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All Journal JURNAL MUTIARA MANAJEMEN Management Analysis Journal
Nanang Dwi Praatmana
Universitas Negeri Semarang
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Environmental Science Industrial & Manufacturing Engineering Social Sciences

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MENGUJI PERCEIVED EASE OF USE DAN PERCEIVED ENJOYMENT TERHADAP REPURCHASE INTENTION PADA ONLINE TRAVEL AGENCY Bayu Wiratama; Widya Prananta; Dorojatun Prihandono; Bogy Febriatmoko; Nanang Dwi Praatmana
JURNAL MUTIARA MANAJEMEN Vol 10 No 2 (2025): Jurnal Mutiara Manajemen
Publisher : UNIVERSITAS SARI MUTIARA INDONESIA

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Abstract

Latar belakang: Masih terbatasnya penelitian yang membahas aspek fungsional dan emosional dalam penggunaan layanan online travel agency (OTA). Keterbatasan tersebut memunculkan urgensi penelitian yang lebih mendalam untuk menganalisis perilaku pengguna layanan OTA. Tujuan: Penelitian ini mempunyai tujuan dalam menganalisis pengaruh perceived ease of use dan perceived enjoyment terhadap repurchase intention pada pengguna layanan OTA Metode: Penelitian ini mempergunakan pendekatan kuantitatif serta mempunyai sampel penelitian yang terdiri atas 187 responden yang merupakan pengguna layanan yang dalam kesehariannya mempergunakan aplikasi OTA. Data yang diperoleh, dianalisis dengan mempergunakan SEM-PLS Hasil: Hasil analisis menunjukkan bahwa perceived ease of use dan perceived enjoyment mempunyai pengaruh yang signifikan positif terhadap customer satisfaction maupun repurchase intention. Selain itu, customer satisfaction terbukti memediasi pengaruh perceived ease of use dan perceived enjoyment terhadap repurchase intention. Kesimpulan: Temuan ini menegaskan bahwa kepuasan pengguna mampu membentuk keinginan untuk membeli ulang pada platform OTA. Penyedia layanan OTA perlu memperkuat meningkatkan user experience melalui sistem.
Unlocking Purchase Intentions: The Impact of Social Media Marketing and E-WOM on Scarlett Products Nanang Dwi Praatmana; Ag. Sunarno H.; Sutono
Management Analysis Journal Vol. 13 No. 3 (2024): Special Edition
Publisher : Universitas Negeri Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.15294/maj.v13i3.24133

Abstract

The Indonesian cosmetics market is becoming increasingly competitive, with local brands such as Scarlett, gaining significant traction through social media. Previous studies report mixed findings regarding the influence of social media marketing and E-WOM on consumer purchase intentions. This study aims to measure the purchase intention of Scarlett products through social media marketing and E-WOM, using brand trust and consumer engagement as intervening variables. This study employs a quantitative approach. The population consists of skincare consumers in Indonesia, selected using purposive sampling with the criteria of being active social media users. A total of 180 respondents were selected. The collected data were analyzed using Structural Equation Modeling (SEM) AMOS. The results indicate that social media marketing and E-WOM do not directly affect purchase intention. However, they positively and significantly influence brand trust and consumer engagement. Moreover, brand trust and consumer engagement positively and significantly impact purchase intention. Finally, brand trust and consumer engagement fully mediate the relationship between social media marketing, E-WOM, and purchase intention for Scarlett products.
Co-Authors Ag. Sunarno H. Bayu Wiratama Bogy Febriatmoko Dorojatun Prihandono Prananta, Widya Sutono