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All Journal Journal of Artificial Intelligence and Digital Economy
Rizky Eka Febriansah
Muhammadiyah University of Sidoarjo, Indonesia

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THE INFLUENCE OF BRAND LOYALTY, PERCEIVED QUALITY AND BRAND TRUST ON REPEAT PURCHASE OF UNILEVER PRODUCTS Audi Prima Ramadhani; Rizky Eka Febriansah; Mochamad Rizal Yulianto
Journal of Artificial Intelligence and Digital Economy Vol. 2 No. 3 (2025): Journal of Artificial Intelligence and Digital Economy
Publisher : PT ANTIS INTERNATIONAL PUBLISHER

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61796/jaide.v2i3.1513

Abstract

Objective: This study aims to examine the influence of brand loyalty, perceived quality, and brand trust on consumers repurchase decisions for Unilever products amid intensified competition and boycott issues in Indonesia. Method: A quantitative research approach was employed with data collected from 96 respondents through questionnaires, supported by secondary data from journals, books, and official websites. Data were analyzed using SPSS software, employing multiple linear regression along with validity, reliability, normality, multicollinearity, heteroscedasticity, t-tests, F-tests, and coefficient of determination (R²) analyses. Results: The findings reveal that brand loyalty, perceived quality, and brand trust each have a significant positive effect on repurchase behavior, indicating that consumers’ confidence and attachment to the brand remain key determinants of repeat purchases even during brand-related crises. Novelty: This study contributes to consumer behavior research by highlighting how trust and loyalty sustain repurchase intentions under boycott conditions, providing practical insights for brand resilience strategies in the Indonesian manufacturing industry.
THE ROLE OF CELEBRITY ENDORSEMENT, CONTENT MARKETING, AND PRODUCT QUALITY ON PURCHASING DECISIONS OF ULTRA MILK BRAND UHT MILK PRODUCTS Yunia Najachatul Chusnah; Lilik Indayani; Kumara Adji Kusuma; Rizky Eka Febriansah
Journal of Artificial Intelligence and Digital Economy Vol. 2 No. 7 (2025): Journal of Artificial Intelligence and Digital Economy
Publisher : PT ANTIS INTERNATIONAL PUBLISHER

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61796/jaide.v2i7.1538

Abstract

Objective: This study aims to analyze the influence of Celebrity Endorsement, Content Marketing, and Product Quality on Purchasing Decisions for Ultra Milk brand UHT milk products in Sidoarjo. Method: The research adopts a quantitative approach with a population consisting of consumers residing in Sidoarjo who have purchased Ultra Milk products. A total of 100 respondents were selected using the purposive sampling technique, and data were collected through a structured questionnaire. The data analysis was performed using IBM SPSS Statistics Version 26 for Windows to test the effect of each independent variable on purchasing decisions. Results: The findings reveal that Celebrity Endorsement has a negative and insignificant impact on Purchasing Decisions, while both Content Marketing and Product Quality have positive and significant effects. Novelty: This study provides a contemporary perspective on consumer purchasing behavior in the dairy industry by integrating digital marketing variables with traditional marketing elements, offering valuable insights for companies seeking to optimize marketing strategies in competitive fast-moving consumer goods (FMCG) markets.
THE RELATIONSHIP OF PRODUCT KNOWLEDGE, COMPANY IMAGE, AND PROMOTION ON PURCHASING DECISIONS FOR UNILEVER INDONESIA PRODUCTS IN SIDOARJO Rangga Ramadhani; Rizky Eka Febriansah
Journal of Artificial Intelligence and Digital Economy Vol. 1 No. 12 (2024): Journal of Artificial Intelligence and Digital Economy
Publisher : PT ANTIS INTERNATIONAL PUBLISHER

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61796/jaide.v1i12.1541

Abstract

Objective: This study aims to examine the relationship between product knowledge, company image, and promotional activities with consumer purchasing decisions in the context of an increasingly competitive business environment. Method: A quantitative research design with a correlational approach was employed, involving a sample of 100 respondents selected to represent consumer perceptions. Data were analyzed statistically to determine the strength and significance of relationships among the studied variables. Results: The findings reveal that product knowledge, company image, and promotion each have a positive and significant relationship with purchasing decisions. These results indicate that consumers’ understanding of products, perceptions of corporate reputation, and exposure to promotional efforts jointly influence their decision-making process. Novelty: This research contributes to the existing literature by providing updated empirical evidence on the determinants of purchasing behavior in Indonesia, highlighting the synergistic role of cognitive and perceptual factors in shaping consumer decisions within an emerging market context.
Co-Authors Audi Prima Ramadhani Kumara Adji Kusuma Lilik Indayani Mochamad Rizal Yulianto Rangga Ramadhani Yunia Najachatul Chusnah