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All Journal Journal of Indonesian Applied Economics Jurnal Mirai Management Jurnal Ilmiah Ekonomi Islam Jurnal Pemberdayaan Masyarakat Madani (JPMM) JURNAL MANAJEMEN INDUSTRI DAN LOGISTIK JMBI UNSRAT (Jurnal Ilmiah Manajemen Bisnis dan Inovasi Universitas Sam Ratulangi) Media Mahardhika YUME : Journal of Management JURNAL MANAJEMEN BISNIS PengabdianMu: Jurnal Ilmiah Pengabdian kepada Masyarakat Ekonis : Jurnal Ekonomi dan Bisnis Jurnal Administrasi dan Manajemen Abdi Dosen : Jurnal Pengabdian Pada Masyarakat International Journal of Demos Enrichment : Journal of Management Budapest International Research and Critics Institute-Journal (BIRCI-Journal): Humanities and Social Sciences Intervensi Komunitas: Jurnal Pengabdian Masyarakat Community Empowerment Mattawang: Jurnal Pengabdian Masyarakat Jurnal IPTEK Bagi Masyarakat Golden Ratio of Marketing and Applied Psychology of Business Jurnal Manajemen Bisnis dan Kewirausahaan Journal of Trends Economics and Accounting Research Journal of Management and Digital Business Jurnal Ekonomi Trisakti Media Ekonomi Media Riset Bisnis & Manajemen Cerdika: Jurnal Ilmiah Indonesia Dirkantara Indonesia Al-Zayn: Jurnal Ilmu Sosial & Hukum Jurnal Pengabdian Masyarakat dan Riset Pendidikan International Journal of Education, Vocational and Social Science Asian Journal of Management, Entrepreneurship and Social Science Bata Ilyas Educational Management Review Jurnal Ekonomi, Manajemen, Akuntansi
Yusran, Husna Leila
Fakultas Ekonomi Dan Bisnis Universitas Trisakti, Indonesia
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Chemical Engineering, Chemistry & Bioengineering Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Environmental Science Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mathematics Mechanical Engineering Physics Public Health Social Sciences Transportation Other

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Pengaruh Logika Dominan Layanan Terhadap Loyalitas Merek Melalui Keterlibatan, Cinta, Dan Kepuasan Merek Muzaki, Arvi; Despriandi, Dino; Masnita, Yolanda; Yusran, Husna Leila
JURNAL ADMINISTRASI & MANAJEMEN Vol 16, No 1 (2026): Jurnal Administrasi dan Manajemen
Publisher : Universitas Respati Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52643/jam.v16i1.8348

Abstract

Berlatar pada industri e-commerce Indonesia yang berkembang pesat, penelitian ini mengkaji pengaruh citra merek terhadap loyalitas merek dengan menempatkan keterlibatan merek, cinta merek, dan kepuasan merek sebagai variabel mediasi. Menanggapi temuan empiris sebelumnya yang masih belum konsisten, khususnya terkait keterlibatan merek, penelitian ini menggunakan perspektif Service-Dominant Logic dengan memosisikan ketiga konstruk tersebut sebagai mekanisme perantara yang menghubungkan citra merek dengan loyalitas merek. Model konseptual yang diajukan diuji secara empiris menggunakan Structural Equation Modelling (SEM-AMOS) berdasarkan data survei dari 109 konsumen e-commerce. Hasil penelitian menunjukkan bahwa keterlibatan merek yang lebih tinggi secara signifikan meningkatkan kepuasan merek, yang selanjutnya menjadi prediktor kuat bagi loyalitas merek. Selain itu, pengaruh tidak langsung paling kuat ditemukan pada jalur Citra Merek → Cinta Merek → Loyalitas Merek. Namun, pengaruh langsung citra merek terhadap keterlibatan merek relatif lemah, yang menunjukkan bahwa citra merek yang positif saja belum tentu cukup untuk mendorong keterlibatan konsumen secara aktif. Temuan ini menegaskan pentingnya perusahaan merancang pengalaman yang interaktif, personal, dan berbasis komunitas guna memperkuat keterlibatan serta membangun loyalitas merek yang berkelanjutan.
Purchase intention to virtual influencer marketing: Social presence theory highlights authenticity over influencer type Wulandari, Erika Putri; Hasta, Steffen; Masnita, Yolanda; Yusran, Husna Leila
Journal of Management and Digital Business Vol. 6 No. 1 (2026): Journal of Management and Digital Business
Publisher : Nur Science Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53088/jmdb.v6i1.2605

Abstract

Purchase intention endorsed by virtual influencers remains inconsistent across studies, leaving a practical gap in how exposure translates into buying. This study examines whether anthropomorphic appearance and behavior increase purchase intention via social presence and perceived authenticity, and whether influencer type matters. Guided by Social Presence Theory, we conducted a cross-sectional online survey; the hypothesized relationships were evaluated using SEM. Results show that anthropomorphic appearance and behavior significantly heighten social presence, social presence increases perceived authenticity, and perceived authenticity strongly predicts purchase intention. Conversely, influencer type shows no meaningful effect on authenticity and does not improve the indirect pathway from anthropomorphism to purchase intention. The findings recommend that practitioners prioritize human-like visual and behavioral cues and design interactions that cultivate social presence and authenticity rather than relying on celebrity status. Limitations include the cross-sectional design, use of a single virtual influencer stimulus, and a relatively homogeneous sample; future work should test multiple stimuli using longitudinal designs.
Co-Authors Abbraham Sahertian Adi Rosyadi Adiba, Saleha Adinda Cintami Regalia Aditya Nur Prasetyo Ahmad Buchori Aji Mohammad Fadrian Nur Al Faruq, Muhammad Umar Aliyah Bilkis Alvina Hasanah Rachmadanty Alvina Hasanah Rachmadanty Annisa, Raden Fani Mutiara Ansori, Cindy Frasiska Ardhan Hilfiyanda Ardiyanto Ardiyanto Ariarti, Juni Ariyanto, Hepy Hefri ASEP HERMAWAN Aulia, Naila Awal Ferdiansyah Bilkis, Aliyah Blaško, Michaela Busneti, Ida Christin, Lelly Claudia, Hadijah Ayu Danang Islami Darmawati, Deni Debbie Aryani Tribudhi Debbie Aryani Tribudhi Defretes, Ulya Deni Mukti Hidayat Despriandi, Dino Deva Sasqi Khairunnisa Dewi ANGGRAENI Dian Octaviani Dianti, Nurkis Etty Murwaningsari Ezekiel Lagman Fani Ahmad Fauzi Farah Margaretha Fathurrahman, Daffa Aulia HAMID Hamid Hamid Hartini Hartini Rahayu, Dwi Hasta, Steffen I Nyoman Andika Putera Yasa Ida Busnetty Irfan Ariyanto Iha Islami, Danang Johannes Dimson Marbun Juniati Gunawan, Juniati Justine Tanuwijaya Khairunissah, Deva Sasqi Khomsiyah Khomsiyah Lalu Masyhudi Mangku Rasyawal Maria Ariesta Utha Masni Salfinnia Mona Adriana Patriyasa Muhamad Yusuf, SE., M.Si. Muhammad Ibnu Fatsabit Muzaki, Arvi Netania Emilisa Nirdukita Ratnawati nirdukita ratnawati, nirdukita Nurdiana, Randi Nurhayati Nurhayati, Nimati Andini Nurjanah, Listia Nurkis Dianti Nurkis Dianti Nurlida Fatmikasari Nurzakiyyah, Ulfah Raflis Raflis Rapilau Retno Sari Murtiningsih Richy Wijaya Riyanti, Yulia Eka Rustam, Rinaldi Safnita Safnita Saiful Ali Saleha Adiba Salim Budiman Soeharjoto . Soeharjoto, Soeharjoto Solly Aryza Sumiyarti Sumiyarti Sumiyarti, Sumiyarti Sylvia, Sylvia Tara Aldiera Prijono Teddy Siswanto, Teddy Teguh Supriyadi Titik Aryati Tribudhi, Debbie Aryani Ulfah Nurzakiyyah Wafa Zabitha Jhonaidi Wegig Murwonugroho Windhy Puspitasari Wulandari, Erika Putri Yolanda Masnita Siagian Zabitha, Wafa