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All Journal JURNAL ILMIAH GLOBAL EDUCATION
Lingga Yuliana
Fakultas Ekonomi dan Bisnis, Program Studi Manajemen, Universitas Paramadina, Jakarta, Indonesia
Education Languange, Linguistic, Communication & Media Mathematics Other

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Transformasi Perilaku Konsumen Parfum Lokal: Peran Live Streaming dan e-WOM dalam Mendorong Keputusan Pembelian Mykonos Lingga Adi Setyawan; Lingga Yuliana
Jurnal Ilmiah Global Education Vol. 7 No. 1 (2026): JURNAL ILMIAH GLOBAL EDUCATION
Publisher : LPPM Institut Pendidikan Nusantara Global

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55681/jige.v7i1.5014

Abstract

This study aims to examine the influence of live streaming and electronic word of mouth on purchase decisions using a case study of Mykonos. Understanding the effectiveness of digital communication strategies for local brands is crucial in this study. The research method is quantitative. The sampling technique used is purposive sampling. A total of 104 respondents domiciled in Greater Jakarta (Jabodetabek) aged 17-50 years were involved in this study. The study was conducted in November 2025. Respondents were male and female social media users who had previously purchased Mykonos products online. The data source used primary data by distributing questionnaires through Google Forms. The data analysis technique used Partial Least Squares with the data processing tool SmartPLS version 4.1.0.0. The results showed that live streaming had a positive and significant effect on purchase decisions as the first hypothesis. Meanwhile, the second hypothesis indicated that electronic word of mouth had a positive and significant effect on purchase decisions. Mykonos needs to optimize its live streaming experience by featuring credible hosts, interactive content, and sensory storytelling to offset the limitations of the scent experience. Furthermore, the company needs to proactively manage eWOM by encouraging authentic reviews, monitoring digital conversations, and strengthening its user community to build reputation and enhance brand trust.
Brand Hate dan Negative Electronic Word of Mouth Terhadap Non-Purchase Intention Yohana Mounthema Karina; Lingga Yuliana
Jurnal Ilmiah Global Education Vol. 7 No. 1 (2026): JURNAL ILMIAH GLOBAL EDUCATION
Publisher : LPPM Institut Pendidikan Nusantara Global

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55681/jige.v7i1.5049

Abstract

The purpose of this study is to examine the influence of Brand Hate and Negative Electronic Word of Mouth on Non-Purchase Intention, using a case study of the Baked n Grind brand. Quantitative research was used in this study. The sampling technique used was purposive sampling. A total of 154 respondents residing in Greater Jakarta (Jabodetabek) aged 17-50 years were involved in this study. The study was conducted in November 2025. Respondents were men and women who were consumers of bread and bakery products, social media users, and familiar with the latest information about the Baked n Grind brand. The data source used primary data by distributing questionnaires through Google Forms. The data analysis technique used Partial Least Squares with the SmartPLS data processing tool version 4.1.0.0. The first hypothesis indicates a positive and significant influence of Brand Hate on Non-Purchase Intention. Meanwhile, the second hypothesis indicates a positive but insignificant influence of Negative Electronic Word of Mouth on Non-Purchase Intention. This confirms that managing customer experience and consumer emotions is key to maintaining purchase intention. Baked n Grind needs to identify and address the sources of brand hate, such as inconsistent product quality, poor service interactions, or perceived unfairness. Preventive efforts are more important than remedial measures once hate has formed, as brand hate is difficult to reverse and directly impacts purchase decisions.
Strategi Social Network Marketing dan Dampaknya Terhadap Consumer Engagement dan Purchase Intention (Studi Kasus Sektor Properti di Indonesia) Sendi Nopriadi; Lingga Yuliana
Jurnal Ilmiah Global Education Vol. 7 No. 1 (2026): JURNAL ILMIAH GLOBAL EDUCATION
Publisher : LPPM Institut Pendidikan Nusantara Global

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55681/jige.v7i1.5085

Abstract

This study analyzes the influence of Social Network Marketing (SNM) on Consumer Engagement and Consumer Purchase Intention in the real estate sector in Indonesia, which is currently experiencing accelerated digital transformation and changes in consumer behavior. Using a quantitative approach with 157 respondents who have purchased property in the Greater Jakarta area, the data was processed using Smart Partial Least Squares. The results of the study indicate that the first hypothesis indicates that Social Network Marketing has a positive and significant influence on Consumer Engagement. The second hypothesis indicates that Social Network Marketing has a significant influence on Consumer Purchase Intention. Meanwhile, the third hypothesis indicates that Social Network Marketing has a significant influence on Consumer Purchase Intention. Managerial implications emphasize that property companies in Indonesia need to optimize Social Network Marketing as a primary strategy to build engagement and drive purchase intention. Marketing managers need to focus on creating informative, engaging, and interactive content, as well as ensuring fast and personalized two-way communication to strengthen consumer trust. In addition, the integration of digital technologies such as virtual tours, live streaming open houses, chatbots, and social media analytics can increase marketing effectiveness in directing the consumer journey from awareness to purchase.
Pengaruh Brand Familiarity Dan Perceived Quality Terhadap Brand Credibility (Studi Kasus Merek Solventum) di Kota Medan Lidya Vanessa; Lingga Yuliana
Jurnal Ilmiah Global Education Vol. 7 No. 1 (2026): JURNAL ILMIAH GLOBAL EDUCATION
Publisher : LPPM Institut Pendidikan Nusantara Global

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55681/jige.v7i1.5550

Abstract

This study aims to examine the effect of Brand Familiarity and Perceived Quality on Brand Credibility. A quantitative descriptive approach was employed, using purposive sampling as the sampling technique. The respondents in this study were dentists who use the Solventum brand. The data used were primary data collected from 207 respondents domiciled in Medan City. Data collection was conducted through the distribution of questionnaires using Google Forms on July 12, 2025. Data analysis was performed using the Statistical Package for the Social Sciences (SPSS) with the assistance of IBM SPSS Statistics version 27.0.1. The results indicate that Brand Familiarity does not have a significant effect on Brand Credibility, therefore the first hypothesis is not supported. Meanwhile, Perceived Quality has a significant effect on Brand Credibility, supporting the second hypothesis of this study.
Pengaruh Reputasi Merek Terhadap Kinerja Merek (Studi Kasus Pada Air Minum Dalam Kemasan) Bayu Hasti; Lingga Yuliana
Jurnal Ilmiah Global Education Vol. 7 No. 1 (2026): JURNAL ILMIAH GLOBAL EDUCATION
Publisher : LPPM Institut Pendidikan Nusantara Global

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55681/jige.v7i1.5551

Abstract

The purpose of this study is to examine the influence of brand reputation on brand performance with a case study of the AQUA brand. This study contributes to the development of literature in the field of brand management, particularly focusing on the relationship between brand reputation and brand performance in the context of Bottled Drinking Water. This study uses a quantitative descriptive method with a purposive sampling technique. Respondents involved in this study are customers who use the AQUA brand. The data used are primary data obtained through a questionnaire created with Google Form with a total of 124 respondents in the Greater Jakarta area. The data analysis technique uses Partial Least Square with the SmartPLS analysis tool version 4.1.0.0. The results of the study indicate that Brand Reputation has a positive and significant influence on Brand Performance. This study provides practical directions for AQUA brand managers to place reputation as the main focus of marketing and operational strategies. Efforts to strengthen reputation need to be carried out through various approaches such as product quality consistency, transparent marketing communications, consumer involvement in sustainability programs, and rapid responses to public issues. Strengthening reputation can also be achieved through a value-based differentiation strategy, so that AQUA is perceived not only as a consumer product but as a brand that prioritizes health, environmental sustainability, and social responsibility.
Co-Authors Bayu Hasti Lidya Vanessa Lingga Adi Setyawan Sendi Nopriadi Yohana Mounthema Karina