<p><em>The main objective of this study is to examine the effect of customer purchase style, satisfaction, and purchase intention toward plant-based burgers. Second, to find out the effect of customer satisfaction and purchase intention among Non-Vegetarian in the city of Jakarta, Indonesia. This study uses a mixed approach (qualitative and quantitative. The data was gathered from 20 interviewed participants and 205 respondents of non-vegetarian customers of plant-based burgers in Jakarta. The qualitative data analysis was carried out using NVIVO 12 Pro, while the quantitative data analysis was carried out using Structural Equation Model – partial Least Square (SEM-PLS) using SmartPLS3. The Results of qualitative analysis find that the informants were perceived positively or impressed with plant-based burgers in terms of achievement, value and idea. The result of quantitative analysis shows that customer purchase style (hedonic and utilitarian) has a positive and significant effect among non-vegetarian customers in Jakarta. Customer purchase style (hedonic and utilitarian) has a positive and significant effect on purchase intention among non-vegetarian customers in Jakarta. Customer purchase style (hedonic and utilitarian) has a positive and significant effect on customer satisfaction among non-vegetarian customers in Jakarta. Customer satisfaction has a positive and significant effect among non-vegetarian customers in Jakarta. Customer satisfaction has a positive and significant effect on purchase intention among non-vegetarian customers in Jakarta. Though it was not hypothesized, Customer satisfaction mediates the effect of customer purchase style among non-vegetarian customers in Jakarta. Finally, customer satisfaction mediates the effect of customer purchase style on purchase intention among non- vegetarian customers in Jakarta</em></p>

Personal brand orientation has become a critical issue, enabling SMEs to gain a significant competitive advantage, particularly in markets where personalities influence followers’ actions on social media commerce. This study proposes and empirically validates a theoretically structured approach for assessing personal brand orientation, its antecedents, and implications for the performance of digital firms. The model distinguishes between personal characteristics of SMEs owners such as narcissism, vision, and educational background as antecedents of personal brand orientation and correlates them with the performance of digital firms in social commerce in Indonesia. A purposive sample of 355 respondents completed an online survey questionnaire, with each respondent representing one SME organization. Owner narcissism, owner vision, owner education background, personal brand orientation, and digital firm performance were all included in the questionnaire, which was adapted from previous studies. A five-point Likert scale was used to evaluate each item. To test the proposed research hypotheses, structural equation modeling (SEM) was used. Later confirmation of this study’s positive relationship between owner vision and owner education for personal brand orientation based on upper echelon theory. On the other hand, owner narcissism was found to have a detrimental effect on personal brand orientation. This study discovered a significant correlation between personal brand orientation and the performance of digital firms. This notion implies that SMEs that rely on their owner’s social media popularity can improve their performance by effectively communicating their vision to their team, leveraging the owner’s relevant education and expertise, and increasing personal brand-related strategies at the marketing level within the organization.

Personal brand orientation (PBO) merupakan strategi usaha yang penting, terutama pada konteks social commerce, dimana semakin banyak usaha didirikan oleh pemilik yang merupakan influencer di social media untuk mencapai hasil yang maksimal dalam usahanya. Namun belum banyak penelitian dilakukan untuk operasionalisasi pengukuran PBO, khususnya pada usaha kecil menengah yang fokus pada social commerce. Penelitian ini bertujuan mengembangkan alat ukur PBO dan validasinya, lewat studi literatur terdahulu ditemukan dua dimensi utama yaitu functioning capabilities dan symbolic capabilities, yang diujikan dua tahap lewat uji validitas isi dan uji validitas konstruk dengan confirmatory factor analysis pada 307 sampel yang diambil pada September 2021 di Indonesia, melalui kuesioner online secara purposive sampling. Alat ukur PBO akhir dihasilkan penelitian ini adalah 7 items pernyataan dalam 2 dimensi yang digunakan untuk merefleksikan pengukuran secara valid dan reliabel