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All Journal YUME : Journal of Management Society: Jurnal Pengabdian Masyarakat Journal of Artificial Intelligence and Digital Business Journal of Business Management and Economic Development Sabangka Abdimas Jurnal Pengabdian Masyarakat Sabangka Journal Economics Technology and Entrepreneur AT TARIIZ : Jurnal Ekonomi dan Bisnis Islam PHENOMENON : MULTIDISCIPLINARY JOURNAL OF SCIENCES AND RESEARCH
Conny, Conny
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Agriculture, Biological Sciences & Forestry Humanities Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Environmental Science Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Social Sciences Other

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The Power of Influence and Reviews: Trust as a Key Factor in Shopee Consumers' Purchase Intention Conny, Conny
RIGGS: Journal of Artificial Intelligence and Digital Business Vol. 4 No. 4 (2026): November - January
Publisher : Prodi Bisnis Digital Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/riggs.v4i4.4995

Abstract

This study aims to analyze the influence of influencer marketing and online customer reviews on consumer purchase intention, while considering the role of trust as both a mediating and moderating variable. Using a quantitative approach and Partial Least Squares–based Structural Equation Modeling (SEM-PLS), this research involved 410 Shopee users in Kendari City as respondents. Data were collected through a questionnaire employing a Likert scale. The results indicate that both influencer marketing and online customer reviews have a significant direct effect on consumers' purchase intention. However, online customer reviews exert a stronger influence, both in shaping purchase intention and in enhancing consumer trust in the platform. Trust is also proven to play an important role as a mediator, strengthening the relationship between marketing strategies and purchase intention. On the other hand, trust does not function as a significant moderator in the relationship between influencer marketing and purchase intention. In contrast, the interaction between online customer reviews and influencer marketing shows a significant moderating effect, indicating that the combination of these two strategies can mutually reinforce their impact on consumers' purchase decisions. This study emphasizes the importance of building trust through authentic and credible strategies, particularly by leveraging positive online customer reviews, to enhance the effectiveness of digital marketing campaigns.
Digital Marketing Competence and Continuance Intention: Marketing Performance Mediates; Top Management Support Moderates Relationship Conny, Conny
RIGGS: Journal of Artificial Intelligence and Digital Business Vol. 4 No. 4 (2026): November - January
Publisher : Prodi Bisnis Digital Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/riggs.v4i4.5605

Abstract

This study aims to analyze the influence of Digital Marketing Competence on Marketing Performance and Continuance Intention, the influence of Marketing Performance on Continuance Intention, and the role of Marketing Performance as a mediation variable and Top Management Support as a moderation variable in salespeople who operate MSME stores on the Shopee platform. The research uses a quantitative approach with a survey method. Data was collected through a structured questionnaire that was distributed online to respondents who actively manage MSME stores on Shopee and were directly involved in digital marketing activities, such as content creation, promotion, and utilization of Shopee's marketing features. Variable measurements use a five-point Likert scale. Data analysis was carried out using the Structural Equation Modeling–Partial Least Squares (SEM-PLS) method which included the evaluation of measurement models and structural models, including mediation and moderation testing. The results of the study show that Digital Marketing Competence has a positive effect on Continuance Intention and has a strong influence on Marketing Performance. Marketing Performance has also been shown to have a positive effect on Continuance Intention and acts as a mediator in the relationship between Digital Marketing Competence and Continuance Intention. These findings indicate that digital marketing competencies not only increase the sustainability intention of using the platform directly, but also through improved marketing performance. In addition, Top Management Support does not have a direct effect on Continuance Intention, but is proven to strengthen the influence of Digital Marketing Competence on Continuance Intention.
EMOTIONAL VALUE INFLUENCE ON CUSTOMER LOYALTY THROUGH CUSTOMER SATISFACTION AND CORPORATE IMAGE MODERATION EFFECTS Conny, Conny
Journal Economics Technology And Entrepreneur Vol 4 No 04 (2025): ECOTECHNOPRENEUR : JOURNAL ECONOMICS, TECHNOLOGY AND ENTREPRENEUR
Publisher : Pusat Studi Ekonomi, Publikasi Ilmiah dan Pengembangan SDM

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62668/ecotechnopreneur.v4i04.2052

Abstract

This study investigates the roles of emotional value and corporate image as key drivers of customer loyalty in the restaurant sector, while also exploring the mediating and moderating functions of customer satisfaction. Employing a quantitative research design, data were collected through a structured questionnaire using a five-point Likert scale, targeting restaurant customers as respondents. The analytical technique used was Partial Least Squares Structural Equation Modeling (PLS-SEM), which is well-suited for testing complex relationships among latent variables and handling non-normal data distributions. The results indicate that emotional value exerts a strong and positive influence on customer satisfaction, which, in turn, significantly contributes to building customer loyalty. Although corporate image does not directly affect loyalty, it plays an important role in enhancing satisfaction and amplifying its impact on loyalty when acting as a moderating variable. Furthermore, customer satisfaction effectively mediates the relationship between emotional value and loyalty, affirming its central role in shaping consumer behavior. Interestingly, the interaction between corporate image and emotional value did not show a significant effect on satisfaction, suggesting that these constructs operate more independently within this context. Overall, the study highlights the importance of creating emotionally engaging customer experiences and maintaining a strong corporate image to foster satisfaction and long-term loyalty in the competitive restaurant industry landscape
Sensory, Behavioral, And Affective Effects on Engagement and Destination Brand Love: A Platform Study Conny, Conny; Zaid, Sudirman; Sinarwaty, Sinarwaty; Yusuf, Yusuf; Nur, Nofal
Journal of Business Management and Economic Development Том 4 № 01 (2026): Journal of Business Management and Economic Development
Publisher : PT. Riset Press International

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59653/jbmed.v4i01.2369

Abstract

This study aims to analyze the influence of sensory, behavioral, and affective factors on digital engagement and its implications for destination brand love on the digital platform of Wakatobi tourist destinations. In addition, this study also examines the role of digital engagement as a mediating variable in the relationship between sensory, behavioral, and affective to destination brand love. The approach used is quantitative with Structural Equation Modeling analysis techniques based on Partial Least Squares (SEM-PLS). The data was collected through a questionnaire with a five-point Likert scale that was distributed to 160 respondents who were tourists who had accessed Wonderful Wakatobi's Instagram and the Wakatobi Tourism website at least three times. The analysis was carried out through the evaluation of the outer model and the inner model to test the validity, reliability, and significance of the relationship between variables. The results of the study show that sensory, behavioral, and affective have a positive and significant effect on digital engagement, and digital engagement has a significant effect on destination brand love. In addition, digital engagement has been proven to be able to mediate the relationship between sensory, behavioral, and affective to destination brand love. These findings indicate that travelers' sensory experiences, interactive behaviors, and emotional engagement in digital platforms play an important role in increasing digital engagement, ultimately reinforcing a love for destination brands. This research provides theoretical contributions in the development of digital-based destination marketing literature as well as practical implications for destination managers in designing digital content strategies that are more interactive, emotional, and multisensory to increase destination brand love.
Co-Authors Buntu, Nasar Cecilia, Cecilia Charlie Charlie, Charlie Daswan, Lestari Erick, Erick Haprisia, Haprisia Isalman, Isalman Juharsah, Juharsah Masse, Ambo Maulana, Rifki Michelle, Michelle Mubaraq, Ahmad Muthalib, Dzulfikri Azis Ningtyas, Ajeng Purwati Nisrina Hamid Nofal Nur Purwati Ningtyas, Ajeng Sinarwaty Sunarjo Wahyuniati Hamid Yusuf Yusuf Zai, Immanuel Zaid, Sudirman