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p-Index From 2021 - 2026
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All Journal Accounting Profession Journal (APAJI)
Asriah Syam
Management, Sekolah Tinggi Ilmu Ekonomi Ciputra Makassar
Economics, Econometrics & Finance

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The Influence Of Online Customer Review On Purchase Decision Through Mediation Of Perceived Service Quality In The Shopee Marketplace For Fashion Products In Makassar Nadia Elizabeth Wijaya; Irene Angelica Siwu; Christine Audrey Thompson; Andi Siti Nuraisyah Rahman; Aracel Nestovani Sutanto; Asriah Syam
Accounting Profession Journal (APAJI) Vol. 8 No. 1 (2026): Accounting Profession Journal (APAJI)
Publisher : Program Studi Akuntansi Fakultas Ekonomi dan Bisnis Universitas Kristen Indonesia Paulus

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Abstract

The advancement of digital technology has reshaped consumer behavior, especially through e-commerce platforms. Indonesia, with its large number of internet users, shows rapid growth in online shopping, particularly for fashion products. This study analyzes the effect of Online Customer Reviews (OCR) on Purchase Decision, with Perceived Service Quality (PSQ) as a mediating variable, using the Stimulus-Organism-Response (S-O-R) framework. Data were collected from 268 active Shopee users in Makassar who had purchased fashion items in the last three months. Analysis using WarpPLS 8.0 revealed that OCR significantly affects both Purchase Decision and PSQ. However, PSQ did not mediate the relationship between OCR and Purchase Decision. The findings suggest that consumer reviews play a direct role in shaping purchase decisions. Therefore, sellers on Shopee are encouraged to promote review activity from customers to improve trust and drive future sales.
Brand Authenticity and Perceived Service Value as Determining Factors of Consumer Loyalty in Culinary Business of Cafes and Restaurants in Makassar Gianina Evangeline Kapang; Adeline Aldora Chandra; Audrey Inggrid Larasati Djoemani; Asriah Syam
Accounting Profession Journal (APAJI) Vol. 8 No. 1 (2026): Accounting Profession Journal (APAJI)
Publisher : Program Studi Akuntansi Fakultas Ekonomi dan Bisnis Universitas Kristen Indonesia Paulus

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35593/apaji.v8i1.425

Abstract

Introduction: The culinary business in Makassar has grown significantly, with numerous cafes and restaurants emerging across the city. However, many newly established culinary businesses fail to sustain operations in the long term. Long-standing establishments tend to retain loyal customers and maintain business continuity. This aims to investigate the factors influencing customer loyalty by focusing on two independent variables brand authenticity and perceived service value with brand attachment serving as a mediating variable. Methods: A quantitative research method was applied, using a structured questionnaire distributed online to customers who have visited cafes or restaurants in Makassar that have operated for more than ten years. The minimum sample size was determined using Lemeshow’s formula, with at least 96 respondents targeted. Data analysis was conducted using Structural Equation Modeling with Partial Least Squares (SEM-PLS) via SmartPLS software. Results: Preliminary expectations based on the conceptual framework suggest that brand authenticity and perceived service value both have a significant direct and indirect effect (through brand attachment) on customer loyalty. The full statistical results will further determine the strength and significance of these relationships. Conclusion and suggestion: The findings of this study indicate that customer loyalty in long-standing culinary businesses is significantly influenced by brand authenticity and perceived service value, both directly and through brand attachment.Business owners are encouraged to maintain brand consistency and deliver service experiences that create emotional and functional value to sustain long-term customer relationships.
THE IMPACT OF DIGITAL MARKETING STRATEGIES AND SOCIAL INFLUENCE IN THE CULINARY INDUSTRY: EVIDENCE FROM RICE BOWL CONSUMERS IN MAKASSAR Hanisa Arcan Samawati; Mohamad Maruf Hasrul; Edric Aurelio Tan; Jennifer Diaz Almer Lisarib; Levina Chandra; Asriah Syam
Accounting Profession Journal (APAJI) Vol. 8 No. 1 (2026): Accounting Profession Journal (APAJI)
Publisher : Program Studi Akuntansi Fakultas Ekonomi dan Bisnis Universitas Kristen Indonesia Paulus

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Abstract

This study examines the effects of Social Media Marketing Content and Peer Influence on the purchase intention of rice bowl consumers in Makassar, with Attitude toward Advertising as a mediating variable. Using a quantitative approach, data were collected from 150 Gen Z respondents through questionnaires and analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM). The study aims to explain how visually engaging content and social interaction influence consumer attitudes and purchasing decisions in a highly competitive culinary market. The findings provide practical insights for MSMEs in designing socially responsive digital marketing strategies.
Co-Authors Adeline Aldora Chandra Andi Siti Nuraisyah Rahman Aracel Nestovani Sutanto Audrey Inggrid Larasati Djoemani Christine Audrey Thompson Edric Aurelio Tan Gianina Evangeline Kapang Hanisa Arcan Samawati Irene Angelica Siwu Jennifer Diaz Almer Lisarib Levina Chandra Mohamad Maruf Hasrul Nadia Elizabeth Wijaya