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All Journal JAM : Jurnal Aplikasi Manajemen Journal of Marketing Innovation
Muhammad Azizurrohman
Southern Taiwan University of Science and Technology, Taiwan
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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The Eclipsing Phenomenon in Celebrity Endorsement, Emotional Response, Purchase Intention Based on the Stimulus-Organism-Response Theory Yoseva Maria Pujirahayu Sumaji; Thomas Stefanus Kaihatu; Verrell Sutanto; Fabio Ricardo Toreh; Dewi Mustikasari Immanuel; Muhammad Azizurrohman
Jurnal Aplikasi Manajemen Vol 22, No 1 (2024)
Publisher : Faculty of Economics and Business, Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/ub.jam.2024.022.01.04

Abstract

An advertisement must pay attention to the concepts and strategies in advertising because the use of this endorser can be a double-edged knife for the brand. In the vampire effect phenomenon, celebrity endorsers can potentially overshadow the brand so that the audience focuses only on the celebrity, not the brand. Specifically, the phenomenon of a brand that the celebrity endorser overshadows is called high eclipsing an endorsement, and vice versa for the phenomenon of low eclipsing. This research was conducted to develop a framework that discusses the eclipsing phenomenon in celebrity endorsement in the context of stimulus-organism-response (SOR) theory. The participants in this study were undergraduate students in a department at a well-known university in Surabaya. The characteristics of the Participants are domiciled in Surabaya and are between 18-24 years old. Through this study, we can find out how consumers' emotional response is formed when faced with high- and low-eclipsing advertisement stimuli. In addition, this study will also discuss how the differences in purchase intentions are formed from these two different eclipsing endorsement stimuli. The research indicates a significant positive effect between exposure to advertising content featuring both high-eclipsing (HE) and low-eclipsing (LE) celebrity endorsements and emotional response (EM). It implies that leveraging celebrities in advertisements, regardless of their eclipsing status, can evoke a heightened emotional response from the audience. The study suggests a noteworthy association between exposure to advertising content containing celebrity endorsements (CE) and increased purchase intention (PI). Consumers are more likely to desire to purchase a product or service when it is endorsed by a celebrity, indicating the potential effectiveness of this marketing strategy.
THE PHENOMENON OF DISCOMFORT TOWARD ORGANIZATIONAL CHANGE MODERATED BY EMPOWERING LEADERSHIP Eric Harianto; Teofilus Teofilus; Denny Bernardus Kurnia Wahyudono; Alviano Herbert Menny; Muhammad Azizurrohman
Jurnal Aplikasi Manajemen Vol 21, No 4 (2023)
Publisher : Faculty of Economics and Business, Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/ub.jam.2023.021.04.01

Abstract

Organizational change is an inevitable demand in the era of globalization. These changes can lead to discomfort, which can reduce organizational commitment in each member of the organization. It can happen because everyone in the organization is forced to leave their comfort zone to face new situations. The study was conducted to determine the phenomenon of discomfort in educational organizations that are making changes to the organization and whether this phenomenon influences the work commitment of organizational members. The empowering leadership variable will then moderate the relationship between the two variables. Empowering leadership is a leadership method in which a leader provides opportunities for subordinates to be independent at work (autonomy) and provides development opportunities. This study uses a questionnaire method in data collection and gets 255 respondents from Ciputra school foundations in Indonesia. This study uses SPSS as software in data processing to obtain research results. Based on the results of this study, discomfort does not have a significant impact on respondents who have a high level of commitment but can increase commitment if given empowering leadership. Discomfort cannot have a negative impact on organizational commitment because the majority of respondents' profile factors have strong organizational values, so they have built a commitment to schools. The research results can certainly be implemented by relevant organizations when they want to make organizational changes. Empowering leadership, which has a positive impact on commitment, is useful for accelerating change and keeping members of their organization.
Cultural Familiarity and Its Impact on Customer Satisfaction and Brand Awareness: A Study of Indonesian Restaurants in Taiwan Sitti Mujahida; Hasanuddin Remmang; Muhammad Azizurrohman
Journal of Marketing Innovation (JMI) Vol. 4 No. 2 (2024)
Publisher : Politeknik Negeri Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35313/jmi.v4i2.182

Abstract

This study investigates the impact of food quality, service quality, pricing strategy, and marketing initiatives on patron satisfaction and brand recognition of Indonesian restaurants in Taiwan. It also examines how cultural familiarity moderates these relationships. A structured survey was conducted among 400 international patrons who dined at Indonesian eateries in Taiwan. Data were analyzed using Structural Equation Modelling (SEM) with Partial Least Squares (PLS) and moderation analysis. Findings reveal that food quality and pricing strategy significantly enhance customer satisfaction, while service quality and marketing efforts do not. Cultural familiarity strengthens the positive effect of food quality on satisfaction. This study underscores the importance of maintaining high food quality, implementing effective pricing strategies, and leveraging cultural familiarity for Indonesian restaurant owners in Taiwan. The research highlights the role of cultural factors in customer perceptions, contributing to the discourse on marketing strategies in the competitive food industry. The sample's focus on foreign customers in Taiwan may limit the broader applicability of the findings. Future research should consider factors like ambiance, location, and menu diversity for a comprehensive understanding of customer satisfaction and brand awareness
Co-Authors Alviano Herbert Menny Denny Bernardus Kurnia Wahyudono Dewi Mustikasari Immanuel Eric Harianto Fabio Ricardo Toreh Hasanuddin Remmang Sitti Mujahida Baharuddin Teofilus Teofilus, Teofilus Thomas Stefanus Kaihatu Verrell Sutanto Yoseva Maria Pujirahayu Sumaji