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All Journal Jurnal Masharif al-Syariah: Jurnal Ekonomi dan Perbankan Syariah MANAJEMEN DEWANTARA Journal of Economics, Business, and Government Challenges Budimas : Jurnal Pengabdian Masyarakat Rengganis Jurnal Pengabdian Masyarakat Jurnal Pengabdian Masyarakat Sains dan Teknologi Cakrawala: Jurnal Pengabdian Masyarakat Global Jurnal Nusantara Berbakti Jurnal Kabar Masyarakat Jurnal Akademik Pengabdian Masyarakat
Dewi Deniaty Sholihah
Unknown Affiliation
Religion Agriculture, Biological Sciences & Forestry Humanities Computer Science & IT Economics, Econometrics & Finance Education Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mathematics Mechanical Engineering Social Sciences Other

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Journal : MANAJEMEN DEWANTARA

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DINAMIKA LIVE STREAMING COMMERCE: ANALISIS PENGARUH PERSEPSI HARGA, KESADARAN MEREK, DAN KETERLIBATAN PELANGGAN TERHADAP MINAT BELI KONSUMEN Fahrul Ardani; Siti Aminah; Dewi Deniaty Sholihah
MANAJEMEN DEWANTARA Vol 9 No 1 (2025): MANAJEMEN DEWANTARA
Publisher : Universitas Sarjanawiyata Tamansiswa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30738/md.v9i2.19924

Abstract

This study aims to analyze the influence of Price Perception, Brand Awareness, and Customer Engagement on Purchase Intention for Aerostreet shoes through Shopee Live Streaming in Surabaya. This topic is essential in the field of digital marketing as these three variables play a key role in shaping consumer purchasing decisions, particularly in the increasingly popular context of live streaming e-commerce. The study seeks to provide a deeper understanding of how pricing, brand recognition, and consumer involvement can be optimized by businesses to enhance interest in local products amid intense competition. The research employs a quantitative approach using Partial Least Square (PLS) analysis, processed with SmartPLS software. The sample consists of 90 respondents selected using purposive sampling. Data were collected via an online questionnaire distributed to Shopee users in Surabaya who had previously viewed Aerostreet’s live streaming sessions. The findings reveal that both Price Perception and Brand Awareness have a significant positive effect on Purchase Intention, while Customer Engagement shows a significant negative effect. These results suggest that rational and cognitive factors outweigh emotional engagement in influencing purchase decisions in the live streaming context.
PENGARUH TRUST DAN GREEN MARKETING TERHADAP LOYALITAS PELANGGAN : STUDI EMPIRIS PADA LAYANAN TRANSPORTASI UMUM DI INDONESIA Achmad Risal Basori; Supriyono; Dewi Deniaty Sholihah
MANAJEMEN DEWANTARA Vol 9 No 1 (2025): MANAJEMEN DEWANTARA
Publisher : Universitas Sarjanawiyata Tamansiswa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30738/md.v9i2.20084

Abstract

Customer loyalty is a key factor in maintaining the desire of transportation service businesses amidst increasingly tight competition. This study aims to analyze the effect of trust and green marketing on customer loyalty in public transportation service, with a case study at PO. Gunung Harta in Bangkalan Regency. This study uses a quantitative approach with purposive sampling method, involving 83 respondents who are users of the service more than twice a year. The data analysis technique used is Partial Least Squares Structural Equation Modeling (PLS-SEM) with the help of SmartPLS software. The results of the study indicate that trust has a positive and significant effect on customer loyalty. Likewise, green marketing has a positive and significant effect on customer loyalty. These findings indicate that customer trust in service and the implementation of environmentally friendly marketing strategies play an important role in building and maintaining customer loyalty. Therefore, transportation companies are advised to continue to increase customer trust through transparent, safe and consistent service, as well as implementing sustainable green marketing practice.
Co-Authors Achmad Risal Basori Adelita Zahrah Ayu Joyana Sri Hartatik Cintya Sabella Dian Aris Monna Elly Nurhandayani Fadhilla Yasmin Jannati Fahrul Ardani Griffith Athalla Eriawan Happy Nur Virdiana Lisma Rosmawati M. Arya Abdillah Muhammad Abdul Rouf Nurkholis Majid Putri Nabilah Azahra Serlinda Mareta Putri SITI AMINAH SUPRIYONO Ula Farhah Nailah Umi Alfiatuz Zuhro Yeni Sutrianingsih Zanetta Najlaa Putri Arfi