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All Journal International Journal of Application on Economics and Business Jurnal Serina Ekonomi dan Bisnis
Ekawati , Sanny
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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Journal : International Journal of Application on Economics and Business

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FACTORS INFLUENCING NETFLIX PURCHASE INTENTION IN JAKARTA Megasari, Devia; Ekawati , Sanny
International Journal of Application on Economics and Business Vol. 2 No. 3 (2024): Agustus 2024
Publisher : Graduate Program of Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/ijaeb.v2i3.15-23

Abstract

The purpose of this research is to determine the influence of service quality, trust, and e-payment on purchase intention for Netflix streaming services in Jakarta. The research design utilized is causal with a quantitative approach. The instrument for this research is a questionnaire in a Google form which is distributed via social media. The sample size was 180 respondents who were Netflix users in Jakarta. The sample selection technique in this research was carried out using a purposive sampling technique. Data analysis used SmartPLS software version 4.0. Data analysis consists of outer and inner models. The outer model includes validity and reliability tests, while the inner model includes R-square, Q-square, f-square test, GoF test, path analysis, and hypothesis tests. The outcomes about of this research appear that service quality, trust, and e-payment have a significant positive effect on purchase intention on the Netflix streaming service in Jakarta.
DETERMINANTS OF PURCHASE INTENTION ON DONUTS INDUSTRY OF BRAND X IN JAKARTA Karina, Karina; Ekawati , Sanny
International Journal of Application on Economics and Business Vol. 2 No. 4 (2024): November 2024
Publisher : Graduate Program of Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/ijaeb.v2i4.582-590

Abstract

This research is aimed to determine the influence of the e-WOM variables, perceived quality, and brand image on purchase intentions for brand X donut in Jakarta. The type of research design used in this research is descriptive with a cross-sectional data collection time method and a quantitative approach. Non-probability sampling with purposive sampling technique was used in this research. The instrument in this research uses a questionnaire in a Google form which is distributed online via social media such as WhatsApp, Line and Instagram. The population in this study were Jakarta residents who had bought this brand X donut. The sample size used in this research was 190 respondents. The data was analyzed using SmartPLS version 4 software application. Data analysis is divided into 2 (two), namely the outer and the inner model. The results of this research show that there is a positive but insignificant effect between e-WOM on purchase intentions. Perceived quality and brand image have a positive and significant influence on purchasing intentions. The benefit of this research is to provide input for brand X donut regarding the importance of maintaining quality and developing brand image in encouraging consumer purchasing intentions.
INFLUENTIAL FACTORS OF PURCHASE INTENTION ON BRAND X LOCAL BEAUTY PRODUCTS Wijaya, Silvia; Ekawati , Sanny
International Journal of Application on Economics and Business Vol. 2 No. 4 (2024): November 2024
Publisher : Graduate Program of Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/ijaeb.v2i4.607-616

Abstract

The interest in beauty products has recently increased. This research aims to evaluate empirically regarding the impact of E-WOM, brand awareness, and brand image in creating buying interest when purchasing local beauty products in Jakarta. The sample size of this research was 156 respondents with purposive sampling technique. Data collected in this study used questionnaires distributed online through social media to those using brand X local beauty products in Jakarta. Data which have been collected was examined using PLS-SEM with the assistance of version 3 software of SmartPLS. The results showed that E-WOM has a positive and significant impact regarding brand awareness and brand image, while E-WOM and brand awareness do not have a significant influence on purchase intention. In addition, brand image has a positive and significant influence on purchase intention. The benefit of this research for local beauty companies is to manage their marketing communications well so as to engage customer reviews and pay close attention to the brand image that is formed so as to increase customer desire to buy and recommend products to others.
SOCIAL MEDIA MARKETING AND CELEBRITY ENDORSEMENT IMPACT ON PURCHASE INTENTION MEDIATED BY BRAND AWARENESS Laurence, Angelica; Ekawati , Sanny
International Journal of Application on Economics and Business Vol. 3 No. 3 (2025): Agustus 2025
Publisher : Graduate Program of Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/ijaeb.v3i3.1196-1207

Abstract

The significant expansion of the cosmetics industry has led to heightened competition, compelling businesses to identify key factors that drive consumers' purchase intentions. This study concentrates on examining the elements influencing the purchase intention for Implora cosmetics. A descriptive research approach was applied, using purposive sampling to obtain responses from 275 participants through questionnaires. The data were examined using PLS-SEM to investigate the connections between these four variables. The results indicated that social media marketing, celebrity endorsements, and brand awareness are able to affect consumers' intention to buy Implora products. Additionally, it was found that brand awareness can acts as a mediator between social media marketing and the intention to purchase, as well as between celebrity endorsement and the intention to purchase Implora products. the influence of social media marketing and celebrity endorsements on the intention to purchase. These results underscore the crucial function of these three factors in improving purchase intentions, suggesting that focusing on social media marketing, celebrity endorsements, and brand awareness can help strengthen competitiveness in the market.
THE EQUITY FACTORS THAT INFLUENCE BEHAVIORAL LOYALTY OF GRABFOOD APPLICATION USERS: STUDY OF GEN Z CONSUMERS IN DKI JAKARTA Gotama, Nathan Indra; Ekawati , Sanny
International Journal of Application on Economics and Business Vol. 3 No. 3 (2025): Agustus 2025
Publisher : Graduate Program of Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/ijaeb.v3i3.1288-1301

Abstract

This study examines the impact of equity factors on behavioral loyalty through attitudinal loyalty among Gen Z consumers of the GrabFood application in DKI Jakarta. Quantitative method was applied in this study through a google form questionnaire with Likert scale. Data was collected from 145 Gen Z consumers who used the GrabFood application at least once in the last 2 months. This study employs a purposive sample strategy in conjunction with the aid of SmartPLS 4.0 software. According to the findings of the Structural Equation Modeling (SEM), attitudinal loyalty is significantly positively impacted by the third component of customer-perceived equity. Moreover, connection equity significantly improves behavioral loyalty, although brand equity and value equity have little influence on the same. Behavioral loyalty is significantly positively impacted by the attitudinal loyalty component as well. The association between brand equity and value equity and behavioral loyalty can be mediated by attitudinal loyalty characteristics, according to mediation tests. However, the relationship between behavioral loyalty and relationship equity cannot be mediated by attitudinal loyalty. The study reveals that it is important for business owners to add value to their brands and build positive relationships with brand customers, as attitudinal loyalty to a brand is determined by value equity, brand equity, and relationship equity. On the other hand, customer behavioral loyalty is often determined by the attitudinal loyalty of the customers which further explains why businesses should increase a positive attitude towards the brand.
DETERMINANTS OF BRAND LOYALTY AT XYZ COFFEE SHOP: A STUDY OF GEN Z IN JAKARTA Liman, Cindy Nathania; Ekawati , Sanny
International Journal of Application on Economics and Business Vol. 3 No. 3 (2025): Agustus 2025
Publisher : Graduate Program of Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/ijaeb.v3i3.1302-1310

Abstract

This study’s purposes is to analyze the influence of brand experience, brand uniqueness, and perceived quality on brand loyalty of XYZ coffee outlet in Jakarta. The methodology used in this study is descriptive research design with a quantitative process. The sample selection technique used is a non-probability purposive sampling technique. A total of 125 respondents participated in the research through a google form questionnaire. This study utilizes the SmartPLS 4 software to analyse data, in which uses SEM analysis. The results of this study indicated that all of the factors positively and significantly influence brand loyalty. Those factors mentioned are brand experience, brand uniqueness, and perceived quality. This research plays a vital contribution to coffee vendors to further observe their brand uniqueness as a meaningful differentiation value for the customers when contrasted to other brand opposition. The product sold, in this case, must also perceive a great quality in terms of physical excellence and service in which will provide a unique experience for the customers and therefore create a loyalty to the coffee brand.
Co-Authors Gotama, Nathan Indra Jonathan Pinarto, James Karina Karina Laurence, Angelica Liman, Cindy Nathania Megasari, Devia Silvia Wijaya