depth interviews. Respondents of this study are 8 women who are stay-at-home-mother and career women. These 8 women have responsibilities as decision makers in family spending. The results obtained from this study are the upper middle-income households in Surabaya made shift not only to shop offline, but also online during pandemic Covid-19. Most of them have added the number of internet gadgets in their home to participate in Study-From-Home method for their children’s school activity. They bought more health supplements, better food ingredients, and fresh ones to maintain their health conditions during Covid times. The seafood consumptions is perceived as one of the ways to build better immunities, thus some of these households have increasing their seafood buying.

PENGARUH PERSEPSI KEMUDAHAN, PERSEPSI KEGUNAAN DAN PROMOSI PENJUALAN TERHADAP PEMBELIAN IMPULSIF H. P., A. Q. Candra Mustika Intan; Herman, Herman; Hambalah, Febrina
Jurnal Industri Kreatif dan Kewirausahaan Vol 6 No 1 (2023): Jurnal Industri Kreatif dan Kewirausahaan JUNE 2023
Publisher : Universitas Sahid

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36441/kewirausahaan.v6i1.1119

The evolution of E-commerce into Social commerce is a new phenomenon in the development of trade in Indonesia. TikTok is one of the social media applications that has participated in this evolution until impulse buying behavior appears among TikTokShop users. Several factors that influence impulse buying in social commerce, especially TikTokShop, are website and marketing factors. Based on this, this study was conducted to explain how the effect of kemudahan yang dirasakan, perceived usefulness, and sales promotion on impulse buying of fashion products by TikTokShop users in Surabaya. This research was conducted using quantitative methods with the type of explanatory research. This research was conducted in Surabaya with the criteria of respondents being TikTokShop users in Surabaya who had shopped at TikTokShop and had bought fashion products at TikTokShop impulsively. The sampling technique was carried out using non-probabilty sampling and purposive sampling with a research sample of 96 respondents, and data analysis using multiple linear regression analysis with the help of the SPSS (Statistical Program for Social Science) version 25.0 program. The results of this study can be said that the perceived ease of use, perceived usefulness, and sales promotions have a significant positive effect partially and simultaneously on the impulse buying of fashion products by TikTokShop users in Surabaya.

ANALISIS PERILAKU KONSUMEN DALAM PROSES PEMENUHAN KEBUTUHAN PANGAN MENGGUNAKAN MEDIA SOSIAL Sa’adah, Ainun Robi’ah Lailah; Herman; Hambalah, Febrina
Ekonomi & Bisnis Vol 21 No 1 (2022): Jurnal Ekonomi dan Bisnis Vol 21 No 1 Juni 2022
Publisher : Politeknik Negeri Jakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32722/eb.v21i1.4573

Pandemi Covid-19 membawa berbagai permasalahan baru yang dialami oleh konsumen, salah satunya adalah permasalahan dalam proses pemenuhan kebutuhan pangan. Kebutuhan pangan sebagai salah satu kebutuhan utama yang harus dipenuhi oleh konsumen mengakibatkan konsumen mencari solusi atas permasalahan dalam proses pemenuhan kebutuhan pangan. Perilaku konsumen mengalami perubahan semenjak adanya pandemi Covid-19, konsumen meningkatkan penggunaan teknologi untuk mencari solusi atas permasalahan yang dialami. Tujuan dari penelitian ini adalah mengkaji dan mendeskripsikan perubahan perilaku konsumen Amh modern market pada masa pandemi Covid-19 serta mengkaji dan mendeskripsikan faktor-faktor yang menyebabkan keputusan pembelian kebutuhan pangan menggunakan Amh modern market dapat terjadi. Metode yang digunakan dalam penelitian ini adalah metode kualitatif dengan jenis penelitian deskriptif. Hasil penelitian ini menunjukkan bahwa terdapat beberapa hal yang mengakibatkan perilaku konsumen berubah, salah satunya adalah hadirnya pandemi Covid-19. Amh Modern Market sebagai salah satu online grocery yang menggunakan media sosial Instagram di Surabaya telah berhasil menarik konsumen untuk membeli kebutuhan pangan secara online. Kata kunci : Perilaku Konsumen, Keputusan Pembelian, Kebutuhan Pangan, Media Sosial

Implementation of the Content Marketing Process to Build Customer Engagement Through Instagram Social Media at Raja Pisang Keju Arjuna Pusat MSME Kirana, Anggita Fadia; Hambalah, Febrina
Jurnal Administrasi Bisnis Vol 14, No 1 (2025)
Publisher : Universitas Diponegoro

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14710/jab.v14i1.70438

The role of Micro, Small, and Medium Enterprises (MSMEs) in Indonesia is highly impactful on the economy. In 2023, MSMEs experienced significant growth, indicating increased competition within the sector. To remain competitive, utilizing social media as a marketing tool is crucial. Social media nowadays is not only being used for entertainment but has also become a key platform for business promotion. One commonly adopted strategy is content marketing. An example of an MSME applying this strategy on Instagram is Raja Pisang Keju Arjuna Pusat. This study aims to analyze the implementation of content marketing by Raja Pisang Keju Arjuna Pusat in building customer engagement. The research applied a qualitative method with a case study approach. Data were collected through in-depth interviews on 12 informants consisting of the management of Raja Pisang Keju Arjuna Pusat MSME and its customers, observation, and document analysis. The findings reveal that the content marketing process is conducted through ten stages: Identifying the Goal or Objective, Defining the Audience, Understanding How the Audience Buys, Choosing Your Content Niche, Developing Your Content Marketing Mission Statement, Building an Editorial Calendar, Creating and Distributing the Content, Promoting the Content, Measuring Content Performance, and Optimizing Content. This strategy effectively fosters customer engagement, which includes affective, cognitive, and behavioral dimensions. Affective engagement stems from consumer enthusiasm and satisfaction, cognitive engagement from an interest in the content and its information, while behavioral engagement is reflected in actions such as sharing and supporting the content.

Dampak Dampak Covid-19 Terhadap Perubahan Perilaku Belanja Bahan Makanan Online Serta Konsumsi Makanan Laut Masyarakat Surabaya Hambalah, Febrina; Herman; Kirana, Anggita Fadia
Jurnal Bisnis dan Kewirausahaan Vol. 20 No. 3 (2024): JBK-Jurnal Bisnis dan Kewirausahaan
Publisher : Badung Bali: Politeknik Negeri Bali

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31940/jbk.v20i3.123-132

The COVID-19 pandemic has succeeded in causing panic in people all over the world. Changes in consumer spending behavior globally occur simultaneously, including in Indonesia. The level of consumer awareness to always increase their immunity by consuming fresh food ingredients also encourages online grocery shopping activity. However, amid pandemic situation, there is a dilemma between frugality in order to maintain consumer household stability or maintain the health of each family member. Research on the impact of COVID-19 on changes in online grocery shopping behavior and seafood consumption for the people of Surabaya is expected to answer the question of whether the impact of COVID-19 on changes in online grocery shopping behavior and whether this has an impact on consumer priorities in consuming seafood. The methodology used in this research is qualitative methods with phenomenological approach, namely through in-depth interviews. Respondents of this study are 8 women who are stay-at-home-mother and career women. These 8 women have responsibilities as decision makers in family spending. The results obtained from this study are the upper middle-income households in Surabaya made shift not only to shop offline, but also online during pandemic Covid-19. Most of them have added the number of internet gadgets in their home to participate in Study-From-Home method for their children’s school activity. They bought more health supplements, better food ingredients, and fresh ones to maintain their health conditions during Covid times. The seafood consumptions is perceived as one of the ways to build better immunities, thus some of these households have increasing their seafood buying.

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