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Fitri Aprilianty
School of Business and Management, Institute of Technology Bandung, Indonesia
Decision Sciences, Operations Research & Management

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THE IMPACT OF ONLINE PRODUCT REVIEW ON YOUTUBE TOWARD PURCHASE INTENTION OF SMARTPHONE Qori, Chubbiansyah; Aprilianty, Fitri
Journal of Business and Management Vol 7, No 3 (2018)
Publisher : Journal of Business and Management

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Abstract. YouTube is one of the largest social media in the last 5 years. Website that provides the means of watching videos and users who can upload their own video is quite a lot of attention of the people of Indonesia. Became the third order as social media visited by Indonesian average as much as 14,5 billion people watch this every single day (APJII, Indonesia Internet User, 2016). One kind of video that is quite often seen is an online video review product. Online video review product is a kind of video that experience the buyer about some product. This research will discuss about how the effect of online video review on YouTube to purchase intention someone who has seen the video review. Some variables of video like quantity of post, views, likes, comment, and review, perceived risk, perceived credibility, and special attention toward YouTube itself will be the main focus in conceptual framework research. Statistic method to be used in this research is Pa rtial Least Regression (PLS) which will describe the relationships that exist on each variable. In conclusion after do some several phases in this research, researcher can answer the question of the research. In conclusion, this research find that variable in the conceptual framework have a significance effect on purchase intention of smartphone. This finding can be some way of marketers to get closer channel to target market especially give the information of the product.Keywords: Online Video Product, Partial Least Square, Purchase Intention, User Generated Content ,YouTube 
EVALUATION OF INFLIGHT ADVERTISING EFFECTIVENESS CASE STUDY: PT. ULTRA SAKTI Rasyidah, Avi Rayhana; Aprilianty, Fitri
Journal of Business and Management Vol 7, No 3 (2018)
Publisher : Journal of Business and Management

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Abstract. These days advertisers are ceaselessly searching for better approaches to communicate with their customers. Advertisers attempted to characterize and clarify customer's intention by utilizing diverse models and applying different systems for enhancing brand awareness. Unintentionally, airplane can be utilized by an advertiser to be a media of promotion, it is generally named as inflight advertising. Airasia has been using Inflight Advertising as a media for a company to advertise its product, and currently PT. ULTRA SAKTI is utilizing along AirAsia’s cabin as their media of advertisement, the products of PT ULTRA SAKTI that are promoted along the cabin side are FreshCare, MADU TJ and Hot In Cream. This paper can help advertiser to insight about inflight advertising effectiveness. Using qualitative and quantitative approach to collect the data from the passenger of AirAsia. The data were obtained from interview and surveys on AIDA Model variables with Air Asia passenger. This research found that inflight advertising has significant influence to attract attention, trigger interest, stimulate desire and urge action. This research also found that most of the respondents of passenger AirAsia still remember about this inflight advertising. In addition, the perception is showing the positive sights. Researcher then recommend the company to give more emotional shopping experience, so when the passenger has already seen the advertisement, the passenger will also see that the company gives a kind of promos, discount or something that can attract.Keywords: Inflight Advertising, AIDA Model, Perception, Indonesia AirAsia, PT. ULTRA SAKTI.
MUSIC STREAMING ADOPTION AND DIGITAL PIRACY CASE STUDY: SPOTIFY Riady, Reyhan; Aprilianty, Fitri
Journal of Business and Management Vol 7, No 3 (2018)
Publisher : Journal of Business and Management

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Abstract. This paper analyze the piracy problem of music streaming, specifically Spotify, in Indonesia. Spotify is an application that provides music and video streaming, which can be found on some Operation System such as Android, Mac, and Windows. One of the goal of streaming music services is to reduce the amount of piracy, as Spotify claimed to be. As of December 2017, Spotify has 157 million users, with 71 million of them are paid users. Ironically, among 71 million Premium users, Spotify has approximately 2 million users accessing their Premium service illegally through unauthorized downloading and other forms of digital piracy. As Spotify just registered the company on the stock market on Tuesday, April 3rd 2018, it would be important to maintain their brand image by reducing piracy. Preventing unauthorized downloading and other forms of digital piracy has been a persistent challenge. Strategies based on deterrence, ethical arguments, or technical measures have been effective, but only to a limited extent. The main objectives of this research is to know whether the adoption of music streaming system in this case Spotify affects digital pirating intention. The data of this research is collected through survey method of 200 Spotify users and analyze by using SEM-PLS. The results shows that perceived ease of use and community facilitation enhance perceived usefulness and enjoyment, which in turns correlates positively towards purchase intention. It is also proven that attitude towards unauthorized downloading, perceived cost of product, peer pressure, and risk and penalties positively correlates with piracy intention.Keywords: Music streaming, Adoption, Digital Piracy, Spotify, SEM-PLS
WHAT DRIVES IN-APP PURCHASE INTENTION FOR LOOT BOX IN MOBILE GAMES? Khodiyat, Andre; Aprilianty, Fitri
Journal of Business and Management Vol 7, No 3 (2018)
Publisher : Journal of Business and Management

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Abstract. Mobile games, an often-overlooked, lucrative market, is currently experiencing an uptrend. Old models of monetization, in which the user pays for the game, are being scrapped. New models, freemium, which implement in-app purchases on a free game, are more opted. These models are proven to be quite successful, generating massive amount of revenue currently exceeding standard priced games. A newer, latter addition of the in-purchases model in mobile games, loot boxes are on the rise, while generating profit and controversy consecutively. Controversy, associations, and mixed dispositions of the matter are growing. Some gamers despised it, by stating it on forums or articles, while game developers actively defend the system as it has generated a reliable and legal source of income. Game developers will not discontinue the system as it is very lucrative, however growing negative disposition from netizen and gamers alike might make the matter problematic. Few studies have taken place on the matter; hence, the purpose of the study is to examine gamers’ perception loot box in-app purchases, asses the relationship between gamers perception of mobile games and loot box towards the purchase intention of loot boxes, and finally, investigate the motivation of gamers to purchase loot box as an in- app purchase. This research utilizes qualitative method, unstructured interview for its research. Then variable defined from qualitative and literature review are further measured with quantitative methods, survey questionnaires. Data analysis are conducted with Partial Least Sqaures, using SmartPLS due to exploratory nature of the research, and the multitudinous, some untested variables. This research found the major influence of perception on mobile game particularly monetary value as value for money and social value towards loyalty and purchase intention. Motivation also has an effect on purchase intention stemming from game design on social interaction. Results: After eliminating unreliable indicators, unreliable variables, and analyzing model fit, several variables show valid and significant correlations. Perceived value on mobile games does have a positive impact on purchase intention, namely value for money towards purchase intention, which indicated a major path coefficient of 0.31. While, emotional value (β=0.46), social value (β=0.20), and value for money (β=0.18) exhibited impact on loyalty. Qualitative research indicated five variables from loot box perception: loot box value for money, loot box performance/quality value, loot box emotional value, loot box alternatives, and suspicion on loot box as developer’s money making scheme. However from further quantitative method and analysis, the result indicated loot box emotional value effect towards purchase intention (β=0.20) and loot box performance/quality value towards loyalty (β=0.12). Motivation also exhibit effect on purchase intention, particularly social interaction role on purchase intention (β=0.48), which indicates a large degree of magnitude. Conclusion: Purchase intention can be influenced by perception either directly or through loyalty. Perception in perceived value of its self are the perceived value of something received (social value, emotional value, loot box performance/quality value) in return for something given (value for money). Enhancement on both ends of the perception will increase perceived value and affect either purchase intention, loyalty, or both. Hamari et al. (2017) provided a model for in-app purchase motivation, which stated that motivation stems from design decisions by developers that entice players to purchase mediated by this design implementation. In this study, in regard with the game Mobile Legends: Bang Bang, one design decision are exhibited, social interactions.Keywords: loot box, in-app purchase intention, Mobile Games, motivation, perception
The Study of Consumers Purchase Intention and Preference Analysis Towards Bottled Coffee Product in Bandung Resty Nabila, Regina; Aprilianty, Fitri
Journal of Innovation, Business and Entrepreneurship Vol 3, No 1 (2018)
Publisher : Journal of Innovation, Business and Entrepreneurship

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Abstract. Coffee Industry is one of Food and Beverage Industry that always increase continuously, especially in Bandung. Nowadays, coffee is become a life style and popular either in Global or Indonesia. The competition in Coffee Industry is tend to be high, to keep the sustainability of Demitasse Company, they want to produce new product which is bottled coffee product. This research is helping Demitasse Company to generate the information about how the relation between consumer perception, pereference, attitude, and purchase intention towards bottled coffee product. The data Collection is generated by interview and questionnaire with 400 respondents. The result of the data collection was analyzed by partial least square method. This research shows how the relation between consumer perception, consumer attitude and purchase intention towards bottled coffee product. The end of this research shows that there is a positive relation between consumer perception, consumer attitude and purchase intention. Keywords: Consumer Perception, Consumer Attitude, Consumer Preference, Purchase Intention.
The study of consumer buying behavior towards korean popular (kpop) boyband “bts” physical music album in Indonesia Qaistira, Navissa Ulfath; Aprilianty, Fitri
Journal of Business and Management Vol 9, No 2 (2020)
Publisher : Journal of Business and Management

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Abstract. As Korean pop is growing rapidly in the worldwide. BTS as one of the K-pop boyband has become the world's most successful boy band. This condition also occurs particularly in Indonesia. BTS fans in Indonesia have proven to be the top 10 countries with the largest BTS fans in the world. However, this has no effect on the sales of BTS physical music albums in Indonesia. Although in less than 7 years BTS has sold more than 20 million physical albums and making them the best-selling Korean act of all time, Indonesia still does not include into the highest BTS album sales data. Therefore, this study aimed to examine more closely about the consumer buying behavior that influence the phenomenon of BTS hysical music albums sales that were conducted by BTS fans in Indonesia and recommendations that can be done by K-pop boyband marketers in selling the physical music album products. This research will be conducted through a quantitative approach by an online survey and participants of this research are 247 Indonesia consumer’s who have bought BTS physical album. Researcher explores factors (audio component, visual component, idolatry) which are adopted from related journals and using Theory of Planned Behavior that was modified to be the model of this study. This research using PLS-SEM to analyze the relationship between the factors, attitude toward BTS physical music album, subjective norms, perceived behavioral control, purchase intention, and purchase behavior. The result indicates that idolatry, attitude toward BTS physical music album, perceived behavioral control are affecting Indonesian purchase behavior toward BTS physical music album. The finding of this research is expected to enhance the K-pop boyband marketers’ knowledge about Indonesian consumers and can  maximize the selling of K-pop boyband physical music album products in Indonesia. Keywords: K-pop, Theory of Planned Behavior (TPB), Purchase Intention, Purchase Behavior
Assessing Indonesian Consumer Adoption of Digital Banking Using the Extended UTAUT2 Model Pranoto, Bagus Unggul; Aprilianty, Fitri
Journal of Business and Management Vol 9, No 2 (2020)
Publisher : Journal of Business and Management

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Abstract. The ideal conditions of Indonesia’s market such as the high number of smartphone users and digital penetration in Indonesia have become cues for bank service providers to develop digital banking technology for their clients. Despite the positive response to the digital shift, the adoption of digital banking is still relatively low compared to the potential high numbers of smartphone users. This study intends to gain a deeper understanding on the factors affecting people’s intention to adopt and use behavior of digital banking application in Indonesia as well as fill in the gap found in previous studies by using an extended UTAUT2 model. This study includes factors outside UTAUT2 modelsuch as Trust, Perceived Self-Efficacy, and Firm Reputation found in previous studies and Digital Banking User Experience as a newly added factor to differentiate this study from mobile banking studies. Through online survey method, this study gathered data from 323 digital banking adopters. The SEM-PLS analysis indicates that all of the data are valid and reliable. Moreover, the result shows that Performance Expectancy, Facilitating Condition, Hedonic Motivation, Price Value, and Habit were found to have a significant impact on Behavioral Intention to adopt digital banking. In addition, Habit was also found to have a significant impact on the use behavior of digital banking. Furthermore, this study gives digital banking providers insights based on their consumers which could help them understand the factors that drives users to adopt digital banking and increase the adoption rate of digital banking in Indonesia. This study also contributes to the development of UTAUT2 theory to be used in the context of digital banking adoption.Keywords: Behavioral Intention, Consumer Adoption, Digital Banking, SEM-PLS, UTAUT2
The Study of Indonesian, Malaysian, and American Consumers' Purchase Decision towards Motorcycle Riding Gear. Case Study : Unionwell. Markandya, Almira; Aprilianty, Fitri
Journal of Business and Management Vol 9, No 2 (2020)
Publisher : Journal of Business and Management

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Abstract. Motorcycle phenomenon has been occurs and increase in several countries including in Indonesia. With the start of motorcycle trends there is also a motorcycle riding gear trend. Motorcycle riding gear is a clothing and accessories that is used by motorcyclist. By the increase in motorcycle riding gear trend there will be an opportunity for motorcycle riding gear business. One of the popular motorcycle riding gear business in Indonesia is Unionwell, a brand that is establish in Indonesia and focus in motorcycle and vintage culture and clothing. Eventually, Unionwell develop new strategy which is expand its store to another countries which are Malaysia and US. There is obstacles that face by Unionwell because each country has different culture and it causes different consumer behaviour. In order to survive and expand in global market, Unionwell must know the consumer behaviour from these 3 countries. This study aims to determine the consumer purchase decision in Indonesia, Malaysia, US and the relationship between the cross-national consumer attitude and purchase decision to help Unionwell with the international marketing recommendation. This study adapted the model from the previous research about cross-cultural and men consumer behaviour. This research use quantitative approach through online survey method towards 200 respondent who already purchase motorcycle riding gear in Unionwell and analyzed by PLS-SEM and One Way MANOVA to assess the relationship between the factors and consumer purchase decision differences among 3 countries (Indonesia, Malaysia, and US). The result shows, attitude towards globalization significantly affected global openness and consumer ethnocentrism. Global openness significantly affected consumer ethnocentrism. Consumer ethnocentrism significantly affected COO image. COO image affectedbrand awareness. Moreover, social identity, self-esteem, culture value and lifestyle affected attitude towards products. Meanwhile, attitude towards product affected purchase decision. The implication of this research is to give insight about consumer attitude and buying behaviour towards motorcycle riding gear and to help Unionwell survive and expand in global market by give the international recommendation that can be implied.Keywords : Attitude, Buying Decision, Cross Culture, Motorcycle Riding Gear, Unionwell
Measuring the Content Characteristics and Ad Efficacy of GoJek and Grab advertisement. Rasun, Gerald Kristianto; Aprilianty, Fitri
Journal of Business and Management Vol 9, No 2 (2020)
Publisher : Journal of Business and Management

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Abstract. GoJek and Grab are a company here in Indonesia that move on the Ride Hailing Transportation Service industry. They compete on almost every aspect in their businesses, one of those aspects is the advertisement. The problem is they adopt different strategies in their advertisement, even though they are in the same industry. This brings the question of which advertisement strategies are more effective to attract the customer. There is a statement in previous research that in order to analyze the effectiveness of an Advertisement, researchers could measure the Content Characteristics and Ad Efficacy of the advertisement itself. The researcher used the quantitative approach in order to gain the data that is needed for this research, by handing out surveys in the form of questionnaires to the sample of this research. Researchers use the Kruskal Wallis and the SmartPLS test to analyze the data from the survey. The main purpose of this study is to give recommendations for companies or businesses on the Ride Hailing Transportation Service industry on their advertisement strategy.Keywords: Ad Efficacy, Advertisement, Advertisement Strategy, Content Characteristics, Effective Advertisement
The study of factors affecting purchase intention of halal non-consumables cooking utensils products Bailey, Bernard; Aprilianty, Fitri
Journal of Business and Management Vol 9, No 2 (2020)
Publisher : Journal of Business and Management

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Abstract. The publication of Undang-Undang No. 33 Tahun 2014 tentang Jaminan Produk Halal or a regulation about halal product guarantee stated that all of utensil products including cooking utensils need to be halal certified. But eventually the execution of the rules is still not yet reached the stages where utensil products must to be halal certified. This cause confusion, because the one that must be halal certified is cosmetic and consumables items rather than utensil products. However, nowadays in Indonesia there is already established halal brand in non-consumables cooking utensils. This research intends to finds and explore mapping of MUI certification system for non-consumables goods inIndonesia, test factors (brand images, halal awareness, halal certification, religiosity, of attitude, subjective norm, perceived behaviour control) that influence customers to buy halal cooking utensils (non-consumables) product, and test the necessity of halal branding on cooking utensils. In this research the data collected through interview and online survey towards Muslim women. Then the data analyzed by open coding and PLS-SEM to analyse the relationship between variables. The results of this research indicates that attitudes have no significant effect towards purchase intention, with perceived behavioral control as the most significant factors which affect purchase intention. Thefinding of this research expected to provide cooking pan marketer to decide whether halal branding strategy is suitable or not for their company, to avoid ineffective resources allocation for marketing.Keywords: Cooking Utensil, Halal Branding, MUI, Purchase Intention, SEM-PLS
Co-Authors Bailey, Bernard Fadhillah, Rezzy Azizah Fathiha, Zhalysha Yoanda Khodiyat, Andre Markandya, Almira Nooryawan, Muhammad Naafi Nur Yanto, Ananda Pranoto, Bagus Unggul Qaistira, Navissa Ulfath Qori, Chubbiansyah Rasun, Gerald Kristianto Rasyidah, Avi Rayhana Resty Nabila, Regina Riady, Reyhan Widyaviriya, Avian Marques