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Santi Budiman,Radyan DANANJOYO 한국유통과학회 2021 The Journal of Asian Finance, Economics and Busine Vol.8 No.4
In Indonesia, coffee shops, commonly called warung or kedai shops, have begun to appear amid society from remote villages to urban centers. Therefore, the purpose of this study is to examine the effect of cafe atmosphere (i.e., exterior, interior, interior point-of-purchase displays and store layout) on the purchase decision of Generation Z. This study is conducted because of cafe competition is currently overgrowing. This study model consisted of five variables: exterior, interior, interior point-of-purchase displays, store layout, and purchase decision. Sampling in this study used non-probability, with a purposive sampling technique. According to predetermined criteria, the data collection technique employed a questionnaire distributed online to consumers had visited a cafe at least once in the last three months. This study’s sample was 137 cafe visitors in Yogyakarta, representing one of the big cities in Indonesia. Therefore, the data was analyzed by using multiple regression. The results of the study indicated that the exterior and interior had a positive and significant effect on purchasing decision. Likewise, interior point-of-purchase displays and store layout positively and significantly affected purchase decision. In addition, this study’s findings generally concluded that the cafe atmosphere had a positive and significant effect on purchase decision.
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The Effect of Social Media on Brand Image and Brand Loyalty in Generation Y
BUDIMAN, Santi Korea Distribution Science Association 2021 The Journal of Asian Finance, Economics and Busine Vol.8 No.3
Indonesia has a population of more than 260 million, of which, by 2020, Generation Y is predicted to account for 70% of the total. With different birth years, Generation Y is the backbone of Indonesia's product purchasing. Generation Y is interested in establishing strong relationships with specific brands on social media. They are also interested in working with companies to design a product. Most Generation Y utilizes more than one electronic device and they are also brand loyal. Therefore, this study seeks to examine the effect of social media (i.e., e-WOM, online community, and online advertising) on brand image and loyalty in Generation Y in Indonesia. The sampling method employed was purposive sampling. A total of 150 respondents in the age range of 23-30 years were involved as the sample. Using multiple regression model in data analysis, this study proved that e-WOM, not only have a positive and significant effect on the brand image, but also on brand loyalty. Furthermore, online community also positively and significantly affects brand image and brand loyalty. Likewise, online advertising has a positive and significant effect on brand image and brand loyalty. This study's findings indicated that all the proposed hypotheses were well accepted.
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Communication Pattern of Indonesian Parents-Children and Its Role in Buying Decision
Santi Budiman,Tony Wijaya People&Global Business Association 2016 Global Business and Finance Review Vol.21 No.1
This research has purpose to test the influence of communication pattern of parents and children, that is concept and social orientation toward the children role as the influencer in buying decision making in Indonesia. Sample in this research is dyadic sample that involves parents and children. The sampling was done with purposive sampling method. One hundred and twenty respondents had been successfully collected in this research. Data was collected using questionnaire. Data analysis used regression analysis. This research result shows that the communication pattern of parents that is social-oriented does not significantly influence the children role as the influencer in buying decision. Parents communication pattern that is concept-oriented influences positively the children role as the influencer in buying decision.
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Santi BUDIMAN,Majang PALUPI,Tulus HARYONO,Udin UDIN 한국유통과학회 2022 유통과학연구 Vol.20 No.5
Purpose: This research aims to determine the quality of online store designs that make consumers who use online market board applications have the urge to make impulse buying. This research was conducted because impulse buying is the most common buying behavior. Research design, data and methodology: This research used non-probability sampling. The sample size was 195 respondents from the distribution and service industries by applying a purposive sampling technique. The data collection technique employed a questionnaire distributed online according to predetermined criteria: mobile device users who accessed the online market board application and made at least one purchase in the last six months. The data analysis method utilized was structural equation modeling (SEM). Results: The findings revealed that usability, functionality, and sociability factors affected hedonic and utilitarian search. Furthermore, these findings proved that hedonic search affected impulse buying drives. In contrast, the utilitarian search did not affect impulse buying drives. Conclusions: The usability, functionality, and sociability factors supported hedonic and utilitarian searches. Consumer information security increased consumer confidence in an online store because it was considered to protect matters related to their privacy. The hedonic search also increased impulse buying drives. Consumers prefer to use their spare time to search through online market board applications, which provide many attractive promos.
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Budhi Haryanto,Santi Budiman People&Global Business Association 2016 Global Business and Finance Review Vol.21 No.2
In this study, the objective is focused to explain the relationship between the three independent variables (price fairness, green brand quality and green risk) and Words of Mouth (WOM), which is mediated by the satisfaction and trust. Sample is taken as many as 200 visitors at the Mall in Surakarta - Indonesia, who had the intention to buy liquid edge display (LED) screen TV. Of all the questionnaires returned, there are 12 questionnaires that cannot be used. By using Generalized Structured Component Analysis, the results indicate that the satisfaction and trust is significantly influenced by the price fairness, green brand quality and green risk. Also found that WOM is significantly influenced by the trust. Furthermore it is found also that WOM is not influenced by the price fairness and green brand quality and it is found too that WOM is not influenced by satisfaction.
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