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Fitroh Adilla
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Decision Sciences, Operations Research & Management

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ANTESEDEN DAN KONSEKUENSI KETERLIBATAN MEREK KONSUMEN PADA PRODUK PEMBERSIH Rani Dwi Hapsari; Zunan Setiawan; Purwoko Purwoko; Fitroh Adilla
Eqien - Jurnal Ekonomi dan Bisnis Vol 10 No 2 (2022): EQIEN - JURNAL EKONOMI DAN BISNIS
Publisher : Sekolah Tinggi Ilmu Ekonomi Dr Kh Ez Mutaqien

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (281.765 KB) | DOI: 10.34308/eqien.v10i2.599

Abstract

This study investigates the impact of social media marketing elements, namely entertainment, customization, interaction, electronic word of mouth and trends, on consumer engagement on brands and brand knowledge. This study collected 233 usable responses from respondents who are social media users. Overall, the sample profile is broadly representative of social media users in the Special Region of Yogyakarta and according to the research objectives. Testing the hypothesized relationship, an online survey was used to collect data from a sample consisting of all consumers who had used Magic Clean cleaning products in the Special Region of Yogyakarta. This online survey takes approximately 10 minutes to complete. Invitations to participate in surveys and links to questionnaires have been posted on several social media. The questionnaire featured a 5-point Likert scale, using measurement items adopted from the study of Cheung, Pires, and Rosenberger (2020). This analysis features partial least squares structural equation modeling (PLS–SEM) using SmartPLS v3.2.8. This study also finds that consumer involvement in brands has a strong and significant influence on brand awareness and brand image. These results mean that consumer engagement in brands should not only be considered as a means to enhance brand recall and recognition, but as an important factor in building brand image.
ANTESEDEN DAN KONSEKUENSI KECERDASAN EMOSIONAL PADA PENGALAMAN KEGAGALAN LAYANAN Syarif Abdullah; Zunan Setiawan; Sukardi Sukardi; Salamatun Asakdiyah; Fitroh Adilla
Eqien - Jurnal Ekonomi dan Bisnis Vol 11 No 03 (2022): EQIEN- JURNAL EKONOMI DAN BISNIS
Publisher : Sekolah Tinggi Ilmu Ekonomi DR KH EZ Mutaqien

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34308/eqien.v11i03.1063

Abstract

Long life experiences and current life priorities shape the elderly's constructive response to service failures. Individuals with a focus on maximizing positive emotions are unlikely to engage in problem solving complaining of not wanting to risk their precarious emotional balance. In other words, we suggest that the future time perspective influences problem solving complaints. Due to the lack of empirical research investigating this issue, this study provides a new perspective on the reactions of elderly customers to service failures. The research was conducted in big cities in Indonesia, with the criteria of respondents being elderly buyers (over 60 years). The estimation of the model uses the partial least squares structural equation modeling (PLS-SEM) method. The results of the study revealed that emotional intelligence had a significant positive effect on problem solving. Wisdom has a positive and significant effect on emotional intelligence and problem solving. Future time perspective has a significant positive impact on wisdom and emotional intelligence. Furthermore, future time perspective has a significant positive direct effect on problem solving complaints. From a managerial perspective, this study recommends companies to be more careful and react appropriately, when service failure occurs, depending on the level of discretion of elderly customers. Companies need to consider the difficult behaviors of older customers. Apparently, customers with a low future time perspective tend to complain only when they feel the situation will be unpleasant
Co-Authors Purwoko Purwoko Purwoko Purwoko Rani Dwi Hapsari Salamatun Asakdiyah Sukardi Sukardi Syarif Abdullah Zunan Setiawan