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All Journal JAM : Jurnal Aplikasi Manajemen Journal of Accounting Research, Organization and Economics (JAROE) Jurnal Ilmiah Manajemen Inovasi Bisnis dan Strategi
Asni, Kurnia
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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THE ROLE OF SEQUENCE MEDIATION ON THE INFLUENCE OF LIVE-STREAMING SHOPPING ATTRIBUTE ON PURCHASE INTENTION Chan, Syafruddin; Asni, Kurnia
Jurnal Aplikasi Manajemen Vol. 20 No. 4 (2022)
Publisher : Universitas Brawijaya, Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/ub.jam.2022.020.04.16

Abstract

The urgency of this study is to solve the problem regarding the slow penetration of TikTok Livestreaming shopping; even though the traffic opportunities on TikTok are huge and far outperform any social media application, even if it is compared to applications that existed before TikTok, such as Facebook and Instagram. This study analyzes the factors influencing purchase intention among TikTok users in Indonesia. The number of samples in this study is 180 respondents. A questionnaire with a 5-point Likert scale was used to collect data. The data were processed by using Structural Equation Model (SEM) approach. Of the five direct hypotheses tested, all of them had a significant effect. Thus, we can say Live streaming Shopping Attribute, Products' Trust, and Sellers' Trust are the determinant variables of purchase intention. Even though this research has provided factual information on the contribution of antecedent purchase intention variables, it is necessary to expand the variables considered to support the increase in purchase intention, such as the Guarantee Return Policy and seller pacing. Unlike previous studies that mostly assessed the direct effect of exogen variables on purchase intention used a one-level mediating variable, throughout the author's knowledge, there has been no one to examine the influence of antecedent factors live streaming purchase intention through sequence mediation. This study implies that sellers who use the live streaming channel on TikTok to market their products have to pay serious attention to the quality of the products and guarantee that the products will provide maximum benefits for their buyers.
The Role of Customer Perceived Value in Mediating the Influence of Digital Personalization and Social Media Interaction on Repeat Purchase Intention of Consumers of Packaged Ground Coffee in Aceh Asni, Kurnia; Chan, Syafruddin
Manajemen Inovasi Bisnis dan Strategi Vol 3, No 1 (2025): Juni
Publisher : Syiah Kuala University Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24815/manis.v3i1.47160

Abstract

This study aims to analyze the influence of digital personalization and social media interaction on repeat purchase intention of packaged ground coffee in Aceh, with customer perceived value as a mediating variable. This study departs from the need to understand the effectiveness of digital marketing strategies in building consumer loyalty. Data were collected through an online survey with Google Forms distributed through WhatsApp groups using convenience and snowball sampling techniques, involving 256 respondents from various regions in Aceh such as Banda Aceh, Lhokseumawe, and Langsa. Variable measurements were adapted from previous studies and used a 5-point Likert scale. Data analysis was carried out using SPSS version 26 for reliability testing and descriptive statistics, and SmartPLS 4 for confirmatory factor analysis and structural equation modeling. The results showed that all constructs had adequate validity and reliability. Social media interaction was shown to have the greatest influence on customer perceived value, which in turn significantly increased repeat purchase intention. Digital personalization also contributed directly and indirectly to repurchase intention through perceived value. These findings provide practical implications for brand management such as Kapal Api, Nestl, and Kopi Ulee Kareng, to develop personalized, interactive, and value-based marketing strategies in the local context of Aceh. This study is also relevant for academics and marketing practitioners who are interested in understanding the integration of digitalization, social media, and consumer values in loyalty formation.
Encouraging Purchase Intention in TikTok Live Streaming: The Role of Live Streaming Shopping Attributes Chan, Syafruddin; Asni, Kurnia
Journal of Accounting Research, Organization and Economics Vol 6, No 1 (2023): JAROE Vol. 6 No. 1 April 2023
Publisher : Universitas Syiah Kuala

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24815/jaroe.v6i1.31196

Abstract

Objective This study aims to delve into the factors that impact consumers' purchase intention when shopping on the platform, namely Live Streaming Shopping Attributes, Low Price Appeal, Trust in Sellers, and a Guarantee Return Policy as a moderating variable.Methodology The research design includes a survey of 170 participants selected through purposive sampling and analyzed using PLS-SEM statistical analysis.Results The results of this study show that Live Streaming Shopping Attributes and Low-Price Appeal significantly impact purchase intention, and that Guarantee Return Policy plays a significant role in moderating their effects. The findings of this study will provide valuable insights for companies and managers looking to increase purchase intention through live-streaming shopping.Novelty/Originality This study breaks new ground by using the Guarantee Return Policy as a moderating variable, whereas prior studies have only explored it as a mediating factor.
Co-Authors Chan, Syafruddin