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All Journal IIJSE Danadyaksa: Post Modern Economy Journal Dinasti Information and Technology
Astri Wulandari
Telkom University, Bandung, Indonesia
Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Analisis Rebranding terhadap Keputusan Pembelian pada Media Instagram Hobbypetshop M. Jeril Mutawari; Donni Junipriansa; Astri Wulandari
Dinasti Information and Technology Vol. 4 No. 1 (2026): Dinasti Information and Technology (July - September 2026)
Publisher : Dinasti Research & Yayasan Dharma Indonesia Tercinta (DINASTI)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/dit.v4i1.3639

Abstract

Pesatnya perkembangan pemasaran digital serta meningkatnya penggunaan Instagram sebagai media promosi bisnis telah memperketat persaingan di industri ritel hewan peliharaan. Dalam kondisi tersebut, strategi rebranding menjadi semakin penting untuk memperkuat citra merek, menarik perhatian konsumen, serta mendorong peningkatan keputusan pembelian. Studi ini berguna untuk mengkaji pengaruh rebranding melalui media sosial Instagram terhadap keputusan pembelian konsumen pada HobbyPetShop tahun 2025. Sejumlah 100 responden yang pernah mengunjungi atau berinteraksi dengan akun Instagram HobbyPetShop diberikan kuesioner sebagai bagian dari metodologi kuantitatif studi penelitian ini. Regresi linier berganda, uji-t, uji-F, serta uji validitas dan reliabilitas adalah beberapa metode analisis data yang diaplikasikan dengan perangkat lunak SPSS. Temuan studi ini memperlihatkan reaksi konsumen dan rebranding mempunyai dampak yang positif yang signifikan terhadap keputusan pembelian konsumen. Variabel tanggapan konsumen menjadi faktor yang paling dominan dalam memengaruhi keputusan pembelian dibandingkan variabel rebranding. Selain itu, strategi rebranding melalui perubahan identitas visual, komunikasi digital, dan pengembangan konten kreatif berhasil meningkatkan citra merek serta minat beli konsumen terhadap produk HobbyPetShop. Dengan demikian, media sosial Instagram terbukti efektif digunakan sebagai sarana pemasaran digital dalam meningkatkan keputusan pembelian konsumen. Implikasi manajerial studi ini memperlihatkan jika pelaku usaha ritel hewan peliharaan perlu menerapkan strategi rebranding secara konsisten, mengoptimalkan konten Instagram yang interaktif dan kreatif, serta memperkuat keterlibatan konsumen untuk meningkatkan daya saing dan mendorong keputusan pembelian secara berkelanjutan.
THE ROLE OF USER-GENERATED IMAGES AND SELLER TRUST IN SHAPING GENERATION Z PURCHASE INTENTION Dwi Anugrah Setiawati; Astri Wulandari; Alma Syifa Maulidina
Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE) Vol 9 No 2 (2026): Sharia Economics
Publisher : Universitas KH. Abdul Chalim Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31538/iijse.v9i2.10248

Abstract

This study examines the influence of user-generated images and seller trust on purchase intention among Generation Z Shopee users in Indonesia. The rapid growth of e-commerce has increased consumers’ reliance on visual information and online seller credibility when making purchase decisions. This research applies a quantitative explanatory approach using an online survey of 101 respondents aged 18–27 who actively shop on Shopee. Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) to evaluate the relationships between variables. The results show that user-generated images significantly enhance purchase intention by improving perceptions of product authenticity and reliability. In addition, seller trust positively influences purchase intention by reducing perceived risk and increasing confidence in online transactions. Both variables jointly contribute to shaping Generation Z’s purchasing behavior in digital marketplaces. This study provides empirical evidence on the role of visual content and trust in e-commerce decision-making, offering practical insights for online sellers to optimize review management and trust-building strategies.
THE ROLE OF SOCIAL MEDIA CONTENT AND FEAR OF MISSING OUT (FOMO) IN SHAPING GENERATION Z PURCHASE DECISIONS ON TIKTOK: A STUDY OF CARUMBY GORPCORE FASHION BRAND Zihan Tiara Arasid; Astri Wulandari; Ati Mustikasari
Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE) Vol 9 No 2 (2026): Sharia Economics
Publisher : Universitas KH. Abdul Chalim Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31538/iijse.v9i2.10260

Abstract

This study aims to examine the influence of social media content and Fear of Missing Out (FoMO) on the purchase decisions of Generation Z consumers on the TikTok platform, with a case study of the Gorpcore fashion brand Carumby. The rapid growth of TikTok as both a social media and digital commerce platform has significantly shaped consumer behavior, particularly among Generation Z, who are highly responsive to trends and digital content. This research employed a quantitative approach with an explanatory design. Data were collected through questionnaires distributed to 105 respondents using a purposive sampling technique. The data were analyzed using multiple linear regression with the assistance of SPSS version 25. The results indicate that both social media content and FoMO have a positive and significant effect on purchase decisions, both partially and simultaneously. Social media content was found to have a more dominant influence compared to FoMO. The coefficient of determination (R²) shows that 63.4% of the variation in purchase decisions can be explained by these variables, while the remaining 36.6% is influenced by other factors not examined in this study. In conclusion, effective social media content that is creative, informative, and engaging, combined with psychological triggers such as FoMO, plays an important role in influencing the purchase decisions of Generation Z consumers on TikTok.
The Effect of Brand Image on Consumer Buying Interest (Case Study of Tenth Avenue Mall Bandung 2025) Yulia Nurhayati; Riska Aprilina; Astri Wulandari
Danadyaksa: Post Modern Economy Journal Vol. 4 No. 1 (2026): Post Modern Economy Journal
Publisher : Yayasan Pendidikan Islam Bustanul Ulum Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.69965/danadyaksa.v4i1.536

Abstract

The increasing competition among shopping malls in Bandung requires each mall to have a strong Brand Image in order to attract consumers’ purchase intention. Brand Image is an important factor as it influences consumers’ perceptions, attitudes, and interest in choosing a shopping destination. This final project aims to analyze the Brand Image, consumers’ purchase intention, and the effect of Brand Image on consumers’ purchase intention at Tenth Avenue Mall Bandung. The research method used in this final project is a quantitative method with descriptive and verificative research types. Data were collected through questionnaires distributed to consumers who have visited or are familiar with Tenth Avenue Mall Bandung. The data analysis techniques applied include descriptive analysis and simple linear regression analysis using statistical software. The results show that the Brand Image of Tenth Avenue Mall Bandung is categorized as good, while consumers’ purchase intention is at a moderate to high level. Furthermore, the verificative analysis indicates that Brand Image has a positive and significant effect on consumers’ purchase intention. The conclusion of this final project is that a better Brand Image leads to a higher level of consumers’ purchase intention. The results of this final project are expected to provide useful input for management in improving marketing strategies and to serve as a reference for future research.
Co-Authors Alma Syifa Maulidina Ati Mustikasari Donni Junipriansa Dwi Anugrah Setiawati M. Jeril Mutawari Riska Aprilina Yulia Nurhayati Zihan Tiara Arasid