TIJAB (The International Journal of Applied Business)

Front Matter Vol. 8 No. 2, 2024

Front Matter — 2024-11-01

Front Matter Vol. 8 No. 2, 2024

Back Matter Vol. 8 No. 2, 2024

Back Matter — 2024-11-01

Back Matter Vol. 8 No. 2, 2024

Crafting Unique Staycation Lodging Packages: Insights from Millennial Lifestyle Segmentation

Sherly Astuti — 2024-11-01

Background: In the post-pandemic landscape, the Tourism and Hospitality Industry, once a cornerstone of the Indonesian economy, experienced a significant downturn. This decline spurred the popularity of "staycations" as an alternative form of tourism among Indonesians. Understanding the perspectives of Indonesian millennial staycation travelers is essential for adapting to evolving travel trends and consumer preferences.

Objective: This study aimed to investigate the viewpoints of Indonesian millennial staycation travelers using the Activity, Interests, and Opinion (AIO) model. By employing Lifestyle Segmentation, the overarching goal was to develop tailored Staycation Lodging Packages that cater to the unique interests and behaviors of this target demographic.

Method: Exploratory Factor Analysis (EFA) was conducted to identify distinct lifestyle factors, followed by cluster analysis to unveil specific traveler clusters based on their preferences and behaviors.

Results: The exploratory factor analysis revealed five distinct lifestyle factors: shopaholic orientation, adventure orientation, foodie orientation, leisure orientation, and cultural and social orientation. Subsequent cluster analysis identified three unique clusters: shopaholic, cultural and social types, leisure types, and foodie types. Each cluster exhibited distinct characteristics and preferences among staycation travelers across various lifestyles.

Conclusion: The findings underscore the importance of understanding the diverse preferences and behaviors of Indonesian millennial staycation travelers. By tailoring Staycation Lodging Packages to accommodate these unique interests, businesses in the tourism industry can enhance their marketing strategies and better meet the needs of this burgeoning market segment.

Keywords: Lifestyle Segmentation (AIO Model); Lodging Package; Millenial; Staycation; Tourism and Hospitality Industry

Building Purchase Intention By Understanding Interaction, Intimacy, Attitude and Intention to Play Shopee Games

Zevaniya Vika Radiliana — 2024-11-01

Background: The discourse on gamification continues to be relevant in contemporary times. This concept has rapidly emerged as an innovative trend within the marketing domain. Business practitioners increasingly view the application of gamification as a novel tool or approach to assess their market potential. Additionally, gamification is perceived as having the capacity to enhance the value of a service. Although discounts continue to be a primary draw, the burgeoning popularity of online shopping platforms can be attributed to the incorporation of entertainment features and gamification elements.

Objective: This study discusses the unexplored relationship between gamification and e-commerce, with a focus on interaction, intimacy, attitudes, and gaming intentions in the context of games on e-commerce platforms.

Method: This research was conducted through a Google Form questionnaire given to 127 active participants at Shopee Games, and analyzed using SmartPLS 3 software.

Results: This research identifies interaction as an important factor that shapes user intimacy and fosters positive attitudes toward platform engagement. Additionally, gaming intention emerged as a significant correlate, influencing increased exposure to in-game product promotions and potentially motivating users in their purchasing intentions.

Conclusion: These findings deepen our understanding of the complex relationships between interaction, intimacy, attitudes, gaming intentions, and shopping behavior on e-commerce platforms, thereby offering insights for the development of marketing strategies in the gamification paradigm. This research contributes to the growing understanding of the synergy between gamification and e-commerce.

Keywords: intention to purchase; interaction; intimacy; attitude toward play; play intention.

Examining Social Insurance Perceptions and Attitudes among Zimbabwean Informal Sector Workers: A Study on Providing Social Protection to the Disenfranchised

Bronson Mutanda — 2024-11-01

Background: Given the rate at which the labour force in Zimbabwe's informal sector continues to evolve, steps need to be taken to promote a culture where employees contribute towards their social insurance. Social insurance is significant since it helps informal sector workers to prepare for life's predictable and unpredictable events, such as retirement, unemployment, old age, incapacity, death and health challenges.

Objective: Motivated by the increasing number of workers in the informal sector in Zimbabwe, this study aimed to explore the attitudes and perceptions of this group of people towards social insurance coverage and investigate strategies for extending social insurance to informal sector workers.

Method: To achieve the objectives, convenience sampling was employed, and 115 questionnaires from informal sector workers of Jerera Growth Point were analyzed. Data collection involved the use of a questionnaire. A convergent parallel research design was adopted, with quantitative and qualitative data being analyzed to gain insight into the perception of informal sector workers.

Results: The study's findings demonstrate that workers in the informal economy have a negative attitude towards social insurance coverage. Additionally, the results demonstrate that the age of informal sector workers affects their intention to contribute towards social insurance coverage. The results also demonstrate that employees in the informal sector need more basic knowledge about social insurance and how to apply for social insurance coverage.

Conclusion: The study concluded that workers in the informal economy lack faith and confidence in those who provide social insurance services, explaining why they perceive social insurance coverage negatively.

Keywords: coverage, informal, insurance, pension, social, retirement

Unraveling Green Consumer Behaviour: A Systematic Literature Review

Pearl Fafa Bansah — 2024-11-01

Background: Environmental concerns are increasingly influencing consumer decision-making, and green consumer behaviour has garnered attention in marketing and sustainability. Businesses, governments and researchers must understand green consumer behaviour in order to understand sustainable consumption motives, attitudes, and decisions.

Objective: The objectives of this review are to analyse and synthesise how researchers characterise and define green consumer behaviour, examine and evaluate the various research methods used to investigate it, and identify and discuss emerging trends and patterns in green consumer behaviour research.

Methods: This review followed the PRISMA standards for systematic literature reviews. A thorough screening procedure was used to select 64 papers from 1633. The EBSCOhost Business Source Ultimate, Science Direct, and Emerald were used. Only English-language research papers published between 2005 and 2023 were included. Articles were found using the "green behaviour,” “consumer behaviour,” “sustainability," and "environmentalism keywords”.

Results: Green consumer behaviour was interpreted differently using theories such as the theory of planned behaviour, value-belief-norm theory, social cognitive theory, and environmental identity theory. Modern research in this field examines social media, individual values and motivations, environmental knowledge and awareness, and interventions and marketing strategies for eco-friendly consumption

Conclusion: This research illuminates significant findings and current trends in the green consumer behaviour debate. It emphasises the need for precise definitions, rigorous research methods, and further studies on green consumer behaviour dynamics. Businesses, governments, and marketers that promote sustainable consumption can learn from the results.

Keywords: Definitions; Green consumer behavior; Research methods; Research trends; Systematic literature review

Describing the Level of Awareness of Micro-Enterprises in Local Taxation

Paul Cezam Rivera — 2024-11-01

Background: Local taxes play a vital role in contributing significant socio-economic development and welfare in the city. This paper describes the level of awareness of micro-enterprises in local taxation.

Objective: This study wants to comprehensively describe and conduct a detailed analysis of the level of awareness among micro-enterprises regarding local taxation in Pagadian City, how such awareness helped these owners manage their business operations, and where they stay informed about local tax ordinances.

Method: This research employed a mixed-methods sequential explanatory design using a survey questionnaire. Then, the weighted mean and standard deviation, with the help of SPSS, were used to analyze the quantitative part of the research. It drew inspiration from Sharan Merriam's work, which emphasized the importance of patterns and themes.

Results: This study revealed that micro-enterprise owners exhibit a high level of awareness regarding business taxes but need more awareness of amusement taxes. Awareness helped the owners in their business operations in the following ways: avoid penalties, smooth business operation, good decision-making, proper management, improvement skills, lessening tax stress, good reputation, successful business, business improvements, understanding customers, and properly registered. Additionally, the Bureau of Internal Revenue (BIR) emerged as the predominant source of knowledge concerning local tax ordinances.

Conclusion: In Pagadian City, most micro-business owners understand local taxes. They know about Business Tax, which applies to all businesses, regardless of size. However, they must learn about amusement taxes due to the complex Philippine tax system.

Keywords: local tax ordinances, tax awareness, Philippine taxation, micro-enterprises, taxation

Empowering Micro-Businesses: Unveiling the Catalysts behind Social Media Integration in Indonesia

Adisthy Shabrina Nurqamarani — 2024-11-01

Background: An enormous number of micro-businesses in Indonesia have not joined the digital platforms, despite the evident benefits associated with making this transition. One viable avenue for initiating digitalization is through leveraging social media, characterized by its cost-effectiveness and expansive reach to consumers

Objective: This study aims to identify the catalyst behind the social media adoption of micro-businesses in the culinary sector in Indonesia

Method: This study adopts a qualitative approach, involving interviewing seven micro-businesses owners in Indonesia who were selected through purposive and snowball sampling. Thematic analysis was employed to derive meaningful conclusions.

Results: The study’s findings suggest that subjective norms, perceived usefulness, perceived ease of use, perceived behavioral control, competitive pressure, customer demand, and government support hold important roles in the adoption of social media in micro and small businesses. Considering the importance of government support, it can play a pivotal role by providing support and incentives for MSMEs to integrate social media into their operation. Additionally, strategies for positioning businesses in the digital landscape should be developed, keeping customer demand in mind.

Conclusion: Leveraging social media presents a cost-effective means for digitalization. This qualitative study unveils the key drivers: subjective norms, perceived usefulness, ease of use, behavioral control, competitive pressure, customer demand, and government support. Government intervention and customer-centric strategies are crucial for successful social media adoption.

Keywords: Digital marketing; micro business: social media integration

Analysis Determination of Firm Value: Corporate Governance Perception Index as Moderating Variable

Mardiyani Mardiyani — 2024-11-01

Background: The firm value is a crucial metric that accurately represents financial performance. Various elements influence the worth of a company inside the framework of a constantly changing worldwide market. These factors are crucial for managers, investors, and stakeholders. Establishing public trust is a crucial factor in enabling success. In 1998, Indonesia faced a monetary crisis triggered by inadequate implementation of corporate governance. Having a CGPI as a business controller enhances the comprehension of the many aspects that impact the value of a firm. Implementing GCG is an essential strategy for continually enhancing the value of a business.

Objective: This research examines how the CGPI acts as a moderator, influencing the impact of profitability, dividend policy, and earnings management on firm value.

Methods: This study applies a quantitative approach using purposive sampling. The object of research is companies listed on the CGPI, with data sources from the IDX and the results of the IICG assessment from 2017-2021. Methods of data analysis using Moderate Regression Analyze (MRA) with SPSS 29.

Results: The research results demonstrate how businesses inform investors and lend credibility to signalling. This suggests that characteristics that influence a firm's value might be used as indicators to make decisions regarding investments. Moreover, the utilization of CGPI indicates improved financial results, suggesting efficient and clear earnings management. The CGPI effectively prevents managers from engaging in opportunistic earnings management.

Conclusion: Various factors, including profitability, dividend policy, and earnings management, impact a business's value. Establishing the CGPI is essential to encouraging sustainable growth in corporate valuation.

Keywords: Dividend Policy; Profitability; Earnings Management; Firm Value.

Discover the Driving Forces behind Purchase Intention in Indonesia’s Beauty Industry

Affiana Aulia — 2024-11-01

Background: The beauty sector is expanding significantly in Indonesia. As Indonesia's domestic beauty sector grows, consumers must select goods that meet their demands and are licensed by Indonesian Food and Drug Authority (BPOM). It is crucial for beauty sector companies in Indonesia to identify the drivers that influence consumer intention to purchase beauty products.

Objective: This study aims to examine the impact of social media marketing activity, emotional branding, price perception, and online customer review variables on purchase intention.

Method: A quantitative research design was utilized in this study with 100 respondents who provided information online regarding their intention to purchase products in the Indonesian beauty industry.

Results: Price perception and social media marketing activity has been shown in this study to impact purchase intention in the Indonesian beauty industry. Emotional branding and online customer reviews, on the other hand, don't affect people's intention to buy in the Indonesian beauty business.

Conclusion: This research highlights the factors that influence purchase intention in the Indonesian beauty industry. The findings of this study indicate that social media marketing activity and price perception are significant drivers of consumer intention to purchase beauty products.

Keywords: Emotional Branding; Online Customer Review; Price Perception; Purchase Intention; Social Media Marketing Activity