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All Journal Jurnal Ilmu Manajemen Terapan (JIMT) Bulletin of Pedagogical Research JURNAL ECONOMINA Paradoks : Jurnal Ilmu Ekonomi
Erny Rachmawati
Universitas Muhammadiyah Purwokerto, Indonesia
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Social Sciences

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Analisis Brand Ambassador, Website Quality, E- WoM Dan Brand Image dalam Mempengaruhi Keputusan Pembelian Pada Traveloka Karina Hardiyani Fathin; Erny Rachmawati; Arini Hidayah; Nawalin Nazah
Paradoks : Jurnal Ilmu Ekonomi Vol. 9 No. 1 (2026): November - Januari
Publisher : Fakultas Ekonomi, Universitas Muslim Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.57178/paradoks.v9i1.2151

Abstract

Tujuan dari penelitian ini adalah untuk menganalisis pengaruh brand ambassador, website quality, e-wom dan brand image terhadap keputusan pembelian pada aplikasi Traveloka. Penelitian ini menggunakan metode kuesioner sebagai pengumpulan data. Sampel yang dipilih menggunakan purposive sampling. Berdasarkan kriteria diperoleh 133 responden. Penelitian ini menggunakan alat uji SEM PLS 4 untuk analisis deskriptif, evaluasi outer model (convergent validity, discriminant validity, composite reliabity) dan evaluasi inner model (koefisien determinasi, goodness of fit, uji hipotesis). Hasil penelitian menunjukkan bahwa brand ambassador, website quality, e-wom dan brand image positif dan signifikan terhadap keputusan pembelian pada Traveloka. Secara teoritis implikasi hasil penelitian menunjukan bahwa Traveloka perlu memperkuat brand ambassador, meningkatkan website quality, mendorong e-wom positif dan menjaga citra positif Traveloka karena secara signifikan meningkatkan keputusan pembelian tiket transportasi dan hotel di aplikasi Traveloka pada masyarakat Purwokerto. Hasil penelitian ini mendukung bahwa keputusan pembelian terbentuk melalui proses afeksi dan kognitif konsumen dalam merespon berbagai rangsangan pemasaran digital. Secara teoritis implikasi hasil penelitian menunjukan bahwa brand ambassador, website quality, e-wom, brand image memiliki peran strategis dalam membentuk persepsi serta sikap konsumen yang selanjutnya mendorong terjadinya keputusan pembelian.
Peran Kepuasan Pelanggan dalam Memediasi Kualitas Layanan, Kepercayaan dan Kualitas Produk terhadap Loyalitas Pelanggan pada Pengguna Gojek Dimas Rifki Nawawi; Erny Rachmawati; Hermin Endratno; Totok Haryanto; Ali Akbar Anggara
Jurnal Ilmu Manajemen Terapan Vol. 7 No. 6 (2026): Jurnal Ilmu Manajemen Terapan (Juli - Agustus 2026)
Publisher : Dinasti Review Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/jimt.v7i6.9532

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh kualitas layanan, kepercayaan, dan kualitas produk terhadap loyalitas pelanggan melalui kepuasan pelanggan pada pengguna Gojek. Penelitian menggunakan pendekatan kuantitatif dengan teknik purposive sampling, data primer diperoleh melalui penyebaran kuesioner kepada 138 responden dan dianalisis menggunakan Partial Least Squares Structural Equation Modeling (PLS-SEM) melalui SmartPLS 3. Hasil penelitian menunjukkan bahwa kualitas layanan, kepercayaan, dan kualitas produk berpengaruh positif dan signifikan terhadap kepuasan pelanggan. Kepuasan pelanggan juga berpengaruh positif dan signifikan terhadap loyalitas pelanggan serta mampu memediasi pengaruh kualitas layanan, kepercayaan, dan kualitas produk terhadap loyalitas pelanggan. Temuan ini menunjukkan bahwa peningkatan kualitas layanan, kepercayaan, dan kualitas produk dapat meningkatkan kepuasan dan loyalitas pelanggan Gojek.
Integration of Safety Knowledge and Workplace Safety Climate in Shaping Safety Behavior to Improve Safety Performance Megi Nur Fitriani; Fatmah Bagis; Akhmad Darmawan; Erny Rachmawati
Bulletin of Pedagogical Research Vol. 6 No. 2 (2026): Bulletin of Pedagogical Research
Publisher : CV. Creative Tugu Pena

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.51278/bpr.v6i2.2171

Abstract

This study aims to examine the influence of safety knowledge and safety climate on safety performance with safety behavior as a mediating variable in nurses at Ananda General Hospital, Jatiwinangun General Hospital, and Wijayakusuma Hospital. This study reviews the increasing concern for occupational safety in the healthcare sector, where nurses have high levels of exposure to biological risks, procedural errors, and intense workloads that can impact both workforce safety and patient safety. A total of 203 nurses participated as respondents, and data were collected using a standardized survey instrument. The analysis was conducted using Structural Equation Modeling (SEM) to evaluate the direct and indirect relationships between variables. The results showed that safety knowledge had no effect on safety performance, safety climate had an effect on safety performance, safety knowledge had an effect on safety behavior, safety climate had an effect on safety behavior, safety behavior had an effect on safety performance, safety behavior mediated the effect of safety knowledge on safety performance, and safety behavior mediated safety climate on safety performance. This conclusion indicates that understanding safety procedures and working in an environment with a good safety climate tends to increase safety behavior. The influence of both is strengthened through safety behavior as a mediator, which reflects the effectiveness of implementing safety practices in hospitals.  
The Influence of Brand Ambassador, Brand Trust, Brand Image and Product Quality on Skincare Product Purchase Decisions Jesen Allen Dwi Saputra; Erny Rachmawati; Tri Septin Muji Rahayu; Alfato Yusnar Kharismasyah
JURNAL ECONOMINA Vol. 5 No. 8 (2026): JURNAL ECONOMINA, Agustus 2026
Publisher : LPPM Sekolah Tinggi Ilmu Ekonomi 45 Mataram

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55681/economina.v5i8.3846

Abstract

This study aims to analyze the influence of brand ambassadors, brand trust, brand image, and product quality on purchasing decisions for Glad2Glow skincare products in Purwokerto City. The study used a quantitative approach. The research respondents were the general public who are consumers of Glad2Glow skincare products in Purwokerto City and were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) through SmartPLS 3. The results showed that brand ambassadors, brand trust, brand image, and product quality had a positive and significant effect on purchasing decisions for Glad2Glow skincare products. The research findings also showed that these four variables were able to explain purchasing decisions by 46.2%, while the remaining 53.8% was influenced by other variables outside the research model. These results indicate that increasing brand ambassador credibility, brand trust, brand image, and product quality can improve consumer purchasing decisions for Glad2Glow skincare products. These findings provide implications for companies in formulating more effective marketing strategies to improve consumer purchasing decisions.
The Influence of Live Streaming, Brand Ambassadors, and Advertising on Purchase Decisions for Erigo Fashion Products on Shopee Hanin Lathifah; Restu Frida Utami; Erny Rachmawati; Maulida Nurul Innayah
JURNAL ECONOMINA Vol. 5 No. 8 (2026): JURNAL ECONOMINA, Agustus 2026
Publisher : LPPM Sekolah Tinggi Ilmu Ekonomi 45 Mataram

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55681/economina.v5i8.3873

Abstract

This study aims to analyze the influence of live streaming, brand Ambassadors, and Advertising on purchasing decisions for Erigo fashion products on Shopee. The study employs the Stimulus-Response (S-R) which was introduced by Ivan Pavlov in 1897, positioning live streaming, brand ambassadors, and advertising as stimuli that influence consumer responses— specifically, purchasing decisions. A quantitative approach was used, utilizing a non-probability purposive sampling technique to select 100 respondents who had previously purchased Erigo fashion products on Shopee. Data analysis was conducted using multiple linear regression with the aid of IBM SPSS Statistics 27. The results indicate that live streaming and brand ambassadors have a positive and significant influence on purchasing decisions, with brand ambassadors exerting the most dominant influence compared to the other variables. Meanwhile, while advertising showed a positive influence on purchasing decisions, the effect was not statistically significant. The novelty of this research lies in the simultaneous examination of the effects of live streaming, brand ambassadors, and advertising on purchasing decisions for Erigo fashion products on Shopee within the context of the Purwokerto community. This study is expected to contribute to the development of digital marketing research particularly regarding the application of S-R theory—and provide valuable insights for the company in formulating effective marketing strategies.
Co-Authors Akhmad Darmawan Alfato Yusnar Kharismasyah Ali Akbar Anggara Arini Hidayah Dimas Rifki Nawawi Fatmah Bagis Hanin Lathifah Hermin Endratno Jesen Allen Dwi Saputra Karina Hardiyani Fathin Maulida Nurul Innayah Megi Nur Fitriani Nawalin Nazah Restu Frida Utami Totok Haryanto Tri Septin Muji Rahayu