Article Per Year (5 Year)
p-Index From 2019 - 2024
0.23
P-Index
This Author published in this journals
All Journal Jurnal Ilmu Manajemen (JIM) Jurnal Manajemen dan Bisnis Indonesia
Masmira Kurniawati
Unknown Affiliation
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences Other

Published : 2 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 2 Documents
Search

 1 
Pengaruh Attitude Homophily, Social Attractiveness, Self-Disclosure, Endorser Credibility, dan Parasocial Interaction terhadap Purchase Intention Fresha Kharisma; Masmira Kurniawati
Jurnal Ilmu Manajemen Vol 9 No 1 (2021)
Publisher : UNESA In Collaboration With APSMBI (Aliansi Program Studi dan Bisnis Indonesia)

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (423.905 KB) | DOI: 10.26740/jim.v9n1.p10-18

Abstract

The increase in internet users encourages endorsers to market a product to shift to online media such as Youtube. The use of the online media Youtube by endorsers creates a unique attraction and can encourage consumers to make purchases. The purpose of this study is to determine the factors that need to be considered by marketers in marketing their products so that they can achieve a high level of consumer purchase intention. This research uses a quantitative survey method by distributing 210 questionnaires to Youtube viewers who have seen Atta Halilintar and know AHHA fashion products. Testing using structural equation models (SEM) shows the factors influencing consumer purchase intentions. The results show attitude homophily has a significant effect on endorser credibility. Attitude homophily, social attractiveness, and self-disclosure significantly affect parasocial interaction. Relationship with endorser credibility also has a significant impact on purchase intention. Social relationships have a significant effect on parasocial interactions. Interaction has a significant effect on Atta Halilintar's audience's purchase intention. This study implies that the endorsers who have the personality, credibility, and parasocial interactions that the audience likes will influence their purchase intention.
Corporate Social Responsibility: Analisis Variabel Anteseden dan Konsekuensi Masmira Kurniawati; Sri Hartini; Lilik Rudianto
Jurnal Manajemen dan Bisnis Indonesia Vol 1 No 2 (2014): Jurnal Manajemen Bisnis Indonesia - Edisi Februari 2014
Publisher : Forum Manajemen Indonesia (FMI)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31843/jmbi.v1i2.19

Abstract

This study is exploratory in nature and tries to explain buying consumer behavior of environmental friendly product. Specifically, this study focuses on the antecedents and consequences of corporate social responsibility (CSR) strategy and its impact on marketing outcome using qualitative method. Information on identification of consumer’s buying decision process of green marketing products, types of CSR, and marketing outcomes based on customer’s perspectives are gathered through in-depth interview. Nine propositions in relation to the antecedents and consequences of corporate social responsibility strategy from customer perspectives proposed from this study are: (1) consumer perception of CSR activity objectives influences consumer evaluation on CSR activity; (2) consumer evaluation on CSR activity influences consumer buying decision; (3) CSR activity influences customer value; (4) CSR activity creates consumer skepticism toward company; (5) product-related CSR activity which directly impact on consumer will increase consumer attitude toward product; (6) CSR activity influences consumer perception on company’s and product’s image and increase company as well as brand reputation; (7) consumer judgment on CSR activity influences consumer loyalty; (8) consumer characteristics strengthen the impact of CSR toward consumer buying decision; (9) consumer culture of collectivism influences their attitude toward CSR activity and buying decision of environmental friendly product. Keywords: corporate social responsibility, green marketing, marketing outcome, qualitative method
Co-Authors Fresha Kharisma Lilik Rudianto Sri Hartini