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Optimalisasi Penggunaan Media Augmented Reality, Brand Image, dan Brand Equity Terhadap Customer Loyalty di Platform Shopee Dewi Komala Sari; Ayu Tri Tungga Dewi; Lilik Indayani
Airlangga Journal of Innovation Management Vol. 5 No. 4 (2024): Airlangga Journal of Innovation Management
Publisher : Universitas Airlangga

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.20473/ajim.v5i4.61442

Abstract

The ongoing development of the world of technology has a considerable impact on the daily use of the Internet in Indonesia, data based on a survey conducted by the Indonesia Internet Service Providers Association shows that the number of Internet users in Indonesia itself has increased from 132.7 million in 2016 to as many as 143.26 million in 2017, thus there has been an increase of 10, 56 million per year. The use of smart devices encourages the emergence of a new dimension in the business view of beauty product marketing activities in Indonesia. The research aims to determine how the enhancement of Augmented Reality, Brand Image, and Brand Equity influences Customer Loyalty towards Maybelline Products on the Shopee Platform. The research focused on all consumers who buy or use Maybelline products. For sampling in this study, nonprobability sampling is applied using the purposive sampling approach, with a total of 196 respondents. Data collection was performed through questionnaires that were evaluated using the Likert scale. The data analysis for this study employs multiple linear analysis, utilizing Smart PLS 3. 2. 8 software. Findings from this research show that the optimization of Augmented Reality does not impact the customer loyalty of Maybelline New York products in Sidoarjo Regency, while Brand Image and Brand Equity do influence Customer Loyalty for Maybelline Products.
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 EFFECT OF PRODUCT QUALITY, WORD OF MOUTH, AND BRAND TRUST ON PURCHASING DECISIONS OF YUSUF TEMPE MSMES Rangga Nur Zaifatl Amri; Satrio Sudarso; Lilik Indayani
Journal of Artificial Intelligence and Digital Economy Vol. 2 No. 10 (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.v2i10.1588

Abstract

Objective: This research is motivated by the importance of product quality, word of mouth, and brand trust in influencing purchasing decisions in local food MSMEs. The main problem lies in how these three factors contribute to consumers' decisions in choosing Tempe Yusuf products. The purpose of this study is to quantitatively analyze the influence of product quality, word of mouth, and brand trust on consumer purchase decisions. Method: This study uses a quantitative approach with a survey method through the distribution of questionnaires to 96 respondents who have purchased Tempe Yusuf products, selected by purposive sampling technique. 96 respondents were selected because the number met the regression statistical requirements and was considered sufficient to represent the profile of Tempe Yusuf consumers that were relevant to the purpose of the study. Data were analyzed using multiple linear regression with the help of SPSS software. Result: The results showed that product quality and word of mouth had a positive and significant effect on purchase decisions, while brand trust did not have a significant influence. Novelty: The novelty of this study lies in its focus on local food MSMEs, specifically Tempe Yusuf, and its findings emphasize the dominant role of product quality and word of mouth over brand trust in influencing purchasing decisions within the context of local market competition.
Co-Authors Achmad Zilmam Sadad Abu Kautsar Adam Jody Suwarno Suwarno Adelia, Wahyu Adinda, Taskia Putri Afifah, Faridatul Nur Agil Panji Susilo Ahmed, Zuhal Yussi Al Machfudz Alam, Imam Bahrul Aldi Dwi Mahendra Almirah, Olga Violyta Alshaf Pebrianggara Alshaf Pebrianggara Amaliyah, Fitrotul Ananda Mety Amelia Angga Putra Anggita, Vierlyana Anggraini, Elisah Fitri Angraeni, Dian Fransisca Dewi Nur Anneke Ria Choirunnisa Anwar, Mib Vakul Hadi aprilia imaniar Aprilia, Rizka Wahyu Aprilya, Arintha Galuh Arif , Fikri Rohman Arini Tri Purwanti Aruni Izzatur Atika Dwi Wardani Atikha Sidhi Cahyana Awalya, Salma Rizky Ayu Tri Tungga Dewi Bachtiar, Muhammad Rizki Bagas Agung Setiawan Bahalwan, Faiz Basysyar Hasna Bunga Aulia Widyasmara Choirunnisa, Nurussyahidah Chusnah, Yunia Najachatul Citrawati, Fonny Dwi Dalila Ali Al Chotib Darmayanti, Ilga Dewi Delsy Andira Desy Dwi Cahyani Detak Prapanca Dewi Komala Sari Dhea Ariesta Dhea Nabella Meirani Dian Bagus Mujisantoso Dini Windya Putri Dwi Nurita Dwi Salsabila Ulfirin Eki Wulanfitri Ellysa Aristha Dewi Erma Agustiningsih Erneisha Adiesti Septanaya Erni Fatmawati Errinda Ayu Dwi Pramesti Errinda Ayu Dwi Pramesti Fahim Ridho Irawan Fahmi, Moh Faizatul Humroh Fara Ziah Azizah Farahdilla, Sherin Faridatul Nur Afifah Faridatul Nur Afifah Fatimatuz Zahro Fauziah Noralia Fa’una, Dyah Atia Mayang Febriansyah, Rizky Eka Febrianti, Davina Avrilia Fira Firnanda Firmansyah, Rama Ade Fitria, Lailatul Fitriana Salsabila Putri Fitriani, Rizky Dwi Putri Fizza Ainun Yaumil Rahmatika Galuh Ratmana Hanum Gerung, Vido Michael Gumardi, Yuanita Seva Habibatullah, Nida’ul Firda Azhari Hana Fitania Indri Leksono Harijono, Dyah Alifia Wulandhari Hawwa Zahrani Hazaeirin Hazaeirin Herdianto, Moch Sigit Herlinda Maya Kumala Sari, Herlinda Maya Kumala Hermawan, Diky Hidayat , Rahmat Humroh, Faizatul Hutagaluh, Gigih Iin Aniyati Ilmi, Rosa Devi Fitrotin Imaniar, Aprilia Imroatul fauziyah, Imroatul Indah Nillam Kurnia Indri Satya Octaviana Intan Ainun Majid Irawan, Fahim Ridho Islamia, Nanda Putri Izzatur, Aruni Jamilah, Hafshah Julianto, Rachmat Kholida, Anzely Rohmatul Kiki amelia Kiki Amelia, Kiki Kumara Adji Kusuma Lina Permatasari Mahendra, Danar Putra Margie, Maryam Wiyar Mariani, Anti Marta, Aurelia Putri Mas Oetarjo Maulana Hila Julian Salasa Maulidiyah, Nur Laili mifta mmiftakhudin Miftahorrotmat, Agus Misti Hariasih Misti Hariasih Moch Agung Kurniawan Moch Fani Andrian Mochamad Rizal Yulianto Mochammad Ardiyan Firmansyah Moh Mauludin Ihsan Mohammad Rifai Mokhammad Thoriq Al Khaq Muazaroh, Nailahtul Muhammad Haris Rahmadana muhammad nuzulaturrayhan Muhammad Yani Muhammad Yani Muhammad Yani, Muhammad Mukhammad Yusuf Ridwan Mun'im, Khoiru Muwafak , Muhammad Rafi Nabila Uswatul Aprianti Nadhifatus Syaidatina Masyitoh Nadia Nur Rahmawati Nadifah, Khoirun Nadifah Naily Fitria Faroha Ningrum, Ridiya Nur Fadila, Rahmatul Nur Kholidah Nurhasanah, Zenith Nurindrawati, Feny Yuan Nurwanto, Virgiawan nuzulaturrayhan, muhammad Oetarjo Oetarjo Pramana, Sugianto Eko Priamitra, Caraka Purnami, Charina Laras Puspitasari, Natasya Dwi Putri Pratama Miftachul Julianti Putri, Novithalya Bella Tiara Rachmawati, Errina Raden Dicky Anugrah Pamungkas Rahmadana, Muhammad Haris Rahmah Setiawati Rahmat Hidayat Rahmat Hidayat Rahmatika , Fizza Ainun Yaumil Rahmawati, Riza Dwi Rahmawati, Vivi Indri Rangga Nur Zaifatl Amri Rifai, Moh Rifdah Abadiyah Rischawati, Novita Rita Ambarwati Sukmono Rizal, As'at Rizal, As’at Rizki Dwi Rahmania Rizki Dwi Rahmania Rizky Eka Febriansah Rizky Eka Febriansah Rizky Eka Febriansah Rosdiana, Monica Rully Khoirul Azwar Sabnatia Fanani Sadilah, Ainun Saharani, Andina Sari, Elda Premesta Satrio Sudarso Satrio Sudarso setiawan, akhmad david Setyaningrum, Vira Sherin Farahdilla Sofia Naya Febriyanti Subroto, Anggraini Cahyaning Tias Suci Wulandari Sukmono, Rita Ambrawati Sulung Tohpati Sunarto Sumartik Supardi Supardi Supardi Surya Farhan Permadi Suwarno, Adam Jody Suwarno Syafrianda, Adityan Syayidati Mauliah Tinah, Tinah Tinanto, Bagus Tegar Ubaidillah, Hasan Vebia Afni Riszaini Vera Firdaus Viranti, Adelia Eva Wardana, Oktavia Putri WDP, Al Machfudz Widyasmara, Bunga Aulia Yesika Larasati Yuhanda, Rihadatul Aisy Yulia Ambarsari Yunia Najachatul Chusnah Yunitasari, Yayuk Yusuf Sobirin Zalfa, Khairina Vindy Zuhroh, Siti