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All Journal FIRM: Journal of Management Studies
Kunthi A. Kusumawardani
President University
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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The Influence of Celebrity Endorsement in Instagram towards Customer Behavior and Purchase Intention in Healthy Food Diet Business Rendika Nugraha; Kunthi A. Kusumawardani; Vinda Octavianie
FIRM Journal of Management Studies Vol 3, No 2 (2018): FIRM Journal of Management Studies
Publisher : President University

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (785.565 KB) | DOI: 10.33021/firm.v3i2.476

Abstract

Healthy life style has become a choice in the society especially in the big city where people tend to aware about the importance of consuming healthy food and implement healthy life style. This condition has a positive impact for those who run the business in food and beverage business especially with healthy food approach. Nowadays, smartphone or tablet already becomes part of people life that cannot be separated in daily activity. Driven by healthy life style and technological life style, 3 Skinny Minnies appears to be one of the player in providing healthy food to its customer and utilizing social media as distribution channel such as Instagram to promote their product. In promoting healthy life style by providing healthy food, 3 Skinny Minnies consistently utilize celebrity endorsement to become content of Instagram feeds. This research analyzes the effectiveness of celebrity as endorser in influencing purchase intention by attitude toward the brand using quantitative approach which, the primary data were collected from the respondents through online questionnaire. There were 274 respondents as a sample size of the research and through validity and reliability analysis that processed by statistical software using factor analysis and structural equation modeling. Based on the data analysis, it is found that celebrity endorsement has low influence on purchase intention even though the attitude toward the brand has significantly influence the customer. Hence, attitude toward the brand in this case has a direct influence on purchase intention. Thus, in order to win the competition, it is important to improve the way 3 Skinny Movies in promoting the products, so that the activities will be more effective in generating revenue.
HOW ATTITUDINAL AND BEHAVIOURAL LOYALTY IS FORMED? A CASE OF GARUDA INDONESIA’S CUSTOMER SATISFACTION Kunthi A. Kusumawardani; Veronica Elsya; Suresh Kumar
FIRM Journal of Management Studies Vol 2, No 2 (2017): FIRM JOURNAL OF MANAGEMENT STUDIES
Publisher : President University

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (669.557 KB) | DOI: 10.33021/firm.v2i2.333

Abstract

The purpose of this research is to examine service quality and perceived price fairness in airline industry and how these variables influences customer satisfaction and attitudinal and behavioural loyalty. The research is based on the sample of 304 Garuda Indonesia’s customers who have completed 37 questions questionnaire. This research uses Structural Equation Modelling (SEM) to analyse the responses. The research concludes that tangibility, assurance, and empathy are factors in service quality that significantly influence customer satisfaction. Furthermore, customer satisfaction and perceived price fairness also influence attitudinal and behavioural loyalty. This research is limited on the evaluation of Garuda Indonesia airlines among Indonesian passengers. Thus, this research cannot be generalised to the other airline passengers, in Indonesia or other countries. This research provides the first insight of Indonesian national airline, Garuda Indonesia, especially in the terms and relationship of perceived price fairness, customer satisfaction, and attitudinal and behavioural loyalty. 
Co-Authors Rendika Nugraha Suresh Kumar Veronica Elsya Vinda Octavianie