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All Journal International Journal of Social Science, Educational, Economics, Agriculture Research, and Technology (IJSET) Optimal: Jurnal Ekonomi dan Manajemen
Firdaus Rofiansyah
Universitas Mulawarman
Agriculture, Biological Sciences & Forestry Humanities Computer Science & IT Economics, Econometrics & Finance Education

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THE EFFECT OF TECHNOLOGY PREFERENCES AND CHANGES IN CONSUMER TASTES ON CUSTOMER LOYALTY ON E-COMMERCE PLATFORMS: THE ROLE OF PURCHASE DECISIONS AS A MEDIATION VARIABLE THE EFFECT OF TECHNOLOGY PREFERENCES AND CHANGES IN CONSUMER TASTE ON CUSTOMER LOYALT Firdaus Rofiansyah; Saida Zainurossalamia; Wirasmi Wardhani
International Journal of Social Science, Educational, Economics, Agriculture Research and Technology (IJSET) Vol. 5 No. 6 (2026): MAY
Publisher : RADJA PUBLIKA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.5281/zenodo.20181441

Abstract

This study aims to analyze the effect of technology preferences and changes in consumer tastes on customer loyalty in e-commerce platforms, with purchase decision as a mediating variable. The rapid growth of e-commerce requires a comprehensive understanding of factors influencing digital consumer behavior. This research employs a quantitative approach using survey data collected from e-commerce users in Indonesia. The data were analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS) to examine both direct and indirect relationships among variables. The results indicate that technology preferences and changes in consumer tastes significantly affect purchase decisions. Furthermore, purchase decisions significantly influence customer loyalty. In addition, purchase decisions act as a mediating variable that strengthens the relationship between technology preferences and consumer taste changes on customer loyalty. These findings suggest that customer loyalty in e-commerce is not solely determined by technological quality or social dynamics, but also by consumers' evaluative processes in making purchase decisions. This study contributes theoretically by integrating technological, social, and behavioral perspectives into a comprehensive model, and provides practical implications for developing e-commerce strategies focused on user experience and decision-making reinforcement.
The Effect of Customers Engagement and Electronic Word of Mouth n Purchase Decision Through Purchase Intention as a Mediation Variable: (Case Study on Tomoro Coffee) Indah Dwi Lestari; Novita Fitri Yanti Seragih; Moh Reza Munandar; Firdaus Rofiansyah; Rahmawati Rahmawati
OPTIMAL Jurnal Ekonomi dan Manajemen Vol. 6 No. 1 (2026): Jurnal Ekonomi dan Manajemen
Publisher : Lembaga Pengembangan Kinerja Dosen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/optimal.v6i1.9295

Abstract

This study aims to analyze the influence of customer engagement and electronic word of mouth (eWOM) on purchase decisions mediated by purchase intention among Tomoro Kopi consumers. The Structural Equation Modeling (SEM) approach with the Partial Least Square (PLS) method was used to test the relationship between variables. The sample used in this study was 80 respondents in Samarinda City. The results showed that customer engagement has a positive and significant effect on both purchase intention and purchase decision, indicating that the higher the level of customer engagement, the stronger the purchase intention and resulting purchase decision. Conversely, electronic word of mouth does not have a direct effect on purchase decisions, but has an indirect effect through purchase intention. This finding confirms that eWOM can only drive purchase decisions if it first increases consumer purchase intention. In addition, purchase intention has been proven to have a significant effect on purchase decisions, making purchase intention a key factor that bridges the consumer's psychological process before making an actual purchase.
Co-Authors Al Hidayah, Rahmawati Indah Dwi Lestari Moh Reza Munandar Novita Fitri Yanti Seragih Saida Zainurossalamia Wirasmi Wardhani