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All Journal EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi dan Bisnis JPPM (Jurnal Pengabdian dan Pemberdayaan Masyarakat) Cakrawala Management Business Journal eCo-Buss Lampuhyang Management Studies and Entrepreneurship Journal (MSEJ) eCo-Fin Journal of Educational Management Research Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah Joong-Ki
Wenny Pebrianti
Universitas Tanjungpura
Agriculture, Biological Sciences & Forestry Humanities Civil Engineering, Building, Construction & Architecture Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Energy Environmental Science Industrial & Manufacturing Engineering Public Health Social Sciences Other

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Analyzing The Effect of Social Media Influencer on Purchase Intention Through Parasocial Relationships: The Moderation Role of Influencer-Product Congruency Weni Trisnawati; Helma Malini; Wenny Pebrianti; Ramadania Ramadania; Heriyadi Heriyadi
eCo-Fin Vol. 7 No. 1 (2025): eCo-Fin
Publisher : Komunitas Dosen Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32877/ef.v7i1.1795

Abstract

  The rapid expansion of social media platforms has led to continuous transformations in marketing approaches and methodologies. Among contemporary promotional techniques, influencer marketing has emerged as a pioneering strategy. This development necessitates brands and marketing professionals to carefully select appropriate social media personalities. The research examines how influencers' intimate self-disclosure and self-influencer congruence affect consumer purchasing intention, with particular attention to the intermediary function of parasocial relationships and the potential moderating effect of influencer-product congruency. The investigation employed quantitative methodologies, gathering data from 213 survey participants. Research propositions were assessed through partial least squares structural equation modelling (PLS-SEM), utilizing SmartPLS v.4.1 analytical tools. Results indicate parasocial relationships are an intermediary mechanism linking influencers' intimate self-disclosure and self-influencer congruence to purchase intention. However, the findings challenge initial expectations by demonstrating that the correlation between influencer-product congruency does not significantly modify the connection between parasocial relationships and purchase intention. These discoveries aim to contribute fresh perspectives to the understanding of social media personalities' effectiveness in influence-based marketing strategies.
Pengaruh Product Quality, Cafe Atmosphere dan Customer Experience Terhadap Customer Satisfaction Dengan Brand Image Sebagai Variabel Mediasi Pada CW Coffee Harisa Juliani; Wenny Pebrianti; Ahmad Shalahuddin; Juniwati Juniwati; Heriyadi Heriyadi
eCo-Fin Vol. 7 No. 2 (2025): eCo-Fin
Publisher : Komunitas Dosen Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32877/ef.v7i2.2601

Abstract

Konsumsi kopi di Indonesia menunjukkan tren positif dalam sembilan tahun terakhir, yang berdampak pada perkembangan industri kopi di negara ini. Salah satu kedai kopi yang menonjol adalah CW Coffee. Dimulai di Kota Pontianak, CW Coffee adalah merek lokal yang kini berkembang di beberapa wilayah di Indonesia. Mengingat persaingan yang semakin ketat, penelitian kuantitatif ini bertujuan untuk mengetahui pengaruh product quality, cafe atmosphere dan customer experience terhadap customer satisfaction dengan brand image sebagai variabel mediasi. Sebanyak 200 responden yang berdomisili di Kalimantan Barat, berusia minimal 17 tahun, dan telah mencoba CW Coffee Sungai Duri setidaknya dua kali dalam enam bulan terakhir terlibat dalam penelitian ini. Data dikumpulkan melalui metode purposive sampling dengan menggunakan kuesioner online. Analisis data dilakukan dengan menggunakan metode Structural Equation Modeling (SEM) berbasis Partial Least Squares (PLS) dengan bantuan perangkat lunak SmartPLS. Hasil penelitian ini menunjukkan bahwa product quality, cafe atmosphere, dan customer experience berpengaruh signifikan terhadap brand image dan customer stisfaction, baik secara langsung maupun tidak langsung melalui brand image sebagai mediasi. Temuan ini menegaskan pentingnya menjaga product quality, menciptakan cafe atmosphere yang nyaman, dan meningkatkan customer experience untuk memperkuat customer satisfaction.
Consumer Psychological Factors and Impulse Buying: The Moderating Role of Mindfulness among Generation Z QRIS Users Indah Riyani; Wenny Pebrianti; Nurul Komari; Bintoro Bagus Purmono; Harry Setiawan
Journal of Educational Management Research Vol. 5 No. 2 (2026)
Publisher : Al-Qalam Institue

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61987/jemr.v5i2.1924

Abstract

The rapid adoption of QRIS-based digital payment systems has transformed Generation Z’s consumption patterns, particularly by increasing their tendency toward impulse buying. This study aims to examine the effects of spendception, cashless effect, and hedonic motivation on impulse buying, as well as the moderating role of mindfulness. This quantitative study involved 250 Generation Z respondents in Indonesia who had engaged in impulse buying using QRIS within the past six months. The data were analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM) with SmartPLS 4. The results indicate that spendception, cashless effect, and hedonic motivation have positive and significant effects on impulse buying. Mindfulness weakens the influence of the cashless effect arising from transaction convenience and hedonic motivation driven by emotional pleasure. Conversely, mindfulness strengthens the effect of spendception on impulse buying, as a reduced perception of monetary loss makes transactional awareness insufficient to restrain purchasing impulses. These findings suggest that psychological processes in digital transactions are heterogeneous, depending on consumers’ cognitive and affective dynamics, and offer practical implications for consumers in managing impulsive purchasing tendencies in the era of digital payments.
Examining the Effects of Live Streamer and Product Characteristics on Purchase Intention: The Mediating Role of Emotional Trust in Social Commerce Naswa Riantika; Wenny Pebrianti; Ana Fitriana; Ramadania; Bintoro Bagus Purmono
Journal of Educational Management Research Vol. 5 No. 2 (2026)
Publisher : Al-Qalam Institue

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61987/jemr.v5i2.1958

Abstract

This study aims to examine the influence of live streamer characteristics and product characteristics on purchase intention, with emotional trust serving as a mediating variable in the context of live streaming commerce for religious products. A quantitative approach was employed using a survey method involving 201 respondents who had previously watched religious product live streaming sessions on a short-video commerce platform. The data were analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS). The findings reveal that live streamer characteristics—comprising professionalism, attractiveness, and interactivity—have a positive and significant effect on both emotional trust and purchase intention. Similarly, product characteristics, including perceived quality, price fairness, and practicality, significantly influence emotional trust and purchase intention. Emotional trust was found to play a significant mediating role in strengthening the relationship between both live streamer characteristics and product characteristics and consumers’ purchase intention. These results imply that in emotionally sensitive product contexts, consumers’ purchase decisions are shaped not only by functional and economic considerations but also by the development of emotional trust fostered through credible and interactive live streaming experiences. This study contributes to the social commerce literature by extending the understanding of emotional trust mechanisms in live streaming environments involving high emotional and religious sensitivity products.
Religiosity, Consumer Animosity, and Purchase Unwillingness: The Mediating Role of Product Judgment in a Religiously Motivated Boycott Context Muhammad Nafil Fikri; Nur Afifah; Wenny Pebrianti; Ahmadi
Journal of Educational Management Research Vol. 5 No. 2 (2026)
Publisher : Al-Qalam Institue

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61987/jemr.v5i2.2006

Abstract

This study aims to examine the effects of religiosity and consumer animosity on purchase unwillingness within a boycott context, with product judgment serving as a mediating variable. A quantitative approach was employed using a survey of 200 Muslim consumers aged 17 years and above who were aware of the boycott issue and expressed concern over related humanitarian matters. The data were analyzed using partial least squares structural equation modeling (PLS-SEM). The findings reveal that religiosity and consumer animosity negatively and significantly influence product judgment, while both variables positively and significantly affect purchase unwillingness. Product judgment also exerts a negative and significant effect on purchase unwillingness and functions as a partial mediator in the relationships between religiosity, consumer animosity, and purchase unwillingness. These results imply that cognitive evaluations of products serve as an important mechanism through which moral commitment and hostile sentiments are translated into refusal to purchase, highlighting the need for firms to address not only emotional reactions but also consumers’ evaluative perceptions in managing boycott situations.
The Effect Of Digital Content Marketing, E-WOM And Viral Marketing On The Interest Of Domestic Tourist Visits With Virtual Emotional Engagement As An Intervening Variable Resti Nursabilla; Ramadania Ramadania; Wenny Pebrianti
EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi dan Bisnis Vol 13 No 3 (2025): Juli
Publisher : UNIVED Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37676/ekombis.v13i3.7685

Abstract

This study aims to analyze the effect of Digital Content Marketing, electronic word of mouth (E-WOM), and Viral Marketing on the interest of domestic tourist visits in Indonesia with Virtual Emotional Engagement as an intervening variable. The research method uses quantitative approach with SEM-PLS analysis. The Data was collected from 200 active respondents of Tiktok users. The results showed that Digital Content Marketing, E-WOM, and Viral Marketing had a positive and significant effect on Virtual Emotional Engagement, which in turn also significantly influenced the interest of domestic tourist visits. However, the direct influence of E-WOM on the interest of domestic tourist visits is not significant, but E-WOM is more effective in creating emotional engagement, which can ultimately increase the interest of domestic tourist visits indirectly. This finding confirms the importance of social media-based digital marketing strategies to increase the attractiveness of domestic tourist destinations in the digital age. In addition, this study makes a theoretical contribution to understanding the role of emotional engagement in virtual environments as a link between marketing strategies and tourist behavior.
Pengaruh Negative Customer Experience dan Alternative Attractiveness terhadap Switching Intention dengan Dissatisfaction sebagai Variabel Intervening pada Produk MS Glow Isnawati Isnawati; Heriyadi Heriyadi; Wenny Pebrianti
Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah Vol. 8 No. 3 (2026): Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/alkharaj.v8i3.11325

Abstract

The Indonesian skincare industry is characterized by intense competition, making consumers highly sensitive to negative experiences and the attractiveness of alternative brands. This study aims to analyze the effect of negative customer experience and alternative attractiveness on switching intention, with dissatisfaction as an intervening variable among MS Glow consumers in Indonesia. A quantitative approach was employed using a survey method, and the data were analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM). The sample consisted of MS Glow consumers who had used the products and experienced negative outcomes. The results indicate that negative customer experience and alternative attractiveness have a positive and significant effect on dissatisfaction. Furthermore, dissatisfaction has a positive and significant effect on switching intention. Both negative customer experience and alternative attractiveness also directly influence switching intention. Mediation analysis confirms that dissatisfaction plays a significant intervening role. These findings highlight the importance of managing customer experience and strengthening competitive advantages to reduce brand switching intentions in the local skincare industry.
Influencer Marketing and TikTok Electronic Word of Mouth: Examining Their Effects on Repurchase Intention with Brand Trust as a Mediator Ensi Rahmayanti; Rahmadania; Ana Fitriana; Wenny Pebrianti; Bintoro Bagus Purmono
Journal of Educational Management Research Vol. 5 No. 3 (2026)
Publisher : Al-Qalam Institue

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61987/jemr.v5i3.2029

Abstract

The rapid growth of social media, particularly TikTok, has transformed how consumers build relationships with brands and develop intentions to repurchase products. This study aims to examine the effects of influencer marketing and electronic word of mouth (eWOM) on repurchase intention, with brand trust acting as a mediating variable. A quantitative research approach was employed using a survey of 200 active TikTok users who had previously purchased or tried products promoted on the platform. The collected data were analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS). The results indicate that influencer marketing has a significant effect on both repurchase intention and brand trust. Meanwhile, TikTok eWOM significantly influences brand trust but does not directly affect repurchase intention. Brand trust is found to have a significant effect on repurchase intention and plays an important mediating role in strengthening the relationship between influencer marketing, eWOM, and repurchase intention. These findings highlight the importance of building brand trust to transform digital marketing communication into sustainable consumer loyalty and repeated purchase behavior in social media–driven markets.
Gamification and Purchase Intention on E-commerce Platforms: The Mediating Role of User Engagement and Moderating Role of Gender Bimewahqi Najmi; Titik Rosnani; Ana Fitriana; Ramadania; Wenny Pebrianti
Journal of Educational Management Research Vol. 5 No. 4 (2026)
Publisher : Al-Qalam Institue

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61987/jemr.v5i4.2427

Abstract

The e-commerce industry continues to show significant growth, accompanied by increasingly intense competition among platforms. However, some platforms face challenges such as declining traffic and user engagement, despite maintaining a large market share. This study aims to analyze the effect of gamification on purchase intention, with user engagement as a mediating variable and gender as a moderating variable. The research employs a quantitative approach through an online survey of users engaging with gamification features on e-commerce platforms. Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with the assistance of SmartPLS 4.0. The results indicate that gamification has a positive and significant effect on user engagement but a negative and significant effect on purchase intention. User engagement has a very strong positive effect on purchase intention and is proven to mediate the relationship between gamification and purchase intention. Meanwhile, gender was not found to moderate this relationship. These findings underscore the importance of user engagement as a key factor driving consumer purchase intention. The study’s implications suggest that platform managers should develop gamification strategies that create meaningful engagement integrated with transactional activities to enhance users’ purchase intention.
The Role of Attitude in the Influence of Social Pressure, Product Features, and Brand Image on Android Brand Switching Decisions Among Gen-Z College Students Khusnul Hairunnisa; M. Irfani Hendri; Ahmadi; Wenny Pebrianti; Bintoro Bagus Purmono
Journal of Educational Management Research Vol. 5 No. 4 (2026)
Publisher : Al-Qalam Institue

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61987/jemr.v5i4.2449

Abstract

This study aims to examine the effects of social pressure, product features, and brand image on brand switching from Android to iPhone among Generation Z consumers, with attitude serving as a mediating variable. A quantitative research approach was employed using a survey method. Data were collected from 362 Generation Z university students who had previously used Android smartphones. The respondents were selected through purposive sampling, and the data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results indicate that social pressure, product features, and brand image have positive and significant effects on attitude. Furthermore, attitude has a positive and significant effect on brand switching from Android to iPhone. The mediation analysis reveals that attitude significantly mediates the relationships between social pressure, product features, and brand image with brand switching. These findings contribute to the consumer behavior literature by providing a deeper understanding of the factors influencing brand-switching decisions in the smartphone industry. The study also offers practical insights for smartphone marketers in developing strategies that strengthen consumer attitudes and enhance brand attractiveness to encourage switching behavior among Generation Z consumers.
Co-Authors Ahmad Shalahuddin Ahmadi Ana Fitriana Barkah Barkah Bimewahqi Najmi Bintoro Bagus Purmono Desi Nurhalita Ensi Rahmayanti Erna Listiana Fadhilah Jihan Faezha Harisa Juliani Harry Setiawan Helma Malini Hendarmin Hendarmin Heriyadi Heriyadi Ilmira Rosalin Indah Riyani Indra Safari Isnawati Isnawati Juniwati Juniwati Khusnul Hairunnisa M. Irfani Hendri Maria Olivia Pricilla Metasari Kartika Muhammad Nafil Fikri Naswa Riantika Nur Afifah Nur Kholis Farhan Nurul Komari Puput Lestari Rahmadania Ramadania Ramadania Ramadania, Ramadania Resti Nursabilla Seiko Manito Septi Purnama Sari Tiara Wati Titik Rosnani Titik Rosnani Weni Trisnawati