Fashion Consciousness and Muslim Modest Brand Advocacy: The mediating role of brand love, and loyalty

Kusumawati Andriani,Akbarina Farida,Pangestuti Edriana,Nimran Umar 한국마케팅과학회 2022 Journal of Global Fashion Marketing Vol.13 No.4

This study aims to identify the dimensions of fashion consciousness and investigate the relationship of fashion consciousness to brand love, loyalty and its impact on advocacy on all things muslim modest brand consumers perceive in Indonesia. Data were collected from 315 respondents and analyzed using partial least square (PLS). This study provides information about luxury muslim modest brands, which can be used to reference muslim clothing. This study shows that fashion consciousness has a significant effect on brand love, fashion consciousness significantly affects loyalty, and fashion consciousness has a significant effect on advocacy. In addition, brand love has a significant effect on loyalty. However, consumers who love a brand will not advocate it because sometimes they do not want the fashion. They have the same as others. This aligns with the results of previous research suggesting that brand love has no significant effect on advocacy, and loyalty has a significant effect on advocacy. Fashion has an unusual behavior effect on each consumer. So, it is necessary to conduct research related to consumer behavior because the perception of each fashion model is different.

Antibiofilm Activity and Binding Specificity of Polyclonal DNA Aptamers on Staphylococcus aureus and Escherichia coli

Kusumawati Arizah,Mustopa Apon Zaenal,Umami Rifqiyah Nur,Santoso Adi,Wibawan I Wayan Teguh,Setiyono Agus,Sudarwanto Mirnawati Bachrum 한국미생물·생명공학회 2022 한국미생물·생명공학회지 Vol.50 No.3

Aptamers are short, chemically synthesized, single-stranded DNA or RNA oligonucleotides that fold into unique three-dimensional structures. In this study, we aim to determine the antibiofilm activity and binding specificity of the six polyclonal DNA aptamers (S15K3, S15K4, S15K6, S15K13, S15K15, and S15K20) on Staphylococcus aureus BPA-12 and Escherichia coli EPEC 4. Aptamer S15K6 showed the highest percentage of antibiofilm activity against S. aureus BPA-12 (37.4%) as shown by the lowest OD570 value of 0.313. Aptamer S15K20 showed the highest percentage of antibiofilm activity against E. coli EPEC 4 (15.4%) as shown by the lowest OD570 value of 0.515. Aptamers S15K13 and S15K20 showed antibiofilm activities against both S. aureus BPA-12 and E. coli EPEC4, and thus potentially have broad reactivity. Furthermore, based on the binding capacity and Kd values from our previous study, the binding specificity assay of selected polyclonal DNA aptamers (S15K3 and S15K15) against S. aureus BPA-12, E. coli EPEC 4, S. aureus BPA-6, S. agalactiae, E. coli MHA-6, and Listeria monocytogenes were performed using qPCR. Aptamers S15K3 and S15K15 showed specific binding to S. aureus BPA-12, E. coli EPEC 4, S. aureus BPA-6, and S. agalactiae, but could not bind to E. coli MHA-6 and L. monocytogenes. Therefore, this study showed that the polyclonal DNA aptamers have antibiofilm activity and were able to bind to S. aureus BPA-12 and E. coli EPEC 4 bacteria.

EYE MOVEMENT STUDY TO INCREASE CONSUMER’S ATTENTION ON VISUAL POSTING OF PRE-LOVED LUXURY FASHION BRAND IN MOBILE APP

Nurrani Kusumawati,Vionna Angelica,Mustika Sufiati Purwanegara 글로벌지식마케팅경영학회 2018 Global Marketing Conference Vol.2018 No.07

Introduction - Dubois (2002) said that luxury is identical with perception of comfort, beauty, and sumptuous lifestyle. There are five key factors of perceived luxury goods such as uniqueness, quality, hedonic, conspicuousness, and extended self (Vigneron and Johnson, 2004). So that, the definition of luxury fashion brand itself is goods (in terms of fashion) that has brand image and perceived as something that has uniqueness, quality, hedonic, conspicuousness, and extended self and could give comfort, beauty, and sumptuous lifestyle. Online visual display nowadays is one of maketer’s channel to promote the product. In terms of exclusivity, there is only few channels that has been used by marketer, such as website of the luxury brand itself, Instagram, Facebook, Youtube, and so on. This research of online luxury fashion brand is focused on one mobile app, named Instagram. Instagram is choosen because the usage of Instagram is increasing over time, especially in Indonesia. This research is focused on pre-loved luxury fahion brand on online shop at Instagram. There is one problem of this research, which is the percentage of middle to high income is increasing in 5 years (2010-2015) in Indonesia, but consumer is less likely to buy pre-loved luxury fashion brand. The tendency that consumer is less likely to buy because of decreasing sales of some pre-loved online shops in Indonesia. Exploratory research was taken and it can be concluded that the root cause of decreasing sales happens because visual display of pre-loved online luxury fashion brand is not too attractive. Method - The method that which is used is experiment design. The respondent of this research are choosen by non-probability sampling, which is judgemental sampling (we already know the priority characteristic of respondent, such as middle to high income) and female (because the online shop that will be observed is only offer luxury fashion for female). This research will use eye tracker, named Gaze Point. To get the quantitative experiment data, the minimum respondents that will be need is 39 people if we want to generate until get the heatmaps (Kara Pernice and Jakob Nielsen, 2009). Users will be given some oral question after they finished the experiment with eye tracking. There are some contents that will be measured in this reseach, such as caption, image clarity, and background of product. This research will be conducted only for consumer in Bandung. Respondents are female with middle to high income that has been bought pre-loved luxury fashion bag. The variables which are used in this research are the result of combination of construct from previous research about luxury brand perception and attractiveness of visual display. Sensory stimuli of sights will make automated perception actives and determine whether the information attractive or not. Findings – This research found that pre-loved online luxury fashion brand is currently growing rapidly. However, more respondents still prefer to buy online product if the visual display could be more attractive and the longer respondent saw the visual display, means that the respondents tend to be more interested of that posting. Author made proposed design improvements. Author then recommend them to the owner of pre-loved online luxury bag.

The E-Servqual Effect on the Stickiness Intention of Marketplace During COVID-19 Pandemic: An Empirical Study in Indonesia

Andriani KUSUMAWATI,Fedianty AUGUSTINAH,Taher ALHABSYI,Suharyono SUHARYONO 한국유통과학회 2021 The Journal of Asian Finance, Economics and Busine Vol.8 No.8

This paper examines the effect of e-service quality on the users of the Facebook marketplace. Users can always have stickiness intention. Stickiness intention is regarded as repetitive visits to and use of a certain website because of a commitment to continue using that website. Hence, we examine and explain the influence of e-service quality variables on stickiness intention. The variables used for e-service quality include efficiency, fulfillment, system availability, and privacy. The researchers related stickiness intention variable to online media users who always use the Facebook marketplace longer than other marketplaces, and users who visit the Facebook marketplace more often than other marketplaces. The method of data analysis was using inferential statistics GeSCA method. The GeSCA method is a Structural Equation Modeling (SEM) technique that can directly analyze latent variables, indicators, and measurement errors. The results of the GeSCA method before the COVID-19 pandemic states that an increase in e-service quality by 77.5% will increase stickiness intention by 61.2%. The results of the GeSCA method after the COVID-19 pandemic states that an increase in e-service quality by 85.2% would increase stickiness intention by 81.1%. This indicates that Facebook marketplace users had more stickiness intention for the Facebook marketplace.

EXAMINING THE DETERMINANT OF INFORMATION ACCEPTANCE : E-WOM ON YOUTUBE MOBILE APPS

Nurrani Kusumawati,Mustika Sufiati Purwanegara,Ayu Indriani Martawilaga 글로벌지식마케팅경영학회 2018 Global Marketing Conference Vol.2018 No.07

Distribution of Brand Community in University: A Systematic Review of Literature on Higher Education Market-Oriented Strategy

Danial THAIB(Danial THAIB ),Saiful GHOZI(Saiful GHOZI ),Hendra SANJAYA KUSNO(Hendra SANJAYA KUSNO ),Andriani KUSUMAWATI(Andriani KUSUMAWATI ),Edy YULIANTO(Edy YULIANTO ) 한국유통과학회 2023 유통과학연구 Vol.21 No.3

Purpose: Brand community in higher education institutions comes up as an important topic to be discussed because the relationships among consumers can support the institutional brand and ultimately give meaning and vitality to the market-oriented strategy. This study aims to investigate how the literature on brand community in higher education have been distributed in research trends, theoretical frameworks, and methods. Research design, data and methodology: A total of 24 articles were organized from four reputable international databases. Content analysis were performed followed by synthesis toward potential directions and suggestions. Results: The researches in this area have increasingly focused on online interaction. Social identity theory and relationship theory were the two most prevalent theories used. Since the internet provides any social relationship with a specific relationship to form the brand community, its contextualization in higher education resulted in new concept implementation. Conclusions: The relationship within online participati on has impacted the market-oriented strategy of higher education in searching for ways toward a long-term and enduring bond among students, alumni, institutions and brands. As there is a plenteous prospect of data availability combined with big data analysis technology, the online participation will pique the interest of scholars to conduct further research on it.

The Effect of Spiritual Marketing and Entrepreneurship Orientation on Determining Sustainable Competitive Advantage

BAMBANG, Ahmad,KUSUMAWATI, Andriani,NIMRAN, Umar,SUHARYONO, Suharyono Korea Distribution Science Association 2021 The Journal of Asian Finance, Economics and Busine Vol.8 No.2

The purpose of this study is to apply Structural equation modeling (SEM) analysis with Generalized Structured Component Analysis (GSCA) and translate the effect of Spiritual Marketing and Entrepreneurial Orientation on Sustainable Competitive Advantage with Marketing Capabilities as Mediation, especially for General BBM marketing at PT. Pertamina (Persero). The quantitative approach in this study uses a survey method by taking samples from the population. The survey was conducted by distributing questionnaires to respondents. Data analysis was performed using SEM and analyzed using the GSCA model. The population of this study consisted of 3,207 workers in central and regional marketing offices (Marketing Operation Region (MOR) spread throughout Indonesia. Therefore, a sample of 356 respondents was taken according to the Slovin formula. Spiritual marketing and entrepreneurial orientation directly influence the ability to improve Innovation which directly influences sustainable competitive advantage. Therefore, to develop a sustainable competitive advantage in marketing Pertamina's General BBM, it is necessary to implement spiritual marketing and improve entrepreneurial orientation. The novelty in this study lies in the unprecedented research on the role and position of spiritual marketing towards marketing capabilities and sustainable competitive advantage, combined with entrepreneurial orientation variables.

Influence of Electronic Word of Mouth on Visitor's Interest to Tourism Destinations

APRILIA, Fitri,KUSUMAWATI, Andriani Korea Distribution Science Association 2021 The Journal of Asian Finance, Economics and Busine Vol.8 No.2

The contribution made by the tourism sector is strategic enough to provide job opportunities and increase the state's foreign exchange which will be followed by development in the information and technology sectors. The population of this study includes all domestic tourists who visit the Batu City Angkut Museum over 17 years of age and who have obtained information via eWOM from other tourists. Based on the measurement, a minimum of 160 respondents must be selected as the research sample. Non-probability sampling techniques are used to select samples. Social media had been used by companies to provide information, services, and products related to tourism, and it was utilized by tourists to share information about their traveling experiences. Nowadays, tourists have become more selective and critical in selecting their destinations as they have become good observant in finding adequate information about certain destinations before deciding to visit the place. This reaction can be influenced by positive eWOM communication, positive image, and trust given to certain tourist destinations. Therefore, improving the number of visits requires the management of certain tourism service companies to apply proper marketing strategy and provide various advantages and best service quality to attract more visitors and give satisfaction to visitors.

Green Human Resources Management and Its Impact on Supply Chain and Business Performance: An Empirical Study in Indonesia

MUAFI, Muafi,KUSUMAWATI, Rizqi Adhyka Korea Distribution Science Association 2021 The Journal of Asian Finance, Economics and Busine Vol.8 No.5

This study focuses on green human resources management (GHRM), which is currently a strategic issue in almost every service or manufacturing company, including courier service SMEs in Indonesia. This study intends to analyze the relationship between GHRM and supply chain organizational learning (SCOL), supply chain performance (SCP), and business performance (BP) still rarely studied. The population encompasses all courier service SMEs in the Special Province of Yogyakarta (DIY) and East Java, Indonesia. The study targets courier service SMEs that meet certain conditions; 130 SMEs responded from the target of 200 SMEs. Partial Least Square statistical technique is used. The results show that conventional HRM practices are increasingly being abandoned by courier companies in Indonesia, particularly in Special Province of Yogyakarta and East Java. Although GHRM has a negative and non-significant effect on BP, GHRM has a positive effect on SCOL and SCP. SCOL has a significant positive effect on SCP and BP. Furthermore, SCOL mediates the relationship between GHRM and SCP and SCOL mediates the relationship between GHRM and BP. Likewise, SCP has a positive effect on BP. In addition, SCP mediates the relationship between GHRM and BP. SCP also mediates the relationship between SCOL and BP.

THE EFFECT OF BELT AND ROAD INITIATIVE GLOBALIZATION TOWARD THE INTERNATIONAL TRADE AND EQUALITY

Mustika Sufiati Purwanegara,Nurrani Kusumawati,Rosmini Omar,Nur Azam Anuarul Perai,Reinaldy Agung Pramudhita 글로벌지식마케팅경영학회 2023 Global Marketing Conference Vol.2023 No.07

The Belt and Road Initiative (BRI) is one of the bridges to the globalization of trade. The BRI will achieve all its goals and help each participant nation's economy flourish. Expanding international commerce and reducing inequality among participating nations are indicators of stronger economic growth. This study intends to investigate how the Belt and Road Initiative affects global trade and equality among its participants and elaborate the people perception on BRI in Indonesia and Malaysia. This study uses secondary data to compare the BRI members, while the original data was collected using a survey approach. The four factors evaluated in secondary data are globalization, international trade, equality, and business environment. K-mean cluster, One-way ANOVA, and Partial Least Squares were used for data analysis. The survey is conducted in English on two platforms (online and offline), they are analyzed by Homogeneity of Variances test. The findings indicated foreign debt, political stability, level of corruption, education index, and life expectancy are the differences in the business environments that account for this. If the member nations in the Belt and Road Initiative have favorable conditions in terms of political stability, education, and life expectancy, they will succeed in terms of globalization, international trade, and equality. In addition, the nation should have little foreign debt and less corruption. The last, both Malaysia and Indonesia have positive perception on the BRI and support the country to participate on it.