Evelyn Hendriana - Academia.edu (original) (raw)

Papers by Evelyn Hendriana

Research paper thumbnail of Consumers’ Intention to Use Renewable Energy Based on the Behavioral Reasoning Theory

Journal of Environmental Management and Tourism, Feb 29, 2024

Research paper thumbnail of Antecedents to Revenge Tourism with an Expanded Theory of Planned Behavior in Jabodetabek Region

Journal of Indonesian tourism and development studies, Apr 17, 2023

Revenge tourism is a manifestation of tourist expressions to make up for lost time due to the pan... more Revenge tourism is a manifestation of tourist expressions to make up for lost time due to the pandemic. This study aims to explore the factors that encourage someone to engage in revenge tourism by using an expanded Theory of Planned Behavior (TPB). The population in this study were Jabodetabek residents in adulthood who had traveled during the easing of restrictions. Sampling using convenience sampling technique with a total sample of 246 people. This study used a quantitative approach, and data were collected through questionnaires distributed online using Google Forms. The data analysis technique in this study uses Partial Least Square (PLS). PLS is an equation model of Structural Equation Modeling (SEM) with an approach based on variance or component-based structural equation modeling. The results of this study provide insight into the factors that influence a person's intention to engage in revenge tourism and can be used to develop effective policies and marketing strategies in tourism.

Research paper thumbnail of Drivers of Banking Consumers’ Cybersecurity Behavior: Applying the Extended Protection Motivation Theory

Journal of Management & Marketing Review, Mar 5, 2024

Research paper thumbnail of A Concept on Malaysia’s Travel Agency Readiness in Adopting Online Booking Platform

International journal of academic research in business & social sciences, May 2, 2023

The idea of an integrated booking platform is a venue for all tourism-related services such as bo... more The idea of an integrated booking platform is a venue for all tourism-related services such as booking of air tickets, bus tickets, ferry tickets, accommodations, transfers, tours, entrance fees to tourist attractions, theatre tickets, arts & culture shows, and many more can be done using one platform and at one click. According to a survey done by Tourism Malaysia in April 2020, Survey on Domestic Travel in Malaysia After Movement Control Order (MCO), 13,797 respondents were recorded. It was recorded 58.6% of respondents book their tour packages with Online Travel Agency (OTA). The challenge industry players need to adopt new innovative methods to remain visible in the market and offer a new experience to travelers. The main purpose of this study is to investigate the insight into Malaysia's tourism industry players' readiness toward adopting online booking platforms through the Unified Theory of Acceptance and Use of Technology (UTAUT). This study will use non-probability through purposive sampling in which the population is among the travel agencies registered with the Ministry of Tourism, Culture, and Arts (MOTAC) operating in Kuala Lumpur and Selangor. Kuala Lumpur and Selangor travel agencies were chosen because they have superior internet connectivity, are more exposed to changing consumer needs, and are thus more receptive to incorporating technology into their business models. In the practical aspect, this study undoubtedly gives the means to understand industry players' behavior toward I.T.-based marketing platforms and their readiness to shift their minds to stay competitive. This study also identifies their primary concern in adopting an online booking platform to enhance their business market segmentation and ease of managing it, whether the industry players need to be adequately trained in marketing and managing an online booking platform.

Research paper thumbnail of Effect of Psychological Factors on Investment Decisions of Millennial Investors in an Emerging Country

International journal of economics and finance, Oct 29, 2023

Behavioral finance research has examined the relationship between overconfidence bias and investm... more Behavioral finance research has examined the relationship between overconfidence bias and investment decisions. However, it rarely considers the effect of overconfidence bias on the formation of risk perception and risk tolerance, which eventually direct investment decisions. This research aims to examine the simultaneous effect of overconfidence bias, financial literacy, risk perception, and risk tolerance on investment decisions. Quantitative research by collecting data through an online survey was performed to answer the research questions. Data from 245 Indonesian millennial investors were analyzed using PLS-SEM. The findings supported the direct effect of overconfidence bias and financial literacy on investment decisions. The effects of overconfidence bias and financial literacy on investment decisions via risk tolerance and risk perception were also verified, except for the effect of overconfidence bias on risk perception which did not show a significant effect.

Research paper thumbnail of Effect of Service Quality and Sales Promotion on Customer Loyalty in Online Transportation Services

Solid State Technology, Nov 1, 2020

This research investigates the effect of service quality and sales promotion on customer loyalty ... more This research investigates the effect of service quality and sales promotion on customer loyalty in online transportation services with a focus on Indonesia. Samples of online transportation customers in Greater Jakarta were selected using judgmental sampling techniques. A total of 268 valid responses were analyzed using partial least square structural equation modeling (PLS-SEM). The results showed that service quality and sales promotion significantly influenced customer loyalty through satisfaction and trust. Between these variables, service quality had a greater effect on customer satisfaction and trust than sales promotion, which in turn increased customer loyalty. This indicates the need for online transportation companies to continuously provide superior service and offer sales promotions to customers to make them satisfied and loyal to the online transportation service provider.

Research paper thumbnail of Drivers of Young Consumers’ Willingness to Reduce Food Waste and Buy Intelligent Packaging

MIX: JURNAL ILMIAH MANAJEMEN

Objectives: As food waste harms the sustainable environment and the economy, some innovations hav... more Objectives: As food waste harms the sustainable environment and the economy, some innovations have been made to reduce this issue, such as intelligent packaging. However, the factors leading to consumer behavior to reduce food waste and buy intelligent packaging, particularly in developing countries are still untapped.Methodology: This study aims to examine the relationship between green perceived value, intention to reduce food waste, and willingness to purchase intelligent packaging. Data from 230 Indonesian young consumers were analyzed using PLS-SEM.Finding: The results showed that different elements of green perceived value had significant effects on the intention to reduce food waste and willingness to purchase intelligent packaging. Unlike the predicted relationship, the intention to reduce food waste was not significant enough to lead consumers to purchase intelligent packaging.Conclusion: The presented study gives insights to businesspeople on which green perceived values a...

Research paper thumbnail of Do Perceived Risk and Non-pharmaceutical Intervention Affect Consumers’ Intention to Visit Shopping Mall during the Covid-19 Pandemic?

Contemporary Management Research

Most research on mall visit intention emphasized the store atmosphere and shopping values. In the... more Most research on mall visit intention emphasized the store atmosphere and shopping values. In the current situation of the COVID-19 pandemic, consumers may postpone visiting shopping malls due to health risks. A limited number of studies consider risk perception as the antecedent of shopping mall visit intention. Furthermore, even though the role of non-pharmaceutical intervention is relevant to the context of the COVID-19 pandemic, only a few studies are looking at this variable as the antecedent of behavioral intention. This paper aims to understand customer intention to shop in malls despite the COVID-19 social restrictions. This research extends the theory of reasoned action by attaching two dimensions of perceived risk, namely cognitive and affective perceived risks and non-pharmaceutical intervention. Samples of 180 respondents in Greater Jakarta, Indonesia, were selected using snowball sampling. Their responses were analyzed using partial least square structural equation mode...

Research paper thumbnail of The dimensionality of trust in the relationship between familiarity, reputation, and continuance intention to use an on-demand ridesharing platform

International Journal of Electronic Business

Research paper thumbnail of The Antecedents and Marketing Outcome of Customer Trust in the On-demand Ridesharing Platform

Proceedings of the International Conference on Industrial Engineering and Operations Management

Research paper thumbnail of The Role of Employer Branding in Work-life Balance and Employee Retention Relationship among Generation Z Workers: Mediation or Moderation?

Jurnal Manajemen Teori dan Terapan, Apr 18, 2023

Research paper thumbnail of Analysis of sociocultural identities, country images and psychic distance in international study destination choice

Intense competition in international higher education industry invokes the need to study on facto... more Intense competition in international higher education industry invokes the need to study on factors leading up to students’ choice of study destination. These influencing factors may be different between students who choose studying in traditional and new educational destinations. Since students’ decision to study abroad is a complex process, it would be necessary to have comprehensive understanding about this process by looking at the cognitive and psychological factors. This study aims to explain the phenomenon in international higher education industry through the lens of international marketing by integrating the cognitive, affective, and normative elements of foreign purchasing behavior. The main objective of the study is to examine the influence of sociocultural identities, country images, and psychic distance on students’ choice of study destination using destination and institution images as mediating variables. This study also explores the potential moderating role of count...

Research paper thumbnail of The interplay between country image and regional ethnocentrism to motivate students considering neighbouring countries

Place Branding and Public Diplomacy

Research paper thumbnail of How does sociocultural identity influence Indonesian students' intention to study in Malaysia?

Journal of Tourism and Hospitality, 2019

The growing number of international students worldwide stimulates the need to understand the fact... more The growing number of international students worldwide stimulates the need to understand the factors influencing students’ decision-making process. This study aims to examine the influence of sociocultural identification on students’ intention to study in Malaysia by applying social identity theory. It also tests the mediation effect of destination and institution images in the relationship between sociocultural identification and students’ intention. Due to the tendency of individuals to maintain self-congruity in making tourism decision, this research will contribute to the tourism literature by providing insights on the effect of national identity, consumer cosmopolitanism, and consumer ethnocentrism on education tourism decision. This research applied the multistage cluster sampling technique by collecting data from senior high school students in eight provinces in Indonesia. From more than 1,000 questionnaires distributed, 888 responses could be used in the analysis. Data were ...

Research paper thumbnail of A Mediation Analysis of Cognitive and Affective Customer Trust in Customer Loyalty Towards E-Marketplace

Jurnal Aplikasi Manajemen

Studies have shown the importance of customer trust in determining customer loyalty. While the ps... more Studies have shown the importance of customer trust in determining customer loyalty. While the psychological theory states that customer trust has cognitive and affective dimensions, earlier studies tended to look at it aggregately. An evaluation of the customer trust dimensions may provide a deeper understanding of the relative importance of each dimension of customer loyalty. This study looks at the roles of cognitive and affective customer trust in the context of the e-marketplace. As perceived privacy and security are still issues in the e-marketplace of developing countries, this study tries to examine the roles of cognitive and affective trust in mediating the relationships between perceived privacy, perceived security, corporate reputation, and customer loyalty. A close-ended questionnaire survey was distributed to answer the research questions. Data from 426 respondents were analyzed using PLS-SEM. The findings support the hypotheses of the interrelationship between the two ...

Research paper thumbnail of The Role of Personal Values on the Purchase of Global Brands among Millennial Consumers in Emerging Economies

Turkish Online Journal of Qualitative Inquiry, Jun 28, 2021

Research paper thumbnail of Effects of E-ServQual in Creating Customer Loyalty Toward Online Marketplace in an Emerging Country

Turkish Online Journal of Qualitative Inquiry, Jun 30, 2021

Research paper thumbnail of Effect of Service Quality and Sales Promotion on Customer Loyalty in Online Transportation Services

Solid State Technology, 2020

This research investigates the effect of service quality and sales promotion on customer loyalty ... more This research investigates the effect of service quality and sales promotion on customer loyalty in online transportation services with a focus on Indonesia. Samples of online transportation customers in Greater Jakarta were selected using judgmental sampling techniques. A total of 268 valid responses were analyzed using partial least square structural equation modeling (PLS-SEM). The results showed that service quality and sales promotion significantly influenced customer loyalty through satisfaction and trust. Between these variables, service quality had a greater effect on customer satisfaction and trust than sales promotion, which in turn increased customer loyalty. This indicates the need for online transportation companies to continuously provide superior service and offer sales promotions to customers to make them satisfied and loyal to the online transportation service provider.

Research paper thumbnail of The Effectiveness of Social Media Advertisement in The Indonesian Sneakers Industry: Application of The Extended Advertising Value Model

MIX: JURNAL ILMIAH MANAJEMEN

Objectives: This study aims to examine the effect of social media advertising values on customer ... more Objectives: This study aims to examine the effect of social media advertising values on customer engagement and purchase intention. Despite the unique features of social media ads to generate customer engagement, there is not much research that combines the advertising value model and interactivity component to understand the effectiveness of social media ads.Methodology: Questionnaires were distributed to followers of sneaker brands’ Instagram official account in Greater Jakarta who had bought the sneakers. There were 314 responses analyzed by PLS-SEM to answer the research questions.Finding: The results showed that customer engagement was influenced by credibility, entertainment, and interactivity of the advertisement, which eventually led to purchase intention. Furthermore, entertainment and interactivity advertising values had a direct influence on purchase intention.Conclusion: Brands should create entertaining and interactive ads to trigger engagement with their followers and ...

Research paper thumbnail of The Intention Of Indonesian Middle-Class Millennial Consumer To Purchase Through E-Commerce

The rise of the e-commerce industry in Indonesia started 10 years ago and Indonesia is predicted ... more The rise of the e-commerce industry in Indonesia started 10 years ago and Indonesia is predicted as the market leader in Southeast Asia by 2025. The growth of this industry is driven by an increasing number of middle-class millennial consumers who are technology savvy and have higher purchasing power. Despite the importance of this consumer segment, there are limited studies about the intention of middle-class millennial consumers to purchase through e-commerce, particularly in developing countries, such as Indonesia. This study intends to examine the factors leading to consumer intention to shop online by including perceived security and perceived privacy to extend the theory of Technology Acceptance Model (TAM). Data were collected from 187 respondents and analyzed using PLS-SEM. The findings showed that perceived usefulness, perceived ease of use, perceived security, and perceived privacy influences consumers’ intention to shop in e-commerce, which was mediated by their attitude ...

Research paper thumbnail of Consumers’ Intention to Use Renewable Energy Based on the Behavioral Reasoning Theory

Journal of Environmental Management and Tourism, Feb 29, 2024

Research paper thumbnail of Antecedents to Revenge Tourism with an Expanded Theory of Planned Behavior in Jabodetabek Region

Journal of Indonesian tourism and development studies, Apr 17, 2023

Revenge tourism is a manifestation of tourist expressions to make up for lost time due to the pan... more Revenge tourism is a manifestation of tourist expressions to make up for lost time due to the pandemic. This study aims to explore the factors that encourage someone to engage in revenge tourism by using an expanded Theory of Planned Behavior (TPB). The population in this study were Jabodetabek residents in adulthood who had traveled during the easing of restrictions. Sampling using convenience sampling technique with a total sample of 246 people. This study used a quantitative approach, and data were collected through questionnaires distributed online using Google Forms. The data analysis technique in this study uses Partial Least Square (PLS). PLS is an equation model of Structural Equation Modeling (SEM) with an approach based on variance or component-based structural equation modeling. The results of this study provide insight into the factors that influence a person's intention to engage in revenge tourism and can be used to develop effective policies and marketing strategies in tourism.

Research paper thumbnail of Drivers of Banking Consumers’ Cybersecurity Behavior: Applying the Extended Protection Motivation Theory

Journal of Management & Marketing Review, Mar 5, 2024

Research paper thumbnail of A Concept on Malaysia’s Travel Agency Readiness in Adopting Online Booking Platform

International journal of academic research in business & social sciences, May 2, 2023

The idea of an integrated booking platform is a venue for all tourism-related services such as bo... more The idea of an integrated booking platform is a venue for all tourism-related services such as booking of air tickets, bus tickets, ferry tickets, accommodations, transfers, tours, entrance fees to tourist attractions, theatre tickets, arts & culture shows, and many more can be done using one platform and at one click. According to a survey done by Tourism Malaysia in April 2020, Survey on Domestic Travel in Malaysia After Movement Control Order (MCO), 13,797 respondents were recorded. It was recorded 58.6% of respondents book their tour packages with Online Travel Agency (OTA). The challenge industry players need to adopt new innovative methods to remain visible in the market and offer a new experience to travelers. The main purpose of this study is to investigate the insight into Malaysia's tourism industry players' readiness toward adopting online booking platforms through the Unified Theory of Acceptance and Use of Technology (UTAUT). This study will use non-probability through purposive sampling in which the population is among the travel agencies registered with the Ministry of Tourism, Culture, and Arts (MOTAC) operating in Kuala Lumpur and Selangor. Kuala Lumpur and Selangor travel agencies were chosen because they have superior internet connectivity, are more exposed to changing consumer needs, and are thus more receptive to incorporating technology into their business models. In the practical aspect, this study undoubtedly gives the means to understand industry players' behavior toward I.T.-based marketing platforms and their readiness to shift their minds to stay competitive. This study also identifies their primary concern in adopting an online booking platform to enhance their business market segmentation and ease of managing it, whether the industry players need to be adequately trained in marketing and managing an online booking platform.

Research paper thumbnail of Effect of Psychological Factors on Investment Decisions of Millennial Investors in an Emerging Country

International journal of economics and finance, Oct 29, 2023

Behavioral finance research has examined the relationship between overconfidence bias and investm... more Behavioral finance research has examined the relationship between overconfidence bias and investment decisions. However, it rarely considers the effect of overconfidence bias on the formation of risk perception and risk tolerance, which eventually direct investment decisions. This research aims to examine the simultaneous effect of overconfidence bias, financial literacy, risk perception, and risk tolerance on investment decisions. Quantitative research by collecting data through an online survey was performed to answer the research questions. Data from 245 Indonesian millennial investors were analyzed using PLS-SEM. The findings supported the direct effect of overconfidence bias and financial literacy on investment decisions. The effects of overconfidence bias and financial literacy on investment decisions via risk tolerance and risk perception were also verified, except for the effect of overconfidence bias on risk perception which did not show a significant effect.

Research paper thumbnail of Effect of Service Quality and Sales Promotion on Customer Loyalty in Online Transportation Services

Solid State Technology, Nov 1, 2020

This research investigates the effect of service quality and sales promotion on customer loyalty ... more This research investigates the effect of service quality and sales promotion on customer loyalty in online transportation services with a focus on Indonesia. Samples of online transportation customers in Greater Jakarta were selected using judgmental sampling techniques. A total of 268 valid responses were analyzed using partial least square structural equation modeling (PLS-SEM). The results showed that service quality and sales promotion significantly influenced customer loyalty through satisfaction and trust. Between these variables, service quality had a greater effect on customer satisfaction and trust than sales promotion, which in turn increased customer loyalty. This indicates the need for online transportation companies to continuously provide superior service and offer sales promotions to customers to make them satisfied and loyal to the online transportation service provider.

Research paper thumbnail of Drivers of Young Consumers’ Willingness to Reduce Food Waste and Buy Intelligent Packaging

MIX: JURNAL ILMIAH MANAJEMEN

Objectives: As food waste harms the sustainable environment and the economy, some innovations hav... more Objectives: As food waste harms the sustainable environment and the economy, some innovations have been made to reduce this issue, such as intelligent packaging. However, the factors leading to consumer behavior to reduce food waste and buy intelligent packaging, particularly in developing countries are still untapped.Methodology: This study aims to examine the relationship between green perceived value, intention to reduce food waste, and willingness to purchase intelligent packaging. Data from 230 Indonesian young consumers were analyzed using PLS-SEM.Finding: The results showed that different elements of green perceived value had significant effects on the intention to reduce food waste and willingness to purchase intelligent packaging. Unlike the predicted relationship, the intention to reduce food waste was not significant enough to lead consumers to purchase intelligent packaging.Conclusion: The presented study gives insights to businesspeople on which green perceived values a...

Research paper thumbnail of Do Perceived Risk and Non-pharmaceutical Intervention Affect Consumers’ Intention to Visit Shopping Mall during the Covid-19 Pandemic?

Contemporary Management Research

Most research on mall visit intention emphasized the store atmosphere and shopping values. In the... more Most research on mall visit intention emphasized the store atmosphere and shopping values. In the current situation of the COVID-19 pandemic, consumers may postpone visiting shopping malls due to health risks. A limited number of studies consider risk perception as the antecedent of shopping mall visit intention. Furthermore, even though the role of non-pharmaceutical intervention is relevant to the context of the COVID-19 pandemic, only a few studies are looking at this variable as the antecedent of behavioral intention. This paper aims to understand customer intention to shop in malls despite the COVID-19 social restrictions. This research extends the theory of reasoned action by attaching two dimensions of perceived risk, namely cognitive and affective perceived risks and non-pharmaceutical intervention. Samples of 180 respondents in Greater Jakarta, Indonesia, were selected using snowball sampling. Their responses were analyzed using partial least square structural equation mode...

Research paper thumbnail of The dimensionality of trust in the relationship between familiarity, reputation, and continuance intention to use an on-demand ridesharing platform

International Journal of Electronic Business

Research paper thumbnail of The Antecedents and Marketing Outcome of Customer Trust in the On-demand Ridesharing Platform

Proceedings of the International Conference on Industrial Engineering and Operations Management

Research paper thumbnail of The Role of Employer Branding in Work-life Balance and Employee Retention Relationship among Generation Z Workers: Mediation or Moderation?

Jurnal Manajemen Teori dan Terapan, Apr 18, 2023

Research paper thumbnail of Analysis of sociocultural identities, country images and psychic distance in international study destination choice

Intense competition in international higher education industry invokes the need to study on facto... more Intense competition in international higher education industry invokes the need to study on factors leading up to students’ choice of study destination. These influencing factors may be different between students who choose studying in traditional and new educational destinations. Since students’ decision to study abroad is a complex process, it would be necessary to have comprehensive understanding about this process by looking at the cognitive and psychological factors. This study aims to explain the phenomenon in international higher education industry through the lens of international marketing by integrating the cognitive, affective, and normative elements of foreign purchasing behavior. The main objective of the study is to examine the influence of sociocultural identities, country images, and psychic distance on students’ choice of study destination using destination and institution images as mediating variables. This study also explores the potential moderating role of count...

Research paper thumbnail of The interplay between country image and regional ethnocentrism to motivate students considering neighbouring countries

Place Branding and Public Diplomacy

Research paper thumbnail of How does sociocultural identity influence Indonesian students' intention to study in Malaysia?

Journal of Tourism and Hospitality, 2019

The growing number of international students worldwide stimulates the need to understand the fact... more The growing number of international students worldwide stimulates the need to understand the factors influencing students’ decision-making process. This study aims to examine the influence of sociocultural identification on students’ intention to study in Malaysia by applying social identity theory. It also tests the mediation effect of destination and institution images in the relationship between sociocultural identification and students’ intention. Due to the tendency of individuals to maintain self-congruity in making tourism decision, this research will contribute to the tourism literature by providing insights on the effect of national identity, consumer cosmopolitanism, and consumer ethnocentrism on education tourism decision. This research applied the multistage cluster sampling technique by collecting data from senior high school students in eight provinces in Indonesia. From more than 1,000 questionnaires distributed, 888 responses could be used in the analysis. Data were ...

Research paper thumbnail of A Mediation Analysis of Cognitive and Affective Customer Trust in Customer Loyalty Towards E-Marketplace

Jurnal Aplikasi Manajemen

Studies have shown the importance of customer trust in determining customer loyalty. While the ps... more Studies have shown the importance of customer trust in determining customer loyalty. While the psychological theory states that customer trust has cognitive and affective dimensions, earlier studies tended to look at it aggregately. An evaluation of the customer trust dimensions may provide a deeper understanding of the relative importance of each dimension of customer loyalty. This study looks at the roles of cognitive and affective customer trust in the context of the e-marketplace. As perceived privacy and security are still issues in the e-marketplace of developing countries, this study tries to examine the roles of cognitive and affective trust in mediating the relationships between perceived privacy, perceived security, corporate reputation, and customer loyalty. A close-ended questionnaire survey was distributed to answer the research questions. Data from 426 respondents were analyzed using PLS-SEM. The findings support the hypotheses of the interrelationship between the two ...

Research paper thumbnail of The Role of Personal Values on the Purchase of Global Brands among Millennial Consumers in Emerging Economies

Turkish Online Journal of Qualitative Inquiry, Jun 28, 2021

Research paper thumbnail of Effects of E-ServQual in Creating Customer Loyalty Toward Online Marketplace in an Emerging Country

Turkish Online Journal of Qualitative Inquiry, Jun 30, 2021

Research paper thumbnail of Effect of Service Quality and Sales Promotion on Customer Loyalty in Online Transportation Services

Solid State Technology, 2020

This research investigates the effect of service quality and sales promotion on customer loyalty ... more This research investigates the effect of service quality and sales promotion on customer loyalty in online transportation services with a focus on Indonesia. Samples of online transportation customers in Greater Jakarta were selected using judgmental sampling techniques. A total of 268 valid responses were analyzed using partial least square structural equation modeling (PLS-SEM). The results showed that service quality and sales promotion significantly influenced customer loyalty through satisfaction and trust. Between these variables, service quality had a greater effect on customer satisfaction and trust than sales promotion, which in turn increased customer loyalty. This indicates the need for online transportation companies to continuously provide superior service and offer sales promotions to customers to make them satisfied and loyal to the online transportation service provider.

Research paper thumbnail of The Effectiveness of Social Media Advertisement in The Indonesian Sneakers Industry: Application of The Extended Advertising Value Model

MIX: JURNAL ILMIAH MANAJEMEN

Objectives: This study aims to examine the effect of social media advertising values on customer ... more Objectives: This study aims to examine the effect of social media advertising values on customer engagement and purchase intention. Despite the unique features of social media ads to generate customer engagement, there is not much research that combines the advertising value model and interactivity component to understand the effectiveness of social media ads.Methodology: Questionnaires were distributed to followers of sneaker brands’ Instagram official account in Greater Jakarta who had bought the sneakers. There were 314 responses analyzed by PLS-SEM to answer the research questions.Finding: The results showed that customer engagement was influenced by credibility, entertainment, and interactivity of the advertisement, which eventually led to purchase intention. Furthermore, entertainment and interactivity advertising values had a direct influence on purchase intention.Conclusion: Brands should create entertaining and interactive ads to trigger engagement with their followers and ...

Research paper thumbnail of The Intention Of Indonesian Middle-Class Millennial Consumer To Purchase Through E-Commerce

The rise of the e-commerce industry in Indonesia started 10 years ago and Indonesia is predicted ... more The rise of the e-commerce industry in Indonesia started 10 years ago and Indonesia is predicted as the market leader in Southeast Asia by 2025. The growth of this industry is driven by an increasing number of middle-class millennial consumers who are technology savvy and have higher purchasing power. Despite the importance of this consumer segment, there are limited studies about the intention of middle-class millennial consumers to purchase through e-commerce, particularly in developing countries, such as Indonesia. This study intends to examine the factors leading to consumer intention to shop online by including perceived security and perceived privacy to extend the theory of Technology Acceptance Model (TAM). Data were collected from 187 respondents and analyzed using PLS-SEM. The findings showed that perceived usefulness, perceived ease of use, perceived security, and perceived privacy influences consumers’ intention to shop in e-commerce, which was mediated by their attitude ...