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All Journal Jurnal Bisnis dan Manajemen Jurnal Promosi Pendidikan Ekonomi
Mohammad Rifqy Roosdhani
Universitas Islam Nahdlatul Ulama Jepara
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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Pengaruh SMMA terhadap Repurchase Intention dengan Brand Trust dan Brand Preference sebagai variabel mediasi Mixue. Nisa Yuliana; Mohammad Rifqy Roosdhani
Promosi: Jurnal Program Studi Pendidikan Ekonomi Vol 14 No 1 (2026): Promosi
Publisher : UNIVERSITAS MUHAMMADIYAH METRO

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24127/jp.v14i1.12111

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh kegiatan pemasaran media sosial terhadap niat pembelian ulang dengan brand trust dan brand preference sebagai variabel intervening pada konsumen Mixue di Jepara. Menggunakan teknik random sampling, sampel terdiri dari 149 konsumen yang datanya dikumpulkan melalui kuesioner. Data dianalisis dengan metode Partial Least Square Structural Equation Modeling (PLS-SEM). Hasil penelitian menunjukkan bahwa kegiatan pemasaran media sosial berpengaruh signifikan terhadap niat pembelian ulang. Selain itu, brand trust dan brand preference berperan sebagai variabel intervening yang memperkuat pengaruh tersebut. Temuan ini mendukung konsep bahwa interaksi aktif melalui media sosial tidak hanya meningkatkan kepercayaan dan preferensi konsumen, tetapi juga mendorong niat pembelian ulang yang lebih kuat. Implikasi praktis dari penelitian ini menunjukkan pentingnya perusahaan untuk memperkuat interaksi dengan pelanggan melalui platform media sosial dan membangun koneksi yang mendalam, seperti dengan meningkatkan kepercayaan serta memperkuat preferensi konsumen terhadap merek. Strategi ini dinilai efektif untuk meningkatkan loyalitas dan mempertahankan konsumen agar melakukan pembelian ulang secara konsisten. 
Unlocking International Markets: The Impact of Digital Marketing and Supply Chain Adaptability on Jepara's Furniture Exports Mariatus Sholikah; Mohammad Rifqy Roosdhani; Sisno Riyoko
Jurnal Bisnis dan Manajemen Vol. 12 No. 2 (2025): Jurnal Bisnis dan Manajemen Volume 12 Nomor 2 Tahun 2025
Publisher : Jurnal Bisnis dan Manajemen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26905/jbm.v12i2.16440

Abstract

This study examines the effects of digital marketing and supply chain capability on export marketing performance among furniture exporters in Jepara, Indonesia, with networking and corporate reputation serving as mediating variables. The research addresses inconsistencies in previous empirical findings by analyzing how organizational capabilities are translated into performance outcomes within the context of small and medium-sized export-oriented enterprises. Using a quantitative explanatory research design, data were collected through closed-ended questionnaires distributed to 156 furniture exporting SMEs in Jepara Regency, selected using purposive sampling based on specific criteria and measured using a 10-point Likert scale. The data were analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM) with SmartPLS software to assess the measurement model, structural relationships, and mediation effects. The findings indicate that supply chain capability, global market adaptability, networking, and corporate reputation have a positive and significant effect on export marketing performance. Digital marketing does not have a significant direct effect on marketing performance; however, it exerts a significant indirect effect through networking and corporate reputation. These results highlight the importance of relational and reputational mechanisms in transforming organizational capabilities into improved performance in international markets. The study suggests that exporters should integrate digital marketing initiatives with relationship-building and reputation management strategies, while policymakers should strengthen digital infrastructure and supply chain support to enhance the global competitiveness of Jepara’s furniture industry.
Co-Authors Mariatus Sholikah Nisa Yuliana Sisno Riyoko