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All Journal International Journal of Social Science and Business Jurnal Ekonomi Proceeding of the International Conference on Family Business and Entrepreneurship (ICFBF) Jurnal Sosial dan Sains
Nurdin Sobari
Universitas Indonesia
Astronomy Economics, Econometrics & Finance Environmental Science Law, Crime, Criminology & Criminal Justice Library & Information Science Physics Social Sciences

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How celebrity worship impact K-pop fans’ brand attitude, advertisement attitude, and repurchase intention towards local brands products Swara Hati Nurani; Nurdin Sobari
Proceeding of the International Conference on Family Business and Entrepreneurship 2022: Proceeding of 6th International Conference on Family Business and Entrepreneurship
Publisher : President University

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (589.02 KB) | DOI: 10.33021/icfbe.v3i1.3764

Abstract

The development of technology in this digital era makes it easier for marketing strategies to be carried out. One of which is by using celebrities who are in great demand by the target market even if they are cross-cultural, like the popularity of K-pop celebrities who are currently taking over the world. So many brands work with K-Pop celebrities on their marketing efforts, hoping to reach their famous loyal fans as a new market segment. This study investigates the relationship between K-pop fans’ celebrity worship on brand attitude, advertisement attitude, and repurchase intention. The test was conducted via an online survey with the snowball sampling method via social media and online fan communities. The test used the Celebrity Attitude Scale (CAS) on K-pop fans in Indonesia who had purchased K-pop merchandise from brands endorsed by K-pop celebrities and analyzed using PLS-SEM. The results show that although almost all dimension of celerity worship has a positive and significant influence on brand attitude, advertisement attitude, and repurchase intention, the entertainment-social dimension of celebrity worship was found to have no significant relationship with repurchase intention. However, from the overall results, we know that using K-pop celebrities is a great marketing strategy because their fans’ celebrity worship is found to be related to their intentions to repurchase any products from brands that endorse K-pop celebrities. The findings of this study will enrich marketers’ knowledge to formulate what marketing strategy to use for K-pop celebrity fans as a target market.
The effect of live streaming on purchase intention of e-commerce customers Sarah Sarah; Nurdin Sobari
Proceeding of the International Conference on Family Business and Entrepreneurship 2022: Proceeding of 6th International Conference on Family Business and Entrepreneurship
Publisher : President University

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (499.765 KB) | DOI: 10.33021/icfbe.v3i1.3781

Abstract

Live streaming is one of many features that e-commerce offers to help sellers showcase products in real-time through live video. During the pandemic Covid-19, live streaming became popular and grew as an important selling tool for sellers in e-commerce. Drawing from previous literature adoption behavior and social commerce, this paper proposes a framework that examines purchase intention on live streaming and its relationship with customer trust and engagement. A conceptual model including thirteen hypotheses was developed and tested on 207 valid questionnaires. The result indicates that hedonic and symbolic value in live streaming positively affects trust in products, while utilitarian and hedonic significantly affect trust in sellers. In the e-commerce context of live streaming, only hedonic and symbolic values positively impact customer engagement and trust in products. Finally, customer engagement in live streaming significantly affected purchase intention. Implications for theoretical and managerial are further discussed at the conclusion of this paper.
Intensi Generasi Milenial Dalam Memilih Pembiayaan Kredit Kepemilikan Rumah Pada Bank Syariah Di Indonesia Sheila Annisa; Nurdin Sobari; Hardius Usman
Jurnal sosial dan sains Vol. 1 No. 8 (2021): Jurnal Sosial dan Sains
Publisher : Green Publisher Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (2641.539 KB) | DOI: 10.59188/jurnalsosains.v1i8.189

Abstract

Memiliki rumah adalah idaman setiap orang, karena tempat tinggal merupakan kebutuhan dasar manusia. Pada kenyataannya, kemampuan finansial atau tingkat daya beli tidak sejalan dengan kenaikan harga perumahan yang cenderung naik setiap tahunnya. Peluang inilah yang dimanfaatkan oleh banyak lembaga keuangan termasuk perbankan syariah untuk menawarkan produk pembiayaan dalam hal kepemilikan rumah (KPR). Masyarakat usia produktif merupakan prospek bagi pertumbuhan bank syariah. Penelitian ini bertujuan untuk mengetahui faktor – faktor yang dapat memengaruhi intensi generasi milenial dalam memilih pembiayaan KPR di bank Syariah. Penelitian ini mengangkat Theory Reasoned Action dengan menggunakan populasi responden yang berasal dari nasabah bank generasi milenial di Indonesia. Variabel dependen dalam penelitian ini adalah atitude dan intensi generasi milenial, sedangkan variabel independen yang digunakan dalam penelitian ini adalah  Service Quality, Product Choice, Islamic Debt Policy, Pricing Policy, Institutional Compliance on Maqashid dan Social Influence. Data dikumpulkan menggunakan kuesioner dengan skala likert. Sedangkan untuk mengetahui karakteristik responden dan untuk memenuhi tujan penelitian, data dianalisis dengan menggunakan Partial Least Square (PLS) dengan bantuan aplikasi SMART PLS. Dari hasil penelitian didapatkan bahwa ada tiga variabel independen yang berpengaruh positif dan signifikan terhadap terbentuknya Attitude seseorang, yaitu  Product Choice, Institutional Compliance on Maqashid dan Social Influence. Selain itu, Attitude sendiri memengaruhi sebesar 73%  terhadap intensi generasi milenial dalam memilih KPR di Bank Syariah
THE INFLUENCE OF PRODUCT INVOLVEMENT AND PROMOTION MESSAGE ON MILLENNIALS MORTGAGE PURCHASE INTENTION IN INDONESIA Andrea Theresia Manullang; Nurdin Sobari
Jurnal Ekonomi Vol. 12 No. 3 (2023): Jurnal Ekonomi, 2023, September
Publisher : SEAN Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

Investment is an activity by investing money or capital (valuable assets) for a certain period with the aim of obtaining profits or increasing the investment value in the future. In this era, all age generations have started to be concerned about making investments given the fluctuating economic conditions. Most novice investors choose investments with low risk, one example is property investment. Property investment is an investment in physical form which is considered to have low risk and is very profitable because the value continues to increase every year. One of the initial property investments is a house. Today's house is not only a residence, but also an investment asset for some people. However, currently the millennial is considered to still have difficulty buying their first home. Millennials are considered to still not see the importance of investing, especially in the property sector. With the Housing Loan (KPR) program, millennials can easily own housing as their initial investment in the property sector. For this reason, several factors are taken into consideration in selecting a mortgage, including trust in the mortgage lending bank, attractive promotional messages and program features offered.
The The Developing Global Employability Competencies of Indonesian Seafarers for Enhanced End-User Acceptance through Brand Experiences Ayub Dwi Pranata Junus; Prijono Tjiptoherijanto; Nurdin Sobari; Athor Subroto
International Journal of Social Science and Business Vol. 7 No. 3 (2023): August
Publisher : Universitas Pendidikan Ganesha

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.23887/ijssb.v7i3.72904

Abstract

The growth of global demand for qualified Indonesian seafarer labor is a key issue in this study. This study aims to analyze the impact of global work competencies and the mediating role of sensory, behavioral, and intellectual experiences in accepting end users in crew management companies. The study involved 240 crew managers/supervisors who interacted with Indonesian seafarers. The analysis was carried out using the Partial Least Square-Structural Equation Method. Research findings show that global work competencies have a significant effect on end-user acceptance. Nonetheless, sensory experience does not mediate the relationship between global work competence and end-user acceptance. In contrast, behavioral and intellectual experience play a key role as mediators, with intellectual experience having a more prominent impact than behavioral experience in increasing end-user acceptance. The conclusion of this study emphasizes the importance of global work competence and intellectual experience in increasing end-user acceptance in the context of crew management. The implications of this research support the development of global work competency development strategies to improve service quality in the shipping industry.
Co-Authors Andrea Theresia Manullang Ayub Dwi Pranata Junus Fadhli Wiryanto Hardius Usman Prijono Tjiptoherijanto Sarah Sarah Sheila Annisa Subroto, Athor Swara Hati Nurani