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All Journal Petra International journal of Business Studies (IJBS)
Michael Adiwijaya
Petra Christian University
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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The Analysis of Online Brand Community, Online Perceived Brand Reputation, Brand Trust, Brand Loyalty at Cafe Businesses Based in Surabaya Felyshia Aditya Kurniawan; Michael Adiwijaya
Petra International Journal of Business Studies Vol. 1 No. 1 (2018): JUNE 2018
Publisher : Master of Management, School of Business and Management, Petra Christian University

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (470.11 KB) | DOI: 10.9744/ijbs.1.1.11-22

Abstract

The internet has become a human lifestyle. Many business people took advantage of this opportunity to market their business by using social media marketing strategy on Facebook or Instagram. Activities in the online brand community on social media platforms could build consumer perceptions of a brand inside the online world and would form a belief in the brand that ultimate to loyalty. Therefore, social media marketing must be known for its effectiveness. This study aims to determine the influence of the online brand community on online perceived brand reputation, brand trust, and brand loyalty at cafes in Surabaya. The method used in this study is quantitative by spreading the questionnaires to 240 respondents of college students both online and offline. The research using purposive sampling technique and the sample used in this research is the consumers of De Mandailing Cafe & Eatery, Panties Pizza, and Warunk Upnormal in Surabaya where the three cafes are considered to represent the whole cafes with the same quality, consumers, service system, and price range. From the results of this study, it can be concluded that online brand community has a significant impact on brand loyalty through online process perceived brand reputation and brand trust.
Factors Affecting the Purchase Intention of Virtual Goods in Mobile Game Clash Royale Jeremy Limanto; Hatane Semuel; Michael Adiwijaya
Petra International Journal of Business Studies Vol. 1 No. 1 (2018): JUNE 2018
Publisher : Master of Management, School of Business and Management, Petra Christian University

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (356.552 KB) | DOI: 10.9744/ijbs.1.1.45-56

Abstract

Concerning Indonesia‘s rapid growth of mobile internet usage and also a growing mobile game market, this research aims to analyze the influence of Customer-to-Customer interaction (C2C) towards the purchase intention of virtual goods in a mobile game. It proposes a conceptual model integrating variables that have been studied in previous research on purchase intention, consumer engagement, brand image, and also C2C interaction, the latter of which plays a critical role, but has received less mobile game attention. The conceptual model has been tested using SmartPLS to a database of 200 players in Indonesia. The results show that consumer engagement, brand image is associated with C2C interaction and purchase intention in mobile game Clash Royale.
The Effect of Visual Merchandise and Store Atmosphere on Purchase Decision with Hedonic Orientation as Moderator: A study on KKV Store Surabaya Giovani Anggasta Susanto; Michael Adiwijaya
Petra International Journal of Business Studies Vol. 6 No. 1 (2023): JUNE 2023
Publisher : Master of Management, School of Business and Management, Petra Christian University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.9744/petraijbs.6.1.1-9

Abstract

The development of the retail industry in Indonesia has been affected by the covid-19 pandemic that has entered Indonesia since 2019. To restore the situation, retail business players must find ways to increase their turnover through increased sales which can be achieved by purchasing decisions by consumers. This study examines the effect of visual merchandise and store atmosphere on purchase decisions moderated by hedonic orientation. This research uses customers of the KKV store in Surabaya as objects, and there are 110 valid samples obtained from the data collection using a questionnaire. The results showed that visual merchandise, store atmosphere, and hedonic orientation significantly affect purchase decisions. In addition, hedonic orientation as a moderator does not significantly affect purchase decisions.
Co-Authors Felyshia Aditya Kurniawan Giovani Anggasta Susanto Hatane Semuel Jeremy Limanto