iBuss Management is a student journal of International Business Management program of Petra Christian University
Customer Satisfaction as the Mediator Between E-Service Quality and Repurchase Intention in The Case of Bukalapak E-commerce
The global digitalization trend has transformed businesses, resulting in an increase in the remote economy and e-commerce market. Within the dynamic landscape in Indonesia, Bukalapak competed by prioritizing a fair economy and supporting micro-enterprises. However, it holds the fourth position in terms of popularity, resulting in studies of the factors influencing consumer behavior. This research studied the mediating effect of customer satisfaction in the relationship between e-service quality towards repurchase intention, in the case of Bukalapak Indonesia, particularly in the context of Generation Z in East Java. This research collected data using simple random sampling through distributing online questionnaires. As a result, 385 qualified respondents that had used the Bukalapak e-commerce for transaction before were gathered. After analyzing the results of the online questionnaires using the PLS-SEM method, results showed that customer satisfaction does mediate the relationship between e-service quality and repurchase intention, as these three variables all have direct correlation with each other. Keywords: e-service quality, Customer satisfaction, Repurchase intention, Bukalapak.
Influence of Online Customer Satisfaction on Online Repurchase Intention Mediated by Trust: The Case of Spotify Premium Indonesia in Surabaya
The rise of audio streaming services has made music listening the norm, and Spotify in Indonesia faces competition from global and local providers. While past studies link customer satisfaction to repurchase intent, this research delves deeper. This research will include e-trust as a mediator to explore its impact on an audio streaming service platform. Furthermore, the measured customer satisfaction in audio streaming research has been applied using unspecified factors. Thus, the researchers will add trust as a mediator and apply a specific factor proposed from a previous study of text mining from customer reviews in the relationship between customer satisfaction and repurchase intention. This research will analyze the role of online customer satisfaction towards online repurchase intention with e-trust as a mediating variable within the case of Spotify in Surabaya. Data is gathered via simple random sampling from 378 Spotify Premium Gen Z users in Surabaya. Data is then processed using partial least squared algorithm method. This research confirms the direct relationship between online customer satisfaction and the online repurchase intention of Spotify Premium users, with e-trust as a mediator. Also, this research has found online customer satisfaction in the Environment factor has the biggest contributing effect to the model. Keywords: Repurchase intention, Customer satisfaction, E-trust, Audio streaming service, Spotify Indonesia.
Social Media Marketing Through Instagram and Repurchase Intention of Uniqlo’s Product in Indonesia for Gen-Z: Mediating Role of Customer Engagement
In the digital era, social media plays a crucial role in marketing that can be used to boost a company's competitiveness. Other than optimizing the company’s sales and promotion about their products and services, social media is also helpful to build and maintain good relationships with customers. Therefore, one of the keys that a company needs to pay attention to in order to optimize their marketing strategy is social media. This research was to determine whether social media marketing through Instagram can affect customers’ repurchase intention as customer engagement is the mediating variable. The research was conducted with a quantitative approach and the data collected using a questionnaire. The questionnaire contains likert scale questions and distributed through social media after spreading to 12 participants for piloting. After that, results from the quantitative approach with the total respondents of 202 and path analysis were used to analyze the research data. Research findings prove that social media marketing has impacts on customers’ repurchase intention and customer engagement. Moreover, customer engagement also significantly influences and mediates the effect of customers’ repurchase intention. Therefore, the aim of this research is to provide the data and analyzation result of the relationship between social media marketing, repurchase intention, and customer engagement. Keywords: Social media marketing, Repurchase intention, Customer engagement, Instagram, Uniqlo Indonesia, Gen z
Buller River Topographic, Rainfall, and Flow Stream Analysis in Correlation to Westport Flood Risk Management
Floods frequently damage New Zealand settlements, and recently, one of the most significant flood events in the country destroyed a town known as Westport. While previous studies have examined multiple factors in Westport floodings, this research would traverse more. This paper analyzed Westport flooding cases connected to its topography, rainfall, and Buller River’s flow stream at Te Kuha. The research aims to characterize elements of flash flood hazards at Westport. The data is retrieved from New Zealand’s National Institute of Water and Atmospheric Research (NIWA) website and processed to produce daily mean flow, stage-discharge curve, and flood return period graphs. The graphs created in this research concluded that the 2021 Westport flooding was a 50-year extreme event, meaning Westport should expect a similar flood event to hit the city in 2070s, as it hit them previously in the 1970s. Finally, this research confirms that the Buller River’s flow stream at Te Kuha significantly affects flood events at Westport, and future flood management should consider climate change’s impact on flood risk at Westport. Keywords: Topographic, Rainfall, River flow, Flash floods, Flood management, Flood risk, Westport New Zealand.
The Influence of NCT Dream as Celebrity Endorser Towards Consumer Purchase Intention with Brand Image as a Mediating Variable: The Case of Tos Tos in Indonesia
Nowadays, marketers in the world compete in the business by using celebrity endorsers. In particular, many Indonesian companies including Tos Tos are recruiting Korean artists to endorse their brands. Recently, Tos Tos announced NCT Dream to be the endorser of their snack tortilla chips. Through this research, the researchers want to analyze the effect of NCT Dream as a celebrity endorser on consumer purchase intention. The celebrity endorser will be measured by the TEARS model which includes trustworthiness, expertise, attractiveness, respect, and similarity. Furthermore, the researchers want to examine the brand image as the mediating variable of the relationship between celebrity endorsers and purchase intention. Data collection was carried out by distributing questionnaires using a simple random sampling method. A total of 100 respondents who met the requirements were analyzed using SmartPLS 4.0 software. The results of the analysis explain that there is a significant relationship between respect and purchase intention, trustworthiness and brand image, expertise to brand image, brand image to purchase intention, and an indirect effect mediating brand image in the relationship between expertise and purchase intention. Keywords: Celebrity endorser, Purchase intention, Brand image, TEARS, Tos Tos Indonesia.
Influence of Product Characteristic, Perceived Value, and Brand Trust on Purchase Intention of Hyundai Indonesia
Cars play a pivotal role in daily transportation across Indonesia, where a significant portion of the population relies on them for commuting. The Indonesian car market is highly competitive, predominantly dominated by established Japanese manufacturers with devoted customer bases. However, in 2021, Hyundai, a Korean brand, successfully entered and competed in this challenging market, evidenced by a notable increase in Hyundai car ownership in the country. This research seeks to unravel the factors that enabled Hyundai to compete effectively against well-established Japanese car manufacturers. Specifically, the study aims to understand how product characteristics, perceived value, and brand trust influence the purchase intentions of Indonesian consumers towards Hyundai cars. To achieve this goal, purposive sampling was used, and questionnaires were distributed to eligible drivers and Hyundai car owners in Indonesia. 117 valid respondents were successfully gathered to be further analyzed. Data analysis involved the use of Smart PLS 4, employing hypothesis testing and bootstrapping techniques. The findings of this study highlight that, despite Hyundai's distinctive qualities and high perceived value, the pivotal factor influencing Indonesian consumers' decisions to purchase Hyundai cars is the level of brand trust. In a market dominated by reputable competitors, building and maintaining trust emerges as a critical element in the success of Hyundai's entry and growth in the Indonesian automotive landscape. Keywords: Purchase intention, Perceived value, Brand trust, Product characteristics, Hyundai Indonesia.
The Impact of Product Placement in The Vincenzo Series on Kopiko’s Purchase Intention with Brand Recall as A Mediator
The Hallyu wave, representing Korean popular culture spanning music, movies, television, fashion, and cuisine, has swept across the global landscape, attracting brands to take part. One of the most popular platforms is Korean dramas, where brands can utilize product placement as advertising tool. Seeing this opportunity, an Indonesian coffee brand, Kopiko, advertised its product in the form of product placement in Vincenzo, one of the most popular series on Netflix. It is interesting to see how Kopiko used global platform to elevate its brand and how effective the product placement can be. Therefore, researchers would like to know the impact of product placement elements (plot integration and visual stimuli) on purchase intention mediated by brand recall. The study was conducted for Vincenzo’s audiences, and data for analysis was gathered by distributing questionnaires through social media platforms and proceeded with the Partial Least Squares-based Structural Equation Modeling (PLS-SEM) method, which was used to assess 356 out of 374 respondents who met the eligibility requirements to give answers for this research. The result showed that plot integration significantly influenced purchase intention, and visual stimuli greatly affected brand recall. The brand recall failed to mediate visual stimuli and plot integration to purchase intention. Keywords: Product placement, Visual stimuli, Plot integration, Brand recall, Purchase intention, Kopiko, Vincenzo, Mediation.
The Repurchase Intention of GoFood Affected by Perceived Usefulness and Perceived Ease of Use through Trust and Customer Satisfaction
Firms have been competing by trying to offer as much benefit to increase customers’ repurchase intention. This situation is very prevalent in the current era especially in the online food delivery service market that has been skyrocketing for being technology based that keeps developing. GoFood, as one of the most used online food delivery services in Indonesia is deemed as one of the best examples to be used as the representative of the said industry in this paper. There are also factors used to determine repurchase intention such as perceived usefulness and perceived ease of use as the independent variables which are mediated by trust and customer satisfaction which are deemed as impactful by previous studies. Using all of these variables, this paper used 100 samples from the collected data to determine their impact toward repurchase intention. The participants were asked to fill the questionnaires based on each instrument of the variables using a five point Likert’s scale which measures their agreements and disagreements towards the provided statement. The result was then analyzed using PLS-SEM, bootstrapping with 5000 bootstrap samples, and PLSpredict. From the analysis results, it turned out that the only variable that is impactful towards repurchase intention is perceived usefulness while rejecting all other hypotheses related towards repurchase intention both directly and mediated. This result has shown that in order for GoFood to be able to gain an upper hand against its competitors, its features that affect customers’ perceived usefulness must be prioritized. Keywords: Repurchase intention, Online food delivery service, Impactful, Perceived usefulness.
The Relationship Between Self-Presentation and Customer Purchase Intention in the Case of LINE Premium Stickers in Indonesia: Mediated by Symbolic Value and Playfulness and Moderated by Need for Uniqueness
This research investigates the dynamics between self-presentation and customer purchase intention in LINE Premium Stickers, focusing on the Indonesian market. In the digital communication age, where digital expression is expected, this research focuses on the significance of LINE Premium Stickers for shaping the customer’s online identity. By thoroughly examining existing research and practical studies, the research underscores the impact of self-presentation on customer purchasing intention, mediated by symbolic value and playfulness. Additionally, the need for uniqueness serves as a moderator in how and why purchases are made. The study was conducted on LINE users in Indonesia who are aware of LINE Premium Stickers. The researchers then spread questionnaires through social media platforms to collect data and analyse using the PLS-SEM method, which was used to assess 105 out of 119 respondents' data that were eligible for the research. The analysis shows that the positive influence of self-presentation on customer purchase intention is the significant role of symbolic value as a mediator between self-presentation and customer purchase intention. On the other hand, the role of playfulness as a mediator and the role of the need for uniqueness as a moderator between self-presentation and customer purchase intention is insignificant. Recognizing LINE Premium Stickers as integral tools for online self-presentation, this research aims to provide insights guiding LINE in accurately tailoring its offerings to diverse user preferences, facilitating sustained engagement and leadership in the dynamic digital communication landscape. Keywords: Self-presentation, Customer purchase intention, Symbolic value, Playfulness, Need for uniqueness, LINE premium stickers.
The Impact of Product, Price, Place, Promotion on Purchase Intention of Wuling Confero in Surabaya, with Perception toward Country of Origin Moderating the Relationship between Product and Purchase Intention
The emergence of Chinese automobile has changed the dynamics of brand competition in the very competitive Indonesian automotive market. This study centres on the Wuling case, a well-known Chinese automobile brand that has found success in the Indonesian market. The research will focus on Wuling Confero and explores how Wuling&#39;s marketing mix significance in impacting consumer purchase intention. The study also investigates which factor of marketing mix is impacting purchase intention the most. Interestingly, the study also considers country of origin factor, examining how consumers' perceptions of a product's Chinese origin may affect product and purchase intention relationship. In order to gather information for analysis, a set of questions was distributed via the social media platform to potential Wuling customers, particularly to car enthusiasts who currently searching for vehicles to purchase. Then, to process the 346 respondents’ data, the researchers use PLS-SEM method. The researchers found that only product and promotion significantly affect purchase intention. As for price and place, they do not significantly affect purchase intention. Then, the researchers found that product affect purchase intention the most. Lastly, the researchers also found moderating effect from perception toward country on origin in the relationship between product and purchase intention. Keywords: Marketing mix, Purchase intention, Wuling, Country of origin, Product, Price, Place, Promotion.
Strategy to Redesign Upfield’s Current Internship Program Into An Equitable, Company-Wide Program That Positively Impacts Both The Company and The Interns
Human capital is one of the most impactful drivers of the operations and growth of a business. However, challenges in hiring and retaining capable candidates exist for multinational companies, such as the risks of bad hires and worker shortages. These companies include Upfield, the largest global plant-based consumer product company headquartered in the Netherlands. One of the ways the company can source and acquire qualified employees is through an internship program. Nonetheless, Upfield’s current internship program has just been established in a department and has not been formalized, which hinders the program from functioning optimally. To maximize the positive impact of Upfield’s internship program, this research analyzes the current situation and industry practices to establish an equitable internship program on the company scale. To collect the data, three interviews were conducted with internal employees who are closely related to the program. Moreover, surveys were disseminated to all 14 interns within the Upfield Netherlands. The qualitative method was used to analyze the collected data. As the research’s conclusion, a centralized system for the internship program was suggested to ensure a streamlined and sustainable program. Moreover, six action plans and an internship program scheme were delivered to substantiate the implementation idea. Keywords: Internship program, Human resource management, Upfield, Talent acquisition.
Effect of Perceived E-Service Quality Towards Behavioral Intention Mediated by Customer Satisfaction: A Case of UNIQLO Indonesia
This study investigates the connection between online repurchase intent and perceived e-service quality in the context of UNIQLO Indonesia. This study's goal is to analyze how perceived e-service quality affects behavioral intentions and the mediating function that customer satisfaction plays in this relationship. The PLS-SEM method was used to conduct the study among 356 valid respondents where the respondents are UNIQLO consumers in Indonesia. The study utilizes probability sampling where the sampling method used is simple random sampling. The study received responses from the respondents through an online questionnaire that was shared through several social platforms. The results of this study shed light on how perceived e-Service quality affects behavioral intention as well as the mediating role that customer satisfaction plays. The findings show that perceived e-service quality significantly affects behavioral intention, highlighting its significance for UNIQLO Indonesia's online success. The study also demonstrates that customer satisfaction partially mediates the association between perceived e-service quality and behavioral intention, underscoring the relationship's importance. Keywords: Perceived e-service quality, Customer satisfaction, Behavioral intention, UNIQLO Indonesia.
Marketing Penetration Strategy Recommendations for Versuni in Germany Heating and Cooling Market
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 Optimization of Power BI Utilization in JDE’s Financial Reporting and Analysis Practices in Order to Increase Efficiency and Create Higher Quality Reports
This research examines how Microsoft&#39;s Power BI may be used to improve financial reporting and analysis procedures in Jacobs Douwe Egberts (JDE). Each of the seven chapters in the report addresses different topics relating to Power BI&#39;s core features, best practices, JDE’s current financial practices, user requirements and problems, integration with existing processes, as well as potential risks and challenges. The research utilized qualitative analysis using data taken from secondary sources along with interviews with 3 stakeholders chosen with purposeful sampling and observations conducted on internal processes. The results demonstrate that JDE's existing financial reporting approach mainly relies on manual tasks, leading to inefficiencies and a lack of analytical power. Insights from JDE stakeholders also highlight the necessity of increased productivity, automation, better visualizations, and user-friendly navigation. To solve this, Power BI can meet JDE’s needs by simplifying data integration, enhancing data visualization and analysis, minimizing human labor and mistakes, and optimizing the delivery of financial reports. However, the paper also emphasizes possible risks that must be anticipated by risk management controls. Overall, JDE may implement better financial reporting practices while using fewer resources by efficiently utilizing Power BI's capabilities according to needs and addressing potential risks. Keywords: Power BI, Automation, Efficiency, Financial analysis, Finance reporting.
The Impact of Social Media Marketing Towards Purchase Intention Sequentially Mediated by Brand Equity and E-WOM: A Case of Erigo
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.
An Analysis of Tanamera Coffee’s Servicescape Towards Employee Service Quality and Behavioral Intention, Mediated by Overall Service Quality
Café shops became a rapid trend in Indonesia and became a part of their lifestyle. Consequently, the high number of café chains made owners compete in offering new café concepts to attract customers and deliver their value efficiently. As a result, servicescape became a crucial variable in providing a significant competitive advantage. The study aimed to assess the influence of servicescape on service quality and behavioral intention within the Indonesian market. A simple random sampling approach was employed to distribute questionnaires to Tanamera Coffee&#39;s customers via social media platforms. A total of 111 valid responses were received and used for the subsequent analysis using the PLS-SEM method. The findings of the study indicated that servicescape had a direct impact on employee service quality, overall service quality, and behavioral intention. Additionally, it was observed that employee service quality positively influenced overall service quality, and overall service quality, in turn, had a positive impact on behavioral intention. These findings emphasized the importance of recognizing the role of the servicescape as a critical factor in delivering value to customers. By focusing on improving service quality through effective servicescape management, cafés could foster positive customer experiences, ultimately leading to positive behavioral intention. Keywords: Servicescape, Café, Overall service quality, Employee service quality, Behavioral intention, Tanamera Coffee.
The Effect of E-Service Quality Mediated by Customer Satisfaction, Perceived Value, Customer Engagement, and Brand Image on Lazada Indonesia's Customer Loyalty
This study seeks to objectively investigate the factors influencing Lazada Indonesia's customer loyalty in the country&#39;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.
The Mediating Role of Organizational Commitment on the Relationship Between Transformational Leadership and Employee Retention for Cafés in Surabaya
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&#39;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 Impact of E-Service Quality on Customers’ Satisfaction Mediated by Customer Trust in the Case of Zalora Indonesia
With the increase of online purchases and the trend of the fashion segment in Indonesia, Zalora Indonesia is supposed to be in an advantageous position. However, despite the favorable market conditions, Zalora Indonesia has been facing a decline in web visits due to reduced consumer buying interest and heightened competition, leading to concerns about its overall performance. Therefore, in the case of Zalora Indonesia, the researchers conducted this study to examine the impact of e-service quality on customer satisfaction, with customer trust as the mediator. To gather relevant data, the researchers employed a simple random sampling technique and distributed online questionnaires to customers who had made purchases on Zalora Indonesia within the past six months. The researchers utilized the SmartPLS 4.0 software to analyze the data from 53 valid respondents using the PLS-SEM technique. The findings of the study revealed several key relationships between the variables under investigation. The results showed that e-service quality has a notable correlation towards customer trust, customer trust has a significant relationship towards customer satisfaction, and e-service quality has a significant relationship towards customer satisfaction. Furthermore, it is found that the relationship between e-service quality and customer satisfaction is affected by partial mediation by customer trust. Keywords: E-service quality, Customer satisfaction, Customer trust.
The Effect of Celebrity Endorsement on Purchase Intention Mediated by Brand Image: Industry and Brand Level Analysis
The utilization of celebrity endorsement as a marketing strategy has gained widespread popularity across various industries, including the electronic industry. The objective of this study is to assess the effect of celebrity endorsement towards purchase intention, specifically through brand image. The analysis compares the relationship between variables at two levels: industry and brand, each at varying levels of maturity. The research analyzed Indonesian citizens who are aware of Vivo and Samsung brand and the respondents are acquired through survey generator websites, namely Populix and Survey Monkey. Using the PLS-SEM method continued by MGA (Multi Group Analysis), this research assesses the relationship among 379 valid respondents with Vivo and Samsung. Results indicate that at the industry level, brand image plays a positive mediating role in the relationship between celebrity endorsement and purchase intention, despite a negative direct relationship between the two. At the brand level, celebrity endorsement has a negative impact on purchase intention for Vivo, while exhibiting no significant effect on Samsung brand. However, brand image positively mediates the relationship between the two. Furthermore, multigroup analysis reveals that the difference in effect between the two brands is not statistically significant. Keywords: Celebrity endorsement, Purchase intention, Brand image, Smartphone industry, Indonesia.
The Mediating Effect of Customer Satisfaction Towards The Relationship Between Online and Offline Service Quality to Customer Loyalty at Uniqlo Indonesia
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.
The Influence of Celebrity Endorsements towards Purchase Intention, Mediated by Brand Image: the case of Nike and Travis Scott
Nike, an old player that has ruled the athletic footwear and apparel industry recently just dropped a bombshell news. The world is staggered by Nike’s interesting decision by choosing Travis Scott, an American rapper, as their celebrity endorsement. Given this phenomenon, we analyzed the relationship between celebrity endorsement, brand image, and purchase intention if implemented through a cross-industry endorsement strategy. We analyzed the phenomenon utilizing the theory of purchase intention and celebrity endorsement, with the brand image as a mediating variable. The research utilizes simple random sampling through a close-ended questionnaire distributed on social media as our method to collect data. Further, the data will be analyzed through PLS-SEM method by using SMART PLS 4 software. The result of the research shows that celebrity endorsement results in a positive impact on customers' purchase intention and the company's brand image. With the increasing value of Nike's brand image, brand image has a positive mediation impact on the relationship between celebrity endorsement and purchase intention. This research enriches the theory of purchase intention, brand image, and celebrity endorsement, providing a cross-industry element in an intersecting branding strategy for a wider market to conduct a purchase. With further enrichment of the theory, this research enlarges the space for innovation in the marketing and creative industry. Keywords: Nike, branding, influence, celebrity endorsement, customer purchase intention, random sampling.
The Effect of Brand Pleasure, Brand Arousal, and Brand Dominance towards Brand Loyalty in the case of UNIQLO Indonesia
Given the growth that has changed significantly, especially during the Covid-19 pandemic, the fashion industry has changed and come back more substantial now. Thus, the fashion industry has become more attractive to explore. This can be seen in one of the global fashion brands, UNIQLO, which aims to dominate the fashion market industry. Therefore, the researchers decided to analyze UNIQLO in Indonesia as the research object. This study will investigate the effect of brand pleasure, brand arousal, and brand dominance on brand loyalty in the case of UNIQLO Indonesia. In addition, this study utilizes a quantitative approach with the simple random sampling method and 75 respondents were engaged. Online questionnaires were used to gather the research data and then were analyzed using multiple linear regression that will be processed using the IBM SPSS approach. Results revealed that brand pleasure, brand arousal, and brand dominance have an effect on brand loyalty. However, brand pleasure has the most significant impact on brand loyalty in the case of UNIQLO Indonesia. Analyzing the relationship between brand pleasure, brand arousal, and brand dominance on brand loyalty towards the fashion industry, specifically UNIQLO Indonesia, will provide many benefits for various parties, including academicians, business professionals, and companies. Keywords: brand pleasure, brand arousal, brand dominance, brand loyalty.
The Effect of Learning Organization Culture and Learning Goal Orientation on Employees’ Intention to Share Knowledge in Furniture Companies in Indonesia
As the furniture industry kept on growing in Indonesia, competitions increased and one of the keys to strive and thrive in the furniture industry is to increased number of knowledge sharing within employees. Ways to increase the practices of knowledge-sharing within employees are through Learning Organization Culture and Learning Goal Orientation. Therefore, the researcher was determined to understand the effect of Learning Organization Culture towards employees’ intention to share knowledge in furniture companies in Indonesia. This research will use the theory of the relationship of Learning Organization Culture and Learning Goal Orientation towards Knowledge Sharing Intention with Knowledge Sharing Attitude as the mediator in the case of furniture companies in Indonesia. This research focused on furniture companies in Indonesia and were done using quantitative approach. The researcher decided to use simple random sampling as the sampling design with online questionnaires as the method to obtain the data. Furthermore, 161 respondents have answered the questionnaire and the results have been analyzed using SmartPLS 4. As the result, it was found that only Learning Goal Orientation that is partly mediated with Knowledge Sharing Attitude in influencing Knowledge Sharing Intention Keywords: knowledge sharing intention, learning organization culture, learning goal orientation, knowledge sharing attitude.
The Impact of Trust, Perceived Usefulness, and Perceived Values Mediated by Customer Satisfaction towards Repurchase Intention of Tokopedia and Shopee
During the beginning of pandemic in 2020, the growth of e-commerce in Indonesia has flourished rapidly, resulting from the large number of people choosing to purchase goods and services through the comfort of their own house. One of Indonesia’s local e-commerce is Tokopedia. Tokopedia has been leading the e-commerce since 2011. However, their market share and success are competing against a foreign e-commerce namely Shopee, who has an outstanding growth in the e-commerce market for the last four years. Hence, this research will study the behavior of consumers and their factors to repurchase from two different e-commerce, which are required to analyze the most significant factors that have influence towards the satisfaction of consumers that resulted in repurchase intention behavior. The researchers will focus on finding out the influence of trust, perceived usefulness, and perceived value towards repurchase intention and the mediating role of customer satisfaction across Tokopedia and Shopee. This research uses simple random sampling and focuses on people who has recently used both Tokopedia and Shopee in the last 3 months. 211 valid respondents are gathered in this research and the data is processed through PLS-SEM. This research study the mediation effect of customer satisfaction towards that factors that are known to have influence towards customer repurchase intention. The result of this study will provide a strategic recommendation towards Tokopedia or other e-commerce to understand the driver of consumer behavior that might vary across e-commerce platforms. Keywords: e-commerce, Indonesia, repurchase intention, customer satisfaction, trust, perceived usefulness, perceived value.
The Effectiveness of Korean Celebrity Endorsement Towards Purchase Intention Mediated by Brand Image in the Case of Somethinc.
Over the last several years, Indonesia's cosmetics and skincare sector have exploded. Regardless of age or gender, more individuals are becoming more concerned about their physical appearance, health, and self-care. With such a large market, many Indonesian entrepreneurs are starting their own skincare companies, like Somethinc. A significant marketing budget is required for a new brand to gain notoriety and brand awareness. The endorsement of South Korean celebrities is one of the most recent trends followed by Indonesian skincare firms. The utilization of celebrity endorsements and an appealing special package will improve the customer's perception of the company's brand image. A positive perception between the customer and the firm will impact customers' and future purchase intentions. This study aimed to see how celebrity endorsement influenced purchase intentions for Somethinc cosmetics by using the brand image as a mediator. This study was conducted by giving questionnaires to people who were at least 17 years old, lived in Indonesia, using skincare or/and make-up in their daily basis, and aware with the Somethinc brand. The quantitative research uses simple random sampling and the data is analyzed using Smart Partial Least Square (PLSM) technique. The findings show there is a significant influence of celebrity endorsement towards purchase intentio and brand image, also brand image towards purchase intention. In addition, brand image has a complementary or partial mediation between celebrity endorsement and purchase intention. Keywords: celebrity endorsement, brand image, purchase intention, Somethinc.
The influence of brand experience on willingness to pay a premium price mediated by brand love in the case of generation Z on Zoom
There are some studies that discuss the impact of feelings on behavior after consuming a product or service from a brand. This research paper examines the role of brand experience in the willingness to pay a premium price, mediated by brand love on video conferencing platforms for generation Z in Indonesia. The test showed a satisfactory result where brand experience and brand love have a significant relationship with the willingness to pay a premium price. Moreover, the research also finds that brand love plays an important role as it assists the significant relationship between brand experience and willingness to pay a premium price. This research is using a quantitative study through simple random sampling. The findings will then be analyzed using PLS-SEM. The findings from this study will contribute to business managers and marketers in creating marketing strategies with a focus to capture customers’ willingness to pay a premium price by creating a positive brand experience, as well as brand love for industry that is similar with video conferencing platforms in Indonesia specifically for generation Z. Additionally, this research will also contribute to the literature of marketing in Indonesia as it is discussing the consumer behavior of generation Z in the video conferencing platform. Keywords: COVID-19, Zoom, Generation Z, brand experience, brand love, willingness to pay a premium price.
The Influence of Social Media Marketing Activities Towards Purchase Intention Mediated by Customer Relationships in the Case of Tokopedia Indonesia
The rapid expansion of social media users in particular has revealed significant shifts in how society interacts. Brands must now pay attention to customer involvement on social media to result in a direct or indirect purchase intention in order to boost sales and revenue. In addition to social media marketing activities (informativeness, interactivity, trendiness, personalization, and word of mouth), the study model analyzes the role of customer relationships as a mediating variable. This study focuses on Tokopedia users in Indonesia who have seen Tokopedia’s marketing contents on Instagram. Using a simple random sampling procedure, a questionnaire was spread throughout social media platforms. Then, the PLS-SEM method was used to evaluate 119 valid respondents. Analysis revealed a positive impact between social media marketing activities on purchase intention, as well as a positive impact on the relationship between customer relationships and purchase intention. Results also indicated that the relationship between social media marketing activities and purchase intention is partially mediated by customer relationships. Keywords: social media marketing activities, customer relationships, purchase intention, Tokopedia Indonesia.
The Importance of Implementing HR Best Practices in regard to Starbucks Employee Performance in Surabaya with Job Satisfaction as the Mediator
Nowadays, in a dynamic business environment, employee performance is a crucial aspect of an organization’s development and for it to remain sustainable in the future. To achieve this situation, HR best practices must be implemented to support a healthy working environment, eventually boosting employees’ job satisfaction. Employees who feel pleased with the organization they are working at become encouraged to perform well and excel in their job. This research will perform a study on the connection between variables like HR best practices regarding training and development, rewards and compensation, employee empowerment, and performance appraisal toward job satisfaction. In addition, this research will examine whether job satisfaction has a mediating influence on HR best practices and employee performance regarding Starbucks employees in Surabaya. The data were gathered by utilizing the purposive sampling technique. A mixture of personally administered and online questionnaires was used for collecting data from 65 respondents. To understand and interpret the data, PLS-SEM was implemented. Results show that all HR best practices except rewards and compensation significantly relate to job satisfaction. Moreover, job satisfaction has mediating effects on all HR best practices except for rewards and compensation on employee performance. Furthermore, limitations and future directions are shown in the end. Keywords: job satisfaction, training and development, rewards and compensation, employee empowerment, performance appraisal, employee performance, Starbucks, Surabaya.
The Influence of Attitude, Subjective Norm, and Perceived Behavioral Control on Purchase Intention of Apple iPhone: A Study of Generation Z Consumers in Indonesia
As digital technology proliferated and more smartphone brands have emerged globally, researchers are eager to investigate how brands need to adapt to the current demand of consumers, particularly in high-population developing countries like Indonesia. Gen Z consumers have contributed a sizable portion to the Indonesian smartphone market, especially in luxury brands, one of which is the Apple iPhone. As there is still a limited amount of research conducted to explain the market's luxury consumption behavior, this research aims to investigate the key factors that influence Indonesian Gen Z consumers' purchase intention of Apple iPhone using the theory of planned behavior. The research will dive deeper into the significance and relationship between attitude, subjective norm, and perceived behavioral control toward consumers’ purchase intention. A quantitative approach with the simple random sampling method will be conducted to analyze the results using the PLS-SEM, with T-statistics test to examine the research hypotheses. The results of the study indicated that subjective norm is the most important determinant of purchase intentions for Apple iPhone products. Subjective norm is also found to moderate the relationship between attitude and perceived behavioral control towards luxury purchase intentions. The results of the study will greatly assist business institutions and marketing professionals to formulate better marketing strategies in Indonesia that align with the behavior of this demographic segment. Keywords: attitude, subjective norm, perceived behavioral control, purchase intention, Generation Z, luxury brand, theory of planned behavior.