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All Journal Greenation Management and Business Review (GMBR)
Yocki Pramudya Ananda
Management Study Program, Faculty of Economics, Business and Humanities, Universitas Trilogi, Jakarta, Indonesia

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The Effect of Price, Brand Trust, and Consumer Experience on Customer Loyalty of Smartphone Samsung Smartphones in Jabodetabek Charles Delbert; Yocki Pramudya Ananda; Aam Bastaman
Greenation Management and Business Review Vol. 2 No. 2 (2026): Greenation Management and Business Review (April - September 2026)
Publisher : Greenation Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/gmbr.v2i2.744

Abstract

This study analyzes the effect of price, brand trust, and consumer experience on Samsung smartphone customer loyalty in Jabodetabek, both directly and through brand trust as a mediating variable. It is motivated by Samsung's declining market share in Indonesia from 20.9% (2022) to 16.1% (2026), accompanied by a weakening Top Brand Index from 33.00% to 27.70% over the same period. A quantitative descriptive approach was used, with data collected from 150 active Samsung smartphone users in Jabodetabek via purposive sampling and analyzed using Structural Equation Modeling with Partial Least Squares (SEM-PLS) in SmartPLS 4.0. The results show that price and consumer experience both have positive and significant effects on brand trust, with consumer experience showing the stronger influence. Price, brand trust, and consumer experience each have positive and significant direct effects on customer loyalty, with price showing the largest direct effect. Both price and consumer experience also significantly affect customer loyalty through brand trust as a partial mediator, with the indirect effect of consumer experience exceeding its direct effect. The model explains 64.8% of the variance in customer loyalty. These findings confirm that brand trust plays a central mediating role connecting price perception and consumer experience with Samsung customer loyalty in Jabodetabek.
The Influence of Influencers, Brand Image, and Lifestyle on Purchasing Decision Facetology Sunscreen Dea Rizkinaya; Asep Imam Sujoni Sungkawa; Yocki Pramudya Ananda
Greenation Management and Business Review Vol. 2 No. 2 (2026): Greenation Management and Business Review (April - September 2026)
Publisher : Greenation Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/gmbr.v2i2.752

Abstract

This study aims to analyze the influence of influencers, brand image, and lifestyle on Facetology Sunscreen purchasing decisions, as well as the influence of influencers on brand image. The background is based on the phenomenon of increasing Facetology rankings in the Indonesian e-commerce market which is not followed by an increase in sales percentage, so an in-depth study is needed regarding the factors that influence consumer purchasing decisions. The study uses a quantitative approach with the Partial Least Squares-based Structural Equation Modeling (SEM-PLS) method through SmartPLS 4.0 software. Data were collected through questionnaires to 150 respondents who are Facetology Sunscreen users domiciled in DKI Jakarta aged 15–35 years, selected using a purposive sampling technique. The results of the study show that: (1) influencers have a positive and significant effect on purchasing decisions (2) brand image has a positive and significant effect on purchasing decisions (3) lifestyle has a positive and significant effect on purchasing decisions (4) influencers have a positive and significant effect on brand image.
The Effect of Product Quality, Price, and Product Reviews on Purchase Decisions for Sportswear Products Through Shopee Ahmad Raihan Muharram; Yocki Pramudya Ananda; Budi Suryowati
Greenation Management and Business Review Vol. 2 No. 2 (2026): Greenation Management and Business Review (April - September 2026)
Publisher : Greenation Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/gmbr.v2i2.761

Abstract

The development of e-commerce has transformed consumer purchasing behavior, including the purchase of sportswear products. In online transactions, consumers cannot directly inspect products, making product quality, price, and consumer reviews important considerations before making a purchase. This study aims to analyze the influence of product quality, price, and product reviews or electronic word of mouth (E-WOM) on purchase decisions for sportswear products on Shopee. This study employed a quantitative approach involving 100 respondents selected using purposive sampling. The respondents were consumers aged 17–40 years who had a Shopee account and had purchased sportswear products through Shopee within the previous two months in the Greater Jakarta area. Data were collected using questionnaires and analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS) with SmartPLS 4.0. The results indicate that product quality, price, and E-WOM have positive and significant effects on purchase decisions. E-WOM had the strongest effect, with a coefficient of 0.365, followed by price at 0.328 and product quality at 0.231. Together, the three variables explained 61.6% of the variance in purchase decisions. These findings indicate that information derived from other consumers' experiences is an important factor in the evaluation process for purchasing sportswear products online.
Co-Authors Aam Bastaman Ahmad Raihan Muharram Asep Imam Sujoni Sungkawa Budi Suryowati Charles Delbert Dea Rizkinaya