hapsari setyowardhani - Academia.edu (original) (raw)

Papers by hapsari setyowardhani

Research paper thumbnail of Effect of LSQ from JNE loyalty card on customer satisfaction and loyalty

Routledge eBooks, Oct 20, 2022

Research paper thumbnail of Analysis of Factors Affecting Brand Loyalty: A Case Study of Janji Jiwa Coffee

AFEBI Management and Business Review, 2020

As the Indonesia World Records Museum (MURI)’s 2019 winner of the category of fastest growing cof... more As the Indonesia World Records Museum (MURI)’s 2019 winner of the category of fastest growing coffee shop in 2019, Janji Jiwa strives to maintain and increase its number of customers. This study replicates Kim and Lee's (2016) research on how coffee shops in South Korea increase their brand loyalty. It employs the purposive sampling method with 206 respondents and analysis is conducted using Structural Equation Modeling (SEM). The findings of the study reveal that customer brand identification has a positive effect on brand involvement, but no positive effect on brand-decision involvement. Both self-congruity and service value have a positive effect on brand involvement and brand-decision involvement. In addition, brand involvement and brand-decision involvement have a positive effect on brand satisfaction and brand loyalty. Finally, brand satisfaction has a positive effect on brand loyalty. Managerial implications and recommendations related to these findings will be discussed ...

Research paper thumbnail of Analisis faktor-faktor yang mempengaruhi intensi pembelian produk makanan halal pada pasar modern = Factors affecting intention to purchase halal food product at modern retailers

Research paper thumbnail of Pengaruh brand image sebagai moderator dalam hubungan public relation perception terhadap customer loyalty

Research paper thumbnail of Analisis dampak linkage program bagi koperasi syariah: studi kasus pada lima koperasi syariah = The analysis of linkage program impact to sharia cooperative: case study on five sharia cooperatives

Research paper thumbnail of Persepsi konsumen UMKM terhadap kriteria makanan halal dan thoyyib = Perception of SME's consumers towards the criteria of halal and thayyib ood

Research paper thumbnail of Analisis persepsi kualitas yang ditawarkan oleh tujuan wisata terhadap kepuasan pengunjung dan intensitas perilaku di masa depan (Studi Kasus : Kawasan Desa Wisata Ciwidey) = Analysis of preceived quality of the destination's offerings towards visitor satisfaction and behavioural future intention...

Research paper thumbnail of Analisis pengaruh celebrity endorsement terhadap purchase intention: studi kasus pada selebriti Daniel Mananta dengan brand kecantikan dan makeup L'oreal Paris = Analysis of influence of celebrity endorsement on consumer purchase intention for existing products: a case study of celebrity endorsem...

Research paper thumbnail of Brand familiarity vs profit-sharing rate: which has a stronger impact on Muslim customers’ intention to invest in an Islamic bank?

Journal of Islamic Marketing, 2021

Purpose The purpose of this study is to examine the impact of brand familiarity and profit-sharin... more Purpose The purpose of this study is to examine the impact of brand familiarity and profit-sharing rate on Muslim customers’ brand trust, perceived financial risk, perceived value and intention to invest in an Islamic bank. Design/methodology/approach A between-subjects experimental design was applied in the study. Six experiments involving two brand familiarity levels and three profit-sharing rates were conducted using a total of 217 samples. Randomization was applied in the study, which generated unequal sample sizes for each group of experiments. Findings The findings of this experimental study demonstrated that Muslim customers’ familiarity with the bank’s brand has a significant impact on their brand trust and intention to invest in an Islamic bank. The study also found that the profit-sharing rate has a significant impact on the perceived value both with and without interaction with brand familiarity. Research limitations/implications The current study applies an independent m...

Research paper thumbnail of Heritage Tourism Development: Concept of Community-based Tourism in Megalithic Site of Gunung Padang

Proceedings of the 1st Unimed International Conference on Economics Education and Social Science, 2018

Tourism is the largest industry in the world, is an essential community economic vitality, sustai... more Tourism is the largest industry in the world, is an essential community economic vitality, sustainability, greatly contribute to poverty alleviation and economic growth. In recent years, heritage tourism growing much faster than all other forms of tourism, especially in developing countries. Conservation of heritages tourism is important to conserving the natural environment and the local community is the main stakeholder and benefactor from the heritage tourism development. This study uses a qualitative approach, the data were discovered through three instruments: Observation, Interview and documentation. Cianjur Regency is one area in West Java that has a good tourism in Heritage tourism, which is not owned by many regions in Indonesia. Based on the research, found that heritage tourism relevant tourism concept to develop on megalithic site of Gunung Padang. Heritage tourism is a reflection of the culture and the identity of the local community. Furthermore, tour guides of local community participantion in heritage tourism in Gunung Padang site were symbolic. They are important to increase their strategy to improve their participation. The synergy among stakeholders specifically the quality of homestay and store was needed to increase local community participation.

Research paper thumbnail of The Segmentation Bases of the Islamic Banks in Indonesia: A Qualitative Analysis

Equilibrium: Jurnal Ekonomi Syariah, 2021

The market shares of several Muslim majority countries' Islamic banks have remained low (e.g.... more The market shares of several Muslim majority countries' Islamic banks have remained low (e.g., Malaysia, Turkey, and Indonesia) despite many Muslims. Targeted marketing can be an effective strategy to target potential customers, increase the market share, and ultimately Bank's revenue. This study firstly aims to explore potential segmentation bases for the customers of the Islamic Bank and the impact of segmentation analysis on the targeting and positioning of the Islamic Bank. This study applied an exploratory, qualitative research design. The data were collected via in-depth interviews with 30 Muslim participants using purposive sampling. The data were analyzed using inductive content analysis to find the emerged themes. The result shows that the psychographic segmentation would be more plausible to be used by the Islamic Bank than the demographic segmentation. Based on this finding, Islamic banks should consider using psychographic segmentation to target their markets.

Research paper thumbnail of Factors Influencing the Intensity of Using Digital Social Networks among Indonesian Millennial Tourists

International Journal of Business and Society, 2021

Millennials are typically fond of uploading their travel photos to social media to gain social re... more Millennials are typically fond of uploading their travel photos to social media to gain social recognition. Lombok is a tourist destination with considerable potential to increase the value and social status of its visitors, as it offers enough attractions to be considered among the world’s favorite celebrity tourist destinations; it is also globally renowned for its diverse natural and cultural beauty. This descriptive quantitative research aims to examine the effect of self-congruity, perceived social value, and experience satisfaction toward the intensity of using a digital social network to reinforce the identity of millennial users in Indonesia. This research involved 214 respondents who visited Lombok for leisure and used a digital social network to inform others of their tourism experience. After being analyzed with structural equation modelling as the data processor, the results show a direct and positive effect between perceived social value and the intensity of using a dig...

Research paper thumbnail of Capital Structure and Financial Performance: Evidence from Three Malaysian Industries

International Journal of Business and Society, 2021

Millennials are typically fond of uploading their travel photos to social media to gain social re... more Millennials are typically fond of uploading their travel photos to social media to gain social recognition. Lombok is a tourist destination with considerable potential to increase the value and social status of its visitors, as it offers enough attractions to be considered among the world’s favorite celebrity tourist destinations; it is also globally renowned for its diverse natural and cultural beauty. This descriptive quantitative research aims to examine the effect of self-congruity, perceived social value, and experience satisfaction toward the intensity of using a digital social network to reinforce the identity of millennial users in Indonesia. This research involved 214 respondents who visited Lombok for leisure and used a digital social network to inform others of their tourism experience. After being analyzed with structural equation modelling as the data processor, the results show a direct and positive effect between perceived social value and the intensity of using a dig...

Research paper thumbnail of Brand Equity of A Tourist Destination: An Analysis of Domestic Tourists' Perspectives

According to the Ministry of Tourism's performance in 2019, an increase in international tour... more According to the Ministry of Tourism's performance in 2019, an increase in international tourist visits to 16.1 million persons resulted in a Rp 280 trillion increase in foreign exchange earnings. This industry currently provides 5.5 % to the national gross domestic product and is expected to grow to 9.9 % by 2025. The purpose of this study is to ascertain tourist behavior by evaluating the application of the Bukittinggi City Brand Equity as a tourist destination from the perspective of domestic tourists who have visited the Bukittinggi City and identifying the Brand Equity dimensions, namely brand awareness, brand loyalty, perceived quality, and brand image. This study employs a quantitative methodology. Explanatory studies utilizing hypothesis testing and descriptive analysis are the types of study. The data for this study came from an online survey of 150 domestic visitors that visited Bukittinggi. A one-sample T-test and mean ranking are used to determine how each dimension ...

Research paper thumbnail of Contribution of Cultural Event to the Visitor ’ s Intention to Revisit and Recommend Tourist Destination Case Study : Dieng Culture Festival , Central Java , Indonesia

Indonesia, as the country richest in cultural resources in ASEAN, has opportunities to maintain i... more Indonesia, as the country richest in cultural resources in ASEAN, has opportunities to maintain its cultural resources and thereby increase tourism, and hosting cultural events is one of the ways to do so. Alluring events can motivate one to leave one’s place, visit the place conducting cultural events, and spend money to procure services at the event site. Dieng, a highland in Indonesia, rich in cultural resources, held cultural event namely Dieng Culture Festival since 2009 and has become one of the national events. The focus of this study is the contribution of cultural events and other elements of a tourist destination to the formation of the destination image which then leads to a positive behavioural intention. This research used PLS-SEM to analyze the effect of cultural events, event brand, place brand, and structural elements to the affective and cognitive image. Respondents of this research represented anyone who had visited The Dieng Culture Festival 6, 7, or 8. This resea...

Research paper thumbnail of Optimalisasi Media Sosial sebagai Alat Promosi untuk Desa Wisata Lebakmuncang

Dinamisia : Jurnal Pengabdian Kepada Masyarakat, 2019

Pariwisata Berbasis Komunitas (Community-based Tourism) saat ini telah berkembang menjadi salah s... more Pariwisata Berbasis Komunitas (Community-based Tourism) saat ini telah berkembang menjadi salah satu bentuk alternatif destinasi wisata yang banyak diminati. Salah satu bentuk khusus dari Pariwisata Berbasis Komunitas adalah Desa Wisata. Desa Wisata dalam lima tahun terakhir ini makin berkembang seiring dengan banyaknya Program Studi Lapangan atau Program Turun ke Desa yang diwajibkan oleh Sekolah-sekolah Menengah Atas (SMA) dan Program Kuliah Kerja Nyata yang diwajibkan oleh Perguruan Tinggi/Universitas. Berdasarkan hasil wawancara dan observasi dari Tim Pengabdian Masyarakat, Fakultas Ekonomi dan Bisnis, Universitas Indonesia, maka kami menemukan bahwa Desa Wisata banyak dikunjungi oleh wisatawan terutama oleh Generasi Millenial karena didukung oleh promosi lewat media sosial, yaitu Youtube, Website, Instagram, dan Facebook. Sehingga Desa Wisata Lebakmuncang sebagai salah satu Desa Wisata sebaiknya mengelola media sosial yang dimilikinya dengan lebih serius, sebagai ujung tombak d...

Research paper thumbnail of Analysis on Variables Affecting the Creation of Tourist Destination Image: Case Study on Domestic Tourists Visiting Yogyakarta between 2007 to 2009

ASEAN Marketing Journal, 2013

The purpose of this study is to examine the variables that affect the image creation of tourism d... more The purpose of this study is to examine the variables that affect the image creation of tourism destinations. This research is a case study on domestic tourists visiting Yogyakarta from 2007 to 2009. This research uses an exploratory and descriptive design, conducted once in one period (cross-sectional). A number of 105 domestic tourists were selected as samples by means of non-probability sampling method and snowball sampling technique. The data were analyzed using reliability and validity tests, frequency distributions, and regression analyses. Results showed that overall image was significantly constructed and affected by cognitive and affective evaluations. Cognitive evaluation was significantly affected by the types of information source from books and movies, while affective evaluation was affected significantly by social-psychological motivations. The research also proves that Yogyakarta has fulfilled the requirements to become a tourist destination; respondents showed positive feelings towards the town and also perceived the town positively. Keywords: cognitive evaluation, affective evaluation, destination image, domestic tourists, Yogyakarta

Research paper thumbnail of The Motivation of Poor Community in Using Mobile Phone: An Effort to Improve Quality of Life

ASEAN Marketing Journal, 2013

The general objective of this research is to determine the primary motivation of the poor in the ... more The general objective of this research is to determine the primary motivation of the poor in the use of mobile telephone. The data collection is conducted by selecting 300 respondents which have income below Upah Minimum Regional (UMR), living in Jakarta; Bogor; Depok; Tangerang; or Bekasi, and each has at least one person as their dependants. Generally, the impact of mobile phone use on overall life quality is affected by perception of mobile phone impact on social life, love life, and financial life. There are different impact of mobile phone use, affected by perception of benefit and cost of mobile phone use in social life, leisure life, family life, health and safety life, love life, work life, and financial life.

Research paper thumbnail of Effect of LSQ from JNE loyalty card on customer satisfaction and loyalty

Routledge eBooks, Oct 20, 2022

Research paper thumbnail of Analysis of Factors Affecting Brand Loyalty: A Case Study of Janji Jiwa Coffee

AFEBI Management and Business Review, 2020

As the Indonesia World Records Museum (MURI)’s 2019 winner of the category of fastest growing cof... more As the Indonesia World Records Museum (MURI)’s 2019 winner of the category of fastest growing coffee shop in 2019, Janji Jiwa strives to maintain and increase its number of customers. This study replicates Kim and Lee's (2016) research on how coffee shops in South Korea increase their brand loyalty. It employs the purposive sampling method with 206 respondents and analysis is conducted using Structural Equation Modeling (SEM). The findings of the study reveal that customer brand identification has a positive effect on brand involvement, but no positive effect on brand-decision involvement. Both self-congruity and service value have a positive effect on brand involvement and brand-decision involvement. In addition, brand involvement and brand-decision involvement have a positive effect on brand satisfaction and brand loyalty. Finally, brand satisfaction has a positive effect on brand loyalty. Managerial implications and recommendations related to these findings will be discussed ...

Research paper thumbnail of Analisis faktor-faktor yang mempengaruhi intensi pembelian produk makanan halal pada pasar modern = Factors affecting intention to purchase halal food product at modern retailers

Research paper thumbnail of Pengaruh brand image sebagai moderator dalam hubungan public relation perception terhadap customer loyalty

Research paper thumbnail of Analisis dampak linkage program bagi koperasi syariah: studi kasus pada lima koperasi syariah = The analysis of linkage program impact to sharia cooperative: case study on five sharia cooperatives

Research paper thumbnail of Persepsi konsumen UMKM terhadap kriteria makanan halal dan thoyyib = Perception of SME's consumers towards the criteria of halal and thayyib ood

Research paper thumbnail of Analisis persepsi kualitas yang ditawarkan oleh tujuan wisata terhadap kepuasan pengunjung dan intensitas perilaku di masa depan (Studi Kasus : Kawasan Desa Wisata Ciwidey) = Analysis of preceived quality of the destination's offerings towards visitor satisfaction and behavioural future intention...

Research paper thumbnail of Analisis pengaruh celebrity endorsement terhadap purchase intention: studi kasus pada selebriti Daniel Mananta dengan brand kecantikan dan makeup L'oreal Paris = Analysis of influence of celebrity endorsement on consumer purchase intention for existing products: a case study of celebrity endorsem...

Research paper thumbnail of Brand familiarity vs profit-sharing rate: which has a stronger impact on Muslim customers’ intention to invest in an Islamic bank?

Journal of Islamic Marketing, 2021

Purpose The purpose of this study is to examine the impact of brand familiarity and profit-sharin... more Purpose The purpose of this study is to examine the impact of brand familiarity and profit-sharing rate on Muslim customers’ brand trust, perceived financial risk, perceived value and intention to invest in an Islamic bank. Design/methodology/approach A between-subjects experimental design was applied in the study. Six experiments involving two brand familiarity levels and three profit-sharing rates were conducted using a total of 217 samples. Randomization was applied in the study, which generated unequal sample sizes for each group of experiments. Findings The findings of this experimental study demonstrated that Muslim customers’ familiarity with the bank’s brand has a significant impact on their brand trust and intention to invest in an Islamic bank. The study also found that the profit-sharing rate has a significant impact on the perceived value both with and without interaction with brand familiarity. Research limitations/implications The current study applies an independent m...

Research paper thumbnail of Heritage Tourism Development: Concept of Community-based Tourism in Megalithic Site of Gunung Padang

Proceedings of the 1st Unimed International Conference on Economics Education and Social Science, 2018

Tourism is the largest industry in the world, is an essential community economic vitality, sustai... more Tourism is the largest industry in the world, is an essential community economic vitality, sustainability, greatly contribute to poverty alleviation and economic growth. In recent years, heritage tourism growing much faster than all other forms of tourism, especially in developing countries. Conservation of heritages tourism is important to conserving the natural environment and the local community is the main stakeholder and benefactor from the heritage tourism development. This study uses a qualitative approach, the data were discovered through three instruments: Observation, Interview and documentation. Cianjur Regency is one area in West Java that has a good tourism in Heritage tourism, which is not owned by many regions in Indonesia. Based on the research, found that heritage tourism relevant tourism concept to develop on megalithic site of Gunung Padang. Heritage tourism is a reflection of the culture and the identity of the local community. Furthermore, tour guides of local community participantion in heritage tourism in Gunung Padang site were symbolic. They are important to increase their strategy to improve their participation. The synergy among stakeholders specifically the quality of homestay and store was needed to increase local community participation.

Research paper thumbnail of The Segmentation Bases of the Islamic Banks in Indonesia: A Qualitative Analysis

Equilibrium: Jurnal Ekonomi Syariah, 2021

The market shares of several Muslim majority countries' Islamic banks have remained low (e.g.... more The market shares of several Muslim majority countries' Islamic banks have remained low (e.g., Malaysia, Turkey, and Indonesia) despite many Muslims. Targeted marketing can be an effective strategy to target potential customers, increase the market share, and ultimately Bank's revenue. This study firstly aims to explore potential segmentation bases for the customers of the Islamic Bank and the impact of segmentation analysis on the targeting and positioning of the Islamic Bank. This study applied an exploratory, qualitative research design. The data were collected via in-depth interviews with 30 Muslim participants using purposive sampling. The data were analyzed using inductive content analysis to find the emerged themes. The result shows that the psychographic segmentation would be more plausible to be used by the Islamic Bank than the demographic segmentation. Based on this finding, Islamic banks should consider using psychographic segmentation to target their markets.

Research paper thumbnail of Factors Influencing the Intensity of Using Digital Social Networks among Indonesian Millennial Tourists

International Journal of Business and Society, 2021

Millennials are typically fond of uploading their travel photos to social media to gain social re... more Millennials are typically fond of uploading their travel photos to social media to gain social recognition. Lombok is a tourist destination with considerable potential to increase the value and social status of its visitors, as it offers enough attractions to be considered among the world’s favorite celebrity tourist destinations; it is also globally renowned for its diverse natural and cultural beauty. This descriptive quantitative research aims to examine the effect of self-congruity, perceived social value, and experience satisfaction toward the intensity of using a digital social network to reinforce the identity of millennial users in Indonesia. This research involved 214 respondents who visited Lombok for leisure and used a digital social network to inform others of their tourism experience. After being analyzed with structural equation modelling as the data processor, the results show a direct and positive effect between perceived social value and the intensity of using a dig...

Research paper thumbnail of Capital Structure and Financial Performance: Evidence from Three Malaysian Industries

International Journal of Business and Society, 2021

Millennials are typically fond of uploading their travel photos to social media to gain social re... more Millennials are typically fond of uploading their travel photos to social media to gain social recognition. Lombok is a tourist destination with considerable potential to increase the value and social status of its visitors, as it offers enough attractions to be considered among the world’s favorite celebrity tourist destinations; it is also globally renowned for its diverse natural and cultural beauty. This descriptive quantitative research aims to examine the effect of self-congruity, perceived social value, and experience satisfaction toward the intensity of using a digital social network to reinforce the identity of millennial users in Indonesia. This research involved 214 respondents who visited Lombok for leisure and used a digital social network to inform others of their tourism experience. After being analyzed with structural equation modelling as the data processor, the results show a direct and positive effect between perceived social value and the intensity of using a dig...

Research paper thumbnail of Brand Equity of A Tourist Destination: An Analysis of Domestic Tourists' Perspectives

According to the Ministry of Tourism's performance in 2019, an increase in international tour... more According to the Ministry of Tourism's performance in 2019, an increase in international tourist visits to 16.1 million persons resulted in a Rp 280 trillion increase in foreign exchange earnings. This industry currently provides 5.5 % to the national gross domestic product and is expected to grow to 9.9 % by 2025. The purpose of this study is to ascertain tourist behavior by evaluating the application of the Bukittinggi City Brand Equity as a tourist destination from the perspective of domestic tourists who have visited the Bukittinggi City and identifying the Brand Equity dimensions, namely brand awareness, brand loyalty, perceived quality, and brand image. This study employs a quantitative methodology. Explanatory studies utilizing hypothesis testing and descriptive analysis are the types of study. The data for this study came from an online survey of 150 domestic visitors that visited Bukittinggi. A one-sample T-test and mean ranking are used to determine how each dimension ...

Research paper thumbnail of Contribution of Cultural Event to the Visitor ’ s Intention to Revisit and Recommend Tourist Destination Case Study : Dieng Culture Festival , Central Java , Indonesia

Indonesia, as the country richest in cultural resources in ASEAN, has opportunities to maintain i... more Indonesia, as the country richest in cultural resources in ASEAN, has opportunities to maintain its cultural resources and thereby increase tourism, and hosting cultural events is one of the ways to do so. Alluring events can motivate one to leave one’s place, visit the place conducting cultural events, and spend money to procure services at the event site. Dieng, a highland in Indonesia, rich in cultural resources, held cultural event namely Dieng Culture Festival since 2009 and has become one of the national events. The focus of this study is the contribution of cultural events and other elements of a tourist destination to the formation of the destination image which then leads to a positive behavioural intention. This research used PLS-SEM to analyze the effect of cultural events, event brand, place brand, and structural elements to the affective and cognitive image. Respondents of this research represented anyone who had visited The Dieng Culture Festival 6, 7, or 8. This resea...

Research paper thumbnail of Optimalisasi Media Sosial sebagai Alat Promosi untuk Desa Wisata Lebakmuncang

Dinamisia : Jurnal Pengabdian Kepada Masyarakat, 2019

Pariwisata Berbasis Komunitas (Community-based Tourism) saat ini telah berkembang menjadi salah s... more Pariwisata Berbasis Komunitas (Community-based Tourism) saat ini telah berkembang menjadi salah satu bentuk alternatif destinasi wisata yang banyak diminati. Salah satu bentuk khusus dari Pariwisata Berbasis Komunitas adalah Desa Wisata. Desa Wisata dalam lima tahun terakhir ini makin berkembang seiring dengan banyaknya Program Studi Lapangan atau Program Turun ke Desa yang diwajibkan oleh Sekolah-sekolah Menengah Atas (SMA) dan Program Kuliah Kerja Nyata yang diwajibkan oleh Perguruan Tinggi/Universitas. Berdasarkan hasil wawancara dan observasi dari Tim Pengabdian Masyarakat, Fakultas Ekonomi dan Bisnis, Universitas Indonesia, maka kami menemukan bahwa Desa Wisata banyak dikunjungi oleh wisatawan terutama oleh Generasi Millenial karena didukung oleh promosi lewat media sosial, yaitu Youtube, Website, Instagram, dan Facebook. Sehingga Desa Wisata Lebakmuncang sebagai salah satu Desa Wisata sebaiknya mengelola media sosial yang dimilikinya dengan lebih serius, sebagai ujung tombak d...

Research paper thumbnail of Analysis on Variables Affecting the Creation of Tourist Destination Image: Case Study on Domestic Tourists Visiting Yogyakarta between 2007 to 2009

ASEAN Marketing Journal, 2013

The purpose of this study is to examine the variables that affect the image creation of tourism d... more The purpose of this study is to examine the variables that affect the image creation of tourism destinations. This research is a case study on domestic tourists visiting Yogyakarta from 2007 to 2009. This research uses an exploratory and descriptive design, conducted once in one period (cross-sectional). A number of 105 domestic tourists were selected as samples by means of non-probability sampling method and snowball sampling technique. The data were analyzed using reliability and validity tests, frequency distributions, and regression analyses. Results showed that overall image was significantly constructed and affected by cognitive and affective evaluations. Cognitive evaluation was significantly affected by the types of information source from books and movies, while affective evaluation was affected significantly by social-psychological motivations. The research also proves that Yogyakarta has fulfilled the requirements to become a tourist destination; respondents showed positive feelings towards the town and also perceived the town positively. Keywords: cognitive evaluation, affective evaluation, destination image, domestic tourists, Yogyakarta

Research paper thumbnail of The Motivation of Poor Community in Using Mobile Phone: An Effort to Improve Quality of Life

ASEAN Marketing Journal, 2013

The general objective of this research is to determine the primary motivation of the poor in the ... more The general objective of this research is to determine the primary motivation of the poor in the use of mobile telephone. The data collection is conducted by selecting 300 respondents which have income below Upah Minimum Regional (UMR), living in Jakarta; Bogor; Depok; Tangerang; or Bekasi, and each has at least one person as their dependants. Generally, the impact of mobile phone use on overall life quality is affected by perception of mobile phone impact on social life, love life, and financial life. There are different impact of mobile phone use, affected by perception of benefit and cost of mobile phone use in social life, leisure life, family life, health and safety life, love life, work life, and financial life.