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All Journal Jurnal Ilmiah Mahasiswa FEB Jurnal Ilmiah Manajemen Kesatuan
Benefita, Darma Fadhila
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Economics, Econometrics & Finance Education Social Sciences

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Analisis Faktor yang Memengaruhi Tingkat Konsumsi Mahasiswa pada E- Commerce. Studi Kasus:Mahasiswa Fakultas Ekonomi dan Bisnis Universitas Brawijaya Benefita, Darma Fadhila
Jurnal Ilmiah Mahasiswa FEB Vol. 5 No. 2
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

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Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh dari pendapatan, harga, tingkat kepercayaan, tingkat kemudahan dan kualitas informasi terhadap tingkat konsumsi mahasiswa dengan menggunakan regresi linear berganda. Penelitian ini dilakukan di Fakultas Ekonomi dan Bisnis Universitas Brawijaya Malang dengan metode survei. Penelitian ini menggunakan responden sebanyak 100 orang mahasiswa dari semua jurusan di Fakultas Ekonomi dan Bisnis Universitas Brawijaya yang pernah berbelanja melalui e-commerce. Penelitian ini menggunakan softwre SPSS 21  sebagai  alatpenguji data  penelitian. Hasil  analisis untuk  model  ini  menunjukkan bahwa pendapatan, harga, tingkat kepercayaan, tingkat kemudahan dan kualitas informasi berpengaruh secara positif dan signifikan terhadap tingkat konsumsi pada e-commerce.Kata  kunci:  Tingkat  konsumsi,  pendapatan, harga,  tingkat kepercayaan, tingkat  kemudahan, kualitas informasi.
The Influence of Brand Satisfaction on Brand Loyalty Mediated by Brand Love and Moderated by Brand Reputation Benefita, Darma Fadhila; Hapsari, Raditha Dwi Vata; Isharina, Ikhtiara Kaideni
Jurnal Ilmiah Manajemen Kesatuan Vol. 14 No. 1 (2026): JIMKES Edisi January 2026
Publisher : LPPM Institut Bisnis dan Informatika Kesatuan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37641/jimkes.v14i1.4676

Abstract

Rising competition within Indonesia's local cosmetics sector necessitates that companies comprehend the elements influencing consumer brand loyalty. This research seeks to explore how brand satisfaction and brand love influence brand loyalty, with brand love serving as a mediating factor and brand reputation functioning as a moderating factor. The study employs a quantitative explanatory methodology. Data was gathered from 290 respondents who use local cosmetic products via a questionnaire and analyzed with suitable statistical techniques. The findings show that brand satisfaction and brand love both positively affect brand loyalty, while brand satisfaction also positively impacts brand love. Mediation analysis demonstrates that brand love plays a significant role in mediating the connection between brand satisfaction and brand loyalty. Nonetheless, brand reputation did not significantly influence this relationship. The research indicates that businesses can boost brand loyalty by increasing customer satisfaction and cultivating emotional ties with consumers via product quality, openness, and steady communication tactics.
Co-Authors Ikhtiara Kaideni Isharina Raditha Dwi Vata Hapsari