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All Journal JOURNAL OF BUSINESS AND ECONOMICS RESEARCH (JBE) International Journal of Business, Economics, and Social Development
Ayuningtyas, Farah Noor
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Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Social Sciences

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Menjaga Loyalitas di Era Digital: Peran Pemasaran dan Pengalaman Pengguna di Platform E-Commerce Ayuningtyas, Farah Noor
Journal of Business and Economics Research (JBE) Vol 5 No 3 (2024): October 2024
Publisher : Forum Kerjasama Pendidikan Tinggi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47065/jbe.v5i3.6142

Abstract

This study aims to analyze the impact of digital marketing on customer loyalty on e-commerce platforms, considering the role of user experience (UX) as a mediating variable. A quantitative approach was applied in this research, with data collected through a survey of 300 respondents who are active users of e-commerce platforms. The main variables measured include digital marketing (content marketing, influencer marketing, and social media advertising), user experience, and customer loyalty. Data were analyzed using Structural Equation Modeling (SEM) to understand the direct and indirect effects between variables. The results show that digital marketing has a significant impact on customer loyalty, both directly and through user experience as a mediator. Effective digital marketing, combined with a positive user experience, was shown to enhance customer engagement and loyalty. These findings highlight the importance of digital marketing strategies that prioritize UX to retain customers on e-commerce platforms. This study provides recommendations for e-commerce companies to focus on UX optimization and the use of relevant digital marketing strategies to strengthen customer loyalty.
The Effect of Message Source Credibility and Discount Framing on Purchase Intention of Emina Products with Brand Image as Mediation Salsabillah, Tazkiya; Ariani, Savitri; Curatman, Aang; Ayuningtyas, Farah Noor
International Journal of Business, Economics, and Social Development Vol 6, No 3 (2025)
Publisher : Research Collaboration Community (RCC)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.46336/ijbesd.v6i3.967

Abstract

The development of the beauty industry in Indonesia is driven by the increasing use of social media and e-commerce. Emina is one of the local brands that attracts attention, especially for teenagers in considering purchasing beauty products. This study aims to analyze the effect of message source credibility and discount framing on purchase intention of Emina products, with brand image as a mediating variable. A quantitative approach was used through an online survey with a total sample of 217 respondents and data analysis was carried out using the Partial Least Square Structural Equation Modeling (PLS-SEM) technique. The results show that message source credibiliy and discount framing have a positive and significant effect on purchase intention, both directly and indirectly through brand image as mediation.
The Effect of Message Source Credibility and Discount Framing on Purchase Intention of Emina Products with Brand Image as Mediation Salsabillah, Tazkiya; Ariani, Savitri; Curatman, Aang; Ayuningtyas, Farah Noor
International Journal of Business, Economics, and Social Development Vol. 6 No. 3 (2025)
Publisher : Rescollacom (Research Collaborations Community)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.46336/ijbesd.v6i3.967

Abstract

The development of the beauty industry in Indonesia is driven by the increasing use of social media and e-commerce. Emina is one of the local brands that attracts attention, especially for teenagers in considering purchasing beauty products. This study aims to analyze the effect of message source credibility and discount framing on purchase intention of Emina products, with brand image as a mediating variable. A quantitative approach was used through an online survey with a total sample of 217 respondents and data analysis was carried out using the Partial Least Square Structural Equation Modeling (PLS-SEM) technique. The results show that message source credibiliy and discount framing have a positive and significant effect on purchase intention, both directly and indirectly through brand image as mediation.
The Effect Customer Engagement and Corporate Reputation on Customer Loyality through Customer Satisfaction as a Mediating Variable Adisaputra, Nurwakhid; Meiza, M. Andra; Curatman, Aang; Ayuningtyas, Farah Noor
International Journal of Business, Economics, and Social Development Vol. 6 No. 4 (2025): International Journal of Business, Economics, and Social Development (IJBESD)
Publisher : Rescollacom (Research Collaborations Community)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.46336/ijbesd.v6i4.1005

Abstract

In the era of increasingly competitive e-commerce competition, customer loyalty is one of the main keys in maintaining business continuity. The phenomenon of low e-commerce user loyalty, as seen in a survey that shows 42% of users switch platforms for reasons of product availability, is a big challenge for industry players. This study aims to analyze the effect of customer engagement and corporate reputation on customer loyalty with customer satisfaction as a mediating variable, for Shopee e-commerce users in Indonesia.This study uses a quantitative approach with a survey method of 215 active Shopee user respondents. The data analysis technique used is Structural Equation Modeling (SEM) based on SmartPLS. The results showed that customer engagement and corporate reputation have a significant effect on customer loyalty, both directly and indirectly through customer satisfaction. Customer satisfaction proved to be a significant mediating variable in the relationship between customer engagement and corporate reputation on customer loyalty. These findings underscore the importance of an integrated strategy in increasing customer engagement, building a positive corporate reputation, and creating a satisfying customer experience to form sustainable loyalty
Co-Authors Adisaputra, Nurwakhid Ariani, Savitri Curatman, Aang Meiza, M. Andra Salsabillah, Tazkiya