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All Journal Journal of Indonesian Tourism and Development Studies JAM : Jurnal Aplikasi Manajemen Jurnal Manajemen Teori dan Terapan MIX : Jurnal Ilmiah Manajemen EQIEN - JURNAL EKONOMI DAN BISNIS JBMR: Journal of Business and Management Review Budapest International Research and Critics Institute-Journal (BIRCI-Journal): Humanities and Social Sciences Journal of Indonesian Economy and Business
Evelyn Hendriana
Binus Business School Master Program, Business Management, Management Department, Bina Nusantara University, Jakarta, Indonesia
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Social Sciences

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Journal : MIX : Jurnal Ilmiah Manajemen

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The Effectiveness of Social Media Advertisement in The Indonesian Sneakers Industry: Application of The Extended Advertising Value Model Alvin Achmad; Antonius Indra Saputra; Aulia Fadhil Ardiansyah; Evelyn Hendriana
MIX: JURNAL ILMIAH MANAJEMEN Vol 12, No 1 (2022): MIX: Jurnal Ilmiah Manajemen
Publisher : Universitas Mercu Buana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22441/jurnal_mix.2022.v12i1.001

Abstract

Objectives: This study aims to examine the effect of social media advertising values on customer engagement and purchase intention. Despite the unique features of social media ads to generate customer engagement, there is not much research that combines the advertising value model and interactivity component to understand the effectiveness of social media ads.Methodology: Questionnaires were distributed to followers of sneaker brands’ Instagram official account in Greater Jakarta who had bought the sneakers. There were 314 responses analyzed by PLS-SEM to answer the research questions.Finding: The results showed that customer engagement was influenced by credibility, entertainment, and interactivity of the advertisement, which eventually led to purchase intention. Furthermore, entertainment and interactivity advertising values had a direct influence on purchase intention.Conclusion: Brands should create entertaining and interactive ads to trigger engagement with their followers and stimulate their desire to purchase the products. Practical insights are provided based on these research findings.
Drivers of Young Consumers’ Willingness to Reduce Food Waste and Buy Intelligent Packaging Hendy Suwandi; Nyiayu Rania Zalfaa Bakrie; Aurelia Vianney; Evelyn Hendriana
MIX: JURNAL ILMIAH MANAJEMEN Vol 13, No 2 (2023): MIX: JURNAL ILMIAH MANAJEMEN
Publisher : Universitas Mercu Buana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22441/jurnal_mix.2023.v13i2.005

Abstract

Objectives: As food waste harms the sustainable environment and the economy, some innovations have been made to reduce this issue, such as intelligent packaging. However, the factors leading to consumer behavior to reduce food waste and buy intelligent packaging, particularly in developing countries are still untapped.Methodology: This study aims to examine the relationship between green perceived value, intention to reduce food waste, and willingness to purchase intelligent packaging. Data from 230 Indonesian young consumers were analyzed using PLS-SEM.Finding: The results showed that different elements of green perceived value had significant effects on the intention to reduce food waste and willingness to purchase intelligent packaging. Unlike the predicted relationship, the intention to reduce food waste was not significant enough to lead consumers to purchase intelligent packaging.Conclusion: The presented study gives insights to businesspeople on which green perceived values are important for reducing food waste and encouraging consumers to buy intelligent packaging.
Co-Authors Albert Christoper Alexander Dennison Alexander Sisko Alvin Achmad Antonius Indra Saputra Aulia Fadhil Ardiansyah Aurelia Vianney Bhinekawati, Risa Dennis Handhana Devid Efraim Dinar Febry Indra Permana Handika Oemardi Adhitama Zain Hendy Suwandi Jean Raymond Runtu Lathiefa Nur Ilma Made Mas Sujana Wirakusuma Matahari Farransahat Natasha Pricilia Nyiayu Rania Zalfaa Bakrie Sarah Alia Djohan Siti Anjani Tommy Wijaya Sutanto Vicenza Bianca Castafiore William Agung Kandiawan Yuliana Endra Dewi Yulianto Yulianto Zhafira Nur Subhan