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All Journal Bulletin of Pedagogical Research Paradoks : Jurnal Ilmu Ekonomi
Nawalin Nazah
Universitas Muhammadiyah Purwokerto, Indonesia
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.
Digital Leadership in Developing Digital Culture and Employees’ Digital Capabilities for Sustainable Organizational Performance Aulia Arif Rahman; Fatmah Bagis; Akhmad Darmawan; Nawalin Nazah; Eva Aqilah Abu Jalil
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.v6i2.2125

Abstract

Digital transformation encourages organizations, including non-bank financial institutions, to strengthen technology-based leadership while cultivating a digital culture and digital capabilities to achieve sustainable organizational performance. This study aims to analyze the influence of digital leadership on sustainable organizational performance and examine the mediating role of digital culture and employee digital capabilities. A quantitative approach was used with the Structural Equation Modeling Partial Least Squares (SEM-PLS) method on data collected from 166 BMT employees in the Purwokerto and Purbalingga areas. The results show that digital leadership has a positive effect on digital culture, employee digital capabilities, and organizational performance. Furthermore, digital culture is shown to mediate the relationship between digital leadership and sustainable organizational performance; This finding is categorized as partial mediation because the direct influence of digital leadership remains significant. Conversely, employee digital capabilities are unable to mediate the relationship between digital leadership and organizational performance. These findings indicate that digital culture plays a significant role in supporting sustainable organizational performance, while individual capabilities have not shown a significant mediating role. This research provides theoretical contributions to the development of digital leadership literature as well as practical recommendations for non-bank financial institutions to prioritize strengthening digital culture in order to promote organizational sustainability
Co-Authors Akhmad Darmawan Arini Hidayah Aulia Arif Rahman Erny Rachmawati Eva Aqilah Abu Jalil Fatmah Bagis Karina Hardiyani Fathin