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All Journal Among Makarti SEISENSE Journal of Management Jurnal Manajemen Pemasaran dan Perilaku Konsumen
Wahyudi Rahman, Muhammad Fajar
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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Behind Covid-19: Panic Buying, Service Convenience in Modern Market Indonesia Dinda Syachadi, Nourissa; Christy Avega Dumatri, Agatha; Wahyudi Rahman, Muhammad Fajar; Fazlurrahman, Hujjatullah
SEISENSE Journal of Management Vol. 4 No. 2 (2021): SEISENSE Journal of Management
Publisher : SEISENSE (PRIVATE) LIMITED

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33215/sjom.v4i2.584

Abstract

Purpose- This study aims to analyze the effect of panic buying and service convenience on consumer purchasing decisions in modern markets such as mini markets, supermarkets, and hypermarkets in Surabaya. Design/Methodology- This research makes use of a quantitative approach. The object of this research is consumers who shop at grocery stores during the Covid-19 pandemic between March and June 2020 in the city of Surabaya, East Java, Indonesia. Within this research, 84 respondents were used as the sample. The process of collecting the data was conducted through online-based questionnaires. Multiple linear regression analysis with the help of SPSS 23.0 software was used to analyze the research. Findings- The researchers concluded that all existing hypotheses both H1 and H2, were valid. It also showed a significant positive relationship between panic buying, service convenience, and consumer purchasing decision behavior. Practical Implications- Furthermore, the results stated that the modern market must understand the community's conditions and keep up with the latest situation surrounding customers’ needs.
PENGARUH BRAND IMAGE DAN CUSTOMER EXPERIENCE TERHADAP CUSTOMER PREFERENCE PADA LAYANAN OJEK ONLINE (STUDI KASUS: GOJEK DAN GRAB) Syarifatustsania, Nadiah; Azhari, Desinta Riski; Khotimah, Khusnul; Rizkiya, Cahaya Alya; Surya Putra, Samuel Domatius; Wahyudi Rahman, Muhammad Fajar; Amelia, Ratih; Candra Arifah, Ika Diyah
Among Makarti Vol 18, No 2 (2025): Among Makarti
Publisher : STIE AMA Salatiga

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52353/ama.v18i2.874

Abstract

ABSTRACT : This study applies a quantitative method through a cross-sectional survey design that aims to examine the influence of brand image and customer experience on customer preference for online motorcycle taxi services (Gojek and Grab). Primary data were collected directly from 200 respondents using an online questionnaire (Google Forms), while secondary data was sourced from scientific articles and related journals. The target population consists of students and workers who use online motorcycle taxi applications in Indonesia on a daily basis. This study uses the S-O-R (Stimulus Organism Response) theory, which states that brand image and customer experience act as external behavioral stimuli (S) that influence the internal processes of individuals (O) through consumer preference responses (R). Sampling was conducted using purposive sampling (non-probability). Data analysis from the Likert questionnaire was performed using Structural Equation Modeling - Partial Least Squares (SEM-PLS) on the SmartPLS 3.0 software. The research findings reveal that brand image and customer experience have a significant positive influence on customer preference for Gojek and Grab transportation service.ABSTRAK : Studi ini menerapkan metode kuantitatif melalui desain survei cross-sectional yang bertujuan untuk mengkaji pengaruh brand image dan customer experience pada customer preference layanan ojek online (Gojek vs Grab). Data primer dikumpulkan secara langsung dari 200 responden menggunakan kuesioner online (Google Forms), sementara data sekunder bersumber dari artikel ilmiah dan jurnal terkait. Target populasi terdiri dari pelajar dan pekerja yang kesehariannya menggunakan aplikasi ojek online di Indonesia. Studi ini menggunakan teori S-O-R (Stimulus Organism Response) bahwa brand image dan customer experience bertindak sebagai stimulus perilaku eksternal (S) yang memengaruhi proses internal pribadi mereka organisme (O) melalui preferensi konsumen response (R). Pengambilan sampel dilakukan dengan teknik purposive sampling (non-probabilitas). Analisis data yang dikumpulkan menggunakan kuesioner Likert dilakukan melalui Structural Equation Modeling-Partial Least Squares (SEM-PLS) pada software SmartPLS 3.0. Temuan penelitian mengungkapkan bahwa brand image dan customer experience berpengaruh positif secara signifikan terhadap customer preference pada layanan transportasi Gojek dan Grab. 
Building Purchase Intention through Brand Content, Social Media Engagement, and Consumer Trust Wijaya, Moh Faisal; Wahyudi Rahman, Muhammad Fajar
Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 5 No. 2 (2026)
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/jmppk.2026.05.2.07

Abstract

Purpose – This study aims to analyze the effects of brand-generated content and social media engagement on purchase intention through the mediating role of consumer trust in the virtual office industry.   Design/Methodology/Approach – This study employed an explanatory research design with a quantitative approach. The population consisted of social media users who had been exposed to Graha Office Surabaya content. A total of 372 respondents were selected using a purposive sampling technique. Data were collected through an online questionnaire and analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM) with SmartPLS 4.   Findings – The results indicate that brand-generated content and social media engagement have positive effects on consumer trust. Social media engagement and consumer trust also positively influence purchase intention, and brand-generated content has a positive effect on purchase intention. Furthermore, consumer trust significantly mediates the effects of brand-generated content and social media engagement on purchase intention, demonstrating its crucial role in converting social media activities into consumer purchase decisions.   Originality/Value – This study contributes to digital marketing and consumer behavior literature by examining the mediating role of consumer trust in the relationship between social media marketing activities and purchase intention within the virtual office industry, a context that remains underexplored. The findings provide practical insights for companies by emphasizing the importance of developing credible content and meaningful social media interactions to strengthen consumer trust and improve purchase intention.
Co-Authors Azhari, Desinta Riski Candra Arifah, Ika Diyah Christy Avega Dumatri, Agatha Dinda Syachadi, Nourissa Fazlurrahman, Hujjatullah khusnul khotimah Ratih Amelia Rizkiya, Cahaya Alya Surya Putra, Samuel Domatius Syarifatustsania, Nadiah Wijaya, Moh Faisal