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Faktor pembentuk brand love dan implikasinyaterhadap customer intention: studi pada konteks jasa pendidikan tinggi Wulandari, Betari Gendis; Rofianto, Whony
INOVASI Vol 15, No 2 (2019)
Publisher : Faculty of Economics and Business Mulawarman University

Pendidikan tinggi yaitu jasa yang dipercaya dan membutuhkan upaya dari mahasiswa dan dosen untuk berkontribusi dalam menciptakan nilai bagi keberhasilan pendidikan. Pendidikan tinggi yang diselenggarakan perguruan tinggi swasta (PTS) merupakan fokus utama pada penelitian ini karena dugaan bahwa faktor pembentuk brand love belum dirasakan mahasiswa. Dengan demilikian penelitian ini bertujuan untuk menguji faktor pembentuk brand love dan implikasi terhadap customer intention dari model replikasi pada konteks jasa pendidikan tinggi.Penelitian ini menggunakan teknik pengumpulan data survey online dengan sampel 160 responden mahasiswa Perguruan Tinggi Swasta (PTS) di wilayah Jakarta, Bogor, Depok, Tangerang, Bekasi (Jabodetabek). Analisis data menggunakan metode Structural Equation Modeling (SEM). Hasil data penelitian menunjukan bahwa brand experience dan self-congruity dapat mempengaruhi terbentuknya brand love. Sementara itu brand love yang dirasakan mahasiswa PTS akan menghasilkan brand loyalty intention dan positive WOM intention.

ANTESEDEN DAN IMPLIKASI ATTITUDE TOWARD GREEN PRODUCT PADA INTENSI KONSUMEN: EKSPANSI MODEL DAN KONTEKS PRODUK MENSTRUAL CUP Rofianto, Whony; Pratami, Annisa Sekar; Sabrina, Manda
Jurnal Ekonomi : Journal of Economic Vol 12, No 02 (2021): Jurnal Ekonomi : Journal of Economic
Publisher : Lembaga Penerbitan Unversitas Esa Unggul

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47007/jeko.v12i02.4337

This research is an expansion of the attitude toward green product model that has been tested in previous studies. This expansion model examines the effect of perceived value, perceived health benefits, health consciousness, environmental attitude, value orientation and eWOM on attitudes toward green products. Furthermore, the impact of continued attitude toward green products on willingness to pay and intention to recommend was also tested, as well as the impact of willingness to pay on purchase intention. This study also seeks to add to the generalization aspect of the attitude toward green product model by testing in the context of menstrual cup products as one of the green products that is still rarely studied in the marketing literature. Empirical data were collected from 99 samples of female respondents who knew about menstrual cup products, as an environmentally friendly substitute for sanitary napkins. Data were collected as primary data through a survey using an online questionnaire. Measurement model estimation and structural model estimation for hypothesis testing were carried out using the Partial Least Square Structural Equation Modeling (PLS-SEM) approach. The estimation results of the inner model indicate a positive influence of perceived value and electronic word of mouth on attitudes toward green products. Attitude toward green products has also been shown to have a positive effect on willingness to pay and intention to recommend. Furthermore, willingness to pay has also been shown to have a positive effect on purchase intention. Meanwhile, the positive influence of four other exogenous variables, namely health consciousness, environmental attitude, value orientation and perceived health benefits on attitudes toward green products was not proven in this study.

Sosialisasi QRIS Dalam Upaya Peningkatan Produktivitas UMKM Provinsi DKI Jakarta Antyo Pracoyo; Paulina Paulina; Erric Wijaya; Wasi Bagasworo; Whony Rofianto
BERDAYA: Jurnal Pendidikan dan Pengabdian Kepada Masyarakat Vol 4 No 1 (2022)
Publisher : LPMP Imperium

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36407/berdaya.v4i1.534

The objectives of this activity include: exploring the problems faced by MSMEs during the second year of the Covid-19 pandemic; identify problems that occur in MSMEs in DKI Jakarta in a pandemic condition (New Normal); provide an overview and training in making QRIS for MSMEs in DKI Jakarta; provide strategic management tips so that they can survive and even develop unexpected opportunities; provide continuous assistance and monitoring to MSMEs assisted by P3D which have been carried out after entering the New Normal period. QRIS socialization is one of the efforts made by the government to respond to the changes that occur, especially to the very rapid development of information technology. QRIS socialization was carried out for MSME actors in the DKI Jakarta area in collaboration with Bank Indonesia Jakarta Branch, P3D DKI Jakarta. The method used in this activity is in the form of socializing the use of QRIS which will be applied by Bank Indonesia to MSME players in the DKI Jakarta area. In this outreach activity, MSME participants received training on: how to solve problems, entrepreneurship, digital transformation, and change management.

CULTURAL PRODUCT BRANDING, ANTECEDENTS, AND ITS IMPLICATIONS: A STUDY ON THE CONTEXT OF INDONESIAN BATIK Whony Rofianto; Marissa Grace Haque; Denok Sunarsi; AGUS PURWANTO; Heri Sapari Heri Sapari
INTERNATIONAL JOURNAL OF SOCIAL, POLICY AND LAW Vol. 2 No. 2 (2021): April 2021
Publisher : INTERNATIONAL JOURNAL OF SOCIAL, POLICY AND LAW

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.8888/ijospl.v2i2.55

This study examines the driving factors for forming positive customer attitudes towards Batik clothing as a cultural product brand and its implications for intention to use. This study will emphasize the symbolic aspect as a driving factor for attitudes. The symbolic aspects are ethnocentrism, product authenticity, and self-image congruence. The study was conducted with a descriptive research design, cross-sectional with data derived from a sample of adolescents in JABODETABEK. The sample was selected using the convenience sampling technique. Data is collected through online surveys. Data analysis and hypothesis testing were carried out quantitatively using the Structural Equation Model approach. The results of the analysis of this study indicate that ethnocentrism, Product authenticity, and self-image congruence positively impact the formation of young people’s attitudes towards Batik, with product authenticity occupying the most dominant ranks. On the implication side, this research also indicates that a positive attitude towards Batik will increase the desire of the younger generation to continue using Batik in the future.

Faktor Pembentuk Brand Love, Word Of Mouth, Dan Repurchase Intention Atas Produk Hedonis: Telaah Pada Pelanggan Produk Gunpla Merek Bandai Aditya Tri Nugroho; Whony Rofianto; Surachman Surjaatmadja; Meta Andriani
Jurnal Manajemen Strategi dan Aplikasi Bisnis Vol 4 No 2 (2021)
Publisher : Lembaga Pengembangan Manajemen dan Publikasi Imperium

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36407/jmsab.v4i2.441

This study aims to analyze the factors that influence brand love, as well as its implications for word of mouth, and repurchase intention. Rooted in the theory of interpersonal love and relationships, this research is an expansion of previous research models by accommodating aspects of brand community, brand experience and price perception. Empirical data was collected through an online survey of 100 samples of Bandai Gunpla consumers living in Indonesia. Hypothesis testing is done through Partial Least Square Structural Equation Modeling (PLS-SEM) approach. Based on the estimation of the structural model that has been carried out, the results show that self-expressiveness has a positive effect on brand love, brand trust has a positive effect on brand love, brand community has a positive effect on brand love, brand love has a positive effect on WOM and e-WOM, brand love has a positive effect on repurchase intention and brand experience has a positive effect on repurchase intention. Meanwhile, the hypothesis of the positive effect of hedonic products on brand love and price perception on repurchase intention was not proven in this study.

PERAN SERVICE QUALITY DAN LOYALTY PROGRAM SEBAGAI PEMBENTUK LOYALITAS NASABAH Whony Rofianto; Brilyan Wicaksono; Rachdiaz Judha D
Jurnal Ilmu Manajemen & Ekonomika Vol 8, No 1 (2015): Jurnal Ilmu Manajemen & Ekonomika, Vol. 8, No.1, December 2015
Publisher : Indonesia Banking School

Kebanyakan bisnis seperti bisnis ritel melaksanakan program loyalitas untuk meningkatkan kepuasan pelanggan mereka dan mencegah pelanggan mereka berpindah ke pesaing mereka. Namun, keberhasilan program ini tidak dibuktikan. Muncul masalah bahwa loyalitas program yang dibuat oleh Bank tidak berhasil menciptakan kesetiaan. Mekanisme loyalitas ini tidak menciptakan kesetiaan kepada satu supermarket karena pelanggan milik lebih dari satu program loyalty supermarket untuk mendapatkan harga spesial dan promosi.Dengan demikian, penelitian ini ditujukan untuk menyelidiki hubungan antara loyalty program, kepuasan pelanggan dan loyalitas pelanggan di industri perbankan. Temuan menunjukkan bahwa ada hubungan yang positif signifikan dan negatif antara loyalitas program, kepuasan pelanggan dan loyalitas pelanggan.Temuan mengkonfirmasi bahwa Loyalitas Program tidak serta merta menumbuhkan loyalitas pelanggan karena untuk mendapatkan poin di loyalty program cukup sulit sehingga konsumen merasa dipersulit untuk mendapatkan hadiah. Implikasi-implikasi dari temuan akan dibahas pada penelitian ini.Keywords: loyalty program, perceived value, customer satisfaction, customer loyalty, service quality

Visual eWOM Usefulness and Credibility: The Antecedents and Consequences Whony Rofianto; Desta Atasyah Kornelys; Muhammad Rifkhansyah
Jurnal Ilmu Manajemen & Ekonomika Vol 9, No 2 (2017): Jurnal Ilmu Manajemen & Ekonomika Vol. 9, No. 2, June 2017
Publisher : Indonesia Banking School

Nowadays the practice of spreading and utilizing eWOM increasingly prevalent. A lot of examination on eWOM effectiveness has been done, but it is still fragmented and overlook the potential of Visual eWom (VeWOM). Departing from the electronic word-of-mouth communication framework this research attempts to provide empirical evidence on the eWOM credibility-forming aspect and its implications toward eWOM adoption rate in the context of VeWOM video "unboxing". This research was conducted by a descriptive-explanatory approach using primary data, collected through a cross-sectional online survey. The hypothesis testing is performed by analyzing structural model estimation result through Structural Equation Modeling (SEM) approach on 105 sample data of YouTube video-sharing site viewers. The proposed structural model involves three exogenous variables and three endogenous variables. The estimation results of the structural model indicate that VeWOM argument quality has a positive impact on VeWOM usefulness. Meanwhile, communicator expertise and trustworthiness proved to encourage the formation of VeWOM credibility. On the other hand, this study also proved the positive impact of VeWOM credibility on VeWOM adoption, however, the positive effect of VeWOM usefulness on VeWOM adoption was not proven in this study

MOA Framework and Website Quality as Creator of Attitude and Behavioral Consequences Whony Rofianto
Jurnal Ilmu Manajemen & Ekonomika Vol 8, No 2 (2016): Jurnal Ilmu Manajemen & Ekonomika Vol. 8, No. 2, June 2016
Publisher : Indonesia Banking School

This study aimed to examine the factors driving the establishment of user satisfaction on the campus website. The study focused on two exogenous constructs, namely website quality as the external aspects and the MOA framework (especially motivation and ability) as the internal aspects for users of the campus website. The study also tried to examine the dual implications of user satisfaction, toward the intention to revisit on one side, also toward attitude and word-of-mouth intention on the campuses itself on the other side. This study was conducted using descriptive research design approach. A total of 210 cross-sectional data collected through an offline and online survey on student sample of state and private universities in the JABODETABEK area. Data analysis and hypothesis testing was executed using Structural Equation Model. The analysis of empirical data indicates a positive impact of website quality on user satisfaction. Furthermore, user satisfaction proven to give positive implications toward revisit intention on the one hand, and the attitude toward the brand on the other side, which in turn encourages word-of-mouth intention. Meanwhile, opposite findings on the effect of the MOA framework on user satisfaction, it gives a new insight that amplify the urgency of the implementation of campus website by higher education providers.

Faktor pembentuk brand love dan implikasinyaterhadap customer intention: studi pada konteks jasa pendidikan tinggi Betari Gendis Wulandari; Whony Rofianto
INOVASI Vol 15, No 2 (2019): November
Publisher : Faculty of Economics and Business Mulawarman University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30872/jinv.v15i2.6469

Pendidikan tinggi yaitu jasa yang dipercaya dan membutuhkan upaya dari mahasiswa dan dosen untuk berkontribusi dalam menciptakan nilai bagi keberhasilan pendidikan. Pendidikan tinggi yang diselenggarakan perguruan tinggi swasta (PTS) merupakan fokus utama pada penelitian ini karena dugaan bahwa faktor pembentuk brand love belum dirasakan mahasiswa. Dengan demilikian penelitian ini bertujuan untuk menguji faktor pembentuk brand love dan implikasi terhadap customer intention dari model replikasi pada konteks jasa pendidikan tinggi.Penelitian ini menggunakan teknik pengumpulan data survey online dengan sampel 160 responden mahasiswa Perguruan Tinggi Swasta (PTS) di wilayah Jakarta, Bogor, Depok, Tangerang, Bekasi (Jabodetabek). Analisis data menggunakan metode Structural Equation Modeling (SEM). Hasil data penelitian menunjukan bahwa brand experience dan self-congruity dapat mempengaruhi terbentuknya brand love. Sementara itu brand love yang dirasakan mahasiswa PTS akan menghasilkan brand loyalty intention dan positive WOM intention.

Trustworthiness and Trust as Drivers of Value Perception and Its Implications for Positive Word of Mouth Intention (Study on the Context of Private Campuses in Jabodetabek) Lovita Fillyand; Whony Rofianto
Jurnal Ilmu Manajemen & Ekonomika Vol 13, No 1 (2020): Jurnal Ilmu Manajemen dan Ekonomika, Vol. 13, No.1, December 2020
Publisher : Indonesia Banking School

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35384/jime.v13i1.359

This research to understand for trustworthiness and trust in implication for perception value of implemen-tation for positive word of mouth intention. Study from private universities in Jabodetabek. Object research this is a student of private universities those who live in jabodetabek. To answer problems in this research and the testing of hypotheses research, data analysis using Structural Equation Model (sem) - amos to know how strong the influence of every variable the treatment, this study found that the variable to connect for trust, perceived value and student loyalty have dimension operational competence, operational benevo-lence, and problem solving orientation as benchmarks of Trust in the institution personnel and Trust in the institutions management to create Perceived Value to the campus and generate student loyalty is expected to be able to have a positive influence on increasing student trust.

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