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This Author published in this journals
All Journal Budapest International Research and Critics Institute-Journal (BIRCI-Journal): Humanities and Social Sciences Multidiciplinary Output Research for Actual and International Issue (Morfai Journal) Journal of Accounting Research, Utility Finance and Digital Assets (JARUDA)
Resti Hardini
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Religion Agriculture, Biological Sciences & Forestry Arts Humanities Chemical Engineering, Chemistry & Bioengineering Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Energy Engineering Environmental Science Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Materials Science & Nanotechnology Social Sciences Other

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The Effect of Product Quality, Brand Image, and Social Media Influencers on the Purchase Decision of Scarlett Whitening Products on Social Media Instagram in DKI Jakarta Resti Hardini; Yunita Pratiwi
Budapest International Research and Critics Institute-Journal (BIRCI-Journal) Vol 5, No 2 (2022): Budapest International Research and Critics Institute May
Publisher : Budapest International Research and Critics University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33258/birci.v5i2.5019

Abstract

This study aims to determine the effect of product quality, brand image, and social media influencers on purchasing decisions for Scarlett Whitening products on Instagram social media in DKI Jakarta. The source of data in this research is primary data distributed in the form of questionnaires to respondents. The population used in this study were Scarlett Whitening consumers in DKI Jakarta and a sample of 100 respondents. The sampling technique in this study used non-probability sampling with purposive sampling. The data analysis technique used in this study is the Multiple Linear regression method and hypothesis testing, processed using the IBM SPSS Version 23 application to measure the regression coefficient. This study has a multiple linear regression equation Purchase Decision = 0.167X1 + 0.372X2 + 0.475X3. Based on the results of the t-test of Product Quality, Brand Image and Social Media Influencers partially have a positive and significant effect on purchasing decisions.
A LITERATURE STUDY ON THE DETERMINANTS OF CONSUMER SWITCHING BEHAVIOR Rahayu Lestari; Resti Hardini; Tri Waluyo; Kumba Digdowiseiso; Khalid Farooq
Journal of Accounting Research, Utility Finance and Digital Assets Vol. 2 No. 3 (2024): January
Publisher : Radja Intercontinental Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54443/jaruda.v2i3.136

Abstract

This study seeks to investigate the factors that determine Consumer Switching Behavior by examining the influences on consumers' choices to switch between brands, products, or service providers. In order to ensure the ongoing success of a business, it is crucial to possess a comprehensive comprehension of consumer switching behavior, given the swiftly evolving market dynamics. The research methodology employed in this study utilizes a Systematic Literature Review (SLR) approach to systematically gather, curate, and analyze relevant findings from existing literature. The study findings revealed that consumer switching is primarily driven by factors such as shifting preferences, economic considerations like price and value, the costs associated with switching, negative experiences, social influence, and the reputation of brands as communicated through social media. The findings and analysis demonstrate that a more profound comprehension of these variables can assist companies in formulating marketing strategies that are both more efficient and adaptable to evolving consumer demands. Ultimately, this research greatly enhances our comprehension of consumer switching behavior dynamics, fortifies the foundation for the formulation of adaptable business strategies, and guarantees the competitiveness of companies in a fiercely competitive market. This research offers valuable insights for companies to enhance customer retention strategies and establish robust consumer relationships by examining the factors that influence consumers' decisions to switch.
THE DECOY EFFECT IN CONSUMER BEHAVIOR Rahayu Lestari; Suadi Sapta Putra; Resti Hardini; Kumba Digdowiseiso; Azlinzuraini Ahmad
Journal of Accounting Research, Utility Finance and Digital Assets Vol. 2 No. 4 (2024): April
Publisher : Radja Intercontinental Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54443/jaruda.v2i3.137

Abstract

The objective of this study is to investigate and assess the influence of the Decoy effect on consumer behavior. This study focuses on the significance of comprehending the psychological elements that impact consumer buying choices, particularly through the influence of the teaser effect. The employed approach involves a Systematic Literature Review (SLR), which entails conducting a methodical and thorough search of existing literature to identify the most recent discoveries pertaining to the Decoy effect and consumer behavior. The research findings and subsequent analysis emphasize that the Decoy effect has the ability to impact consumer preferences and marketing strategies. However, it also carries the potential for manipulation and the implementation of unfair pricing policies. Evidence from the literature affirms the necessity for companies to adopt marketing strategies that prioritize ethics, transparency, and honesty in order to uphold consumer trust. The research concludes that a thorough comprehension of consumer behavior and strategic utilization of the Decoy effect is crucial for attaining favorable outcomes and mitigating potential drawbacks. Hence, this study offers valuable perspectives for businesses to create more efficient and morally sound marketing tactics within the realm of consumer behavior.
THE INFLUENCE OF LOCAL COMMUNITY CULTURE ON GLOBAL MARKETING Tri Waluyo; Rahayu Lestari; Resti Hardini; Kumba Digdowiseiso; Siti Falindah Padlee
Journal of Accounting Research, Utility Finance and Digital Assets Vol. 2 No. 3 (2024): January
Publisher : Radja Intercontinental Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54443/jaruda.v2i3.138

Abstract

This literature study aims to address the global marketing challenges by examining the impact of local community culture. The individual's background exemplifies the intricate interplay between indigenous culture and worldwide marketing tactics. This research employs a Systematic Literature Review (SLR) to examine six decisions in Global Product Policy. It elucidates the impact of local culture on communication, negotiation, and consumer preferences in international markets. The results of the SLR indicate that the adaptation of product, language, and cultural symbols is essential in order to prevent misinterpretation and to ensure that the product remains relevant and appealing. The findings entail the implementation of strategies to accommodate variations in local cultural norms and values, as well as the significance of conforming to local government regulations and policies. The research findings indicate that preserving local community culture in global marketing necessitates an approach that is both sensitive and responsive. This study highlights the imperative for companies to comprehend, esteem, and adjust to indigenous culture in order to establish robust connections with consumers, enhance competitiveness, and attain enduring prosperity in an ever more interconnected global market.
THE EFFECT OF GAMIFICATION ON MARKETING PERFORMANCE: A LITERATURE STUDY Suadi Sapta Putra; Resti Hardini; Rahayu Lestari; Kumba Digdowiseiso; Sarina Ismail
Journal of Accounting Research, Utility Finance and Digital Assets Vol. 2 No. 4 (2024): April
Publisher : Radja Intercontinental Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54443/jaruda.v2i4.139

Abstract

This study investigates the impact of gamification on marketing performance using a systematic literature review methodology. The research background is grounded in the intricate nature of contemporary market dynamics and shifts in consumer behavior, necessitating inventive approaches in marketing strategy. The Systematic Literature Review method is employed to collate and scrutinize pertinent discoveries in associated scientific literature, encompassing empirical research, marketing theory, and the most recent industry trends. The research demonstrates that gamification has a substantial and favorable influence on marketing performance. Game elements, such as incentives, competitions, and rewards, enhance consumer engagement, stimulate purchases, and foster brand loyalty. Literature findings also emphasize the possibility of experiencing gamification fatigue and the danger of exacerbating negative perceptions if not properly controlled. Optimal results can be achieved by striking the right balance between gamification creativity and brand integrity. The research findings validate that the implementation of gamification can enhance marketing performance. However, companies must be cognizant of potential risks and prudently mitigate them. This study enhances comprehension of the correlation between gamification and marketing performance, and offers practical recommendations for companies to create successful marketing strategies in the digital age.
THE DEVELOPMENT STRATEGY OF INDONESIAN TOURISM THROUGH THE BRANDING OF “WONDERFUL INDONESIA” Rahayu Lestari; Resti Hardini; Kumba Digdowiseiso; Nguyen Duc Tri
MORFAI JOURNAL Vol. 4 No. 2 (2024): July
Publisher : RADJA PUBLIKA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54443/morfai.v4i2.1460

Abstract

Indonesian Tourism has launched a development strategy known as Wonderful Indonesia branding in an effort to increase the attractiveness of tourism destinations in the global market by strengthening the image through messages that reflect Indonesia's uniqueness and strong visual brand. Collaboration with the private sector and partnerships with local communities are the primary pillars of sustainable destination management, while international partnerships facilitate the exchange of knowledge and resources. The discussion's findings indicate a significant increase in the number of tourist visits, economic growth in the tourism sector, and positive changes in global perceptions of Wonderful Indonesia. This evaluation reflects the branding strategy's success in increasing international tourism appeal. The conclusion of this strategy emphasizes the importance of collaboration, partnerships, and community involvement in achieving sustainability in Indonesia's tourism sector.
Co-Authors Azlinzuraini Ahmad Khalid Farooq Kumba Digdowiseiso, Kumba Nguyen Duc Tri Rahayu Lestari Sarina Ismail Siti Falindah Padlee Suadi Sapta Putra Tri Waluyo Yunita Pratiwi